Jollibee

MKT 337
Submitted to: M.A. Sadat Shimul
Lecturer
Date: 03.04.11
Group Members
Tasnuva Oeishi 071 376 030
Mona Marzia 071 450 030

Sarah Mohammad Sharif 092 0707 030

Hossain
Raisa Sabrina 071 747 030

Sabikun Nahar 082 237 030

Shafayat Ahmed Chowdhury 071 830 030

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EXECUTIVE SUMMRY:
 
Jollibees , the number one fast food chain in Philippines is famous for its burger mainly.
Jollibees entered the market as an ice cream parlour then as time progressed they experimented
with burgers and other assorted food items. Now almost 3 decades later they have positioned
themselves as market leader in  the industry of fast food chains and have also attained an
impressive position amongst Asia’s most admired companies. They have 600 stores in
Philippines and have expanded globally to countries like United States of America and Brunei.
 
Recently Fuaad foods Bangladesh Ltd was given the golden opportunity to franchise several
outlets of Jollibees in Bangladesh. Their primary interest is not only providing the citizens of
Bangladesh the best burgers but also to offer an essence of Philippines culture through Filipino
traditional dishes. The inaugural festival will take place on -------- and on the morning of-------all
the outlets across the country will be officially inaugurated. It has been decided that there will be
a geographic distribution of these outlets, with a maximum of four in Dhaka and only 1 outlet in
each of the other counties. 
The targeted audience for this campaign have been segmented and selected on the basis of
occupation, behavioural factors, geographic and demographic characteristics. Apart from these a
large portion of the audience also includes the tourists visiting Baangladesh.
Jollibees promotion plan includes all sorts of media vehicles, each satisfying the means of
reaching the targeted audience in their own unique way. To sum it all the to promote Jollibees we
will use the electronic media, print media, internet and social media, outdoor media, and public
relations. The electronic media includes usage includes the local VCD channel and Radio
stations like Radio Foorti. For th execution of the printed ads, we have made use of popular
newspapers like The Daily Star, Prothom Alo, Janakantha and Ittefaq as well as the regional
newspaper Dainik Azadi. The supplements of these newspapers and renowned magazines like
MIRROR and Diganto  will be used side by side.  Apart from the electronic and print media , our
plan also includes the internet and interactive media, Ads will be employed on CLICK BD,
prothom Alo online editions and the ever so popular social networks like facebook and twitter.
Last but not least an official website specifically for Bangladesh will be maintained which will
include detailed and descriptive information about Jollibees. They will also sustain public
relations with their various customers through events and numerous offers and incentives. Lastly,

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the final medium of communication also includes outdoor prospects like billboards, balloons,
posters, leaflets and etc. We will insure that the advertisements reach the maximum number of
target audience by carefully planning the execution of these ads in terms of timing and
placements.
 
The core objective of this promotional campaign is to create awareness about the existence of
this brand which is likely to satisfy the next objective, positioning, in the long run. The total cost
of the program would be--------------.the cost will substantially decline as days pass by and
customers become aware of the brand..
 

Introduction:

The company that revolutionized fast food in Philippines, Jollibee, was born in1975. Primarily
Jollibee was ice cream parlor offering hot meals and sandwiches and became incorporated in
1978 with seven outlets to explore the possibilities of a hamburger concept. Within only 10 years
Jollibee emerged in country’s top 100 corporations. And this is not only a success story of
Jollibee. As time fleeting within two years in 1989 Jollibee has occupied the position of fast
Philippines fast food chain to break 1 billion sales marks. In additional four years Jollibee
become the first fast food company to be listed in the Philippines stock exchange.

The Asian Wall Street Journal and Hewitt Associates ranked Jollibee 3rd among ASIA’S MOST
ADMIRED COMPANIES in 2000. Jollibee was recognized by the World Economic Forum as
the "GLOBAL GROWTH COMPANY". Jollibee employers are now ranked 16 among ASIA’S
BEST EMPLOYERS, the only Philippine company in the list, and as they were also cited as No.
1 in "OVERALL LEADERSHIP" among the top 10 Philippine companies doing business in
Asia.

At present, there are more than 600 Jollibee stores in the Philippines. More than half of these are
operated by franchisees. However, demand does not wane and opportunities still abound in

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various regional operations in and around Mega Manila, North Luzon, South Luzon and the
Visayas-Mindanao areas. Market opportunities extend to territories abroad. Currently, Jollibee
operates 26 stores in the USA. It is also present in Brunei, Hong Kong, Saudi Arabia & Vietnam.
In this way Jollibee is expanding its international operation through out the globe.

On the perspective of this unpredictable success, Jollibee feels it can go further, by penetrating
into more potential markets. And Bangladesh seems like the perfect opportunity for enhancing
and spreading this tale of success. That is exactly why Jollibee has handed over the franchise
contract to Fuaad Foods Bangladesh Ltd (FFBL) to launch Jollibee fast food in Bangladesh
market. FFBL plans to start off with 12 outlets scattering throughout the country.

FBBL basically targets to become the number one fast food shop in Bangladesh. Therefore, to
achieve these objectives, and to start off the Jollibee legacy in Bangladesh with explosive
success, we have been bestowed the responsibility to design the media plan for launching
Jollibee in Bangladesh.

SWOT Analysis

We have done swot analysis for our new Jollibee restaurant in Bangladesh.

Strengths

 Establish Brand
 Open 24*7
 Covers all the main areas of country
 Good quality food and environment
 Convenient location
 Wide range of menu.
Weakness

 Comparatively high price

 Our culture is not followed totally
 New brand. This brand is not known to the people of our country.
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Opportunities

 Large market
 Opportunity to cover and expand the market.
 Bangladeshi people are moving toward these type of food
 Customers are becoming Savvy.
 People’s lifestyle is improving. Now people spend more money on their food habits.
Threats

 Low price competitor

 Customers expectation is increasing day by day

Core objective for Jollibee Bangladesh:

 Become the number one fast food chain in Bangladesh in respect to number of customer,
number of loyal customer and most recognizable and admired fast food brand in
Bangladesh.

