Executive Overview

Executive Overview
Burger King Project
I.Executive Overview
This integrated marketing communications plan is designed for Burger King,

particularly, in the Philippines. The plan includes its situational analysis, target
audiences, competition, communication strategies, IMC objectives, plus all relevant
advertising, promotions, sponsorships, and merchandising. Finally, a media plan
and methods of evaluating the success of the IMC plan are described.
The overall goal of this integrated marketing communications plan are to:
 Gain market awareness for Burger King in the minds of its local consumers
in the Philippines.
 Establish brand recognition amongst its competitors in the QSR industry.
 Prepare viable advertisements, promotions, sponsorships, PoPs and other
marketing communication tools for consumer market.
 Create feasible and workable communication strategies for the company to
achieve its marketing objectives.
 Develop a useful communication program that will make the company’s
tactical calendar work.
Hubble Dubble Advertising Agency: | The BK Project Proposal

I.1. Scope of IMC Plan
This integrated marketing communication plan is also designed to achieve one of

the major marketing objectives of the company which is to have a bigger slice in
the market share of Burger King in Philippines’ burger industry. By using
aggressive promotional effort, part of which are using any available media vehicle,
is mainly to communicate a great impact in the minds of the consumers and
reminding current consumers that Burger King is still existing. The plan will include
all relevant elements of promotions and heavy advertising effort such as television,
internet, out of the home advertising, print ads, merchandising materials, celebrity
endorsements as well as events and participation on sponsorship and public
relations. The execution of these elements will be done and executed creatively.
Non-traditional media will also be used as a support to the campaign and product
placement and tying up with other partners such as Disney will be done as well.
And finally, an evaluation of the IMC plan and recall test will be done to measure
the effectiveness of the promotional effort.
1.1.1 Marketing Objectives

The marketing objectives aimed to be achieved in this IMC plan are to:
o Increase sales by 10% in the next 6 months through acquiring new

customers and satisfying its current customers as a result of using
aggressive promotional efforts.
o Increase the market share in the burger industry and keeping up in

the competition and the trends that will lead to 3% increment in 6
months.
o Penetrate more of its target market particularly upper middle class,
lower middle class, young professionals or working class and
students, which will cater mostly new customers of Burger King to
increase in sales by 10% in the next 6 months.

1.2 Communications Objectives
The communication objectives of this IMC plan are to:
o To be able to establish Burger King as the burger of choice at the top of the
minds of its consumers.
o To be able to make use of sensory-oriented ads emphasizing appetite appeal
to its target audience that will let them to evaluate the brand Burger King with
respect to its perceived ability to meet their currently relevant need.
o Notify the new target audience about features and benefits of their new
campaign for the products to gain recognition and standout among its
competitors.
o To be able to encourage its target audience to patronize Burger King’s way of
producing its products and avail of their services.
1.3 Communication Strategies
The communication strategies for this IMC plan are as follows:
Communication Tools Goal

Media Ads Inform audiences which are always indoors
(e.g.household)
Outdoor Ads Create more impact in the minds of consumers
Print Ads Support the current campaign to have a bigger impact to

the audiences
Sales Promotion Inform audiences which are always indoors (e.g. yuppies,
working class)
Events and Support the current campaign to have a bigger impact to
Sponsorship the audiences
Institutional Ads Build goodwill and a favorable image in the brand
Point of Purchase Attract more of its target customers

Displays
Online Ads Support the current campaign to have a bigger impact to
the audiences

This IMC plan will focus more on the following tools and its allotted percentage:
Communication Vehicles
5% 15%
10% Media Ads
Outdoor Ads
5% Print Ads
Sales Promotion
10% Events and Sponsorship
Institutional Ads
25% Point of Purchase Displays
Online Ads
10%
20%
The table and chart above are used to simplify the explanation of this IMC
communication strategy. Thus, the communication tools of these strategies will
branch out as follows:
TVC 30’s Radio
Billboards
Media Ads
Transit Ads
Outdoor Ads Lampost/Posters
Magazine
Burger King
“The Yummiest Print/Online Ads
Newspaper
Burger for every
Juan”
Website Dev’t
Sales Promotions
Extreme BK Madness
Events and
Sponsorship Concert
Tree Planting
Institutional Ads
Earth Hour

