Jollibee's Valentine's Day Strategy

What did Jollibee's creative team realize about Filipinos?

They are not interested in comfort food.
They prefer international brands over local ones.
They love to eat at fast food restaurants on Valentine's Day.
They are suckers for a love story. (correct)

What was the goal of Jollibee's marketing strategy?

To increase sales only on Valentine's Day.
To compete with international brands.
To create a new brand identity.
To be relevant among the youth and increase sales. (correct)

Why did Jollibee's sales tend to be lower on Valentine's Day?

Because it's not a romantic date spot. (correct)
Because people prefer comfort food on Valentine's Day.
Because the youth are not interested in love stories.
Because it's a fast food restaurant.

What was the primary platform used to release Jollibee's ads?

The internet. (C) Signup and view all the answers

What was the outcome of Jollibee's marketing strategy?

Sales tripled during the season. (B) Signup and view all the answers

What is the primary function of packaging?

To hold, store, and secure the item (A) Signup and view all the answers

What does Jollibee's story illustrate in marketing?

That marketing is not just about selling. (D) Signup and view all the answers

What is the primary purpose of labeling?

To display information about the product (D) Signup and view all the answers

What is essential for packaging and labeling to be effective?

To be easily recognizable and on brand (B) Signup and view all the answers

What is a key factor in the design and production of packaging?

The cost of the packaging (A) Signup and view all the answers

What is pricing, according to the text?

The art and science of assigning value to a product (D) Signup and view all the answers

What information do product labels usually contain?

All of the above (D) Signup and view all the answers

What is the foundation of a marketing strategy?

Creating a unique value proposition (D) Signup and view all the answers

What is the core product in the three-level concept of product or services?

The primary reason why a customer purchases the product (A) Signup and view all the answers

What is the primary goal of a product strategy?

To address the needs of the target market (B) Signup and view all the answers

What is the purpose of defining a target market?

To understand the specific needs of a specific group of customers (B) Signup and view all the answers

Why is it necessary to understand the customers before planning the marketing mix?

To understand the specific needs of the target market (C) Signup and view all the answers

What is the marketing mix centered around?

A unique value proposition (A) Signup and view all the answers

What is the primary consideration when setting the minimum price of a product?

Cost of producing, communicating, and delivering the product (A) Signup and view all the answers

What is the effect of setting a high price on customer demand?

It discourages customers from purchasing the product (C) Signup and view all the answers

What is the basis of the markup in the 'Plus' method of pricing?

Percentage of the cost (B) Signup and view all the answers

What is the objective of pricing based on competitors?

To match the price of competitors (D) Signup and view all the answers

What is the purpose of a cumulative discount?

To reduce seasonal variations in sales (D) Signup and view all the answers

What is the main advantage of setting a low price for a product?

Increased customer demand (B) Signup and view all the answers

What is the primary goal of a Marketing Plan?

To make customers happy while making the company happy (D) Signup and view all the answers

What is the role of Marketing according to the American Marketing Association?

To create, communicate, and deliver offerings that have value for customers, clients, partners, and society at large. (C) Signup and view all the answers

What is the purpose of the Marketing Mix?

To influence the demand for a product (D) Signup and view all the answers

What is the role of the Marketing Mix in a business?

To influence the demand for its products (C) Signup and view all the answers

What is the definition of Marketing according to Kotler and Armstrong?

The set of tactical tools that a firm controls and mixes to meet the desires of the target market (C) Signup and view all the answers