Burger King employs various tactics to promote its products. It uses the following promotion/marketing communications tactics, arranged according to significance: 1.Advertising 2. Sales promotions 3. Personal selling 4. Public relations

1. Burger King
● American multinational chain of hamburger fast food
restaurants which was founded in 1954.
● Second largest fast food hamburger restaurant chain of the
world
● Operates as a quick service restaurant.

2. Marketing strategies
Burger King employs various tactics to promote its products. It uses the
following promotion/marketing communications tactics, arranged
according to significance:
1.Advertising
2. Sales promotions
3. Personal selling
4. Public relations

3. Pre-Covid19 marketing:
Cause Marketing
● Cause marketing is a cooperative effort
between a for-profit business and a non-
profit organization to mutually promote
and benefit from social and other
charitable causes
Ex: The Good Samaritan Day Whopper

4. Pre-Covid19 marketing:
Brand Storytelling
● Brand storytelling uses a familiar communication format to engage consumers at an emotional level.
● Rather than just spew facts and figures, storytelling allows it weaves a memorable tale of who the
company is, what they do, how they solve problems, what they value, and how they engage and
contribute to the community and the public in general.
Ex: The Moldy Whopper

5. Pre-Covid19 marketing
Co-branding
● It is a marketing methodology in which at least two brands join together to promote and sell a single
product or service.
● The brands lend their collective credibility to increase the perception of the product or service’s value, so
consumers are willing to pay more at retail.
● Secondarily, co-branding may dissuade private label manufacturers from copying the product or service.
Ex: Call of Duty Burger

6. Post-Covid19 marketing
● Implemented more stringent food safety and sanitation
norms
● Changed their social media strategy from topical
content to daily posts. Its main objective was to
1. Maintain Brand Saliency via Contextual Messaging,
2. Creating Consumer Awareness of Safety Measures
3. Contextual Food Craving
● Expanded safe Deliveries via Swiggy and Zomato

7. Post-Covid19 marketing
1. “Pride Riders” - “The pride is on you, the parade is on us”

8. 2. Autopilot Whopper
When a Tesla owner posted a video online of their car mistaking a burger king
sign for a stop sign. Burger king took the opportunity & turned this into an ad
which said: “smart cars are smart enough to brake for a Whopper”.

9. 3. “Home of the Whopper” - (Brand Marketing)
Brand marketing promotes your products or services in a way that highlights your overall
brand.

10. 4. Whooper Dance Challenge (Co-branding strategy)
Burger king teams up with TikTok during the pandemic to
engage their customers who may already be Tiktok users or vice
versa. In this challenge burger king would offer Whooper for $1

11. 5. Stay Home of the Whopper (Cause marketing):
Cause marketing is a cooperative effort between a for-profit
business and a non-profit organization to mutually promote and
benefit from social and other charitable causes.It’s about ensuring
your customers you share their desire to make the world a better
place.

12. Below is a brief comparison of the statistics pre
lockdown and during lockdown
Stats during Lockdown
Post Reach: 8M
Organic Reach: 1M
Organic Video Views per
post: 1.5K+
Organic Followers: 500+
Stats Pre Lockdown
Post Reach: 4M
Organic Reach: 800K
Organic Video Views per
post: 800+
Organic Followers: 300+

13. Analysis of Market Environment
● PESTEL ANALYSIS
● COMPETITIVE ANALYSIS
● 5C ANALYSIS

14. PESTLE ANALYSIS
The pestle analysis will helps us analyse and monitor the macro- environment factors
that have had an impact on burger king’s performance due to the Covid-19 pandemic.
1. Political factors- Covid- 19 pandemic has forced many countries around the globe to
implement strict lockdowns and social distancing norms; this has had adverse impact
on the burger king. The future of burger king’s sales and growth depends upon the
graph of Covid 19 cases and government’s role of relaxing the restrictions in each
country.
2. Economic factors- Covid-19 pandemic has led to layoffs in employment, consumer
is cutting down on their discretionary spendings due to the fear of economic
downturn. Thus, burger king shall realign their focus towards cost management
strategies.

15. 3. Social factors- Covid-19 situation has led to higher health consciousness and
has built a lifestyle where in people are avoiding restaurants and fast foods like
burger king. Thus burger king needs to resort to low calorie fast foods and wait for
the economy to revive back.
4. Technological Factors- Burger king is realigning its strategies towards online
deliveries and takeaways can apply this technology to improve operational
efficiency and the company can tap mobile users to gain a bigger market share.
5. Legal factors- Burger king will need to consider the employment act and the
corporate social responsibility towards the society.
6. Environmental factors- Burger King will also have to consider safety, durability,
value in the foodstuffs they buy and at greater level, environment friendly safe
products and introduction of recyclable packaging.

16. Competitive Analysis
Intensive strategies in connection to Porter’s generic
Strategies
1. Market Penetration
Highlighting unique product features to penetrate markets and
grow the business
1. Market Development
Opening new restaurants in its current markets to get a bigger
market share
1. Product Development
The intensive growth strategy supports Burger King’s generic
strategy of broad differentiation by highlighting new products
that are unique compared to those of competing firms.

18. 5C ANALYSIS
COMPANY
Founded in 1954, Miami, Florida- United States by James Mclamore & David
Edgerton.Its restaurant brands international which is one of the largest fast food
hamburgers Fast food restaurant in the world with strong brand equity and most of
its restaurants are owned by franchisees.
COLLABORATORS
The chain market was Rs 350 billion in FY19, Burger King operates in this market under the
QSR category. They operate through franchisee model.
Some of the suppliers of the company include – Hyfun Foods, Mrs Bectors, OSI Vista, Pepsi Co,
Schreiber, Veeba and Venky’s. Supply chain is an essential piece of the business, it is very
important for the company to get its supplies on time and in the right condition.

19. CUSTOMERS
Due to the current covid-19 all dine in restaurants are closed however they are currently
delivering it customers through Zomato & Swiggy.
Their target audience, average 15 yrs. to 45 yrs. of age group however they have customers from
the age of 10 yrs. to 45 yrs. While pre-Covid 19 scenario their market grown by 14% CAGR.
COMPETITORS
The organized chain market has more than 100 brands with over 6,500 outlets spread across various
cities in India. Competitors of the company are other international QSR chains such as McDonald’s,
KFC, Domino’s Pizza, Subway, Pizza Hut and other local restaurants operating in the QSR segment.
Food services market is fragmented in India, 62% of the market is with the unorganized players. In this
kind of an environment it is a challenge to retain customer loyalty and companies have to constantly
spend/carry out initiatives to gain footfalls.

20. CLIMATE
Burger King have been very active in promoting their brands and we can often see their
creative adverts through their social media platforms teasing McDonalds (rival brand) in
creative ways. There are two other players in this space – Jubliant Foodworks (Domino’s)
and Westlife Development (McDonald’s). Drivers like higher incomes, people eating out
more frequently and women joining the workforce will drive the demand for the offerings
that companies make in this space.

21. Conclusion
Burger King had a multi messaging approach comprising food
safety, topical messaging and creating authentic connections
with the brand by using videos and photographs shot and
featuring the employees of the brand.