2. Splenda - The no calories sweetener - Made to allow people
to taste the sweetness, without the calories - Goal: To allow
individuals the opportunity to still make the cookies, brownies,
sweets, etc. that they want to without feeling guilty .
3. Made from sugar, so it tastes like sugar -Splenda Motto
History :
Introduced in 1999 to the U.S.
Owned by British company, Tate and Lyle
Has taken over Equal in the $1.5 billion artificial sweetener
market
Challenges :
Show customers that Splenda is truly a no calories sweetener
and it does not harm your health.
Make the product just as affordable as the average sweetener
with calories
4. Splenda
Strengths
No calories
Multiple forms of product
May be added into a variety of products and foods
May be used by anyone including whole families, pregnant
women
Weaknesses
Not a natural product
More expensive than the average sugar
Has multiple side effects
Has the rumor of being a non-healthy product
5. Splenda: Skinny But Sweet
Opportunities
To not gain weight
To give individuals the opportunity to make the sweets they
want without the guilt
Allows everyone to feel better about themselves
Threats
Not natural
May cause headaches, dizziness, diabetes, enlarged livers and
kidneys, and more
Chlorine is added to the product causing danger
6. Buyers/Target Market
Mainly women
Obese individuals
Individuals on diets
Age range of 20-55 years of age
Coffee and tea drinkers
7. Social Media
Twitter: Currently no Twitter. Can give people recipes to add
Splenda to, give Splenda tips, health facts and more
Facebook : Allow people to like Splenda, give daily tips,
recipes, information on the product, contests and more.
Blogs: Currently no Splenda Blog. By blogging Splenda is
showing customers they care about their wants and needs. Blog about
concerns customers may have, give helpful tips and recipes for
Splenda and more.
8. Advertising
Selling of product: Splenda should be sold in a variety of
ways, by box, by package, by individual sized packages for drinks.
Making it easier on the customer.
YouTube: Show advertisements for Splenda, how to add product to
other foods and drinks. Be creative to healthy foods.
All of these play off of each other tremendously.
When people Like Splenda on Facebook, their friends see it and
like it also, reminding them of the product.
Follow Splenda on Twitter, which just like Facebook will want
others to follow. Always seeing Splenda pop up with new ideas and
promotions.
9. Metrics of Success
Online
Twitter search
Amount of people liking Facebook Splenda
Google Alert
YouTube insight
Traffic rate
Offline
Questionnaires
Surveys
Yearly or even monthly profit increase/decrease
Customer feedback
How many products are now made with Splenda
10. Budget and Timeline
Seasonal Peak: Beginning of March, when diets begin to start
for majority.
Promotions and deals should be kept on a daily basis.
