Burger King Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 16, 2017
Marketing Strategy of Burger King analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Burger King marketing mix, help the brand succeed.
Burger King marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Burger King Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Burger King Product Strategy:
The product strategy and mix in Burger King marketing strategy can be explained as follows:
Burger King offers the different variety of menu from snacks to meal for different age groups. Burger King’s menu has a wide offering of burgers, potato fries, beverages and milkshakes etc. Burger King serves burgers in both veg and nonveg categories. Sides and beverages are value added to Burger King for burgers consumers. Salad and veggies are introduced considering diet-conscious consumers. Recently Burger King has focused on its dessert category food containing milkshakes, Oreo shake, cookies and ice-creams. Value meals and Kids meals are some combos to compete with McDonalds combo packs. Burger King has managed its operations in the more efficient way with maintaining the quality the product offerings in its marketing mix overall globally. Following are some food categories of Burger King offerings:
• Chicken and fish
• Salads and veggies
Hence these are the important products offered by Burger King.
Burger King Price/Pricing Strategy:
Below is the pricing strategy in Burger King marketing strategy:
Burger king follows pricing of Market-oriented pricing strategy and bundles pricing strategy as well.
Burger King has prices comparable to market behaviour and demands. With main competition with McDonalds, the Burger King has focused more on its better quality and taste with affordable prices. Operational cost is also one of the important challenges to maintain its cost pricing strategy for Burger King’s outlets. As Burger King’s value-added meals and beverages are ways to generate more revenues for Burger King. In revenues, Burger King stands 2nd globally. In India, Burger King is concern about its prices and Indian consumers are price sensitive. Hence in India, the menu of this food chain is diversified serving Indian flavours resulting in attracting more Indian customers.
Following is the distribution strategy in the Burger King marketing mix:
The Burger King has strong supply chain network globally. As headquarters situated Florida in the US, all operations are distributed region wise. As the suppliers of burgers, beverages and desserts are decided by the standards and quality of Burger Kings quality control dept. Burger King has set up food outlets in most of the metros in India as targeting demanding customers. Burger King has highest no of restaurants in the US. Geographically their higher presence is in western countries.
Burger King has developed physical stores, website ordering and mobile application for increasing the customers reach for getting orders and increasing revenues.
Burger King Promotion & Advertising Strategy:
The promotional and advertising strategy in the Burger King marketing strategy is as follows:
Burger king applies various way to markets their products. Advertisements in print media like newspaper, magazines and hoardings. The food content is among its more focused advertising strategy of Burger King. Burger King also organises or sponsors different events to reach to more customers. Offering more value-added menu for the main course during the time of ordering is also one of the strategies of Burger King. More discounts o0n application based ordering, distributing discount coupons during the first visit for the second visit will help to generate the customer base. Digital marking is now emerging promotional strategy of the brands. Customer analytics helps Burger king to strategized its marketing to reach the targeted customer. Burger King is also publicizing their products digitally using SME and other techniques to reach to mass.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Burger King.
With presence in more than 15000 locations with more than 71 countries Burger King has remarkable presence in most of the developed countries, Burger King has also started expanding in developing countries like Indian. Fast food like burgers and pizzas having lot of popularity in India even its increasing with time. Capturing this opportunity, Burger King has also started expanding its operations in Indian metros and tier 1 cities considering per capita income of the respective city citizens. Burger king has also expanding its operation in African countries looking for more growth opportunities. The location of Burger King restaurants are maintained in a such way that it captures prime are and target audiences. Mostly in shopping malls, business centres and some company canteens to grab more customer base. They have policy not to have more restaurant than one in 3KM radius.
Burger King has focuses over their customer and employees as well. The customer satisfaction ratio of the Burger King is much higher compared to other fast food outlets. Quality food and unique dining experience with fast availability of the food made Burger King more customer centric. The Burger King has also keen to work for their employees. The programs such best performer for the week, appraisal every month for appreciation of the work contributed by every individual employee is considered in the Burger King corporation. Ultimately happy employee takes care of satisfaction of the customers.
Process which is the main part of the operation is internationally designed by experts to operate internationally by Burger King. Being successfully operative in more than 71 countries Burger King has successfully maintained its taste, work culture, customer satisfaction, supply chain and new product launches in accordance to the respective country only because of the process flow maintained by the Burger King. In the restaurant from order received to the disposal of the residual of the food everything is maintained in the flow process. Processes made such huge food chain to work more reliably in any environment. Hence this concludes the marketing mix of Burger King.
About Burger King:
Burger King is one of most famous brands of burger making chains. With a history of more than 50 years, Burger King is having more than 15000 locations in more than 71 countries. Initially, they introduced Whopper sandwich, with time the Burger King has changed their menu and strategies according to the market atmosphere. Burger King which is abbreviated as Burger King has started their franchised model in 2013. Burger King is continuously improving its food menu adding new customised options. Mac Donald is the main competitor of Burger King in the global market for burgers.
In 2015, Burger King had operating revenue of US$363.0 million worldwide. Burger King is planning to develop the new market in developing countries like India and China projecting huge scope is restaurant/Food industry.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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