...who is at the start of Weight Watchers in 1963, when she decided to invite her friends to hers in order to give them the possibility to lose weight "together". From there, the first Weight Watchers meeting was born. Quickly, the reputation of this program was spreading across the United States. It made thousands of followers. By 1970 it spread on to Germany, the first European country to import the Weight Watchers diet. In 1973, it followed by France and Switzerland and Belgium in 1974. The company is now present in forty countries across the world and hasn’t said its last word. In 1978, the company was sold to the famous U.S. food group H. J. Heinz until 1999, best known for the manufacture of ketchup and canned food. Since 2001, it went public and was listed on the New York Stock Exchange. The Weight Watchers program, in addition to the weekly meetings that have been develop in all countries where it operates, brand extension of products created under the logo of the brand through partnerships (105 products from 12 different categories in 2011). In 1993, Weight Watchers has developed additional services, including concept correspondence "Weight Watchers at home." But the revolution came in the 2000s with the development of the Internet, which hasn’t escaped to Weight Watchers. Weight Watchers International is the global leader in weight management services, operating in all the market through a network of owned and franchised. Weight Watchers holds about 50,000 meetings...
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...Weight Loss and Modern Technology For over forty years, the Weight Watchers organization has devoted itself to the helping people lose weight in a manner that was safe, practical, and manageable. Beginning in September of 1961 by a single woman in Queens, New York, the company has grown from a small, individual program to becoming the “global leader in weight management services, providing 50,000 Weight Watchers meetings each week in countries all over the world” (Weight Watchers International, Inc., 2013). Back in the sixties, the Weight Watchers program was provided face to face; individuals attended weekly meetings with peers. Today, the program has expanded to offer a wider variety of tools and options for members; members can attend meeting, access and use the Weight Watchers program online, and, most recently, the official Weight Watchers Smart Phone App. Accommodating Busy Lifestyles with Modern Technology For many years, those who wanted to participate in the Weight Watchers program only had the option of attending the weekly, in-person meetings. While those able to attend usually were able to find success with the program, it left a gap for those with busier lifestyles on the go. Those with full-time jobs could not stop their work day to go to physical meetings. With the development of electronic commerce, or E-commerce, companies had the option to offer their information, products and services through computer networks, including the internet (Rainer Jr. & Cegielski...
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...not only on the management system itself, but also on the career of a manager who makes them. Outline a plan that will assess the effectiveness of the market structure for the company’s operations Weight Watchers International Inc. is a huge successful weight loss plan in the world. The company starts from the idea of one woman into a success global franchise with record breaking revenues. Weight Watchers International has taken over 50 percent of the dieting market; million of people go to the company's weight loss classes all over the countries around the world. Weight Watchers have been around longer than its competitors, and they have healthy eating down to a science with the product taste and low calorie. Everyone is on the health kick and weight watchers know their audiences. Weight Watchers target market programs that aim to control what has been called the obesity outbreak in America. Their customers depend on reduction of caloric intake instead of dieting and exercise. The company studies individual behavior more than societal issues. Marketing strategy consists of analysis and strategy development. It is a market motivated course of strategy, taking into account an unvarying company surrounding and the need to bring consumer value. Weight Watcher look for a way to bring consumer value by joining the consumer power to strategies the company into an organize set of market...
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...Weight Watchers International Inc. Muhamet Dervishi BA 422W Table of contents Exeutive summary…………………………………………………………………………………………………………………….3 History and Background……………………………………………………………………………………………………………4 Probems…………………………………………………………………………………………………………………………………..5 Strategic Analysis……………………………………………………………………………………………………………………..6 Overview of SWOT………………………………………………………………………………………………………………..6-7 Alternative Solutions…………………………………………………………………………………………………………….7-8 Conclusions……………………………………………………………………………………………………………………………..8 Work Cited………………………………………………………………………………………………………………………………9 Executive Summary Weight Watchers International, Inc. was born in 1961 by Jean Nidetch (incorporated in 1963) who had found herself constantly on a diet but never losing any weight. Knowing she needed more she attended a diet seminar. Ms. Nidetch lost 20 pounds after the seminar, but soon found her motivation dwindling. She invited some friends over who sympathized with her battle of the bulge and they began to share with the group their struggles with food. The group of women began to lose weight and within a short time Nidetch was hosting more than 40 people in her apartment for these support group meetings. Weight Watchers International, Inc. is an industry leader of weight loss and management services, serving 30 countries. Currently, over a million people attend over 40,000 meetings weekly throughout the world. Research shows that people who have...
