RESEARCH REPORT

FOR
WEIGHT WATCHERS
LAUREN TABER
GAMBLE SCRANTOM
JONATHAN GRAYSON
MARIANNE KENNEDY
LINDSAY MORGAN
KATIE BENSON
ADVERTISING 340
SPRING 2010
TABLE OF CONTENTS
INDUSTRY OVERVIEW
Brief History.........................................................................................................................................1
Competitors -- Advertising Expenditures -- Stage in Product Life Cycle............................................2
Seasonality -- Growth Potential.............................................................................................................3
The Economy -- Legal/Regulatory Issues.............................................................................................4
Societal/Cultural Considerations..........................................................................................................5
CLIENT PROFILE
History -- Sales -- Advertising Expenditures........................................................................................6
Media Allocation -- Positioning -- Creative Strategy............................................................................7
New Developments...............................................................................................................................8
COMPETITOR ANALYSIS
Nutrisystem
History -- Sales -- Ad Expenditures -- Media Allocation........................................................9
Positioning -- Creative Strategy -- New Developments........................................................10
eDiets
History -- Sales -- Ad Expenditures.......................................................................................11
Media Allocation -- Positioning -- Creative Strategy -- New Developments.......................12
Jenny Craig
History -- Ad Expenditures -- Media Allocation -- Positioning............................................13
Creative Strategy -- New Developments................................................................................14
Advertising for Primary Competitors -- Comparative Analysis.........................................................15
CONSUMER ANALYSIS......................................................................................................................................16
SURVEY RESEARCH.........................................................................................................................................17
SURVEY RESULTS.......................................................................................................................................18-19
QUALITATIVE PROPOSAL
Introduction -- Objectives...................................................................................................................20
Focus Group Methods -- Disadvantages -- Personal Interviews........................................................21
QUALITATIVE RESEARCH ANALYSIS
Overview............................................................................................................................................22
Focus Group Data.........................................................................................................................22-24
Personal Interview Data................................................................................................................24-25
Final Thoughts...................................................................................................................................25
MARKETING RECOMMENDATIONS FOR CLIENT..............................................................................................26
SURVEY QUESTIONAIRE ...........................................................................................................................App. 1
CODED QUESTIONAIRE.............................................................................................................................App. 2
MODERATORS GUIDE..............................................................................................................................App. 3
INTERVIEWERS GUIDE.............................................................................................................................App. 4
Obesity has become an international epidemic that is es-
calating at a problematic rate. During the year, more than
100 million people in the United States will attempt to lose
weight.
6
There are many options for these individuals to
choose from in the weight loss and diet management mar-
ket. These options include weight loss drugs, diet foods/
drinks, surgical interventions, and weight loss programs
and services.
In 2009 the weight loss market had an estimated worth of
around $4.8 billion. Due to the recent economic downturn,
many weight loss companies, including Weight Watch-
ers, have been forced to make changes in their marketing
and promotional efforts. However, Weight Watchers has
been lucky enough to see continued success over the years
and maintain a constant consumer base. It has remained a
key player in the weight loss market by offering programs
based on a points weight loss system. Weight Watchers
continues to maintain a prominent role in the weight loss
industry along with Jenny Craig, Nutristystem, and eDiets.
These competitors all have prestigious brand equity and
provide similar products and services.
In the past, Weight Watchers has targeted females ages 25-
54 but recently has shifted its focus to all adults ages 18-
24. Further research is needed to properly assess the new
Weight Watchers demographic. The following secondary
research will allow our primary research to be conducted
accurately.
A survey was conducted by junior Advertising students in
a research class at the University of Tennessee to examine
INTRODUCTION
sample size (N=133). To collect and conduct this research,
we used an online survey, which was distributed through
Facebook messages and emails.
Post quantitative research, we will conduct a focus group
composed of diverse members of our target audience to
gather more in-depth, qualitative data on both our survey
participants and their attitudes towards the weight loss
industry and in particular to Weight Watchers. While the
quantitative surveys gathered general information about
the target demographic of 18 to 24 year olds, we hope that
the qualitative research will further reveal their attitudes
and awareness about dieting, exercise, the weight loss in-
dustry and its advertising eIIorts, in specifc relation to our
client. In turn, we also plan to propose several possible
campaigns to better access the target market and to gather
the participants opinions and suggestions on such future
campaigns.
Next, we conducted qualitative research that includes a fo-
cus group and personal interviews. The focus group had 8
participants, and was centered on the weight loss markets
advertising and media presence. In the personal interviews
we talked with two Weight Watchers consumers. From this
data, we gathered a strong sense for the thoughts and be-
liefs of our target market.
Lastly, we list fve diIIerent recommendations Ior Weight
Watchers future promotional efforts. These recommenda-
tions come from both our quantitative and qualitative re-
search, and focus on the promotion of the Weight Watchers
brand to the target audience of 18-24 year-olds.
Weight Watchers as a client and target the market for 18-
24 year olds. Its purpose was to fnd valuable inIormation
that will allow the client to segment their desired market
and adapt accordingly. The survey accurately dissected
the 18-24 year-old age range and its thoughts, practices,
and perceptions of the weight loss industry as a whole.
It searched a balanced sample of 18-24 year-olds based
on variables such as, but not limited to, gender, race, eco-
nomic standing, and dieting history. A suIfcient number oI
participants completed the survey to reach the necessary
Though the obsession with weight loss boomed in the
mid-twentieth century, its roots can be traced back to the
1800s. In 1830, a Presbyterian minister, Sylvester Gra-
ham, preached the evils of gluttony, which admitted the
Graham diet.
1
This diet allowed later weight loss tech-
niques to emerge. Before the discovery
of vitamins and minerals, the U.S. De-
partment of Agriculture (USDA) issued
its frst dietary suggestions in 1894.
2

The frst 'diet pill was introduced in
the late 1800s and consisted of the in-
gestion of a tapeworm. Other radical
methods of losing weight began to ap-
pear shortly thereaIter: the 'Nicotine
Diet (1925), 'Banana and Skim Milk
diet (1934), the 'Sleeping Beauty diet
(1966) and the use of Dinitrophenol, a
potentially deadly drug, in the 1930s. Even ineffective
'dieting paraphernalia, which included the Mini-Fork
system and Slimming Soaps intended to 'wash away the
Iat, had its short moments oI Iame. Such diets, drugs
and implements were later found to be useless or detri-
mental to ones health, especially with the discovery of
the 'Calorie in 1918 by Dr. Lulu Hunt Peters.
3
This and
other medical breakthroughs enabled healthier weight loss
methods to gain popularity and grow over time. In the
1950s, many people began to observe their food intake
more closely. This growing fad and the increasing num-
ber oI heart-related deaths led to the creation oI the frst
oIfcial Food Pyramid in the 1960s by the USDA.
2
The
infatuation with exercise and a socially acceptable body
image also gained popularity alongside the growing
dietary concerns. In 1965, Joe Gold in Venice, Cali-
Iornia Iounded one oI the frst gyms, Gold`s Gym.
4

The growing gym industry paved way for corporate
gyms in the 1980s, including 24-Hour Fitness and
LA Fitness. A worldwide popularization oI ftness
establishments and dietary programs and methods
in the 1990s proved business-worthy. The transi-
tion from the late 1990s to the early 2000s allowed
many weight loss programs, supplements, therapies
and surgeries to gain a promising status among other
growing businesses.
INDUSTRY OVERVIEW
BRIEF HISTORY
1830
1894
1925
1930s
1918
1965
1980s
2000s
1
Figure 1.1
The weight loss industry spans a wide range of available
methods and procedures. . .
When comparing each companys attributes, the follow-
ing primary competitors to Weight Watchers were cho-
sen: Nutrisystem, Jenny Craig and eDiets. The criteria
for choosing the primary competitors is their ability to
compete with similar products and services and generally
reach the same target audience. Also, each company holds
a relatively equal amount of the market share.
Even though the primary competitors share more com-
monalities with Weight Watchers, other companies, ser-
vices and programs maintain a status within the
weight loss industry. Our secondary competitors
were chosen based on brand image, similar offer-
ings and systems, and these include Atkins, South
Beach Diet and Alli. The indirect competitors,
which include weight loss surgeries, ftness cen-
ters and natural therapies, are alternative options
and methods that may not be offered by primary
and secondary competitors.
COMPETITORS
In analyzing the advertising expenditures for the industry
as a whole Ior the past fve years it is apparent that the
average annual amount spent on advertising in the weight
loss industry is around $120 billion. From 2005-2008, the
amount spent on advertising was consistent. But with the
economic recession in 2009, the amount of money spent
on advertising annually in the weight loss industry took a
massive hit.
5
The development of weight loss as an industry became
apparent in the late 1990s. Its introduction gained quick
attention in the early 2000s, and it continued to fourish as
more weight loss businesses began to appear. Starting in
2006, industry reports showed promising results according
the world market and its diet trends. It consisted of a two-
part, strategic plan for long-term growth: the retention
of consumers to maintain involvement and the industrys
relevance to revitalize/differentiate its brand, which pro-
posed to broaden its market. These results were specifc
to the industry as a whole, but placed a higher emphasis
on weight loss programs. The strategic plan given in the
industry reports help conclude that weight loss
programs assert their position to be in the growth
stage of the product lifecycle.
6
ADVERTISING
EXPENDITURES
STAGE IN PRODUCT
LIFE CYCLE
2
Total Advertising Expenditures for Weight Loss
Industry (2005-2009)
Figure 1.2
Though the weight loss industry has grown and contin-
ues to thrive throughout the year, there are many variables
that depict both its lowest and highest revenue periods. A
weight loss organizations revenues usually decrease at
both years end and during the summer months. In turn,
its highest profts come in January, the beginning oI the
fscal year, and continue
throughout the spring season.
