CONTENTS

I. Executive Summary...................................................................................................................2
II. Background...............................................................................................................................3
1. History of Burger King.......................................................................................................3
2. How did Burger King get its name?....................................................................................3
3. History of the logo..............................................................................................................4
4. Headquarters of Burger King..............................................................................................6
5. The slogan and mission of Burger King.............................................................................7
6. Principle of Burger King.....................................................................................................7
7. The objectives of Burger King............................................................................................8
8. Product line of Burger King................................................................................................8
III. Marketing environment (Micro and Macro marketing environment)......................................8
1. Micro environment.............................................................................................................8
2. Macro environment...........................................................................................................10
IV. STP........................................................................................................................................13
1. Market segmentation.........................................................................................................13
2. Identify Market Targeting.................................................................................................14
3. Brand positioning..............................................................................................................14
V. SWOT.....................................................................................................................................16
1. Strengths:..........................................................................................................................16
2. Weakness:.........................................................................................................................17
3. Opportunities: ..................................................................................................................17
4. Threats:.............................................................................................................................18
VI. Targets customer’s insight.....................................................................................................18
1. Target customer................................................................................................................18
2. Target customers’ insight..................................................................................................19
VII. Marketing mix – 4Ps............................................................................................................19
1. Product..............................................................................................................................19
2. Price..................................................................................................................................20
3. Promotion.........................................................................................................................20
4. Place..................................................................................................................................21
VIII. Execution plan....................................................................................................................21
1. Detailed Description of the Campaign “Cùng Burger King tôn vinh sức
khỏe”.....................................................................................................................................21
2. Detailed Description of the Mini-Game............................................................................22
3. Detailed Description of the KOLs’ video clips:................................................................23
4. Detailed Description of the Media Channels....................................................................24
IX. Budget ..................................................................................................................................25
X. Evaluation and Control...........................................................................................................27

I. Executive Summary
Burger King Corporation, restaurant company specializing in flame-broiled fast
food hamburgers. It is the second largest hamburger chain in the United States,
after McDonald’s, and one of the most successful brands in fast-food history. The
company is dedicated to providing high quality and flavorful food to customers in
a fast-service environment. Placing significant emphasis on customer satisfaction,
Burger King continually seeks innovation and menu development to cater to
changing preferences and choices of customers.
The brand’s core values encompass a commitment to using premium-quality
ingredients, ensuring efficient and speedy service, alongside creating an engaging
and enjoyable culinary experience for customers. Burger King also undertakes an
environmental commitment through measures such as reducing and recycling and
promoting the use of sustainably sourced ingredients.
With the desire to reaffirm its mission in advocating for choice and freedom
for consumers (“Have It Your Way”_“You Rule”- Slogan of Burger King) by
offering a distinctive culinary experience, allowing consumers to customize their
meals, and celebrating the 70th anniversary of the company's establishment,
Burger King will excite the campaign “The Heathers” and introduce the “Burger
Healthy” product, incorporating new natural ingredients and predominantly plant
based components. Burger King will conduct an official press conference in
conjunction with minigame activities and the promotion of the new product,
alongside a special collaboration with various programs and well-known Key
Opinion Leaders (KOLs).
The campaign is scheduled for August 2024,
The estimated budget for this campaign is approximately 250 million VND.

II. Background
1. History of Burger King
Burger King’s history dates back to the mid-20th century. Here’s a brief overview
of its formation and development:
1954: Burger King was founded in Miami, Florida, by James McLamore and
David Edgerton. The company's original name was "Insta-Burger King," and it
was inspired by the concept of serving burgers quickly using an innovative
cooking method called the “Insta-Broiler”, which cooked the burgers in a shorter
time compared to traditional grills.
1955: The first Insta-Burger King restaurant was opened in Miami, Florida. It
gained popularity due to its fast service and unique cooking technique.
1957: The founders of Burger King purchased the rights to the “Insta-Burger
King” concept and rebranded the company as “Burger King”. The flame-grilling
method was introduced, which contributed to the distinctive taste of the burgers.
1959: The Whopper was introduced as Burger King's signature burger. It became
a significant menu item that set Burger King apart from other fast-food chains.
1967: The Pillsbury Company acquired Burger King Corporation. This acquisition
marked a period of growth and expansion for the company.
1974: The “Have It Your Way” slogan was introduced, emphasizing Burger
King's commitment to customizing orders according to customers' preferences.
The 1980s-1990s: Burger King faced several ownership changes and shifts in
marketing strategies during this period. The company introduced new menu items
and promotional campaigns to stay competitive in the fast-food industry.
2002: Burger King was acquired by private equity firm 3G Capital Management,
marking another phase of change for the company.
2010s: Burger King underwent a significant re-branding effort. The company
introduced a modernized logo, store design, and menu items. Notable additions
included the introduction of the “Impossible Whopper”, a plant-based burger.
2020s: Burger King continues to innovate its menu and marketing strategies,
focusing on sustainability and evolving consumer preferences. Throughout its
history, Burger King has maintained its reputation for flame-grilled burgers and its
“Have It Your Way”_“You rule” (2023-present) approach. The company has
experienced various ups and downs, ownership changes, and shifts in marketing,
but it remains a prominent player in the global fast-food industry with thousands
of locations worldwide

2. How did Burger King get its name?

Burger King got its name from its founders, James McLamore and David -
Edgerton, who started the company in 1954. The original name of the restaurant
was actually “Insta-Burger King”. Here's how the name came about:
Insta-Burger: When McLamore and Edgerton first founded the company, they
focused on the idea of providing fast service and quick-to-cook burgers. They used
an innovative cooking method called the "Insta-Broiler," which allowed them to
cook burgers faster than traditional methods. The "Insta" in "Insta-Burger" comes
from “instant”, reflecting the speed of service.
King: The term “King” was added to the name to evoke a sense of grandeur,
quality, and supremacy. It suggests that their burgers were of the highest quality
and fit for royalty. Over time, the name was simplified to "Burger King" to better
reflect the brand and its offerings. The combination of "Burger" and "King"
encapsulated the essence of the company's mission—to provide quick and high-
quality burgers that would be fit for a king. This name has since become one of the
most recognizable names in the fast-food industry with the following meanings:
Strength and Authority: “Burger King” immediately conjures an image of
prestige and power. “King” evokes associations of authority, superiority, and
dominance. The juxtaposition of “Burger” and "King" creates an image of
delicious and upscale meals, fostering trust and desire for the brand.
Uniqueness and Memorability: "Burger King" isn't just an ordinary brand name;
it exudes uniqueness and differentiation. This combination makes for a memorable
and recognizable brand name, helping Burger King stand out in the fast-food
industry and piquing customer curiosity.
Revolutionary and Assertive: The name "Burger King" signifies an assertion of
quality and a challenge to boundaries. The brand positions itself as the "King" of
burgers, setting a higher standard and defying traditional norms.
Menu Diversity: “Burger King” isn't limited to a specific product; it demonstrates
menu diversity. While "Burger" indicates a portion of the menu, "King" conveys a
regal stature, creating an impression of the variety and richness of the offerings.
3. History of the logo

