JOLLIBEE’S MARKETING PLAN

Submitted by:

Rogel, Renzelle Mae

Revidizo, Mary
Payas, Kimberly Joy
Mordeno, Jude Brian
Magsino, Lovely Hyancinth
Lopez, Reishell
Jumawid, Joanver
Enriquez, Khert Lee
De Torres, Marc Stephen
Cruz, Patricia
Balitor, Lyzen
Badaguas, Joshua
Borja, Al Joshua

Submitted to:

Ms. Clarisse Garcia

I. INTRODUCTION

Current Situation

One of the most well-known fast-food restaurants in the Philippines is Jollibee. To this day, it is

still growing up. The quick food restaurant has grown over time. Throughout the years and now far more

available to any paying user. They can buy food with the tips of their fingers. Jollibee just revealed that

subscribers can call a special hotline, landline #87000, to arrange meal delivery. Can be reached for no

cost. This is an illustration of how consumers may be readily satisfied. Their desires Not only does this

allow individuals to access Jollibee at the tip of their fingers, but it also allows them to save money. It

also demonstrates how Jollibee rewards their consumers' loyalty. Jollibee has been steadily expanding

abroad, having outlets in practically every country. Jollibee's net worth has climbed to a stunning P8.3

billion as of February 2019. Billion. This helps Jollibee to continue to grow as a company and generate

more jobs. This helps Jollibee to continue to grow as a company and earn more money. Promoting the

company's overall well-being Jollibee is a fast-food restaurant that sells more than just food and services.

Because of their outstanding meals, Jollibee got more successful in the food sector. They have

earned several honors and recognitions for their marketing tactics. From the beginning, they developed

the iconic phrase "Langhap Sarap" at the commencement of their firm. Already received a number of

honors, including the most successful food commercial campaign. The Agora Award for Entrepreneurship

was presented at the 9th Philippine Advertising Congress. The Philippine Marketing Association's Anvil

Award for excellent public relations with connection to the fulfillment of its marketing goal for its Filipino

Talents campaign in the 1988 election campaign Jollibee has set the bar in terms of marketing until now.

They go after everyone. Families and children make up a large portion of the market. They placed a

higher priority on children. Children make up the majority of our population, so gaining that large sector

will be beneficial. Your product's marketing is really successful. Small Jollibee shops can also be found in

some Jollibee stores. Where youngsters can play in children's playgrounds where they may play before
eating Promotional deals such as the Kiddie Jollibee also offers meals with toys included when you place

an order. These toys are based on current trends, which leads to many youngsters preferring to dine at

home. Jollibee. Special services, such as the Jollibee Kids Party, are also available. Jollibee has a

reputation as a company that caters to all demographics. They concentrated on every detail. Sectors of

the market they also targeted people of all ages with their goods. Students and employees in the office.

Travelers are also a target market for them.

Environmental Factors

The fast-food restaurants are far from the green environmental approach. Jollibee like many

other food chains is therefore required to take part in several environmental, Climate change, changing

ecosystem and energy efficient initiatives as re-planting of trees and reduction in use of paper,

computers and electrical appliances.

Environmental Factors that Impact Jollibee Foods Corporation

 Focus and Spending on Renewable

 Recycle Policies – What are the recycle policies in prospective market and how it can adhere to

those policies.

 Influence and Effectiveness of Environmental Agencies – The role of environment standards

enforcement agencies is critical in safeguarding norms.

 Influence of Climate Change – How climate change will impact Caktiong Values business model and

supply chain.

 Level of Consumer Activism Regarding Environmental Concerns – Caktiong Values needs to know the

level of consumer activism regarding environmental concerns is. It will help Caktiong Values in both

developing environmentally friendly products

 Per Capita and National Carbon Emission –This will help in better predicting the environment policy

of the country.
Competitive Analysis

Competitors Name

 Burger Kings

Location and how long they operated

 Located in Mall

 2 years

Products/services offered

 Burgers.

 Chicken and fish.

 Sides.

 Salads and veggies.

 Beverages.

 Sweets/Desserts.

Pricing

 Burger King's major pricing strategy is a market-oriented pricing strategy. Their prices varies

base on the competitor’s prices, cost of the raw materials, and the supply and demand

chain.

Revenues

 Burger King sells roughly $1.4 million per unit on average, with a total of $10 billion in sales.

