Marketing 002 3/31/23 DIET BATTLE CASE 1. APPARENT USER PROFILES. The table below shows the profile of the three diet programs about age, income, gender, and race. ● Weight Watchers have a low percentage of men compared to Jenny Craig and Nutrisystem. ● Nutrisystem has a more balanced percentage of men and women in the market. ● The women percentage across is almost equal in Jenny Craig and Nutrisystem but is very different in Weight watchers-about ten times more. ● Weight Watchers and Nutrisystem have the highest percentages of their age groups of 55-64. The difference is greater in Nutrisystem than in Weight Watchers. Jenny Craig has its highest weight percentage in ages 65 and above. ● The brands Weight Watchers and Jenny Craig have their highest percentage across the age gap of 18-24. The Nutrisystem brand has its highest percentage in the ages 55-64. ● For weight Watchers and Jenny Craig, the highest percentage of the market that they have to belong to the income level between HHI $75,000-$149,999 and while that of Nutrisystem is HHI <$20,000 ● The highest percentage across all the brands is different based on income. Only some brands have the highest percentage of the market and the highest percentage across the same profile category. ● Based on race or ethnicity, all brands' white and white-only categories are the most competitive and have the highest percentage of the market. The black American race is also the second influential market designation in all three brands. ● The indexes for the white and black Americans are closer to each other for all the brands when comparing the race and the race only category. Users' profile compels companies to embrace diverse marketing activities to maintain and increase their market share. The following are the implications the above data may have on strategists. ● Strategists will be able to identify market opportunities for a brand. ● Understanding the customers of the brand. For example, the three brands have the conclusion that their market is made of more women than men. Marketing efforts may be directed towards increasing the number of male consumers. ● The strategists will understand most consumers' income levels and estimate the effects on consumption when macroeconomic factors affect the population's income. ● Strategists will predict consumer behavior when demographic changes, such as age. The strategists will study trends in the market and make appropriate decisions to remain competitive. ● The data is more likely to inform strategists about the effectiveness of cutting costs, improving product or service quality, or developing new products to grab the existing market opportunities. 2. NEED RECOGNITION The brands can use advertising messages to make the market segments understand the gap between the target market’s current condition and the desired outcome regarding weight management. Weight watchers can introduce slogans influencing consumers' weight decisions to trigger need recognition. One slogan includes “Wellness That Works,” which triggers the consumers to try the company’s wellness programs to reduce their weight successfully. Weight Watchers also includes the message that weight watchers are not just a diet but a lifestyle. The target segments that are attracted include the younger generation who want to manage their weight until they are older. Many older people and those with higher income levels would be thrilled by Weight Watchers’ message of losing weight and gaining confidence. There is a need for everyone to boost their confidence by reducing their weight. The brands use value propositions like clinically proven ways to reduce weight which is healthy for the customer before and after the application of the brand. Customers need to reduce their weight to reduce the chances of other chronic diseases that are even harder to treat. These super need recognition messages to the target market segments. 3. INVOLVEMENT AND THE ELABORATION LIKELIHOOD MODEL The two distinct routes of the elaborative likelihood model are the central and peripheral routes. Many specific processes can be applied to changing the elaboration Continuum from low to high. The persuasion follows the peripheral route when the processes determine attitudes at the low end of the continuum. When at the high end of the continuum, the processes determine attitudes with the persuasion following the central route. The most probable path to be followed by a customer is the central route. The recipient of the message will be motivated by the topic of the discussion. The cognitive responses of the customer will be more relevant to the information being communicated. At the high end of the continuum, the customer can elaborate on the message, and the attitude undergoes a positive or negative shift (Petty et al., p.117-146). Whether the customer develops a positive or negative impression, their attitude change takes longer and becomes more predictive in behavior. 