10-step marketing plan for jollibee
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1
10 STEP
Marketing Plan for JOLLIBEE
www.deborahtaggueg.blogspot.com
Deborah L. Taggueg
June 2013
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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.
Disclaimer
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1. Jollibee PTM are the Traditional Filipino Family
2. Who want to feel happy & spend quality time w/ their family
3. Can choose McDonald’s & KFC
4. Gap is indirect competitors serves larger quantity & has options for health conscious people
5. The market size is P 109 Billion. Jollibee’s share is P 71 Billion.
Steps 1 to 5
Promoting family values to the
Filipinos…
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Steps 6 to 10
Filipino families are mindful of what
is a normal price in the market.
6. Jollibee is a fast food chain known for its chickenjoy, yumburger, champ, & spaghetti.
7. Is priced 1% to 13% lower than Mcdonald’s and KFC
8. Uses TV, events & experiences, & sales promos
9. Is distributed nationwide and international
10. Uses supply & distribution leverage to win
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1. Jollibee primary target market
(PTM) are the
“Traditional Filipino Family”
Kids 3-12 years old, teens 13-24 years old, adults 28-38 years old. Male or female, single or married, social class of C, D, or E.
Parents are working, kids are studying, family going out on weekends.
1-3x a week, and demand for affordable and quick meals, in a place where there’s a spirit of family and fun.
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2. PTM needs be with their family…
6
Self-Actualization Needs
(Self-Development
& Realization)
Esteem Needs (Recognition,
Status)
Social Needs (sense of belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I am happy when I spend quality time with my family
I need to eat to survive
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I want to be loved by my family
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2. Traditional Filipino Family
has needs, wants & demands
Traditional Filipino Family needs food to survive, wants to be loved, gain self-esteem, and achieve self-actualization.
Traditional Filipino Family prefers Jollibee over
other quick service restaurants because of its well-loved brand, great taste, price, cleanliness, friendly and efficient customer service, and the appeal of the family values.
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2. Traditional Filipino Family
has needs, wants & demands
Traditional Filipino Family demands: Great tasting foods, quick meals, more
variants, affordable, available in a place where their family can have fun together.
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Direct:
3. Jollibee has many
formidable competitors
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Indirect:
Fine Dining Restaurants
Home Foods Carinderia
Roasted chicken Kiosk
Bakery
3. Jollibee has many
formidable competitors
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Variables:
Price, taste, age, quick service, good customer service, food choices, location, availability, cleanliness, brand, and credibility of the company.
3. Jollibee has many
formidable competitors
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3. Jollibee enjoys the lion’s share of the
local market that is more than all the other
multinational brands combined…
Price vs. Age Matrix
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Price/ Age Matrix
3-12 yrs 13-24 yrs 28-38 yrs 50yrs up
High price
Low Price
Burger King Chicken
McDo
Yum burger & spag
Chickenjoy
Burger McDo
Chickenjoy
Yum burger & spag
KFC Chix
Chicken McDo
Chickenjoy
KFC Chix
Chicken McDo
Yum burge
r & spag
Yum burge
r & spag
Wendy's
Burger McDo Burger
McDo
Chickenjoy
Burger King
Burger King
KFC Chix
Chicken
McDo
Wendy's
Burger McDo
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3. Benefit positioning vs. Brand map
for Jollibee and direct competitors
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Functional Benefit Jollibee McDonald's KFC Burger King Wendy's
Affordable prices
Inexpensive Combo Meals
Great tasting products
Fast Service
Friendly Crews Available seats
Drive thru service
Joy of eating
Meal with toys
Branches with play area
Function room for party
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Marketing opportunity:
Largest fast food chain in the Philippines
Recognized and highly preferred brand in the Philippines
Pioneer in fast food industry
Ordering accessibility using mobile or internet (online)
Increasing demand for quick service meals
Improving lifestyle of Filipino families
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4. Gaps, Marketing Opportunity, &
Unique Selling Proposition
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4. Gaps, Marketing Opportunity, &
Unique Selling Proposition
NWDs not being addressed:
Smaller quantity compared to indirect competitors
Limited options for health conscious people (i.e. veggies)
Selling Proposition:
The “langhap sarap” meals that appeal to its PTM
Superior taste at a reasonable price
The spirit of family and fun
Stores that are conveniently located
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5. Claimed market size
Jollibee has captured more than 65% share of the hamburger market in the Philippines Distribution extent
http://lasanthaw.hubpages.com/hub/Jollibee-and-McDonalds-Filipino-burger-king
http://www.jollibee.com.ph/investors
JFC reported Php 71B revenue end of 2012
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5. Guesstimates Market Size
Sales revenue of Jollibee of 65% market share is Php 71 billion
Total market share is Php 109 billion (71B/.65)
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6. Jollibee Products
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6. Jollibee Products
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6. Jollibee Products
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6. Jollibee’s Products vs. Direct
Competitors
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Jollibee McDonald’s KFC Burger King Wendy’s
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The Best Fried Chicken! Crispylicious, Juicylicious! Jollibee's perfectly seasoned fried chicken that's crispy on the outside;
tender and juicy on the inside.
