Burger King And Its Advertising Campaigns

Burger King and Its Advertising CampaignsBurger King is a reliable burger company which has had its ups and downs.

In 1974, it came out with a slogan of “Have it your way” and at this time italso had a 4 % market share. Burger King’s idea was to have the customer havetheir burger done their way rather than a standard burger. In the early 80’sBurger King was trying to keep sales growing so they had to keep changing theiradvertising. In 1982 “Battle of the burgers” and “Aren’t you hungry for a Burgerking now?” were the slogans used. In 1983 “Broiling vs. frying” and 1985 “Thebig switch”. All these ads throughout the years helped increase market sharesfrom 7.

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6% to 8.3% from 1983 to 1985. “Search for herb” was a slogan used by BKabout a person that has never tasted a whopper burger, this campaign wassupposed to increase market share by 10% but in reality only increased it by 1%it was a disaster. In 1986-1987 “this is a burger king town” and “best food forfast times” brought a lot of attention to the company. In 1988 “We do it likeyou do it” was used often but a year later they came out with two new sloganswhich confused the customer.

In 1989 “Sometimes you gotta break the rules” and”BK tee vee” with MTV and Dan Cortese with “I love this place”. This was anotherhuge setback for BK because people on the go and parents found this ad loud andirritating. BK at this time has failed to establish a solid image that woulddifferentiate it from its competitors. Ads if anything only confused consumersas to what advantages BK offered. In 1993 it had a market share of 6.1% wereMcDonalds had 15.6% and BK’s sales were growing slower than its rivals.Failed advertising campaigns weren’t the only problem’s, they also hadinternal problems.

Management lacked focus and direction and has struggled withmarketing mix decisions. Franchises became confused and angered, service wasslow and food preparation wasn’t consistent. Burger King lost its core product-flame broiled burgers, made the way the customer wanted them. Another thing thathurt them was the fact they didn’t lower prices to keep competing with theircompetitors this led to a below average sales growth. Many in store promotionalso failed. In 1993 a new CEO was introduced, this allowed for huge turnaroundand in fact it did.

He helped please the franchises and responded to theirproblems and listened to their recommendations. Then later he lowered prices andhired a new advertising agency.1.

In reading this case analysis I figured Burger King to advertise the Whopper,but throughout the past years they didn’t do this. I figure the whopper or theflame broiled ads would have been more productive and probably would haveresulted in greater sales margin. I also feel that the ads should havedistinguished themselves from what other ads by letting the people know thatburger king wasn’t just another standardized burger. Throughout the years, BKtried to establish the market by becoming someone they weren’t. I feel the adsused by BK should have been simple and to the point.

This would have caused lessconfusion and more honesty with the customer, this is because you don’t want toadvertise a pizza or a taco if your selling burgers. Other objectives BK wantedwas to target teens with the MTV approach. This also failed because people foundit loud and annoying. Then they tried a sit in type of restaurant, which alsofailed because people want a fast food low price meal not a high priced, sitdown meal. Advertising is any paid form of non personal presentation andpromotion of ideas, goods or services by an identified sponsor. Advertising is agood way to inform and persuade the customer. Advertising objectives are basedon past decisions about the target market, positioning and target mix. There arefive steps to making a major advertising decision these steps are as follows:Objective setting, Budget decisions, Message decision or media decision, andcampaign evaluation.

Along with these steps BK should also remember to inform,persuade, and to remind. These three are a must that a company should aim at,for example: in informing BK used the ad “Broiling vs. frying” in 1983 lettingthe consumer know that their burgers were broiled and not fried. In persuading,I think BK over did it and that is why I feel that they didn’t retain marketshare. They tried to be someone they weren’t with slogans like “search for herb”in 85 and many others like “BK Tee Vee” trying to persuade the youngergeneration and “Sometimes you gotta break the rules”. These slogans and moretried to persuade the consumer.

In reminding their customers BK has done a goodjob. They’ve at least expanded nationally and internationally and always havecommercials everywhere with a juicy whopper on the screen, reminding the viewerthat BK is the only place a whopper is made.2. BK’s past advertising and corporate strategy failed because BK did the twobiggest mistakes they could have done. First they didn’t listen to the customerand second they didn’t advertise their main product a maintain a target market.In not accomplishing any of these two strategies in the past it allowed theirrivals to get a lead on them. In 1993 McDonalds, for example, had a market shareof 15.6 percent compared to BK’s 6.

1 percent. This is because they establishedtheir market and didn’t try to invent new strategies. Burger King started tolose market shares when it first came out with the search for herb, and then itdeclined again when it tried to target the teenage generation rather thanstaying loyal to the general customer. It tried targeting the younger generationthrough MTV. This became insulting and irritating to the old customers and tothe quiet more relaxed people and even all the young children who prefer clownsthan some man screaming on TV . BK did not listen to its customer, they tried toestablish a restaurant type of business, rather than their fast food burgers.Fast food patrons really wanted low prices and quick but high quality food, nota higher priced, sit down meal.

The corporate strategy and the past advertisingwasn’t the only problem and wasn’t the only one at fault for BK’s failure. Theyalso had internal problems. Management has had troubles with the market mixdecisions. Service was slow and food preparation was inconsistent and manystores needed remodeling.

BK didn’t focus on its burger ,instead they weretrying to experiment with pizza’s and ice cream. This caused confusion ,andconfusion brings problems. To add to the problems BK was more expensive thanMcDonalds or Wendy’s combos, which was also hurt sales for Burger King.

3. For the new advertising campaign I would personally target the young and theold generation. I would also be very health conscious and try to establishmyself as an environment safe corporation.

Burger King is huge, they have theability to do what they please, but they better make sure the customer are happy.I would make new slogans, and put new ideas for kids and grown ups to enjoy. Iremember when I was growing up I used to love going to Burger King for a burgerand getting a little toy.

Now, you get a toy but the prices are so high youreally end up paying for it anyway. I wouldn’t leave out the teenage to mid-twenty’s crowd, but I feel they are less influence by ads and specials, theywill buy what is probably better and cheaper. Besides if you target them whenthey are small growing up then when they already grow they look they like youanyway. That is why you have to target the young and make sure you are good tothem. New slogans are hard to come by in specially into this society where youbetter watch what you say or you will get suit. I do not really believe inslogans, I personally rather buy quality than to hear how good it could be. Forme seeing is believing and I do not believe everything I hear.4.

I recommend a couple of things for Burger King to do. One has already beenaccomplish, this was I would first change the CEO. In this case Jim Adamsonstepped in July 1991, since then Burger King has made a turn around. Helistened and responded to franchise problems and recommendations.

He lockedinto a strategy of concentrating on BK’s core products flame broiled, biggerburgers. He launched a new pricing structure which will compete with that ofMcDonald’s. Burger King also needed to get some effective advertising, and Ibelieve Mr. Adamson also accomplished this, seeing BK has grown since 1991. Hewent back to the basics which I think was the most important part of a Company’srebuilding, because this how you got to where you are and if all else fails,it’s like starting again with experience. BK became known as “The voice of thepeople” opposed to McDonald’s been known as the voice of the Corporation. Ialso feel BK advertising has improved.

Now you see burgers on TV compare to DanCortese a couple of years ago. You also see people having a good time andeating a whopper. I feel Burger King is a company with many obstacles but it isalso a company that if is stuck to its basic game plan, it could regain a greatdeal of the market share. If I was to give a recommendation it would probablybe for BK to stay been loyal to your customers and to try to keep the marketshare.