Jollibee MArketing
...e improved and re-launched. New products are test-marketed in keeping with the strategy of having a continuing fresh line up of products. All these to respond to customers' changing needs and preferences which has been a major factor in Jollibee's success. At the forefront of innovative marketing and advertising program are the Value Meal product upgrades and additions. This has indeed proven to be an effective response to the narrowing consumer spending power brought about by the current economic crunch. Jollibee owns the children market and will endeavor to keep its stronghold on this segment. Hence, Jollibee continues with its Jolly Kiddie Meal promotions, offering a choice of Regular Yum, Spaghetti Special or Chickenjoy National Capital Region >> ABAD SANTOS ABAD SANTOS near LRT Abad Station Rizal Avenue Ext. cor. Hermosa St. Tel No. 255-6038; 255-8828 Business Hours: Weekdays: 07:00AM to 12MN Weekends: 07:00AM to 12MN Services: Breakfast Kiddie Party How did the business start? TTC started his family's ice cream parlor franchise in 1975 with a meager P350,000 of pooled-in resources. Ever sensitive to consumer preferences, TTC opted to shift shortly afterwards to sandwiches, hamburgers particularly, which eventually became a bestseller. When he and his brothers learned of McDonald's impending entry into the Philippines two years before it did, TTC knew they had only two choices: ride the Golden Arches and be a franchisee, or fight it out. Not wanting their creativity, freedom and room for expansion stifled by the restrictions of a foreign company, the brothers, led by TTC, decided to strike it out on their own and become a competitor. They banked on their knowledge of Filipinos and their tastes, and hastened to professionalize their operations in anticipation of a more competitive business environment. Jollibee's was, and still is, the company's strongest selling point. Not long after McDonald's came into the picture in 1981, Jollibee was already fighting the American chain on its own terms. In 1984, Jollibee entered the list of top 500 corporations and assumed the marker leadership in the local fast-food industry. It has never looked backed since then. When the Asian economic turmoil hit in 1996, Jollibee was caught with $28.9 million in foreign borrowings. The 30% peso downswing the following year catapulted interest payments, which took a large chunk out of earnings. Profit in 1997 fell 27%. While tapping foreign investors was the only solution, the law prohibits non-Filipinos from owning a retail operation. So Jollibee resorted to issuing warrants backed by common stock it held in trust. The debt was obliterated-and Jollibee ended up with $21 million in cash. Profits soared nearly 100% in 1998. TTC's P350,000 business back in 1975 is now a multi-billion peso enterprise. 1975 Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This is later to become the 1st Jollibee Outlet. 1978 Jollibee Foods Corporation is born • Jollibee Foods Corporation is incorporated as a 100% Filipino Company. • Bakery is established in Cubao. • Jollibee posts 1st year sales of P2 million 1979 Spaghetti Special is introduced • 1st Franchise owned store opens at Ronquillo Sta. Cruz. 1980 Jollibee launches its 1st TV commercial. • Jollibee Chickenjoy and French Fries are launched. • Jollibee mascot debuts 2003 Jollibee store count closed to 988 stores nationwide. • For the sixth straight year, the Far Eastern Economic Review ranked JFC as the Philippines' Leading Company. 2004 • 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 Year. Bee happy….Langhap-Sarap sa Jollibee!Day in, day out, Jollibee serves over one million Filipinos who flock to its more than 400 stores all over the country. In ways, small and grand, Jollibee's tasty food...