Burger King

Presented By :

Fardin Karimi

Pouyan ForooghiOmid AminzadehMorteza GharaeiArya Zangiabadi

Marketing Course Case Study

Events 2003 – 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 Location

Menu

Dieters

Low-Income Families

Sheetz

Burger King

Subway

SonicMcDonald’s

Arby’s

Taco Bell

Perceptual Map

Burger King 4P’s Analysis Target 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 Crispin Crispin

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 FUTURE Crispin’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 2 2005

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 TURNAROUND Would 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 IPO.

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.

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?

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?

What other recommendations would you make to Burger King and CPB to help them

improve the integration of BK’s promotion mix?