Marketing Environment

Marketing Marketing EnvironmentEnvironment

Presented By:Presented By:

Cherina AlcazarenCherina AlcazarenGeomar AtivoGeomar Ativo

Jianelli LaddaranJianelli LaddaranJesse MercadoJesse MercadoNiño MercadoNiño MercadoKim SalazarKim Salazar

AndAndKim TiongsonKim Tiongson

JOLLIBEE HISTORY AND JOLLIBEE HISTORY AND EVOLUTION OF MARKETINGEVOLUTION OF MARKETING

► Jollibee is a phenomenal success story: what began as a two-branch ice cream Jollibee is a phenomenal success story: what began as a two-branch ice cream parlor in 1975 offering hot meals and sandwiches became incorporated in parlor in 1975 offering hot meals and sandwiches became incorporated in 1978 with seven outlets to explore the possibilities of a hamburger concept. 1978 with seven outlets to explore the possibilities of a hamburger concept.

Thus was born the company that revolutionized fast food in the Philippines.Thus was born the company that revolutionized fast food in the Philippines.

In 1984…In 1984…

► Jollibee hit the P500 million sales mark, landing in Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations. In 1987, the Top 500 Philippine Corporations. In 1987, barely 10 years in the business, Jollibee landed barely 10 years in the business, Jollibee landed into the country’s Top 100 Corporations. It into the country’s Top 100 Corporations. It became the first Philippine fast food chain to became the first Philippine fast food chain to break the P1 billion sales mark in 1989. In 1993, break the P1 billion sales mark in 1989. In 1993, Jollibee became the first food service company to Jollibee became the first food service company to be listed in the Philippine Stock Exchange; thus be listed in the Philippine Stock Exchange; thus broadening its capitalization and laying the broadening its capitalization and laying the groundwork fo r sustained expansion locally and groundwork fo r sustained expansion locally and beyond the Philippines.beyond the Philippines.

Undisputed in LeadershipUndisputed in Leadership

►As the country's leading fast food As the country's leading fast food chain, Jollibee has grown exponentially chain, Jollibee has grown exponentially on all aspects on operation. From a on all aspects on operation. From a handful of stores 32 years ago, Jollibee handful of stores 32 years ago, Jollibee now boasts of more than 600 stores now boasts of more than 600 stores and over 50 international stores.and over 50 international stores.

Expanding market Expanding market coveragecoverage

► To achieve its long-term goal to be the To achieve its long-term goal to be the country’s food service leader, Jollibee country’s food service leader, Jollibee acquired Greenwich Pizza in 1994. A year acquired Greenwich Pizza in 1994. A year later, the company obtained the franchise of later, the company obtained the franchise of Delifrance, an international food company. Delifrance, an international food company. These moves expanded Jollibee’s penetration These moves expanded Jollibee’s penetration in the pizza-pasta and French cafe-bakery in the pizza-pasta and French cafe-bakery segments. In 2000, the strategic acquisition segments. In 2000, the strategic acquisition of Chowking solidified the company’s position of Chowking solidified the company’s position as the dominant leader. The move gave it as the dominant leader. The move gave it leadership in the Oriental quick-service leadership in the Oriental quick-service restaurant segment. restaurant segment.

1975-19801975-1980Mr. Tony Tan and his family opens a Magnolia Ice cream parlor Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This is later to become the 1st Jollibee Outlet. at Cubao. This is later to become the 1st Jollibee Outlet.

► Bakery is established in Cubao. ► Jollibee posts 1st year sales of P2 million ► Jollibee incorporates as a 100% Filipino-owned company, with

seven Jollibee fast- food restaurants within Metro Manila as initial network and the Yumburger as flagship product.

► Spaghetti Special is introduced ► 1st Franchise owned store opens at Ronquillo Sta. Cruz ► Jollibee launches its 1st TV commercial. ► Jollibee Chickenjoy and French Fries are launched. ► The well-loved Jollibee mascot is conceived to support brand

awareness and identity efforts. Other mascots are later introduced.

