MARKETING MANAGEMENT

FINAL REPORT
Lecturer: Vong Chanh Kieu
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Nội dung:

1. Executive Summary: This is a brief overview of the entire marketing plan, including the main
objectives, strategies, and tactics, (làm sau cùng, nội dung là tóm tắt lại toàn bộ thông tin, thông
điệp, mục tiêu đã làm trong kế hoạch)

2. Situation Overview (Tổng quan tình hình)

Provide an overview of the situation—current/potential customers, collaborators, competitors,
and context—in which the company operates, and identify relevant opportunities and threats
(Cung cấp cái nhìn tổng quan về tình hình—khách hàng hiện tại/tiềm năng, cộng tác viên, đối
thủ cạnh tranh và bối cảnh—trong đó công ty hoạt động và xác định các cơ hội và mối đe dọa
có liên quan)

2,1, Overview of market and market trends (Tổng quan về thị trường và xu hướng thị trường)

Overview of the fast food market in Vietnam

1. Current status of the fast food market in Vietnam:

Nowadays, we can easily find fast food and bottled drinks in supermarkets, restaurants,
traditional markets and sidewalk eateries. Every morning, passersby just need to stop by a
street vendor to get a quick sandwich, dumpling or sticky rice for a quick breakfast. Because of
its convenience and speed, especially in today's busy life, this type of food gradually develops
strongly and becomes indispensable in daily life.

In Vietnam, the fast food market is booming with a variety of restaurant chains and is receiving
attention and investment for development.

2. Overview of the fast food market in 2022

The fast food market is growing strongly, and has become a global consumer trend. According
to the latest report of iPOS.vn, by the end of 2022, Vietnam will have about 338,600
restaurants/cafes, of which Ho Chi Minh has the largest number of restaurants, accounting for
39.78% of the number of stores above. nationwide, 3 times higher than Hanoi ranked second.
The revenue scale of Vietnam's F&B industry in 2022 is estimated at about 610 trillion VND. Of
which, 333.69 trillion VND of that revenue came from the outside dining market.
 F&B industry revenue scale 2022

According to Vietnam Credit, about 4,000 users were interviewed,the two most important criteria
when choosing a restaurant/eatery are good food, good drinks and price. 40,000 - 70,000 VND
is the cost that Vietnamese people often spend to drink coffee, and they are willing to spend up
to 500,000 VND for special dining occasions.

More surprisingly, 77.16% of users have kept the same or increased their food spending in
2023. That shows that although the economy in 2023 is forecast to face many difficulties, most
users still want to spend a lot of money on culinary experiences.

The rapid growth of the fast food market in Vietnam means the birth of a series of chain stores
selling this product. International fast food chains have been present in Vietnam since the
1990s, including names such as KFC, Lotteria, McDonald's and Burger King. In Vietnam, Pho
24, BreadTalk Banh Mi, BBQ Chicken, Lotteria Vietnam, Jollibee, Kichi Kichi, ... are all popular
fast food brands in Vietnam.

Overview of Vietnam fast food market

Fast food market development trends in Vietnam

To meet customer needs and improve store sales, many fast food brands began to make
appropriate changes. First, fast food restaurants in Vietnam are using online food delivery
applications to reach customers quickly and with many incentives when ordering online. And
constantly changing fast food restaurants like KFC have begun to change the menu to suit
Vietnamese tastes with dipping sauces, sauces or long meal sets suitable for office workers.
McDonald's recently launched a Vietnamese pho-flavored hamburger product only for
Vietnamese customers. Lotteria is also in the race to try to add flavors to express Vietnamese
identity.
In addition to the two giants in the current fast food market, with the difference of Jollibee's
brand and exclusive recipe, the chicken is marinated with many delicious spices. Jollibee's
chicken dishes are mainly mildly sweet, rich and less spicy, suitable for customers who are
mainly children. It can be seen that foreign brands are trying to conquer Vietnamese customers.
Fast food is often fried, spicy, and pre-processed food that is not good for health, but it has the
advantage of stimulating the taste buds, making you feel delicious and comfortable when
enjoying. Fast food also meets the need for quickness and convenience of young people and
busy modern people, so the Vietnamese fast food market is constantly growing.

