Marketing Plan – Jollibee Foods Corporation

Charmaine Estrada Gantalao

MKTG6002
(Image source: http://Jollibee.com.ph)

Table of Contents

Executive Summary………………………………………………………

Introduction………………………………………………………………………………

TargetMarkets ………………………………………………………………………………

Positioning………………………………………………………………………………………

Product…………………………………………………………………………………………

Pricing………………………………………………………………………………

Distribution……………………………………………………………………………

Promotion…………………………………………………………………………

Conclusion……………………………………………………………………………………

References…………………………………………………………………………………

Appendices………………………………………………………………………
(Image source: http://Jollibee.com.ph)

Executive Summary:

This marketing plan is formulated to increase the sales of Jollibee and introduce the company
Australia and replicate itsnotable success it enjoys in the Philippines and from its Global
counterparts.

As an approach,Jollibee Foods Incorporation will focus its promotion on brand awarenessof

the Filipino-driven food chain with Filipino touch; As one HarvardBusinessReview study
suggests that— customers who engage in an omni-channel experience, are much more
emotionally connected and therefore consistently more profitable. Source:
(https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction)

Jollibee has already built its identity in some of the global markets, the same skeletal
marketing plans used in Singapore, US and Middle East Branches will be the basis but will
tailor-fit it’s the demographic which is—Australia. Erratic change of the trends, taste and
preferences of the consumers, this Marketing Plan focuses more on the need for emotional
attachment, as such; this plan will have the segment that would use its Filipino touch to
appeal from our products to the consumers, not only to the Filipino OFW’s but to the
Australian Market as a whole. This could be through adding healthier food menu options,
incorporating Jollibee Toys promotion as its seen effective in Singapore.

This Marketing plan will also stipulate how they can improve their marketing strategy by
extending their product line fit to the Australian fast food market.
(Image source: http://Jollibee.com.ph)

Introduction:

Jollibee Foods Corporation is a Filipino multinational company owned by Tony Tan

Caktiong. They own, manages and franchises a vast network of fast-food chains in the
Philippines and Internationally with its flagship brand Jollibee. Starting from an ice cream
shop in 1975 to a humburger store in 1978, Jollibee became the number 1 leading fast-food
chain in the Philippines, overtaking it’s foreign competitors such as McDonalds and KFC. It
may be a little different for Americans or Europeans who are use to the McDonald’s
hamburger meal, but rooted from its roots, the beef tastes a lot different at Jollibee.

Being recognized over it’s rivals, Jollibee standout in many ways. Their iconic logo and
mascot itself shows the active, funny and jolly image of a bee which resonates the typical
Filipino trait and lifestyle: hardworking, kind and always happy. They are best known for
their unique, sweet and savoury Filipino style of foods such as the yummy “Yumburger” ,
“Jolly Spaghetti”, “Chickenjoy” and “Halo-Halo”. Not to mention the colourful and vibrant
design of their stores and smiling crews, no wonder Jollibee feels like home and captured the
hearts of every Filipinos and foreign nationalities around the world.

Customer satisfaction has always been key to Jollibee’s success. Never losing sight of its
goals, Jollibee has grown to be one of the most recognized and highly preferred brands in the
Philippines. Now the market leader among fast food chains in the Philippines, claiming a
market share that totals to more than half of the entire industry.
(Image source: http://Jollibee.com.ph)

Target Markets:

Target Market is defined as by Philip Kotler “is the The process of evaluating each market
segment’s attractiveness and selecting one or more segments to enter.” (Source:
https://stepchange.ie/segmentation-targeting-positioning-fundamentals-of-adviser-
marketing/)

Referencing the SWOT Analysis, as Jollibee has built a strong reputation for local and
international market with aligned to its vision of family ties and friendship, they were able to
earn a grasp; as of October 11, 2019, the brands market value reached 4.80 billion (Market
Insider, 2019).

Jollibee caters with a younger, adventurous demographic. The curiosity to try new cuisines like
Filipino food will draw in customers, particularly millennials, because pricing is cheaper in the
fast food world, he noted. Filipino who are overseas is the deemed main target market in
Australia, as according to one research “Jollibee's 37 locations are a reminder of the size of the
Filipino population in the U.S. -- over 3 million, according to the latest official data -- and its
loyalty to their favourite restaurant chain from back home”. (https://asia.nikkei.com/)

New South Wales 94,100

Victoria 56,000

Queensland 43,100

Western Australia 33,400

Tasmania 1,800

Northern Territory 7,000

(Image source: http://Jollibee.com.ph)

This Marketing Plan is aimed towards the following markets:

Target 1 - Overseas Filipinos: very viable market for growth.

Target 2 – Foreign men and women who are adventurous with food choices
(Image source: http://Jollibee.com.ph)

Positioning:

Jollibee dedicated its continuous success to the Filipinos who have been there from the very
start. Jollibee is so well-loved every time a new store opens, especially overseas. It is a
stronghold of heritage and monument of Filipino victory.

The company has an American-style fast-food chain with Filipino-influenced dishes

specializing in burgers, spaghetti, chicken and some local Filipino dishes. In the Philippines,
Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain serves
Pepsi products. It’s kind of a Filipino version of McDonald’s.

Jollibee Foods Corporation is not a household name when it comes to the global market. But
in the Philippines, it’s the king of the burger market. But its primary advantage comes from
simply doing a better job of giving Filipino consumers what they want., in which they are
tailor fitting such aligning to their mission: “To serve great tasting food, bringing the joy
of eating to everyone. “

At a Glance: Jollibee’s International Operations below:

(Image source: http://Jollibee.com.ph)

Product:

Jollibee concentrated on satisfying the Filipino palate. It’s menu consists of local dishes that
are sweet and savoury and they came up with unique names for their best selling foods.

Their burgers are called “Yumburgers” with 4 different styles namely:

 TLC Yumburger
 Amazing Aloha Yumburger
 Cheesy bacon Mushroom yum
 Cheesy Yumburger
(Image source: http://Jollibee.com.ph)

Pricing: To be constructed

Distribution: To be constructed

Promotion: To be constructed

Place: Researching more figurative data for South Wales

Conclusion: Will form final thoughts when the data is established.

References: Collated and will be cited on final paper

Appendices: