Case study-Burger King

Developing a marketing mix for growth

Group B9
Sharath Kumar
Sharon Roy
Shavy Ujjawal
Sonu Kumar Singh
Sterbin Stephen
Sudha Rani Halshet
Why an updated Marketing Mix?
• Burger King is facing fearsome competition from
Wendy’s, Sonic Drive-In and Jack in the Box, and is far
behind the industry leader, McDonald’s.

• The aim of an updated marketing mix is to outperform

competitors and to reduce the gap between Burger King
and the industry leader.

• The current situation of Burger King can be improved by

using the four P’s of marketing: product, place, price and
promotion.
Product
• Product customization.

• Value menu for children.

• Introducing combo meals.

• Introducing more healthy products (use of

multigrain breads).
Place
• Expanding market into in eastern Europe.

• Set up free WIFI at the outlets.

• Kiosks at Multiplexes.

• Play area for children.

• Reservations for parties.

• Staff training to provide better customer service.

Price
• Few products at affordable price.

• Introducing an annual fest-”Burger King Bash”

• Offers on online orders and loyalty points for

every order
Promotion
• Engaging customers on social media (Facebook, twitter,
Instagram, snapchat etc)

• Increase the customer base through targeted

advertisements campaigns.

• Portraying products in a healthier light.

• Come up with an app, “TheKing”, for online ordering.

• Setting up kiosks at workplace

THANK YOU !