Burger King Strategy

1. Communication Strategy of
Burger King in Philippines
By: Tanul Sharma
Sumit Anand
Shivaraj Chabungbam
Nirban Mahanta

2. Considerations:
• Burger King’s core strength lies in its authentic American flavour.
• There is a growing change in the lifestyle and perception of the population
in Philippines and this shows sign of a tilt towards favouring the flavours
that are foreign to the local taste.
• The number of working women population is increasing which is good for
the fast food industry in general.
• People like the taste of Burger King’s burgers. This will only be helped by
associating its taste with that of an authentic American burger. As
mentioned in the case, Filipinos admire the American way of life and would
like to try out an authentic American taste. In short, the advertising’s
appeal lies in its association with the American way of life.
• The strategy is that of a low-involvement aimed at Filipinos admiration for
the American way of life.

3. Tagline, Promotional Message and Pitchman
• Tagline: So Authentic. So American.
• Promotional Campaign message: America’s favourite meal now in
Philippines.
• Target audience: Young professionals in Philippines.
• Pitchman: Bruno Mars

5. Communication Strategy
• The promotional message and the tagline will be communicated
through the following channels.
• Since we are targeting a very mobile population, we will focus a lot
more Facebook/Twitter/YouTube ads and promotions.
• Newspaper and TV will be our secondary medium of communication
• Ads will focus on his celebrity status and Filipino heritage to increase
the brand awareness and appeal of Burger King.