1953-1954 (The Original Burger King Logo):In 1953, the company introduced
its first logo, a bold wordmark written in capital letters with half a sun rising from
it was meant to capture the brand's essence. The rising sun symbolized a new day
and the promise of something new and exciting on the horizon. This symbol would
only be with the brand for just for a year, but it laid the foundation for the iconic
logo design that would follow.
1954-1957 (Burger King Logotype): The company was taken over by David -
Edgerton and James McLamore, who saw great potential in the brand. With the
change of ownership came a new name – Burger King – and a new logo design.
The new logo was a simple, minimalist script in a custom sans serif font with
uneven edges on the letters.
Despite its simplicity, the new Burger King logo was well-received by consumers.
The bold typography and uneven edges of the letters gave the logo personality and
character, making it stand out from other fast food logos. This logo design
remained the brand's symbol for three years. It served as a visual representation of
the company's commitment to delivering delicious, high-quality burgers and other
fast food products.
1957-1969 (Home of the Whopper): In 1957, Burger King's logo was redesigned
again and differed significantly from its previous design. The most noticeable
change was the introduction of a new color palette, with the red lettering now
placed on a light yellow background. This new color scheme was bright and
memorable, making the logo instantly recognizable to customers.
The new Burger King logo also featured a delicate tagline that reads “Home of the
Whopper”, with all letters except “Whopper” in black. This tagline was a critical
addition to the logo, emphasizing the brand's commitment to delivering high-
quality burgers that customers would love.
1969-1994 (Burger King Bun Logo): In 1969, Burger King unveiled the iconic
“Bun” logo prototype that would become the brand's critical visual identity for
decades. A marked departure from previous designs, the new logo featured bold
red lettering placed in two tiers between two halves of a yellow bun. They carried
over this color palette from the previous logo, but the style, composition, and
shape were utterly different.
The “Bun” logo was an instant success, partly thanks to its distinctive and
memorable design. Over the years, the “Bun” logo continued to evolve and
change. However, the core elements of the logo remained the same: the red
lettering and the two halves of the bun became instantly recognizable symbols of
the Burger King brand. Today, the “Bun” logo remains a famous and iconic
design, a testament to the enduring power of good branding and design.
1994-1999 (Refined): In 1994, Burger King made a significant update to its logo,
refining the design to reflect better the company's values and appeal to its target
audience. The most notable change was from ochre to a bright orange for the bun,
giving the logo a more energetic and vibrant character. This change aligned with
the brand's focus on a young, free-spirited audience.
The logo's font was also updated to a more traditional and solid typeface, moving
away from the rounded sans serif of the previous design. The new typeface was
still a bold, rounded sans serif, similar to VAG Rounded ExtraBold, but with
slight changes to the letter “G” and the ends of the two “R “s to make the lettering
look more confident and bold. Using capital letters also contributed to the bold and
confident look of the logo.
1999 – 2021 (Let's Change it up): Burger King's logo has changed several times
since its founding. In 1999, the renowned branding agency Sterling Brands was
commissioned to redesign the logo. In the new logo, the wordmark was placed
diagonally between the bun halves, with the buns now colored yellow and
accented with white strokes.
The most noticeable change was the new modern sans serif typeface with sharp
angles and slim lines, giving the logo a modern look. In addition, they enlarged the
red lettering to make it more visible and eye-catching. The color palette remained
consistent with the previous logo version, with the red symbolizing passion and
the yellow exuding joy and energ.
2021 – Today (Current Burger King Logo): Burger King underwent another
logo redesign by renowned branding agency Jones Knowles Ritchie in 2021. The
new design differs from previous versions and represents the latest chapter in the
company's history.
The new Burger King logo features a minimalist but bold design, with the red
wordmark set between two orange buns. The color palette has been simplified,
with blue wholly removed from the brand's palette. The shade of orange used in
the logo is brighter and more vibrant, while the red lettering stands out more
clearly, making the logo instantly recognizable.
The new logo is accompanied by a custom font called “Flame, inspired by the
shapes of flames and has a more modern, streamlined look than the fonts
previously used by the company. The font is clean and legible, making it easy to
read from a distance and on small screens.
The logo's light cream background is a warm and inviting frame that makes the
brand appear more personable and friendly. The overall effect of the new logo is
more contemporary and streamlined, reflecting the company's commitment to
innovation and progress.
4. Headquarters of Burger King
The headquarters are located in Miami, Florida. According to the company,
Burger King was started in 1954 by James W. McLamore and David Edgerton in
Miami. However, other sources trace Burger King back to Insta-Burger King, a
venture founded in Jacksonville, Florida, by Keith Kramer and Matthew Burns in
1953.

5. The slogan and mission of Burger King

Slogan: “Hãy làm theo cách của bạn_Bạn cai trị”

“Have It Your Way_ You Rule”
Mission: "Offer fairly priced excellent cuisine, served fast, in beautiful, clean
settings,"

6. Principle of Burger King

100% of the ingredients have clear origins: All ingredients have certificates of
origin from both domestic and international suppliers. All products undergo
research for a period of 12 to 24 months before being introduced to the market,
undergoing tests for microbiology, pH levels, stability, temperature, and more, and
must fully comply with the regulations set by the Ministry of Food Safety.
100% fresh and safe ingredients for user health: Vegetables are freshly sourced
and cut on-site, using handmade fresh bread. Particularly, beef – the main
ingredient of the famous Whopper – is certified to be imported from Australia,
with 100% free from preservatives, artificial coloring, and genetically modified
substances.
100% Always Innovating in the Menu: Burger King consistently updates and
modifies its menu to bring new and exciting experiences to customers.
100% Diverse Choices: They offer a range of diverse options on the menu,
including various meats, vegetables, and other ingredients, to cater to the
preferences and needs of many individuals.
100% Environmental Respect: They are committed to implementing measures to
protect the environment, including waste reduction and the use of sustainable
ingredients.

7. The objectives of Burger King

Burger King has worked diligently and met the expectations of the Vietnamese
people by offering a wide variety of delicious and high-quality fast food options
that cater to local tastes and preferences. They have introduced menu items that
resonate with the Vietnamese palate, using fresh ingredients and innovative
flavors. Additionally, Burger King has focused on providing a unique dining
experience and convenient service, contributing to their goal of satisfying the
culinary desires of the Vietnamese population.

