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.
