Marketing Presentation

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Burger King

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Marketing Presentation

  1. 1. ANG WEI SIN EUNICE GOH JESSICA CHOY SONIA YAP VALERIE TEO<br />
  2. 2. Burger King Corporation<br />Founded in 1954<br />Whopper developed in 1957<br />90% of stores are franchised<br />66% of over 12 200 stores in US<br />HAVE IT YOUR WAY®<br />Mascot: The King<br />
  3. 3. Target Market Segment - Superfans<br /><ul><li>Young men; 18 – 34 years old
  4. 4. Voracious appetite
  5. 5. Loves meat
  6. 6. Eats out often</li></li></ul><li>Fast Food Hamburger Restaurants<br /><ul><li>Direct competitors
  7. 7. Low preparation time for meals
  8. 8. Burger and fries</li></li></ul><li><ul><li>47%
  9. 9. Big Mac
  10. 10. I’m Lovin’ It®
  11. 11. 14%
  12. 12. Square patties
  13. 13. Quality is our Recipe®</li></li></ul><li>Quick Service Restaurants<br /><ul><li>Non-direct competition
  14. 14. Take-out options</li></li></ul><li>Strengths<br />Weaknesses<br />Threats<br />Opportunities<br />
  15. 15. Strengths<br /><ul><li>Fits different tastes and preferences
  16. 16. Appeals to the health-conscious</li></ul>HAVE IT YOUR WAY®<br />
  17. 17.
  18. 18. Strengths<br />Food<br />People<br />Environment<br />Corporate governance<br />
  19. 19. Strengths<br /><ul><li>Burger King ScholarsProgramme
  20. 20. Burger King Family Fund</li></li></ul><li><ul><li>Untapped market segments</li></ul> Currently only targeting Superfans<br />BK Superfan<br />Opportunities<br />
  21. 21. <ul><li>Changing lifestyles & work habits</li></ul> Less time spent cooking & eating<br />Too busy for food<br />Opportunities<br />
  22. 22. Source: Bureau of Labor Statistics<br />
  23. 23. Weaknesses<br />BK Superfan<br /><ul><li> Currently only targeting Superfans
  24. 24. Saturation of target market
  25. 25. Alienation of other market segments</li></li></ul><li>Weaknesses<br />Crude<br /><ul><li>Alienates non-targetedconsumers</li></ul>Offensive advertisements<br />
  26. 26.  Does not serve itspurpose of attracting kids<br />Weaknesses<br />Eerie mascot<br />
  27. 27. <ul><li>Unemploymentdue to recession
  28. 28. decrease infast-food consumption</li></ul>Threats<br />
  29. 29. Source: US Census Bureau 2010<br /> Rising food costs<br />Threats<br />
  30. 30. <ul><li>Competition from other quick service restaurants (QSR)
  31. 31. Rise of new & growing casual dining concept</li></ul>Threats<br />
  32. 32. 1. Choose a different target segment<br />2. “Relieve Your Whopper® Moment” Campaign<br />3. Brand Extension – The Couch Whopper®<br />Recommendations<br />
  33. 33. 1. Choose a different target segment<br />Bill<br />Andrew<br />Charlie<br />Duncan<br />
  34. 34. Source: Event Marketing Survey, conducted by The George P. Johnson Company <br />2. “Relieve Your Whopper® Moment” Campaign<br />
  35. 35. Target Audience<br />Media<br />2. “Relieve Your Whopper® Moment” Campaign<br />Expected Turnout<br />Event infrastructure <br />Venue<br />Programme<br /> Event Plan<br />
  36. 36. Whopper Bazaar<br />2. “Relieve Your Whopper® Moment” Campaign<br />Games booth<br />Collectible cap<br />BK mascot<br />Friendly baseball match<br />
  37. 37. Post Event Momentum<br />2. “Relieve Your Whopper® Moment” Campaign<br />2. “Relieve Your Whopper® Moment” Campaign<br />
  38. 38. 3. Brand Extension – The Couch Whopper®<br />Source: http://oxygen.mintel.com/sinatra/oxygen/display/id=482903<br />
  39. 39. +<br />The Couch Whopper®<br />3. Brand Extension – The Couch Whopper®<br />
  40. 40. Microwavable chilled food packet<br />Estimated shelf life: 3 months<br />1. Product<br />2. Price<br />3. Promotion<br />4. Place<br />USD 5.95 – pricier than BK meals<br />Comparable to other frozen food<br />3. Brand Extension – The Couch Whopper®<br />ONE BUTTON AT A TIME<br />
  41. 41. Evaluationof Recommendations<br />
  42. 42. 1. Choose a different target segment<br />Extends PLC of mature product<br />Large marketing budget<br />Difficult to target the alienated<br />2. “Relieve Your Whopper® Moment” Campaign<br />Broadens target segment<br />Addresses threat from QSRs<br />Market is untapped by other FFHR firms<br />3. Brand Extension – The Couch Whopper®<br />Generates instant publicity<br />Captive audience<br />May be “just another advertising gimmick”<br />Low turnout<br />High marketing costs<br />Evaluationof Recommendations<br />
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