8. Product line of Burger King

COMBO KING RICE BURGER

FRIED DRINKS HEALTHY BURGER

III. Marketing environment (Micro and Macro

marketing environment)
1. Micro environment
a) The consumers
Health and Nutrition Enthusiasts: Health and nutrition enthusiasts focus on
improving and maintaining their overall health through a balanced and nutritious
diet. They often prioritize nutrient-dense foods, balanced meals, and may
supplement with vitamins or other health products.
Vegetarians or Individuals with Special Diets: Vegetarians or individuals with
special diets typically adhere to specific dietary guidelines for health, ethical, or
religious reasons. They may eliminate certain food groups such as meat or gluten,
or follow strict dietary rules. Their motivation can stem from personal health
needs, ethical beliefs, or adherence to religious practices.
Individuals Seeking a Healthy Lifestyle: Individuals seeking a healthy lifestyle
take a holistic approach to wellness, including diet, exercise, and mental health.
They focus on consuming whole foods, minimizing processed foods, and ensuring
a balance of nutrients in their diet.
Environmentally Conscious Individuals: Environmentally conscious individuals
focus on reducing their negative impact on the planet and promoting sustainability
in their lifestyle. They may adopt plant-based diets, prioritize organic foods, or
choose locally sourced products to minimize their carbon footprint.
b) Company
Burger King is a well-known global fast-food restaurant chain specializing in
burgers, sandwiches, snacks, and beverages. Burger King is famous for its slogan
"Have It Your Way," which represents the flexibility to customize food according
to customers' preferences. Through the "Build Your Way" system, customers can
choose the components of their burgers, such as the type of meat, type of bun,
amount of vegetables, and quantity of condiments, to create a personalized meal
that suits their taste. Burger King's menu includes popular items like the Whopper,
a large burger with grilled beef, fresh vegetables, tomatoes, onions, and special
spices; Cheeseburgers, Hamburgers, Chicken Sandwiches, Fish Sandwiches, and
Veggie Burgers for customers who prefer non-meat options.
c) Competitors
KFC: KFC is an American Fast food chain earlier called as Kentucky Fried
Chicken. It was established in Colonel Harland Sanders with humble beginning in
a roadside stall during great depression. KFC is one of the largest fast food chain
in world along with McDonald’s. Both KFC and Burger King have fried chicken
and hamburgers as their main dishes. These are two of the most classic and
favorite dishes at fast food chains. Also provides side dishes such as french fries,
salad, drinks including carbonated soft drinks, fruit juices,...
McDonald's: McDonald's was founded in 1940 by Richard and Maurice
McDonald’ s. It is a fast-food restaurant chain originating from the United States,
renowned for its slogan "I'm Lovin' It”. McDonald's has built a strong brand image
and become a global icon in the fast-food industry and primarily sells hamburgers,
chicken products, cheese burgers, breakfast items, soft drinks, milkshakes and
desserts.
Jollibee: Jollibee is the flagship brand of Jollibee Foods Corporation, the world's
largest and fastest-growing Asian restaurant company. Jollibee is a multinational
fast-food chain from the Philippines, headquartered in Pasig, Philippines. Jollibee
is famous for its crispy, delicious fried chicken, along with other dishes such as
burgers, fries, spaghetti, and a variety of beverages.
Lotteria: Lotteria is a popular fast food chain that originated in Japan. The name
"Lotteria" comes from the name of the Lotte Group, a large South Korean
multinational conglomerate. Although it has a Korean name, Lotteria was first
established in Tokyo, Japan in September 1972. Lotteria is famous for its diverse
menu, including items such as burgers, fries, fried chicken, and also offers a wide
variety of drinks, from carbonated soft drinks to teas and coffees.
Popeyes: Popeyes is a famous fast food brand from the US, especially loved for its
spicy Cajun fried chicken. Founded in 1972 in New Orleans, Louisiana, Popeyes
quickly became one of the famous names in the fast food industry worldwide. In
addition to fried chicken, Popeyes also serves many other dishes such as spaghetti,
chicken rice, french fries, salads, and carbonated drinks.
d) Intermediaries
Agent:
Burger King currently present in Vietnam in the following provinces and cities:
Ho Chi Minh City, Hanoi, Phu Quoc.
Ho Chi Minh: 6 branch
Ha Noi: 5 branch
Phu Quoc: 1 branch
Distribution Channel: Burger King has chosen Canh Dieu Xanh Vietnam Food
and Beverage Service Co., Ltd. (BKV, belonging to Imexpan Pacific Group) as
the official franchise business partner in Vietnam. Over the years, VFBS and
Burger King have developed a solid distribution and supplier network. At the
same time, train them in strict standards of quality, food safety and hygiene.
Personnel working at Burger King restaurant must go through training courses for
Burger King stores in the US and Southeast Asia. After that, they must obtain a
training certificate of excellence or higher.
Marketing Service Agency: In Vietnam, Burger King has partnered with various
advertising and marketing agencies to implement its campaigns. Some of the
prominent agencies that Burger King Vietnam has worked for are
1. Ogilvy Vietnam: Implement creative advertising and marketing campaigns.
2. Leo Burnett Vietnam: Assisting in the development of creative campaigns and
digital marketing content.
3. Mirum Vietnam: Focus on digital marketing strategies and user experience.
4. JWT Vietnam (J. Walter Thompson): Also one of the well-known advertising
agencies that may have partnered with burger King in brand promotion
campaigns.
e) Suppliers
Food Suppliers: Burger King collaborates with food suppliers to provide the main
components for their dishes. This includes meat, fresh vegetables, bread, spices,
and other ingredients. Notably, Burger King imports 100% of its beef from
Australia.
Agricultural Farms: Burger King may obtain ingredients such as lettuce,
tomatoes, onions, and other vegetables from agricultural farms. The company can
establish direct relationships with agricultural producers or use intermediate
processing suppliers to purchase agricultural products.
Seafood Suppliers: For seafood-related dishes such as fish sandwiches, Burger
King may source ingredients like fish, shrimp, and other seafood products from
seafood suppliers or seafood processing companies.
Specialized Suppliers: Burger King may also source specialty ingredients from
suppliers specialized in unique products such as specialty bread, specific spices, or
other distinct components.

