NAME: HARSH VARDHAN

ROLL NO: M-183 TYBMS

CCPR ASSIGNMENT
TOPIC : ANALYZE OR COMPARE ANY 1 OR MORE COMPANIES FOR THEIR
CORPORATE COMMUNICATION AND PUBLIC RELATION ACTIVITIES. ALSO
ASCERTAIN ITS IMPACT ON :

1- COMPANY’S REPUTATION
2- COMPANY’S IMAGE
3- COMPANY’S EXPANSION
4- COMPANY’S COMPETITIVE ENVIRONMENT
5- COMPANY’S CRISIS MANAGEMENT
6- STAKEHOLDER RELATIONS

COMPANY : BURGER KING

Burger King (BK) is an American multinational chain of hamburger fast food
restaurants. Headquartered in Miami-Dade County, Florida, the company was
founded in 1953 as Insta-Burger King, a Jacksonville, Florida–based restaurant
chain. After Insta-Burger King ran into financial difficulties in 1954, its two Miami-
based franchisees David Edgerton and James McLamore purchased the company
and renamed it "Burger King". Over the next half-century, the company changed
hands four times, with its third set of owners, a partnership of TPG Capital, Bain
Capital, and Goldman Sachs Capital Partners, taking it public in 2002. In late
2010, 3G Capital of Brazil acquired a majority stake in the company, in a deal
valued at US$3.26 billion. The new owners promptly initiated a restructuring of
the company to reverse its fortunes. 3G, along with partner Berkshire Hathaway,
eventually merged the company with the Canadian-based doughnut chain Tim
Hortons, under the auspices of a new Canadian-based parent company
named Restaurant Brands International.
BURGER KING ‘S CCPR ACTIVITIES
Advertising:
 Burger King ads always leave its audience awestruck. Advertising is any paid
form of non-personal presentation and promotion of ideas, goods, or services
by an identified sponsor.
  Burger King Ads forms a perception in the mind of its target audience that the
brand is innovating and cares about serving its customers.Burger King
used Guerrilla Marketing Strategy in the “Burn that Ad” Campaign using AR
technology which provides a special feature to set customers set their rivals Ad
on fire simply by pointing the smartphone camera at the Ad. This gave them
access to a free Whopper.
 The purpose of this ad campaign was to retain existing customers by offers,
make potential customers download the app to place orders easily; notify
them of future offers, and creating brand awareness. It reminds customers
about Burger King’s signature flame – grilling cooking technique.

Sales promotion:
 Sales Promotion is the heart of Burger King’s marketing channel as it helps in
generating sales. Sales promotion is short-term incentive to encourage the
purchase or sale of a product or a service. The company understands the
culture and demographics of India as a price-sensitive market and has unique
ways to attract existing and new customers. It is exceptionally good at
customizing its product on special occasions for the customers.
 Burger King provides amazing coupons that compel customers to place an
order. It also refreshes its coupons about once a week, and the same ones will
pop up over and over. “Buy 1, get 1 whopper” promotion where selected
burger boxes have a free item coupon inside. Burger King App provides
massive discount offers for customers on their first order. There are online
games where you can win the crowns and later redeem the crows and get
exclusive offers.
 “Be Your Way” Campaign applied Moment Marketing on International Men’s
Day. It attempted to promote the new normal that men can also like pink, can
be soft as softies, and cheesy too. 
Personal Selling:
 When customers buy food at their locations, whether it be in the drive-thru or
in-store, Burger King uses personalised selling strategy. Personal Selling is
having personal customer interactions by the company’s sales force for the
purpose of engaging customers, making sales, and building customer
relationships. Retail outlets prefer Bundle Pricing Strategy as they understand
the changing customer preferences and urge to buy complements like fries,
coke, ice – creams, meals, etc.
 In the Pandemic, since it was difficult for people to drive into the outlets, the
“Distancing, make it fashion” Campaign with giant cardboard sombreros styled
as crowns was an innovative move. It reminds people to stay distant from each
other. 
  3X Onion Whooper – “Social Distancing Whopper” Campaign offered a
Whopper with extra onions and it promises “to keep people away from you”. It
was a humorous tongue-in-cheek ad that promoted the reopening of their
stores and restaurants. 