1.4 Issues and Challenges:
The company basically faces a lot of issues and challenges within its competitive
field such as follows:
o Burger King definitely needs to catch up to market leader McDonald's and

keep Wendy's back at No. 3 on the burger battlefield in order for them to stay
in the competition. According to one estimate, Burger King's U.S. sales
dropped to $7.9 billion from $8.3 billion a year earlier. But in the same period,
McDonald's sales rose to $22.1 billion from $20.3 billion, and Wendy's
climbed to $7.4 billion from $6.8 billion.
o One problem Burger King has had seemingly had few brand strategies,
promotional effort and advertising agencies in the past decade. Yet it never
found the right mix of products and message. For instance, BK tried to pay
heed to obesity concerns, chasing after health-conscious consumers by
offering salads and chicken baguette sandwiches, yet experienced no uptick
in sales. However, sales did spike when the special Whopper was offered (for
a limited time). And then, when McDonalds and Wendy's climbed out of their
sales slumps with hamburgers and fried chicken, Burger King leadership
realized that people are probably not stopping in to buy health food.
o Over the last six years Burger King has been in "constant decline,"
acknowledged Klein, but now is in the middle of a burger battlefield. The
company will reset its sights on core customers and core menu items. This
means that not only will the advertising and packaging change, but also that
operations will need to step lively to keep pace with increasingly customized
orders.
To increase the odds for our successful marketing communications campaign, we

will attempt to increase Burger King’s presence in the market. From an advertising
standpoint, our ideal ad campaign would ensure that:
1. The campaign is focused on the right consumer, exposed to the right

message at the right place and at the right time.
2. The campaign will cause the consumer to pay attention to the ad but does not
distract from the intended message.
3. The campaign will properly reflect the consumer’s level of understanding of
and behaviours with the product and the brand.
4. The campaign will be correctly position the brand in terms of desirable and
deliverable points-of-differences and points-of-parity.

5. The campaign will motivate consumers to consider purchase of the brand.
Situational Analysis
Product History, Product Background, Past IMC Plan and Budget
II. Situational Analysis
Fast food restaurants represent one of the largest segments of the food industry.
Fast food restaurants, also known as quick service restaurants (QSRs), are noted for
their short food preparation time. Some of the largest players in this category include
McDonald's, national chains such as Wendy's, KFC, Burger King and Jollibee.
Fast food restaurants have navigated this difficult landscape with varying levels of
success. Other companies have turned to new marketing campaigns and product
innovation to boost growth and profitability.
Quick Service Restaurants (QSRs) include regional, national, or global restaurant

brands with limited menus and very fast food delivery. Among these brands include
Jollibee, McDonald’s, Kentucky Fried Chicken (KFC), Burger King and Wendy’s,
which are the major players in the QSR, particularly competing in the burger
industry, in the country. Because customers expect efficient service and high quality
food in all cases, these brands differentiate themselves along other lines including
food selection, value pricing, and their appeal to children.
2.1 Product History
Burger King is a global chain of hamburger fast food restaurants headquartered in

unincorporated Miami-Dade County, Florida, United States. The first restaurant was
opened in Miami, Florida in 1954 by James McLamore and David Edgerton, and has
since used several variations of franchising to expand its operations.
At the end of its fiscal year 2009, Burger King reported that there are more than
12,000 outlets in 73 countries; 66% are in the United States and 90% are privately
owned and operated. The company has more than 37,000 employees serving
approximately 11.4 million customers daily.

The Burger King menu has evolved from a basic offering of burgers, fries, sodas and
milkshakes in 1954 to a larger, more diverse set of offerings that includes several
variations of chicken, fish, salads and breakfast. The Whopper, a sandwich that has
since become Burger King's signature product, was the first major addition to the
menu by Mr. McLamore in 1957. Not all introductions have had the success of the
Whopper; BK has introduced many products which failed to catch hold in the
marketplace. Some products that have failed in the US have seen success in foreign
markets, where BK has also tailored its menu for regional tastes.
2.1.1. Product Background
When the company began, its menu consisted predominantly of

hamburgers, French fries, soft drinks, and desserts. In 1957, BK added
its signature item, the Whopper. This quarter pound hamburger was
created by Burger King founders James McLamore and David Edgerton
as a way to differentiate BK from other burger outlets at the time. The
sandwich became famous enough that BK eventually adopted the motto
"Home of the Whopper".
In order to appeal to as many demographic groups as possible and

better compete with its fast food restaurant competitor Wendy's, Burger
King added a multi-tiered value menu in 1993. The project, called
Operation Phoenix, was an attempt to add not only a value menu but a
line of value meals. The tiered menu was replaced with a more standard
value menu in 1998, while the value meals were separated into their
own menu segment. This value menu featured seven products:
Whopper Jr., 5 piece Chicken Tenders, a bacon cheeseburger, medium
sized french fries, medium soft drink, medium onion rings and small
shake. In 2002 and 2006, BK revamped its value menu adding and
removing several different products such as chili and its Rodeo
Cheeseburger. Many of these items have since been discontinued,
modified or relegated to a regional menu option. To better appeal to a
more adult palate and demographic, BK introduced several new

products to its menu in 2003, including several new or revamped
chicken products, a new salad line and its BK Joe brand of coffee.
Some of the new products, including its Enormous Omelet Sandwich
line and the BK Stacker line, brought negative attention due the large
portion size, amounts of unhealthy fats and trans-fats. Many of these
products feature higher quality ingredients like whole chicken breast,
Angus beef, natural cheeses such as Cheddar and pepper jack. Again,
not all these products, such as the BK Baguette line, have met
corporate sales expectations.
Although, Burger King does not just settle for their Whopper but with
other burgers too. The following are the products which BK offers in the
Philippines:

