THE OPEN UNIVERSITY

BUSINESS ADMINISTRATION

BEEHEALTH
Create a marketing plan for the product

SUBJECT : Basic Marketing

GROUP :4
GRADE : DH22BA02C
TEACHER : Nguyen Tran Cam Linh
TP.HỒ CHÍ MINH NĂM 2023
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 TABLE OF CONTENTS

I. THE MICRO ENVIRONMENT:........................................................................................3

II. THE COMPANY’S MACRO ENVIRONMENT:..............................................6
III.BRAND POSITIONING MAP..........................................................................................8
IV.JOLLIBEE'S TARGET CUSTOMERS IN VIETNAM CAN BE
DESCRIBED AS FOLLOWS:..............................................................................................9
V. CUSTOMER SEGMENTATION....................................................................................9
VI.INSIGHT:..........................................................................................................................................10
VII.BIG IDEAS & KEY MESSAGE...................................................................................10
VIII.4P CAMPAIGN........................................................................................................................11
IX.SWOT ARCHITECTURE...................................................................................................16
X. ESTIMATE REVENUE TABLES................................................................................17

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I. THE MICRO ENVIRONMENT:
A. THE COMPANY
1. Top management:
- Tony Tan Caktiong-The founder of the Jollibee brand.
- Lâm Hồng Nguyễn: General Director of Jollibee Vietnam.
a. Finance:
- In December 2021, Jollibee posted an annual operating profit of $113.2
million on revenue of $2.75 billion and net profit of $105.9 million.
Jollibee's earnings have remained steady since the start of this year.
b. R&D (Research and Development):
- Jollibee always updates information related to the marketing market,
identifies and refines information. After that, Jollibee will record and
synthesize data to have a multi-dimensional, objective view.
- Jollibee also always cares about customers, well researches customer
behavior, updates trends and consumer preferences for the development of
customers.
⇨ That's why Jollibee's products are always very diverse: chicken, noodles, rice,
ice cream, water, cake,...
⇨ Thanks to that research, Jollibee gradually developed as a family brand, taking
loved by customers, especially today's youth and children.
⇨ Thanks to the observation and updating of the marketing market, Jollibee now
has more than 1000 stores goods around the world. In Vietnam alone, there are
more than 99 stores spanning almost all provinces in Vietnam, and is always in a
favorable position for development.
2. Suppliers:
- They have chosen “3F Fresh Chicken” as the supplier for the Jollibee
Vietnam system. 3F stands for (Feed-Farm-Food). From breeding to

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 processing, packaging and transportation, always ensuring that 3F FRESH
chicken products are fresh and safe to reach consumers, 3F VIET FOOD
has received highly appreciated and met the strict standards of Jollibee
Group on food hygiene and safety, nutritional value, technology of
slaughtering - mixing - packaging - preserving..
- Not only that, the company can choose the input chicken breed, raise it on
a scientific basis with tested feed sources, control 100% of the output
quality and deliver 3F FRESH chicken products to consumers. Completely
fresh & safe, in line with food hygiene.
⇨ Enthusiasm, meticulous selection, safety, ensuring consumers' health.
3. Marketing intermediaries:
a. Resellers: Jollibee is an exclusive brand, so there is only trademark transfer,
not resellers. However, in the first time being franchised by Jollibee, you will
have to pay a very high price.
=> Increase in revenue and expand the market.
b. Physical distribution:
- Jollibee has its own exclusive domestic transport unit set, delivery staff
will use all Jollibee branded costumes and accessories.
- And Jollibee has a freeship policy to bring meals to everyone.
c. Marketing service agencies:
- Jollibee also builds many digital media channels and pages Digital like:
website, facebook, food ordering apps like Beamin, Grab Food,...
- Not only that, Jollibee also organizes outdoor advertising such as: panels,
posters, signs,.. and even sponsors many projects and programs to promote
its products.
Facebook: https://www.facebook.com/JollibeeVietnam/?locale=en_VN
Website: https://jollibee.com.vn/
- Thanks to communication channels like this, consumers will easily update
the information coming from the store.