The popular utilization of
'New Year`s Resolutions
provides ratio- nale for the
steady decline from the beginning to the end of the year.
However, fuctuations may be experienced due to uncon-
trollable environmental factors. These social, economic,
technological, competitive and political forces include
such events as extreme weather, terrorism, health epidem-
ics, national disasters and other extraordinary events. Such
situations, which are unavoidable, have a signifcant aIIect
on the industrys meeting operations, dietary plans, medi-
cation regiments or any other methods that are stressed to
obtain its full potential.
7
Over the past 20 years, there has been a growing popula-
tion of overweight and obese people around the world that
is now at 1.6 billion.
8
The need for physical appearance
improvement as well as the awareness of strong health
benefts weight loss can oIIer is alone creating a demand in
growth for weight management programs.
8
The weight loss
program market was worth about $4.7 billion in 2008 and
was predicted to increase at about 2.6 %, reaching $4.8 bil-
lion for the present year.
6
According to IBISWorld, due to
slow economic growth, the weight loss industry as a whole
is expected to continue to experience slow growth itself
with 'little improvement until late 2010. Fortunately, as
economic growth begins to improve , as well as increasing
awareness of weight and health issues in society, better in-
dustry growth prospects are also expected from 2011 and
on. This will cause the industry to grow at 'higher than av-
erage rates over the outlook period. The next fve years to
2014, 'real industry revenue is expected to increase at an
average annual rate of 4.0% During this same time period,
IBISWorld predicts that industry employment is also ex-
pected to rise at an average annual rate of 2.7%. However,
proft margins will continue to remain somewhat low due
to escalating external and internal industry completion.
IBISWorld also predicts that 'major operators will seek
to expand their markets by concentrating on men, older
people and through international expansion. On-line diet-
ing and other related service sites will also improve. Ac-
cording to Marketresearch.com, the sales forecast for the
program revenue segment will 'likely be steady, growing
to $3.2 billion by 2013. Over the next fve years, the prod-
uct revenue segment will also continue a steady growth if
4.6% which will create a market value of $5.7 billion by
the year 2013. These markets on an individual level will
continue to expand and show strong increases in not only
the US but the UK and Australia.
6
SEASONALITY
GROWTH POTENTIAL
3
THE ECONOMY
The recession is forcing the weight loss industry to go on
a diet. Although the industry rose to $59.7 billion in 2009
(an increase of 2%), it failed to come near its historic rate
of at least 6% annual growth.
This lessening in growth can
be partly attributed to con-
sumers decisions to forsake
the typical high priced diet
programs in favor of either
less expensive weight-loss
options, or simply no diet
program at all. 'The reces-
sion of the last two years
affected people so that more
people traded down to lower-priced food and fast food
and more comIort Iood to combat their stress said John
LaRosa, who is the head of Marketdata Enterprises and
BestDietforMe.com.
9

This downscaling has resulted in a rise of do-it-yourself
dieting. Currently, about 76-78% of those who are dieting
are following their own makeshift diet regimes, as opposed
to shelling out the cash for the typically expensive institu-
tionalized programs. This is an alarming increase from the
70% historic average.
Though many of the simpler
programs that focus around
meal replacements should
continue to do well, as they
are proportionally much less
expensive, the more luxuri-
ous programs (such as Jenny
Craig) will continue to strug-
gle with both maintaining
and obtaining new customers.
In order to combat this scarcity, the larger programs are
being forced to lure in new customers with promotions
such as waived registration fees and free food shipping.
Even with the concessions in price afforded by the larger
players, it is most likely that the market will widen, with
non-traditional diet sources such as fast food restaurants
entering the fray. It is estimated that 75 million Americans
will start a diet at one point or another this year, unfortu-
nately they will also stop and start again up to three or four
times. Many of these times will feature new programs.
LEGAL / REGULATORY
ISSUES
The weight loss industry is an extremely broad one en-
compassing many facets of goods and services that vary
greatly in customer use. The industry appears to be one
that is vague and is easier to regulate once issues arise,
and therefore is often assessed post-issue. Offering inva-
sive surgeries, facilities for physical activity, food prod-
ucts, and supplement pills, the weight loss market has had
its fair share of lawsuits, court cases, compensation pay-
ments, and instatement of laws. The FDA oversees and ap-
proves many of the markets goods before they go on sale,
4
Figure 1.3
which is a predecessor to providing only safe products
to the millions of customers who use them. With morals,
pop culture, and success of competitors playing a role in
delegating where the industry goes and what it does, the
companies under its massive umbrella run into many legal
issues that are unregulated until they arise in a market seg-
ment and force the public, consumers, industry, and some-
times government to take notice.
10
SOCIETAL / CULTURAL
CONSIDERATIONS
Over the past 20 years, Americans have seen an increase
in the amount of meals eaten at places other than their own
homes. With accessibility and speed of food preparation
at the core of American dining, many Americans have
forgone the traditional home cooked meals for affordable
restaurant prepared meals. However, during the past two
years, this trend has waned quite a bit. Now, more Ameri-
cans are eating at home, due to the state of the economy,
along with the increasing emphasis on balanced dieting.
According to Restaurant News Resource, 85 percent of
Americans claim that they are eating at home more, due to
rough economic times. This trend towards at-home dining
has the potential to help the industry in the short run.
12
As a
producer of pre-made, balanced meals,
Weight Watchers pre-existing custom-
ers will most likely increase consump-
tion, for our client offers a healthy,
dine-in option for people of all socio-
economic statuses. Recently, Michelle
Obama, has been speaking out about
the future of youth health in the U.S.
She has said 'I mean this conversa-
tion is not about just weight or size or BMI [body mass
index]. Its about overall health and the kind of lives that
we want our kids to lead. And weve got to set them up for
success. Most likely, the First Lady will attempt to have
legislation passed in Obamas term, which will affect diet
plans Ior school lunchrooms, along with Ioods specifcally
marketed towards youth.
13
Along with political changes
in the health of Americans, pop-culture has and will play
a role in making the U.S. a healthier country. In recent
years, television shows such as 'The Biggest Loser and
'Celebrity Fit Club have become pop-
ular with Americans attempting to lose
weight.
14
Many Americans feel that
watching someone else loose weight
and diet healthier has the ability to aid
in weight loss. With so much emphasis
on weight loss and healthy dieting, now
is a perfect time for businesses in the
weight loss industry to capitalize on the
push for a healthier America.
5
HISTORY
Weight Watchers was founded in the early 1960s by Jean
Nidetch. It all started when she began inviting friends
to her home in Queens for a weekly meeting. At these
meetings, they discussed the best methods and tactics to
lose weight. Since those frst
small gatherings, Weight
Watchers has grown to an es-
timated one million custom-
ers. Today, men and women
around the world use its
products and services to lose
unwanted weight. The tradi-
tion of weekly meetings has
maintained its prominent role in the Weight Watchers com-
munity in order to help each member to meet their weight-
loss goals. Now, the industry has begun to reach out to a
larger community through WeightWatchers.com.
15
SALES
Over the past nine years (2000-2008), revenues and net
income have been
steadily increas-
ing. It may be
concluded from
this information
that more and
more people have
become aware of
Weight Watch-
ers, joined the program, and perhaps stayed with the pro-
gram longer. Compared to the other primary competitors,
Weight Watchers has shown a stronger improvement in
both revenues and income.
16-18

AD EXPENDITURES
Weight Watchers, like many other companies in the weight
loss industry, has grown in the past ten years to become a
major player in the industry. In the past four years, it has
seen its totals spent on advertising increase before level-
ing out. In 2005, Weight Watchers spent $39,474,300 on
advertising. This increased slightly when in 2006, it spent
$54,760,700 on advertising. The following year, Weight
Watchers nearly doubled its advertising totals. With a
93.82% increase, it spent $106,140,400 in 2007. In 2008,
Weight Watchers saw a slight decrease in its annual totals
with $103,079,100 spent on advertising.
The 2008 annual total was calculated from four quarters of
the fscal year. In the frst quarter oI the year, Weight Watch-
ers spent $43,022,600 on advertising. The next quarter, it
spent $26,364,900. The third quarter totaled $24,073,500
on advertising. In the last quarter, it spent only 9.3% of its
annual budget with $9,618,100 being spent on advertis-
ing.
38

6
CLIENT PROFILE
Figure 2.1
Figure 2.2
MEDIA ALLOCATION
Being one oI the fagship companies in the weight loss
industry, Weight Watchers spends a larger percent of its
capitol in advertising than other competitors. According to
Weight Watchers Internationals 2008 10-K, it has increas-
ing its online marketing in recent years, due to the success
oI the WeightWatchers.com. Its report reads, 'Weight-
Watchers.com has developed a strong capability and pres-
ence in Internet advertising.
19
In the past, Weight Watch-
ers has spent much of its advertising budget in traditional
media forms, such as television, newspaper, and magazine.
According to its website, Weight Watchers states that it
sent more than 30 million pieces oI direct mail in the fs-
cal year, 2008. However, as many other companies in the
industry have capitalized on Internet sales, so has Weight
Watchers.
16
Weight Watchers is similar to Jenny Craig in
its media mix. A majority of its advertising and commu-
nication with current and potential customers is through
online, television, and magazine, with a strong emphasis
on the online market.
POSITIONING
Weight Watchers attempts to brand itself, in the minds of
its target audience, as being a way to start making healthier
life choices, rather than just another diet program. In do-
ing so, it chooses not to make things like spokespeople
and celebrity endorsements a primary focus in attracting
potential customers.
Instead, it has struc-
tured itself around
the premise of eat-
ing what you en-
joy while making
health conscious
choices and exercising.
