MBA 2(A) Marketing Management: Burger King's 4Ps Case Analysis

This case study provides an overview of Burger King's marketing strategy through the lens of the 4Ps: Product, Price, Place, and Promotion. It begins with an introduction to Burger King, highlighting its history, global presence, and competition with McDonald's. The analysis of the 'Product' element details the evolution of Burger King's menu, from its initial offerings to the introduction of the Whopper and subsequent localized adaptations. The 'Place' section discusses Burger King's extensive global distribution network, including its franchising model and regional subsidiaries. The 'Price' analysis focuses on the company's competitive pricing strategy, balancing customer willingness to pay with competitor pricing. Finally, the 'Promotion' section explores Burger King's advertising campaigns, slogans, and charitable initiatives aimed at revitalizing the brand and engaging customers. The case study concludes by emphasizing the importance of both ATL and BTL strategies in Burger King's overall promotional efforts.

ASSIGNMENT- 1
OF
MARKETING MANAGEMENT
SUBMITTED TO : SUBMITTED BY:
MR. RAHUL HANDA ANKITA THAKUR
CLASS – MBA 2(A)
ROLL NO : 201105
TOPIC :- 4P’s OF ANY CONSUMABLE
PRODUCT
PRODUCT: BURGER KING

INTRODUCTION
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 .
Burger King is also simply known as BK is a public company founded by
Insta – Burger King in the year 1953 on 28 July. This worldwide chain
of restaurants is located globally and deals with fast food hamburgers.
It has its headquarters in Miami-Dade Country of Florida in the United
States. In 1954, the company ran into some complications and hence
was purchased and renamed Burger King. Although the company has
changed ownership at least four times from its first purchase, its name
still remains the same – Burger king. Some of its key competitors who
keep the company on its toes are as follows – McDonald’s KFC PIZZA HUT TACO BELL SUBWAY Wendy’s

Product in the Marketing mix of Burger king
When Burger king was opened, the first restaurant menu included
basic hamburgers, desserts, French fries, milk shakes and soft drinks.
Later in the year 1957, it introduced “Whopper Sandwich” to its
previous menu. The hamburger that is of just a quarter pound has
become synonymous
with the brand name and therefore the new restaurants were even
named “Whopper Bars”.
In 1979, a special Sandwich line was introduced and later the
breakfast product line was presented. In the later years, Mini Muffins
and French toast sticks were added to the menu. With the expansion of
various outlets in different regions the menus were somewhat localized
to adhere to the regional tastes and religious beliefs.
Fast-food items like Texas Double Whopper, Mushroom sandwiches and
Swiss cheese have been rotated in the menu on and off with times. At
present bacon cheeseburger, hamburger, coffee, juice, cookies,
whopper junior, French fries of medium size, chicken tenders, onion
rings, soft drink and a shake are served to the customers.

Place in the Marketing mix of Burger king
Presently Burger King has an outlet almost everywhere in the
global market. It has its base in nearly seventy-nine countries with an
estimated 13000 outlets. 66% of these outlets are in US with 99% of
them being operated and owned privately. Its international locations
include Europe, Oceania and East- Asian countries like Japan,
Singapore, Taiwan and South Korea. It has also recently entered India.
Burger King has divided all its global operations in to three different
segments. It has established various subsidiaries and developed
alliances that have proven strategically sound and profitable. In order
to maintain its expansion plans the company has been using different
franchising options.
The system through which the company operates with its franchises
depends on the particular region. Some franchises with regional
background are chosen and they are dealt as master franchises. These
master franchises have the responsibility of selling licenses to sub-
franchises on the behalf of the main company.
Under an agreement, it is the responsibility of the franchises to make
investments in seating arrangements, décor, equipment’s etc, while the
land and the building on it is owned or leased by the company. Thus,
the distribution network of the company is woven around the main
company, its franchises and the outlets.

Price in the Marketing mix of Burger king
Burger king uses competitive prices because the competition is very
high from the likes of McDonalds. Burger King has been closely
monitoring and evaluating their pricing policy so that the consumers
do not feel burdened by the rates. Besides analysing the amount, that a
customer is willing to pay, the analyst also determines whether their
competitors are charging less or more than they are.
As the various customers belong to different income groups so does the
price of food items vary from easily accessible to high price range. The
price should be high enough so that doubts are not raised about the
quality of the products and low enough so that the customers are
willing to pay for it. Thus, a combination of
competitive pricing and psychological pricing is used by Burger king.
Promotions in the Marketing mix of Burger king
The firm’s promotional strategy based around the concept of
reorganizing and revitalizing its brand at definite periods. Burger
King has periodically overhauled its strategies related to menu,
advertisements, new agencies, refurbishment of the outlets and a new
concept for the restaurants known as the “BK Whopper Bar”.
Many of its successful campaigns had melodious jingles, which went on
to become hits and its slogan “Have It Your Way” has become
synonymous with Burger King. Several advertisements are shown on
television and print media to popularize the various outlets and food
items that have become its specialty.
Burger King has aligned themselves with organizations that sell
scratch cards for $1 and the prize is either a food product or a beverage
related to BK. It also has its own charitable organizations. The first one
is “Have It Your Way Foundation” that focuses on prevention of diseases
and removal of hunger from every household. The second is the
“McLamore Foundation” that is responsible for providing scholarships
to the interested and deserving students. These steps have proved to be
an advertisement for the human side of the company and have helped
in uplifting and maintaining its brand image.
The key factor in converting customers is also its distribution.
Local advertising like hoardings, lollipops, roadside ads and other such
methods are used to get the tempo going for local customers so that

they regularly visit Burger king. The key to promotions also lies in the
fact that Burger king gives more quantity of food at a comparatively
lesser price then its competitors. Thus, overall there are many ways
that Burger King promotes itself, right from the product design to
the ATL and BTL strategies.