burger king
Burger King:
Promoting a Food Fight
I. Introduction
Today, Burger King Corporation, as the fourth largest fast food restaurant chain overall after “Yum! Brands” (34,000 locations), McDonald's (31,000 locations) and Subway (28,400 locations), owned or franchised a total of 12,174 restaurants in 76 countries, of which 1,387 restaurants were BK Co.'s restaurants and 10,787 were owned by its franchisees. The two main successful factors of BK are market expansion by strong franchising and effective promotion strategy by hiring the advertising agency – Crispin Porter. Crispin developed many successful ad campaigns for BK based on its creative way of offbeat, unorthodox, and irreverent promotions with inexpensive communication media. Moreover, Crispin kick off the TV commercial habit, find the overlap between product characteristics and customer needs, give target audience surprise (buzz marketing), and think of advertising as a product rather than a service. In fact, those promotion philosophies are just the orientation of right promotion. In the beginning, many franchisees did not like Crispin’s way, however, when BK launched a few new products, those franchisees are satisfied with the increasing sales under Crispin’s promotion effect. As Burger King’s slogan of “Long live the King”, the key is that Crispin should continues to hit home runs with its creative promotions to enhance the confidence of franchisees, shareholders and customers.
II. Company Analysis
1. SWOT Analysis
Strength:
1) Product Differentiation: Burger King provides many different tastes of burgers which customer cannot buy from other brands. For example, BK mushroom Swiss which serves beef patty and topped with mushroom sauce.1 Some customers may be loyal to this specific product and become loyal to the brand.
2) Brand recognition: Burger King’s slogan “have it your way”, the whopper sandwich and most recently enhanced by its mascot know as “the king” make it boast
Promoting a Food Fight
I. Introduction
Today, Burger King Corporation, as the fourth largest fast food restaurant chain overall after “Yum! Brands” (34,000 locations), McDonald's (31,000 locations) and Subway (28,400 locations), owned or franchised a total of 12,174 restaurants in 76 countries, of which 1,387 restaurants were BK Co.'s restaurants and 10,787 were owned by its franchisees. The two main successful factors of BK are market expansion by strong franchising and effective promotion strategy by hiring the advertising agency – Crispin Porter. Crispin developed many successful ad campaigns for BK based on its creative way of offbeat, unorthodox, and irreverent promotions with inexpensive communication media. Moreover, Crispin kick off the TV commercial habit, find the overlap between product characteristics and customer needs, give target audience surprise (buzz marketing), and think of advertising as a product rather than a service. In fact, those promotion philosophies are just the orientation of right promotion. In the beginning, many franchisees did not like Crispin’s way, however, when BK launched a few new products, those franchisees are satisfied with the increasing sales under Crispin’s promotion effect. As Burger King’s slogan of “Long live the King”, the key is that Crispin should continues to hit home runs with its creative promotions to enhance the confidence of franchisees, shareholders and customers.
II. Company Analysis
1. SWOT Analysis
Strength:
1) Product Differentiation: Burger King provides many different tastes of burgers which customer cannot buy from other brands. For example, BK mushroom Swiss which serves beef patty and topped with mushroom sauce.1 Some customers may be loyal to this specific product and become loyal to the brand.
2) Brand recognition: Burger King’s slogan “have it your way”, the whopper sandwich and most recently enhanced by its mascot know as “the king” make it boast