Who is weight watchers target audience

This expanded target has serious implications on messaging, products, and partnerships. Our Brand Catalyst tool easily exposed some of the new brand partnerships the WW might want to explore as they align with this target market.

Getting this broader target onboard with the WW vision will be confounded by getting them to buy. According to him, diets lead to short-term behavior change. On the other hand, WW focuses on establishing healthy patterns. Instead, he suggested parents need to set the example and involve the entire family.

Kids and teens track their food in Kurbo. A green, yellow or red light grades what and how much of a food they eat. Kids that sign-up for Kurbo choose a goal: lose weight, eat healthier, make parents happy, get stronger and fitter, have more energy, boost my confidence or feel better in my clothes.

Once a kid selects a goal, he ranks how important the goal is to him on a scale. Kurbo also asks the kid or teen to rank how confident he is that he can reach his goal. With the app, a participant can check how many green, yellow and red foods he ate during the week.

In the past four years, it has seen its totals spent on advertising increase before level- ing out. The following year, Weight Watchers nearly doubled its advertising totals.

With a The annual total was calculated from four quarters of the fscal year. In the last quarter, it spent only 9. According to Weight Watchers Internationals K, it has increas- ing its online marketing in recent years, due to the success oI the WeightWatchers. Its report reads, 'Weight- Watchers. According to its website, Weight Watchers states that it sent more than 30 million pieces oI direct mail in the fs- cal year, However, as many other companies in the industry have capitalized on Internet sales, so has Weight Watchers.

A majority of its advertising and commu- nication with current and potential customers is through online, television, and magazine, with a strong emphasis on the online market. In do- ing so, it chooses not to make things like spokespeople and celebrity endorsements a primary focus in attracting potential customers.

Instead, it has struc- tured itself around the premise of eat- ing what you en- joy while making health conscious choices and exercising. Weight Watchers wants to be seen as adaptable to absolutely any lifestyle, and prides itself on not being rigid and over-structured; some- thing that it believes is true about Jenny Craig and some of its other primary competitors.

One of the most important aspects of Weight Watchers method is that its unique ap- proach to weight loss, which Ieatures fexible Iood plans, is supplemented strongly by either online or face-to-face meetings with other members. This fosters a sense of com- munity and togetherness among its consumer base, in turn making it more appealing to its target audience. Weight Watchers is dedicated to the idea that its unique methods show that it is a way of life, and not simply a weight loss program.

It believes that this separates itself from all of its primary competitors. The media ad- vertising is budgeted on a market-by-market basis and 7 by media vehicles to inform users and potential custom- ers on how to lose weight indefnitely.

The collaborative approach emphasizes good eating choices, healthy habits, a supportive environment and exercise. As well, the program offers meetings and a step-by-step online food plan to help strategize the best way to keep your weight loss on track. The idea oI the 'Stop Dieting. Start Living tagline directs the idea that 'everyone should live healthy and that the program should not to be sold as a quick fx.

Retention and relevance are the two key elements in Weight Watchers long term growth. Weight Watchers believes that by keeping members lon- ger, it can achieve even greater success and if the brand is revitalized and differentiated, the appeal will be broadened to a larger group.

With the Momentum program in and monthly pass with a 'commitment payment plan are just two examples of Weight Watchers innovation that keep its members engaged and losing weight.

This joint eIIort with one oI the 'most successIul healthy Iood companies in the world led to the expan- sion of Weight Watchers in China and opened centers in Shanghai in September The end of the period numbers of Weight Watchers Online subscribers 'grew an impressive Everything Weight Watchers does is to keep up and keep the focus on relevance to lifestyles of its clients.

Despite intense competition Irom other 'players, the diversity oI options and plans that Weight Watchers has to offer has made their program a success.

In that same year, Nutrisystem Direct, Nutrisystems marketing division, launched nutrisystem. This new conjunc- tion created a new, private way for customers to cope with weight loss issues. It also made Nutrisystems quality Iood and meal program deliveries more eIfcient.

Overall, revenues increased over time. Ho we v e r , net income has experi- enced spo- radic fuctu- ations. This may indicate that Nutri- system has continued to increase along with the weight loss industry as a whole, but has not managed to stabilize a growing net income. In it began advertising very little. As stated in its fnancial report, 'We utilize a de- gree, utilizing marketing to drive proftable revenue. Uti- lizing a mix of mailers, radio spots, and television cam- paigns, NutriSystem is able to communicate with its target audience in an eIfcient manner.

Most of their media mix is consumed by the use of television spots. According to its website, Nutrisystem has increased its online presence as a dietary option. Nutrisystem has worked to position itself as the main online weight loss option.

