y s e Ch e e s e e h c

Lifes pretty straight without Twisties

Businesse Overview

TWISTIES
1950 62years - (sub brand) Twisties are produced by feeding a mix of milled corn, rice, wheat and water, the mix is cooked in high temperature and pressure whilst forming the pieces. This process results in the characteristic Twisties shape with the knobbly surface and squiggly shape. After forming, the pieces are oven baked before being flavoured with a coating of seasoning and vegetable oil.

Parent Brand: The Smiths (started on 1930 82years) Australia Brand (Now owned by PepsiCo.) Background Mr Frank Smith established a name in UK before moving to Australia. Over the years there were several changes of ownership and many new products were added to the original potato chip range including Nobbys Nuts, Burger Rings, Twisties, Parkers Pretzels, Doritos and Grain Waves. Vision To create luxury in the modernized world and attaining the highest quality snack while keeping it at a lowest price possible. Locations Available in almost every possible area, be it central business district or neighborhood area. It will be available on the shelves of island wide supermarkets and convenient shops.

Market Overview
Customer Information Target Audience From the observational research, the target audiences of Twisties will be; Primary Target Audience: Demographic: Ages : 10 40 years old Genders : Female and Male Races : Local ( Singaporeans, PR and International Student ) Income : Middle income group (S$ 2000 S$ 5000) and high income group (S$ 5000 and above) Occupations : Students, Working Adults, Businessman and woman, Housewife Psychographic: Trendy Modern Fun Like to eat and have snacks Secondary Target Audience: Demographic: Ages : 6 9 years old, 40 years old and above Genders : Female and Male Races : Local and Foreigners ( Tourist ) Income : Low income group ( under S$ 2000 ) Occupations : Students, Working Adults, Tourists Psychographic: Explorer Aspirer Our target audience is more focus to the local market in Singapore, but we also have the foreigners as the secondary target audiences. Twisties is a global brand name that known in others countries, the tourists could also consume Twisties while they are in Singapore. Almost of all resident in Singapore could consume Twisties as their snacks. We are targeting more to the middle income group and high income group. We want to bring up the Twisties brand, even though the price is not expensive. Market Information The market segmentation for Twisties is Mass Marketing. Mass marketing means that twisties can be consumed by almost all people. Twisties is a snack that can be eat by almost all ages. Average of people like to have snack when they are relaxing and refreshing. Eating snack can help people to release their stress. Twisties also has some different flavors to satisfy different people preferences. Twisties can be enjoyed from kids to adults and in any situations. Twisties can be eaten at family gathering, when snacking at office or school, watching movies, picnic, and when relaxing. Twistiess market also could be the Local Marketing. The proposed of new branding for Twisties in Singapore is only targeting to the local market. Their current market in others countries was run well by their marketers. The proposed new packaging would be only available and produce to Singapores market.