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 d. Financial intermediaries: All forms of payment include direct payment and
payment via money transfer applications such as visa card, momo or bank.

4. Competitors:
- Today, the development of fast food in particular and fried chicken in general has
spread all over the world. More and more people are looking to fast food for their
meals
=> Competition for exclusivity rights is very high.
- Major competitors of Jollibee in Vietnam are: Lotteria,McDonal's, Popeyes,
Kfc,..
- Jollibee's competitors in Europe: KFC, McDonalds, Burger King, Jack in the
Boxes,..
⇨ Although there are formidable competitors like above, Jollibee still has its
achievements resounding success in the fast food market.
5. Publics:
a. Media Publics: Jollibee always appears positively and appears with a dense
frequency on the internet.
https://diendandoanhnghiep.vn/cau-chuyen-cua-jollibee-bao-toan-thuong-hieu-noi-
truoc-su-xam-nhap-ben-ngoai-149636.html
https://www.brandsvietnam.com/20916-Ong-chu-Jollibee-thanh-trum-ga-ran-nhu-
the-nao
https://www.sggp.org.vn/jollibee-thuong-hieu-lon-mang-ban-sac-chau-a-
post422670.html
b. Government Publics: Has the ability to influence marketing activities such
as: Department of Food Hygiene and Safety, Ministry of Natural Resources
and Environment, The financially,…

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II. THE COMPANY’S MACRO ENVIRONMENT:
A. DEMOGRAPHIC:
Population size and growth rate: Viet Nam's denizens increased by an average
of 1 million people per year. The current population of Vietnam is 99,270,682
people on December 3, 2022, => More than 100 retail stores in more than 50
provinces and cities, Vietnam currently has the largest number of Jollibee stores
after the Philippines.
Population structure: The average age in Vietnam is 33.7 years old. These are
potential Jollibee customers that absorb very quickly. That makes it easy for
Jollibee to be accepted when entering the Vietnamese market.
Besides, Jollibee's products, as well as services, have also successfully
reached children. This is also one of the factors that help Jollibee have a strong
foothold in the current fast food market.
B. ECONOMIC:
In 2022, GDP per capita in Vietnam at current prices is about 95.6 million
VND per person. => Compared to two competitors in the fast-food segment, KFC
and McDonald's, the price of Jollibee's products is lower, so it can reach a wider
audience and customer groups such as students, office workers, etc.
C. NATURAL:
Epidemic: Jollibee always quickly has appropriate plans to ensure production
and business plans. To face these big challenges, Jollibee Vietnam always
proactively comes up with countermeasures to improve its business model, and at
the same time promptly adapts to new policies and new directives from the
government to be able to continue growth. Those changes span all areas from
product improvement, operational process, business channel, and digital
transformation to business organizational structure adjustment, etc.. the objective
of optimizing operations for sustainable development in the "new normal" period.

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D. TECHNOLOGICAL:
Today, the level of technology is developing at breakneck speed. New ideas
are formed more, the time gap between idea generation and successful application
in practice is rapidly narrowed.
In 2019, Jollibee Vietnam invested in the construction of a large-scale
processing factory in the expanded Tan Kim industrial park, Can Giuoc, Long An
with an area of more than 10,000m2 including a storage system, and cold storage
refrigeration and 4 large production lines (chicken, pasta sauce, dough, and cake
processing lines), with modern and advanced machines and equipment, with a
capacity of up to 20 tons per day, capable of supplying up to 400 stores. The
factory also achieved international quality certification ISO 22000/HACCP to
ensure the production of high-quality and safe products.
Jollibee cooperates with shipping companies, develop online ordering
channels.
Developing technology applications for sales such as online payment (visa,
momo cards).
E. POLITICAL:
Up to now, Vietnam is considered a country with the most stable and safe
politics in the world. This is an ideal opportunity for Jollibee in particular to
constantly develop and attract domestic and foreign investment.
Moreover, the legal system is becoming more and more complete and there
are many laws such as antitrust law, competition law, intellectual property law, and
franchising law... => Fast food has the opportunity to develop.
F. CULTURAL:
In the current society, everyone is working hard, changing their habits from
"slow living" to "fast living" to keep up with the development of the world.
Therefore, fast food is a necessity for busy people like today.

