1. DisclaimerThis 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.
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3. Outline1. Primary Target Market of Jollibee2. Maslow’s Hierarchy of Need3. Competitors of Jollibee4. Marketing Opportunity5. Quantifying the Market6-9. 4P’s of Jollibee10. Winning Strategy
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4. Primary Target Market Filipino Kids – Ages 3-10 years old ; Teens - Ages 11-21 years old. Can be Male / Female. Filipino Families – even the Senior Citizen. Social classes C, D and E Looking for budget-friendly or Quick meals.
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5. Claimed Target Market ofJollibeeJollibee knows their target audience very well:the traditional family and allcommunication materials focus on theimportance of family values, making Jollibeethe number one family fast food chain in thePhilippines.
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6. Maslow’s Hierarchy of Need Eating in a Fast-food chain w/o asking for money makes me happy Eating in Jollibee with my friends and family without makes me feel loved & accepted.I need to eat to satisfy myhunger & for me to survive. Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6
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7. Need Wants and Demands
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8. Direct and Indirect Competitorshttp://elainrose.blogspot.com j
9. VARIABLES CONSIDERED
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10. Age Price Mix as of 2011 Price vs. Age Matrix
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11. Benefit Positioning vs Brand Matrix
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12. Gaps, Marketing Opportunity, Selling PropositionMarketing opportunity Pioneer in fast-food industry Increasing Population in the Philippines Increasing number of working mothers that need to give food their children given the time that they have. Increasing number of single parent household Raising demand in fast food market
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13. Gaps, Marketing Opportunity, Selling PropositionNWD not addressed: Having the “busog” factor. Does one order suffice to satisfy the hunger? The size compared to indirect competitors.Unique selling proposition – The Filipino Taste that appeals to its PTM.
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14. Claimed Market Size Jollibee was able to capture 65% of the market share in hamburger market in the Philippines.
http://lasanthaw.hubpageshub/Jollibee-an...urger-king The JFC reported Php 62billion by end of 2011 Based on the Annual Report of JFC, Jollibee earned Php50bln Revenue on 2011.
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15. Guesstimate Market Size based on store count As of Dec. 2011 Store Count for the Direct Competitors and Jollibee SOURCES:
http://archives.manilatimesnational/200Market Share based on 8/feb/14/yehey/business/20080214bus12.ht mlStore Count Nationwide
http://lasanthaw.hubpageshub/Jollibee- and-McDonalds-Filipino-burger-king
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16. Guesstimate Market Size Total sales of JFC claiming 65% market share is Php 62 billion. The total market share is Php 95 billion (62 billion /0.65)
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17. Jollibee Daily Production The chicken marination line can produce as many as 150,000 pieces a day 480,000 hamburger patties a day is turned out by the frozen patty line. The pie line can produce as much as 157,000 pocket pies in a 20-hour operating day.
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18. Product Category
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19. Product Category
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20. Products - Jollibee
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21. Products - Jollibee
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22. Products - Jollibee
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23. Products - Jollibee
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24. Products – McDonald’s
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25. Products – McDonald’s
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26. Products – McDonald’s
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27. Price Difference amongMajor Competitors
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28. Pricing Strategy Analysis Relatively, the solo products of McDonald’s are relatively cheaper by Php2-5 pesos. The combo meals of Jollibee are cheaper by 10% compared to McDonalds. As for the Chicken, though the price of Jollibee is cheaper the McDo but their Chicken size is bigger.
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29. Jollibee Promotion
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30. Jollibee Website
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31. Jollibee TV Promotion
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32. Jollibee Commercialhttp://youtubewatch?v=vdID- http://youtubewatch?v=fJ-AE8OSDN4 uSEFE4&feature=related
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33. Jollibee Commercialhttp://youtubewatch? http://youtubewatch? v=gGrYfQJfxhs v=Uo2tQP2MrFg
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34. Jollibee TV Series -Jollitown
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35. Jollibee – Social Media
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36. Jollibee Contest Promo
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37. Jollibee EventsJollibee Maaga ang Pasko Bash Jollitown Live Musical
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38. Jollibee Events Jollibee’s Foundation – Feeding Program Supporting Farmer’s Entrepreneurship Program
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39. Jollibee Events
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40. Jollibee’s PromotionStrategy Family is a key component for Jollibee’s promotion. They just simply doesn’t want to cater food and service but they wanted to be part of your family. It’s quality customer service of being family oriented is one of their key success instruments.
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41. McDonald’s Website
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42. McDonald’s Commercialhttp://mcdonalds.com.ph/video/fetch/7/51
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43. McDonald’s Commercial
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44. McDonald’s OtherPromotion
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45. McDonald’s promotion analysis Based on the promotion of McDonalds, focuses on empowerment of young adults to enjoy life by means of eating McDo products.
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46. Place - JollibeeON-LINE DELIVERY Drive - Thru
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47. Place - Jollibee Accessibility – Nationwide Stores
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48. Generic Winning Strategy Low Cost Producer Supply and Distribution Leverage Differentiation Niche•Jollibee concentrates on serving the unique tastes ofFilipino consumers whereas McDonald’s exportslargely standardized fare to consumers around theworld.• It will continuously think of product innovation togive different food variances to its customers.
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49. Summary of Jollibee’s 10 step Marketing Plan 49
50. Jollibee’s Key Marketing Steps of their Success PTM - Filipino Families esp. Kids (Class C,D,)E NWD – Quality and budget-friendly food that they can eat together with their loved-ones Competitors – McDonalds, KFC, Burger King & Wendy’s Gap – Pioneer in fast-food industry; Rising demand for fast-food Chain Market – The market is big as there are a lot of direct and indirect competitors.
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51. Jollibee’s Key Marketing Steps of their Success Product – burgers, chicken, pies, sandwiches, breakfast meal & desserts. Price – relatively affordable from Php 25-150. Promo – focuses on advertising, TV ads, events & experiences. Place – they have 752 stores nationwide, offer delivery and on-line ordering. Generic Winning Strategy of Mix – Differentiation. Taste of Filipino
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