2,2, Overview of company (Tổng quan về công ty)

1. History of formation:

On January 28, 1978, Jollibee Corporation was established in the Philippines. Jollibee is an
extraordinary success story: it went from two small ice cream shops in 1975, specializing in hot
dishes and sandwiches, to a company with seven stores in 1978, specializing in burgers, then
becoming a company that created a fast food revolution in the Philippines. Jollibee Group has
successfully built a system of fast food stores throughout the Philippines with over 800 stores,
along with more than 100 stores in international markets such as United Arab Emirates, Qatar,
Hong Kong, and the Emirates. Saudi Arabia, Brunei, China, Singapore, USA and Vietnam.

Currently, Jollibee has become the leading fast food corporation in the Philippines. With more
than 12 brands, thousands of food stores, and a wide franchise store system domestically and
internationally, Jollibee aspires to bring customers not only delicious, quality products but also
displaying the most unique traditional cultural features. Customers coming to Jollibee can enjoy
delicious meals, experience a cozy, friendly, fun space, and enjoy the happiest and most
comfortable moments with family and relatives.

2. JOLLIBEE VIETNAM
The first Jollibee store opened in Vietnam in 2005. Since then, Jollibee has tried its best to bring
Vietnamese families delicious meals at reasonable prices.
To date, Jollibee has more than 100 stores in Vietnam spread across the country. Jollibee not
only serves quality fast food according to strictly censored processes, but also provides
everyone with a warm, luxurious space so everyone can enjoy the most fun and comfortable
cuisine. with family and friends. From these foundations, Jollibee Vietnam always strives to
become a fast food brand that brings delicious dishes with suitable flavors for Vietnamese
people in addition to the goal of creating a culinary destination that contributes to family
bonding. Vietnamese over a delicious meal. And this is also the premise for Jollibee to
consolidate and develop sustainably in the long term.
The expansion of the Jollibee store system in Vietnam has been stable over the years

VALUES
• Customers are the focus
• Brings outstanding values
• Always promote respect for individuals
• Team spirit
• Bring the spirit of family and always have fun
• Be humble, listen and learn
• Honesty and integrity
• Save

4. Mission
Mission: "To satisfy every customer by providing the best products and services, at
reasonable prices, in a friendly and safe environment"
- This is a commitment of the company to customers, to bring them satisfaction and trust when
using Jollibee products and services. This mission also reflects Jollibee's vision of becoming
one of the leading brands in the food and foodservice sector worldwide.
Jollibee's goal
According to information from the official website of Jollibee company in Vietnam, the company's
business goal here is to become "the leading fast food restaurant in Vietnam", by bringing
customers delicious products. Quality food and best service. More specifically, Jollibee wants to
meet the needs of Vietnamese customers with rich, diverse and rich local flavor food products,
combined with international quality and standards. In addition, the company also aims to expand
its store network and increase its presence on distribution channels and customer outreach, to
become one of the leading brands in the food and service sector in Vietnam

FSC STANDARDS
Jollibee™'s outstanding growth is due to its strict and dedicated compliance with high standards
denoted "F.S.C": Food served to the public must meet meet the company's superior standards
or we would not bring it to market. Service must be quick and courteous. Cleanliness, from the
kitchen to the utensils must always be kept clean. Jollibee is truly proud of its employees who
are dedicated to their work.
Jollibee has always recognized them by providing the best incentives in the fast food industry
and supporting them with comprehensive and modern training programs. Managers are
regularly trained on the latest store operating systems in terms of people management skills that
are unique to others. Service teams are trained in different stores and food service is always
innovated. Jollibee also provides career opportunities to qualified and qualified team members
so they can advance to management level in the food service industry.
Store activities are effectively supported by experienced experts in the fields of Marketing,
Engineering and Information Technology Management.

