Learning Goal: I’m working on a marketing discussion question and need an explanation and answer to help me learn.
Weight Watchers brand used to be about ‘dieting’ and ‘shedding pounds. Now, it is more about wellness, lifestyle, how individuals define their ‘ideal of beauty’, among other things. The Product Life Cycle is a term that explains how concepts like weight loss and associated services might grow in popularity (and sales) and mature (many companies enter the market; sales for all companies peak). Taking this all into consideration, compose a post that responds to the following prompts:
Visit the new WW website and read these articles from CNN Business and Fast Company. Identify and describe the external forces (i.e., societal norms/values, consumer preferences and mindset shifts, competitive offerings (including new ways of seeing health, etc.) that caused ‘diet programs’ to go into the decline stage.
What does ‘repositioning’ mean? Why did WW ‘reposition’ and rebrand WW? Include the new name and slogan in your post. What types of associations did they want potential consumers to have regarding the brand? Examples might relate to wellness and a typical user of the services.
Read about the types of brand strategies in this article from Willow Marketing. Which is WW, a house of brands, branded house, or hybrid? State why, using the following information from the WW website to support your claim:
Post your initial response by Thursday at 11:59 PM ET and respond to the posts of at least two colleagues by Sunday at 11:59 PM ET. Your responses to other students’ posts should be comprehensive and provide a substantive contribution to our discussion on marketing. Your thoughts should be backed up by research and not just your opinion. Make sure to source your feedback for the discussion.
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