Lagata, Mikaella Grace O.

October 11, 2022

BSBA-FinMgt- FIN221 Marketing Mix - IBP
Marketing Mix of Burger King
1. Product Mix of Burger King
 Burger King's "have it your way" motto, which allows customers to customize
their orders, gives them an advantage over their competitors. Burger King’s
product mix consists of:
 main product: Hamburgers, and cheeseburgers.
 Sides: Fries, nuggets, onion rings, and hash browns.
 Salads: Morningstar Veggie Salad and Chicken Caesar Salad.
 Beverages: Soda, Smoothies, iced tea, juices, milk, water, coffee, and
frappes.
 Desserts: Dutch apple pie, Oreo shake and caramel sundae.
2. Price Mix of Burger King
 Burger King's approach to pricing is predicated primarily on its cost leadership
strategy, which seeks to keep prices as low as possible. The following are
Burger King's pricing tactics:
 Market – oriented Pricing: Burger King's main method of pricing is
market-oriented pricing strategy. This pricing strategy involves
establishing prices based on current market conditions, such as supply
and demand conditions and the pricing of rival firms.
 Bundle Pricing: Customers, for example, can purchase value meals
and kid’s meals at bundled prices that are less expensive than
purchasing food items separately. This element of the marketing mix
demonstrates that Burger King bases its pricing decisions primarily on
market conditions.
3. Place Mix of Burger King
 Products from Burger King are offered at its eateries all over the world. The
following are the places Burger King uses to distribute its products:
 Restaurants
 Mobile app
 Website for deliveries
 Burger King operates through franchises, which invest in equipment, signage,
seating, and décor while the company owns or leases the land and building.
Revenue is generated by restaurant sales, royalties, and franchise fees, as
well as property income from franchises that lease or sublease company
property.
4. Promotion Mix of Burger King
 Burger King is famous for its creative and unique advertising campaigns.
Burger King uses the following promotion/marketing communications tactics,
arranged according to significance:
  Advertising: advertises online and on TV and print media.
 Sales promotions: in the form of coupons and other offers through its
website and mobile app.
 Public Relations: The Burger King McLamore Foundation supports
educational programs and promotes the Burger King brand.
5. People Mix
 Burger King considers its employees to be one of its most important assets,
which explains its commitment to investing in people. It emphasizes the value
of teamwork and has partnered with Beastly to provide video content to
support staff training. In terms of customers, more than 11 million people visit
Burger King restaurants daily across the globe (Burger King, 2022).
6. Process Mix
 Each Burger King business function goes through a process; food
manufacturing transparent to customers, training to the licensees, Invented
the most efficient cooking equipment, new methods of food packaging and
distribution. Concerning food preparation, Burger King prepares every
whooper sandwich to order.
7. Physical Evidence
 BK.com is Burger King's official online home. The site features company-
related content, such as a video history of the firm, press releases, and stock
data. Everything from the décor to the logo to the drinkware to the napkins to
the aprons worn by the wait staff is included in physical evidence.
References:
 https://panmore.com/burger-king-marketing-mix-4ps-analysis
 https://www.marketingteacher.com/burger-king-marketing-mix/
 https://howandwhat.net/marketing-mix-burger-king/