Burger King Marketing Analysis
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1 Burger King Marketing Analysis CW1 Assignment 1 CU RKL JAN 21 // Digital Marketing & Campaigning Lecturer: Ms. Lee Foong Peng Schahryar Fekri
2 OBJECTIVE Conducting market research based on marketing mix (4Cs & SWOT) & techniques for audience & consumer (Demo- & Psychographics) of Burger King to align their current positioning.
3 RESEARCH RESOURCES Based on online researches & case studies of the brand in global & local markets Burger King Website CNBC UK Essay Statista Wikipedia Marketing Week Marketing 91
4 COMPANY BACKGROUND Burger King (often known as BK) is a US multinational chain of fast food restaurants. BK sells hamburgers, French fries, and soft drinks and is known as the second largest hamburger fast food chain in the world. Established in 1954 in Miami, Florida, by David Edgerton and James McLamore named as Insta Burger King then and changed the name to Burger King later. Burger King has now more than 15,000 restaurants around the world in more than 100 countries. Sources: David R. Edgerton, right, with his Burger King partner, James W. McLamore, in the 1960s Source: NY Times
5 COMPANY BACKGROUND First Burger King restaurant in Miami, 1954 Source: abcnews A Burger King outlet in Wallingford (UK), 2017 Source: eco business
6 COMPANY PERFORMANCE The company s shares are owned mostly by 3G Capital, a Brazilian investment company. But it is also owned by shareholders and used to publicly trade on the New York Stock Exchange under the ticker BKW. Annual Revenue 2020 USD 1.3bn Source: statista Source: statista
7 Burger King s Menu Sample
8 Whopper, a successful product of BK. Source: CNN Business
9 EARLIER AD CAMPAIGNS 1960 s - 70 s Burger King TVCs
10 RECENT AD CAMPAIGNS 2020 Burger King Ad Campaign - Moldy Whopper
11 SERVICE FEATURES Free / cheap delivery (on BK App) Schedule your pickup Rewards and points Free daily points to redeem Burger King Mobile App (SG)
12 BURGER KING APP (SG)
13 DIRECT COMPETITORS Revenue (2020) $20.8bn No. of Locations 38,600 Source: Revenue (2020) $452ml No. of Locations 6,490 Source: BURGER KING VS WENDY S & MCDONALD S Internet search over time of Feb 2020 to Jan 2021 Source: Google Trends BLUE: BK - RED: Wendy s - YELLOW: McDonald s
14 4C s Digital Marketing Model Consumer Cost Communication Convenience
15 Consumer Quick & Fast to Order and Eat Prepared hamburgers, fries and drinks for customers to quickly order, pick up and/or eat at their restaurants. Source:
16 Consumer Customizable BK provides customized hamburger orders where their customer can customize the ingredients of their hamburger sandwiches. Source:
17 Consumer Good Taste & Healthier Choices Making tasty burgers is one of the marketing strategies of BK. Their ad campaigns such as Taste is King and Moldy Whooper were promoting these marketing concepts. Source:
18 Cost Easier Accessibility BK restaurants are available in different locations (especially in the US) to make the access to fast food ordering easier and at lower costs. Source:
19 Cost Free-Delivery Burger King offers free-delivery with orders placed using the BK app in order to help customers save money. Sources:
20 Cost Reusable Packaging Starting from the US market, BK is offering reusable packaging for their fast foods. This will help customers to have a re-use of and save on what they have paid for instead of throwing it away. Sources:
21 Communication Available on Social Channels (Two-way) BK public relation is quite active on social media. They are available on all major social channels such as FB, Twitter, Instagram and Linkedin. They are quite responsive and take feedback and comments into consideration. Sources:
22 Communication Active Online Support The contact section on BK website and app is very in-detail. They have sections regarding customers issues from delivery, technical issues, payment and suggestions - redirecting the customer to the appropriate support department. Source:
23 Convenience Alternative Ways to Order BK offers alternative ways to order such as drive-thru, through BK app and through the 3rd party services such as Uber Eats, Grab Food and they are planning to make the order available even on Google searches. Sources:
24 Convenience 24/7 Availability to Order BK also has branches with 24/7 service. Plus, you can order BK meals everyday and anytime using the BK App. Sources:
25 SWOT Advertising Tool Strengths Weaknesses Opportunities Threats
26 Strengths Global Presence Burger King has over 15,000 outlets in 100 countries. This growth relies on the success of their brand. Sources:
27 Strengths Innovative Marketing BK consistently delivers unconventional and innovative marketing campaigns with stellar results to stay competitive and increase visibility - Campaigns such as Impossible Whopper, FIFA Team Up & Burn that Ad. Sources:
28 Weaknesses Mostly Focused on the US Market About 44% of Burger King s restaurants are based in the US which shows that BK focuses mainly on the US market rather than the global market which let the other competitors to be more active in the global market. WORLDWIDE 16,500 US 7,257 Source:
29 Weaknesses Lack of Stability in Ownership Ownership and management changes frequently (6 times so far). Any time the ownership and leadership of a business changes hands, continuity of its operations are disrupted. Sources:
30 Opportunities Market Extension (in Asian Markets) China and India are significant markets for Western businesses. These two markets offer significant opportunities of growth. Source: Source:
