Don’t fear big competitors
Burger King punches above its weight
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Burger King punches above its weight
Burger King and McDonald’s are famous rivals like Coke and Pepsi. Yet, Burger King punches above its weight. Recently it asked its customers to order from Mcdonald’s.
Faris, a marketing strategist has studied Burger King’s bold marketing communication strategy. According to him both run similar businesses. While all of Burger King’s 19000 stores are franchises, about 80% of Mcdonald’s 39000 stores are Franchise. Since Burger King can not outspend Mcdonald’s it focusses on amplifying its message. It aims to use the public relation potential of its campaigns. It relies on activation to increase its share of voice.
Chief Marketing Officer of Burger King Machado said, “The biggest risk is to do something that doesn’t get noticed. If I were to compete just with media money, I would lose the war before the first battle starts because there’s bigger players in this category. If I want to get noticed I need to do bold things.”
Machado’s rules of marketing are about five things. One, quirky stunts help sales. Two, latch on to trends such as gaming. Three, stock images aren’t bad. Four, don’t be rigid about using new channels. Five, there is always silver lining.
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