One of Nutrisystems key strategies is through its involve- ment with the QVC. Through this, Nutrisystem is able to constantly promote itself on national television as the pre- meir weightloss program. Its ads feature actual customers as well as a vari- ety of celebrities that have used the product and shed the pounds.

Their well known advertising has a new plan that costs 'hundreds oI dollars less and oIIers discounts with a money-back guarantee. The tagline 'Lose Weight. Save Money was launched along with their new website. It is important to Nutrisystem to reach consumers everywhere with a consistent message. They also use coupons to exert a 'visual execution that has been very effective for their ads. An interactive com- munity section allows for a sense of a better connection with the specifc target demographic.

NuKitchen is a 'provider oI pre- mium, fresh prepared meals designed to promote weight management and healthy living. Walgreens however, was dubbed the 'exclusive retailer that sold the 28 day Nutrisystem D program which aids people with Type 2 diabetes. The 14 day Silver Starter program along with the 14 day Ready- To-Go- Starter program card will be offered as well and will be sold in almost 7, stores as well on Walgreens.

The customers will purchase a card in the store, and activate it online or by calling its1 number. The or- der is then placed and the customer will then receive their program through home delivery and the the weight loss begins.

The per- sonalized online programs allowed customers to fabri- cate their own goals and food and cooking preferences. Members have access to shopping lists, recipes and weight management tools, which are devised by both eDiets and customers.

Along with a large variety of dieting plans, eDiets began offering home delivery services in These delivery plans are created according to each cus- tomers needs and budget.

Also in , eDiets joined the corporate licensing business with Nutrio. In , it re-estab- lished its online store, which allows customers to purchase nutritional supplements and other diet and ftness related products. Net income has been relatively unstable and often has fallen below the proft line.

However, being a relatively new company, eDiets. A slight one thousand dollar increase was seen in , but the media total was still signifcantly lower than the amount spent from to In the frst quarter oI the year, eDiets. Since eDiets. According to its Financial Report, one of the main ways eDiets. The majority oI eDiets. The majority of its mix is invested in online communication with potential customers.

This approach opposes itself to many other weight loss programs as it offers many various weight loss tracks suitable to every lifestyle without attempting to rewrite the rest of its consumers lives. It employs a completely scientifc approach to weight loss and supports all oI its programs with research from the medical and health pro- fessions. The ads provide testi- monies of their weight loss success to take the dread and the procrasti- nation that comes along with most dieting efforts.

It recently launched a 'Iull fedged channel oI advertising using television me- dia. This is done by highlighting the 'Iun and Iunctional program Ior participants to lose the unhealty weight not good for the customers health. The newest plan collabo- rates branding and direct response solutions with an offer to busineses and individuals that has a unique goal setting to achieving a healthy lifestyle.

This entry into the diet food home delivery industry and began competing directly with other companies like that of Nutrisystem. Its next biggest presence is in online advertising.

Compared to competitors, Jenny Craig has a balanced media spread. This program encourages members to form a good relationship with their food, to increase their level of activity and to fnd more balance in a busy liIestyle. Its extensive use oI spokespeople, who claim that Jenny Craig changed both their lives and their waistline, helps place emphasis on its desire to be viewed as an all inclusive way to refurbish its members lives.

Jenny Craig offers diet plans, consul- tation, support from various Jenny Craig employees and structured plans Ior ftness and exercise. This varied set of elements communicates to consumers that Jenny Craig is capable of guiding anyone along the path to an ideal lifestyle. With company-owned and franchised centers in the U. For 25 years, it has helped millions of customers worldwide.

Jenny Craig has taught its customers how to eat nutritious meals without excluding their favorite foods, increase en- ergy levels by instilling a more active lifestyle and estab- lish a more balanced way of living.

Compared to other competitors, Jenny Craig spends an av- erage amount of money on advertising each year. In , total media expenditures were raised 13 Figure 3.

Jenny Craig has applied the use of these individuals in its campaigns and is experienc- ing a surge in revenue. The effective marketing and advertising strategy is success- ful with its private At-Home Program that is convenient and allows for a continuous cycle of new products as well 14 as limited-time offers.

The safe and balanced weight loss program is due to a combination of knowledge and motivation with the help of the education support cli- ents receive when they join the program. Alexander brings the focus of Jenny Craigs program de- signed specifcally Ior targeting men. Both Rue and Alexander blog weekly on jennycraig.

