Burger King

1. ANG WEI SIN EUNICE GOH JESSICA CHOY SONIA YAP VALERIE TEO

2. Burger King Corporation Founded in 1954 Whopper developed in 1957 90% of stores are franchised 66% of over 12 200 stores in US HAVE IT YOUR WAY® Mascot: The King

4. Voracious appetite

5. Loves meat

7. Low preparation time for meals

9. Big Mac

10. I’m Lovin’ It®

11. 14%

12. Square patties

16. Appeals to the health-consciousHAVE IT YOUR WAY®

18. Strengths Food People Environment Corporate governance

22. Source: Bureau of Labor Statistics

24. Saturation of target market

26.  Does not serve itspurpose of attracting kids Weaknesses Eerie mascot

28. decrease infast-food consumptionThreats

29. Source: US Census Bureau 2010  Rising food costs Threats

31. Rise of new & growing casual dining conceptThreats

32. 1. Choose a different target segment 2. “Relieve Your Whopper® Moment” Campaign 3. Brand Extension – The Couch Whopper® Recommendations

33. 1. Choose a different target segment Bill Andrew Charlie Duncan

34. Source: Event Marketing Survey, conducted by The George P. Johnson Company 2. “Relieve Your Whopper® Moment” Campaign

35. Target Audience Media 2. “Relieve Your Whopper® Moment” Campaign Expected Turnout Event infrastructure Venue Programme Event Plan

36. Whopper Bazaar 2. “Relieve Your Whopper® Moment” Campaign Games booth Collectible cap BK mascot Friendly baseball match

37. Post Event Momentum 2. “Relieve Your Whopper® Moment” Campaign 2. “Relieve Your Whopper® Moment” Campaign

38. 3. Brand Extension – The Couch Whopper® Source: http://oxygen.mintel.com/sinatra/oxygen/display/id=482903

39. + The Couch Whopper® 3. Brand Extension – The Couch Whopper®

40. Microwavable chilled food packet Estimated shelf life: 3 months 1. Product 2. Price 3. Promotion 4. Place USD 5.95 – pricier than BK meals Comparable to other frozen food 3. Brand Extension – The Couch Whopper® ONE BUTTON AT A TIME

41. Evaluationof Recommendations

42. 1. Choose a different target segment Extends PLC of mature product Large marketing budget Difficult to target the alienated 2. “Relieve Your Whopper® Moment” Campaign Broadens target segment Addresses threat from QSRs Market is untapped by other FFHR firms 3. Brand Extension – The Couch Whopper® Generates instant publicity Captive audience May be “just another advertising gimmick” Low turnout High marketing costs Evaluationof Recommendations