Case Study #6 Burger King and Crispin
1. What are Burger King’s communication objectives for its tar-get audience? In 2004, Burger King’s CEO Brad Blum realized that in order to compete with large chains like McDonald’s and Wendy’s, the company needed to market their product in ways that their target market would perceive better. The first set of commercials that Crispin produced for BK where targeted more towards the mainstream media in a series of offbeat ads that were a takeoff on the comedy series The Office and reinforced the message that each customer could have a custom-made burger. This zero ind on the product and focused on the phrase “Have It Your Way.” Next Crispin made a smart move and targeted their main customer: young men. They created a website to launch BK’s TenderCrisp. On top of the website, Crispin campaign included a promotion based on a faux heavy metal band called Coq Roq. “The whole idea was to create the charade of a real band, complete with songs, videos, cell phone ringtones, and promotional merchandise.” Crispin targeted this campaign once again at BK’s target audience of young men. This kick started the perception that Bk is less of a service and more of a product. Out of all this, BK wanted to get their company in the same fast food game as McDonalds and Wendy's and communicate that BK is not be over looked. When marketing to this generation, BK made sure to make all their commercials and promotion relevant to the target market.
2. With its focus on the “ super fan,” does BK risk alienating other customers? What are the implications of this?
As far as focusing more of the attention on the super fan, BK target marketing toward the correct audience. They need to look at who is making them the most money and that just happens to be the young men who come to Burger King more than four times a week. On the other hand, BK does run the risk of overlooking the customer that comes to Burger King once or twice a month. While the super...
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