Burger King
Outline
2
Introduction
Mission statement
Vision statement
Nature of the product
how does burger king achieve its two fold goal
Branding
STP
Service style
Product style
Outline
3
Marketing department
Marketing techniques
Burger king's environmental internal forces Burger king's environmental external forces Burger king’s Marketing Mix
BCG Matrix
Conclusion
Introduction
4
Mission statement
5
“We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees. We will continue to grow profitably and responsibly, and provide carrier advancements opportunities for every willing member of our organization."
Vision statement
6
to make a difference in the communities in which we work and live. Burger King
Corporation shares this vision and has provided invaluable support to the HAVE
IT YOUR WAY Foundation since.
Nature of the product
7
Tangible elements
Intangible elements
Perishable
Range of the products
How does Burger King achieve its two fold goals?
8
Attract new customers
Promotions
New products
Keep and grow current customers
Providing best services
Coming up with New services
Branding
9
What is branding
Why is branding Important?
Segmentation & Targeting
10
Geographic
• World region
• City
Demographi c • Age (18-23)
• Gender
• Education
Behavioral
• Benefits
• User rates
Psychograph ic • Social class
• Life style
• Personality
Positioning
11
Serving high quality, great tasting and affordable food.
Service style
12
Single-point service: means service to the customers from a single point. The customers stand in a line till their chance comes. When their chance comes they order what they want on the service counters, they pay and then they collect their food. The food is consumed on the premises or taken
2
Introduction
Mission statement
Vision statement
Nature of the product
how does burger king achieve its two fold goal
Branding
STP
Service style
Product style
Outline
3
Marketing department
Marketing techniques
Burger king's environmental internal forces Burger king's environmental external forces Burger king’s Marketing Mix
BCG Matrix
Conclusion
Introduction
4
Mission statement
5
“We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees. We will continue to grow profitably and responsibly, and provide carrier advancements opportunities for every willing member of our organization."
Vision statement
6
to make a difference in the communities in which we work and live. Burger King
Corporation shares this vision and has provided invaluable support to the HAVE
IT YOUR WAY Foundation since.
Nature of the product
7
Tangible elements
Intangible elements
Perishable
Range of the products
How does Burger King achieve its two fold goals?
8
Attract new customers
Promotions
New products
Keep and grow current customers
Providing best services
Coming up with New services
Branding
9
What is branding
Why is branding Important?
Segmentation & Targeting
10
Geographic
• World region
• City
Demographi c • Age (18-23)
• Gender
• Education
Behavioral
• Benefits
• User rates
Psychograph ic • Social class
• Life style
• Personality
Positioning
11
Serving high quality, great tasting and affordable food.
Service style
12
Single-point service: means service to the customers from a single point. The customers stand in a line till their chance comes. When their chance comes they order what they want on the service counters, they pay and then they collect their food. The food is consumed on the premises or taken