Tarlac State University

College of Business And Accountancy

Marketing Department

Marketing Plan
Sales Management
Submitted by:
John Bernard Sicat Claire Simbulan
Joshua Sayson Dian Vega
Aaron Ramos Angeline Tacusalme
Princes Dungca
BSBA-MM 2nd Year

Submitted to:
Sir Peping Pedro
Instructor
Table Of Contents
 A. Introduction

B. Structure Of Marketing Plan

1. Marketing Plan Objectives
2. Metrics
3. Market Research
4. Target Market
5. SWOT Analysis
6. Marketing Strategy
7. Marketing Budget
8. Performance Analysis

C. Student’s Resume

A. Introduction
 In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor in Cubao, Quezon
City. The outlet later began offering hot meals and sandwiches upon request from customers. When the
food items became more popular than ice cream, the family decided to convert the ice cream parlor into
a fast food restaurant which became the first Jollibee outlet in 1978. Management consultant Manuel C.
Lumba advised the family on the change in strategy. Jollibee was initially named "Jolibe", but changed its
name to "Jollibee". The company that would be managing the fast food chain, Jollibee Foods Corporation,
was incorporated in January 1978. By the end of that year, there were seven branches in Metro Manila.
The first franchised outlet of Jollibee opened in Santa Cruz, Manila in 1979.
Jollibee experienced rapid growth. It was able to withstand the entry of McDonald's in the Philippines
in 1981 by focusing on the specific tastes of the Filipino market, which differed from the American fast
food company. The first Jollibee store overseas, in Taiwan, opened in 1986 but is now closed. Jollibee
continued to expand and set up outlets both within the country and abroad. Jollibee is the largest fast-food
chain brand in the Philippines, operating a network of more than 1,400 stores. A dominant market leader
in the Philippines, Jollibee enjoys the lion's share of the local market that is more than all the other
multinational fastfood brands in PH combined. With a strict adherence to the highest standards of food
quality, service and cleanliness, Jollibee serve great-tasting, high-quality and affordable food products to
include its superior-tasting Chickenjoy, mouth-watering Yumburger and deliciously satisfying Jolly
Spaghetti among other delicious products.

Jollibee has embarked on an aggressive international expansion plan, with more than 270 international
branches in the United States, Canada, Hong Kong, Macau, Brunei, Vietnam, Singapore, Malaysia, Saudi
Arabia, United Arab Emirates, Qatar, Oman, Kuwait, Bahrain, Italy, and in the United Kingdom.

Jollibee's Mission is to serve great-tasting food, bringing the joy of eating to everyone

Jollibee and it’s vision is a family-centric brand that promotes family values and togetherness and
espouses Filipino pride. In bringing joy to Filipinos, Jollibee's brand values are anchored on the
following: Customer Focus, Speed with Excellence, Humility to Listen and Learn, Spirit of Family and
Fun, and Integrity.

B. Structure of Marketing Plan

1. Marketing Plan Objectives

To Retain Existing Customers and Welcome them with Joy and glimpse of Hope.
 To bring Joy once again and expand its meaning into another level, a feeling of great pleasure and
happiness is what define Joy, but to be joyous isn’t limited only for being happy, but also it can be related to
being healthy and comfortable while facing many threats and unexpected events of our lives. We Filipinos are
very family oriented, and we take our family affairs seriously, because of our undying love and faith our
family’s welfare is always top priority, so we, here in Jollibee we love and we seriously take your health
seriously because you are our family and we joyously and comprehensively extends our efforts to maintain our
family welfare amidst this pandemic and hoping for a better future.

2. Metrics

Fiscal year is January-December. All values PHP

Millions.

3
2021
1.8
108,571

2
2020
4.4
129,313

2
2019
2.4
179,626

0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000

Revenue of JFC

Jollibee Foods Corporation posted a net loss of P11.5 billion in 2020 due to the coronavirus
pandemic, but showed signs of recovery in the 4th quarter, thanks to its expansion abroad where the
coronavirus is contained. After posting losses for the first 3 quarters of 2020, Jollibee was able to swing
to profit in the 4th quarter, posting P2.04 billion in net income. However, this is still lower by 9.8%
compared to the same period in 2019. Jollibee said it continued to make progress on reopening stores that
had been closed temporarily.

