SURALEGIG BRAND MANAGEMENT SBM) Devyani Roy(43) Hardikijaljan (57) Shekhar Bhardwaj (142) Aryan/Gupta (03)Political Facors Lagal Factars /( customers , uslomers af dargeking are ©. Girznmonial snr or lobieation © pect ad export ulation Seaton enh cane Politely major mavets © Esdronmerte! protection ews fag tale andere, Woacieie © Ginenmentalsiapon for e-commerce & GMO seshation Ee ee rennin : soup of 15-49 years in devloping a aEarE Paions Efanomic Factors Gversenalsunpert fr albaliestion Technolog Exponuing rterations tae areersen's \ J Pcookmlocmals teat yn 0 tah Hitinee avataemy oc sutomaion | ©. itgherppulanity of mie Pesta “|g stale Htle Low RD Sty inthe quik wes Maonals ‘Soci al/Sociacultural Factors service estayrant musty Suey © (nereasinn consumer diversity @ Higher health consciousness © nereauing support for ania ya'sthal Factors tor Brsiimers to seara Recall of advertcomente broadessred on National Television, Hoarding and Soine | External factors which would {nflaence-Colleagues:publiesources, fines & family. Sore articles from product rating oigaiieations as ‘Consumer Rener. Problem Solving Wien an individual hungry ane seacch of instant flfilsent, Target to consumers who are having open reindeer tote a new variety of food, and Target to Middla& Upper middle class consumers who wish t0 vist out ‘and soctatize Ipcluites people who love burgers as, snd similar fas: food. Also, people ooking for an easy, ‘and casual place to eat and mest up wath Irlends a Most ofthe customers of Bueger King af inthe ‘age ginip of 1540 yeats Gender 58% of Burwor King omptoyes are wana, wi) 42% are men Performane AAs of, 2022, Burger King has over 18,700 locations veortiwide> Burger king's anal even is ccurenlly $1 6 billon. Burges King serees approximately 157 million customers er day. Burges King operates ocatlone i over 100 countries tion Burger King iéstawrants are known for se:¥ing high-quality, great tating and altordable food. Founded in 1954, Burger King isthe second largest fast Food hamburger ain the wardDominant Players, ‘Substitutes: ‘he substitutes include high end restaurants, local bakeries, and diners, Reatly-to-eat food packets available at supetmarkets are alse-a potential substitute. Further, ‘customers can also choose to cook their meals at home. Henea, tha existence of latge variety of substitutes acts 8 strong force. Market Segment ‘Burger King iad targating: young adult imerket, npiably among young males wackat Growih Rate Gipballtast food giant Burger King genérated approximately 1.81 billion WS: dol reyenee duhng the 202 financial year Relative Positioning ‘Gurger King positions its markt as serving bigh quality, great tasting and affardahle food and Uses Cast leadership and broad differentiation strategies to remain competitive. on a Maka SHRS ui | Market Share’Praduct-Cines:Lite-Cyete ‘As af now, Burge King is inthe Maturity phase ofits product Ife eye since Ins rivals are strong ard well extsbisned and ‘wth th main focus on fmovation. They ate anticipating a psitve return for ti ivay, service and are expecting promising resus ‘The axtremaly provalont drive through choice Was presented in 1975 at hth Burger King fend bicDunalds and tumed into a sinndard at fast food restaurants ‘S.ati Antonio, Texas. He was the owner oft fights ta the name Whonper, which effectively kept Burger King fam using the narne there. 2072, BurgerKing shares were being sold tthe pul again, but 30 rt interest. eG (tte Tena a Hit conan sie tg ery toca Ree ta ean Bi ds 1955- Fank Eales oud Whopper. Recent Trends 2021, the fast-‘ood chain launched ts hhand’areaded Ching sandwich to great fanfare. The Ch Xing quickly near Delowed food item 12 BC customers ‘afta over a yaar later, he chain (ook the Ching ff is menu, replacing It with the Royal Criny Chicken candwich , ms f Fre Directions Burger King Via (Bk) san International SF (quick service rastauan} chain, ‘whch opened is fest restaurant in inca an 9 November 2074, Ithas expaniied to 2544 restaurants in eight years and ‘targets to open 70M sthes by Dacerber 2026, Le, 406 new stores in the Next five yen.