promotional campaign on jollybee in bangladesh
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Launching
CampaignOf
Jollibee
InBangladesh
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Prepared for:
M.A. Sadat ShimulLecturerPromotional Management (MKT-337)Section # 03School of Business AdministrationNorth South University, Dhaka.
Prepared by:B M Sazzad Hossain Rasel
ID# 081-128-030Humaira Taskin
ID#083-042-030Sayeda Tasniya Ahsan
ID#083-404-030Anika Nawar
ID#092-0550-030
Manzur-E-MowlaID#091-0625-030Mizanur Rahman
ID#092-0043-030
Executive Summary:
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Jollibee is a Filipino food chain operating since 1975. Jollibee has been a success story
in all the countries it has entered and currently has 600 stores in Philippines and more than 50
international stores. Jollibee has been appreciated wholly every time it has opened a new store
oversees. And therefore, they are planning to open 12 outlets all over Bangladesh with an aim to
serve them quality food.
Fuaad Food Bangladesh Ltd. (FFBL) has got the franchise contract to launch Jollibee in
the Bangladeshi market. We are here to design a promotional campaign of this huge launch. The
aim of the promotional campaign is to establish Jollibee as the countrys leading food chain and
delight people with its scrumptious food.
The promotional campaign will last for two and a half months. The Gala launching of
Jollibee will be held on 31st June, 2011. So, the promotional campaign will be divided into
periods (pre-launching and post launching). In the pre launching period, we wish to inform as
many people as possible about Jollibee and create hype among every one. And in the post
launching period, we wish to continue advertising to boost sales and continue to relate peoples
lifestyle to Jollibee.
The target audience for our outlets is mainly people who earn money and belong to the
upper and middle class group. Teenagers, university students are also our target customers.
We will use print, electronic, outdoor, internet and public relations to reach the target
audience. For outdoor media we will use small banners, billboards, the bee will be used as a
mascot, for the gala opening we will use posters and transport will also be used to promote
Jollibee. For electronic media, we will advertise in some tv channels, BTV, ATN Bangla,
Channel I, NTV and RTV and Radio Foorti. For print media we will use many national and
local newspapers like: Prothom Alo, Daily Star, Rajshahi Barta etc. We also concentrated on
few magazines too, but number of magazine is low because in our country people are not use to
it. Internet and Personal Relationship also get high priority throughout the report.
The budget is quite high for the promotional campaign; however we feel that it is
justified to give Jollibee maximum exposure. The total budget for this campaign will be Tk.
20111500.
Major Target Market Segments:
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Geographic:
Jollibee is planning to establish 12 outlets for 8 major cities in Bangladesh that almost cover the
whole Bangladesh.
Country: Bangladesh
City: Dhaka, Chittagong, Sylhet, Rajshahi, Khulna, Barisal, Comilla and Coxs Bazar.
Demographic:
Fast food restaurants are becoming popular with the change of time. As there is no age
limitation for any fast food restaurant, Jollibee chose people who are above 12 years and there is
no end of the age limitation for age group. Kids bellow 12 years are consumers for sure but they
are not able to purchase from Jollibee. Income is another important factor to consider. We target
people whose income is at least 10,000 TK and above it. Our major target group is young
people but older people and kids are also included in our target consumers.
Age Group: 13-19, 20-25, 26-30, 31-35, 36-40, 40 and 40+
Income: 10,000-20,000, 21,000-30000, 31000-40000, 41000-50000, 50000 and above
Occupation: Home maker, Service holder, Students, professional and technical, managers.
Gender: Male and female
Family size: 1-2, 1-4, 4-6, 6+
Family Life Cycle: Kids (above 12 years), young, single, married, older, newly married couple,
married couples with children, older people with children.
Education: School, high school, college graduate, undergraduate and graduate,
Behavioral Factors:
It is not necessary to consider that all users are regular one or not. Non-users, ex-users, first-
time users can also have the taste of various fast food items. Usage rate depends on their
preference level, mood and occasion. If people are coming after watching the outlets, we can
assure that people are loyal toward our restaurant and to get their positive attitude toward our
service we should deliver them the best service with all those benefits as we can.
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Occasions: Regular occasions, social occasions and special occasions.
Inclination Stage: Unable, aware, informed, interested, intention to buy, actual buyer
Benefits: Quality, service, friendly atmosphere, versatile menu, reasonable price
Attitudes Toward Product: Enthusiastic, positive, indifferent, negative, hostile
Buyer Status: Non buyer, potential buyer, first-time buyer, regular buyer.
Loyalty Status: None, medium, strong.
Psychographic Factors:
Jollibee targeted people who are from upper background to middle class. So people from all
these aspects of life are welcomed by Jollibee in their leisure time to enjoy with their friends
and family with the wide range of delicious food items.
Social class is an important factor that will give us some idea about which group of people we
are targeting.
Social class: Upper class, middle class, upper middles, lower uppers,
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PROPOSAL
Electronic Media:
Television:
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We will start advertising on the electronic media from the middle of May that is 15th of May.
Jollibee is a foreign company and therefore most of our customers are not aware of the name
and brand. So, our aim will first be to make the name JOLLIBEE prominent and then to
promote how it will serve people.
We will advertise in few TV channels such as BTV, nTV, ATN, Channel I and Rtv. In BTV, the
advertisements will be continuously for everyday because as we are approaching people from
all over the Bangladesh with eight outlets outside Dhaka, it is important to advertise on a
medium through which we can reach our target customers in an efficient way.
The advertisements from May 15th to June 15th will be of 10 seconds and from June 15th to July
31st will be of 30 seconds.
