Promotional Campaign on JOLLYBEE in Bangladesh

8/3/2019 Promotional Campaign on JOLLYBEE in Bangladesh

1/38


2/38

Launching

CampaignOf

Jollibee

InBangladesh

2 | P a g e


3/38

Prepared for:

M.A. Sadat ShimulLecturerPromotional Management (MKT-337)Section # 03School of Business AdministrationNorth South University, Dhaka.

Prepared by:B M Sazzad Hossain Rasel

ID# 081-128-030Humaira Taskin

ID#083-042-030Sayeda Tasniya Ahsan

ID#083-404-030Anika Nawar

ID#092-0550-030

Manzur-E-MowlaID#091-0625-030Mizanur Rahman

ID#092-0043-030

Executive Summary:

3 | P a g e


4/38

Jollibee is a Filipino food chain operating since 1975. Jollibee has been a success story

in all the countries it has entered and currently has 600 stores in Philippines and more than 50

international stores. Jollibee has been appreciated wholly every time it has opened a new store

oversees. And therefore, they are planning to open 12 outlets all over Bangladesh with an aim to

serve them quality food.

Fuaad Food Bangladesh Ltd. (FFBL) has got the franchise contract to launch Jollibee in

the Bangladeshi market. We are here to design a promotional campaign of this huge launch. The

aim of the promotional campaign is to establish Jollibee as the countrys leading food chain and

delight people with its scrumptious food.

The promotional campaign will last for two and a half months. The Gala launching of

Jollibee will be held on 31st June, 2011. So, the promotional campaign will be divided into

periods (pre-launching and post launching). In the pre launching period, we wish to inform as

many people as possible about Jollibee and create hype among every one. And in the post

launching period, we wish to continue advertising to boost sales and continue to relate peoples

lifestyle to Jollibee.

The target audience for our outlets is mainly people who earn money and belong to the

upper and middle class group. Teenagers, university students are also our target customers.

We will use print, electronic, outdoor, internet and public relations to reach the target

audience. For outdoor media we will use small banners, billboards, the bee will be used as a

mascot, for the gala opening we will use posters and transport will also be used to promote

Jollibee. For electronic media, we will advertise in some tv channels, BTV, ATN Bangla,

Channel I, NTV and RTV and Radio Foorti. For print media we will use many national and

local newspapers like: Prothom Alo, Daily Star, Rajshahi Barta etc. We also concentrated on

few magazines too, but number of magazine is low because in our country people are not use to

it. Internet and Personal Relationship also get high priority throughout the report.

The budget is quite high for the promotional campaign; however we feel that it is

justified to give Jollibee maximum exposure. The total budget for this campaign will be Tk.

20111500.

Major Target Market Segments:

4 | P a g e


5/38

Geographic:

Jollibee is planning to establish 12 outlets for 8 major cities in Bangladesh that almost cover the

whole Bangladesh.

Country: Bangladesh

City: Dhaka, Chittagong, Sylhet, Rajshahi, Khulna, Barisal, Comilla and Coxs Bazar.

Demographic:

Fast food restaurants are becoming popular with the change of time. As there is no age

limitation for any fast food restaurant, Jollibee chose people who are above 12 years and there is

no end of the age limitation for age group. Kids bellow 12 years are consumers for sure but they

are not able to purchase from Jollibee. Income is another important factor to consider. We target

people whose income is at least 10,000 TK and above it. Our major target group is young

people but older people and kids are also included in our target consumers.

Age Group: 13-19, 20-25, 26-30, 31-35, 36-40, 40 and 40+

Income: 10,000-20,000, 21,000-30000, 31000-40000, 41000-50000, 50000 and above

Occupation: Home maker, Service holder, Students, professional and technical, managers.

Gender: Male and female

Family size: 1-2, 1-4, 4-6, 6+

Family Life Cycle: Kids (above 12 years), young, single, married, older, newly married couple,

married couples with children, older people with children.

Education: School, high school, college graduate, undergraduate and graduate,

Behavioral Factors:

It is not necessary to consider that all users are regular one or not. Non-users, ex-users, first-

time users can also have the taste of various fast food items. Usage rate depends on their

preference level, mood and occasion. If people are coming after watching the outlets, we can

assure that people are loyal toward our restaurant and to get their positive attitude toward our

service we should deliver them the best service with all those benefits as we can.

5 | P a g e


6/38

Occasions: Regular occasions, social occasions and special occasions.

Inclination Stage: Unable, aware, informed, interested, intention to buy, actual buyer

Benefits: Quality, service, friendly atmosphere, versatile menu, reasonable price

Attitudes Toward Product: Enthusiastic, positive, indifferent, negative, hostile

Buyer Status: Non buyer, potential buyer, first-time buyer, regular buyer.

Loyalty Status: None, medium, strong.

Psychographic Factors:

Jollibee targeted people who are from upper background to middle class. So people from all

these aspects of life are welcomed by Jollibee in their leisure time to enjoy with their friends

and family with the wide range of delicious food items.

Social class is an important factor that will give us some idea about which group of people we

are targeting.

Social class: Upper class, middle class, upper middles, lower uppers,

6 | P a g e


7/38

PROPOSAL

Electronic Media:

Television:

7 | P a g e


8/38

We will start advertising on the electronic media from the middle of May that is 15th of May.

Jollibee is a foreign company and therefore most of our customers are not aware of the name

and brand. So, our aim will first be to make the name JOLLIBEE prominent and then to

promote how it will serve people.

We will advertise in few TV channels such as BTV, nTV, ATN, Channel I and Rtv. In BTV, the

advertisements will be continuously for everyday because as we are approaching people from

all over the Bangladesh with eight outlets outside Dhaka, it is important to advertise on a

medium through which we can reach our target customers in an efficient way.

The advertisements from May 15th to June 15th will be of 10 seconds and from June 15th to July

31st will be of 30 seconds.

