Final Positioning Paper

Burger Planet is looking to reach a wide range of individuals that are looking for a healthier lifestyle. With the newest trends and latest health concerns with older generations, Burger Planet wants to make sure that we are on top of our game in bringing not only our original favorites, but several new health conscious items to choose from on the menu.
OUTPUT OBJECTIVE:


-Hiring Jayne Peterson to bring about the new image of healthy eating that Burger Planet wants to promote, especially towards woman in their thirties and forties.

-Burger Planet will present a new menu that has several new healthy additions.

-Working along side Jayne Peterson will be Corny the Clown. Together they will be touring malls and schools across the United States promoting healthy eating.
IMPACT OBJECTIVES:


-By hiring Jayne Peterson we want to make woman in their thirties and forties feel comfortable and confident about eating at Burger Planet. 

-By adding new healthy items to choose from, everyone should be able to find something that suits their diet. Apples instead of fries or a salad instead of a burger however, Burger Planets original menu will still be available with all of the old favorites.

-Working with Jayne Peterson will give the older customers something to relate to. We want to resuscitate Corny’s image among beloved customers. 



Burger Planet wants to spearhead the health revolution that many of our competitors are participating in. To do this, Jayne Peterson will be the main spokeswoman for Burger Planet. She is well known for her work with Opal Whitcomb in helping her lose excess weight and keeping it off. Our target audience will be mainly woman in their thirties and forties. This is an especially important time in a woman’s life to be particularly healthy. In Burger Planet’s effort to offer a widened menu with healthier choices for all individuals, we hope to bring back customers that have not been dining at Burger Planet. We want, particularly woman in their thirties and forties, to feel comfortable eating at Burger Planet once again. Having someone promote Burger Planet that knows about health and fitness will give them not only the information they need but also give them the confidence to be able to eat what they want. 

Our new menu features several new healthy additions such as the Corny Crispy Chicken Salad, which contains a total of 250 calories. When compared to our competitors, McDonalds and Burger King, our salad has the least amount of calories. McDonalds offers the Caesar Salad with crispy chicken and contains 300 calories. Burger King offers the Tendergrill Chicken Garden Salad and contains 420 calories.