Tyler Williams

Marketing Case Study (Project 1)

Question #1

Weight Watchers Consumer Decision making process: If I were going through the

consumer decision process, I would do the following.

Need Recognition - First, weight watchers usually offers better, healthier lifestyle that comes

with their program. If i felt that I was overweight and/or unhappy, I would feel a sense of need

for this product/program. Marketers would be offering a healthier lifestyle, and also the ability to

do more and be happier.

Information Search - I would immediately go to google, weight watchers makes a lot of their

information easily accessible. I could also find a phone number to call customer service, or even

just find a store that sells their products, then go there for more information. Marketers would

influence you with nice ads, persuasion, and pep talks. If you create an image of support for

someone, they could use it and run with it. An example would be having a story about someone

who successfully completed the program, and wrote about it. Then that same story would get

posted on the front of the website.

Alternate evaluation - I would look at other diet programs and find the best one for me. Weight

watchers has the perk of being able to eat whatever i want, so the large variety of food choices

along with the promise of weight loss is very promising. The marketer would need to have the

correct price points, and also have the item in the correct spot, so that comparison is easy to do.

Purchase - I would look for the product, and look for alternatives. If there was another brand

that was similar, and had the same purpose, i would consider it, if it was cheaper. Basically, if If

the value seems right for its actual use, than I would happily NOT choose any alternatives.

Again, the marketer would need to influence the consumer with a price point that seems more

than fair for what they are selling.

Post Purchase - After a few weeks, I would see if I look or feel any better. I would buy the

material needed for the program in waves. I would need to see progress, physically or mentally,

to continue to pay to remain on the weight watchers program. If I put enough time in to it, and

see no results, than I would stop pumping money into it right then and there. The marketer could

offer promotions or coupons for existing purchasers, or even have a program that has you

check your progress. Basically once you start, they don’t want you to stop until you have

succeeded.

Slim Fast Decision making process: If I were going through the consumer decision

process, I would do the following.

Need Recognition - It’s the same with almost any weight loss program, If I see that they are

offering me better life (physically, and mentally) by being healthier, I may bite the bait. If getting

on the Slim Fast diet will potentially make me a better person, or even make me happier, I may

need to get on this program. Marketers would influence you with nice ads, persuasion, and pep

talks. If you create an image of support for someone, they could use it and run with it. An

example would be having a story about someone who successfully completed the program, and

wrote about it. Then that same story would get posted on the front of the website.

Information Search - I would either google slim fast to find out what they are about, or even find

it in a magazine. The internet is the easiest and quickest way to find information on Slim

fast.The marketer would need to make the information easily accessible on the website and

easy to find in a store. Also, it would help if they had a lot of information on the actual products.

Alternate evaluation - I would see if there are any similar products that would give me the same

results for a cheaper price. If the value of the product matches the price points, than Slim fast

would be my first choice. The marketer would need to have the correct price points, and also

have the item in the correct spot, so that comparison is easy to do. Since Slim fast has pre

made meals, and gives you a plentiful amount, it is a good choice compared to others that don’t

let you eat “enough” food.

Purchase - I would look to buy the product at whatever store is most convenient to me. The

marketers could better their chances of selling the product if they made sure that multiple

retailers throughout the country had their product.

Post Purchase - After a few weeks, I would see if I look or feel any better. I would buy the

material needed for the program in waves. I would need to see progress, physically or mentally,

to continue to pay to remain on the weight watchers program. If I put enough time in to it, and

see no results, than I would stop pumping money into it right then and there. The marketer could

offer promotions or coupons for existing purchasers, or even have a program that has you

check your progress. Basically once you start, they don’t want you to stop until you have

succeeded.

Jenny Craig Consumer Decision Process:

Need Recognition- The proven success of Jenny Craig’s diet program would satisfy the need to

pick a diet program that provides results in losing weight. Marketers selling this product could

praise the proven success of Jenny Craig’s products and that they are considered the best diet

program by Consumer Reports.

Information Search- I would search best diet programs on the internet to find out more

information about Jenny Craig’s program. Marketers should make the consumer reports #1

ranking for their program readily available on internet searches.

Alternative evaluation- By identifying the alternative weight loss programs compared to Jenny

Craig, I would look at success rates, costs and whether my schedule could accomodate meeting

weekly for the program. A marketer for Jenny Craig should promote their #1 ranking and

provided detailed information on the alternatives in the program to adjust to any customers busy

schedule and needs.

Purchase- I would look for promotions for purchasing this product. Marketers could set up

stands at grocery stores, put ads in magazines or other places to promote Jenny Craig.

Post Purchase- I would ask myself: Do I feel satisfied with this product? Have I lost enough

weight? Do I have time to meet weekly with other members? Marketers would want the

customer to feel confident in Jenny Craig’s product. Having promotions emailed to customers

and sending surveys to members might help them feel satisfied.

