Swerve, “the ultimate sugar replacement,” began in 2001 as a small independent company
based in New Orleans, Louisiana. Their focus is on being a safe, quality product. Using only the
highest quality ingredients found in select fruits and starchy root vegetables, Swerve contains
no artificial ingredients, preservatives, or flavors. A unique process for making Swerve
combined with its natural ingredients makes Swerve a delicious, natural sugar replacement. The
variations Swerve offers include granular, brown, and confectioners in both 12- and 48-ounce
bags. Commercial size packages are also available for restaurants and bakeries.
Swerve focuses on its use as an ingredient (sugar replacement) for cooking and baking. Given
that it measures cup-for-cup the same as sugar, it can be easily substituted in recipes. Swerve
also browns and caramelizes like sugar. Swerve also offers individual packets for drinks such as
coffee and tea. Another product line includes a limited assortment of baking mixes (e.g.,
chocolate chip cookies and pancakes and waffles). With no effect on blood glucose or insulin
levels, zero calories, and non-glycemic, Swerve provides a safe sugar replacement for people
with diabetes.
Swerve can be found in many grocery stores throughout the United States and Canada. On its
website, Swerve provides consumers with store locators throughout the United States (by zip
code) and lists specific websites where consumers in international markets can order Swerve.
Consumers can also order Swerve on Amazon.
Swerve does a great job of educating consumers about the products and their uses as well as
providing recipes on their website. With many information and video links discussing the
product and demonstrating how to use the product in recipes, Swerve has created brand
awareness and a high-quality brand image. They also provide scientific data backing up their
claim about the safeness of the product for people living with diabetes. Even more beneficial
for many health-conscious people is that they provide detailed information about the process
used to make Swerve and the properties (components) of the product. Consumers can learn
about the product and feel comfortable with their purchase.
Research SWERVE then, using THIS memo format*, compose a 3-to-6 page marketing plan
that addresses the following questions/prompts:
1. Using the sections described in Chapter 16 of the Tanner & Raymond Textbook,
outline a marketing plan for the next year that includes:
• a SWOT analysis with identification of direct competitors
• target market(s) – these should be distinct and clearly defined. In other words,
‘people aged 18 to 75’ is NOT a valid target market
• value proposition
2. Using the elements from the textbook as well as strategies described by guest
speakers Tiffany Sellwood and Brian Lawson, outline a digital campaign to reach the
target markets identified above. Links to our live class recordings are available in the
Important Tools box on our classroom homepage for your reference.
3. Identify and outline in detail potential future market opportunities for Swerve.
Support your ideas with research.
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