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From Analysis to Action: An Integrated Marketing Communications Plan for

Jollibee Foods Corporation

Technical Report · August 2025

DOI: 10.13140/RG.2.2.20305.44648

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Jenny Rose Basa

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 ​From Analysis to Action:​
​An Integrated Marketing Communications Plan for Jollibee Foods Corporation​

​Jenny Rose S. Basa , AATQB​

 ​Table of Contents​

​Introduction​ ​2​

​Background​ ​3​

​Analysis​ ​5​

​Discussion of Findings​ ​6​

​Proposed Strategy​ ​7​

​●​ ​SWOT vs. SWT–O​ ​7​

​●​ ​Integrated vs. Omnichannel​ ​8​

​●​ ​AI - Powered Marketing Intelligence Capabilities​ ​9​

​Implementation Strategy​ ​10​

​●​ ​Phase 1: Preparation​ ​10​

​●​ ​Phase 2: Execution​ ​10​

​●​ ​Phase 3: Ongoing Refinement​ ​11​

​Conclusion​ ​12​

​Reference​ ​13​

​Appendices​ ​15​

​1​
 ​Introduction​

​ his​ ​report​ ​aims​ ​to​ ​highlight​ ​the​ ​practical​ ​application​​of​​communication​​tools​

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​for​ ​Jollibee​ ​Foods​ ​Corporation​ ​(JFC)​ ​and​ ​to​ ​develop​ ​a​ ​targeted​ ​marketing​
​communication plan from a prior analysis of its communication strategy.​
J​ ollibee,​ ​a​ ​leading​ ​fast-food​ ​chain​ ​from​ ​the​ ​Philippines,​ ​has​ ​successfully​
​established​​its​​brand​​internationally,​​particularly​​amongst​​countries​​with​​a​​significant​
​number​ ​of​ ​Filipino​ ​population.​ ​The​ ​brand​ ​leverages​ ​its​ ​Filipino​ ​cultural​​values​​such​
​as​​Pampamilya​​(family togetherness) and​​Pam-Pinoy​​(Patriotic).​
​ his​ ​report​ ​intends​ ​to​ ​utilise​ ​the​ ​Integrated​ ​Marketing​ ​Communication​ ​(IMC)​
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​Framework​ ​to​ ​propose​ ​a​ ​strategy​ ​to​ ​enhance​ ​Jollibee’s​ ​universal​ ​appeal​ ​and​ ​to​
​attract​ ​wider​ ​audiences​ ​globally,​ ​whilst​ ​retaining​ ​its​ ​strong​ ​cultural​ ​branding​ ​and​
​marketing philosophy.​
​ he​ ​objective​ ​of​ ​this​ ​report​ ​includes​ ​identifying​ ​and​ ​analysing​ ​current​
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​marketing​ ​communication​ ​gaps,​ ​proposing​ ​an​ ​improved​ ​marketing​ ​communication​
​strategy​ ​and​ ​suggesting​ ​practical​ ​implementation​ ​plan​ ​that​ ​aligns​ ​with​ ​international​
​demands whilst maintaining JFC’s unique branding and strategy.​

​2​
 ​Background​

J​ ollibee​ ​Food​ ​Corporation​ ​(JFC)​ ​is​ ​among​ ​the​ ​world’s​ ​rapidly​ ​growing​
​fast-food​​chains.​​The​​brand’s​​core​​mission​​is​​to​​deliver​​great-tasting​​food​​and​​create​
​an​​exceptional​​and​​joyful​​dining​​experience​​through​​its​​18​​branches​​with​​over​​6,700​
​stores across 34 countries.​
​ he​​Asian​​Wall​​Street​​Journal​​named​​Jollibee​​Group​​as​​The​​Philippine’s​​Most​
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​Admired​ ​Company​ ​for​ ​ten​ ​consecutive​ ​years.​ ​The​ ​brand​ ​also​ ​proudly​ ​received​
​recognition​ ​as​ ​one​ ​of​ ​Asia’s​ ​Fab​ ​50​ ​Companies​ ​and​ ​The​ ​World’s​ ​Best​ ​Employees​
​and​ ​World’s​ ​Top​​Female-Friendly​​Companies​​by​​Forbes​​(JFC​​Sustainability​​Report,​
​2023)​​Exhibit​​1.A​​and​​1.B​​shows​​the​​current​​situation​​and​​standing​​of​​Jollibee​​as​​of​
​2023.​