3. Achievements:
• Jollibee is one of the largest fast food corporations in Asia.
• Jollibee is ranked by Forbes as one of the best listed companies in the world.
• Jollibee was voted by Time magazine as one of the 100 most influential companies in the
world.
• Jollibee received many prestigious awards:
- "Golden Brand" Award
- Award "High quality products"
- "Excellent Enterprise" Award

6. Highlights:
• Business model: Cross-cultural fusion, combining international dishes with local tastes.
• Corporate culture: "Jollibee Family", solidarity and mutual support.
• Development sgtrategy: Become the world's leading fast food corporation.
2,3, Competition Analysis (Phân tích cạnh tranh)
2,3,1 Direct competitors:
Below are some typical and notable competitors compared to Jollibee because they all sell fast
food products and all aim for the same goals as well as meeting dietary desires and needs.
customer diversity. Depending on a certain customer's desire, when a brand becomes popular, it
will create business opportunities for this brand and at the same time, it will also threaten the
business. of other brands. Therefore, analyzing competitors is extremely important because it
will contribute to finding opportunities as well as risks that the brand will encounter.
- KFC - Owned by Yum Corporation
- Mc Donald’s - This is the largest fast food restaurant chain in the world.

Jollibee KFC McDonald’s

Product - KFC mainly focuses on - McDonald's is mainly

- Jollibee is famous for fried chicken, their main famous for burgers like
its variety of dishes, product, but also offers the Bigmac, Quarter
from main dishes to chicken burgers, grilled Pounder and
desserts and drinks. chicken and sandwiches. Hamburger, along with
- KFC is famous for its fried nuggets and fish
The most famous
chicken with signature spices sandwiches.
product of Jollibee is from Colonel Sanders' secret - McDonald's often
pasta with fried recipe. The flavor of KFC focuses on rich and
chicken. chicken is often rich and diverse flavors, from the
attractive, reflecting their spicy taste of a Big Mac
- Jollibee's flavor is expertise in preparing to the sweetness of
often described as rich, chicken. nuggets and the
delicious and sourness of salad
dressing. Their flavors
somewhat sweet.
are often international
Products like and suit many people's
Chickenjoy, Yumburger preferences.
and Jolly Spaghetti
bring a warm and
familiar feeling.

Price KFC usually has McDonald's usually has

Jollibee is generally relatively competitive quite competitive prices
known for providing prices and is suitable and can be considered
affordable culinary for most consumers. suitable for many
products. Jollibee's KFC's prices may be customers. Although
higher than Jollibee's McDonald's prices may
prices are usually in the
in some cases, but be higher than Jollibee
 average range still ensure and KFC in some cases,
compared to other competitiveness in they often offer valuable
brands in the fast food the fast food industry. deals and combos to
attract customers.
industry.

Promotion - Jollibee often runs - KFC is known for its variety - McDonald's is
promotions such as of promotions, including well-known for its
meal combos, discount meal deals, value combos, extensive range of
coupons, and and family bucket offers. promotions and
limited-time offers on - They often introduce new marketing campaigns.
specific menu items. menu items with promotional - They offer value
- They also frequently pricing or special bundle meals, combo deals,
collaborate with popular deals. and seasonal
brands or events to - KFC also frequently promotions throughout
offer special collaborates with sports the year.
promotions, giveaways, events, movies, or other - McDonald's often
or tie-in deals. brands to create themed introduces new menu
- Jollibee tends to promotions and limited-time items through
promote family-oriented offers. promotional events,
deals and often giveaways, or tie-ins
highlights their with popular characters
signature products like or movies.
Chickenjoy and Jolly - They also have loyalty
Spaghetti in their programs and mobile
promotions. app offers to incentivize
repeat customers.

