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I. EXECUTIVE SUMMARY

Burger King is a company that has more than 57 years of innovation, and has 12,250restaurants in 76 countries and territories worldwide.

The Burger King menu has evolved from a basic offering of burgers, French fries, sodas

and milkshakes in 1954, to a larger, more diverse set of product offerings. In 1957, the

Whopper was the first major addition to the menu; it has since become Burger King's signature

product. Conversely, BK has introduced many products which failed to catch hold in the

marketplace. Some of these failures in the US have seen success in foreign markets, where BK

has also tailored its menu for regional tastes. After the purchase of the company in 2002,

Burger King began to aggressively target the 1834 male demographic with larger products that

often carried correspondingly large amounts of unhealthy fats and trans-fats.

The company has adapted its menu to accommodate different dietary lifestyles by

adding several vegetarian options, including deep Spicy Bean Burger that is sold in Burger King's

international locations.

Its customers have enjoyed Burger Kings taste and service throughout the years, but

recent demands for more nutritious food by health conscious consumers have pushed BK to

offer another healthier product.

This study shows the new Burger King SALADSthat will address the consumers

demand for food that is good for the health. This also shows the products target customers,

target users, the product description, health benefits, features, functions, strengths, and

weaknesses. Burger Kings 2009 and 2010 financial summary is featured to show the

companys financial development.

MISSION:

"We will prepare and sell quick service food to fulfill our guest's needs more accurately,

quickly, courteously, and in a cleaner environment than our competitors. We will conduct all

our business affairs ethically, and with the best employees in the mid-south. We will continue

to grow profitably and responsibly, and provide career advancement opportunities for every

willing member of our organization."

http://en.wikipedia.org/wiki/Burger_King_productshttp://en.wikipedia.org/wiki/Trans-fathttp://en.wikipedia.org/wiki/Spicy_Bean_Burgerhttp://en.wikipedia.org/wiki/Spicy_Bean_Burgerhttp://en.wikipedia.org/wiki/Trans-fathttp://en.wikipedia.org/wiki/Burger_King_products

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VALUES

BKC's Corporate Responsibility Report

Food

For over 50 years, our restaurants have

been serving high quality, great tasting andaffordable food around the world. Our

commitment to the food we serve is what

defines us as a company and is at the center

of our

HAVE IT YOUR WAY brand promise.

People

We are dedicated to supporting and

investing in our people employees,

franchisees, suppliers and restaurant guests

because they are the cornerstone of our

business. In many different ways, we do all

that we can to serve employees

Environment

The heightened global debate regarding the

role of business in sustainability hashighlighted many of the challenges and

expectations among all businesses,

including the quick-service restaurant

industry.

Corporate Governance

While we opened our restaurant doors over

50 years ago, 2009 marks the third year as a

public company for Burger King Holdings,

Inc. (BKC). In a short amount of time, BKC

has created a integral corporate governanceand compliance program.

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OBJECTIVES:

Burger King shall improve consumers brand awareness. Burger King shall promote a healthier eating habits and lifestyle to its target

consumers.

II. TARGET CUSTOMERS

2.1 Primary Customers

Primary customers are middle class men and women aged 18 to 30 years

old. They are the so-called sandwich class and are very conscious of their

figure. Interestingly most male health conscious seem to switch later in life- in

their late twenties or early thirties- this is when men tend to notice that they

can't eat whatever they like anymore, and health issues become more

important. Its also the time when most men decide to quit smoking or cut down

drinking.

2.2 Secondary Customers

Secondary customers are men and women aged 14 to 17 years old from

the lower middle class who are starting to become conscious of their figure and

health. They are identified as teenagers beginning to maintain a good body with

the help of a dietary yet nutritious food at a lower price because of the low

budget they have. Most girls become health conscious in their late childhood or

early teens. Sometimes this relates to body image, sometimes to ethics or

emotional concerns about animal cruelty.

III. TARGET USERS

3.1 Primary Users

A Business Customer Visits Burger King during the day as service is quick

and serves food that is tasty and nutritious.

3.2 Secondary Users

Teenagers Men and women aged 14 to 17 years old from the

lower middle class who are starting to become

conscious of their figure and health.

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drinks milkshakes desserts breakfast)

Revenue US$2.5 billion (FY 2010)[3]

Operatingincome

US$332.9 million (FY 2010)[3]

Net income US$186.8 million (FY 2010)[3]

Total assets US$2.75 billion (FY 2010)[3]

Total equity US$1.13 billion (FY 2010)[3]

Employees 38,840 (2010)[3]

Parent 3G Capital

Website burgerking.com

This box: view talk edit

V. PRODUCT DESCRPITION AND POSITIONING STATEMENT

5.1 Business Problem, Product Concept and History

Customers nowadays have healthier eating habits, and it has driven them

away from fast food or forced them to stop eating out.

