Marketing Strategy and SWOT Analysis Of Twix 

Twix is at the top of the list regarding the candy you want to see in the kids’ Halloween loot (or, let’s face it, you’re an adult and can go trick-or-treating if you wish). It’s the right combination of chocolaty and crunchy, and the two skinny sticks not only make you feel like you’re getting twice as much, but they’re also simpler to eat without making a mess. It’s a win-win situation! This blog will examine the marketing strategies used by this corporation to maintain its success.

Since Twix is a caramel shortbread chocolate bar made by Mars, Inc., we will examine Mars Inc.’s mission and vision statements and SWOT. 

First and foremost, we will examine Mars Inc.’s mission and vision statements.

Mission statement: 

“We have come to a clear articulation of our mission – that the world we want tomorrow starts with how we do business today”. 

Mars Incorporated Building an Innovation System’s mission statement highlights its core strengths and skills. It is significant for Mars Incorporated Building an Innovation System because the mission statement emphasizes the many systems, processes, and strategic tactics the firm uses to achieve its organizational and strategic objectives. 

Vision Statement: 

“To be a leading, competitive firm that adds value to shareholders by being a desired corporate citizen and employer.”

Mars Incorporated’s vision statement, Building an Innovation System, is succinct and to the point. The corporation should have employed lengthy conversations and dialogues to convey its perspective and posture to the public and essential stakeholders. The vision statement should be succinct and thorough; it should explain the essence of the firm and its future ambitions to assist stakeholders in understanding its business philosophy and strategy.

Mars Incorporated Building an Innovation System vision statement should be succinct yet comprehensive. It implies that the vision statement should be complete in its description and information about what the organization seeks and how it aims to attain its long-term goals strategically. The vision statement should be a thorough declaration that identifies the company’s basic capabilities that will allow it to accomplish its long-term goals.

Following that, we will examine Twix’s positioning plan.

Ghostbusters fans seeking a yummy slime-themed treat have a few alternatives, such as the repurposed Ghostbusters: Afterlife Muncher-themed Twinkies and Apple Jacks that turn your milk a horrible green, which has recently debuted on shop shelves.

As if that weren’t enough, with little over three months till Halloween, Mars has secretly started releasing advertising photographs for this year’s eerie candy selection, with the theme being green slime. Okay, they never say “slime,” but look at this package!

While the look of either candy may be unappealing at first, the flavour is considered identical, with Twix including a “Ghoulish Green Cookie” and Snickers using coloured nougat.

Additional photographs of similar themed M&M’s have also surfaced online, with the Snickers and Twix in different fun-sized packs promoted as “Ghoul’s Mix.”

These two facts alone lead us to the conclusion that Twix belongs to the Jester archetype.

What information do we have about the Jester?

Desire: to be wholly immersed in the present moment.

The goal is to have a good time while brightening the planet.

These are the archetype’s message levels.

Level One: apathy, dullness

Level Two: life as a game, have fun.

Level Three: intellect utilized to deceive others, avoid danger and find methods around obstacles, metamorphosis.

Level Four: Living life in the present moment, one day at a time

The Jester persona might be an excellent brand identity:

Whose service helps others to belong or feel like they belong

Whose functioning allows people to have a good time at reasonable prices manufactured and sold by a corporation with a fun-loving, laid-back corporate culture, separated from a self-important, overconfident, established brand

Following that, we will examine Twix’s SWOT analysis.

Strengths: 

 Mars has an extensive geographic footprint, having activities in over 78 countries worldwide. Mars Chocolate is available in over 21 countries, whereas Mars Petcare is available in over 50. In addition, Mars is extending its operations in new areas, which helps to lower its business risks.

Sustainability initiatives: Mars has established several long-term sustainability objectives, one of which is to eliminate greenhouse emissions from its activities by 2040. It has also established targets for effective water use and waste reduction. Such initiatives assist the organization in setting long-term goals and lowering operating costs.

Strong product portfolio: The company boasts a variety of popular items in both the petcare and chocolate categories, such as Pedigree, Royal Canin, Whiskas, and others in the petcare business, and Mars, Galaxy, and Snickers in the chocolate market. In the drinks area, Mars also has a robust product selection. Mars’s diverse product line allows it to target a broad spectrum of clients while increasing its market penetration.

Attention on providing healthy products: Mars has shifted its focus to producing healthy pet and chocolate products. Mars has worked hard to reduce the calorific content of its goods. As individuals increasingly become health conscious worldwide, there is a latent need for healthy items.

Weaknesses: 

Product recalls taint Mars’ image: Mars has had its fair share of product-related issues. Mars has had to identify products multiple times recently. For example, in June 2016, Mars recalled several of its chocolate products in North America. Such incidents harm the company’s reputation and profitability, particularly in consumer products.

Opposition to the use of animal rennet: Mars has faced some demonstrations over the use of animal rennet in its goods, which has harmed the company’s image, particularly among vegetarians who opposed the use of animal rennet in Mars’ products.

Opportunities: 

Confectionery market growth: The confectionery market has shown good development in recent years and is likely to proliferate in the future. The expansion of the confectionery business will help Mars.

Petcare sector is expanding: The global petcare business is increasing slowly but steadily. As one of the world’s leading Petcare food manufacturers, Mars ideally seizes the opportunity.

Improving Lifestyle in Emerging Economies: As lifestyles improve in emerging markets, the Petcare and Confectionery industries rise substantially, particularly in India and China. Mars is well-positioned to capitalize on the demand generated in new markets.

