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Burger King 簡介 P MMaarrkkeettiinngg MMaannaaggeemmeenntt CCaassee 44 BBuurrggeerr KKiinngg GROUP 2 會研所 碩一 • 王銘義 R97722031 商研所 碩一 • 簡秀芬 R97741004 商研所 碩一 • 謝琬婷 R97741023 商研所 碩一 • 彭可欣 R97741029 商研所 碩一 • 張懷文 R97741055 CONTENT 一、 Burger King 簡介 p. 1 二、 Burger King STP 分析 p. 2 三、 Burger King 溝通目標 p. 2‐3 四、 Burger King 行銷策略的正、反面影響 p. 3‐4 五、 Promotion Mix p. 4‐6 p. 6‐8 六、 Subservient Chicken 網站分析 七、 Promotion 建議 p. 8 八、其他行銷 3P 建議 p. 8‐9 九、台灣案例：LG 夢想樹 p. 9‐10 一、 Burger King 簡介 Burger King (BK)由 James McLamore 及 David Edgerton 在 1954 年於邁阿密創立， 主要的代表性產品為以炭火燒烤的牛肉和新鮮蔬菜搭配的華堡(Whopper)1，是全美 第二大速食連鎖餐廳。但因其缺乏有效的廣告策略，2003 年全美銷售額下滑 5％ 至 79 億美元，同時期速食界龍頭麥當勞(McDonald’s)銷售額則成長 9％達到 221 億 美元，而第三大業者溫蒂漢堡(Wendy’s)也成長了 11％達到 74 億美元，與 BK 僅剩 微小的差距。 BK 為了挽回市佔率不斷下降的頹勢，於 2004 年將廣告公司轉換給同樣位於 邁阿密的小公司：Crispin，這樣的轉換在一開始並未得到評論家的肯定，他們認為 BK 在四年內快速換過五家不同廣告公司，但都沒有獲得良好的成果，因此普遍認 為這次合作結果也不會有所不同。但 Crispin 接手後，以創新思維重新設計 BK 的行 銷方向，採取成果導向的行銷策略，專注在核心顧客上，其突破傳統的廣告一開 始雖引起許多加盟店主的反感，但核心顧客的反應卻非常熱烈，連續三年上揚的 銷售成績也直接反應了此行銷活動的成功，讓反對的雜音漸漸轉變成支持的頌 揚。 Crispin 行銷活動的成功關鍵在於設定了正確的目標 Identify Target 市場與產品定位，成功打動了目標顧客的心，並充分利 Audience 用各種媒體將 BK 的新形象快速、準確、深刻地傳達給目 Determine Objectives 標顧客。本組將運用 Steps in Developing Effective Communication 的架構來分析：BK 如何 Identify Target Design Message Audience，決定其目標市場(Q2‐1)，基於此定位進行宣傳 欲達到的目標為何(Q1)？再由正反兩面探討此定位的影 Select Channel 響，是否有造成其他非目標顧客背離的風險(Q2‐2)？接下 來分析 BK 的 Promotion Mix，討論其如何使這一連串的行 銷宣傳活動能相互配合、相輔相成(Q4,Q5)，並探討 Establish Budget Subservient Chicken 網站如何運用 Viral Marketing 的方式， 在極短時間引起廣大群眾的造訪(Q3)。除了個案中提到的 Decide on Media Mix 行銷活動以外，在 4P 的各部分是否還有可以加強的地方 (Q5)(Q4)？最後以 LG 在台灣舉辦的夢想樹活動分析其運 Measure Result 用 Viral Marketing 的成果。 Manage Integrated Marketing Communications 研究架構 Chicken ( Promotion 其他行銷 Promotion Mix 定義問題、提出 BK Subservient BK BK 分析架構 正反面影響 LG 台灣案例 BK 行銷策略的 ( (Q4,5) 溝通目標(Q2-2) (Q1) (Q3) (Q5) STP (Q4) Q2-1 夢想樹 簡介 網站分析 分析 3P ) 建議 建議 ) : 1 維基百科 http://zh.wikipedia.org/w/index.php?title=Burger_King&variant=zh‐tw 1 二、 Burger King STP 分析 BK 自 2004 年將廣告公司轉換給 Crispin 後便發起一連串令人印象深刻的行銷 宣傳活動。