1. Burger King
Marketing Course Case Study
Presented By :
Fardin Karimi
Pouyan Forooghi
Omid Aminzadeh
Morteza Gharaei
Arya Zangiabadi

2. Events
 2003 – Performance
 No. 1: McDonald‘s
9% sales jump (to $22.1 billion)
 No2: BK
5% sales decrease (to $7.9 billion)
 No.3: Wendy
11% sales jump (to $7.4 billion)
 2004 – Grad Blum’s move
 Fired Young & Rubicam
 Awarded the advertising to Crispin

3. Perceptual Map
Wendy’s
Busy
People Location
Menu
Dieters
Sheetz
Burger King
Low-Income
Families
Subway
Sonic
McDonald’s
Arby’s
Taco Bell

4. Burger King 4P’s Analysis
 Target Market
 low income families and also busy families
 Product
 broiled burger and a wide selection of foods to choose from.
 Place
 restaurants everywhere around the globe (franchising)
 Price
 inexpensive (low and middle class families)
 Promotion
 commercials, websites, and web ads. (Crispin vs. Y&R)

5. The Advertising Agencies
Y&R versus Crispin
 Y&R
 Got $350m BK account 10 months earlier to help sales;
 Developed the “The Fire’s Ready” campaign (broil vs.
fry);
 “Flat” and “Uninspiring” message lead to seal Y&R fate.

6. The Advertising Agencies
Y&R versus Crispin
 Crispin
 Offbeat, unorthodox, and irreverent promotions
 Inexpensive ways to gain attention
 Award-winning, low-budget campaigns
 Out-of-the-box, results-oriented agency
 Some loose rules:
 zero in on the product
 kick the TV commercial habit
 find the sweet spot
 surprise = buzz = exposure
 don’t be timid
 think of advertising as a product rather that a service

7. BACK TO THE FUTURE
 Crispin’s measures:
 Back to the firm's "Have It Your Way" tagline
 New TV commercials campaign: “The Office”
 www.subservientchicken.com: the chicken video
 Subservient TV
 Photos
 Chicken Mask
 Tell a Friend
 BK TenderCrisp
Within the first ten days, 20 million people visited the site

8. SUBSERVIENT CHICKEN-CHAPTER 2
 2005
 To launch a new BK product “Chicken Fries”:
 www.coqroq.com (Real band or just a promotion?)
 Target market: Young Men
 Critics:
 Not entertaining other groups
 Ruffled the feathers of real metal band Slipknot
 Crude attempt to buzz among teenagers by genital humor
 Eerie 2004 campaign
 100morders of Chicken Fries in the first month

9. A VIRAL TURNAROUND
 Would Crispin’s campaigns grow BK's diminishing market share?
 Can Crispin produce new ideas to keep BK strong?
 New Crispin ad: “Manthem”
 BK was on the verge of IPO.
 Mr. Salguiero:
“All opinions boil down to traffic and sales. Once that happens, everybody
has to shut up with their opinion. We have a very old franchisee base at
this point, and some of us don't understand our customers. We have a
lot of gray hair.”

10. Questions
 1.Who is BK’s target audience and what are its communication objectives for that
audience?
 Slide 4 : younger crowd and low income familes.
 Why is viral or buzz marketing effective? Analyze the design of the subservient chicken
site’s message, including content, structure, and format. What can you conclude from
this analysis?
 Do the TV and viral elements of the Burger King Campaign work well together? What
additional elements and media might CPB add to the integrated marketing
communications campaign?
 What other recommendations would you make to Burger King and CPB to help them
improve the integration of BK’s promotion mix?