Corporation Strategy of

Marketing Jollibee
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Jollibee Foods Corporation (PSE: JFC) is the parent

company of Jollibee a fast-food restaurant chain
based in the Philippines. Among JFC's popular
brands are Jollibee, Chowking, Greenwich, Red
Ribbon, and Manong Pepe's.[1] Since its inception,
Jollibee has become an increasingly profitable fastfood chain with 686 restaurants in the Philippines
and 57 in other countries employing 29,216
workers.[2] Including all its brands, JFC has 1,804
stores worldwide and total sales of more than
US$1 billion as of December 2008.
In 1975 Tony Tan Caktiong and his family opened
a Magnolia Ice Cream parlor[3] in Cubao.[4]
Sometime in 1978, Caktiong and his brothers and
sisters engaged the services of a management
consultant, Manuel C. Lumba. Lumba shifted the
business focus from ice cream to burgers,[3] after
his studies showed that a much larger market was
waiting to be served. Lumba became Caktiong's
first business and management mentor.
The Jollibee mascot was inspired by local and
foreign children's books. Lumba created the
product names "Yumburger" and "ChickenJoy".

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He had the company incorporated and leased a

house on Main St. in Cubao, Quezon City as the
first headquarters. Lumba formulated a long-term
marketing strategy: listing up a number of
consumer promotions and traffic building schemes.
Caktiong stressed that developing internal
strengths was critical.
The stores were re-designed, the service
transformed into a full self-service, fast-food
operation with drive-throughs. Not long after,
Caktiong and Lumba went on an observation tour
in the United States, attended food service and
equipment conventions. Caktiong placed Lumba in
charge of franchise development.
Marketing:~
Jollibee depends on high customer traffic and tight
operations mangement. It offers great service to
the high volumes of people who patronize its
outlets by functioning as a well-oiled machine with
close tabs on daily operations.

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Jollibee focus:
USP:
The Unique Selling Porposition of the Jollibee
brand is :
1)
Fast,
Good,
Clean,
Cheap
food
2) Caters to local needs( Spicy patty)
3) Consistency, reliability over all its outlets.
Positioning:
Ensuring high traffic needs an emphasis on store
location and positioning Jollibee in the minds of
the consumer as a place that they would enjoy
eating fast food. This entails proper branding and
positioning of the service offered.
Jollibee also projected itself as world class and not
a local brand.
The service that is offered should be consistent
over all Jollibee stores, however this might be a
problem as the division has been slimmed recently
and resources might be stretched too far.

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Product:
In the case of Jollibee, it went from being an ice
cream parlor to serving hamburgers made with a
home-style recipe.
This change in product was in response to events
triggered by the 1977 oil crisis which would have
doubled the prices of ice cream.
The product offered by Jollibee appeals to the
Filipinos taste for spicy burgers. By concentrating
its resources on satisfying the Filipino palate,
Jollibee has been able to serve localized dishes
that are unlike any found in the other fast-food
chains in the Philippines.
In addition to offering the usual French fries that
accompany the meals found in McDonalds, KFC,
Burger King, and so forth.

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Strategy of Jollibee
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