Positioning Paper - Final

American’s today are increasingly less concerned with matters of nutritional foods unless it is made easy for them. According to the World Health Organization, about 1.7 billion adults are considered overweight, with at least 312 million being clinically obese. We at Burger Planet care about our customers and desire to offer a wide variety of choices that will please them. We realize that your father created this business wanting to sell burgers and fries. However, in a changing America it is necessary to consider offering a diverse menu including healthy choices.

We are going to expand our current image with nutritional options, not altering the image your father created. We will offer healthy alternatives to our classics. Wheat buns, fruit juices, fruit salads, hamburger wraps, baked potatoes, mixed veggies, and even turkey burgers. We are the Burger Planet. We offer all the best. Other restaurants offer diversity and in order to compete with them, we see it necessary to offer better. You have the choice.

We are not forcing fat foods upon the public. Each individual has the ability to substitute unique combinations to satisfy their hunger and their health. We want to build this company and bring in a wider demographic of customers.

Targeted mediums will convey our new and modernized objectives. With this position, we, Burger Planet, will give you the power to choose.

 

Output

• Gear our advertising campaign towards a wider demographic and emphasize our healthier choices.
• Corny the Clown appearances to target youth
• Jayne Petersen appearances to target middle aged women

Impact

• Sales in our healthy choices will increase and our middle-age women demographic will increase drawing more families.
• Sales of children's meals will increase and parents will bring them to our restaurants
• Healthy Choice menu items will increase in sales particularly by middle-aged women targeted group

 

Talking Points

1. Healthy Classics
• You choose the healthy options
• Same great classics with healthy alternatives
2. Jayne Petersen
• Fitness guru of a multi-million dollar health and fitness company.
• Encourages a healthy lifestyle that lead to a 75 pound weight loss in Opal Whitcomb that has stayed off
3. Corny the Clown
• Children friendly and the face for Burger Planet
• Community conscious and child friendly; appears at children's and community events include service oriented projects