Download - 10 steps marketing plan Jollibee
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10 STEP Marketing Plan for Jollibee
Elainrose Faith B. EsbertoJuly 2012
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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.
Disclaimer
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Outline
1. Primary Target Market of Jollibee2. Maslow’s Hierarchy of Need3. Competitors of Jollibee4. Marketing Opportunity5. Quantifying the Market6-9. 4P’s of Jollibee10. Winning Strategy
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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.
Primary Target Market
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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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Maslow’s Hierarchy of Need
6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I need to eat to satisfy my hunger & for me to
survive.
Eating in Jollibee with my friends and family without
makes me feel loved & accepted.
Eating in a Fast-food chain w/o asking for money makes
me happy
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Need Wants and Demands
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Direct and Indirect Competitors
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VARIABLES CONSIDERED
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Age Price MixPrice vs. Age Matrix
as of 2011
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Benefit Positioning vs Brand Matrix
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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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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.
Gaps, Marketing Opportunity, Selling Proposition
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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.
Claimed Market Size
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Guesstimate Market Size
Market Share based on Store Count Nationwide
As of Dec. 2011 Store Count for the Direct Competitors and
Jollibee
http://archives.manilatimes.net/national/2008/feb/14/yehey/business/20080214bus12.htmlhttp://lasanthaw.hubpages.com/hub/Jollibee-and-McDonalds-Filipino-burger-king
SOURCES:
based on store count
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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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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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Product Category
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Product Category
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Products - Jollibee
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Products - Jollibee
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Products - Jollibee
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Products - Jollibee
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Products – McDonald’s
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Products – McDonald’s
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Products – McDonald’s
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Price Difference among Major Competitors
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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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Jollibee Promotion
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Jollibee Website
http://www.jollibee.com.ph/
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Jollibee TV Promotion
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Jollibee Commercial
http://www.youtube.com/watch?v=fJ-AE8OSDN4http://www.youtube.com/watch?v=vdID-uSEFE4&feature=related
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Jollibee Commercial
http://www.youtube.com/watch?v=gGrYfQJfxhs
http://www.youtube.com/watch?v=Uo2tQP2MrFg
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Jollibee TV Series - Jollitown
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Jollibee – Social Media
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Jollibee Contest Promo
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Jollibee Events
Jollibee Maaga ang Pasko Bash Jollitown Live Musical
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Jollibee Events
Jollibee’s Foundation –
Feeding Program
Supporting Farmer’s
Entrepreneurship Program
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Jollibee Events
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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.
Jollibee’s Promotion Strategy
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McDonald’s Website
http://www.mcdonalds.com.ph/
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http://www.mcdonalds.com.ph/video/fetch/7/51
http://www.mcdonalds.com.ph/video/fetch/7/42
McDonald’s Commercial
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McDonald’s Commercial
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McDonald’s Other Promotion
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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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Place - Jollibee
ON-LINE DELIVERY
Drive - Thru
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Place - Jollibee
Accessibility – Nationwide Stores
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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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Summary of Jollibee’s 10 step Marketing Plan
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1. PTM - Filipino Families esp. Kids (Class C,D,)E2. NWD – Quality and budget-friendly food that
they can eat together with their loved-ones3. Competitors – McDonalds, KFC, Burger King &
Wendy’s
4. Gap – Pioneer in fast-food industry; Rising demand for fast-food Chain
5. Market – The market is big as there are a lot of direct and indirect competitors.
Jollibee’s Key Marketing Steps of their Success
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6. Product – burgers, chicken, pies, sandwiches, breakfast meal & desserts.
7. Price – relatively affordable from Php 25-150.
8. Promo – focuses on advertising, TV ads, events & experiences.
9. Place – they have 752 stores nationwide, offer delivery and on-line ordering.
10. Generic Winning Strategy of Mix – Differentiation. Taste of Filipino
Jollibee’s Key Marketing Steps of their Success
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http://www.indexmundi.com/philippines/demographics_profile.html http://lasanthaw.hubpages.com/hub/Jollibee-and-McDonalds-Filipino-
burger-king http://www.jollibee.com.ph/about-us http://burgerkingph.multiply.com/ http://www.kfc.com.ph/careers http://www.mcdonalds.com.ph/ http://www.affordablecebu.com/load/business/
jollibee_reports_p3_25_billion_net_income_for_2011/6-1-0-3195
Sources