10 steps marketing plan jollibee philippines

10 STEP Marketing Plan for Jollibee

Elainrose Faith B. EsbertoJuly 2012

jhttp://elainrose.blogspot.com

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

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

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

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

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

Need Wants and Demands

Direct and Indirect Competitors

VARIABLES CONSIDERED

Age Price MixPrice vs. Age Matrix

as of 2011

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

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

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.

Claimed Market Size

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

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=fJ-AE8OSDN4http://www.youtube.com/watch?v=vdID-uSEFE4&feature=related

Jollibee Commercial

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

http://www.youtube.com/watch?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

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

McDonald’s Website

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

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

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

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

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

10 steps marketing plan jollibee philippines

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