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III. BRAND POSITIONING MAP

- As you can see, the biggest and largest market share on the map is
Lotteria. With an average price range and quite good quality, Lotteria has
helped Lotteria occupy a large position on the navigation map.
- Besides, we have KFC which is no less competitive, although the market
share is small, the quality is better than Lotteria.
- The brand with the highest quality is M. However, it accounts for a
relatively small proportion and the price is higher than KFC and Lotteria.
- The brand with the highest price is Burger King but the quality is only
ranked on par with Lotteria.
- Finally, the brand that we are working on is Jollibee, which is currently
popular in Vietnam after Lotteria and KFC. jollibee is currently the lowest
in terms of price and quality, but after this marketing strategy, I wish you
to affirm Jollibee's brand in the market and contribute to raising the quality
level.

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IV. JOLLIBEE'S TARGET CUSTOMERS IN VIETNAM CAN BE
DESCRIBED AS FOLLOWS:
1. Young customer group: Jollibee targets young customers, especially those
of Millennials and Gen Z. These are people who regularly use social
networks and tend to prefer products that are fast, convenient and fun.
2. Middle-income customers: especially those in big cities and commercial
centers, because Jollibee's prices are quite reasonable and affordable for this
group of customers.
3. Western food-loving customer group: Jollibee offers Western food
products such as burgers, fries, meatballs, etc., targeting customers who love
Western food but still want to keep the taste. typical of Vietnamese cuisine.
V. CUSTOMER SEGMENTATION
1. Geographic segmentation:
- Local customers
-Tourist customers:
- Customers buy and take away
- Online customers
2. Demographic segmentation:
-Students and young workers
(This is Jollibee's main customer group in Vietnam, including students and young
workers who are looking for fast, convenient and affordable food products.)
-Family: Jollibee also targets family customers, especially families with children
(Jollibee products are suitable for children's eating needs and provide a friendly
and convenient dining space for families.)
3. Psychographic segmentation:
-Friendly customer (love the care and good service from the staff).
-Customers love to explore (like new products, curious and eager to try new menu
innovations).

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-Value customers (prioritize high value and reasonable price, often choose the
products with the highest value in the same price segment).
4. Behavioral segmentation:
-Loyal customers (frequently come and experience, love the products, recommend
to many people).
-Convenient customers (usually concentrated in shopping centers, crowded areas,
always ready to try many new tastes).
VI. INSIGHT:
The world is developing more and more modern, so people also become busy
with their work life. And for the demand for food, they always want to choose for
themselves fastfood foods because of the quickness and convenience.
However, fastfood is not a healthy food when we eat too much.
Therefore, the desire of customers always wants a fast food that is both fast,
compact, convenient and safe, nutritious and good for health.
 Delicious, beautiful food
 Guaranteed nutrition
 Ensure food safety
 Fast and convenient
 Cheap
 Diverse products, many choices
 Many offers, promotions, gifts
 Good service quality
 Caring staff
 The space is cool, clean and beautiful
 trusted by many
VII. BIG IDEAS & KEY MESSAGE
A. BIG IDEAS: JUST BEEHEALTH
1. Problem: Modern life is getting busier and busier, more and more people
prefer fast food because of its convenience. However, in terms of health,
many studies show that fast food, especially fried food contains a lot of fat,
sugar.

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 This makes the amount of calories loaded into the body too excess and
adversely affects health like obesity, diabetes...
2. Solution: To dispel the thought: "Only eat fast food when really busy, lack of
time, should not eat often, last for many days to protect health!". jollibee
launched a low-fat, reduced-calorie, user-friendly health food line called
“Beehealthy”, created by Jollibee in partnership with nutritionists.
B. KEY MESSAGE: “ENJOY BEEHEALTHY-CHẲNG NGẠI CALORIES”
VIII. 4P CAMPAIGN
1. PRODUCT & PRICE