Crispin 為 BK 扭轉了以往在消費者心中定位不清楚的形象，以 Focus 策 略設定明確的目標顧客，並找出所謂的『Sweet Spot』作為猛力行銷的依據。 BK 在 2004~2006 年間提出的五個主要行銷活動分別為：(1)2004 年宣傳『Have It Your Way』口號的『The Office』電視系列廣告(2) 2004 年宣傳 TenderCrisp 的 Subservient Chicken 網站(3) 2004 年巨大陶瓷頭國王的電視系列廣告(4)2005 年宣傳 Chicken Fries 所創造的 Coq Roq 重金屬樂團(5)2006 年改編『I Am Woman』歌曲的 『Manthem』電視廣告。本組認為前三項針對的目標客群較為類似，而後兩項則 為另一類。以下為本組分別為此兩大分類進行的 STP 分析： 第一階段(前三項行銷活動) 第二階段(後兩項行銷活動) Segmentation 根據自我主張意識(自我掌控)、 根據年齡以及是否偏向陽剛個 是否喜好新奇有趣事物、以 及 年 性為分別客群之面向。 齡來分別顧客群。 Target BK 選擇自我主張意識高、喜歡 BK 選擇偏向陽剛以及年輕的顧 新奇有趣事物、以及較年輕的消 客做為目標客群。 費族群作為目標客群。 目標族群行為特徵：舉止粗獷、 目標族群行為特徵：經常上網、 胃口大、經常吃速食。 會使用 e‐mail 聯絡朋友、喜歡嘗 試新東西、有行動力。 年老 自我主張意識程度 High 陰柔 陽剛 BK 年齡 BK Young People 年輕 High 喜歡新奇有趣事物程度 Position Have It Your Way! 是男人就吃 Burger King! 份量大滿足你的胃! 三、 Burger King 溝通目標 BK 在消費者心中的熟悉度雖然不低，然而卻無法使顧客對其有特別偏好，因 此本組認為 BK 主要的 Communication Objective 之一在於強化目標客群對於 BK 的 喜好程度(Share of Heart)；又 BK 提供的產品—速食，屬於和競爭者之產品差別不 大，顧客涉入程度不高的商品，購買行為不會遵循 Learn‐Feel‐Do 的步驟，而是想 到哪家店就去哪家吃，採取 Feel‐Learn‐Do 的決策過程，故本組認為 BK 的另一 Communication Objective 應在於增加讓顧客想到速食，就想吃 BK 之程度(Share of Mind)。 2 增加 Share of Heart 增加 Share of Mind 建立 Subservient Chicken 網 站，使 瀏 The Office 系列廣告搭上熱門影集的 覽者能對一隻真人扮演的雞下任何 順風車，讓觀眾迅速產生印象，使 指令，在事後得知此為 BK 建立的網 得BK的廣告也成為茶餘飯後間討論 站後，瀏覽者容易將 BK 與有趣做連 的話題。 結，增強其喜愛 BK 的程度。 利用 Subservient Chicken 網站的轉 推出有巨大陶瓷頭國王的電視系列 寄好友功能，使瀏覽人次在 10 天內 廣告，此一無厘頭的廣告，想讓觀 快速超過兩千萬人次，造成一股風 眾將有趣與 BK 連接，增強其對 BK 潮和話題，打響了 BK 的知名度；也 的喜愛程度。 因此使得消費者常常會想到 BK，增 原創的 Coq Roq 重金屬樂團以及改 加了 Share of Mind。 編自『I Am Woman 』歌曲的 Coq Roq 重金屬樂團不僅出現在網 『Manthem』電視廣告，都使觀眾 站上，其歌曲亦在主要的音樂台如 加深對 BK 的特殊印象，更提升了年 MTV 與 VH‐1 播放，讓人分不清此為 輕且偏陽剛的觀眾對 BK 的喜好程 真實的樂團或只是一個宣傳活動， 度。 這樣突破性的特殊宣傳方式亦可引 Favorable Attitude 起一陣討論。 同樣類似的手法還有改編膾炙人口 BK 的歌曲『I Am Woman』，亦可使大眾 輕易對 BK 的廣告朗朗上口。 Low High Familiarity BK Familiarity Unfavorable Attitude 四、 Burger King 行銷策略的正、反面影響 明確定義出目標顧客並針對其喜好、興趣做為行銷溝通的主攻要點，只要方 向沒有錯誤，結果會是樂觀可期的；然而使用的行銷溝通手法過於極端，完全只 專攻目標顧客，可能會使某些顧客卻步，不想購買 BK 產品。