Burger king (Project Presentation Report)

MARKETING STRATEGY REPORT
A New Product for Happiness and Its Marketing
Strategy
Kings Quarters

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Presentation on Burger King Company
Presented By:
Ahmed Ayoub (S2016266090)
Naveed Sajjad (S2016266050)
Muhammad Ali (S2016266070)
Abdul Sattar Khan (S2016266028)
Sec: V2
Group no. 13
Submitted To:
Sir Hafiz Usman Ali

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Table of Contents
History:..............................................................................................................................................5
Top Management...............................................................................................................................7
Current Situation.............................................................................................................................7
Current performance:..................................................................................................................7
Mission Statement.............................................................................................................................8
SWOT Analysis...................................................................................................................................8
Strengths:......................................................................................................................................8
 Huge popular brand name and high brand loyalty. .....................................................................8
 Burger King serves a lot of burgers that is typically not available in other fast food restaurant. .....8
 Product differentiation with large size. We offer different deals in different sizes (regular, large,
XL, XXL). .....................................................................................................................................8
 Strong brand equity in fast food................................................................................................8
Weaknesses:..................................................................................................................................8
..........................................................................................................................................................9
Opportunities:...................................................................................................................................9
Threats:.............................................................................................................................................9
Major Competitors:............................................................................................................................9
Major Products................................................................................................................................10
Product Length:............................................................................................................................10
Product Depth..................................................................................................................................11
........................................................................................................................................................12
Market Segmentation......................................................................................................................12
Geographic Segmentation:............................................................................................................12
As geographic factors,Burger King are dividing the customer by region, they located in USA since
1954. On June 30, 2004, Burger King had 7,976 store all around in USA,the local people can just
came by their neighborhood to enjoy their meal. .............................................................................12
Demographic Segmentation: .........................................................................................................12
Psychographic Segmentation:........................................................................................................13
Behavioral Segmentation: .............................................................................................................13
Target Market:.................................................................................................................................14
Age:.............................................................................................................................................14
Gender:........................................................................................................................................14
Economical conditions:.................................................................................................................14

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Product Packing Labeling ..................................................................................................................14
Labeling.......................................................................................................................................15
Product Pricing.................................................................................................................................15
Burger King’s Prices and Pricing Strategy:.......................................................................................15
Product Placement Channels.............................................................................................................16
MarketingActivities Promotion.........................................................................................................17
Burger King’s Promotion:...............................................................................................................17
Suggestions:.....................................................................................................................................19
Conclusion:......................................................................................................................................20
References:......................................................................................................................................21

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History:
Burger King, often abbreviated as BK, is an American global chain of hamburger fast food
restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The
company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain.
After Insta-Burger King ran into financial difficulties in 1954, its two Miami-based franchisees,
David Edgerton and James McLamore, purchased the company and renamed it Burger King.
Over the next half century, the company would change hands four times, with its third set of
owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, taking
it public in 2002. In late 2010, 3G Capital of Brazil acquired a majority stake in BK in a deal
valued at US$3.26 billion. The new owners promptly initiated a restructuring of the company to
reverse its fortunes. 3G, along with partner Berkshire Hathaway, eventually merged the company
with Canadian-based doughnut chain Tim Horton’s under the auspices of a new Canadian-based
parent company, Restaurant Brands International.

Registered Office
 BURGER KING® founded in Dec 4, 1954 in Miami, Florida, United States. And its
headquarters is also located in Miami, Florida, U.S.
 Founders:
David Edgerton James McLamore

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 Second largest fast food hamburger chain in the world.
 12,000 Restaurants Worldwide
 90% Franchise
 10% Corporate.
 Slogan: ‘Have it your way’
Top Management
Current Situation
Current performance:
 1957: The WHOPPER® Sandwich is launched.
 1958: The First TV Advertisement for BURGER KING® Is Broadcasted.
 1959: The Company begins to expand through franchising.
 1963: First BURGER KING® Restaurant Opens Outside of the United States.
 1967: The Pillsbury Company Purchases Burger King Corporation.
 1974: The HAVE IT YOUR WAY® Marketing Campaign Is Launched.
Vision Statement
BurgerKing’svisionstatementisbasedonthe original aims of the company’s founders. A firm’s
visionstatementguidesthe organizational developmentof the business.BurgerKing’s vision statement
emphasizes excellence and being the best in the industry.
Alexandre Behring
Chairman of board of directors
Daniel S. Schwartz
Executive Vice President &
Chief Financial Officer
Bernard Hees
Chief Executive Officer

