MARK804 - Vogue & Burger King: Marketing Principles Case Study 2021

This case study analyzes the marketing strategies of Vogue and Burger King. For Vogue, it explores brand positioning, differentiation, and the selection of figures like Malala Yousafzai for their cover, discussing the impact on brand image. The study also identifies relevant market segments for Vogue, including demographic, behavioral, psychographic, and geographic, and discusses target marketing approaches. For Burger King, the case study investigates market research methods, the benefits of market research, and the impact of a controversial marketing campaign on consumer perception. It includes survey questions and data representation to understand consumer reactions and preferences. Finally, it discusses a new athletic shoe brand, Shoefly, focusing on its brand name and product features. Desklib provides a platform for students to access similar solved assignments and study resources.

CASE STUDY

Table of Contents
Part A...............................................................................................................................................3
Question 1....................................................................................................................................3
Question 2....................................................................................................................................4
REFERENCES................................................................................................................................7
Part B...............................................................................................................................................7
Question 3....................................................................................................................................7
Question 4....................................................................................................................................9
REFERENCES................................................................................................................................1

Part A
Question 1
1. Positioning and Differentiation
Brand positioning can be defined as the strategy of creating a brand value in in mind's of
customer or targets (Neal, 2019). For instance Vogue has positioned itself in customer's mind as
one of the fashion magazine which provide the beauty of women in terms of there smartness,
success and independent in a reading format. Whereas brand differentiation is the process used
by businesses to stand out their products and create a unique value in minds of customer (Gupta
and et.al., 2020). For instance Vogue has contributed their images according to pop culture
which tells about history of culture. This makes Vogue unique in customer eye.
2. Last 25 Years
When Vogue was founded in 1892 they were selling 2 magazines per month. This has
changed to weekly magazine. The magazine gone with many changes from last 25 years. They
have changed their presentation, layouts, images and even content of their magazine. Earlier they
show the social reforms like articles on plays, and discussions on social etiquettes. They have
changed the content to write articles on fashion choices of people and also show what to wear in
future. The magazine has changed to reflect modern women showing their beauty in terms of
their smartness and activities with relation to historical culture (Neal, L, 2019).
3. Malala Yousafzai a good choice!
Malala Yousafzai is a educationist advocate who won the Noble peace prize in 2014 and
become the youngest female to win this award. She win this award for her work on getting rights
to free and complete education for girls and survived from assassination of Taliban (Douglas,
2017). Vogue shows the beauty and good activities performed by women. In July edition of 2021
Vogue has chose her as front page of magazine. In which she has talked about the limits of
online activism. She told that people are doing activism using tweets which they should change
to offline mode like speaking and convinsing people in public. She was preferred by Vogue to be
printed on magazine due to her work for girls and their right for education. Vogue want to share
the awareness about the beauty of women that Malala has shown by confronting the world. The
topic of right to education is very important for everyone and if someone is doing much work

and got punished and still continuing this work deserves to be on the front page of magazine.
From this people will understand that if one lady can bring some change then numbers of
females who got the right to study will bring lot of change the world.
4. Right choice for magazine
As Vogue shows the beauty of women in terms of their activity towards change and as
marketing manager Greta Thunberg should be choosen as cover page of Vogue Magazine for
september 2021 edition. Greta Thunberg is a Swedish Environmental Activist who worked to
address the problem of climate change. She was born in 2003 and this young age she is doing
everything to protect the environment from disorders caused by humans.she is capable of doing
something to make this world a safer place from any kind of disruptions like global warming
(Anastasi and Raugi, 2021).
Question 2
1. Four relevant market segments
Four relevant market segments are:
Demographic
It means to divide market on the basis of age, sex, family size, occupation, income,
nationality, religion etc. It helps in identifying needs of customers and easy to attract people
(Elmessory, 2020).
Behavioural
it refers to dividing market according to, buying habits of customers, actions taken on
website, benefits sought, loyalty, usage rate. Behavioural market segment help people to interact
with brand or products.
Psychographic
this segmentation deals with mental and emotional characteristics. It includes, personality
traits, beliefs, values, interests, attitudes and lifestyle of people. On the basis of that products
should be made so that needs of customers can be satisfied.
Geographic

