The document discusses the marketing strategy and success of Jollibee, the largest fast food chain in the Philippines. It analyzes Jollibee's USP of providing affordable, family-oriented fast food catering to Filipino tastes. Jollibee's marketing mix includes products influenced by American food but tailored to local palates, competitive pricing, wide placement of stores, and promotions focusing on family and relationships. This targeted approach has made Jollibee the dominant leader in the growing Philippine fast food market.
Fantasies in Frosting is a cupcake store which already has a reputable name in the wedding cake industry. They want to expand to the retail market and also opened the store to a new place in Moorhead area.
Starbucks bottled coffee is everywhere. How about Dunkin'? The project introduces the comprehensive market research and the omni-channel marketing strategies for Dunkin'-to-go, a new and exciting ready-to-drink coffee product. The project was conducted in 2015, one year before Dunkin' Donut published their launch of the ready-to-go coffee product line.
Fantasies in Frosting is a cupcake store which already has a reputable name in the wedding cake industry. They want to expand to the retail market and also opened the store to a new place in Moorhead area.
Starbucks bottled coffee is everywhere. How about Dunkin'? The project introduces the comprehensive market research and the omni-channel marketing strategies for Dunkin'-to-go, a new and exciting ready-to-drink coffee product. The project was conducted in 2015, one year before Dunkin' Donut published their launch of the ready-to-go coffee product line.
This is a competitive matrix prepared for Starbucks Corporation. A case study under the doctorate program of PLM. The competitors analyzed were McDonald's and Dunkin Donuts
Before you start writing your business plan for your bar business, spend as much time as you can to reading through some samples of bar or food and restaurant business plan templates. Not only will that give you a good idea of what it is you’re aiming for, but it will also show you the different sections that different entrepreneurs include and the language they use to write about themselves and their future plans.
We have created a sample bar business plan example for you to get a good idea about how a perfect bar business plan should look like and what details you should include in your business plan.
Source: https://upmetrics.co/template/bar-business-plan-example
Before you start writing your coffee shop business plan, spend as much time as you can to reading through some samples of a coffee shop or food and restaurant business plans. Not only will that give you a good idea of what it is you’re aiming for, but it will also show you the different sections that different entrepreneurs include and the language they use to write about themselves and their future plans.
We have created a sample coffee shop business plan example for you to get a good idea about how a perfect coffee shop business plan should look like and what details you should include in your business plan.
Source: https://upmetrics.co/template/coffee-shop-business-plan-example
De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.
Bonnes pratiques de création d'un site Web pour mobile.
Il est plus important que jamais d'offrir une excellente expérience aux mobinautes. Découvrez ici les bonnes pratiques pour concevoir un site mobile.
"Create 2-Way INTERACTIVE Digital Dialog - by simpy adding #Push2GO capability to all your PRINTED Materials."
28 Day BUSINESS Fan Page INSIGHTS -- Compliments of BudgetVideo4BIZ
PHOTO FOLDER - BudgetVideo4BIZ Business FAN Page
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This is a competitive matrix prepared for Starbucks Corporation. A case study under the doctorate program of PLM. The competitors analyzed were McDonald's and Dunkin Donuts
Before you start writing your business plan for your bar business, spend as much time as you can to reading through some samples of bar or food and restaurant business plan templates. Not only will that give you a good idea of what it is you’re aiming for, but it will also show you the different sections that different entrepreneurs include and the language they use to write about themselves and their future plans.
We have created a sample bar business plan example for you to get a good idea about how a perfect bar business plan should look like and what details you should include in your business plan.
Source: https://upmetrics.co/template/bar-business-plan-example
Before you start writing your coffee shop business plan, spend as much time as you can to reading through some samples of a coffee shop or food and restaurant business plans. Not only will that give you a good idea of what it is you’re aiming for, but it will also show you the different sections that different entrepreneurs include and the language they use to write about themselves and their future plans.
We have created a sample coffee shop business plan example for you to get a good idea about how a perfect coffee shop business plan should look like and what details you should include in your business plan.
Source: https://upmetrics.co/template/coffee-shop-business-plan-example
De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.
Bonnes pratiques de création d'un site Web pour mobile.
Il est plus important que jamais d'offrir une excellente expérience aux mobinautes. Découvrez ici les bonnes pratiques pour concevoir un site mobile.
"Create 2-Way INTERACTIVE Digital Dialog - by simpy adding #Push2GO capability to all your PRINTED Materials."
28 Day BUSINESS Fan Page INSIGHTS -- Compliments of BudgetVideo4BIZ
PHOTO FOLDER - BudgetVideo4BIZ Business FAN Page
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My presentation from OML from May 2013. On top of speaking about why blogging is good for brands, I also gave some advice on setting up and running commercial blogs, tips on developing a content strategy for your business blog, and steps and techniques to finding and attracting visitors.
