Activity No.

: 4 Group Members Name:

Bucar, Sarah Kareena P.
Estoperez, Jhade J.
Lachica, Katherine A.
Section: ABM 12-3 Lumberio, Dashielle Joy O.
Santiago, Bhea Nicole P.
Soyoso, Elaine Joyce D.
PRODUCT STRATEGY
A. BRAND NAME AND DESCRIPTION

Jollibee Food Corporation.

Jollibee is known as the largest fast-food chain brand in the Philippines. It is already
operating a network of more than 1,500 stores in 17 countries. Jollibee is a market
leader in the Philippines with a larger percentage of the domestic market than all of
the other international fast-food brands. Jollibee serves great-tasting, high-quality,
and affordable food products, including its signature foods like Chicken joy, Yum
burger and their Jolly Spaghetti. Aside from this signature foods, Jollibee also
innovate their original product to create new taste that consumer will love such as:

Garlic Pepper Beef

Sweet Chili Chicken
Garlic Pepper Marinated Chicken (Ready to cook)
Glazed Chicken

With more than 270 international branches in the United States, Canada, Hong Kong,
Macau, Vietnam, Brunei, Singapore, Malaysia, United Arab Emirates, etc. Jollibee
has started an ambitious international expansion plan.

B. MARKET-BASED MISSION STATEMENT

Mission: The mission of the Jollibee Food Corporation is to serve quality food
products to its consumers. To bring joy, happiness and satisfaction to people and
families who eat at Jollibee and to serve them the best customer service they deserve
as a consumer.

Vision: The vision of Jollibee is to create and expand more branches not only here in
the Philippines but globally. To create and innovate more products that people would
love to eat and to achieve the goal of having excellence at all times. Jollibee will
maintain to be the top fast-food chain here in the Philippines and hopefully to be one
of the top fast-food chains internationally. For three decades the company has always
kept stronger in terms of having good services to be offered to our dear loyal
customers. Be assured that we could bring more joy and delicious foods that every
Filipino family loves.
 C. PRODUCT POSITIONING/UNIQUE SELLING PROPOSITION

The company uses promotional strategy to sell their product. Using the TV
commercial and print ads adds effective promotion of their company. Also, Jollibee
uses different kinds of services to sell their food products such as delivery
services/apps, small outlets for take-out only, and the physical store where the
consumers can go to the nearest branch of Jollibee and eat there (dine-in). Jollibee is
doing the best they ever could to make a good outcome and satisfy the consumers.
These services can be a way to efficiently buy the food they want and need.
Furthermore, Jollibee also offers different kinds of value meals for those people who
are on a budget especially now that we have inflation. For kids, they offer toys that
can attract not only children but also the adults who have children, which can be
beneficial for the company. Jollibee's treatment and hospitality also stand out, as
customers are warmly greeted and treated as valuable customers. Lastly, the food
products that Jollibee innovates from their original product are special and different
from other food/chicken products because Jollibee offers different flavors of chicken,
although it has different taste because of its flavor, their signature juicylicious taste of
chicken is still there. However, since these food products are special, it is only limited
to the market, but if the market likes the new product, Jollibee will definitely return it
back.

D. TARGET MARKET

Types of Segmentation Criteria Target Market

Geographic Region The outlets of Jollibee can
be provincial or in the
cities. The goal of the
Jollibee is to reach the
provincial areas that are
far away from the city.
However, the branches
we can see Jollibee more
available are in cities
because most people
work and study in cities
which means more
consumers and more
profit.
Demographic Gender Jollibee is open to any
gender and neither is
focused exclusively on
males or females because
food is a general and
primary need for everyone
and is not sold based
solely on one's gender.
 Income We all know that Jollibee,
as a fast-food chain, may
cater to low-income
earners because of its
affordable price, and
every income bracket
much higher than that
makes Jollibee open to
everyone. To be more
specific, the lower income
classes and above may
most likely be able to
afford Jollibee. Thus, it
can be said that the
income bracket to be
focused on is as much as
the minimum, and above,
and open to all.
Occupation Jollibee’s market is mostly
students, employees, and
professionals. Since these
individuals have their own
source of income, that fits
the minimum level to
afford such prices from
Jollibee.
Age  Ages from 7 to 35 are
the target market of
Jollibee.

These people are the

ones who truly enjoy the
foods posted in the menu.
Kids usually enjoy their
"kiddie meals" that comes
with a delicious food and
a toy. However, teenagers
and adults also enjoy
Jollibee's food choices,
they will surely enjoy the
delicious and affordable
food from Jollibee.
Psychographic Lifestyle The lifestyle of people
who often go to Jollibee
are people who have
work, have a family or a
 student. People who are
busy and prefer to go to a
fast-food chain restaurant
rather than preparing their
own lunch or when a
family goes out to eat
especially when they have
a child who is fond of
kiddie meals. People who
are always in a rush or
want things to be done
conveniently are most
likely the target market of
Jollibee when it comes to
lifestyle. Also, one of the
Jollibee’s’ target market is
the people who are on
their budget and can only
afford budget meals like
the one they have on the
Jollibee’s’ menu.
Interests The food in Jollibee is
what Filipino food tastes
like. Most Filipinos’ tend to
like food that is sweet just
like the famous ‘Jolly
Spaghetti’ of Jollibee.
Also, us Filipinos’ are
known for having a
breakfast meal that
contains rice. Because of
these, the target market of
Jollibee based on interest
is the one who likes
Filipino cuisine with an
affordable price.
Attitudes People who make their
favorite food as their
reward when they achieve
something, they will eat
on their favorite fast-food
chain which is most likely
Jollibee, and they will treat
themselves. On the other
hand, people find their
comfort in the food they
 like, which is what they
call “comfort food”. When
people are stressed or not
in a good
condition/situation, they
usually buy the
things/food that will ease
their pain.
Personalities People who eat at Jollibee
consistently are a mixture
of personalities. An
introvert, extrovert or an
ambivert do enjoy eating
in Jollibee even if they are
with someone or not.
However, based on most
of the promotional videos
of Jollibee, they do show
that their target market is
the extroverted ones since
most of the videos we can
see online are people who
interact with another
person. But Jollibee is
open for everyone.
Behavioral Degree of Loyalty Since 1970 the
establishment of Jollibee
Foods Corp. they have
always put their loyalty.
Loyalty means their
commitment to providing a
portion of good and
friendly food for the
Filipino family. They Have
an emotional attachment
to the brand.
The Benefit Sought Jollibee has a very
affordable cost. You can
save money because it's
cheap and still has a
delicious taste.
User Status Jollibee Corporation was
able to get into the market
status in food delivery thru
Grab food also in food
panda, always kept on the
 go.
Occasions Special occasions, such
as children's birthday
celebrations, are related
to behavioral
segmentation. Jollibee
attracts local youth clubs
and sports teams. Also
because of its convenient
location.
.