Jolibee Marketing Plan


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  • E-marketing considers as a effective and efficient promotional tool nowadays in Spain, seeing that the internet usage in Spain is high.The coverage of internet is very board.
  • Mobile ad. According to stat. Spain Mobile usage in 2008 is around 83.3% of national population and 92.9% of the mobile phone users use SMS.
  • Youngsters(Student, working group at the region, family
  • Jolibee Marketing Plan

    1. 1. Marketing PlanBarcelona, Spain<br />Group Member:<br />Rosa Lee Gary LoHolly Ng Shirley Zou<br />
    2. 2. Situational Analysis <br />Situational Analysis<br />Target Market<br />Mission Statement<br />Unique Selling Point<br />Corporate Objectives<br />Competitor Analysis<br />Problem and Opportunity<br />Marketing Objectives<br />Marketing Strategy<br />Marketing Tactics<br />Budget Plan<br />
    3. 3. Situational Analysis <br />Market Trends<br /><ul><li>More focus on Youths
    4. 4. Popular of trendy café
    5. 5. Wi-fi internet access
    6. 6. Creative location
    7. 7. Multi-branding
    8. 8. Cleanness environment </li></li></ul><li>Situational Analysis<br /> Potential Market<br /><ul><li>Raising demand in fast food market
    9. 9. Increasing numbers of single parent household.
    10. 10. Boutique restaurants development
    11. 11. Fast but high quality food </li></li></ul><li>Situational Analysis<br />Environmental<br />Factor<br />
    12. 12. Target Market<br />Age group 16 – 28 <br /><ul><li>High school students
    13. 13. Fresh graduate
    14. 14. University students
    15. 15. Trendy youngster
    16. 16. Limited time eaters in surrounding area</li></li></ul><li>Target Groups Distribution<br />
    17. 17. Mission Statment<br />To provide tasty food and drinks and add values on the youngster fast food dining experience through caring services<br />
    18. 18. positioning Statement<br /> For youngsters who need a place that is for them (trendy, well-equipped with online facilities, easy to get food and drinks which open hours are long). The new Jollibee is a lifestyle that is enjoying the moment. Unlike the usual red Jollibee, the quality customer experience does not only taste good food in a rush. <br />
    19. 19. Positioning<br />Quick service, affordable price, tasty food, innovative drinks and a comfortable place with free Wi-Fi accessibility and long operating time<br />The trendy place for youngster to gather together<br />
    20. 20. Unique Selling Point<br />The Only fast food restaurant provides trendy and cyber environment.<br />
    21. 21. CorporateObjective <br /> Product line<br /><ul><li>Diversified drinks and localized the menu</li></ul> Corporate goal<br /><ul><li>Penetrate the youngster market rapidly
    22. 22. Being environmental friendly
    23. 23. Corporate responsibilities</li></li></ul><li>CorporateObjective <br /> Internal Branding<br /><ul><li>Enable employees to learn, grow, achieve and contribute on their tasks </li></ul> Company Strategies<br /><ul><li>Fresh ingredients
    24. 24. Expand the choices of food and drinks
    25. 25. Seeking for sustainable growth opportunities</li></li></ul><li>CompetitorAnalysis<br />Competitor: McDonald, Bacotta & Burger Kings<br />
    26. 26. Opportunities<br />Multi-cultural Branding<br />Headquarter Backup<br />Adaptable eating trends in Spain<br />Co-operation with youth brand<br />New product launch <br />
    27. 27. Problems<br />
    28. 28. Marketing Objective<br /> Product<br /><ul><li>Change the concept of Jollibee from Family-oriented to a place for teenagers to gather
    29. 29. Launch new product every quarter </li></ul>Service<br /><ul><li>Provide the fastest and most consistent service- bring down the service time to 3 minutes
    30. 30. Create customer’s loyalty though service quality and efficiency</li></li></ul><li>Marketing Objective<br /> Place<br /><ul><li>Directly reach the targeted customers</li></ul> Price<br /><ul><li>Quickly penetrate into the Fast food market in short term
    31. 31. Guarantee the profitability in long run </li></ul> Promotion<br /><ul><li>Establish the new brand recognition
    32. 32. Develop a lead generation</li></li></ul><li>Marketing Strategy<br /> Place<br />Jollibee Restaurant-Las Ramblas, 20 -CarrerBiada, 7,Gracia Distinct <br />CanteenUniversity of Barcelona<br />
    33. 33. Marketing Strategy<br />Product<br />
    34. 34. Marketing Strategy<br /> Core Product<br /><ul><li>Furnishings of the Restaurant
    35. 35. Innovative Food in Spanish Style</li></li></ul><li>Marketing Strategy<br />Supporting Product<br /><ul><li>Recyclable Containers
    36. 36. Wi-Fi Internet Connection
    37. 37. Product Innovation </li></li></ul><li>Marketing Strategy<br /> Facilitating Product<br /><ul><li>Quality Service
    38. 38. Extended Opening Hours</li></li></ul><li>Marketing Strategy<br />Price<br /><ul><li> Product Bundle Pricing i.e. Menu
    39. 39. Competition Based Pricing
    40. 40. Price Adjustment - Discount based on time of purchase - Discriminatory Pricing</li></li></ul><li>E-Marketing<br />
    41. 41. Marketing Strategy<br />Promotional Tool<br /><ul><li>Advertisinge.g. Mobile Advertisement, Advertisement on Youth magazine
    42. 42. Sales Promotion
    43. 43. Public Relatione.g. Press release on Youth Magazine </li></li></ul><li>Distribution Channel<br /><ul><li> Telephone Delivery Service
    44. 44. Manufactured Product distributed to Convenience Stores </li></li></ul><li>Marketing Tactics<br /> Product<br /><ul><li> Portion of the Food
    45. 45. Large Variety of Product
    46. 46. Introduce Bonus Card</li></li></ul><li>Marketing Tactics<br /> Price<br /><ul><li>Market Penetration Pricing
    47. 47. Promotional Price</li></ul>i.e. 0.99 € for 5 different items<br /><ul><li>Discriminatory Pricing</li></ul>i.e. Discount Price for aged 16 -28 <br />5 items<br />0.99 € Each<br />
    48. 48. Marketing Tactics<br />
    49. 49. Marketing Tactics<br /> Promotion<br /><ul><li> Opening Ceremony
    50. 50. Sponsor the Local Youngster’s Event
    51. 51. Discount Advertisement on Official website and Facebook
    52. 52. Free tasting of Product
    53. 53. Press Release</li></li></ul><li>Investment <br />
    54. 54. Year1 budget forecast<br />