Splenda Skinny but Sweet

SPLENDASPLENDA Skinny and Sweet No Calorie! Skinny and Sweet No Calorie!

By Emily MichaelsBy Emily Michaels

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Splenda

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.

- 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.



“Made from sugar, so it tastes like sugar”-Splenda

Motto

“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

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



SplendaSplenda

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

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

Weaknesses Not a natural product More expensive than

the average sugar Has multiple side

effects Has the rumor of being

a non-healthy product



Splenda: Skinny But Sweet

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

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

Threats Not natural May cause headaches,

dizziness, diabetes, enlarged livers and kidneys, and more

Chlorine is added to the product causing danger



Buyers/Target MarketBuyers/Target Market

Mainly women Obese individuals Individuals on diets Age range of 20-55 years of age Coffee and tea drinkers

Mainly women Obese individuals Individuals on diets Age range of 20-55 years of age Coffee and tea drinkers



Social MediaSocial 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.

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.

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.



AdvertisingAdvertising

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.

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.

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.



Metrics of SuccessMetrics of Success

Online Twitter search Amount of people

“liking” Facebook Splenda

Google Alert YouTube insight

Traffic rate

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

Offline Questionnaires Surveys Yearly or even monthly

profit increase/decrease Customer feedback How many products are

now made with Splenda



Budget and TimelineBudget and Timeline

Seasonal Peak: Beginning of March, when diets begin to start for majority.

Promotions and deals should be kept on a daily basis.

Seasonal Peak: Beginning of March, when diets begin to start for majority.

Promotions and deals should be kept on a daily basis.

Timeline

FacebookTwitterYouTubeBlogAdwords

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Splenda Skinny but Sweet