The advertisements will be changed from time to time. The time schedule on which we wish to

advertise is given below:

It is wise to choose the peak hour in BTV as we are considering it as the main vehicle to

reach the mass audience. So, the advertisements will be shown on peak hours (from 7:00

pm), Just before the news, during breaks in films and news (we are giving 30 sec ads

during this time).

The Channel I news at 7:00 pm, 9:00 pm and 10:30 pm are very popular so we will

choose the spot just before these three news and mid breaks in news.

The prime time when the popular soap operas take place is the time when

advertisements will be shown on Rtv and ntv. Mid breaks in drama and films is the spot

we want to advertise. And for ntv we would like to advertise before the news and mid

breaks in news also

For ATN we will advertise in its news breaks and before or after programs.

TVC Content:

May 15th to June 15th

As this is the initial stage, we would like to create hype among the people at this stage for the

8 | P a g e


9/38

brand. The short 10 seconds advertisements will show a BEE buzzing in and out of the

television screen humming obscure songs, and then the BEE sits on the logo of Jollibee. Then

we will show a text coming soon.

June 15th to June 31st

After one month of advertising, we assume that the hype has been created among people and

now it is time to inform people about JOLLIBEE. We will approach our audience with two sets

of advertisement.

The first will be to show how festive Filipino people are and how they celebrate their

little moments of happiness with Jollibee as it is the leading restaurant chain in the

Philippines. After the advertisement this quote will appear: Festive Always

The second set will be to encourage our people to go to Jollibee

This set will contain:

We will show different people celebrating their joyous moments in Jollibee. For

example, a group of friends just came out of the exam hall finishing their finals. A voice

will tell Done with exams? Celebrate at Jollibee. Then we will show how the people

enjoy their time at Jollibee and will also showcase Jollibees stuffs friendly nature.

Then again the same sentence will appear Festive Always.

21st June is the Fathers day, and we wish to focus on this event. An emotional

advertisement will be created showing the bonding of a father and a child. The

advertisements will show how busy the children get when they grow up and the father

feels lonely at home. And then on the eve of Fathers Day, the children give their father a

surprise at Jollibee, tears come out of the fathers eyes and we show how Jollibee can

make you happy.

Another advertisement will be about different kinds of people coming all together to

celebrate their time at Jollibee. These different types of people will include friend

groups, old people getting nostalgic at Jollibee and quality family time spending at

Jollibee.

9 | P a g e


10/38

July 1st to July 30th

This is the period after Jollibee will start operating. We wish to keep the same advertisements

broadcast during the second period (June 15th

to June 31st

). This is logical because by this timewe will be able to create an image of Jollibee in peoples minds and we want this image to last

for a long time.

By this time, the frequency of the advertisements will be less because we are assuming that

people already know about Jollibee.

RADIO

Fm radio has recently been getting popular among everyone. It is a great tool to reach mass

audience at a lower cost.

The budget for the TVCs is very high so we wish to keep a less expensive budget for the radio.

The leading FM radio channels are Radio Foorti, Radio aamar and Radio Today. We will focus

on these three radio channels and special importance will be given to Radio Foorti as it has only

one advertisement during any break so the people are less likely to change the channel are and

more likely to be exposed to the advertisement. The radio schedule will also be divided:

May 15th to June 15th

The same buzzing and humming of the bee will be broadcast for 15 seconds. The humming will

get louder with time and in the end a voice will say JOLLIBEE COMING SOON

June 15th to June 30th

This is the period we want to inform the people about the grand opening of Jollibee. The Gala

night will be held on 30th June so radio is the medium we want to use for informing people

about this night. We can use RJs and sponsor programs for that. At the same time we will use

jingles to promote brand awareness.

July 1st to July 31st:

This is the period after the opening of Jollibee. The advertisement contents will be same as the

advertisement contents of the TVCs. So, these advertisements will be the audio version of the

TVCs being broadcast. We can also reduce frequency assuming most of our target customers

10 | P a g e


11/38

know about the brand. These advertisements will be of 20 seconds.

PRINT MEDIA

Print media is the one of the wide ranges of medium to reach mass people. It may be one

of the oldest forms of marketing tools but holds an important position in the marketing mix till

now. Jollibee, one of the famous brands in Philippines is planning to expand their business in

Bangladesh. As a result they are planning to gain more customer attention through marketing

mix. Here we will provide them some suggestions of various print media promotional

campaigns and plans in details with research statistics.

In an average everyday 5people read one newspaper in our country. As a result we can say that

this print media plays a vital role in our country.

Why PRINT MEDIA:

Newspaper is a media through which an advertiser can send his/her message to the mass people.

As a result the owners of Jollibee will also go forward for print media to reach the maximum

number of people of our country in a cost efficient way. Thus, in the proposed advertising

campaign, a large and substantial part of budget will be occupied by print media.

There are several valid reasons for considering using print ads in Jollibees marketing plan.

The print media will help Jollibee to create a favorable public image in the mind of a

customer. Because most of the people in our country still believe that, whatever is in

newspaper is always true. It is also a very cost efficient way to reach huge number of

people in one short.

Through printed ads you can play with readers emotions and create a brand image in

their mind. The effective and efficient advertisements will hold out the promise of

betterment to a reader. We can achieve this only through creative and professional

advertising design, including color sense, layout, positioning, and language.

11 | P a g e


12/38

Print media is one of the strong mediums in our country to reach huge number of people.

In newspapers we can customized our ads by providing various instruments to gain

attentions from customers. Printed medium can also be used to measure how the ads

really effecting people. For example: coupons through newspapers can be used to

measure how many people we have reached throughout some particular ads.

