1. Final Proposal
Marketing Plan: The New You Meal Plan
Marketing Manager: Kirsten Smith
I. Description of Product or Service:
The New You Meal Plan is a diet program that is not only focused on weight loss, but a
lifestyle change. The mission for this service is to allow consumers to learn how to enjoy foods
without over indulging. Although we do not offer any dietary supplements, we strongly
encourage dieting with clean eating and healthy ingredients. Through our service, we offer fresh
and lean breakfast, lunch, dinner, snacks, desserts, and beverage choices. This is a three-month
program that will make you feel more comfortable in your clothes, and happier with how you
look and the way you eat.
-The first month:
For the first four weeks there will be low calorie, low fat, low carb premade meals delivered
right to your doorstep. There are three different plans that are available, depending on your
personal preferences and allergies. Each plan can include a random combination of our premade
meals, or manually selected for a customized set of meals. We have our All in One plan, Hearty
plan, and Veggie Plan. The All in One plan consists of all available meals that can either include
a random combination made by our experts or choices you can manually select. The Hearty plan
is for diabetic consumers who need specific foods for their meals and the Veggie plan is a set of
vegetarian meals that is also dairy and gluten free.
-The second month:
Our vision is to not have our customers dependent on our premade meals, so we lighten the
meals we send and begin integrating breakfast, lunch and dinner ideas after the first four
weeks. This allows you to begin learning what types of foods to buy at the grocery store and how
to cook quick, healthy meals.
-The third month:
After 8 weeks, our goal is to set our customers free with easy and healthy recipe ideas,
information on what to eat when dining out, and available hotlines for any other questions. No
longer do our customers need to worry about dieting, because they now have the tools needed for
a healthier lifestyle.
II. Description of Target Market
The New You Meal Plan targets two distinct market segments. New You targets males and
females above 18 years of age who desire a change in their eating habits. The target audience
will be middle to high-class adults with accessibility to the internet, email, and a kitchen to
eventually prepare their own meals.
Initially, the target market will reside in the bay area for convenience, trial, and
packaging purposes. If The New You Meal Plan is able to capture the attention of the local
market, then New You will expand into new areas via our online database.

2. III. Description of the Competition
New You is a fresh and exciting approach to premade diet meal plans. Since it is a startup, it is
in the process of establishing itself within a distinct market of individuals who want and need to
be inspired into a lifestyle change. New You will face a variety of competitors who dominate the
field and are well known throughout the public sphere. New You representatives will need to be
strategic in their marketing tactics so that the name becomes more familiar to those searching for
dieting options.
New You has three main competitors: Medifast, Nutrisystem, and Jenny Craig. This section
of the marketing plan will describe the competitors’ positions in the market, and conclude with a
discussion of why and how The New You Meal Plan will attempt to establish itself within a
distinct target market.
Medifast is not as popularly marketed as the other two
competitors but has the advantage of recommendations. Since it was founded by licensed
doctors, the reliability of the plan makes it a threat to New You. It has grown from a medically-
supervised weight loss program into an international success for a wide range of individuals.
Physicians in the United States stand by this meal replacement plan because it has a scientific
approach to their products and portion-control diet. Though this plan is to produce rapid weight
loss, it limits its market for being targeted at persons who are moderately to extremely obese.
Nutrisystem is a well known commercial weight loss
program that have a variety of different heat-and-eat meals. There are different packages an
individual can sign up for, depending on their preferences. Along with prepackaged delivery
options, Nutrisystem also offers dietary supplements which are marketed as multivitamins.
Unlike the fresh products New You will guarantee, Nutrisystem only provides foods that do not
require refrigeration and only include products that are prepared by soft canning. This program is
at the high-end of pricing since it is around $300 a month for the 28-day packages. Common
issues with this program is that it does not teach dieters how to plan meals, cook for themselves,
or learn about portion sizing.
Jenny Craig is similar to New You as it describes itself as a
three-stage lifestyle weight-loss program. It has a goal to provide prepackaged foods and to then
transition dieters into learning how to eat regular food for long-term weight management. Unlike
the other two competitors that promote exercise but do not incorporate it into the original plan,
Jenny Craig is considered a diet and exercise program. So for individuals who are inactive, this

3. program will not work for them. Also, this program requires dieters to see physicians at the
Jenny Craig Weight Loss Centers or have individual consultations throughout the process.
Therefore, this program will not appeal to those who have limited time, or are embarrassed to
attend a weight loss center.
Summary Of the Competitors
Weight-
Loss
Claim
Estimated
Cost Per
Day
Marketing Food
Quality
Guarantee Special
Diets
Medifast Lose 2-5
lbs per
week for
first 2,
then 1-2
lbs per
week
thereafter
$10.04 per
day
Recommendations
by real people and
doctors, Website
Vitamins,
minerals,
with protein
and fiber
30-day
money
back
guarantee yes
Nutrisystem At least
1-2 lbs
per week
$10 per day
or $2.50 per
meal
replacement
Celebrity
Endorsements,
Website
Minimally
fortified
14-day
refund
only for
first time
28-day
programs
only
yes
Jenny Craig 1-2 lbs
per week
$15-$23 per
day
Celebrity
Endorsements,
real people, and
website
Developed
by
Nutritionists
No risk-
free
guarantee
is offered
yes
New You Lose 2-5
lbs per
week for
first 2,
then 1-2
lbs per
week
thereafter
$10 per day Word of mouth
marketing
(WOM)
Working on
website
Low
calorie, low
fat, low-
carb meals
fortified
with natural
vitamins,
minerals,
fiber and
protein.
30-day
money
back full
guarantee
yes

