Jollibee's 10 step marketing plan targets Filipino families, especially kids from lower income brackets. It focuses on providing affordable, quality food that families can enjoy together. Jollibee dominates the fast food market in the Philippines and differentiates itself by appealing to Filipino tastes. The plan details Jollibee's target market, needs, competitors, products, pricing, widespread store locations, and promotional strategies like TV ads and events. Jollibee's low prices, product innovation, and family-oriented marketing have contributed to its success as the largest fast food chain in the Philippines.
Jollibee is a Filipino-owned company that was founded by Tony Tan Caktiong and his family. They begin as an Ice Cream Parlor which later grew into an emerging global brand.
Jollibee is a Filipino-owned company that was founded by Tony Tan Caktiong and his family. They begin as an Ice Cream Parlor which later grew into an emerging global brand.
Jollibee Food Corporation-An International Expansion Case StudyKartik Mehta
A case study analysis, recommendations and solutions of the given questions from Jollibee Food Corporation on Global Expansion strategies.
Executive Summary:
Jollibee was a company originally established by the Tan family in 1975 as a family-owned ice cream parlor in the Philippines, but was soon forced to change its market caused by the oil crisis of 1977 - a factor which would have inherently caused the price of ice cream to double. Already established in the food industry and having overcome the initial barriers faced by those entering it, the Tan family successfully diversified the company to selling sandwiches. From that point, Jollibee began expanding their success by launching a total of five stores by 1978, founding what we see today as Jollibee Foods Corp.
Jollibee Philippines, Infographic by PayrollHeroPayrollHero
http://www.goo.gl/DUisqE - Jollibee Philippines, the largest food and beverage company in the Philippines. Check out just exactly how big they are. PayrollHero ~ http://www.goo.gl/DUisqE
This is a micromarket analysis of two of the largest convenience store chains in the Philippines - 7-11 and MINISTOP.
This was created by Group 4, ENTREP, S63, Ateneo Graduate School of Business.
Jollibee Food Corporation-An International Expansion Case StudyKartik Mehta
A case study analysis, recommendations and solutions of the given questions from Jollibee Food Corporation on Global Expansion strategies.
Executive Summary:
Jollibee was a company originally established by the Tan family in 1975 as a family-owned ice cream parlor in the Philippines, but was soon forced to change its market caused by the oil crisis of 1977 - a factor which would have inherently caused the price of ice cream to double. Already established in the food industry and having overcome the initial barriers faced by those entering it, the Tan family successfully diversified the company to selling sandwiches. From that point, Jollibee began expanding their success by launching a total of five stores by 1978, founding what we see today as Jollibee Foods Corp.
Jollibee Philippines, Infographic by PayrollHeroPayrollHero
http://www.goo.gl/DUisqE - Jollibee Philippines, the largest food and beverage company in the Philippines. Check out just exactly how big they are. PayrollHero ~ http://www.goo.gl/DUisqE
This is a micromarket analysis of two of the largest convenience store chains in the Philippines - 7-11 and MINISTOP.
This was created by Group 4, ENTREP, S63, Ateneo Graduate School of Business.
10 step product marketing plan
McDonald’s SM Fairview’s primary target market are shoppers of the mall
who want to satisfy their hunger fast. They can choose Jollibee, KFC, Chowking and nearby fast-foods or food-court and kiosks.Gap is nearby fast-food restaurants are always crowded and food is served slower. The market size is the average daily foot traffic of 130,000 of the mall.
McDonald’s is a fast-food giant that offers standard products worldwide It is priced relatively at par with Jollibee, 2% less than KFC and 15% less than Chowking.
Brand is advertised thru TV, radio, print, events & experiences. It is conveniently located inside SM Fairview and uses supply and distribution leverage strategy to win customers.
McDonald’s SM Fairview’s primary target market are shoppers of the mall
who want to satisfy their hunger fast.
They can choose Jollibee and KFC.
Gap is nearby fast-food restaurants are always crowded and food is served slower
The market size is the average daily foot traffic of 130,000 of the mall
McDonald’s SM Fairview’s primary target market are shoppers of the mall
who want to satisfy their hunger fast.
They can choose Jollibee, KFC, Chowking and food-court. Gap is nearby fast-food restaurants are always crowded and food is served slower
The market size is the average daily foot traffic of 130,000 of the mall.
McDonald’s is a fast-food giant that offers standard products worldwide. It is priced relatively at par with Jollibee, 2% less than KFC and 15% less than Chowking
Brand advertised thru TV, radio, print, events & experiences.
Conveniently located inside SM Fairview. It uses location and available space to win customers
Philly 360 Campaign Communication ApproachDaylon Soh 苏大章
Conceived for a pitch to introduce Philadelphia Cream Cheese into the local market. Campaign was meant to tie in with mass market consumer sampling.
Sources:
surveymonkey.com, WARC & EuroMonitor
Focus on research tools and techniques in marketing communications: product research, competitive analysis, audience and segmentation research, communications testing and media research. Emphasis on design, implementation, analysis and reporting of market research studies.