3. Market Research

By concentrating on a country market with distinct preferences, Jollibee had been able to
tailor its menu and marketing strategies to better reach and satisfy the customers. While global
players like McDonald’s and KFC chose to spread their resources among their fast-food chains
worldwide, for many years, Jollibee focused its efforts only in the Philippines. During the 1980s,
when political instability hit the Philippines, McDonald’s had to curtail its expansion process.
Jollibee, on the other hand, continued with its strategic plans of expansion. By the time the
country was back on track, Jollibee had already gained the upper hand in terms of store locations,
thus leaving the global giant trailing behind.

The unique geographical structure of the Philippines with its many islands, made it a
challenging market for fast-food companies. Among all the fast food chains competing in the
Philippines, Jollibee was the only one that operated nationwide. In some locations, it faced no
competition from other fast-food chains.

JFC’s strategy included a focus on achieving operational efficiency in its commissary and
hiring the right candidates to manage its operations and strategy planning. To meet the
challenges of a more intensely competitive market and to manage business more effectively, the
company had undertaken a major initiative in 2000 to re-align the structure of Jollibee
Philippines, decentralizing the organization into four autonomous Regional Business Units
(RBUs) that corresponded to the country’s major geographic markets: Mega Manila, Luzon,
South Luzon, and Visayas-Mindanao. This structure ensured a more manageable business size
and span of control. Key support functions like human resources and administration, finance and
network development were transferred to the RBUs for greater efficiency in the delivery of
products and services, quicker coordination, and more timely decision-making.

MARKETING MIX
● Price
The price of the products of Jollibee are very affordable to the lower class (not poor) to middle and
upper class working person. The lowest price that Jollibee sell is their Sundae cone which costs 10 pesos
only and the most expensive product that they offer are group meals which are the 6-8 pieces ChickenJoy
Family Bucket meals ranging from the price of P399 - P599 only.
● Product
The product of Jollibee focuses on Filipino taste, Jollibee has a wide variation of products made for the
Filipinos. One example of this is their spaghetti pasta. The usual taste of a spaghetti pasta is sour, but in
Jollibee it is made for the Filipino taste bud which is why the JolliSpaghetti is sweet. Jollibee also makes
their burgers the way Filipinos want it. A little sweet and well done. Jollibee integrated palabok and halo-
halo to their menu a local delicacy in the Philippines. They aim to be a fast food chain with authentic
Filipino delicacies unlike rival fast food giants which presents western food. Their menu is currently
composed of Breakfast menus which are Corned Beef, Garlic Pepper Steak, Longganisas, Hotdog, all
served with rice except for pancakes. The next is the main dishes that are served all day which includes
Chicken Joy, Burger Steak, Spaghetti, Palabok espesyal, Lumpiang Shanghai. For snacks, Burgers,
Hotdog Sandwich, Fries and side dishes which are mashed potato and corn is being offered. For desserts,
Chocolate sundae and Twirls are available. Their beverages are all Coca Cola products which are Coke,
Sprite, Royal Root Beer and there are 2 options for juices which are Iced tea and Del Monte pineapple
juice.
● Place
 Strategic placement of Jollibee stores in the Philippines is also one of the ways on how it became the
top fast food restaurant in the Philippines. Stores can be seen located in populated areas like schools,
malls and offices. Some of their stores are also located at strip malls in national highways wherein
travellers stop by to dine in or grab a quick meal on the go. Jollibee’s expansion abroad targeted OFWs;
With the placements of stores strategically, their stores abroad reached to areas which have a large
number of Filipinos such as the United Kingdom wherein 250,000 Filipinos are currently living. This
expansion gave Filipino’s from different parts of the world have a taste of home. The expansion of
branches also allows Jollibee to be tried and tested by those from different countries.
● Promotion
Last 2017, the #KwentongJollibee was the most talked about marketing strategy of Jollibee wherein
short films about different kinds of love are depicted in every series. This marketing strategy is very
effective because the videos that they posted were mostly inspired by a true story. The videos became
trending and was talked about for months. Convenience is also delivered by Jollibee with the different
options of acquiring the products that they have. Drive-thru services and delivery services targeted the
audience who are very busy and this eased the process of acquiring their products. They also developed a
loading card wherein you can use it to buy their products and get points for using it. The “Happy Plus”
card is not only limited to be used on Jollibee, it can also be used to buy products from their sister
companies.
Competitor Analysis

Jollibee was able to attain a competitive advantage over McDonald's by doing two things: 
(1) Retaining tight control over operations management, which allowed it to price below its competitor
and
 (2) Having the flexibility to cater to the tastes of its local consumers.