Presentation made for Ignite @ Penafiel on april 2014.
You can also see the video here:
https://www.youtube.com/watch?v=zifxHM_D-eA&list=PL477491FEB08B174D&index=7
How to Get Links for Your Business | BrightonSEOExposure Ninja
Want to build better links for your business or client? Not sure how to get links in niche industries? Charlie has got you covered.
Charlie's BrightonSEO presentation shows you link building methods that you can use regardless of your business. She uses content marketing case studies for businesses that are super tricky to get links for, just to show you how effective these strategies are.
All of these examples are Exposure Ninja clients, but the goal is not to tell you how great EN is (though there is DEFINITELY an element of that), but to share these examples because we know exactly what happened, how well it worked, and to show you the numbers.
Need some digital marketing advice tailored to your business? Exposure Ninja offer a free, no obligation website marketing review: https://exposureninja.com/review
Our First Presenter: Haley Fields spoke on the topic of: How Fixing These (Very) Common Social Media Marketing Mistakes Turned $25,000 to Over $1,000,000 in Revenue
Facebook, Instagram, and Google are CONSTANTLY changing. There is simply no way to keep up if you’re not working on those platforms daily across multiple accounts. For this very reason, about 99% of those using social media marketing are doing it WRONG – resulting in a lot of wasted time and money.
Our Second Presenter: JD Prater spoke about: Zag When Others Zig: Leveraging Quora Ads to Drive Results
Contrarian advertisers zag when others zig to get unexpected results. With marketers heavily relying on Google and Facebook, there's never been a better time to start zigging. Quora is every performance marketer’s dream – a highly engaged audience, the right context, and specific targeting. In this session, JD will take a dive deep into how you can start zagging to drive results with Quora Ads.
Learn more about all upcoming Utah Digital Marketing Collective events here http://www.utahdmc.org
In this presentation, you will learn how to get more likes on your Facebook page (without having to pay for it). Also, you will learn the 6 sins of social media.
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Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Who does not know this bedimpled endorser and his favorite chicken?
How can you not be touched by those viral videos?
Three Men & a Babe productions presents
The marketing genius that is JOLLIBEE.
We start with a description of the fast food market or from hereon we will call QSR which stands for Quick Service Market. We will include also discussion of the major players. Then we center on Jolibee and its winning USP that consistently create, deliver and communicate to their primary target market. After that, we will present the specific strategies for product, place, price and promotions that support the USP and finally, the adjustments made during the pandemic.
According to the report published by Allied Market Research, the QSR market was estimated at P235 billion in 2019 and is expected to hit P395 billion by 2026, registering a Compounded Annual Growth Rate (CAGR) of 6.9% from 2019 to 2026.
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The rise in demand for convenience food, key promotional strategies of quick service restaurants, and implementation of effective pricing stratagems fuel the growth of the Philippine market. On the other hand, increase in health issues on fast food consumption ie it is unhealthy, it poses risk to cardiovascular disease, restrains the growth to some extent. However, rise in the number of millennial populations and surge in social media marketing are expected to create multiple opportunities in the near future.
The QSR market record millennials as their major customer segment as this category largely prefers convenient and quick food products, which led to boost the number of fast food outlets in the region constituting both domestic and international brands.
Nielsen Media Research has defined millennials as adults between the ages of 22 and 38 years old in 2019. CNN reports that studies often use 1981–1996 to define millennials, but sometimes 1980–2000. Millennials accounted ~1/3rd of the total population in Philippines i.e. ~106 million in the year 2019, which shows the large consumer group for quick service restaurants.
The Philippines quick service restaurant market is segmented on the basis of food type and nature. These major market segments are further categorized into various sub-segments. In this report, we will consider the burger and sandwich plus the chicken subsegments.
In this market, Jollibee is the leader based on number of stores with 30%, followed by Mcdonalds at 14%. Similarly, Jollibee is the leader in the market based on revenue with 37%, followed by Mcdonalds at 20%. Other local players dominating the QSR market for the same subsegment includes Burger King, which is a far third.
The Philippines quick service restaurant market is segmented on the basis of food type and nature. These major market segments are further categorized into various sub-segments. In this report, we will consider the burger and sandwich plus the chicken subsegments.
In this market, Jollibee is the leader based on number of stores with 30%, followed by Mcdonalds at 14%. Similarly, Jollibee is the leader in the market based on revenue with 37%, followed by Mcdonalds at 20%. Other local players dominating the QSR market for the same subsegment includes Burger King, which is a far third.
A quick history of the 3 key players in the fast food industry. We chose Burger King as the 3rd key player because of similar product lines – Burger/sandwich and chicken.