Proposed PRINT MEDIA plan:

NEWSPAPERS

Newspaper is one of the greatest sources of print media to reach huge number of people. Here

our proposed print media plan will be constituted of 3 months. That includes May, June and

July. During these 3 months we are going to use several print media vehicles all over the

country. As Jollibee will be opening up 12 outlets in Bangladesh, this proposed campaign will

consider every outlet area and thus will advertise according to that. But our main considerations

will be Dhaka and Chittagong as they are the most developed cities of our country, and people

living there like to go first food shops for many reasons.

Media Vehicles used:

District Name News Paper Name Magazine NameDhaka

1. The Daily Star

2. The Daily Prothom Alo

3. The Daily Amar Desh

4. Kaaler Kontho

5. Bangladesh Protidin

1. GEN Next

2. Chhutir Din

3. Star Magazine

Chittagong The Purbakon

The Suprobhat

Bangladesh

Sylhet Daily Sylhet Bani

12 | P a g e


13/38

Rajshahi Rajshahi Barta

Khulna Kulaurar Dak

Barishal Shahnama barisalComilla Daily Rupasi Bangla

Cox-Bazar Cox's Bazar Barta, Sagar Bani

The print media plan for each month is described separately below.

May 2011:

In May 2011, our main objective is creating awareness about Jollibee through print media.Jollibee, one of the famous first-food chains in Philippines, is franchising their outlets here in

Bangladesh for the first time. Jollibee is a brand that very few people of our country are actually

aware of. As a result, our first months objective is to let the people of Bangladesh know about

this world class brand and to do so here we are concentrating in print media as vehicle of

spreading awareness.

Here we are planning to put few advertisements in printed newspapers. Because from the very

next month we are planning to go for huge advertising as all stores around the country will be

opened from 1st July 2011.

We are planning to publish advertisements in the newspapers on a continuous basis after 15 th

May. Here in this month we are planning to put ads on Friday and Saturday, because most of

the people stay home at that time and usually spend their time by reading newspapers. This will

help us create brand awareness to them.

During this period our main purpose will be creating a little suspense among the people. This

will help us to create interest in the readers mind as a result they will look forward for the

advertisement. However, this will be done in a part by part basis to generate customer interest.

For example on 20th of May, the advertisement will show only a burger image, and then on 21st

there will be burger and hotdog. After that one week pause, then suddenly on 27th there might be

13 | P a g e


14/38

some people eating those burger, hotdog and pizza in very joyful mode, after that on 28 th we

will advertise the environment of the shop along with the previous picture.

By this way we are planning to finish our first months printed advertisement on newspaper.

June 2011:

In this month our main objective to put more ads in newspaper to create more brand awareness

among the people. As a result to make our job easier we are planning to divide this month into

two time segments. Here we are also dealing with the odd days only.

June 1st to June 15th plan:

Here we are taking only odd days, which are 1st, 3rd, 5th, 7th, 9th 11th, 13th and 15th of June. These

advertisements are to be positioned in the third and last pages of the national dailies mentioned

above. Here in this month until 15th June we are going to keep that suspense (started a month

earlier) among the general people. But this time we will use more frequent ads than before. As a

result we are expecting customers will be more interested to our ads to see what is coming up

next.

For this reason we will add many more elements to that picture (the ad started from 20th May)

day by day till 13th when there will be a complete image of a scenario where people are eating

fast foods in a very healthy environment and kids are playing in kids zone but in this ad we will

put a big happy bee on the top left corner. This ad will put the readers in more suspense. Now

on 15th May we will advertise a picture of a very big bee along with the name of the company,

JOLLIBEE.

June 16th to June 30th plan:

In this period we are planning to publish all the ads on odd days of June. That is 17 th, 19th, 21st,

23rd, 25th, 27th, 29th of June.

14 | P a g e


15/38

On 17th of June 2011 will simply show a full page with the Jollibees logo and its tagline plus

one statement Coming soon in your City. After this our main aim will be to inform people

about the company and in Bangladesh where we are going to open our fast food shops. As a

result the next two days ads will be little bit different plus a little bit informative. After that will

show them various snapshots of different lifestyles where people eating fast foods seems part of

the whole. For example on 23 rd the newspaper advertisement will show an image of a young

couple sharing one glass of Pineapple Juice with two straws. On the 25 th for example, we will

show them a group of friends hanging out in our music lounge and enjoying our quality foods.

We are going to position the ads on the last page of the newspapers and sometimes in the

lifestyle pages. Additionally, the advertisement on 27th and 29th of May will provide them some

discount coupons which will give them enjoy Jollibees quality foods on a discount.

Furthermore, these advertisements will also provide information about the gala night and

hotdog eating competition that is to be held on the 30 th of June, 2011 in the 4 outlets of Jollibee

in Dhaka and 2 outlets in Chittagong.

We are also planning to supply leaflets along with the daily newspapers, outlining the detailed

information regarding the menu, gala night, hotdog eating competition and Jollibee in

Bangladesh as a whole, in few selected areas. This will help us to collect the attention of the

local people.

July 2011:

From the very begging of July, our aim of advertisement is to create brand recognition and

illustrate the market offering and the product benefits among the people. These will include the

information of the outlet, where Jollibee outlets are located and also the different product lines,

etc.

On 1st of July all of the outlets of Jollibee will be opened country wide. As a result we will

include some changes in our advertising plans. Now our plan is to give continuous ads on every

15 | P a g e


16/38

newspaper (national and local) for 5 days to inform people that, we are open and ready to serve

you at any time. After this the frequency of the advertisement will be lowered from every day to

every three days. Here we are especially considering Fridays and Saturdays for our

advertisement, because in these days we will be able to collect more customer attention than any

other days. We will publish an ad of Jollibee on lifestyle pages every week.

