DIGITAL

MARKETING
PLAN
CONTENTS

1.00 COMPANY PROFILE

2.00 SOSTAC: SITUATIONAL ANALYSIS

3.00 SOSTAC: OBJECTIVES

4.00 SOSTAC: STRATEGY

5.00 SOSTAC: TACTICS

6.00 SOSTAC: ACTION PLAN

7.00 SOSTAC: CONTROL

8.00 REFERENCES
EXECUTIVE SUMMARY
This document is a digital marketing plan for Burger King with the view to helping the
company become more competitive in the food and beverages industry. A thorough study of
the current operations and an analysis of the company’s digital environment has helped inform
this report in the organization and development of objectives, strategies, and tactics to drive
the company to the achievement of more relevance in the digital space.

The SMART objectives were created in line with the vision and mission that drives the
operations of Burger King. The situation analysis reveals that the nibbler score of Burger King
is much lower than that of its competitors, as such, the SMART objectives focus on making
Burger King more visible in the digital environment and engaging more effectively with its
customers. This explains why strategies were developed to understand the customer base of the
company and develop a big idea that resonates with the characteristics and behaviours of their
target audience. Furthermore, tactics were developed to serve as a medium through which the
objectives can be achieved and the strategies can be implemented.

Finally, the action plan was in the form of a Gantt chart developed to help guide the timing of
the implementation of the tactics and control was done to monitor the result of the achievement
of the objectives and the execution of the strategies and tactics.
COMPANY PROFILE
Burger King is an American multinational chain of fast-food
restaurants that was founded in 1953 by Keith J. Kramer and
Matthew Burns in Jacksonville, Florida. Today, it is
headquartered in Miami, Florida, and operates more than 18,800
locations in over 100 countries worldwide.

Burger King is well-known for its signature flame-grilled burgers,

which are made from 100% beef and are customizable with a
range of toppings and sauces. The menu also features a variety of
other fast-food items, including chicken sandwiches, salads,
breakfast sandwiches, and sides such as French fries, onion rings,
and mozzarella sticks.

Burger King is owned by Restaurant Brands International, which

also owns other popular fast-food chains including Tim Hortons
and Popeyes Louisiana Kitchen. The company has faced criticism
in the past for its labor practices, as well as its use of controversial
marketing campaigns.
 SITUATION ANALYSIS

A. INTERNAL ANALYSIS

Chaffey and Ellis-Chadwick (2019) posits that analysis and an in-depth understanding of the
environment an organization operates is necessary for having competitive advantage (Chaffey
and Ellis-Chadwick 2019). Figure 1 shows the TOWS Analysis of the digital marketing
environment of Burger King.

STRENGTH WEAKNESS
• Strong digital presence with a • Limited menu options
mobile app, website, and social compared to competitors.
media accounts. • Limited presence in some
• Digital menu boards in many international markets.
locations for real-time updates • Slow adoption of emerging
and customization. technologies in some markets.
• Partnerships with online food
delivery services for easy
accessibility and convenience

OPPORTUNITIES (SO) Strategies: (WO) Strategies:

• Growing trend towards health- • Develop and promote more • Offer more plant-based options
conscious eating habits, which healthy menu options to cater to to cater to increasing demand.
could be capitalized on with the growing trend towards healthy • Expand in international
new menu items. eating. markets with the introduction
• Increasing demand for plant- • Leverage Burger King's strong of new, localized menu items.
based options, which Burger digital presence to increase brand
King has already started awareness and customer
offering with the Impossible engagement
Whopper.

THREATS (ST) Strategies: (WT) Strategies:

• Intense competition from • Partner with emerging • Increase menu options to
established fast food chains, technologies to offer innovative compete more effectively with
such as McDonald's and menu options. rivals.
Wendy’s. • Expand Burger King's presence in • Address and improve slow
• Potential backlash from international markets to increase adoption of emerging
customers over the revenue and market share technologies in some markets.
environmental impact of
fast food.