Jollibee was founded in 1975 by Tony Tan and his family as an Ice Cream Parlor with just 2 branches. In 1978 with then 7 branches, the Yumburger became its first flagship product. Several products were introduced in succession such as Jolly spaghetti in 1979, Chickenjoy and French fries in 1980. In under 10 years of operation, Jollibee entered the Top 1000 corporations and later the Top 500 in the country, assuming leadership in the Quick Service Restaurant market.
So what’s the secret to its success?
McDonald’s is the biggest restaurant chain in the world and considered the pioneer of fast food concept – affordable and quick service. Its first store was in San Bernardino, California. Although McDonald's is best known for its hamburgers, cheeseburgers and french fries, they feature chicken products, breakfast items, soft drinks, milkshakes, wraps, and desserts.
McDonald's Philippines, known locally as McDo, is the master franchise in the Philippines, held by the Golden Arches Development Corporation. With founder, Dr. George T. Yang, it entered the fast food market in 1981, 6 years after Jollibee, with the first store in Morayta. Today, there are over 600 restaurants all over the nation.
Burger King is an American chain of hamburger fast food restaurants, founded in 1953 as Insta-Burger King, in Jacksonville, Florida. Its menu has expanded from a basic offering of burgers, French fries, sodas, and milkshakes to a more diverse set of products. In 1957, the "Whopper" became the first major addition to the menu, and it has become Burger King's signature product since.
The first Burger King store in Manila was opened at the UN Avenue back in 1998, more than 20 years after Jollibee.
In October 2011, Jollibee Foods Corporation acquired a 54% stake in BK Titans, Inc., the franchisee of Burger King locally. Today, it has 23 restaurants in selected urban locations.
We now present to you the comparison of the USPs of the 3 players and the description of their target market.
Jollibee is true and remains true to its competitive advantage – offering the best tasting fast food, bringing the joy of eating to the Filipino family. In fact, that is the corporate mission statement. The brandname itself is also consistent to its USP. It is a play on the words jolly, connoting happiness and enjoyment plus bee, which is a hardworking animal much like the Filipino. The Filipino mark is everywhere in the brand. The menu is mostly Western food but made for the Filipino palette.
The USP. Jollibee is true and remains true to its competitive advantage – offering the best tasting fast food, bringing the joy of eating to the Filipino family. In fact, that is the corporate mission statement. The brandname itself is also consistent to its USP. It is a play on the words jolly, connoting happiness and enjoyment plus bee, which is a hardworking animal much like the Filipino. The Filipino mark is everywhere in the brand. The menu is mostly Western food but made for the Filipino palette.
Jollibee knows its target market very well: the traditional family and all communication materials focus on the importance of family values. Specifically, it addresses the young working class professionals, 20-35, if they are parents, they show their love to their children or parents or significant others, thru food, a very Filipino behavior. They were raised by parents who similarly treat them to Jollibee when they were kids. They seek fun and share that with loved ones on paydays, birthdays or any day of celebration.
By contrast, the toughest competitor, McDonalds, focused on convenience and customer service, very American values. In fact, it started the fast food trend worldwide with the insight “people don’t dine, they eat and run”. Their food taste and quality is consistent globally since their aim is to make every Filipino try and enjoy their world-famous food. To “glocalize” the brand, they add products to the menu to adjust to the native taste. The customers are more on the upper economic class not just because of the prices but because their product names are too sophisticated for the masses.
By contrast, the toughest competitor, McDonalds, focused on convenience and customer service, very American values. In fact, it started the fast food trend worldwide with the insight “people don’t dine, they eat and run”. Their food taste and quality is consistent globally since their aim is to make every Filipino try and enjoy their world-famous food. To “glocalize” the brand, they add products to the menu to adjust to the native taste. The customers are more on the upper economic class not just because of the prices but because their product names are too sophisticated for the masses.
Another Americal chain Burger King is the third biggest player but the franchise is also owned by Jollibee Foods Corporation. BK represents authentic American flavor and American customer service. The segmentation is that BK will cater to the premium category, a promising market due to the growing economy in the Philippines. The target are upper and middle class customers, mostly males, 18-35, who love great tasting, quick serving fast food.
Another American chain Burger King is the third biggest player but the franchise is also owned by Jollibee Foods Corporation. BK represents authentic American flavor and American customer service. The segmentation is that BK will cater to the premium category, a promising market due to the growing economy in the Philippines. The target are upper and middle class customers, mostly males, 18-35, who love American tasting, quick serving fast food.
The Jollibee Marketing Mix
Jollibee is a fast food restaurant with American-influenced food items, as well as casual Filipino fare. Jollibee food product’s unique edge over its competitors is its unique blend of flavors that appeal to the Filipino palate or “panlasang Pinoy” which is also gaining popularity among customers of its international stores.
