This article will discuss the marketing strategy of Jollibee, a global fast-food chain. The marketing strategy of
Jollibee has allowed the company to expand its reach and capture the attention of customers worldwide.
The article will cover promotion of Jollibee, marketing strategy of Jollibee, strategic plan of Jollibee, Jollibee
business strategy and the marketing plan of Jollibee that have contributed to the company's success.
1. Company overview: Jollibee
Jollibee is a well-liked fast food franchise from the Philippines that has expanded its business worldwide, boasting
more than 1,400 establishments in over 30 nations. This corporation is recognized for its distinct menu offerings, including Chickenjoy fried chicken, Jolly Spaghetti,
and Peach Mango Pie. Jollibee has been able to successfully differentiate itself from competitors through its family-oriented values,
emotional connection with customers, and focus on localization.
The marketing strategy of Jollibee has played an important role in the company’s success. The marketing strategy of
Jollibee heavily emphasizes brand identity, innovation, and technology. As Jollibee ventures into new territories, it will be intriguing to witness how the company modifies and advances its
marketing tactics (Jollibee Foods Corporation, 2021).
2. The marketing strategies of Jollibee
Promotion of Jollibee focuses on crafting a distinctive brand image that connects with its customers, while offering
a diverse menu that caters to local tastes and preferences in the countries where it operates. In addition, the marketing strategy of Jollibee includes targeted promotions, social media engagement, and community
outreach programs to further strengthen its brand and connect with customers. Promotion of Jollibee has helped Jollibee stand out in a highly competitive market and capture the attention of
customers worldwide (Jollibee Foods Corporation, 2021; Abratt & Bendixen, 2018).
i. Jollibee marketing mix
The marketing mix is a vital tool that businesses use to effectively promote their products and services. For the global fast food chain, the promotion of Jollibee and its marketing mix has played a key role in its success,
helping the company to differentiate itself from competitors and capture the attention of customers worldwide (Kucuk, 2017).
ii. Product strategies of Jollibee
• Jollibee Product mix
As part of the strategic plan of Jollibee, strategic plan of Jollibee, product mix for the company includes a wide
variety of fast food items, ranging from its popular fried chicken and spaghetti to local delicacies and desserts. The company has also introduced vegetarian and healthier options to appeal to changing customer preferences
• Jollibee unique selling proposition
Jollibee's unique selling proposition is its focus on creating a "joyful" dining experience for customers, which is
reflected in its fun and family-oriented branding, diverse menu offerings that cater to local tastes, and friendly
customer service. This strategic plan of Jollibee has aided Jollibee in setting itself apart from competitors and establishing a loyal
customer base (Iacobucci, 2021).
• Top performing products from Jollibee product offering
Jollibee's top-performing products are its signature Chickenjoy, which is a fried chicken dish with a crispy exterior
and juicy interior, and it’s Jolly Spaghetti, which is a sweet-style spaghetti dish with sliced hotdogs and ground
beef. These items, as part of the strategic plan of Jollibee, have become customer favorites and are often used in the
company's promotions and marketing campaigns (Chernev, 2018).
• What makes Jollibee products so successful?
Jollibee's success can be attributed to its ability to offer a diverse menu of high-quality products that resonate
with local customers. The company has also invested heavily in its supply chain to ensure that it can maintain consistent product quality
and availability. Additionally, Jollibee customer service strategy has allowed the brand to build a strong brand image around its fun
and family-oriented dining experience, which has helped to drive customer loyalty and repeat business (Sahaf, 2019).
iii. Pricing strategies of Jollibee
• Market oriented pricing
As part of the marketing strategy of Jollibee, the company employs a market-oriented pricing strategy that takes into
account the local market conditions and competitive landscape in the countries where it operates. This approach allows the company to offer products at prices that are attractive to customers while also ensuring
profitability. Jollibee's pricing strategy also takes into account the value that customers place on its unique brand and dining
experience (Varadarajan, 2015).
• Customized/tailored pricing
Jollibee may use customized pricing strategies in certain situations, such as special events or locations, to cater
to the unique needs and preferences of its customers. However, the company typically uses a standardized pricing strategy across most of its stores to ensure consistency
and efficiency. Jollibee business strategy takes into account the local market conditions and competitive landscape to offer products
at prices that are attractive to customers while also ensuring profitability (Sahaf, 2019; Park, 2020).
iv. Distribution strategies of Jollibee
• Jollibee online store/website
As part of the Jollibee promotion strategy, the company has an online store/website where customers can place orders
for pickup or delivery. The website offers a user-friendly interface and features a diverse menu of items, along with nutritional information
and allergen warnings. Jollibee's online store/website has become increasingly important as more customers look for convenient and
contactless ways to order food (Nartey, 2021).
• Jollibee physical store outlets
Operations for the company take place through a global network of physical store outlets via different marketing
intermediaries of Jollibee. These stores are typically located in high-traffic areas such as malls, airports, and commercial districts. The company's stores feature a fun and family-oriented atmosphere, with colorful decor emphasizing successful
Jollibee customer service strategy. Jollibee's physical store outlets have become an important part of its brand image and are a key driver of its
success (Kotabe & Helsen, 2020; Jollibee Foods Corporation, 2021).
