Mitchell’s Introduction

Mitchell’s is the only major food company in Pakistan today with fully integrated

operations having its own growing and processing facilities at one location.

Modern high-volume industrial equipment, professional management and a

trained workforce all combine to ensure that Mitchell’s continues its dominance

as the innovator, market leader and trend setter. In this regard a major step was

taken in 1998, when Mitchell’s became the first food company in Pakistan to

achieve ISO 9001 accreditation, thus becoming more competitive on the

international stage also.

Fully computerized and inter-linked regional sales offices ensuring a smooth

distribution system with nationwide coverage manage countrywide sales. Highly

qualified executives, using modern management tools, handle marketing,

commercial, financial and accounting functions from the Head Office in Lahore.

Institutional Clients
Mitchell’s has successfully catered to the demands of its prestigious clients such

as the Pakistan International Airlines (PIA), leading five star hotels and clubs,

Utility Stores Corporation, Canteen Stores Department, main stores and reputed

restaurants in major cities.

1
Foreign Licensees
In recognition of its dedication to quality and technical expertise, Mitchell’s was

also given proprietary rights by L. Rose and Company Ltd. of England in 1946 to

become the sole manufacturer and distributor of their world famous Rose’s brand

of Lime Juice Cordial and Lime Marmalade in Pakistan and Afghanistan.

Corporate Philosophy
The success of Mitchell’s brands is the result of the corporate emphasis laid upon

Quality Control reinforced by Research & Development. The R & D section

prepares new recipes and formulations whereas the QC section ensures selection

of the finest fruits and error free processing and packaging, thus ensuring that all

products live up to the consumers’ high expectations.

Human Resource is also of the pivotal importance for the Management and

employee skills are constantly being updated through training courses and study

tours both at home and abroad.

2
VISION & MISSION STATEMENT

• To be a leader in the market by serving and providing quality products to

our consumers while learning from their feedback to set even high

standards.

• To be a company that continuously enhanced its superior technology skills

to remain internationally competitors in this day and the age of increasing

challenges.

• To be the company that attracts and retains competent people by creating a

culture that fosters innovations promotes and rewards initiatives and

performance.

• To be a company which optimally combines its people technology

management system and opportunity to achieve profitable growth while

providing fair return to its share holders.

• To be a company that endeavors to set the highest standards in corporate

ethics that fulfills its social responsibility

3
Brief History

Mitchell’s is the oldest food company in Pakistan. It was established in 1933 by

Francis J. Mitchell under the name of Indian Mildura Fruit Farms Ltd. After the

country gained independence in 1947, the company's name was hanged to

"MITCHELL’S Fruit Farms (Pvt.) Ltd." with the brand name of "MITCHELL’S"

Since its inception, Mitchell’s has gone from strength to strength, not only

expanding its product line but also maintaining quality through the years to

become one of the largest food companies in the country. From the procurement

of best quality raw materials, fresh from our own farms and orchards to the

adoption of latest production techniques, Mitchell’s has been in sync with the

evolving times.

The result of our efforts is that today we are among the market leaders in all our

product categories. Not only that, but our products are also gaining a market

abroad with exports to several parts of the world including UK, USA, Canada, the

Middle-East and South-West Asia where already Mitchell’s is a name to reckon

with.

4
COMPANY INFORMATION

Board of Directors

Abdul Jabbar (Chief Executive)

Syed Babar Ali (Director)

Sitwat Mohsin (Director)

Samia Younas (Director)

Syed Faisal Imam (Director)

Umme Kulsum Imam (Director)

Anis Wahab Zubari (Director)

Sobia Sattar (COMPANY SECTORY)

5
 Company products

It is our aim at Mitchell's to provide you with healthy, innovative and good quality
food that will tempt your appetite at all times. And not only that, but we also
promise convenience and variety at affordable prices. With six categories
encompassing over sixty products, we are proud to present the Mitchell's family -
products to grace your dining table on the breakfast and dinner occasions as well
as products to appease your sweet tooth.