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...RUNNING HEAD: Menu of Changes at Applebee’s Menu of Changes at Applebee’s Marketing Management Situational Analysis While their menu changes from region to region to accommodate the tastes of people in different parts of the country, it is still a mostly "American" menu with large portions. Usually the menu consists of such items as spinach and artichoke dip, fried chicken, different types of steaks, salads, as well as hamburgers, French fries, ice cream and apple pie. These are different types of foods from those offered by Chili's, and they promote more of a small town family feeling as compared to Chili's party mood. Atmosphere is another characteristic that shows how Applebee's is a small town restaurant and Chili's is a party restaurant. For example, it can be seen that Applebee's strives to be a hometown restaurant bar and grill. Applebee's likes to call itself a "neighborhood" place to go. In order to enhance the small town neighborhood image, Applebee's uses light pinewoods for trim for the tables, bench seats, and chairs. The booths are roomy to accommodate lots of people. Free balloons are offered to kids in the restaurant as well, further promoting the neighborhood feel. In general it can be said that Applebee's atmosphere is that of a small town, neighborhood, and family restaurant. External Environmental Analysis (outside the organization) Economic According to restaurant.org, restaurant-industry sales are forecast to advance 3.9 percent in 2010...
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...their own beliefs and opinions. There are three different forms of reference groups; the aspirational group, the associative group and the dissociative group. Aspiration Reference Groups The aspirational group is a group where people like to compare themselves to people in that group. An example of that is a company or brand will use a high favored celebrity or athlete as a representative for their product to gain patronage and attract consumers. One website that does this is www.weightwatchers.com. As well as on the commercial, on the first page of the website is a picture of Jennifer Hudson, who currently is the spokesperson for Weight Watchers. Most people who are fans of Jennifer Hudson and have followed her career know she has always been overweight. As of late, Weight Watchers have shown numerous commercials of the celebrity’s weight loss and the front of the website is a very encouraging picture of her with her new look. This website is extremely effective in attracting and influencing the aspirational reference group because a regular, everyday person who is...
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...Organization Structure | | | | 1 | Barbara Printup has over 20 years of experience marketing prescription drugs | Experience helps in the marketing and launch strategy for s new product to market | S | Leadership | | | | 1 | $25B in sales in 2007 | Brand recognition is key | S | 2 | Clinical trials performed to show majority of individuals reached weight-loss goals by week 12 and minimal weight loss after that | By generating data through clinical trials, FDA clearance is a route which is an opportunity over its OTC and supplement competitors | S | Functional Areas | | | | 1 | 10 years of testing and $400 million in R&D costs | A great deal of time and resources invested into product | W | 2 | Researchers at CSP combined an appetite suppressant (calosera) with a fat-blocking agent (meditonan) to for Metabical | The strong R&D team at CSP gives the company a competitive advantage in inventing revolutionary products | S | 3 | Negative side effects occur when users consume high levels of fat and calories | People tend to eat "junk" because they believe diet pills will cancel it out | W | Political, Legal &Ethical | | | | 1 | No prescription-drug options available specifically for the overweight segment (BMI 25-30) | Entering the market first will undoubtedly come with a large market share in the future | O | Economic | | | | 1 | $3.74 billion market for weight-control products in the US | Market is large (measurable) | O | 2 | Most health...