Burger King
Product Price
Whopper Jr P115.00
Whopper P150.00
Singles Mushroom Swiss P115.00
Single BBQ Bacon and Cheese P115.00
Fish P115.00
Fried Chicken P90-P140
Chicken Tenders P99
Extra Long Chicken Sandwich P140
Extra Long French Chicken Sandwich P140
Extra Long American Chicken Sandwich P120
Hamburger P99
Chicken Tenders P99
French Fries P35
Onion Rings P35
Joe P55
Cheesy Tots P55
Hershey Sundae Pie P80
Dutch Apple Pie P80

Chocolate Sundae P35
Strawberry Sundae P35

Caramel Sundae P35
Softdrinks P30 – P40
Iced Tea P30 – P40
2.1.2 Current Problems Facing the Product
Failed advertising campaigns weren't the only problems of Burger King,

they also had internal problems. Management lacked focus and

direction and has struggled with marketing mix decisions. Franchises
became confused and angered, service was slow and food preparation
wasn't consistent. Burger King lost its core product-flame when all these
problems were encountered.
2.1.3 Past IMC or Advertising Plan
Burger King has employed varied advertising programs, both successful

and unsuccessful, since its foundation in 1954. During the 1970s, output
included a memorable jingle, the inspiration for its current mascot the
Burger King and several well known and parodied slogans such as
Have it your way and It takes two hands to handle a Whopper. Burger
King introduced the first attack ad in the fast food industry with the help
of then unknown Sarah Michelle Gellar in 1981. The television spot,
which claimed BK burgers were larger than competitor McDonald's, so
enraged executives at McDonald's parent company, they sued all
parties involved. Starting in the early 1980s and running through
approximately 2001, BK engaged a series of ad agencies that produced
many unsuccessful slogans and programs, including its biggest
advertising flop Where's Herb?.
The Burger King Ad Campaign History, 1974-2001

Source: Keller, Kevin L., Strategic Brand Management: Building, Measuring, and Managing
Brand Equity, second edition, Prentice Hall, 2003, p.638
2.1.4 Past Marketing Communications Budget
According to Burger King’s Statement of Income, Burger King spent

only P27,160,396.00 on Advertising and Promotions during year 2005.
On 2006, Burger King spent almost twice the previous year, which is
exactly P45,601,535.00, in their marketing communications budget.
The table below states the income statement of Burger King in 2005
and 2006.

2.1.5 Current Messaging
Have it your way!
This is Burger King’s present tagline which originated from their earlier
campaign as brand. This tagline conveys that consumers, or the
customers, can customize their burgers according to their taste and
preferences. This promotion earns them a lot when it comes to brand
equity and sales as well. But they have to drop the tagline and switch to
another one so that consumers will not become bored. The trend is very
tricky they used the famous tagline again that they did before to cope up
in the declining sales that they are experiencing right now.
2.1.6 Customer Trends
Due to the consumers’ increased quality consciousness, companies are

now mindful of providing high quality food, which conforms to the taste
of the consumers, as well as the speed and efficiency of service in a
clean environment. The high rate of competition has made these factors
necessary for the growth of the retail food industry (Palma, 2005).

The Canadian Restaurant Foodservices Association (CRFA) stated that
regardless of people’s prior activity, convenience and low average
check size make quick service restaurants and retail stores the most
popular destination for busy and hungry people. These said destinations
account for 73% of the total restaurant traffic. When people stop at a
restaurant on or from their way to work, 95% visit a quick-service
restaurant while just 5% stop at a full-service restaurant.
Also, food safety has become one of the major issues of today. With
this, the government has established reasonable standards of quality for
food products. The Department of Health (DOH), together with the
Bureau of Foods and Drugs (BFAD), was mandated to ensure the
safeness of the food being sold and distributed to the general public for
their consumption. (Palma, 2005).
Target Audiences
Key Evaluation Criteria, Target Audience Profile, Industry Analysis
III. Target Audiences
This campaign will aim to convince the consumers all over the country that BK has
great value for their products and services. Their target market, which are families
with sufficient incomes (particularly belonging to upper class C, class B, class A),
young professionals and students, will be the main focus of the campaign and that
they will be the ones who will be catered by the company in its campaign.
3.1 Key Evaluation Criteria
The target audience of this campaign includes the following with the intended goals
for each category:
Audience Goal Potential Target IMC