Products
o Jams, Jellies & Marmalade
o Sauces & Ketchup
o Squashes
o Pickles
o Canned Food
o Chocolates
o Confectionery

6
Raw Material

Tomatoes
Tomatoes are also a rich source of vitamins, mineral, carotenoids and other
photochemical. They contain potassium, B-carotene, vitamin A and vitamin C in
good quantities. More importantly, tomatoes are an exclusive source of Lycopene,
the carotenoid pigment that turns tomatoes red, and one of nature's most powerful
antioxidants. Various research findings suggest that lycopene may protect against
types of cancer and heart disease. Tomato also contains P3, which prevents
platelet clots and cuts down heart diseases and strokes. Recent scientific studies
also suggest that eating cooked tomatoes reduces one's likelihood of suffering
from cholesterol-related heart problems and digestive tract cancers.
The tomato is very low in calories. Hundred grams of edible portions of tomato
contains only 20 kcal. Hence it is very important food for weight reducing diets.
So, enjoy tomatoes and enjoy good health.

Strawberries

One serving, that is 8 strawberries, contains more vitamin C than an orange! One
serving of strawberries has 160% of our daily vitamin C requirement, which may
lower the risk of cancers of the gastrointestinal tract.
Moreover, strawberries contain considerable amounts of potassium, folate,
phosphorous and Vitamin A. They also contain magnesium, calcium,
carbohydrates, protein, iron and selenium. Strawberries carry 20% of the folic
acid and 16% of the dietary fiber we need every day for good health. Because of
their nutritional value, strawberries can also play a part in helping to reduce the
risk of cancer or heart disease.
Like other fruits and vegetables, strawberries contain no saturated fat, sodium or
cholesterol. There are only 50 Calories in 1 cup of Raspberries.
Doubtless God could have made a better berry, but doubtless God never did.” Dr.
William Butler

7
 Raspberries
Raspberries are an excellent source of vitamin C, the antioxidant vitamin, and a
good source of the soluble fiber pectin, which helps the body to eliminate
cholesterol and environmental toxins. One cup of raspberries contains 40% of the
vitamin C and 32% of the dietary fiber our bodies need every day. Raspberries
also contain calcium, iron, magnesium and potassium, and are good for the
digestion, from mouth to colon.
Raspberries contain several extremely important photochemical, which, according
to modern research, may slow down the aging process, boost immunity, and
protect against chronic disease.
Like other fruits and vegetables, raspberries contain no saturated fat, sodium or
cholesterol. There are only 60 Calories in 1 cup of Raspberries.
Raspberries are a “berry” good way to stay healthy!

Plums
Are high in carbohydrates and are an excellent source of vitamin A, calcium,
magnesium, iron, potassium and fibre and stimulate the bowel movement. Plums
contain a substantial amount of vitamin C
Dried plums contain iron, potassium, vitamin A, magnesium and fibre. They are
also high in antioxidants, which help neutralize the damaging effects of oxidation
on the ageing process, protect against certain cancers, heart & lung diseases and
cataract formation.
Like all other fruits and vegetables, plums are low in calories and contain no
sodium, saturated fat or cholesterol.
Plums help you stay healthy, balanced and energized!

8
 Pineapples
The pineapple is a symbol of welcome and hospitality all around the world. It is
high in fibre and contains considerable amounts of vitamin C and potassium. Just
one serving of fresh pineapple - that is 2 slices - contains 25% of your daily-
recommended vitamin C, which can help strengthen your immune system.
Pineapple also contains a special enzyme, called bromelain, which helps the
body's digestive system. In addition, it contains other micronutrients, which may
help protect against cancer and also disperse blood clots for increased heart
protection. The pineapple welcomes you to an exotic world of taste!

Pears
Pears are a good source of fibre. Just one medium pear has 16% of the fibre our
bodies need everyday for good health. Fibre helps our bodies with digestion and
adds bulk to our diet.
Like all other fruits and vegetables, pears are low in calories and contain no
sodium, saturated fat or cholesterol.
Try pears because tasting believes

9
 Peaches

Peaches contain photochemical - chemical compounds produced by plants - that

are important for healthy skin. Photochemical act as antioxidants that is critical to
maintaining healthy skin. Or cholesterol. Do explore the wonderful world of
peaches

Oranges
The orange, as part of the citrus family, is rich in vitamin C as well as other
micro-nutrients, certain phytochemicals and fibre and also protects against
infection and cancer. It is also rich in beta-carotene and bioflavonoid. A small
orange contains generous levels of folate, potassium, and thiamine, as well as
some calcium magnesium.
Valencia oranges, the kind that are grown on Mitchell's Fruit Farms, have a high
juice content, which makes them refreshing, delicious and sweet.
Like all other fruits and vegetables, oranges are low in calories and contain no
sodium, saturated fat or cholesterol. One average orange contains 60 calories.
Oranges are so appealing – no wonder they are loved by everyone.

