Burger King

Presented By :

Fardin KarimiPouyan ForooghiOmid AminzadehMorteza GharaeiArya Zangiabadi

Marketing Course Case Study

Events2003 – Performance

No. 1: McDonald‘s

9% sales jump (to $22.1 billion)

No2: BK

5% sales decrease (to $7.9 billion)

No.3: Wendy

11% sales jump (to $7.4 billion)

2004 – Grad Blum’s move

Fired Young & Rubicam

Awarded the advertising to Crispin

Wendy’s

Busy People Locatio

n

Menu

Dieters

Low-Income Families

Sheetz

Burger King

Subway

SonicMcDonald’s

Arby’s

Taco Bell

Perceptual Map

Burger King 4P’s AnalysisTarget Market

low income families and also busy families

Product

broiled burger and a wide selection of foods to choose from.

Place

restaurants everywhere around the globe (franchising)

Price

inexpensive (low and middle class families)  

Promotion

commercials, websites, and web ads. (Crispin vs. Y&R)

The Advertising AgenciesY&R versus Crispin

Y&R

Got $350m BK account 10 months earlier to

help sales;

Developed the “The Fire’s Ready” campaign

(broil vs. fry);

“Flat” and “Uninspiring” message lead to seal

Y&R fate.

The Advertising AgenciesY&R versus CrispinCrispin

Offbeat, unorthodox, and irreverent promotions

Inexpensive ways to gain attention

Award-winning, low-budget campaigns

Out-of-the-box, results-oriented agency

Some loose rules: zero in on the product

kick the TV commercial habit

find the sweet spot

surprise = buzz = exposure

don’t be timid

think of advertising as a product rather that a service

BACK TO THE FUTURECrispin’s measures:

Back to the firm's "Have It Your Way" tagline New TV commercials campaign: “The Office”

www.subservientchicken.com: the chicken video Subservient TV Photos Chicken Mask Tell a Friend BK TenderCrisp

Within the first ten days, 20 million people visited the site

SUBSERVIENT CHICKEN-CHAPTER 22005

To launch a new BK product “Chicken Fries”:

www.coqroq.com (Real band or just a promotion?)

Target market: Young Men

Critics:

Not entertaining other groups

Ruffled the feathers of real metal band Slipknot

Crude attempt to buzz among teenagers by genital humor

Eerie 2004 campaign

100m orders of Chicken Fries in the first month

A VIRAL TURNAROUNDWould Crispin’s campaigns grow BK's diminishing market share?

Can Crispin produce new ideas to keep BK strong?

New Crispin ad: “Manthem”

BK was on the verge of Public Offering.

Mr. Salguiero:

“All opinions boil down to traffic and sales. Once that happens,

everybody has to shut up with their opinion. We have a very old

franchisee base at this point, and some of us don't understand

our customers. We have a lot of gray hair.”

Questions 1.Who is BK’s target audience and what are its communication objectives

for that audience?

Slide 4 : younger crowd and low income familes.

2.With its focus on the "super fan," does BK risk alienating other

customers? What are the implications of this?

3.Why is viral or buzz marketing effective?  Analyze the design of the

subservient chicken site’s message, including content, structure, and

format.  What can you conclude from this analysis?

4.Do the TV and viral elements of the Burger King Campaign work well

together?  What additional elements and media might CPB add to the

integrated marketing communications campaign?

5.What other recommendations would you make to Burger King and CPB

to help them improve the integration of BK’s promotion mix?