Jollibee marketing principles _Assignment 3 Complete BrandLaunch Project_MKTG1417.

For the full BrandLaunch Project, you will need to compare all the chosen countries and pick the most potential country from your cultural insight reports to launch your brand. Your deliverable will be a set of 2025 PowerPoint slides and a video presentation. While your slides should not be textheavy, they should have enough information on them to stand alone without narration. Along with the submission of the slides, you will need to record the presentation and submit the link to your video

Jollibee in Australia

JOLLIBEE BRAND MARKETING CAMPAIGN

MKTG1417 – Marketing Principles

Global Branding

COMPANY

OVERVIEW

CORE VALUE

• Customer Focus

• Speed with Excellence

• Humility to Listen and Learn

• Spirit of Family and Fun

• Integrity

MISSION

• To serve great tasting food, bringing the joy

of eating to everyone (Jollibee Foods Corporation 2022.

VISION

• To be one of the Top 5 Restaurant Companies

in the World (Jollibee Foods Corporation 2022.

BRAND ARCHITECTURE STRATEGY

• Abbreviated as JFC and Jollibee Group- a Filipino

multinational company (Jollibee Foods

Corporation 2022).

• Acquired Chowking, Greenwich Pizza, Red

Ribbon, and Mang Inasal (Haiyan 2014).

• Relationship: Owners & Competitors

5 CHOSEN COUNTRIES

The analysis of the appropriateness of local customers, the

competitive environment, and market prospects.

• Export growth has slowed

dramatically

• Slow

post-COVID-19 recovery process (Songsang 2021)

• Fried chicken accounts for 71%

(Chongchitnant 2022)

• 2,261 km (Distance Calculator n.d.)

• A general downturn in performance (Jeong 2019)

• Thirteenth largest economy (Park 2017)

• Chimaek: fried chicken and beer (Hazzan 2022)

• 2,822 km (Distance Calculator n.d.)

• Continue expanding through the end of 2024 (Harn 2022)

• Tend to prefer beef and pork over

chicken when choosing meat (Oury et al 2019)

• 11,100 km (Distance Calculator n.d.)

• Developed economic (Lefroy

et al 2017)

• Chicken is Australia's most popular meat (Karp 2019)

• 4,435 km Distance Calculator n.d.)

• Political stability index: 0.62

• Corruption Perceptions Index Ranking: 85

THAILAND

• Political stability index: -0.55

• Corruption Perceptions Index Ranking: 110

KOREA

• Political stability index: 0.66

• Corruption Perceptions Index Ranking: 174

FRANCE

• Political stability index: 0.37

• Corruption Perceptions Index Ranking: 22

AUSTRALIA

• Political stability index: 0.85

• Corruption Perceptions Index Ranking: 18

CULTURAL INSIGHT

Political - Legal

Environment

• ·Low birth rate: 9.7

• ·Strongly influenced Buddhism

• ·Vegan-friendly,

• ·After Covid-19, strongly enhancing healthy meals

(Luenam et al 2022)

(Macrotrend 2022)

• ·English fluently

• ·Enhancing the relaxing and warm feeling in meals

• ·Tradition: Sharing meals

• ·Population: 25 M

• Young: 58.7%

(Statista 2022), young nation.

• ·High Birth rate: 12.2

• ·English is official language

• Lead as fast-food nation

• Eating fast food is traditional culture

• 75.3% eat fast-food (3 times/week) (Rofel

India Thailand Korea France Australia

With the highest score, Australia is chosen as the most

potential country for Jollibee to launch

5

16

Threats Opportunities

• A strong brand name

• Logo and name are highly identifiable

• Delicious, high-quality foods and services =>Attracting

return customers

• Diversity of fast-food (Asian and Western tastes) =>Serve

the wider potential customer range

• Be unique due to unique recipes.

• Food tastes equal or even better other international

brands

• Supply and demand imbalance Jollibee brand is labeled to sell unhealthy products (Shamsul 2022)

=>Negatively impacted Jollibee image

• Health consciousness: The globe gradually encourages eating healthy

=>Negatively impacted Jollibee’s sales

• Lacking effective and viral marketing strategies for products (Shamsul 2022)

• Facing high inflation rate, high costs

• Focusing on environment sustainability

Vulnerabilities

• 15.9 million Australians aged 14+ (accounted for 75.3% of

population) consume fast food everyday

• Located in key cities: Melbourne, Brisbane, Sydney, Perth , Adelaide

• Population: 22,228,936

• Love hometown food.

