14 Aug HE DIET BATTLE: WEIGHT WATCHERS, JENNY CRAIG, AND SLIM-FAST1Want to lose weight?

HE DIET BATTLE: WEIGHT WATCHERS, JENNY CRAIG, AND SLIM-FAST1Want to lose weight? For about 71 million Americans and approximately 73 percent of all U.S. women,the answer is yes,2 and for weight loss companies, that’s the right answer. The weight loss industry, worthover $60 billion in 2010,3 is growing steadily because lifestyles and food choices keep working againstpeople’s desire to lose weight. Many Americans spend their days sitting in front of a computer and theirevenings sitting in front of a television. Restaurant meals, prepared foods, and high-fat/high-sugar snackshave replaced home-cooked meals, whole grains, and fresh produce. Exercise is limited to clicking amouse or turning an ignition key. These habits are fattening (both literally and figuratively) the profits forthe weight loss industry as well as expanding belt sizes. By the time we factor in diet pills, speciallypackaged weight-loss meals and snacks, diet programs, and the whole range of products and servicespromising bathing-suit bodies, we’ve got a highly lucrative market.Page 6-4Three recognized diet aid behemoths, Weight Watchers, Jenny Craig, and Slim-Fast, share a substantialpiece of the pie. These companies stress flexibility to fit a wide range of lifestyles and showcase successstories. But they approach dieting differently in their quest for new members.THE BIG THREEFounded in 1963, Weight Watchers International now boasts groups in more than 30 countries worldwide.The program teaches portion control and the basics of good nutrition, allowing members to select theirown foods. A point system, based on nutritional value, encourages members to select healthy foods,exercise appropriately, and control portions. 4 Dieters record meals and snacks in a paper or electronicjournal. Although members can follow the Weight Watchers regimen without support, the company notesthat the most successful members are those who weigh in at weekly group sessions and attend meetings.Weight Watchers members can prepare their own food, dine out, or purchase Weight Watcherspreparedor endorsed dinners, snacks, and desserts at most grocery stores. To further support dieters in makinghealthy food choices, Weight Watchers recently changed its point system, increasing the number ofpoints for fat content and reducing them for fiber. 5Recently rated the top weight loss program by Consumer Reports Health, Jenny Craig promises a uniqueand comprehensive plan for food, body, and mind. 6 Members eat meals and snacks prepared andpackaged by Jenny Craig, supplemented by fresh fruits and vegetables. Jenny Craig’s offerings provideportion control and accommodate busy schedules by reducing meal prep time. Members meet weekly ona one-on-one basis with a personal counselor and are encouraged to develop an exercise program. LikeWeight Watchers, Jenny Craig offers customized programs for men and teenagers and for those whoprefer to lose weight on their own rather than travel to a center. Jenny Craig lapped Weight Watchers andother diet programs in the Consumer Reports Health ranking because of members’ success in weightloss, the duration of time they remained committed to the program, and the nutritional value of the foods. 7Slim-Fast, which ranked second in the Consumer Reports Health ratings, offers dieters a combination ofthree small and healthy snacks, two meal-replacement shakes, and one 500-calorie meal daily.8 Byeating six small meals daily, dieters maintain steady glucose levels, and the plan ensures adequateintakes of carbohydrates, protein, and fiber. 9Other diet programs abound, but even when people lose weight on these regimens, the losses tend to betemporary because the diets are based on unsustainable eating patterns, such as eliminating major foodgroups (e.g., no carbohydrates). Two of the big diet companies also offer social reinforcement andflexibility, which appears to help people remain committed to their weight-loss programs.DEFINING THE DIFFERENCEPerhaps the most significant difference among Jenny Craig, Slim-Fast, and Weight Watchers is theamount of effort required. Jenny Craig dieters don’t have to think about what they eat; everything isprepared for them. Dieters on the Weight Watchers plan must learn how to make the right choices fromamong the foods that surround them in their daily lives. Slim-Fast combines both ease and education, butit provides fewer choices for controlled meals than Jenny Craig does. Each program competes heavily formembers, particularly in the early months of the year, when Americans return to the scales after indulgingover the holidays.The diet giants are locked in another battle as well, this one targeted at men. 10 Although a completelydifferent program isn’t necessaryboth genders need to cut calories and increase exercise to loseweightmarketing specifically to men has the power to bring in new members.While the Weight Watchers’ programs are identical for men and women, the men’s website is tailored totheir interests and concerns, focusing more on working