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Article: Weight Watchers' winning marketing strategy. (Media Management) (Cover Story)
- Article from:
- Direct Marketing
- Article date:
- August 1, 1993
- Author:
CopyrightCOPYRIGHT 1993 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Weight Watchers overcame great competitive forces by recognizing the key to success is not following a brand management strategy, but in developing customer loyalty.
(The following article was compiled from a video interview conducted by Direct Marketing magazine Publisher Emeritus, Henry "Pete" Hoke, with a special Weight Watchers Food team, including Jay Abraham, vice president of marketing: Greg Morency, product manager, event/member marketing; and Glenda Murphy, general manager of frozen and novelty food business.)
You are a packaged goods manufacturer. The competition is heating up and eating away at your sales. What do you do? Most companies flood the ...