This website uses cookies to ensure you have the best experience. Learn more

Burger King Marketing Essay

1645 words - 7 pages

Dan MaddenEngl 202dCompany Profile9/16/14In 1954 David Edgerton and James McLamore purchased a fledgling burger shop that could not seem to make a name for itself, called Insta-Burger King. Immediately the two new owners renamed the establishment Burger King. For the first few years Burger King struggled to compete with their competitors, namely McDonalds, but slowly started to gain more and more popularity. If a person were to fast forward to today, they would see that Burger King is not only competing in the fast food industry, but also on the New York Stock Exchange at approximately thirty one dollars a share. As a company that is constantly in McDonald's shadow, it is extremely interesting to examine how a perpetual runner up stays afloat. From footholds in foreign markets, to creating enticing limited time offers, to even acquiring Tim Hortons, Burger King has brought out all the stops. Lately, however, Burger King has moved its attention to breaking even farther into a more hip youthful market. Ever since losing a lot of business due to a large scale campaign in which Burger King tried to market unhealthy caloric food to attract more male customers, Burger King has struggled to regain its' popularity in the youth market. Today, however, they have deployed many ads aimed at this market, and have even revamped their website to incorporate an extremely youthful vibe. To further explain this, a closer examination of Burger King's homepage, Facebook page, and a new heartwarming ad aimed at selling a "Proud Whopper" will be extremely useful in highlighting this new direction Burger King is taking.Upon entering Burger King's website, www.bk.com, the first thing that catches a person's eye is a slide show in which Burger King advertises all of the newest products and also shows the customer that there is a new downloadable Burger King app that all consumers should download to their perspective smartphones. The app promises to alert the customers of upcoming sales and promotional offers. What is interesting is that determining whether this particular ad promotes or demotes Burger King's ethos is completely in the eyes of the customer. On one hand this particular app is going to show the customer the sales, thus saving them money, but on the other hand, one of the first messages Burger King is conveying is for the customer to take time out of their perspective day to download an app that will surely be extremely beneficial to Burger King in terms of tracking customers in the hopes of improving their own advertising campaigns. Burger King does successfully establish logos right away showing their new products and limited time promotions because this is something a Burger King customer would be very interested in. It is no secret that health sells in today's market, which Burger King is definitely pandering to, because right on the top above the offers tab, it reads Get Fresh, although this has little to do with what the offers tab shows you, Burger...

Find Another Essay On Burger King Marketing

Case Study: Burger King

2233 words - 9 pages Contents 1. How Burger King will deliver value for their customers…………………………………….……2 2. Burger King’s marketing orientation……………………………………………………………………. 3. Decision making process…………………………………………………………………………………… 4. The marketing environment………………………………………………………………………………. 4.1 Micro and Market environment: Burger King……………………………………………… 4.2 Macro environment: Burger King……………………………………………………..………. 5. References

The King of Burgers, Patriotic or a Problem?

1202 words - 5 pages problem of obesity in the United States. One could argue from a satirical sense that the people of America have become so big that they are even influencing the Presidents in the granite to mirror their people. If looked in this prospective, some could argue that Burger King completely failed at marketing their product and instead set up an anti-fast food ad showing its audience that fast food, or specifically Burger King’s food, is causing obesity

Burger King and advertising

1652 words - 7 pages good for marketing class -Burger King is a reliable burger company which has had its ups and downs. In 1974, it came out with a slogan of 'Have it your way' and at this time it also had a 4 % market share. Burger King's idea was to have the customer have their burger done their way rather than a standard burger. In the early 80's Burger King was trying to keep sales growing so they had to keep changing their advertising. In 1982 'Battle of the

Marketing Plan

1850 words - 7 pages . Wendy's will attempt to target additional market segments since demand for the product will begin to grow as word-of-mouth works as a promotional tool. During the latter part of the growth stage, competitors may try to pull market share away by introducing their own version of a turkey burger. At this point, Wendy's marketing managers need to monitor what McDonald's, Burger King, and other competitors are doing to counteract the turkey burger

Public Relations

1554 words - 6 pages Burger King Position PaperThe term positioning was coined by Jack Trout in 1969. Jack Trout defines positioning as a "method for creating the perception of a product, brand or company identity." (Creating the Perception, n.d., para 1). This paper will examine the cause behind the need for Burger King (BK) to position itself to it external publics. BK's PR specialist will present how BK should position itself to the media, communicate BK's point

