BURGER PLANET POSITION FINAL
Mr. James E. Muellenbach III, CEO
Board of Burger Planet
To clearly brand burger planet as the leader among family oriented quick-serve restaurants. One clear statement needs to be driven in to the heads of consumers:
Burger Planet believes in providing delicious and nutritious meals for the modern American family.
The demographic where there is the most potential for growth is Middle Age Women who are health conscious. By showing support healthy lifestyles, Women will feel more comfortable eating with their families at Burger Planet. Burger Planet will avoid the “fast food” stigma and the negative branding that comes from those stereotypes. A new national survey of more affluent consumers from strategic marketing communications firm Context Marketing concluded that some consumers are willing to pay more for foods they believe to be healthy and safe. According to the study “While respondents confirmed that low price is a major influence on most food purchases, 60 percent said they would pay up to 10 percent more for food they think is healthier, safer or produced according to higher ethical standards, and 14 percent said they would pay a premium greater than 10 percent.”
To show supports of healthy lifestyles Burger Planet will:
• Add new menu items such as Fruit packets and Salads
• Seek the help of Jayne Petersen as the face of the healthy lifestyles campaign
-Jayne will appear in the next round of Burger planet commercials and Advertisements targeted at media outlets frequented by women
• Nation wide tour to educate consumers
-Tour will be in BP restaurants and Shopping Malls.
-Jayne Petersen speak to consumers and hand out literature based on the research below.
- Corny the Clown will assist to entertain and educate children.
The Following is research that will be included in the Literature, Advertising and Speeches of the Healthy lifestyles campaign.
A 2007 study sponsored by the Department of Health and Human Services found that:
* 25.6% of families were obese.
* 26.4% of men and 24.8% of women were obese.
* The obesity prevalence ranged from 19.1% for men and women aged 18–29 years to 31.7% and 30.2%, respectively, for men and women aged 50–59 years.
* By race/ethnicity and sex the obesity prevalence was highest for non-Hispanic black women (39.0%) followed by non-Hispanic black men (32.1%).
* The obesity prevalence was higher in the South (27.3%) and Midwest (26.5%) and lower in the Northeast (24.4%) and West (23.1%).
Obesity is now recognized as a major risk factor for coronary heart disease, which can lead to heart attack. Some reasons for this higher risk are known, but others are not. For example, obesity
* raises blood cholesterol and triglyceride levels.
* lowers HDL "good" cholesterol. HDL cholesterol is linked with lower heart disease and stroke risk, so reducing it tends to raise the risk.
* raises blood pressure levels.
* can induce diabetes. In some people, diabetes makes these other risk factors much worse. The danger of heart attack is especially high for these people
In order to ensure that A emphasis on healthy foods does not alienate more traditional burger planet customers additional advertising will be done emphasizing the classic American meals of Burgers, Fries and Colas. These Ads will include a brief history of the Burger Planet traditions.
Evaluation
At the conclusion of the Nation Wide tour, Focus groups will be conducted to see if:
Women are now more likely to bring come to Burger Planet
Traditional Burger Planet customers are still enjoying there visits
Jayne Petersen affected their decision to Visit Burger Planet.
As PR professionals we feel that emphasizing Burger Planet as a Family friendly business with the satisfaction and well being of the entire family as its motivation will be an effective strategy to make Burger Planet the Top Quick-Sever Restaurant chain in America.
Sincerely,
Kari Selin
Emily Craw
John Zeugschmidt
Andrew Grewe
Board of Burger Planet
To clearly brand burger planet as the leader among family oriented quick-serve restaurants. One clear statement needs to be driven in to the heads of consumers:
Burger Planet believes in providing delicious and nutritious meals for the modern American family.
The demographic where there is the most potential for growth is Middle Age Women who are health conscious. By showing support healthy lifestyles, Women will feel more comfortable eating with their families at Burger Planet. Burger Planet will avoid the “fast food” stigma and the negative branding that comes from those stereotypes. A new national survey of more affluent consumers from strategic marketing communications firm Context Marketing concluded that some consumers are willing to pay more for foods they believe to be healthy and safe. According to the study “While respondents confirmed that low price is a major influence on most food purchases, 60 percent said they would pay up to 10 percent more for food they think is healthier, safer or produced according to higher ethical standards, and 14 percent said they would pay a premium greater than 10 percent.”
To show supports of healthy lifestyles Burger Planet will:
• Add new menu items such as Fruit packets and Salads
• Seek the help of Jayne Petersen as the face of the healthy lifestyles campaign
-Jayne will appear in the next round of Burger planet commercials and Advertisements targeted at media outlets frequented by women
• Nation wide tour to educate consumers
-Tour will be in BP restaurants and Shopping Malls.
-Jayne Petersen speak to consumers and hand out literature based on the research below.
- Corny the Clown will assist to entertain and educate children.
The Following is research that will be included in the Literature, Advertising and Speeches of the Healthy lifestyles campaign.
A 2007 study sponsored by the Department of Health and Human Services found that:
* 25.6% of families were obese.
* 26.4% of men and 24.8% of women were obese.
* The obesity prevalence ranged from 19.1% for men and women aged 18–29 years to 31.7% and 30.2%, respectively, for men and women aged 50–59 years.
* By race/ethnicity and sex the obesity prevalence was highest for non-Hispanic black women (39.0%) followed by non-Hispanic black men (32.1%).
* The obesity prevalence was higher in the South (27.3%) and Midwest (26.5%) and lower in the Northeast (24.4%) and West (23.1%).
Obesity is now recognized as a major risk factor for coronary heart disease, which can lead to heart attack. Some reasons for this higher risk are known, but others are not. For example, obesity
* raises blood cholesterol and triglyceride levels.
* lowers HDL "good" cholesterol. HDL cholesterol is linked with lower heart disease and stroke risk, so reducing it tends to raise the risk.
* raises blood pressure levels.
* can induce diabetes. In some people, diabetes makes these other risk factors much worse. The danger of heart attack is especially high for these people
In order to ensure that A emphasis on healthy foods does not alienate more traditional burger planet customers additional advertising will be done emphasizing the classic American meals of Burgers, Fries and Colas. These Ads will include a brief history of the Burger Planet traditions.
Evaluation
At the conclusion of the Nation Wide tour, Focus groups will be conducted to see if:
Women are now more likely to bring come to Burger Planet
Traditional Burger Planet customers are still enjoying there visits
Jayne Petersen affected their decision to Visit Burger Planet.
As PR professionals we feel that emphasizing Burger Planet as a Family friendly business with the satisfaction and well being of the entire family as its motivation will be an effective strategy to make Burger Planet the Top Quick-Sever Restaurant chain in America.
Sincerely,
Kari Selin
Emily Craw
John Zeugschmidt
Andrew Grewe
posted by Andrew at
11/12/2009 10:31:00 PM
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