Burger King is a reliable burger company which has
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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 Kingís idea was to have the customer have their burger done their way rather than a standard burger. In the early 80ís Burger King was trying to keep sales growing so they had to keep changing their advertising. In 1982 "Battle of the burgers" and "Arenít you hungry for a Burger king now?" were the slogans used. In 1983 "Broiling vs. frying" and 1985 "The big switch". All these ads throughout the years helped increase market shares from 7.6% to 8.3% from 1983 to 1985. "Search for herb" was a slogan used by BK about a person that has never tasted a whopper burger, this campaign was supposed to increase market share by 10% but in reality only increased it by 1% it was a disaster. In 1986-1987 "this is a burger king town" and "best food for fast times" brought a lot of attention to the company. In 1988 "We do it like you do it" was used often but a year later they came out with two new slogans which confused the customer. In 1989 "Sometimes you gotta break the rules" and "BK tee vee" with MTV and Dan Cortese with "I love this place". This was another huge setback for BK because people on the go and parents found this ad loud and irritating. BK at this time has failed to establish a solid image that would differentiate it from its competitors. Ads if anything only confused consumers as to what advantages BK offered. In 1993 it had a market share of 6.1% were McDonalds had 15.6% and BKís sales were growing slower than its rivals.
Failed advertising campaigns werenít the only problemís, they also had internal problems. Management lacked focus and direction and has struggled with marketing mix decisions. Franchises became confused and angered, service was slow and food preparation wasnít consistent. Burger King lost its core product-flame broiled burgers, made the way the customer wanted them. Another thing that hurt them was the fact they didnít lower prices to keep competing with their competitors this led to a below average sales growth. Many in store promotion also failed. In 1993 a new CEO was introduced, this allowed for huge turnaround and in fact it did. He helped please the franchises and responded to their problems and listened to their recommendations. Then later he lowered prices and hired a new advertising agency.
1. In reading this case analysis I figured Burger King to advertise the Whopper, but throughout the past years they didnít do this. I figure the whopper or the flame broiled ads would have been more productive and probably would have resulted in greater sales margin. I also feel that the ads should have distinguished themselves from what other ads by letting the people know that burger king wasnít just another standardized burger. Throughout the years, BK tried to establish the market by becoming someone they werenít. I feel the ads used by BK should have been simple and to the point. This would have caused less confusion and more honesty with the customer, this is because you donít want to advertise a pizza or a taco if your selling burgers. Other objectives BK wanted was to target teens with the MTV approach. This also failed because people found it loud and annoying. Then they tried a sit in type of restaurant, which also failed because people want a fast food low price meal not a high priced, sit down meal. Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising is a good way to inform and persuade the customer. Advertising objectives are based on past decisions about the target market, 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 BK should also remember to inform, persuade, and to remind. These three are a must that
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Burger King advertising, Burger King, Hamburgers, Whopper, BK Tee Vee, Television commercials, Burger King products
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