Public Relations

Essay by iggymac2007University, Bachelor'sA, January 2008

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Burger King Position PaperThe term positioning was coined by Jack Trout in 1969. Jack Trout defines positioning as a "method for creating the perception of a product, brand or company identity." (Creating the Perception, n.d., para 1). This paper will examine the cause behind the need for Burger King (BK) to position itself to it external publics. BK's PR specialist will present how BK should position itself to the media, communicate BK's point of view, and present a recommended press release. This paper will also evaluate the benefits and risks of BK's official statement to the press.

Civil ComplaintBK has been in business since 1952; its original name was Insta-Burger King. BK introduced a revolutionary broiler machine claiming to produce 400 plus burgers per hour (Burger King, n.d.). This broiler machine assisted in positioning BK with the flame broiled burgers. BK's external publics are not just buying burgers they are buying the flame broiled burger experience, and this is how Burger King's burgers differ from its competitors.

BK's onion rings also differentiate them from their competitors but the oil used to fry onion rings, French fries, and pies that are the center of the civil complaint brought against them. Civil Action file number 003363-07 states that BK still required its restaurants to use trans-fat-acid (TFA) cooking oil. Not only are BK's restaurants cooking with TFA oils but they have not informed their customers that TFA oil results in an increase of bad cholesterol, and decreases good cholesterol levels. Kentucky Fried Chicken (KFC) and Wendy's were the first of BK's competitors to reduce the use of TFA oils (Center for Science v Burger King, 2007). Actions like this prove that BK has no excuse from doing the same or at the very least inform its customers of the risks of eating...