本組分別對此 Focus 策略分析其對 BK 產生的正反面影響： 反面影響 顧客層面 自認不是 BK 目標客群的顧客，可能會因為不喜歡被歸類於 BK 的目標客群(尤 其第二階段)而選擇不買其產品。 連鎖店層面 有不少屬於年紀較大，較保守的經營者，對於太過爭議的廣告有反感，可能 會造成他們與 BK 的衝突(如：不願配合行銷活動)。 公司層面 因行銷活動太過成功，使得消費者對於 BK 已有既定的刻板印象，若 BK 以後 想要轉變目標客群將有一定程度的困難。 社會大眾印象 BK 某些行銷活動的呈現方式過於叛逆或具爭議性，會讓大眾產生負面觀感。 3 正面影響 大為提高顧客忠誠度 強力鎖定 BK 的 Super Fan，使得這群目標客戶一想要吃速食就想到買 BK，讓 BK 獲得忠誠顧客最大化的利潤。 避免與速食界龍頭—麥當勞正面衝突 因麥當勞訴求小孩與家庭的歡樂氣氛，BK 不重覆對手目標顧客之定位，能減 緩競爭的程度。 綜合 BK 採取的行銷定位雖有造成非目標顧客背離的風險，但考量現今消費者 的喜好差異愈來愈大，市場分隔愈來愈明確，想要討好所有人的目標不切實際也 不必要，BK 的行銷策略確實能提高目標顧客的忠誠度，因此仍是利大於弊。 五、 Promotion Mix BK 靈活搭配運用各種媒體，使其各行銷活動間各有特色卻又相輔相成，發揮 了極佳的綜效，以下將簡介各階段使用的 Promotion Mix，並分析其策略特色。 第一階段使用的 Promotion Mix Advertising The Office系列： ․Nonpersonal Channel：以電視廣告展開宣傳活動，搭 配速食店內標誌及餐具設計等成套的推廣組合 ․內容：模仿英國喜劇系列，以辦公室員工競爭比較誰點 的漢堡最特別(如：不加生菜、特濃美乃滋等)的方式強 調無論要求有多特殊，顧客都可擁有個人客製化的漢堡。 陶磁頭國王系列： ․Nonpersonal Channel：以電視廣告為主 ․內容：巨大陶磁頭國王頭為代言人，以略帶笨拙而有趣 的方式介紹漢堡，如：Wake up with Burger King系列 廣告，讓國王頭和人一起醒來，獻上美味的BK早餐。 Interactive Marketing Subservient Chicken網站： • Nonpersonal Channel：以網路為主 • 內容：為推廣BK的產品TenderCrisp Chicken，以真人裝 扮為雞的方式，透過網路攝影機﹐在網站上由消費者鍵 入動作指令，雞便會依照指令做出各式逗趣的動作。 Viral Marketing Tell a Friend按紐： • Personal Channel－Social Channel：Viral Marketing • 內容：在Subservient Chicken網站上有"Tell a Friend"按 鈕，讓消費者在體驗網站的趣味性後，可將訊息e-mail給 親朋好友，使更多人知道此活動，進而前來網站賞玩。 4 Personal Selling 速食店內店員銷售： • Personal Channel－Advocate Channel • 內容：為了執行"Have It Your Way"的核心價值，店員會 主動詢問顧客想要的漢堡型式，便利顧客選擇客製化的 產品，店員並可推銷促銷商品，增加顧客選購機會。 第二階段使用的 Promotion Mix Events & Experiences Coq Roq樂團： • Nonpersonal Channel：設立專屬網站、周邊商品的販賣、 電視上播出音樂錄影帶形式的廣告等。 • 內容：為推廣BK的新產品Chicken Fries，以重金屬樂團 為基礎，在網站上展示其歌曲、音樂錄影帶、周邊商品 等，並請來有名的導演拍攝音樂錄影帶，在各大電視音 樂頻道播出，以世界級的高規格進行各項宣傳活動。 Public Relations & Publicity Coq Roq樂團： • Nonpersonal Channel：公共的報導、訴訟及批評等。 • 內容：重金屬樂團的操作模式引發熱烈的討論，除了在 年輕男性族群裡產生迴響的正面報導外，也引起另一樂 團Slipknot的侵權控告，更有些批評其為幼稚低級幽默的 聲浪出現。 Advertising Manthem廣告： • Nonpersonal Channel：以電視廣告為主 • 內容：改編Helen Reddy的歌曲"I Am Woman"，強調大 份量的漢堡，是表現男性陽剛氣質的最佳寫照，搭配琅 琅上口的歌曲，加強男性消費族群的印象。 