​3​
 ​ he​ ​brand​ ​combines​ ​rational​ ​elements​ ​such​ ​as​​affordability​​and​​accessibility​
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​with​ ​emotional​​elements​​such​​as​​Pampamilya​​(family​​togetherness)​​and​​Pam-Pinoy​
​(Patriotic) (Garcia, 2002)​
J​ ollibee​ ​has​ ​cultivated​ ​an​ ​emotionally​ ​engaging​ ​brand,​ ​through​ ​storytelling​
​anchored​​in​​Filipino​​values,​​like​​the​​“Kwentong​​Jollibee”​​series.​​The​​brand​​effectively​
​used​ ​the​ ​IMC​ ​approach​ ​with​ ​this​ ​campaign​ ​through​ ​systematic​ ​use​ ​of​ ​television,​
​social media and community-oriented marketing.​
​ hat​ ​being​ ​said,​ ​the​ ​challenge​ ​is​ ​to​ ​expand​ ​to​ ​non-Filipino​ ​markets​ ​without​
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​compromising the brand’s authenticity.​

​4​
 ​Analysis​

​ his​​section​​extends​​on​​the​​previous​​analysis​​that​​applied​​the​​IMC​​framework​
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​and AIDA Model (Attention, Interest, Desire and Action).​
​ he​ ​analysis​ ​in​ ​this​ ​report​ ​will​ ​focus​ ​on​ ​the​ ​discussion​ ​of​ ​the​ ​key​ ​outcomes​
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​and​ ​findings,​ ​identify​ ​the​ ​gaps​ ​and​ ​acknowledge​ ​the​ ​opportunity​ ​to​ ​build​ ​and​
​develop.​
​ ercy​ ​(2008)​ ​noted​ ​that​ ​according​ ​to​ ​Schultz,​ ​IMC​ ​should​ ​be​ ​viewed​ ​as​ ​an​
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​approach which realigns the communication from the perspective of the consumer.​
J​ ollibee​ ​successfully​ ​implemented​ ​the​ ​IMC​ ​framework​ ​through​ ​creating​
​consistent​ ​messaging​ ​across​ ​all​ ​channels.​ ​The​ ​marketing​ ​approach​ ​effectively​
​combines​ ​the​ ​rational​ ​elements​ ​with​ ​emotional​ ​value.​ ​The​ ​evidence​ ​of​ ​the​ ​AIDA​
​model​ ​is​ ​visible​ ​through​ ​the​ ​storytelling​ ​campaign​ ​like​ ​“Choice”,​ ​a​ ​Valentine’s​ ​Day​
​story.​ ​This​ ​promotional​ ​campaign​ ​captured​ ​the​ ​audience's​ ​attention​ ​and​ ​interest,​
​desire​​through​​relatability​​and​​action​​via​​social​​media​​interaction​​and​​purchasing​​the​
​product.​
​The key findings from the analysis are:​
​1.​ S ​ trengths:​ ​Jollibee​ ​has​ ​established​ ​a​ ​loyalty​​amongst​​local​​customers​​and​
​Filipino-based community globally.​
​2.​ ​Gaps:​ ​Strong​ ​cultural​ ​brand​ ​positioning​​could​​reduce​​its​​appeal​​with​​a​
​more diverse, non-Filipino audience.​
​3.​ ​Opportunity:​ ​The​ ​brand’s​ ​opportunity​ ​to​ ​build​ ​and​ ​develop​ ​lies​ ​in​ ​aligning​
​emotional branding with more universal values.​