Here our aim to communicate peoples about, in the June advertisements, the original Jollibees

signature image and why they are here. Now lets consider the color combination of the

advertisement on news paper, here we will follow their international standards, because this will

help local people to learn more about this international brand, and the message that will be

conveyed in every advertisement will be, the tag line company already using. Here we will

show them how the foods are processed, friendly environment, and the strong interiors. We will

also show them how people are enjoying here. For example: one ad will show friends or couples

or celebrities hanging out in Jollibees first food outlets. This might create an urge to go to

Jollibees fast food shop among the people. These advertisements are going to be printed in

three major national dailies, namely Prothom Alo, Daily Star and Amar Desh.

MAGAZINES

We are not planning to put huge number of ads in magazines, because people of our country are

really not that much user friendly with magazines. However, we are going to advertise in the

three magazines stated by name, i.e. GEN Next, Chhutir din (Prothom Alo) and Star Magazine,

in a regular intervals. Here we are advertising in magazines because it will help us to reach the

high class segments of Bangladesh. We will do these types of advertising only in Dhaka and

Chittagong.

Outdoor:

May 2011:

16 | P a g e


17/38

The month of May is our pre launching period. During this time our aim is to make Jolli bees

name popular among our target customers. We will try to create the hype so that our customers

start to wait eagerly for our grand opening.

Banner:

We r going to put small banners with the lamp posts on which the smiling jolly bee will be

waving its hand. There will be no detail of us. Only the bee will be visible. We are going to

cover the lamp post of busy areas like shantinagar mor, mirpur road, pantha path to farm gate,

kemal atartuk avenue.

We will mostly focus on the area around our outlet. For the outlets outside Dhaka we will use

Banners only. Banners must cover 2mile area around each outlet.

Mascot:

We plan to put the Aerial Mascot (bee) on some road dividers. Mascots will be only in the

middle of busy roads and must be within peoples eyesight. The mascot will be just as the

banner.

Billboard:

In the pre launching period we just want to make Jolli bee familiar to our customer. In this

regard we are going to put the bee in a billboard. A facebook page will be visible in the

billboard and the bee will ask for a friend request. The page will be similar to the add request

page. In the additional message the bee will say I am Jollibee from Phillipines. Add me to

your life & Make it always festive.

This billboard will be there until June 15.

June 15, 2011

Fifteen days left for the Gala opening. This is the time to prepare our customer for the grand

celebration.

Poster:

17 | P a g e


18/38

Poster will take position of the banners. There will be detail information of Jolli Bee gala

opening.

It will contain information like: JOLLI BEE fast food chain (its location), gala opening venue

& time, the performers name of the program.

Mascot:

Mascot will be same. But it will not be the aerial anymore. It will be placed on the road divider.

It will carry a banner with it displaying the information of the gala opening.

Billboard:

Billboard will also provide the information of gala opening. There will be picture of the

delicious food items as well to make the customer ready for the new taste.

Gala Opening:

The Gala opening will be at Dhanmondi Mohila Complex . There will be a concert which will

start off with a presentation on the rich history of Jolli bee in Phillipines. Stars like Artcell,

Mila, Shunno, lalon will perform in the concert. There will be several sessions of Stand up

comedy as well in between the singers performance. We want our audience to enjoy some

quality moments with us which they will remember forever. There will be a food corner where

the audience will be served food items of Jolli bee.

The entry fee of the concert will be 150TK. Food items will be priced at a discounted regular

price.

July, 2011:

By this time the outlets are open. Our target is to make the brand popular among the customer.

We will try to remind them of our delicious taste in regular interval.

Banner:

Banner will be again included in the promotions. It will show the picture of the mouth watering

foods. Banners will be located only around the outlet area.

18 | P a g e


19/38

Wrapped transport:

The buses whichtravel around the outlet area will carry the delicious pictures of Jollibee food

items. It will remind and encourage the customer to take their lunch or dinner at Jollibee.

Billboard:

Billboard will present the image of the recent TVC. From July the billboard will showcase the

idea Be the first to throw a treat on different celebration

Others:

To make the brand popular we will focus on our logo. The bee itself is an interesting logo and

we look forward to a strong popularity of the logo among the children. We plan to arrange

several visits by the mascot in different schools. The bee will give the kids free stickers and will

take photo with the students.

As we develop a popular brand in Bangladesh we will concentrate on our corporate social

responsibility. As a part of it we will provide tiffin to the students of the Jaago foundation

school once in every month.

Internet and Interactive Media:

Internet and interactive media are important tools for promotion in this modern age.

Jollibee has already its original website (www.jollibee.com.ph/) which is well designed. As we

are launching it in Bangladesh for the first time, we have to develop a website regarding this.

Anyone can get all information about stores, menus, prices by just clicking the website.

Advertisements will be uploaded in YouTube for publicity. And the good news is it will take no

19 | P a g e
http://www.jollibee.com.ph/http://www.jollibee.com.ph/


20/38

expense at all.

Facebook is more efficient interactive way to communicate Jollibee with people. Banner

advertisement in face book is provided during the beginning of May. Official fane page is also

opened in face book which will help to remind the people about Jollibees offers by uploading

photos, sharing their service and videos. This will send a cyber vibe throughout the Internet

users and do publicity. This too does not involve any expenditure.

Gala night at women complex and its information are going to be available in facebook and

website. People can buy their tickets through our website.

PUBLIC RELATION

As we all know, public relation has always been one of the most influential part of the

IMC and an important part of the organizations promotional mix for promoting any type of

products or services. For Jollibee, it is an inevitable part of the marketing mix because of its

product category. There are many well renowned fast food companies that are competing

against each other. Entering in a market full of competitions will take a lot of effort especially in

PR. We have proposed a detailed plan for handling the PR activities for Jollibee for the month

20 | P a g e


21/38

of May 2011 to July 2011.

