BỘ GIÁO DỤC VÀ ĐÀO TẠO

UNIVERSITY OF ECONOMICS IN HO CHI MINH CITY

KHOA KINH DOANH QUỐC TẾ- MARKETING

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SUBJECT: MARKETING
TOPIC: ANALYZING THE MARKETING STRATEGY OF JOLLIBEE

Name: Nguyen Huong Thao Quyen

Student ID: 31231025562

TEACHER: TS. Đặng Văn Thạc

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 TABLES OF CONTENTS
FOREWORD...........................................................................................................3

INTRODUCTION...................................................................................................4

ANALYSIS

1.Brief introduction of Jollibee company.........................................................5

2. Analysis of STP (segmentation, targeting, positioning)

2.1 Segmentation strategy ...............................................................................5

2.2 Targeting strategy......................................................................................6

2.3 Positioning strategy....................................................................................7

3. Analysis of 4Ps strategy

3.1 Product strategy...........................................................................................7

3.2 Price strategy...............................................................................................8

3.3 Place strategy.............................................................................................. 10

3.4 Promotion strategy.......................................................................................11

4. Marketing issues and recommended solutions................................................11

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FOREWORD

Marketing is the process of performing market research, selling products and/or services to
customers and promoting them through advertising to enhance sales. It creates strategies that
underpin sales techniques, business communications, and business development. It is an
integrated process through which companies build strong customer relationships and create value
for their customers and for themselves.

Brand is one of the important elements of Marketing - Mix. In today's market economy, the
existence of too many brands, while affirming a brand is a big problem for manufacturers, the
issue of branding in Marketing is even more necessary to pay attention to. , detailed and
affirmative approach. In reality, when shopping, consumers not only buy the product (the
physical part) but also buy the emotions contained in the product. This factor is created by
marketers to make the product perfect and convince target customers - this is the branding issue -
the decisive factor that increases product value.

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 1. INTRODUCTION

Have you ever wondered why a product with an affordable price can attract millions of
customers? The answer is that the key is the marketing strategies-one of the strongest weapons in
the marketplace today. Similarly, small companies or minimal retails can not turn into huge
incorporations without the assistance of the marketing action. In this day and age, our world is
always changing to adapt to the continuous needs of human beings, thus, companies always have
to change into passive ways with efficient marketing decisions which can lead their brand to
become popular with customers.

The company I mention in this essay is

Jollibee- a famous chain of fast food
restaurants in Viet Nam. It was
founded by a Filipino in 1987 as an
ice-cream parlor at first, before
becoming a fast-food restaurant. Up to
now, it has been owned by Jollibee
food Corporation. Jollibee Foods
Corporation (in short is JFC or
Jollibee) is a Philipin multinational
company which has the main office in Pasig, Philippines. With the success of Jollibee’s brand,
Jollibee Foods Corporation has bought many opponents in the fast-food field in Philippines or
overseas countries such as Chowking.

Up to October of 2022, it has owned about 5900 stores all over the world, with the retail sales of
82,1 billion pesos. As a result, It is known as one of the most famous fast food companies having

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offices in Asia. The Jollibee’s mascot- a red bee named Jollibee- has become the beloved symbol
not only for children but also for all ages after expanding in many countries across Asia, the
Middle East, Canada, VietNam,...The most important factor contributing to the iconic and
distinctiveness of this restaurant chain is the diversity menu with attractive dishes such as
Chickenjoy (crispy fried chicken), Jolly Spaghetti (sweet-style spaghetti with hotdog slices),
Yumburger, Palabok Fiesta (noodle dish), and Halo-halo (a popular Filipino dessert).
Additionally, stabilized position of the customers is attributed to delicious favor, dedicated
service, homey and familiar space which is suitable for families' dining and flavor change to suit
the local tastes in distinguished countries.

