Introduction
A company's entire plan for reaching out to potential customers and converting
them into buyers of its goods or services is referred to as a marketing strategy. The
goal of a company's marketing strategy is to reach out to potential customers and
persuade them to buy its products and services. A marketing strategy entails
conducting research, including analyzing target markets, rivalry, pricing triggers,
consumer behavior, and more.
I feel that every brand that begins has had failures and poor choices because we all
do. We are not perfect, and we cannot avoid failing, especially when it comes to
marketing a brand to consumers. It takes time to research what the consumer wants
and needs. They all have drawbacks, much as the brands listed, but that doesn't mean
they won't take risks again; after all, marketing is about winning or losing.
Marketing, as we all know, is the essential element that distinguishes one brand from
another by adding value to the product and making it more appealing and desired to
customers. While we like and are drawn to their marketing methods, advertising, and
campaigns, there have nonetheless been a few or a few flops for the firms. The three
company combinations that I compared based on their successes and failures are
shown below.
Most of the information I have here is all from the internet because most of the brands
that are in the choices are something that I never have experienced to try and observe
them. I tried to research and give useful information to all these brands. But also
include the observations I encountered.
❖ JOLLIBEE SUCCESS
In the Philippines, Jollibee is a well-known fast-food chain that serves items
including Chicken Joy, Jolly Spaghetti, Burgers, and Peach Mango Pie. The company
was established in 1978 by Tony Tan Caktiong, and since then it has expanded to
have over 1,400 locations across the globe and become a household name in the
country. Client-centricity is the cornerstone of Jollibee's marketing strategy, with a
focus on providing its target market with an exceptional and unforgettable experience.
The business has successfully created a strong emotional bond with its customers
through its advertising campaigns, which evoke feelings of joy, nostalgia, and
community. Jollibee uses regional tastes to enhance the appeal of its menu items to
Filipino customers as part of its marketing strategy. Due to its consideration of local
preferences and tastes,
❖ JOLLIBEE FAILURE
If we were to look at the internet, there is no such thing as failure when it comes
to this brand. However, from my own experience as one of these brand consumers, I
believe Jollibee's failed marketing strategy was the lack of emphasis on the term "fast
food" chain. They emphasize how much Filipino families adore their goods, but the
weak customer service that lurks beneath that alluring marketing strategy is what is
truly lacking. Although it has been referred to as a fast food chain, you will typically
have to wait between 15 and 30 minutes for your order. They concentrate on luring
large numbers of customers, but they are unprepared for the potential crowd.
❖ MCDO SUCCESS
In 1940, California became the first state to receive a McDonald's. It
quickly became well-known for its delectable hamburgers and friendly
employees. Eight years later, it was one of the first restaurants to switch from
traditional table service to fast food. It increased the number of milkshake and
burger options on its menu. The project's success led to the company signing
its first franchise deal in 1952, which launched a surge in international
expansion. The marketing strategy used by McDonald's has aided in the current
success of the company. From the beginning of its expansion, the company
aimed to build a strong brand identity and market presence to support the
expansion of its franchise business. In order to more easily target clients, the
company undertook more demographic research as its clientele grew.
McDonald's marketing strategy calls for investing money in online and offline
marketing tactics that spread its succinct, brand-centered content to a broad
audience in order to attract and keep dedicated customers.
One of the effective moves they took was to create a really beautiful and emotive
advertisement for the Christmas celebration, which takes place in the Philippines from
late September to early January 2016. This campaign has impacted many Filipino
families, especially since Christmas is a time of year when distant relatives may travel
to the Philippines to be with their loved ones. Overseas Filipino Workers (OFWs), a
condition that is growing increasingly widespread in the Philippines, are Filipinos who
labor abroad with the intention of providing a better living for their family.
In order to establish a genuine connection with its target audience, this advertising
combines the lyrics of a song with a gripping local story. McDonald's Philippines has
been successful in capturing the attention of its target audience with the use of
interesting material and appropriate music in its advertising.
❖ MCDO FAILURE
After some Catholic Church leaders complained that it would transmit the
incorrect message to youngsters, the massive fast-food business decided to withdraw
the 30-second advertisement from major television networks yesterday. A little girl in
the advertisement asks a boy if she is already his girlfriend. According to the
youngster, girlfriends are too demanding, therefore he replies no. When the girl replies
all she wants is the P25 French fries from McDonald's, he appears to alter his mind.
This marketing technique failed because they claim it demonstrates that human
relationships can be created just via french fries; it also speaks a lot about commitment
and the age of the children. It (the advertisement) may also cause us to lose sight of
the best ways to instill values in our children.
This marketing affects the buyers as well. However, based on my observations, I
believe McDonald's failed to reach the product quality that Filipinos expect. As a result,
there are fewer customers compared to Jollibee, since as we all know, Filipinos prefer
tastier foods, which is why Jollibee is the top fast food company in the Philippines.
While McDonald's did not pander to this part of the Filipino appetite, they did provide
the same cuisine in the Philippines as they did in America.