4. BASED ON YOUR INVESTIGATION OF THIS CATEGORY, CREATE A COMPENSATORY DECISION MODEL a. The compensatory model is where a consumer concludes to choose between putting all product or service attributes into consideration in regards to the benefits they have and trading off alternative attribute weakness over the strengths of other attributes. Therefore, a compensatory model works so that decisions are made on weighs between the positive and negative attributes of the alternatives that consider allowing positive ones to compensate for the negative ones (Majumder et al., p.38). b. In one way, a consumer can take the positive attribute, subtract the negative ones from each alternative, and choose the one with few negative but most positive attributes. On the other hand, the decision can be based on a simple count of addition and subtraction, where the plus or minus are not considered equally significant. c. Determinant attributes are attributes consumers use to determine their final choice of service or a product. The attributes are not necessarily the most important, but a consumer uses them to opt for taking one service over another. Product quality refers to how well a product or a service satisfies a customer's needs, meets the set standards, and serves the intended purpose. The product should work efficiently and solve the consumer's problem. For a product to be of good quality, three essential elements are product planning, control, and assurance to identify relevant quality standards and the procedures to satisfy them. Clean production- cleanliness in production means that the environment in which a product is being produced is prevented from pollution to reduce human and environmental risks. Still, production efficiency is generally increased by preventive environmental strategies. Price- in most cases, this becomes the biggest determinant of a consumer choice since the most favorable price attracts as many consumers as possible. A pricing strategy must consider the ability of a customer to pay, trade margins, actions from their competitors, and costs associated with inputs. The benefits of using these attributes are that they have the benefits or the features that a product or a service must have, which a consumer considers to make a purchase choice. In clean production, there is less wastage, valuable products are recovered, and increased productivity, the best efficiency, and environmental performance are greatly improved. Right pricing ensures you remain competitive and secure the profits required for the firm's growth and investments. A quality product ensures that the company is in success and brings in a good reputation, and production costs are brought down. Weight Watchers d. Weight Watchers Attribute Price Product Quality clean production Total Utility 5 4 4 13 Price Product Quality clean production Total Utility 3 4 4 11 Attribute Price Product Quality clean production Total Utility Weights 4 5 4 13 Weights Jenny Craig Attribute Weights Nutrisystem 5. From the above analysis, Weight Watchers is the best in price since it has the lowest price and hence attributed five points, followed by Nutrisystem with four points, and lastly, Jenny Craig with three points. In terms of product quality, Nutrisystem has the highest following. All the brands have good environmental conservation measures put in place. 6. Jenny Craig brand is the lowest in the totality listed above and hence so that it can be able to have a good competitive advantage, it has to work on all three attributes since it has to be on a higher level than the other two. The prices should be relatively lowered and improve quality to attract more customers; thus, it has to develop new strategies on top of what the brand is doing during production. 7. BRAND STRATEGY a. Jenny Craig can strengthen its market presence by closely following its mission and vision, giving the brand an upper hand on the price bargain. A typical value proposition for the company would be: “Customizable lifestyle for weight reduction with special diet and services. Only at Jenny Craig’s” b. The positioning strategy is the customer service positioning strategy. The positioning statement for the brand would be: “For the market aged 45-54 who need weight management services, Jenny Craig provides customizable services because they contain outstanding body characteristics unique to each person that enables them to achieve their weight loss goals effectively.” The ad has a young aged person, and it concerns the products produced for weight loss, where loss goals and living a healthy, happy life is customer-centered. The target market is people aged 4554 years and Americans, which is well represented in the above ad. The information in the ad appeals to the client's welfare and what they tend to achieve after acquiring services at Jenny Craig. The picture represents a person who has successfully lost weight after using the products and consultancy at the company. The person also looks happy and healthy. Works Cited Majumder, Mrinmoy, and Mrinmoy Majumder. "Multi criteria decision making." Impact of urbanization on water shortage in face of climatic aberrations (2015): 35-47. Petty, Richard E., John T. Cacioppo, and Jeff A. Kasmer. "The role of affect in the elaboration likelihood model of persuasion." Communication, social cognition, and affect. Psychology Press, 2015. 117-146.