In terms of annual revenue, Burger King ranks fourth among the leading quick-service

restaurants. As far as burger-focused fast-food restaurants go, the company is a distant

second to Jollibee.
 Location(s)

 SM Dasmarinas Cavite

Customer segments/geographies served.

 Burger King uses demographic and geographic segmentation characteristics to cater to

changing consumer tastes and preferences around the world. It employs a diversified

targeting strategy to cater to the needs of its clients.

Competitor's key strengths.

 Video games and strong brand recognition Burger King takes advantage of its well-

known brand. They are still a familiar name across the world 65 years after they

initially opened their doors.

Marketing Trends

 In 2021, video marketing will become one in all the foremost popular digital marketing

trends, and it'll certainly remain so for several years to return. a number of the most

effective video marketing tools are Facebook Live, YouTube, Instagram, and other social

media platforms. At Jollibee, they make/form short videos. With its latest batch of

'Kwentong Jollibee' short movies. Jollibee Foods Corp. has yet again taken place on social

media, with the first goal of the ‘Kwentong Jollibee’ campaign is to "strengthen brand

love and affection" among the millennial target market. the primary batch of

heartwarming "Kwentong Jollibee" films, including "Vow," "Crush," and "Date,"

accumulated almost 40 million views on Facebook and YouTube. To expand Jollibee Food

Corp., video marketing involves reaching intent on customers via online videos.
  Jollibee also uses traditional word-of-mouth to spice up brand awareness and generate

more customers through influencer marketing. they'll reach and attract a far wider range

of consumers by doing so.

 Then they also use a Chatbots, it's considered one in every of the highest digital

marketing trends in 2021. In Jollibee they use this to have interaction with customers.

Because the web site receives many shoppers without delay, it's essential to own

technology that may answer many users directly. This online support provides excellent

customer service, helping a business to specialize in more important tasks by removing

tasks.

II. SWOT ANALYSIS

STRENGTHS WEAKNESSES

Strong brand loyalty Limited Menu

Leading fast-food chain in PH Unhealthy Meals
Superior Menu and Better taste High Employee Turnover Rate
Quick Serving Time Lack of presence in other country
Cheaper food compared to other fast- Limited Marketing and Pricy Food
food chains

OPPORTUNITIES THREATS

Customers are now Health Conscious

Product Innovation Competitors like McDonald’s, Burger
Adapts to what customers want King, etc.
Brand expansion in different countries Similar products and closed price
Built Brand Awareness with competitors.
Pandemic
 III. OBJECTIVES

 Changing the concept of Jollibee from family-friendly to teenage venues also.

 Launch new products quarterly

 Deliver the fastest and most consistent service and reduce service time

 Increase the customer loyalty through quality and efficiency of service

 Reach your target customers directly

 Quickly penetrate the fast food market in the short term

 Ensure long-term profitability

 Enable employees to learn, grow, achieve and contribute on their tasks

 Expanding the choices

 Seeking opportunities for sustainable growth

III. TARGET MARKET

Demographic

 Age: Young Adults (16-25 years old)

This consider that the primary purchasers of the chicken product extension are people in the age

range of Adolescents (10-18 years old) and young adults (18-25 years old). This is intended to be

practical. Owing to health concerns, older people will not buy much food at fast food places that

it may bring in the long run, and considering that the aforementioned age range has a higher life

expectancy
 Jollibee, on the other hand, is a family-oriented fast food business with advertisements that

target children. As a result, this demographic's age bracket revolves around solid family values.

Because of its affordability and accessibility to people of all ages, this part is available to people

of all ages.

 Gender: Male & Female

Products are not marketed primarily on the basis of one's gender. Everyone is welcome. As a

result, any gender can eat.

 Income: Lower income class, Middle class and above.

Jollibee caters even to the lowest of income earners in the Philippines and every income bracket

much higher than that makes Jollibee open to everyone.

 Religion: All Religions (Specifically Roman Catholic, Roman Christianity, Islam , Iglesia ni Cristo.)

All religions are allowed to eat at Jollibee. Any other religions in the Philippines that aren’t

allowed to eat meat are not of any urgent concerns to the targeted demographic market making

the religion factor most likely open to all.

