Burger King’s Marketing Mix (4Ps)

Analysis
MMS – A | BATCH 2019-21 | GROUP 3.
 Burger King’s Marketing Mix
 In this case, Burger King’s marketing mix aims to maximize competitiveness against a
wide variety of players.
However, major firms like :

• McDonald’s • KFC
 Burger King’s Products (Product Mix)
Burger King’s main product lines are as follows:

• Burgers

• Chicken and fish

• Sides

• Salads and veggies

• Beverages

• Sweets/Desserts
 Burger King’s Products (Product Mix)

• Aside from the main product line of burgers, Burger King also offers chicken and
fish as alternatives.

•  In addition, the company bundles its products as value meals and kids meals.

• In this component of the marketing mix, Burger King has a limited approach, as
manifested in its limited product mix. 
 Place/Distribution in Burger King’s
Marketing Mix
This component of the marketing mix refers to the venue that firms use
to transact with target customers.

The following are the places Burger King uses to distribute its products:

• Restaurants

• Mobile app

• Website for deliveries

 Place/Distribution in Burger King’s
Marketing Mix

• Aside from restaurants, customers can use Burger King’s mobile app to access
coupons for special offers and freebies.

•  Customers can also use the company’s website to place their orders for home
deliveries.

• In this component of the marketing mix, Burger King relies mainly on the
physical presence of its restaurants.
 Burger King’s Promotion (Promotional
Mix)
 This component of the marketing mix covers the tactics used to communicate with the target
market about the firm’s offers.
Burger King uses the following promotion/marketing communications tactics, arranged
according to significance:

• Advertising

• Sales promotions

• Personal selling

• Public relations
 Burger King’s Promotion (Promotional
Mix)

• The company advertises online and on TV and print media

•  In addition, Burger King uses sales promotions in the form of coupons and other
offers through its website and mobile app

• Burger King McLamore Foundation gives scholarships and financial assistance

for educational programs

• Thereby also effectively promoting and strengthening the Burger King brand
 Burger King’s Prices and Pricing Strategy
In this component of the marketing mix, appropriate pricing of products is considered.

Burger King’s pricing strategies are as follows:

• Market-oriented pricing strategy

• Bundle pricing strategy

 Burger King’s Prices and Pricing Strategy

• This pricing strategy involves setting prices based on prevailing market

conditions, including supply and demand conditions as well as the pricing of
competing firms

• Burger King’s secondary pricing approach is the bundle pricing strategy

• For example, customers can buy value meals and kids meals at bundle prices that
are more affordable than buying food items separately
5 Marketing Objectives For Newly Set
Up Company (CHUNKIES)
5 Marketing Objectives For Newly Set
Up Company (CHUNKIES)
SAVE framework for (CHUNKIES)
Create a SAVE framework for the
company and its offering and recommend
how would you differentiate this
challenger company from the existing
company?