The Headquarter of its parent company Mars in located in McLean in Virginia. Twix was introduced in United Kingdom in 1967 and later in United States in 1979. The company also has various promotions like 4 extra bars free, discount on quoted price, increase in weight and many more.įollowing is the distribution strategy in the Twix marketing mix: The twin bars pack is available for $1 and hence satisfying for consumer. The product is available in single bar, two bars and loose bites packs. Thus, Twix products are projected as premium quality with reasonable cost and affordability and they gain edge over the competition. The pricing in its marketing mix is mid premium to economical. The prices are also affected by the costs of similar products available in market and hence company has to follow competitive pricing. The costing is affected by raw material prices, processing, distribution, channeling costs and advertisement and selling expenses. It especially targets middle class society looking for sweet treats at economical pricing. Twix is a candy bar and hence appealing to all the age groups. It has proposed to provide employment to 300-400 people.īelow is the pricing strategy in Twix marketing strategy: In 2013, it has inaugurated new production facility for chocolate bars in October city Industrial zone in Giza City West of Cairo, Egypt. All the variants of the products contain the detailed nutritional information and allergy warning about it. These bars are also available in white chocolate and dark chocolate variations. Twix Tea bars are medium sized bars available loose in bags at the supermarkets. Peanut Butter Twix is the variant in which caramel filling in chocolate is replaced with peanut butter. Over the years company has introduced as well as discontinued many variants of the product.
Another product called Twix Bites was introduced in 2014. It has many variants as a part of its marketing mix product strategy. The combination of smoothness and sweetness of chocolate, chewiness of caramel and crunch of cookies is perfect and delightful. It is very popular and described as crispy, crunchy and chocolaty by the enthusiasts. Twix is a premium chocolate bar with biscuit applied along with other confectionary toppings and coatings most commonly caramel and milk chocolate. The product strategy and mix in Twix marketing strategy can be explained as follows:
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