Industry Information Twisties is a snack food that was launched in 1950 by the General Foods Corporation. The brand name is owned by The Smiths Snackfood Company, an Australian-owned company. Smiths was acquired in August 1998 by Frito-Lay, which in turn is owned by PepsiCo. Twisties was marketed under a different name company in different country, Twisties is a franchise name. Currently, the marketer and the producer of Twisties in Singapore is Kraft Malaysia. First, it was owned by Donane Malaysia, and Donane has been acquired by Kraft. Because Twisties in Singapore was owned by Kraft Malaysia, Twisties became more popular in Malaysia then in Singapore. Their market is more focus to Malaysias consumer, even they have more promotions and advertisements for Twisties in Malaysia. The branding and the advertisement of Twisties is a bit quite in Singapore. With this proposed new branding strategies, Twisties will become well known snack brand in Singapore. We also proposed to the Singapores food company to take the franchise of Twisties and become the main marketer in Singapore. With a local marketer, Twisties could be more popular in Singapore. Twistiess branding and promotion could be more focus to the target audiences in local market. Product Information Product Twisties is a snack food product available in Australia, New Zealand, Singapore, Malaysia, Thailand, Brunei, Malta, Mauritius, Papua New Guinea, Fiji and among others. Twisties are produced with mixing milled corn, rice, wheat and water into a machine known as a rotary head or random extruder. This machine cooks the mix at high temperature and pressure whilst forming the pieces. This process results in the characteristic Twisties shape with the knobbly surface and squiggly shape. After forming, the pieces are oven baked before being flavoured with a coating of seasoning and vegetable oil. Then, Twistiess texture was altered and the result is a smoother finish. Twisties were originally available only in cheese flavor. Now, Twisties has some different flavors in the market. Cheese and chicken flavors are the standard of the product line. In Singapore, Twisties was available in cheese, chicken, tomato and bbq flavors. Place In Singapore, Twisties could be found in supermarket, seven elven, cheers and others convenient stores. The distribution of Twisties is quite good in Singapore. The consumers can easier found it in many stores. We proposed to have some collaboration with other places to expand Twisties market. This would be explained later in this proposal. Price Twistiess price is affordable for the consumers. For the small packaging, the price would be S$1.02 and the big packaging is S$2.55. The prices are cheaper compare to other snack brands, like Callbee and Lays. Promotion Twisties used to have TV commercials and print ads for the promotional, but it stopped long time ago. They also did not have much of promotion. Twistiess advertisement and promotion are really quite in Singapore. Competitors The current big competitors for Twisties are Callbee and Lays in Singapore. They are potato chips snacks and they are also big brands in snack foods industry. A lot of people prefer to choose them, because they have a good market in Singapore. They also have more flavors and more sizes of packaging compare to Twisties. They are almost dominating all shelves in many supermarkets. But the good things about Twisties are no many competitor for the corn snack area in Singapore. The consumers choices for the corn snack would be Twisties.

Objectives

Our Objectives (What we want to achieve) . Our proposal is to boost the existing Twisties brand, creating a new face however keeping its authentic factors, (e.g. logo & color) and producing it as the No.1 brand of chips in every convenient shops and supermarkets in Singapore. The goals have been broken down into specific tasks, ranging from thorough development of new packaging, to marketing strategies and promotions.

Price Comparison

Small Packaging : $1.02

Big Packaging : $2.55

Calbee : $1.50

Calbee Big Bag : $3.15

Cheese balls & Super Ring : $1

Lays : $3.85

Strategy Product

y Ch ees e ch ees
y Ch ees e ch ees
y Ch ees e s e e h c

Small

Medium

Large

ZIP LOCK - Convenient - Make the twisties still crunchy after it has been opened for a long time.

y Ch ees e ch ees

Flavours
y Ch ees e ch ees

Cheese Flavour The big cheese - Cheesy Cheese

gy Tan ato
tom

Tomato Flavour Duh Tomato - Tangy Tomato

eky ch e ke n
chic

Chicken Flavour Yo Chicken - Cheeky Chicken

fiery
cu

q bb rry
BBQ Curry Flavour BBQ Curry Dude - Fiery BBQ Curry

Shot Edition

y Chees e chees

fiery
cu

q bb rry

shot edition

shot edition

gy Tan ato
tom

eky ch e ken ic
ch

shot edition

shot edition

Collaboration

Cinema Pop Corn Design

y Ch ees e s ch ee

(Golden Village/ Cathay/ Eng Wah) Combo Meal: A regular drink + Twisties in a popcorn box + Nacho Cheese Its the new popcorn in town! Promotion: giving free mini shot, If they buy one pair of tickets while showing us a eaten packet of our new twisties

Clubs
(Zirca/ Zouk/ Mink/ Rebel/ Avalon/ Phuture/ Filter/ Play/ Attica Twisties Event: Wear the main combination of colours (Red + Yellow) in order to get free entry! (To create awareness to young adults)

Carnivals
Twisties Event: For mainly kids. (Bouncing castles/ Photo booths/ Games booths) -> Introduce the new mascot, and giving free Twisties of our new packaging. (To create awareness to parents & kids)

Example of interactive photo booth:

Competition

Step 1: Open a new packet of Twisties. Step 2 : Start popping Twisties in your mouth, ONE BY ONE.

Step 3: Repeat Step 2 until there is no more space to fill.

Step 4: With a full mouth, say TWISTIES.