​5​
 ​Discussion of Findings​

​ he​ ​analysis​ ​reveals​ ​that​ ​Jollibee’s​ ​marketing​ ​communication​ ​strategy​ ​is​

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​highly​​effective​​within​​its​​demographic​​but​​faces​​challenges​​in​​engaging​​international​
​audiences.​
​ arketing​ ​communication​ ​is​​used​​to​​evoke​​emotionally-driven​​brand​​strategy​
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​and create unforgettable experiences. (Fill and Turnbull, 2016)​
​ he​​storytelling​​strategy​​only​​appeals​​to​​Filipino​​experiences​​and​​may​​not​​fully​
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​resonate​​with​​non-Filipino​​consumers.​​This​​approach​​could​​limit​​its​​global​​reach.​​The​
​over-reliance​​on​​cultural​​branding​​emphasises​​the​​need​​for​​more​​universal​​emotional​
​narratives.​
​ ill​ ​and​ ​Turnbull​ ​(2016)​​stated​​that​​the​​audience​​remembers​​only​​parts​​of​​an​
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​advertisement​​and​​those​​are​​the​​parts​​that​​are​​called​​“the​​take-out”.​​The​​take-out​​is​
​identified as those parts which are of intrinsic value to the recipient.​
I​nternational​ ​audiences​​tend​​to​​respond​​more​​favourably​​to​​universal​​themes​
​such​​as​​emotional​​connection,​​social​​responsibility,​​authenticity​​and​​personal​​triumph​
​(Jeewa,​ ​2025).​ ​The​ ​integration​ ​of​ ​these​ ​universally​ ​relatable​ ​concepts​ ​and​
​incorporating​​these​​themes​​into​​its​​communication,​​Jollibee​​could​​expand​​its​​appeal​
​globally whilst still being truthful with their brand positioning.​
J​ ollibee’s​ ​strong​ ​digital​ ​presence,​ ​specially​ ​in​ ​social​ ​media​ ​platforms​ ​like​
​Youtube,​​Facebook​​and​​Tiktok​​could​​be​​an​​advantage​​and​​opportunity​​for​​the​​brand​
​to experiment with a new approach in communication.​

​6​
 ​Proposed Strategy​

​ his​ ​section​ ​links​ ​the​ ​main​ ​findings​ ​of​ ​integrated​ ​marketing​ ​communication​
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​theory to a new and improved integrated marketing strategy.​
​ rior​ ​to​ ​outlining​ ​the​ ​proposed​ ​strategy,​ ​it​ ​is​ ​relevant​ ​to​ ​discuss​ ​the​
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​transformation of SWOT into opportunity analysis, the​​SWT - O​​.​
​ ariani​​(2017)​​stated​​that​​the​​aim​​of​​SWOT​​is​​for​​the​​company​​to​​identify​​their​
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​internal​ ​strengths​ ​and​ ​weaknesses​ ​which​ ​are​ ​relevant​ ​to​ ​assess​ ​the​ ​external​
​opportunities​ ​and​ ​threats.​ ​This​ ​is​ ​a​ ​strategic​ ​tool​ ​that​ ​can​ ​be​ ​applied​ ​across​ ​the​
​entire​ ​business.​ ​However,​ ​this​ ​paper​ ​will​ ​be​ ​focused​ ​on​ ​how​ ​SWOT​ ​is​ ​used​
​specifically for IMC. Exhibit 2 shows the classic SWOT analysis diagram.​

​ hapiro​ ​(2025)​ ​came​ ​up​ ​with​ ​the​ ​SWT-O​ ​method.​ ​In​ ​this​​method,​​the​​brand​
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​should​ ​identify​ ​one​ ​strength,​ ​one​ ​weakness​ ​and​ ​one​ ​threat.​ ​Once​ ​identified,​ ​the​
​brand​ ​can​ ​determine​ ​one​ ​actionable​ ​opportunity.​ ​Exhibit​ ​3​ ​shows​ ​how​ ​the​ ​SWT-O​
​method​ ​could​ ​help​ ​Jollibee​ ​to​ ​communicate​ ​a​ ​specific​ ​and​ ​integrated​ ​message​
​across touchpoints about their product.​

