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10 STEP

Marketing Plan for Jollibee

Elainrose Faith B. Esberto


July 2012

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
1.

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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.

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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.

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Maslows Hierarchy of Need


Eating in a Fast-food chain w/o asking for money makes me happy
Self-Actualization Needs (Self-Development & Realization)

Esteem Needs (Recognition, Status)

Eating in Jollibee with my friends and family without makes me feel loved & accepted.

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

I need to eat to satisfy my hunger & for me to survive.

Physiological needs (food, water, shelter)

Reference: Maslows Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

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Need Wants and Demands

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Direct and Indirect Competitors

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VARIABLES CONSIDERED

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Age Price Mix

as of 2011 Price vs. Age Matrix

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Benefit Positioning vs Brand Matrix

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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

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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.
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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.

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Guesstimate Market Size


based on store count

As of Dec. 2011 Store Count for the Direct Competitors and Jollibee

SOURCES:

Market Share based on Store Count Nationwide

http://archives.manilatimes.net/national/2008 /feb/14/yehey/business/20080214bus12.html http://lasanthaw.hubpages.com/hub/Jollibeeand-McDonalds-Filipino-burger-king

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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)

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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

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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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Price Difference among Major Competitors

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Pricing Strategy Analysis

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 TV Series Jollitown

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Jollibee Social Media

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Jollibee Contest Promo

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Jollibee Events

Jollibee Maaga ang Pasko Bash

Jollitown Live Musical

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Jollibee Events
Jollibees Foundation Feeding Program

Supporting Farmers Entrepreneurship Program

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Jollibee Events

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Jollibees Promotion Strategy

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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McDonalds Other Promotion

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McDonalds promotion analysis

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

Accessibility Nationwide Stores

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Generic Winning Strategy


Low Cost Producer Supply and Distribution Leverage Differentiation Niche

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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Summary of Jollibees 10 step Marketing Plan

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Jollibees Key Marketing Steps of their Success


1.
2.

3. 4.

5.

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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Jollibees Key Marketing Steps of their Success


6.

7.

8.

9.

10.

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

http://www.indexmundi.com/philippines/demographics_profile.html http://lasanthaw.hubpages.com/hub/Jollibee-and-McDonalds-Filipino-burgerking 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_n et_income_for_2011/6-1-0-3195

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