10 steps marketing plan Jollibee Philippines

10 STEP
Marketing Plan for Jollibee

Elainrose Faith B.
Esberto
July 2012

1

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.
http://elainrose.blogspot.com j

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


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.


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.


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

Need Wants and Demands


Direct and Indirect
Competitors


VARIABLES CONSIDERED


Age Price Mix
as of 2011
Price vs. Age Matrix


Benefit Positioning vs
Brand Matrix


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


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.


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 62billion by end of 2011
 Based on the Annual Report of JFC, Jollibee
earned Php50bln Revenue on 2011.


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


Guesstimate Market Size
 Total sales of JFC claiming 65% market
share is Php 62 billion.
 The total market share is Php 95 billion
(62 billion /0.65)


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


Product Category


Products - Jollibee


Products – McDonald’s


Price Difference among
Major Competitors


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.


Jollibee Promotion


Jollibee Website

http://www.jollibee.com.ph/

Jollibee TV Promotion


Jollibee Commercial

http://www.youtube.com/watch?v=vdID- http://www.youtube.com/watch?v=fJ-AE8OSDN4
uSEFE4&feature=related


Jollibee Commercial

http://www.youtube.com/watch? http://www.youtube.com/watch?
v=gGrYfQJfxhs v=Uo2tQP2MrFg


Jollibee TV Series -
Jollitown


Jollibee – Social Media


Jollibee Contest Promo


Jollibee Events

Jollibee Maaga ang Pasko Bash Jollitown Live Musical


Jollibee Events

Jollibee’s
Foundation –
Feeding
Program

Supporting
Farmer’s
Entrepreneurship
Program


Jollibee Events


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.

McDonald’s Website

http://www.mcdonalds.com.ph/


McDonald’s Commercial

http://www.mcdonalds.com.ph/video/fetch/7/51 http://www.mcdonalds.com.ph/video/fetch/7/42


McDonald’s Commercial


McDonald’s Other
Promotion


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.


Place - Jollibee

ON-LINE DELIVERY Drive - Thru


Place - Jollibee

Accessibility – Nationwide Stores

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.

Summary of Jollibee’s 10
step Marketing Plan

49

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.


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 

Sources
 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_in


10 steps marketing plan Jollibee Philippines

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