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Burger King Essay

1796 words - 8 pages

Burger King
Clint C. Commander
MKT/421
February 25, 2014
Rick Wirth

Burger King
Burger King is a fast food burger company that has had its good and bad days. 1974 produces a slogan now known as “Have it your way.” At this time with a 4% share of the market, they were getting blown out of the water. Burger King's new ideas to have the consumer have their burger done the way they want it, rather than a run of the mill burger. Early on in the 1980's Burger King had to consistently change their advertising strategy in order to keep growing. In 1982 "Battle of the burgers" and "Aren't you hungry for a Burger king now?” such slogans were used to drive sales. In 1983 "Broiling vs. frying" ...view middle of the document...

The management had poor focus and a lack of direction and also struggled with marketing mix decisions. Some franchise owners were dismayed and angry, service was slower than ever and food quality wasn't consistent. Burger King dispensed with its flame broiled burgers, prepared just the way the consumer wanted. The other issue killing their sales was the point that they did not reduce prices to compete with other competitors; this was to lead to a less than average sales hike. Many in store promotions also failed to drive sales.
1993 introduced a new Chief Executive Officer, this produced a large turnaround. He helped to appease the franchises and quickly attended to their issues and was able to hear their suggestions. He then reduced prices and found a new agency for advertising, one that would produce results.
In revising this analysis of Burger King the Whopper was thought to be advertising anchor, but through the years they went a different direction. I figured the whopper and the flame broiled ads should have produced a greater response and should have had greater results and increased the sales margin. The ads should have differentiated themselves from other fast food chains to show that Burger King had a unique item, and not just another burger. Burger King has tried to put them in the market being something they were not intended. The advertising used by Burger King should have been simplified and more to the point. The confusion to the customers was substantial. Burger King needed to be more honest with the consumer, due to the fact that advertising spaghetti or pizza is not what you want when you are trying to sell burgers. Burger King’s other objectives was to use the Music Television approach to reach teenagers. This was a failure due to the loud and in your face approach. A sit down style of eatery was given a try, which failed due to the fact that people desire a fast food at an affordable price.
“Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor” (Reid, 2010). Advertising is the best way to get information to, and convince the consumer. Advertising initiatives are based on prior choices concerning market being sought after, positioning and target mix. There are five steps to making a major advertising decision these steps are as follows; Objective setting, Budget decisions, Message decision or media decision, and campaign evaluation. Along with these steps Burger King should also never forget to acknowledge, convince, and to remind the consumers. These steps are essential to any company. An example would be Burger King using the ad "Broiling vs. frying" in 1983, this let the customers know these burgers were broiled instead of being fried. In their share of the market had gone down. They were trying to be different with sayings such as “search for herb" in 1985, and several more like "BK Tee Vee" attempting to convince the young...

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