► Jollibee launches Chickenjoy, which becomes one of its best-selling menu items.

Jollibee 1975Jollibee 1975

1981-19831981-1983

► Jollibee Foods Corporation enters list of Top 1000 Jollibee Foods Corporation enters list of Top 1000 Corporations. Corporations.

► Jollibee ended the year with 10 stores (1981)Jollibee ended the year with 10 stores (1981)► Jollibee pioneers the use of in-store promotions, novelty Jollibee pioneers the use of in-store promotions, novelty

premium items and Kiddie Birthday packages for kids. premium items and Kiddie Birthday packages for kids. ► Palabok Fiesta is introducedPalabok Fiesta is introduced (1982) (1982)► The Langhap-Sarap TV ad Campaign is launched. The Langhap-Sarap TV ad Campaign is launched. ► Chickee and Lady Moo join the Jollibee mascots (1983)Chickee and Lady Moo join the Jollibee mascots (1983)

1984-19851984-1985► Champ hamburger is launched. Champ hamburger is launched. ► Jollibee enters list of Top 500 Corporations and assumes Jollibee enters list of Top 500 Corporations and assumes

market leadership in local fast food industry. market leadership in local fast food industry. ► Mascots Champ and Hetty join the Jollibee family Mascots Champ and Hetty join the Jollibee family ► WEA gives Jollibee Gold record award for the outstanding WEA gives Jollibee Gold record award for the outstanding

sales of Jollibee songssales of Jollibee songs (1984) (1984)► Jollibee becomes the market leader of the fastfood industry Jollibee becomes the market leader of the fastfood industry ► Breakfast Joys are introduced. Breakfast Joys are introduced. ► Langhap-Sarap awarded most effective ad campaign in the Langhap-Sarap awarded most effective ad campaign in the

food category during the 9th Philippine Advertising Congress food category during the 9th Philippine Advertising Congress (1985)(1985)

► Jollibee Ad 1984:Jollibee Ad 1984:

1986-19871986-1987► Jollibee wins the 9th International Foods Award from El Comestible in Jollibee wins the 9th International Foods Award from El Comestible in

Barcelona,Spain Barcelona,Spain ► Tony Tan wins the Agora Award for entrepreneurship given by the Philippine Tony Tan wins the Agora Award for entrepreneurship given by the Philippine

Marketing Association. Marketing Association. ► Top 250 Corporation list include Jollibee Foods Corporation Top 250 Corporation list include Jollibee Foods Corporation ► Jollibee opens its 1st international store in Taiwan Jollibee opens its 1st international store in Taiwan ► Jollibee adds Chunky Chicken Sandwich in its menu. (1986)Jollibee adds Chunky Chicken Sandwich in its menu. (1986)► 2nd Taiwan store opens. 2nd Taiwan store opens. ► Sales of 570 million pushes Jollibee into the elite Top 100 Corporations Sales of 570 million pushes Jollibee into the elite Top 100 Corporations ► Jollibee opens 1st fast food outlet in Brunei, marking its entry into the global Jollibee opens 1st fast food outlet in Brunei, marking its entry into the global

market. (1987)market. (1987)

1988-19891988-1989► Jolly Twirls softserve is successfully launched. Jolly Twirls softserve is successfully launched. ► Jollibee system wide sales hit P921 million, further leading market share of Jollibee system wide sales hit P921 million, further leading market share of

31% in the fast food industry and a dominant 57% share in the hamburger 31% in the fast food industry and a dominant 57% share in the hamburger segment. segment.