• Inherit both cultures: Aus and Phil

• Jollibee can be a part of their

childhood

• Consider Jollibee as a place for family

and friends.

• Fast-food loving

• Require a convenient meal

• Consume fast food frequently

• Demand for a convenient meal

• Taking away is a plus when choosing restaurants.

Positioning map and statement

"Jollibee brings the Philippines' flavors with

joy and warm family love in a wide menu for

not only the abroad Fillipinos in Australia who

are in love with the hometown food, but also

the other people who are in love with fast

food and distinctive flavor from other

cultures."

Positioning statement

• Obtain top 4 brands with

above 8.7 % brand share

(higher than Domino’s

Pizza (Euromonitor 2022)

in Jan 2024.

• Obtain 1.500.000 customers until January 2024.

• Increase customer loyalty rate

to 30% until January 2024.

• Increase the brand reach and awareness among Filipinos and other non- filipinos communities in Australia until January 2024

• Expecting to be one of the most favorite fast food restaurants among Australians in 2024

MARKETING COMMUNICATION

• Voice and tone: Gentle and soft voice tone with an entertaining and amusing attitude would be suitable for all especially families

• Australians have the habit

of buying takeaway food

• Chicken is Australia's most

“home” with the Filipino community

Key Message:

• Unity in diversity is like different flowers on a tree and our different culture unites us.

Let Jollibee help you join and celebrate that "same" difference!

BIG IDEA:

Marketing Communication

Plan:

Enjoy the new Tasty

PHASE 1 Pre - Launch : Reach

Duration: August - September 2023.

Content Objective:

• Build awareness in earned and paid media.

• Encourage audiences to recognize and engage with the brand.

Key Hook: Spreat out the brand key message via a viral Video.

Channel: Influencer Marketing, Social Media Strategies, Affiliate

Marketing, Direct Marketing, Advertising, Search Engine

Activities:

• Viral Video Marketing

• SEO, Google Ads

• Bumper Ads (Youtube, other webs)

Marketing Communication

Delicious

PHASE 2 Launch : Act - Covert

Duration: October - December 2023

Content Objective:

• Building brand image on engagement rate and emotional level of

customers.

• Localized image

Key Hook: Store Opening in Sydney and Melbourne

Channel: Influencer Marketing, Social Media Strategies, Affiliate

Marketing, Direct Marketing, Advertising, Search Engine

Activities:

• OOH, POSM (Billboard, Banners, Posters, etc)

• Blog Post, Instagram, Twitter, FB Post/ Story/ Reel

• Grand opening event with influencers participants

• Free trial on street, coupons on social media

• Activities for kids

• Customer consultation

• Referral links to e-commerce platforms

• Mobile e-commerce push notifications

Duration: December 2023 – January 2024

Content Objective: Building customer relationships over time to

achieve loyalty and encourage sharing.

Key Hook: Christmas – New Year celebration

Channel: Social Media Strategies, Affiliate Marketing, Direct Marketing,

Advertising, Search Engine

Activities:

• OOH, POSM (Banners, Posters, etc)

• Bumper ads, Online Banners

• Blog Post, Instagram, Twitter, FB Post/ Story/ Reel

• Free trial on street, coupons on social media

• Activities for kids

• Customer consultation

• Referral links to e-commerce platforms

• Mobile e-commerce push notifications

• Minigame on social media

• Australian collections (The design of packaging and flagship store)

Aug - Sept 2023

Setting up: Build stores and establish relationships with local

suppliers, local

farmers

Oct - Nov 2023

1st Store opening in Sydney

"Fast and Delicious"

activities:

Building brand image.

2nd Store opening in Melbourne

Fast and Delicious activities:

Localized image + brand building

Enjoy the new Tasty activities:

Build awareness in paid and earned media.

Encourage audiences to engage on brand’s social media

Nov 2023 - Jan 2024

Xmas – New Year Celebration

Building customer relationships over time

to achieve loyalty and encourage sharing.