Scheduling:

 The launching event will take place on the 30th of June 2011
 Stores will be fully functional from the 1st of July 2011.
 Campaign is scheduled to run through May, June & July of 2011.

Campaign scheduling

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We have divided our campaign into three parts:

 Prelaunch: May 2011

 Post launching: June 2011
 Continuation campaign: July 2011

Derived objectives for the media plan

Prelaunch:

 Raise brand awareness in 50% of our target market.

 Inform target market about store locations in respective cities.
 Encourage the target market to visit and try our food.

Post Launching:

Build brand preference among 40% of target market.

Capture 25% of market share.

Continuation campaign

Retain 70% of customers.

Maintain 50% top of mind awareness response among target customers.

Target Market and Characteristics

Segmenting the Market

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It is important to segment the market before targeting the specific market. Without segmentation
it is not possible to decide which market has to be focused. Segmentation can be done based on
the multiple factors. These factors are very important to segment the market. Segmentation is
important to decide what can be the possible customers for the product. The segmentation can be
done based on the following factors.

Occupation

Occupation is the important factor when we try to segment the market. People from the different
occupation have different choices and preferences. They have different working time. So based
on their working time, availability and other certain factors, the segmentation can be done. The
segmentation has to be done based on people from different profession and from the different
backgrounds. In the segmentation, we mainly segment two groups like the students and the
professionals. Also the foreigners and tourists are considered for the segmentation.

In the group of student we can consider public and private university students, students from the
age of 8-12 years, Students from the Bangle and English medium schools, and also the college
students. All of them are included in the segmentation because students from schools, colleges
and universities usually go to the fast food restaurants a lot than the other people. So, if Jollibee
will be opened then they will go after their schools, colleges and universities with their friends.

In the group of professionals, we can consider the entry levels, mid levels, people from different
professions like the corporate employees, business people, doctors, lawyers, engineers,
consultants, accountants, working women, accountants and others. All of them are included in
the segmentation because these types of white collar people usually go to the fast food shop and
restaurants after their offices. Working women who do not have much time they buy the food
from the restaurant and also buy it for their children.

Behavioral Factors

Behavioral factors are very important for segmentation. Consumers’ buying decisions are
depended on their behavioral factors. Different customers have different behavioral patterns. The
behavioral factors are closely related with the time when different customers go to the restaurant

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or the fast food channels. Usually we see that, in the morning the customers can be people who
usually go for a morning walk, exercise or the people who are very much health conscious.
These people usually go to the fast food shops to have a cup of tea or coffee.

In the lunch time especially the students and the professionals go to the restaurants to have their
lunch because most of their office is far from their house. So it is not possible to go their home to
have lunch.

In the afternoon and evening, the customers can be university going students, professionals,
couples and others. These people go to the restaurants or the fast food shops with their family
and friend in these times.

In the dinner time, the customers can be people who will go to the restaurants with their families
and the friends. Usually these people go to the restaurants this time for special types of
occasions.

In the mid night, usually the customers can be the people who go to the restaurants with their
friends and families. They are included in the segmentation because they go there to make fun.

Also the people who go for different social gatherings, birthday parties, family parties,
anniversaries, get together and so on. They are included in the segmentation to make their
occasions more memorable and enjoyable.

Geographic Factors

It is important to do the segmentation based on the different geographic location. Geographic

locations have to be focused because different people have different buying behaviors and the
tastes and preferences in the different regions. We will set up different outlet of Jollibee in the
different regions of Bangladesh. We have decided that we will establish different stores of
Jollibee in different places like the Dhaka, Chittagong, Sylhet, Rajshahi, Khulna, Barishal,
Comilla, and Cox-bazar.

As Dhaka is the capital city, so we will establish four outlets in for different areas of Dhaka. We
will establish our store in Gulshan, Dhanmondi, Uttara and Banani. Most of the school, colleges

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and the offices are situated in these places, for this reason we will set four stores in these four
areas.

Demographic Factors

Demographic factors like the income, age, gender are important to segment the market. Income
and age are important factors to know which are the likes and dislikes of the customers. The
possibility of coming to the store is highly depended on these factors.

Income

Upper Middle: class: Educated professionals, Often multiple earning member in the family,
mostly entry and mid level corporate executives and other professionals like doctors, engineers,
lawyers, accountants, military service personnel and so on.

Lower Upper class: Top level executives in corporate sector, prominent doctors or lawyers of
the country, successful mid size business owners, top level government employees and so on.

Upper class: Ultra rich tier of Bangladeshi society, very successful business owners, small
number of well established families, well known for their wealth and often have power and
influence in the social, political and other areas.

The customers are considered for segmentation is upper middle class, lower upper class. They
are considered for the segmentation because these types of people have the income and the
lifestyle suitable to going to the fast food restaurants on a frequent basis. The upper class people
usually do not like to go normal fast food resturants. Their choice much more exclusive and they
feel comfortable to go to the high class hotels [Westin, Radisson, Sheraton and so on] or other
places.

Age and Gender

Age and gender are important factors for segmentation. People have different opinions based on
their ages. So we have decided different age groups for segmentation. The groups are based on

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the age of 13-17, 18-22, 23-28, 29-35, 36-45, and 46-57. We the age range for the segmentation
is 13-57.

