Weight Watchers, Jenny Craig and Slim-Fast
1. Steps I might go through in the consumer decision process if I were thinking about going on a diet and using a diet program.
- Which product fulfills my overall needs?
- If I were unable to prepare meals in advance which product offers ready meals.
- If I were on the go, which product offer snacks and meal replacements?
- Which product is the best overall value for products and services offered
- Word of mouth- has a friend or acquaintance had success with a particular brand
- What was it about that brand that made it successful for them?
- Do those same attributes apply to me?
- Personally I wouldn't look to a spokesperson or celebrity endorsement, but I know that they are appealing to many consumers.
2. How have Weight Watchers, Slim-Fast and Jenny Craig created value?
3. Identify the determinant attributes that set WW, JC & SF programs apart.
4. How can WW & JC increase probability of customer satisfaction?
5.Which factors might have the most impact on a consumers' propensity to go on a diet and choose one of these diet programs?
- The have added value by assisting people lose weight , each company offers a different program, products and approach.
- Each company helps the consumer recognize the need for their product through targeting the consumers Psychological needs - they have created personal gratification amongst their users. Those that are on the companies diet and are using the products or plans created by WW, SF and JC feel they are taking the proper steps towards their goal of weight loss. Also Societal standards often associate health, beauty, success, popularity and desirability with being thin.
- I found that Jenny Craig was considered expensive and out dated, and had inconsistent results. They were behind the times using mostly processed foods and the results people achieved were not long term.
- Once ending the Jenny Craig diet, many customers gained back the weight they had lost.
- The value they offer is pre-made meals and weight loss coaches to push and encourage the customer to keep going.
- They could increase customer satisfaction but using fresh meal plans delivered to customers home. (Like Blue Apron and Hello Fresh)
- Offer more for the customer during the weigh in session
- peer and expert support
- cooking classes
- easy exercises
- online app that helps them keep track of exercise and eating habits
- Trying to engage the male demographic may be reached by
- hiring more male support as weight loss coaches
- rolling out a new male oriented program, that encourages more physical activities
- personal trainers
- weight lifting
- Weight Watchers has created value and was "named the 2017 Best Weight-Loss Diet by U.S. News & World Report"
- The companies latest marketing campaign "Beyond the Scale" emphasizes lifestyle not a diet. They give each food item a value/ or points. You are then given the number of points to consume in a given day. This seems more in line with people want to learn to eat healthy and be able to consume everyday foods not just those that have been processed or pre-made.
- They are support group based and customers encourage and support each others during meetings.
- The company also seems to be more involved on social media, their website and app offers recipes, support network, magazines and even gadgets.
- Weight Watchers also has a large number of celebrity endorsements - encouraging people to lose weight and get healthy through visuals. For example people can see the transformation that Oprah has made physically while on the WW program. Oprah believes in the product so much she purchased 10% of the WW company.
- They could effectively engage men by hiring a male celebrity or sports figure to promote the Weight Watchers brand.
- In terms of Weight Watchers increasing the probability of customer satisfaction, it appears that, overall people are very happy if they stick with the program. But some people stated they never learned how to keep up on their own and once they stopped going to meetings
- Customers complained difficulty canceling memberships and having to pay a lot of extra money for the various options after signing up.
- They could possibly group features that are offered making the prices more transparent to the customers.
- Making certain features, free for a certain period may also make customers happy.
- Slim-Fast was voted 20th in best overall diets.
- I wouldn't consider Slim-Fast as a long term diet plan. Their plan is to limit ones overall calorie intake. Replacing 2 meals a day, with a Slim Fast shake or meal replacement bar. Dieters on the plan and are allowed 3 small snacks, and only need to prepare one meal.
- This product is also great for people on the go and may be too busy to prepare meals, go to support group meetings and count calories. The shakes can be purchased pre-made in many flavors, they also offer snack bars and meal replacement bars. Making it great for busy workers, new moms, college students.
- While this product is great for short term weight loss, it has a lot of negative attributes:
- It does not educate the customer how to eat properly.
- Does not encourage exercise
- Does not offer support or assistance
- I would consider this as more of a I need to lose weight fast, for a special occasion.
At the end of the day business is business. These companies often implicate the use and or purchase of their products will improve the customers life and possibly make them most desirable.
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