10
 Mangoes

Mangoes are good for the immune system and have carotenoids, which help to
ward off colds and reduce the risk of cancer and heart disease.
Only one serving, that is 1/2 medium mango, contains 40% of your daily vitamin
A and 15% of your daily vitamin C requirements. Mangoes won't even interfere
with your diet because a ripe mango contains water, but little carbohydrates and
no fat, so a medium sized mango has average calories of 95.
No wonder mangoes are so popular – they are deliciously healthy.

Lemon '

Lemons and limes both are both high in the anti-oxidant vitamin C, potassium and
low in calories. One lemon contains 35% of the vitamin C your body needs every
day.
Lemons and limes are great thirst quenchers and add flavor and "zip" to foods.
They are also a good substitute for salt, salad dressings and sauces. These
properties make them suitable to be used in refreshing drinks for all - including
calorie watchers!

Guava
Guava is a rich source of vitamin C. It contains three to six times more vitamin C
than oranges, 10-30 times more than bananas, and about 10 times more than
papaya.

11
Guavas are also a useful source of calcium, nicotinic acid, phosphorous, and
soluble fiber. They are very good for the immune system and are beneficial in
reducing cholesterol and protecting the heart.

Grapefruit

Like all Citrus fruits, Grapefruit is also rich in micro nutrients, certain
phytochemicals, and fibre and helps protect against infection and cancer.
One half of a grapefruit contains all of the vitamin C your body needs for the day.
Grapefruit is also a good source of the antioxidant Vitamin A. It is also high in
several carotenoids including beta-carotene and contains pectin and bioflavonoid,
which makes grapefruits an excellent antioxidant food.
Like other fruits and vegetables, Grapefruits contain no saturated fat, sodium or
cholesterol. There are only 35 calories in one large grapefruit

Garlic
Garlic has been used as a medicine in China for at least 3,000 years! Garlic was
used in the First World War to dress wounds because of its antibiotic actions.
Garlic was also used by Albert Schweitzer to treat dysentery in Africa.
Fresh garlic juice helps lower blood cholesterol and triglyceride levels, which
consequently helps to prevent heart attacks and strokes. Certain garlic compounds
help lower blood pressure through some type of hormonal cascade. In addition,
cooking with garlic is presumed to help cut back on fat and salt. Garlic is free
from saturated fat, sodium and cholesterol and has a low calorie count.
If garlic is already a part of your.

12
 Cherries
Cherry is a bright, flavorful and wholesome fruit. Modern research
suggests that compared pound for pound with other fruits, cherries rank
above most fruits. Compared to apples, cranberries, peaches, grapes and
strawberries, cherries have the highest level of calcium, iron, magnesium,
phosphorus, copper and potassium. They are a good source of
bioflavonoid, which has significant antioxidant properties. In addition,
they contain elegiac acid, which helps combat cancer.
Obviously, Cherries are naturally healthy.

Banana
Bananas are an important part of our diet. They are rich in vitamin B6 and
are a good source of fibre, vitamin C, magnesium and potassium, which
help prevent weakness, irritability and insomnia, regulate blood pressure
and reduce the risk of stroke. Bananas contain plenty of carbohydrates,
which are the body's main source of energy.
Have a Banana, have an energy boost!

13
 Apricots
Apricots are an excellent source of beta-carotene and are useful in
reducing infections or skin problems. Apricots also contain vitamin A in
abundance and vitamin C in good quantity. Like other fruits and
vegetables, apricots are low in calories and have no saturated fat,
cholesterol, or sodium. Fresh Apricots contain only 75 calories in a cupful.
Have an apricot TODAY!