Geographic market segment refers to divide market on the basis of location. It is easy to
divide market according to location such as, country, state, etc. This is beneficial in attracting
more people and capture wide area of market (Félix, Moura and Clifton, 2017).
2. Type of target marketing
Type of target marketing are:
Mass marketing (undifferentiated)
It refers to a large market of consumers having widely varied background. In the mass
market, products and services needed by every member of society is available. It helps in
increasing sales of company by attracting people and providing good quality products. Mass
marketing is selling something to many people. McLaren company can apply this type of
marketing because it covers wide area of market and more people are attracted. It is easy and
simple way to attract customers so that increase sales of company. It covers large area of market
and provide relevant information to customers.
Niche marketing (concentrated)
Niche marketing refers to a large market that can be defined by its unique needs, identity
or preferences. Marketing is done to focus on target audience and well defined part of the
population. Niche marketing select customers out of large area and focus on satisfying their
needs. This way of marketing can be applied by McLaren company because it covers large
market by providing unique products to customers. This type of marketing focuses on attracting
a particular group of people and better products are provided to customers. The main aim of this
marketing is to satisfy needs of customers. This type of marketing help in focusing on target
audience and satisfy needs of customers.
3. Buyer persona
Buying 2020 McLaren 720S spider car is intimidating.
Background – has owned advertising company, communication or equivalent experience,
bachelors in marketing.
Demographics - Male, age – 45
Challenges – creating a consistent flow of quality content, inbound marketing implementation
Goals- hire new employees, generating a high volume of qualified leads

Marketing message- full service, advertising agency
Value proposition- develop a content strategy which generates traffic

REFERENCES
Anastasi, G. and Raugi, M., 2021. Toward Sustainable Energy Communities.
In SMARTGREENS. (pp. 125-130).
Douglas, K., 2017. Malala Yousafzai, life narrative and the collaborative archive. Life
Writing. 14(3). pp.297-311.
Elmessory, M., 2020. Market segmentation.
Fayvishenko, D., 2018. Formation of brand positioning strategy. Baltic Journal of Economic
Studies. 4(2). pp.245-248.
Félix, R., Moura, F. and Clifton, K. J., 2017. Typologies of urban cyclists: review of market
segmentation methods for planning practice. Transportation research record. 2662(1).
pp.125-133.
Gupta, S., and et.al., 2020. The impact of brand value on brand competitiveness. Journal of
Business Research. 112. pp.210-222.
Neal, L.S., 2019. Introduction Fashion History Is Religious History. In Religion in Vogue (pp. 1-
18). New York University Press.

Part B
Question 3
1. Market Research
Market research is the investigation done to measure the viability of new product and
services in their target market. It is done by collecting and evaluating the information of products
and services offered by a company by interacting with its customers or target market. Marketing
research bridges the gap between a product or service and the consumer or target market. It is the
view of researcher toward different processes and action done to influence decision making
process (Mooi, Sarstedt and Mooi-Reci, 2017). The marketing research is of 2 types: primary
research which means collecting information from target market or consumer directly by asking
questions in form of interviews, observationa and focus group. Secondary market research means
collecting information from available information in form of journal, books or newspaper in
order to gain insights of consumers preferences (Andrei, 2018).
2. Benefits of market research
Market Research will help Burger king by giving the key insights and information of
customer and competitors in market. Research will show the trend and help business to
understand the preference of customer in buying of any product or services. It will tell why a
customer is buying the particular product and what motivates them to do that, Firm will find if
customers are loyal towards brand which will increase salesover time (Bakhriddinovich, and
et.al., 2020).
By understanding the market the Burger King can identify the new opportunity for their
business. Consumer preferences are dynamic in nature, from research organisation can find out
the improvement or the change they require to sustain in market.
From research Burger King will understand the what they are lacking and what
innovations competitors are bringing to attract new customers. The innovation can be in form of
branding awareness or change in technology (Chiang, Wong and Huang, 2019).
3. Survey Questions:
 After seeing the tweet of Burger King, how would one react to go back to restaurant?
From 1 to 5, being 1 the absolutely no and 5 the absolutely yes.

Response: 2 as compny cannot give the message that women are only for working in
kitchen. They can do other works too.
 Which Brand would you prefer for burger after incident. Burger King vs McDonalds?
Response: McDonalds, because of their better price- quality ratio.
 After complaining about the post to Burger King they removed the tweet and given the
explaination about it too?
From 1 to 5 how much one can think tweet is done by mistake
Response: 4, as after knowing the perception of the message, immediately gave their
opinion and removed the post shows that they are concerned about the problem.
 Why a individual usually eat in fast food restaurant and what they think about this type of
restaurant?
a. Price
b. Quick
c. Taste
d. All the above
Response: All the above, as people want everything to be quick, tasty and cheap. That is
why people prefer to go in this type of fast food restaurants. Burger King give all these
services
 In last few days, how much a individual heard people speaking about the brand?
a. Very often
b. Often
c. Few times
d. Never
Response: Very often, because of the tweet burger king has post on social media.
4. Representation of data
Burger king's core competency is fast food restaurant which are specialized in flame-
broiled hamburgers. Organisation uses similar strategy to capture market share by offering the
similair product in different way (flame broiled). This strategy differentiates them from their
competitors. In order to compete Burger King has focused on their marketing and product
strategies.