Each of this age group has their own characteristics and buying behavior. For example the young
people are the influencer in buying decision in most families and they are also used to hanging
out with their friends more often of the time. The earning people of 23-28 are often single and
often have disposable income to party frequently, for a lot of them hanging out in a restaurant is
a life-style thing. For people of 36-45 & 46-57 going to a restaurant is often either for a business
purpose or with their family and friends or on social gatherings or parties.

Targeting the market

After completing the segmentation it is important to target the market. Targeting the specific and
important market is very important before design the marketing plan. After analyzing different
segments we have selected our target market for Jollibee restaurant.

Targeting the Market in Dhaka

Gulshan

In Gulshan we have targeted the corporate and the office going people. The reason for
targeting these people is that, most of the offices, firms, banks are located in this place. So
people will come to our store when they want to take their lunch. Most of the people who work
in an office and the banks will come to our store. Especially the working women will come here
to have lunch and also they keep something for their children.

Banani

In Banani we have targeted the university going students and the shoppers. The reason for
targeting these people is that, most of the universities like South East, Primesia, AIUB are
located there and also the boutique shops . So people will come to our store when they are free.
Most of the students will come here to enjoy foods with their friends.

Uttara

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In Uttara we have targeted the families and the students of English medium and Bangle medium
schools and colleges. The reason for targeting these people is that, most of the English medium
schools like Mastermind, Aga Khan, International Education Center, and Delhi Public School are
located here. The Bangla medium schools and colleges like the Rajuk School and College,
Milesone School and College are also located here. So people will come to our store when they
are free. Most of the students will come here to enjoy foods with their friends and families at any
time. So, family and social parties are another lucrative segment, they are indeed heavy users for
our offered services.

Dhanmondi

In Dhanmondi we have targeted the university going students and the working people. The
reason for targeting these people is that, some of the universities, offices and firms are located
there. So people will come here to enjoy foods with their friends.

Targeting the Market in Chittagong and Sylhet

In Sylhet and Chittagong, we will set only one outlet of Jollibee in both of the places. As the
populations of these two reasons are not that much huge for this reason we will set only one
outlet in these two regions. The target audiences for these two places are people whose income is
1 lakh or above. The reason is that the people whose income is 1 lakh or above will come to the
store regularly. These are the local professionals, business people, successful physicians,
lawyers. Other distinct segment which is more commonplace in these towns is the families of
foreign wage earners [especially people who live in UK, USA, Canada, and Europe and so on]
these families often own large properties and earn a lot from house rent, rent from commercial
properties and so on without being involve in any kind of business or jobs.

Targeting the Market in Rajshahi, Khulna, Barishal, Comilla

In Rajshahi, Khulna, Barishal, Comilla, we will set only one outlet of Jollibee in each of the
places. As the populations of these two reasons are not that much huge for this reason we will set

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only one outlet in each of the regions. The target audiences for these four places are upper
middle class people. The reason is that these types of people will come to the store regularly.

Targeting the Market in Cox-bazaar

In Cox-bazar, we will set only one outlet of Jollibee. As the populations this reason is not that
much huge for this reason we will set only one outlet here. The target audiences for these places
are mainly the foreigners and the tourists. The people from different countries come to the
store to enjoy the food of the store.

Positioning in the Market:

Positioning is important for any type of marketing planning. Without positioning it is not
possible to differentiate the product from the competitors. An effective positioning can create the
product different from all other products. Most of the customers usually look for the benefits of
products. So, by doing good positioning it is possible to deliver the customers the benefits and
the attributes of the products which the customers are looking for.

Understanding this part is important because, we will communicate only those traits of our
restaurant that customers find attractive and customers value most. Understanding this will help
us formulate the message of our ad campaign, the creative options that our customers will find
attractive and media we choose to deliver our message.

Customers desire in a fast-food restaurant

As we want to open a new franchised outlet where we will provide restaurant service with all
other diversified program as well as entertainment. So, we have to dig deeply in these regard to
find out what is our customers need actually.

First we focus on why customers are so fond of outside fast-food. People in our country have
very few places to travel and sources of entertainment. That’s why they want to pass their leisure

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time with friends and family on fast-food shops .Even at midnight they sometimes turned out in a
fast-food shop like day. This is the basic need which makes our customers to visit us.

Again, as we know that our life is becoming very compressed. People are becoming very busy
nowadays. They are not getting enough space for outing. For that reason what people do is to
utilize their short free time and go to the restaurant. They are using it as the substitute of outing
on different places or doing some activities for leisure. International tastes of food and services
with new flavor for 24hrs can create a need for our customer.

Finally, people want to utilize their life effectively. So, people relax by coming Jollibee where
they can fulfill their three basic needs (athirst, satisfaction and entertainment) at a time by
avoiding any types of hassles.

How will Jollibee fulfill the need of the customers?

Jollibee is trying to meet customers’ needs and wants: global products/service in local taste and
local price in some cases. In order to realize these requirements, Jollibee is making effort to
establish its brand with its logo, mascots and TV commercials in 12outlets on different districts
in Bangladesh .Furthermore, Jollibee has been the most popular first food restaurant in
Philippines for more than 20 years and for young generation Jollibee has been the most popular
existence and it becomes their fashion to eat and stay in Jollibee for them, or even their part of
life or a part of their culture.

 Jollibee and its logo, mascot – red bee wears chef’s hat, advertisement, etc. and trying to
make good corporate image. Through TV commercial, friendly songs, branding, and good
corporate image, there is a huge possibility that it become the most popular company for all
generation in Bangladesh.

 The environment of inside the restaurant has to be comfortable, friendly & exclusive. People
are looking for the experience as well as the food quality. As advertising agency our job is to

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 convey the message to the customers that the in-house environment of the place is what the
customers are looking for and what customers will definitely love.

