Introduction
In the following research the marketing plan of Truvia, calorie-free sweetener, will be introduced. The following plan will include the description of the brand, its strong and weak points. Also the general overview of the market where Truvia will be introduced will be made. Speaking further about the aspects of the marketing plan, it will include the SWOT analysis of the company, where the strengths, weaknesses, opportunities and threats of the product will be discussed, followed by the objectives and issues analysis, which will take into consideration such aspects as the key objectives of the marketing campaign.
After the research and preparation is made, the marketing strategy for Truvia will be created. Different possible marketing strategies will be taken into consideration, and after that the most effective of them will be chosen and adapted to the needs of the brand. The chosen strategy will be followed by the action plan which will underline the exact steps which will be taken for the plan execution.
In the following research various sources will be used including articles in magazines and newspapers and materials from various web-sites. Also the opinions of the experts in the area of artificial sweeteners and business will be taken into consideration.
Truvia – Description of the Brand
To start with, it is necessary to provide the detailed description of the company and the brand which it is offering. First of all, Truvia offers zero-calorie sweetener to its consumers. The sweetener is made of Stevia plant. The product is produced from the leaves of the plants which provide the necessary degree of sweetness. Also it is necessary to take into consideration that Truvia is made of natural material. As the researches show, Stevia was first found in Paraguay, and since then it started to be used as a sweetener in food and beverages.
The peculiar feature which differentiates Truvia from other companies which produce Stevia-containing sweeteners is that in Truvia sweetener only the best-tasting part of the plant, which is called the Rebiana is used, while other producers also use other parts of the plant which are not so sweet and tasty. Moreover, it is necessary to take into consideration that Truvia is produced from only the natural ingredients. They include Erythritol, Rebiana and natural flavors. Truvia can be used not only as a sweetener which is added to tea or coffee, it can also be used in the number of recipes. One more feature which makes Truvia attractive for the consumers is that it can be consumed by diabetics. At the moment Truvia is presented in 7 countries, such as France, Spain, Italy, United States, Mexico, United Kingdom and Venezuela, and the penetration to the Australian market is planned (Truvia Web-site, 2012).
Australian Sweetener Market
After the basic information about the brand was considered, it is necessary to make the research focusing on the general condition of sweetener market in Australia. The first thing which is important to take into consideration while speaking about Australian sweetener market is that it is quite diversified and has …