ANG WEI SIN EUNICE GOH JESSICA CHOY SONIA YAP VALERIE TEO

Burger King Corporation

Founded in 1954Whopper developed in 195790% of stores are franchised66% of over 12 200 stores in USHAVE IT YOUR WAY®Mascot: The King

Target Market Segment - Superfans

Young men; 18 – 34 years oldVoracious appetiteLoves meatEats out often

Fast Food Hamburger RestaurantsDirect competitorsLow preparation time for mealsBurger and fries

47%Big MacI’m Lovin’ It®

14%Square pattiesQuality is our Recipe®

Quick Service RestaurantsNon-direct competitionTake-out options

Weaknesses

ThreatsOpportunities

Strengths

Fits different tastes and preferences

Appeals to the health-conscious

HAVE IT YOUR WAY®

Strengths

Strengths

Food

People

Environment

Corporate governance

Strengths

Burger King Scholars Programme

Burger King Family Fund

OpportunitiesBK Superfan

Untapped market segments

Currently only targeting Superfans

Opportunities

Changing lifestyles & work habits

Less time spent cooking & eating

Too busy for food

1.2

1.1

1.1

2.6

8.7

7.6

Time use on an average work day for employed persons aged 25 - 54

Caring for others

Eating and drink-ing

Household activ-ities

Leisure and sports

Working and re-lated activities

Sleeping

Source: Bureau of Labor Statistics

Weaknesses

BK Superfan

Currently only targeting Superfans

Saturation of target market

Alienation of other market segments

Weaknesses

Crude

Alienates non-targetedconsumers

Offensive advertisements

Weaknesses

Eerie mascot

Does not serve itspurpose of attracting kids

Threats

Unemploymentdue to recession

decrease infast-food consumption

Threats

Source: US Census Bureau 2010

Rising food costs

Threats

Competition from other quick service restaurants (QSR)

Rise of new & growing casual dining concept

1. Choose a different target segment

2. “Relieve Your Whopper® Moment” Campaign

3. Brand Extension – The Couch Whopper®

Recommendations

AndrewBill

Charlie

Duncan

1. Choose a different target segment

Source: Event Marketing Survey, conducted by The George P. Johnson Company

2. “Relieve Your Whopper® Moment” Campaign

Event Plan

Target Audience

Media

Expected Turnout

Event infrastructure Venue

Programme

2. “Relieve Your Whopper® Moment” Campaign

Friendly baseball

match

Whopper Bazaar

BK mascot

Games booth

Collectible cap

2. “Relieve Your Whopper® Moment” Campaign

Post Event Momentum

2. “Relieve Your Whopper® Moment” Campaign

2. “Relieve Your Whopper® Moment” Campaign

Source: http://oxygen.mintel.com/sinatra/oxygen/display/id=482903

3. Brand Extension – The Couch Whopper®

3. Brand Extension – The Couch Whopper®

The Couch Whopper®

+

3. Brand Extension – The Couch Whopper®

ONE BUTTON AT A TIME

USD 5.95 – pricier than BK mealsComparable to other frozen food

Microwavable chilled food packetEstimated shelf life: 3 months

1. Product

2. Price

3. Promotion

4. Place

Evaluationof Recommendations

Extends PLC of mature productLarge marketing budgetDifficult to target the alienated

1. Choose a different target segment

Evaluationof Recommendations

Generates instant publicityCaptive audience

May be “just another advertising gimmick”Low turnoutHigh marketing costs

2. “Relieve Your Whopper® Moment” Campaign

Broadens target segmentAddresses threat from QSRsMarket is untapped by other FFHR firms

3. Brand Extension – The Couch Whopper®