2. Macro environment
a) Demographic
Age: Burger King targets customers from various age groups, ranging from
children
to adults and seniors. However, the company tends to focus on the young and
middle
aged demographics, with programs and products tailored to these groups.
Gender: Burger King targets both males and females, with no distinct gender-
based differences in reaching and serving different customer groups. However, the
marketing strategy may be adjusted to enhance attraction and engagement with a
specific gender group if necessary.
Geographic Location: Burger King has a global presence, with thousands of
restaurants in many countries. The company creates localized marketing
campaigns and adjusts menus and products to meet the preferences and needs of
each market.
Lifestyle: Burger King targets customers who enjoy fast, convenient,and diverse
food options. Especially, Busy lifestyles may lead to a greater reliance on fast
food. Health-conscious consumers with busy schedules might seek out healthier
fast food options.
b) Economics
Economic Growth: As the economy develops and grows, people's incomes
increase, and they may spend more on food and restaurant services. This can be
beneficial for Burger King, as customers may have the financial capacity to dine
out regularly and contribute to the company's revenue.
Employment Situation: Vietnam has a large and youthful population, so the high
demand for jobs may also lead to competition for quality employees. Stable and
growing employment in a strong economy can lead to increased consumer
spending and demand for fast-food restaurants like Burger King. Workers with
stable incomes are more likely to spend on eating out or fast food.
Inflation: Rising inflation can affect Burger King and the fast-food industry in
general. When prices increase, customers may consider reducing consumption or
seeking cheaper options. Burger King may have to adjust prices and provide value
deals to maintain attractiveness and competitiveness in the market.
Income: Burger King serves customers across different income levels. However, a
significant portion of Burger King's customer base falls within the middle and
lower-middle-income brackets. Affordable pricing and promotional programs are
often provided to attract customers from all income levels.
c) Natural
Climate and season: Vietnam has a tropical climate which means hot and humid
conditions. This can influence customer preferences. Therefore, the menu should
have cooler options, such as salad and tropical drinks and ingredients must be
fresh and well preserved.
Natural resources: Burger King utilizes various natural resources such as water,
energy, and raw materials. Increased awareness of environmental protection can
impact the use and management of these resources. Burger King may need to
comply with environmental regulations and use sustainable ingredients to maintain
and enhance the company's green image.
Biodiversity and food origin: Vietnam is an agricultural country so rice become
the most important ingredient to Vietnamese meal. Burger King already has a rice
menu. Vietnamese cuisine is known for its balance of flavors, incorporating fresh
herbs, vegetables, and a mix of sweet, sour, salty, and spicy tastes. Burger King
can adapt and create new menu by these mixture of flavors.
Environmental impact: Natural factors like storms, earthquakes, floods, or
droughts can have negative effects on Burger King's business operations,
including restaurants and supply chains. Climate change and environmental
conditions can also impact the production and transportation of the company's raw
materials and products.
d) Technology
Production and Operations: Technology in the production and operations process
can improve efficiency, enhance effectiveness, and reduce costs. For example,
implementing automation systems in food preparation and inventory management
can help Burger King increase productivity while reducing customer waiting time.
Product Innovation: Technology provides opportunities for researching and
developing new products or improving existing ones for Burger King. For
instance, graphic design and 3D technology can assist the company in developing
and showcasing new menu ideas before implementation.
Online Services: Ordering through mobile apps like Grab Food and, Shopee Food,
and Baemin is very popular in Vietnam. Partnering with these platforms will help
Burger King reach more customers.
Electronic Payments: Electronic payment methods such as Momo e-wallet,
ZaloPay, and online banking services are increasingly popular. Supporting these
methods will enhance convenience for customers.
Data Management: Technology allows Burger King to collect, store, and analyze
customer data to understand and meet their needs. The company can use this data
to customize marketing campaigns, improve customer experience, and develop
targeted marketing strategies.
Food Technology: Food Preservation Technology: Using advanced technology to
preserve fresh ingredients, ensuring the quality of Healthy Burger.
- Clean Food Processing: Applying technology in the processing stages to ensure
food hygiene and safety, which is very important for health-oriented products.
e) Political
Government Policies and Regulations: Compliance with Regulations: Burger
King needs to comply with Vietnamese Government regulations on food hygiene
and safety to ensure that Healthy Burger meets the standards. Along with that,
businesses must comply with regulations on such as environment, taxes, and labor
can impact Burger King's operations or Vietnam's Advertising Law when
advertising products and stay informed about new policy changes.
Social and Cultural Perspectives: In Vietnam, culture is the source and root of
each nation, each region and region of Vietnam has different cultural nuances that
influence customer acceptance and preferences for Burger King's products and
values. Trends such as vegetarianism, concern for food origins, or environmental
awareness can affect customer choices and priorities.
Influence of Social Groups: Social groups such as vegetarians, health-conscious
individuals, environmental activists, Muslim consumers, or specific religious
groups can have an impact on customer access and preferences. Burger King
needs to address and understand the influence of these groups in product
development and marketing strategies.
Advertising Campaigns and Company Image: The content of marketing
campaigns in Vietnam is governed by political regulations, so Burger King needs
to ensure their messages comply with regulations. To enhance its brand image,
Burger King needs to win over customers through campaigns where it can use
ethnic elements or national symbols to create a connection with the audience.
When there is a good brand image, Healthy Burger products can reach more
customers.
Corporate Social Responsibility: Social factors like corporate social responsibility
and sustainable development are becoming significant considerations. Burger
King needs to demonstrate social responsibility through activities such as social
contributions, environmental protection, and ethical business practices.
f) Cultural
Culinary and Tastes: The culinary culture and tastes of each country or region can
influence customer acceptance and preferences for Burger King's products and
menu. The company needs to adjust the menu and marketing strategies to fit the
culinary preferences and desires of each geographic area.
Dining Styles and Restaurant Experience: In Vietnam, casual dining at sidewalk
restaurants is very popular, because these places often have affordable prices,
simple space, quick service, and are suitable for people's daily. Therefore, Burger
King may have to adjust the menu to suit the eating style of Vietnamese people.
Vietnamese consumers appreciate the overall restaurant experience, from space,
service to food presentation. Burger King needs to ensure that the restaurant space
is always clean, comfortable, and that customer service is always friendly and
attentive.
Values and Social Perspectives: Each country's culture and social values can
influence customer choices. Values such as environmental protection, business
ethics, social justice, and social responsibility can be crucial factors in customers'
decisions.
Social Relationships and Group Influence: Social culture and influence from
social groups such as family, friends, and colleagues can impact customer
decisions. The company needs to establish a positive image and engage with target
groups to gain support and spread cultural messages.
Healthy Eating Trends: Health Consciousness of Vietnamese consumers are
increasingly concerned about health and food quality. Healthy Burger can attract
this customer segment.
Eating Habits: Eating habits and culinary customs may differ across countries or
regions. This can affect customer access and choices regarding Burger King. The
company must understand and research the eating habits of each market to adapt
and create value for customers. Despite a growing interest in healthy food,
Vietnamese people still favor fast and convenient food, Healthy Burger needs to
balance healthiness with convenience

IV. STP
1. Market segmentation

a) Geographic segmentation:
Burger King mainly attacks and dominates the market in large cities and towns
across the country with high population density such as Hanoi, Ho Chi Minh City,
… where the economy is developed and the population is dense.
b) Demographic segmentation:
Age: people between the ages of 16 and 40 years old. Because this is the main
consumer group with a busy lifestyle, preferring convenient products such as fast
food. This group has high income, is willing to spend on dining experiences, and
is receptive to new trends, including culinary trends, KOL advertising, and
promotions. They have diverse tastes, like to try new products, especially
"healthy" and environmentally friendly products. In addition, they often use social
media, making it easy for Burger King to reach them through digital marketing
campaigns.
Income: Healthy Burger’s customers are people with stable incomes, average
income
from 2 million to up to 5 million VND. Because the source of input materials is
always strictly selected by Burger King, with special standards: must be clean,
fresh,
and of clear origin. So the amount that each diner agrees to pay for each meal is
not
small.
Gender: This product can be used by both men and women. People with healthy
lifestyles and nutritional needs.
Occupation: students, officials, and freelancers.
c) Psychographic segmentation:
Healthy lifestyle: Burger King is reaching out to customers who are interested in a
healthy lifestyle by introducing more nutritious products, such as burgers that are
low in fat, high in protein and high in fiber. Health-conscious people can easily
choose items that fit into a balanced diet while still enjoying the signature Burger
King taste.
People who care about the environment: Burger King targets environmentally
conscious customers by reducing plastic packaging and using eco-friendly
packaging, using preservative-free ingredients, and organizing campaigns to
encourage environmental protection.
d) Behavioral segmentation:
Regular occasion: Customers who visit Burger King on a routine basis, such as
for lunch or dinner on a regular day.
Benefits:
Quality: Customers seeking high-quality food, such as fresh ingredients or
premium menu items
Service: Customers valuing friendly and fast customer service.
Convenience: Customers looking for easily accessible locations and quick meals.
Speed: Customers seeking quick service and fast-food delivery, often for time-
saving purposes.
User Status:
Regular user: Loyal customers who frequent Burger King regularly.
Loyalty Status:
Hardcore loyal
Type of Segmentation Burger King's target
segmentation criteria customer
segment