 It would a kind of fashion for young people in Bangladesh to eat and stay in Jollibee. For
them, Jollibee is the most familiar existence because they know Jollibee as an international
restaurant.

Positioning in customer’s mind:

We have selected a positioning statement for the Jollibee which is stated that ‘Philipino
experience with the family and friends in every day and every hour’. We have selected this
positioning statement because our restaurant will be open for 24 hours. The food of the restaurant
will be philipino style. As there is no Philipino restaurant in our country so we will give the
customers the real taste of Philipino foods.

Other thing is the customers could go to the restaurant with their family and friends to enjoy the
food. Our restaurant will have comfortable, friendly and the happy environment. The food of the
restaurant will be tasty and fresh. The restaurant will have good service for its employees. Also
the restaurant will have enough arrangement for different occasions. In the corner, there will be a
place for the kids for playing. The total decoration of the store will be well decorated. There will
be enough sofas and chairs for the customers so that they can sit there comfortably.

The store will have spot lights to make the store more attractive to the customers. There will be
soft music for the customers so that when they take their food, will be able to enjoy the music.
There will be some little toys for the children. The store will have colorful posters. Moreover, the
store will have a LCD monitor television, so that the customers can watch the TV when they will
be waiting for food.

The Proposal

Electronic Media: Television

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Electronic media can be an effective media to send the right message to the customers. Through
this kind of media the customers can show the benefits of the products visually. As Jollibee is
franchise restaurant and the store is totally new so we will not give any TV commercial in the
Bangladeshi channel like NTV, BTV, ATN Bangla. As it is a franchise store it will not have a
huge financial capability like the parent company of Jollibee. We usually do not see the TV
commercial of different franchise fast food restaurants like KFC, Pizza Hut in the Bangladeshi
TV channel . For this reason we only give a TV commercial in the local VCD channel.

NTV

Standard Package Offer

We will buy one packages of their offer. So overall we can buy 60 minutes of peak hour for a
month. Our TVC will be of 30 sec. so we can show our TVC twice every day between 5pm to
7:20pm. The package costs around 6, 75,000 BDT. So, the total expenditure for a month on NTV
will be 6, 75,000 BDT.

ATN

During NEWS

We will show our ad during the 2nd mid break of peak hour ATN Bangla news throughout the
month. The news will be that of the 7pm when most of the people prefer watching news. The 2 nd
mid break spot rate is Tk. 24,000. The ad will be shown twice every during the 7pm and 10pm
news. So, the cost will be 24, 000*30 = Tk. 7, 20,000 tk.

Local VCD Channel

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We have decided that we will broadcast a TV commercial in the local VCD channel. We will
give a CD of our ad commercial to the cable channel. They will show our TV commercial during
their programme like the movies or the music. Most of the customers have dish channel at their
home. So by delivering the ad commercial in the VCD channel, the customers will be able to get
the different informations about Jollibee restaurant such as the location, the quality of food, the
menus, the environment of the store when they will watch the movies or songs in the local VCD
channels.

If we want to broadcast our ad in VCD channel in one month then the cost is 10,000 taka. If we
broadcast our ad for three months then the cost is 8000 taka per month. So we have decided
that we will broadcast our ad in the local VCD channel for three months. We will give them a
CD of 60 second ad commercial which will be shown in the VCD channel. They will show our
ad in the VCD channel total three months. So the cost will be 8000*3 =24,000 taka.

Radio

Radio is another electronic media for delivering the message to the customers. We have selected
Radio Furti because it is a popular one. In the Radio Furti, the spot rate is tk. 2000 for a 30 sec
advertisement. We will air our RDC four times in a day so that people will be able to get our
message in a right way.

 We will deliver our ad between 7-9 am when most people are going to offices, schools
and universities. Most of the people lessen radio in this time when they are in a car.
 After 5-7 pm because during this time most of offices, schools and colleges are over. So
these people can lessen radio when they return to their home.
 At 6 pm just because at this time the song request stars. So when the audiences will
lessen the songs, they will get our message.
 At around 12- 2am, especially for those young people who like staying up late and
listening to radio shows.

So according to the estimation, the monthly cost for the RDC will be 4*2000*30= 240, 000
BDT.

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 Proposed content

Electronic Media [TV Commercial]

We are going to broadcast a TV commercial during our promotional and launching campaign.
The frequency plan for broadcasting the TVC has been provided. The first TVC we are going to
show will basically promote our tagline for Jollibee will be ‘Philipino experience with the family
and friends every day and every hour’. ‘The TVC will start off with showing a little boy who
will enter into a normal fast food restaurant with his parents and families. He will be start crying
because he became bored by having the same kinds of fast foods like burgers and hotdogs. Then
they entered into the Jollibee and have some delicious Philipino fast foods and the boy will not
cry and become happy.’

The camera rolls out of the outlet and stops at the Jollibee’s banner and our message appears on
the screen…...‘Philipino experience with the family and friends every in day and every
hour’.

Radio Commercial

In the Radio Furti, our purpose is to inform more people about Jollibee. So our RDC will talk
about our various menus, our locations and our specials. Also we will deliver the message to the
customers that they will be able to get the Philipino food experience in Bangladesh. The theme
of the RDC is to let people know that they will able to go to Jollibee in every day and every hour.
The main segment of our RDC will be tagline- ‘Philipino experience with the family and
friends in every day and every hour’. During the whole information passing we will play the
music used for TVC in the background.

Print Media:

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Advertising in the print media arena is one of the most effective methods of promotion. This
mostly comprises of advertising in various newspapers and magazines. Statistics prove that an ad
placed on newspapers is said to have to reach almost 80-85% of the target audience because of
its extreme popularity /usage among the population. Since Jollibee outlets will be launched all
over Bangladesh , newspapers will be one of the best methods to communicate the message to
the fragmented audience. Our plan basically involves placing ads on some of the most popular
newspapers and magazines in Bangladesh, starting with the Daily Star and Prothom Alo to
Digonto.

