Analyzing the Marketing Strategy of Jollibee

McDonald’s is the most well-known fast-food restaurant in the world. McDonald’s had a 20% share in the US fast food market which is 3 times higher than its competitor, Burger King. However, Jollibee was a leading company for more than 2 decades in the Philippines. Though Jollibee was not well known globally, its four brands:  Jollibee, Delifrance, Greenwich Pizza, and Chowking dominated the Philippine market.

The reason the marketing strategy of Jollibee is successful is a major factor covered in this case study. Marketing is one of the most important functions of a business that engages in promotion and marketing activities such as market research and advertising for products or services; this is especially true in today’s context where marketing innovation has accelerated exponentially and adoption of these techniques can be a make or break factor for the companies.

JOLLIBEE: THE EARLY YEARS

Tony Tan Caktiong and his brothers opened two ice cream parlors in Manila in 1975. They later expanded their menu by including fast food such as burgers, sandwiches, and spaghetti. After realizing the popularity of burgers they decided to focus on fast food.

This gave birth to a new brand, “Jollibee”, giving quality food at affordable prices. The food was created by keeping in mind the Filipino palate and employing friendly and efficient employees.

Jollibee quickly gained popularity in the Philippines. Along with burgers, the restaurant also included a variety of other Filipino dishes such as the Ice Crazein buko pandan(cocunut and jelly) and maiscon yelow (sweet corn with milk and crushed ice), Other traditional Filipino breakfast rice meals and options such as the Tuna Pie and Pies-to-Go were also offered by Jollibee.

Jollibee gained popularity in all age groups because it offered food that catered to each category.

After operating for 2 decades, Jollibee Food Corporation gained a market share of 57%. While coming towards the end of 1998, Jollibee successfully planted 302 company-owned and franchised stores in the Philippines as well as 27 franchised stores around the world. 

In this case study, we will cover the Marketing Strategy of Jollibee, including its, digital presence, advertising campaigns, competitors, failed campaigns and much more. We’ll also go over the four Ps of the marketing mix. So, without further ado, let’s start by learning about Jollibee as a company.

Aditya Shastri - Trainer at IIDE

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Updated on: Nov 16, 2024

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Jollibee is a Filipino multinational fast-food restaurant chain owned by Jollibee Foods Corporation (JFC). JFC had approximately 1,200 Jollibee outlets worldwide as of April 2018, with a presence in Southeast Asia, the Middle East, East Asia (Hong Kong, Macau), North America, and Europe (Italy, UK).<\/span><\/p>\n

In 1975, Tony Tan Caktiong and his family established a Magnolia ice cream parlour in Cubao, Quezon City. Customers who requested hot meals and sandwiches were later served at the outlet. When food became more popular than ice cream, the family decided to convert the ice cream parlour into a fast-food restaurant, which became the first Jollibee outlet in 1978.<\/span><\/p>\n

Manuel C. Lumba, a management consultant, advised the family on the change in strategy. Jollibee was originally called “Jolibe,” but the name was changed to “Jollibee.”<\/span><\/p>\n

Its core business is the development, operation, and franchising of its quick-service restaurant brands. <\/span>It serves a wide range of affordable and delicious dishes, as well as great tasting food, to customers of all ages and from all walks of life.<\/span><\/p>\n

\"Jollibee<\/p>\n

What is new about Jollibee?<\/b><\/h2>\n

Learn about the latest news that keeps Jollibee the talk of the town:<\/span><\/p>\n

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  • Jollibee is planning to increase its coverage by opening 600 new-owned and franchised stores this year.<\/span><\/li>\n
  • The fast-food giant provides food aid to the affected families in ALBY. This was done by partnering with <\/span>2nd District Representative Joey Salceda in Bicol so that 31,000 meals could be provided to the victims of the Mayon Volcano\u2019s outburst.<\/span><\/li>\n
  • Jollibee which made Phillipene\u2019s food go global has been accused of exploiting their employees by terminating those who demand better wages and working conditions.<\/span><\/li>\n
  • Jollibee and Coca-Cola, who are known for serving some of the best food and beverages decided to strengthen their partnership on the occasion of celebrating Jollobee\u2019s 45th anniversary.<\/span><\/li>\n
  • Opening Wings Alliance claims that the fast-food giant sources more than 586 million eggs in a year from factory hens that are living in very cruel conditions.<\/span><\/li>\n<\/ul>\n

    Let us now understand the target audience of Jollibee by taking a look at the buyer persona.<\/span><\/p>\n

    Buyer Personal of Jollibee<\/b><\/h2>\n

    <\/p>\n

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    \n
    <\/div>\n

    Buyer’s Persona<\/h3>\n
    \n
    \n

    Name:<\/p>\n

    Marry Padilla<\/p>\n<\/div>\n

    \n

    Place:<\/p>\n

    Manila, Philippines<\/p>\n<\/div>\n

    \n

    Age:<\/p>\n

    30 years<\/p>\n<\/div>\n

    \n

    Profession:<\/p>\n

    Accountant<\/p>\n<\/div>\n<\/div>\n<\/div>\n

    \n
    \n

    Motivation<\/h3>\n
      \n
    • Trying new things.<\/li>\n
    • Staying updated with lates trends.<\/li>\n
    • Values Social Media.<\/li>\n
    • Want to support local businesses.<\/li>\n<\/ul>\n<\/div>\n
      \n

      Interest & Hobbies<\/h3>\n
        \n
      • Eating out with friends.<\/li>\n
      • Shopping.<\/li>\n
      • Travelling.<\/li>\n
      • Photography.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n
        \n
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        Pain Points<\/h3>\n
          \n
        • Cant always find time to
          go out.<\/li>\n
        • Doesn’t have a lot of money to spend.<\/li>\n
        • Gets bored easily.<\/li>\n
        • Wants to find healthier food options.<\/li>\n<\/ul>\n<\/div>\n
          \n

          Social Media Presence<\/h3>\n
            \n
          • Instagram<\/li>\n
          • Facebook<\/li>\n
          • Follows lot of food and lifestyle influencers<\/li>\n
          • Likes to share photos of her food & drink<\/li>\n
          • Engages with the brands she likes<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n

            Marketing Strategy of Jollibee<\/b><\/h2>\n

            Jollibee Food Corporation’s marketing strategy is attractive and highly commercialized, using various media such as TV, radio, newsprint, and more; they must have spent millions of dollars to stay on top of their customers’ minds, particularly among Filipinos.<\/span><\/p>\n

            It relies on high customer traffic and efficient operations management. It provides excellent service to the large number of people who visit its outlets by operating like a well-oiled machine that keeps close tabs on daily operations.<\/span><\/p>\n

            The Unique Selling Proposition ( U.S.P ) of the Jollibee brand is :<\/span><\/p>\n

            1) Fast, Good, Clean, Cheap food<\/span><\/p>\n

            2) Caters to local needs( Spicy patty)<\/span><\/p>\n

            3) Consistency, and reliability over all its outlets.<\/span><\/p>\n

            So, now that we’ve learned about Jollibee’s marketing strategy, let’s look at its marketing mix.<\/span><\/p>\n

            Digital Marketing Strategy that are adopted by Jollibee<\/b><\/h2>\n

            Here is a list of the latest strategies that were adopted by Jollibee<\/span><\/p>\n

            1. A campaign titled, \u201cA Message from the Future\u201d<\/strong><\/h3>\n