Subject: Marketing Management

7. Brand identity

7.1 Old

In terms of brand identity the kapferers model identifies all brand associations segmented into 6 key areas. The current Twix campaign has failed to make strong brand connections predominantly due to a lack of communications. At present, the only strong connection Twix maintain is their physical brand identity through the packaging. This is also reinforced through their iconic combination of cookie, caramel and chocolate. Other than this is was quite a difficult task to identity other associations. For instance, the relationship Twix have with their customers does not symbolise anything in particular. The company tried to create a fun imaginary rivalry between two brothers. This is humorous however it doesn’t connect with the customer on a deeper level. In terms of reflection, there was one main “top buyer” for Twix, this was based on the older working man who didn’t care too much for “fancy” upmarket chocolate bars and wanted something that was tasty and reliable. The self –image is one based around humour, however Twix do not actively engage and maintain this on an ongoing basis. The culture in Twix at the moment seems to be one solely based around having a laugh while you pause. Once again, this is not an aspect that is intensely promoted. Finally, the personality of Twix is extremely bare. Twix have exhausted their “left vs. right” campaign yet they are completely unaware. Oblivious to the lack of brand personality/associations it has brought with it Twix have failed to go back to the drawing board.

Overall, Twix is a brand with great potential however it is being crushed by a lack of enthusiasm and creativity. Twix needs to create strong brand associations and perceptions as a pivotal part in becoming a salient brand. 

7.2 New

It is clear to see that this version is far stronger in terms of associations. The physique will remain relatively similar however additional products and packaging will soon become recognised under the Twix brand i.e Twixies and a gold shimmer packaging. Regarding the relationship that Twix will symbolise, it will be one based upon having a great time together with people who matter; be it loved ones, friends, parents, family members etc. This will be reflected in their sponsorship with Odeon cinemas, a place where friends go to enjoy time together. Twix Tours will also emphasise this symbolisation as they will appear at events, concerts and festivals where people go to create memories with friends/family. The consumer reflection will be seen in both sexes ranging mainly between 18-45 years old. At Twix, it will be understood that enjoying time together has no gender role or age barrier! Those who fit the reflection will be full of fun, people who enjoy a treat and like to be social while doing so. Ultimately the ideal consumer will enjoy the simple things that matter in life with the people who matter to them. The self- image, or “mirror” will be of someone who regards themselves as a happy, interactive, social, and entertaining human with a desire to be part of the bigger picture. The culture at Twix will be adjusted to become much more customer orientated. A happy brand environment that has sharing values at the core along with a desire to enjoy life will not only create a transparent and omnichannel experience but also resonate with the proposed target market. Finally, Twix’s personality will be built upon a fun, friendly, helpful, bubbly, humorous and light hearted foundation. As a chocolate brand there is so much room to create a strong, fun and playful image that not only is exciting to manage but will also intrinsically lead to success. 

8. Strategic brand management tool choice of your own

The brand value chain assesses the sources and outcomes of brand equity and the way in which marketing activities create brand value. Any marketing activity can attribute to brand value development for example product research, marketing communications or development and design. The model assumes that a number of factors attribute to the extent of which value created at one stage transfers to the next. The multipliers determine the marketing activities ability to affect a customer's perception. This result depends on factors external to the customer

1. 
   Competitive superiority: How effective the quality and quantity of the competitors marketing efforts are
   
2. 
   Channel and other intermediary support: How much reinforcement and effort other partners are contributing
   
3. 
   Customer size and profile: The number of and what types of customers suitable or not are attracted to the brand
   

The multipliers determines how brand value manifests in shareholder value. This depends on the actions of financial investors and financial analysts.

9. Brand objectives and goals.

9.1 Mission statement

At present the Twix don’t have a mission statement. Using the objectives of the Twix together campaign and future objectives of the Twix brand the following mission statement was devised.

‘’At Twix our goal is to not only to create a chocolate bar that is delicious, but one that will bring people together. We like the little things in life, and we want you to too!’’

9.2 Objectives for volumes, sales, market shares, gross margins, net profit, ROI

Twix is a relatively small brand, looking from a global perspective. They ranked 12th behind Snickers (1st) and their direct competitor Kit Kat (3rd). Both generating 2.5 times Twix sales. The truly reiterates the need for Twix to push their brand further (WARC, 2014).

The initial objective of this research is to increase brand associations and create a defined brand personality.

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  Build a well-rounded, and identifiable brand personality by developing positive cognitive connections with “togetherness” and “socialising”.
  

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  Measured through extensive pre and post campaign research into the target markets perceptions and associations with the Twix brand.
  

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  Actively managing a balance between the gender fluidity of Twix’s target market with tactical promotions and product additions.
  

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  Measured through sales of Twix’s promotional gold shimmer package vs original version.
  

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  Drive customer engagement and consumer generated content in an effort to create long lasting relationships
  

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  Measured through monitoring social mentions/impressions, branded hash tag mentions, an increase in the traffic to the Twix website and sales of Twix’s sold online.
  

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  Drive sales incrementally from a combination of the above objectives and ultimately increase market share in order to be on the same level as Twix’s main competitor Kit Kat
  

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  This will be measured through monthly sales figures