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the Brand
Presented by:
Rabia Ajmal
15586
“We are not a brand that lacks fame, we are a
brand that lacks emotional connection.”
– Russ Klien, Chief, Global Marketing
Background
• Started in 1952 in Miami under the name, ‘Insta-Burger King’
• With quicker service as its USP, BK used instant broiler that could make 400 burgers
in an hour.
• Burger King launched its Whopper sandwich for 37 cents a piece. Whopper was the
first high-priced Burger King product, with its first ad campaign, ‘Home of the
Whopper’
• In 1962, opened its first international Burger King franchisee in Puerto Rico
• In 1967, identifying the need for financial liquidity, the company merged with the
milling company, Pillsbury
• In 1989, its ad campaigns like “Sometimes you got to break the rules” and
“BK tee vee” with MTV, proved unsuccessful as customers found these
advertisements loud, confusing and irritating
• It was felt that the chain lacked a proper mix of products and
message.
• In 1999, to compete with McDonald’s in the French fries segment,
Burger King launched its crisper french fries coated with potato
starch.
• But, the product failed because of its poor taste and the ad
campaign was reported to have exaggerated the superiority, which
in reality was not offered.
• All the three major players, Burger King, McDonald’s and Wendy’s
were facing tough competition from non-burger chains like Kentucky
Fried Chicken (KFC)
• The same store sales at Burger King fell by 4%. Burger King closed all
its outlets in Japan, incurring huge losses.
• During the price war, Burger King was reported to have lost its
customers to McDonald’s. Customers switched brands and,
moreover, McDonald’s $1 assortment offered a bigger serving
than that of Burger King.
• While Wendy’s, on the other hand, positioned itself as a high-
quality, high-service product. In contrast, it was felt that the
Burger King brand was never properly marketed in Burger
King’s advertisements.
Summary of Problems
1. Burger King constantly changed its advertising agencies.
criticized for selecting its ad agencies on the basis of ideas rather than strategies. No consistency in
message.
• Burger was sold to Texas pacific investment group for $1.5 billion while the
initial deal was set to $2.26 billion due to declining sales.
• Y&R agency was hired to pursue marketing activities but failed to produce
results
• Radio and TV adds were made and the emotions were added that was
missing in past
• The interiors were renovated with new color schemes and uniforms.
• Service and cleanliness at the restaurants was also assured to improve
guest experience. By improving the ambience at the restaurant, Burger
King aimed at word-of-mouth advertising through its satisfied customers.
• #EatlikeAndy
• Bullying Jr. 7.9 Million views