Challenges Output
Upper Middle To attract portion Loyalty to the Media
Class of this market finest restaurants
which is a profit will be a threat.
generating market

Lower Middle To attract portion Loyalty to the Media
Class of this market finest restaurants
which is a profit will be a threat.
generating market
as well
Working Class To convince them Budget-conscious Outdoor, Online
Students To persuade them Budget-conscious Online, Media
3.2 Target Audience Profile
In the years of Burger King’s existence, consumers have been consistent with how
they respond to their wants. It is experiencing a great and satisfactory taste on all the
product lines the company offers.
Burger King’s target audience is divided the industry’s market into distinct groups of
customers with different demands, tastes and behavior who require separate
products or marketing mix.
We have made segments of the market on the following bases:

 Demographical
 Behavior
 Geographical
In demographics their first segment is consisted of the income factor i.e. high
income, average income and low income.
In behavioral aspect they segmented the market on the basis of quality, taste and
price. Following are the different possible segments in this regard and concerned to
those who are Taste conscious, Quality conscious, Class conscious, and the
Combination of price and quality.
CURRENT TARGET MARKET:
Geography: Busy places, Malls

Demographics: class B, C, yuppies/working class, and students

Table 8
Summary of Ways to Attract these Social Classes
Social Classes Ways to attract them
Delicious taste
Upper middle class (45%) Quality Service (fast and efficient)
Good store ambiance
Lower middle class (25%) Located in malls like SM &
Robinsons etc.
Working class (20%) Located near schools and working
places
Students (10%) Branches may also be located on
busy places and main roads
3.3 Industry Analysis

Fast food restaurants represent one of the largest segments of the food industry.
Fast food restaurants, also known as quick service restaurants (QSRs), are noted for
their short food preparation time. Some of the largest players in this category include
McDonald's, national chains such as Wendy's, KFC, Burger King and Jollibee.
Fast food restaurants have navigated this difficult landscape with varying levels of
success. Other companies have turned to new marketing campaigns and product
innovation to boost growth and profitability.
III.3.1 The Macro-Market of the QSR Industry

The Canadian Restaurant Foodservices Association (CRFA) stated that
regardless of people’s prior activity, convenience and low average
check size make quick service restaurants and retail stores the most
popular destination for busy and hungry people. These said
destinations account for 73% of the total restaurant traffic. When
people stop at a restaurant on or from their way to work, 95% visit a
quick-service restaurant while just 5% stop at a full-service restaurant.
According to the Business Plan-Dream conducted by the OZEN Group

Inc., the food sector is a dynamic and vibrant sector of the economy,

totaling a projected 59 billion in sales in 2008, which would represent
3.9% of the gross domestic product. Thus, the food service industry is
also one of the largest employers providing over 2 million jobs to
people.
III.3.2 The Micro-Market of the QSR Industry

Since late 2006, the fast food industry's growth has been slowed by
soaring food and energy prices. The high prices of commodities,
combined with the housing slump and a weakening job market are
taking a toll on restaurant spending. The same food and energy
inflation that is corroding consumer spending is also taking a bite out of
company margins.
According to the Ozen Group Inc.(2009), in this industry, they are
targeting the quick service market with different clienteles for generating
revenue. A part of this market are young professionals, students or
teens, young adults, children or kids, and the young families belonging
to different classes. The lunch hour crowd is one of the biggest market
of QSR’s which usually consist of all of these types of customers,
majority of which are families, teens, and students.
QSR establishments are mostly located at the centre of the commercial

districts of which usually has a population density, of 1,151 persons per
square metre and in the vicinity of many financial institutions, offices
and busy places. Thus, the closer the competitors are, the harder the
competition gets for them.
III.3.3 The Consumer’s Preferences in the QSR Industry
A study conducted by Khan (2003) explained that the competition

among the quick service restaurants (QSRs) continues intensely in
which consumers have a variety of food choices to select. This study
investigated the African-American students’ demographic, food habits,
food preferences, and importance of image attributes on selecting and

patronizing a QSR. The findings reveal that the four most important
image attributes to this group of students seem to be: cleanliness,
quality and taste of food/ beverage, price and value, and
friendly/attentive service.
According to QSR Magazine, “Nearly 7 in 10 adults agreed in a recent