PR Plan for the month of May 2011

As this is the first month of the campaign, we propose Jollibee /FFBL to negotiate with theevent management firms about holding concerts and different types of other promotional events

in different locations. Before introducing officially in the market and promoting its products and

services, Jollibee should think about selecting a brand ambassador for promoting them. As

Jollibee is a fast food chain for people of all ages, it could be a bit tougher while selecting the

right ambassador. Therefore, we propose to introduce dummies that will be the same as a bee

shaped. In the first month, Jollibee will organize a trip throughout the entire Dhaka city in

schools, colleges and universities for promoting. For the whole month, Jollibee will be visiting

the leading schools, colleges and universities and organizing concerts participated by the

students themselves and some well renowned bands as well. In the mean time, Jollibee will

serve the audiences with their food items in a discounted price and also free beverages for the

students. During this tour, people will get leaflets of Jollibee along with the prices for every

food items that they are providing. This will get Jollibee a full disclosure among the young

generations.

PR Plan for the month of June 2011

In this month, Jollibee will continue its trip to the educational institutes and promoting there.

The Gala opening will be at Dhanmondi Mohila Complex . There will be a concert which will

start off with a presentation on the rich history of Jolli bee in Phillipines. Stars like Artcell,

Mila, Shunno, lalon will perform in the concert. There will be several sessions of Stand up

comedy as well in between the singers performance. The ticket price is suggested to be 150

taka per person for regular seats. The concert is to commence at 5 pm till midnight. It should be

noted that the concert is scheduled to be exclusively sponsored by Jollibee, FFBL along with

media partners. In this event, prominent celebrities and journalists are going to be invited. The

invitation to the journalists will create the scope for publicizing the launching of Jollibee in the

market in the electronic and print media. At 12:01 a.m. a massive and elegant firework show is

21 | P a g e


22/38

suggested to be carried out in the Dhaka skyline outside the open space of the gala night venue,

i.e. Dhanmondi Mohila Complex along with the 12 specific outlets of Jollibee all across the

country. The fireworks will be carried out for 10 minutes and will start at the exact same time.

Thus Jollibee will get a huge attention and it will help them get a blast while entering the

market. People will notice the blast of the fireworks which illustrated the name of Jollibee and

FFBL at the night and the very next morning they will have an outstanding outlet of a quality

fast-food chain in their neighborhood.

PR Plan for the month of July 2011

For Jollibee, PR activities in the month of July are very crucially important as it is the first

month of their operation in the market. Therefore we propose to give up to 25% discount on

each and every item and also free T-shirts for the first 250 customers in each outlet. It is

obvious that people will be attracted to the discount rate and also they will wear the T-shirts as

well. By this way, Jollibee will get a full disclosure without making any extra cost. In this

month, Jollibee will complete its tour to the schools, colleges and universities and finally it will

organize a cultural competition where schools will be competing with each other, colleges will

be competing with other colleges and the same with universities. At the end of the month, it will

announce the champions of the competition and the prizes will also be sponsored exclusively by

Jollibee. Another thing that we propose Jollibee to execute is road signs carrying the names of

the street, avenue or place will be situated in different locations for commuters, citizens and

people at large to know the name of the place and sense the city better. These road signs will

have the names of the places in both English and Bengali and clearly depict the Jollibee logo

where the bee will indicate the way to the location. It should be noted that these road signs

should be placed in all the major streets and near the hotels of the cities that Jollibee has opened

its outlets. The beneficial side of this activity is that these road signs will stand for a long time

even after the 3 months campaign that we have proposed and discussed here.

22 | P a g e


23/38

Proposal for continuous ad campaign:

Electronic Media

As far as TVC is concerned, the paper proposes the continuity TVCs projecting its key food

items. This is proposed to continue even after the May 2011 to July 2011 campaign. The paper

also recommends FFBL/Jollibee to take into consideration special occasions that will come up

in the future, for example the friendship day on the first Sunday of the month of august, 15 th

august etc. while telecasting its advertisements in the electronic media, particularly in

television.

The lifestyle advertisements are recommended to be innovated and shown in television after theinitial campaign is over. This paper suggests that after the initial campaign, Jollibee should try

to emerge as a community for the youngsters that complements friendship, family life and many

other relationships that exist in the society. It should strive through its promotional management

to project itself as the community that is associated with memories, nostalgia, social

communication and care under the same roof. It should be said that as the summer season is

going to be over, Jollibee should advertise specific beverages and snacks that it also sells

instead of plain fast food.

As far as the RDC is concerned, the paper proposes to use it strategically and after intense

research. Jollibee should find out the programs that are relevant to the image of the product (i.e.

burgers, sandwiches, different types of soups etc) which is associated with memories, nostalgia

and social communications.

Print Media:

The proposal regarding the print media for the future for Jollibee is that it has to keep up

advertising by featuring different food items in each ad.

These print ads should project people rejoicing their fun moments over bites of Jollibee fast

food items. Furthermore, it should also feature some special offers for special occasions.

23 | P a g e


24/38

Jollibee should advertise in magazines and newspaper supplements that feature the youth, the

friendship and family as well. The proposal is also that Jollibee should also access the reading

materials of all the people as it is providing its products at reachable prices.

Outdoor:

The outdoor media advertisement is proposed to be limited in putting banners in the main

roadsides. Universities, colleges and schools are suggested to be brought under the exposure of

Jollibee posters. This will create an appeal and communicate with many people.

Public Relation:

As far as public relation is concerned, the paper proposes that this media be slightly shrunk.

This is because a great deal has been done in the time period starting from May 2011 to June

2011.

However, putting road signs with the names of the places, streets and avenues sponsored by

Jollibee/FFBL is suggested to be expanded in the cities and highways. Beautification and

installing sitting places in the city and open urban squares respectively under the sponsorship of

Jollibee is recommended in the future.

Internet and Interactive Media:

It is proposed that advertisements be given in social networking sites such as Facebook and

Bangladeshi web sites visited by Bangladeshi citizens which include Click BD and others.