❖ COKE SUCCESS
Coca-Cola, which was first made available more than 120 years ago, continues
to be the most popular drink in the world, being consumed daily in 200+ countries in
an astounding 1.9 billion servings. The company has always been passionate about
better client engagement. Being the largest producer and licensee of 3,500
nonalcoholic drinks in the world, Coca-Cola has successfully energized the public
throughout the years.
Coca-Cola targets every consumer in the market, leading to enormous brand
recognition. Its successful marketing segmentation is a key factor in this. Coca-Cola
markets its goods internationally and caters to various climatic conditions as well as
cultures. For instance, senior folks in America also enjoy it. Therefore, the organization
has many target markets. Additionally, the alteration varies according to region, with
Asian versions being sweeter than those from other regions.
Additionally, as a result of technological advancement, social media and online
communication tools have become a more significant part of Coca-Cola's marketing
strategy. It typically makes use of social media and digital marketing platforms like
Facebook, Twitter, Instagram, YouTube, and Snapchat to distribute images, videos,
and other types of material. The majority of Coca-Cola's marketing strategy consists
of SEO, email marketing, content marketing, and video marketing.
❖ COKE FAILURE
People were asked to do a blind taste test where they tasted two cups of Coke,
one filled with Coke and the other with Pepsi. And people are amazed that they chose
Pepsi. When Coca-Cola did their Pepsi Challenge, they were shocked to get similar
results. Convinced that people preferred the taste of Pepsi to Coke, the company
decided to reformulate Coke. In 1985, New Coke was born. And died in a fire no one
could have predicted. They tested about 200,000 people in the US and Canadian
markets and most preferred the taste of the new Coke over Pepsi and even Classic
Coke. Instead of selling new and classic Coke side by side, managers decided to stop
producing Classic Coke and take it off the shelves entirely. People liked New Coke,
even choosing it over classic Coke in taste tests. But for all the research and
development surrounding New Coca-Cola, Coca-Cola forgot to ask one important
question: "How would you feel if a new Coke replaced the classic?"
Because of this, I believe Coca-Cola undervalued the influence of custom and
customer loyalty. People aren't only loyal to characteristics or preferences. Traditions,
family get-togethers, and even American culture were all threatened by changing the
Coca-Cola recipe. Coca-Cola undervalued the impact of nostalgia and the emotional
bond that Coke has with its customers.
Coca-Cola was baffled as to why consumers chose Coke over Pepsi. They believed
in error that the reason people rushed to buy Pepsi was its flavor. Coca-Cola would
not have spent millions of dollars on self-development or had a significant marketing
failure if it had asked the correct questions from the start.
❖ PEPSI SUCCESS
With a market capitalization of a little over $238 billion, PepsiCo, the company
that manufactures Pepsi, will rank among the most valuable companies in the world in
2022. Pfizer, Tesla, Costco, and Apple, as well as PepsiCo, were among the top 20
most well-known businesses in the US in 2021. Given that the brand has been around
for well over a century, this achievement was fairly expected. The first Pepsi-Cola
formula was developed in 1898 and was granted a patent in 1903.
Thousands of food and beverage products are currently sold by the PepsiCo firm
under hundreds of brands, many of which are well-known and popular across the
world. These brands include Quaker Oats, Lay's, Mountain Dew, and many others.
Pepsi's target audiences in the US and overseas include teenagers, young adults, and
clients in their early middle years of adulthood. In general, more soft drinks were
consumed during the COVID pandemic, according to 84% of survey respondents, who
said they were drinking the same amount or more than they had in the past. This often
relates to PepsiCo's impressive 13% gain in revenue for the year 2021.
To appeal to the younger and more affluent consumer base, Pepsi's advertising
strategy often references pop culture. Thus, it maintains a "cool" edge that keeps the
brand at the forefront of the minds of its target audience. This is done by employing
celebrity endorsements and sponsorship of significant local and international sporting
and cultural events.
❖ PEPSI FAILURE
During the relentless competition between Coke and Pepsi, each company
made some shockingly bad marketing decisions. In 1992, Pepsi promised to donate
one million pesos, equivalent to $40,000, to one lucky person whose bottle cap had
the correct number. The problem is that they inadvertently printed the winning number
on the bottle cap of the 349,800,000th production, which resulted in their pledge to
donate a total of $55 billion. The Philippines struggled with a modest economy and
widespread poverty, and the top prize was considered a life-changing sum of money.
So when that night's winning number 349 flashed on the screen, tens of thousands of
Filipinos couldn't believe their luck. The number was combined with the largest prize
in the drawing. The next morning, Pepsi factories in Manila were invaded by people
wearing their 349 caps and looking for the promised prize. When they realized they
would not be paid, thousands of Filipinos rioted in the streets, demanding that Pepsi
pay them their rightful payment, which now runs into the billions.