The advertisements will be changed from time to time. The time schedule on which we wish to
advertise is given below:
It is wise to choose the peak hour in BTV as we are considering it as the main vehicle to
reach the mass audience. So, the advertisements will be shown on peak hours (from 7:00
pm), Just before the news, during breaks in films and news (we are giving 30 sec ads
during this time).
The Channel I news at 7:00 pm, 9:00 pm and 10:30 pm are very popular so we will
choose the spot just before these three news and mid breaks in news.
The prime time when the popular soap operas take place is the time when
advertisements will be shown on Rtv and ntv. Mid breaks in drama and films is the spot
we want to advertise. And for ntv we would like to advertise before the news and mid
breaks in news also
For ATN we will advertise in its news breaks and before or after programs.
TVC Content:
May 15th to June 15th
As this is the initial stage, we would like to create hype among the people at this stage for the
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brand. The short 10 seconds advertisements will show a BEE buzzing in and out of the
television screen humming obscure songs, and then the BEE sits on the logo of Jollibee. Then
we will show a text coming soon.
June 15th to June 31st
After one month of advertising, we assume that the hype has been created among people and
now it is time to inform people about JOLLIBEE. We will approach our audience with two sets
of advertisement.
The first will be to show how festive Filipino people are and how they celebrate their
little moments of happiness with Jollibee as it is the leading restaurant chain in the
Philippines. After the advertisement this quote will appear: Festive Always
The second set will be to encourage our people to go to Jollibee
This set will contain:
We will show different people celebrating their joyous moments in Jollibee. For
example, a group of friends just came out of the exam hall finishing their finals. A voice
will tell Done with exams? Celebrate at Jollibee. Then we will show how the people
enjoy their time at Jollibee and will also showcase Jollibees stuffs friendly nature.
Then again the same sentence will appear Festive Always.
21st June is the Fathers day, and we wish to focus on this event. An emotional
advertisement will be created showing the bonding of a father and a child. The
advertisements will show how busy the children get when they grow up and the father
feels lonely at home. And then on the eve of Fathers Day, the children give their father a
surprise at Jollibee, tears come out of the fathers eyes and we show how Jollibee can
make you happy.
Another advertisement will be about different kinds of people coming all together to
celebrate their time at Jollibee. These different types of people will include friend
groups, old people getting nostalgic at Jollibee and quality family time spending at
Jollibee.
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July 1st to July 30th
This is the period after Jollibee will start operating. We wish to keep the same advertisements
broadcast during the second period (June 15th
to June 31st
). This is logical because by this timewe will be able to create an image of Jollibee in peoples minds and we want this image to last
for a long time.
By this time, the frequency of the advertisements will be less because we are assuming that
people already know about Jollibee.
RADIO
Fm radio has recently been getting popular among everyone. It is a great tool to reach mass
audience at a lower cost.
The budget for the TVCs is very high so we wish to keep a less expensive budget for the radio.
The leading FM radio channels are Radio Foorti, Radio aamar and Radio Today. We will focus
on these three radio channels and special importance will be given to Radio Foorti as it has only
one advertisement during any break so the people are less likely to change the channel are and
more likely to be exposed to the advertisement. The radio schedule will also be divided:
May 15th to June 15th
The same buzzing and humming of the bee will be broadcast for 15 seconds. The humming will
get louder with time and in the end a voice will say JOLLIBEE COMING SOON
June 15th to June 30th
This is the period we want to inform the people about the grand opening of Jollibee. The Gala
night will be held on 30th June so radio is the medium we want to use for informing people
about this night. We can use RJs and sponsor programs for that. At the same time we will use
jingles to promote brand awareness.
July 1st to July 31st:
This is the period after the opening of Jollibee. The advertisement contents will be same as the
advertisement contents of the TVCs. So, these advertisements will be the audio version of the
TVCs being broadcast. We can also reduce frequency assuming most of our target customers
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know about the brand. These advertisements will be of 20 seconds.
PRINT MEDIA
Print media is the one of the wide ranges of medium to reach mass people. It may be one
of the oldest forms of marketing tools but holds an important position in the marketing mix till
now. Jollibee, one of the famous brands in Philippines is planning to expand their business in
Bangladesh. As a result they are planning to gain more customer attention through marketing
mix. Here we will provide them some suggestions of various print media promotional
campaigns and plans in details with research statistics.
In an average everyday 5people read one newspaper in our country. As a result we can say that
this print media plays a vital role in our country.
Why PRINT MEDIA:
Newspaper is a media through which an advertiser can send his/her message to the mass people.
As a result the owners of Jollibee will also go forward for print media to reach the maximum
number of people of our country in a cost efficient way. Thus, in the proposed advertising
campaign, a large and substantial part of budget will be occupied by print media.
There are several valid reasons for considering using print ads in Jollibees marketing plan.
The print media will help Jollibee to create a favorable public image in the mind of a
customer. Because most of the people in our country still believe that, whatever is in
newspaper is always true. It is also a very cost efficient way to reach huge number of
people in one short.
Through printed ads you can play with readers emotions and create a brand image in
their mind. The effective and efficient advertisements will hold out the promise of
betterment to a reader. We can achieve this only through creative and professional
advertising design, including color sense, layout, positioning, and language.
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Print media is one of the strong mediums in our country to reach huge number of people.
In newspapers we can customized our ads by providing various instruments to gain
attentions from customers. Printed medium can also be used to measure how the ads
really effecting people. For example: coupons through newspapers can be used to
measure how many people we have reached throughout some particular ads.
Proposed PRINT MEDIA plan:
NEWSPAPERS
Newspaper is one of the greatest sources of print media to reach huge number of people. Here
our proposed print media plan will be constituted of 3 months. That includes May, June and
July. During these 3 months we are going to use several print media vehicles all over the
country. As Jollibee will be opening up 12 outlets in Bangladesh, this proposed campaign will
consider every outlet area and thus will advertise according to that. But our main considerations
will be Dhaka and Chittagong as they are the most developed cities of our country, and people
living there like to go first food shops for many reasons.
