WEIGHT WATCHERS INTERNATIONAL INC. SARAH SANTHOUSE KAITLYN SZILAGYI AMIT PATEL SHELBY TIMMONS MAR DR. GOPALAKRISHNA

HISTORY Jean Nidetch Weight Watchers incorporated May 1963 New York to California Australia to Brazil 1978 Exercise Plan 1978 sold to H.J. Heinz Co. Over 1million members, 29,000 meetings, and 27 countries Weight Watchers Health Plan 2000 Scientific Advisory Board

EXECUTIVE SUMMARY The Product: Points Plus Exercise DVDs Weight Watchers Food Weight Watchers Weekly Meetings Online Option Marketing mix factors Price: Pay-as-you-go is $13.00/week, the monthly pass is $9.92/week, and the online tools alone are $18.00/month Promotion: Magazine, e-newsletter, TV advertising, online advertising, sales promotions, and direct selling. Place: Their online Marketplace, Shop Rite, Safeway, Publix, Pathmark, A&P, Wal-Mart, Target, and Stop and Shop Product: Healthy lifestyle and weight loss

CURRENT MARKETING SITUATION Target market: Various demographics that want a healthier life style while enjoying what they like to eat. Competitor analysis: Leading Competitors: Nutrisystem, Jenny Craig, and LA Weight Loss Secondary Competitors: Atkins Diet, South Beach Diet, and Alli Indirect Competitors: Surgery, Fitness Centers, and Natural Therapists

CURRENT MARKETING SITUATION (CONT) Macro Forces Competitive Forces: Primary Competitors, Secondary Competitors, and Indirect Competitors Technological Forces: More focus on online tools, mobile Apps, and electronic devices. Political Regulatory Forces: No legal constrictions, but a lot of influences from political campaigns against obesity (Michelle Obama) Economic Forces: Recession led to budget cuts, primarily in advertising Sociocultural Forces: Trending obesity, pop culture influence to look good and be healthy (“The Biggest Loser”)

CURRENT MARKETING SITUATION (CONT) Strengths Strong Brand Recognition Science-based Approach to Weight Management Weaknesses US Reliance Negative Perception of Low Calorie Food Opportunities The Internet China Threats Continuing Economic Downturn “Fad” Diets

MARKETING PLAN Marketing Objectives Customer satisfaction and attraction of new customers using: Customer “want” fulfillment (food choices) Market the good feelings (“feel good when you lose weight”) Free Registration Product differentiation (Points Plus program) Attract a new audience Marketing Strategy New program (Points Plus) started just before the new year of 2011 Prices started low and were raised just before the New Year’s resolution crowd joined. The eTools fits the lifestyle of a more independent dieter, broadening the target market.

MARKETING PLAN (CONT) Product strategy Points Plus: Not all calories are equal. Price of product with rationale Weekly Monthly Product distribution strategy Packaged food industry Licensed to Heinz, Yoplait, and Wells Dairy Distributed between weight management meetings, packaged food products, and internet resources Online distribution

MARKETING PLAN (CONT) IMC strategy Develop the company as a lifestyle brand. Develop a public relations campaign for the new program. Develop online marketing to promote the new campaign.

BUDGETS Sales1,819,200,0001,826,812,0001,946,012,0002,072,989,834 Net Income304,900,000257,426,0001,724,166,6321,892,639,718

CONCLUSION Will the product be successful International operations