Jollibee’s food product line are:
Yumburger (1978), Champ (1984)
Jolly Spaghetti (originally Spaghetti Special, launched in 1979)
Chickenjoy
French Fries
Palabok Fiesta (1982)
Breakfast Joys (1985)
Jolly Twirls softserve ice cream (1988)
Jolly Hotdog (1990)
Peach Mango Pie (1990)
The Filipino taste is foremost in all its product. The Jolly Spaghetti, for example, is their sweet-style interpretation of spaghetti, which is being advertised as "the meatiest, cheesiest spaghetti". Chickenjoy, the hand-breaded fried chicken is praised for being crispy and juicy; it’s made with a secret marinade and served with a side of very tasty gravy.
McDonald’s product strategy employs Permanent Product Strategy and Temporary Product Strategy. The permanent products include their basic hamburger, cheeseburger, Bigmac, quarter pounder, fries, apple pie and Egg Mcmuffin to name a few. These products have the same American taste and can be found in all stores globally. This strategy ensures that there is always something familiar for consumers on the menu whenever they dine at McDo wherever in the world
In addition to its permanent product offerings, McDonald's regularly develops temporary products to offer its customers. The McRib, Twister fries, Shake shake fries, and different McFlurry and McFloat flavors for example, are products that are offered only seasonally and ensures that customers visit more often.
Local Product Development and Local Adaptation Strategies are also being employed by McDonald’s as it has created several products to meet consumer demand in the local markets. Here in the Philippines, customers have come to love menu items such as Chicken McDo, Burger McDo, McSpaghetti, and Crispy Chicken Fillet with rice.
Burger King’s business focuses on burgers as its main product. BK burgers get that fabulous taste by grilling them in the broiler, That fatastic freshness that meat lovers desire and crave for – flame broiled. Moreover, it can be customized or mix and match the ingredients to the individual customers preference – add cheese, bacon or extra beef patties. This appeals largely to males, who crave for bigger servings.
Except for Chicken Joy, Jollibee prices are comparable to McDonald’s since they are fighting for the same market segment – the working-class, age 20-35 years old. Chicken Joy has become the banner product of Jollibee so they are capitalizing on this opportunity. Burger King is clearly more expensive and still consistent with their focus strategy.
Jollibee is the clear leader in number of restaurants which makes it the most accessible fast food chain. Even in the lowly palengke you can find a Jollibee store. McDonalds is a poor second but the impression is wherever a Jollibee stores is located, McDonalds is not far away. Burger King has a few selected stores, mostly located in Metro Manila and highly-urbanized cities.
As a Filipino owned company Jollibee capitalized on the culture of the Filipinos. The culture of being Family oriented. The bonds and relationships of a Filipino company builds trust and togetherness and that is what Jollibee wants to represent in its brand.
Relationship building and strong family orientation are key success points of Jollibee. Jollibee is not just a “food franchise”, they simply want to represent the bridge that brings the family together through “SALO-SALO” which everything is meant to be shared not just with family and loved ones.
Jollibee Studios is the first channel of its kind in the Philippine branded entertainment and aims to deliver quality content that is bound to make the viewers cry, laugh, fall in love, and more.
McDonald’s adverstising and promotions almost mirror Jollibee’s – focusing also on family. Mcdonald’s also highlights the store’s clean and safety standards particularly helpful during the pandemic. McDonalds also has its CSR program called Ronald McDonald’s House Charities Philippine Chapter to give back to communities like the “Happy Meal and Stripes Run” for the children in deprived areas and the “Kindness Kitchen” for displaced OFWs.
Burger King promotions is always about the product – Bacon Cheeseburger, the impossible Whopper and more recently the Angry Whopper.
The only thing that is permanent in this world is change. The past year the pandemic brought upon challenges in everyone’s lives. The only way to cope up is to adapt. Jollibee was the first ones to take up the challenge. In the first quarter of the pandemic majority of the outlets closed down to adhere with the ECQ protocols what Jollibee did was to find a way to reach out and serve its customers without having an outlet to sell their products in.
Jollibee tapped the groceries to sell READY-TO-COOK FOOD, Jollibee shifted its promotions to cook at home frozen goods.
Jollibee also setup Cloud Kitchens to cater goods to be picked or delivered to certain locations.
In summary, we have discussed the Marketing Genius of Jollibee as follows:
1. They have a Winning USP: affordable, accessible family-oriented fast food for the Filipino taste2. They know their target market very well: working-class professionals, 20-35 yrs old, who love the Filipino taste and family celebrations3. Their products are “panlasang Pinoy”4. The ir Pricing are for the working-class5. They are present in 1130 sites making it the most accessible fast food store6. Their promotions are focused on family and relationships as well as the Filipino taste.