Re-branding Burger King through Billboard

1. BLA 324
Creative Strategy & Production in IMC
Ahmad Fauzan Bin Hanapiah 133012041
Ross Dizuan Bin Mohd Roslan 131010296
Prince Chiwendu Okoye 122909505
Rebranding of Burger King
through Billboard
Prepared for Mr. C.K. Liew

2. INTRODUCTION
Incorporated 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.

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

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

5. Black hole of Burger King
Poor Advertising Strategies
- The number of advertisement seen in both
traditional media and new media is substantially
low
Less 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

6. 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

7. Market Segmentation
Psychographic
- Western and lifestyle
- Prefer fast food more than normal food
- Travel everyday – convenience in fast food
consumption
- Burger Maniac

8. Burger King Outlets

9. Market Segmentation
Klang Valley Area
Geographic

10. Geographic Segmentation
Johor Area

11. 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