10-step marketing plan for jollibee

10 STEP

Marketing Plan for JOLLIBEE

www.deborahtaggueg.blogspot.com

Deborah L. Taggueg

June 2013

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

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…

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

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.

2. PTM needs be with their family…

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

I want to be loved by my family

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.

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.

Direct:

3. Jollibee has many

formidable competitors

Indirect:

Fine Dining Restaurants

Home Foods Carinderia

Roasted chicken Kiosk

Bakery

Variables:

Price, taste, age, quick service, good customer service, food choices, location, availability, cleanliness, brand, and credibility of the company.

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

Price/ Age Matrix

3-12 yrs 13-24 yrs 28-38 yrs 50yrs up

High price

Low Price

Burger King Chicken

Yum burger & spag

Chickenjoy

Burger McDo

Chickenjoy

Yum burger & spag

KFC Chix

Chicken McDo

Chickenjoy

KFC Chix

Chicken McDo

Yum burge

r & spag

Yum burge

r & spag

Wendy's

Burger McDo Burger

Chickenjoy

Burger King

KFC Chix

Chicken

Wendy's

Burger McDo

3. Benefit positioning vs. Brand map

for Jollibee and direct competitors

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

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

4. Gaps, Marketing Opportunity, &

Unique Selling Proposition

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

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

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)

6. Jollibee Products

6. Jollibee’s Products vs. Direct

Competitors

Jollibee McDonald’s KFC Burger King Wendy’s

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

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.

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

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.

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.

7. Jollibee’s Prices compared to

Major Competitors

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

Major Competitors

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 %

Major Competitors

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.

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….

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….

8. Jollibee uses TV ads, Events &

Experiences, Coupons, and Word of Mouth

8. Jollibee Website

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

8. Jollibee Facebook Page

https://www.facebook.com/JollibeePhilippines

8. Jollibee Facebook Page

https://www.facebook.com/pages/JOLLIBEE-KIDS-CLUB/136185276397511

8. The Jollitown

http://jollitown.com.ph/

8. Jollibee TV Commercial

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

http://www.jollibee.com.ph/buzz-room

http://www.youtube.com/watch?v=jZ-ItnxUUj4

http://www.youtube.com/watch?v=THDf3HzYj64

http://www.youtube.com/watch?v=nGlBuRN9rXo

http://www.youtube.com/watch?v=1ztMSwiTS-0

8. Jollibee’s Promos

8. Jollibee’s Events &

Experiences

8b. McDonald’s Website

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

http://www.youtube.com/watch?v=ljy-TcplGug

http://www.youtube.com/watch?v=qwin9XfSSQ8

http://www.youtube.com/watch?v=rglHI1EobcM

http://www.youtube.com/watch?v=kUVl-UjkoG4

http://www.youtube.com/watch?v=nYzIvweYHbI

http://www.youtube.com/watch?v=jE9hpMW0CdQ

8b. McDonald’s TV Commercial

8b. McDonald’s Promos

8b. McDonald’s Events

8b. KFC Website

http://www.kfc.com.ph/

8b. KFC TV Commercial

http://www.kfc.com.ph/tvc

http://www.youtube.com/watch?v=yzNtdnK9ixk

http://www.youtube.com/watch?v=C0rWvi5v3QQ

http://www.youtube.com/watch?v=1oAOfJ5F_iQ

8b. KFC Promos & Events

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.”

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

9. Jollibee has the widest store

network in the Philippines

9. Jollibee is an emerging global player

Establishing itself as a growing international QRS player with 80 stores outside the Philippines.

Filipinos always form a long lines to the store

9. Jollibee is an emerging global player

10. Jollibee uses Supply and

Distribution Leverage strategies

Which of the 4 strategies are being used?

Low Cost Producer

Supply and Distribution Leverage

Differentiation

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.

SUMMARY

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…

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

10 STEP

Marketing Plan for JOLLIBEE

Deborah L. Taggueg

June 2013

10-step marketing plan for jollibee

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