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Jollibee.
Website
- KFC’s website is integrated with their social media
- Jollibee website is not formmated to HTML 5 or CSS5
Social Media
- Localize all locations Until your main page reaches 100k fans then you can merge together
- Run Localized advertisements to gain local fan-base
- Creative content
- Professional photography
- Video marketing campaigns
Paid Media
- Facebook Advertisements
- Freeway billboard ads next to location
- Youtube Advertisement
- Google adwords
- Television Commercials
Mobile
- Friendly app development
- Store locator, Menu, Nutritional value chart, local offers, Marketing Videos, Tutorial videos, Testimonials, Feedback, FAQ, Coupon Codes, etc…
Competitors Digital Strategy
4 Phases of Marketing
KFC
- Used hash tag #howdoyoukfc and integrated through commercials and website
- Includes Social Media links in all parts of marketing TV, Print, Radio, Billboard.
- KFC associates fast life style to their fast food products.
- Products have adapted to ON-THE-GO food. For example KFC on the go, How do you KFC marketing campaigns, Promoting the “Finger foods”.
- KFC has 25m Facebook Likes, 50k Instagram followers, 530k Twitter followers
- Klout Rates KFC an 81 out of 100
Mc Donalds
- Youtube campaigns
- Digital crowdsourced games (monopoly)
- Extensive marketing on limited time items (McRib, Eggnog shakes, Holiday Pies, Etc)
- Innovative Digital Solutions (Online ordering, order tracking, Mobile app development, etc..
- Evolving their products with current marketable trends. (wraps, egg whites Mcmuffins, Blueberry-Pomegranate smoothies.
- Major Collaborations with Angry Birds, Happy meal toys, Celebrity Endorsements, etc
- 31 Million Facebook Fans, 2.3 million Twitter Fans, 162k Instagram Fans
- Klout Rates Mcdonalds of 96 out of 100
Phase 1 Discovery
Phase 2 Content Creation
Phase 3 Data and Assessment
Phase 4 Execution
Top Filipino Cities
- Marketing geared towards the Parents.
- Segments and Positioning
- Example the "Mom" segment
- Using trending marketing strategies to blend with the Jollibee Brand.
- Stop motion video
- Motion Graphics video
- Showcase your organization
- Animation for kids commercial
- Displaying favorable testimonials
Understanding the 2nd Generation.
- 95% of 2nd Generations describe themselves as Filipino's and not Americans.
- We asked the 2nd generation on what they follow more Filipino or American? Only 25% actually follow and watch Filipino television. Including (tv shows, reality shows, etc.)asdUsdASDDSAFASDFASDFSADFASDFASDFASDF
1st and 1.5 generation are still traditional in a sense of their culture, but 1st and 1.5 generation still look to 2nd generation to fit in with the rest of the crowd. It us human nature to adapt to it's surroundings and conform with current trends.
By marketing to 2nd generation filipino's it will be an easier route to market directly to Jollibee's next target demographic from 2nd generation Filipino's to Asian Americans.
Currently there are no fried chicken products hosted by an asian franchise. Comparable foods include but not limited too Asian Chicken wings, popcorn chicken, and Fried Chicken with rice.
Jollibee can capture the market share if marketed correctly.
Target market consist of 9 groups
1st generation- Kids, Parents, and Family
1.5 generation- Kids, Parents, and Family
2nd generation- Kids, Parents, and Family
75% of 2nd generation Filipino's eat Jollibee because it is the only Filipino fast food around.
55% of the 2nd generation says that they will eat there again.
25% of the 2nd Generation says that if they had children, than they would share it with their future kids.
10% of 2nd Generation says they have shared it with their kids an will continue feeding to their children.
- Study shows that 2nd Generation is typically the trend setters for the 1st and 1.5 generations.
- If the 2nd generation buys into your idea, the rest will follow.
- If we can increase the volume for 2nd generation it will be an easier route to the american market.
- 3rd Biggest Fastfood Chain by 2020
- Speghetti to increase 15% in volume
- Target 1st, 1.5, 2nd generation Filipino's and then eventually tap in the Asian American Market and into other broader demographics.