1. 1
10 STEP
Marketing Plan for JOLLIBEE
www.deborahtaggueg.blogspot.com
Deborah L. Taggueg
June 2013
2. 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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3. 1. Jollibee PTM are the Traditional Filipino Family
2. Who want to feel happy & spend quality time
w/ their family
3. Can choose McDonald’s & KFC
4. Gap is indirect competitors serves larger
quantity & has options for health conscious
people
5. The market size is P 109 Billion. Jollibee’s share
is P 71 Billion.
Steps 1 to 5
Promoting family values to the
Filipinos…
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4. Steps 6 to 10
Filipino families are mindful of what
is a normal price in the market.
6. Jollibee is a fast food chain known for its
chickenjoy, yumburger, champ, & spaghetti.
7. Is priced 1% to 13% lower than Mcdonald’s and
KFC
8. Uses TV, events & experiences, & sales promos
9. Is distributed nationwide and international
10. Uses supply & distribution leverage to win
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5. 1. Jollibee primary target market
(PTM) are the
“Traditional Filipino Family”
Kids 3-12 years old, teens 13-24 years old, adults 28-
38 years old. Male or female, single or married, social
class of C, D, or E.
Parents are working, kids are studying, family going
out on weekends.
1-3x a week, and demand for affordable and quick
meals, in a place where there’s a spirit of family and
fun.
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6. 2. PTM needs be with their family…
6
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I am happy when I spend
quality time with my family
I need to eat
to survive
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I want to be
loved by my family
7. 2. Traditional Filipino Family
has needs, wants & demands
Traditional Filipino Family needs food to
survive, wants to be loved, gain self-
esteem, and achieve self-actualization.
Traditional Filipino Family prefers Jollibee over
other quick service restaurants because of its
well-loved brand, great taste, price,
cleanliness, friendly and efficient customer
service, and the appeal of the family
values.
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8. 2. Traditional Filipino Family
has needs, wants & demands
Traditional Filipino Family demands:
Great tasting foods, quick meals, more
variants, affordable, available in a place
where their family can have fun together.
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12. 3. Jollibee enjoys the lion’s share of the
local market that is more than all the other
multinational brands combined…
Price vs. Age Matrix
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Price/ Age
Matrix
3-12 yrs 13-24 yrs 28-38 yrs 50yrs up
High price
Low Price
Burge
r KingChicken
McDo
Yum
burger
& spag
Chicke
njoy
Burger
McDo
Chicke
njoy
Yum
burger
& spag
KFC
Chix
Chicken
McDo
Chick
enjoy
KFC
Chix
Chicken
McDo
Yum
burge
r &
spag
Yum
burge
r &
spag
Wendy
's
Burger
McDo Burger
McDo
Chick
enjoy
Burge
r King
Burge
r King
KFC
Chix
Chicke
n
McDo
Wendy
's
Burger
McDo
13. 3. Benefit positioning vs. Brand map
for Jollibee and direct competitors
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Functional Benefit Jollibee McDonald's KFC Burger King Wendy's
Affordable prices
Inexpensive Combo Meals
Great tasting products
Fast Service
Friendly Crews
Available seats
Drive thru service
Joy of eating
Meal with toys
Branches with play area
Function room for party
14. Marketing opportunity:
Largest fast food chain in the Philippines
Recognized and highly preferred brand in the Philippines
Pioneer in fast food industry
Ordering accessibility using mobile or internet (online)
Increasing demand for quick service meals
Improving lifestyle of Filipino families
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4. Gaps, Marketing Opportunity, &
Unique Selling Proposition
15. 4. Gaps, Marketing Opportunity, &
Unique Selling Proposition
NWDs not being addressed:
Smaller quantity compared to indirect competitors
Limited options for health conscious people (i.e. veggies)
Selling Proposition:
The “langhap sarap” meals that appeal to its PTM
Superior taste at a reasonable price
The spirit of family and fun
Stores that are conveniently located
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16. 5. Claimed market size
Jollibee has captured more than 65% share
of the hamburger market in the Philippines
Distribution extent
http://lasanthaw.hubpages.com/hub/Jollibee-and-McDonalds-Filipino-burger-king
http://www.jollibee.com.ph/investors
JFC reported Php 71B revenue end of 2012
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17. 5. Guesstimates Market Size
Sales revenue of Jollibee of 65%
market share is Php 71 billion
Total market share is Php 109 billion
(71B/.65)
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21. 6. Jollibee’s Products vs. Direct
Competitors
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Jollibee McDonald’s KFC Burger King Wendy’s
22. www.deborahtaggueg.blogspot.com
The Best Fried Chicken! Crispylicious,
Juicylicious! Jollibee's perfectly seasoned
fried chicken that's crispy on the outside;
tender and juicy on the inside.
1/3 pound hamburger patty made from
100% pure beef, garnished with the freshest
vegetables and creamy slice of cheddar
cheese served in a soft sesame bun.
6. Jollibee’s Product Description
23. www.deborahtaggueg.blogspot.com
Jollibee's sweet style spaghetti sauce-- now the
tastiest and meatiest ever from Jollibee! With the
chunkiest slices of savory ham and sausages,
loaded with ground beef, served over premium
quality noodles and topped with lots of cheese.
Jollibee Spaghetti - the Spaghettiest!
Premium bihon noodles served with a special
palabok sauce and toppings of pork
chicharon bits, sauteed pork, shrimps, and
slices of egg.