National Restaurant Association survey that purchasing meals from
restaurants, take-out and delivery places makes it easier for families
with children to manage their day-to-day lives, and nearly eight in ten
agreed that it is a better way for them to make use of their leisure time
rather than cooking at home.”
Competition
Competitor Analysis, Product Comparison, Competitor’s Message Differentiation
IV. Competition
Over the past decade, the Philippines witnessed a substantial growth in the fast food
industry. Growth is seen not only in terms of numbers but more visible in terms of
size, investment on structure and modernization in operation.
This growth translates into competition. The entry in the industry has been more
profound with new fast food chains and more branches joining the bandwagon. The
dominant players include McDonald’s, Wendy’s, Kentucky Fried Chicken, Burger
King. However, it is the Filipino-owned company, namely, the Jollibee Food
Corporation, that has cornered a bigger share of the pie as it accounts for about 52
percent of the total fast food market (Omaña, 2005).
 Figure 1. Porter’s Framework
NEW ENTRANT:
Angel’s Burger
PRIMARY CUSTOMERS:
SUPPLIERS:
DIRECT COMPETITORS: Families
Beverage Suppliers Teenagers/Students
McDonald’s Young Adults
Bread Suppliers
Burger King
Burger Patty Suppliers Dubble Advertising Agency: | The BK Professionals
HubbleKFC Young Project Proposal
Condiments Suppliers Wendy’s Nightwalkers
Equipment Suppliers Jollibee Class A+B+C (upper)
Fries Suppliers
Fish Suppliers Secondary Customers:
Noodles Suppliers Children/Kids
Rice Suppliers Class C+D (lower)
Packaging Suppliers
Utensils Suppliers
Vegetable Suppliers
SUBSTITUTES:
Carinderias/Canteens
Food Court Stalls
Food Cart Industry
Kiosks
Bakeshops
Coffee Shops
Pizza Parlors
Fine-dine Restaurants
Retail Stores
Analysis:
Figure 1 shows the Porter Framework of the Quick Service Restaurant

Industry consisting of 5 boxes which are the new entrants, the direct competitors,
the substitutes, the suppliers and lastly, the customers.
 Large established companies with strong brand identity such as its

competitors does make it more difficult to enter and succeed within the
marketplace; new entrants find that they are faced with price competition
from existing chain restaurants. Thus, the lack of any of the barriers to
entry results to high threat of new entrants.
 The quick-service industry defines a red ocean industry. Firms compete

for market share in a saturated market. Growth, particularly in hamburger
chains, is very slow so the customer base is not growing as fast as the
industry. This leads to high rivalry among firms.
 With so many firms in the quick service industry, low switching costs,
similar products, and healthier options, the threat of substitutes is very
high.
 Large fast food chains thousands of suppliers to choose from and select
theirs through a competitive bid process. They can switch suppliers easily
and tend to make up a large portion of the supplier’s revenue. This
severely limits the bargaining power of suppliers.
 According to Oxford University Press, even though customer switching

costs are nearly zero, the fast food industry does not worry about loyalty
because “On average, one-fifth of the population eats in a fast-food
restaurant each day”. It is this volume that keeps customer bargaining
power low by diluting the effect of a few picky customers.
4.1 Product Comparison

Jollibee Mcdonalds Burger King
Key features W W W
Price W W L
Target Market W W L
Market share W W L
Annual revenue W W L
Customer benefits W W W
Strengths W W L
Weakness W W W
Marketing strategy W W L
This table shows the competitor’s product evaluation and comparison with the
products of Burger King. It is shown that for Jollibee, the market leader, and
McDonald’s, the market challenger, had great strategies for their companies in order
for them to stay in the competition. And As for Burger King, the analysis of those
factor seem to have shown all the weaknesses of the company. This table will
basically be of help in order for us to come up with an aggressive strategy that will
bring back Burger King in line with the competition.
4.2 Competitor’s Message Differentiation:
Jollibee Mcdonalds Burger King
Theme Langhap Sarap Love ko to! Have it your

way!
Types of All media All media Inside store,

communication/advertisin communication communication outdoor,
g used website
Advertising execution simultaneously Simultaneously Few
Tone of the ads Family oriented Family oriented Humorous

Highlight of message to Slice of life Slice of life Informing
the audience

Message medium / vehicle All media All media Few
communication communication
Media support / mix Merchandising Merchandising None
This table explains the different message strategies of Burger King’s direct
competitors, Jollibee and McDonald’s. It shows how Burger King is really left behind
by its main competitors in the industry. This most likely analyzes how Burger King
should redeem its place in the burger industry.
Branding and Messaging

Proposed Brand Campaign, Positioning Statement, Major Messages
V. Branding and Messaging
Recently, Burger King works to turnaround the company and shore up sliding same-
store sales, the company's branding strategy seems to be mimicking its barbell
product pipeline.
The Burger King brand suffers through a period of malaise. The company had
deemphasized its traditional tagline of ―Have IT Your Way! and focused more on
Burger King restaurants flame broiling method of cooking hamburgers, which was
positioned as favorable to McDonald‘s frying process. Believing that the term
―flame broiled was confusing, BKC began using different language to communicate
the same concept. These new positioning statements included ―Nothing Tastes
Better than Food Cooked over an Open Fire, ―We‘re Cookin‘ with Fire, and ―The
Fire‘s Ready, which were premised on the idea that ―flame grilling was a more
modern expression than ―flame broiling. BKC has since returned to the ―flame
broiling‖ expression, which is still in use today. BKC previously believed that the
concept of cooking over an open flame would appeal to consumers‘ increasing
concern about health. Unfortunately, this new positioning did not result in improved
sales.