Daily Star- it is the leading English newspaper in Bangladesh and is also trendy amongst the
university students.

Daily edition- we will place teaser ads three weeks prior to the launch. Front page colored ads
per single column are fixed at the rate of 2,000/= BDT for Saturday through Thursday and for
Friday the rate is, 2000/= BDT. We will use the maximum size - the 2-inch column. In the
second week, the advertisement will be revealed.

Lifestyle and Rising Star- the ads of Lifestyle and Rising Star will be placed a week after the
placement of the ad on the Daily Star, daily edition. We will place an ad on the Rising Star front
cover which has a fixed rate of BDT 2,500/=. Our desired size is a 12-inch column ad. The ad we
will place in Lifestyle has a rate of BDT 3,000/=per column inch. This will be placed on the front
inner cover, which will be a 10-inch column.

Weekly magazines such as Star and Star Campus have inside full page rates of BDT 25,000/=
and BDT 20,000/= respectively. We will place ads on them alternatively two weeks prior to
launching.

Our next option is Prothom Alo- the most well known Bangla newspaper. The magazines and
supplementary pages that they issue are also included in the promotional campaign. The front
page and rate in Prothom Alo is BDT 14,000/= per column and we will include a 15-inch teaser
ad prior to three weeks of launching and then reveal it in the second week of advertisements.

Weekly magazines-

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1) Chutir din- for the weekend edition, placing an ad in the inner page has a rate of BDT
35,000/=.

2) Shasta- Kushal – 1X1 inch ads per inch column at a rate of BDT 2,800/=. The reason behind
placing an ad on Shasta Kushal is that it is a health-related magazine and a food item that is
advertised there will be well perceived.

3) Anno Alo- Another weekend day publication, in this case, only on Friday. We will place an
ad in the inner page. It will be a 2 X 2 inch column. The inner page per inch column rate BDT
2,000/=.

The ads on the supplements will be placed a week after the newspaper daily edition ads.

The Daily Ittefaq and Janakantha:

Ittefaq and Janakantha are two other newspapers in Bangladesh that are widely distributed.
They are priced at BDT 9,500/= and BDT 9,000/= respectively for a 1X1 inch ad.

Regional Newspaper:

We would also like to place an ad on the regional newspapers Dianik Azadi and Sylheter Dak -
a small 2 X 2 inch ad on the first page after our product is revealed in the other two newspapers.
This will be specifically placed for the target customers in Chittagong and Sylhet.

MAGAZINES:

MIRROR Magazine- in this magazine, we will place a folding cover back as it will stand out
and grab the audience’s attention as soon as the audience gets hold of the magazine. The Mirror
magazine is one of the most well-known magazines in Bangladesh and the majority of their
audience includes college, university and career-oriented woman. Our cost for this particular ad
will be BDT 80,000/=.

The other magazine we would like to use is Diganto . The cause behind choosing Diganto is
since it’s an in-flight magazine it will also be available to the tourists, and hence covering
majority of the target audience in COX’x BAZAR. There is a low probability for the tourist to
just come to Bangladesh and watch the local channels or read the local newspapers. Therefore

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we have chosen to expose the product through the media which is most likely to capture the
audience of this category.

The rate for a 1/3rd page square ad is $ 2,500/=, equivalent to BDT 175,000. It is a one-time
payment and we will use the right hand side of the magazine which is proved to be more favored
by the customer.

This whole plan only comprises of the pre-launching campaign; once the Jollibee is launched, we
will change our mode of advertisement, its frequency, its appearance, etc.

Proposed print media program-

We will begin our promotional campaign with teaser ads in both bangla and English newspapers.
The name will also be revealed altogether at the same time. This is to maintain consistency. We
have particularly chosen a teaser advertisement as it is an ad that will reveal the message part by
part. This will create suspense and will excite curiosity within the target audience and is likely to
initiate future search of information. The first the teaser ad will appear, it will reveal nothing.
There will be just a black background with red and yellow question marks. The next day the
black background will be flipped like a book page and a burger will appear in the plain
background with no information except for the line “I am here”. The third day the burger will
appear against a red background and it will say “I am here, taste me, and experience me”. The
final day jollibees name will be revealed in the left hand corner, and there will pictures of other
food surrounding the burger. The information regarding the opening date will be placed in
yellow fonts with detailed addresses. And the tag line “The Philippines no.1 fast food chain”.
The same kind of ad will appear in all the newspapers we are placing teaser ad. The teaser ads
will go on for 4 days in the first week. In the end of the 1st week the product will be exposed. In
Prothom Alo, Ittefaq, Janakhanta, the ad will communicate the same message in the same format
but in Bangla. Daily star and its supplements will have the English version.

20
The Proposal

Outdoor Media

Outdoor medium are Billboard, electronic, billboard, Balloons Posters, Leaflet, Arrow signs.
For our Jollibee restaurant outdoor media camping we will use Billboard, Balloons, Posters,
Leaflet and Arrow signs.

Bill Board

Billboard is one of the popular outdoor medium of advertisements. We will set billboard in
different areas of Dhaka city and in our country. We will set our bill board near the following
places in Dhaka city.

 Airport road.
 Areas like Dhanmonddi, Karoli, Banani, Gulshan.
 Areas with high traffic congestion.

Chittagong: In Chittagong we will set up a billboard on Agrabad.

Shylet: We will set a billboard at Jindabazar.

Coxbazar: Coxbazar is mainly targeted to the tourist and foreigners. So we will set up a
billboard on Kuratuli beach near Hotel Seagull.