Figure 1: Burger King TOWS Analysis

Figure 5: Display Advertising (Data Source: [Link])

Figure 6: Social Traffic (Data Source: [Link])

Figure 7:
CUSTOMER ANALYSIS

Burger King's customer analysis shows that the company targets a diverse customer base
through its marketing efforts. The company's digital marketing strategy is focused on engaging
customers through social media, mobile applications, and online ordering systems. By
understanding its customers' preferences and behaviors, Burger King can develop effective
marketing campaigns that resonate with its target audience. Burger King's digital marketing
environment has enabled the company to reach a diverse customer base with varying
demographic, psychographic, and behavioral factors. Understanding these factors is crucial for
Burger King to tailor its marketing efforts to effectively reach and engage its target audience.
By focusing on individuality, adventure, and excitement in its marketing campaigns, Burger
King can attract customers who value these traits. Additionally, by leveraging its digital
capabilities, such as the mobile app and delivery partnerships, Burger King can provide
convenience and accessibility to its customers, further enhancing the customer experience.

INTERNAL CAPABILITIES OF BURGER KING

Burger King has developed strong internal digital capabilities that have helped it to stay
competitive in the fast-food industry.
Some of the internal digital capabilities
that Burger King has developed include:

Mobile app: Burger King has developed a

mobile app that allows customers to place
orders, customize their meals, and pay for
their food directly from their mobile
devices. The app also includes features
such as loyalty programs and special
offers, which incentivize customers to use
the app and keep coming back to the
restaurant.

Social media: Burger King has a strong

presence on social media platforms, such
as Twitter, Facebook, and Instagram,
which it uses to engage with customers and
promote its products. The company's
social media campaigns have been highly
successful, with campaigns such as the
"Whopper Detour" and "Moldy Whopper"
gaining widespread attention and helping
the brand to stand out in a crowded market.

Digital marketing: Burger King has invested heavily in digital marketing, using targeted
advertising and personalized promotions to reach customers and drive sales. The company uses
 data analytics to track customer behavior and preferences, enabling it to develop more effective
marketing strategies.

EXTERNAL ANALYSIS

COMPETITORS ANALYSIS

From the analysis below, it is obvious that Burger King’s nibbler score is very low compared
to its competitors in the marketing and overall metrics. In terms of social followers, Burger
King comes in third place in terms of Facebook followers, trailing the first two (McDonalds
and KFC) by a huge margin. With 82 million followers, McDonalds has the most Facebook
fans, followed by KFC with 58.9 million. This analysis demonstrates that Burger King's main
rival is McDonald's, given that the latter has more SEO score and followers across all social
media platforms than Burger King. However, Burger King has high growth potential given an
effective campaign.

COMPANY SEO NIBBLER AVERAGE

SCORE SCORE WORDS
PER PAGE
Follower Followers Followers Followers

[Link] Overall: 4.7

75 Marketing: 1 8.5M 1.9M 945.4K 2M
0.8
Popularity:
1.0
Overall: 9.1
74 Marketing:9.7 720 8M 1M N/A 3.9M
Popularity: 10
Overall: 8.7
84 Marketing:7.6 692 82M 4.6M 3.3M 4.7M
Popularity: 10

Overall: 7.5
74 Marketing:6.7 379 58.9M 1.7M 913.9K 1.6M
Popularity: 10

Figure 2: Website Analysis and Social Media (Data Source: [Link], [Link])

Figure 5: Display Advertising (Data Source: [Link])

Figure 6: Social Traffic (Data Source: [Link])

Figure TRAFFIC
7: AND ENGAGEMENT (JAN 2023 – MAR 2023)

Figure 3 and 4 below shows that Burger King has the least website monthly visit and
engagement while McDonalds is having the highest. The figure 4 also show that Burger King
needs more visibility and awareness on its social media platforms
 Total visits
Domain
[Link] 17.63M
[Link] 21.45M
[Link] 69.64M
glob [Link] 288,947

Figure 3: Website Visits (Data Source: [Link])

Figure 5: Display Advertising (Data Source: [Link])

Figure 6: Social Traffic (Data Source: [Link])

Figure 7:

Figure 4: Social Traffic (Data Source: [Link])

Figure 5: Display Advertising (Data Source: [Link])

Figure 6: Social Traffic (Data Source: [Link])