Distribution - Brick-and-mortar - Physical restaurants: KFC - Restaurants:

Channel restaurants: Jollibee has a widespread network of McDonald's has an
operates a network of restaurants globally, extensive network of
physical restaurants, including standalone restaurants worldwide,
including standalone locations, mall outlets, and with various formats
outlets, food court drive-thru facilities. including standalone
locations, and - Delivery services: KFC stores, drive-thru
drive-thru locations. partners with various delivery locations, and outlets in
- Delivery services: platforms to offer home malls and airports.
Jollibee often partners delivery services to - Delivery services:
with third-party delivery customers. McDonald's partners
services or operates its - Online ordering: KFC with third-party delivery
own delivery fleet to usually offers online ordering services as well as
bring food directly to through its website or mobile operates its own
customers' doorsteps. app, allowing customers to delivery system in some
- Online ordering: place orders for pickup or regions.
Jollibee may have its delivery. - Mobile ordering and
own website or mobile payment: McDonald's
app where customers has a mobile app that
can place orders for allows customers to
 delivery or pickup. order and pay for food
ahead of time,
facilitating pickup or
delivery.

Targeted - Jollibee's main - KFC often targets a - McDonald's is one of

Customer customers are often broader customer base, the largest and most
families and young including families, young popular fast food brands
consumers, especially people, workers and globally, attracting a
children and teenagers. students. very diverse customer
- Jollibee's affordable base.
prices often make them - McDonald's customers
a popular choice for include families,
families and consumers children, teenagers,
on a budget. young people, adults
and the elderly.

3, SWOT/ TOWS Analysis: This analysis evaluates the strengths, weaknesses,

opportunities, and threats of the company and its products or services (Phân tích SWOT/TOWS:
Phân tích này đánh giá điểm mạnh, điểm yếu, cơ hội và mối đe dọa của công ty cũng như các
sản phẩm hoặc dịch vụ của công ty)
Strengths
● Strong brand: Jollibee is the most famous fast food brand in the Philippines with over
40 years of experience and ranked as the No. 1 fast food brand in the Philippines for 10
consecutive years. In addition, Jollibee is also known as "McDonald's of the Philippines"
● Extensive network: Jollibee is the largest fast food chain brand in the Philippines.
According to estimates, Jollibee has about 750 stores in the Philippines out of a total of
1,150 stores worldwide. Jollibee currently has stores in many countries such as Saudi
Arabia, Singapore, Malaysia, Canada, USA, UK, Italy, Thailand, Australia, Japan and
many other countries.
● Diverse products: Jollibee offers a variety of products to suit the tastes of many people.
Jollibee's menu includes dishes such as fried chicken, spaghetti, burgers, pizza, rice,...
Besides, Jollibee regularly launches new products to meet customer needs.
● Good customer service: Jollibee focuses on providing good customer service. Jollibee
employees are well-trained and professional and Jollibee also has many customer
service channels such as website, hotline, social networks,...
● Developing a family brand: Jollibee's focus is on the family tradition that the brand has.
Jollibee always maintains a family-oriented customer approach in company structure and
management. They know very well who their customers are and what they want.
 Therefore, the cultural tradition of eating with family is always focused on promoting by
Jollibee and Jollibee's marketing campaigns also focus mainly on family cultural values.

Weaknesses

● High competition: Jollibee faces fierce competition from other fast food brands such as
McDonald's, KFC, Lotteria,... Jollibee's competitors have a lot of experience and strong
financial resources . In addition, Jollibee's competitors regularly launch new products
and attractive promotions.
● Lack of innovation: Jollibee needs to innovate products and services to attract
customers and needs to launch more new products to meet customer needs.
● Poor in marketing: Compared to other fast food brands such as McDonald's, Burger
King... Jollibee only spends a very modest budget on its marketing activities. So even
though it penetrates many markets around the world, Jollibee is still a brand that few
people know.
● Product quality is inconsistent: Product quality at some Jollibee stores has not been
highly rated. Some customers reported that product quality at some Jollibee stores is not
as good as at other stores.
● Prices are higher than average: Although Jollibee is considered delicious food, it is
also said to sell at a higher price than average, compared to other brands. Therefore,
many consumers limit their choice of Jollibee because of the brand's price.