Media Vehicles used:
District Name News Paper Name Magazine NameDhaka
1. The Daily Star
2. The Daily Prothom Alo
3. The Daily Amar Desh
4. Kaaler Kontho
5. Bangladesh Protidin
1. GEN Next
2. Chhutir Din
3. Star Magazine
Chittagong The Purbakon
The Suprobhat
Bangladesh
Sylhet Daily Sylhet Bani
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Rajshahi Rajshahi Barta
Khulna Kulaurar Dak
Barishal Shahnama barisalComilla Daily Rupasi Bangla
Cox-Bazar Cox's Bazar Barta, Sagar Bani
The print media plan for each month is described separately below.
May 2011:
In May 2011, our main objective is creating awareness about Jollibee through print media.Jollibee, one of the famous first-food chains in Philippines, is franchising their outlets here in
Bangladesh for the first time. Jollibee is a brand that very few people of our country are actually
aware of. As a result, our first months objective is to let the people of Bangladesh know about
this world class brand and to do so here we are concentrating in print media as vehicle of
spreading awareness.
Here we are planning to put few advertisements in printed newspapers. Because from the very
next month we are planning to go for huge advertising as all stores around the country will be
opened from 1st July 2011.
We are planning to publish advertisements in the newspapers on a continuous basis after 15 th
May. Here in this month we are planning to put ads on Friday and Saturday, because most of
the people stay home at that time and usually spend their time by reading newspapers. This will
help us create brand awareness to them.
During this period our main purpose will be creating a little suspense among the people. This
will help us to create interest in the readers mind as a result they will look forward for the
advertisement. However, this will be done in a part by part basis to generate customer interest.
For example on 20th of May, the advertisement will show only a burger image, and then on 21st
there will be burger and hotdog. After that one week pause, then suddenly on 27th there might be
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some people eating those burger, hotdog and pizza in very joyful mode, after that on 28 th we
will advertise the environment of the shop along with the previous picture.
By this way we are planning to finish our first months printed advertisement on newspaper.
June 2011:
In this month our main objective to put more ads in newspaper to create more brand awareness
among the people. As a result to make our job easier we are planning to divide this month into
two time segments. Here we are also dealing with the odd days only.
June 1st to June 15th plan:
Here we are taking only odd days, which are 1st, 3rd, 5th, 7th, 9th 11th, 13th and 15th of June. These
advertisements are to be positioned in the third and last pages of the national dailies mentioned
above. Here in this month until 15th June we are going to keep that suspense (started a month
earlier) among the general people. But this time we will use more frequent ads than before. As a
result we are expecting customers will be more interested to our ads to see what is coming up
next.
For this reason we will add many more elements to that picture (the ad started from 20th May)
day by day till 13th when there will be a complete image of a scenario where people are eating
fast foods in a very healthy environment and kids are playing in kids zone but in this ad we will
put a big happy bee on the top left corner. This ad will put the readers in more suspense. Now
on 15th May we will advertise a picture of a very big bee along with the name of the company,
JOLLIBEE.
June 16th to June 30th plan:
In this period we are planning to publish all the ads on odd days of June. That is 17 th, 19th, 21st,
23rd, 25th, 27th, 29th of June.
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On 17th of June 2011 will simply show a full page with the Jollibees logo and its tagline plus
one statement Coming soon in your City. After this our main aim will be to inform people
about the company and in Bangladesh where we are going to open our fast food shops. As a
result the next two days ads will be little bit different plus a little bit informative. After that will
show them various snapshots of different lifestyles where people eating fast foods seems part of
the whole. For example on 23 rd the newspaper advertisement will show an image of a young
couple sharing one glass of Pineapple Juice with two straws. On the 25 th for example, we will
show them a group of friends hanging out in our music lounge and enjoying our quality foods.
We are going to position the ads on the last page of the newspapers and sometimes in the
lifestyle pages. Additionally, the advertisement on 27th and 29th of May will provide them some
discount coupons which will give them enjoy Jollibees quality foods on a discount.
Furthermore, these advertisements will also provide information about the gala night and
hotdog eating competition that is to be held on the 30 th of June, 2011 in the 4 outlets of Jollibee
in Dhaka and 2 outlets in Chittagong.
We are also planning to supply leaflets along with the daily newspapers, outlining the detailed
information regarding the menu, gala night, hotdog eating competition and Jollibee in
Bangladesh as a whole, in few selected areas. This will help us to collect the attention of the
local people.
July 2011:
From the very begging of July, our aim of advertisement is to create brand recognition and
illustrate the market offering and the product benefits among the people. These will include the
information of the outlet, where Jollibee outlets are located and also the different product lines,
etc.
On 1st of July all of the outlets of Jollibee will be opened country wide. As a result we will
include some changes in our advertising plans. Now our plan is to give continuous ads on every
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newspaper (national and local) for 5 days to inform people that, we are open and ready to serve
you at any time. After this the frequency of the advertisement will be lowered from every day to
every three days. Here we are especially considering Fridays and Saturdays for our
advertisement, because in these days we will be able to collect more customer attention than any
other days. We will publish an ad of Jollibee on lifestyle pages every week.
Here our aim to communicate peoples about, in the June advertisements, the original Jollibees
signature image and why they are here. Now lets consider the color combination of the
advertisement on news paper, here we will follow their international standards, because this will
help local people to learn more about this international brand, and the message that will be
conveyed in every advertisement will be, the tag line company already using. Here we will
show them how the foods are processed, friendly environment, and the strong interiors. We will
also show them how people are enjoying here. For example: one ad will show friends or couples
or celebrities hanging out in Jollibees first food outlets. This might create an urge to go to
Jollibees fast food shop among the people. These advertisements are going to be printed in
three major national dailies, namely Prothom Alo, Daily Star and Amar Desh.