► Jollibee celebrates 10th year anniversary. Jollibee celebrates 10th year anniversary. ► Tony Tan is named one of the Ten Outstanding Manilans. Tony Tan is named one of the Ten Outstanding Manilans. ► Jollibee wins the Anvil Award for outstanding PR campaign in relation to the Jollibee wins the Anvil Award for outstanding PR campaign in relation to the

achievement of marketing objective with its Filipino Talents campaignachievement of marketing objective with its Filipino Talents campaign (1988) (1988)► 2nd Brunei store opens. 2nd Brunei store opens. ► Balut and Ligaw TV commercials wins the Kidlat Award in the Service and Balut and Ligaw TV commercials wins the Kidlat Award in the Service and

Leisure Products category during the 11th Philippine Ad Congress. Leisure Products category during the 11th Philippine Ad Congress. ► Jollibee sales hit P1.3 billion marks, first fast food chain to surpass billion-peso Jollibee sales hit P1.3 billion marks, first fast food chain to surpass billion-peso

sales mark. (1989)sales mark. (1989)

1990-Present1990-Present Jollibee post sales of P1.8 billion (1990)Jollibee post sales of P1.8 billion (1990)► Jollibee's 100th store opens in Davao City Jollibee's 100th store opens in Davao City ► Jollibee opens a record high of 35 new stores (1991)Jollibee opens a record high of 35 new stores (1991) Jollibee sales hit the P3.365 billion(1992)Jollibee sales hit the P3.365 billion(1992) October 1993, JFC share are being sold for P20.00, a windfall or more October 1993, JFC share are being sold for P20.00, a windfall or more

than 135% (1993)than 135% (1993) Jollibee expands into the pizza-pasta segment with the acquisition of Jollibee expands into the pizza-pasta segment with the acquisition of

Greenwich Pizza Corporation. (1994)Greenwich Pizza Corporation. (1994)► Jollibee acquires franchise of Delifrance Jollibee acquires franchise of Delifrance ► 20 more stores opened in the Philippines,bringing the total to 168. 20 more stores opened in the Philippines,bringing the total to 168.

(1995)(1995)► Jollibee opens its 200th store in Malolos, Bulacan Jollibee opens its 200th store in Malolos, Bulacan

► Jollibee is cited again as on of the leading companies in Asia by the Far Eastern Economic Review (1996)

i. System wide sales increased to P11.17 billion. (1997) Opened 62 stores nationwide, bringing the total to 300 stores. (1998) Opened 50 stores nation-wide; total of 350 stores. (1999) Asian Business Magazine ranks Jollibee as the Most Admired Company in

the Philippines and the 3rd over-all in Asia, surpassed only by global giants General Electric and Microsoft. (2000)

► Jollibee opens its 400th store in Intramuros Jollibee opens its 400th store in Intramuros ► System wide sales rose to 18.8% to 24.11 billion. Income, before non-System wide sales rose to 18.8% to 24.11 billion. Income, before non-

recurring charges, to P959 million. Network expanded to 800 restaurants. recurring charges, to P959 million. Network expanded to 800 restaurants. (2001)(2001)

Revenues neared the P27-billion mark. Number of stores exceeded 900.(2002) Revenues neared the P27-billion mark. Number of stores exceeded 900.(2002) ► Jollibee store count closed to 988 stores nationwide. Jollibee store count closed to 988 stores nationwide. ► For the sixth straight year, the Far Eastern Economic Review ranked JFC as the For the sixth straight year, the Far Eastern Economic Review ranked JFC as the

Philippines' Leading Company. (2003)Philippines' Leading Company. (2003)

The Chairman and Chief Executive Officer of the company, Mr. Tony Tan The Chairman and Chief Executive Officer of the company, Mr. Tony Tan Caktiong was named the Ernst and Young's 2004 World Entrepreneur of the Caktiong was named the Ernst and Young's 2004 World Entrepreneur of the Year. Year.

