Mission: To offer reasonably priced quality food, served quickly, in attractive, clean

surroundings.
Vision: To be the most profitable QSR business, through a strong franchise system
and great people, serving the best burgers in the world.
Tagline: “Have It Your Way”

INTRODUCTION
Burger King is a global chain of hamburger fast food restaurants headquartered in
unincorporated Miami-Dade County, Florida, United States. The company began in
1953 as Insta-Burger King later it was purchased by David Edgerton and James
Mclamore. In 2002, Burger King was converted into a public company where the 3G
capital holds 71%, Justice Founders 13% and Shareholders 16%. In late 2010, 3G
Capital of Brazil acquired a majority stake in Burger King. Burger kings holdings is the
parent company of Burger King, also known as Burger King Corporation and
abbreviated BKC, and is a Delaware corporation formed on 23 July 2002. Burger King
is one of the largest fast food chains in the world, with more than $2 billion in annual
revenue. It is the second largest hamburger fast food chain in the world, trailing only
behind McDonald's. Burger King has over 12,000 restaurants covering all 50 States
and 73 different countries. At the end of fiscal year 2013, Burger King reported it had
over 13000 outlets in 79 countries. The Burger King Menu has expanded from basic
offerings of burgers, French fries and shakes and came up with its signature product
“Whopper”. Most Burger King Restaurants are franchises. What this means is that a
local owner owns the restaurant. Burger King has limited approval over franchise
operations such as minimum hours of operations and promotional pricing. Additionally,
Burger King designates approved vendors and distributors while ensuring safety
standards at the production facilitates of its vendors. Burger King’s slogan is “Have it
your way” and the vision is “we proudly serve the best burgers in the business, plus a
variety of real, authentic foods. All freshly prepared. Just the way you want it.” Their
values are to be fairness, diversity, respect, caring, clear accountabilities, teamwork,
high standards, commitment to excellence, celebrating their successes.
 SOCIAL MEDIA SWOT ANALYSIS

Strengths

➢ Extended reach to its customers continuously.

➢ Keep on using of campaign to engage its consumers (Popular campaigns –

'Whopper Secret' 2019, Valentine’s Day Campaign- “Lonelynomore” 2020).
➢ Launching unique schemes like #with photos and providing free products.
➢ Creating a lot of posts in social media like Twitter, Facebook and Instagram
about things related to purchasing of their burger which influenced the
consumers in making their buying decisions.
➢ Keep on making creative video ads to attract consumers.
➢ Two-way communication between the company and their consumers in query
handling and about experiences.
➢ Engaging customers by giving information about product and its new tasty

flavours.

➢ Using consumer’s feedback and social media outreach to implement and

reinvent its new flavours and minimizing the problems.
➢ Keep in touch with consumers by giving them offers and coupons.

Weakness

➢ The large number of chances of bad publicity or being trolled in social media.

➢ Due to rise in health-conscious population there is decrease in revenue

affecting the business of burger.

➢ Limited number of product mix availability.

➢ Stiff competition in market.

 ➢ Going beyond the limits in ads (creating controversial ads with McDonalds)

Opportunities

➢ Increasing the product mix to attract the consumers.

➢ Segmenting the market and ads according to consumers(according to age).

➢ Targeting the audience during IPL and World cup by different posts and ads.

➢ Creating campaign related to women for expanding the customer outreach.

➢ Engaging consumers by keep on updating the post on every festival by

emotional ads.

➢ Launching new flavour for fitness freaks and motivating them to give feedback.

Threats

➢ Threats from competitor of being trolled.

➢ Changing Consumer Eating habits With government & NGO’s health

awareness campaigns people are becoming more aware of what to consume

& what to not which is affecting the business of fast food Industry as a whole.

➢ Intensive competition from the posts and ads videos of local eating joints

& international players McDonalds, Dominos, KFC, Subway & many

more.

➢ Shifting people to ads free platforms (Amazon Prime, Netflix).

 SOCIAL MEDIA MARKETING STRATRGY

Land on to Burger King’s social media handles and you will be greeted with a visual

treat. You cannot just scroll through their posts without having a food-gasm, from

prioritising ‘fries over guys’ to positioning the grandeur of their flagship Whoppers,

their efforts double up with arresting images of the items on their menu. The best

Burger King ads are characterized by a provocative tone of voice, tongue-in-cheek

humour and unflinching social commentary. As McDonald’s cheeky younger brother,

the burger brand relishes any opportunity to publicly grill both competitors and

celebrities alike – yes Kanye, we are talking about you.

Burger king uses every platform to engage the consumers:

Burger King has several accounts on Facebook. The main BK page (USA) has around

8.3 million followers and Brazil page around 7.8 million. Facebook can be used for

branding and marketing as well as communications. There are several tools to help

you build connections and maintain strong relationships with your customers. BK

promotes its deals and communicates with its fans and followers regularly. Each post

receives thousands of likes, shares and comments. It shows a nice level of follower

engagement on social media. BK has been able to engage its users well through its

Facebook posts. Users can post complements as well as grievances in the Facebook

account of BK. However, BK’s staff show minimal interaction with the users. Facebook

is good for sharing multimedia content as well as discussions and for marketing

campaigns.