MAGAZINES
We are not planning to put huge number of ads in magazines, because people of our country are
really not that much user friendly with magazines. However, we are going to advertise in the
three magazines stated by name, i.e. GEN Next, Chhutir din (Prothom Alo) and Star Magazine,
in a regular intervals. Here we are advertising in magazines because it will help us to reach the
high class segments of Bangladesh. We will do these types of advertising only in Dhaka and
Chittagong.
Outdoor:
May 2011:
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The month of May is our pre launching period. During this time our aim is to make Jolli bees
name popular among our target customers. We will try to create the hype so that our customers
start to wait eagerly for our grand opening.
Banner:
We r going to put small banners with the lamp posts on which the smiling jolly bee will be
waving its hand. There will be no detail of us. Only the bee will be visible. We are going to
cover the lamp post of busy areas like shantinagar mor, mirpur road, pantha path to farm gate,
kemal atartuk avenue.
We will mostly focus on the area around our outlet. For the outlets outside Dhaka we will use
Banners only. Banners must cover 2mile area around each outlet.
Mascot:
We plan to put the Aerial Mascot (bee) on some road dividers. Mascots will be only in the
middle of busy roads and must be within peoples eyesight. The mascot will be just as the
banner.
Billboard:
In the pre launching period we just want to make Jolli bee familiar to our customer. In this
regard we are going to put the bee in a billboard. A facebook page will be visible in the
billboard and the bee will ask for a friend request. The page will be similar to the add request
page. In the additional message the bee will say I am Jollibee from Phillipines. Add me to
your life & Make it always festive.
This billboard will be there until June 15.
June 15, 2011
Fifteen days left for the Gala opening. This is the time to prepare our customer for the grand
celebration.
Poster:
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Poster will take position of the banners. There will be detail information of Jolli Bee gala
opening.
It will contain information like: JOLLI BEE fast food chain (its location), gala opening venue
& time, the performers name of the program.
Mascot:
Mascot will be same. But it will not be the aerial anymore. It will be placed on the road divider.
It will carry a banner with it displaying the information of the gala opening.
Billboard:
Billboard will also provide the information of gala opening. There will be picture of the
delicious food items as well to make the customer ready for the new taste.
Gala Opening:
The Gala opening will be at Dhanmondi Mohila Complex . There will be a concert which will
start off with a presentation on the rich history of Jolli bee in Phillipines. Stars like Artcell,
Mila, Shunno, lalon will perform in the concert. There will be several sessions of Stand up
comedy as well in between the singers performance. We want our audience to enjoy some
quality moments with us which they will remember forever. There will be a food corner where
the audience will be served food items of Jolli bee.
The entry fee of the concert will be 150TK. Food items will be priced at a discounted regular
price.
July, 2011:
By this time the outlets are open. Our target is to make the brand popular among the customer.
We will try to remind them of our delicious taste in regular interval.
Banner:
Banner will be again included in the promotions. It will show the picture of the mouth watering
foods. Banners will be located only around the outlet area.
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Wrapped transport:
The buses whichtravel around the outlet area will carry the delicious pictures of Jollibee food
items. It will remind and encourage the customer to take their lunch or dinner at Jollibee.
Billboard:
Billboard will present the image of the recent TVC. From July the billboard will showcase the
idea Be the first to throw a treat on different celebration
Others:
To make the brand popular we will focus on our logo. The bee itself is an interesting logo and
we look forward to a strong popularity of the logo among the children. We plan to arrange
several visits by the mascot in different schools. The bee will give the kids free stickers and will
take photo with the students.
As we develop a popular brand in Bangladesh we will concentrate on our corporate social
responsibility. As a part of it we will provide tiffin to the students of the Jaago foundation
school once in every month.
Internet and Interactive Media:
Internet and interactive media are important tools for promotion in this modern age.
Jollibee has already its original website (www.jollibee.com.ph/) which is well designed. As we
are launching it in Bangladesh for the first time, we have to develop a website regarding this.
Anyone can get all information about stores, menus, prices by just clicking the website.
Advertisements will be uploaded in YouTube for publicity. And the good news is it will take no
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expense at all.
Facebook is more efficient interactive way to communicate Jollibee with people. Banner
advertisement in face book is provided during the beginning of May. Official fane page is also
opened in face book which will help to remind the people about Jollibees offers by uploading
photos, sharing their service and videos. This will send a cyber vibe throughout the Internet
users and do publicity. This too does not involve any expenditure.
Gala night at women complex and its information are going to be available in facebook and
website. People can buy their tickets through our website.
PUBLIC RELATION
As we all know, public relation has always been one of the most influential part of the
IMC and an important part of the organizations promotional mix for promoting any type of
products or services. For Jollibee, it is an inevitable part of the marketing mix because of its
product category. There are many well renowned fast food companies that are competing
against each other. Entering in a market full of competitions will take a lot of effort especially in
PR. We have proposed a detailed plan for handling the PR activities for Jollibee for the month
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of May 2011 to July 2011.
PR Plan for the month of May 2011
As this is the first month of the campaign, we propose Jollibee /FFBL to negotiate with theevent management firms about holding concerts and different types of other promotional events
in different locations. Before introducing officially in the market and promoting its products and
services, Jollibee should think about selecting a brand ambassador for promoting them. As
Jollibee is a fast food chain for people of all ages, it could be a bit tougher while selecting the
right ambassador. Therefore, we propose to introduce dummies that will be the same as a bee
shaped. In the first month, Jollibee will organize a trip throughout the entire Dhaka city in
schools, colleges and universities for promoting. For the whole month, Jollibee will be visiting
the leading schools, colleges and universities and organizing concerts participated by the
students themselves and some well renowned bands as well. In the mean time, Jollibee will
serve the audiences with their food items in a discounted price and also free beverages for the
students. During this tour, people will get leaflets of Jollibee along with the prices for every
food items that they are providing. This will get Jollibee a full disclosure among the young
generations.
