Marketing about Equal sweetener--澳洲代写Assignment范文

澳洲代写Assignment范文:“Marketing about Equal sweetener”，这篇论文主要描述的是Equal是一个专业从事生产制甜味剂的品牌，它的生产与销售主要都是由Merisant公司来负责，Equal也是Merisant中最为重要的产品，占据了Merisant主要的销售份额，在海外的销售中以健康无热量的优点受到了世界各国人民的欢迎。

Equal is a brand of the no-calorie sweetener , or the artificial sweetener .It is made and sold by the Merisant company which is a global company deals in many kinds of  tabletop sweetener .Equal is regarded as the most famous and important product in this company . Merisant is the leading company in the low calorie sweetener field and its product take up nearly 1/3 in the table. One half of its amount of sales come from the oversea markets .Now the company has 19 brands in more than 100 countries .Hundreds and thousands of people enjoyed the health food produced by Merisant .Merisant has its headquarter in Chicago ,America .Now its business has spread to 6 continent all over the world ,its slogan is “bring great flavor across the world ”。

Equal sweetener is a kind of artificial sweetener. It doesn’t have the bitter taste as other artificial sweetener .The sweetener in one pack of Equal sweetener equals to 2 spoon of saccharum but the calorie is only 1/8 of the saccharum .Unlike other sweeteners, Equal is packed as individual packets so it is very convenient to take and use .Equal sweetener is very popular in many countries and it is very convenient for people to take and use ,it can be added in tea , coffee and even can help make cakes .Besides these ,Equal sweetener is applicable to many people including pregnant women , children ,old men, people who want to lose weight and even diabetics for it does not contain sugar and it is named the specialized sweetener for diabetics.

SWOT Analysis

External factor

Internal factor

Opportunities

O1：now the market demand is high and client base is growing .

O2: Merisant cooperated with other distributors very well (such as Woolworths, Coles Myer,7-eleven ),it also has promote other brands like Nutra Sweet, Canderel.

O3: The business of Merisant can spread to more countries and improve its market share. Threats

T1：the substitutes of Equal sweetener become more and more the competitors also take measures to low the price to enlarge their market.

T2: the negotiation ability of the clients and suppliers had improved.

T3: The economic depression and transaction cycle may do damage to the      company.

Strengths

S1：  the company have had a very good reputation and large capital support

Merisant has a widely accepted leading position in the market

S2:   Merisant is a global company which has a quite soundly information management system and has a large number of loyal client base.

S3: Employees in Merisant are quite qualified, they master the technology of the field and they are diligent, modest

S4: Merisant has a up-and-coming corporate culture, they pursue the better product and better services.

Merisant has a typical produce technology and a very rich marketing experience .Compare to its competitors, the product in Merisant is original in package and reasonable in price.

It has many subsidiaries in many continent and countries and it can spread to many more places.

Their marketing experience is very rich which can help them make a more accurate marketing evaluation

The expansion of product portfolio and expand the brand image.  ST

Merisant can form strategic alliance with its distributors Woolworths, Coles.

To store abundant fund to deal with its transaction cycle.

Use its brand effect to defeat its competitors, establish good corporate image and trade credit.

Produce low cost but high quality product

Have rapid response to the ever-changing market  

Weaknesses

W1：some other artificial sweetener companies are growing up and scrambling for the raw material .

W2: Merisant is lack of some typical competitive technology.

W3: Its business with Mcneil Nutritionals   is not good enough for the conflict about marketing for splenda.

Reinforce the company’s management, cultivate talents in its major competitive technology.

Find reliable supplier and keep a good relationship.

Improve its technology in producing the product and make it its strength .  WT

Make changes when the environment is changed like give discounts, reduce the price.

Use its superb service and high quality of product to attract consumers.

Research the market frequently and take precautions in the economic depression.

Strategy according to the SWOT Analysis:

1: Adjust its marketing plan frequently: to promote its strength, keep the loyal consumers and attract other consumers. Focus attention on its strength and opportunities ,minimize the threats.

2: Keep a track of the demographic and economic trend, find new marketing opportunities and keep pace with the market change.

3: now Merisant has many opportunities, it can take advantage of them to eliminate or minimize the threats .Improve the production capacity and sale ability. Develop new product and new market.

4: take full use of its available source and develop a sustained competitive strength, make sure the selling process always smooth.

4Ps Analysis

E. Jerome McCarthy summarized the “marketing mix” which was raised by Neil Borden and put forward the “4Ps: product, price, place, promotion”

(E. Jerome McCarthy, 1960) ①

“Marketing is a kind of social activity and manage process created by individual or groups in supplying valuable product to exchange with others to satisfy their own needs .”

(Philip Kotler, 1967) ②

In 1990, Robert Lauterborn put forward4C: customer, cost , convenience and communication.