Geographic Geography Viet Nam

Density Urban
Demographic Age 16 -18
Gender Male, Female and LGBTQ+

Income from 2 million to up to 5

million VND
Occupation Students, Officials, and
Freelancers.
Psychographic Lifestyle Health-conscious people

People who care about Environmentally conscious

the environment customers

Behavioral Occasions Regular occasion

Benefits Quality,service, convenience,
speed
User status Regular user
Loyalty status Hardcore loyal

2. Identify Market Targeting

Burger King in Vietnam is implementing a differentiated marketing strategy,

targeting many customer segments with different characteristics and needs. The
target market this time is people aged 16 to 40, with average to high income,
living in big cities and having a need for fast, convenient but still healthy and safe
meals.
In addition, the brand also focuses on students through creative online marketing
campaigns and attractive promotions. Not stopping there, Burger King is
expanding its customer base by introducing new products, such as the "healthy"
burger line, to attract vegetarians and health-conscious people. All of these
marketing strategies are associated with creating products and experiences that are
suitable for the culinary culture and typical consumption habits of Vietnamese
people.
3. Brand positioning

Founded in 1954, Burger King is a fast-service burger restaurant chain based in

the United States. Since 1950, Burger King has grown into an international brand
with more than 19,000 Burger King stores worldwide. They pursue and build their
brand and identity, perseverance and right strategy have helped this company rise
to second place only behind the giant McDonald's. When it comes to Burger King,
they will remember the following outstanding features:

Have It Your Way:

This is one of Burger King's most iconic slogans. It underscores Burger King's
commitment to allowing customers to customize their orders. Unlike many fast-
food chains that have set menu items with limited options for modifications. That
is, Burger King creates conditions for customers to choose the dish they like when
eating here, the message is that you can get the burger according to your
preferences when you come to Burger King. This advertisement has taken the
Burger King brand to a new level, increasing brand awareness by 50%.

Whopper
Bold, innovative, and groundbreaking are the words to describe this campaign.
Burger King created an ad, letting their Whooper break down into a mold on its
own. This proves that the commitment to the quality of fresh, clean, preservative-
free food is true. The ad has received positive feedback from customers. Next
came the Whopper campaign. The peak was in 1993, Burger King once recorded a
record of selling 2 million Whoppers in a single day and became the most popular
burger in the United States.

Also related to Whopper is Burger King's OOH "All about the Whopper"
campaign. The campaign is based on the results of a survey on how customers
name their burgers. The results showed that 85% of respondents answered
Whopper's name correctly and the remaining 3% correctly called the names of the
two products. It can be said that Whopper is the leading product of Burger King.
Brand name Price (VND)
Burger King 97700
Mc’Donald 73200
Lotteria 54000
KFC 51000
Popeyes 50 000
Jollibee 35000

3.1. Table of spice market price statistic

V. SWOT
1. Strengths:
Strong Brand Image: Burger King is a brand specializing in burgers, sandwiches
and possesses a reliable and powerful brand image, fostering trust and confidence
from customers, and allowing the introduction of the Healthy Burger product to
benefit from the established brand equity
Healthy options for customer: Low-calorie option and vegetarian option meet
customers' tastes:
Low-calorie option: this option is typically designed to be lower in calories,
saturated fats, and sugars, contributing to overall better health.
Vegetarian menu: Same as low calorie option. But it is especially suitable for
vegetarians who still want to consume fast food. Besides, this option still meets
the requirements of customers who have their own religious culture (for example,
Indians do not eat beef).
Appropriate Marketing Strategy: In the context of increasing awareness of
healthy food. Burger King's Healthy Burger has taken advantage of that trend to
attract customers with healthy fast food.
Environmental responsibility: Burger King’s commitment to environmental
friendliness aligns with the increasing customer trend towards sustainability,
providing a distinctive selling point.
International Brand Recognition: Burger King is a globally recognized brand, a
strength that facilitates favorable conditions for the expansion of the Healthy
Burger product and reaching a diverse global customer base.
Extensive Global Supply Chain: Burger King's well-established international
supply chain ensures a continuous supply of fresh and quality ingredients for
Healthy Burger across various locations.

2. Weakness:

Customer awareness of health: Despite launching the Healthy Burger campaign,

core products are often seen as unhealthy, which may deter health-conscious
customers.
Price Competitiveness: In some markets, Burger King’s pricing can be higher
compared to local competitors, which might limit its appeal to price-sensitive
customers. For example, Burger King's prices are a bit higher than McDonald's,
customers are getting more bang for their buck.

3. Opportunities:

Stable Economic Growth: Vietnam's stable economic growth over the past years
has created favorable conditions for increased personal income, leading to
increased consumer demand, including fast food.
Young population: Vietnam has a young, dynamic population structure, with easy
access to global brands. This creates opportunities for Burger King to expand its
market share, especially through advertising campaigns targeting young
customers.
International Integration and Western Cultural Influence: With international
integration and Western cultural adoption, Vietnamese consumers are increasingly
familiar with international cuisine, including fast food.
Online food delivery service: The explosion of online food delivery services
creates opportunities for Burger King to expand its market share through digital
platforms. This could be a good signal for the Burger King brand, which has been
considered an unsuitable location in the Vietnamese market with 12 branches in 3
cities, rarely found in centers and major roads due to the limited number of stores
Health and Wellness Demand: With the growing trend of health and wellness,
Burger King could take advantage of the opportunity to launch a “Healthy
Burger”. This could include a burger with clean ingredients, low in fat, low in
calories and high in fiber, catering to the needs of health-conscious consumers.
Adding a healthy option would help the brand expand its customer base and
increase its competitiveness in the fast food market.