‘ThnanemanueReinteneARgxignA'ely 40 subsidiaries globally hat oversee franchise ope obligations suct as pensions, Cne example of a subsidiary is Burger King Branits, Inc. which is responsible for the management of Burger King’s intellectual properties. A who lly ovmed subsiciaty established in 1990, Burger King Brands owns and manages all trademarks, copyrights and domain names used by the restaurants in the United Stales and Canada. It's also responsible for providing marketing and related services to the paren! company. Brand Core/Essence: Presentation Brand Personality: Carefree, Lald back, Bold and accountable Emotional Benefits: Customer toctised, Warm Product Benefits: Taste Product Attributes: Pricing, Service, Ambience29COLOR PALETTE ‘© The coor ar sar tothe erga or share of Burge Kg. The ‘atuation ts sighty red dow ie te royal fel of ing, bit «12h cola sl pproacabia. The adn of th elt brownie von a snus of sabi, reslence ad ecu. ‘ORIGINAL NEW. TYPOGRAPHY ‘> Toerr ttre pray eta an oh "hee re ay lege ad tara Lg, er wt sSpptcneges cater Bae Kt dng orp 42 scandal chen Slice OUT gn ceo owiehe ve epee Tali aces rae ne fh pa fortes rec Seen ror ey Pilansccle Mee er ann tr Peery ‘ i‘This iso paril history of BK advertising slog ‘This Is 2 partial history of BK advertising slogans: (© Have ieyour way" (1974-present) © 3bn/ Your Way Right Away” (1991-18 (@if you ask us it ust tastes etter (Maroh—August 998) @ When you nave tt your way [just tastes better (hugust 1998 ~ 1999) {© Burger king, where yauite the boss!" ‘Be Your Way" (2014-201) @ Your Woy" (2015-present) a3 {is active on social media\and promotes itsalf through TV. arktpas maiies sales prometions, and the employees apply some degree af personal selling to persuade customers to buy additional products from the menuei Products \ BurgerKing operotes as 2 burger king employs various quick vere restouray business prac Giger uses fecusing on burgers sits ain produc. Gurger King’s man Eommuneatons fasion stanged serersnigie sgntance product nes ae a flows: Burgers © Aivertisng (@Chicken ana © Son Sales Side: promotions Persone! sas and vegies . @ beverages sing Public relations ce(Distribution in Burges King's Marketing Moe Burger King’s ricing strategy is based mainly on ite gerric i dt Sy ser King's prosuets are available ats restaurants Sirategy of esstleackahip, which minmizes costs ana prises In res ean gba this component ofthe markeing mix appropriate icing of products considered Burger Ai = pricing strategies ave a= ‘oes we dere prods Nena (@ Restaurante @Niodie app WMiebste for deiveres (erase cried pricing strategy undle pricing strategy 19 MixWhen it comes to revenue generation, Burger King stands in the second position globally, in the fast-food industry. So how do you think that happens? It is because of the “Pricing” that Burger King keeps for their QhaPWREE AR ALALP Motive is to cater to their quality products at very affordable prices Burger King usually has its restaurants opened a target audience is. It has a huge number of outlel with the United States having the most number o outlets, jt alse uses mobile apps to deliver its ¢ around the nearest places, With that, they also A} different countries helping customers place thei not too far. Although they da have their app and revenues are generated from their physical outle| they decide for their restaurants is very importaBurger King, which is know/ as BK is the second largest fast foos hamburger chain in the world. tts opera ting in more 12,200 places and serving over TI million customers dally in 75 countries and territories vorldwide. in addition, almost 90 percen t of the Burger King restaurants are possessed and operated by independent franchisees, Global Presence - Burger King has over 15,000 outlets in 100 countries. This growth relies on the success of their brand inva keting aK consistently dalnets unconventional and infivaiveitarketing eainisiges with sel, [faults to stay competitive and increase visibility “Campaigns such as Impassible Whopper FIFA Tear Up @ Burn {Mada sket Extension (in Asian Markets)~China and india are significant marksts for Western businesses. These two markets offer significant opportunities of growth, Targeting New Generation ~BK creative campaigns created new opportunities toe PRCA GIST ALLEAT A AGhal generation. For for ak®@ eau Competition ~The level of cornpetition inthe fastfood in ample, the FIFA 20 campaign athieved revenues of $14billion stty is high, eg) MoDsinalds, Wendy's & KFC, ‘Adapting to Latest Technolgy — New technologies developed lay the competitor or market disruptor could be a