Draft Position Paper

In the last two years Burger Planet has seen a significant decline in the number of middle aged female customers. According to the Pew Research Center, only 35 percent of women eat at a fast food restaurant weekly. The study showed that 47 percent of men eat of once a week and that younger adults eat at fast food restaurants much more often than older adults.

When these statistics are thoroughly analyzed it is clear that Burger Planet's weakest customer base is middle aged and older women. There are several reasons middle aged women night choose not to eat at Burger Planet, but after researching the probable causes the strongest evidence supports the nutrition value of Burger Planet's food. Women want to live healthier lives, and a healthy diet is a major part of the resolve. Recently Opal Whitcomb, America's most popular talk show host, lost a significant amount of weight. She has attributed her weight loss first to eating a healthy diet, and second to exercising regularly. Whitcomb hired fitness expert Jayne Petersen to help her get into shape and has given Petersen credit for her physical transformation. Petersen recently appeared on Whitcomb's show giving female viewers tips on foods they should eat.

As a marketing team we want to improve Burger Planet's image with the middle aged female demographic. Creating a positive image will increase our customer base in this key demographic. Our first step is create new menu options that will attract female customers. Some items that could be considered are fruits, salads, and healthy lean chicken. These items coincide with what Petersen has been promoting on Whticomb's TV show. Our second step is to contract Petersen to promote Burger Planet's new menu. It is clear that our demographic trusts Petersen and will try whatever she endorses. Once Petersen is signed we will create and release a series of three press releases promoting the healthy additions to the menu. These releases will be sent to over 400 major newspapers worldwide. We will also create a series of TV and radio ads that will air on major network television.

As a result of our marketing campaign we will increase the number of weekly female customers in our targeted demographic by 10 percent over a three month period. We will also increase our number of two or more visits weekly customers by 15 percent. These objectives will improve Burger Planet's image and revenue.


SOURCE: Pew Research Center Publications, Eating More; Enjoying Less, http://pewresearch.org/pubs/309/eating-more-enjoying-less