EFFECTIVENESS OF JOLLIBEE’S

ADVERTISEMENT TO THE GRADE 12 ABM

STUDENTS OF FEU HIGH SCHOOL-MANILA
12 ABM 1 Group 5
INTRODUCTION
Introduction
• Dubbed as the ‘Fast Food Giant’ (Morales, 2013)
• Jollibee Foods Corporation chief executive officer Tony
Tan Caktiong also noted that as of the end of 2013,
Jollibee Foods Corporation had the second highest
system-wide sales among all Asian companies.
HOW DID IT ALL BECAME POSSIBLE?
These were all made possible with the help of
their successful marketing!
"SETTING THE BENCHMARK OR GOLD
STANDARD FOR DIGITAL MARKETING."
Jollibee Foods Corporation global brand chief
marketing officer Francis Flores on Kwentong
Jollibee
Marketing
“Marketing isn’t simply “Marketing is the fuel
an important part of that powers your brand
business success -- it is awareness campaigns
the business.” Gleeson and that ultimately leads
(2018) to sales.” Big Business
Events (2017)
 Jollibee Foods Corporation’s Valentine Series was
Philippine’s finalist for ‘Creative Marketing Effectiveness’
during the New York Festivals World’s Best Advertising
Awards in 2018. Michael Demetriades, President of New
York Festivals said that, “This year’s Finalists, selected by
the Grand Jury, reflect the leading-edge campaigns created
by agencies around the globe” (Inocencio, 2018). In line
with this, Jollibee’s campaign, ‘Kwentong Jollibee,’ also
bagged 7 prestigious awards at Effie Asia Pacific (Ramos,
2018) resulting to Jollibee Foods Corporation garnering a
15% growth in net income amounting to PhP 7.09 billion
in 2017 (Abadilla, 2018).
“EMOTIONS RAN HIGH AND SO DID SALES.”
Jollibee’s Brand Communications and PR Director
Arline Adeva, their Yum! burger sales quadrupled
because of the viral ‘Crush’ advertisement, which is
part of their Kwentong Jollibee campaign
WHY CHOOSE THIS
TOPIC?
• As the researchers are taking their Accountancy,
Business and Management strand; this topic
relating to marketing and advertisement piqued
their interest significantly.
• The other purposes were to use it for future
references
SIGNIFICANCE OF THE
STUDY
The researchers believe that this research
paper will be significant to the following:
• Consumers
• Businessmen or Future Businessmen
• Future Researchers
CONCEPTUAL
FRAMEWORK
 • Is there a significant relationship between Jollibee’s
advertisement and Jollibee’s popularity among the
Grade 12 ABM Students of FEU High School-Manila?
• Is there a significant relationship between Jollibee’s
advertisement and the students’ consuming pattern and
Input spending habits?
• What are the effects of Jollibee’s advertisement to the
students?

• Perception of Grade 12 ABM Students of FEU High

School-Manila
• Survey Questionnaire
Process

• Effectiveness of Jollibee's Advertisement to the Grade

12 ABM Students of FEU High School-Manila
• Conclusion and Recommendation
Output
STATEMENT OF THE
PROBLEM
Statement of the Problem
1. Is there a significant relationship between Jollibee’s
advertisement and Jollibee’s popularity among the
Grade 12 ABM Students of FEU High School-Manila?
2. Is there a significant relationship between Jollibee’s
advertisement and the students’ consuming pattern and
spending habits?
3. What are the effects of Jollibee’s advertisement to the
students?
HYPOTHESES OF THE
STUDY
Hypotheses of the Study
• H0: There is no significant relationship between Jollibee’s
advertisement and Jollibee’s popularity among the Grade
12 ABM Students of FEU High School-Manila.
• H1: There is a significant relationship between Jollibee’s
advertisement and Jollibee’s popularity among the Grade
12 ABM Students of FEU High School-Manila.
Hypotheses of the Study
• H0: There is no significant relationship between Jollibee’s
advertisement and the students’ consuming pattern and
spending habits.
• H1: There is a significant relationship between Jollibee’s
advertisement and the students’ consuming pattern and
spending habits.
Hypotheses of the Study
• H0: The advertisement of Jollibee was not able to get
attention, prompt immediate action and build brand
awareness on the students.
• H1: The advertisement of Jollibee was not able to get
attention, prompt immediate action and build brand
awareness on the students.
SCOPE, LIMITATIONS AND
DELIMITATIONS
Scope, Limitations and Delimitations
• Determined the effectiveness of Jollibee's strategy when it
comes to advertising
• A.Y. 2018-2019
• Grade 12 ABM students of FEU High School-Manila
• Jollibee (Morayta Branch)
LITERATURE REVIEW
Literature Review
Escalona (2018)
• Place of comfort for Filipinos
• Its food has become closely associated with milestones
and good times with family and friends

