THE DIET BATTLE: WEIGHT WATCHERS, JENNY CRAIG, AND SLIM-FAST Amanda Longmire Georgia State University Consumer Buying Process As a consumer who is weighing my options in the dieting market, three household-recognized brands offer products and services that are promoted to offer personal benefits for different costs. Weight Watchers, Jenny Craig, and Slim-Fast all have a goal for their consumers, weight loss through changed eating habits, but each company goes about marketing their products and services differently. To decide which brand is right for me as the consumer, I go through the first step of the decision process and recognize that my need of wanting to start a diet, is a need that is recognized by each brand. Weight Watchers, …show more content…
US News lists Weight Watchers as being ranked 4th out of the 38 Best Diets Overall (Weight Watchers Diet, 2017). Their overview along with a search through the actual Weight Watcher’s website describes the dieting plan and it’s products offered as an option to a change in lifestyle, through a variety of food options (Our Approach, 2017). Also, while continuing through the Weight Watchers website I discovered that a newly launched “Triple Play” promotion allows one to join for free, have one month free, and receive a free cookbook (Triple Play, 2017). This promotion offered on the website was a positive influence on my decision to continue exploring Weight Watchers as an option (Grewal, …show more content…
Weight Watchers, Jenny Craig, and Slim-Fast all offer planning apps to track their progress, provide inspiration, and offer the ability to prepare and focus from the convenience of a mobile device. Through social media, these companies are able to use sentiment analysis as a form of gauging favorableness or unfavorableness on social media sites (Facebook/Twitter) and blogs. Also available is keyword analysis, which determines the keywords people search for in relation to specific product and allows that company to market using those words (Grewal,