• Integrate online and offline, to drive footfalls

 Ideally, at the heart of most social media campaigns is an objective to drive
conversions, because mere reach and engagement are never enough.A conversion
for Burger King would mean purchases and that would only be possible with store
footfalls. Social media contests if executed well, can prove to be great enablers in
achieving this objective.

The way to go is – ask users to perform some activity in your stores and ask them to
post it on social media to win a prize. This integration of online and offline has
proven to drive traffic to stores, time and again.

Burger King has relied on this tactic more than once, to get people to visit their
stores. It ran a #DoodleYourWay contest, which was hosted at its outlet in
Churchgate, Mumbai. Fans were asked to visit the store to participate in the said
contest, to be featured on the brand’s Instagram story. After all, who doesn’t like
getting famous?

The Burger Emoji debate just got more delicious

However, audiences online don’t engage with a post that appears like an advertisement,
unless the storytelling is unique. So, how do you engage with these users? A viable
alternative is to create posts focused on sparking conversations between users, while
also putting your brand at the centre-stage of content.

For instance, include questions in your posts, that people would be likely to respond to.
This is a sure-shot way to ensure engagement on your posts. Borrow inspiration from
this post by Burger King, that asked users to count the number of Salsa Whoppers and
comment the same.

This simple post managed to garner over 25,000 likes and reactions and opened the
floodgates for comments.

Artificial preservatives awareness information

Burger King launched a less-than-appetising spot to promote the removal of artificial

preservatives from the Whopper in most European countries.

Set to What A Difference A Day Makes by Aretha Franklin, the ad speeds through 34
days worth of a moulding Whopper, with the burger gradually losing its mouth-
watering appeal to become blue and furry.

The ad ends with the tagline "the beauty of no artificial preservatives". It was created
by David, Ingo and Publicis Worldwide.

At the end of last year, Burger King revealed the brand had hid a McDonald’s Big
Mac behind every Whopper appearing in its ads in 2019, highlighting the greater size
of its signature burger compared with its rival.
 SEGMENTATION AND TARGETING

Segmentation

Segmentation for burger king really means menu and its contents that differ among
demographical segments. Thus Burger King has divided its customers among
children, women, and teenagers and therefore they have launched complete set of
advertisements just for kids along with special kiddy menu as well. While for teenagers
and women the focus is more on key menu i.e. Chicken Burger, Sandwiches and
Salads and variation in spices and choice of each item from a category represents
each segment very well.

Market Targeting

Market cleavage reveals the market-segment chances confronting the house. The
house now has to measure the assorted sections and make up one’s mind how many
and which 1s to marks. A development of a selling soap which can so be directed at
a peculiar unique section. Burger King are utilizing concentrated targeting in the
instance. it means dressed ores on functioning many demands of a peculiar client
group. Burger King‘s advertisement bureau CPB advice to utilizing The HAVE IT
YOUR WAY® as the subject and begins to experiment with humorous web marketing
runs. such as the Subservient Chicken. CPB planning a web site which allowed
visitants to type in bids that a adult male dressed like a Poulet executed.

This is aiming the demographic group with immature grownup market. notably among
immature males which they do non watch telecasting commercial and surfing on
cyberspace all the clip. they are willing to seek new things. The most of import thing is
they will portion the merriment intelligence with their friend and household. it can allow
the run became word of oral cavity and distribute it all over the universe. In 2005. CPB
created a fake heavy metal set called Coq Roq to establish the new merchandise
poulet French fries by Web site. music picture. jerseys. Cadmiums. and pealing tones.
this is besides aiming the same demographic group. It shows that Burger King are
merely aim on section within the entire market.
RECOMMENDATION: -

➢ With the help of emerging hotel booking apps, they can try to influence visitors
to have a quick meal from BURGER KING and can make a delightful
experience to them.

➢ Making the use of new social media platforms like Tiktok, Lasso, Vero, Steemit,
they can ask their customers for any new flavours or variety of they want.

➢ They can make sure the issues are taken directly from customer’s point of
view, and quote the issue from customer and based on that, they can decide
whether to compensate or refund the amount. New flavours or variety of they
want.
➢ Burger king can introduce regional languages in their social media sites and
even in their application so that they can increase their customer reach even in
rural or remote areas.

➢ Conduct Burger eating challenges and upload pic with#.

➢ Any negative input received through twitter and then through Facebook should
be handled carefully and immediately.
 References

https://marketingmixx.com/marketing-plan-of-burger-king/

https://www.facebook.com/burgerking/

https://twitter.com/BurgerKing?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

https://www.marketing91.com/marketing-strategy-burger-king/

https://www.instagram.com/burgerking/?hl=en

http://burgerkingblog.blogspot.com/

http://www.burgerkingindia.in/