​7​
 ​ ne​ ​more​ ​potential​ ​strategy​ ​is​ ​Omnichannel​ ​Marketing​​.​ ​Exhibit​ ​4​
O
​distinguished​ ​the​ ​difference​ ​between​ ​IMC​ ​and​ ​OM.​ ​IMC​ ​aligns​ ​communication​
​across touch points, whilst OM aligns all customer experience across touchpoints.​

​8​
 ​ he​ ​customer​ ​engages​ ​with​ ​the​ ​brand​ ​seamlessly​ ​whenever,​ ​wherever​ ​and​
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​however​ ​they​ ​want.​ ​In​ ​Jollibee’s​ ​case,​ ​the​ ​consistency​ ​of​​its​​messaging​​should​​not​
​only​​remain​​across​​all​​communication​​channels.​​It​​should​​also​​be​​integrated​​through​
​digital​ ​and​​physical​​experiences.​​One​​best​​example​​is​​that​​Jollibee​​can​​run​​a​​social​
​media​ ​contest​ ​asking​ ​customers​ ​to​ ​share​​their​​best​​family​​meal​​moment​​in​​Jollibee​
​and the top 3 winners will receive free meals.​
​ he​ ​OM​ ​also​ ​provides​ ​real-time​ ​engagement​ ​feedback.​ ​The​ ​social​ ​media​
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​interaction​ ​and​ ​online​ ​reviews​ ​foster​ ​a​ ​direct​ ​and​ ​two-way​ ​communication​ ​with​
​customers.​​Jollibee​​can​​monitor​​and​​respond​​to​​customer​​comments,​​questions​​and​
​feedback everytime they launch a new campaign on facebook or youtube.​
​ y​​aligning​​IMC​​and​​omnichannel​​marketing,​​the​​brand​​will​​deliver​​a​​seamless​
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​experience​ ​to​ ​its​ ​audience.​ ​This​ ​benefits​ ​the​ ​customers,​​which​​in​​return​​will​​benefit​
​the brand.​
​ he​ ​use​ ​of​ ​AI-Powered​ ​Marketing​ ​Intelligence​ ​Capabilities​ ​enable​ ​the​
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​brand​ ​to​ ​engage​ ​with​ ​the​ ​audience​ ​effectively.​ ​These​ ​AI​ ​tools​ ​provide​ ​competitive​
​information and data faster and easier.​
​ I​ ​helps​ ​the​ ​brand​ ​to​ ​stay​ ​aligned​ ​in​ ​real-time​ ​trends​ ​and​ ​forecasts.​ ​For​
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​example,​ ​if​ ​Jollibee’s​ ​competitors​ ​announce​ ​a​ ​new​ ​product​ ​or​ ​change​ ​in​ ​price​
​strategy, Jollibee will be notified and can quickly catch up with new market trends.​
​ hrough​​AI,​​Jollibee​​can​​compare​​individual’s​​preferences​​with​​general​​trends​
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​across competitive products.​
​ he​ ​AI​ ​powered​ ​tools​ ​offer​ ​24/7​ ​surveillance​ ​amongst​ ​market​ ​competition.​
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​This​ ​uninterrupted​ ​monitoring​ ​helps​ ​the​ ​brand​ ​to​ ​decide,​ ​respond​ ​and​ ​act​
​immediately to evolving marketing rivalry.​

​9​
 ​Implementation Strategy​

J​ ollibee​​aims​​to​​become​​one​​of​​the​​world’s​​top​​5​​restaurant​​companies​​(JFC,​
​2025)​ ​To​ ​achieve​ ​this,​ ​Jollibee​ ​strategically​ ​opens​ ​new​ ​store​ ​locations​ ​in​ ​various​
​countries.​​This​​expansion​​targets​​countries​​with​​Filipino​​communities​​and​​locals​​who​
​are interested to experience Jollibee’s signature dish.​