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...rP os t 4183 APRIL 14, 2010 JOHN A. QUELCH HEATHER BECKHAM op yo Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug In April 2008, after 10 years of testing and $400 million in research and development costs, Cambridge Sciences Pharmaceuticals’ (CSP) newest prescription drug, Metabical (pronounced Mehtuh-bye-cal), was about to receive its coveted Food and Drug Administration (FDA) approval. CSP was an international healthcare company with over $25 billion in sales in 2007. The company, based in Cambridge, Massachusetts, focused on developing, manufacturing, and marketing products that treated metabolic disorders, gastrointestinal diseases, and immune deficiencies, as well as other chronic and acute medical conditions. Metabical was part of a strategic initiative that would allow CSP to enter the $3.74 billion market for weight-control products in the United States.1 tC CSP’s chief marketing officer, Bernard Long, said of the new product: No Metabical is revolutionary. It will be the first and only prescription drug to receive FDA approval to meet the needs of the millions of individuals struggling with moderate weight-loss goals. Previous prescription weight-loss drugs had negative side effects that, in the agency’s judgment, outweighed the benefits provided to individuals who were not considered obese. Metabical will be approved for use by those looking to shed between 10 to 30 pounds. Initial reviews...
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...Cambridge Sciences Pharmaceuticals’ (CSP) is international health care company. Their focus is on developing, manufacturing and marketing products that treat various diseases. They want to enter the market for weight-control products in the US. Metabical was part of a strategic initiative that allows CSP to enter $3.74 billion market for weight control products in the United States. Metabical’s competitors are Alli and Xenical and are FDA approved. In utilizing the SWOT analysis, it was determined Metabical had positive results in the clinical trials and is decent in comparison to other competitors in the market place. It also has dual layer controlled release formulation. Opportunities for this product would be a potential large market, constant rise of obese adults and a substitute for other weight loss methods. “In principle, Metabical would be attractive to all overweight individuals” however, Barbara Printup established a more focused plan of approach: First, the approach completed by Printup is the forecasted demand by considering the number of overweight individuals in the United States and focusing down that population to those who were actively trying to lose weight. She felt those potential users should be narrowed to the 15% of those who were comfortable with weight-loss drugs. Second, she specified consumer interest in a prescription weight-loss drug for the overweight and saw that 12% were ready to go to their health care provider to request a prescription. ...
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...The company that I chose for my marketing research project is Planet Fitness. Plant Fitness was founded in 1992. According to Entrepreneur.com (2017) “When Michael Grondahl acquired a struggling gym. He reduced membership prices to compete against better-known brands and focused on serving occasional or first-time gym users. Every Planet Fitness location holds a pizza night for members once a month, as well as a bagel morning, and Tootsie Rolls are available always. Each gym also has a "Lunk Alarm" to discourage behaviors such as grunting and dropping weights.” The Gym prides its on being a “Judgment Free zone” which can help people who want to get into better shape and for those when started their fitness journey but fell off because life happened....
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...splashes galore, including the famous haseen lamho ko chura lo track. But industry watchers felt that as 'freshness' could be a rather generic positioning plank in the soft drinks category, it may not have worked as well for Limca as the brand might have hoped for. In 2012, Limca reverted to its 'thirst' roots although with a twist, in the pyaas badhao campaign, roping in actor Kareena Kapoor as its endorser. The fresh ho jao premise was replaced with an emotional undertone of being thirsty not just for the drink, but also for achievements in life. Now, it appears, even that layered positioning - with the undercurrent of achievement - really doesn't cut it for Limca. "It is best for Limca to do what it does best," quips a brand consultant. And so, with its current campaign (Limca wali pyaas) created by Leo Burnett India, that emotional undercurrent has been shown the door, and the brand is back to marketing itself on a purely functional plank - as something that quenches your thirst. Limca has been around since 1971, and in these last 44 years, the one thing that has remained constant is its 'lime-n-lemoni' credentials. "The brand has the advantage of a rich heritage; it very strongly anchored on a thirst premise since the beginning, with 'lime-n-lemoni' serving as the attribute that establishes it as a thirst-quencher," explains Debabrata Mukherjee, vice-president, marketing and commercial,...