4. Threats:

Fierce competition: The Vietnamese fast food market has seen the presence of
many strong brands such as McDonald's, KFC, Lotteria and domestic fast food
chains. Rivals copying the Healthy Burger concept could erode its uniqueness,
necessitating continuous innovation to maintain competitiveness.
Local eating habits: Vietnamese consumers prefer local dishes and traditional
cuisine over Western-style fast food. This difference may pose challenges when
introducing Healthy Burger to new markets.
Ingredient Cost Fluctuations: When Burger King launches the "Healthy Burger,"
it will face fluctuations in the cost of ingredients, such as fresh vegetables, low-fat
cheese and high-nutrient ingredients. This can impact the product's price and
profitability.
Infrastructure and logistics: Developing supply chains and distribution systems
in urban and rural areas still faces many difficulties, affecting service quality and
speed.

VI. Targets customer’s insight

1. Target customer

Gender: Male, Female & LGBTQ+

Age: 16 – 35.
This customer group includes students, young individuals, vegetarians, health-
conscious people, office workers, and freelancers with medium to high incomes.
They prioritize health and fitness, so Burger King’s healthy products meet their
needs by offering a menu low in fat, rich in vegetables, nutritionally balanced, and
reasonably priced.

Occupation and Income:

Office workers: They have a stable income and depending on different positions,
such as staff position from 10-15 million VND/month and director position from
30-60 million/month.
Freelancers: They have unstable income, ranging from 10-30 million
VND/month, but for those with high qualifications, income can be much higher.
Students: Students’ income usually ranges from 2 million to 10 million
VND/month, depending on the job and the hours worked. As for high school
students, it depends on the amount of money their family provides each day.
Place: Burger King will focus mainly on places like city centers, urban areas
rather than rural and suburban areas. Due to higher population density, it can reach
a large customer base, with higher income, busier lifestyle, leading to demand for
quick, convenient dining options such as fast food. There is better infrastructure,
such as transportation, electricity, water and convenient commercial space to open
stores.
Marital status: Singles tend to shop for fast food like Burger King based on their
personal needs and busy lifestyles. Meanwhile, those who are married or have
family members make dining decisions based on family needs like nutrition or
cost, which can influence their purchasinh decision
2. Target customers’ insight

a) Factors positively influence customers’ purchasing behaviour

- Motivation: Freelancers, with irregular schedules, they may be motivated to seek
out nutritious meals that are quick and easily accessible, helping them stay
productive.
- Environmental Perception: Currently, environmental issues and the
enhancement of environmental consciousness are important across all age groups
and professions. Therefore, the responsibility of environmental awareness extends
to office workers, freelancers, and students. Additionally, office workers may be
motivated by corporate social responsibility and a desire to support
environmentally conscious brands. They tend to seek out and consume safe,
naturally sourced, and environmentally friendly food products.
- Learning : Individual behavior is increasingly focused on health protection and
beauty care. For instance, office workers, due to frequent desk work, they are also
concerned about body fat percentage. Moreover, students today, especially those
interested in sports or fitness, are all interested in health and fitness. Many are
interested in maintaining a healthy diet, and a significant portion follows a
vegetarian diet.
- Attitude : Students, office workers, and freelancers often share common traits
such as friendliness, determination, and extroversion. They tend to adopt specific
dietary plans, mostly from middle to upper-class backgrounds, often successful
individuals. They have a mindset open to innovation, exploration, and trying new
things, which influences their desire for novel experiences.
b) Factors negatively influence customers’ purchasing behaviour
- Students: Due to young people, they are not particularly concerned about health
and beauty issues. They focus more on the affordability of products. However,
food products made from natural ingredients that are safe for health, such as
Healthy Burgers, tend to be more expensive than Classical Burgers.
- Office workers, students and freelancers: The flavor and appearance offered by
Healthy Burgers are not as rich and visually appealing as those of traditional
Burgers. Therefore, some students, office workers, and freelancers may not choose
Healthy Burgers for these reasons.

VII. Marketing mix – 4Ps

1. Product

Main ingredients of the product:

Whole wheat flour: It is imported from Vietnam. Whole wheat flour helps reduce
fat, increase fiber, support digestion and provide stable energy. In addition, whole
wheat flour also retains many beneficial vitamins and minerals, helping the body
maintain better overall health.
Nuts: such as almonds, walnuts, cashews, etc.. They are imported from the US.
These nuts provide unsaturated fatty acids, help reduce bad cholesterol, improve
heart health and provide vegetable protein. At the same time, the nuts also contain
many antioxidants, support skin beauty and increase resistance.
The filling part:
Tomatoes, onions, lettuce, avocados and a combination of many other fresh
vegetables sourced from suppliers in Vietnam. These vegetables provide many
vitamins, fiber, and antioxidants, helping to boost immunity, aid digestion, and
maintain healthy skin.
Reasons for choosing this kind of ingredients that is mentioned above:
Health Benefits: Whole wheat flour helps lower bad cholesterol, improves
digestion, and maintains stable energy levels. Nuts like almonds, walnuts, and
cashews contain heart-healthy unsaturated fats and reduce inflammation.
Tomatoes, onions, lettuce, and avocados provide many vitamins and antioxidants,
support the immune system, and help beautify the skin.
Nutritional Value: Whole wheat flour retains many B vitamins and minerals,
helping to improve overall health. Nuts are rich in plant-based protein, fiber, and
omega-3 fatty acids. Fresh vegetables like tomatoes, lettuce, onions, and avocados
provide large amounts of fiber and vitamins A, C, and K, which help protect heart
health and improve digestion.
Uniqueness and Variety: Healthy Burger combines whole wheat flour with
premium nuts and fresh vegetables, creating a unique blend of plant-based
ingredients and diverse nutrients. Not only is it a healthy choice, it also offers a
new, rich and balanced taste experience.

2. Price

Healthy burger at Burger King will be sold at two prices for two different sizes:
Medium size (M): 139,000 VND/per
Large size (L): 169,000 VND/per

3. Promotion

Promotion Campaign Plan: "Cùng Burger King tôn vinh sức khoẻ"
Target:
“Cùng Burger King tôn vinh sức khoẻ” campaign aims to increase brand
awareness of Burger King, especially its “healthy” products while encouraging the
community to care about healthy eating. The target also includes raising
environmental protection awareness and demonstrating the brand’s commitment to
green protection activities. By implementing direct activities and promoting
widely, the campaign hopes to impact both public health and the environment
positively.
Main activities:
a) Organizing minigames at branches:
- Taking place directly at Burger King branches nationwide.
- Customers participating in the minigame take photos with the campaign
hashtag/poster.
- Attractive gifts from Burger King will be given to participating customers.
- Time: Throughout September and October 2024.
b) Promotion through KOLs' video clips:
Famous KOLs such as:
-Chau Bui (YouTube, Instagram)
-Helly Tong (YouTube)
-Hana Giang Anh (YouTube, TikTok)
-H'Hen Nie (Instagram, TikTok, TVC)
c) Promotion through television, newspapers, and magazines:
-TV channels: HTV2- Vie Channel
-Newspapers and magazines: Kenh 14, Foody, Tuoi Tre Newspaper
d) Environmental protection activities:
-Dedicate 1% of after-tax profit from the campaign to contribute to green
environmental protection activity:
-Invest in the "Mùa Hè Xanh" campaign: support tree planting in public areas in
Ho Chi Minh City.
Expectations:
-Brand recognition increases by at least 10% in the customer segment that loves a
healthy lifestyle.
-Increase revenue of "healthy" products by 10% in the fourth quarter of 2024.
-Contribute at least VND 500 million to environmental protection activities.
This campaign not only emphasizes health benefits but also demonstrates a sense
of social responsibility, helping build a Burger King image that is close and useful
to the community.