Planning, while really foundational, often feel like non-work, a lot of time devoted to invisible results. But in reality, planning is how you stay consistent in your publishing schedule, topic and visuals, how you save time on the long run and the beginning of measurable experiments with what content your audience really resonates to.
Slides from my video content planning talk at Cerebriam Studio's first learning event.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
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An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
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for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
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2. Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
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3. Outline
1. Primary Target Market of Jollibee
2. Maslow’s Hierarchy of Need
3. Competitors of Jollibee
4. Marketing Opportunity
5. Quantifying the Market
6-9. 4P’s of Jollibee
10. Winning Strategy
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4. Primary Target Market
Filipino Kids – Ages 3-10 years old ;
Teens - Ages 11-21 years old. Can be
Male / Female.
Filipino Families – even the Senior
Citizen. Social classes C, D and E
Looking for budget-friendly
or Quick meals.
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5. Claimed Target Market of
Jollibee
Jollibee knows their target audience very well:
the traditional family and all
communication materials focus on the
importance of family values, making Jollibee
the number one family fast food chain in the
Philippines.
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6. Maslow’s Hierarchy of Need
Eating in a Fast-food chain w/o
asking for money makes me
happy
Eating in Jollibee with my friends
and family without makes me
feel loved & accepted.
I need to eat to satisfy my
hunger & for me to survive.
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
6
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12. Gaps, Marketing Opportunity,
Selling Proposition
Marketing opportunity
Pioneer in fast-food industry
Increasing Population in the Philippines
Increasing number of working mothers that need to give
food their children given the time that they have.
Increasing number of single parent household
Raising demand in fast food market
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13. Gaps, Marketing Opportunity,
Selling Proposition
NWD not addressed:
Having the “busog” factor. Does one
order suffice to satisfy the hunger?
The size compared to indirect
competitors.
Unique selling proposition – The Filipino
Taste that appeals to its PTM.
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14. Claimed Market Size
Jollibee was able to capture 65% of the market
share in hamburger market in the Philippines.
http://lasanthaw.hubpages.com/hub/Jollibee-and-McDonalds-Filipino-burger-king
The JFC reported Php 62billion by end of 2011
Based on the Annual Report of JFC, Jollibee
earned Php50bln Revenue on 2011.
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15. Guesstimate Market Size
based on store count
As of Dec. 2011 Store Count for the
Direct Competitors and Jollibee
SOURCES:
http://archives.manilatimes.net/national/200
Market Share based on 8/feb/14/yehey/business/20080214bus12.ht
ml
Store Count Nationwide http://lasanthaw.hubpages.com/hub/Jollibee-
and-McDonalds-Filipino-burger-king
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16. Guesstimate Market Size
Total sales of JFC claiming 65% market
share is Php 62 billion.
The total market share is Php 95 billion
(62 billion /0.65)
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17. Jollibee Daily Production
The chicken marination line can produce
as many as 150,000 pieces a day
480,000 hamburger patties a day is
turned out by the frozen patty line.
The pie line can produce as much as
157,000 pocket pies in a 20-hour
operating day.
http://www.jollibee.com.ph/about-us
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28. Pricing Strategy Analysis
Relatively, the solo products of McDonald’s
are relatively cheaper by Php2-5 pesos.
The combo meals of Jollibee are cheaper by
10% compared to McDonalds.
As for the Chicken, though the price of
Jollibee is cheaper the McDo but their
Chicken size is bigger.
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40. Jollibee’s Promotion
Strategy
Family is a key component for Jollibee’s
promotion.
They just simply doesn’t want to cater
food and service but they wanted to be
part of your family.
It’s quality customer service of being
family oriented is one of their key
success instruments.
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45. McDonald’s promotion
analysis
Based on the promotion of McDonalds,
focuses on empowerment of young adults
to enjoy life by means of eating McDo
products.
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47. Place - Jollibee
Accessibility – Nationwide Stores
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48. Generic Winning Strategy
Low Cost Producer
Supply and Distribution Leverage
Differentiation
Niche
•Jollibee concentrates on serving the unique tastes of
Filipino consumers whereas McDonald’s exports
largely standardized fare to consumers around the
world.
• It will continuously think of product innovation to
give different food variances to its customers.
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50. Jollibee’s Key Marketing
Steps of their Success
PTM - Filipino Families esp. Kids (Class C,D,)E
NWD – Quality and budget-friendly food that they can
eat together with their loved-ones
Competitors – McDonalds, KFC, Burger King & Wendy’s
Gap – Pioneer in fast-food industry; Rising demand
for fast-food Chain
Market – The market is big as there are a lot of direct
and indirect competitors.
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51. Jollibee’s Key Marketing
Steps of their Success
Product – burgers, chicken, pies, sandwiches,
breakfast meal & desserts.
Price – relatively affordable from Php 25-150.
Promo – focuses on advertising, TV ads,
events & experiences.
Place – they have 752 stores nationwide,
offer delivery and on-line ordering.
Generic Winning Strategy of Mix –
Differentiation. Taste of Filipino
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