Engagement
Figure 7:
All traffic

Metric [Link] [Link] mcdonalds [Link]

Monthly visits 5.876M 7.151M 23.21M 96,316
Monthly unique visitors N/A N/A N/A N/A
Visits / Unique visitors N/A N/A N/A N/A
Visit duration [Link] [Link] [Link] [Link]
Pages per visit 5.82 5.28 2.68 1.69
Bounce rate 41.82% 32.84% 60.37% 75.58%

Figure 5: Website Engagement (Data Source: [Link])

Figure 5: Display Advertising (Data Source: [Link])

Figure 6: Social Traffic (Data Source: [Link])

Figure 7:
 SMART OBJECTIVE

The situation analysis has revealed some of the area where Burger King is lagging behind in comparison with
their competitors. Such areas include their low nibbler score, low website engagement, and low Facebook
engagement and traffic. Therefore, the following SMART objectives set to achieve and address some of these
areas for Burger King in the digital marketing space:

SMART OBJECTIVES ALIGNMENT WITH 5S MODEL (Chaffey, 2017)

Objective 1: Sizzle – Extend the brand online.

Achieve a 25% increase in brand awareness among the target audience within the next 6 months.

Objective 2: Speak – Get closer to customers.

Engage customers and increase the number of customer-generated posts and mentions on social media by
25% within the next 6 months

Objective 3: Serve – Add value

Improve online reviews and recommendation to build trust, increase customer loyalty, and attract new
customers by 20% within the next 6 months.
 MARKETING STRATEGY
A. Segmentation

Burger King, like most companies, uses market segmentation to target its customers. This allows
the company to tailor its marketing messages and promotions to specific customer groups, which
can help to increase customer loyalty and drive sales.

One of the ways that Burger King segments its market is through demographic segmentation.
The company targets specific age groups, genders, and income levels. For example, Burger King
targets young adults and families with children who are looking for affordable, fast-food options.
Geographic segmentation is another way that Burger King targets its customers. The company
offers different menu items or promotions in different regions, based on local tastes and
preferences. Psychographic segmentation is another form of market segmentation that Burger
King uses to target its customers. The company targets customers based on their values, beliefs,
and lifestyles. Behavioral segmentation is also used by Burger King to target its customers based
on their buying behavior and habits. The company many times offers promotions or discounts
to customers who frequently visit their restaurants or who order through the company's mobile
app.

Targeting

Burger King uses customer segmentation in its digital marketing efforts to target specific groups
of customers with personalized messaging and offers. Here are some of the customer segments
that Burger King targets. Burger King targets young adults between the ages of 18 and 34 who
are looking for affordable and convenient fast-food options (Nelson et al., 2008). This group of
customers is typically more receptive to digital marketing and social media advertising. Burger
King also targets families with children who are looking for family-friendly dining options. The
company offers a "Kid's Meal" menu with smaller portions and toy giveaways to attract families
with young children. In recent years, Burger King has made efforts to attract health-conscious
consumers by introducing healthier menu options like salads and grilled chicken sandwiches.
The company targets this group of customers with digital marketing campaigns that highlight
these healthier options. As such, this report targets technology-savvy consumers, family and
children consumers, health-conscious consumers, and fast-food enthusiasts who are more likely
to use mobile apps and online ordering platforms.
 CONSUMER PERSONA

Figure 6: Consumer Persona

Figure 7: Consumer Persona

 DIGITAL MARKETPLACE MAP

Figure 8: Consumer Persona

Intermediaries and
Customer Segments Search Intermediaries Destination Sites
Media Sites

Social Media Company site

Search Engines

Young adults

Vertical Search Engines Published Media & Blogs Direct Competitors

Health-conscious
consumer

Specialist Directives

Fast food Indirect Competitors &

Alternatives
enthusiasts

Figure 9: Online Digital Marketplace Map

B. Big Idea

The big idea "Burger King's Got Talent" is an engaging and interactive social media campaign
that aims to showcase the unique talents and creativity of Burger King's audience. The campaign
is built around the idea of user-generated content, which encourages customers to share their
videos showcasing their talents, whether it be singing, dancing, acting, or any other skill. The
campaign leverages the popular talent show format, which has gained immense popularity over
the years, to create a sense of excitement and competition among the customers. This campaign
will have a buzzword #ShowYourFlame and Burger King would then select the best entries and
feature them on their official social media channels. The winners would be chosen based on a
combination of judges' selection and audience engagement, such as likes, comments, and shares.

