Obesity has become a serious concern in america. With a large amount of people overweight, there becomes room for a large amount of diet seekers. On average 45 million Americans go on weight loss diets each year, unfortunately 95% of those diets are unsuccessful. But this has not stopped thia billion dollar industry, yet the contrary, it has boomed. Having consumers always trying the next big thing. Companies are ready to cash in on this business by applying the best marketing strategies with celebrity endorsements in their campaigns and commercials. Celebrities get paid up to $3 million dollars to endorse weight loss products as reported from ABC News. The top weight loss programs on the market today are; weight watchers, Noom, Nutrisystem, Optavia and Jenny Craig. Weight Watchers is currently the dominant company generating a revenue of 1.2 billion dollars a year. A case study was done on Weight Watchers marketing strategies to discover how their marketing strategies have successfully placed and remained weight watchers as the #1 used weight loss program. According to MarketingProfs, these were the strategies used:
1) Give your customers what they want, not what they need. Referring to not having to cut junk foods and sweet treats. 
2) Market the feelings, not the product. ""I feel so comfortable in my jeans…it makes me love myself that much more…loving and free to eat what I love…loving and free to live my life" ~ Jennifer Hudson (American singer and Weight Watchers spokesperson)
3) Let them join for free. This strategy offers free local meeting and educational material. Making the consumer not feel pressured into joining. 
4) Make the solution look complicated. Referring to normal dieting being hard and complicated, that their program will make everything easy.
5) Create exclusive products. Regarding their exclusive points calculators instead of calories, and products that are compatible with their points calculator app. 
6) Actively court a new audience. Study trends of what to implement to bring in a larger consumer rate, where to put advertisements. For example, the number of men dieting is increasing so Weight Watchers has placed ads on sports games. 
Sources:
https://www.cnet.com/health/nutrition/best-weight-loss-programs/
https://www.marketingprofs.com/articles/2013/10422/a-weight-watchers-case-study-how-smart-marketing-pays-off
https://www.cnbc.com/video/2021/01/11/how-dieting-became-a-71-billion-industry-from-atkins-and-paleo-to-noom.html

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