Burger King sells images of Oral sex

983 words - 4 pages advertising focuses on all ages of consumers. These are fast food ads for Burger King. The ads ran in Singapore 2009 for privately own Burger King Franchise to promote the new seven inch sandwich. They are erotically designed ads that are demeaning to woman and should never have left the advertising agency. Both ads are very similar with the exception of the woman in them and the bold type capital lettering print. In ad one, is a

Comparing McDonalds and Burger King

2744 words - 11 pages , it reports that the system wide sales have increased &% for the quarter. The system wide sales represent sales by company-operated, franchised and affiliated restaurants. McDonalds system wide sales as at September 30, 2000 is 30,256 million in comparison to Burger King sales of 11,150 million. 4.2 Market Segments Market segmentation and targeting form the core of modern marketing strategy, it enables companies to be more efficient and

Financial Analysis Of McDonalds

2148 words - 9 pages privately held company (Burger King, 2014). The management at Burger King consists of Daniel Schwartz as Chief Executive Officer, Joshua Kobza as Chief Financial Officer and Executive Vice President, and Axel Schwan as Global Chief Marketing Officer (Burger King, 2014). The accumulative time these senior managers have been with Burger King is a total of 9 years. Each one does bring with them experience working in the industry. Wendy’s was founded in

Sonic Drive-In Restaurant

1197 words - 5 pages required to attend minimum of 700 hours of classroom and restaurant training before given a franchise contract. Sociocultural: Comedian Steve Harvey was the company’s spokes person in 2002. Had Halloween tie-in with the Simpson’s. Burger King is also the only that introduced and have a vegetarian menu. Technological: Advertising: The subservient chicken: a current viral marketing promotion. Wendy’s Economic: Wendy does not supply food

Childhood Obesity: Fast Food Companies Are To Blame

961 words - 4 pages across with the commercials, it does not come cheap. Billions of dollars are being spent on advertisements targeting children every year (Holguin 4). The two biggest companies are ironically the two largest spenders for ads. Burger King and McDonalds spent a reported 800 billion dollars in the year 2009 (Burger Battles 4). Some of that money is spent in other ways rather than just commercials. Product placement is a large part of companies

Consumer Behaviour

3023 words - 12 pages deemed not to be targeted for the higher class of the population. Therefore, Burger King might as well focus its marketing objectives to the middle and lower classes in order to have a greater satisfaction over its customers.Lifestyle: Burger King shall try to target its customers as being the working class of the population, that are in the need for satisfying their hunger quickly.· Behaviouralistic Occasions: buyers can be grouped according

Similar Essays

Fruity Pebbles Essay

1623 words - 6 pages that which made its debut in 1957, the original WHOPPER. All of the above and more have made Burger King successful birthday after birthday. j Tina_DeLuca_Burger_King_Timeline_BA464_Promo_Strategy Page 4 Tina_DeLuca_Burger_King_Timeline Marketing and advertising plays a large part in Burger King's success. As a matter of fact all successful companies or most anyway, advertise and put a pretty big expenditure into their marketing budget. What

Burger King: Selling Whoppers In Japan

1524 words - 6 pages has very innovative marketing techniques including successful campaigns, strong sponsorships and creative advertisements. The strong sense of marketing allows this chain to raise sales and generate restaurant traffic. A great example of exquisite marketing is when Burger King hit some speed bumps in France. They have to revive their brand name and to do so diffused 64 unique pre-roll advertisements on YouTube. Innovative marketing techniques are

About Burger King Essay

1203 words - 5 pages $2.26 billion, it recovered its latitudes of the sixties. The number 2 in hamburger fast food came back progressively in the fight with McDonalds.Since 2004 their performance constantly increased. In their intensive marketing campaign it targeted particularly core young male market. Advertising Age estimated global measured advertising expenditure of US$356m in 2007; making Burger King the worlds number 95 advertisers.Burger King in Malaysia came in

Marketing Plan Phases I Iv Essay

6519 words - 26 pages IntroductionCreativity and innovation allows organizations to separate themselves from their competitors. Organizations incorporate a marketing plan with the use of necessary tools included in the marketing mix to develop a comprehensive marketing strategy. Burger King has developed a new method of providing their food to consumers in the convenience of their own homes. The S.W.O.T.T analysis will allow careful considerations of all possible