Jenny Craig Diet
Published by Karen Symington, Fangfei Li
Marketing Mix:
Product—Jenny Craig Diet, promotes rapid weight loss by eating delicious Jenny cuisine. Convenient, nutritious and satisfying meals and snacks that are pre portioned to take the guesswork out of counting calories. There are more than 75 items to choose from that are easy and quick to prepare. The menu is low in fat and cholesterol and high in fiber.
· Jenny Craig In-Centre: over 650 Locations. Once a week, attend a local center for personalized consultation and pick up menu items for the next week
· Jenny Craig At Home: offers at home support through weekly phone consultation, and the program materials and food are delivered to your door. This plan is great for busy people or those who do not live near a center
· Jenny Craig For Men: Offers a wide variety of satisfying favourites designed for a man’s lifestyle. Good food and a good activity plan.
· Jenny Craig Silver: As we get older, our metabolism slows, weight shifts to the abdomen and exercise becomes more challenging. Menus, supplements and an activity program geared to age and ability.
· Jenny Craig Type 2: For those who have type 2 diabetes, Jenny Craig offers an eating and activity plan just for you. You’ll learn how to plan balanced meals and smaller portions.
· Jenny Craig for Teens: Weight loss can be a challenge during adolescence because your body is still growing and developing. Jenny Craig offers a program to help teens safely loose the weight.
Jenny craig--- loose weight and feel great
Jenny Craig offers a specialized diet for all ages, both male and females as well as for people with health issues.
Pricing—Lose 10 lbs for $10 plus the cost of food. While this seems like a great price, this special is for 5 weeks only. The cost of food runs about $11 - $17.00 per day costing about $330 and $527 per month. It is the initial special that brings clients in. After the initial special is over there is a charge for the consultations amounting to about $200 for 6 months.
Promotion—Jenny Craig has had some big names promoting the Diet. These would include:
Most recently, Sara Rue, she is targeting the younger group of dieters. Jason Alexander will appeal to the male gender. Carrie Fisher, targeting the senior ages. Valerie Bertinelli is a great role model for the middle aged clients. Nicole Sullivan for the thirty somethings. Jenny Craig has done great to provide a celebrity for almost every age group.
Place: Jenny Craig has over 650 local centres located across the United States, Canada and Puerto Rico. Our local centres make it easy to get the one-on-one motivation and accountability you need to be successful in your weight loss plan. Each week, you'll attend your local centre for a personalized consultation and pick up your menu items for the week ahead. Jenny Craig is available both online and locations. Clients can visit a center for personal one on one consultation. For those who are too busy or don’t live close to a center can have at home consultations by phone, and use online tools.
Market Segment:
Jenny Craig has approx 37 locations across Canada. They are mostly located in larger city’s in Ontario, Vancouver and Alberta. The obesity/overweight percentages for each province are as follows:
Ontario—58% population 9,304,000
BC—59% population 3,198,000
AB—60% population 2,346,000
Other than Quebec, these are the largest populated provinces in Canada.1
Demographics: Jenny Craig has developed a program for each age group except 11 and under. There are celebrities promoting each age group.
US demographics show:
Sex: the majority users are female
Ages: 35-49
Race: Caucasian and African American are very close
Family size: The majority of users have no children.
Income: 60K to 100K and 100K+ are close.
Education: Graduate School
Psychographic Variables: Targeting people who use food as an emotional crutch.
Product Use: There are many diets out there. Jenny Craig seems to have developed a program that can be adapted to all demographic groups. When used correctly, the program works. Once a person sees the program working, they will stay loyal to that program. Dieting is something that once a person starts, needs to continue for life. If promoted properly, this company can keep their clients on a program for life.
See Our Delicious Foods on the Menu
In conclusion, Jenny Craig seems to have covered all the demographic groups. They have celebrities for every age group as well as for both sexes. Jenny Craig continually offers specials for new members, and several tools are available on their website for learning more about the program. If you are excited by social networking and would like the accountability a live mentor can offer, Jenny Craig may be a beneficial program for you.
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