With the first 2P, BEEHEALTH MENU was born with the core of giving
customers a healthier meal with a stable amount of sugar, calories and we
are committed to not using oil in its dishes. BEEHEALTH MENU are
diverse from appetizers, main courses and desserts
The prices of the products are divided into several sizes. Customers can
choose from side dishes. This gives customers choice, making them feel
more comfortable when spending.
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 BEEHEALTHY MENU

INGREDIENTS & PRICE (vnd)

NAME
WAY TO DO size S size M size L

GRAIN Chicken is fried without

40.000 112.000 210.000
FRIED oil, covered with cereal
/1 piece /3 pieces /6 pieces
CHICKEN flour

Pasta made from

SPINACH
spinach with minced 35.000 42.000 45.000
PASTA
meat sauce.

Salad with main

GREEN ingredients
35.000
SALAD of vegetables, fruits,
sauce from orange juice

Salad from apple,

tomato, mango,
SALAD
pineapple cut into 35.000
CUBE
squares and yogurt
sauce

CHOCOBAN Cupcake using pure 20.000

A chocolate and sweetness
CUPCAKE taken entirely from

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 bananas

BLACK TEA 15.000 20.000 23.000

SEED MILK 20.000 23.000 25.000

JUICE 20.000 23.000 25.000

ALL PRODUCTS DO NOT USE OIL.

2. PLACE
In the first 2 weeks, the product will be launched, sold and received
customer reviews at 50 stores with the most stable revenue in the country. If
the product receives good feedback from customers, it will be sold in the
whole system. If we do not receive good feedback, we will improve,
innovate products and continue to apply other marketing campaigns.
3. PROMOTION

PROMOTION TIMELINE

COST
NUM TIME ACTIVITY HOW TO DO AMOUNT
ESTIMATE

1 20/06- Online Post media contents and build an 3-5 POST 8-15.000.000
30/09 Promotions easy-to-remember Slogan with /WEEK Dong
topic about the problems that /month/content
fast food abusers are at risk of writer
facing social media like
Facebook, Tiktok before and
after products launch. Such as:

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 ● Beehealth ăn ngon còn
khỏe.
● Jo chọn khỏe, bạn thì sao?
● Lựa sức khỏe chọn
Beehealth

Cooperating with KOLs who are

nutrition experts to organize
nutrition workshop or seminars
which's name is "ENJOY
BEEHEALTHY CHẲNG NGẠI
CALORIES'' at schools and
other places to create a firm
03/07- Direct belief for customers about their 2 EVENT 8.000.000 Dong
2
30/09 Marketing nutritional concerns and worries /MONTH /event at schools
about Fast food and
BEEHEALTHY. Prestigious
nutrition experts in Vietnam:
● M.S. Dr Bùi Ngọc An Pha
● M.S. Dr Nguyễn Thụy
Song Hà
● A.P M.S. Dr Lê Bạch Mai

3 07/07- Sales Apply super preferential golden 3-5 ORDER 50~300.000

30/07 Promotion 1 hour campaign. Taking place 3 /5 Dong
weeks after the launch of TIME/DAY /ORDER
BEEHEALTH, the program
allows customers to buy new
food for only 50% of the price
with the minimum quantity of
200.000 Dong in limited

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 quantities at every time slot
every day.

In order to easily reach young

customers who are the most
Depen
favorite group of Fast Food
ding
because of its attractive taste and 1-2
4 on Sponsorship
cute, friendly image created by PROGRAM
the
Jollibee, it is important to
show
sponsor some entertainment
programs for children.

To advertise for the GIFT

Program, booking KOCs who
are attractive families on Tiktok
to introduce, evaluate and rate
programs and products will 3~5.000.000
11/08- 1~3 VIDEO
5 KOCs become more practical and Dong
20/08 accessible to customers. Famous /WEEK /video
Tik Tok families
● Baby Kopohome.
● Phương Mint's Family.
● Long Chun Brother

6 11/08- Sales To attract younger customers, 1-5 TOYS/ 10~20.000

24/09 Promotion 2 toys with the theme of characters ORDER Dong/Toy
associated with the pages of
their children's school books that
breathe life into Jollibee's story
will be given away with each
bill. Toys will be ordered in bulk