6. Jollibee’s Product Description
24. www.deborahtaggueg.blogspot.com
Golden brown, flaky, slightly sweet crust
with a pleasant blend of diced peaches and
mango filling in thick sauce.
Light to golden brown crispy potato strips,
mealy to the bite and is lightly salted.
Creamy soft serve topped with luxurious
chocolate fudge
6. Jollibee’s Product Description
25. www.deborahtaggueg.blogspot.com
Pure beef patty served with our very own
special burger dressing all in a soft bun.
Mildly seasoned all-meat hotdog in a warm
hotdog roll, garnished with tomato catsup.
100% pure beef patties that come with a
hearty serving of our flavorful mushroom
gravy and steamed rice.
6. Jollibee’s Product Description
26. www.deborahtaggueg.blogspot.com
A hearty cream of chicken soup with
macaroni noodles, carrots, chicken chunks,
bits of ham, and corn.
Mildly seasoned all-meat hotdog in a warm
hotdog roll, garnished with tomato catsup.
A delicious combination of garlic rice, fried
egg, and mildly seasoned longganisa.
6. Jollibee’s Product Description
27. 7. Jollibee’s Prices compared to
Major Competitors
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Jollibee McDonald's KFC
Chicken meal 79-130 79-143 75-175
Burger 28-107 29-125 29-115
Burger Meal 64-143 69-155 65-145
Spaghetti 46-50 45-50 47-50
Side Dishes 25-66 25-59 29-95
Prices in Php
28. 7. Jollibee’s Prices compared to
Major Competitors
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Jollibee McDonald's KFC
Chicken meal 100% 105% 113%
Burger 100% 112% 106%
Burger Meal 100% 108% 101%
Spaghetti 100% 99% 101%
Side Dishes 100% 94% 132%
Difference in %
29. 7. Jollibee’s Prices compared to
Major Competitors
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Jollibee
Chicken meal 5% to 13% lower
Burger 6% to 12% lower
Burger Meal 1% to 8% lower
Spaghetti 1% > Mcdo ; 1% < KFC
Side Dishes 6% > McDo ; 32% < KFC
Prices of Jollibee are
relatively cheaper than
major competitors when
it comes to chicken and
burger meals. Prices of
spaghetti are almost the
same among the three.
However, the difference in
side dishes are due to
wide varieties and
dissimilar items.
30. Jollibee is a price taker that must accept the going market
price determined by the forces of demand and supply.
Their products are priced with the ‘going-rate’ or in line
with the prices charged by direct competitors. Selling
prices should be consistently in line with rivals so price
should not be a competitive disadvantage.
7. Jollibee uses Competitor-based
Pricing….
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31. Although Jollibee is a dominant market leader in the fast-
food restaurant industry, customers in this market are
faced with a wide choices of who to buy from and they
will certainly be mindful of what is a reasonable or
normal price in the market.
Jollibee also uses non-price methods to compete by
providing a distinct customer service, promoting Filipino
culture, and other intangible factors that targeting the
hearts of the people.
7. Jollibee uses Competitor-based
Pricing….
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32. 8. Jollibee uses TV ads, Events &
Experiences, Coupons, and Word of Mouth
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1
2
3
4
54. 8b. Jollibee’s adverts appeal
to the hearts of people
Aside from promoting a family oriented
work environment, Jollibee’s values also
reflect on their advertising and marketing
Used the wave of nationalist pride to
promote a Filipino brand
Focuses on "great taste and happiness"
which includes "value for money, the
happiest store experience, and the haven
for kids.”
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55. Operating a nationwide network of more than
750 stores
Malls, stand-alone stores, food-courts, & kiosk
Nationwide and International
Dine in, Take out, & Drive thru
Delivery ordered via internet or phone calls
Cash and credit transaction
9. Jollibee has the widest store
network in the Philippines
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57. 9. Jollibee is an emerging global player
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Establishing itself as a growing international
QRS player with 80 stores outside the
Philippines.
Filipinos always form a long lines to the store
59. 10. Jollibee uses Supply and
Distribution Leverage strategies
Which of the 4 strategies are being used?
Low Cost Producer
Supply and Distribution Leverage
Differentiation
Niche
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60. 10. Jollibee uses Supply and
Distribution Leverage strategies
Supply and Distribution Leverage
Aside from great tasting products and creative
marketing program, Jollibee’s growth is due to
its quality systems – an efficient manufacturing
and logistics facilities.
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62. 1. Jollibee PTM are the Traditional Filipino Family
2. Who want to feel happy & spend quality time
w/ their family
3. Can choose McDonald’s & KFC
4. Gap is indirect competitors serves larger
quantity & has options for health conscious
people
5. The market size is P 109 Billion. Jollibee’s share
is P 71 Billion.
Steps 1 to 5
Promoting family values to the
Filipinos…
www.deborahtaggueg.blogspot.com
63. Steps 6 to 10
Filipino families are mindful of what
is a normal price in the market.
6. Jollibee is a fast food chain known for its
chickenjoy, yumburger, champ, & spaghetti.
7. Is priced 1% to 13% lower than Mcdonald’s and
KFC
8. Uses TV, events & experiences, & sales promos
9. Is distributed nationwide and international
10. Uses supply & distribution leverage to win
www.deborahtaggueg.blogspot.com