2. SEGMENTATION, TARGETING AND POSITIONING

2.1 Segmentation

When it comes to Marketing strategies, Jollibee adopt variety approach of segmentation to divide
its market - one of the advantages of Jollibee, which includes demographic segmentation,
geographic segmentation and psychographic segmentation.With demographic segmentation, it
categorizes customers into age groups, groups with the same hobbies or likings, marital
status,...etc. The Jollibe’s local customers fall within the age group of 25 to 60, spanning across
generations. These customers have to relocate for their work, study, or other purposes, and stay
far away from their hometown. This has lead Jollibee to find out many effective ways to suit
them, from the children seeking a taste of nostalgia to adults finding the environment yearning
for familiar lunches. Another group of customers is explorers, who have flavors as diverse as the
habitats they live in. They encompass urban residents, tourists and foodies that are willing to try
special cuisine as long as trying a new cultural background. To serve these audiences, Jollibee
has little change in their strategies. For example, Jollibee restaurants will introduce some dishes
with less spicy and flavor for the children and the older, while they serve the adolescence or the
young with bold spices. Furthermore, the people who go alone will be recommended combos for
one person by staff, in case customers find it hard to make decisions among many kinds. On
other sides, customers who go with families will be introduced to big combos and destined
suitable positions for both families. Another type is Geographic segmentation. The success in the
marketplace of other areas is evidence proving the efficiency of this type of marketing policies.
In each area, insteading of holding the main tasty food as in the main country, Jollibee
restaurants have adjusted in processing to suit the local’s flavor. As a result, Jollibe food is an
excellent combination of taste of Philipin cuisine and the specialities of each area, which attracts
customers with its uniqueness, compared to other restaurants in this area. The final segmentation
I mention in this essay is Psychographic Segmentation. In many Asian countries, particularly in
Viet Nam, families tend to live in traditional models with Asian styles, so most of Jollibee’s
appeal lies in its ability to evoke a sense of nostalgia and familiarity. It positions itself as a
family-friendly place with a warm and inviting atmosphere, which is an excellent plus mark with
the locals.

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2.2 Targeting

Jollibee uses multiple ways to broad targeting while it still focuses on specific segments within
the market. First of all, a family-oriented audience plays an important role in these marketing
strategies. The core value is created for families seeking affordable and tasty meals in a
welcoming environment. Jollibee’s primary audience consists of the Filipino expatriates and
descendents who live all over the world. They live with a lack of families, old friends and

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familiar things attached with memories from their mother countries. Based on this, Jollibee
develops the flavor which can evoke memories of families gathering and cherished traditions. In
another word, Jollibee is considered itself as a cultural mix, a culinary connect to Philippines.
Beyonds its basic audience, Jollibee also expands its reach to satisfy the broader customers who
have a sense of curiosity and preference to explore and experience new things. As a result, the
menu items with its specialities are designed to cater to the preferences of families. In
international markets, it targets Filipino expats longing for a taste of home and also aims at
introducing Filipino cuisine to those unfamiliar with it. They often adapt their menu to suit local
tastes while maintaining some Filipino staples.

2.3 Positioning

Emotional connection, quality and taste and global expansion with local appeal are four elements
involved in positioning strategy. To begin with, this chain of restaurants pays more attention to
the spiritual value for the customer. For example, The brand often taps into nostalgia and a sense
of Filipino culture, creating a unique bond with its patrons. The following factors are quality and
taste. Despite the affordable price at all dishes, Jollibee always tries to improve the quality as
long as taste to adapt to the needs of the customer. Another thing leading to the success of this
strategy is global expansion with local appeal. The brand often taps into nostalgia and a sense of
Filipino culture, creating a unique bond with its patrons. In short, although many opponents try
to fight each other to broaden their market share, Jollibee focuses on creating core and
sustainable value for its customers. When we come to Jollibee, we are not only served food, but
we are also served with experiences, connections that transcend the boundaries of distinguished
cultures. Jollibee’s successful positioning has proved that it is not just about the products, it is
about the perception. It is about making the customers believe that when they think of fast food,
they will think of Jollibee.

3. 4Ps STRATEGIES

From the early days of Jollibee’s establishment, it has had to deal with a great deal of challenges-
which can be considered as the toughest problem throughout its formation and development
when many famous American brands of chicken, McDonald’s and KFC, also join the market at
the same time. However, insteading of accepting of its drawback- having less portion of market-
and being abolished out of this competition, Jollibee has standed out of the time in the market,
not only in this originated country but also in many countries it has expanded, to prove its
efficient marketing mix strategies as long as the ability to control the business.

3.1 Product strategy

Beginning with the only product in the cater, ice-cream, this fast-food restaurant chain has had
significant changes in this menu to satisfy the customer’s needs. Nowadays, main serves of
Jillobee include many types of fried chicken, fried potato, spaghetti, sweet cakes and
hamburgers, which can offer customers a variety of choices. Although Jollibee have to fight with
other brands like Burger King, KFC, Stabuck,...to hold and expand its part of market share,
Jollibee have gained many awesome success due to
its interesting and unique ways to introduce its
brand to the society as long as excellent quality,

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which far surpass other opponents. The significant dish of Jollibee is ChickenJoy. “Chickenjoy
is skillfully breaded to create a crispy, delicious taste and it is great when served with dipping
sauce made from our secret recipe.”- to its advertisement.

