Business Logic

The Diet Battle: Weight Watchers, Jenny Craig and Slim Fast

1. Trace how you might go through the steps in the consumer decision process if you were
thinking of going on a diet and using any of these diet programs.

If I were thinking of going on a diet and using any of these diet programs Iwill first consider my
health. Second,reconizing what I need, like functionally to have a better shape, to stay in a
healthy condition and psychologically, to look great for me to gain more confidence.Third,to
searchfor informations about these diet programs,like how other consumers who had used
them already react and recommend them,and scanningthe contents of their products online in
order to get more sources at ease. Fourth, I will evaluate them alternatively.I will compare
thediet programs,their products to be used and their process,to know theirdifferencesfor me to
choose the program that best suits me. Lastly, I will look at the price of each programswether
or not it's worththe risk.

2. How have Weight Watchers, Slim-Fast and Jenny Craig created value?

Weight Watchers, Slim-Fastand Jenny Craig created value by satisfying their customer's demand
for good looks,and providingcustomers with variety of products and services for weight loss and
shaping, and by stressing their flexibility and ability hito accommodate a wide range of lifestyles
.Weight Watchers teaches portion control and thebasics of good nutrition, allowing members to
select and prepare their own foods, to dine out or purchase,and record meals and snacks in a
paper journal or on their mobile app. The program alsogives point systembased on nutritional
value, encourages members to select healthy foods, exercise appropriately, control portions, and
prepared or endorsed dinners, snacks, and desserts at most grocery stores. On the other hand,
Jenny Craig offers a unique and comprehensive plan for food, body and mind in which members
eat meals and snacks prepared by Jenny Craig, supplemented by fresh fruits and vegetables.
Slim-Fast offers dieters a combination of three smalland healthy snacks,two mealreplacement
shakes, and one 500-calorie meal daily.By eating six small meals daily,dieters maintain steady
glucose levels, and the plan ensures adequate intakes of carbohydrates, protein, and fiber.

3. Identify the determinant attributes that mset the Weight Watchers, Slim-Fast and Jenny
Craig programs apart. Use those attributes to develop a compensatory purchasing model.

COMPENSATORY PURCHASING MODEL FOR DIET PROGRAMS

Preparation Price Accessibility Calorie Point Overall

Time Count Score
Importance 0.4 0.2 0.3 O. 1
Weight

Weight 8 9 10 9 8.90
Watchers

Jenny Craig 10 6 9 7 8.60

Slim-Fast 7 8 8 6 7.40

4. How can Weight Watchers, Slim-Fast and Jenny Craig increase the probability of
customer satisfaction?

In order to increase customer satisfaction, Weight Watchers must balance the workout
and eating plan for men instead of just focusing on the work out. They should also find a male
spokesperson or use a celebrity that can relateto most males. Jenny Craig on the other side can
allow people to choose their own foodinstead of giving them prepared meals and provide a better
variety of food. Slim-Fast could give more options to customers other than snack bar and shake
replacement meals, provide food like Jenny Craig and Weight Watchers and give better
incentives than the two.

5. Which factors examined in this chapter might be the most impact on consumers’
propensity to go on a diet and choose one of these diet programs?

The factors that will have the most impact on consumers' propensity to go on a diet and choose
one of these diet programs are the psychological factor and marketing mix.The psychological
factor can greatly influence the consumer decisionprocessbecause of the consumers' motives,
attitude, perception, learning and lifestyle. Given the fact that dietingtakes time,money, patience
and perseverance, people tend to think twice if it's worth it. All of those programs may be able to
offer best weight loss dieting techniques but if a consumer isn’t motivated, has a different
perception, different attitude,do not want to learn something and didn't matter about their
lifestyle then no diet program could help them because change starts within one’s self. Next, is
the marketing mix, it's because even if consumers'were psychologically on the go the product,
price, promotion and place of the program can also cause consumers' to warry in availing or
purchasing one of them.