BLA 324Creative Strategy & Production in IMC

Ahmad Fauzan Bin Hanapiah 133012041Ross Dizuan Bin Mohd Roslan 131010296Prince Chiwendu Okoye 122909505

Rebranding of Burger King through Billboard

Prepared for Mr. C.K. Liew

INTRODUCTIONIncorporated in Malaysia December 1997, by Cosmo Restaurants Sdn. Bhd.

The first restaurant was located at Overhead Bridge Sg. Buloh. Officiated by our former Prime Minister (Y.A.B Tun Dr. Mahathir Mohamad).

BURGER KING® caters to customers who love great tasting burgers, their way.

Burger King Signature

The ”Whopper” is the signature hamburger product sold by the international fast-food restaurant chain Burger King.

Burger King Signature

The ”BK Doubles Mushroom Swiss” is another signature hamburger product sold by the Burger King

Black hole of Burger King

Poor Advertising Strategies- The number of advertisement seen in both

traditional media and new media is substantially lowLess outlets- Currently they only have 46 outlets compared to

McDonalds which have 350 outlets Services- They don’t have 24 hours service and drive-thru service system

Market Segmentation

Demographic

Gender Age Income (RM) Residency

Male 10-60 years old

2000 and above

Urban Area

Female 10-60 years old

2000 and above

Urban Area

Market Segmentation

Psychographic- Western and lifestyle- Prefer fast food more than normal food- Travel everyday – convenience in fast food

consumption - Burger Maniac

Burger King Outlets

Market Segmentation

Klang Valley Area

Geographic

Geographic Segmentation

Johor Area

Tagline

We trying to use a tagline that trigger a spark of interest in the mind of the customers by using a tagline that have element of exclusiveness in it such as