Blog 4.1: Weight Watchers

Describe how the company/business used the four “P’s” to add value and/or promote the product or service.

Product- Weight Watchers 360

Price- The promotion does not talk about price. However, this commercial was headlining that, “you can do it yourself.” This infers that the convenience factor increases the value making the price worth it.

Place- Commercial on HGTV.

Promotion- This commercial features several women enjoying themselves either on a date, in nature, or with their families. Each of these women held up an old picture of themselves that displayed how much weight they had lost by using this program. In the background was an inspirational song playing that quotes, “I am on top of the world.”

2. What industry(s) is the product or service a part of?

Food Service. Health and Diet. Fitness.

3. Describe the target market.

Weight Watchers is an international company that provides weight loss products and services. They have recently launched an updated program called “Weight Watchers 360,” with the tag line, “Expect Amazing. Because it works.” This commercial was featured on HGTV, which is a channel primarily viewed by women. This provides additional evidence that Weight Watchers is targeting women, more specifically, who desire to lose weight. Recent marketing initiatives have shown Weight Watchers’ efforts to penetrate the market of women who have just had a baby. Many of their new commercials feature a celebrity who has recently been pregnant and lost a significant amount of weight by doing the Weight Watchers program.

4. Does it work? Why or why not? Any general observations?

Yes. Weight Watchers is known world-wide and has excelled at penetrating the market. Women who go through the program and see results become brand fanatics and have company loyalty for years. Weight Watchers has done a good job positioning their products and messaging them appropriately to drive trial.

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