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Assignment: Problems and solutions of Burger King’s advertising and management.

Introduction

The given case study describes the story of the effectiveness of the advertisement campaigns of Burger King. It also tells us the internal problems of Burger King’s management. For instances, management of Burger King lacked focus and directions. Further, it struggled with marketing-mix decisions such as unattractive pricing, lack of promotional activities other than ad campaign, variety of unrelated products, dissatisfactory customer service etc. However, the case study also tells us how Burger King has turnaround and solved these problems; in addition, after several ineffective ads campaigns Burger King, finally, is trying to create a good public image of their product by making a new ad campaign.

Objectives of Burger King’s Advertising

Like any advertising campaign the main objective of Burger King’s advertising is to create an attractive image of their product to the customers. Two main advantages of Burger King are – making burgers according to customer request instead of serving already prepared; and Burger King makes flame-broiled its burgers instead of frying them. One important objective of Burger King’s advertising is to highlight these two advantages over its competitors, particularly, over McDonalds; hence, to establish a solid image that would differentiate it from competitors. The ultimate objectives of Burger King’s advertising campaign are to contribute in a faster sales growth, increase market share and sales volume.

Burger King’s corporate strategy and past advertising failed to achieve these objectives. Why?

Since mid-1980s Burger King’s ads campaigns failed to create a good image of their product to its consumers. It lacked of an effective advertising. For example, its ‘Search for Herb’ ad campaign led consumers to focus on Herb rather than its product the Whopper; and as shown in the advertising Burger King associated its image with a...