Answered: In what ways Burger King could have…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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In what ways Burger King could have attracted customers? Or it is not a feasible product?
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Note:Give your answers from the point of view of consumer’s behavioral aspects.

Transcribed Image Text:Burger King failed to attract nutrition-conscious diners through 'Satisfries', a lower-calorie, healthier version of its French fries, with the result that the company withdrew the product from two-thirds of its restaurants. The failure of 'Satisfries' was a major blow to the global fast-food giant which was struggling to provide better dining experiences to customers by serving healthy fast food at its restaurants. Burger King introduced the lower-calorie fries with the objective of attracting more health-conscious consumers and boosting its health-friendly image among the fast- food giants in the world. But critics questioned its claim about offering fewer calories and a healthier fast-food option than its rivals. The product also failed to satisfy consumers who were not clear about the advantages of “Satisfries' compared to the company's regular fries. Moreover, its overpricing, weak brand positioning, bad marketing decision, wrong social media advertisements, and lack of product differentiation among others, resulted in the failure of 'Satisfries'.

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