Performance Task 1 in Marketing

Understanding the Marketing Process

August 12, 2024

Market Analysis of Jollibee

Leader:
Kim F. Tagulao

Members:
Mac Warren Baltazar

Geoffrey Gelido

Riah Jayne Ferrer

Janel Luzadas

Zandy Oris

Maria Juliana Serrano

GROUP 4

Teacher:
Afrida Lopez, PhD
 INTRODUCTION
Jollibee is a well-known fast-food chain that originated in the
Philippines in 1978. It has since grown into a global brand with a diverse
menu combining Filipino flavors with international fast-food favorites.
Jollibee is famous for its signature fried chicken, spaghetti, and burger
offerings, as well as its iconic bee mascot that appeals to both children and
adults, Jollibee has established itself as a beloved and successful fast-food
brand with a unique blend of flavors that sets it apart from its competitors.

PURPOSE OF THE ANALYSIS

The purpose of analyzing Jollibee is to gain a comprehensive
understanding of the company’s overall performance, strengths,
weaknesses, opportunities, and threats, which can inform strategic
decision-making and help stakeholders make informed choices related to the
company. Jollibee involves studying various aspects of the company better
to understand its operations, performance, and strategies.

KEY CONCEPTS
Marketing is giving people knowledge about a product or service and
helping them understand why they might want to buy it. It involves figuring
out what people like and need.

Marketing process is an ongoing sequence of actions and responses

between businesses and their clients. The marketing process is important
because it helps businesses understand customer needs. The marketing
process involves situation analysis, marketing strategy, marketing mix
decision, and implementation and control.

COMPANY ANALYSIS
A. SITUATION ANALYSIS
Jollibee is the largest fast-food chain brand in the Philippines.
Performing a situation analysis helps firms to understand the environment
and identify market opportunities.
5-C ANALYSIS

Company: Jollibee Food Corporation

Customers: Filipino families. The changing tastes and preferences of

consumers may significantly affect the buying behavior of customers.

Competitors: The competitive rivalry among different fast food chain brands
like Mcdonald's, KFC, Popeyes, and others is high, therefore product
differentiation is low and has become increasingly challenging.

Collaborators: Jollibee has partnered with other popular brands such as

Coca-Cola and Nestle. These collaborations have helped to expand their
reach. Suppliers can also be considered as one of their collaborators as they
mutually gain profit from each other.

Climate/Context: Social and economic context strongly impact the

company’s decision-making and operating process. Major trends in culture,
changes in labor costs, inflation, and the like affect the company’s
performance.

B. MARKETING STRATEGY
Marketing strategy is crucial for any business as it drives growth and
creates brand awareness. Jollibee has maintained its popularity over the
years because of its use of different marketing strategies.

MARKET SEGMENTATION

 Demographic Segmentation
1. Age – Teenagers to Adults
Jollibee consumers’ age range comes in age groups:
Teenagers: 13 to 17 years old
Young Adults: 18 to 25 years old
Adults: 20 to 35 years old

2. Gender – All Genders

Jollibee Foods Corporation is open to all gender identities.

3. Ethnicity – Filipinos
Jollibee is a Philippine-based restaurant chain that strives to provide
delicious food and bring joy to every Filipino family and citizen.

4. Income – Lower income class, Middle class, and above.

 Jollibee can be affordable to those with lower to middle incomes and
above with the price it offers.
5. Religion – All Religions. Although Jollibee is open to all religions,
some other regions are prohibited to eat products that they serve
including any kinds of meat.

 Geographical Segmentation

Across the country, there are a lot of Jollibee locations, including those
found inside shopping centers and business parks.

As of January 2024, there are 1,668 (1,500 in the Philippines and 168
overseas) branches of Jollibee across 17 countries (Jollibee Group, 2024).

TARGET MARKETING

Jollibee’s target market is predominantly Filipino families with young

children; however, it did not only capture the hearts of the children, but it
expanded its reach to millennials and young adults.

Other marketing strategies include product advertising and promotions

through brand ambassadors, and commercials that appeal emotionally to its
target market.

 C. MARKETING MIX DECISIONS

4Ps:
Product Decisions – Jollibee offers a variety of fast-food including
burgers, fries, desserts, rice meals, and their famous Chicken Joy.
Pricing Decisions – Jollibee’s pricing decision leans toward offering
affordable meals to its customers. Their menu prices range from
Php 75 to Php 1053 for family meals, making it accessible for low-
income families.
Promotion Decisions – They make use of commercials and
advertisements from celebrities.
Placement Decisions – Jollibee has different branches scattered
all over the world.

 D. IMPLEMENTATION AND CONTROL

 Changing marketing efforts have helped it stay competitive and
globally commended. They continue to innovate new products and develop
effective strategies as the social and cultural aspects of the market change
over time. They do not only stick to a product they have already created but
rather, create something new that will appeal to the trends of their market.

Examples of their discontinued products:

1) Jollibee Ice Craze

2) Chicken Torpedo

3) Jollibee Lumpiang Shanghai

Current Marketing Strategy: JolliBINI

They take advantage of the thriving popularity of the P-Pop girl group
“BINI” to promote and market their products to attract more customers.

