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 82billion 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 82 billion.
The total market share is Php 126 billion
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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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