10step marketing plan draft

10 STEP Marketing Plan for

JOLLIBEE

Theodore T. TanFebruary 2011

1www.theodorettan.blogspot.com

Disclaimer

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.

www.theodorettan.blogspot.com

1. Describe the primary target market (PTM)*

• Toddlers to Senior Citizens ( 3 – 65 years old)• All social classes but primarily C,D & E• Those looking for a ‘family-friendly’ dinning

experience• Those looking for quick and budget-friendly meals


2. My PTM’s NWD

Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the product


Describe your PTM needs

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Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler


2. PTM’s needs, wants & demands

Needs: The basic need for food and nourishment. Jollibee doesn’t only offer delectable products but they also come at very affordable prices.

Wants: Being the No.1 Fast-food chain in the country, Jollibee offers a wide array of meals that were specifically made to cater to Filipino tastes and wants.

Demands: Good taste, affordable, readily available, readily accessible, & a variety of menu products are what people look for when going to a fast-food restaurant.


3a. Direct and indirect products that address my PTM’s NWD

• Direct: McDonald’s, KFC, & Wendy’s

• Indirect: Reyes BBQ, Ineng’s BBQ, Andok’s, other emerging food kiosks that offer cheap food products

• Variables: Taste, Price, Accessibility, food selection


4. Identify the gap between customers and competition

Where is the marketing opportunity?

What NWDs are not being addressed?

What can be the unique selling proposition for the new product (totally new or repositioned.)


5a. Estimate the market size using competitor data

1. Top 7000 Corporation Data or news– Total Sales from 1 product companies– % of sales from multi-product

2. vs. known Industry size comparisons3. vs. 1-1 suppliers4. Visual observation- warehouse5. Pirating personnel or garbage6. Illegal interview7. “Share of Shelf”


5b. Estimate the market size using company data

1. Claimed market share 60% of fast food industry

75% of hamburger segment2. Guesstimate on market share– Fair share of market– Distribution extent

3. Historical sales For the year 2010, Jollibee’s net income was almost Php 3 Billion.


6a. Product category

• Burgers– Jollibee Champ – Yum Burger

• Yum w/ Cheese• Yum w/ TLC

• Noodles– Jollibee Spaghetti– Jollibee Palabok Fiesta

• • Chicken

– Jollibee Chicken Barbeque– Jollibee Chickenjoy– Jollibee Spicy Chickenjoy– Chicken Bucket

• • Sandwiches

– Jolly Hotdog (Regular & Classic)• • Breakfast Meals

– Sausage & Egg Pandesal– Crispy Bangus– Breakfast Joys

• Longganisa• Corned Beef• Beef Tapa• Burger Steak• Hotdog• Pancakes


6a. Product category cont…

• Rice Meals– Beef w/ Mushroom– Shanghai Rolss– Burger Steak– Crispy Bangus

• Desserts

– Ice Craze• Mango Caramel Surprise• Ube Cheesy Magic

– Sundae• Chocolate• Rocky Road Brownie• Black Forest

– Swirly Bitz– Jolly Krunchy Twirl

– Peach Mango Pie

• Add-Ons– Jolly Crispy Fries– Creamy Macaroni Soup– Tuna Pie

• Jollibee Kids Meal– Yum Burger Plus Toy– 1-Piece Burger Steak Plus Toy– Jolly Spaghetti Plus Toy– 1-Piece Chickenjoy Plus Toy


7. Price

PRICE


8a. Which of these modes does your product use?

1

2

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9. Place

• Where is Jollibee available?– As of December 31, 2009, there were 686 Jollibee stores in the

Philippines, 355 franchised and 331 Company owned. There were also 57 Jollibee stores overseas, including the United States, Vietnam, Hong Kong, Brunei and Jeddah.

– Method of delivery • Jollibee has its online hotline to its delivery services (8-7000)• Its website has a store finder that can direct customers to the nearest Jollibee outlet near their

area.


10. What is the generic winning strategy?– Low Cost Producer– Supply and Distribution Leverage


10step marketing plan draft

Documents

jollibee available

food chain

new product

jollibee stores

fast food industry75

market size

product companies

available data