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Marketing Group Activity Group Assignment
Marketing Management (University of the People)
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3. T
ableofContent
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❖ Introduction
❖ Current marketing strategies
➢ Objectives, target segments, value proposition, implementation, promotional
tactic,
➢ Evaluation of current marketing strategy
❖ How current strategies resulting in customer retention - including importance of
customer retention and what factors affects customer loyalty
❖ Evaluate current customer retention strategy is appropriate for our company
❖ Recommendation of improvement
❖ Conclusion
❖ Reference
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4. Introduction
Swerve is a company found in New Orleans, LA in 2001 by Andress
Blackwell, now a family brand under Whole Earth Brands that focuses
on healthier lifestyles (Swerve, n.d.).
Swerve’s that focuses on producing all-natural sweetener made from
a combination of ingredients derived from fruits and vegetable
(Swerve, n.d.).
Swerve products are granulated, confectioner, brown sugar
replacement that behaves and taste like regular sugar and yet has
zero calories, zero glycemic index and no side effects of other sugar
replacement like digestive intolerance (Swerve, n.d.).
Major Competitors
Cargill, Ingredion, Tate & Lyle, Archer Daniels Midland Company
(Dublin Business Wire. 2018)
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5. CurrentMarketingStrategies
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❖ Objectives
➢ Educate consumers about blood sugar and healthy diet choice, that Swerve is an
essential tool to achieve better health and vitality (Swerve, n.d.).
❖ Target segments
➢ Any individuals regardless of age, gender,geographic location, who has increasing
interest in health benefit related to sugar, and also individuals that needs sugar
substitute due to health reason such as diabetes any other reasons (FoodDrive, 2016).
❖ Value
➢ Honor the Sweetie inside everyone
➢ Live life fully
➢ Sweeten relationships with everyone everyday
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6. CurrentMarketingStrategies(Cont.)
Marketing Mix
Product
❖ Swerve Granular
❖ Swerve Confectioners
❖ Brown Swerve
❖ Yellow Cake Mix
❖ Chocolate Cake Mix
❖ Cookie Mix
❖ Pancake Mix
❖ Brownie Mix
Price
❖ 12 oz product $6.98 (58.2 cent/oz) compare to
the competitor’s price range of $7.68-$18.63
(The Marketing Standard, 2020) - price is sub
of overall process of cean raw material,
fermentation, additional enzyme and finished
with flavor (Swerve, n.d.)
❖ Still more expansive compare to regular sugar
which is 3.8 cents/oz
❖ 20-30% monthly promotional discount
Place
❖ Sold directly from the website
❖ Sold on amazon
❖ Sold in major grocery store such as Walmart,
Target, Kroger, Publix and more
Promotion
❖ Online advertising features a series of videos
and social media posts (The Marketing
Standard, 2020).
❖ Monthly promotional/discount code
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9. Currentcustomerretentionstrategy
❖ Posting recipes using Swerve on company’s web page
❖ Recruit recipes from consumers and share them
❖ Introducing recipes using Swerve using SNS like Facebook,
Twitter, Pinterest, Instagram, and YouTube
❖ Writing blog articles and delivering newsletters
The target is consumers who have refrained
from sweets for some reason.
The strategy is to keep such consumers
motivated to use Swerve continuously by
proposing various ways of using it with pictures
of delicious sweets (Swerve, n.d.).
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10. Evaluatingcurrentcustomerretentionstrategy
❖ Swerve assure their clients about brand ownership
❖ Swerve customers can always start on a brand-new clean slate
of the year. It’s never too late to start eating healthy
❖ Confirms consumers are limiting or avoiding sugar in their
diet
❖ Swerve is a true sugar replacement because it's sweet and
delicious
❖ No bitter after taste (Swerve, 2021)
Customer retention is the process of engaging existing customers to
continue buying products or services from your business. It’s different
from customer acquisition or lead generation because you’ve already
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converted the customer at least once. (The daily egg, 2018) Celebrate Being Together
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11. Evaluatingcurrentcustomerretentionstrategy
Corporate credibility is the extent to which customers believe a
firm can design and deliver products and services that satisfy their
needs and wants. It reflects the supplier’s reputation in the
marketplace and is the foundation for a strong relationship. (Kotler,
P., & Keller, K. 2012, p.203
Swerve motivate their customers and assure them it's never too late
to start.
We want to share what natural means to us, so you can be a more
fully informed consumer.
❖ You’ve got a brand-new clean slate of a year.
❖ Ochsner health always retweet articles from Swerve
❖ fastest-growing natural brands in the country with a high level
of consumer trust and brand recognition.
