The document summarizes information about the artificial sweetener Splenda. It discusses Splenda's goal of allowing people to enjoy sweet foods and drinks without calories or guilt. Key points include that Splenda is made from sugar so it tastes like sugar, but has no calories. It also outlines Splenda's target markets, potential marketing strategies including social media, advertising, and metrics to measure success.

1. SPLENDA Skinny and Sweet No Calorie! By Emily Michaels

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. Timeline