​Phase 1: Preparation and Research​

I​n​ ​order​ ​to​ ​cater​ ​non-Filipino​ ​customers,​ ​a​​thorough​​research​​must​​be​​done.​
​The​ ​plan​ ​is​ ​to​ ​conduct​ ​research​ ​on​ ​local​ ​food​ ​preferences​ ​and​ ​identify​ ​the​
​behaviours of the locals.​
​ taff​ ​training​ ​is​ ​essential​ ​in​ ​all​ ​types​ ​of​ ​business.​ ​Peck​ ​(2025)​ ​implied​ ​that​
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​those​​companies​​which​​offered​​training​​to​​their​​employees​​are​​21%​​more​​profitable.​
​In​​this​​stage,​​there​​will​​be​​staff​​training,​​particularly​​to​​non-Filipino​​team​​members,​​to​
​help​ ​them​ ​understand​ ​the​​Filipino​​norms​​and​​whilst​​embracing​​the​​local​​values​​and​
​tradition.​

​Phase 2: Execution​
​ he​ ​second​ ​step​ ​is​ ​to​ ​launch​ ​the​ ​omnichannel​ ​campaigns​​.​ ​After​ ​thorough​
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​research​​and​​consideration​​on​​how​​to​​integrate​​it​​in​​a​​campaign,​​Kwentong​​Jollibee​
​should be ready to roll out.​
​ his​​phase​​is​​composed​​of​​talents​​from​​the​​creative​​media​​and​​consultants.​​A​
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​series​ ​of​ ​relatable​ ​stories​ ​on​ ​particular​ ​occasions​ ​can​ ​be​ ​rolled​ ​out​ ​using​ ​local​
​language​​or​​English.​​The​​audiences’​​attention​​and​​desire​​will​​resonate​​with​​its​​goal.​
​The​​campaigns​​should​​be​​carefully​​planned​​and​​executed​​in​​a​​way​​that​​the​​audience​
​will reflect and adapt with relatable themes and emotionally engaging ads.​
​ uring​ ​this​ ​phase,​ ​the​ ​company​ ​will​ ​test​ ​its​ ​SWT-O​ ​strategy.​ ​Real-time​
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​feedback​ ​from​ ​audiences​ ​will​​be​​gathered​​through​​social​​media​​engagements.​​This​
​strategy​ ​will​ ​allow​ ​the​ ​marketing​ ​team​ ​for​ ​quick​ ​adjustment​ ​and​ ​gather​ ​more​​ideas​
​and suggestions.​

​10​
​Phase 3: Ongoing Refinement​
​ he​​focus​​is​​a​​continuous​​evaluation​​and​​improvement.​ ​The​​use​​of​​AI​​in​​key​
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​performance​ ​metrics​ ​will​ ​be​ ​strictly​ ​monitored​ ​to​ ​assess​ ​the​ ​effectiveness​ ​of​ ​the​
​strategy.​ ​The​ ​key​ ​performance​ ​metrics​ ​are​ ​customer​ ​engagement​ ​and​ ​feedback,​
​social media analytics and sales data.​
​ hen​ ​strong​ ​foundations​ ​are​ ​established,​ ​successful​ ​strategies​ ​can​ ​be​
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​implemented for other international store brands.​
​ his​ ​helps​ ​Jollibee​ ​to​ ​support​ ​its​ ​broader​ ​goal​ ​to​ ​expand​ ​and​ ​to​ ​strengthen​
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​international brand recognition.​