PR Plan for the month of June 2011
In this month, Jollibee will continue its trip to the educational institutes and promoting there.
The Gala opening will be at Dhanmondi Mohila Complex . There will be a concert which will
start off with a presentation on the rich history of Jolli bee in Phillipines. Stars like Artcell,
Mila, Shunno, lalon will perform in the concert. There will be several sessions of Stand up
comedy as well in between the singers performance. The ticket price is suggested to be 150
taka per person for regular seats. The concert is to commence at 5 pm till midnight. It should be
noted that the concert is scheduled to be exclusively sponsored by Jollibee, FFBL along with
media partners. In this event, prominent celebrities and journalists are going to be invited. The
invitation to the journalists will create the scope for publicizing the launching of Jollibee in the
market in the electronic and print media. At 12:01 a.m. a massive and elegant firework show is
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suggested to be carried out in the Dhaka skyline outside the open space of the gala night venue,
i.e. Dhanmondi Mohila Complex along with the 12 specific outlets of Jollibee all across the
country. The fireworks will be carried out for 10 minutes and will start at the exact same time.
Thus Jollibee will get a huge attention and it will help them get a blast while entering the
market. People will notice the blast of the fireworks which illustrated the name of Jollibee and
FFBL at the night and the very next morning they will have an outstanding outlet of a quality
fast-food chain in their neighborhood.
PR Plan for the month of July 2011
For Jollibee, PR activities in the month of July are very crucially important as it is the first
month of their operation in the market. Therefore we propose to give up to 25% discount on
each and every item and also free T-shirts for the first 250 customers in each outlet. It is
obvious that people will be attracted to the discount rate and also they will wear the T-shirts as
well. By this way, Jollibee will get a full disclosure without making any extra cost. In this
month, Jollibee will complete its tour to the schools, colleges and universities and finally it will
organize a cultural competition where schools will be competing with each other, colleges will
be competing with other colleges and the same with universities. At the end of the month, it will
announce the champions of the competition and the prizes will also be sponsored exclusively by
Jollibee. Another thing that we propose Jollibee to execute is road signs carrying the names of
the street, avenue or place will be situated in different locations for commuters, citizens and
people at large to know the name of the place and sense the city better. These road signs will
have the names of the places in both English and Bengali and clearly depict the Jollibee logo
where the bee will indicate the way to the location. It should be noted that these road signs
should be placed in all the major streets and near the hotels of the cities that Jollibee has opened
its outlets. The beneficial side of this activity is that these road signs will stand for a long time
even after the 3 months campaign that we have proposed and discussed here.
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Proposal for continuous ad campaign:
Electronic Media
As far as TVC is concerned, the paper proposes the continuity TVCs projecting its key food
items. This is proposed to continue even after the May 2011 to July 2011 campaign. The paper
also recommends FFBL/Jollibee to take into consideration special occasions that will come up
in the future, for example the friendship day on the first Sunday of the month of august, 15 th
august etc. while telecasting its advertisements in the electronic media, particularly in
television.
The lifestyle advertisements are recommended to be innovated and shown in television after theinitial campaign is over. This paper suggests that after the initial campaign, Jollibee should try
to emerge as a community for the youngsters that complements friendship, family life and many
other relationships that exist in the society. It should strive through its promotional management
to project itself as the community that is associated with memories, nostalgia, social
communication and care under the same roof. It should be said that as the summer season is
going to be over, Jollibee should advertise specific beverages and snacks that it also sells
instead of plain fast food.
As far as the RDC is concerned, the paper proposes to use it strategically and after intense
research. Jollibee should find out the programs that are relevant to the image of the product (i.e.
burgers, sandwiches, different types of soups etc) which is associated with memories, nostalgia
and social communications.
Print Media:
The proposal regarding the print media for the future for Jollibee is that it has to keep up
advertising by featuring different food items in each ad.
These print ads should project people rejoicing their fun moments over bites of Jollibee fast
food items. Furthermore, it should also feature some special offers for special occasions.
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Jollibee should advertise in magazines and newspaper supplements that feature the youth, the
friendship and family as well. The proposal is also that Jollibee should also access the reading
materials of all the people as it is providing its products at reachable prices.
Outdoor:
The outdoor media advertisement is proposed to be limited in putting banners in the main
roadsides. Universities, colleges and schools are suggested to be brought under the exposure of
Jollibee posters. This will create an appeal and communicate with many people.
Public Relation:
As far as public relation is concerned, the paper proposes that this media be slightly shrunk.
This is because a great deal has been done in the time period starting from May 2011 to June
2011.
However, putting road signs with the names of the places, streets and avenues sponsored by
Jollibee/FFBL is suggested to be expanded in the cities and highways. Beautification and
installing sitting places in the city and open urban squares respectively under the sponsorship of
Jollibee is recommended in the future.
Internet and Interactive Media:
It is proposed that advertisements be given in social networking sites such as Facebook and
Bangladeshi web sites visited by Bangladeshi citizens which include Click BD and others.
Cyber cafes could be set up in the outlets of Jollibee. This may promote Jollibee to a higher
degree.
Budget:
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Advertising CompanyBudget for the months of May, June and
July, 2011
Details Taka
Total Print Media Budget: 3535000
Total Electronic Media:
TV 6048000
RADIO 1133500
Total Outdoor Budget: 8800000
Total PR Budget: 595000
Grand Total: 20111500
Conclusion:
Although it may seem like a huge advertising budget, but to us it is very practical and well
justified budget. This advertising plan will help Jollibee to capture a strong segment in our
country with their existing international image.
