Equal's business in the 1980s: The Equal product was the first product created by Searle and represented a new aspect of development in the artificial sweeteners market. It was made of a new substance, and this substance was an innovation by Searle that added significant value to the market, which that invention called aspartame. Equal was trying to achieve their goal by improving their product to get a better edge to compete with other similar products in the market called Sweet'n Low's (a sugar substitute), and at the same time Equal never gave up on their competitor who it was selling similar type of their same product feature for almost zero. In this regard Equals constantly focused on improving their product, so the effort exerted by Equals gave them an advantageous result in the market. For this implementation Equals has been progressively improved in the artificial sweetener market. The important aspect for us is to know that Equals was implementing a good marketing strategy for them, which was a primary demand of the marketing strategy, was focused on creating a new product substance in artificial markets and that Equals realized that their product was getting better opportunities than a competitor's product, for that aspect Equals was supported by increased advertising to gain a primary advantage from the marketing strategy for their product in the market to be in the lead. Sweet'n Low's was implementing different ways of marketing strategy, and that kind of marketing was implemented before Equals appeared is different when Equals appeared in the market, the first marketing strategy implemented before Equals appeared in the sweetener market was the primary marketing strategy required, they have created n...... medium of paper......use it has a good brand in the market and holds a large percentage of the market share and also has a high and strong demand, because it has some advantages that differentiate it from Natra Sweet Spoonful, it can be used for baking and it is its old product on the consumer market adapt to use this type of brand for a long time and has satisfied and served great part of the needs of consumers on the market. While another brand called Natra Sweet Spoonful has less demand than Equals and has served a low portion of the market share which has a lower percentage than Equals, it is also a new product in the markets which has catered to the needs of customers who are only interested in diet and interested in lifestyles and seeking low-calorie artificial sweeteners. This is why the best brand to expand is Equals because it has a higher demand than others .