20
It also instills an easy to follow
'point system, which allows the company`s members to
keep track of the foods they eat. Weight Watchers wants
to be seen as adaptable to absolutely any lifestyle, and
prides itself on not being rigid and over-structured; some-
thing that it believes is true about Jenny Craig and some of
its other primary competitors. One of the most important
aspects of Weight Watchers method is that its unique ap-
proach to weight loss, which Ieatures fexible Iood plans,
is supplemented strongly by either online or face-to-face
meetings with other members. This fosters a sense of com-
munity and togetherness among its consumer base, in turn
making it more appealing to its target audience. Weight
Watchers is dedicated to the idea that its unique methods
show that it is a way of life, and not simply a weight loss
program. It believes that this separates itself from all of its
primary competitors.
21
CREATIVE STRATEGY
The leading provider in weight loss management services
communicates its position through a safe and effective
way of losing weight and keeping it off. The media ad-
vertising is budgeted on a market-by-market basis and
7
by media vehicles to inform users and potential custom-
ers on how to lose weight indefnitely. The collaborative
approach emphasizes good eating choices, healthy habits,
a supportive environment and exercise.
22
The most recent
creation of Hungry, the furry orange Muppet-like critter
and the destroyer of weight loss, is used in the Momentum
program to help customers chose wisely while using the
Points system.
23
Though Weight Watchers has begun tar-
geting the younger adults 18-24, the company has differ-
ent options for everyone of all ages. As well, the program
offers meetings and a step-by-step online food plan to help
strategize the best way to keep your weight loss on track.
The idea oI the 'Stop Dieting. Start Living tagline directs
the idea that 'everyone should live healthy and that the
program should not to be sold as a quick fx.
22
NEW DEVELOPMENTS
Since Weight Watchers helps people adopt a new life life-
style through 'scientifcally based Iood plans, exercise
and behavior modifcation and support, it has been able
to 'Iurther strengthen their reputation and expand business
and its oIIerings into new markets. Recorded revenues in
2008 were up 5% at $1.54 billion from 2007, while Weight
Watchers Online grew 23% being able to consistently re-
turn value to shareholders. Retention and relevance are the
two key elements in Weight Watchers long term growth.
Weight Watchers believes that by keeping members lon-
ger, it can achieve even greater success and if the brand is
revitalized and differentiated, the appeal will be broadened
to a larger group. With the Momentum program in 2008
and monthly pass with a 'commitment payment plan are
just two examples of Weight Watchers innovation that
keep its members engaged and losing weight.
Weight Watchers also pursues growth opportunities in new
markets like the Groupe DANONE Dairy Asia partnering
in 2008. This joint eIIort with one oI the 'most successIul
healthy Iood companies in the world led to the expan-
sion of Weight Watchers in China and opened centers in
Shanghai in September 2008.
7
Subsequent the agreement,
Weight Watchers licensed several intellectual proper-
ties for weight loss classes, manufacturing of its branded
products and for other services. The payment to Weight
Watchers will be 10 percent of revenues net of certain
taxes and Weight Watchers owns 51 % stake with the re-
mainder belonging DANONE Dairy Asia.
6
Weight Watch-
ers also connects with the online and mobile world pro-
viding fexibility, while motivating and improving usage
and satisfaction by the Weight Watchers Online program.
The end of the period numbers of Weight Watchers Online
subscribers 'grew an impressive 16.3 Irom 584,000 at
the end oI 2007 to 679,000 at the end oI 2008. Everything
Weight Watchers does is to keep up and keep the focus
on relevance to lifestyles of its clients. Despite intense
competition Irom other 'players, the diversity oI options
and plans that Weight Watchers has to offer has made their
program a success.
7
8
When comparing each companys attributes, the follow-
ing primary competitors to Weight Watchers were cho-
sen: Nutrisystem, Jenny Craig and eDiets. The criteria
for choosing the primary competitors is their ability to
compete with similar products and services and generally
reach the same target audience. Also, each company holds
a relatively equal amount of the market share.
HISTORY
Nutrisystem, Inc. was founded in the U.S. in the 1970s,
but it became a publicly traded company in 1999. In that
same year, Nutrisystem Direct, Nutrisystems marketing
division, launched nutrisystem.com. This new conjunc-
tion created a new, private way for customers to cope with
weight loss issues. It also made Nutrisystems quality
Iood and meal program deliveries more eIfcient.
25
SALES
Over the past 9 years (2000-2008), revenues and net in-
come have been fuctuating. Overall, revenues increased
over time.
Ho we v e r ,
net income
has experi-
enced spo-
radic fuctu-
ations. This
may indicate
that Nutri-
system has
continued to increase along with the weight loss industry
as a whole, but has not managed to stabilize a growing net
income.
AD EXPENDITURES
Nutrisystem is one of the major players in the weight loss
market. In 2004 it began advertising very little. With only
$4,028,400 spent in 2004, it increased its advertising ex-
penditures tremendously. In 2005, it increased its advertis-
ing budget by 1700%. This enormous jump was matched
in 2006, when it increased its total advertising budget by
$89,655,500. In 2007, Nutrisystem spent $250,897,100 on
advertising. For the frst time, in 2008, Nutrisystem saw a
decrease in its spending with $237,726,400 on advertis-
ing.
38
MEDIA ALLOCATION
Similar to Weight Watchers, NutriSystem uses a broad
ranging array of marketing in different forms of media.
As stated in its 2008 fnancial report, 'We utilize a 360-de-
gree, utilizing marketing to drive proftable revenue.
17

NutriSystem considers itself to be one of the strongest
iI not the strongest oIfine advertiser in the industry. Uti-
lizing a mix of mailers, radio spots, and television cam-
paigns, NutriSystem is able to communicate with its target
audience in an eIfcient manner.
17
Nutrisystem, as a brand,
9
COMPETITOR ANALYSIS
Figure 3.1
Figure 3.2
has a diverse media mix, which includes media such as
magazines, television, newspaper, and other forms of
print. Most of their media mix is consumed by the use of
television spots.
POSITIONING
In recent years, Nutrisystem has been working to become
the premier all inclusive diet program. According to its
website, Nutrisystem has increased its online presence as
a dietary option. Nutrisystem has worked to position itself
as the main online weight loss option.

One of Nutrisystems key strategies is through its involve-
ment with the QVC. Through this, Nutrisystem is able to
constantly promote itself on national television as the pre-
meir weightloss program.
25
CREATIVE STRATEGY
Like other competitors, Nutrisystem uses celebrity en-
dorsers. Its ads feature actual customers as well as a vari-
ety of celebrities that have used the product and shed the
pounds. Their well known advertising has a new plan that
costs 'hundreds oI dollars less and oIIers discounts with
a money-back guarantee. The tagline 'Lose Weight. Save
Money was launched along
with their new website.
24
The
campaign uses DRTV, display,
print, coupons, search engine
marketing and search engine
optimization. It is important to
Nutrisystem to reach consumers
everywhere with a consistent
message. They also use coupons
to exert a 'visual execution
that has been very effective for
their ads. An interactive com-
munity section allows for a sense of a better connection
with the specifc target demographic. For example, in most
ads Nutrisystem explains that the average person would
save $660 per person on food if they use the system.
26
NEW DEVELOPMENTS
In 2007 Nutrisystem generated all of its revenues domesti-
cally. However in 2008 the company expanded its opera-
tions into Canada and generated revenue of $11,189 from
this expansion. According to Nutrisystem`s fnancial re-
ports, in the year ended December 31, 2008, $14.5 million
net cash was used in investing activities and $11.6 million
was spent on capital expenditures and $5.7 million for the
acquisition of Power Chow, LLC or NuKitchen that took
place on July 1 2008. NuKitchen is a 'provider oI pre-
mium, fresh prepared meals designed to promote weight
management and healthy living. The 'initial cash outlay
was $4.0 million with future payments of $1.5 million to
the former owners who became employees of Nutrisys-
tems subsidiaries.
26
But perhaps the most recent new developments in the
company came in December 2009 when it announced
its expansion oI 'retail presence through an agreement
distribution with four of the nations leading retailers at
Costco, Sams Club, Wal-Mart Walgreens and for New
Years 2010 resolution period.
27
This led to approximately
10,000 retail locations. Walgreens however, was dubbed
the 'exclusive retailer that sold the 28 day Nutrisystem D
program which aids people with Type 2 diabetes. The 14
day Silver Starter program along with the 14 day Ready-
To-Go- Starter program card will be offered as well and
will be sold in almost 7,000 stores as well on Walgreens.
com. The customers will purchase a card in the store, and
activate it online or by calling its1 -800 number. The or-
der is then placed and the customer will then receive their
program through home delivery and the the weight loss
begins. All programs bought at Walgreens included a Free
Starter kit with free shipping and free access to 24/7 weight
loss counseling and free online membership.
27
10
HISTORY
The frst eDiets diet plan was launched in 1998. The per-
sonalized online programs allowed customers to fabri-
cate their own goals and food and cooking preferences.
Members have access to shopping lists, recipes and weight
management tools, which are devised by both eDiets and
customers. Along with a large variety of dieting plans,
eDiets began offering home delivery services in 2006.
These delivery plans are created according to each cus-
tomers needs and budget. Also in 2006, eDiets joined
the corporate licensing business with Nutrio.com, which
is now eDiets Corporate Services. In 2009, it re-estab-
lished its online store, which allows customers to purchase
nutritional supplements and other diet and ftness related
products.
28
SALES
Over the past 9 years (2000-2008), revenues have in-
creased, peaked, and begun to decline. Net income has
been relatively unstable and often has fallen below the
proft line. eDiets
may need to re-
think some of its
current methods
of business in or-
der to survive in
the weight loss
industry.
18
AD EXPENDITURES
eDiets.com spends a small percentage of the amount of
money that competitors such as Jenny Craig and Nutrisys-
tem spend on advertising. eDiets.com depends heavily on
its online presence as a large part of its brand marketing.