 Ethnicity: Filipinos

Jollibee is primarily located in the Philippines, and its most loyal clients are Filipinos. Filipinos

and Jollibee both have breakfast menus that are well regarded. "Filipino," therefore as the

target ethnicity, while keeping in mind that Jollibee is a Filipino company will always be

welcoming to a diverse range of clients.

 Marital Status: Any

 What status you have does not matter at Jollibee. Thus, making the targeted Marital Status open

to all.

 Occupation: Any

Individuals, families, friends, and other social groupings that have their own income is open for

Jollibee.

Psychographic

 Attitude: Preference

Customer can order anything based on what they like or what they prefer to eat,

 Lifestyle: Fast food Demand

Customers ordering in fast food are becoming a common thing in most people's lives routine.

 Beliefs: Promotions

Kwentong Jollibee was able to use digital marketing to its advantage. According to the Manila

Times (2018), the Kwentong Jollibee Campaign has touched a total of 500,000 people. As of

February 2018, there were 2.3 million engagements on both Facebook and YouTube. The Since

the Kwentong Jollibee Campaign was able to raise their sales and income, Arline Adeva, a

customer, has changed her buying behavior/beliefs. "Sales growth for JFC," said JFC's brand

communications chief to the Manila Times.Sales of our yum burgers soared, while chicken

delight sales doubled."

V. MARKETING STRATEGY
 In the food sector, Jollibee's great marketing methods garnered them numerous honors and

recognitions, making the company more successful. It has been a part of their brand since the beginning,

when they came up with the catchphrase "Langhap Sarap."

Philippine Advertising Congress, Agora Award for Entrepreneurship, Anvil Award for excellent PR

effort in relation to its marketing aim on its Filipino Talents campaign in 1988, and other accolades have

already been received.

Jollibee has been the standard-bearer in terms of marketing up to this point. Families and

children are particularly important to them, as are all other demographics. Priority was given to the

welfare of children. The vast majority of our population is comprised of youngsters, and gaining access to

that demographic will make your product's marketing far more effective. Children can play in tiny

playgrounds at some Jollibee stores before they dine. Jollibee is also offering promotional offers, such as

the Kiddie Meals that include a free toy with every order. Many youngsters choose to eat in because of

the popularity of these toys, which are based on current trends. Jollibee. There are additional perks like

the Jollibee Kids Party, which is a special service. Jollibee's image was built around the idea that they

were open to everyone. Each and every market sector was taken into account. All ages were targeted in

their product marketing. A wide range of people, from students to office professionals to vacationers, is

their target audience.

Price

Jollibee's products are reasonably priced for people in the lower, medium, and upper classes of

society. Jollibee's Sundae cone costs just 10 pesos, whereas its most expensive product is a sundae at 30

pesos. The 6–8-piece Chicken Joy Family Bucket meals, which range in price from only P399 - P599 is

required to purchase this item.

Product
 In order to cater to the tastes of Filipinos, Jollibee offers a wide variety of products. Among their

pasta offerings is spaghetti. Jollibee's spaghetti pasta has a sour taste because it is designed for the

Filipino palate. Because of this, the JolliSpaghetti is a little sweeter than normal pasta. Jollibee also

serves Filipino-style burgers, sweet and perfectly executed. Jollibee has added palabok and halo-halo to

their menu. In the Philippines, menu is considered a national delicacy. They want to be a fast-food chain

that serves authentic cuisine. Contrary to rival fast food giants, which serve Western fare, Filipino

delicacies are served here. There's a lot to choose from on their consist of Corned Beef, Garlic Pepper

Steak, and Eggs Benedict as the primary components of the breakfast menu at the moment.

Longganisas, hotdogs, and rice are all included in the meal, except for pancakes, which are served

separately. After that, we have the most important one. The all-day menu features a variety of items

such as Chicken Joy and Burger Steak. Incredibly delicious Lumpiang Shanghai Palabok. Snacks include

Burgers, Hotdog Sandwiches, Fries, and more. Mash potatoes and corn are on the menu as side dishes.

Chocolate is a classic dessert choice. Twirls and sundaes are on the menu. Coke, Sprite, and Royal Root

Beer are all Coca-Cola products, as are iced tea and a variety of juices. This is Del Monte pineapple juice.

Promotion

The #KwentongJollibee marketing plan was the most talked about in 2017.

Every season of Jollibee features short films depicting many types of love. Because the films they

released were mostly funny, this marketing tactic was incredibly effective. It was based on a true story.

