Marketing Segmentation, Targeting and positioning of Burger King Essay

circumstanceThe following is the analysis the segmentation, targeting positioning of Burger faggot. Burger might Corporation is founded by James McLato a greater extent and David Edgerton, set- game the legacy of flame-broiled beef and commitment to fictional character ingredients and friendly service. BURGER KING is the second largest degenerate intellectual nourishment beefburger chain in the world. Nowadays, more than 11 million guests assure BURGER KING Restaurants around the world. When back to proto(prenominal) 2004, their sales profit starting to slump. Burger offices CEO had change their de none result CPB and amend their marking outline to gain their revenue. commercialize SegmentationMarkets constitute of buyers, and buyers differ in one or more respects. They back end be carve up by demographic factors, geographic factors, and behavioural factors or by psychographic factors. Any of these variables chiffonier be used to segment a grocery. Seller dejection design a separate produce or marketing program potential node. Burger pouf make water dividing their market into demographic factors, geographic factors, psychographic factors and behavioural factors. As geographic factors, Burger pansy be dividing the customer by region , they placed in USA since 1954.On June 30, 2004, Burger baron had 7,976 livestock entirely around in USA, the local people can scarce came by their neighborhood to enjoy their repast. As demographic factors, they dividing the customer by young male, kids and family. Burger office Start to use a logotype which is a existence sitting on a hamburger and holding a soft drink to represent their keep company in 1955.In 1960, Burger office transformed their logo from a man into an animated resume character that a kid corrosion a crown in their telly advertisements, introducing children to BURGER KING with the famous slogan, BURGER KING, Where Kids argon world powerIn order to offspring the kids as potential customer, Burger King had to including the parents which kick in for the childrens meal at the homogeneous time. Burger King started The HAVE IT YOUR way of life marketing campaign revolutionizes the fast nutrition constancy by encouraging customers to customize the ingredients of all(a) BK sandwiches to fits the whole family member need. As behavioral factors, Burger King dividing the customer by benefits by speed and economy, regular role and regular user, a fast provender restaurants which affordable nutrient products that can be prepared and served inside a bypass stipulated amount of time. As y psychographic factors, Burger King dividing the customer by lowers social split up and working class, which they will buy their meal in a fast food restaurants quickly and take away their food then they can able to back to work.Market TargetingMarket segmentation reveals the market-segment opportunities approach the firm. The firm now has to evaluate the unlike segments and decide how some and which ones to targets. A education of a marketing max which can then be directed at a particular unique segment. Burger King are using concentrated targeting in the case, it means concentrates on serving many needs of a particular customer group. Burger Kings advertising agency CPB advice to using The HAVE IT YOUR WAY as the theme and begins to experiment with humorous weathervane marketing campaigns, such as the implemental Chicken. CPB designing a web settle which allowed visitors to type in commands that a man dressed like a chicken executed.This is targeting the demographic group with young pornographic market, nonably among young males which they do not heart television commercial and surf on internet all the time, they are willing to try advanced things. The about important thing is they will divide the fun news with their friend and family, it can let the campaign became word of lecture and spread it all over the world. In 2005, CPB created a faux heavy metal band called Coq Roq to launch the new product chicken heat by blade site, music videos, t-shirts, CDs, and ring tones, this is also targeting the kindred demographic group. It shows that Burger King are just target on segment within the total market.Market PositioningMarket positioning is the process of communication the vane to the target customers in such a way that can easily severalize where it fits with competing products. Burger King had targeting young full-grown market, notably among young males market. They position their market as serving high-quality, great-tasting, and affordable food. Compare with their in the first place competitor McDonald are targeting kids and families, they had a variant targeting audience. McDonald also serving affordable food, save them serving the customer differently, Burger King declare their customer can HAVE IT YOUR WAY, customer can customize the ingredients of all BK sandwiches, with the simil ar pricing of food, Burger King having better service quality. When their competitor McDonald unless render snacks like French fries and chicken nuggets, Burger King had both products and they provide onion rings, Burger King had provide more variety choice for their customer.ConclusionIn conclusion, Burger King had using the marketing strategy to maintain the second largest fast food hamburger chain in the world. Burger King using concentrated targeting with the young adult market, notably among young males, Burger King does not require the use of slew production, mass distribution, and mass advertising. Burger King had gain the plumping success. There is still a disadvantages, they realize abandon the effeminate market and the another(prenominal) potential customer. The whole world twist has encourage people to eat level-headed food, the entire fast food hamburger chain had facing the challenge. The time had change, female are the next global emerging market, their econ omic power is truly revolutionary, representing the largest market opportunity in the world. Probably Burger King should targeting the female market, create a new brand with brand new vigorous food menu, they even to serve drinking chocolate and desserts, and held up the charity function or donation to develop a absolute image.ReferencingPhilip Kotler, 1994. Marketing Management Analysis, Planning, Implementation, and Control (The Prentice-Hall serial publication in Marketing). 8th Edition. Prentice Hall. BPP education Media, 2012. CIM 1 Marketing Essentials Study Text. Edition. BPP larn Media. About BK gild learning BURGER KING. 2014. About BK Company Information BURGER KING. ONLINE Available at http//www.bk.com/en/us/company-info/about-bk.html. Accessed 02 April 2014. .2014ONLINEAvailable athttp//investor.bk.com/download_arquivos.asp?id_arquivo=E1719FB0-8AC7-4769-A163-6CDD72847D64. Accessed 02 April 2014. Burger King subordinate Chicken YouTube. 2014. Burger King S ubservient Chicken YouTube. ONLINE Available at https//www.youtube.com/watch?v=bBsEJKRM-oQ.