COMMUNICATION STRATEGY

BURGER KING

BY-TUSHAR GUPTA
SAMBIT MAHAPATRO
PRIYANKA MAHAPATRA

COMMUNICATION STRATEGY FOR BURGER KING IN PHILIPPINES

Burger king was a Florida based fast food hamburger restaurants. It ran 11,300 restaurant in 69
countries and was the second largest hamburger business in the world. In Philippines, PERF restaurant
Inc. was the franchise holder of Burger King and operated out of 23 locations in Metro Manila. As per
the case the food chain is currently facing some problems in their communication strategy.

CULTURAL AND BEHAVIORAL ASPECTS OF PHILIPPINES:

In Philippines the family belongingness is very high. This is the only country in the world where
getting divorce is illegal as per the Philippines law.
Philippine people eat 3 meal a day and 2 snacks in between. They are
1. Breakfast
2. Segundo almuerzo (2nd breakfast at around 10:30-11;00 AM)
3. Lunch
4. Merienda (Midafternoon snacks time at around 3:00-4:00 PM)
5. Dinner
Most of them prefer to eat with their hand.
Food isnt served in course; People like the complete meal laid out before them so that they can
eat simultaneously from all the dishes.
They mostly eat rice in their meal. Their most common breakfast is rice and a fried egg with
some chopped tomato and some banana ketchup.
Unlike thai cuisine, for Filipino cuisine heat is not a defining factor.
In the non-veg segment seafood, pork and chicken are the most favorable foods.
They were ruled under the Spanish from year 1521-1898. So Filipino cuisine has some Spanish
essence in their cuisine.

PROMOTION STRATEGY FOR BURGER KING:

Strengthen the product line of the Burger King. With the current product line in the Burger King
they cannot succeed in Philippine. So for that matter they should add some item which will give
them Filipino cuisine flavor. For an example: Philippine people are very fond of dips along with
the dishes. So that they can add some sauces in their menu.
Once they strengthen their portfolio they have to assign their target audience. At present they
are already targeting only to the families. But according to the Philippine census data 60% of
people come under the age range of 15-35 year. So there is a huge opportunity is lying in there.
They can design a new advertisement for the youth segment.
The advertisement should be like a bunch of college students were hungry and they are tired of
eating those traditional burgers and then the product description will come and then when the
students grab a bite then it was so tasty that they got lost in it.

Burger King can start a campaign whose tag line will be Buy a meal and help a child. In this
campaign for every consumption of a meal the 1% of the price of the meal will help a poor child
who cannot have basic necessity.
Sponsor some youth events to lure the youth crowd to your store.
Go for e-marketing. Advertise in Facebook, Twitter and other social platforms.

FACEBOOK:
Bidding to reach customers
There are companies who will be bidding to get the budget as they are in the same industry.
When you apply for advertisement, you basically are bidding for the budget. You'll choose a budget for
your advert, which is the total amount you want to spend. Then you'll choose a bid the amount we're
willing to pay to have customers see your advert.
You can pay a specific amount to pay every-day too such as $100 per day, or you can set a lifetime
budget for advertisement. Facebook will continue you ad until the budget replenish or the end date
arrives.

Reaching Target Customers

For example, if you run an advert to increase views of your website, Facebook will serve your advert to
people who are more likely to visit your website.
Facebook will suggest a bid range based on the audience you want to reach.

Controllable budget
We can adjust our budget depending on our requirement even we can put a spending limit per day to
reduce cost
Your budget steadily gets lower as people see, click or engage with your advert.

See what you're spending each day

There is something called Advert Manager from which you can see the spending on the ad per day and it
will take up to 72 hours to generate and to update the final cost of your advertisements

Billing
There is threshold limit in your advert account you will billed when your advert budget reaches it
threshold limit. For the US, the first threshold is $25, and this rises with each successful charge to $50,
$250, $500 and $750.
If your advert costs don't hit the threshold amount, you're just billed at the end of the month.

YouTube:
YouTube average cost-per-view ranging between $.10 $.30.
There are 4 types of ads in YouTube:

In-search an ad shows up above the YouTube search results.

In-slate an ad shows up in the suggested videos after your video ended.
In-display an ad shows up on the suggested videos beside the video you are watching.
In-stream an ad plays before you can watch your video.

Advertisers can target audience by age, gender, demographically etc.

TWITTER ADVERTISEMENT PRICE

There are three types of advertising options
1. Promoted tweets
2. Promoted accounts
3. Promoted trend
The rules of advertisement:
They appear in timeline and search results
They can be targeted by gender, interest, geographical region, device etc
You have to only pay when user click on the advertisement, retweeting or favoriting your tweet
These engagements typically cost between $.50 $2.00, depending on your targeting.
For local campaigns it averages $1.35 per engagement.

FM radio pricing list

FREQ.

RATE

PRIMARY COVERAGE
AREA

SECONDARY COVERAGE AREA

Manila

96.3

5,500

Mega Manila

Parts of Quezon, Nueva Ecija, Bataan, Zambales, Rizal

Province, Bulacan, Laguna, Cavite, Batangas, Pampanga &
Parts of Tarlac and Pangasinan

Baguio

91.9

1,300

Baguio City

Benguet parts of La Union & Pangasinan

Iloilo

92.3

2,100

Iloilo Province, Antique

Province

Capiz Province, Coastal Towns of negros Occidental and

Oriental

Cebu

102.7

1,500

Cebu City, Metro Cebu,

Cebu Province, Southern
Leyte, Bohol

Negros Oriental, Northern Mindanao, Leyte and Siquijor

Boracay

93.5

1,600

Boracay Island

Malay, Romblon, Parts of Mindoro Occidental

Bacolod

105.5

2,000

Bacolod City, Silay, Cadiz,

San Carlos, la Carlota,
Isabela

Tagbilaran, Antique, Cadiz, Canlaon City

AREA

LUZON

VISAYAS

MINDANAO
Davao

105.1

1,800

Davao City, Digos, Tagum

Kaputian, Baak Town, Coastal Towns of Davao Del Sur

and Norte

General
Santos

94.3

1,300

General Santos, Koronadal,

Saranggani Province

Tacurong, Sultan Kudarat Province, North Cotabato,

Davao Del Sur

Zamboanga

97.9

1,700

Zamboanga City

Jolo Sulu, Tawi-Tawi, Zamboanga Del Sur, Del Norte,

Basilan

Cagayan
De Oro

96.9

1,700

Cagayan De Oro, Misamis

Oriental, Northern
Bukidnon

Agusan Del Sur, Southern Bukidnon, Lanao Del Sur,

Camiguin Island