out and less on the eating plan. The men’s sitealso mentions the link between obesity and erectile dysfunction, implying that a man’s sex life mightimprove if he loses weight.To entice men in its program, Jenny Craig uses Jason Alexander, the actor who played George Costanza on the TVseries Seinfeld, as a spokesperson (pictured with another Jenny Craig spokesperson, Valerie Bertanelli, teenage TVstar from the late 70s of One Day at a Time and Touched by an Angel.)Page 6-5Jenny Craig’s men’s program also is very similar to its women’s program, but tweaked, to accommodatedifferences in food cravings and issues with portion control. Men on this program, Jenny Craig promises,can still have a beer and fries once in a while. To further entice men to its program, Jenny Craig usesJason Alexander, the actor who played George Costanza on the television series Seinfeld, as aspokesperson.The Slim-Fast program tends to appeal to men because they like to lose weight on their own rather thanparticipating in group meetings.11 The company has used male celebrities, including a former New Yorkmayor, to sell its products.TECHNOLOGY SUPPORT FOR DIETERSDieters have a variety of electronic devices to help track food consumption and exercise. Using anyInternet-ready device, Weight Watchers members can check points values for foods, including meals atpopular restaurants, and add snacks or meals to their daily journal. Similar services and applications forfitness training are available via cell phone applications. Using a camera-equipped cell phone, forexample, dieters can photograph a meal and send the picture to a registered dietitian, who replies withrecommendations for modifying portions or food choices. Theoretically this approach is more honest thankeeping a food diary because dieters may be tempted not to record full amounts. These services requireadditional fees though.Questions1. Trace how you might go through the steps in the consumer decision process if you were thinking ofgoing on a diet and using any of these diet programs.2. How have Weight Watchers, Slim-Fast, and Jenny Craig created value?3. Identify the determinant attributes that set the Weight Watchers, Slim-Fast, and Jenny Craigprograms apart. Use those attributes to develop a compensatory purchasing model similar to theone in Exhibit 6.2.4. How can Weight Watchers, Slim-Fast, and Jenny Craig increase the probability of customersatisfaction?5. Which factors examined in this chapter might have the most impact on consumers’ propensity to goon a diet and choose one of these diet programs?HE DIET BATTLE: WEIGHT WATCHERS, JENNY CRAIG, AND SLIM-FAST1Want to lose weight? For about 71 million Americans and approximately 73 percent of all U.S. women,the answer is yes,2 and for weight loss companies, that’s the right answer. The weight loss industry, worthover $60 billion in 2010,3 is growing steadily because lifestyles and food choices keep working againstpeople’s desire to lose weight. Many Americans spend their days sitting in front of a computer and theirevenings sitting in front of a television. Restaurant meals, prepared foods, and high-fat/high-sugar snackshave replaced home-cooked meals, whole grains, and fresh produce. Exercise is limited to clicking amouse or turning an ignition key. These habits are fattening (both literally and figuratively) the profits forthe weight loss industry as well as expanding belt sizes. By the time we factor in diet pills, speciallypackaged weight-loss meals and snacks, diet programs, and the whole range of products and servicespromising bathing-suit bodies, we’ve got a highly lucrative market.Page 6-4Three recognized diet aid behemoths, Weight Watchers, Jenny Craig, and Slim-Fast, share a substantialpiece of the pie. These companies stress flexibility to fit a wide range of lifestyles and showcase successstories. But they approach dieting differently in their quest for new members.THE BIG THREEFounded in 1963, Weight Watchers International now boasts groups in more than 30 countries worldwide.The program teaches portion control and the basics of good nutrition, allowing members to select theirown foods. A point system, based on nutritional value, encourages members to select healthy foods,exercise appropriately, and control portions. 4 Dieters record meals and snacks in a paper or electronicjournal. Although members can follow the Weight Watchers regimen without support, the company notesthat the most successful members are those who weigh in at weekly group sessions and attend meetings.Weight Watchers members can prepare their own food, dine out, or purchase Weight Watcherspreparedor endorsed dinners, snacks, and desserts at most grocery stores. To further support dieters in makinghealthy food choices, Weight Watchers recently changed its point system, increasing the number ofpoints for fat content and reducing them for fiber. 