Public Relations:
 An efficient public relations team brings a lot of visibility to their target
audience. Public Relations involve, building up a good corporate image and
handling unfavourable humour, stories, and events. Burger King engages in
many sponsorships, collaborations, scholarships to increase its brand equity
and stay in the competition. 
 Customers are excited about how Burger King replies to McDonald’s’ on social
media for its emotional humorous tonality. “Why to eat with a clown when
you can dine with the king” was a perfect Competitive Advertising and Brand
Association Strategy as it also involves McDonald’s’. They promoted the idea
of dining with a King than eating with a Clown.
 The limited-edition “Big Boss Whopper” was unveiled by Neha Dhupia in
association with COLORS TV. They offered the whopper in various flavours. The
brand used Influencer and Buzz Marketing to increase sales with the main idea
being that Big Boss Contestant resembled which flavour. 
 “Order from McDonald’s” tweet operated on an Emotional Appeal Strategy to
save the job of McDonald’s employees. In no time, the tweet went viral,
garnering a large share of the netizens’ love and admiration. This gesture of
Burger King grew respect for them from its customers which strengthened
their brand image. 
Burger King’s Social Media Strategy: Case Study
Burger King on Facebook:
 Burger King has the largest fan following on Facebook, as opposed to its
Twitter and Instagram channels, with close to 8.5 million followers on its
primary Facebook page. The brand added 203K followers in the analyzed
period, a 2.45% growth in followers, which is almost 513 followers, added per
day.

 The brand published 170 posts of which 118 were photos, 50 were videos, and
2 were plain text. Photos comprised 69% of the posts and they also received
the most engagement in comparison to videos.

 n terms of content, Burger King primarily published product-focused content

on Facebook. The consistent use of brand colors and witty captions
announcing new product arrivals, deals, and offers is a commonality amongst
all its Facebook posts.
Campaign strategy:
 The beauty of no artificial preservatives: This campaign saw the
announcement of BK’s classic Whopper in a way nobody could have ever
imagined. To announce the arrival of a Whopper free from artificial
preservatives, Burger King took us through the life span of a Whopper from
the time when it was first prepared to the time it takes to collect mold and
turn ugly.That video had over 22k likes and 6k shares. The brand also saw
hundreds of positive comments flooding in for making such a powerful
statement!

 Stay home of the Whopper: Earlier in 2020 people were advised to stay home
and practice social distancing to mitigate the spread of COVID-19.To
encourage social distancing, Burger King launched the “Stay Home of the
Whopper” campaign, an interesting take on its iconic tag line, asking people to
stay home and order in instead of venturing out to buy burgers.

Burger King on Twitter:

 Twitter is basically Burger King’s throne. Unlike Facebook and Instagram,
where the banter is usually around products and deals, Twitter is where Burger
King rightly voices out its opinion, throws shade at its competitors, asks
Wendy’s out to prom, and of course roasts its audience. Chiming in on
trending topics and adding its own spin to them is second nature to the brand
 Burger King added close to 80K new followers and registered a 4.5% fan
growth in the analyzed period. A total of 7,484 tweets went out from the
brand’s handle, of which a whopping 97% were replies and only 2% were
proactive tweets. This clearly shows how important it is for the brand to
engage with its audience .

 Customer service: A study says that 78% of the people who tweet to any
brand expect a reply within one hour. During the analyzed period, Burger King
tweeted 40% of their replies within an hour and maintained a reply rate of 13
hours on average throughout the year, making sure that their customer
queries are always responded to within a day.

Burger King on Instagram:

 Burger King added 250K new followers on Instagram, bringing its total follower
count to 1.9 million in June 2020. The brand also registered the biggest fan
growth compared to its Facebook and Twitter accounts with a 14.8% growth
rate.
 Burger King published a total of just 82 posts during the analyzed period,
which is less than half of what the brand published on Facebook. This tells us
that, despite registering the largest fan growth on Instagram, the brand still
prefers to post more on Facebook than Instagram owing
to its larger fan base on Facebook (8.5 million fans).

 You’ll find a lot of visually appealing, still life images and videos of their
burgers and beverages on their feed, which tell us that their Instagram
strategy focuses solely on their product.

 Burger King cross-posts content on both Facebook and Instagram. You’ll notice
that a lot of product posts involve announcements of limited-time offers and
deals heavily sprinkled with a dash of BK’s trademark sass and humor.

IMPACT OF BURGER KING’S CCPR ACTIVITIES

1- IMPACT ON THE COMPANY’S REPUTATION / IMAGE:

 Finding brand personality: To cut through all that social media noise, your
brand needs a personality of its own to stand out and get noticed by people.
At the end of the day, most of your business is managed by real people and
that includes your social media team as well. So, it’s only fair to ask you to
 have a personality to the brand that’s being represented on social. If you’ve
noticed, Burger King’s content has more to offer than just news about its
Whoppers and latest deals. Whether it’s the news of Prince Harry leaving the
royal family, or the POTUS “joking” about drinking bleach, Burger King doesn’t
think twice to tweet about it. We’ve already established that your brand needs
a personality. Now, what you need to additionally give is a platform to voice
out its opinions. Twitter is Burger King’s sweet spot to share its two cents on
the latest world news. Find out what that sweet spot is for your brand and talk
the talk.

