MARKETING STRATEGY REPORT

A New Product for Happiness and Its Marketing

Strategy

Kings Quarters

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Presentation on Burger King Company

Presented By:

Ahmed Ayoub (S2016266090)

Naveed Sajjad (S2016266050)

Muhammad Ali (S2016266070)

Abdul Sattar Khan (S2016266028)

Sec: V2

Group no. 13

Submitted To:

Sir Hafiz Usman Ali

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Table of Contents History:..............................................................................................................................................5

Top Management ...............................................................................................................................7

Current Situation.............................................................................................................................7

Current performance: ..................................................................................................................7

Mission Statement .............................................................................................................................8

SWOT Analysis ...................................................................................................................................8

Strengths: ......................................................................................................................................8

Huge popular brand name and high brand loyalty. .....................................................................8

Burger King serves a lot of burgers that is typically not available in other fast food restaurant. .....8

Product differentiation with large size. We offer different deals in different sizes (regular, large,

XL, XXL). .....................................................................................................................................8

Strong brand equity in fast food. ...............................................................................................8

Weaknesses: ..................................................................................................................................8

..........................................................................................................................................................9

Opportunities: ...................................................................................................................................9

Threats: .............................................................................................................................................9

Major Competitors:............................................................................................................................9

Major Products ................................................................................................................................ 10

Product Length: ............................................................................................................................ 10

Product Depth .................................................................................................................................. 11

........................................................................................................................................................ 12

Market Segmentation ...................................................................................................................... 12

Geographic Segmentation: ............................................................................................................ 12

As geographic factors, Burger King are dividing the customer by region, they located in USA since

1954. On June 30, 2004, Burger King had 7,976 store all around in USA, the local people can just

came by their neighborhood to enjoy their meal. ............................................................................. 12

Demographic Segmentation: ......................................................................................................... 12

Psychographic Segmentation: ........................................................................................................ 13

Behavioral Segmentation: ............................................................................................................. 13

Target Market: ................................................................................................................................. 14

Age:............................................................................................................................................. 14

Gender: ........................................................................................................................................ 14

Economical conditions: ................................................................................................................. 14

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Product Packing Labeling .................................................................................................................. 14

Labeling ....................................................................................................................................... 15

Product Pricing ................................................................................................................................. 15

Burger King’s Prices and Pricing Strategy: ....................................................................................... 15

Product Placement Channels ............................................................................................................. 16

Marketing Activities Promotion ......................................................................................................... 17

Burger King’s Promotion:............................................................................................................... 17

Suggestions: ..................................................................................................................................... 19

Conclusion: ...................................................................................................................................... 20

References: ...................................................................................................................................... 21

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History: Burger King, often abbreviated as BK, is an American global chain of hamburger fast food

restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The

company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain.

After Insta-Burger King ran into financial difficulties in 1954, its two Miami-based franchisees,

David Edgerton and James McLamore, purchased the company and renamed it Burger King.

Over the next half century, the company would change hands four times, with its third set of

owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, taking

it public in 2002. In late 2010, 3G Capital of Brazil acquired a majority stake in BK in a deal

valued at US$3.26 billion. The new owners promptly initiated a restructuring of the company to

reverse its fortunes. 3G, along with partner Berkshire Hathaway, eventually merged the company

with Canadian-based doughnut chain Tim Horton’s under the auspices of a new Canadian-based

parent company, Restaurant Brands International.

Registered Office BURGER KING® founded in Dec 4, 1954 in Miami, Florida, United States. And its

headquarters is also located in Miami, Florida, U.S.

Founders:

David Edgerton James McLamore

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Second largest fast food hamburger chain in the world.

12,000 Restaurants Worldwide 90% Franchise

10% Corporate. Slogan: ‘Have it your way’

Top Management

Current Situation

Current performance:

1957: The WHOPPER® Sandwich is launched.

1958: The First TV Advertisement for BURGER KING® Is Broadcasted.

1959: The Company begins to expand through franchising.

1963: First BURGER KING® Restaurant Opens Outside of the United States.