Reference:1) Principals of Marketing, 12ed by P. Kotler
2) Contemporary Advertising, 13ed by William F. Arens
3) www.jollibee.com.ph
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Appendix
Advertising Company
Budget for the months of May, June and July, 2011
Details MAY JUNE JULY
Newspapers:
National Newspaper
Back Page (TK.11,500/day) X 11days X 5newspapers 230000 63250051750
0
Third Page (Tk. 9,500/day) X 5 days X 5newspapers 23750023750
0
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Local Newspaper (estimated cost)
Front Page (TK.5000/day) X 16days 20000 80000 80000
MagazineWeekly MagazineFront Strip (2 inch X 7.75 inch) (Color) (Tk.50,000/week) X 2weeks X3 300000
300000
Back Cover (Color) (Tk. 75,000/week) X 2 weeks X3 45000045000
0
Total: 250000 170000015850
00
Total Print Media Budget: 3535000
Notes: Here we took Prothom-Alo's advertising rate for our calculation.
Advertising Company
Budget for the months of May, June and July, 2011
Details MAY JUNE JULY
TV Ads
BTV 30 sec (15000/-)X 4times24000
084000
060000
0
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Cable TV 30sec (Tk.13, 000)X 4times X3 channels min.62400
021840
0015600
00
Total:86400
030240
0021600
00
Total TV ads Budget:60480
00
Notes: Here to calculate cable tv ad cost, we took ATN's adcost as a base.
Advertising Company
Budget for the months of May, June and July, 2011
Details MAY JUNE JULY
15 sec ad (BDT 1,150) X 10times a day17825
01782
50
20 sec ad (BDT 1,400) X 15times a day
1260
00
6510
00
Total:17825
03042
506510
00
Total Radio ads Budget:11335
00Notes: Here took Radio Furti's ad cost asbase cost.
Advertising Company
Budget for the months of May, June and July, 2011
Details MAY JUNE JULY
Banner 1,50,000 2,00,000
Mascot 50,000 50,000
Billboard 1875000 3125000 3125000
Poster 50000 75000
Wrapped transport 50,000(estimated)
Others expenses 50000(estimated)
Total: 21,25,000 3250000 34,25,000
Total Outdoor Budget: 88,00,000
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Advertising Company
Budget for the months of May, June and July, 2011
Details MAY JUNE JULY
concert cost (in Dhaka and Chittagong) 06,000,00
(estimated)
Hotdog eating competition 05000
0
Discount Cards 01500
0
Fire-works 05000
0(estimated)
Free T-shirts for the first 250 buyers in each outlets 01800
00
City Beautification 0 300000
Total: 0 3000002950
00
Total PR Budget:5950
00
Notes:
T-shirt cost60taka
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Radio Furti LimitedRate Card
S/N. Duration Spot Rate (ALL NATIONAL)
1. 60 Seconds BDT 4,000
2. 40 Seconds BDT 2,667
3. 30 Seconds BDT 2,0004. 20 Seconds BDT 1,400
5. 15 Seconds BDT 1,150
S/N. Duration Slot Rate (ALL NATIONAL)
1. 30 Minutes BDT 30,000
2. 60 Minutes BDT 55,000
3. 120 Minutes BDT 95,000
4. Endorsement (Maximum 20 Sec/7 to 9am & 4 to 6 pm)
BDT 4,000
5. Endorsement ( Maximum 40 Sec/Other
than peak time as mentioned above)
BDT 4,000
Terms & Condition
1. We are at your service 24 hours round the clock.2. Commercial airing schedule will be fixed after negotiation with radio furti sales
people.3. All commercial materials (includes RDCs, scripts and schedules) need to reach us at
least 48 hours prior to the airing time.4. The materials need to be accompanied by a written/email request.5. All cancellations need to be informed at least 48 hours earlier.6. Flat rate to be applied across billing.7. In case of fraction in seconds for air time, it is to be rounded up to next full digit.8. 100% premium to be charged for fixed spot booking.9. 50% payment should be made in advance with order and rest need to be paid within
15 days after submission of Bill in favor of Radio Furti Limited by A/C payeeCheck/PO/DD.
10. Radio Spot production cost for 30 sec is BDT 15,000.00 (Tk. Fifteen Thousand only).11. In cases of endorsements, Radio Furti will confirm the time availability beforehand.
You are requested to book the endorsement spots based on our availabilityschedule.
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12. VAT & Agency Commission is not included with this rate.
Radio Furti Limited
Landmark (8th floor), 12-14 Gulshan North C/A, Gulshan 2, Dhaka 1212Tel:+880-2-8835747-8,Fax:+880-2-8835746
ATN BANGLA
1. Rates for Spot Advertisement.
Spot
Duration
Peak Hour 5.00pm to 01.00am
Normal Specific Choice
Before
program
Middle Break in
Drama/Film
Before News
10 sec Tk. 4,000.00 Tk. 4,500.00 Tk. 6,000.00 Tk. 7,000.00
20 sec Tk. 8,000.00 Tk. 9,000.00 Tk.12, 000.00 Tk. 14,000.00
30 sec Tk. 12.000.00 Tk.13, 000.00 Tk.18, 000.00 Tk.21, 000.00
40 sec Tk.16, 000.00 Tk.18, 000.00 Tk.24, 000.00 Tk.28, 000.00
50 sec Tk.20, 000.00 Tk.22, 000.00 Tk.30, 000.00 Tk.35, 000.00
60 sec Tk.24, 000.00 Tk.27, 000.00 Tk.36, 000.00 Tk.42, 000.00
25% discount on spots for PSA/Social awareness commercials. This discount is not applicable on news related spots.50% discount on spots between 1.00AM to 5.00PM.
