TAGLINE

Jollibee became more successful in the food industry because of their excellent
marketing strategies which won them various awards and recognitions. From the very
start of their company wherein the popular tagline “Langhap Sarap” was made, they
already won various awards such as the most effective ad campaign in the food category
during the 9th Philippine Advertising Congress, Agora Award for entrepreneurship given
by the Philippine Marketing Association, and the Anvil Award for outstanding PR
campaign in relation to the achievement of its marketing objective on its Filipino Talents
campaign in 1988. And now their new tagline is "BIDA ANG SAYA," which I'm sure almost
everyone in the Philippines is familiar with. It's the tagline of JOLLIBEE, one of the most
well-known fast-food chains in the Philippines.
Jollibee has a hidden recipe that attracts Filipinos more than any other fast food chain in the
world.

MARKETING STRATEGY OF JOLLIBEE

Jollibee Food Corporation's marketing campaign is appealing and highly commercialized, using
a variety of media such as television, radio, newspapers, and more. They must have invested
millions of dollars to remain on top of their customers' minds, especially among Filipinos.
Jollibee is setting the standard in terms of marketing. They target all types of market especially
families and children. They gave superior value to children.
Most of our population consists of children and getting that big segment will make the marketing
of your product very effective. Some Jollibee stores even have small
playgrounds where children can play before eating. Promotional offers like the Kiddie
meals wherein toys will be given when you order is also being offered by Jollibee. These
toys are based on what the trend is and this makes a lot of children choose eating in
Jollibee. Special services like the Jollibee Kids Party are also being offered.
Jollibee established their image to be for everyone. They focused on all the
market segments. They also marketed their product to all ages. Students, office workers
and even travellers are their target market.

PLACE
Jollibee's marketing strategy places a premium on the location of its stores. For example, in
Hong Kong, the outlet is located in Central, where a large number of Filipinos congregate. To
ensure high traffic, store locations must be prioritized, and Jollibee must be positioned in the
minds of consumers as a spot where they can enjoy eating fast food. This necessitates proper
branding and positioning of the offered service. Jollibee has positioned itself as a global brand
rather than a local one. The service provided should be consistent across all Jollibee locations;
but, since the division has recently been slimmed, resources might be spread too thin.

PROMOTIONS
Promotion or advertising local managed brands like Jollibee in the Philippines, often have the
advantage of intimate knowledge of consumer preference through local pride. Jollibee uses the
wave of nationalist pride to promote a Filipino brand of hamburger. This strategy met with great
success. Investing in socio-civic programs designed to serve its host communities further
secured Jollibee’s position as a Filipino company for the Filipino. Advocacy campaigns such as
the early Christmas drive “Ma- Aga ang pasko sa Jollibee'', again endorsed by Aga Mulach, the
poverty housing project with habitat for humanity and the “kaya mo yan kid” or campaign to
company’s overall success, not only with customer both with all its stakeholders. “Jollibee
attributes this success in part to its internal branding which focuses on great tastes and
happiness” which includes “value for money, the happiest store experience, and the haven for
kids''

PRODUCT
The product of Jollibee focuses on Filipino taste, Jollibee has a wide variation of
products made for the Filipinos. One example of this is their spaghetti pasta. The usual
taste of a spaghetti pasta is sour, but in Jollibee it is made for the Filipino taste bud which
is why the Jolly Spaghetti is sweet. Jollibee also makes their burgers the way Filipinos want it. A
little sweet and well done. Jollibee integrated palabok and halo-halo to their
menu a local delicacy in the Philippines. They aim to be a fast food chain with authentic
Filipino delicacies unlike rival fast food giants which present western food, their menu
is currently composed of Breakfast menus which are Corned Beef, Garlic Pepper Steak,
Longganisas, Hotdog, all served with rice except for pancakes. The next is the main
dishes that are served all day which includes Chicken Joy, Burger Steak, Spaghetti,
Palabok espesyal, Lumpiang Shanghai. For snacks, Burgers, Hotdog Sandwich, Fries and
side dishes which are mashed potato and corn is being offered. For desserts, Chocolate
Sundae and Twirls are available. Their beverages are all Coca Cola products which are Coke,
Sprite, Royal Root Beer and there are 2 options for juices which are Iced tea and
Del Monte pineapple juice.

PRICE

"With rising prices of goods, Pinoys are always on the lookout for tasty yet inexpensive food
choices. Jollibee hopes to empower Filipinos by bringing together jollibee favorites which have
constantly delivered joy to Pinoys but at even more affordable prices for everyone to enjoy" said
Cathleen Capati, Jollibee AVP for Flagship Products.
They believe that with this, they value meals will continue to deliver that joyful meal experience
that customers can have on a daily basis!
Enjoy your favorite value meals today at the most sulit-saya prices!

Savor the sweet-sarap goodness of the meatiest, cheesiest Jolly Spaghetti plus regular drink for
only P55.00*.

Round out lunch, snack, or dinner time with a tried-and-tested trio: the 100% beefy
langhap-sarap Yum Burger with Jolly Crispy Fries and regular drink for only P79.00*.

And for the ultimate pampasaya,

enjoy your Jolly Spaghetti with the Yumburger and drink for only P95.00*

PEOPLE
At Jollibee, customer service was given a lot of importance. In fact, customer service was one of
the key result areas (KRAs) on which employees were evaluated at the company. The
importance given to this issue was also reflected in the company's corporate mission and vision
statements.
At Jollibee, employees received extensive training so that they could learn the corporate values
of integrity and humility. The company reportedly had a 'family-like' atmosphere at work, which
gave the employees a sense of belonging and togetherness. Not surprisingly, Jollibee was
ranked 16th in Asia and 1st in the Philippines in a 'best employers' survey conducted by Hewitt
Associates, The Asian Wall Street Journal and FEER in September 2001. Claro F Certeza,
Jollibee's Vice President (Corporate Affairs), said, "The high engagement scores garnered by
Jollibee could well be a reflection of the symbolic relationship between management and
employees where performance is seen as something that would ultimately rebound to
everybody's growth and societal improvement.

Almost half of Jollibee's stores in the Philippines were franchised. The company gave special
attention to the selection of franchising partners. According to company sources, all prospective
partners were evaluated on their standing the community, their leadership and people-handling
skills, their willingness to devote time to the management of the restaurant, and their successful
completion of the training program [much before the outlets became operational, franchises
were given training under a Basic Operations Training Program (BOTP)]. Jollibee's franchising
partners had to invest between P15 and P30 million, depending on the size of the store and the
facilities provided.

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