Final 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 out once a week, and that the older a person is the less likely they are to eat at a fast food restaurant weekly.

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 might decide not to eat at Burger Planet. 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 that resolve. Recently Opal Whitcomb, America's most popular talk show host, lost a significant amount of weight. She has attributed her weight loss to eating a healthy diet and exercising regularly. Whitcomb hired fitness expert Jayne Petersen to help her get into shape and has given Petersen credit for her physical transformation.

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 objective is to create new menu options that will attract female customers. Some items that could be considered are fruits, salads, and lean chicken. Our second objective 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 press releases promoting the healthy additions to the menu. These releases will be sent to over 400 major newspapers worldwide. In addition to the releases a series of TV and radio ads will be produced and aired nationwide.

Our marketing campaign will increase the number of weekly female customers in our targeted demographic by 10 percent over a six month period. It will also increase the number of customers who eat at Burger Planet two or more times a week by 15 percent.


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