1/3 pound hamburger patty made from 100% pure beef, garnished with the freshest
vegetables and creamy slice of cheddar cheese served in a soft sesame bun.
6. Jollibee’s Product Description
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Jollibee's sweet style spaghetti sauce-- now the tastiest and meatiest ever from Jollibee! With the
chunkiest slices of savory ham and sausages, loaded with ground beef, served over premium quality noodles and topped with lots of cheese.
Jollibee Spaghetti - the Spaghettiest!
Premium bihon noodles served with a special palabok sauce and toppings of pork
chicharon bits, sauteed pork, shrimps, and slices of egg.
6. Jollibee’s Product Description
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Golden brown, flaky, slightly sweet crust with a pleasant blend of diced peaches and
mango filling in thick sauce.
Light to golden brown crispy potato strips, mealy to the bite and is lightly salted.
Creamy soft serve topped with luxurious chocolate fudge
6. Jollibee’s Product Description
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Pure beef patty served with our very own special burger dressing all in a soft bun.
Mildly seasoned all-meat hotdog in a warm hotdog roll, garnished with tomato catsup.
100% pure beef patties that come with a hearty serving of our flavorful mushroom
gravy and steamed rice.
6. Jollibee’s Product Description
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A hearty cream of chicken soup with macaroni noodles, carrots, chicken chunks,
bits of ham, and corn.
Mildly seasoned all-meat hotdog in a warm hotdog roll, garnished with tomato catsup.
A delicious combination of garlic rice, fried egg, and mildly seasoned longganisa.
6. Jollibee’s Product Description
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7. Jollibee’s Prices compared to
Major Competitors
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Jollibee McDonald's KFC
Chicken meal 79-130 79-143 75-175
Burger 28-107 29-125 29-115
Burger Meal 64-143 69-155 65-145
Spaghetti 46-50 45-50 47-50
Side Dishes 25-66 25-59 29-95
Prices in Php
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7. Jollibee’s Prices compared to
Major Competitors
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Jollibee McDonald's KFC
Chicken meal 100% 105% 113%
Burger 100% 112% 106%
Burger Meal 100% 108% 101%
Spaghetti 100% 99% 101%
Side Dishes 100% 94% 132%
Difference in %
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7. Jollibee’s Prices compared to
Major Competitors
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Jollibee Chicken meal 5% to 13% lower Burger 6% to 12% lower Burger Meal 1% to 8% lower Spaghetti 1% > Mcdo ; 1% < KFC Side Dishes 6% > McDo ; 32% < KFC
Prices of Jollibee are relatively cheaper than major competitors when it comes to chicken and burger meals. Prices of spaghetti are almost the same among the three. However, the difference in side dishes are due to wide varieties and dissimilar items.
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Jollibee is a price taker that must accept the going market price determined by the forces of demand and supply. Their products are priced with the ‘going-rate’ or in line with the prices charged by direct competitors. Selling prices should be consistently in line with rivals so price should not be a competitive disadvantage.
7. Jollibee uses Competitor-based
Pricing….
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Although Jollibee is a dominant market leader in the fast-food restaurant industry, customers in this market are faced with a wide choices of who to buy from and they will certainly be mindful of what is a reasonable or normal price in the market.
Jollibee also uses non-price methods to compete by providing a distinct customer service, promoting Filipino culture, and other intangible factors that targeting the hearts of the people.
7. Jollibee uses Competitor-based
Pricing….
