Market Segmentation and Focus – Burger King of Cool?
Market Segmentation and Focus – Burger King of Cool?
It is interesting how Burger King segmented, understood, and built their brand around their key audience. The bottom-line is, the strategy worked – much to the dismay of those of us who strive to be health oriented. You could effectively argue that Burger King’s approach was both risky and short-term oriented. However, the point is – there is power in understand exactly who your audience is, getting to know them, and building around their wants.
Burger King is desperately seeking pop culture’s holy grail: to be cool. So cool it can sell more than 3 million Burger-King-branded Xbox video games in two months. So cool that The King, its masked icon-with-attitude, showed up in Jay Leno skits 17 times in two months. So cool that The King’s got an ultra-popular profile on MySpace.com. Burger King’s new coolness offensive just may be working. Burger King (BKC) last week reported a 12th-consecutive quarter of worldwide sales growth at stores open at least a year. In North America, “same-store” sales were up 4.4%, the 11th-consecutive up quarter. These are feats few would have thought possible in recent years as sales tanked, franchisees were in near-revolt and stores closed. After shrinking by about 100 stores in 2004 and 2005, it opened 25