Jollibee Brand Insight Analysis and Implications

Abstract

The current global fast-food industry is highly competitive. Multinational catering brands need to balance localization and globalization in order to achieve breakthroughs. J The Philippine brand Jollibee has grown from a local brand to a global giant, so its marketing model is worth studying. This study focuses on Jollibee’s marketing strategies. Using reference materials and brand cases, it uses the case analysis method to systematically analyze its key actions in product, price, place, promotion, and summarizes the marketing achievements and shortcomings. The study found that Jollibee successfully established a presence in 33 countries and regions by relying on classic products, local adaptation, affordable pricing, gradient channels, and emotional promotion. The customer retention rate increased from 28% to 40%, However, it still has problems such as slow transformation to healthy food and poor management of multiple brands. In conclusion, Jollibee’s core strengths are local adaptation and emotional marketing. It needs to improve its healthy products and channel construction. Its experience can provide references for similar international food brands.