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1.0 Introduction

In todays food and dining industry, fast food industry has come as a convenient, time saving and
value for money value in modern dining environment. This marketing plan is to recommend a
new product for a rapidly growing fast food chain industry Jollibee headquartered in the
Philippines.

1.1 History of Jollibee
Jollibee is the largest fast food chain in the Philippines, operating a nationwide network of over
750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lions share of the
local market that is more than all the other multinational brands combined. The company has
also embarked on an aggressive international expansion plan in the USA, Vietnam, Hong Kong,
Saudi Arabia, Qatar and Brunei, firmly establishing itself as a growing international QSR player
and currently has 80 stores outside the Philippines-USA (26), Vietnam (32), Brunei (11), Jeddah
(7), Qatar, Hong Kong, and Kuwait (1 each), firmly establishing itself as a growing international
QSR player.
Tony Tan and his family founded Jollibee with its humble beginnings as an Ice Cream Parlor,
which later grew into an emerging global brand. At the heart of its success is a family-oriented
approach to personnel management, making Jollibee one of the most admired employers in the
region with an Employer of the Year Award from the Personnel Management Association of the
Philippines, Best Employer in the Philippines Award from Hewitt Associated and a Top 20
Employer in Asia citation from the Asian Wall Street Journal.
Aside from promoting a family oriented work environment, the brands values also reflect on
their advertising and marketing. Jollibee knows their target audience very well: the traditional
family and all communication materials focus on the importance of family values, making
Jollibee the number one family fast food chain in the Philippines and a growing international
QSR player.
Customer satisfaction has always been key to Jollibees success. Never losing sight of its goals,
Jollibee has grown to be one of the most recognized and highly preferred brands in the
Philippines. Now the market leader among fast food chains in the Philippines, claiming a market
share that totals to more than half of the entire industry.
And it is this tried and tested formula of delivering great-tasting food, adherence to world class
operating standards and the universal appeal of the family values the brand represents that are
driving the expansion of Jollibee both locally and in the overseas market.
(Jollibee,2014, http://www.jollibee.com.ph/about-us/)
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Mission Statement
The mission of Jollibee is to serve great tasting food, bringing the joy of eating to everyone.

1.2 Goals and Objectives
According to Chris Joseph (2009), goal is a general statement of achievement and it can involve
areas such as profitability, growth and customer service. In opposite, Objective is a specific
action or step would be taken to reach the goal of company. The goal of Jollibee is to be ranked
the number one Quick Service Restaurant (QSR) in Asia and wants to emerge as a global player
in QSR industry while serving great food.

Product and Services
Jollibee has an impressive and delicious menu line-up like its superior-tasting Chickenjoy,
mouth-watering Yumburger and Champ hamburger, and deliciously satisfying Jollibee Spaghetti
complemented with creative marketing programs, and efficient manufacturing and logistics
facilities. It is made possible by well-trained teams that work in a culture of integrity and
humility, fun and family-like. Every Jollibee outlet welcomes customers with a clean and warm
in-store environment and friendly and efficient service.

1.3 Competitive Advantage
The competitive advantage of Jollibee over its competitors rests by doing two things: (1)
Retaining tight control over operations management, which allowed it to price below its
competitor and (2) Having the flexibility to cater to the tastes of its local consumers.
Jollibees success in the Filipino market developed as a result of its ability to better meet the
needs of the Filipino customer. Jollibees adaptation of its menu to local tastes, as well as the 5
Fs of its operations management are two organizational capabilities that have led the company
to develop a competitive advantage over rivals McDonalds. As one of the 5 Fs, flexibility was
an asset that Jollibee, could leverage more easily than McDonalds. As a younger company,
Jollibee has the ability to adapt its menu items without jeopardizing its brand image. It also has
the advantage of having a flatter organizational structure that allows it to respond to changes in
the market more quickly. It is important for the company to recognize flexibility as a
competitive advantage, since it will become a foundation for Jollibees international strategy.
Tight operations management and the flexibility to adapt to local tastes increase the wedge
between customer willingness to pay and supplier opportunity cost. These savings in cost are
then passed onto the customer, who is also receiving a product that better meets his or her needs.
The ability of Jollibee to continue creating value for its customers by leveraging these activities
will be the key success factor for its international expansion.
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2.0 Market Analysis
Market analysis is to provide information and evaluations needed for all of the other marketing
activities (Kotler Armstrong.2010), Jollibee can evaluate the need of its valued customers
through market analysis. Market analysis combines market need, market trends, competitor
analysis and SWOT analysis.

2.1 Market Need
Jollibee has introduced diverse products including burgers and sandwiches, chickenjoy,
noodles,rice meals and soups. Jollibee seeks to fulfill the benefits that are important to the
customers.