Gomez (2015)
• Its tagline “Bida ang Saya” tells us that Jollibee is that
happy place where one can savor delightful foods
Literature Review
• Jollibee’s growth is due to its delicious menu line-up
complemented with creative marketing programs
• Jollibee's mascot
• Jollibee pioneered the use of in-store promotions
• Jollibee's Langhap-Sarap campaign was awarded as the
most effective ad campaign in the food category during
the 9th Philippine Advertising Congress
Literature Review
• Anvil Award
• Balut and Ligaw TV commercials wins the Kidlat Award in the
Service and Leisure Products category during the 11th
Philippine Ad Congress
• Jollibee advertisements kept on bagging awards in the 1990s:
• Excellence in Marketing Management Award from the Asian Institute
of Management
• Lola TV commercial wins the Grand Araw Award and an award of
excellence for the promotion of Filipino Values during the Philippine Ad
Congress.
Literature Review
Ordonez (2014)
• Filipino public has made “Langhap Sarap” a part of its
vocabulary for appetizing food

Bariso (2018)
• Jollibee has mastered the art of viral marketing
• Able to move consumers’ emotion
Literature Review
Razo (2016)
• Succeed at doing that (pulling customers’ heart strings), and you
won’t have to convince your customers to watch your ads – they’ll
already be looking for them.

Business Mirror (2018)

• 2017 was a successful year for jollibee
• Won 7 trophies
• One of the biggest advertising phenomenon over the space for 2
years
Literature Review
Chee Kee (2018)
• Kwentong Jollibee Valentine videos with a theme of
“Believe in the Power of Love” breaks the internet yet
again

Dickinson (2018)
• Fast food chain Jollibee has become one of the
Philippines’ biggest advertising phenomenon over the
space of just two years
Literature Review
iManila (2017)
• Jollibee’s advertisements are a kind of content that delivers

Business News Philippines (2017)

• Jollibee’s advertisements are “game changer”

Entrepreneur Staff (2017)

• Revenues on rise
Literature Review
Lee (2014)
• “The Rise of the Food as Image”
• Younger groups
• Children
• Family
SIMULACRUM
Simulacrum
The Philippines’ home grown fast-food chain, Jollibee, is
appreciated not only of its food but also for the happy
experience it gives to its customers that is something
originated in the Filipino culture wherein eating with family
is something that a family must enjoy. Their tagline “Bida
ang saya” states that Jollibee is a happy place for
everyone. In addition, Jollibee maintains a good
advertisement wherein it focuses about family relationships.
METHODS
Methods
Design The sample size was
• Quantitative Method determined using the
formula:
Subjects and Study Site
• Covered 178 grade 12 ABM
students of FEU High
School-Manila in the school
year 2018-2019 Where: N = population size • e = Margin of error
(percentage in decimal form) • z = z-score
• Random Sampling Method Value: N = 520 • e = 0.90 • z = 1.65
Methods
Data Collecting Instruments Data Gathering Procedure
• The questionnaire has been • Delegated the tasks
designed using a rating-scale
accordingly
and multiple-choice
assessment • Examined and browsed all
• The questionnaire also asked available reference
for the participant’s name, materials and resources
which was optional. There was • Regular meetings at least
a total of 10 items for the said twice a week
questionnaire
Methods
Data Analysis
• Descriptive Statistics

Ethical Considerations
• Permit to conduct research
• Informed consent form
THANK YOU!