However, being a relatively new company, eDiets.com has
created trend extrapolations and has implemented neces-
sary expenditure changes, according to the data. In 2005,
each quarters advertising expenses were comparatively
equal, ranging from $1,069,800 to $1,933,900. Even
though the following years total media expenses dropped
only $300 from 2005s $6,518,700. eDiets.com placed a
more signifcant Iocus on the frst two quarters oI 2006.
In 2007, total media expenditures were cut to roughly half
the total amount spent in 2006 equaling a grand total of
$3,656,700. A slight one thousand dollar increase was
seen in 2008, but the media total was still signifcantly
lower than the amount spent from 2004 to 2006.
The 2008 annual total was calculated from four quarters of
the fscal year. In the frst quarter oI the year, eDiets.com
spent $3,910,900 on advertising. Only $394,700,000 were
spent in the
next quarter.
Yet the third
and fourth
quarters saw
drastic drops
in the amounts
spent, totaling $1,800 million and $94,500, respectively.
38
11
Figure 3.3
Figure 3.4
MEDIA ALLOCATION
As an online diet and weight loss program, eDiets.com
centers the majority of its advertising around Internet sales.
Since eDiets.com is online consumer based, the need to
target oIfine consumers is not as great. According to its
2009 Financial Report, one of the main ways eDiets.com
is able to market itself and make revenue is through online
advertising. The majority oI eDiets.com`s oIfine adver-
tising is through mailers. eDiets.com has a very minimal
presence in traditional print, radio, and television media.
28

eDiets.com spend very little on advertising, so its media
mix is less diverse than competitors. The majority of its
mix is invested in online communication with potential
customers.
POSITIONING
As eDiets and its web based weight loss system was creat-
ed by a partnership composed oI various 'representatives
from science, academia, the health care professions, gov-
ernment, commercial enterprises, and organizations pro-
moting the public interest, it Iocuses its brand personality
on the promise of presenting the general public with sound
guidance towards achieving and maintaining a healthy
weight. This approach opposes itself to many other weight
loss programs as it offers many various weight loss tracks
suitable to every lifestyle without attempting to rewrite
the rest of its consumers lives. It employs a completely
scientifc approach to weight loss and supports all oI its
programs with research from the medical and health pro-
fessions. eDiets goal of being the most sensible and well
proven approach to maintaining a healthy weight is meant
to place itself in the minds of its consumers as the most
logical way to discover 'A Whole New You.
29
CREATIVE STRATEGY
Unlike other competitors, Ediets uses direct TV advertising,
a less expensive way that does not include paying celebri-
ties to promote the brand.
The ads provide testi-
monies of their weight
loss success to take the
dread and the procrasti-
nation that comes along
with most dieting efforts.
It recently launched a
'Iull fedged channel oI advertising using television me-
dia. This is done by highlighting the 'Iun and Iunctional
program Ior participants to lose the unhealty weight not
good for the customers health. The newest plan collabo-
rates branding and direct response solutions with an offer
to busineses and individuals that has a unique goal setting
to achieving a healthy lifestyle.
30
NEW DEVELOPMENTS
In 2006, eDiets.com launched its new program titled 'De-
liciously Yours (Iormally known as eDiets express) that
delivers over 400 fresh food choices weekly to your door.
This entry into the diet food home delivery industry and
began competing directly with other companies like that
of Nutrisystem. Ediets.com has since licensed and adapted
for the Internet with many other well known weight loss
plans and other dieting companies and celebrities. These
new program options partnering included the Suzanne
Somers weight loss plan online, The Blood Type Diet by
Peter DAdamo, the Slim Fast Optima diet, Atkins Nutri-
tionlists, The Mayo Clinics plan, Bill Phillips Eating For
Life Plan and Oprahs personal trainer, Bob Greene and
his 'Total Body Makeover.
31
12
to focus a majority of its advertising budget in traditional
media forms like television. Its next biggest presence is in
online advertising. Compared to competitors, Jenny Craig
has a balanced media spread.
POSITIONING
Jenny Craigs primary goal of changing the lives of its pa-
trons, instead of just offering helpful weight loss solutions,
is key in branding its program as being distinct and ulti-
mately more benefcial Ior those who subscribe to it. This
program encourages members to form a good relationship
with their food, to increase their level of activity and to
fnd more balance in a busy liIestyle. Its extensive use oI
spokespeople, who claim that Jenny Craig changed both
their lives and their waistline, helps place emphasis on its
desire to be viewed as an all inclusive way to refurbish
its members lives. Jenny Craig offers diet plans, consul-
tation, support from various Jenny Craig employees and
structured plans Ior ftness and exercise. This varied set
of elements communicates to consumers that Jenny Craig
is capable of guiding anyone along the path to an ideal
lifestyle.
33
even higher than the previous year, reaching $45,981,900.
This drastic increase also augmented each quarters total
amount, though Jenny Craig maintained a steady bal-
ance throughout, ranging Irom $11,066,800 in the frst to
$12,220,500 in the fourth quarter. Although the media to-
tal was raised to only $48,108,800 in 2008, the amount
spent in each quarter fuctuated.
The 2008 annual total was calculated from four quarters of
the fscal year. In the frst quarter oI the year, Jenny Craig
spent $16,255,900 on advertising. The total dropped to
$13,648,000 and $12,901,500 in the second and third quar-
ters, respec-
tively. Yet
the fourth
q u a r t e r
saw a dras-
tic drop in
the amount
spent, totaling only $5,303,400.
38
MEDIA ALLOCATION
As one of the key competitors in the weight loss indus-
try, Jenny Craig allocates much of its money to television
and online advertising. According to its website, it claims
HISTORY
Jenny Craig, Inc. was founded in Melbourne, Australia in
1983. With company-owned and franchised centers in the
U.S., Canada, Australia, New Zealand and Puerto Rico,
Jenny Craig has become one of the largest weight man-
agement service companies among its competitors. For
25 years, it has helped millions of customers worldwide.
Jenny Craig has taught its customers how to eat nutritious
meals without excluding their favorite foods, increase en-
ergy levels by instilling a more active lifestyle and estab-
lish a more balanced way of living.
32
AD EXPENDITURES
Over the past few years, Jenny Craig has seen a steady
increase in advertising totals as the company has grown.
Compared to other competitors, Jenny Craig spends an av-
erage amount of money on advertising each year. In 2004
and 2005, the companys media total was kept between
$25,000,000 and $30,000,000. However, the following
year, 2006, saw a dramatic increase up to $36,143,300, and
of this amount, approximately $9,000,000 was spent each
quarter. In 2007, total media expenditures were raised
13
Figure 3.5
CREATIVE STRATEGY
Jenny Craig features real-life celebrity spokespeoples suc-
cess stories in its advertising. Jenny Craig has applied the
use of these individuals in its campaigns and is experienc-
ing a surge in revenue.
Its spokespeople have
consisted of Kirstie Al-
ley, Valerie Bertinelli,
and Queen Latifah.
The long term Food/
Body/Mind solution is
personalized to iden-
tify clients individual
Eating Styles, Activity
Stages and Weight Loss Mindsets in order to customize
the program to ft clients` unique needs and liIestyles. The
effective marketing and advertising strategy is success-
ful with its private At-Home Program that is convenient
and allows for a continuous cycle of new products as well
14
as limited-time offers. Apart from these strategies, Jenny
Craig`s slogan, 'We Change Lives has motivated both its
members and potential customers. The safe and balanced
weight loss program is due to a combination of knowledge
and motivation with the help of the education support cli-
ents receive when they join the program.
34
NEW DEVELOPMENTS
Jenny Craig has now chosen to take on actress Sara Rue
and actor Jason Alexander from the comedy show Seinfeld
as its new spokes people in the month of February 2010.
Alexander brings the focus of Jenny Craigs program de-
signed specifcally Ior targeting men. Jenny Craig`s web-
site states that the only time men should want to count
points is during a basketball game and how they can en-
joy the occasional beer or French fries without sabotag-
ing their weight loss goals. Both Rue and Alexander blog
weekly on jennycraig.com about their weight loss journey
and experiences and situations they found themselves in
the past week. Jenny Craig now has a Facebook page and
a Twitter account for clients to be able to keep up interac-
tively.
35
Also in the month of February 2010, Jenny Craig settled its
legal dispute with Weight Watchers that had been fled on
January 19, 2010 in the U.S. District Court for the South-
ern District oI New York. Weight Watchers charged Jenny
Craig`s advertising campaign 'with Ialse and misleading
claims about the success of its program versus the Weight
Watchers program.
36
The court granted Weight Watch-
ers request for a temporary restraining order. The terms
oI settlement prohibits Jenny Craig Irom 'broadcasting,
publishing or disseminating its deceptive advertisement.
37
The companies chosen as Weight Watchers primary
competitors are Nutrisystem, Jenny Craig and eDiets. In
relation, these brands spent less than our client with the
exception of the front runner Nutrisystem. Weight Watch-
ers spent $103,079,100 on advertising expenditures in
2008 while Nutrisystem spent $237,726,400, Jenny Craig
spent $48,108,800, and eDiets spent $4,401,900.
38
The
ADVERTISING FOR PRIMARY
COMPETITORS
COMPARATIVE ANALYSIS
In contrast to other competitors, Weight Watchers has
branded itself as a weight loss program that strives to teach
its target audience how to live a healthier lifestyle. Unlike
Nutrisystem and Jenny Craig, Weight Watchers focuses its
advertising outside of celebrity spokespeople and features
a fexible Iood plan with an online presence or the option
15
weight loss industry in its entirety, encompassing many
other Iacets such as ftness centers, spas, etc., spent
$102,643,094,200 in the year 2008.
