Marketing Plan

10 STEP
Marketing Plan for Jollibee
Elainrose Faith B.
Esberto
July 2012
1
Disclaimer
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.
http://elainrose.blogspot.com j
Outline
1. Primary Target Market of Jollibee
2. Maslow’s Hierarchy of Need
3. Competitors of Jollibee
4. Marketing Opportunity
5. Quantifying the Market
6-9. 4P’s of Jollibee
10. Winning Strategy
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.
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
Eating in a Fast-food chain w/o
asking for money makes me
happy
Eating in Jollibee with my friends

and family without makes me
feel loved & accepted.
I need to eat to satisfy my

hunger & for me to survive.
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
6j
http://elainrose.blogspot.com
Need Wants and Demands
Direct and Indirect
Competitors
VARIABLES CONSIDERED
Age Price Mix
as of 2011
Price vs. Age Matrix
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
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.
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.
Guesstimate Market Size
based on store count
As of Dec. 2011 Store Count for the

Direct Competitors and Jollibee
SOURCES:
http://archives.manilatimes.net/national/200
Market Share based on 8/feb/14/yehey/business/20080214bus12.ht

ml
Store Count Nationwide http://lasanthaw.hubpages.com/hub/Jollibee-

and-McDonalds-Filipino-burger-king
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
Product Category
Products - Jollibee
Products - Jollibee
Products - Jollibee
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=vdID- http://www.youtube.com/watch?v=fJ-AE8OSDN4
uSEFE4&feature=related
Jollibee Commercial
http://www.youtube.com/watch? http://www.youtube.com/watch?
v=gGrYfQJfxhs 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
Jollibee’s Promotion
Strategy
 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.
McDonald’s Website
http://www.mcdonalds.com.ph/
McDonald’s Commercial
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
49
Jollibee’s Key Marketing
Steps of their Success
 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 & Wendy’s
 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.
Jollibee’s Key Marketing
Steps of their Success
 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 
Sources
 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_in

Marketing Plan

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Plan

Uploaded by

Copyright:

Available Formats

10 STEP

Marketing Plan for Jollibee

10. Winning Strategy

Citizen. Social classes C, D and E

Eating in Jollibee with my friends

I need to eat to satisfy my

 Increasing Population in the Philippines

 Increasing number of working mothers that need to give

NWD not addressed:

order suffice to satisfy the hunger?

 The JFC reported Php 62billion by end of 2011

As of Dec. 2011 Store Count for the

Market Share based on 8/feb/14/yehey/business/20080214bus12.ht

Store Count Nationwide http://lasanthaw.hubpages.com/hub/Jollibee-

 The chicken marination line can produce

Jollibee Maaga ang Pasko Bash Jollitown Live Musical

ON-LINE DELIVERY Drive - Thru

Accessibility – Nationwide Stores

You might also like