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McDonalds vs Burger King

Comunicación Directiva
by

Gabriela Duran

on 19 November 2013

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Transcript of McDonalds vs Burger King

About... The world's largest chain of hamburger fast food restaurants.
68 million customers daily.
119 countries.
31000 restaurants. 1940 1954 External Communication Public Communication Image

Reputation

Ethics

Advertising Internal
communication Gains agreement
Informs and guides
Gives and sets examples
Is constant Good communication: DISTRIBUTION CHANNELS Marketing Mix: Product a menu which customers want.
Price quality
Promotion marketing communications
Place 30,000 local restaurants
46 million people each day MARKETING
AND BRANDING Campaigns: •Space exploration: NASA
•Children's advertising: Ronald McDonald
and McDonaldland
•Sports awards and honors 23 different slogans in United States advertising. CORPORATE COMMUNICATION
AND STRATEGIES ...Place the customer
experience at the core of all they do.
…Is committed to their people.
…Believes in the McDonald´s System.
…Operates their business ethically.
…Gives back to their communities. McDonalds... About... It is a global chain of hamburger fast-food restaurants.

In the United States it operates under the Burger King Brands title while internationally
it operates under the
Burger King
Corporation banner. EXTERNAL COMMUNICATION (PUBLIC COMMUNICATION) Image: Logo - traditional king - “the home of the whooper”
Reputation: “Fundación Lazos”
Ethics
Advertising : “Have it
your
way” INTERNAL
COMMUNICATION As per rules and regulations of the organization burger king information flows from higher level to lower level. DISTRIBUTION
CHANNELS Product main menu
Promotion “next best move”
Place 11,100 restaurants
65 countries
Price MARKETING
AND BRANDING Kids Club: Kid Vid
Boomer
I.Q.
Jaws
J.D.
Lingo
Snaps
Wheels CORPORATE COMMUNICATION
AND STRATEGIES The lowest prices possible for its products
Continuously improve its menu.
The unique flame-broiled burgers.
It focuses on the whopper as their signature product. It offers: Gabriela Durán Eduardo Rolon María Jose Beceiro Macarena Garza CORPORATE
COMMUNICATION
Full transcript