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Burger King

Burger King

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Marketing Presentation Marketing Presentation Presentation Transcript

  • ANG WEI SIN EUNICE GOH JESSICA CHOY SONIA YAP VALERIE TEO
  • Burger King Corporation
    Founded in 1954
    Whopper developed in 1957
    90% of stores are franchised
    66% of over 12 200 stores in US
    HAVE IT YOUR WAY®
    Mascot: The King
  • Target Market Segment - Superfans
    • Young men; 18 – 34 years old
    • Voracious appetite
    • Loves meat
    • Eats out often
  • Fast Food Hamburger Restaurants
    • Direct competitors
    • Low preparation time for meals
    • Burger and fries
    • 47%
    • Big Mac
    • I’m Lovin’ It®
    • 14%
    • Square patties
    • Quality is our Recipe®
  • Quick Service Restaurants
    • Non-direct competition
    • Take-out options
  • Strengths
    Weaknesses
    Threats
    Opportunities
  • Strengths
    • Fits different tastes and preferences
    • Appeals to the health-conscious
    HAVE IT YOUR WAY®
  • Strengths
    Food
    People
    Environment
    Corporate governance
  • Strengths
    • Burger King ScholarsProgramme
    • Burger King Family Fund
    • Untapped market segments
     Currently only targeting Superfans
    BK Superfan
    Opportunities
    • Changing lifestyles & work habits
     Less time spent cooking & eating
    Too busy for food
    Opportunities
  • 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
  •  Does not serve itspurpose of attracting kids
    Weaknesses
    Eerie mascot
    • 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
    Threats
  • 1. Choose a different target segment
    2. “Relieve Your Whopper® Moment” Campaign
    3. Brand Extension – The Couch Whopper®
    Recommendations
  • 1. Choose a different target segment
    Bill
    Andrew
    Charlie
    Duncan
  • Source: Event Marketing Survey, conducted by The George P. Johnson Company
    2. “Relieve Your Whopper® Moment” Campaign
  • Target Audience
    Media
    2. “Relieve Your Whopper® Moment” Campaign
    Expected Turnout
    Event infrastructure
    Venue
    Programme
    Event Plan
  • Whopper Bazaar
    2. “Relieve Your Whopper® Moment” Campaign
    Games booth
    Collectible cap
    BK mascot
    Friendly baseball match
  • Post Event Momentum
    2. “Relieve Your Whopper® Moment” Campaign
    2. “Relieve Your Whopper® Moment” Campaign
  • 3. Brand Extension – The Couch Whopper®
    Source: http://oxygen.mintel.com/sinatra/oxygen/display/id=482903
  • +
    The Couch Whopper®
    3. Brand Extension – The Couch Whopper®
  • Microwavable chilled food packet
    Estimated shelf life: 3 months
    1. Product
    2. Price
    3. Promotion
    4. Place
    USD 5.95 – pricier than BK meals
    Comparable to other frozen food
    3. Brand Extension – The Couch Whopper®
    ONE BUTTON AT A TIME
  • Evaluationof Recommendations
  • 1. Choose a different target segment
    Extends PLC of mature product
    Large marketing budget
    Difficult to target the alienated
    2. “Relieve Your Whopper® Moment” Campaign
    Broadens target segment
    Addresses threat from QSRs
    Market is untapped by other FFHR firms
    3. Brand Extension – The Couch Whopper®
    Generates instant publicity
    Captive audience
    May be “just another advertising gimmick”
    Low turnout
    High marketing costs
    Evaluationof Recommendations