2.2 Market Trends
According to Franchiseek (2006), the value of bakery products fast food obtains was growth of
nearly 5% from 2003 to 2004. But in opposite, only 1.6% and 2.8% of value are growth for the
burger and chicken fast food sectors, respectively. Jollibee is the main success of bakery product
fast food restaurants in the world. Jollibee is running the road of health to develop their product
and business and it was accept by all the customers. Moreover, Jollibee was requiring little or no
cooking materials so they can open a restaurant in smaller locations compare with McDonald,
Pizza Hut or KFC. Because of they are not necessarily suitable for a large sandwich restaurant.

2.3 Competitors Analysis
Jollibee also has competitive pressures and its major competitors are McDonalds. McDonalds
corporation is the leading global food service with more than 34,000 fast food restaurants serving
nearly 69 million people in 119 countries each day (McDonald, 2012). In opposite, Jollibee also
has 1245 restaurants in 40 countries in the world. McFranchise also have owned and operated
more than 80% of restaurant worldwide.


2.4 SWOT Analysis
According to Kotler Keller (2012), SWOT analysis is the overall evaluation of a companys
strengths (S), weakness (w), opportunities (O), and threats (T) and it can monitor the external
and internal marketing environment.

Location
of Factors

Type of Factors
External Strengths:
- Jollibee has grown exponentially on
all aspects on operation.
Weakness:
- The first name that comes to the mind
of the people when someone asks about
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- Superior menu line-up.
-Creative marketing programs.
- Efficient manufacturing and logistics
facilities.
- It is a stronghold of heritage and
monument of Filipino victory.
fast-food restaurant.
- The existence of other competitors.
Internal Opportunities:
-Became the first food service company
to be listed in the Philippine Stock
Exchange.
-Acquired Greenwich Pizza in 1994.
- Employees received extensive
training so that they could learn the
corporate values of integrity and
humility.
-Free wifi
Threats:
-The rivalry between Jollibee and
McDonald.
-Jollibee Foods Corporation is a family-
owned chain with about P6.1 billion
annual sales. It has however captured
about 52% of the Philippines market (
compared with 16% of McDonald).


Table 1: SWOT Analysis of Jollibee.


3.0 Marketing Strategy
According to Kotler Armstrong (2012), marketing strategy is the company hopes to create this
customer value and achieve this profitable relationship through marketing logic. Companies also
will decide which customer it will serve (Targeting) and how to serve (Positioning).

3.1 Marketing and Product Objectives
The marketing and product objective of this marketing plan for new product, Yogurberry is to
growth the sale of Jollibee in per year. Moreover, Jollibee would like create a healthy and fresh
of salad in reasonable price to attract the loyalty of customer and keep a good relationship with
customers in long term.

3.2 Target Market
According to Kotler Keller (2012), target market is the marketer decides which present the
greatest opportunities of target market after identifying market segments. This new product focus
in age is ranging from between 18 to 40 because they are always busy on their work and study so
they have no time to cook or have a proper meal at outside, therefore, most of them will take fast
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food for their lunch or dinner. This new product are offering greatest opportunities for all
customers to have a balance meal and following by the food guide pyramid.

3.3 Point of Difference
Point of difference (PODs) is an attributes or benefits that consumers strongly associate with a
brand, positively evaluate and believe they could not find to the same extent with a competitive
brand (Kotler Keller, 2012). A point of difference can truly function for a brand association was
determine by three criteria which are desirable to consumer, deliverable by the company and
differentiating from competitors. For Jollibee, its key point of difference from other fast food
restaurants is healthfulness. It was offering bakery sandwich and without any deep fry sandwich.
The difference of Jollibee is a smart way to keep other potential health-focused fast-food
purveyors out of its business (Kevin Lane Keller, Brian Sternthal, and Alice Tybout, 2002).



3.4 Positioning
The art of designing a companys offering and image to occupy a distinctive place in the minds
of the target market and it is positioning (Kotler Keller, 2012). Jollibee has a good market
position and its already very famous for the values of money fast food. Positioning of Jollibee is
Eat Fresh because it was the best benefit and advantage of Jollibee and could not find it from
other fast food industries. This positioning brings competitive advantages to the company.



















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4.0 Marketing Mix
Marketing Mix is very important for the marketing plan of new product because it can help
Jollibee to analyze data from a source, retailer scanner data, company shipment data, pricing,
media, and promotion spending data (Kotler Keller, 2012). All of this data will affect the sale
volume of Jollibee.

4.1 Product
The value marketing strategy will use by the new product of Jollibee, Yogurberry. It can increase
and consolidate the loyalty of customers. Moreover, it also helps Jollibee to gain more profit and
higher market share. Yogurberry is a salad and it made by mango, grape, honeydew, and kiwi
and apple that focus on healthy features. The packaging design of Yogurberry are easy to hold
and convenience for take away. In addition, it package also have to protect the quality of
Yogurberry salad and let the Yogurberry salad keep fresh.

4.2 Price
Set a price is very important for a new product because it will affect the sales volume of
Yogurberry in the Market. Yogurberry salad will set a lower price that similar to Jollibee
competitors normal product so that the demand of Yogurberry salad will be increase. This price
of Yogurberry will be fix in a year for observe.