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12. Recommendation
The following five customer retention strategies are suitable for this product (“8 Best Customer Retention”, n.d.).
・Customer Surveys
・Be Active in Your Community
・Keep Customers Informed
・Use Gamification
・Be Personal
As mentioned above, it is important to activate the customer community because Swerve creates a customer
community and exchanges recipes. In addition, by disseminating product information from manufacturers, individual
customers and communities can be stimulated. This product is considered to be used to improve health, and the
continuous use of the product can be promoted by incorporating game elements such as recording the index and
visualizing the improvement. For that purpose, it is conceivable to propose a method of using the product that suits
the individual, for example, by utilizing an application.
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13. Recommendation(Cont.)
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Customers, Competitors, and Product Costs are important factors in determining Price
(Principles of marketing, 2015, p. 442).
- Customers purchase Swerve products for special purposes, not daily necessities.
-Swerve is a product with features not found in competitors, and is differentiated from
competitor.
-Product costs require some processing costs, distribution costs, and advertising costs
in addition to raw material costs.
It is necessary to take these factors into consideration when determining the price.
We believe that Swerve is suitable for Value-Based Pricing (Dholakia, 2016).
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14. Conclusion
Jones et al., (2010), suggested while sugar-sweetened beverages are marketed aggressively, they should be taxed to
reduce obesity and identified potential health gains and wider impact on jobs health and monetary savings.
The good and not so good about artificial sweeteners
They are approved by FDA, prevent sugar that prompts tooth decay and cavities while they accelerate weight loss
and manage diabetes. They are inexpensive compared to sugar-sweetened beverages since they have little to no
effect on blood sugar and insulin. The not so good about themis, they may potentially increase the risk of weight
gain, obesity, metabolic syndrome, and Type 2 Diabetes.
Bottom line is that artificial sweeteners can be a part of a healthy diet although there is a great concern of easy
accessibility at homes and in food products. Due to all health risks mentioned, Swerve is a natural sweetener of
preference to stick to. (Swerve, 2021)
Robust Swerve advertising of brand message across the country and different demographics and social groups may
save some severe chronic diseases. With such a product when advertising, giveaways and contests, and their main
purpose is to have the audience pay attention to maximize brand or product awareness which at the end will benefit
to reduce ill health. (Lyons, 2021)
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15. References
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8 Best Customer Retention Strategies Your Business Should Use. (n.d.). commbox. Retrieved December 22. 2021. from
https://www.commbox.io/8-best-customer-retention-strategies-your-business-should-use/
Dholakia, U. M. (2016, August 9). A Quick Guide to Value-Based Pricing. Harvard Business Review. https://hbr.org/2016/08/a-quick-guide-to-value-based-pricing
Dublin Business Wire. (2018). $3 Bn Artificial Sweeteners Market - Consumption & Forecast, By Products, Regions, Applications, Company Analysis to 2025 - ResearchAndMarkets.com. Retrieved
December 17, 2021, from
https://www.businesswire.com/news/home/20190528005544/en/3-Bn-Artificial-Sweeteners-Market---Consumption-Forecast-By-Products-Regions-Applications-Company-Analysis-to-2025---Resear
chAndMarkets.com
FoodDrive. (2016, June 27). Swerve Sweetener Encourages Guilt-Free Lifestyle. Retrieved December 20, 2021, from
https://www.fooddive.com/press-release/20160627-swerve-sweetener-encourages-guilt-free-lifestyle/
Swerve. (n.d.). About. Retrieved December 17, 2021, from https://swervesweet.com/about
The Marketing Standard. (2020, October 20). Swerve Serves up Sweet New Campaign That Will Keep Everybody Pleased. Retrieved December 20, 2021, from
https://www.lbbonline.com/news/swerve-serves-up-sweet-new-campaign-that-will-keep-everybody-pleased
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16. References
Hodgins, D. C., Fick, G. H., Murray, R., & Cunningham, J.A. (2013). Internet-based interventions for disordered
gamblers: study protocol for a randomized controlled trial of online self-directed cognitive-behavioural
motivational therapy. BMC Public Health, 13(1), 10. https://doi.org/10.1186/1471-2458-13-10
Joshua Lyons Marketing. (2021, September 22). The importance of having integrated marketing communications.
Joshua Lyons Marketing.
https://jjlyonsmarketing.com/resources/the-importance-of-having-integrated-marketing-communications-imc/
Swerve, L. L. C. (2021, May 3). Make it a berry happy Mother’s Day. Swerve.
https://swervesweet.com/blog/berry-happy-mothers-day
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