5.1 Proposed Brand Campaign
Our proposed brand campaign for Burger King will surely stand out among
the rest and that it will be more impactful than their previous campaigns. It
aims to connote an appeal to the local Filipino market that would likely deliver
the message that BK is for everyone.
“The Yummiest Burger for every Juan”
This campaign aims on attracting new and current potential and target
consumers within its local market against its main competitors, Jollibee and
McDonald’s.
In addition, the brand campaign is the tagline as well. The brand campaign
aims to spread the message that Burger King is the burger of choice for
everyone or rather, for every Filipinos. The campaign and the tagline has a
double meaning to it so that it will create a double impact to the audience and
the consumers by delivering the message that Burger King’s burgers are the
yummiest burger for every Filipinos. In executing this brand campaign, we will
be using a heavy advertising approach and promotions as well. The main
focus and priority in the communication is the out of the home mediums such
as billboards, printed materials and transit ads.
5.2 Branding Architecture
In reality, Burger King doesn’t give much of an interest in their local market
that seems to implicate a big problem within the company itself. Filipinos
usually think that Burger King does not suit both their preferences in food and
their taste because they have the perception that it is not “Filipino”. Now this is
a negative connotation that this campaign aims to erase and reposition in the
minds of their local consumers.

The campaign will achieve its brand architecture and plans to build the brand
by the following:
(1) Creating of the newest tagline for Burger King that will WOW the local
market.
(2) Triggering the interests and creating awareness for Burger King by using
variations of marketing communication tools.
(3) Upon creating awareness, this will result to an impactful brand recognition
within its competitive field.
5.3 Positioning Statement
Burger King will be repositioned in the minds of their local consumers yet will
be delivering the same products and services offered by BK.
The positioning statement of Burger King is a localized activation mindset

conveying the message of having Burger King as the top choice in the burger
industry and that they are for every Filipinos. The term “Juan” simply
describes the Filipinos such as “Juan Dela Cruz”.
Burger King will be positioned using an aggressive communication strategy. A

focus on high quality products and a positive experience for every Juan will
be the emphasis.
All of the Burger King’s communications will highlight the name of the brand
products which are available as well as high-quality service that Burger King
provides. While promotions will be offered, these will be granted carefully to
avoid damaging the high quality image being projected.
5.4 Value Proposition
The primary message that the campaign will convey eventually creates a
corporate image strategy for Burger King. Therefore, the corporate image

which Burger King will develop is a “Filipino” appeal for their products and
services.
5.5 Major Messages
Consistent with their aimed brand image, brand architecture, and brand
positioning, Burger King’s proposed tagline “The Yummiest Burger for every
Juan” will convey the concept of general acceptance within the Filipino fast
food industry market. This concept will conceive the concept of quality and
satisfaction which most Filipino consumers aim to look for.
IMC List of Vehicles, Summary of Budget Cost
VI. Communication Vehicles
The communication vehicles for this IMC plan are as follows:
Media Ads Outdoor Ads
10% 5% 15%
Print Ads Sales Promotion
5%
10% Events and Sponsorship Institutional Ads
25%
10% Point of Purchase Displays Online Ads
20%
Proposed Ad Campaigns:

6.1 IMC List of Vehicle Activities
The list of vehicle activities are as follows:
6.1.1 Outdoor Ads
This campaign will allot 25% of its IMC Budget on outdoor ads which
are the following:
(1) Billboard Ads – placed on strategic location such as, EDSA,

Rotanda, etc.
This a billboard product lockout located strategically in Ortigas.

This a billboard product lockout located strategically on Ratonda.
This a billboard product lockout located strategically on Edsa.

This a billboard product lockout located strategically on West.
This a billboard product lockout located strategically on Burger King Rotonda.
(2) Transit Ads – located at MRT and LRT stations in Metro Manila
and buses.

This a transit ad on an LRT.
This a transit ad on a bus

(3) Posters – located on LRT stations.

This a poster on an LRT.
This a wall poster on an LRT.
This a wall poster on a hand support.