Cyber cafes could be set up in the outlets of Jollibee. This may promote Jollibee to a higher

degree.

Budget:

24 | P a g e


25/38

Advertising CompanyBudget for the months of May, June and

July, 2011

Details Taka

Total Print Media Budget: 3535000

Total Electronic Media:

TV 6048000

RADIO 1133500

Total Outdoor Budget: 8800000

Total PR Budget: 595000

Grand Total: 20111500

Conclusion:

Although it may seem like a huge advertising budget, but to us it is very practical and well

justified budget. This advertising plan will help Jollibee to capture a strong segment in our

country with their existing international image.

Reference:1) Principals of Marketing, 12ed by P. Kotler

2) Contemporary Advertising, 13ed by William F. Arens

3) www.jollibee.com.ph

25 | P a g e


26/38

26 | P a g e


27/38

Appendix

Advertising Company

Budget for the months of May, June and July, 2011

Details MAY JUNE JULY

Newspapers:

National Newspaper

Back Page (TK.11,500/day) X 11days X 5newspapers 230000 63250051750

0

Third Page (Tk. 9,500/day) X 5 days X 5newspapers 23750023750

0

27 | P a g e


28/38

Local Newspaper (estimated cost)

Front Page (TK.5000/day) X 16days 20000 80000 80000

MagazineWeekly MagazineFront Strip (2 inch X 7.75 inch) (Color) (Tk.50,000/week) X 2weeks X3 300000

300000

Back Cover (Color) (Tk. 75,000/week) X 2 weeks X3 45000045000

0

Total: 250000 170000015850

00

Total Print Media Budget: 3535000

Notes: Here we took Prothom-Alo's advertising rate for our calculation.

Advertising Company



TV Ads

BTV 30 sec (15000/-)X 4times24000

084000

060000

0

28 | P a g e


29/38

Cable TV 30sec (Tk.13, 000)X 4times X3 channels min.62400

021840

0015600

00

Total:86400

030240

0021600

00

Total TV ads Budget:60480

00

Notes: Here to calculate cable tv ad cost, we took ATN's adcost as a base.

Advertising Company



15 sec ad (BDT 1,150) X 10times a day17825

01782

50

20 sec ad (BDT 1,400) X 15times a day

1260

00

6510

00

Total:17825

03042

506510

00

Total Radio ads Budget:11335

00Notes: Here took Radio Furti's ad cost asbase cost.

Advertising Company



Banner 1,50,000 2,00,000

Mascot 50,000 50,000

Billboard 1875000 3125000 3125000

Poster 50000 75000

Wrapped transport 50,000(estimated)

Others expenses 50000(estimated)

Total: 21,25,000 3250000 34,25,000

Total Outdoor Budget: 88,00,000

29 | P a g e


30/38

Advertising Company



concert cost (in Dhaka and Chittagong) 06,000,00

(estimated)

Hotdog eating competition 05000

0

Discount Cards 01500

0

Fire-works 05000

0(estimated)

Free T-shirts for the first 250 buyers in each outlets 01800

00

City Beautification 0 300000

Total: 0 3000002950

00

Total PR Budget:5950

00

Notes:

T-shirt cost60taka

30 | P a g e


31/38

Radio Furti LimitedRate Card

S/N. Duration Spot Rate (ALL NATIONAL)

1. 60 Seconds BDT 4,000


3. 30 Seconds BDT 2,0004. 20 Seconds BDT 1,400


S/N. Duration Slot Rate (ALL NATIONAL)

1. 30 Minutes BDT 30,000



4. Endorsement (Maximum 20 Sec/7 to 9am & 4 to 6 pm)

BDT 4,000

5. Endorsement ( Maximum 40 Sec/Other

than peak time as mentioned above)

BDT 4,000

Terms & Condition

1. We are at your service 24 hours round the clock.2. Commercial airing schedule will be fixed after negotiation with radio furti sales

people.3. All commercial materials (includes RDCs, scripts and schedules) need to reach us at

least 48 hours prior to the airing time.4. The materials need to be accompanied by a written/email request.5. All cancellations need to be informed at least 48 hours earlier.6. Flat rate to be applied across billing.7. In case of fraction in seconds for air time, it is to be rounded up to next full digit.8. 100% premium to be charged for fixed spot booking.9. 50% payment should be made in advance with order and rest need to be paid within

15 days after submission of Bill in favor of Radio Furti Limited by A/C payeeCheck/PO/DD.

10. Radio Spot production cost for 30 sec is BDT 15,000.00 (Tk. Fifteen Thousand only).11. In cases of endorsements, Radio Furti will confirm the time availability beforehand.

You are requested to book the endorsement spots based on our availabilityschedule.

31 | P a g e


32/38

12. VAT & Agency Commission is not included with this rate.

Radio Furti Limited

Landmark (8th floor), 12-14 Gulshan North C/A, Gulshan 2, Dhaka 1212Tel:+880-2-8835747-8,Fax:+880-2-8835746

ATN BANGLA

1. Rates for Spot Advertisement.

Spot

Duration

Peak Hour 5.00pm to 01.00am

Normal Specific Choice

Before

program

Middle Break in

Drama/Film

Before News

10 sec Tk. 4,000.00 Tk. 4,500.00 Tk. 6,000.00 Tk. 7,000.00

20 sec Tk. 8,000.00 Tk. 9,000.00 Tk.12, 000.00 Tk. 14,000.00

30 sec Tk. 12.000.00 Tk.13, 000.00 Tk.18, 000.00 Tk.21, 000.00

40 sec Tk.16, 000.00 Tk.18, 000.00 Tk.24, 000.00 Tk.28, 000.00

50 sec Tk.20, 000.00 Tk.22, 000.00 Tk.30, 000.00 Tk.35, 000.00

60 sec Tk.24, 000.00 Tk.27, 000.00 Tk.36, 000.00 Tk.42, 000.00

25% discount on spots for PSA/Social awareness commercials. This discount is not applicable on news related spots.50% discount on spots between 1.00AM to 5.00PM.

