Marketing Strategy of Burger King
Bahadır Bayar
1483734

Instructor: Prof. Cengiz Yılmaz

Contents

1. Marketing Strategy of Burger King……………………………………………………………………………3

2. Environmental Factors on Burger King……………………………………………………………………..3

3. Segmentation Strategy of Burger King………………………………………………………………………4

4. Positioning Strategy of Burger King……………………………………………………….………………….5

5. Brand Equity of Burger King………………………………………………………………….………………….5

6. Communication Strategy of Burger King…………………………………………………………………..6

7. Pricing Strategy of Burger King………………………………………………………………………………….7

8. Conclusion…………………………………………………………………………………………………………………7

9.
A simple example of this situation is that Burger King products are more spicy in India as their spices have significant importance at eating habits of Indians. They also use demographic segmentation and produce special menus for children. Burger King prepares its products according to segmentation. To illustrate, Burger King salads are also a consequence of segmentation as they wanted to reach people who prefer light, healthy food.
Positioning Strategy of Burger King

Positioning is basically shaping a company’s image in the eyes of customers by highlighting its competitive advantages. It is obvious that positioning strategy of Burger King is one of the key factors behind its being one of the best fast-food restaurants today.
While Burger King’s establishment in 1954, its founders aimed two competitive advantages; product differentiation and service differentiation. Burger King products are flame-broiled and it causes an important taste difference when compared to grilled products of their biggest rival Mc Donald’s. This difference probably has also inspired Burger King’s famous slogan, “Feel the Fire”. In the early 1950s, drive-through restaurants were quite common but Burger King Founders brought a new concept and Burger King has become the first fast-food restaurant with a sitting area. This innovation has provided them an important service differentiation. They also had to made another choice and select an overall marketing