Balloons

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Ballons are also useful medium because it is attractive. We will set our balloon at some fair,
important locations in Dhaka city.

Posters

As poster is small and easy to carry so we will set our posters at many places such as

 Schools and colleges

 Hangout spots
 Parks
 University campuses

We will also distribute brochures and brochures will be distributed in

 Offices
 Various events and seminars.
 In front of some top private universities.

Leaflets

We will also distribute leaflet in front of the school, colleges and in front of some private. We
will also deliver leaflet in the houses of those area where our shop will be located. We will
deliver leaflet in the houses by making contact with the hackers. The hawker will put the leaflet
within the newspapers.

Arrow signs

Arrow sings will also help the customers to find the place. Mainly for the first time consumers it
is helpful and it will help customers to find the Jollibee restaurant. Near every Jollibee restaurant,
we will have arrows pointing out how to reach the nearest place. This will also create curiosity
among the peoples. This will increase exposure on the road and many people will unconsciously
start following the arrows due to curiosity. Arrow signs will also be colorful to create curiosity
among the customers.

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 Proposed content

Outdoor Media

Billboard

On the billboard we will use our Jollibee’s traditional background colors; there will be aimages
of Jollibee’s some special food items. On the billboard there will be also jollibee’s cartoon
character.

Posters

Posters will be design according to the place or area. According to the target audience we will
design our posters. Our display of the poster will be changing according to the location.

University Campus

The posters which will be near the university campus, we will make those posters according to
the demand of the university students. In the university our target audiences are a group of
university students, so here we will show that a group of friends are having a group meeting at
Jollibee, which is in a good environment. They have their books and copies around them and
they are eating and doing there group work. Below the ad there will be the message, ‘it is the
perfect place for you. There will brand logo and traditional Jollibee color.

Schools and Colleges

In front of the school and colleges we will make posters considering the children. In those
posters there will be images of food items and picture of kids .And there will be a message
following “Quality food at affordable price”.

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Balloon

Balloons are attractive source We have lots of chance to make it innovative .We will take
glossy ,satin , glitters for making our balloon .We will put our tag line, picture .Our balloon
will be shape like round ,circle etc . Moreover on some special occasion we will change our
balloon. Like on the Independence Day and victory day we can use “Feel the glow of freedom”
and celebrate the freedom.

Leaflets

Leaflet is also an effective form to communicate with people. So in our leaflet we will use
traditional colors and logo of Jollibee. And we will make our leaflet informative. We will put
pictures of food items and list of some of our restaurants menu. As people want environment
friendly environment so with the pictures of food items there will be also picture of internal
interior. So by seeing these people will get some idea about our products.

Internet and Social Media

Now a day’s internet is one of the most popular media for advertising a product and service.
Jollibee’s promotion on the internet will make high sales potential.

Official Website

Jollibee will have an official Bangladeshi Website (www.jollibeebd.com). The maintenance fee
is Tk. 2500 per month.

Banner Ads:

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Click BD: It is one of the most viewed website in Bangladesh. Such a viewed site we will place
as on homepage.

Prothom Alo online edition: It also a one of the most visited websites in Bangladesh. It will the
best exposure for our brand to a large group of people. We will be placing panel ads on the
homepage and also on the inner pages.

Facebook: Facebook is the advertising media which is the most effective, most popular and
most visited. Jollibee brand will be promoted in the advertisement section in Facebook, only in
Bangladesh. The ads will be placed on the right hand advertisement margin and payment is based
on a CPC (Cost per Click) basis. We also expose our brand infront the lots of Bangladeshi people
through their own language. Promoting through Facebook will result in a nationwide exposure
of around 1.5 million people.

There is a fan page created for Jollibee. This entity will not incur any cost.

Twitter: now a days it’s gradually becoming and increasingly interactive media. So we also
have decided to advertise on this media for expose the brand to many upgraded younger
generation.

Public Relations

Jollibee’s will sponsor various students’ events at English Medium schools and University level.
This will expose the brand to young students and will also help to build goodwill, which will
lead people to visit the stores.

25
Jollibee setup their store in a huge space, which help their customer for making their small
family parties. I think now a days these facilities are finding by customers when they give a trip
for family and the close relatives.

It will try to build a relation with the people from various magazines and journals and convince
them to write feature articles about the menu, services, outlet and activities. It will hold a few
internal events or press agentry, especially before holidays or weekends, and invite a few
journalists and feature writers to dinner.

Jollibee also try to influence people through some attractive offer. People are always searching
for the better offers. To persuade people to visit our store, we will introduce some free offer.
When a customer come 3rd time in our store they get a Jollibee’s Especial Item free and also
who are coming for the 5th time in our store, from them one person get a free meal. After that
those customers are getting a free discount card, which allows them 15% discount on the ordered
item. This will influence people to take advantage of these offers and to get the discount card.
Satisfaction will result in positive reinforcement of behavior and Jollibee try to satisfy their
customers through their best services and behavior.

Internet and Social Media

Website: The Jollibee website will be a highly informative website and updated. It will contain
Jollibee’s history, and the operation in different location. It will also have information about how
Jollibee’s started in Bangladesh and the offering menu. It also emphasizes their special menu on
Philippine foods which attract the people eyes. It will also contain information about every
activity they initiates. The customers also get a facility to give their advance booking through
the website. The customer just give the name, date of coming, phone number and the mail
address. After receiving the booking Jollibee will send a booking number to the customer’s mail
address and when the customer go to the store he/ she has to told only the booking number.

The website is always updated so people get all the recent information. People are so aware
about their choices. When they are chosen something they try to search information through the

26
net. Before going the Jollibee the people can know everything in details about the Jollibee and
they took their decision easily.