Opportunity:

● The expansion of store chains globally: Thanks to the uniqueness of the flavor, many
consumers have chosen Jollibee for their stop. And Jollibee is planning to expand its
market globally based on its special food flavors.
● Order online: The COVID-19 pandemic has changed the restaurant industry as many
people choose to eat at home rather than go out. Jollibee, like many other businesses,
cooperates with delivery units as well as chooses online ordering as a means of
providing food to its customers. A survey conducted by Q&Me in 2021 showed that up to
87% of consumers have ordered food online from fast food chains.
● New products and services: Jollibee is still trying to provide and launch new products
with different flavors. In addition, this brand is also challenging the vegetarian food
market, as well as applying technology to sales such as online payment, and food input
management using technology...
● Fast consumption trend: Modern, fast-paced life brings opportunities for fast-food
companies. Young people are increasingly busy and tend to choose fast consumption,
helping to save time.
● Strategic cooperation: Build partnerships with local businesses to drive growth.

Threats:

● Competitors: Jollibee has to face many giants in the QSR (quick–service restaurant)
industry. That's one of the brand's biggest challenges. Brands such as KFC and
McDonald's all have formidable influence in the international market. This is a danger for
 the brand when Jollibee must optimize profits, promote marketing, constantly innovate to
attract new customers and retain old customers,...
● Healthy eating trend: Consumers today are very careful with their diet and health. So
fast food brands like Jollibee are having to try to compete and retain customers. If the
trend of eating vegetarian food or eating lots of healthy fruits and vegetables becomes a
consumer trend, this will greatly affect Jollibee's business operations.
● Raw material price fluctuations: The impact of fluctuations in raw material prices and
labor costs can increase operating costs.

4, Marketing Objectives: These are the specific goals that the company aims to achieve
through its marketing efforts, such as increasing sales, brand awareness, or market share (Mục
tiêu tiếp thị: Đây là những mục tiêu cụ thể mà công ty hướng tới đạt được thông qua các nỗ lực
tiếp thị của mình, chẳng hạn như tăng doanh số bán hàng, nhận thức về thương hiệu hoặc thị
phần)

Marketing Objectives:
Brand Awareness and Recognition: Jollibee's primary marketing objective is likely to increase
brand awareness and recognition both locally and globally. This involves positioning Jollibee as
a well-known and beloved brand, not just in the Philippines but also in countries where they
have established a presence such as the United States, Canada, and parts of Asia and the
Middle East.
Market Expansion and Penetration: Jollibee aims to expand its market presence in both
existing and new markets. This objective involves opening new outlets in strategic locations,
targeting specific demographics within those locations, and penetrating deeper into existing
markets by identifying and catering to the preferences of diverse consumer segments.
Product Innovation and Development: Another key marketing objective for Jollibee is likely to
continually innovate and develop their product offerings. This includes introducing new menu
items, adapting existing products to local tastes in international markets, and ensuring a balance
between traditional favorites and contemporary options to appeal to a wide range of consumers.
Increased Sales and Revenue Generation: To consistently increase revenue through product
sales and brand expansion.
Customer Engagement and Loyalty: Jollibee aims to build strong relationships with its
customers and foster loyalty among its consumer base. This involves engaging with customers
through various channels such as social media, promotions, loyalty programs, and gathering
feedback to continuously improve their offerings and services.
Competitive Positioning: Jollibee also focuses on maintaining and improving its competitive
position within the fast-food industry. This involves monitoring competitors' strategies and
market trends, identifying areas for improvement or differentiation.

Overall, Jollibee's marketing objectives are likely centered around building and strengthening
their brand, expanding their market presence, continuously improving their products and
services, engaging with customers, maintaining competitiveness, and fulfilling their corporate
social responsibilities. These objectives align with their overall business goals of sustained
growth and profitability in the competitive fast-food industry.
5, Target Market: Identify the target market in which the company want to focus (Thị trường
mục tiêu: Xác định thị trường mục tiêu mà công ty muốn tập trung)

Jollibee, a famous fast food chain originating from the Philippines, strategically selects its target
market based on several factors consistent with its brand identity and services. Jollibee
identifies its target customers as traditional families. Primarily, Jollibee serves families looking
for a convenient and enjoyable dining experience. The brand's family-friendly atmosphere, value
meal options, and diverse menu items cater to both parents and children, making it a popular
choice for outing families.

