Subject: Marketing Management

3. Market segmentation and customer analysis

3.1 Market segmentation

Sugar rush: These are the consumers who use Twix as a quick and easy snacking bar when they are on the go. These consumers need a fast fix, something that will satisfy them and keep them going during the day. This consumer is looking for a bar that is more substantial and “heavier” in terms of a fuller feeling after consumption.

Family treat: These consumers are looking for a snack that is family friendly, one that all ages will enjoy. These consumers tend to purchase larger pack sizes or “share bags”. These consumers seek out more than just a product they want an experience that their kids will enjoy too.

Enjoyment: These are the consumers who snack with the purpose of “treating” themselves. These consumers understand that everyone needs to indulge once in a while if not more. There can be two reasons behind this, either strict dieting with a “cheat day” or a consumer who has a constant sweet tooth. Either way, they both recognise that it is important to relax and enjoy food.

3.2 Target market/segmentation characteristics

Previously Twix have been known to mainly target middle aged working men, this is evident through most of their advertisements as they fail to include woman. The new campaigns goal is to make Twix a slightly more female friendly bar while still also capturing the male segment. The new campaign Twix Together is aiming at an overall equal balance of gender and a wide age span of 15-45 year olds.

Geographic	Twix is a global grand covering many corners of the globe within a wide range of climates including: Ireland/UK, Europe, US, Australia and Asia
Demographic	Both men and woman of all ages but predominantly 18-45 years old who reside in all areas aforementioned. The Twix Together campaign wants to incorporate all family by incorporating multipacks and share bags. As confectionary items are inelastic Twix will chose to target middle income families and upward.
Psychographic	Twix will target ABC1C2D - Upper middle class, middle class, lower middle class, skilled working class and working class (WebWindows , 2016). Lead busy lives and deserve a moment to themselves with their loved ones Want to feel as though they are indulging Enjoy chocolate but wants more than just a product Twix will target those who are fun, outgoing, bubbly and love to socialise and be part of a group
Behaviour	Twix product benefits will be pushing consumers towards a communal experience, one filled with friends and family – those who matter Moderate – 1 – 3 times a week Heavy – Daily use

3.3 Market research findings

3.3.1 Personas

The following personas were created using primary and secondary information. John represents the current consumer of Twix. The idea of the ‘Twix together’ campaign is to target current customers while including other market segments. The other two personas represent the market that Twix currently don’t target their products to.

4. Brand vision

In order to see what Twix as a brand need to address moving forward, the following empathy map has been devised. This will help identify what the ideal consumer perspectives will be in terms of the current and proposed target market at the end of the Twix together campaign

5. Brand equity application

Research has shown that consumers at the top level of the pyramid, have stronger relationships with the brand and spend more on the brand than those at lower levels of the pyramid. However, more customers will be found at the lower levels. Marketers must develop activities and programs that help consumers move up the pyramid (Marketing Lessons , 2015).

After focus groups it was decided that Twix customers are generally on the performance level of the pyramid as they are satisfied that Twix performs as a chocolate bar. Some customers may reach the advantage level of the pyramid but this is generally a weak level for Twix and needs a strong push. Although some may sit at the top of the pyramid, such strong brand loyalty is rare in the FMCG categories.

6. Brand positioning

The consumer target is comprised with confectionary eaters and those who want to treat themselves. A notable consumer insight is that there is a strong desire to be part of the bigger picture in 2016. Consumers are seeking a communal product experience, one that they can enjoy together rather than by themselves (Bord Bia , 2015). Their need state is one based around seeking a tasty product (Ward & O'Loughlin , 2016) but with added service and experience elements. It is no longer just enough to provide a product. Brands must create a story and connection with their consumers in order to satisfy them on a deeper and stronger level. The competitive products set can be seen in many ways. Firstly, in comparison to two fingered bars only, or secondly against all chocolate bars. Finally, the competitive set could comprise of all confectionary items or even all snack items in total.

The consumer takeaway from Twix is a behavioural push towards connect together with family and friends, one that cannot be matched by any other chocolate brand on the market at present.

In terms of points of parity, there are many aspects that compare for instance the playful and fun elements of confectionary brands. It can also be seen in the pricing strategies. However, in terms of contrasting aspects Twix take pride of a few. Their sharing and togetherness aspect cannot be rivalled nor can their strong branding imagery or their length on the market.

To identify where Twix is positioned in comparison to their competitors a perceptual map was drawn (Ward & O'Loughlin , 2016). The vertical axis represents taste and the horizontal axis represents propensity to purchase. During a focus group participants were asked to place the bars (Twix,Kit Kat, Kinder Bueno Twirl and Time Out) on the axis that they felt best described their feelings towards each bar (Ward & O'Loughlin , 2016).

A word cloud was also drawn in order to establish what consumers felt the brand stood for. The main aspect described was the product attributes with a lack of real brand personalities. This promotes the need for Twix to streamline their communications, targeting and overall positioning. The fact brand meaning is absent cause’s danger in a category where brand involvement is typically high and quite frankly pivotal (WARC, 2014) (Ward & O'Loughlin , 2016).