 Brand identity: “Have it your way” is the slogan or brand identity of Burger
King, which means a customer order a customized burger, thus differentiating
its service level and participating customers in the process of creating values
through making changes in production method. This difference could lead to
maximization of customer satisfaction. Considering that the brand identity is
the designed reminder and collection of significance to customers,
experiencing the “Have it your way” service in the store could be the most
efficient communication tool. The “Have it your way” is worth more than the
customer service, reflecting the philosophy of the company. This tells us that
the management policy of Burger King well reflects customers’ opinions in
providing services, which is part of the management strategy that could
increase customer satisfaction. Burger King started the TV commercial under
the slogan of “Have it your way” in 1970 and this created a great sensation.
However, the new management team lost interest in the slogan, which was
being forgotten.

2- IMPACT ON COMPANY’S EXPANSION:

 Differentiated product and franchise strategy: What contributed the most
until Burger King launched the Whopper? It was the very development of
gas grill in 1954 that could retain more gravy from patties. Without this gas
grill, the Whopper could not have been created. The year 1957 when
Burger King introduced the Whopper to the world was as many as 10 years
ahead of the Big Mac’s appearance. The Whopper was a quarter-pound
beef hamburger with its initial price of 37 cents. The taste of the Whopper
was improved to best suit customers’ taste. The size of today’s Whopper is
a third bigger than the original one, which is known for the commercial on
the Burger War between the Burger King and McDonald’s. Burger King used
 several variations of franchising to expand its operations, which was
opposite to the strategy of McDonald’s.

BURGER KING MC’DONALDS

COUNTRIES 73 119
NO. OF STORES 12000 33000
NO. OF STAFFS 38000 400000
FRANCHISE RATIO OVER 90% OVER 75%

3- IMPACT ON COMPANY’S COMPETITIVE ENVIRONMENT:

'Whopper Secret' (2019) :

 At the end of 2019, Burger King amplified its rivalry with McDonald's by
positioning its Whopper burger as the bigger and better option over
McDonald's, rival Big Mac burger. The 'Whopper Secret' revealed that there
had been a Big Mac concealed behind every Whopper in a Burger King ad that
year, but due to the superior size of the Whopper, they had all been eclipsed
from sight. This activation would make a BK ad appear in the competitor’s
place and the user would be directed to the nearest restaurant to claim a free
Whopper.
 An advertising win, this app creates an interactive interface between the
brand and its customers while also capturing the essence of Burger King’s
trademark sense of humor.

‘KFG’ (2019):

 Burger King’s ads are usually colored by the brand’s well-documented rivalry
with McDonald’s, but earlier this year the burger chain extended its aim to
unsuspecting fried chicken chain KFC.

 Launching its first grilled chicken sandwich took Burger King into KFC country.
The copycat ad opens with jangly bluegrass banjo strings, voiced over by a
heavily southern-accented narrator talking about flame-grilling chicken. The
 camera pans up to reveal the Burger ‘King’ himself fitted out in full Colonel
Sanders regalia and declaring himself the ‘KFG’- King of Flame Grilling. The
jokes don’t stop there; the narrator goes on to quip that ‘the king always
outranks the colonel’ and describes the sandwich as ‘flame-grilled good’ – a
deliberate play on KFC’s ‘it’s finger-lickin’ good’ tagline.

THE BIG KING (2015) :

 While no competitor is safe from Burger King’s trolling, the brand reserves a
special place in its advertising strategy to mock McDonald’s. In this ad for
Burger King Brazil, the fast food retailer sought out McDonald’s super fans
across the globe and asked them to trade in their Big Mac tattoos for one of
the brand’s latest Big King burger.

 Flying the participants to Brazil where they had the opportunity to be tattooed
by celebrity tattoo artist Ami James, all participants except one decided to
change up their tattoo.

NeverTrustAClown (2017):

 Continuing in this vein of McDonald’s intimidation, we cannot miss out Burger

King’s timely and unexpected use of a 2017 hit horror film to aggravate its rival
further.

 An adaption of Stephen King’s IT was the most hotly anticipated horror movie
of 2017, featuring a demonic clown. At the premiere of the movie in Hamburg,
Germany, the burger retailer flashed two spotlights on the screen prior to the
credits rolling, the first stating: ‘The moral is: never trust a clown’ and the
second flashing up the Burger King logo. The brand’s joke was not only well-
timed humor after the intensity of the horror but served as an indirect send-up
of the burger chain’s biggest rival.