Burger King promises to make healthier choices for its customers. They

recognize that there will always be additional steps they can take to enhance

their menu options and satisfy their guests evolving desire for choice. They will

continue to explore new ways to make their food innovative as well as

nutritious.

Nutrition, quality, value, and taste are important attributes that helpguests and their children make choices that promote healthy living. Burger Kings

product innovation teams are working with trained chefs and nutritionists to

develop new menu options that provide great tasting food choices while

meeting their guests nutritional needs. For that reason the team has come up

with a new menuBURGER KING SALADS

http://en.wikipedia.org/wiki/Soft_drinkshttp://en.wikipedia.org/wiki/Milkshakeshttp://en.wikipedia.org/wiki/Dessertshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Equity_(finance)http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Holding_companyhttp://www.burgerking.com/bkglobal/http://en.wikipedia.org/wiki/Template:Infobox_Burger_Kinghttp://en.wikipedia.org/wiki/Template_talk:Infobox_Burger_Kinghttp://en.wikipedia.org/w/index.php?title=Template:Infobox_Burger_King&action=edithttp://en.wikipedia.org/w/index.php?title=Template:Infobox_Burger_King&action=edithttp://en.wikipedia.org/wiki/Template_talk:Infobox_Burger_Kinghttp://en.wikipedia.org/wiki/Template:Infobox_Burger_Kinghttp://www.burgerking.com/bkglobal/http://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Equity_(finance)http://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Burger_King#cite_note-2010_10-K-2http://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Dessertshttp://en.wikipedia.org/wiki/Milkshakeshttp://en.wikipedia.org/wiki/Soft_drinks

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The newBURGER KINGS SALADS is a meal that will satisfy the

customers cravings for a healthy dietary meal. A salad provide lettuce,

chopped tomatoes, assorted raw, sliced vegetables (such as cucumbers, carrots,

celery and green or red bell peppers), dried bread croutons, bacon bits,

shredded cheese, and various types ofsalad dressing. Some salads also have

additional food items such as cooked cold meats (e.g., chicken and ham), cookedbeans (e.g., peas or kidney beans), deviled eggs, cold pasta salads, corn chips,

bread rolls, soup, and fresh cut fruit slices.

5.2 The Key Messages and Main Benefits

We aspire to make the best-tasting vegetarian foods, always with real

good ingredients.

5.3 Features, Functions and Benefits

SaladsOur salads like dressing-up. Quite often you'll see one with its crispy

lettuce, red ripe tomatoes and crunchy carrot, wearing the latest designer

dressing. But then you also get the ones who worry about their figures. You'll see

them dressed in our less than 3% fat range, which includes 'Honey and Mustard

dressing' and 'French dressing.

http://en.wikipedia.org/wiki/Lettucehttp://en.wikipedia.org/wiki/Tomatohttp://en.wikipedia.org/wiki/Vegetablehttp://en.wikipedia.org/wiki/Croutonhttp://en.wikipedia.org/wiki/Baconhttp://en.wikipedia.org/wiki/Salad#Dressingshttp://en.wikipedia.org/wiki/Kidney_beanhttp://en.wikipedia.org/wiki/Deviled_egghttp://en.wikipedia.org/wiki/Pasta_saladhttp://en.wikipedia.org/wiki/Pasta_saladhttp://en.wikipedia.org/wiki/Deviled_egghttp://en.wikipedia.org/wiki/Kidney_beanhttp://en.wikipedia.org/wiki/Salad#Dressingshttp://en.wikipedia.org/wiki/Baconhttp://en.wikipedia.org/wiki/Croutonhttp://en.wikipedia.org/wiki/Vegetablehttp://en.wikipedia.org/wiki/Tomatohttp://en.wikipedia.org/wiki/Lettuce

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Flame-Grilled Chicken Salad

It's because of the crisp mixed leaf lettuce, juicy cherry tomatoes,

crunchy carrot and tender pieces of chicken. Apparently it's because it is classed

as an 'all weather' salad. It warms you up in winter and cools you down in the

summer, which puts the other salads out of a job.

5.4 Nutritional Information

5.5 Sales and Marketing Strategy

Burger King will be offered in all Burger King Branches of the Philippines.

It will be on top of the line TV advertisements hiring famous Filipino celebrities

to promote these new products with a tagline HealthyVeggie Good. BurgerKing will also promote the new products through movie tie-ups. For every movie

ticket, one coupon will be given to the buyer granting him BURGER KINGS

SALADS discounts. Burger King will post banners and tarpaulins on populated

areas in the metro. These add will be captivated by the middle class men and

women.