38
This industry is
characterized by stiff competition and a motif where
money spent is money earned. The money designated
for advertising endeavors is a reliable representation of
the market and the success of the companies involved.
The discrepancies in success and monetary units have
to do with the diIIerences in specifc products and ser-
vices offered and utilized by each of the companies.
of face-to-face meetings. Like eDiets, Weight Watchers
offers various weight loss opportunities that are suitable to
every lifestyle, which has allowed the company to remain
eIfcient in the economic downturn. However, unlike other
competitors, Weight Watchers does not offer home deliv-
ery or a daily food plan to follow. With the introduction
of the Momentum program in 2008, it has been able to
Iurther work with a 'commitment payment plan to keep
its members engaged longer and stay healthier.
CONSUMER ANALYSIS
DEMOGRAPHICS
The total number of people that live in the U.S. according to
the 2005 Simmons report is approximately 293 million. Of this
number, 268,489 are 18-24 year olds and use Weight Watchers
programs. According to this Simmons data, 2.74% are in the 18-
24 year old age
bracket. On
the contrary, of
all people that
are aged 18-
24 years old,
1.12% of these
people use
Weight Watch-
ers. When
compared to
all of the other
age groups in
the U.S., 18-24
year olds are
73% less likely to use Weight Watchers than other age brackets.
As of 2005, 100,483,000 claim that they are on a diet. Of these
people, 6,182,220, or 6.15%, are 18-24 years old.
Of individuals age 18 to 24 presently on a diet, 30.86% are male
and 69.14% are female.
Of individuals age 18 to 24 presently on a diet, 73.6% are White
9.67 are AIrican American, 3.58 are Asian /Pacifc Islander
and 13.15% are all other races.
PSYCHOGRAPHICS
Of individuals ages 18-24, 67.07% often snack between meals
and 43.5% agree that they like trends toward healthier fast food.
Of these same 18-24 year old individuals, 51.95% say they are
careful with their money, wheres 29.08% tend to spend their
money without thinking and 68.64% do not like the idea of being
in debt.
GEOGRAPHICS
Of all 18-24 year olds in the U.S., 33.43% participate in a physi-
cal ftness program at home, 13.29 at a private club, 3.78 at a
YMCA or YWCA and 19.88 do so at another type oI Iacility.
USAGE LEVELS
As of 2005, 59.34% of 18-24 year olds claim to have exercised
regularly during the last 12 months. Of the same population,
12.04 take part in a physical ftness program 5 or more times a
week, 26.54% do 3-4 times a week, 12.12% do twice a week and
6.14% do only once a week.
SUMMARY CONSUMER
INSIGHT
Of the rapidly growing U.S. population, over 268,000 adults ages
18-24 are users of Weight Watchers programs and/or services.
The reasoning for choosing this demographic age range is due
to the fact that 18-24 year olds are 73% less likely to use Weight
Watchers when compared to other age ranges. About six percent
of Americans on a diet are also within this age range. When
regarding both gender and race, females and caucasians make up
the majority of 18-24 year olds on a diet.
More than halI oI the adults within the specifed age group admit
to snacking between meals and are careful with their money.
The number oI 18-24 year olds who participate in physical ftness
programs at facilities is higher than those who workout at home.
And, of the overall age group sample, more than half claim to
have exercised regularly during the last year.
16
Figure 4.1
SURVEY RESEARCH
RESEARCH OBJECTIVES
Listed below are the objectives that guided our survey re-
search:
To measure the target markets dieting and exercise 1.
frequency.
To measure the target markets awareness of brands 2.
within the weight loss programs and services indus-
try.
To asses the target markets attitudes/beliefs about 3.
differentiating characteristics of brands within the
weight loss programs and services industry.
To asses the target markets attitudes/beliefs about 4.
Weight Watchers.
To asses the target markets awareness/attitudes/be- 5.
liefs about current Weight Watchers promotional
campaigns.
To identify strategies to inform and promote Weight 6.
Watchers differentiating characteristics.
To identify if there are gender differences for the 7.
about measures.
METHOD
In our survey, we accurately dissected the 18-24 year-old
age range and its thoughts, practices, and perceptions of
the weight loss industry as a whole. We looked for a bal-
anced sample of 18-24 year-olds based on variables such
as but not limited to gender, race, economic standing, and
dieting history. To collect and conduct our survey, we used
an online questionnaire service, which was distributed
through Facebook messages and Emails by attatching a
link to the survey.
Group Survey Collection Tactics:
Katie Benson - Sent out a link to entire sorority via
email.
Jonathan Grayson - Sent out a link via email to all
participants of Relay For Life at UTK.
Marianne Kennedy - Sent out a link to 50 Facebook
friends.
Lindsay Morgan - Sent out a link to the Womens
Lacrosse Team.
Gamble Scrantom - Sent out a link via Facebook to
all fans of his band.
Lauren Taber - Sent out a link via Facebook to all
friends.
SURVEY DESIGN
In the design of our survey, we to gathered a diverse group
of information. We used surveymonkey.com to host our
online survey. We decided that an online survey would
reduce bias because of the anonymity of the process. We
asked the surveyors to answer the questions as truthfully
as possible, and the best way to ensure this, is to allow
them to answer the questions on their own time, in the se-
curity of their own homes.
Aside from the inclusion of our research objectives, the
survey was carefully designed in order to reduce bias.
In structuring the questions and their order, we aimed to
maintain a neutral viewpoint and avoid common question-
ing mistakes, such as double-barrel, leading and loaded
questions. (See Appendix 1)
17
SURVEY RESULTS
PARTICIPANT PROFILE
Of the 133 total participants that completed this survey, 63.
2% were female (n=84) while 36.8% were males (n=49).
Of the 133 total participants, 94% were white (n=125),
0.015% were Hispanic (n=2), 0.008% were Asian (n=1),
0.008% were Black (n=1), one answering under the cat-
egory of Other and
three participants
(2.3%) chose not
to answer. It was
found that 92.5% of
participants live in
the Southeast part
of the U.S. (n=123),
3% live in the Mid-
west (n=4), 1.5%
18
After creating and sending out the survey via sur-
veymonkey.com, two weeks were allotted in order to
accurately gather the needed amount of data. After
the survey was closed, data were downloaded and
analyzed.
Measurements of Dieting and Exercise
Frequencies
The following comparative tests were performed to
discover differences and measurements of frequency
of diet and exercise activities of survey participants.
Several independent t-tests were run to determine
statistically signifcant values. Compared to those
who had not made a New Year`s Resolution to lose
weight (n= 41; 70.7%), those that had made one
(n 17; 29.3) were signifcantly less
satisfed with their weight. The data
show that those who had made a New
Year`s Resolution to lose weight were
less satisfed with their weight on av-
erage (mean= 2.29; on a scale from
1-5 where 1 very unsatisfed and 5
very satisfed) than those who had not
made one (mean= 3.88)(t= .05; Sig.=
.000). The data show that of the 58 re-
spondents that had previously tried to lose weight
(n36; 62.1) were signifcantly less satisfed with
their current weight (mean= 3, on a scale from 1-5
with 1very unsatisfed and 5 very satisfed) (t
.23; Sig.=.002). The following test was run to cal-
culate how frequently participants counted calories
and their gender. There was an obvious difference
in gender and calorie counting behavior. 56 of the
132 respondents who had counted calories were fe-
male (42%), whereas 12 of them were male (9%)
(chi square= 2.12; df= 1; sig.=.000). To measure fre-
quency of physical activity, respondents were asked
to choose how often they had exercised in the previ-
ous week. The data show that most people exercised
between one and two times in a given week.
Exercise Frequency Over the Past Week
Exercise Frequency Participant Responses
0 times 18.9%
1-2 times 35.6%
3-4 times 28.8%
5-7 times 15.2%
>7 times 1.5%
live in the Northeast (n=2) and one person residing in the
Pacifc Northwest. OI the participants, 85 are currently
pursing a bachelors degree (n=113), 9.8% have received
a bachelors degree (n=13) and 3% have a high school di-
ploma (n=4).
Figure 5.1
19
Attitudes and Beliefs Regarding Client
and Differentiating Characteristics With-
in the Industry
In an attempt to address this research objective, the
following tests were run. Of the 109 respondents who
answered the question 'When choosing a weight loss
program, which one of the following factors is MOST
important to you, an overwhelming amount (n 68;
62.8) selected 'convenience over price (n 22;
20.3) and 'prestige (n 19; 17.4).
OI 131 respondents, 74.8 (n 98) identifed their
willing maximum weekly payment for a weight loss
program as no more than $10. Of 131 respondents,
57.9% (n=77) prefer group meetings when consider-
ing weight loss programs.
Responding to both the previous objective and the
research goal of assessing the target markets atti-
tudes and beliefs about Weight Watchers, the follow-
ing frequency was run. An explicit characteristic of
the Weight Watchers brand is the 'Points System.
Of the 78 survey participants who were familiar with
the 'Points System, 80.8 (n 63) agreed that they
thought Weight Watchers was an effective way to
lose weight (chi square= 7.31; df=1; Sig.=.007).
Media Awareness
Researching brand and media awareness, the follow-
ing tests were run to decipher how many were aware
of the Weight Watchers brand and in which medium
they receive most of their advertisements. Accord-
ing to the survey, 94.7% (n= 126) of 132 respondents
reported that they had heard of Weight Watchers.
From the answers of 131 respondents, 63.2% (n=84)
found themselves most attentive to advertisements
on television as opposed to other media (internet,
newspapers, magazines, and radio). The collected
data outline that the majority of target market survey
respondents were aware of the client and its brand.
Also the respondents agree that T.V. is the most ef-
fective medium for promotion of a product/service to
reach 18-24 year olds.