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We proudlyserve the bestburgersinthe business,plus avarietyof real,authenticfoodall freshly
prepare justthe way youwantit.
Mission Statement
Burger King’s mission statement is directly linked to the company’s operations. A firm’s
mission statement specifies the activities needed to succeed in the business. In Burger King’s
case, the mission statement emphasizes pricing, service and ambiance to attract customers.
"We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly,
courteously, and in a cleaner environment than our competitors. We will conduct all our business
affairs ethically, and with the best employees in the mid-south. We will continue to grow
profitably and responsibly, and provide career advancement opportunities for every willing
member of our organization."
SWOT Analysis
Strengths:
 Huge popular brand name and high brand loyalty.
 Burger King serves a lot of burgers that is typically not available in other fast
food restaurant.
 Product differentiation with large size. We offer different deals in different sizes
(regular, large, XL, XXL).
 Strong brand equity in fast food.
Weaknesses:
 High fat and high calorie are food not good for health conscious people.
 Large number of franchised outlets results in difficulty in handling the operations
whereas ensuring conformance of quality is also challenging & conflict aroused due to
that can hamper BK’s brand image.
 Burger King does not advertise their products like their competitors, so people know less
about our latest product.

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Opportunities:
 We should introduce home delivery for our customers.
 Open new branches and outlets.
 Advertise our products, new deal and offer.
 Product improvement, modifying it as per tastes of people around the world.
Threats:
 Now a days new restaurants are being opening so we have threats from them that they
might attract our customers towards them.
 Health concerns among general public.
 Food costs are rising higher than standard inflation
Major Competitors:

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Major Products
Product Length:
 Hamburgers
 French fries
 Beverages
 Whopper Sandwich
 Chicken whopper Burgers
 Milkshakes
 Flame Grilled Burgers
 Chicken
 Desserts
 Breakfast

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Product Depth
As you can see Burger King offers a wide variety of products; ranging from Breakfast, lunch,
snacks and dinner snacks. Though technically our age range is 18-35 our product suggest an
audience of children also. Burger King’s long range of products can be stemmed from keeping
up with competitors such as Hardee’s and McDonald’s.
 Crispy & Tender

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 Flamed Grilled
Market Segmentation
Geographic Segmentation:
As geographic factors, Burger King are dividing the customer by region, they located in
USA since 1954. On June 30, 2004, Burger King had 7,976 store all around in USA, the local
people can just came by their neighborhood to enjoy their meal.
Demographic Segmentation:
As demographic factors, they dividing the customer by young male, kids and family.
Burger King Start to use a logo which is a man sitting on a hamburger and holding a soft drink to
represent their company in 1955. In 1960, Burger King transformed their logo from a man into
an animated cartoon character that a kid wearing a crown in their television advertisements,
introducing children to BURGER KING with the famous slogan, “BURGER KING®, Where
Kids Are King!”

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In order to take the kids as potential customer, Burger King had to including the parents which
pay for the children‘s meal at the same time. Burger King started the “HAVE IT YOUR
WAY®” marketing campaign revolutionizes the fast food industry by encouraging customers to
customize the ingredients of all BK® sandwiches to fits the whole family member need.
Psychographic Segmentation:
As psychographic factors, Burger King dividing the customer by lowers social class and
working class, which they will buy their meal in a fast food restaurants quickly and take away
their food then they can able to back to work.
BehavioralSegmentation:
As behavioral factors, Burger King dividing the customer by benefits by speed and
economy, regular occasion and regular user, a fast food restaurants which affordable food
products that can be prepared and served within a short specified amount of time.