31 Opportunities Targeting New Generation BK creative campaigns created new opportunities to expand their market amongst different groups especially in digital generation. For example, the FIFA 20 campaign achieved revenues of $1.6 billion for BK. Source:
32 Threats Heavy Competition The level of competition in the fast food industry is high, eg. McDonalds, Wendy s & KFC. Source:
33 Threats Adapting to Latest Technology New technologies developed by the competitor or market disruptor could be a threat to the industry in the medium to long term future (self-service Kiosk System). Source:
34 Target Audience Demographics + Psychographics
35
36 Demographics Gender: Male & female (Young male/female, adults and families) Professionals, households, students Age range: Middle to upper class (Household income range: RM 3,000 to RM 10,000) Location: Global - Large Cities (Business Districts & Residential Areas) Sources:
37
38 Psychographics Value Personality Lifestyle Premium (sub-premium) quality class Looking for good taste dining Customize their products - Make it special / Health conscious Having fast foods 9 to 16 times per month Sources:
39 BK current proposition Be Have it Your Way You can and should live how you want anytime Customize and mix n match your fast food at Burger King Source:
40 Thanks! Looking for your feedback & comments
41 REFERENCES Encyclopedia.com Burger King Corp. Encyclopedia.com. [online] Available at: < [Accessed 5 February 2021]. UKEssays.com Business strategies of Burger King. [online] Available at: < [Accessed 5 February 2021]. Eat This Not That Why Your Food At Burger King Is About To Look Different Eat This Not That. [online] Available at: < [Accessed 5 February 2021]. Scope Making the Impossible Possible at Gartner Marketing Symposium - Scope. [online] Available at: < [Accessed 5 February 2021]. Jazmin Goodwin, C., This is what Burger King's new reusable packaging looks like. [online] CNN. Available at: < [Accessed 5 February 2021]. En.wikipedia.org List of the largest fast food restaurant chains. [online] Available at: < [Accessed 5 February 2021]. Pratap, A., Social Media Strategy of Burger King. [online] notesmatic. Available at: < [Accessed 5 February 2021].
42 REFERENCES Rahman, M., Rahman, M. and Shah, F., Marketing mix of Burger King (BK) howandwhat. [online] howandwhat. Available at: < [Accessed 5 February 2021]. Digital Innovation and Transformation Burger King: Leveraging data to guide decisions and enrich the customer experience - Digital Innovation and Transformation. [online] Available at: < [Accessed 5 February 2021]. Panmore Institute Burger King s Marketing Mix (4Ps) Analysis - Panmore Institute. [online] Available at: < [Accessed 5 February 2021]. Bhasin, H., Marketing Strategy of Burger King - Burger King Marketing Analysis. [online] Marketing91. Available at: < [Accessed 5 February 2021]. the Guardian End the beef: why Burger King wants people to eat at McDonald's. [online] Available at: < [Accessed 5 February 2021]. The Drum The best Burger King ads that burned its rivals. [online] Available at: < [Accessed 5 February 2021]. Post Funnel Ways Burger King is Shaking Things Up with Sensational Marketing Ideas. [online] Available at: < [Accessed 5 February 2021].
43 REFERENCES Joorney Franchise Business Plan - Burger King - Joorney. [online] Available at: < [Accessed 5 February 2021]. Cbsnews.com Why Burger King Should Resist Offers to Go Private. [online] Available at: < [Accessed 5 February 2021]. Business Strategy Hub Burger King SWOT Analysis Business Strategy Hub. [online] Available at: < [Accessed 5 February 2021]. WIRE, B., Western Food Market Trends in China - Demand Continues to Grow at 13% by ResearchAndMarkets.com. [online] Businesswire.com. Available at: < -at-13-by researchandmarkets.com> [Accessed 5 February 2021]. Usa.chinadaily.com.cn Rapid growth on Burger King's mainland menu. [online] Available at: < [Accessed 5 February 2021]. Contagious Burger King makes Stevenage FC internet famous. [online] Available at: < [Accessed 5 February 2021].
44 REFERENCES Joorney Franchise Business Plan - Burger King - Joorney. [online] Available at: < [Accessed 5 February 2021]. Burger War Competitors Analysis Burger War. [online] Available at: < [Accessed 5 February 2021]. Medium Self-service checkout kiosks for the Burger King. [online] Available at: < [Accessed 5 February 2021]. Bhasin, H., SWOT analysis of Burger king - Burger King SWOT analysis. [online] Marketing91. Available at: < [Accessed 5 February 2021]. TODAY.com Why Burger King's Impossible Whopper isn t totally vegetarian. [online] Available at: < [Accessed 5 February 2021]. Wattagnet.com How Burger King is approaching rising animal protein costs. [online] Available at: < [Accessed 5 February 2021]. Mashed.com The Real Reason Burger King Is Struggling. [online] Available at: < [Accessed 5 February 2021]. Askinglot.com Page Loading in a moment. [online] Available at: < [Accessed 5 February 2021].
45 REFERENCES Joorney Franchise Business Plan - Burger King - Joorney. [online] Available at: < [Accessed 5 February 2021]. Perch, D., Perch, D., Perch, D. and Perch, D., Target Markets Of Mcdonald's, Kfc and Burger King. [online] The Social Grabber. Available at: < [Accessed 5 February 2021]. Kelso, A., Burger King demographic beginning to shift?. [online] Available at: < [Accessed 5 February 2021]. Snapshot.numerator.com Burger King Demographics and Shopper Insights Numerator. [online] Available at: < [Accessed 5 February 2021]. StudyMoose Marketing Segmentation, Targeting and positioning of Burger King Free Essay Example. [online] Available at: < [Accessed 5 February 2021]. Clubensayos.com Burger king. 4P s 4C s - Apuntes - valeok. [online] Available at: < [Accessed 5 February 2021].
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