Extended-form Case Study

How a local brand can compete against international giants

Published on February 28, 2018   14 min

A selection of talks on Marketing & Sales

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Hello, my name is Nukhet Vardar, How an a local brands compete against international giants, Jollibee, or Asia's McDonald's?
If I need to introduce myself briefly, I must say that I have been working in marketing and advertising area since 1985. I value myself for being both an academic and a practitioner. I always enjoyed sharing my thoughts and views in marketing, branding and advertising. So far I have 13 books, for a detailed CV you can visit my company website, and have a look at my CV at www.elizi.net.
Now let us start discussing our topic for today. Today, we will be talking about Jollibee or Jallebee as it is pronounced locally, which started as a small local brand in the fast food sector in the Philippines, just before McDonald's entry to this market. Becoming a major competitor of McDonald's in the Philippines as well as around the globe.
The young entrepreneur, Tony Tan stories started in January 1978, when he decided to turn his ice cream parlor into a fast food chain at Quezon City. At that time even his close friends tried to change his mind saying that he did not stand a chance against McDonald's. Some even suggested that he could become a McDonald's franchisee instead.
However, Tony Tan with his culinary abilities love for Filipino food and for Filipinos, was determined to make a success out of his small business, turning it into an international brands. Jollibee's entrance and success in the market made McDonald's to postpone its entry to the Philippines until 1981. And when it eventually entered, McDonald's made some radical changes in its menu in order to be able to compete with Jollibee.

How a local brand can compete against international giants

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