3. Jollibee promotion strategy
i. Jollibee promotion strategy: advertising
The marketing strategy of Jollibee also includes advertising, which is focused on creating a strong emotional
connection with customers through storytelling and relatable experiences. Jollibee promotion strategy often features families and children in its advertisements, which reflect its
family-oriented brand image. Jollibee promotion strategy also uses celebrity endorsements and sponsorships to reach a wider audience, particularly
in markets outside of its home country, the Philippines (MarketLine, 2021; Business mirror, 2019).
ii. Jollibee promotion strategy: sales promotion
Jollibee promotion strategy uses various sales tactics to drive customer traffic and boost sales. These may include limited-time offers, discounts, loyalty programs, and special promotions for holidays and events. Jollibee promotion strategy also uses cross-selling and upselling techniques to encourage customers to try new
products or add-ons. Jollibee's sales promotion strategies help to create excitement and encourage repeat business from its customers
(Deepak & Jeyakumar, 2019).
iii. Jollibee promotion strategy: social media marketing
Jollibee promotion strategy also leverages social media to connect with customers and increase brand awareness. The marketing strategy of Jollibee for social media focuses on creating engaging content, promoting products and
specials, and responding to customer feedback. Jollibee promotion strategy focuses on having a robust social media presence on platforms like Facebook, Instagram,
Twitter, and YouTube. The social media strategy, as part of the Jollibee promotion strategy, centers on developing shareable content that
strikes a chord with its target audience, such as heartwarming stories and humorous memes (Ryan & Jones, 2012; Kotler & Keller, 2021).
4. Jollibee business strategy and competitive advantage
Jollibee business strategy which includes unique brand positioning, strong emotional connection with customers, and
localized menu offerings set it apart from its competitors. The company's family-oriented brand image and relatable advertising campaigns resonate with its target audience,
particularly in the Philippines. The menu, as part of the broader Jollibee business strategy, also features localized items that cater to specific
regional tastes, which allows the company to differentiate itself from other fast-food chains. Additionally, Jollibee business strategy also includes expansion into new markets, particularly in Southeast Asia and
the Middle East. This has helped to establish it as a global brand.
5. Key lessons learned from Jollibee marketing strategy
i. Jollibee emphasizes on Emotional Connection
The Jollibee strategy emphasizes creating an emotional connection with customers, which has helped to establish a
strong brand identity and a loyal customer base. By focusing on family-oriented values and relatable experiences, Jollibee has been able to differentiate itself from
competitors and build a strong emotional bond with its customers (Kotabe & Helsen, 2020).
ii. Localization is Key for Jollibee
The success of the Jollibee strategy can be attributed in part to its ability to adapt to local market conditions and
preferences. By tailoring its menu offerings and marketing messages to specific regions, Jollibee has been able to connect and
resonate with various customers and establish a strong presence in new markets (Park, 2020).
ii. Jollibee focuses on Consistency and Quality
The marketing strategy of Jollibee emphasizes consistency and quality across all of its stores and products. By maintaining high standards and delivering a consistent customer experience, Jollibee has been able to establish a
reputation for excellence and build trust with its customers (Sahaf, 2019).
iii. Jollibee embraces Digital Channels
Jollibee strategy also emphasizes on the adoption of digital channels, such as its online store and social media
platforms, has helped to increase its reach and engagement with customers. By leveraging these channels to offer convenient and personalized experiences, Jollibee has been able to stay ahead
of the curve and meet evolving customer expectations (Ryan & Jones, 2012).
iv. Jollibee continuously innovates
The marketing strategy of Jollibee emphasizes the importance of continuous innovation and staying ahead of the
competition. By constantly experimenting with new menu items, promotions, and marketing tactics, Jollibee has been able to stay
relevant and capture the attention of new customers (Pedro, 2020).
6. Marketing plan of Jollibee: Recommendations for enhancing the marketing strategies of Jollibee
i. Leverage Technology
As technology continues to play an increasingly important role in the customer experience, the Jollibee marketing
objective should be to invest in digital channels and tools to provide a seamless and convenient customer experience (Bartoletti, et al., 2020).
ii. Expand Globally
As part of the marketing plan of Jollibee, Jollibee marketing objective should also include focus on continued
expansion into new markets, particularly in the Asia-Pacific region, where there is significant growth potential as a potential. This will help the company to diversify its revenue streams and reduce its dependence on its home market
in the Philippines (Kotler & Keller, 2021).
iii. Focus on Sustainability
With increasing consumer awareness and concern for the environment, the Jollibee marketing objective should focus on
developing sustainable practices throughout its supply chain, from sourcing ingredients to packaging and waste
management. This will help the company to build a more responsible brand image and appeal to eco-conscious customers (Wunder,
2019; Stead & Stead, 2014).
iv. Experiment with New Menu Offerings
To keep up with changing customer preferences and tastes, marketing plan of Jollibee should include experimentation
with new menu items and flavors. This will help to keep the brand fresh and relevant, and attract new customers who are looking for unique and
innovative food offerings (Park, 2020).
v. Foster a Culture of Innovation
The marketing plan of Jollibee should encourage a creative and innovative culture within the organization, by
allowing employees to propose novice ideas and initiatives. This will help to foster creativity and encourage a more agile and responsive approach to the changing market
conditions (Sahaf, 2019).
7. Concluding remarks
In conclusion, the marketing strategy of Jollibee has been instrumental in the company's success, both in its home
market of the Philippines and internationally. The emphasis on emotional connection, localization, and innovation has helped Jollibee stand apart from its
competitors and develop a strong brand identity.
The company's investment in technology and focus on sustainability also demonstrate a commitment to evolving consumer
trends and responsible business practices. Overall, the marketing strategy of Jollibee serves as a valuable case study for businesses looking to build a strong
brand and connect with customers in a meaningful way.
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