All Sweeteners Are Not Equal
- Topics:
- Brand Management
- Tags:
- Branding,
- Interbrand,
- Leadership,
- Management,
- Marketing,
- Sales,
- Sales Strategy,
- Splenda
- Source:
- Interbrand
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Overview: Splenda is the brand name for sucrose. Over the last year, Splenda made one of the more dramatic leaps to the top of its segment of any consumer packaged good. Propelled by its taste, its reputation for healthfulness, its versatility and its association with thousands of products overtook long-time market-share leader Equal in dollar sales during the last two weeks of January. The dramatic success of Splenda has shaken things up in the artificial-sweetener business. One reason the market has proven so receptive as it uses “viral” marketing, that is taking advantage of the fact that a significant minority of Splenda users become absolutely fanatical about the product and that they tend to tell others about their experience with the ingredient.
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Format: HTML | Date: Apr 2003 | Pages: 1