Banner and Social Media ads: The banner ads and social media ads are try to attract the
consumers mind through the offer of weekend where the news of the Buffet dinner is given. The
Jollibee visualize the settings, the kids corner, the interior decoration and the Philippines and
other buffet foods. This ad is coming like a flash and in a sequence. After the sequence there is a
sentence “and many more…….Don’t miss it!”. The people who want to make their weekend
planning with their family they consider the store because this visualization will remind the
customer mind. After that they can easily booked their table through the help of the website.

Budget:

Prelaunch (May Type Description/Quantity of Unit Cost Total Cost

2011) of Ad Unit (Tk) (Tk)

Electronic Media

NTV TVC Standard package offer 6,75,000 6,75,000

ATN news TVC 1 slots* 30 days 24000 7,20,000

Local VCD TVC 1 package * 20 localities 8000 160,000

Channel
[Dhaka and other districts]

Radio Foorti RDC 4 times a day*30 days 2000 2,40,000

Total Electronic 17,95,000

Media Spending

Print Media

Daily Newspapers

The Daily Star Printed 5 column inch for 2 weeks 2000 per 1,60,000

27
 Ad in page 4. column
inch. 4000
in Friday

Prothom Alo Printed 10 column inch for 2 weeks 14000 per 2,80,000
Ad in the front page. column
inch

Ittefaq Printed 10 column inch for 1 week 9500 per 95,000

Ad column
inch

Janakantho Printed 10 column inch for 1 week 9000 per 90,000

Ad column
inch

Magazines

Rising Star Printed 6 inch for 3 weeks 2500 per 45,000

Ad column
inch

Lifestyle Printed 6 inch for 3 weeks 3000 per 54,000

Ad column
inch

Star Printed Full page ad for 2 weeks 25000 full 50,000

Ad page

Star Campus Printed Full page ad for 2 weeks 20000 full 40,000
Ad page

Chuttir din Printed Inner page full page ad 35,000 full 35,000
Ad page

Shasta- Kushal Printed 10 inch 2800 pci 28,000

Ad

Anno Alo Printed 10 inch 2,000 pci 20,000

Ad

28
Diganta Printed 1/3rd page on cover page 175,000 175,000
Ad

Mirror Printed Bleed page for 2 weeks 80,000 80,000

Ad

Total Print Media 11,52,000

cost

Internet and Social

Media

Company Website Create a website 80,000 80,000

Company Website Maintenance for 1 month 2500 2500

Facebook Ad for 1 month and $20/per $ 600 =

advertisement estimated 20000 clicks day 42000 Tk

Prothom Alo Ad for one month 1,50,000 1,50,000

(Front web Page)

Total Online 274,500

Spending

Public Relations

Press Release Logo Information seminars in 2,00,000 2,00,000

on Jollibee restaurant.
banners
and
accesso
ries

Total PR Spending 2,00,000

Outdoor Media

29
Billboards 2 billboards of 500 sqf for 1 70,000 1,40,000
month in Gulshan, Banani

Billboards 4 billboards of 500 sqf in 40,000 16,0000

other locations of Dhaka
city

Billboards 2 billboards of 250 sqf in 25,000 50,000

Chittagong & Sylhet

Billboards 250 sqf billboard in Cox’s- 15,000 15,000

Bazar

Balloons Initial + decoration charge 40000 + 100000 Tk.

60000 Tk.

Posters Glossy paper 1,00,000 1,00,000

Others Logistics 50000 50000

Total Outdoor 615,000

Spending

Total Prelaunch 37,62,000

cost

June Type Description/Quantity of Unit Cost Total Cost

of Ad Unit (Tk) (Tk)
[post launch
month 1]

Electronic Media

NTV TVC Standard package offer 6,75,000 6,75,000

ATN news TVC 1 slots* 30 days 24000 7,20,000

Local VCD TVC 1 package * 20 localities 8000 160,000

Channel

Radio Foorti RDC 4 times a day*30 days 2000 2,40,000

30
Total Electronic 17,95,000
Media Spending

Print Media

Daily Newspapers

The Daily Star Printed 5 column inch for 2 weeks 2000 per 1,60,000
Ad in page 4. column
inch. 4000
in Friday

Prothom Alo Printed 10 column inch for 2 weeks 14000 per 2,80,000
Ad in the front page. column
inch

Ittefaq Printed 10 column inch for 1 week 9500 per 95,000

Ad column
inch

Janakantho Printed 10 column inch for 1 week 9000 per 90,000

Ad column
inch

Magazines

Rising Star Printed 6 inch for 3 weeks 2500 per 45,000

Ad column
inch

Lifestyle Printed 6 inch for 3 weeks 3000 per 54,000

Ad column
inch

Star Printed Full page ad for 2 weeks 25000 full 50,000

Ad page

Star Campus Printed Full page ad for 2 weeks 20000 full 40,000
Ad page

Chuttir din Printed Inner page full page ad 35,000 full 35,000

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 Ad page

Shasta- Kushal Printed 10 inch 2800 pci 28,000

Ad

Anno Alo Printed 10 inch 2,000 pci 20,000

Ad

Diganta Printed 1/3rd page on cover page 175,000 175,000

Ad

Mirror Printed Bleed page for 2 weeks 80,000 80,000

Ad

Total Print Media 11,52,000

cost

Internet and Social

Media

Company Website Maintenance for 1 month 2500 2500

Facebook Ad for 1 month and $20/per $ 600 =

advertisement estimated 20000 clicks day 42000 Tk

Prothom Alo Ad for one month 1,50,000 1,50,000

(Front web Page)