4. Place

BURGER KING currently present in Vietnam in the following provinces and

cities: Ho Chi Minh City, Hanoi, Phu Quoc.
Burger King address in Hanoi:
Burger King Giang Vo: C4 Giang Vo, Ba Dinh, Ha Noi.
Burger King Trung Hoa: 99 Trung Hoa, Yên Hòa, Cau Giay, Ha Noi.
Burger King Xuan Dieu: 03 Xuan Dieu, Quang An, Tay Ho, Ha Noi.
Burger King Lac Long Quan: 294 Lac Long Quan, Xuan La, Tay Ho, Ha Noi.
Burger King Nha Chung: 04 Nha Chung, Hang Trong, Hoan Kiem, Ha Noi.
Burger King address in Ho Chi Minh:
Burger King Thao Dien: 20 Thao Đien, District 2, Ho Chi Minh.
Burger King Truong Chinh: 138A Truong Chinh, Ward 12, Tan Binh, Ho Chi
Minh.
Burger King Phu My Hung: 952 Nguyen Van Linh, R16-1 Hung Vuong 3, Ward
Tan Phong, District 7, Ho Chi Minh.
Burger King Nguyen Tri Phuong: 539 Nguyen Tri Phuong, Ward 8, District 10,
Ho Chi Minh.
Burger King Pham Ngu Lao: 275-277 Pham Ngu Lao, Ward Pham Ngu Lao,
District 1, Ho Chi Minh.
Burger King Nguyen Thi Thap: 519 Nguyen Thi Thap , Ward Tan Phong , District
7, Ho Chi Minh.
Burger King address in Phu Quoc:
Burger King VinWonders Phu Quoc: Ancient Greek area, VinWonders Phu Quoc,
Bai Dai area, Ganh Dau commune, Phu Quoc.

VIII. Execution plan

1. Detailed Description of the Campaign “Cùng Burger King
tôn vinh sức khỏe”

Meaning of the message: In this campaign, Burger King wants to reconfirm its
mission “Burger King – healthy food - for the toned body". Burger King wishes to
spread the best values of food with clean ingredients and the love of Vietnamese
people to the whole society.
The reason for choosing “ Healthy”
Health-conscious Consumer Trends: There has been a growing trend of consumers
seeking healthier food options, even at fast-food chains. By emphasizing "healthy"
options, Burger King can tap into this market segment and attract health-conscious
customers.
Detail campaign
Slogan’s campaign: “Cùng Burger King tôn vinh sức khoẻ”
Time: 1 month, September 11, 2024 - October 11, 2024
Location: All branches in Vietnam of Burger King
Goals:
Create demo events for upcoming products, stimulate customers' attention,
curiosity, and expectations for new products so that when the new product is
officially launched, the product will be received more positively by the public and
customers, thereby also increasing Burger King's awareness and reputation.
Help Burger King finds out the understanding and knowledge of everyone's
"healthy" lifestyle, especially young people, thereby encouraging people to apply
this lifestyle to improve their quality of life.
Collect feedback from customers about Burger King's previous products and
campaigns, and support Burger King identify its strengths and weaknesses to
improve
and develop more.
Details: To promote the "Cùng Burger King tôn vinh sức khỏe" campaign, Burger
King implemented the following 3 activities:
1. Organizing a Mini-Game: The mini-game is targeted at customers who make
direct purchases at Burger King branches nationwide.
2. Campaign Promotion through KOLs: The campaign is promoted through Key
Opinion Leaders (KOLs), who are influential figures on social media.
3. Campaign Promotion through Media Channels: The campaign is also
publicized through television, newspapers, and magazines.
2. Detailed Description of the Mini-Game

Time: September 11-17, 2024

Location: All Burger King branches in Vietnam
Details:
Mini-Game 1: Participants like the Burger King Vietnam Facebook Fanpage, then
like and tag 3 friends in the comments of the latest post about "Healthy Burger".
Each participant will receive a 20% discount voucher.
Mini-Game 2: Customers will take a photo with the "Healthy Burger" poster, then
post it on their social media platforms such as Facebook and Instagram,…in public
mode with the hashtags: #burgerkingVietNam, #healthyburger, #healthylifestyle.
Participants will have the chance to receive a 35% discount voucher (applicable to
large-sized healthy Hamburgers).
Note: Participants who engage in both mini-games will receive a 50% discount
(applicable to large-sized healthy Hamburgers) voucher and a gift
Special Offer: 30 participants with the earliest to participate in both games will
receive a 100% discount voucher (applicable to large-sized healthy Hamburgers)
and a gift.
Conditions: Available to all customers who purchase at least one "Healthy
Burger" product directly at Burger King stores.
*gift: A 450ml insulated water bottle featuring the "Burger King" logo.

3. Detailed Description of the KOLs’ video clips:

Chau Bui
Bui Thai Bao Chau, known as Chau Bui, is a famous Vietnamese fashionista and
social media influencer.
Reasons for selecting: She has a huge following on Instagram with 4 million
followers and on Facebook with 2.2 million people. She regularly shares cardio
exercises on her Youtube with 710 subscribers.
Purpose: To be a model for our Healthy Burger promotion. Then post on her
instagram and facebook to introduce the healthy ingredients of this burger, the
quality of this product and promote Healthy Burger as a good choice for people
with healthy eating preferences. That helps us bring a large number of customers
to use Healthy Burger

Helly Tong
She is Tong Khanh Linh, but many people may find it more familiar with the
name Helly Tong.
Reasons for selecting: Helly Tong has 14.4 thousand subscribers on Youtube, the
videos she posts have about 20 thousand views. Although it is not a large number,
her followers are all people who love nature and green living like her. More
specifically, she has a video with 106 thousand views called "NÀNG", the video is
5 minutes and 22 seconds long showing scenes of her immersing herself in nature,
with her singing along to the piano in the last 2 minutes. Her followers say that the
video helps them feel immersed in nature, peaceful and relaxed. And especially,
through activities such as being a speaker, she can spread the spirit of green living
to many people.
For me, “green living” is a responsibility – Helly Tong

Purpose: To promote Healthy Burgers which have many significant contributions

to green living such as using Sustainable Ingredients, less waste, encouragement
of a Plant-Based Diet. Therefore, we want to choose Helly Tong as one of the
media promoters of Healthy Burger and spread green living energy to everyone,
attracting customers to use our products. She will make a clip about 15 minutes
reviewing our product experience and post it on her Youtube and her Tiktok
platforms. Talking about the taste, ingredients of the product and the benefits of
the product for green living, helping consumers who love green living know the
product and inspiring other customers to buy and try it.

