Burger King's communication objectives for its target audience:
Burger King's target consumers possess product knowledge, indicating a favorable opinion due to the franchise's profitability. The objective of Burger King is to convince these consumers to reach the "Preference" and ideally, the "Conviction" stages of the buying process.
2. With its focus on the "super fan", does BK risk alienating other customers? What are the implications of this?
To increase its market share, Burger King is targeting young males in order to shift them from the "Preference" stage to the "Conviction" stage. However, this strategy may present difficulties in appealing to other demographics like young females and families with children, possibly limiting its overall popularity.
3. The reason for using viral or buzz marketing is its effectiveness.
Buzz mar
...keting generates curiosity among potential buyers, increasing their awareness of the product. By visiting the product's website, they gain knowledge about it, moving from the "Awareness" stage to the "Knowledge" stage. Additionally, they can explore a website associated with the product (such as a chicken website in the case of BK), which, although lacking specific product information, utilizes humor to emotionally appeal to visitors and motivate purchases. Buzz marketing generates awareness and excitement, ultimately transforming customers into product promoters through word-of-mouth marketing.
4. Is it possible for the BK campaign to effectively merge TV and viral components? Additionally, what other elements and media can Crispin include in the integrated marketing communications campaign?
The TV and viral components of the BK campaign are effective when combined, as they establish a consistent, clear, and engaging brand message. By utilizing various marketing channels
they communicate the same message and strengthen it. Additionally, BK can leverage social network media channels to maintain a "hot" and "viral" brand image.
5. What additional suggestions would you make to Burger King and CP+B to improve the integration of Burger King's promotion mix?
Burger King and Crispin must continue their creative promotion to maintain BK's profit and market share growth without alienating specific customer groups, which could result in future market growth complications.
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