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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
MKTG1417 – Marketing Principles Global Branding - Jollibee in Australia A COMPLETE BRAND LAUNCH PROJECT JOLLIBEE BRAND MARKETING CAMPAIGN AGENDA 01 COMPANY OVERVIEW 02 CULTURAL INSIGHTS 03 04 LAUNCHING RATIONALE MARKETING PLAN 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 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 VISION • To be one of the Top Restaurant Companies in the World (Jollibee Foods Corporation 2022 CHOSEN COUNTRIES Australia Thailand France South Korea The analysis of the appropriateness of local customers, the competitive environment, and market prospects India CULTURAL INSIGHT Economic - Geographic Environment INDIA THAILAND KOREA FRANCE AUSTRALIA • Surpassed China's as the world's fastest-growing economic • The world's third largest economy (Rao 2015) • A chicken-eating nation (Statista 2022) • 4,622 km (Distance n.d.) • Export growth has slowed dramatically • Slow post-COVID19 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.) CULTURAL INSIGHT Political - Legal Environment 4 INDIA • 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 Social-Cultural Environment INDIA • ·Population: 1,3 B • ·81.5% (8-41 years old) (Statista 2022) • ·Diverse local languges, 10.62% population can speak English • ·Strongly influenced by Hinduism (Sahgal et al 2021) • Veganism, healthy food are encouraged THAILAND • • • • • • KOREA • ·Population: 51 M ·Population: 70 M • ·Young: 59.3% ·Young 58.16 % but (Statista 2022) aging (Statista • Lowest birth rate 2022) worldwide: 6.9 ·Low birth rate: 9.7 • English fluently ·Strongly influenced • Traditional diet: Buddhism low in meat, high ·Vegan-friendly, in vegetables ·After Covid-19, • ·Love veggies, strongly enhancing eating healthy healthy meals eating influenced (Luenam et al by Kpop idols’ 2022) diets (Streit 2021) FRANCE • ·Population: 65 M • ·Youth: 53.3% (Statista 2022) • ·Birth rate: 10.9 • ·Highest literacy rate: 99 % (Macrotrend 2022) • ·English fluently • ·Enhancing the relaxing and warm feeling in meals • ·Tradition: Sharing meals AUSTRALIA • ·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 2022) RANKING MATRIX India Thailand Korea France Australia ECONOMIC GEOGRAPHIC 7 SOCIALCULTURAL POLITICALLEGAL 4 SCORE 15 17 16 18 22 With the highest score, Australia is chosen as the most potential country for Jollibee to launch Strengths Vulnerabilities • A strong brand name • Logo and name are highly identifiable • Delicious, high-quality foods and services =>Attracting return customers (Shamsul 2022) • 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 (Thompson 2022) • 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) Opportunities Threats • 15.9 million Australians aged 14+ (accounted for 75.3% of population) consume fast food everyday • Young population • Developed countries, GDP: 13th largest in the world, high purchasing power • Political stability (Morgan 2021) • Facing high inflation rate, high costs • Focusing on environment sustainability (Mudditt & Leggatt 2022) TARGET AUDIENCES Demographic • Age: kids (8 - 16), young adults (17 - 25), adult (25+) • Income level: low and middle income level (less than 126.000$/year) Geographic • Located in key cities: Melbourne, Brisbane, Sydney, Perth , Adelaide • Population: 22,228,936 Marketing Communication PHASE Plan: 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) • Seeding • Online Banners • Blog Post • Instagram, Twitter, Facebook Post/ Story/ Reel • E-newsletter notification • Grand-opening invitation e-letter Enjoy the new Tasty Marketing Communication PHASE Plan: 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 Fast and Delicious Marketing Communication PHASE Plan: Post - Launch : Engage 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) Think Food Think Us Timeline: Setting up: Build stores and establish relationships with local suppliers, local farmers 1st Store opening in Sydney "Fast and Delicious" activities: Building brand image Aug - Sept 2023 Oct - Nov 2023 Enjoy the new Tasty activities: Build awareness in paid and earned media Encourage audiences to engage on brand’s social media 2nd Store opening in Melbourne Fast and Delicious activities: Localized image + brand building Xmas – New Year Celebration Nov 2023 Jan 2024 Building customer relationships over time to achieve loyalty and encourage sharing Budget Plan: Estimated Total Cost: Approximately 6.8 Million AUD CATEGORY PERIOD/ LOCATION COST (AUD) Offline Marketing (OOH, POSM, Free Trial experience, etc) Month in both Sydney and Melbourne 700.000 Public Relations (Event, etc) Sydney and Melbourne 1.000.00 Online Marketing (Influencer, Social media, Affiliate, Direct Marketing, etc) Month in both Sydney and Melbourne 921.000 Advertising (Viral Video, PSA, SEO, etc) Month in both Sydney and Melbourne 950.000 Production Cost Month in both Sydney and Melbourne 2.000.00 Fix Cost Month in both Sydney and Melbourne 1.200.00 Subtotal 6.771.00