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weight watchers vs jenny craig

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weight watchers vs jenny craig

  1. 1. Case study ofweight watchers’intl vs. Jenny CraigGroup 02<br />Prepared by:Monali Barot{20110143}<br /> Inderjit kaur {20110142} <br />Pranay Lokare {20110854}<br />1<br />6/27/2011<br />
  2. 2. Steps in the Consumer Decision Process.<br />2<br />6/27/2011<br />
  3. 3. Value creation by Weight Watchers’<br />Have cognitive space.<br />Plan is simple and focused on behavior, food ,exercise and support.<br />Use PROPOINTS PLAN.<br />Forming strong customer bonds by adding social benefits[organising group meeting to encourage them for weight loss, sharing of recipes, experiences]<br />Adding structural ties by providing food scales,cookbooks,waterbottles,snacks and desserts available at most of the grocery stores.<br />Recipes for self preparation also available instead of packed food.<br />Long term membership with one time cost for advice and support for maintaining weight.<br />Offering special assistance to males by discussing link between obesity and erectile dysfunction.<br />Technology oriented techniques to point values of food at any place.<br />24*7 connect to registered dietitian.<br />Design the food schedule on the basis of cultural, social and personal factors.<br />Give weekly propoints allowance: hello to wine ,food and fun.<br /> The costs for Weight Watchers were based on individuals attending weekly sessions for 6 months followed by monthly sessions for a further 18 months and the effectiveness was based on published scientific literature i.e.. High perceived benefits.<br />6/27/2011<br />3<br />
  4. 4. Value creation by Jenny Craig.<br />Organize the program by framing lifestyle profile. <br />Add social benefits by planning the program fit to your lifestyle .<br /> {e.g. Jenny Craig In-Centre,jenny Craig For Men ,jenny Craig Type 2, Jenny Craig At Home ,Jenny Craig Silver ,Jenny Craig For Teens}<br />One-on-one support to keep you on track<br />It offers food/body/mind programs to add structural ties.<br />Program allows you to participate in the Jenny Craig Program from the convenience of your own home<br />Provide packed food to reduce meal prep time. <br />It offers social reinforcement and flexibility which convert their customers to clients<br />Create different program for different genders by tweaking<br />Use peripheral route for promotion.[Jason Alexander as their spokesperson]<br />The cost of Jenny Craig depends on several things – which plan you choose, which menu items you select, and so on. They have a short term plan and longer term plans, so you can choose the option that is right for you!<br />4<br />6/27/2011<br />
  5. 5. Attribute model for weight loss program<br />6/27/2011<br />5<br />
  6. 6. Maximizing Customer satisfaction by Weight watchers’ <br />Weight watchers’ can start giving discounts on food items, cookbooks etc. on achieving desired weekly targets.<br />By diversifying their business by adding new programs for body and mind like SPA, Beauty treatments.<br />They can use peripheral route to attract customer by using celebrity to promote brand. <br />More Socializing their programs: Arranging debate, competition , TV shows on diet food by famous chefs or Dietitian. <br />6/27/2011<br />6<br />
  7. 7. Maximizing Customer satisfaction by Jenny Craig <br />Jenny Craig can start attracting more customer by introducing group meeting with other people, this will motivate customer and give opportunity to share their experience.<br />Jenny Craig should consider price reducing factor, as it is pocket squeezer<br /> for many people.<br />Need to suggest home made diet recipes rather than just providing packed diet food as some customers prefer homemade meals only.<br />Should focus on technology support to avail their fitness training, using camera equipped cell phone<br />Avoid the use of false tactics{mispresentation of information used in ad against Weight Watchers} to earn profit for the sake of brand positioning that create negative stereotype for Jc.<br />6/27/2011<br />7<br />
  8. 8. Factors affecting the tendency of the customer<br />The program is designed as for all group of customers either female or male as mostly couples like to join together<br />Reasonable price would be at the priority.<br />Meetings or programs is in nearby areas so that can reach easily<br />Accessibility of expert guidance anytime –anywhere<br />Have availability of food recipes for packed and home made both the items.<br />6/27/2011<br />8<br />
  9. 9. The program of our choice is of Weight Watcher’s<br />Special focused program on the basis of sexual differentiation<br />Assurity to maintain weight lost by regular time to time guidance. <br />It is safe to keep it long term<br />Meetings are free of cost<br />Party permissible, friend flexible and life-ready<br /> Propoints Plan is an easy way for us to achieve weight loss without compromising lifestyle.<br />6/27/2011<br />9<br />
  10. 10. Weekly ProPoint allowance.<br />It is not dieting to be hungry but it is weight loss program to be approved by life.{e.g. Eating fruit when you're hungry without having to count it. Enjoying whatever you like off the menu... and dessert, too! .Eating a variety of fresh and colorful foods from every food group.}<br />24/7 access to the Plan Manager - your personal food and exercise Tracker<br />Weight Watchers At HomeFollow Weight Watchers in the comfort of your own home. Weekly phone consultations help you right through your weight-loss journey. <br />10<br />6/27/2011<br />

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