Strategies to Inform and Promote Weight
Watchers
The following frequencies were analyzed to respond
to the research objectives concerning strategies to in-
form and promote the client and its brand.
Responses were larger than the sample size because
respondents were able to check all factors that ap-
plied to their personal decision making process. Of
133 responses, 'convenience was the most oIten se-
lected response 79.7 (n106), Iollowed by 'taste
75.2 (n100), and 'price 71.4 (n 95). Impor-
tantly, weight loss was selected less 36.1% (n=48)
and peer infuence also appeared to hold less merit as
a factor 21.8% (n=29).
Figure 5.2
Figure 5.3
QUALITATIVE RESEARCH
20
INTRODUCTION
Having conducted and collected information using
quantitative research in the form of a survey, our
group looked to expand on the opinions, attitudes and
beliefs gathered from the survey responses. Within
the 133 survey participants, we found valuable infor-
mation regarding diet and exercise habits, locations,
preferences, opinions, behaviors and awareness. By
using qualitative research, in the form of one focus
group and multiple personal interviews, we built
upon what we learned from our survey and delved
deeper into the motivations behind these results.
We conducted a focus group consisting of eight mem-
bers of our target audience to gather more in-depth,
qualitative data on our target demographics attitudes
towards the weight loss industry and, in particular, to
Weight Watchers.
We also interviewed two people with a history with
Weight Watchers. We felt that these would give us
a further insight into dieting and weight loss. We
thought that personal interviews would allow the
participants to open up about weight loss and their
attempts to maintain a healthy lifestyle.
OBJECTIVES
To asses the target markets attitudes/beliefs
about differentiating characteristics of brands
within the weight loss programs and services in-
dustry.
To asses the target markets attitudes/beliefs/
opinions about Weight Watchers.
To asses the target markets awareness/attitudes/
beliefs about current Weight Watchers promo-
tional campaigns, as well as their competitors
promotional campaigns.
To identify useful strategies to be used in future
campaigns.
A focus group would properly address all of our re-
search objectives by providing more open-ended, and
detailed responses. Specifc opinions can be shared
and discussed at length and will be applied as repre-
sentative of some members of our target population.
Who: 15-18 invited members of our target audience
(ages 18-24). Preferably of different races, majors,
weight loss awareness and genders.
What: A focus group and later personal interviews.
When: Wednesday, April 21, 2010 4:00 p.m.
Where: Scripps Lab focus group room.
Why: To further address our research objectives
How: Gathering participants in our target audience
and asking them moderator guided questions in a
group interview setting, observed by members of our
research group.
21
FOCUS GROUP
METHODS
Jonathan Grayson Moderator
Katie Benson Moderator
Lindsay Morgan Survey Distributor
Lauren Taber Note taker
Marianne Kennedy Note Taker
Gamble Scrantom Audio Recorder
We will recruit participants from across UTs cam-
pus. We will ask a diverse group of friends, acquain-
tances, and strangers that are categorized by our tar-
get market to participate in the focus group.
DISADVANTAGES
There is the possibility that one participant will domi-
nate the conversation and undermine our moderators
authority.
To avoid this type of monopolizing of our ques-
tions the moderators will thank them for their
participation to each question and prompt those
less inclined to answer to offer up their opinion.
There is the fear of bias induced by the moderator
intimidating our participants or reacting to a persons
responses unfavorably.
Our moderators will use a pre approved modera-
tors guide to ensure that the questions they ask
and actions they take are in the best interest of
our participants and of accurately researching
these members of our target audience.
Group pressures can distort the expressions of indi-
vidual opinions.
Utilizing our two moderators and a 'loose envi-
ronment, we are hopeful that our participants feel
comfortable enough share their experiences and
answer candidly despite the presence of other
people.
Data obtained from focus group sessions represents
group, not individuals.
We will conduct both a focus group and personal
interviews to gain the most case-specifc data
we can on our target audience. We will later pair
these fndings with our survey results to best rep-
resent the target demographic to our client.
PERSONAL INTERVIEWS
We will be using personal interviews in addition to
holding one focus group. This research will help us
gather personal, in-depth data about our target audi-
ence. The instances oI specifc experiences and opin-
ions will give our group and our client identifable
members of the target audience to analyze and un-
derstand. These explicit relevant audience members
will provide the most intuitive yet least representa-
tive data regarding our audience and we will use their
information in a report to our client.
22
OVERVIEW
In order to gain more insight into the thoughts and
feelings of college students and weight loss programs,
we conducted a focus group and held personal in-
terviews. The purpose of this research was to gain a
sense of attitudes, beliefs, and perceptions of differ-
ent aspects of the weight loss market. The following
information highlights our research objectives and
our hndings for each of these obfectives.
In our survey, we addressed the issues dealing with
dieting and maintaining a healthy weight. In our fo-
cus group, we focused on the advertising and media
aspects of the weight loss industry and Weight Watch-
ers specihcallv. This group was aimed to help us gain
a focus of the aspects that are applicable to the col-
lege lifestyle.
We also interviewed two people with a history with
Weight Watchers. We felt that these would give us
a further insight into dieting and weight loss. We
thought that personal interviews would allow the
participants to open up about weight loss and their
attempts to maintain a healthy lifestyle.
FOCUS GROUP DATA
PARTICIPANT PROFILE
Below is a table with the participants demographics:
Participant Sex Age Physical Condition
1 Female 22 Healthy
2 Male 20 Healthy
3 Male 22 Healthy
4 Male 20 Healthy
5 Male 22 Healthy
6 Male 21 Healthy
7 Male 21 Healthy
8 Female 20 Healthy
RESULTS
Dieting and exercise for target market
When discussing with the different factors of diet and
exercise with our focus group, we found that the ma-
jority of our group felt that exercise is much more
important that dieting when concerning health. Many
of the males in our focus group felt that it was hard to
eat healthy when living on or around campus. When
asked whether they ate out or cooked food them-
selves, the males stated that they ate out more often.
Compared to the females, males seem to focus more
on exercise rather than healthy dieting. It was agreed
that college
c a mpus e s
lack vi-
able health
food op-
tions. Many
people stated that the only healthy option on the UT
campus was Subway. We also found that almost all
of our participants played high school sports, but quit
playing sports when they came to college.
Brand awareness in weight loss market
When asked about Weight Watchers as a brand, many
of our participants responded with positive remarks.
Overall, they felt that Weight Watchers is a strong
brand with a good track record in weight loss. One of
our focus group members had participated in Weight
Watchers, so her awareness of the brand was stron-
ger than others. Participants were aware of multiple
weight loss programs and diets, such as Jenny Craig,
Nutrisystem, eDiets.com, etc.
Exercise is more important
than your diet. -- Male 21
QUALITATIVE RESEARCH ANALYSIS
Figure 6.1
Attitudes and beliefs of different weight
loss programs
Many of our participants felt that Weight Watchers
was the strongest of all of the weight loss brands. The
general attitude towards Jenny Craig was negative.
They felt that it seems manipulative and not for people
serious about
losing weight.
When asked
about Nutrisys-
tem, a few peo-
ple mentioned that their ads had former athletes in
them. They felt that this made it seem as though Nu-
trisystem is only for athletes and very active people.
However, our focus group did agree that Nutrisystem
does a good job of using spokespersons to promote
the brand. They stated that one of the biggest turn-
offs when viewing a jenny Craig commercial is the
spokespeople. They felt that jenny Craig lost cred-
ibility due to its inconsistency with spokespeople.
Another company that was mentioned was Subway.
One of the males in our group stated that Jared, the
spokesperson for Subway, was a good person to
have as a representative of the brand. He also said
that it helps when the person on the commercial is
not a celebrity, because then they are more likely to
be truthful about the product. Though Subway is not
considered a primary competitor to Weight Watchers,
its business is built around weight loss and healthy
dieting.
Attitudes and beliefs towards Weight
Watchers
We began our discussion about Weight Watchers with
a word association. The moderator asked the par-
ticipants
what their
i n i t i a l
thoughts
on Weight
Watchers were. One person answered, It has been
around Iorever. Other responses included comments
on the point system and that its basic goal was to get
people to watch what they eat. This information tells
us that Weight Watchers is a strong brand, and has a
loyal customer base. Many of the people in the focus
group were aware of at least one person they knew
who had used Weight Watchers. The general consen-
sus was that it works. One girls father had lost 60 lbs.
using Weight Watchers. The girl was very impressed
with Weight Watchers as a brand. When asked about
Weight Watchers programs for college students, all
of the participants felt that it would be a good pro-
gram to develop.
Awareness of Weight Watchers promo-
tional work
Many people stated that they liked most of the pro-
motional material for Weight Watchers. They felt that
the use of celebrity spokespeople by Weight Watch-
ers was good. One
person pointed out
that Jennifer Hudson
made a good spokes-
person because she
is younger, whereas many of the other companies use
older people. One of the males in the room suggested
that Weight
Wa t c h e r s
consider us-
ing actual
college stu-
dents in the
promotional
work, espe-
cially since
that is the tar-
get audience.
He felt that a real person who has lost real weight
would be much more convincing than a celebrity.
If its a celebrity whos endorsing
a product, and the celebrity is well-
liked and thin, people are going to
do it. -- Female, 22
Many others seem like a
gimmick. -- Male, 20
I feel like it has been around
forever. -- Male, 20
I dont see why they wouldnt
just use college students. I
dont care as much about see-
ing a celebrity who has lost
weight as much as someone
my own age or, like Jared, a
real person. -- Male, 21
Its a celebritys job to
look good. -- Male, 22
23
Differentiating Weight Watchers from
other programs
The participants in the focus group were highly aware
of the point system that Weight Watchers is based on.