The big idea creates a unique opportunity for customers to showcase their talent, while also
promoting Burger King's brand values and messaging.

Positioning

The importance of market positioning strategy for a company's success is consistently

acknowledged in marketing literature, it ensures that customers will choose a company's product
above that of competitors (Blanksona, 2014). Initiatives by managers to alter the observable
traits and intangible perceptions connected to a specific marketable offering concerning the
competition are included in market positioning initiatives, whether expressly or implicitly
(Arnott, 1992). As such, Marketing positioning is how a company's products or services are
perceived in the marketplace by its customers concerning its competitors.

Burger King differentiates itself from its competitors by offering unique products and menu
items, affordable and convenient fast-food options for customers. Through these digital
marketing positioning strategies, this report aims to create a unique and memorable experience
for its customers. By incorporating the theme of talent, the campaign allows Burger King to
position itself as a brand that celebrates
individuality and creativity as well as
offering a personalized, engaging, and
convenient experience, helps the company
to strengthen its brand loyalty and attract
new customers in the highly competitive
fast-food industry.
 TACTICS

The report's tactics are broken down into three sections, each of which includes tactics for
attaining the SMART objectives.

OBJECTIVE ONE USING THE REACH ELEMENT OF THE RACE MODEL

The first objective focuses on increasing the brand awareness of Burger King, as such, the RACE
model with a focus on the “reach” element to create awareness of Burger King Got Talent.

1. SOCIAL MEDIA ADVERTISING: Social media advertising is an effective way to

reach a large and targeted audience and create awareness as well as increase participation in the
"Burger King's Got Talent" campaign. The ads would be shared on various social media
platforms, including Facebook, Instagram, Twitter, and YouTube, with the campaign hashtag
#ShowYourFlame prominently displayed. The advertising campaign will include various ad
formats such as video ads, carousel ads, and sponsored posts to reach the specific audience
interested in showcasing their talents. This advertisement will be with more focuses on
Facebook. This is because Figure 2 in the situation analysis above revealed that two of the
company’s competitors (McDonalds and KFC) have much more followers on Facebook than
Burger King.

Video Content: The video opens with a shot of a young woman in her bedroom, practicing her
guitar. She looks up at the camera and says, "I've always loved playing music, but I never thought
I'd have a chance to share it with the world." The camera then cuts to a young man in his living
room, practicing his dance moves. He says, "I've been dancing since I was a kid, but I never had
the confidence to perform in front of others." The video then cuts to shots of people of all ages
and backgrounds showcasing their talents on social media using the hashtag #ShowYourFlame.
There are people singing, dancing, performing magic tricks, and even doing stand-up comedy.
Finally, the video ends with a shot of the winners being announced at the virtual event hosted by
Burger King.

Throughout the video, there are subtle product placements of Burger King items, such as a
Whopper on a table and a soft drink in a contestant's hand, to remind viewers that this event is
being sponsored by Burger King. The general tone of the video is upbeat, inspiring, and
celebratory, emphasizing that anyone can have a talent worth sharing and that Burger King is a
brand that supports individuality and self-expression.

Sponsored social media flyer: The flyer will have visuals that are attractive and attention-
grabbing. It will include images of people showcasing their talent and the Burger King logo
prominently displayed. The flyer will include the deadlines for submissions. The flyer will aa
well as the campaign's social media handles and hashtags, such as #ShowYourFlame and
@BurgerKing, to encourage people to engage with the campaign on social media. The
participants will also be instructed to creatively include Burger King in their content.
 Figure 10: Social Media Poster

Figure 11: Facebook cover page of Burger King during the campaign
2. SEARCH MARKETING: Search marketing is indeed an effective way to create brand
awareness. By using search marketing, businesses can increase their visibility on search
engine results pages (SERPs) and drive traffic to their website. The search marketing to be
used is Pay-per-click (PPC) advertising which is used to create brand awareness. The PPC
ads will be placed on search engine results pages and other websites, while Burger King pays
a fee each time a user clicks on the ad. By targeting specific keywords such as “Burger King”,
“Burger King Got Talent”, and “Burger”, Burger King can reach a highly targeted audience
and increase brand awareness through ad impressions and clicks. When customers share their
videos, they are essentially creating free marketing content for the brand, which can be
shared and re-shared across multiple social media platforms.

