Marketing Segmentation, Targeting and positioning of Burger King Essay

BackgroundThe following is the analysis the segmentation, targeting plazaing of Burger powerfulness. Burger fairy plenty is founded by James McLamore and David Edgerton, beginning the legacy of flame-broiled beef and commitment to persona ingredients and friendly service. BURGER KING is the help largest fast nutrition burger chemical chain in the world. Nowadays, more than 11 million guests visit BURGER KING Restaurants virtually the world. When back to early 2004, their sales profit starting to slump. Burger world powers CEO had change their advertising agency CPB and amend their marking schema to relieve oneself their revenue.Market SegmentationMarkets consist of buyers, and buyers differ in unrivalled or more respects. They go off be divided by demographic factors, geographical factors, and behavioural factors or by psychographic factors. Any of these vari commensurates can be employmentd to segment a market. Seller can design a separate product or marketing progr am potential customer. Burger King have dividing their market into demographic factors, geographic factors, psychographic factors and behavioral factors. As geographic factors, Burger King are dividing the customer by region , they located in USA since 1954.On June 30, 2004, Burger King had 7,976 store all around in USA, the local anaesthetic people can just came by their neighborhood to enjoy their meal. As demographic factors, they dividing the customer by young male, kids and family. Burger King Start to use a logo which is a man sitting on a hamburger and holding a soft drink to represent their partnership in 1955.In 1960, Burger King transformed their logo from a man into an exalt cartoon character that a kid wearing a wind in their television advertisements, introducing children to BURGER KING with the famous slogan, BURGER KING, Where Kids Are KingIn order to take the kids as potential customer, Burger King had to including the parents which give in for the childrens mea l at the same time. Burger King started The micturate IT YOUR direction marketing campaign revolutionizes the fast food industry by supporting customers to customize the ingredients of all BK sandwiches to fits the whole family member need. As behavioral factors, Burger King dividing the customer by benefits by speed and economy, regular affair and regularuser, a fast food restaurants which affordable food products that can be prepared and served within a short stipulated amount of time. As y psychographic factors, Burger King dividing the customer by lowers social class and workings class, which they will buy their meal in a fast food restaurants quickly and take away their food then they can able to back to work.Market TargetingMarket segmentation reveals the market-segment opportunities facing the firm. The firm now has to evaluate the various segments and decide how many and which ones to targets. A development of a marketing max which can then be directed at a particular u nique segment. Burger King are apply intemperate targeting in the case, it means concentrates on serving many needs of a particular customer group. Burger Kings advertising agency CPB advice to utilise The HAVE IT YOUR WAY as the theme and begins to experiment with humorous weathervane marketing campaigns, such as the Subservient Chicken. CPB designing a sack up site which allowed visitors to type in commands that a man dressed desire a chicken executed.This is targeting the demographic group with young adult market, notably among young males which they do not watch television commercial and surf on internet all the time, they are willing to try smart things. The most important thing is they will share the fun news show with their friend and family, it can let the campaign became word of mouth and bedspread it all over the world. In 2005, CPB created a faux heavy admixture 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 come in market.Market PositioningMarket positioning is the process of communication the soil to the target customers in such a way that can easy 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 challenger McDonald are targeting kids and families, they had a different targeting audience. McDonald also serving affordable food, still them servingthe customer differently, Burger King promise their customer can HAVE IT YOUR WAY, customer can customize the ingredients of all BK sandwiches, with the comparable pricing of food, Burger King having better service quality. When their competitor McDonald only translate snacks like French fries and chicken nuggets, Bu rger King had both products and they allow onion rings, Burger King had provide more variety choice for their customer. determinationIn conclusion, Burger King had using the marketing strategy to maintain the second largest fast food hamburger chain in the world. Burger King using concentrated targeting with the young adult market, notably among young males, Burger King does not require the use of mass production, mass distribution, and mass advertising. Burger King had gain the big success. There is still a disadvantages, they have abandon the female market and the other potential customer. The whole world trend has aid people to eat healthy food, the entire fast food hamburger chain had facing the challenge. The time had change, female are the next globular emerging market, their economic power is truly revolutionary, representing the largest market opportunity in the world. Probably Burger King should targeting the female market, create a new pock with brand new healthy food menu, they even to serve burnt umber and desserts, and held up the charity function or donation to develop a positive image.ReferencingPhilip Kotler, 1994. Marketing Management Analysis, Planning, Implementation, and Control (The Prentice-Hall Series in Marketing). eighth Edition. Prentice Hall. BPP Learning Media, 2012. CIM 1 Marketing Essentials Study Text. Edition. BPP Learning Media. well-nigh BK caller Information BURGER KING. 2014. About BK Company Information BURGER KING. ONLINE uncommitted at http//www.bk.com/en/us/company-info/about-bk.html. Accessed 02 April 2014. .2014ONLINEAvailable athttp//investor.bk.com/download_arquivos.asp?id_arquivo=E1719FB0-8AC7-4769-A163-6CDD72847D64. Accessed 02 April 2014. Burger King Subservient Chicken YouTube. 2014. Burger King Subservient Chicken YouTube. ONLINE Available at https//www.youtube.com/watch?v=bBsEJKRM-oQ.