Case Study - Market Segmentation

During the late 1980s, Burger King was still enjoying the success of the iconic "Have It Your Way" campaign, but McDonald's, Wendy's, and Hardee's had begun to counter attack.  As Chief Marketing Officer, I led a talented team of internal and external professionals to identify and develop three new market segments:  Kids, African-Americans, and Working Women.  The Kids' Program was a comprehensive and fully-integrated program involving new products, menus, packaging, promotion, media, and advertising.  The African-American segment was engaged with focused community programs, as well as targeted media and creative developed by ethnic market agencies.  The Working Women segment took more of a menu/product approach with major launches of chicken tenders, chicken sandwiches, and salads.  Positive same store sales were re-established to take Burger King past the $5 billion sales mark for the first time.