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...HEINZ Name: Manjit Singh NCC ID: 00125191 Centre: NABT (Newcastle upon Tyne) Table of Contents Introduction 1 Strategic information of Heinz 2 SWOT Analysis 4 Porter’s Five Forces 5 E-Business Planning 6 Knowledge management 9 Customer relationship management 9 Conclusions 10 References 12 Introduction H J Heinz Company began its operation in the food industry in the year 1869, founded by Henry J. Heinz in Sharpsburg...
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...Brand Blunder A brand blunder is an error associated with the branding of a product, especially a new product in a new market. Reasons for such slips include the lack of understanding of the language, culture and consumer attitudes in the new market. There are numerous examples of brand blunders in marketing history; there are also numerous urban legends surrounding brand blunders, where there is little evidence of an actual blunder. TRUE CASES An April 2002 Starbucks ad featured twin cups of their Tazo drinks with the caption "Collapse into cool" and an airborne dragonfly, imagery and wording which reminded many of the recent 9/11 attacks. Though the ads were created before the attacks and the resemblance was coincidental, the company apologized and pulled the posters. A 1997 direct mailer from Weight Watchers featuring Sarah Ferguson with a caption stating that losing weight was "harder than outrunning the paparazzi." appeared in mailboxes in the days before and following the death of Princess Diana, an incident in which paparazzi were at the time suspected to have played a role. The company quickly pulled the ads. In 2006 Sony had a limited Dutch billboard campaign promoting the then-upcoming arrival of the white PlayStation Portable by featuring a black woman and white woman with respectively colored clothing and hair in confrontational poses. After accusations of racism, Sony pulled the ads. In 2008, Greyhound Canada...
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...• • • • • • • • • • • • Introduction Market analysis Market Needs Market Growth Market Trends Market strategies Financial objectives Target market Promotion and Advertisement Logistics and Supply Chain Control and Evaluation References Introduction Marketing Plan: Marketing plan is the central instrument for directing and coordinating the marketing efforts. The marketing plan operates at two levels: Strategic marketing plan: - This plan lays out the target markets and the values propositions the firm will offer, based on an analysis of the best market opportunities. Tactical marketing plan: - This specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service. MARKET ANALYSIS Biscuit making is a conventional activity in many parts of the country. Despite the advent of modern, large capacity and automatic biscuit making plants, large section of people especially in semi-urban and rural areas still prefer fresh biscuits from local bakery as they are cheap and offer many varieties. These manufacturers are able to cater to some typical local palate as well. Thus, they are able to withstand competition from organized sector units. Biscuits are eaten by all sections of people across the board round the year. They are, thus, mass consumption items with number of varieties and shapes. The market is scattered. There are some dominant national and regional brands. Biscuits can be manufactured at a location which is...
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...American University of Sharjah Master of Business Management MBA 509 | Marketing Concepts Spring 2015 Marketing communication strategies and applications in the nutraceutical industry in UAE By Nadia B. Azzam ID 27379 Submitted to Dr. Mohammed Sajid Khan Submission Date May 31, 2015 1 Table of Contents 1.0. Introduction .......................................................................................................................... 3 2.0. Literature review .................................................................................................................. 3 3.0. Application of Promotional strategies in Nutraceutical Dr. Nutrition Centre, UAE ........... 7 4.0. Conclusion ......................................................................................................................... 10 5.0. References .......................................................................................................................... 12 2 1.0. Introduction In today’s society, consumers are bombarded with a massive number of promotional messages delivered to them through different mediums and from different organizations. Whether at home watching TV, listening to Radio, walking in the mall or driving through the city, consumers get exposed to those messages which they process through different channels, and eventually create behavioral responses. However, due to the competitiveness in the market...
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