Burger King - Marketing

Burger King:

Burger King’s communication objective for its target audience is to increase

market share, sales, and consumer segment. Another communication objective for

Burger King is to keep it quality high.

Burger King’s focus on the “super fan” does risk alienating other customers. They

have reported a decline in sales in the past two quarters, which may be due to the

change in American healthier eating habits (McDonalds). Its main rival, McDonalds has

seen a increase in sales in the previous quarters, which may be due to their change in

menu that offers a much healthier variety. I think Burger King needs to target more than

just the young male, because they may have a wife, children, or friend who would

rather have a healthier menu to choose from.

Viral marketing is effective because it takes advantage of websites, videos,

e-mail, and other marketing events that are so infectious that consumers will want to

pass them along to friends (Marketing). While viewing the subservient chicken website

at first I did not understand why people were so interested in this man dressed as a

chicken standing in a living room. However, after I submitted a few ways I wanted the

chicken to act, I realized people were interested because it was funny, interesting, and

amusing, I think this type of advertisement would appeal mostly to young men, which is

Burger King’s top customer.

The viral elements and commercials of Burger King’s campaign work well

together. Both the website and the commercials send the message that you can get

your chicken anyway you like it. The additional media Crispin should add to the

campaign should be geared toward children. They could offer cool new toys in the kids

meal.

Work Cited

1 McDonalds (www.online.wsj.com)

2. Marketing Principles of Marketing