MARKETING SEGMENTATION, TARGETING AND POSITIONING OF BURGER KING
Marketing SEGMENTATION, Targeting and positioning of BURGER KING
The following is the analysis the segmentation, targeting positioning of Burger King. Burger King Corporation is founded by James McLamore and David Edgerton, beginning the legacy of flame-broiled beef and commitment to quality ingredients and friendly service. BURGER KING is the second largest fast food hamburger chain in the world. Nowadays, more than 11 million guests visit BURGER KING Restaurants around the world. When back to early 2004, their sales profit starting to slump. Burger King’s CEO had change their advertising agency CPB and amend their marking strategy to gain their revenue.
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In 2005, CPB created a faux heavy metal band called Coq Roq to launch the new product chicken fries by Web site, music videos, t-shirts, CDs, and ring tones, this is also targeting the same demographic group. It shows that Burger King are just target on segment within the total market.
Market positioning is the process of communication the brand to the target customers in such a way that can easily recognize where it fits with competing products.
Burger King had targeting young adult market, notably among young males market. They position their market as serving high-quality, great-tasting, and affordable food. Compare with their mainly competitor McDonald are targeting kids and families, they had a different targeting audience. McDonald also serving affordable food, but them serving the customer differently, Burger King promise their customer can HAVE IT YOUR WAY®, customer can customize the ingredients of all BK® sandwiches, with the similar pricing of food, Burger King having better service quality. When their competitor McDonald only provide snacks like French fries and chicken nuggets, Burger King had both products and they provide onion rings, Burger King had provide more variety choice for their customer.
In conclusion, Burger King had using the marketing strategy to