Jenny Craig now has a Facebook page and a Twitter account for clients to be able to keep up interac- tively. The terms oI settlement prohibits Jenny Craig Irom 'broadcasting, publishing or disseminating its deceptive advertisement. In relation, these brands spent less than our client with the exception of the front runner Nutrisystem. Unlike Nutrisystem and Jenny Craig, Weight Watchers focuses its advertising outside of celebrity spokespeople and features a fexible Iood plan with an online presence or the option 15 weight loss industry in its entirety, encompassing many other Iacets such as ftness centers, spas, etc.

The money designated for advertising endeavors is a reliable representation of the market and the success of the companies involved. The discrepancies in success and monetary units have to do with the diIIerences in specifc products and ser- vices offered and utilized by each of the companies.

Like eDiets, Weight Watchers offers various weight loss opportunities that are suitable to every lifestyle, which has allowed the company to remain eIfcient in the economic downturn. However, unlike other competitors, Weight Watchers does not offer home deliv- ery or a daily food plan to follow. With the introduction of the Momentum program in , it has been able to Iurther work with a 'commitment payment plan to keep its members engaged longer and stay healthier.

Of this number, , are year olds and use Weight Watchers programs. According to this Simmons data, 2. On the contrary, of all people that are aged 24 years old, 1. When compared to all of the other age groups in the U.

As of , ,, claim that they are on a diet. Of these people, 6,,, or 6. Of individuals age 18 to 24 presently on a diet, Of these same year old individuals, Of the same population, About six percent of Americans on a diet are also within this age range.

When regarding both gender and race, females and caucasians make up the majority of year olds on a diet. More than halI oI the adults within the specifed age group admit to snacking between meals and are careful with their money. The number oI year olds who participate in physical ftness programs at facilities is higher than those who workout at home.

And, of the overall age group sample, more than half claim to have exercised regularly during the last year. To measure the target markets awareness of brands 2. Weight Watchers. To identify strategies to inform and promote Weight 6. Watchers differentiating characteristics. To identify if there are gender differences for the 7. METHOD In our survey, we accurately dissected the year-old age range and its thoughts, practices, and perceptions of the weight loss industry as a whole.

We looked for a bal- anced sample of year-olds based on variables such as but not limited to gender, race, economic standing, and dieting history. To collect and conduct our survey, we used an online questionnaire service, which was distributed through Facebook messages and Emails by attatching a link to the survey. Marianne Kennedy - Sent out a link to 50 Facebook friends. Gamble Scrantom - Sent out a link via Facebook to all fans of his band.

Lauren Taber - Sent out a link via Facebook to all friends. We used surveymonkey. We decided that an online survey would reduce bias because of the anonymity of the process. We asked the surveyors to answer the questions as truthfully as possible, and the best way to ensure this, is to allow them to answer the questions on their own time, in the se- curity of their own homes. Aside from the inclusion of our research objectives, the survey was carefully designed in order to reduce bias.

In structuring the questions and their order, we aimed to maintain a neutral viewpoint and avoid common question- ing mistakes, such as double-barrel, leading and loaded questions. It was found that After the survey was closed, data were downloaded and analyzed. Measurements of Dieting and Exercise Frequencies The following comparative tests were performed to discover differences and measurements of frequency of diet and exercise activities of survey participants.

Weight Watchers is directed toward women, however they offer products and services to fit the needs of men. Also, it is challenging for the company to create a forward-focused diet plan for mainstream users trying not to steer away from the initial mission, which is fostering success through group support. External Environment: Weight Watchers market segmentation strategy primarily targets women who are in the age range. North America and other developed countries are facing staggering amounts of obesity , which make weight management an attractive industry for Weight Watchers.

Low economies of scale will be visible as new entrants will not be coming in on a large scale and do not risk strong reactions from competitors. Thus, any new entrant will require intense differentiation, and capital requirements to not only prove the entrant is a credible company, but also to even strike interest among competition.

They should expect high switching costs because most of Weight Watchers products and services are customized and should not be combined with any other brands. New entrants should expect high barriers of entry and difficulty accessing distribution of channels as it is extremely difficult for new product to enter an industry with sharp retaliation from established competitors such as weight …show more content… Since most weight management tools provide similar products, thus, the buyer has a significant impact on bargaining power due to the numerous amount of products and services available.

Bargaining power of suppliers is low since there are alternative weight management platforms such as Jenny Craig, or Curves. The supplier is dominated by a few companies and is more concentrated than the industry it sells to. Also, with an industry as large as weight management, suppliers are more prone to exert power as a particular industry does not represent a significant fraction of its sales. High intensity of rivalry can be expected among the numerous competitors of this industry.

Most of the products have been around for a while now, so slow industry growth can occur with a lack of innovation. Augmented capacity can also become disruptive to the industry as economies of scale require that capacity must be added in large increments. Unless something is dramatically different, all of the weight management companies are competing for the same market.

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