This a wall poster on a hand support.
This a wall poster on a LRT Station.
6.1.2 Print Ads
This campaign will allot 20% of its IMC Budget on print ads which are
the following:
(1) Broadsheets – a full page space

This an ad of Burger King in a broadsheet.
This a teaser ad of Burger King in a broadsheet.
(2) Magazines – a glossy full page space

This an ad of Burger King in a magazine
6.1.3 Media Ads
This campaign will allot 15% of its IMC Budget on media ads which are
the following:
(1) TV Commercial – a 30s aired on prime time
This an introduction of the TVC.

6.1.4 Sales Promotion

the following:
(1) Freebies – for encouraging repeat purchases
This a poster of an in store sales promotion.
(2) Burger Bites – for generating trial purchases

This is a poster of an in store sales promotion.
(3) The March of the Burgers – for generating purchases
(4) BK Beach Burger Madness – for generating purchases

6.1.5 Events and Sponsorships
the following:
(1) Concert Sponsorships
This a poster of an event sponsored
(2) Burger Palooza

.
This a poster of an event sponsored.
Summary of Budget Cost
Outdoor ad P11,877,534.00
Print ad P10,410,000.00
Media ad P7,500,000.00
Events and Sponsorship P5,363,000.00
Institutional Ads P1,205,000.00
Sales Promotions P968,750.00
Promotional Items P235,000.00
POP’s P150,500.00
Total P37,709,784.00
Tactical Calendar
From July 2010-May 2011

VII. IMC Tactical Calendar
7.1 July 2010

Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
7.2 August 2010

1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
VII.3 September 2010

1 2 3 4

5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30
7.4 October 2010

1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
7.5 November 2010

1 2 3 4 5 6
7 8 9 10 11 12 13

14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
7.6 December 2010

1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
7.7 January 2011

1
2 3 4 5 6 7 8
9 10 11 12 13 14 15

16 17 18 19 20 21 22
23 24 25 26 27 28 29
30
7.8 February 2011

1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28
7.9 March 2011

1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19

20 21 22 23 24 25 26
27 28 29 30 31
7.10 April 2011

1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
7.12 May 2011

1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 24 25 26 27 28 29

30 31
Scheduling the ADS

Media Plan for Burger King
VIII. Scheduling the Ads
8.1 Media Plan

8.1.1 Print Media Plan for Burger KIng
For the month of July – October 2010
Frequenc Description Goal Budget CPM

y : Color,
Size

July 2010 Broad Teaser Ad To P134,000 P134,000/
sheets Full Page capture X3 500,000X1000
3x – every colored: 15% =
other day brand P400, 000.00
of the interest to P268 per
week the person
working
class
August Magazine/ Teaser Ad To P2,000,000.00 P200, 000/
2010 FHM Full page capture 1.2M X1000
back cover glossy/ 15%
ads Aug. colored brand P166.67 per
Issue interest to person
the
working
class
Septembe Broad Introductory To trigger P50, 000 cost P50,000/
r- sheets ad awarenes per ad 500,000X1000
October every day 7X40 page s among X60days
2010 of 8 weeks the target P100 per
market P3,000,000.00 person
November Broad TV Ad To P67,000 cost P50,000/

2010 sheets Poster support X30 days 500,000X1000
every day Fullpage the
of 4 weeks colored launching P2,010,000.00 P100 per
of BK’s person
TVC
December Christmas Introductory To pump P250,000 250000/
2010 Promo Ad- ad up sales X4 500000x1000 =
Broad 7X40 page in peak broadsheets P50 per person
sheets season
once every P1,000,000.00
other
week
April Maxim Teaser Ad To P200,000 P2,000, 000/
2011- May Magazine Full page capture X1000 2.4M X1000
2011 back cover glossy/ 15%
ads April colored brand P2,000,000.00 P84 per person
issue interest to
the
working
class

Total P10,410,000.0
0
8.1.2 TV Media Plan for Burger King
Media plan for the month of the October 2010
Frequency Media Time / Budget CPM

number of Strategy Network
spot
October 3x a day Testimonial Daytime, P357,142.86 P357,142.86/
for 1 week TVC Noon time, Per day 5,000,000X1000
Primetime, X 1week = P71.43per
person
ABS-CBN
Total P7,500,000.00
8.1.3 Outdoor Ads Media Plan for Burger King
Outdoor plan for Burger king for the month of September – February
Month Type / Size Strategic Message text Total Budget

location of the
material
Sept- Feb. Standard Welcome Burger King!
2011 (6mos) billboard rotonda. The yummiest
tarpaulin Flyover along burger for
Ortigas. Edsa - every Juan!
Kamuning P11,577,234.00
September – Transit Ads Mrt & Lrt. Bus Burger King!
Feb. via Ayala to The yummiest
Fairview burger for
every Juan!
8.1.4 Sales Promotions Media Plan for Burger King

Sales Promotion Media Plan for Burger King for the month of September –
February
Description Goal Budget