Combining the companies of Mars and Wrigley: In October 2016, Mars announced the merger of its business operations with Wrigley to become Mars-Wrigley Confectionery. It will assist the firm in increasing penetration, offering additional items, and increasing its bottom line.

Threats: 

Intense rivalry across product categories: Mars faces competition across all its product categories. PetSmart, which provides a variety of items in the Petcare area, competes with it. In the confectionery industry, it competes with Mondelez International, Nestle, and Hershey’s, among others. Such rivalry reduces market share and causes price wars, which impact profitability.

Increasing health consciousness: There is a growing awareness of health issues worldwide, particularly in developed economies. Although Mars has concentrated on reducing calorific content in its goods, increased knowledge may distract consumers’ attention to other products, making it a threat.

Increasing salaries in the United States: Wages in the United States have risen in recent years, resulting in increased production and transportation costs for Mars.

Last but not least, we will unveil the market sector that Twix has chosen to target. 

But first, commercial. 

Twix is one of the most popular candy bars on the market, thanks to its delectable and delightful pair. Mars, an American multinational maker of chocolate and other food goods, created controversy among its fans with its long-running “Pick a Side” advertising campaign.

The promotion encouraged candy lovers to choose between “Left” and “Right” Twix, referring to the pair in each package.

For years, fans have divided themselves into #TeamLeftTwix and #TeamRightTwix, claiming that their preferred side had more caramel or was healthier than the other. However, both sides are identical, and neither genuinely benefit you.

The brand’s new commercial dubbed “Camping” shows that Twix is the same on both sides—no need for rivalry!

Viewers watch a pair of similar flannel-clad twins on a camping trip (we were unable to locate the performers’ identities, regrettably) who take a break to munch a Twix.

“You know, it doesn’t matter if you select left or right since they’re both chewy, crispy, and wonderful,” one twin observes.

The camera turns to two anthropomorphic bears. Who hungrily observes the campers while the twins ruminate on the identicalness of the Twix bars (and, to be figurative, themselves)?

“You know, it doesn’t matter if you select left or right since they’re both chewy, crispy, and wonderful,” one of the bears says repeatedly.

This time, the bears are most likely discussing devouring campers rather than candy bars! “Do you know what else I enjoy?”

The camera returns to the human twins, who appear to complete the bear’s statement, adding, “…the sound of the snap.”

“…when you bite into it,” the bear says ominously.

The campers nod in accord, wholly unconscious of the bears lurking behind them and (most likely) their imminent doom.

The ad concludes with the slogan, “Left or Right, a good decision either way.”

As amusing as the commercial is, “Camping” nearly totally undoes the years of the “Pick a Side” campaign, proving that the Left Twix and Right Twix are identical.

Whatever side you’re on makes no difference—you’re both enjoying the same candy bar!

So, no, one side doesn’t have more caramel or crunch than the other, and in case you’re wondering, Twix bars aren’t healthy (neither side is!).

Olivia Munn tweeted in February 2010 that she loves Twix and will eat a caramel shortbread chocolate bar before a cover shoot.

“What do you eat before a cover shoot?” she tweeted about her second Complex magazine cover. “Three cooked eggs, turkey bacon, wheat bread, fruit side, grapefruit juice, and TWIX.” Yum.”

Other than the fact that Twix has decided to target Hedonists, we have no other inference.

Values and way of life:

Because they only live once, hedonists aim to make their lives as fascinating and joyful as possible. They would undertake daring and dangerous things to make their time more enjoyable.

Hedonists like socializing. They have a terrific set of buddies with whom they frequently hang out. This demographic can always party, but even everyday shopping excursions are enjoyable.

This part occasionally invites its buddies for drinks, food, and sports watches.

Hedonists desire to be changed. They will always take chances, change jobs, and even make pals if necessary. Because this demographic is quickly bored, their partnerships are typically brief. They like seeing new locations and meeting new people.

This market buys new things as soon as they are released. They attempt to buy new clothes all the time to appear fashionable. One of their interests is keeping up with fashion.

Hedonists care about their appearance and devote significant effort to their looks. However, it’s also positive since these folks are more self-centred.

This demographic enjoys taking on leadership roles at work; money is their career motivation. Hedonists have a macho viewpoint as well. They believe drinking is for getting drunk, and males should not weep, and so forth.

With this frenetic lifestyle, the family takes a back seat on the Hedonists’ priority list. However, this group will occasionally share a weekday breakfast or Sunday meal with their family.

Shopping attitude:

Hedonists prefer popular brands. They believe that brand labels improve a person’s image. This demographic enjoys being and seeming unique. 

You’d be astonished to learn that Hedonists frequently favor quantity over quality. They are impulsive customers who need to organize their buying trips.

This demographic typically shops at smaller retailers. They put forth much effort to find the essential items.

Hedonists will buy from domestic brands if they are fashionable.

Other fascinating facts:

• They spend as much time as they can socializing with their pals, going to clubs, cafés, pubs, and films.
• View the recently released films
• Playing games or using gambling machines to test their luck
• Visit exhibitions of interest to them.
• They are inactive users of social media.
• Consumers of magazines who read for enjoyment
• TV viewers that are below average
• Use the internet to make your life more enjoyable.

That concludes the “Marketing Strategy and SWOT Analysis of Twix” blog. We attempted to show you the tale behind the company’s success with this in-depth examination. If this has piqued your curiosity, please visit our main website. We routinely create new and intriguing information about various businesses.