The videos went viral and were discussed for months. Jollibee also provides convenience by offering a

variety of purchasing alternatives. The items they have on hand Drive-thru and delivery services catered

to this demographic. This made the procedure of purchasing their items easier for a busy clientele. They

have created a loading card that can be used to purchase their products and earn points for making use

of it the "Happy Plus" card can be used to purchase products from Jollibee's sister firms in addition to

Jollibee.
Branding Strategy

The branding of Jollibee is that it promotes family values and togetherness to children especially

here in the Philippines and bring happiness to every Filipino family. Jollibee’s brand values are anchored

on the following Customer Focus Learn, Spirit of Family and Fun, and Integrity

Product Development/ Innovation

These marketing plan will extend its features to add on dips. For Chicken or fries? No worries

because these dips would come along if they ordered chicken joy and fries based on their preferences.

There will be additional charge for these dips and thus will be added to its features. for take-out orders,

dips will be served placed in biodegradable paper cups in accordance with their green environmental

approach. The following sauces will be released on the market:

Honey Garlic Dip Sauce Hot

BBQ Dip Chili Dip Sauce
Sauce

Sweet n’ Sour Dip Sauce Mustard Dip Sauce Cheesy Cheese Dip Sauce
 VI. TIMETABLE

Jollibee Annual Action Timetable

November
May

June
April

September

October

December
January

February

March

July

August
Major Activities

Feasibility Study
Planning
Measure/
Implementation
Evaluation
Finalizing/ Launching
Marketing

VII. MONTHLY MARKETING BUDGET OF JOLLIBEE IN A YEAR

(Estimation of Budget and Actual expense)

 September

November

December
February

October
January

August
March

April

June
May

July
Marketing 50,00 50,00 40,00 40,00 40,00 50,00 50,00 50,00 100,00 100,00 100,00 100,00
Research 0 0 0 0 0 0 0 0 0 0 0 0
35,00 35,00 40,00 35,00 35,00 35,00 35,00 50,00 60,000 60,000 80,000 60,000
0 0 0 0 0 0 0 0
Media 15,00 15,00 15,00 15,00 15,00 15,00 15,00 15,00 25,000 25,000 30,000 25,000
(Blog) 0 0 0 0 0 0 0 0 20,000 20,000 30,000 20,000
12,00 12,00 12,00 12,00 12,00 12,00 12,00 12,00
0 0 0 0 0 0 0 0
Marketing 20,00 20,00 20,00 20,00 20,00 20,00 20,00 20,00 25,000 25,000 40,000 25,000
Platform 0 0 0 0 0 0 0 0 25,000 25,000 35,000 15,000
15,00 15,00 15,00 15,00 15,00 15,00 15,00 15,00
0 0 0 0 0 0 0 0
Content 25,00 25,00 25,00 25,00 25,00 25,00 25,00 25,00 50,000 50,000 50,000 50,000
Events 0 0 0 0 0 0 0 0 50,000 50,000 50,000 50,000
20,00 20,00 20,00 20,00 20,00 20,00 20,00 20,00
0 0 0 0 0 0 0 0
Advertising 1,000, 1,250 1,000 1,000, 1,000 1,000, 1,000 1,000, 1,500,0 1,500,0 1,500,0 1,500,0
000 ,000 ,000 000 ,000 000 ,000 000 00 00 00 00
750,0 1,000 750,0 750,0 750,0 750,0 750,0 750,0 1,250,0 1,250,0 1,250,0 1,250,0
00 ,000 00 00 00 00 00 00 00 00 00 00
Content 50,00 50,00 50,00 50,00 50,00 50,00 50,00 50,00 70,000 70,000 100,00 100,00
Creation 0 0 0 0 0 0 0 0 70,000 70,000 0 0
45,00 50,00 45,00 45,00 45,00 45,00 45,00 45,00 100,00 80,000
0 0 0 0 0 0 0 0 0
Software 100,0 100,0 100,0 100,0 100,0 100,0 100,0 100,0 250,00 250,00 250,00 250,00
And 00 00 00 00 00 00 00 00 0 0 0 0
System 100,0 100,0 100,0 100,0 100,0 100,0 100,0 100,0 200,00 200,00 200,00 200,00
00 00 00 00 00 00 00 00 0 0 0 0
Recruitme 500,0 500,0 500,0 500,0 500,0 500,0 500,0 500,0 500,00 500,00 500,00 500,00
nt 00 00 00 00 00 00 00 00 0 0 0 0
(Freelance 350,0 350,0 350,0 350,0 350,0 350,0 350,0 350,0 350,00 350,00 350,00 350,00
& Full 00 00 00 00 00 00 00 00 0 0 0 0
Time)