2. News Spot Rates for 7pm, 10pm & 12am Peak Time News.

Spot

Duration

1st Mid Break

ATN Bangla

News

1st spot of 1st

M.B. ATN

Bangla News

Only one spot

2nd Mid

Break ATN

Bangla News

1st spot of 2nd

M.B ATN

Bangla News

Only one spot

Just before

ATN Bangla

News Only one

spot

10 sec Tk. 11,000.00 ----- Tk. 8,000.00 ----- -----

20 sec Tk.22, 000.00 ----- Tk.16, 000.00 Tk.18, 000.00 -----

30 sec Tk.33, 000.00 Tk.36, 000.00 Tk.24, 000.00 Tk.27, 000.00 Tk.37, 500.00

40 sec Tk.44, 000.00 Tk.48, 000.00 Tk.32, 000.00 Tk.36, 000.00 Tk.50, 000.00

50 sec Tk.55, 000.00 Tk.60, 000.00 Tk.40, 000.00 Tk.45, 000.00 Tk.62, 500.00

60 sec Tk.66, 000.00 Tk.72, 000.00 Tk.48, 000.00 Tk.54, 000.00 Tk.75, 000.00

5 Sec. Super Mid Break Spot for Peak Hour News = Tk. 15,000 per spot.

32 | P a g e


33/38

3. Off Peak Full News & Hourly News Spot Rates.

Spot

Duration

Mid Break

2am, 2pm, &

6pm (English

News)

Mid Break

7am & 10am

News

Just Before 2am,

7am, 10am,

2pm, 6pm

(English News)

Only one spot

Mid Break Hourly

News 8am, 9am,

11am, 12noon,

1pm, 3pm, 4pm,

5pm

Just Before

Hourly News

Only one spot

10 sec Tk. 5,000.00 Tk. 4,000.00 Tk. 3,000.00 Tk. 3,500.00 Tk. 3,500.00

20 sec Tk. 10,000.00 Tk. 8,000.00 Tk. 6,000.00 Tk. 7,000.00 Tk. 7,000.00

30 sec Tk.15,000.00 Tk.12,000.00 Tk. 9,000.00 Tk.10,500.00 Tk.10,500.00

40 sec Tk.20,000.00 Tk.16,000.00 Tk.12,000.00 Tk.14,000.00 Tk.14,000.00

50 sec Tk.25,000.00 Tk.20,000.00 Tk.15,000.00 Tk.17,500.00 Tk.17,500.0060 sec Tk.30,000.00 Tk.24,000.00 Tk 18,000.00 Tk.21,000.00 Tk.21,000.00

4. Telecast Fee for Package Program/Tele Film & Short Films with Sponsorship.

Program Duration CM Time Telecast Fee Extra commercial time

22 MTS 4 MTS TK. 40,000.00

Extra commercial time may be allowedonly on additional payment as per spot

rate.

45 MTS 8 MTS TK. 70,000.00

90 MTS 12 MTS TK.1,00,000.0090 MTS 16 MTS TK.1,20,000.00

30% Extra for Branding of Program

5. 15% VALUE ADDED TAX (VAT) TO BE PAID ON GROSS VALUE OF ALL

ADVERTISEMENTS.

33 | P a g e


34/38

NTV

Peak Hours are 5:00 PM up to 12:00am from Saturday to Thursday and Full Transmission hours on

idays and Special Days )

TANDARD PACKAGE OFFER

Booking a month for 30 mins (5:00 PM to 7:20 PM 15 mins & 7:20 PM to 11:30 PM 15 mins) at aStatic package rate Tk. 6,75,000/-

UBSTANDARD PACKAGE OFFER

Booking a month for 30 mins (7:00 AM to 5:00 PM) at a static package rate Tk. 3,00,000/-

AT (VALUE ADDED TAX)

15% Value Added TAX (VAT) to be paid on the gross value of all advertisements.

IT (ADVANCE INCOME TAX)

10% Advance Income Tax (AIT) to be deducted from agency commision of all advertisements.

ATES FOR SPONSORSHIP OF PROGRAMS

Rates to be determined from program to program on negotiation, depending on the duration,

Timing and selection of program.

Commercial time allowed for the sponsorship will be as follows :

Program duration 25 minutes : 300 sec commercial time is allowed (With two mid-breaks).

Program duration 40 minutes : 420 sec commercial time is allowed (With three mid-breaks).

Program duration 60 minutes : 600 sec commercial time is allowed (With four mid-breaks).

AMING RIGHTS

Rate for naming rights and branding for sponsored programs can also be negotiated.

AYMENT

All Payments are required to be paid in advance of transmission by Bank Draft/Pay Order in favor of

International Television Channel Ltd. only.

INTERNATIONAL TELEVISION CHANNEL LTD. (NTV)BSEC Bhaban (7th floor), 102 Kazi Nazrul Islam Avenue, Karwan Bazar, Dhaka-1215, Bangladesh

Phone : 9143381-5 Fax : 880-2-9143386-7, e-mail : [email protected](Effective from July 01, 2010) Rates for Spot Advertisements in BDT (Peak Hours*)

34 | P a g e

tion OrdinaryFixed

Position

Mid Break in

Films/Programs

Before

NEWS

Just

Before

NEWS

1st Mid

in

NEWS

2nd Mid

in NEWS

1stSpot

1st Mid

in News

1st Spot

1st Mid

in News

10 4500 5500 6000 7000 10000 8000

20 9000 11000 12000 14000 20000 16000 22000 17000

30 13500 16500 18000 21000 25500 30000 24000 33000 25500

40 18000 22000 24000 28000 34000 40000 32000 44000 34000

50 22500 27500 30000 35000 42500 50000 40000 55000 42500

60 27000 33000 36000 42000 51000 60000 48000 66000 51000
mailto:[email protected]:[email protected]


