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Burger King is a reliable burger company which has had its ups and downsIn 1974 it came out with a slogan of Have it your way and at this timeit also had a 4 market share Burger Kings idea was to have the customerhave their burger done their way rather than a standard burger In the early80s Burger King was trying to keep sales growing so they had to keepchanging their advertising In 1982 Battle of the burgers and Arentyou hungry for a Burger king now were the slogans used In 1983 Broilingvs frying and 1985 The big switch All these ads throughout the yearshelped increase market shares from 76 to 83 from 1983 to 1985 Searchfor herb was a slogan used by BK about a person that has never tasted awhopper burger this campaign was supposed to increase market share by 10but in reality only increased it by 1 it was a disaster In 1986-1987 thisis a burger king town and best food for fast times brought a lot of attentionto the company In 1988 We do it like you do it was used often but a yearlater they came out with two new slogans which confused the customer In1989 Sometimes you gotta break the rules and BK tee vee with MTV andDan Cortese with I love this place This was another huge setback for BKbecause people on the go and parents found this ad loud and irritating BKat this time has failed to establish a solid image that would differentiateit from its competitors Ads if anything only confused consumers as to whatadvantages BK offered In 1993 it had a market share of 61 were McDonaldshad 156 and BKs sales were growing slower than its rivals Failed advertising campaigns werent the onlyproblems they also had internal problems Management lacked focusand direction and has struggled with marketing mix decisions Franchisesbecame confused and angered service was slow and food preparation wasntconsistent Burger King lost its
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