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International Business College

ABE Las Pias Campus

Public relation program

(Critique paper)

Submitted By:
Jayrold c. lertido
Submitted to:
Mr. Nick Assuncion


International Business College

ABE Las Pias Campus
Jollibee is the largest fast food chain in the Philippines, operating a nationwide network of
over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lions share
of the local market that is more than all the other multinational brands combined. The
company has also embarked on an aggressive international expansion plan in the USA,
Vietnam, Hong Kong, Saudi Arabia, Qatar and Brunei, firmly establishing itself as a growing
international QSR player.

Jollibee was founded by Tony Tan and his family with its humble beginnings as an Ice
Cream Parlor which later grew into an emerging global brand. At the heart of its success is a
family-oriented approach to personnel management, making Jollibee one of the most
admired employers in the region with an Employer of the Year Award from the Personnel
Management Association of the Philippines, Best Employer in the Philippines Award from
Hewitt Associated and a Top 20 Employer in Asia citation from the Asian Wall Street
Aside from promoting a family oriented work environment, the brands values also reflect on
their advertising and marketing. 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.
Jollibees growth is due to its delicious menu line-up like its superior-tasting Chickenjoy,
mouth-watering Yumburger and Champ hamburger, and deliciously satisfying Jollibee
Spaghetti -ably complemented with creative marketing programs, and efficient
manufacturing and logistics facilities. It is made possible by well-trained teams that work in
a culture of integrity and humility, fun and family-like. Every Jollibee outlet welcomes
customers with a clean and warm in-store environment and friendly and efficient service.
And it is this tried and tested formula of delivering great-tasting food, adherence to world
class operating standards and the universal appeal of the family values the brand represents

International Business College

ABE Las Pias Campus
Jollibee has its mission to serve great tasting food, bringing the joy of eating to everyone.
And a vision, we are the best tasting QSR, the most endearing brand that has ever been. We
will lead in product taste at all times; we will provide FSC excellence in every encounter.
Happiness in every moment, by year 2020, with over 4,000 stores worldwide, Jollibee is
truly a global brand. (and the Filipino will be admired worldwide).
Some 400 children from various parts of Metro Manila enjoyed big surprises during the
grand gift-giving bash of the 16th Jollibee Maaga ang Pasko held recently at the PICC Forum
in Pasay City.
Greeted by magical Christmas characters, overflowing treats and the huggable Jollibee and
Friends, the children had the time of their lives as they played games and enjoyed Jollibee
langhap-sarap treats. Jollibee, together with Hetty, Popo, Twirlie and Yum rendered an
energetic dance number with selected members of the Jollibee Kids Club, getting the kids up
on their feet. The famous Trudis Liit herself, Jillian Ward, was also present, inspiring the
children with her rendition of Tomorrow.
The highlight of the event came when life-sized toy ballerinas appeared onstage to signal
this year grand gift-giving celebration led by Jollibee Philippines president Pepot Miana,
Jollibee Foundation president Grace Tan, Jollibee vice president for marketing Albert
Cuadrante, Jollibee Foundation vice president Belen Rillo and executive director Gisela
Tiongson with the original Jolly Toy Scout Aga Muhlach. Some of the
YumbassadorsJollibees chosen Pinoy youth iconsalso helped shower the kids
with gifts and love. They were three-time Palanca Awardee Miro Capili, visual artist Nasser
Lubay, and coffee painter Sunshine Plata.
Among the chosen beneficiaries were kids from Brgy. Tonsuya, Malabon; Sacred Heart,
Quezon City; Plainview, Pasko partners, the Department of Social Welfare and
Development, Hands on Manila, Habitat for Humanity, Social Services and Development
Ministry, and the Jollibee Foundation.

International Business College

ABE Las Pias Campus
Seeing the joy in the children eyes as they opened their gift bags is something that we
always look forward to with every Maaga gift-giving, said Cuadrante. Their genuine
excitement and appreciation over the toys and books made the efforts of our Jolly Toy
Scouts truly worthwhile. To date, we have successfully collected more than 30,000 gifts
which Jollibee will match, and we are continuously receiving more donations from kind and
generous hearts to help make this number grow even more.
He also shared good news about the campaign classroom-building project with the Jollibee
Foundation and Department of Education. I am happy to note the very warm response of our
customers on our special novelty offering, the Jollibee and Friends Dolls. As proof we have
sold nearly 400,000 units of the limited-edition dolls. Because of this, we will definitely be
able to construct even more classrooms early next year. The limited-edition Jollibee and
Friends dolls were sold at Jollibee stores nationwide, with part of the proceeds allocated to
the establishment of classrooms in public schools to give more children a better place to
JFCs marketing strategies includes closer to Filipino families, that is why this PR Program
leads them to meet its goal, that will help the company raise their sales. This kind of program
will strengthen the bond towards their target market. One of the reason also why Jollibee
reached the leads among competition is by winning the heart of the children. This kind of
strategies of Jollibee became the most key of its success.
Jollibee marked a very big impact towards the children; they really loved and enjoy the
mascot of Jollibee and of course the chikenjoy. Initially, Jollibee concentrating of targeting
children, they believe that if they control the mind of the children their parents will follow,
and it became a very effective strategy. That is why when the competition become so tighter
and tighter they will go back to the basic strategy and eventually win the war.
From its mission of bringing joy to every Filipino by serving great taste food appears like
Jollibee is not just simply serving the food but also insuring that this all comes from the
heart, and touches to every heart of the customer that would turn them to become loyal to the

Jollibee became the no.1 fast food chain in the Philippines with its consistent marketing
strategy of targeting Filipino family; it really helped the company to win over the
competition. Giving back to the community project like this program of Jollibee will quite
boosts the awareness of the people particular to the children on how Jollibee really kind
towards them, eventually this will contribute to the beautiful image of Jollibee in the eyes of

International Business College

ABE Las Pias Campus
many Filipino children especially those who belong on the low class society who cannot
afford to buy Jollibee products.
Above all these kind of program will definitely not just only to bring happiness to the
children, but also to promote the good public relationship to the community, strategically
speaking, the more they gave the more they receive. for some business who has a strong
competition it is more advantage if you do invest on your PR, Jollibee looking forward of
the benefits of having a good image to the community coz eventually this will converted into

Continues PR campaign will help the companies achieve its goals of maintaining the lead
against competitors. These will also provide a sustainable market share.
Try to create more PR Campaign Program for various target audience to maximise its sales
among stores in every place
Consistency of every program will be an advantage to make it more convincing to the public
and eventually can generate additional profit for the store.