Transcript - Pace University ePortfolio

WEIGHT WATCHERS INTERNATIONAL INC.
SARAH SANTHOUSE
K A I T LY N SZ I L AGY I
AMIT PATEL
SHELBY TIMMONS
MAR 250-20438
DR. GOPALAKRISHNA
4.23.2013
HISTORY
• Jean Nidetch
• Weight Watchers incorporated May 1963
• New York to California
• Australia to Brazil
• 1978 Exercise Plan
• 1978 sold to H.J. Heinz Co.
• Over 1million members, 29,000 meetings, and 27 countries
• Weight Watchers Health Plan 2000
• Scientific Advisory Board
EXECUTIVE SUMMARY
• The Product:
Points Plus
Exercise DVDs
Weight Watchers Food
Weight Watchers Weekly Meetings
Online Option
•
Marketing mix factors
Price: Pay-as-you-go is $13.00/week, the monthly pass is $9.92/week, and
the online tools alone are $18.00/month
Promotion: Magazine, e-newsletter, TV advertising, online advertising, sales
promotions, and direct selling.
Place: Their online Marketplace, Shop Rite, Safeway, Publix, Pathmark, A&P,
Wal-Mart, Target, and Stop and Shop
Product: Healthy lifestyle and weight loss
CURRENT MARKETING SITUATION
Target market: Various demographics that want a healthier life
style while enjoying what they like to eat.
Competitor analysis:
Leading Competitors: Nutrisystem, Jenny Craig, and LA Weight Loss
Secondary Competitors: Atkins Diet, South Beach Diet, and Alli
Indirect Competitors: Surgery, Fitness Centers, and Natural
Therapists
CURRENT MARKETING SITUATION (CONT)
Macro Forces
Competitive Forces: Primary Competitors, Secondary Competitors, and
Indirect Competitors
Technological Forces: More focus on online tools, mobile Apps, and
electronic devices.
Political Regulatory Forces: No legal constrictions, but a lot of influences
from political campaigns against obesity (Michelle Obama)
Economic Forces: Recession led to budget cuts, primarily in advertising
Sociocultural Forces: Trending obesity, pop culture influence to look
good and be healthy (“The Biggest Loser”)
CURRENT MARKETING SITUATION (CONT)
Strengths
• Strong Brand Recognition
Weaknesses
• US Reliance
• Science-based Approach to
Weight Management
• Negative Perception of Low
Calorie Food
Opportunities
• The Internet
Threats
• Continuing Economic Downturn
• China
• “Fad” Diets
MARKETING PLAN
Marketing Objectives
Customer satisfaction and attraction of new customers using:
• Customer “want” fulfillment (food choices)
• Market the good feelings (“feel good when you lose weight”)
• Free Registration
• Product differentiation (Points Plus program)
• Attract a new audience
Marketing Strategy
• New program (Points Plus) started just before the new year of
2011
• Prices started low and were raised just before the New Year’s
resolution crowd joined.
• The eTools fits the lifestyle of a more independent dieter,
broadening the target market.
MARKETING PLAN (CONT)
Product strategy
Points Plus: Not all calories are equal.
Price of product with rationale
Weekly
Monthly
Product distribution strategy
Packaged food industry
Licensed to Heinz, Yoplait, and Wells Dairy
Distributed between weight management meetings, packaged food products, and
internet resources
Online distribution
MARKETING PLAN (CONT)
IMC strategy
• Develop the company as a lifestyle brand.
• Develop a public relations campaign for the new program.
• Develop online marketing to promote the new campaign.
BUDGETS
2011
2012
2013
2014
Sales
1,819,200,000
1,826,812,000
1,946,012,000
2,072,989,834
Net Income
304,900,000
257,426,000
1,724,166,632
1,892,639,718
CONCLUSION
Will the product be successful
International operations