35/38

Duration OrdinaryFixed

PositionMid Break in

Films/ProgramsBeforeNEWS

JustBeforeNEWS

1st Mid inNEWS

2nd Mid inNEWS

1st Spot1st Midin News

1st Spot1st Midin News

10 4500 5500 6000 7000 10000 8000

20 9000 11000 12000 14000 20000 16000 22000 17000

30 13500 16500 18000 21000 25500 30000 24000 33000 25500

40 18000 22000 24000 28000 34000 40000 32000 44000 34000

50 22500 27500 30000 35000 42500 50000 40000 55000 42500

60 27000 33000 36000 42000 51000 60000 48000 66000 51000

*( Peak Hours are 5:00 PM up to 12:00am from Saturday to Thursday and Full Transmission hours on Friday and Special

Days )

STANDARD PACKAGE OFFER

Booking a month for 30 mins (5:00 PM to 7:20 PM 15 mins & 7:20 PM to 11:30 PM 15 mins) at a static package rate Tk. 6,75

SUBSTANDARD PACKAGE OFFERBooking a month for 30 mins (7:00 AM to 5:00 PM) at a static package rate Tk. 3,00,000/-

VAT (VALUE ADDED TAX)

15% Value Added TAX (VAT) to be paid on the gross value of all advertisements.AIT (ADVANCE INCOME TAX)

10% Advance Income Tax (AIT) to be deducted from agency commision of all advertisements.

BTV (Dhaka)

a) Peak time: (From 7.00 pm till end of transmission & Friday Saturday--all transmissionexcept morningtransmission)

Duration General Rate

With 50%Surcharge forany fixedposition

With 80%Surcharge for

just before orafter News

With 100%Surcharge formid-break infilms

With 200%Surcharge formid-break inNews

10 Seconds Tk. 5000/- Tk. 7500/- ------ Tk. 10000/- Tk. 15000/-

20 Seconds Tk. 10000/- Tk. 15000/- ------ Tk. 20000/- Tk. 30000/-30 Seconds Tk. 15000/- Tk. 22500/- Tk. 27000/- Tk. 30000/- Tk. 45000/-

40 Seconds Tk. 20000/- Tk. 30000/- Tk. 36000/- Tk. 40000/- Tk. 60000/-



35 | P a g e


36/38

b) Early time: (Up to 7.00 pm for all days and Friday and Saturday- morning transmission)

Duration General RateWith 50% Surchargefor any fixed position

With 100%Surcharge for Mid-break in films

10 Seconds Tk. 2500/- Tk. 3750/- Tk. 5000/-

20 Seconds Tk. 5000/- Tk. 7500/- Tk. 10000/-

30 Seconds Tk. 7500/- Tk. 11250/- Tk. 15000/-

40 Seconds Tk. 10000/- Tk. 15000/- Tk. 20000/-

50 Seconds Tk. 12500/- Tk. 18750/- Tk. 25000/-

60 Seconds Tk. 15000/- Tk. 22,500/- Tk. 30000/-

Chittagong TV CenterRate for spot advertisements

Duration General RateWith 50% Surchargefor any fixed position

With 80% Surchargefor Mid-break in Films

10 seconds Tk. 1500/- Tk. 2250/- Tk. 2700/-

20 seconds Tk. 3000/- Tk. 4500/- Tk. 5400/-

30 seconds Tk. 4500/- Tk. 6750/- Tk. 8100/-

40 seconds Tk. 6000/- Tk. 9000/- Tk. 10800/-

50 seconds Tk. 7500/- Tk. 11250/- Tk. 13500/-

60 seconds Tk. 9000/- Tk. 13500/- Tk. 16200/-

36 | P a g e


37/38

RTV

R A T E C A R DRATES FOR SPOT ADVERTISEMENT IN BID (PEAK HOURS*)

Durationin

Seconds

OrdinaryFixed

Position

[Program]

Before

News

MidBreak in

Drama

JustBefore

News

1st MidBreak

in News

2nd MidBreak

in News

1st Spot

& LastSpot of

1st Mid

in News

1st Spot

& LastSpot of

2nd Mid

in News

10 3500 4000 5000 6000 7000 600020 7000 8000 10000 12000 14000 12000 18000 15000

30 10500 12000 15000 18000 20500 21000 18000 27000 22500

40 14000 16000 20000 24000 27300 28000 24000 36000 30000

50 17500 20000 25000 30000 34166 35000 30000 45000 37500

60 21000 24000 30000 36000 41000 42000 36000 54000 45000

*(Peak Hours are 5:30 PM onwards from Sunday to Thursday and full transmission

hours on Friday, Saturday and special days)

PEAK TIME SPECIAL OFFER FOR ORDINARY SPOT ADVERTISEMENTS (6:00

PM to 11:30 PM)

Minimum 30 mins. Booking a month for 3 months at a special package rate during

peak time:

TK. 3,00,000/- per month.

OFF-PEAK TIME SPECIAL OFFER FOR ORDINARY SPOT ADVERTISEMENTS

Minimum 30 mins. Booking a month for 3 months at a special package rate during

off-peak time:

TK. 1,50,000/- per month.

SURCHARGE & DISCOUNTS

25% discounts on PSA/ Social Awareness commercials.

VAT (VALUE ADDED TAX)

37 | P a g e


38/38

15% Value Added Tax (VAT) to be paid on the grows value of all advertisements.

AIT (ADVANCE INCOME TAX)

5% Advance Income Tax (AIT) to be deducted from agency commission of alladvertisements.

Promotional Campaign on JOLLYBEE in Bangladesh

Documents

Transcript of Promotional Campaign on JOLLYBEE in Bangladesh