‘Very Scary’ (2017):

 Bolstered by the success of its previous IT ad and informed by statistics
suggesting a high number of people dressing as clowns for Halloween, Burger
King took the campaign one step further. Promising free Whoppers to the first
500 clowns to show up to its London flagship restaurant on Halloween night,
 the burger chain saw a swarm of clowns descend on Leicester Square store to
receive their prize. The offer was circulated online with a short promo movie
called ‘Very Scary’, encouraging consumers to ‘come as a clown, eat like a king’
on Halloween night.

 This is not the first time Burger King has leveraged Halloween to take down its
closest burger rival. In 2016, Burger King Employees at a restaurant in New
York dressed up their restaurant as a campy Halloween ghost, and pretended
to be a McDonald’s. The white sheet read: “Booooo. Just kidding, we still flame
grill our burgers”. McDonald’s uninspired response paled in comparison.

CONCLUSION : BURGER KING’S THIS HOMOROUS COMPETITVE BEHAVIOUR

AND ADS STRATEGY HAD A GREAT AND A POSITIVE IMPACT ON ITS TARGET
AUDIENCE AS WELL AS ITS COMPETITORS AUDIENCE AS WELL THEREFORE AS
BUILDING A BRAND EQUITY AND MAKING VERY DIFFICULT FOR ITS
COMPETITION TO GET BACK AS WHENEVER A CONSUMER GOES TO Mc’D IT
AUTOMATICALLY CREATES A IMPACT OF BURGER KING AS A ANOTHER OPTION
AND THEREFORE INCREASING ITS CONSUMER BASE.

4- COMPANY’S CRISIS MANAGEMENT :

 During the early 2019’s People were hanging out together. Restaurants were
open. Friend gatherings happened weekly and the world was still spinning.
January 2019 was a lot about vegans. Many fast-food chains did something
for vegans. Burger King joined the party too, beginning of 2020. They launched
a plant-based burger in the UK. Great stuff, people thought. That was until it
found that the plant-based burgers were not for vegans.  Burger King’s
response came fast and to the point. They said the burgers weren’t meant for
vegans, but for meat-eaters. Its purpose is to reduce meat consumption so
that’s that.
 Burger King’s U.K. website had a disclaimer from the start: “The Rebel
Whopper is plant-based; however, it is cooked on the same broiler as our
original Whopper to deliver the same unique flame-grilled taste. Due to shared
cooking equipment, it may not be suitable for vegetarians.” But that didn’t
stop the backlash.
  You can prepare for a corporate crisis, but that doesn’t mean you’ll manage to
avoid it. From Burger King’s entire approach, there’s one thing certain: they
were ready. They had the communication clear from the start. They were the
ones to announce it’s not suitable for vegans. They had the better-for-the-
world argument in their pocket. That’s great. Having it all ready, though,
doesn’t mean you’re safe. It probably means you’ll be able to cut the crisis
short.
 Burger king never hide anything from its consumers even though they may
lose some of their customers because of which they were able to minimize the
crisis that could have been worst. What would’ve happened if they weren’t the
ones to make the announcement? What if the website included no disclaimers
and a vegan would’ve found out at a location. That would’ve turned into a
much much bigger public relations crisis. Without a doubt. The issue of
customer safety would’ve come up. The company would’ve been accused of
bluntly lying. It would’ve been a major public relation scandal. If your company
has a doubt that something will go wrong, be the first to say it. Mention it.
Never hide it. Hiding makes things a lot worse.

5- STAKEHOLDERS RELATION :
 Stakeholders are the most important assets to an organization.
Therefore Burger King is always in touch with all those who have an
interest in the organization. The organization does this by holding
annual general meetings in which the stakeholders take part in.
 These meetings are held in order to discuss the organizations
performance and status. It is also to discuss the stakeholder’s interests
in the organization and also what would be some of the actions that
could be taken in order to raise the organizations performance. This is
an effective means to communicate with the stakeholders because it
creates opportunities for the stakeholders to put forward their personal
views and thoughts which could help benefit the organization.
 The organization also sends out e-mails, letters, and barouches on a
weekly basis to its stakeholders to keep them informed on how the
company is coping.
 Networks : Burger King has various ways of communicating with
people who may potentially have an impact on the development of the
organization. To name a few of these ways; is through networking,
barouches, banners, internet and media. These are some of the
methods the Organization uses to communicate with people who are
interested in the organization. These methods of communication are
simple and yet an effective way for the organization to interact and keep
in touch with others. It is vital for any organization to communicate with
people regardless whether it is the staff members or the customers. This
is to show that the organization has an interest in the people and that
they welcome people’s decisions and views towards the organization.