Burger King
Case study: Burger King
"What are Burger King's communication objectives for its target audience?"
Burger King's top goal is building brand image and awareness. The awareness is to target men aged from 18 to 35, through traditional advertising such as television and digital media such as web sites and online banner advertisement.
With its focus on the super fan, does BK risk alienating other customers? What are the implications of this?
There is a lot of research that goes marketing ads which if you change your target audience then there is a risk of alienating a part of your consumer base by changing your marketing efforts to another target audience.
Burger King knows its target audience is males 18 to 35 which purchase items several times per week. It is more important for Burger King to keep the loyalty of their super fan and find new ways to attract more of their target audience away from their competitors.
Why is viral or buzz marketing effective? Analyze the design of the Subservient Chicken Web site's message, including content, structure, and format. What can you conclude from this analysis?&rdquo
Viral and buzz marketing is effective because of the trends of more social media, blogs, and forums are faster and the most cost effective was to communicate. With viral and buzz marketing works by consumer to consumer marketing, basically word of mouth marketing with the additional use of technology were the message increases as the link piggybacks off the original hosts.
The subservient chicken web site is interactive which can have a simply appeal to engage the younger audience, although the look of the chicken with the red sexy underwear is odd, sending commands to a chicken is amusing but has a short appeal. There is little advertising within the chicken home however there are links on the web site to promote the BK Tenders and other items.
Do the TV and viral elements of BK's campaigns work well together? What additional elements and media might Crispin add to the integrated marketing communications campaign?&rdquo
The marketing mix of commercials and internet work very well together. The website may want to mention the king.
What other recommendations would you make to BK and Crispin to help tem improve the integration of Burger King's promotion mix?&rdquo
I would recommend more co branding, joining forces with a celebrity or sports figure. In addition during my research I did not see much promotional coupons being offered by Burger King which they could distribute by mail or in store pamphlets. They could also use more build boards and ads in magazines however these are more costly advertising methods than the internet.