4.3 Place
Place will target at large urban Centre and smaller regional cities and towns, out of town
locations, shopping Centre and outlet malls, retails, industrial and business parks, transport
terminals, hospital, sporting facilities, amusement parks and convenience stores and petrol
station forecourts (Jollibee, 2012). Nowadays, Jollibee franchise still continue to expand and
looking for new franchisees and store locations to convenience for all loyalty customers.

4.4 Promotion
For the promotion strategy of Yogurberry, Jollibee can make a promotion to increase the
reputation of Yogurberry Salad and it can increase the amount of customer to know about this
new product. Moreover, it also can attract customer come over to Jollibee restaurants to buy
Yogurberry salad. For example, Jollibee can make a voucher for get a free Yogurberry salad. It
can upload to Facebook homepage of Jollibee, and who are print out the voucher and take it to
the Jollibee restaurant then he/ she will get a free Yogurberry salad.




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5.0 Financials
5.1 Expected Market Share
The percentage of business or sales a company wields out of total business or sales by all
competitors combined in any given market and it is market share. The brand-new product that
will be going to sell into the market is Yogurberry. Yogurberry will retail at all shop with the
price of RM6 and it will be expected to become a best sale product compare with the others
current choices as well which include the cost of the product producing.
5.2 Expected Net Revenue
According to table 2, net revenue of Yogurberry is increase 16.40% after four month business
from December 2012 to April 2013. From June to July, the net revenue was increase RM5, 058,
14.3%. 47.9% of the net revenue is increase from September 2013 to November 2013. After one
year, the total of net revenue of Yogurberry is RM470, 173.
Expected Net Revenue of Yogurberry in Per Year
Month Price (Pesos)
December 2012 70,500
January 2013 70,600
February 2013 70,900
March 2013 80,500
April 2013 85,500
May 2013 86,500
June 2013 87,500
July 2013 90,558
August 2013 94,558
September 2013 100,558
October 2013 100,0600
November 2013 110,000
Total 12,9004
Table 2: Expected Net Revenue of Yogurberry

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6.0 Implementation Plan
Marketing implementation is very important for a marketing plan of Yogurberry because it is the
process turns marketing plan into action assignments and ensures Jollibee accomplish the plans
stated objectives of Yogurberry. It will to addresses what and why of marketing activities;
implementation addresses who, where, when and how.

6.1 Gantt Chart

6.2 Promotion Schedule
For the promotion of this new product, Yogurberry salad will implement stage of promotional in
this new product Yogurberry and it is the main aspects that affect the success of the product. The
advertising and promotion will start from 1
st
October 2012 until 1
st
December 2012 and this
advertising and promotion only within three months. In addition, the reputations of Yogurberry
have to increase and get certain loyalty of customers.

The promotion schedule on Yogurberry will include the following method:
Placing certain advertisement information to all newspaper company which are the star, the sun,
Sin Chew Jit Poh, Guang Ming and so on by paying it.
Date
12
th
JUL
12
30
th
JUL
12
1
st
AUG
12
1
st
SEP 12 1
st
OCT 12
1
st
NOV
12
1
st
DEC
12
Finding
fruits
supplier and
test the
quality of
fruits
Purchasing
and
ordering
fruits
Training
staff
Create a
creative and
special of
advertising
and
promotion
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Create a free voucher on social network to promote the new product, Yogurberry such as
Facebook and Twitter.
Create and design a banner about the new product, Yogurberry salad to attract the attention of
customers.
Besides that, in the official website of Jollibee that can upload all the information and picture
to intro the new product, Yogurberry salad.
7.0 Controls
Jollibee was proud themselves because they have a high level of control and evaluation methods.
Jollibee has described the control and evaluation methods in quality control, risk analysis and
evaluation analysis.

7.1 Quality Control
Within in Jollibee, it was going to process Total Quality Management (TQM) to ensure the
quality of Yogurberry (Scribd, 2008). Jollibee has a great communication with their supplier that
is the quality of fruits will be check per week to ensure the quality of fruits is stay in high quality.
Quality control is very important because it can affect the loyalty of customer in long term.

7.2 Risk Analysis
Most of the company also will identify the analysis of risk to gain a high profitability and loyalty
of customers. Jollibee has to ensure the quality of Yogurberry because if it has any quality
problem, it will break the reputation of Jollibee restaurant. No matter how, the positioning of
Jollibee is Eat Fresh so that means all the food that provided by Jollibee must has high quality.
Jollibee have to keep all the fruits in refrigerator to keep fresh and also have to check store to
make sure would not serve the low quality of Yogurberry salad to customer.

7.3 Evaluation Analysis
The evaluation analysis of Jollibee restaurant will be based primarily on meeting sales and
market share. The sales analysis also will be conducting in every month to adjusting the
promotion budget accordingly. Moreover, all the employees of Jollibees restaurants will
undertake the Key Performance Indicators (KPI) to maintain a high standard of achievement
within the organization.