Harvard University Wk 5 Product Life Cycle Discussion & Responses

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Abqqyr

Business Finance

Harvard University

Description

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: 

  1. Frozen Novelties

Cheese

Bluetooth Scale

 POST

Hi here are two discussions which you need to replyDiscussion 1 Weight Watchers notcied that there was a shift in societal trends and thinking that has altered the term "diet," which resulted in a decline in revenue for diet firms across the country. "Weight Watchers discovered that the word "diet" has a lot of negative connotations. What had previously worked for previous generations now felt constrictive and reactive" (Raphael, 2018). Recently people's helath goals have become more proactive and preventitive in terms of maintaining  ahealthy lifestyle therefore not requiring the need to go on a "diet" in the traditional sense of the word. "Today's generation is more cautious; they want to live a healthy lifestyle. They desire to learn more about themselves" (Raphael, 2018). WW was able to recognize shifts in cultural values and mindsets that set it apart from its competitors in the inudstry which led tehm to fail as they did not adapt to the wants and needs of the new generation.Repositioning is the act of altering the good/service you are providing in a way that it consumers now are anticitpating something different from what they once knew about what to expect from any given company.  When WW recognized the dynamic change in what the public (its consumer base was searching for), the company realized it needed to reinvent itself inorder to meet the needs of its new customers' mindsets. "The new WW (WTW) name emphasizes the organization's focus on total health and wellbeing, not simply weight loss," according to the company public statement. The goal now is to inspire people to not only eat a well balanced diet, but also to live a healthier lifestyle in general. "WW has done an excellent job of making the company's programming more appealing to a wider audience. It has also made a concerted attempt to increase the number of male subscribers." (A segment which the company was lacking in but does represent 50% of the population they are marketing towards as a whole)WW has adopted a branded house strategy. It has marketed and operated under the umbrella of WW as the parent brand. Courtright, M. (2020, August 03). What is Brand Repositioning? Retrieved October 04, 2020, from https://www.envision-creative.com/blog/brand-repos... Lamonica, P. (2018). Weight Watchers is changing its name to WW. Retrieved October 04, 2020, from https://money.cnn.com/2018/09/24/news/companies/we... Raphael, R. (2018, September 24). Here's why Weight Watchers changed its name. Retrieved October 04, 2020, from https://www.fastcompany.com/90241019/ww-heres-why-...Discussion 21. There were several external forces that caused diet programs to into the decline stage. One was societal norms/values. Another force was a shift in mindset. “Culture is increasingly frustrated by the societal pressure, especially on women, to fit a particular slender ideal” (Dan, 2019). Society now had a different perception of the word diet.  Talking openly about dieting became a taboo and the body positivity movement was on the rise. “In this new era of body image acceptance and feel-good wellness communities, Weight Watchers learned that the term “diet” was rife with negative connotations. What once worked with generations past now felt restrictive and reactive” (Raphael, 2018). More and more people were becoming comfortable with their body image. Even the name Weight Watcher seemed to have a negative connotation behind it. Dieting programs were also competing against other new diet trends such as the high-fat, low carb keto diet that were starting to become more popular at the time.2. Repositioning “involves changing the market's perceptions of a product or brand so that the product or brand can compete more effectively in its present market or in other market segments” (Burnett, 2011). Weight Watchers repositioned itself and rebranded to WW. WW was stacked in a blue coin logo. Their new slogan became “Wellness that works.” There are several reasons why companies rebrand. One reason is to distance the brand from a crisis. WW was declining mainly because diet programs were going into the decline stage and that was their bread-and-butter. Another reason why a company rebrands is to reflect a fundamental change of who they are, and who their target audience is. While WW was in the health segment, it needed to reposition in this segment so it could gain new customers but at the same time not alienate itself from its loyal customer base. WW wanted people to associate them with everything related to wellness. They wanted to be seen as the world’s partner in wellness. “No matter what your goal is–to lose weight, eat healthier, move more, develop a positive mind-set, or all of the above–we will deliver science-based solutions that fit into people’s lives” (Raphael, 2018). It was just for someone looking to lose weight. It could be for people who wanted to eat healthier, who care about their mental health, or who wanted to be more physically active.3. WW is a branded house. A company that operates as a branded house has smaller sub-brands that are marketed and operated under the umbrella of the parent brand. While frozen novelties, cheese, and Bluetooth scale all operate in different segments they are all sub-products marketed under the Umbrella of the WW brand. They are marketed as to not overshadow the primary goal of WW to be the world’s partner in wellness.ReferencesDan, A. (2019, April 11). The weight watchers rebrand points to the risk of chasing trends. Forbes. Retrieved August 3, 2022, from https://www.forbes.com/sites/avidan/2019/04/11/the...Raphael, R. (2018, September 24). Here's why weight watchers changed its name. Fast Company. Retrieved August 3, 2022, from https://www.fastcompany.com/90241019/ww-heres-why-...Burnett, J. (2011). Introducing marketing. BCcampus.


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Explanation & Answer

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1

Product Life Cycle
Name
Institution Affiliation
Date

2
1.
Weight Watchers has observed the change in societal standards and viewpoints
surrounding the term "diet," which has led to a steady decline in sales for other diet businesses.
While people used to be concerned with losing weight, the company came up with the idea of a
diet because it was seen as having negative connotations. "Weight Watchers found that there are
many negative connotations associated with the word "diet." What had once been effective for
earlier generations felt restrictive and reactive now “(Raphael, 2018). In addition, people's
mindsets changed from an antiquated one that was solely focused on weight loss to one that was
preventative and focused on a healthy lifestyle. "The younger generation today is more
circumspect and seeks to lead a healthy lifestyle. They want to understand themselves better
“(Raphael, 2018). WW distinguished itself from its rivals in the industry by recognizing changes
in cultural values and mindsets.
2.
"Brand repositioning" refers to chang...


Anonymous
I was having a hard time with this subject, and this was a great help.

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