Marketing Strategy of Twix analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Twix marketing mix, help the brand succeed in the market. Let us start the Twix Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Twix marketing strategy can be explained as follows:
Twix is a premium chocolate bar with biscuit applied along with other confectionary toppings and coatings most commonly caramel and milk chocolate. It is very popular and described as crispy, crunchy and chocolaty by the enthusiasts. The combination of smoothness and sweetness of chocolate, chewiness of caramel and crunch of cookies is perfect and delightful. It has many variants as a part of its marketing mix product strategy. Another product called Twix Bites was introduced in 2014. Over the years company has introduced as well as discontinued many variants of the product. Peanut Butter Twix is the variant in which caramel filling in chocolate is replaced with peanut butter.
Twix Tea bars are medium sized bars available loose in bags at the supermarkets. These bars are also available in white chocolate and dark chocolate variations. All the variants of the products contain the detailed nutritional information and allergy warning about it. In 2013, it has inaugurated new production facility for chocolate bars in October city Industrial zone in Giza City West of Cairo, Egypt. It has proposed to provide employment to 300-400 people.
Twix Price/Pricing Strategy:
Below is the pricing strategy in Twix marketing strategy:
Twix is a candy bar and hence appealing to all the age groups. It especially targets middle class society looking for sweet treats at economical pricing.
The costing is affected by raw material prices, processing, distribution, channeling costs and advertisement and selling expenses. The prices are also affected by the costs of similar products available in market and hence company has to follow competitive pricing. The pricing in its marketing mix is mid premium to economical. Thus, Twix products are projected as premium quality with reasonable cost and affordability and they gain edge over the competition. The product is available in single bar, two bars and loose bites packs. The twin bars pack is available for $1 and hence satisfying for consumer. The company also has various promotions like 4 extra bars free, discount on quoted price, increase in weight and many more.
Twix Place & Distribution Strategy:
Following is the distribution strategy in the Twix marketing mix:
Twix was introduced in United Kingdom in 1967 and later in United States in 1979. The Headquarter of its parent company Mars in located in McLean in Virginia. In mainland Europe, the prevalent name of name of the chocolate was Raider, which was later in 1991 changed to Twix to maintain the homogeneity of brand name globally. The name changes in Denmark, Finland Norway, Sweden and Turkey took place still later in 2000. Some of the products like Twix Tea Breaks, Twix Miniatures, Triple Chocolate, Choc N Orange Twix, Twix Extra, Chocolate Ice Cream Twix, White chocolate Twix is available in UK and some other European Market. In US and UK, it is available in supermarkets, corner-stores, movies concession stalls, bakeries and vending machines. In India it is available at supermarkets and the shops stocking imported goods and chocolates. These are also available on e-commerce websites like Big-Basket, Amazon Grocery.
Thus it is available through numerous distribution channels.
Twix Promotion & Advertising Strategy:
The promotional and advertising strategy in the Twix marketing strategy is as follows:
Twix is a globally famous brand of chocolate with long heritage and customer loyalty. It is known for its delicious chocolate range at affordable prices. The packaging of Twix is easily identified from other chocolates. distinctive and It has its own separate website on which trendy design and product display can be seen. It has cultivated the identity through the storytelling way of building the brand like Left and Right Twix. It gives the perception of different bars though they are essentially same and urges them to pick sides. The fans have actively participated in this campaign related social media pages namely Facebook, Twitter and blogs. This became a very successful campaign for Twix. This is reflected on the website, social media pages having differentiation in expression of left and right side. Over the years, Twix has implemented many promotional campaigns and effective advertisements. It makes use of broadcast media like television, radio, print like magazines and newspapers and billboards and hoardings. The message to appeal to consumers emphasizes upon taking a break and relaxing. This concludes the marketing mix of Twix.
Twix bar is a Chocolate bar brand owned by Mars Inc. The initial favor of Twix was mild chocolate, however later on many more variants were added to the basket.
The latest 'Left and Right Twix' campaign of the brand launched in 2012 Cannes Festival has earned brand a lot of awareness. Recently it had also ventured into cake sector through introduction of 'Twix Caramel Slices’.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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