Apple
Apple is delicious, easy to carry for snacking, low in calories and a natural
mouth freshener. Apples are a rich source of fiber both soluble and
insoluble. Just one medium apple has 20% of the fibre a human body
needs everyday for good health. About 80% of the fibre found in apples is
soluble which helps prevent cholesterol build-up. The other 20% insoluble
fibre aids digestion. Apples also contain potassium, vitamin A, iron,
carbohydrates, calcium, phosphorous and small amounts of vitamin C and
folate. Apples also contain flavonoid and phytochemicals that may fight
some types of cancers, help reduce cholesterol.
No wonder the adage – an apple a day keeps the doctor away.

14
SAUCES

Your life with Mitchell's rich sauces - just what every snack needs!! Prepared
from selected, ripe, fresh tomatoes, chilies, garlic and ginger, under strict hygienic
conditions, our range of sauces is a culinary treat and includes a host of great
tasting concoctions from the ever popular, favorite of the young and old, Tomato
Ketchup to the hottest new addition – the Mexican Salsa. Our sauces line is not
only a local favorite but is also rapidly gaining a market abroad. The latest
addition to the category is the Cooking Paste, a fine blend of Tomatoes, Ginger
and Garlic which acts as a quick mixing and cooking ingredient.

Complete Range
1. Tomato Ketchup
2. Chili Garlic Sauce
3. Chili Ginger Sauce
4. Imli Sauce
5. Mexican Salsa
6. Mango Chutney
7. Cooking Paste

15
Swot Analysis for Mitchell’s

Strengths

1. As compared to their competitors. Consumers taste.

2. They have export quality products in PAKISTAN.

3. They also provide vast product lines.

4. They company also providing feed back.

5. Their dealing with the customers is very courteous.

6. They have very good personal relations with export promotion beauro of

Pakistan.

7. They have a very strong financial basis.

8. They have a better technology

9. They have the ability and resources to hire skilled engineers. They have the

ability to change the c

10. Mitchell’s can compete in the field of food industry with other

international companies because of ISO. Standard quality products.

Weaknesses

1. A big deficiency is the high cost of the products.

2. No interaction between technical skilled staff with marketing department

and other departments.

3. There is the diversion of customers towards other brands due to cost.

4. They have very limited customer services.

5. Poor access to distributors.

16
 6. They have limited no. of distribution channels in Pakistan.

Opportunities

1. Now government is promoting and providing high tax incentive to food

industry.

2. High educated and capable engineers are available in their labor market.

3. Technological advancement in the field of food processing industry.

4. Liberalization of geographic markets.

5. New distribution channels.

6. Cost of raw material is very low because Mitchell’s have partial self

sufficiency do to which they are cost effectives at some extents

Threats

1. They have a serious problem with the new entrants because of cost

2. Haleeb now introduces new flavor in juices.

3. The food industry is highly competitive and every company is providing new

packages (flavor & prices) in short span of time.

17
BCG Growth Share Matrix:

Areej Juice

It is a QUESTION MARK (?).

Reasoning

It is a question mark because it is an existing product which is launched by the

company in new market so there is uncertainty that what result a product will give

in future. It has low market growth rate while the relative market share is lower

because it is at initial stage.

18
Mitchell’s jams jellies & marmalades

Confectioneries items

Areej juice it self.

Water, saug, sweet corns

Mitchell’s sauces& ketchup, squashes

Mitchell’s pickles & powder milk

19
Core Distinctive Competency

The core distinctive competency is their logo which have a separate identity in the

market and whose identification is made on that bases it cant be copied due to the

same reason and the other reason is that their logo is registered no copy rights are

available to any other company. The most important distinctive competency is the

wide range of products by increasing number of customers. Due to above core

distinctive competency Mitchell’s is known as a leader of food industries in

Pakistan. This gives a benefit or a competitive edge or competitive advantage

which is boosting the sales of Mitchell’s products.

20
 Product Market Expansion Grid

PRODUCT DEVELOPMENT STRATEGY

So from the above diagram is clear that the new product when enters in the existing market

this will be called as Product development. Mitchell’s have already a big market in the

country it has already introduce their different products i.e. Jams, Jellies & Marmalade,

Sauces & Ketchup, Squashes, Pickles, Canned food, Chocolates, and Confectionery. So

when it introduces Areej it will be a new product in the same existing market.