1967: The Pillsbury Company Purchases Burger King Corporation.

1974: The HAVE IT YOUR WAY® Marketing Campaign Is Launched.

Vision Statement

Burger King’s vision statement is based on the original aims of the company’s founders. A firm’s vision statement guides the organizational development of the business. Burger King’s vision statement emphasizes excellence and being the best in the industry.

Alexandre Behring

Chairman of board of directors

Daniel S. Schwartz Executive Vice President &

Chief Financial Officer

Bernard Hees

Chief Executive Officer

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We proudly serve the best burgers in the business, plus a variety of real, authentic food all freshly prepare just the way you want it.

Mission Statement Burger King’s mission statement is directly linked to the company’s operations. A firm’s

mission statement specifies the activities needed to succeed in the business. In Burger King’s

case, the mission statement emphasizes pricing, service and ambiance to attract customers.

"We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly,

courteously, and in a cleaner environment than our competitors. We will conduct all our business

affairs ethically, and with the best employees in the mid-south. We will continue to grow

profitably and responsibly, and provide career advancement opportunities for every willing

member of our organization."

SWOT Analysis Strengths:

Huge popular brand name and high brand loyalty.

Burger King serves a lot of burgers that is typically not available in other fast

food restaurant.

Product differentiation with large size. We offer different deals in different sizes

(regular, large, XL, XXL).

Strong brand equity in fast food.

Weaknesses:

High fat and high calorie are food not good for health conscious people.

Large number of franchised outlets results in difficulty in handling the operations

whereas ensuring conformance of quality is also challenging & conflict aroused due to

that can hamper BK’s brand image.

Burger King does not advertise their products like their competitors, so people know less

about our latest product.

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Opportunities:

We should introduce home delivery for our customers.

Open new branches and outlets.

Advertise our products, new deal and offer.

Product improvement, modifying it as per tastes of people around the world.

Threats:

Now a days new restaurants are being opening so we have threats from them that they might attract our customers towards them.

Health concerns among general public. Food costs are rising higher than standard inflation

Major Competitors:

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Major Products Product Length:

Hamburgers

French fries

Beverages

Whopper Sandwich

Chicken whopper Burgers

Milkshakes

Flame Grilled Burgers

Chicken

Desserts

Breakfast

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Product Depth As you can see Burger King offers a wide variety of products; ranging from Breakfast, lunch,

snacks and dinner snacks. Though technically our age range is 18-35 our product suggest an

audience of children also. Burger King’s long range of products can be stemmed from keeping

up with competitors such as Hardee’s and McDonald’s.

Crispy & Tender

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Flamed Grilled

Market Segmentation

Geographic Segmentation:

As geographic factors, Burger King are dividing the customer by region, they located in

USA since 1954. On June 30, 2004, Burger King had 7,976 store all around in USA, the local

people can just came by their neighborhood to enjoy their meal.

Demographic Segmentation: As demographic factors, they dividing the customer by young male, kids and family.

Burger King Start to use a logo which is a man sitting on a hamburger and holding a soft drink to

represent their company in 1955. In 1960, Burger King transformed their logo from a man into

an animated cartoon character that a kid wearing a crown in their television advertisements,

introducing children to BURGER KING with the famous slogan, “BURGER KING®, Where

Kids Are King!”

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In order to take the kids as potential customer, Burger King had to including the parents which

pay for the children‘s meal at the same time. Burger King started the “HAVE IT YOUR

WAY®” marketing campaign revolutionizes the fast food industry by encouraging customers to

customize the ingredients of all BK® sandwiches to fits the whole family member need.

Psychographic Segmentation: As psychographic factors, Burger King dividing the customer by lowers social class and

working class, which they will buy their meal in a fast food restaurants quickly and take away

their food then they can able to back to work.

Behavioral Segmentation: As behavioral factors, Burger King dividing the customer by benefits by speed and

economy, regular occasion and regular user, a fast food restaurants which affordable food

products that can be prepared and served within a short specified amount of time.