Figure 12: An example of a Pay Per Click ad

OBJECTIVE TWO USING THE ACT ELEMENT OF THE RACE MODEL

1. USER-GENERATED CONTENT: Burger King will leverage the power of social

media to create a viral buzz and engage with its target audience. This tactic is used to reach out
to the Burger King target audience and drive engagement with the audience. The Burger King’s
Got Talent campaign will encourage customers to create and share their videos on social media
using the hashtag #ShowYourFlame. Participants will be asked to infuse the consumption of
Burger in their video entry and musty creatively feature any Burger King products. Burger King
would then select the best entries and feature them on their official social media channels. The
winners would be chosen based on a combination of judges' selection and audience engagement,
such as likes, comments, and shares. The 10 most engage entries get an all-expense paid trip to
Dubai. Burger King aims to foster a sense of community among its customers and increase social
engagement
2. QUIZ: Engaging customers through quizzes on social media is a great way to boost
customer engagement. One way to implement this tactic is by creating themed quizzes related
to Burger King's products, history, and values. A quiz will be created to test customers'
knowledge of Burger King's iconic Whopper burger and the history of the brand as well as other
information relating to Burger King. Each question will be posted daily for 50 days on the Burger
King Instagram page, with 50 total questions and 50 winners. The target audience member with
the fastest right response will be declared the winner. After 50 days, the names of the 50 winners
will be revealed on Instagram. Each of them will receive a whopper burger delivered to their
homes along with Burger King merchandise like a T-shirt, biro, and face cap.
By engaging customers through quizzes, Burger King can build a stronger engagement with its
audience and increase brand loyalty.

OBJECTIVE THREE

Offering exceptional customer service: In increasing customer reviews and recommendations,

excellent customer service will be provided to encourage positive reviews and recommendations,
while also giving prompt and professional responses to any customer reviews and comment on
Burger King digital platforms. When this customers positive experience is established, Burger
King will send mails and share posts encouraging the customers to leave positive reviews and
recommend Burger King to their friends and family. As such, the customers' reviews will be
obtained thus;

• Encourage customers to leave reviews on social media platforms

• Encourage customers to feel a survey when they visit the website or mobile app.
ACTION PLAN
CONTROL

Control, the last stage of the SOSTAC planning model, evaluates if the campaign's ultimate
objectives have been met through its tactics, strategy, and overall campaign. The following
relates to the control for this report;

OBJECTIVE 1: To control the objective of increasing brand awareness by 25 percent, Burger

King will employ several control measures as follows;

• Tracking mobile app and website traffic, page views, monitoring mentions and discussions,
social interaction, Google trends, Twitter trends, number of followers, likes, shares, and
subscribers across all digital platforms.

• Burger King will also monitor their search engine rankings for relevant keywords to assess its
visibility and presence online

• An online brand awareness survey will be conducted to measure the level of brand recognition
and recall among the target audience. This will be done to assess the level of familiarity,
perception, and understanding of the brand.

OBJECTIVE 2: The objective relates to increasing the social media engagement of Burger
King through the next six months and this will be measured thus;

• Tracking hashtag usage to measure the reach and impact of the campaign.
• Tracking the Impressions and reach, likes, comments, and shares
• Using the Click-through rates (CTR) metric to measure the number of clicks on links on the
social media post

OBJECTIVE 3: To measure the increase in the number of reviews and recommendations

Burger King would be getting from customers, several indicators will be employed, including
review management tools, Google Alerts, social media listening tools, direct consumer survey
and feedback, and Google Analytics, to track the number of favorable online reviews and
suggestions for Burger King.
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