DIFFERENTIATION
 PRODUCTS

Product: Chicken Joy

Use: Consumer Goods
Differentiation: Differentiated Goods
Type: Convenience Goods
Durability: Consumable

Product: Burger Steak

Use: Consumer Goods
Differentiation: Differentiated Goods
Type: Convenience Goods
Durability: Consumable

Products: Jolly Hotdog

Use: Consumer Goods
Differentiation: Differentiated Goods
Type: Convenience Goods
Durability: Consumable
 Products: Jolly Spaghetti
Use: Consumer Goods
Differentiation: Differentiated Goods
Type: Convenience Goods
Durability: Consumable

Products: Yumburger
Use: Consumer Goods
Differentiation: Differentiated Goods
Type: Convenience Goods
Durability: Consumable

Products: Coke float

Use: Consumer Goods
Differentiation: Differentiated Goods
Type: Convenience Goods
Durability: Consumable

Products: Sundae
Use: Consumer Goods
Differentiation: Differentiated Goods
Type: Convenience Goods
Durability: Consumable

Products: Jolly crispy fries

Use: Consumer Goods
Differentiation: Differentiated Goods
Type: Convenience Goods
Durability: Consumable

 SERVICES
Dine-In - Customers can enjoy their meals at Jollibee’s dining locations.
Restaurants are typically designed to be family-friendly and comfortable,
with seating arrangements that accommodate individuals, couples, and
larger groups.

Drive-Thru - Many Jollibee locations offer a drive-thru service, allowing

customers to place and pick up their orders without leaving their vehicle.
This is ideal for quick and convenient meals on the go.
 Take-Out - Customers can place their orders for take-out to be enjoyed
elsewhere. Orders are prepared for easy transport and consumption outside
the restaurant.

Delivery - Jollibee partners with various food delivery services (like

GrabFood, Foodpanda) or offers in-house delivery in some locations.
Customers can order from their home or office and have their meals
delivered directly to their doorsteps.

Online Ordering - Through Jollibee’s website or mobile app, customers can

place orders online for pick-up or delivery. This service often includes
features like customization of orders, payment options, and tracking of
delivery.

Catering Services - Jollibee provides catering services for parties, events,

and corporate gatherings. Catering menus often include bulk orders of
popular items like Chickenjoy, Burger Steak, and Jolly Spaghetti.

Kids’ Parties - Jollibee offers special packages for children’s birthday

parties, including themed decorations, party hosts, and kid-friendly meal
options. These packages are designed to provide a fun and memorable
experience for kids and their families.

 EXPERIENCES
Jollibee enhances customer experiences by offering a range of
convenient services that cater to different needs. These include comfortable
in-restaurant dining, quick drive-thru and take-out options, home delivery,
easy online ordering, event catering, kids’ party packages, and frequent
promotions. These services aim to provide comfort, convenience, and value,
creating a positive and memorable experience for customers.

PRODUCT CLASSIFICATION
 CONSUMER GOODS
 CONVENIENCE GOODS

 NONE

SHOPPING GOODS:

 Jolly Hotdog
 Jolly Spaghetti
 Jolly Crispy Fries
 Jolly Chicken Joy

SPECIALTY GOODS:

 NONE

UNSOUGHT GOODS:

 NONE

 INDUSTRIAL GOODS
Jollibee generally does not offer products or services aimed at
industrial products, because Jollibee is a company that specializes in the
food and beverage industry, especially in the fast food sector. And Jollibee
focuses on providing foods such as fried chicken, hamburgers, fries, and
other fast-food products to consumers, instead of producing or providing
industrial foods.

BRANDING AND DIFFERENTIATION

BRANDING
In all businesses, the most important asset is Branding or its Brand.
Because Brand is the key to being socially identified or building the
company indelible to its consumers, clients, or customers that encourage
them to be the first choice. It also braces your sales and promotions, which
leads to your workers' gratification. For example, Jollibee is known before to
its brand- Langhap Sarap, its truly when you smell the Jollibee trade smell,
it makes sense to want to buy the product it offers.

DIFFERENTIATION
 Jollibee, a Filipino fast-food chain, has a master plan for business
growth, focusing on differentiation from competitors like McDonald’s.
Jollibee’s pricing is moderately lower. The Master plan for business growth
in the Filipino market involves focusing on the Origin, Menu, and Pricing of
Jollibee, a Filipino fast-food chain. Jollibee offers Asian-inspired dishes like
chicken joy, palabok noodles, and spaghetti, while McDonald’s offers
international options like big chicken, McDonald’s nuggets, and french fries.

DURABILITY AND TYPES OF GOODS

CONSUMABLE
 Chicken Joy
 Jolly Spaghetti
 Yumburger
 Coke float
 Jolly crispy fries
 Sundae
 Jolly hotdog
 Burger steak

SEMI-DURABLE
 None

DURABLE
 None

IMPACT

Incorporating durable goods and semi-durable goods into their

strategy can help Jollibee build brand loyalty, diversify revenue
streams, increase customer engagement, and gain a competitive
advantage in the fast-food industry.
SUMMARY
 Jollibee, a renowned Filipino fast-food chain founded in 1978, has
evolved into a global brand recognized for its unique blend of Filipino and
international cuisine. Its diverse menu, featuring signature items like
Chicken Joy and Jolly Spaghetti, and its distinctive bee mascot have helped
it establish a strong market presence. The company’s analysis highlights its
performance, competitive positioning, and strategic initiatives to navigate
challenges and capitalize on opportunities. Jollibee’s marketing strategies
target various demographics with affordable pricing and emotionally
engaging advertising, setting it apart from global competitors like
McDonald’s. Through continuous innovation and adaptation to market
trends, Jollibee aims to strengthen customer loyalty and expand its reach
worldwide, demonstrating a successful integration of local flavors with
global fast-food preferences.