Jollibee chickenjoy 7 ps
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The document discusses the marketing strategy, known as the 7Ps, for Jollibee Chicken Joy. It identifies the total market potential as all Filipinos given Chicken Joy's popularity and heritage. The primary target market are families with children aged 0-12 across socioeconomic classes who enjoy eating chicken. Jollibee positions Chicken Joy as a delicious and satisfying family meal that provides bonding moments. Chicken Joy is available at affordable prices in all Jollibee stores nationwide and promoted through television, print, and billboard advertising.
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Jollibee chickenjoy 7 ps
- 2. 7Ps Jollibee Chicken Joy Potential (Total Market) In the last 25 years, Chickenjoy has evolved from just a plain chicken product to a strong and well-loved brand in the QSR (quick service restaurant) industry. It reached the level of having an established emotional affinity among Filipinos given its constancy as a functional product and the heritage that it continuously imparts in every household. Primary Target Market Moms and dads with kids (0-12 years old), across socio-eco classes, chicken eaters Positioning A uniquely delicious total sensory experience enjoyed by the whole family: Crispylicious, juicylicious, amoy delicious and gravylicious. Satisfies not only your family’s craving for a delicious chicken meal but also your family’s needs for bonding moments. Product Best tasting chicken: Jollibee Chickenjoy Price value-for-money price (2006): 1-pc Chickenjoy or Spicy Chickenjoy with rice & gravy: P56.00; delivery: P61.60 2-pc Chickenjoy or Spicy Chickenjoy with rice & gravy: P99.00; delivery: P108.90 Place All Jollibee stores nationwide- Dine-in, take-out counters and delivery (currently, there are more than 600 stores nationwide) Promotion TVC, Print, and Billboard