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Burger King have dividing their market into demographic factors, geographic factors, psychographic factors and behavioral factors. As geographic factors, Burger King are dividing the customer by region , they located in USA since On June 30, , Burger King had 7, store all around in USA, the local people can just came by their neighborhood to enjoy their meal. As demographic factors, they dividing the customer by young male, kids and family.
Burger King Start to use a logo which is a man sitting on a hamburger and holding a soft drink to represent their company in As behavioral factors, Burger King dividing the customer by benefits by speed and economy, regular occasion and regular user, a fast food restaurants which affordable food products that can be prepared and served within a short stipulated amount of time. As y psychographic factors, Burger King dividing the customer by lowers social class 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 segmentation reveals the market-segment opportunities facing the firm. The firm now has to evaluate the various segments and decide how many and which ones to targets. A development 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. CPB designing a web site which allowed visitors to type in commands that a man dressed like a chicken executed.
This is targeting the demographic group with young adult market, notably among young males which they do not watch television commercial and surfing on internet all the time, they are willing to try new things. The most important thing is they will share the fun news with their friend and family, it can let the campaign became word of mouth and spread it all over the world.
In , CPB created a faux heavy metal band called Coq Roq to launch the new product chicken fries by Web site, music videos, t-shirts, CDs, and ring tones, this is also targeting the same demographic group. It shows that Burger King are just target on segment within the total market. Market positioning is the process of communication the brand to the target customers in such a way that can easily recognize where it fits with competing products.
Burger King had targeting young adult market, notably among young males market. They position their market as serving high-quality, great-tasting, and affordable food.
Compare with their mainly competitor McDonald are targeting kids and families, they had a different targeting audience. When their competitor McDonald only provide 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.
In 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 mass production, mass distribution, and mass advertising.
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