ChickenJoy is also its flagship product when Jollibee finds a way to access the market.
Furthermore, this fast-food restaurant also pays attention to cater local flavor while also offering
suitable changes to adapt to the international requirements. What distinguishes Jollibee from
other brands is that it emphasizes on the family-friendly atmosphere and services for children-
the age group which accounts for nearly 60% of customers.

3.2 Price strategy

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Compared to other big brands in this fast-food field, it has a lower price level. It is
understandable that the Jollibee brand originated from Philipin, a country that has a lower
standard of living than other countries like the USA or Singapore. This has led Jollibee to have
changeable policy of price to have access to its target customers. As a result, Jollibee became
closer to the middle class, officers, workers, children, and the wealthy also chose Jollibee as an
ideal place to enjoy their meals. While aiming at affordability to a broad customer base, it also
serves value meals and promotion to enhance the number of purchases and improve the
customers loyalty. Jollibee’s pricing strategy isn’t one-size-fits-all; it adapts to the nuances of
different markets and consumer expectations. Let’s take a closer look at how pricing models vary
across regions. To begin with, Philippines' pricing strategies - its home country embodies the
original version of Jollibee’s restaurant in the early days. It significantly indicates how the
brand’s deep-rooted connection to the Philipnes’s culture. It serves a variety of delicious dishes
with competitive prices to local audiences, who enjoy its original appetite without any changes.
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Another area is the United States, which is considered as one of the most serious markets with
huge demands. Therefore, this place not only provides a lot of opportunities for the brand from
the Philippines but also offers many difficulties that it needs to deal with. When Jollibee came to
this market, it had many suitable changes in its options that cater to local preferences. For
instance, the Aloha Burger with a pineapple slice offers a unique twist, and Peach Mango Pie
adds a touch of sweetness to the menu. Additionally, Jollibee served customers in the Middle
East with excellent mix-culture dishes. The menu is designed to offer a combination of
international and localized items, appealing to the multicultural population. The signature of
many Jollibee’s restaurants in this regional taste is Shawarma Burger, which catches customers'
attention at their first try. Last but not least, we will discuss Asia-Pacific and Beyond. Jollibee’s
pricing strategies reflected the adaptability in offering services of the marketing strategies. In
other Asia-Pacific regions and select international locations, which bear a considerable
resemblance between the rich and the poor, Jollibee can not exist in this multicultural area
without the changing in pricing to suit the distinguished standard of living. For example, Jollibee
still holds their signature dishes which contribute to its core values like fried chicken, spaghetti,
ice-cream but it will apply each level of price depending on each condition of market.

In essence, Jollibee’s core value of pricing strategy is not about uniformity, it is about relevance.
It is considered as the undeniable evidence which can prove Jollibee's adaptability as long as its
dedication and effort to enhance their products to each region with a term of offering its
customers a taste of happiness and cultural experience though trying delicious food.

By skillfully balancing affordability with quality, Jollibee has crafted a pricing strategy that not
only attracts customers but also instills a sense of value and satisfaction. It’s more than just a
number on the menu; it’s a gateway to an experience, a taste, and a culture. In the fiercely
competitive fast-food arena, Jollibee’s pricing strategy stands as a testament to its marketing
acumen, proving that serving smiles transcends monetary value and that exceptional meals
should be within reach for all.

3.3 Place strategy

When it comes to distribution marketing strategy (place), Jollibee has a various network of
outlets, both in the Philippine and overseas. With more than 1150 stores, delivery services,
Jollibee is highly appreciated for its strive for bringing good experience to the customers and
avoiding any trouble. It strategically places its restaurants in high-traffic locations such as malls,
commercial centers and areas with high footfall to ensure accessibility and visibility. Jollibee’s
marketing department has two distinguished policies when it widespread its presence in a new
market.