2. News Spot Rates for 7pm, 10pm & 12am Peak Time News.
Spot
Duration
1st Mid Break
ATN Bangla
News
1st spot of 1st
M.B. ATN
Bangla News
Only one spot
2nd Mid
Break ATN
Bangla News
1st spot of 2nd
M.B ATN
Bangla News
Only one spot
Just before
ATN Bangla
News Only one
spot
10 sec Tk. 11,000.00 ----- Tk. 8,000.00 ----- -----
20 sec Tk.22, 000.00 ----- Tk.16, 000.00 Tk.18, 000.00 -----
30 sec Tk.33, 000.00 Tk.36, 000.00 Tk.24, 000.00 Tk.27, 000.00 Tk.37, 500.00
40 sec Tk.44, 000.00 Tk.48, 000.00 Tk.32, 000.00 Tk.36, 000.00 Tk.50, 000.00
50 sec Tk.55, 000.00 Tk.60, 000.00 Tk.40, 000.00 Tk.45, 000.00 Tk.62, 500.00
60 sec Tk.66, 000.00 Tk.72, 000.00 Tk.48, 000.00 Tk.54, 000.00 Tk.75, 000.00
5 Sec. Super Mid Break Spot for Peak Hour News = Tk. 15,000 per spot.
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3. Off Peak Full News & Hourly News Spot Rates.
Spot
Duration
Mid Break
2am, 2pm, &
6pm (English
News)
Mid Break
7am & 10am
News
Just Before 2am,
7am, 10am,
2pm, 6pm
(English News)
Only one spot
Mid Break Hourly
News 8am, 9am,
11am, 12noon,
1pm, 3pm, 4pm,
5pm
Just Before
Hourly News
Only one spot
10 sec Tk. 5,000.00 Tk. 4,000.00 Tk. 3,000.00 Tk. 3,500.00 Tk. 3,500.00
20 sec Tk. 10,000.00 Tk. 8,000.00 Tk. 6,000.00 Tk. 7,000.00 Tk. 7,000.00
30 sec Tk.15,000.00 Tk.12,000.00 Tk. 9,000.00 Tk.10,500.00 Tk.10,500.00
40 sec Tk.20,000.00 Tk.16,000.00 Tk.12,000.00 Tk.14,000.00 Tk.14,000.00
50 sec Tk.25,000.00 Tk.20,000.00 Tk.15,000.00 Tk.17,500.00 Tk.17,500.0060 sec Tk.30,000.00 Tk.24,000.00 Tk 18,000.00 Tk.21,000.00 Tk.21,000.00
4. Telecast Fee for Package Program/Tele Film & Short Films with Sponsorship.
Program Duration CM Time Telecast Fee Extra commercial time
22 MTS 4 MTS TK. 40,000.00
Extra commercial time may be allowedonly on additional payment as per spot
rate.
45 MTS 8 MTS TK. 70,000.00
90 MTS 12 MTS TK.1,00,000.0090 MTS 16 MTS TK.1,20,000.00
30% Extra for Branding of Program
5. 15% VALUE ADDED TAX (VAT) TO BE PAID ON GROSS VALUE OF ALL
ADVERTISEMENTS.
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NTV
Peak Hours are 5:00 PM up to 12:00am from Saturday to Thursday and Full Transmission hours on
idays and Special Days )
TANDARD PACKAGE OFFER
Booking a month for 30 mins (5:00 PM to 7:20 PM 15 mins & 7:20 PM to 11:30 PM 15 mins) at aStatic package rate Tk. 6,75,000/-
UBSTANDARD PACKAGE OFFER
Booking a month for 30 mins (7:00 AM to 5:00 PM) at a static package rate Tk. 3,00,000/-
AT (VALUE ADDED TAX)
15% Value Added TAX (VAT) to be paid on the gross value of all advertisements.
IT (ADVANCE INCOME TAX)
10% Advance Income Tax (AIT) to be deducted from agency commision of all advertisements.
ATES FOR SPONSORSHIP OF PROGRAMS
Rates to be determined from program to program on negotiation, depending on the duration,
Timing and selection of program.
Commercial time allowed for the sponsorship will be as follows :
Program duration 25 minutes : 300 sec commercial time is allowed (With two mid-breaks).
Program duration 40 minutes : 420 sec commercial time is allowed (With three mid-breaks).
Program duration 60 minutes : 600 sec commercial time is allowed (With four mid-breaks).
AMING RIGHTS
Rate for naming rights and branding for sponsored programs can also be negotiated.
AYMENT
All Payments are required to be paid in advance of transmission by Bank Draft/Pay Order in favor of
International Television Channel Ltd. only.