From the survey it was found that on the account of women's day consumers became
upset about their tweet which say that women belongs to kitchen. They wanted to show that 20%
of chefs in their kitchen are women. But consumers has taken in wrong way and have turned
their attention to other brands. There preference has changed to McDonalds in terms of their
better price-Quality ratio and their awareness toward people. Burger King gives good services
regarding their quality food at cheap prices and have quick services. But the perception of the
tweet has changed their entire progress. Due to the post Burger king has came lot in news. The
consumers have became angry towards their post and regularly hearing about tweet. This had
made them famous but consumer loyalty towards their brand is keep on decreasing. As
management people it is necessary to take steps to make the consumers rely back on brand and
do good things for women to change the consumer perception towards their brand again.
Question 4
1. Name of brand
The name of product is athletic shoe and brand name is shoefly. The company is making
stylish shoes which is comfortable and versatile for many sports. Shoes are made of 100%
renewable sources and it is available at reasonable price. Shoe fly is appropriate name because
people are attracted by features of product and they want good quality product at reasonable
price. It is the responsibility of managers of shoe fly company to manufacture good quality
product which is beneficial for customers and they like the product. Athletic shoes will help
people in playing games and it is useful in all sports. These shoes are stylish as well as
comfortable and price is also less as compare to competitors.
2. Brand logo
Brand logo is important for an organisation to attract people and helps in increasing sales
of company. Brand logo help in informing customers about company and helps in marketing. It
shows personality of firm and people can recognise product with the help of brand name. It is
important to make brand logo so that people can get information about new product. It helps in
creating positive image in minds of customers and helps in earning more profit.
SHOE
FLY

3. Two types of new product pricing strategies
Two types of pricing strategy which can be applied for new product are:
Penetration pricing strategy
It is a strategy which can be applied by managers to attract customers because in this
prices are kept low in starting so that more people can be attracted and after sometime prices are
increased to earn revenue. In this pricing strategy, initially prices are less as compare to
competitors to gain competitive advantage and to attract more customers (Feng and et.al., 2019).
It is important to satisfy needs of customers and provide them good quality products. Customers
want good quality product at low prices and this helps in accomplishing goals and objectives of
company. This is the best way to attract people and increase sales of company. This pricing
strategy is suitable for product which is available in mass market, and demand in market is
elastic with its price.
Price skimming strategy
Price skimming strategy is also known as skim pricing in which a firm charges high
prices in starting and after sometime they gradually lower price to attract people. This strategy is
used by companies who are manufacturing branded products and they want to attract rich people
(Liu, Zhai and Chen, 2018). In this strategy, a firm focus on rich people because they want good
quality products and did not focus on price. In this strategy, company charges high price and
after sometime they lower prices (Nyaga and Muema, 2017).
4. Pricing strategy use
Shoe fly company should apply penetration pricing strategy for attracting people because
in this pricing strategy initially prices are kept low as compare to competitors to attract people.
After sometime, prices are increased to earn profit and for growth of firm (Ali and Anwar, 2021).
This strategy is used by new companies to enter into market and to gain competitive advantage.
This is the positioning strategy in which the competition is countered by price difference.
Penetrating pricing is therefore a long term profit generating strategy as it will allow the product
to beat the competitors for long time. This strategy is commonly used by a new entrant to quickly
obtain a substantial amount of market share. It will help company achieving brand loyalty from

customers in short time and convince customer to switch from their existing brand easily. Startup
which can attract customer faster leads to more sales which can result in eliminating competitors
out of the market.
Shoe fly can use this strategy to make customers quickly accept and adopt their products
and services. When a company enters the market, competitors quickly guard their their pricing
strategy which will give much time to Shoe fly to utilize this opportunity to switch the minds of
as many customer as possible. The increase customer and pricing strategy will enables a high
sale quantity which realizes economies of scale. This will result in lowering their marginal cost.
When a customer finds a company which offers product and services at bargaining rate and
provide return services will lead to increase in company goodwill and create positive word of
mouth for customers. This strategy will also help Shoe fly to increase their inventory turnover
ratio by making vertical supply chain partners like retailers and distributers more profitable (He,
Gan and Yuan, 2019).