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Jollibee Foods Corporation

Jollibee Foods Corporation

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Published by giadcunha
Business marketing strategy
Business marketing strategy

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Published by: giadcunha on Dec 02, 2009
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07/08/2013

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JOLLIBEE FOODS CORPORATION:INTERNATIONAL EXPANSION
CASE ANAYSIS BY:DEEPTHI RAGHUNATH(24)GIA DCUNHA(30)GUNIN MATTACK(32)GURVIR SINGH SANGHA(33)HARI KUMAR M.P.(34)
 
Marketing:
Jollibee depends on high customer traffic and tight operations mangement. It offersgreat service to the high volumes of people who patronize its outlets by functioning asa well-oiled machine with close tabs on daily operations.
Jollibee focus:USP:
The Unique Selling Porposition of the Jollibee brand is :1)Fast, Good, Clean, Cheap food2)Caters to local needs( Spicy patty)3)Consistency, reliability over all its outlets.
Positioning:
Ensuring high traffic needs an emphasis on store location and positioning Jollibee inthe minds of the consumer as a place that they would enjoy eating fast food. Thisentails proper branding and positioning of the service offered.Jollibee also projected itself as world class and not a local brand.The service that is offered should be consistent over all Jollibee stores, however thismight be a problem as the division has been slimmed recently and resources might bestretched too far.
Product:
In the case of Jollibee, it went from being an ice cream parlour to serving hamburgersmade with a homestyle recipe. This change in product was in response to eventstriggered by the 1977 oil crisis which would have doubled the prices of ice cream.The product offered by Jollibee appeals to the Filipinos taste for spicy burgers. Byconcentrating its resources on satisfying the Filipino palate, Jollibee has been able toserve localized dishes that are unlike any found in the other fast-food chains in thePhilippines. In addition to offering the usual French fries that accompany the mealsfound in McDonald’s, KFC, Burger King, and so forth,Jollibee also serves rice or spaghetti, Filipino style. Even the burgers are cookedexactly as Filipinos want them done— sweeter and with more seasonings, oftenlikened to what a Filipino mother would cook at home.Menus in outlets across the globe adjusted to local preferences to differentiate it fromother standardized players like Mc Donalds and KFC who maintain the same menusworldwide with minimal changes.Jollibee even incorporated recipes from employees to truly capture local tastes.
 
“ McDonalds entered the Philippine market in 1981 and many assumed the Big  Mac would soon dominate the market. Surprisingly, McD’s ended up getting stung by the bee. Jollibee has secured a 65% market share and is out pacing McDonaldsat its own game. Jollibee accomplished this by local adaptation of the menu and by positioning the food chain as a family restaurant.”  Source: Branding Insights from the Zyman Institute of Brand Science
Place:
The location of outlets is of key importance to the marketing strategy of Jollibee. For Example, the outlet in Hong Kong is located at Central where a large number of Filipinos gather.
Promotion:
 Local brands
: Brands in local market are strong contenders and are not to beunderestimated. Local managed brands like Jollibee in the Phillipines, often have theadvantage of intimate knowledge of consumer tastes and consumer preferencethrough local pride.Jollibee used the wave of nationalist pride to promote a Filipino brand of hamburger.This strategy met with great success.
Investing in socio-civic programs designed to serve its hostcommunities further secured Jollibee’s position as a Filipinocompany for the Filipino. Advocacy campaigns such as the earlyChristmas drive “ma-Aga ang pasko sa Jollibee,” again endorsed byAga Mulach, the poverty housing project with Habitatfor Humanity, and the Kaya Mo Yan Kid” or “You can do it, kid!”campaign to encourage kids to show their potential contributed tothe company’s overall success, not only with its customers but withall its stakeholders.
Source:
 
http://elearning.utcc.ac.th
“Jollibee attributes this success in part to its internal branding which focuses on"great taste and happiness" which includes "value for money, the happiest storeexperience, and the haven for kids.”  Source: Branding Insights from the Zyman Institute of Brand Science

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