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 to get preferential prices.
● Bill 120.000đ + 1
character
● Bill 200.000đ + 2
character
● Bill 280.000đ + 3
character

IX. SWOT ARCHITECTURE

A. Strengths
 Healthy ingredients: use fresh, natural and low-calorie ingredients.
 Using technology in processing: using oil-free frying pans.
 Variety of dishes.
B. Weaknesses
 Not suit the taste of some customers: due to the new dish, it may not suit
some people.
 Price is higher than other rivals: due to better use of materials, price is
higher than competitors.
 Depending on the supply of raw materials.
C. Opportunity.
 Healthy eating tendency.
 Trend of fast consumption.
D. Threats
 A competitive market.
 Difficulty finding supplies.
X. ESTIMATE REVENUE TABLES

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 ESTIMATE REVENUE TABLES

DAILY TURNOVER MONTHLY REVENUE ANNUAL REVENUE

PRICE
NAME SIZE TOTAL TOTAL TOTAL
(VND) SALES SALES SALES
(VND) (VND) (VND)

GRAIN FRIED S 40,000 800 32.000.000 24000 960.000.000 292000 11.680.000.000

CHICKEN
M 112,000 1000 112.000.000 30000 3.360.000.000 365000 40.880.000.000
L 210,000 600 126.000.000 18000 3.780.000.000 219000 45.990.000.000
S 35,000 400 14.000.000 12000 420.000.000 146000 5.110.000.000
SPINACH
M 42,000 750 31.500.000 22500 945.000.000 273750 11.497.500.000
PASTA
L 45,000 850 38.250.000 25500 1.147.500.000 310250 13.961.250.000
GREEN SALAD 35,000 360 12.600.000 10800 378.000.000 131400 4.599.000.000

SALAD CUBE 35,000 380 13.300.000 11400 399.000.000 138700 4.854.500.000

CHOCOBANA
CUPCAKE
20,000 480 9.600.000 14400 288.000.000 175200 3.504.000.000

S 15,000 300 4.500.000 9000 135.000.000 109500 1.642.500.000

BLACK TEA M 20,000 290 5.800.000 8700 174.000.000 105850 2.117.000.000
L 23,000 350 8.050.000 10500 241.500.000 127750 2.938.250.000
S 20,000 280 5.600.000 8400 168.000.000 102200 2.044.000.000
SEED MILK M 23,000 370 8.510.000 11100 255.300.000 135050 3.106.150.000
L 25,000 380 9.500.000 11400 285.000.000 138700 3.467.500.000
S 20,000 300 6.000.000 9000 180.000.000 109500 2.190.000.000
JUICE M 23,000 330 7.590.000 9900 227.700.000 120450 2.770.350.000
L 25,000 360 9.000.000 10800 270.000.000 131400 3.285.000.000

TOTAL 453.800.000 TOTAL 13.614.000.000 TOTAL 165.637.000.000

TOTAL REVENUE OF “JUST BEEHEALTH” CAMPAIGN PRODUCT OF 150

JOLLIBEE STORE IN 1 YEAR IN VIETNAM IS 24.845.550.000.000 VND

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NOTE:
 ALL DATA ABOVE ARE ESTIMATES
 TABLE FOR REFERENCE ONLY
GROWTH RATE
Assume that sales of other jollibee products increase tenfold due to the
success of Beehealth.
Growth Rate = [(Total Year's Sales - Previous Year's Total) : Total Previous
Year's Sales] *100
= (24.845.550.000.000 : 11.180.000.000.000) *100
= 222.23%
https://vietnambusinessinsider.vn/jollibee-lam-an-ra-sao-truoc-khi-mo-cua-hang-
thu-150-tai-viet-nam-a25565.html
MARKET SHARE
Assume that sales of other jollibee products increase tenfold due to the success of
Beehealth
Market share = (Total sales of the business : Total market sales)
*100
= [(24.845.550.000.000 + 11.180.000.000.000) :
333.690.000.000.000] *100
= 10.8%
https://mqflavor.com/thi-truong-thuc-an-nhanh-viet-nam-dau-hieu-khoi-sac-trong-
boi-canh-binh-thuong-moi/

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