5Recently rated the top weight loss program by Consumer Reports Health, Jenny Craig promises a uniqueand comprehensive plan for food, body, and mind. 6 Members eat meals and snacks prepared andpackaged by Jenny Craig, supplemented by fresh fruits and vegetables. Jenny Craig’s offerings provideportion control and accommodate busy schedules by reducing meal prep time. Members meet weekly ona one-on-one basis with a personal counselor and are encouraged to develop an exercise program. LikeWeight Watchers, Jenny Craig offers customized programs for men and teenagers and for those whoprefer to lose weight on their own rather than travel to a center. Jenny Craig lapped Weight Watchers andother diet programs in the Consumer Reports Health ranking because of members’ success in weightloss, the duration of time they remained committed to the program, and the nutritional value of the foods. 7Slim-Fast, which ranked second in the Consumer Reports Health ratings, offers dieters a combination ofthree small and healthy snacks, two meal-replacement shakes, and one 500-calorie meal daily.8 Byeating six small meals daily, dieters maintain steady glucose levels, and the plan ensures adequateintakes of carbohydrates, protein, and fiber. 9Other diet programs abound, but even when people lose weight on these regimens, the losses tend to betemporary because the diets are based on unsustainable eating patterns, such as eliminating major foodgroups (e.g., no carbohydrates). Two of the big diet companies also offer social reinforcement andflexibility, which appears to help people remain committed to their weight-loss programs.DEFINING THE DIFFERENCEPerhaps the most significant difference among Jenny Craig, Slim-Fast, and Weight Watchers is theamount of effort required. Jenny Craig dieters don’t have to think about what they eat; everything isprepared for them. Dieters on the Weight Watchers plan must learn how to make the right choices fromamong the foods that surround them in their daily lives. Slim-Fast combines both ease and education, butit provides fewer choices for controlled meals than Jenny Craig does. Each program competes heavily formembers, particularly in the early months of the year, when Americans return to the scales after indulgingover the holidays.The diet giants are locked in another battle as well, this one targeted at men. 10 Although a completelydifferent program isn’t necessaryboth genders need to cut calories and increase exercise to loseweightmarketing specifically to men has the power to bring in new members.While the Weight Watchers’ programs are identical for men and women, the men’s website is tailored totheir interests and concerns, focusing more on working out and less on the eating plan. The men’s sitealso mentions the link between obesity and erectile dysfunction, implying that a man’s sex life mightimprove if he loses weight.To entice men in its program, Jenny Craig uses Jason Alexander, the actor who played George Costanza on the TVseries Seinfeld, as a spokesperson (pictured with another Jenny Craig spokesperson, Valerie Bertanelli, teenage TVstar from the late 70s of One Day at a Time and Touched by an Angel.)Page 6-5Jenny Craig’s men’s program also is very similar to its women’s program, but tweaked, to accommodatedifferences in food cravings and issues with portion control. Men on this program, Jenny Craig promises,can still have a beer and fries once in a while. To further entice men to its program, Jenny Craig usesJason Alexander, the actor who played George Costanza on the television series Seinfeld, as aspokesperson.The Slim-Fast program tends to appeal to men because they like to lose weight on their own rather thanparticipating in group meetings.11 The company has used male celebrities, including a former New Yorkmayor, to sell its products.TECHNOLOGY SUPPORT FOR DIETERSDieters have a variety of electronic devices to help track food consumption and exercise. Using anyInternet-ready device, Weight Watchers members can check points values for foods, including meals atpopular restaurants, and add snacks or meals to their daily journal. Similar services and applications forfitness training are available via cell phone applications. Using a camera-equipped cell phone, forexample, dieters can photograph a meal and send the picture to a registered dietitian, who replies withrecommendations for modifying portions or food choices. Theoretically this approach is more honest thankeeping a food diary because dieters may be tempted not to record full amounts. These services requireadditional fees though.Questions1. Trace how you might go through the steps in the consumer decision process if you were thinking ofgoing on a diet and using any of these diet programs.2. How have Weight Watchers, Slim-Fast, and Jenny Craig created value?3. Identify the determinant attributes that set the Weight Watchers, Slim-Fast, and Jenny Craigprograms apart. Use those attributes to develop a compensatory purchasing model similar to theone in Exhibit 6.2.4. How can Weight Watchers, Slim-Fast, and Jenny Craig increase the probability of customersatisfaction?5. Which factors examined in this chapter might have the most impact on consumers’ propensity to goon a diet and choose one of these diet programs?

Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.