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Twisco’s brand extension strategy pays dividends
As announced in the last Newsletter of July, Twisco Moka, the newest SKU within the Twisco brand has been launched in August, right after Ramadhan. The Twisco brand, which started off in 2008 with only one uniquely designed jar, now has five SKUs on Algerian shelves, providing visibility and momentum. Sales have been skyrocketing since 2011, the year that 3 new SKUs joined the brand on its way to becoming market leader, with a 77% increase. Proof that the strategic choice to widen the product range was of great benefit to the Twisco brand.
The strategic option to extend the brand proved to be very successful. The brand gained not only visibility and momentum, but also reinvigorated our sales force, which posted encouraging sales figures month after month. The new formats (refills 300g and 450g) and flavours (Caramel and Moka) have simply touched so far untapped customer desires by offering different product benefits to customers. All this has resulted in a solid brand and business growth. Compared to local brands, Twiso's quality and price remains excellent.