The main reason is the difference in culture and lifestyle as well as the features of each area. For
example, in the middle east, the majority of customers of Jollibee are the Filipinos who live in
this area, and contrary to Viet Nam. In Viet Nam, the customers who choose Jollibee’s service
are mainly the locals, so the number of outlets can go up to 118 stores, which accounts for

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around fifty percent of Jollibee’s presence overseas. Brunei is its first destination on the road to
conquer international market share. Up to 1995, this chain has marked its presence in Guam
island, Dubai, Kuwait và Saudi Arabia. Jollibee restaurant was built in the American market in
1998, and after that it appeared in other countries, such as Qatar, Singapore, Bahrain, Italia and
the Uk. In the UK and Malan, the local customers account for only 20%, but it is expected to
significantly increase soon. According to record data about the revenue in Hong Kong, the figure
for customers has exceeded over 50% at all outlets, so Jollibee is predicted to have broad
expansion in many following years.

Similarly, the level of localization also affects how the company operates. For example, at the
first time this company joins this market, it will introduce its signature products like fried
chicken, spaghetti, and hamburger. Later, they will change the menu to adapt the speciality of
each area. One typical example for this case is spicy and crispy chicken in Viet Nam and nasi
lemak rice in Brunei. In China, following these old ways is inaccessible, so Jollibee decided to
change to a unique approach. It will buy many local brands insteading of using the Jollibee brand
directly to create credibility, which can help it integrate and access to the customers. Besides the
fast-food field, this company also officially joined the huge food market in the Philippines in
1994 when it carried out a transaction of Greenwich Pizza. Moreover, owning chains of fast-food
restaurants of China Chowking, Red Ribbon Bakeshop and grill restaurants has confirmed the
position of Jollibee in the international market. It also takes on the role as stakeholder at
Highland- a famous brand of coffee shop and Pho 24, which has around 100 outlets in Philippine
and VietNam.

3.4 Promotion strategy

Jollibee started to advertise on TV in the

early 80s with the aim of making the red
bee- mascot of this company, become
more popular. Many life-sized statues of
this mascot were exhibited in all outlets.
Based on the prestige of mickey- a famous
character of Disney film, Jollibee was
inspired to design its mascot. Jollibee also
positively took part in many social events,
which led to the appearance of Jollitown
in 2008, a series of funny cartoons
attracting thousands of children in Philipin
and other neighborhoods. Jollibee’s
scholarship and charity fund for children
has partly enhanced its presence in the
society. In the digital world, Jollibe has aptly taken advantage of the power of social media and
online advertising. Nowadays, nearly 80% of the population have their own smartphones and
most of them spend time accessing social media everyday. Therefore, with a view to catching up
with the speech of growth, Jollibee builds and maintains a strong online presence, with active
and authentic profiles on platforms like Facebook, Instagram, Twitter. This allows Jollibee to
update new information about discount policies to its customers immediately, which engages this
brand with its customers in real time. Moreover, in various regions, Jollibee tailors its marketing

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campaigns to suit local preferences. For example, in the United States, it runs advertisements that
highlight the fusion of American and Filipino flavors. In the Middle East, the marketing
approach is adapted to cater to the multicultural population, emphasizing inclusivity and
diversity.

4. ISSUES AND RECOMMEND SOLUTIONS

Everything has both positive and negative sides, so Jollibee’s policy is not an exception. The
most essential disadvantage of Jollibee is the trend of consuming food all over the world. For
instance, nowadays, people pay more attention to health issues and intend to choose more
vegetables and fruits insteading of fast food as before. As a result, I highly recommend the
Jollibee company to innovate the process of cooking and cooking utensils to reduce oil or
materials which are harmful to our health, but it still holds the original taste. As we can see in
most of their stores in Viet Nam, furniture used for cooking is still outdated and less moderned
compared to other brands, so having a change is essential because it not only boosts productivity
but also improves the standard of services. Moreover, they should add more salad and healthy
food into their menus, so customers will have more choices when they come to an outlet.
Furthermore, Jollibee is still a less famous presence, compared to other huge brands in the
international market. It can be seen as a weakness in terms of competing on a global scale. To the
best of my knowledge, it has around 1150 stores at all, but half of it is mostly in the Philippines.
I mean that this fast-food restaurant should promote marketing strategy into the world as long as
it explores new areas to broaden its coverage, particularly in the Asian-Pacific region, where
there is significant growth potential. This will help the company diversify the revenue streams
and minimize its dependence on the Philippines market. Besides, the fast-food field (QRS) is a
huge and delicious piece of cake, which attracts hundreds of well-established corporations. The
influence of these international brands has put unavoidable pressure on other smaller brands such
as Jollibee, which requires this brand from the Philippines to come up with solutions to avoid
being defeated. However, our world is changing at a rapid pace, so the main key to survival is its
distinct core value that can bear a resemblance between Jollibee and other fast food brands.

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