​11​
 ​Conclusion​

​ his​ ​report​ ​has​ ​explored​ ​how​ ​the​ ​brand​ ​can​ ​strategically​ ​enhance​ ​its​
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​communication​ ​through​ ​well-planned​ ​marketing​ ​strategy.​ ​Jollibee​ ​can​ ​successfully​
​connect​ ​with​​a​​broader​​and​​international​​audience​​by​​aligning​​emotional​​storytelling​
​with​​local​​values,​​using​​omnichannel​​and​​SWT-O​​analysis​​in​​campaigns,​​and​​refining​
​the approach using AI-powered tools.​
​ he​ ​proposed​ ​three-phase​ ​strategies​ ​offer​ ​a​ ​practical​ ​approach.​ ​It​ ​respects​
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​the​ ​essence​ ​of​ ​what​ ​makes​​Jollibee​​unique​​whilst​​opening​​its​​doors​​to​​international​
​audiences and embracing diversity.​

​12​
 ​Reference​
​Books:​
​ ill,​ ​C.​ ​and​ ​Turnbull,​ ​S.​ ​(2017),​ ​Marketing​ ​Communications.​ ​Edinburgh:​ ​Pearson​
F
​Education, Ltd.​
​ ariani,​ ​G​​(2017),​​M&A​​and​​Value​​Creation​​:​​A​​SWOT​​analysis.​​Turin:​​Giappichelli,​
M
​Ltd.​
​ ercy,​ ​L.​ ​(2008)​ ​Strategic​ ​Integrated​ ​Marketing​ ​Communication​ ​(Theory​ ​and​
P
​Practice). Oxford: Elsevier, Inc.​
​Juska, J. M. (2018), Integrated Marketing Communication. New York: Routleg, Ltd.​

​Article:​
J​ eeva,​ ​N.​ ​(2005)​ ​,​ ​Case​ ​Studies​ ​of​ ​Effective​ ​Cross-Cultural​ ​Marketing​ ​Campaigns.​
​Available​ ​from:​
​[Link]
​ultural-marketing-campaigns/#:~:text=Universal%20concepts%20such%20as%20per​
​sonalisation,can%20drive%20significant%20global%20success​​.​ ​[Accessed​ ​24​ ​April​
​2025]​

​Annual Report:​
J​ ollibee​ ​Foods​ ​Corporation.​ ​(2023)​ ​Annual​ ​Report​ ​2023​ ​[online]​ ​Jollibee​ ​Foods​
​Corporation.​ ​Available​ ​at​ ​[Link] ​[Accessed​
​24 April 2025]​
​ eck,​ ​Devlin​ ​(2025)​ ​Employee​ ​Training​ ​Statistics,​ ​Trends,​ ​and​ ​Data​ ​in​ ​2025.​
P
​Available​ ​at​ ​[Link]
​[Accessed 1 Mayl 2025]​

​Journal:​
​ arcia,​ ​L.​ ​R.​ ​(2002).​ ​‘A​ ​brand​​image​​study​​of​​Philippine​​brands​​in​​selected​​product​
G
​categories’,​ ​URCO​ ​Digest,​ ​Vol.​ ​4,​ ​No.​ ​2,​ ​page​ ​5.​ ​Available​ ​from:​
​th​
​ ttps://[Link]/faculty_research/9699​ ​[Accessed:​ ​16​
h ​April​
​2025.]​

​13​
​Social Media:​
​ hapiro,​ ​D.​ ​(2025)​ ​Integrated​ ​Marketing​ ​Communication​​Strategies.​​Available​​from:​
S
​[Link]
​[Accessed 24 April 2025]​

​Website:​
J​ ollibee​ ​Foods​ ​Corporation​ ​(2025),​ ​Mission,​ ​Vision​ ​and​ ​Values.​ ​Available​ ​from:​
​[Link] 25 April 2025]​

​14​
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​Appendix​

​Kwento​ ​Filipino word for “story”​

​Lasang-Pinoy / Pam-Pinoy​ ​Taste that will appeal in Filipino palate​

​OFW (Overseas Filipino Workers)​ ​A terminology used to describe a Filipino​

​migrant workers​

​Pampamilya​ ​Family togetherness​

​Pinoy​ ​A Filipino; a person of Filipino origin​

​15​