Furthermore, Jollibee targets young people who are looking for unique flavors and cultural
connections. Jollibee's Filipino-inspired dishes and distinct flavors offer an appealing alternative
to traditional fast food options, appealing to those looking for a different culinary experience.

Jollibee's choice of target market strategy is influenced by the company's commitment to quality
yet affordable meals. By offering budget-friendly meals and value packages, the brand has
tapped into the price-conscious consumer segment.

When choosing its target market, Jollibee considered factors such as demographic preferences,
cultural affinity, and affordability. Their success lies in understanding and addressing the needs
and preferences of families, youth, and value-conscious individuals, positioning them as the
ideal destination for inspired fast food. Inspired by the Philippines.

6, Marketing strategic and tactics (Chiến lược và chiến thuật tiếp thị)
Campaign Theme: Celebrate the New Year with Joy and Flavor!

Target Audience: Jollibee's core customer base (families, young adults, budget-conscious
consumers)

Campaign Timeline: Throughout January 2025

Marketing Objectives:
Increase brand awareness and customer engagement.
Drive sales and customer traffic to Jollibee stores.
Encourage repeat visits and loyalty.
Foster positive brand image and employee morale.

● Product, Define relevant product attributes, (Sản phẩm, Xác định các thuộc tính sản
phẩm có liên quan,) Phương
- Continuously improve the quality and experience of existing products such as
Chickenjoy, Yumburger or Jolly Spaghetti to maintain customer appeal and
loyalty.
- Changing the packaging with some typical Tet motifs, suitable for the 2025 Tet
season.
 - Added some additional dishes and only sold during Tet. During Tet, Jollibee will
launch Roti Chicken. This is a delicious and popular dish, with fried chicken
combined with a delicious Roti sauce, quite typical and popular in Vietnamese
dining culture. In this dish, customers will enjoy many different flavors gathered in
one dish: the crispiness of chicken skin, the sweetness of honey, the fatty taste of
coconut milk, the slightly sour taste of tomato sauce, the spicy taste. Mild taste of
chili,... All make a perfect fried chicken with Roti sauce, which can be eaten with
rice or pasta (Jollibee's best seller).

● Service, Identify relevant service attributes,(Dịch vụ, Xác định các thuộc tính dịch
vụ có liên quan,) An

- Order accuracy: Ensure orders are accurate and complete.

- Service speed: Fulfill orders quickly and efficiently, especially during peak times.

- Friendly and polite: Provide a friendly and positive experience for all customers.

- Cleanliness and hygiene: Maintain a clean and hygienic environment in the restaurant and
delivery process.

- Tet atmosphere: Decorate the restaurant according to the Tet theme, play festive music, and
greet in Vietnamese.

- Tet-themed packaging: Special packaging design for Tet products with traditional patterns
and colors.
- Family Tet Party: Introducing the perfect family meal set for gatherings, with larger portions
and accompanying dishes.

- Convenient ordering options: Promote online ordering services, home delivery, and use
mobile applications for Tet shopping.

- Holiday Gift Wraps: Create limited edition gift packs that include popular menu items and
festive merchandise.

- Personalized service: Offer greetings, New Year wishes, and suggestions to enhance
customer experience.

● Brand, Determine the key brand attributes, (Thương hiệu, Xác định các thuộc tính
thương hiệu chính,) Hiệp

● Cultural Relevance: Jollibee prioritizes understanding Filipino preferences. Their menu