4. IV. Marketing Budget
Marketing Method Projected Expenses
Website $1000.
Business cards Free – vistaprint.com
Word of Mouth (WOM) Free
Training $500.
Community Events $500
Search Engine Optimization $1500.
Production $1500.
Total $5000.
This marketing budget is based on 3% of gross projected sales. After 3 months, all expenses
will be re-evaluated in order to determine if the return on investment for each line item is
justifiable as a recurring expense. The marketing budget will be reassessed and modified every
quarter.
V. Location
New You will start as a locally based business. All product development will be from
local distributors and fresh produce markets. The owner and the part-time drivers of New You
will travel to individuals’ homes to provide prepackaged meals to the dieters front door step.
Interested individuals will be able to call our toll free hotline to sign up for the program and join
the email list to learn more about our products.
Eventually, a company website will fully launch and serve as the prime location where
potential and current dieters can learn more about services, fees, product options, and sign up for
the program. After negotiating terms with local distributors in major cities, this will allow the
business to grow nationally to hopefully reach beyond bay area borders.
VI. Pricing Strategy
New You will allow dieters to choose from three different pricing methods. All three meal
plans offered will equal to about $350 for a 3-month period, but our customers get to choose
their method of payment. If it makes the most sense for them to pay the total at once, they are
able to do so upfront via online credit card payment, or pay pal. Or, if it’s more financially
relatable, the dieter can pay on a month-to-month basis of about $117. The last option for dieters
is to make weekly payments of $27. There is a promotional deal allowing 20% off for referring a
friend and dieters are also able to purchase individual meals if they are not interested in a
recommended package for the entire month.

5. Survey Results
A survey was conducted. This is a summary of the survey questions and results:
Sample size = 33 (n = 33)
1.) Have you ever signed up for a diet meal plan?
Yes 10
No 23
2.) If yes, did you commit to the meal plan or not so much?
I was very committed 2
I was somewhat committed 5
I was not very committed 2
Does not apply 22
3.) What diet meal plans have you heard of?
Nutrisystem 25
Medifast 9
Jenny Craig 27
Atkins 22
BistroMD 2
None of these 4
4.) When you’re considering a new diet service, what are the top two things you
generally consider? (Check two boxes)
Price 27
Brand 1
Costumer Service 1
Available Support 5
Recommendations 11
Food Quality 20
Diverse Selections 7
Other 3
5.) Do you think it is important to consider food allergies and preferences when
designing a meal plan? Such as gluten free, vegetarian, etc.
Yes 27
No 5
I’m not sure 1
6.) What is your main concern when starting a diet? (select all that apply)
Selecting better food choices 16
Losing weight 21
Joining the fad 0
Creating new habbits 12
For health reasons 16
Other (please specify) 3
7.) How likely are you to sign up for a meal plan rather than dieting on your own?
Extremely likely 1
Somewhat likely 4

6. Maybe 7
Somewhat unlikely 10
Extremely unlikely 11
8.) In a typical month, how much do you usually spend on groceries?
Less than $100 3
$100-$150 5
$151-$200 11
$201-$250 5
$250+ 8
Not comfortable to answer 1
9.) Are you male or female?
Female 23
Male 9
10.) What age range do you belong to?
17 or younger 1
18-20 4
21-29 20
30-39 3
40-49 3
50-59 2
60 or older 0
Survey Analysis
For New You, the survey results reveal several important trends. Since New You is very
small, and has not yet launched, it is seeking local customers in San Jose and the larger vicinity.
As such, it is important for New You to have a good knowledge of the interests, concerns, and
preferences of potential dieters in the Bay Area. With this knowledge, New You can offer its
dieters very specialized packages, and programs that will best suit their needs, wants, and dietary
limitations.
New You is in a very competitive market, but has the advantage of offering fresh ingredients
with local produce at an affordable price. Since New You is a small enterprise with low overhead
and startup costs, it is in a position to customize dietary packages to customer budgetary
specifications. For example, if a customer has a grocery budget of $100.00 a month, but wants to
invest in our meal plans, New You can design the appropriate payment plans to meet the
customer’s special needs.
Recommendations
The survey results indicate additional areas that New You can pursue to increase its
market share.
1.) The survey shows it is extremely important to consider allergies when designing a diet meal
plan. Such as gluten free options, vegetarian, etc. Incorporating more foods that appeal to
those with specific preferences will widen the market.

7. 2.) Most people spend between $150-200 a month on groceries; this is extremely beneficial in
figuring out a pricing strategy that fits specific locations.
3.) Since the majority of respondents were between 21 and 30 years of age, but most were not
likely to sign up for a meal plan, exploring ways to better market our service will be
beneficial.