December BK Kris Kringle To pump up sales Merchandising:
2010 in peak season
P150 per shirt
X 775 shirts
P116,250 per branch
P150 per mug

X 775 shirts
P116,250 per branch
Other Expenses:
P10,000
Total:
P242,500.00
January The Year of the To pump up sales Merchandising:
2011 Burger in peak season
P150 per usb
X 775 usb/branch
P116,250 per branch
Other Expenses:
P10,000
Total:
P126,250.00
February Burger Palooza To pump up sales In Store Promotions:
2011 in peak season P200,000.00
March The March of To pump up sales In Store Promotion:
2011 the Burgers in peak season P200,000.00
April 2011 BK Beach To pump up sales In Store Promotion:
Burger in peak season P200,000.00
Total P968,750.00
8.1.5 Events and Sponsorships Media Plan for Burger King
Events and Sponsorships plan for Burger king for the month of

Month Description Goal Budget
January 2011 Paramore! Live in To incorporate Sposorship

Manila Burger King into Expenses:
the music industry P3,000,000
so that the recall
would be effective Endorsement Fee:
P1,000,000
Total:
P4,000,000.00
February 2011 Burger Palooza To be able to hit a Event Expenses:
niche market P1,363,000
Total P5,363,000.00
8.1.6 Institutional Ads Media Plan for Burger King
Events and Sponsorships plan for Burger king for the month of
Month Description Goal Budget

December 2010 Feeding Program – To promote P1,205,000.00
Marikina Boys goodwill to the
Town public and build
brand image for
Burger King
Total P1,205,000.00
IMC Turn Over, Feedback and Monitoring

Monitoring the Proposed BK Project’s Effectiveness
IX. IMC Turn Over, Feedback and Monitoring

Basically, advertisers use different kind of techniques and tools in measuring the
effectiveness of a certain ad. The Advertising Response model below is an example
on how audiences evaluate advertising.

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Executive Overview

Burger King Project

This integrated marketing communications plan is designed for Burger King,

Hubble Dubble Advertising Agency: | The BK Project Proposal

This integrated marketing communication plan is also designed to achieve one of

1.1.1 Marketing Objectives

o Increase sales by 10% in the next 6 months through acquiring new

o Increase the market share in the burger industry and keeping up in

Hubble Dubble Advertising Agency: | The BK Project Proposal

The communication objectives of this IMC plan are to:

1.3 Communication Strategies

The communication strategies for this IMC plan are as follows:

Communication Tools Goal

Print Ads Support the current campaign to have a bigger impact to

Point of Purchase Attract more of its target customers

Hubble Dubble Advertising Agency: | The BK Project Proposal

TVC 30’s Radio

Outdoor Ads Lampost/Posters

Hubble Dubble Advertising Agency: | The BK Project Proposal

o Burger King definitely needs to catch up to market leader McDonald's and

To increase the odds for our successful marketing communications campaign, we

1. The campaign is focused on the right consumer, exposed to the right

Hubble Dubble Advertising Agency: | The BK Project Proposal

II. Situational Analysis

Quick Service Restaurants (QSRs) include regional, national, or global restaurant

2.1 Product History

Burger King is a global chain of hamburger fast food restaurants headquartered in

Hubble Dubble Advertising Agency: | The BK Project Proposal

2.1.1. Product Background

When the company began, its menu consisted predominantly of

In order to appeal to as many demographic groups as possible and

Hubble Dubble Advertising Agency: | The BK Project Proposal

Hubble Dubble Advertising Agency: | The BK Project Proposal

Dutch Apple Pie P80

Strawberry Sundae P35

Failed advertising campaigns weren't the only problems of Burger King,

Hubble Dubble Advertising Agency: | The BK Project Proposal

2.1.3 Past IMC or Advertising Plan

Burger King has employed varied advertising programs, both successful

The Burger King Ad Campaign History, 1974-2001

Hubble Dubble Advertising Agency: | The BK Project Proposal

2.1.4 Past Marketing Communications Budget

According to Burger King’s Statement of Income, Burger King spent

Hubble Dubble Advertising Agency: | The BK Project Proposal

Have it your way!

2.1.6 Customer Trends

Due to the consumers’ increased quality consciousness, companies are

Hubble Dubble Advertising Agency: | The BK Project Proposal

III. Target Audiences

3.1 Key Evaluation Criteria

Audience Goal Potential Target IMC

Hubble Dubble Advertising Agency: | The BK Project Proposal

Students To persuade them Budget-conscious Online, Media

3.2 Target Audience Profile

We have made segments of the market on the following bases:

CURRENT TARGET MARKET:

Geography: Busy places, Malls

Hubble Dubble Advertising Agency: | The BK Project Proposal

Social Classes Ways to attract them

3.3 Industry Analysis