Hana Giang Anh

Nguyen Dang Huong Giang, born in 1993 and is a former student of National
Economics University.
Reasons for selecting: She is the owner of a Youtube channel with more than 1.6
million followers and hundreds of professional gym instruction clips. Hana Giang
Anh was also one of four representatives in Vietnam named on the Asia
Health/Fitness Influencer nomination list in 2017.
Purpose: Hana Giang Anh will make a review clip about a Healthy Burger
product from Burger King. During the enjoyment, she will talk about the fact that
people who exercise can still use the burger to create a source of public curiosity
about the product. The video will be 10-12 minutes long.

H’Hen Nie
She is a Vietnamese actress, beauty queen and model. She is of the Ede ethnic
group and is the first ethnic minority in Vietnam to win the Miss Universe
Vietnam 2017 crown.
Reasons for selecting: She has more than 2 million followers on Tik Tok and more
than 1 million on Instagram. H'Hen Niê has cooperated with famous brands such
as Biti's, Sunlife...
Purpose: H'Hen Nie will film an advertisement for Healthy Burger with the image
of a beauty queen in good shape holding a Burber to enjoy. With the message
"Even beauty queens want to use it, so why are you afraid?" TVC will last 30
seconds.
4. Detailed Description of the Media Channels

a) Television
Use HTV2 - Vie Channel to broadcast H'Hen nie commercials.
HTV2 - Vie Channel is a general entertainment television channel broadcast
continuously 24/7 from November 1, 2003. The channel is placed under the
cooperation between Vie Channel Joint Stock Company under DatViet VAC
Group Holdings and the Editorial Board of Digital & Cable TV channels under Ho
Chi Minh City Television Station.
Advertising broadcast time: Every Saturday at 8:00 p.m. on HTV2-Vie Channel
television channel for 12 weeks
Reasons for selecting: The average number of people watching HTV2 channel is
200,000 people/per day
Purpose: Promoting the brand in the form of a newsletter will be more
professional and save the budget
b) Online newspapers and magazines
Kenh 14: new campaign announcement
Kenh 14 is an electronic information website that summarizes activities in
Vietnam. Channel 14's content is mostly written about entertainment, social topics,
public figures... targeting young readers such as teenagers, students.
Reasons for selecting: Kenh 14 has 20 million - 30 million views.
Purpose: Use Kênh 14 to increase brand awareness of Burger King by posting
unique, catchy content to attract viewers' attention.
Foody: introducing new products
Built since mid-2012 in City. HCM, Vietnam, Foody is a trusted community for
people to search, rate and comment on eating places: restaurants, eateries, cafes,
bars, karaoke, bakeries, tourist areas. This is a food e-commerce site that is very
suitable for introducing new products.
Purpose: The advantage is that the food social network Foody is suitable for
introducing Burger King's "Healthy" products. Some positive comments under the
post in Foody can increase the effectiveness of the introduction.
Tuoitre Newspaper
Tuoitre is a major newspaper in Vietnam.
Reasons for selecting: Tuoitre newspaper has nearly 2.4 million followers
Purpose: Using the prestige of Tuoitre newspaper, it is very suitable to educate the
community about healthy eating and raise awareness about environmental
protection.

IX. Budget
BUDGET OF THE CAMPAIGN
TOTAL: 1.526.000.000 VND
CATEGORY UNIT Quantity TOTAL NOTE
PRICE AMOUNT
(VND) (VND)
ORGANIZING MINIGAMES’ EXPENSE: 39.000.000 VND
Gift sets 30.000 900 27.000.000 900
Banners 500.000 12 6.000.000 Each branch
has 1 banner
Hashtags 250.000 24 6.000.000 Each branch
has 2 hashtags
KOLs VIDEO CLIPS’ EXPENSE: 1.210.000.000 VND
Chau Bui: 350.000.000
- Post clip on Instagram 50.000.000 3
- Post clip on Youtube 200.000.000 1
Helly Tong: 30.000.000
- Post clip on Youtube 30.000.000 1
Hana Giang Anh: 30.000.000
- Post clip on Youtube 20.000.000 1
- Post clip on Tiktok 10.000.000 1
H’Hen Niê: 800.000.000 TVC includes
- TVC 630.000.000 1 model pay and
- Instagram 100.000.000 1 production
- Tiktok 70.000.000 1 costs.
MEDIA CHANNELS' EXPENSE: 277.000.000 VND
HTV2 – Vie Channel 180.000.000 Every
Advertising clip 15.000.000 12 Saturday at
8:00 p.m. show
advertising
clip on HTV2-
Vie Channel
television
channel (for 12
weeks)
Kenh 14: 39.000.000 Home mobile:
- Home mobile 30.000.000 1 Post
- Add clip, photo 2.500.000 1 connecting
- Tag 1.500.000 1 number 4 or 5
- Writing and editing 5.000.000 1 HOME 2 hours
+ Article
turned on
number 4
pages
CATEGORY
2 hours
Foody: 13.000.000 Ads Plus 1
- Ads Plus 1 13.000.000 1 includes:
Experience
and review
writing,
Fanpage posts,
Banners on
Now,
Facebook
advertising
package for 7
days
Tuoitre magazine 45.000.000
- Top banner mobile 25.000.000 1
- Top banner pc 20.000.000 1

X. Evaluation and Control

a) Predicted Advantages:
Enhancing Customer Value
Focus on protecting consumer health through the new product, Healthy Burger.
A meticulous investment in product quality and campaigns helps attract more
customers to Burger King.
Environmental Protection
Reduce pollution while ensuring the sustainable management of land and water
resources.
Market Expansion
Enhance online sales efforts.
Attract and engage potential customers, broadening the reach to new audiences.
Amplify the campaign’s impact within the community.
Cultivate a larger base of loyal customers.
Drive business growth, boost purchasing power, and maximize profits.
Famous Brand
Leverage various communication platforms to increase public awareness of
Burger King more swiftly.
Strengthen brand recognition through collaborations with supply and distribution
partners, campaigns like "Cùng Burger King tôn vinh sức khỏe" and involvement
of KOLs.
Grow Burger King's follower base on Facebook and Instagram.
Burger King has established a robust and high-quality brand image.
b) Risk Predictions:
Intense Competition
Rival companies may adopt similar strategies but offer lower prices and more
enticing promotions.
Economic Influence
An economic downturn could negatively affect Burger King, potentially
preventing the company from reaching its profit goals and leading to financial
difficulties.
Challenges in Customer Attraction
Despite having a strong marketing campaign, Burger King may still struggle to
draw in customers, as effective marketing alone may not always be sufficient.
c) Control
Intense Competition
Keep track of competitors' pricing and promotional efforts, allowing Burger King
to adapt its strategies accordingly.
Economic Influence
Continuously assess economic trends to quickly adjust Burger King’s business
strategy in response to changing economic conditions.
Challenges in Customer Attraction
Analyze customer feedback to better understand why certain customers are not
being drawn to Burger King and refine approaches accordingly.