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8. Jollibee uses TV ads, Events &
Experiences, Coupons, and Word of Mouth
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1
2
3
4
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8. Jollibee Website
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http://www.jollibee.com.ph/
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8. Jollibee Facebook Page
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https://www.facebook.com/JollibeePhilippines
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8. Jollibee Facebook Page
https://www.facebook.com/pages/JOLLIBEE-KIDS-CLUB/136185276397511
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8. The Jollitown
http://jollitown.com.ph/
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8. Jollibee TV Commercial
http://www.youtube.com/watch?v=gGrYfQJfxhs
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8. Jollibee TV Commercial
http://www.jollibee.com.ph/buzz-room
http://www.youtube.com/watch?v=jZ-ItnxUUj4
http://www.youtube.com/watch?v=THDf3HzYj64
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http://www.youtube.com/watch?v=nGlBuRN9rXo
http://www.youtube.com/watch?v=1ztMSwiTS-0
8. Jollibee TV Commercial
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8. Jollibee’s Promos
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8. Jollibee’s Promos
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8. Jollibee’s Promos
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8. Jollibee’s Events &
Experiences
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8. Jollibee’s Events &
Experiences
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8. Jollibee’s Events &
Experiences
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8. Jollibee’s Events &
Experiences
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8b. McDonald’s Website
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http://www.mcdonalds.com.ph/
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http://www.youtube.com/watch?v=ljy-TcplGug
http://www.youtube.com/watch?v=qwin9XfSSQ8
http://www.youtube.com/watch?v=rglHI1EobcM
http://www.youtube.com/watch?v=kUVl-UjkoG4
http://www.youtube.com/watch?v=nYzIvweYHbI
http://www.youtube.com/watch?v=jE9hpMW0CdQ
8b. McDonald’s TV Commercial
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8b. McDonald’s Promos
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8b. McDonald’s Events
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8b. KFC Website
http://www.kfc.com.ph/
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8b. KFC TV Commercial
http://www.kfc.com.ph/tvc
http://www.youtube.com/watch?v=yzNtdnK9ixk
http://www.youtube.com/watch?v=C0rWvi5v3QQ
http://www.youtube.com/watch?v=1oAOfJ5F_iQ
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8b. KFC Promos & Events
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8b. Jollibee’s adverts appeal
to the hearts of people
Aside from promoting a family oriented work environment, Jollibee’s values also reflect on their advertising and marketing
Used the wave of nationalist pride to promote a Filipino brand
Focuses on "great taste and happiness" which includes "value for money, the happiest store experience, and the haven for kids.”
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Operating a nationwide network of more than 750 stores
Malls, stand-alone stores, food-courts, & kiosk
Nationwide and International
Dine in, Take out, & Drive thru
Delivery ordered via internet or phone calls
Cash and credit transaction
9. Jollibee has the widest store
network in the Philippines
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9. Jollibee has the widest store
network in the Philippines
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9. Jollibee is an emerging global player
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Establishing itself as a growing international QRS player with 80 stores outside the Philippines.
Filipinos always form a long lines to the store
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9. Jollibee is an emerging global player
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10. Jollibee uses Supply and
Distribution Leverage strategies
Which of the 4 strategies are being used?
Low Cost Producer
Supply and Distribution Leverage
Differentiation
Niche
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10. Jollibee uses Supply and
Distribution Leverage strategies
Supply and Distribution Leverage
Aside from great tasting products and creative marketing program, Jollibee’s growth is due to its quality systems – an efficient manufacturing and logistics facilities.
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62
SUMMARY
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1. Jollibee PTM are the Traditional Filipino Family
2. Who want to feel happy & spend quality time w/ their family
3. Can choose McDonald’s & KFC
4. Gap is indirect competitors serves larger quantity & has options for health conscious people
5. The market size is P 109 Billion. Jollibee’s share is P 71 Billion.
Steps 1 to 5
Promoting family values to the
Filipinos…
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Steps 6 to 10
Filipino families are mindful of what
is a normal price in the market.
6. Jollibee is a fast food chain known for its chickenjoy, yumburger, champ, & spaghetti.
7. Is priced 1% to 13% lower than Mcdonald’s and KFC
8. Uses TV, events & experiences, & sales promos
9. Is distributed nationwide and international
10. Uses supply & distribution leverage to win
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65
10 STEP
Marketing Plan for JOLLIBEE
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Deborah L. Taggueg
June 2013