reflects this by featuring unique items like Chickenjoy (fried chicken with a distinct
Filipino flavoring) and Jolly Spaghetti (sweeter tomato sauce with hotdog slices).
● Unique Menu: Jollibee offers a menu that caters to Filipino taste buds, distinct from
typical Western fast food chains. This includes items like Peach Mango Pie and their
famous sweet-flavored spaghetti sauce.
● Friendly Service: Jollibee emphasizes a welcoming and attentive service approach.
This creates a positive dining experience that resonates with Filipino values of
hospitality.
● Value for Money: Jollibee offers good quality food at affordable prices. This makes it a
popular choice for families and budget-conscious customers.
● Brand Recognition: Jollibee's iconic bee mascot and red and yellow color scheme are
easily recognizable, solidifying their brand identity.
● Price, Identify the price(s) at which the offering is provided to customers and
collaborators, (Giá cả, Xác định (các) mức giá mà sản phẩm được cung cấp cho khách
hàng và cộng tác viên,) Nhơn
● Your favorite dish is delicious and attractive, the piece of chicken with Roti Jollibee sauce
for only 39k will make you fall in love.
● With flavorful dishes, it will bring warmth and connection to your family during Tet.
● Jollibee launches Tet Reunion Combo 399k (including 6 pieces of Roti chicken + 3
spaghetti + 6 medium soft drinks) with 2 medium potatoes
● For a joint party, you won't be able to miss Joliibee's Roti chicken sauce at a
year-end party for friends. Roti chicken sauce will help friends and relatives have happy
moments. memorable with
● Friends reunion combo 339k (5 pieces of Roti chicken + 2 spaghetti + 1 medium
potato + 5 medium soft drinks) Includes 1 salad.

● Incentives, Define the incentives offered to customers, collaborators, and company

employees, (Ưu đãi, Xác định các ưu đãi dành cho khách hàng, cộng tác viên và nhân
viên công ty,) Châu
Customer Incentives:
● Social Media Contests and Giveaways: Host interactive contests on social media
platforms like Instagram or Facebook with exciting prizes like free meals, gift
certificates.
● Family-Friendly Activities: Organize in-store events for families with activities like
mascot meet-and-greets.
● Value Meal Bundles: Offer special bundled meals at discounted prices to
encourage larger purchases.
● Lucky Bee Rewards Program: Launch or enhance a loyalty program where
customers earn points for purchases and redeem them for rewards like free
meals, merchandise, or discounts.
● Limited-time Offers: Create limited-time offers for seasonal or holiday-themed
menu items to create urgency and drive sales.
Collaborators Incentives:
● Sponsorship Opportunities: Offer sponsorship opportunities to local events or
community initiatives, providing collaborators with brand visibility in exchange for
promoting Jollibee.
● Supplier Rewards: Partner with key suppliers to offer them bonus incentives
based on increased sales volume during the campaign.
Company Employees Incentives:

● Employee Discounts: Provide employees with discounts on Jollibee products as a perk

of employment, encouraging them to be brand ambassadors both inside and outside of
the workplace.
● Performance-based Bonuses: Implement a performance-based bonus system where
employees receive bonuses based on achieving sales targets or receiving positive
customer feedback.
● Employee Recognition Programs: Acknowledge and reward employees who go above
and beyond with public recognition, prizes, or additional paid time off.

● Communication, Identify the manner in which the key aspects of the offering are
communicated to target customers, collaborators, and company employees and
 stakeholders, (Giao tiếp, Xác định cách thức truyền đạt các khía cạnh chính của ưu đãi
tới khách hàng mục tiêu, cộng tác viên, nhân viên công ty và các bên liên quan,) Hiệp,
Phương
○ Jollibee will organize a mini game aimed at customers' new product experience.
Specifically, the mini game above is titled "The crispy secret is about to be
revealed!" will post a photo of the new product without revealing the name of that
product on the social network Facebook and players will guess the name that the
company has hidden.
○ Because Jollibee is a fast food brand targeting young people, students, so to
increase awareness of the 2025 Tet incentives of the above mentioned subjects,
Jollibee will have programs or voucher distribution booths at schools and
universities because this is where the most target audiences gather.
○ During Tet, almost everyone will have increased shopping needs, some typical
products with high consumption such as: soft drinks, cakes,... Therefore, take
advantage of That, Jollibee will combine with the Pepsi brand to increase brand
recognition and promotional programs for customers. Specifically, when buying a
block of Pepsi, customers will be given a special Jollibee voucher and applied
directly at the store. On the contrary, Jollibee will also support Pepsi because in
that offer there will be free Pepsi soft drinks. In addition, this program will apply at
trusted stores and supermarkets, such as: Coop Mart, Winmart,... because these
are reputable places to buy products for customers.
○ Tiktok is the most popular social networking platform with young people today,
with more than 1 billion active users each month. By quickly capturing trends and
unique and interesting creative content, Jollibee can take advantage of Tiktok
channels to convey information and extremely attractive offers to everyone
through its reviews of many famous tiktokers and real experiences from them.
○ Besides, to increase brand recognition and new product launches, Jollibee can
take advantage of short advertising videos on LED screens in elevators or
posters in front of elevator doors. Especially elevators in universities or
supermarkets. This is to better attract customers to newly launched products.

