How to Make Jollibee Popular in China Mainland Market by Taking the Advantages of Four Principles of Contagiousness?

Abstract

Jollibee is the No.1 Filipino fast food brand which was founded in 1975. In recent years, the brand has embarked on an aggressive international expansion, with more than 270 international branches in 17 countries such as United States, Canada, Brunei, Vietnam, Singapore, Malaysia, Saudi Arabia, United Arab Emirates, Italy, Spain, etc. In this report, I think Mainland China is also a good choice for Jollibee to choose to flourish. And the research question of my analysis is How to make Jolliebee popular in Chinese market by taking the advantage of four principles of contagiousness. I analyzed Jollibee’s brand backgrounds and did SWOT analysis for the brand. In order to help Jollibee to go viral in Mainland China, I recommend Jollibee to adopt 4 out of 6 Principles of contagious by Jonah Berger, which are Social currency, Triggers, Public, and Practical Value.