INTERNATIONAL TELEVISION CHANNEL LTD. (NTV)BSEC Bhaban (7th floor), 102 Kazi Nazrul Islam Avenue, Karwan Bazar, Dhaka-1215, Bangladesh
Phone : 9143381-5 Fax : 880-2-9143386-7, e-mail : [email protected](Effective from July 01, 2010) Rates for Spot Advertisements in BDT (Peak Hours*)
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tion OrdinaryFixed
Position
Mid Break in
Films/Programs
Before
NEWS
Just
Before
NEWS
1st Mid
in
NEWS
2nd Mid
in NEWS
1stSpot
1st Mid
in News
1st Spot
1st Mid
in News
10 4500 5500 6000 7000 10000 8000
20 9000 11000 12000 14000 20000 16000 22000 17000
30 13500 16500 18000 21000 25500 30000 24000 33000 25500
40 18000 22000 24000 28000 34000 40000 32000 44000 34000
50 22500 27500 30000 35000 42500 50000 40000 55000 42500
60 27000 33000 36000 42000 51000 60000 48000 66000 51000
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Duration OrdinaryFixed
PositionMid Break in
Films/ProgramsBeforeNEWS
JustBeforeNEWS
1st Mid inNEWS
2nd Mid inNEWS
1st Spot1st Midin News
1st Spot1st Midin News
10 4500 5500 6000 7000 10000 8000
20 9000 11000 12000 14000 20000 16000 22000 17000
30 13500 16500 18000 21000 25500 30000 24000 33000 25500
40 18000 22000 24000 28000 34000 40000 32000 44000 34000
50 22500 27500 30000 35000 42500 50000 40000 55000 42500
60 27000 33000 36000 42000 51000 60000 48000 66000 51000
*( Peak Hours are 5:00 PM up to 12:00am from Saturday to Thursday and Full Transmission hours on Friday and Special
Days )
STANDARD PACKAGE OFFER
Booking a month for 30 mins (5:00 PM to 7:20 PM 15 mins & 7:20 PM to 11:30 PM 15 mins) at a static package rate Tk. 6,75
SUBSTANDARD PACKAGE OFFERBooking a month for 30 mins (7:00 AM to 5:00 PM) at a static package rate Tk. 3,00,000/-
VAT (VALUE ADDED TAX)
15% Value Added TAX (VAT) to be paid on the gross value of all advertisements.AIT (ADVANCE INCOME TAX)
10% Advance Income Tax (AIT) to be deducted from agency commision of all advertisements.
BTV (Dhaka)
a) Peak time: (From 7.00 pm till end of transmission & Friday Saturday--all transmissionexcept morningtransmission)
Duration General Rate
With 50%Surcharge forany fixedposition
With 80%Surcharge for
just before orafter News
With 100%Surcharge formid-break infilms
With 200%Surcharge formid-break inNews
10 Seconds Tk. 5000/- Tk. 7500/- ------ Tk. 10000/- Tk. 15000/-
20 Seconds Tk. 10000/- Tk. 15000/- ------ Tk. 20000/- Tk. 30000/-30 Seconds Tk. 15000/- Tk. 22500/- Tk. 27000/- Tk. 30000/- Tk. 45000/-
40 Seconds Tk. 20000/- Tk. 30000/- Tk. 36000/- Tk. 40000/- Tk. 60000/-
50 Seconds Tk. 25000/- Tk. 37500/- Tk. 45000/- Tk. 50000/- Tk. 75000/-
60 Seconds Tk. 30000/- Tk. 45000/- Tk. 54000/- Tk. 60000/- Tk. 90000/-
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b) Early time: (Up to 7.00 pm for all days and Friday and Saturday- morning transmission)
Duration General RateWith 50% Surchargefor any fixed position
With 100%Surcharge for Mid-break in films
10 Seconds Tk. 2500/- Tk. 3750/- Tk. 5000/-
20 Seconds Tk. 5000/- Tk. 7500/- Tk. 10000/-
30 Seconds Tk. 7500/- Tk. 11250/- Tk. 15000/-
40 Seconds Tk. 10000/- Tk. 15000/- Tk. 20000/-
50 Seconds Tk. 12500/- Tk. 18750/- Tk. 25000/-
60 Seconds Tk. 15000/- Tk. 22,500/- Tk. 30000/-
Chittagong TV CenterRate for spot advertisements
Duration General RateWith 50% Surchargefor any fixed position
With 80% Surchargefor Mid-break in Films
10 seconds Tk. 1500/- Tk. 2250/- Tk. 2700/-
20 seconds Tk. 3000/- Tk. 4500/- Tk. 5400/-
30 seconds Tk. 4500/- Tk. 6750/- Tk. 8100/-
40 seconds Tk. 6000/- Tk. 9000/- Tk. 10800/-
50 seconds Tk. 7500/- Tk. 11250/- Tk. 13500/-
60 seconds Tk. 9000/- Tk. 13500/- Tk. 16200/-
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RTV
R A T E C A R DRATES FOR SPOT ADVERTISEMENT IN BID (PEAK HOURS*)
Durationin
Seconds
OrdinaryFixed
Position
[Program]
Before
News
MidBreak in
Drama
JustBefore
News
1st MidBreak
in News
2nd MidBreak
in News
1st Spot
& LastSpot of
1st Mid
in News
1st Spot
& LastSpot of
2nd Mid
in News
10 3500 4000 5000 6000 7000 600020 7000 8000 10000 12000 14000 12000 18000 15000
30 10500 12000 15000 18000 20500 21000 18000 27000 22500
40 14000 16000 20000 24000 27300 28000 24000 36000 30000
50 17500 20000 25000 30000 34166 35000 30000 45000 37500
60 21000 24000 30000 36000 41000 42000 36000 54000 45000
*(Peak Hours are 5:30 PM onwards from Sunday to Thursday and full transmission
hours on Friday, Saturday and special days)
PEAK TIME SPECIAL OFFER FOR ORDINARY SPOT ADVERTISEMENTS (6:00
PM to 11:30 PM)
Minimum 30 mins. Booking a month for 3 months at a special package rate during
peak time:
TK. 3,00,000/- per month.
OFF-PEAK TIME SPECIAL OFFER FOR ORDINARY SPOT ADVERTISEMENTS
Minimum 30 mins. Booking a month for 3 months at a special package rate during
off-peak time:
TK. 1,50,000/- per month.
SURCHARGE & DISCOUNTS
25% discounts on PSA/ Social Awareness commercials.
VAT (VALUE ADDED TAX)
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15% Value Added Tax (VAT) to be paid on the grows value of all advertisements.
AIT (ADVANCE INCOME TAX)
5% Advance Income Tax (AIT) to be deducted from agency commission of alladvertisements.