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Target Market:

Age:

We mostly target people aging from 16-35

Gender:

We target both the Genders Male and female.

Economical conditions: We mostly target the people of high society, with high income and will to pay.

Market Share: Our Market share is 4.6%

Product Packing Labeling

The new packaging is part of an overall brand strategy for Burger King, which is trying to position itself more uniformly on a global scale.

"For decades, Burger King Restaurants have been recognized globally as a leading, iconic brand," "With more than 13,000 restaurants in over 79 countries, we have been working to

increase brand consistency globally."

While the burger chain's logo will remain the same, the new design includes retooled cups, wrappers, bags and containers. The in-store experience is also getting an update.

"This work started with refining our global brand positioning to ensure that our entire guest

experience is driven by one consistent brand". The rollout of our new global packaging is the latest evolution of this positioning, which celebrates our great-tasting food that is prepared-to-

order and celebrates our desire to deliver an authentic and fun experience for all guests."

Check out the redesign below:

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Labeling

Product Pricing Burger King’s Prices and Pricing Strategy:

Burger King’s pricing strategy is based mainly on its generic strategy of cost leadership, which

minimizes costs and prices. In this component of the marketing mix, appropriate pricing of

products is considered. Burger King’s pricing strategies are as follows:

1. Market-oriented pricing strategy

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2. Bundle pricing strategy

Burger King uses market-oriented pricing strategy as its primary approach to pricing. This

pricing strategy involves setting prices based on prevailing market conditions, including supply

and demand conditions as well as the pricing of competing firms. Burger King’s secondary

pricing approach is the bundle pricing strategy. For example, customers can buy value meals and

kid’s meals at bundle prices that are more affordable than buying food items separately. This

component of the marketing mix shows that Burger King mainly considers market conditions to

determine its prices.

Product Placement Channels

Burger King’s products are available at its restaurants worldwide. This component of the

marketing mix refers to the venue that firms use to transact with target customers. The following

are the places Burger King uses to distribute its products:

1. Restaurants

2. Mobile app

3. Website for deliveries

Aside from restaurants, customers can use Burger King’s mobile app to access coupons for

special offers and freebies. Customers can also use the company’s website to place their orders

for home deliveries. In this component of the marketing mix, Burger King relies mainly on the

physical presence of its restaurants.

Website for online Home Delivery of Burger King Pakistan:

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Marketing Activities Promotion Burger King’s Promotion: Burger King employs various tactics to promote its products. This component of the marketing mix covers the tactics used to communicate with the target market about the firm’s offers. Burger King Uses the following promotion/marketing communications tactics, arranged according to significance:

1) Advertising 2) Sales promotions 3) Personal selling 4) Public relations

Burger King relies mainly on advertising to promote its products. The company advertises online and on TV and print media. In addition, Burger King uses sales promotions in the form of coupons and other offers through its website and mobile app. The firm’s restaurant personnel also typically use personal selling to encourage customers to buy more products from the menu, such as desserts in addition to what the customer already ordered. In applying public relations, the Burger King McLamore Foundation gives scholarships and financial assistance for educational programs, thereby also effectively promoting

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and strengthening the Burger King brand. The company successfully combines various promotion tactics to address this component of the marketing mix.

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As for more promotion for our company we provide few discount on our products, as you can see the coupon above and some of bank offer the account holders to have discount on some products as Habib Bank Limited has given.

Suggestions: The promotional discounts should be advertised next to places where we can know about

them.

The company image can become better by using the official Facebook fan-page. The fan-

page should only keep the important things and not showing twice the same advertising.

They should keep things simple.

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Conclusion: Burger King have been focusing on the quality, hygiene and better customer services in

relation to increase customer satisfaction compare to other existing market competitors in

fast-food industry.

“HAVE IT YOUR WAY…..!!”

“THE END”

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References: http://panmore.com/burger-king-marketing-mix-4ps-analysis

http://www.tronviggroup.com/brand-strategy-basics/

https://www.qsrmagazine.com/reports/long-live-king