(Robert Lauterborn,1990)③

As an add to 4Ps, 4C strategy makes up some deficiency in 4Ps,it pay more attention to the consumers and this strategy mostly from the part of the consumers .In the 4P analysis, it  maybe helpful to combine with 4C strategy for in the business ,customer is god .It can also help the company to make its market plan and help the product to improve .It’s profitable and easy to perform.

Product:

Equal sweetener table 100 packs is a brand of low-calorie artificial sweetener .It is widely used in people’s daily life and the client base is very large .It is packed as packs, so it is very convenient to take and the main ingredient is aspartame, according to research aspartame is good to people’s health and suitable for diabetics .Equal sweetener is sugar-like but in fact it doesn’t contain any sugar and the calorie content is very low so it is also popular in the group who want to lose weight but like to have sugar. Know what kind of product customers want and need is quite significant. Produce new product and improve the quality and sales promotion .Its package i.e. table 100 packs satisfy the convenience need of consumers. Packed it in an aesthetic and portable way paying attention to the color , texture, the packing material  .The brand logo is quite easy to remember, it also has a good reputation.

Price:

Many consumers hope to buy cheap product with high quality .Price is also a very important factor that will let customers make their choices. Compare to other sweetener brands, the price of equal sweetener table 100 packs is reasonable, now in the market it costs 5.49 dollars. Sometimes equal sweetener also gives some discounts and subsidies also take the retail price and wholesale price into consideration. In pricing, Equal sweetener should compare itself with its competitors and then make the reasonable price. The pricing of the product and the changing of the price should conform to the market discipline. Equal should concern the reaction to the price and ask for their suggestion if possible.

The payment is also worth considering .Equal sweetener makes it possible for its consumers to pay in cash, through credit card or pay in the internet.

Place:

As to place, the company should consider the convenience for the consumers. Equal sweetener is sold in many oversea countries , the company should pay attention to the role of middleman or distributors in the placing activity including the risk share , transportation ,raise of capital ,classification ,sale and so on .The middlemen should have a good reputation and can provide the convenient and good service to the customers ,also they should have a high management ability. When customers buy a product ,it will also cost their time and money, it is the customer’s total cost .So Equal sweetener should do its best to reduce the cost of customers in the ground of not losing money in the business. In placing , Equal sweetener should look for the suitable and reliable distributor and enlarge its distribution channels and make full use of them.

“There are three channels for a multinational corporation to place its product.

1: through the trade agent

2: through the local joint venture or individual proprietorship

3: set up international purchasing office to evaluate ,choose and develop the local distributors on a global scale”    

Equal sweetener table 100 packs are available in many famous supermarkets and retail company such as Woolworths -----the biggest food retail company in Australia; Coles ---also one of the biggest retail company in Australia; 7-Eleven and other famous global chain stores .

The distributors who sell Equal sweetener should always have a close contact with the headquarter and make the product available when the market demand is increasing.

Promotion:

In making promotion strategy , Equal sweetener should pay attention to its sales mode to stimulate the consumption .Successful promotion can attract consumers of other brand and improve the company’s capital amount .So it requires to communicate with customers friendly and frequently .Equal sweetener did these ,it has its own website www.Equal.com .The website helps consumers know more about the product and they can communicate with Equal if they have any questions about the product or they want to order the product ,they can easily do it in the internet .Also, Equal can make advertisements on TV and famous magazines ,let some famous people as their spokesmen to make use of its brand effect and make impressive and catchy slogans .In fact ,the slogans now of Equal are quite good “embrace the taste” “step out to fight diabetes” “your drink demands equal” Good after-sale service which includes product introduction, delivery, room service is also a very good step .Equal can also publicize  good assessments by consumers ,that is more convincible .

“Do your best to deliver the best, exclamatory service: scatter the best service seed in the market, respect customers in the bottom of your heart and smile to them. Respect customer’s curiosity and judgement.”   (YuJun,2008)⑤

Conclusion:

Through the SWOT analysis and 4Ps analysis , we can see Merisant and its product Equal sweetener table 100 packs have many strengths and opportunities over its competitors ,but there are also some problems and things need to be done such as keeping a good relationship with its raw material supplier and keeping the sustained strength .But, the SWOT and 4P analysis also have their own defects, so the company should make changes as the environment changes and consider all-round.

So ,what the company should do is to know itself ,know its strength and weakness ,catch opportunities to minimize the threats and know about the market ,make a overall ,multi-field ,applicable and practical marketing  judgement  even perform revolutions. When opportunity comes , catch it and make full use of it .Produce the product and deliver services in a safe and moral way ,supply the consumers with high quality product and superb services ,becoming the lead company in the artificial sweetener producing field.

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