CATEGORY PERIOD/ LOCATION COST

etc)

6 Month in both Sydney

and Melbourne 921.000

Advertising (Viral Video,

PSA, SEO, etc) 

6 Month in both Sydney

and Melbourne 950.000

Production Cost 6 Month in both Sydney

and Melbourne

2.000.00 0

Fix Cost 6 Month in both Sydney

and Melbourne

1.200.00 0

• 8 million Facebook and Youtube viewers

• Over 160.000 shares on Facebook and 200.000

shares on Instagram

• In Xmas and New Year, attain 10 million FB and

Youtube viewers

• Increase product mentioned of Jolly Spaghetti to 75%

• 2,000 people go to eat and 1,000 people

subcribe Youtube

MESSAGE IMPLEMENTATION

Talk about the assignment

and their nation Surf on Facebook

See and click on the website So interested Share with friends

So satisfy and find out the similar between Australia and Philippines

Go to eat at Jollibee

Product Standardisation

Adaptation

A global culinary website run by Vox

Media has praised the Chickenjoy of

Filipino fast-food tycoon Jollibee as

the "best fried chicken in America."

(CNN PH 2022)

• Add the famous Chicken Joy into the menu =>

lowering the risk as the meal has become the selling meal in many markets and a dominant force

Marketing Mix

Place Standardisation

Adaptation

Between 2018 - 2023, the market size

for Online Food Ordering and Delivery

Platforms in Australia increased by an

average rate of 12.4% annually =>

crucial as well as physical store

(IBISWorld 2022)

• Online app and delivery services take into process in just like what they have done with other markets

with reliable app and tracking delivery service.

• Ready-to-cook Jollibee products in some of their restaurants like frozen Chicken Joy in the

supermarkets => increasing mobility.

Marketing Mix

Marketing Mix

Price Standardisation

Adaptation

Australians spent a total of 228 billion

Australian dollars on rent and other

dwelling services, double the money

they spend for food, meaning they

spend less on food (Statista 2022)

• Using penetration pricing in order to compete with rivals enter the market before them => quickly

build up their customer base.

• Using psychological pricing => customers will see the lower price as a bargain, encourage them to make the purchase e.g $3.99 or $3.49 rather than

$4.00

Marketing Mix

• They famously known for its excellent food quality

• Customer Focus, Speed with Excellence, Integrity, Spirit of Family and Fun, and Humility to Listen and Learn made up the system

Physical evidence

• Layout of the new store should be standardised

with the same colour used.

• Flagship store by updating store design in order to

fit with the younger generation.

Marketing Mix

• Lefroy T, Key J and Kingwell R (2017) ‘An Examination of Broadacre Farm Size and Performance in Western Australia’, Australian Economic Review, 50(1):52–65, doi:10.1111/1467-8462.12186

• Oury M, Lee A, Jacob H and Hocquette J (2019) ‘Meat consumption – what French consumers feel about the quality of beef?’, Italian Journal of Animal Science, 18(1):646–656, doi:10.1080/1828051x.2018.1551072

• Park J (2017) ‘Economic Growth and Leader Tenure’, The Korean Data Analysis Society, 19(6):2909–2919, doi:10.37727/jkdas.2017.19.6.2909

• Rao MG (2015) ‘Political Economy of Government Finance in India’, India Review, 14(1):58–72, doi:10.1080/14736489.2015.1002300

• Songsang J (2021) ‘Effect of Covid-19 on Logistics of Thai Rice Export’, International Journal of Current Science Research and Review, 04(10), doi:10.47191/ijcsrr/v4-i10-22

• Statista (2022) India - poultry meat consumption 2020, Statista, accessed 9 January 2022 https://www.statista.com/statistics/826711/india-poultry-meat-consumption/

• Statista (2022) Distribution of the population in France as of January 1, 2022, by age group, Statita website, accessed 6 January

• Muddit J and Leggatt J (2022) Why Is Australia’s Inflation Rate So High?, Forbes website, accessed 7 January 2023, https://www.forbes.com/advisor/au/personal-finance/why-is-inflation-rate-so-high/

• Sahgal N, Evans J, Salazar AM, Starr KJ and Corichi M (2021) Religion in India : Tolerance and Segregation, Pew Research center website, accessed 4 January 2023, https://www.pewresearch.org/religion/2021/06/29/religious-beliefs-2/

• Luenam P, Jitpleecheep P and Apisitniran L (2022) Thailand upbeat on food revolution, Bangkok Post website, accessed 5 January 2023,https://www.bangkokpost.com/business/2302190/thailand-upbeat-on-food-revolution

• CNN PH (16 August 2022) ‘Jollibee’s Chickenjoy is ‘best fried chicken in America’ – global food website’, CNN Philippines, accessed