A marketing public relations plan for Jollibee Foods Corporation

• Main Authors: Co, Katherine, Dizon, Jennifer, Roque, Donna
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17595
• Institution: De La Salle University

Jollibee, which started as small ice cream parlor is currently the No. 1 fast food chain in the Philippines. There is no doubt about the success of Jollibee wherein every Filipino is able to recognize Jollibee through its well-known logo and established name. In spite of its huge success, Jollibee continuously strives to improve its imperfections, Jollibee is not only geared towards being the No. 1 fast food chain in the country but also aims to be the top employer choice of students who belong to top universities which are UP, ADMU and DLSU. In today's challenging market, the company wants to target students from the said schools to get the best talents. Based on the survey conducted by the group, students only think of Jollibee as a fast food restaurant and not as a corporation. Even if these students know that Jollibee has a corporation that does all the strategies, they still forget that there is a head office for them to join in and utilize their talents. Instead of joining the company, students opt to choose other corporations like Unilever, San Miguel Corporation, P & G, Nestle and Citibank respectively to apply to. These companies are the main competitors of JFC in terms of employment. The primary factors students take into consideration when looking for a company to join in are salary/benefits, nature of work, name/reputation, location, working environment and values of the company, which will affect their decisions on picking a company that they wish to join in. With all these in mind, the group came up with a marketing public relations programs that aims to build the image of Jollibee as a corporation and not only as a store. The plan will expose JFC to the target market and at the same time will present its head office. By doing so, JFC will be seen as a corporation that offers great career opportunities and eventually will be the top of the mind employer of the said target market. The group proposes to use press releases (PR), job fairs and career talks as their communication tools to reach the students. These tools will show the target market and the public (PR) the corporate side of Jollibee. As seen in the result of the survey, students recognize Jollibee as having a corporation/head office when called Jollibee Foods Corporation. With this, the company will use JFC to further present Jollibee as a corporation. In addition, exposing students about the JFC head office while at the same time informing them about the great careers it can offer will encourage students to work in the company. Moreover, the tagline Leading your way to a brighter career, will be used to position the company as a corporation that guides and leads its employees to a brighter career. This long year proposal runs on an estimated budget of Php69, 390. This MPR plan will be evaluated through the number of applicants for job fairs and surveys, evaluation sheets and quick formal interviews (after the program) for career talk. We therefore conclude that this would be a great project and hopefully will help JFC in achieving their objective as we foresee it to work.