4. Target Market
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 and a growing international QSR player.
The pie chart below shows the market share chart of the fast food industry in the Philippines. As it is
seen, Jollibee ranks on top given that it is 53.9 %, over half of the majority.

Market Segmentation
Demographic: Filipino, Chinese Tourist, Foreigners
Life cycles: Couples with Kids
Income Level: Lower-middle to Middle Class
Psychographic: Lifestyle of needing fastfood
Behavior: Frequent buyers
 5. SWOT Analysis
Today, we’ll discuss the swot analysis of Jollibee. It’s going to focus on the internal and external
factors impacting the world’s leading fast-food chain brand. Here’s the swot analysis of Jollibee as
follows;
STRENGTHS OF JOLLIBEE 

1. CUSTOMERS LOYALTY
Jollibee has built a strong database of loyal customers over the years. It’s because of the consistency of
the services that the company has maintained over time.

2. 24 HOURS SERVICE
Jollibee is one of the few companies that provide fast food services 24 hours a day. Whether it’s early
morning or late at night, the brand would remain open to serve its customers. However, the company
hires employees for multiple shifts and keeps rotating them.

3. DISTRIBUTION NETWORK
Jollibee is the largest fast-food chain brand in the Philippines. According to an estimate, the company
has 1,230 stores across the country and a total of 1,400 stores across the world. However, the company
makes sure that all the stores have enough supply of food to serve customers.

4. QUALITY FOOD
Jollibee offers quality and tasty food to its customers worldwide. Its unique taste is no less than other
global brands. The brand has a secret recipe for the preparation of its food items. It allows the company to
provide the same quality food everywhere.

5. RECOGNIZED BRAND
The main focus of Jollibee is to satisfy the taste of customers, and the brand doesn’t divert its focus from
its customers. That’s why customers recognize the brand when they’re shopping.

6. VARIETY
Jollibee offers a variety of food items to its customers and they range from Spaghetti, hamburger, mouth-
watering yum burger, and coffee to tasty chickenjoy. The company follows the successfully tested recipe
for the preparation of all of its food items.

7. BRAND VALUE
According to an estimate by Forbes, Jollibee ranks at the 239th position of the World’s Best Employer of
2020. However, the company comprised under the category of Asia’s Fab 50 Companies in 2016.

WEAKNESSES OF JOLLIBEE 

1. NO TECHNOLOGY
Jollibee is still using the old methods of food cooking; they’re good but time-consuming and efficient.
The company hasn’t adopted the latest methods of tech automated cooking. It would make the company’s
operation efficient.

2. LIMITED MARKETING
Jollibee follows a very limited marketing channel for the promotion of its food items. It’s no doubt
Jollibee is a multinational brand. But not many people have heard of the brand name because of the
limited or no marketing.

3. PRICY FOOD
Jollibee charges premium prices for its food items. Many people are very cautious about price especially
when they’re buying food. That’s why they avoid buying Jollibee’s product because of overpricing.

4. SAY NO TO FAST FOOD

A vast majority of people don’t prefer fast food because it causes obesity and other health issues. The lack
of preference of many people impacts the sale of the company.

OPPORTUNITIES AVAILABLE TO JOLLIBEE 

1. GLOBAL EXPANSION
There are many food-loving nations that would love to change their tastes. Therefore, Jollibee should
expand its market and launch its products in various countries worldwide.

2. ECOMMERCE
The pandemic of covid-19 has caused the lockdown and shutdown of businesses. It has increased the
trend of online ordering and home delivery food service. Therefore, Jollibee should adopt technology and
launch its online food ordering platform, and partner up with delivery service providers.

3. PRODUCT INNOVATION  
It’s no doubt Jollibee offers a unique taste. There are many customers who like vegan food, diet food,
don’t like carrying cash, etc. Therefore, the company should come up with innovative food ideas to target
diet-conscious customers. It would help the fast-food brand to expand its product portfolio and increase
the sale.

THREATS JOLLIBEE HAS TO FACE 

1. HEALTHY DIET TRENDS

People have become very cautious about their diet and health and they’re saying no to unhealthy fast
food. Such trends are very harmful to the business of Jollibee. The company shouldn’t waste any more
time launching its new product targeting health-cautious customers.

