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Burger King - Essay Example

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Burger King Table of Contents Marketing Communication Planning Framework 3 Situation Analysis 5 Challenges Involved In Executing an Effective Viral Campaign 9 Repositioning 10 Appropriate Positioning for Burger King 11 References 13 Marketing Communication Planning Framework Marketing communication is considered to be an essential tool that an organisation utilises to convey wide range of promotional information to its target customers…
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Download file to see previous pages With the help of these marketing communication techniques a product can be expansively marketed and product consciousness may be generated amongst the public regarding the various aspects with regard to the product (Laitenen, 2009). The above mentioned tools may be used in segregation, but an organisation can get superlative advantage when these tools are used in a unified way to create impact among the target customers. Messages can be customer oriented or it may be related with the product but the basic underlining principle should be how to convey or deliver the message in the effective most way. Media may be further alienated into six chief classes’ print, outdoor, broadcast, in-store and other media class. Each class has a distinct media type, for example broadcast includes radio and television whereas print class has newspapers and magazines. The combination of the three elements i.e. the messages, the media and the tools is termed as integrated marketing communication (IMC) (Laitenen, 2009). Planning for the promotion is an indispensable management activity and it should therefore be developed within an appropriate framework. Marketing communication planning framework certifies the provision of a visual guide among different elements. This plan is based on the basis of gathering of relevant information (Laitenen, 2009). The prominent factors that must be incorporated in the market communication plan are the context analysis which deals with defining an opportunity or problem. It identifies the opportunities which are available in the market segment. In the promotional objective tool, the object should be pragmatic in approach. The final end should however be in inducing the customers in buying the product. Corporate objective implies to the business area where the business unit should tend to function. Through promotional strategy the distinct marketing communication techniques are identified and subsequently selected. The three P’s strategy of marketing communication is pull, push and profile. Pull strategy mainly focuses on the consumers and the basic goal is to induce them to procure the product. For the push strategy, the prospects are the channel intermediaries. A profile strategy emphasises on the brand development (Laitenen, 2009). Budget is concerned with the opportunities and precincts of the thriving marketing communication plan. It considers the monetary aspect of the concern. Schedules are the determining factors of time that may be a determinant in attaining the organisational objective (Laitenen, 2009). The communication process is followed by scrutinising the entire plan. It measures the level to which the target has been achieved. Control and evaluation is thus the most important factor to judge the efficiency of the executed project (Laitenen, 2009). Marketing Communication Planning Framework Source: (Laitenen, 2009). Situation Analysis Burger King has been lacking behind when being compared to McDonald’s and Subway due to their declining sales figure which were disappointing. It was facing sturdy competition from its competitors who were reaching peaks in terms of gratifying their prospect customers. It had been observed by the analysts that that latest campaigns of Burger King focused on the ...Download file to see next pagesRead More
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