VIII. CONCLUSION
 Despite the fact that Jollibee is already a market leader in the Philippines as a fast food business,

there were always a challenges. There are always certain aspects of the organization that require

addressing. Employees who are members of the organization and representatives of the firm for which

they work are one of the components. Inappropriate client behavior, actions, and responses to work are

sluggish, and new workers have attitudes and behaviors that may damage not just their customer service

but also the business. When it comes to employing new personnel, the company must adhere to certain

guidelines. With this, the firm can expect each person to perform at their best all of the time as they

follow the corporate standards set by management to maintain the company's favorable image, such as

Jollibee, which is now leading the fast food sector. Jollibee Foods Corporation should invest more in

digital commerce and technology. Jollibee is one of the most well-known fast food chains in the country.

Investing more in the digital commerce and technology, would help the organization to widen their range

of customers that may result to higher sale. Consumers, especially the younger generations invest most

of their time doing online shopping and scrolling through social media platforms, making it easy for the

organization to promote their goods and products. Jollibee is a very successful company that has been

growing rapidly; yet they must contend with fierce competition if they are to become a significant global

fast food contender. After researching Jollibee and the fast-food industry in general, I've come to the

opinion that Jollibee should join the UK market, but not alone. Jollibee should form a joint venture with

a struggling business, such as Burger King, to help them relaunch their sales. Burger King has been

operating in the United Kingdom for a long time and can provide insight into the culture and operations

of the fast-food business as well as consumer behavior. Ton Tan Caktiong provided joy to the Filipino

community through foods offered by his company. We hope that Caktiong continue to offer a high-

quality product that will guarantee to meet our satisfaction and will offer healthier options on the menu

such as food made from organic for diet conscious people. Jollibee Food Corporation is a fast-food chain

based in the Philippines, and as well to different countries. After studying its SWOT Analysis, we found

that Jollibee is truly the world’s leading fast-food chain brand. Some of the main challenges include
limited use of technology, growing competition, lockdown, etc. Jollibee’s business and product should be

improved. Jollibee is a fast-growing and highly successful fast-food company; Jollibee faces some difficult

challenges. therefore, maintaining its core strengths. Improving on some areas they can even become

more successful. They need to focus more on their competitors and upcoming market fast food

companies because they are big threats for the company and there will be a lot of issue they will have to

face. In the Philippines, Jollibee is the market leader. It has risen to the top of its domestic market by

embracing fundamental global strategies, exceptional service, a welcoming ambiance, and an exciting

food. Apart from that, Jollibee has lent their support to other philanthropic initiatives in the Philippines.

It is an active user of social media. It has become so popular that every time a new store is opened,

particularly overseas, Filipinos form enormous lineups to get in.

Since the majority of Jollibee’s market belong to the age 16-25. The company will aim to sell at

least 400,000 chicken joy and 450,000 fries with the add-ons dip in the 1st year at a gross profit of

52,500,000.00 while for the 2nd year, the company aims to sell at least 500,000 chicken wings to have a

gross profit of 74,500,000 and double the amount on its 3rd year. The new variations of dip sauces will

be offered in flavors of Mustad, Hot Chili, Sweet n’ Sour, Honey Garlic, BBQ and Cheesy Cheese. The

Chicken Joy will sell at a retail price of 99.00 pesos solo and fries will sell at the price ranging from 35.00

– 129.00 pesos but if they prefer these flavored dips, they will just have to add 15.00 – 25.00 depending

on the chosen flavor. A marketing budget of 770,000-1.5M will be divided into TV commercials, social

media advertisements, print media especially the #KwentongJollibee video commercial and other

activities in conjunctions with this marketing plan The Company intends to earn a 50% return on

investment for 3 years. To achieve this, product quality is set high and will improve over time. Prices are

kept lower than their competitors, but not to the point of compromising profitability. Promotional offers

and seasonal products are also offered, making people excited to buy the product. The total marketing

budget will be increase 12% a year considering the profitability of the product extension exceeds its

marketing costs.