Total Online
Spending

194,500

Public Relations

Press Release, 300,000 300,000

event sponsorship

Total PR Spending 300,000

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Outdoor Media

Billboards 2 billboards of 500 sqf for 1 70,000 1,40,000

month in Gulshan, Banani

Billboards 4 billboards of 500 sqf in 40,000 16,0000

other locations of Dhaka
city

Billboards 2 billboards of 250 sqf in 25,000 50,000

Chittagong & Sylhet

Billboards 250 sqf billboard in Cox’s- 15,000 15,000

Bazar

Posters Glossy paper 1,00,000 1,00,000

Others Logistics 50000 50000

Total Outdoor 615,000

Spending

Total cost for June: 30,37,500

July: Type Description/Quantity of Unit Cost Total Cost

of Ad Unit (Tk) (Tk)
[post launch
month 2]

Electronic Media

Local VCD TVC 1 package * 20 localities 8000 160,000

Channel

Radio Foorti RDC 4 times a day*30 days 2000 2,40,000

Total Electronic 400,000

Media Spending

Internet and Social

33
Media

Company Website Maintenance for 1 month 2500 2500

Facebook Ad for 1 month and $20/per $ 600 =

advertisement estimated 20000 clicks day 42000 Tk

Total Online 44,500

Spending

Public Relations

Press Release, 3,00,000 3,00,000

Media relations,
event sponsorships

Total PR Spending 300,000

Outdoor Media

Billboards 2 billboards of 500 sqf for 1 70,000 1,40,000

month in Gulshan, Banani

Billboards 4 billboards of 500 sqf in 40,000 16,0000

other locations of Dhaka
city

Billboards 2 billboards of 250 sqf in 25,000 50,000

Chittagong & Sylhet

Billboards 250 sqf billboard in Cox’s- 15,000 15,000

Bazar

Balloons Initial + decoration charge 40000 + 100000 Tk.

60000 Tk.

Posters Glossy paper 1,00,000 1,00,000

Others Logistics 50000 50000

Total Outdoor 615,000

Spending

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 Total July cost 13,82,000

May [pre launch] June [post launch, July [post launch Total
month 1] month 2]
37,62,000 30,37,500 13,82,000 81,81,000

Proposal for continuous ad campaign

After the 3 months campaign is over Jollibee needs to continue their advertisement effort to
ensure the desired customer response. However in our view point the nature and scope of the ad
campaign after 3 months will be very much different than the current campaign.

Objectives

 Retention of 60% of customers

 Top of Mind awareness in 80% consumers
 Increase sales by 50% by the next 2 years

Media

 Continue the July [post launch month 2] model of advertisement in the future.
 For print and electronic media using the flight scheduling. We propose that Jollibee
should not continuously ad on electronic and print media rather concentrate on outdoor
media, public relation, internet and interactive media and so on. This is an effective and
cost-efficient way in our view. Because print and electronic media provide the
geographic reach but lacks the selectivity which in our case is more important than reach
and coverage.
 However, Jollibee should continue Radio ad and local VCD channel ad in electronic
media category. In this two cases the flight scheduling is not required as they are quite
inexpensive and at the same time provide high audience selectivity.

35
  We will take customer loyalty campaign [using letter, sms, frequency purchase coupon,
loyalty discount etc], in store point of purchase advertisement to reinforce the positive
attitude and loyalty of the customers.

Proposed Content

The print, electronic media should convey the consistent message of “Real Pilipino experience”
with an emphasize on the cozy environment, interior decoration and warm experience in Jollibee
in a group setting with family and friends. The social media and internet will constantly keep in
touch with the customers and remind them of our presence. In the outdoor media the focus should
change from only informing the customer about us to reminding them the great experience of Jollibee
as well informing them about our location, service etc.

Budget

Budget will be much less as we will advertise in print and electronic media much less frequently.
But the lower budget doesn’t mean less effectiveness, as our ad campaign will remain highly
focus to our target segment.

Conclusion

36
Jollibee is trying to start their restaurant with a grand launch.  In order to make sure that Jollibee
starts it in an explosive manner, we have taken every necessary step possible to make effective
us of the various media available in Bangladesh. Every medium of communication that we will
use is well designed, well planned and prioritize the customers. We have segmented, targeted our
market properly. Our advertisements in different media reflect our objectives and target market
as well. To implement our plan in the most efficient way, we have tried to create a budget in the
most systematic way posssible. Our budget is quite realistic for any large company planning a
grand launch. Our spending proportion will create the greatest exposure. We beleive it will create
a strong impression in the minds of our target customers. We believe, within a short time period,
everybody within the targeted audience will be eagerly awaiting the launching of Jollibee
restaurant to experience something innovative.

The campaign that we have done will create an image in the minds of our target customers. It is
expected that Jollibee will also eventually become a renowned restaurant in the whole country.
Jollibee will create a brand in the market and a distinct image in the minds of our customers.
Which will be continuously reinforced with the strong relationship they plsn to maintain with
their customers. We have taken all the steps to meet the objectives of the campaign in the most
effective manner.

Appendix

37
Electronic Media cost sources

http://www.atnbangla.tv/index.php?option=com_content&task=view&id=20&Itemid=36

http://www.ntvbd.tv/index.php?option=com_content&view=article&id=37&Itemid=48

sales@radiofoorti.fm

Print Media:

http://www.thedailystar.net/newDesign/advertise-print.html

http://www.prothom-alo.net/V1/rate2009/print_int_eng.html

http://www.globe-janakantha.com/janakantha.php

http://mirrorlifestyle.com/about3.html

http://www.majormedia.co.uk/diganto.html

Internet cost sources

http://www.facebook.com/adsmarketing/#!/adsmarketing/index.php?sk=cost

http://www.prothom-alo.com/ad-rate

Outdoor Media Cost sources

Mukti art (01927459060)

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Fahim art (01927091240)

39