Question #2

Each of the three dieting programs have there own defining elements that make the company

who they are. Weight watchers gives the people the opportunity to make their own choices in

what they eat. You have many options available to choose from so you can lose weight while

eating some of your favorite foods. They have a site dedicated just for their male customers.

They give reasons as to why their program helps, such as the correlation between E.D and

obesity. They create the standard that working out and staying healthy is the key to increased

sex appeal and masculinity. Weight Watchers also features a points system that helps members

keep track of what they are eating and how it is affecting them. This helps to build a steady

routine for meals and keeps everything organized. It builds a better lifestyle for the members as

they lose weight and become used to their eating habits. They are also available in 30 countries

so you can continue your diet while out of the U.S. Jenny Craig makes the choices for their

consumers but they also want their male consumers to know they can still live their lifestyle

while undertaking the Jenny Craig dieting program. They even have Jason Alexander, a male

TV actor, advertising their product. Slim-Fast is very appealing to individuals who prefer to

undertake dieting alone. They do not require group participation and they have used celebrities

such as the mayor of New York to endorse their products. Along with this, they offer a unique

selection of snacks and meal replacement shakes. They are very beneficial to those who do not

like to eat big meals or are constantly on the go.

Question #3

Weight Watchers: - 30 countries worldwide- portion control and basic good nutrition- point based, nutritional value- exercise appropriately and control portions- record meals and snacks- most successful: weekly meetings and group sessions- prepare own food, dine out, or purchase weight watchers regiment- endorse snacks and foods at most grocery stores

Jenny Craig:- recently top weight loss program- food, body, mind- eat food prepared by jenny craig- fresh fruit supplements- reduced meal prep time- weekly one-on-one meetings with personal trainer- customized plans for men and teenagers. - considered best because of success rate in duration of time- high nutritional value

Slim fast:- ranked second in consumer health- 3 small healthy snacks, 2 replacement shakes, 500-calorie meal- steady glucose levels, adequate intake of carbs protein and fiber

Success Nutrition Support Availability Price Overall

Importance 0.3 0.2 0.2 0.1 0.2 1.0

Weight 8 8 9 10 8 8.4

Watchers

Jenny Craig 9 9 10 8 9 9.1

Slim Fast 8 10 7 7 10 8.5

While deciding what factors would influence consumer decision making the most

success was given the most importance as it was the most visible determinant of how well a

weight loss program works. Jenny Craig was given the highest score (9) as it was recently given

the Best Weight Loss program award by Consumer Reports Health. When it comes to nutritional

value, Slim Fast sets itself apart from the rest of the competition due to the company’s focus on

daily intake of carbs, proteins, fiber and calories, and maintenance of steady glucose levels.

Slim fast is also the only completely independent program which does not require any sort of

weekly meetings or sessions, which makes it convenient for people with busy schedules but

also may deter folks who need someone to stay on track from joining the program. In terms of

providing support Jenny Craig once again is the leader among the competition and they have

specific plans tailored towards males and teenage consumers. However it should be noted that

the leader in the availability category is Weight Watchers due to their international presence in

over 30 countries. Slim Fast was found to be the best priced program but overall the best

program was concluded to be Jenny Craig.

Question #4

There are many factors that can determine which dieting program a consumer decides to join.

Slim-Fast offers members the opportunity to diet while eating small healthy snacks along with

meal replacement shakes. This is great for those who do not have much time and are constantly

on the go. It is also a good choice for those who prefer to diet alone, rather than in groups. This

can be seen as a situational or lifestyle factor in committing to this program. These consumers

are not able to select from the other two because of a lack of time or social anxiety.

Many of Jenny Craig's consumers join because of Psychological and Social factors. They have

a certain attitude towards dieting that can only be fixed with a strict routine, which is something

Jenny Craig provides. They also have the perception that Jenny Craig is the best because of

their ranking on the Consumer Ratings report. Knowing that Jenny Craig produces the most

results gives them more incentive to become a member of the program. The references groups

that are available also make the customers more inclined to join. Knowing that you have a

trainer that you can meet with to keep you on track helps you get used to your new lifestyle.

The psychological and Social factors have the most impact on consumers when talking about

Weight watchers. The learning that happens while trying to better yourself is priceless, and you

must know how weight watchers works to get the most out of it. Also, striving for a new, better

lifestyle is always exciting. Capturing these points in consumers is key to have them remain on

the service/program. Lastly, The reference group for weight watchers is important to get the

best results. The fact that they have group meetings to push the individuals, and have them

come together, creates a sense of unity or even a family. Having that kind of support can really

create a successful weight loss program.