Understanding Consumer Segments

Paper Summary:

In this article, the writer looks at three different companies or products within the diet industry. Firstly, the writer studies a recent television advertising campaign by Lean Cuisine and discusses that this product is clearly geared towards younger women. The writer then looks at the diet company Jenny Craig, which sells food and diet counseling for a fee and uses older women in its advertising. Finally, the writer discusses the Atkins diet promotional campaign and notes that this campaign does not only feature women. The writer discusses how the three different companies market their respective products for different sections of the market.

Outline:
Younger Women
Older Women
Carb-Conscious Dieters
Works Cited

From the Paper:

"The company's use of former glamour girls of the 1970s and 80s, like Kristie Alley and Valerie Bertinelli, also indicates that the company target demographic is older than that of Lean Cuisine. Valerie Bertinelli even keeps a blog linked to the Jenny Craig website, to inspire users of the program with her own story. Queen Latifah is also featured on the company's website as a full-figured, yet slightly slimmed down, healthy, fit woman.
"Jenny Craig stresses its ease of fitting into a busy lifestyle, as the food is pre-prepared, and also its healthful balance. It is not low-carb and does it entirely cut out sweets and indulgent foods--portion control is important in the program, as it is for Lean Cuisine. It also offers counseling for women about emotional over-eating. Learning how not to over-eat for comfort, not conforming to an ideal of past, youthful beauty, is the focus of Jenny Craig. It is thus a plan that addresses the needs and concerns of a woman who basically accepts herself, but wants to abandon some of her more unhealthy eating habits."

Sample of Sources Used:

• Atkins. Official Website. (2008). Retrieved 29 Jan 2008 at http://www.atkins.com/
• Jenny Craig Official Website. (2008). Retrieved 29 Jan 2008 at http://www.jennycraig.com/
• "Lean Cuisine: Products." (2008). Official Website. Retrieved 29 Jan 2008 at http://www.leancuisine.com/Products/

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