Burger King Case
1. What are Burger King's communication objectives for it's target audience?
Burger King’s target consumers already know about the product, and since the franchise is profitable, we can assume that the consumers also like it. Burger King’s communications objectives are to move its target consumers into at least the “Preference”, but preferably the “Conviction” stages of buying process.
2. With its focus on the "super fan", does BK risk alienating other customers? What are the implications of this?
Burger king concentrates on its target market - young male. At this point BK’s strategy is to gain higher market share within this market, and move as many young male fast-food “super fans” from “Preference” into “Conviction” stages. This strategy might lead to future complications in expansion of BK’s target markets and inability to gain popularity among for example young female or families with children.
3. Why is viral or buzz marketing effective?
Buzz marketing is effective because it creates curiosity among potential buyers of the product - it makes them aware of the product. After visiting product’s website they learn more about it - therefore moving from “Awareness” into “Knowledge” stage. They can also visit a website associated with the product (chicken website in BK’s case), and even though such website does not have any specific information about the product itself, it uses emotional appeal: it utilizes humor in order to motivate the purchase (a man dresses in a chicken suit that performs any command typed by a website visitor). Buzz marketing creates awareness and excitement, and turns customers into promoters of the product, by transforming into word-of-mouth marketing.
4. Do the TV and viral elements of the BK campaign work well together? What additional elements and media might Crispin add to the integrated marketing communications campaign?
The TV and viral elements of the BK campaign work so well together, because they create
Burger King’s target consumers already know about the product, and since the franchise is profitable, we can assume that the consumers also like it. Burger King’s communications objectives are to move its target consumers into at least the “Preference”, but preferably the “Conviction” stages of buying process.
2. With its focus on the "super fan", does BK risk alienating other customers? What are the implications of this?
Burger king concentrates on its target market - young male. At this point BK’s strategy is to gain higher market share within this market, and move as many young male fast-food “super fans” from “Preference” into “Conviction” stages. This strategy might lead to future complications in expansion of BK’s target markets and inability to gain popularity among for example young female or families with children.
3. Why is viral or buzz marketing effective?
Buzz marketing is effective because it creates curiosity among potential buyers of the product - it makes them aware of the product. After visiting product’s website they learn more about it - therefore moving from “Awareness” into “Knowledge” stage. They can also visit a website associated with the product (chicken website in BK’s case), and even though such website does not have any specific information about the product itself, it uses emotional appeal: it utilizes humor in order to motivate the purchase (a man dresses in a chicken suit that performs any command typed by a website visitor). Buzz marketing creates awareness and excitement, and turns customers into promoters of the product, by transforming into word-of-mouth marketing.
4. Do the TV and viral elements of the BK campaign work well together? What additional elements and media might Crispin add to the integrated marketing communications campaign?
The TV and viral elements of the BK campaign work so well together, because they create