策略特色 TV Advertising 及 Viral Marketing 的相互配合： Sender Encoding Media Decoding Receiver •BK •Have It Your •TV •BK=客製化 ‧目標顧客 Way •Website •客製化=有趣 Response 購買行為 5 BK 想將客製化的『Have It Your Way』訊息傳達給目標顧客，若僅在大眾傳播媒 體上廣告，觀眾的印象可能沒那麼深刻，為了強化訊息，BK 選擇在網路上以順 從的雞作為素材，讓消費者隨心所欲的命令雞作各種動作，體認到『客製化』 是件『有趣』的事，更是種自我意識張顯的表現；再搭配接觸率(Reach)較高的 電視媒體，向大眾宣達『BK 就是客製化的表率』，讓消費者進一步將『有趣』與 『BK』作連結，提升對 BK 的好感度。 Pull 及 Push Strategy 的運用： 由於各家速食產品強調的特色不同，如：BK 第一階段強調的客製化、第二階段 強調的大份量等，因此 BK 選擇與消費者直接溝通，將訊息明確的傳遞給消費者， 透過各種形式的溝通組合，初期以趣味性的方式，後期則強調個性化的展現， 將顧客拉到店內來消費；在店內則輔以 Push 的策略，透過店員主動的向顧客促 銷產品，強化顧客的購買行為。 較低的行銷預算： BK 在花費較高的電視廣告方面，大多模仿舊有的經典戲劇或歌曲，拍攝場景也較 為簡單，因而節省了廣告創意及製作的費用；再搭配其他較低成本的宣傳方式， 如：網站、自創樂團等，甚或是免費的公共報導，為其創造極高的知名度。BK 有 效的運用分眾行銷的手法，以低預算準確命中目標客群。 六、 Subservient Chicken 網站分析 口碑行銷運用人們在社群網絡之間分享經驗與溝通的行為，藉著人們口耳相 傳的傳播，將行銷訊息有效地擴散出去，達到宣傳品牌或產品、提升品牌或產品 的知名度等行銷目的，而 Buzz Marketing & Viral Marketing 即是口碑行銷常見的網 路形式。Buzz Marketing & Viral Marketing 成功的關鍵，在於具備下列要素：定義行 銷溝通的目標族群、設計有趣吸引人的訊息、運用方便的傳播管道。 以下本祖分析 BK 的 Subservient Chicken 網站訊息，探討其運用口碑行銷的方 式及成功的關鍵： Subservient Chicken 網站介紹 BK 推出 Subservient Chicken 網站，目標是宣傳 TenderCrisp Chicken，但其設計並未直接點出與產品相關訊 息，而是設計了一個與產品有聯想性的互動式影片，呼應 Have It Your Way 的行銷主題；透過網站有趣的互動，建立 對 BK 品牌印象是『有趣輕鬆』、『願意傾聽顧客需求』，讓 消費者在未來選購速食時，有機會聯想到 BK 推出的雞肉產 品，以 及 BK 提供食物客製化的服務，進一步產生購買意願。 整個網站內容包含首頁的互動式影片，及下方的五個文字 連結： 1. 首頁互動式影片：如同視訊的鏡頭，造訪者一到首頁可看到在一個昏暗且普 通的客廳，走出一隻由人扮演、穿著女性吊襪帶、模樣滑稽的雞，似乎是 live 直播，邀請網友寫下希望雞做什麼動作的指令，這隻雞就會順從照做(除了不 雅的動作外)。 2. Subservient TV：有 3 個影片呈現不同的使用者，想要這隻雞做出符合自己指 令的不同動作。 6 3. Photos：有 5 張這隻雞擺出不同姿勢的滑稽照片。 4. Chicken Mask：可下載檔案，列印、剪裁戴在臉上的雞面具。 5. Tell A Friend：利用 email 轉寄這個有趣的網站網址給你的朋友。 6. BK TenderCrisp：可連到 BK 網站主頁，這是這個網站上唯一可以辨認出此網 站與 BK 有關的部分，但 BK 的廣告公司 Crispin 盡量不讓這個 BK 相關連結太 顯眼。 該網站上線時，只有 Crispin 的 20 位員工知道，藉由他們散播轉寄給親朋好 友，上 線 10 天內就有兩千萬人造訪這個網站，且造訪者平均停留時間超過 7 分鐘， 顯示其成功地將此訊息擴散出去，並吸引許多人造訪此網站，看到了這個訊息。 Subservient Chicken 網站成功關鍵 以下本組分析此網站的訊息內容、架構和型式，探討 BK 訊息設計與傳達的方 式、成功的關鍵與行銷效益。 