7Ps

http://www.youtube.com/watch?v=xC-RtLS06NM

7Ps Jollibee Chicken JoyPotential (Total Market)

In the last 25 years, Chickenjoy has evolved from just a plain chicken product to a strong and well-loved brand in the QSR (quick service restaurant) industry. It reached the level of having an established emotional affinity among Filipinos given its constancy as a functional product and the heritage that it continuously imparts in every household.

Primary Target Market

Moms and dads with kids (0-12 years old), across socio-eco classes, chicken eaters

Positioning

A uniquely delicious total sensory experience enjoyed by the whole family:Crispylicious, juicylicious, amoy delicious and gravylicious.

Satisfies not only your family’s craving for a delicious chicken meal but also your family’s needs for bonding moments.

Product Best tasting chicken: Jollibee Chickenjoy

Price value-for-money price (2006):1-pc Chickenjoy or Spicy Chickenjoy with rice & gravy: P56.00; delivery: P61.602-pc Chickenjoy or Spicy Chickenjoy with rice & gravy: P99.00; delivery: P108.90

Place All Jollibee stores nationwide- Dine-in, take-out counters and delivery(currently, there are more than 600 stores nationwide)

Promotion TVC, Print, and Billboard