2. COMPETITORS
McDonald’s, Starbucks, Burger King, Unilever, Chipotle, and Nestle are some of the main competitors of
Jollibee. They have a great market share, global operation, and loyal customers. Most importantly, they
use various marketing and promotional campaigns to engage with their customer’s markets. Their
international market presence makes it difficult for the brand to expand.

3. PANDEMIC
The pandemic of covid-19 has shut down all types of outdoor, gathering, and fun activities. That’s why
the annual revenue and net income of Jollibee have dropped by 28.01% and 257.52%.

CONCLUSION: JOLLIBEE SWOT ANALYSIS 

 After an in-depth study of the swot analysis of Jollibee, we have concluded that Jollibee is indeed the
world’s leading fast-food chain brand. Limited use of technology, increasing competition, lockdown, and
social distancing are some of the main challenges. Jollibee should launch an online food ordering service,
create a natural environment spaces for customers and expand its business and product portfolio.

6. Marketing Strategy
Keep the Basics: Family Values is what make Jollibee a top brand in the Philippines, it associates the
core values of family welfare into its menu and services offered, by offering more cheaper products than
the other fast food chains and family friendly and relatable marketing strategies.
Go Green: Make some innovations in every fastfood chains across the country by making Jollibee
restaurants greener and fresher vibe by putting indoor floral and air purifying plants inside the store
nationwide. Due to this pandemic we realized one of our major societal problem which is the lack of
environmental free spaces within cities that will bring relaxing and fresher breeze to the community.

Social Media Marketing and Digital Marketing

Social media marketing is the use of social media platforms and websites to promote a product or
service. Although the terms e-marketing and digital marketing are still dominant in academia, social
media marketing is becoming more popular for both practitioners and researchers.
Digital marketing, also called online marketing, is the promotion of brands to connect with potential
customers using the internet and other forms of digital communication. This includes not only email,
social media, and web-based advertising, but also text and multimedia messages as a marketing channel.
-Additional admins for pages prolonged operations, fully utilized social media official accounts for
promotions, Youtube Short film for impactful dissemination of the purpose of Jollibee’s message to
everyone and social media graphics that will show the transformation of Jollibee Go Green Campaign.
Jollibee Facebook page has 7.9 Millions followers
Jollibee Studios Youtube Channel has 653K subscribers
 Short Film: Kwentong Jollibee.
Jollibee Twitter Official Account has 579K followers
Jollibee Instagram Accounts 600K followers
Jollibee Tiktok Account 261.1K followers
Jollibee has its official website www.jollibee,com.ph

7. Marketing Budget
Youtube Short Film: P5,000,000
Breakdown;
Promotions: 1,000,000
Production cost: 4,000,000
Go Green Campaign: P27,000,000
Breakdown;
Promotional ads: 2,000,000
Production cost: 1,000,000
Plants Cost; 1,200 stores nationwide x P20,000 plants allocation budget per store = 24,000,000
Social Media Promotions: P5,000,000
Breakdown;
Promotional ads: 3,000,000
Production cost: 2,000,000
Total of P37,000,000
 8. Performance Analysis

Fiscal year is January-December. All values PHP

Millions.

2022
160,000

2021
108,571

2020
129,313

2019
179,626

0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000

Revenue of JFC

Graph: 2022 Target Revenue

Jollibee Foods Corporation posted a net loss of P11.5 billion in 2020 due to the coronavirus pandemic,
but showed signs of recovery in the 4th quarter, thanks to its expansion abroad where the coronavirus is
contained.
After posting losses for the first 3 quarters of 2020, Jollibee was able to swing to profit in the 4th quarter,
posting P2.04 billion in net income. However, this is still lower by 9.8% compared to the same period in
2019.
Jollibee said it continued to make progress on reopening stores that had been closed temporarily.
Go Green Campaign: Also by putting some relevant changes and renovations with accordance to the
needs of environmental spaces due to this pandemic, Jollibee will contribute to the solution and will
provide alternatives to combat the problem. And by this effort surely it will raise awareness and uplift
every Filipino spirits, so Jollibee will gain to this cause as well, as expected it will help to retain our
customers in the year 2022, so the projection of the graph will show how this campaign will help to bring
back the losses in significant figures.
Jollibee is Digital Engagement Leader among QSRs in Philippines
According to a report by Community Plus, a social listening tool used by various global brands, from
January to June 2017, Jollibee outranked all other brands in the quick service restaurant category,
particularly in Facebook where it garnered a majority 37% share of engagement, twice greater than its
biggest foreign competitor. Social media intelligence tool Thought buzz also reports that Jollibee is the #1
most talked about QSR brand, registering 1.5 million mentions in various digital platforms; almost triple
that of its competitors in the same period.
Jollibee Global Brand Chief Marketing Officer and PH Marketing Head, Francis Flores shares, “Jollibee’s
stellar digital success has been key to sustaining our market leadership in the country, across all our major
target markets.”

