Activities of Equal during the 1980s: Equal's product was the first product created by Searle and is a new aspect of development in the artificial sweetener market. It was made from a new substance, and this substance was an innovation by Searle that added significant value to the market, which this invention called aspartame. Equal was seeking to achieve its goal by improving its product to gain a better advantage to compete with other similar products in the market called Sweet'n Low's (a sugar substitute), and at the same time, Equal never gives in to its competitor which sells almost at similar type to their Equal product feature. In this regard, Equals has constantly focused on improving its product, so this effort, exerted by Equals, has given it an advantageous result in the market. For this implementation, Equals has been gradually improved in the artificial sweetener market. The important aspect for us to know that Equals was to implement a good marketing strategy for them, which was a main request for marketing strategy, it focused on creating a new product substance on the artificial markets, and Equals realized that their product was getting better opportunities. than a competing product, for this aspect, Equals was supported by increasing advertising to gain greater advantage from the marketing strategy to make their product in the market lead. Sweet'n Low's has implemented different marketing strategy methods, and this type of marketing strategy 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 most requested marketing strategy, they created n..... .middle of paper ......use it a a good brand in the market, and holds a large percentage of market share and also has a high and strong demand, because it has a certain advantage that differentiates it from the Natra Sweet Spoonful, it can be used for baking, and its old product in the market, the consumer adapts to using this type of brand for a long time, and it has satisfied and fulfilled a large part of the needs of consumers in the market. While the other brand called Natra Sweet Spoonful has less demand than Equals and it covers a low market share which has a lower percentage than Equals, it is also a new product in the markets which meets to the needs of customers who are only interested in them. in food and concerned about lifestyles and looking for a low calorie artificial sweetener. For this, the best brand to develop is Equals because its demand is higher than others. .