They thought that this was the key factor that sepa-
rated Weight Watchers from the other companies in
the weight
loss indus-
try. Many
felt that
this factor
put Weight
Watchers ahead of other companies. They also felt
that Weight Watchers was good because of its em-
phasis on group meetings and the use of teamwork in
weight loss. Many of the primary competitors do not
use the group aspect in their programs.
Weight Watchers didnt really
tell much about how it works.
-- Male, 21
Meetings hold you accountable,
but online might be good for peo-
ple who feel uncomfortable with
the fact that theyre trying to lose
weight. -- Female, 20
Identifying Gender Differences
Another one of the key factors we analyzed was the
difference in opinions, attitudes, and usage between
males and females. Our focus group was split with
6 males and 2 females. When asked if they would
be interested in using a Weight Watchers program to
help live a healthy life, all of the participants agreed
that they would be interested. One of the females was
the only one in the group to have personally used it.
She felt that in going to her meetings and using the
program, Weight Watchers is targeted to women, but
can be just as easily used by men or women.
PERSONAL INTERVIEW
DATA
Interview #1
This female participant was 21 years old and a junior
at the University of Tennessee. As a former Weight
Watchers participant, she was the perfect candidate
for a personal interview. She began using the Weight
Watchers point system in the summer of 2007, af-
ter graduating high school. She claimed that she
had struggled with weight since a young age, so her
mother suggested that she begin using the Weight
Watchers program. As someone who has used nearly
every aspect of the program, from buying Weight
Watchers scales to using online services, she remains
a frm believer in what Weight Watchers stands Ior.
She said that she felt that college students could eas-
ily adapt to the Weight Watchers point system regard-
less of the temptations that come with college life,
such as alcohol consumption and social eating situ-
ations. She felt that exercise was important, but not
the make-or-break factor in weight loss. This differs
from our focus group where the general consensus
was that exercise is the most important aspect when
dealing with weight loss. Her strongest claim was
that she felt that Weight Watchers differentiated it-
selI as the premier 'liIestyle program rather than a
'weight loss program. She has tried many other pro-
grams, but has never found one that works as well as
Weight Watchers.
Interview #2
One 20 year-old female participant in the previ-
ously conducted focus group volunteered to partake
in a follow-up interview. She is a previous Weight
Watchers user and has recently started back up on
the program. The antitrust restrictions of the focus
group setting implemented a personal interview in
order to get an in-depth background on her weight
loss experience. She has struggled with many differ-
24
ent weight loss problems ranging from not eat-
ing at all, eating less and overeating. Since she
went to college she has found that purchasing
healthy Iood consistently can be very diIfcult,
yet Weight Watchers has helped her maintain
a conscious dieting effort within this lifestyle.
She later said: 'It doesn`t matter how much you
exercise, it really all depends on what you eat.
She has found that Weight Watchers has kept
her accountable for what she eats and became
the basis of her everyday decisions to try and
stay healthy. She pointed out that the hardest
time to eat correctly was on the weekends. Both
drinking and friends whom didnt struggle with
weight all played a part in the downfall of her
previous Weight Watchers participation. Even
though she continued to exercise regularly, be-
ing off the program caused her to revert to her
old eating habits. Therefore, she reinstated her
Weight Watchers membership. She ended by
stating: ' I just want to reach my goal weight
healthily and without drastic measures, and
Weight Watchers is a good way for me to ac-
complish this.
FINAL THOUGHTS
After analyzing all of the information from
both the interviews and the focus group, we
have a better idea of what makes Weight
Watchers the brand that it is. From both the
interviews and the focus group, it is apparent
that Weight Watchers is an easily recognized
brand with a strong following. Much of the
focus group felt that Weight Watchers was a
premier life style health program. In the in-
terviews, the two participants felt that Weight
Watchers was a strong program that is easily
adaptable to the college life style. This belief
matches what the focus group said. One ma-
jor difference between the focus group and
the personal interviews was that in the focus
group (majority were males) felt that exercise
is the key factor in weight loss and healthy
living. In the personal interviews, where both
participants were females, the consensus was
that exercise comes second to dieting. This
gender difference is something that Weight
Watchers should consider addressing in the future.
The Iact is, Weight Watchers is a well-defned brand,
with strong brand recognition, and a loyal fan base.
25
The following are hve recommendations that have
been gathered from quantitative and qualitative re-
search for the Weight Watchers brand.
Target more towards males.
We found that many of the males in our Qualitative
research felt that Weight Watchers was targeted more
towards women. This gender difference is prevent-
ing Weight Watchers from taking advantage of 50%
of the market. We found that men do participate in
Weight Watchers programs, but not at the rate wom-
en do.
Use a real spokesperson.
During our focus group, we found that one of the key
problems with Weight Watchers promotional mate-
rials was that Weight Watchers uses celebrities as
its spokespersons. Many of the people in our focus
group said that they would be much more willing to
try the program iI it were a 'real person in the com-
mercials, and not a celebrity. A 'real person was said
to be more obtainable due to the fact that celebrities
are known for having nutritionist and other outside
help to weight loss. Using real college students who
have actually used the program successfully would
be a strong promotional tool.
Shift away from traditional media.
We found that even though Weight Watchers does a
good job of promoting itself on television and in print
media, adults 18-24 are more susceptible to online
advertising. Many of the participants of our focus
group suggested that Weight Watchers take advan-
tage of banner ads and social media sites. For exam-
ple, 30-second Pandora advertisements or Facebook
ads are more convincing for college students. 18-24
year-olds are more technologically oriented and in-
volved than older age groups. Weight Watchers needs
to shift its marketing strategies in order to capitalize
on this.
Increase presence on college campuses.
From our data, we found that Weight Watchers would
greatly beneft Irom a stronger presence on college
campuses. Weight Watchers needs to increase aware-
ness on college campuses by incorporating and pro-
moting the Points System in meal plans, cafeterias,
and on-campus dining spots.
Put stronger emphasis on Activity Points
and Exercise.
From looking at our quantitative and qualitative data,
we found that exercise is important to people who
are trying to live healthier. Since Weight Watchers
promotes itself as being a lifestyle program rather
than a diet program, a larger emphasis on exercise is
needed. This will also help target the male consumer
base who feels that exercise is more important than
dieting when trying to lose weight.
Exercise is more important than your diet
-- Male, 21
MARKETING RECOMMENDATIONS FOR CLIENT
26
1) RutherIord, Diane. 'A Bizarre History oI Diet Fads in
America. March 2009. http://americanhis-
tory.suite101.com/>
2) Greene, Lisa. 'Food Pyramid History. December
2002. http://iml.jou.uf.edu/projects/~
3) Rodriguez, Linda. 'Sleeping Beauty and Worm
DietsThinning Through History. February
2009. http://www.cnn.com/2009/LIVING/~
4) Parker, Michael. 'The History oI Gold`s Gym. April,
8. 2007.
5) First Research. 'Weight Reduction Services. Febru-
ary 8, 2010. http://www.frstresearch.com~
6) Market Research.com
7) Weight Watchers. 'Annual Report Ior 2008.
http://phx.corporate-ir.net/External.
File?item=UGFyZW50SUQ 9MTM1MX
xDaGlsZElEPS0xfFR5cGU9Mw==&t=1
8) DataMonitor 'Weight Watchers International, Inc.
Company Profle September 18, 2009. http://
web.ebscohost.com.proxy.lib.utk.edu:90/ehost/
pdf?vid=5&hid=7&sid=ae1d9dc9-fafb-4792-
821b-ff47182f69b1%40sessionmgr10
9) York, Emily Bryson. 'What the Weight Loss Biz Has
In Store Ior 2010. January 11, 2010. Advertis-
ing Age.
10) Fontana, Donna. 'Weight Watchers Sues Jenny Craig
Over Deceptive Advertising. January 19, 2010.
http://www.prnewswire.com
11) Weight Watchers. 'Privacy Policy. April 27, 2009.
http://www.weightwatchers.com
12) Restaurant News Resource. 'Technomic Study
Answers Why Most Casual Dining Chains Are
Hurting. March 26, 2008. http://www.restau-
rantnewsresource.com/article31783.html
13) Khan, Huma. 'Michelle Obama: Healthy Eating
Isn`t Just About Looks, This is About Nutrition.
Feb. 9, 2010. http://abcnews.go.com
14) Tartakovsky M.S., Margarita. 'Minding the Media:
Impact oI the Biggest Loser. Jan. 17, 2009.
http://psychcentral.com/blog
15) Weight Watchers History & Philosophy. 'Who we
are. April 27, 2009. http://www.weightwatch-
ers.com/about/his/history.aspx
16) Weight Watchers International. 'Homepage. http://
www.weightwatchers.com/Index.aspx
SOURCES
17) Nutrisystem. 'Homepage. http://www.nutrisys-
tem.com/jsps_hmr/home/index.jsp?_reques-
tid=659869
18) SECinIo.com. '2009 10-K http://www.secinIo.com/
d14D5a.s1P77.htm '2004 Iorm 10-K http://
www.secinfo.com/d14D5a.zlxD5.htm
19) Weight Watchers International 2008 10-K
20) Weight Watchers. 'How Weight Watchers Works.
February 2010. http://www.weightwatchers.
com/plan/index.aspx
21) Weight Watchers. 'The Weight Watchers approach
vs. a 'typical diet. February 2010. http://
www.weightwatchers.com/plan/apr/unique.aspx
22) Weight Watchers. 'WeightWatchers.com About Us.
23) Parpis. EleIheria. 'Weight Watchers` Tales
oI the tape. Ad Week. September 11,
2008.
24) Petrecca, Laura. Ad Track: Sour Economy
Makes Diet Markers try harder in
2009. January 8. 2009.
25) Nutrisystem. 'About Us. A BrieI History.
http://www.nutrisystem.com/jsps_hmr/
about/index.jsp
26) Nutrisystem. 'Nutrisystem Annual Report.