► Jollibee launches Jollitown, the first children's TV show in the country to be Jollibee launches Jollitown, the first children's TV show in the country to be produced by a fastfood chain produced by a fastfood chain

► TTC and ETM are featured by BBC and CNBC Managing Asia, respectively TTC and ETM are featured by BBC and CNBC Managing Asia, respectively ► JOLLIBEE marks 30th anniversary JOLLIBEE marks 30th anniversary ► JOLLIBEE bested some of Asia Pacific's biggest multinationals as it bagged the JOLLIBEE bested some of Asia Pacific's biggest multinationals as it bagged the

FMCG and F & B Asia Pacific Supply Chain Excellence Award at the SCM FMCG and F & B Asia Pacific Supply Chain Excellence Award at the SCM Logistics Excellence Award held in Singapore (2008)Logistics Excellence Award held in Singapore (2008)

Max’s RestaurantMax’s Restaurant► Max’s Restaurant’s beginnings started in 1945Max’s Restaurant’s beginnings started in 1945 , after World War II. , after World War II.

Maximo Gimenez, a Stanford –educated teacher, befriended the American Maximo Gimenez, a Stanford –educated teacher, befriended the American occupation troops stationed at Quezon City. Because of this friendship, the occupation troops stationed at Quezon City. Because of this friendship, the soldiers regularly visited Maximo’s nearby home for a drink or two. Later on, soldiers regularly visited Maximo’s nearby home for a drink or two. Later on, the troops insisted that they pay for their drinks. This prompted Maximo to the troops insisted that they pay for their drinks. This prompted Maximo to open a café where the troops could enjoy food and drinks.open a café where the troops could enjoy food and drinks.

► The café initially served chicken, steak and drinks. Maximo’s The café initially served chicken, steak and drinks. Maximo’s niece – Ruby, who managed the kitchen, created a special niece – Ruby, who managed the kitchen, created a special recipe for chicken that became an instant favorite for the GIs. recipe for chicken that became an instant favorite for the GIs. Soon, the Filipino public heard about the delicious chicken – Soon, the Filipino public heard about the delicious chicken – tender, juicy and crispy – and they came too! Max’s tender, juicy and crispy – and they came too! Max’s Restaurant was born.Restaurant was born.

► Looking towards the next millennium, Max’s Restaurant has Looking towards the next millennium, Max’s Restaurant has established itself as a household name, an institution, and a established itself as a household name, an institution, and a proud Filipino tradition. The second and third generations of proud Filipino tradition. The second and third generations of the family continue to zealously uphold the standards and the family continue to zealously uphold the standards and traditions set by Maximo and Ruby for all Max’s Restaurants..traditions set by Maximo and Ruby for all Max’s Restaurants..

► Today Max’s Restaurant has opened a window of business opportunity for Today Max’s Restaurant has opened a window of business opportunity for dynamic individuals interested and willing to invest in the long standing dynamic individuals interested and willing to invest in the long standing tradition of quality which only a Max’s Restaurant can offer. It opened its tradition of quality which only a Max’s Restaurant can offer. It opened its doors to franchising for the first time in the second quarter of 1998. This is the doors to franchising for the first time in the second quarter of 1998. This is the opportunity to join the thriving food service industry in the Philippines. opportunity to join the thriving food service industry in the Philippines. 

Additional Info.Additional Info.

► A Colorful HistoryA Colorful History► Max’s, one of the country’s leading fast-casual Max’s, one of the country’s leading fast-casual

dining restaurant traces its roots to a family’s dining restaurant traces its roots to a family’s generosity and passion for good food. The third generosity and passion for good food. The third generation of the family strives to continue this generation of the family strives to continue this tradition through the quality of service and food tradition through the quality of service and food that Max’s offer. After more than six decades, Max’s that Max’s offer. After more than six decades, Max’s continue to innovate and expand, with initiatives to continue to innovate and expand, with initiatives to take the brand global in the next few years.take the brand global in the next few years.

►  “ “The uniform is a very powerful motivational The uniform is a very powerful motivational element for a company.  To hire a designer for a element for a company.  To hire a designer for a company’s workforce shows a lot about the value company’s workforce shows a lot about the value that it gives to its corporate image. More that it gives to its corporate image. More importantly, it shows how much the company cares importantly, it shows how much the company cares for its employees,” conveyed Rajo.for its employees,” conveyed Rajo.