Message Content •以正面的情感元素為訴求: 網站內容運用正面的幽默、趣味元素，以 Emotional和Transformational為訴求，不直接點出產品訊息，以免消費 者產生對商業化的排斥感，而藉由Borrow Interest的效果，先以有趣的 主題吸引消費者注意力，進而在網站上體驗趣味、感受品牌塑造的氛圍。 •有趣的內容促使造訪者轉寄訊息: 有趣的內容一方面激起造訪者的好奇心， 想了解BK到底是推出什麼有趣的產品，另一方面用趣味而非產品訊息， 促使造訪者分享給好友，採用Viral Marketing發揮口碑行銷的效益，達到 宣傳之目的。 Message Structure •訊息開放不下結論: 網站邀請造訪者自己鍵入指令，Get chicken just the way you like it.，不提供任何建議與結論，讓消費者自行發揮創意與聯想。 •傳達One-sided的趣味性: 以一個面向強調網站內容的有趣，來感染消 費者的情緒，讓消費者玩得開心。 •一開始就呈現重點: 由於網路上有眾多資訊選擇，且注意力容易分散(消 費者非abducted)，因此將有趣的主題在一開始就直接呈現，讓消費者馬 上就被吸引，願意專注瀏覽此網站；在感受到趣味性後，配合”Tell A Friend”的功能，運用Viral Marketing快速地散播此訊息。 Message Format •網站元素的位置排列簡潔，大小比例層次分明，讓造訪者快速抓到重點: 首頁將主要的互動式影片置於中央，且比例最大，影片中雞大客廳小， 襯托雞這個主角；五個次要主題以文字連結置於其下，字體比例小，不 影響主題，且無其他花俏的裝飾，簡單不繁雜的配置，讓造訪者可以快 速清楚地掌握到重點。 •特殊的呈現形式: 主題以互動式的影片呈現，以視訊鏡頭，營造彷彿 LIVE直播，增加臨場感，且在一般的客廳內，沒有太精緻的畫質，如同 一般消費者自己拍攝，減少商業化氣息，像一個朋友般拉近與造訪者的 距離；且由真人扮演，提高和造訪者的互動程度；穿著吊襪帶的雞，增 加衝突感與滑稽，引人發笑。其他次要主題多以影片、圖片呈現，沒有 太多的文字敘述，讓造訪者在短時間內，可以更直覺地了解網站訊息。 • 不複雜的顏色襯托主題: 以黑色為底，黑白對比，襯托主題使之明顯； BK商標以較淡色的字或圖顯示，減少商業化氣息。 7 如上述分析，此網站運用有趣的內容，以情感面為訴求，讓消費者玩得開 心，以簡潔的配置、對比的色彩，特殊的互動式影片呈現方式，讓造訪者快速 掌握到主題，搭配 Viral Marketing 轉寄好友發揮口碑行銷的威力，使網站於短時 間內吸引了眾多造訪者。 以宣傳的目的來說，BK 成功地讓廣大的族群知道這個有趣的網站，建立對 BK 品牌的注意力與興趣。然而在轉換消費者興趣、進而產生實際購買行為的面 向，此網站並無太強烈的直接連結，而是採用推波助瀾的方式，希望消費者由 此網站的趣味性，產生對 BK 品牌的偏好，進而產生購買意願。 七、 Promotion 建議 除了個案中提到的各種 Promotion Mix 以外，對於其他可能還可加強的部分， 本組提出建議如下： 加強『Feel &Learn』及『Do』之間的連結性： BK 的行銷溝通組合主要在於強化溝通三部曲中的『Feel』及『Learn』的部分， 對於『Do』則未加著墨，在增加目標族群的好感度之後，能否使消費者將此正 面反應轉化為實際的購買行為，進而使 BK 的銷售成長，應是 BK 要考慮的重點， 因此本組建議其應加強消費者具體行動的誘因，提升『Do』的部分，可透過下 列幾種方式達成： 舉辦漢堡大胃王比賽：一方面可讓消費者試吃漢堡，增加其前去店內消費的 機會，另一方面也可凸顯 BK 大份量的特色，吃得多的人即為名符其實的『漢 堡王』。 戴雞面具至店內消費可折價：讓 Subservient Chicken 網站的參與者在享受趣味 性之餘，亦能與消費行動作連結，藉此提高其購買的誘因。 增設戶外大型看板廣告：由於速食某種程度上屬衝動性商品，當消費者想吃 速食時，若碰巧看到吸引人的大幅廣告，應能提高其選購的機會，因此建議 可在目標族群較為集中的區域，如：男性較多的工作場所、運動場附近，增 設大型看板廣告，以視覺強化其行動力。 在三餐時段廣告：選擇在消費者最有消費動機的時刻作溝通，較易使其產生 立即的行動。 加強『Learn』的訊息強度： 產品的美味度始終是能否留住消費者的關鍵，因此建議除了上述核心價值的傳 達外，在各階段都應輔以產品訊息的強化，如：以美味、多汁的漢堡視覺圖片，
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