Flores adds, “Through world-class, highly engaging online content and digital innovations, we will
continue to break the internet to reinforce our position as the Philippines’ most loved, most talked about
brand. For us in Jollibee, capturing the hearts of the Filipinos online (and offline) is the ultimate reward.”
The Kwentong Jollibee Success

The brand’s original short-film series, Kwentong Jollibee, has gone viral multiple times this year,
and has earned multiple accolades not only from netizens but from industry leaders globally. In February,
the highly-evocative “Vow”, “Date”, and “Crush” Valentine’s videos successfully wooed the online
audience with over 50 million views on Facebook and YouTube, about 1.3 million shares, 7.5 million in
engagement, and 82 million reach (72% organic reach). The buzz of Kwentong Jollibee’s Valentine series
generated over P150 million in free PR and media values as well. The viral success of the Kwentong
Jollibee episodes continued towards mid-year with “Parangal” and “Powers”—back-to-back moving
tributes to the sacrifices of moms and the heroic deeds of dads, to provide a comfortable life for the
family—as the Mother’s Day and Father’s Day videos garnered positive reactions from netizens and
received 8.1 million and 7 million views, respectively. The Kwentong Jollibee series’ most recent viral
hit, “Apo” is proof not only of the enterprise’s sustained success but of Jollibee’s digital content mastery.
A Grandparents’ Day special, “Apo” follows a young man recalling his happy childhood memories as he
makes his way back home to the embrace of his “second parents”. With a whopping 29 million reach,
over 14.2 million views and an engagement of 1.1 million, Jollibee’s special grandparents’ day tribute
solidified the brand’s online leadership. The most recent viral short film was coupled with a heart-tugging
CSR effort, Grand Thank You Project, and a special video feature titled “Handog para kay Lola Belen”.
The project recognizes hardworking grandparents and gives back the love with a Grandparents’ Day feast
for their family and other forms of support such as financial aid. On the Grand Thank You Project’s
second year, Jollibee features Lola Belen, a grandmother from Pangasinan who tirelessly sells local
delicacies at a nearby Jollibee branch to provide for her loved ones. The video feature reached over 7.7
million netizens and 5.2 million views.

An Array of World-Class Digital Content

Apart from the emotional Kwentong Jollibee short films, Jollibee has also produced a number of
successful online campaigns that have gotten netizens abuzz: from the impressive dance skills of the
lovable mascots Jollibee and Friends in the JolliDance Showdown series with more than 29 million
Facebook and YouTube views, the quirky quick escape tricks of JolliSavers for every Petsa de Peligro
that reached more than 24 million views, to the sumptuous and heartwarming Chickenjoy campaigns that
generated more than 28 million views. Jollibee also introduced digital engagement innovations such as
the Twitter Intercept, which uses social listening to be able to suggest various Jollibee products depending
on day part and topic. This exercise rendered a 50% growth in conversation and craving for Jollibee and
its products on Twitter. The brand also launched the JolliDance Showdown App—the first augmented
reality experience in the local QSR industry. With the free app, kids can turn the Jolly Joy Box of their
Jolly Kids Meal into an interactive platform to bring to life a dancing Jollibee, compose their own dance
tunes, and personalize their avatars for a unique augmented reality experience. To date, the app has
registered more than 100,000 downloads. Together, these efforts have led to astounding share of voice
and share of engagement results across the QSR market for Jollibee on the digital platform. There are
definitely more exciting digital content from Jollibee to look forward to in the coming months.  Make
sure to follow Jollibee on Facebook (facebook.com/jollibeephilippines), on YouTube
(youtube.com/jollibeedigital1), and stay updated on Jollibee’s viral hits on Instagram and Twitter
@jollibee.