2008
27) BusinessWire.com 'Nutrisystem Expands Nationally
in Walgreens December 7, 2009.
http://www.businesswire.com/portal/site/home/
permalink/?ndmViewId=news_view&newsId=2
0091207005915&newsLang=en
28) eDiets.com. 'About Us. Company overview.
http://www.ediets.com/compsny/aboutediets.jsp
29) eDiets.com. 'Our Commitments. 2010. http://www.
ediets.com/opurcommitments.jsp.
30) GoIfgan, Linda. Nutrisystem and eDietscompared
31-34) Jenny Craig. 'Jenny Craig About Us. http://
www.jennycraig.com/?dfa=1
35) IBIS World 'Weight Loss Services in the US.
November 10, 2009 http://www.ibisworld.
com.proxy.lib.utk.edu:90/industry/default.
aspx?indid=1719
36) BusinessWire.com 'Nutrisystem Expands Nationally
in Walgreens December 7, 2009.
http://www.businesswire.com/portal/site/home/
permalink/?ndmViewId=news_view&newsId=2
0091207005915&newsLang=en
37) Bloomberg.com 'Weight Watchers Settles Jenny
Craig, Inc. Suit February 2, 2010 http://invest-
ing.businessweek.com/research/stocks/private/
snapshot
38) Advertising Expenditure Data. Blackboard.
S
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Appendix 1
CODED QUESTIONAIRE
Appendix 2
1. Are you Male or Female?
SEX
Male 0 -
Female 1 -
2. What factors have affected your food choices in the
past week? Of the following options, select all that apply
to you.
0 - Didnt Check 1 - Did check
your health - HEALTH
peer infuence - PEERINFL
your body image - BODYIMG
weight loss - WGHTLOS
taste - TASTE
price - PRICE
convenience - CONVEN
other, please specify - OTHER
3. How many times did you exercise over the past week?
EXFREQ
0 times - 0 -
1-2 times - 1 -
3-4 times - 2 -
5-7 times - 3 -
>7 times - 4 -
4. On average, where do you normally exercise?
NORMEX
gym - 0 -
home - 1 -
outside - 2 -
organized sports - 3 -
I dont exercise on a regular basis - 4 -
5. On a scale Irom 1-5, how satisfed are you with your
weight?
SATISFY
1 2 3 4 5
Very Unsatisfed Very Satisfed
6. Have you ever tried to lose weight?
EVERTRY
Yes 1 -
No 0 -
7. In the past 2 years, how many times have you tried to
lose weight?
YEAR2TRY
0 times 0 -
1-3 times 1 -
4-7 times 2 -
7 or more times 3 -
8. Are you currently trying to lose weight?
CURTRYLW
Yes 1 -
No 0 -
9. Have you ever counted calories?
COUNTCAL
Yes 1 -
No 0 -
10. When considering weight loss, what would be your
target goal?
TARGET
5-10 lbs 0 -
10-20 lbs 1 -
20-40 lbs 2 -
50 lbs or more 3 -
11. How long after beginning a diet would you expect to
reach your target weight loss goal?
HOWLONG
one week 0 -
1-2 weeks 1 -
3-4 weeks 2 -
5-6 weeks 3 -
7-8 weeks 4 -
> 8 weeks 5 -
12. Have you ever made a New Year`s resolution to lose
weight?
NYRESLW
Yes 1 -
No 0 -
13. Have you ever made a New Year`s resolution to be
healthier?
NYRESH
Yes 1 -
No 0 -
14. On a scale from 1-5, how strongly do you agree with
the following statement?
I often seek the advice of my friends and peers when
deciding the best way to lose weight.
PEERADV
1 2 3 4 5
Strongly Agree Strongly Disagree
15. Have you ever heard of Weight Watchers?
WWAWARE
Yes 1 -
No 0 -
16. Are you familiar with the Weight Watchers Points
system?
WWPOINTS
Yes 1 -
No 0 -
17. From your personal knowledge of Weight Watchers,
do you think it is an effective way to lose weight?
WWEFFECT
Yes 1 -
No 0 -
18. Have you ever considered participating in an orga-
nized weight loss program? (Such as Weight Watchers,
Jenny Craig, etc)
EVERCON
Yes 1 -
No 0 -
19. Would you ever consider participating in an orga-
nized weight loss program in the future?
FUTURE
Yes 1 -
No 0 -
20. Have you ever participated in an organized weight
loss program? (Such as Weight Watchers, Jenny Craig,
etc)
EVERPART
Yes 1 -
No 0 -
21. Do you know anyone that has in the past or is cur-
rently participating in an organized weight loss program?
KNOWANY1
Yes 1 -
No 0 -
22. When choosing a weight loss program, which one of
the following factors is MOST important to you?
FACTOR
Price 0 -
Prestige/Reputation of weight loss company -
1
Convenience/adaptability to your lifestyle -
2
23. What is the maximum amount of money you would
be willing to pay for an organized weight loss program
per week?
MAXPAY
$0 0 -
$5 1 -
$10 2 -
$15 3 -
- $20 or more 4
24. When considering weight loss programs, which of
the following options would you prefer?
OPTION
group meetings 0 -
online support 1 -
25. In what Iorm oI media do you fnd yourselI most at-
tentive to advertisements?
MEDIAAD
Internet 0 -
TV 1 -
Newspapers 2 -
Magazines 3 -
Radio 4 -
26. What is your ethnicity?
ETHNIC
White 0 -
Black 1 -
Hispanic 2 -
Asian 3 -
Other 4 -
27. Which part of the United States do you currently live
in?
REGION
Northeast 0 -
Southeast 1 -
Midwest 2 -
Pacifc Northwest 3 -
Southwest 4 -
28. What is the highest level of education you have at-
tained?
EDULEVL
High school diploma 0 -
Currently pursuing Bachelors Degree 1 -
Bachelors Degree 2 -
Masters Degree 3 -
Doctorate Degree 4 -
Appendix 3
MODERATORS GUIDE
Introduction done by Jonathannow everyone goes
around and introduces themselves and the role they will
play in the focus group.
JonathanWe want to thank you all for participating
in this focus group. We appreciate all information given
during this time, and this information will absolutely
remain anonymous as we use it to better understand our
topic and our client. Does anyone mind if we record this
conversation? Before we begin, anyone that wants to can
grab a snack and use the restroom. (After everyone is
settled, the narrator begins)
Jonathan: We will now begin.
What are your initial reactions to weight loss and dieting
in general?
How do these initial reactions affect the way you perceive
people who diet regularly and consistently?
Have you ever had an interest in a diet program? What
things stand out to you when considering different weight
loss programs?
To those who didnt say anything--If not, why have you
never shown interest in a weight loss program? And what
do you think factors into this?
To everyone--What things do you think when you see an
overweight person indorsing a weight loss program on
television? A ht person indorsing a weight loss?
What companies use spokepersons for weight loss on
television? How do each of these people affect the way
you view the companies they indorse?
What companies do you all see the most on television?
What about magazine? Wait until someone brings up
Weight Watchers.
Once someone says they see Weight Watchers, the mod-
erator interrupts.
Well since you said Weight Watchers, lets talk about
them
What are your initial thoughts on Weight Watchers?
What kinds of people use Weight Watchers? If no one
answers, because this is an obvious question, probe them
with
Are they young, old, men, women, etc. ?
Do any of you know someone who uses Weight Watchers?
Have any of you ever used Weight Watchers? If no one
answers to the second question, revert back to the frst
question.
What are the reasons for using Weight Watchers instead
of other Weight loss brands?
Are you all familiar with Weight Watchers and its adver-
tising? What do its ads look like?
Do they use celebrity endorsers? If no one answers, in-
form them that Jennifer Hudson has just begun endorsing
Weight Watchers. Show the commercial.
What does this commercial make you think or feel? How
does it convey the message?
Another one of the group members cues the other com-
mercials
We are now going to show you all examples from other
leading companies in the weight loss industry.
Now show the commercials from the other competitors
At the end of the last commercial, the moderator immedi-
ately begins a discussion on initial thoughts and percep-
tions.
In one word answers, describe how these ads made you
feel.
Were any of them particularly entertaining?
Was there a common theme in these ads?
What roles did the celebrities in these ads play?
What would be your ideal spokesperson for a weight loss
program?
Once the discussion dies down on this topic, transition
back to Weight Watchers.
Do these ads seem to be similar to Weight Watchers ads?
How so?
Now moving back to the broader picture of marketing
weight loss programsdo you think that marketing on
television is as affective as other modes of marketing?
In wrapping up this discussion on weight loss and the
market
What are evervones hnal thoughts on what we have fust
talked about?
What questions do you all have?
If no else has any more questions, then that concludes our
focus group for today. I want to thank you all for partici-
pating. All of this information will be highly valuable as
we work with our client. If anyone has future questions
we will give you our email addresses so that you will be
able to contact us. Once again, thank you all.
What has been your experience with diet-
ing and weight loss?
Is it tough to be a college student and a
healthy eater?
What is the biggest obstacle when dieting?
How much of a role does exercise play in
your dieting and health?
What factors contributed to your choice to
begin using Weight Watchers? (If the par-
ticipant has stopped using Weight Watch-
ers) What factors contributed to you stop-
ping to use Weight Watchers?
What did your family and friends think of
your decision to begin using a weight loss
program? What types of things would they
say?
Appendix 4
INTERVIEWERS GUIDE
Does losing weight WITH other people
make weight loss easier? Why or Why not?
Did you ever question your decision to lose
weight? If so, what kinds of things would
you think about? Were certain days easier
than others?
Growing up, did your parents emphasize
ftness and healthy eating?
When did you become aware of the impor-
tance oI physical ftness? What made you
realize this?
What has been the biggest highlight of
your weight loss and dieting?