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Target Market:
Age:
 We mostly target people aging from 16-35
Gender:
 We target both the Genders Male and female.
Economical conditions:
 We mostlytargetthe people of highsociety,withhighincome andwill topay.
Market Share:
 Our Market share is 4.6%
Product Packing Labeling
The new packaging is part of an overall brand strategy for Burger King, which is trying
to position itself more uniformly on a global scale.
"For decades, Burger King Restaurants have been recognized globally as a leading, iconic
brand," "With more than 13,000 restaurants in over 79 countries, we have been working to
increase brand consistency globally."
While the burger chain's logo will remain the same, the new design includes retooled cups,
wrappers, bags and containers. The in-store experience is also getting an update.
"This work started with refining our global brand positioning to ensure that our entire guest
experience is driven by one consistent brand". The rollout of our new global packaging is the
latest evolution of this positioning, which celebrates our great-tasting food that is prepared-to-
order and celebrates our desire to deliver an authentic and fun experience for all guests."
Check out the redesign below:

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Labeling
Product Pricing
Burger King’s Prices and Pricing Strategy:
Burger King’s pricing strategy is based mainly on its generic strategy of cost leadership, which
minimizes costs and prices. In this component of the marketing mix, appropriate pricing of
products is considered. Burger King’s pricing strategies are as follows:
1. Market-oriented pricing strategy

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2. Bundle pricing strategy
Burger King uses market-oriented pricing strategy as its primary approach to pricing. This
pricing strategy involves setting prices based on prevailing market conditions, including supply
and demand conditions as well as the pricing of competing firms. Burger King’s secondary
pricing approach is the bundle pricing strategy. For example, customers can buy value meals and
kid’s meals at bundle prices that are more affordable than buying food items separately. This
component of the marketing mix shows that Burger King mainly considers market conditions to
determine its prices.
Product Placement Channels
Burger King’s products are available at its restaurants worldwide. This component of the
marketing mix refers to the venue that firms use to transact with target customers. The following
are the places Burger King uses to distribute its products:
1. Restaurants
2. Mobile app
3. Website for deliveries
Aside from restaurants, customers can use Burger King’s mobile app to access coupons for
special offers and freebies. Customers can also use the company’s website to place their orders
for home deliveries. In this component of the marketing mix, Burger King relies mainly on the
physical presence of its restaurants.
Website for online Home Delivery of Burger King Pakistan:

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Marketing Activities Promotion
Burger King’s Promotion:
Burger King employs various tactics to promote its products. This component of the marketing mix
coversthe tactics usedto communicate withthe targetmarketaboutthe firm’soffers.Burger King Uses
the following promotion/marketing communications tactics, arranged according to significance:
1) Advertising
2) Sales promotions
3) Personal selling
4) Public relations
BurgerKingreliesmainlyonadvertisingtopromote itsproducts.The companyadvertises online and on
TV and print media. In addition, Burger King uses sales promotions in the form of coupons and other
offersthroughits website and mobile app. The firm’s restaurant personnel also typically use personal
selling to encourage customers to buy more products from the menu, such as desserts in addition to
whatthe customeralreadyordered.Inapplyingpublicrelations,the Burger King McLamore Foundation
givesscholarshipsandfinancial assistance foreducationalprograms,therebyalsoeffectively promoting

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and strengtheningthe BurgerKingbrand.The companysuccessfullycombinesvariouspromotion tactics
to address this component of the marketing mix.

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As for more promotion for our company we provide few discount on our products, as you can
see the coupon above and some of bank offer the account holders to have discount on some
products as Habib Bank Limited has given.
Suggestions:
 The promotional discounts should be advertised next to places where we can know about
them.
 The company image can become better by using the official Facebook fan-page. The fan-
page should only keep the important things and not showing twice the same advertising.
They should keep things simple.

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Conclusion:
 Burger King have been focusing on the quality, hygiene and better customer services in
relation to increase customer satisfaction compare to other existing market competitors in
fast-food industry.
 “HAVE IT YOUR WAY…..!!”
“THE END”

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References:
 http://panmore.com/burger-king-marketing-mix-4ps-analysis
 http://www.tronviggroup.com/brand-strategy-basics/
 https://www.qsrmagazine.com/reports/long-live-king

Burger king (Project Presentation Report)

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