People have even filed 689 civil lawsuits and more than 5,200 cases of fraud and
deception. But Pepsi wasn't entirely to blame, this marketing failure was probably
caused by DG Consultants, a Mexican consulting firm that Pepsi hired to pick the
winning numbers at random and was told in no uncertain terms that 349 would not be.
the winner but obviously they couldn't, and with such a costly mistake, Pepsi couldn't
pay everyone the promised money and only gave each winner $2,000 instead of the
promised $40,000, even though Pepsi paid $10 million. instead of the original $2
million budget for the entire campaign. This fraudulent campaign came at a time when
PepsiCo was trying to gain a foothold in the Philippines. At the time, the Philippines
was considered the 12th largest soft drink market, with Coca-Cola controlling
approximately 75 percent of the market, while Pepsi only had 17 percent. Consumer
awareness of both the environment and their health and well-being are two important
factors that will determine the future of the beverage industry in 2019, Pepsi and Coke
still have the largest market share, but fitness and health drinks abound. companies
that go fast. According to Grand View Research, Inc. according to a new study, the
size of the global functional drinks market is expected to reach USD 93.68 billion by
2019, with a CAGR of 6.1% during the forecast period.
❖ SHAKEY’S SUCCESS
Shakey's Pizza is a wonderful spot for family and friends to enjoy excellent food
and fantastic fun while creating wonderful memories that last a lifetime. It was first
created in 1954 as the destination for pizza, beer, and ragtime music.
One of the most well-known companies in the Philippines and the top full-service pizza
chain there is Shakey's Pizza. For the past 15 years, the company has seen doubledigit growth each year. It currently has more than 230 eateries and a powerful online
presence. Through social listening and omnichannel customer feedback, Shakey's is
utilizing Salesforce right now to increase engagement in digital channels and
encourage more customers to place online orders.
Shakey's Digital Acceleration team, which manages the company's website, mobile
app, social media, online ordering through Facebook chat, and SuperCard, its 1.5Mmember guest loyalty program, is in charge of this endeavor.
❖ SHAKEY’S FAILURE
Shakey's Pizza. It's a landmark for the brand known for its Thin-Crust pizzas
and Chicken 'N' Mojos, but the road to the top hasn't been easy. Before Shakey's
returned to the familiar brand it is today, it went through several changes that raised
concerns about the brand. Back in the day, it was known as a beer cafe, a place where
people enjoyed live band music and enjoyed beer and pizzas. Even popular rock
bands of the time could be found playing in various departments of Shakey's. When
the popularity of this business model declined, the brand became a quick-service
restaurant and tried to compete with the larger fast-food restaurants in the market.
Adapting to the quick service model failed because at the core of Shakey's are quality
custom products that are best shared with family and friends. The brand could not offer
these products in a minute or two and cheaply with the same quality. Shakey's food
quality, service, and store atmosphere also deteriorated and many customers started
abandoning the brand. By the early 2000s, the brand was struggling financially and
Shakey's future looked bleak. In 2003, Shakey's management saw the need for a
major restructuring and a major change management process to survive and redeem
its former high reputation in the market.
It has also been noticed in recent years that regular customers feel that satisfaction
with pizzas and other products is decreasing. The quality of the food is not the same
as a few years ago, which of course the customers noticed. Since the company mainly
focuses on family customers, the restaurants do not have an environment suitable for
family customers. The food is focused on small groups and take-out, so it would be
difficult for one person to go there and choose something to eat.
❖ PIZZA HUT SUCCESS
Pizza Hut makes it so unique and successful that it continues to change in
response to consumer preferences and technology developments. Whether it's its
advertising tactics, pizza recipes, or user-friendly websites and apps, Pizza Hut never
stops coming up with fresh ideas to draw people to its brand. One of its successful
advertisements won.
This print advertising campaign for Pizza Hut was able to get third in the outdoor
category at Cannes. This campaign was started by Pizza Hut in the Philippines as a
brand positioning market attack. The promotion appears to be intended to prove the
company's capacity to deliver pizzas as quickly as possible. The commercials include
a few critical circumstances in which delivery guys assist the bride, SWAT, and doctor
in making timely arrivals. The pizza delivery firm's promotional campaign appears
more like that of a highly quick and effective transportation service.
❖ PIZZA HUT FAILURE
The biggest weakness of Pizza Hut is that Pizza Hut maintains its brand loyalty
but loses revenue because it does not focus on businesses outside its reach, but
should focus on pizza shops in B-class cities. If not a fast food chain, then at least
Pizza Hut, a home delivery franchise of Pizza Hut, should deliver in such places where
it is easier for customers to trust, in which case they will have a high turnover to other
competitors around. in the world, No variety: Another weakness of Pizza Hut is that
the taste of their pizzas has remained the same throughout the ages and recent
customer surveys have shown that customers are not satisfied with the same old pizza
taste and there is an increased interest in a wider variety of. pizzas So Pizza Hut needs
to develop more variety.
Conclusion:
After summarizing each brand and providing my personal perspective, I believe
that both their successes and failures serve as examples of how simple it is to create
a brand but very difficult it is to formulate and plan the kinds of items that consumers
need as well as how to promote them. There is a danger in trying to strike the correct
balance in this. Additionally, despite the fact that each brand has problems and
unsuccessful marketing methods, we can still observe that consumers are loyal to
each one of them.