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Disclaimer
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungrias 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
Primary Target Market of Jollibee 2. Maslows Hierarchy of Need 3. Competitors of Jollibee 4. Marketing Opportunity 5. Quantifying the Market 6-9. 4Ps of Jollibee 10. Winning Strategy
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Eating in Jollibee with my friends and family without makes me feel loved & accepted.
Reference: Maslows Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
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VARIABLES CONSIDERED
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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
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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.
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As of Dec. 2011 Store Count for the Direct Competitors and Jollibee
SOURCES:
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Total sales of JFC claiming 65% market share is Php 62 billion. The total market share is Php 95 billion (62 billion /0.65)
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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
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Product Category
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Product Category
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Products - Jollibee
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Products - Jollibee
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Products - Jollibee
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Products - Jollibee
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Products McDonalds
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Products McDonalds
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Products McDonalds
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Relatively, the solo products of McDonalds 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.
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Jollibee Promotion
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Jollibee Website
http://www.jollibee.com.ph/
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Jollibee TV Promotion
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Jollibee Commercial
http://www.youtube.com/watch?v=vdIDuSEFE4&feature=related
http://www.youtube.com/watch?v=fJ-AE8OSDN4
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Jollibee Commercial
http://www.youtube.com/watch?v=gGrYf QJfxhs
http://www.youtube.com/watch?v=Uo2tQ P2MrFg
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Jollibee Events
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Jollibee Events
Jollibees Foundation Feeding Program
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Jollibee Events
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Family is a key component for Jollibees promotion. They just simply doesnt want to cater food and service but they wanted to be part of your family. Its quality customer service of being family oriented is one of their key success instruments.
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McDonalds Website
http://www.mcdonalds.com.ph/
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McDonalds Commercial
http://www.mcdonalds.com.ph/video/fetch/7/51
http://www.mcdonalds.com.ph/video/fetch/7/42
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McDonalds Commercial
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Based on the promotion of McDonalds, focuses on empowerment of young adults to enjoy life by means of eating McDo products.
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Place - Jollibee
ON-LINE DELIVERY
Drive - Thru
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Place - Jollibee
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Jollibee concentrates on serving the unique tastes of Filipino consumers whereas McDonalds exports largely standardized fare to consumers around the world. It will continuously think of product innovation to give different food variances to its customers.
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3. 4.
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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 & Wendys 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.
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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
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Sources
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