The WW Wellness Journey: The Rebranding of Weight Watchers
(9 pages of text)
Case (Pub Mat)
At a time when the wellness industry was experiencing a dynamic renaissance, Weight Watchers International Inc. was stuck with an aging demographic. In 2018, in an effort to stay relevant, the company rebranded itself as WW International Inc. (WW). The goal was to make wellness accessible to all, and to transform from a diet brand to a global wellness juggernaut. However, despite the rebrand and support from celebrity spokesperson Oprah Winfrey, WW’s stock price declined sharply. The results led to a number of questions about the soundness of WW’s marketing strategy. What should WW do to prevent a meltdown in brand equity, retain its loyal customers, and realize its ambitious goals in the wellness space?
This case is ideal for advanced undergraduate-level courses on marketing strategy and for graduate-level courses on marketing management. Use of the optional supplemental PERCEPTOR spreadsheet opens additional avenues for instructors of marketing analytics, new product development, or marketing research classes. The case would be ideal for use when covering the topics of brand perception, rebranding, repositioning, and situational or SWOT analysis.
In the first part of the discussion questions, the students are asked to consider the mission and vision of WW and the rationale for its rebranding, as well as conduct an analysis of strengths, weaknesses, opportunities, and threats (SWOT) to determine possible courses of action. In the second part, students are asked to consider which options offer the most viable positive outcomes for the company, and they are challenged to rank and prioritize these opportunities. Use of the provided supplemental PERCEPTOR spreadsheet can be helpful in analyzing brand perceptions. Finally, the students are challenged to identify a course of action for WW going forward. After working through the case and assignment questions, students should be able to do the following:
- Differentiate between mission and vision statements and their revision process.
- Conduct a SWOT analysis.
- Describe and compare the generic options in brand management.
- Construct perceptual maps and assess the positioning of different brands.
- Assess the market potential of different alternatives and recommend a course of action.
Health Care Services
United States, Large, 2019
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