Energy

(Kcal)

Energy

(Kj)

Protein

(g)

Carbohydrate

(g)

Sugars

(g)

Fat

(g)

Saturated

Fats (g)

Fibre

(g)

Sodi

(g

Garden

Salad33 137 1 6 5 1 tr 2 0.0

Total perserving

33 137 1 6 5 1 tr 2 0.0

Total/100g 20 83 1 3 3 0 tr 1 0.0

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VI. COMPETITIVE PRODUCTS

6.1 Competitive Products Overview

The new Burger King SALADS has direct competition in the fast food

market. Restaurants that offer salads are McDonald's: Premium Bacon Ranch

Salad with Grilled Chicken, Wendy's: Mandarin Chicken Salad with Grilled

Chicken Fillet, Taco Bell: Chicken Fiesta Taco Salad and Quiznos: Black & Bleu

Flatbread Salad

6.2 Competitive Strengths, Weaknesses, Response Statements

Strengths

a. Classed as an 'all weather' salad. It warms you up in winter and cools youdown in the summer, which puts the other salads out of a job.

b. It is a lot more nutritious than the average saladsWeaknesses

a. Lack of TV advertisementsb. Lack of Promotional strategies

Response Statements

a. Burger King will invest on top of the line TV advertisements hiring famousFilipino celebrities to promote these new products.

b. Burger King will also promote the new products through movie tie-ups.For every movie ticket, one coupon will be given to the buyer granting

him Burger kings SALADS discounts.

c. Burger King will post banners and tarpaulins on populated areas in themetro.

6.3 Product Schedule

Burger Kings SALADS will be launched in the month ofDecember 2011

it is for the reason that Christmas is coming therefore people will encounter

lots and lots of fatty and unhealthy foods, Burger Kings SALADS will be their

only way to neutralized their appetite and have a healthy yet delicious food for

their Christmas Eve. The campaign is designed to focus attention on the

importance of making informed food choices. With the help of this campaign the

target user and customers will be informed about what is healthier and what is

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not in terms of the meal their going to choose. With that, the Burger Kings

SALADS will catch the attention of the health conscious target consumers. Then

after the launching of this product, BK will do some sorts of promotional

activities like internet, movie tie ups, mobile and print advertisements.

6.4 Sales and Distribution

Burger Kings SALADS will be available in all BK branches nationwide. In

able to reach the target audience BK will use print ads featuring the BURGER

KINGS SALADS with the taglineHEALTHY VEGGIE GOOD. Burger King will

also promote the new products through movie tie-ups. For every movie ticket,

one coupon will be given to the buyer granting him BK Veggie Burger and Fruity

Shake Combo discounts. Burger King will post banners and tarpaulins on

populated areas in the metro. BK will also use mobile ads through jeepney, taxi,

fx and LRT. BK will use internet ads specifically social networking site such as

facebook, twitter and multiply.

VII. FINANCIAL DATA

Financial Summary2

ndQuarter

2010 2009 % Difference

Total Sales 623 629 -0.96%

Gross Profit 234 252 -7.69%

Operating Income 81.7 79.9 2.25%

Net Income 49 59.1 -20.61%

*in millions of peso

Product Retail PriceIntroductory

Price

Competitive

UpgradeVersion Upgrade

Burger KingsSALADS

69.00 69.00

Burger King will

offer a salad

meal with a

healthy veggie

salad that willsatisfy the

nutritional yet

dietary cravings

of the target

customers.

Classed as an 'all

weather' salad. It

warms you up in

winter and coolsyou down in the

summer, which

puts the other

salads out of a job.

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PAMANTASAN NG LUNGSOD NG MAYNILA

(University of the City of Manila)

Muralla corner General Luna Streets

Intramuros, Manila

Burger Kings SALADS

Angelie B. Caylao

BSBS Mkg 4-1

Prof. Maria Anna Miranda

Product Planning Development

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TABLE OF CONTENTS

I. EXECUTIVE SUMMARY1.1 MISSION

1.2 VALUES

1.3 Objectives

II. TARGET CUSTOMERS

2.1 Primary Customers

2.2 Secondary Customers

III. TARGET USERS

3.1 Primary Users

3.2 Secondary Users

IV. MARKET ANALYSIS

V. PRODUCT DESCRPITION AND POSITIONING STATEMENT

5.1 Business Problem, Product Concept and History

5.2 The Key Messages and Main Benefits

5.3 Features, Functions and Benefits

5.4 Nutritional Information

5.5 Sales and Marketing Strategy

VI. COMPETITIVE PRODUCTS6.1 Competitive Products Overview

6.2 Competitive Strengths, Weaknesses, Response Statements

6.3 Product Schedule

6.4 Sales and Distribution

VII. FINANCIAL DATA

7.1 Financial Projection

VIII. PARTNER PROGRAMS AND CREATIVES