Positioning Paper First Draft

TEAM DOMINATE

Due to the desire of our customers, it is necessary to launch a campaign geared toward healthy eating. Market research has shown that women in their 30s and 40s in particular have stopped going to Burger Planet. In response to these findings, we feel that it is detrimental to Burger Planets success to broaden the menu choices.

Offering three salad and five fruit choices, along with white meat chicken breasts that can be wrapped in lettuce as opposed to a bun will allow Burger Planet to reach a demographic they previously have not been able to reach. Although Burger Planets policy in the past has been to offer soda as their only beverage choice, it is important to offer a more health conscious option in beverages as well.

Talk show host, Opal Witcomb has recently had guest Jayne Petersen on her show discussing women’s health and is an expert in the matter. Through this campaign it would be beneficial for Burger Planet to hire Jayne. Jayne is recognized by many and having her representing Burger Planet will legitimize the campaign.

Jayne is supportive of this campaign and believes that moderation is the key to a healthy lifestyle. She also feels with the new menu choices Burger Planet can remain a competitive and successful company by catering to the wants and need s of the customers.
This new campaign will not hinder the image of Burger Planet, it will simply improve and broaden it.