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Burger King’s communication objective is to increase the company’s sales by targeting the super fan customers who happens to be young men. These activities are also geared towards ensuring shareholders’ satisfaction, in addition to increasing the company’s share value.
To achieve these communication objectives, the organization has put in place plans to communicate and promote products to its target customers.
This reminds customers that the most favorite burger is to be found at Burger Kings. An additional communication objective is to increase and improve brand image towards loyal target customers.
From a marketing perspective, focusing on the super fan creates the risk of alienating customers who do not fit in this segment. This is because other customers would feel left out by the advertisement being carried out (Kotler & Armstrong, 2006).
On the other hand, we can tell from the case stud that the focus on young hungry males has been successful as the company has reconnected with this segment. Focusing on the super fan has both negative and positive implications.
For instance, there is a likelihood that Burger King will get fewer customers from other segments. It will also attract few new clients who are not specifically young males. However, the targeted customer in this case, young hungry males, will continue to be attracted by the advert.
As a result, more young males will form the major segment in the region. Based on the case study, the young male demographic forms half of all customers visiting Burger Kings.
Buzz marketing is a marketing technique that utilizes modern media to create a buzz (Kotler & Armstrong, 2006). Unlike conventional marketing, buzz or viral marketing heavily depends on word of mouth so as to influence the targeted group.
It is effective because other than being cheap, only few people are informed of the product being advertised (Kotler & Armstrong, 2006). In other words, the use of buzz marketing goes viral a few days after it has been launched. Buzz or viral marketing targets specific customers through the use of message which fit that segment only thus reducing the overall advertising cost.
For example, the Subservient Chicken promotion was a low budget and used faux heavy metal band to reach out young hungry males. Based on the case study, over 10 million chicken fries’ orders were made within four weeks.
Drawing from the case study, the use of viral or buzz marketing has the capacity to attract the attention of targeted customers, generate word of mouth, and buzz.
With the emergence of new technologies coupled with the low cost of internet, buzz marketing has become popular because of its ability to reach out a large market share within a short timeframe.
Based on the case study, it is obvious that so far, viral and TV elements have worked well together. This could be reflected by the sales made by the company and the market share gained. Both have been used to consistently to market BK products.
For example, the “Have it your way” campaign as indicated in the case study was consistent in both the Subservient Chicken website and in TV. Basically, viral and TV elements work together because they mention each other which increases the promotion spreading ability.
The additional elements and media applicable to Crispin as part of integrated marketing communication include the use of new advertising promotion and campaigns such as the use of advertisements, MMS to mobile users, use of SMS to people giving the latest offers, use of sales promotions, use of coupons, direct selling and 3D advertisements which could be presented in a creative, innovative and interactive manner (Kotler & Armstrong, 2006).
It is recommended that BK and CP+ B should make adverts that welcome all people despite their age groups as opposed to focusing entirely on the young hungry males,. This would emphasize that BK is for all consumers. This could be achieved through word of mouth or buzz marketing.
The BK and CP+B can also use mobile trucks to sell its products to customers. Therefore, instead of visiting BK restaurants for food, the restaurant would be moving closer to its customers. It is suggested that the mobile BK restaurant would change its location after a period of one week.
The objective of this direct selling strategy is to target new customers in new places in different times so as to maximize profits. On products, BK could be advised to create new campaigns which promote healthy living. Through the use of low fatty foods, the company would target health conscious customers in the market.
The company may introduce salads and low fat saturated products. The products may be offered at premium prices.
Additional recommendation for BK and CP+B is to collect information from customers who give their views and opinions on customer service, price, cleanliness, and products provided. This would create an effective communication between customers and the company.
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