The hiring of Jayne Petersen and the revolution of Corny the Clown's image will help Burger Planet become the best fast food in the nation. Petersen is a fitness guru who has become famous through appearances on the Opal Whitcomb show. Petersen then went on to help Whitcomb lose 75 lbs. She promotes moderation and has written several bestselling books on weight loss.
Hiring Petersen as a spokesperson is crucial to Burger Planet's success because she is someone women admire and trust. Women in their 30s and 40s (the target audience) will continue to bring their families to Burger Planet and eat there themselves if they know Petersen endorses the restaurant. She brings credibility to the company through her books and experience helping women lose weight.
Corny the Clown will also begin to work alongside Jayne Petersen to help market Burger Planet's new menu. By pairing Corny with Petersen, Burger Planet will be able to revolutionize Corny's image to make him more appealing to health conscience families.
The new items introduced to the Burger Planet menu are to encourage healthy eating and provide alternative choices for consumers. Burger Planet has been a family favorite for years and it is common for our customers to eat at burger planet with their children. The nation’s “Soccer Moms” and other young parents would be most likely to continue eating at Burger Planet with their kids if they feel that we not only cater to their children, but to them as well. By marketing our new menu to our adult consumers we will be more likely to avoid law suits and claims that we use Crusty the Clown just as Camel Cigarettes used “Joe Camel.”
Along with keeping our regular customer base happy with these new menu items, we will attract new customers on a daily basis who will be eager to try our new items. There is a growing demand for healthy eating around the nation which is something that our competitors have also begun to notice. According to the Michigan Daily’s report on McDonald’s in 2003, when McDonald’s introduced their healthy salads, they reported to have increased their sales by 13 percent in the third quarter that same year. As we introduce these new items we can expect to see similar increases in our customer base while retaining our existing customers.
Burger Planet has become famous for its simple menu consisting of soda, fries, and burgers. Our food has been satisfying to our long-time customers and we want them to know that option isn’t going to change. Burger Planet wants to preach the message of moderation, not convince customers to ignore the traditional entrees that made the company its fortune. Burger Planet’s main sandwiches are named after planets. Some of these include, “The Saturn”, “The Venus”, “The Mercury”, and “Hemisphere French Fries” which are the most popular.
Burger Planet only offers soda for a beverage and does not plan to change this fact. We have made the most money selling soda, because of the low cost of the product to us. Customers also now have the ability to request all Burger Planet food products without the bun, making them low-carb offerings good for the Atkins and South Beach Diets. Keeping our same products and letting them be adjustable for other audiences will be a great asset to our company.
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3 comments:
Lots of good information. This has plenty of details for the position paper.
I think your group did a good job writing this. One thing you may want to fix though is the use of the term 'fast-food restaurant' and use 'quick service restaurant' instead.
I like your positioning paper and it is practical. One thing you could do is that you could focus more on the healthy menu. Other than that, it's great!
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