Brand

Equity-
Mc Donald’s
vs
Burger King
20BSP1031- Kartik Sehrawat
20BSP2739- Vanshika Singh
20BSP3028 – Abhishek khurana
20BSP2056 – Sakshi Shrivastava
20BSP0940 – Jasnoor
20BSP3177- Kanishka
 Target Market
HAMBURGER....

 
Mc The main target customer for McDonald's includes parents with young
Donald’s - children, young children, business customers, and teenagers. Perhaps
the most obvious marketing for McDonald's is its' marketing towards
children and the parents of young children.

McDonald's target's domestic/international region with urban /rural

density. Most of the customers of McDonald's are in the age group of
8-45 years.
Burger Customers of Burger King are the people who want to enjoy safe, tasty
king- fast foods and beverages. Most of the customers of Burger King are in
the age group of 15-40 years in developing nations and in developed
nation's customers of all age groups prefers the Burger King fast-food
chain.
 Positioning

Mc ● The brand have narrow scope for a customer base and a low cost

Donald’s strategy.

● The focus is on cutting delivery time and cutting the cost of food.

● The quality products at low prices and amazing service anytime for
the day and night.
 Positioning

Burger
● Focuses mainly advertising to promote its products.

● The company does its marketing by tolling competitors.

king ● A reasonably priced good quality food, served efficiently in attractive and
hygienic environment.
 POP

Points-of-parity is that the rival chain wants to duplicate

(which includes a similar menu choice, similar in-store dining
facilities, and pricing around the same level).

However, the rival firm chain still needs to give consumers a

reason to switch, so brands Identify points-of-difference to
highlight as part of their overall positioning (which are built
around high-quality ingredients and having more flexibility
in the menu for the individual).
 POD
As in case of McDonalds and burger king, each of them provide with
similar menu choice, similar in-store facilities, similar pricing but
McDonalds provide higher quality ingredients and burger king
provides distinctive menu options which make it POD and makes the
customers to visit their restaurants for different unique properties.

McDonald’s provide happy meal to its customers which is also a POD

whereas burger king have whoppers which no one could beat. Burger
king uses social media platforms to advertise their brand.

In 2017, the Burger King of Germany took advantage of the world

premiere of the movie "IT" to launch a campaign provoking the
competitor McDonald's. the popularity and reach that the brand
achieved with the action. BK broke into a session and, before the
credits, designed the advertisement "Moral of the story: never trust
a clown".
https://youtu.be/NLAInm6kEhs: youtube link ad
Recommendations
McDonald's and Burger King's fast-food feud has
been raging for ages. McDonald's is the Big M, the
chain that puts the "global" in "global corporation."

But recently, the slightly smaller global chain Burger

King has decided that it's spent enough time
languishing in the shadow of the golden arches.

In fact, some of the competition among the brands

is legendary (and frankly fun to write about), with
Burger King launching an app that lets you order a
Whopper for 1-cent from a geo-tagged McDonald's
parking lot, and then launching a line of "Real
Meals" to parody McDonald's "Happy Meals."
 Recommendations

Starbucks as a brand is worth just one-third what McDonald's is?

Within the United States anyway, McDonald's and Burger King are seen as rivals, with Wendy's and a
host of smaller chains trying to punch above their weight in the burger wars.

But if you believe this study, 'McDonald's' as a brand is worth almost 18.5 times as much as 'Burger
King,' even though McDonald's only has about twice as many restaurants worldwide.

Most fast food hotels offer foods and services that are almost similar. The prices are low and the
target customers are also the same. Therefore, any company in the fast food industry has to do
things differently from the others for it to win competitive advantage. This is what has given
McDonalds its competitive position over other fast food chains.
THANKYOU!