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 One - As a weight-loss product

For = Many kids are becoming over-weight (a viable market)

Against = Kids may be embarrassed to take to school

Option Two - As a convenience/easy way to organize kid's school lunches

For = Both parents work in many families and time is important

Against = Some parents may be embarrassed that they have to outsource their kid's lunch (as potentially seen as disorganized or lazy)

Option Three - As a simple way to provide lunchbox variety

For = Kids get bored with the same lunch every day

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 Four - As an up-market `gourmet' lunchbox

For = May attract parents who want to communicate success (status)

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?