Problem
Assume that a food delivery company who home delivers pre-prepared food on a weekly basis to people who are trying to lose weight, sees a new opportunity in adapting a similar product targeted at children. There are a number of different positioning alternatives that the firm could adopt. These are listed below (with a brief for/against) - which one would you choose?
Activity/Task
Alternative Positioning Options for Kid's Home-delivered Lunchboxes
Option I: As a weight-loss product
i. For = Many kids are becoming over-weight (a viable market)
ii. Against = Kids may be embarrassed to take to school
Option II: As a convenience/easy way to organize kid's school lunches
i. For = Both parents work in many families and time is important
ii. Against = Some parents may be embarrassed that they have to outsource their kid's lunch (as potentially seen as disorganized or lazy)
Option III: As a simple way to provide lunchbox variety
i. For = Kids get bored with the same lunch every day
ii. Against = Many kids (particularly younger ones) are fussy eaters and may not eat lunch at all on some days (and a waste of money)
Option IV: As an up-market `gourmet' lunchbox
i. For = May attract parents who want to communicate success (status)
ii. Against = Extra perceived cost may limit the size of the market
• Which is your preferred product positioning?
• Why would this be the most suitable approach?