marketing presentation
DESCRIPTION
Burger KingTRANSCRIPT
ANG WEI SIN EUNICE GOH JESSICA CHOY SONIA YAP VALERIE TEO
Burger King Corporation
Founded in 1954Whopper developed in 195790% of stores are franchised66% of over 12 200 stores in USHAVE IT YOUR WAY®Mascot: The King
Target Market Segment - Superfans
Young men; 18 – 34 years oldVoracious appetiteLoves meatEats out often
Fast Food Hamburger RestaurantsDirect competitorsLow preparation time for mealsBurger and fries
47%Big MacI’m Lovin’ It®
14%Square pattiesQuality is our Recipe®
Quick Service RestaurantsNon-direct competitionTake-out options
Weaknesses
ThreatsOpportunities
Strengths
Fits different tastes and preferences
Appeals to the health-conscious
HAVE IT YOUR WAY®
Strengths
Strengths
Food
People
Environment
Corporate governance
Strengths
Burger King Scholars Programme
Burger King Family Fund
OpportunitiesBK Superfan
Untapped market segments
Currently only targeting Superfans
Opportunities
Changing lifestyles & work habits
Less time spent cooking & eating
Too busy for food
1.2
1.1
1.1
2.6
8.7
7.6
Time use on an average work day for employed persons aged 25 - 54
Caring for others
Eating and drink-ing
Household activ-ities
Leisure and sports
Working and re-lated activities
Sleeping
Source: Bureau of Labor Statistics
Weaknesses
BK Superfan
Currently only targeting Superfans
Saturation of target market
Alienation of other market segments
Weaknesses
Crude
Alienates non-targetedconsumers
Offensive advertisements
Weaknesses
Eerie mascot
Does not serve itspurpose of attracting kids
Threats
Unemploymentdue to recession
decrease infast-food consumption
Threats
Source: US Census Bureau 2010
Rising food costs
Threats
Competition from other quick service restaurants (QSR)
Rise of new & growing casual dining concept
1. Choose a different target segment
2. “Relieve Your Whopper® Moment” Campaign
3. Brand Extension – The Couch Whopper®
Recommendations
AndrewBill
Charlie
Duncan
1. Choose a different target segment
Source: Event Marketing Survey, conducted by The George P. Johnson Company
2. “Relieve Your Whopper® Moment” Campaign
Event Plan
Target Audience
Media
Expected Turnout
Event infrastructure Venue
Programme
2. “Relieve Your Whopper® Moment” Campaign
Friendly baseball
match
Whopper Bazaar
BK mascot
Games booth
Collectible cap
2. “Relieve Your Whopper® Moment” Campaign
Post Event Momentum
2. “Relieve Your Whopper® Moment” Campaign
2. “Relieve Your Whopper® Moment” Campaign
Source: http://oxygen.mintel.com/sinatra/oxygen/display/id=482903
3. Brand Extension – The Couch Whopper®
3. Brand Extension – The Couch Whopper®
The Couch Whopper®
+
3. Brand Extension – The Couch Whopper®
ONE BUTTON AT A TIME
USD 5.95 – pricier than BK mealsComparable to other frozen food
Microwavable chilled food packetEstimated shelf life: 3 months
1. Product
2. Price
3. Promotion
4. Place
Evaluationof Recommendations
Extends PLC of mature productLarge marketing budgetDifficult to target the alienated
1. Choose a different target segment
Evaluationof Recommendations
Generates instant publicityCaptive audience
May be “just another advertising gimmick”Low turnoutHigh marketing costs
2. “Relieve Your Whopper® Moment” Campaign
Broadens target segmentAddresses threat from QSRsMarket is untapped by other FFHR firms
3. Brand Extension – The Couch Whopper®