The top 10 people with the most Twisties in the mouth will enter the finals. Voting from the public/friends to determine the winner. (No cheating or else itll be forfeited)

Collaboration with famous Singapore-based bloggers. (Xiaxue/ BongQiuQiu (Budget Barbie)/ Tammy Tay (Ohsofickle))

Example: Xiaxue (Chipster)

Example: BongQiuQiu (HL Milk Photo Competition)

Example: Tammy Tay (You.C1000 Vitamin Water Photo Competition)

Marketing Strategy
1.Franchise
Singapore Food Company takes the franchise of Twisties

In Malaysia

In Australia

In New Zealand

2. Wayfinding at Supermarket

Follow me

Follow me

Way to Happiness

Half Way

3. Supermarket Shelf Design

bbq

4. Guerrilla Campaign

Online Marketing

Twisties on Facebook
facebook

gy Tan ato Tom

Cheesy Cheese

Cheeky Chicken

Fiery BBQ Curry

Twisties

Twisties
Twisties Singapore

ties Twis

es isti w T

Front

Back

s e i t s i w T
Feeeling good? #twistiessg to instagram to share your happiness.

Twisties on Instagram
abcde twistiessg

Fiery BBQ Curry

Fiery BBQ Curry

Twisties

Tw ist ie s

1000 likes abcde #twistiessg

Twisties on Instagram
TWISTIESSG 111 1K 100

sties Twi

photos

followers

following

Twisties Singapore

@twistiessg

Attributes

Classy Luxury Modern Minimalism

Moodboard

5 Senses

Look? With the signage of footprint in supermarkets to twisties area, buyers will easily find where the twisties are. With the classy and modern design, buyers will be interested to try the twisties in new packaging. Smell? Smell delicious and unforgetable. Everyone will recognize twisties through smells too. Smells make everyone craving of twisties. Taste? Taste delicious and makes people can not stop eating twisties. There is 4 different flavours. Who like to have salty can try the cheese flavour and chicken flavour, who like to have spicy and sweet can try BBQ Curry, who like to have sweet and sour can try the tomato. Touch? Keeping the products in supermarket at eye level that the buyers can hold twisties product directly.

Action Plan

First Contact
1 week

Proposal & Estimated

2 weeks

- Consult - Sign Contract - Agreement

Promotional Video
2 weeks

Start the Story Board (Sketches) Meeting Redesign / Touch Up

Packaging
3 weeks

Start Designing the Packaging Meeting Redesign / Touch Up

1 weeks

Meeting Project Execution

2 weeks 1 weeks

2 weeks

Meeting Project Execution

Shooting Sign Contract with TV channel Publish

Concept Development

Find Cinema (Collaboration)

2 weeks

Sign Contract Distribute (Supermarket and Cinema)

Print Advertisment
2 weeks

Start designing Meeting Redesign / Touch Up

Social Media
2 weeks

Start Designing Meeting

1 weeks

1 weeks

Redesign / Touch Up Meeting

Meeting Project Execution

2 weeks 1 weeks

Project Execution Publish Online

Print Sign Contract MRT and Bus Company Publish

Estimated Date
10 weeks ( 2.5 months)

Sketches and Development

sy ee Ch ese e Ch

esy Che ese Che

s e i t s i w T

Twisties

nutrition information
Serving Size
Average Composition Setiap/ Per 100g

15g
Setiap Sajian

Energy (kcal) 541 81 Carbohydrate (g) 58.1 8.7 Protein (g) 6.3 0.9 Fat (g) 31.5 4.7 Sodium (mg) 524 79

Twisties cheesy cheese

INGREDIENTS: CORN, VEGETABLE OIL, RICE, SALT, WHEY POWDER, MALTODEXTRIN, FLAVOUR ENHANCERS (621, 635), SUGAR, FLAVOURS (NATURAL AND NATURE IDENTICAL), HYDROLYSED VEGETABLE PROTEIN, SPICES, ONION POWDER, GARLIC POWDER.

Manufactured By : Kraft Foods Manufacturing Singapore Pte. Ltd. (Company no 3603-K). 346 Jalan Boon Lay, Singapore 619528. Malaysia Distributor : Jalan Perusahaan, Kawasan Perusahaan Perai, 13600 Perai, Pulau Pinang, Malaysia. Brunei Distributor : Syarikat Perniagaan Malar Setia. Lot Q52, Tapak Perindustrian Lambak Kanan, Berakas BB1714, Bandar Seri Bengawan, Brunei.

Best Before : DD/MM/YY