1. 10 STEP Marketing Plan forJOLLIBEE Theodore T. Tan February 2011 1 www.theodorettan.blogspot.com

2. 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

3. 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 www.theodorettan.blogspot.com

4. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the product www.theodorettan.blogspot.com

5. Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 5 www.theodorettan.blogspot.com

6. 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. www.theodorettan.blogspot.com

7. 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 www.theodorettan.blogspot.com

8. 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.) www.theodorettan.blogspot.com

9. 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 comparisons 3. vs. 1-1 suppliers 4. Visual observation- warehouse 5. Pirating personnel or garbage 6. Illegal interview 7. “Share of Shelf” www.theodorettan.blogspot.com

10. 5b. Estimate the market size using company data Claimed market share 60% of fast food industry 75% of hamburger segment 2. 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. www.theodorettan.blogspot.com

11. 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 www.theodorettan.blogspot.com

12. 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 www.theodorettan.blogspot.com

13. 7. Price P R I C E www.theodorettan.blogspot.com

14. 8a. Which of these modes does your product use? 2 1 4 3 www.theodorettan.blogspot.com

15. 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. www.theodorettan.blogspot.com

16. 10. What is the generic winning strategy? Low Cost Producer Supply and Distribution Leverage www.theodorettan.blogspot.com