● Distribution, Describe the manner in which the offering is delivered to target

customers and collaborators (Phân phối, Mô tả cách thức cung cấp sản phẩm tới khách
hàng mục tiêu và cộng tác viên) Nhơn, An
A. Direct distribution:
• Jollibee store: Main channel, Tet decoration, Tet menu related to new dishes and
convenient options:
o Dine-in: Serves customers who prefer to dine in a festive store environment.
o Pick-up: Allows customers to pre-order Tet meals online or via the app for convenient
pick-up.
B. Indirect distribution:
 • Delivery partners: Partner with established services such as GrabFood, ShopeeFood,
and Be to provide wider reach and serve customers looking for home delivery services
during Tet.
• Online ordering: Promote the Jollibee website and mobile app for:
o Direct ordering: Customers can place Tet orders directly from Jollibee's platform for
pickup or delivery.
o Scheduling: Allows customers to schedule Tet orders in advance to ensure availability
during peak times.
IV. Distribution strategy specifically for Tet
• Extend store opening hours: Adjust operating hours to accommodate late-night Tet
preparations and celebrations.
• Optimize delivery service:
o Increase human resources: Ensure enough delivery staff to manage the expected high
number of orders during Tet.
• Minimum order requirements: Consider implementing minimum order requirements for
delivery services during peak periods.
• Designated pickup zones: Set up dedicated pickup zones in stores to streamline order
fulfillment, especially during peak hours.

7, Marketing Budget (ngân sách)

Outline your budget for each marketing activity,
Include estimated costs for advertising, promotions, and campaigns,
(Phác thảo ngân sách của bạn cho từng hoạt động tiếp thị,
Bao gồm chi phí ước tính cho quảng cáo, khuyến mãi và chiến dịch,)

8, Implementation (Thực hiện)

Provide a timeline of when each marketing activity will take place,
Assign responsibilities to team members,
Detail the execution of campaigns and strategies,
(Cung cấp dòng thời gian về thời điểm mỗi hoạt động tiếp thị sẽ diễn ra,
Phân công trách nhiệm cho các thành viên trong nhóm,
Chi tiết việc thực hiện các chiến dịch và chiến lược,)

9, Monitoring and Measurement (Giám sát và đo lường)

Explain how you'll track the success of your marketing efforts,
Define KPIs (Key Performance Indicators) and metrics,
Discuss tools and analytics you'll use,
(Giải thích cách bạn sẽ theo dõi sự thành công của các nỗ lực tiếp thị của mình,
Xác định KPI (Chỉ số hiệu suất chính) và số liệu,
Thảo luận về các công cụ và phân tích bạn sẽ sử dụng,)

10, Conclusion (kết luận)

- Summarize the key points of your marketing plan, (Tóm tắt những điểm chính trong kế
hoạch tiếp thị của bạn,)
- Reiterate your main goals and strategies, (Nhắc lại các mục tiêu và chiến lược chính của
bạn)
References (min 15 sources) (Tài liệu tham khảo (tối thiểu 15 nguồn))
Appendix (if any) (Phụ lục (nếu có))
III, Document request: (Yêu cầu hồ sơ)
The team freely chooses the form of presentation of work that meets the content
requirements and is as creative as possible (Nhóm thoải mái lựa chọn hình thức trình bày tác
phẩm đạt yêu cầu nội dung và sáng tạo nhất có thể)

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