21
22
DISCRIPTION

THREATS OF NEW ENTRANTS

The threats of new entrance are very high because there are already many

competitors like NESTLE, NATIONAL, SHEZAN, etc. in order to capture the

market the new firm must be cost effective.

Bargaining Power of Buyer

The bargaining power of buyer is low which means that the price for any product

offer by a company has to pay by the customer, so it is favorable for company.

Number of Substitutes

The substitutes are :( juices)

• Nestle

• Shezan

• Haleeb

• Country

• Frost

• Malee

SO the above substitutes are available in the markets which are high in number

which is unfavorable for a company.

23
Bargaining power Of Supplier

The bargaining power of supplier is Low, because they are the raw material

producer, its price is much stable for the user and favorable for a company.

Internal Rivalry

So from above it is concluded that the

internal rivalries are much favorable for company so company is no needs to control the

price of the raw material.

24
 Goals and Objectives

The difference between where we are (current

status) and where we want to be (vision and goals) is

what we do (target objectives and action plans).

As this statement shows, setting goals and objectives builds on the previous steps

of visioning and taking stock. When the company was launching their new

product like Areej and Mineral water so for launching Juice goals are simply a

clear statement of the visions, specifying the accomplishments to be achieved if

the vision is to become real. The target objectives are clear statements of the

specific activities required to achieve the goals, starting from the current status.

At this point, strategic planning begins to produce lot of ideas and action steps. A

common practice for keeping individual workloads to a manageable level is to

delegate different topics to different teams. For example, there could be a

curriculum team, a facilities team, a budgeting team.

25
MARKETING STRATEGY

In launching of AREEJ JUICE we are going to adopt marketing segmentation

strategy.

1. Areej juice

itself is most closely related to – ingredients, features, labeling, price and

packaging.

2. Services related to the Mitchell’s products

Mitchell’s also provide the feed back to its consumers and also welcome the

suggestions of its consumers related to its products

4. Intangibles related to the Areej Juice

Quality perceptions, value perceptions, reputation, other user recommendations,

corporate image, brand name and organization.

DETAILS:

When Mitchell’s introduces Areej juice it requires a superior marketing strategy to

keep their customers to earn more profits. Following are some strategies.

1. Better product mix

The Product we introduce by the name Areej juice might be of high profit.

26
2. Better customer mix

For this new product Mitchell’s should try to set the better customer mix for

the increasing sales so, the market segmentation should be targeted accurately

as mentioned above.

3. More sales calls

In very basic terms the more sales calls you perform the potential to make more

sales increases. Mitchell’s should try to aware their target market with new

Areej juice.

5. Increase price

One of the easier but tricky methods of increasing your sales – as this might

actually lead to a drop in sales. Mitchell’s needs to reduce their profit margin at

the time of launching it after words with sale perspective price will be increase

with the increase of a tax. While looking at all the points mentioned above.

May be a combination of the above factors might lead to higher sales rather than

using individual techniques.

Others

Depending on the industry that you are in there might be other ways of boosting
sales – just stop and think about it for a minute.

27
While looking at all the points mentioned above. May be a combination of the
above factors might lead to higher sales rather than using individual
techniques.

Action program

As far as action program is concerned, the company firstly deciding the excellent

marketing strategy about the Areej juice and this strategy change into actionable

program. The actionable program arises that answer the some following question.

1) What will be done?

Before launching the Areej juice in the market, the company firstly analysis. How

we will achieve its target market, target positioning, marketing mix and other

marketing expenditure level.

2) When will it be done?

After achieving the Areej juice marketing strategy, the company takes decision

and implementation of the marketing objectives.

3) Who is responsible for doing it?

The overall Areej juice is responsible by the research and development

department of the company. The product improvement, product modification and

new brand that the Firm develops through its own research and development

effort.

28
4) How much it will cost?

Firstly, we will find marketing research. Then so many Questions arise like who will

buy this Areej juice? How much customer do you need for this Areej juice? Who use

this kind of Areej juice? We will analysis this question, then we will firstly analysis and

secondly decide the cost of Areej juice.

Projected budget

The company projected budget for this new product is given below.

Revenues (150000* 20) 3000,000

Cost of good sold 1200,000

Gross profit 1800,000

Other indirect expenses

Administrative expenses (300,000)

Marketing expenses (450000)

Interest on loan (350,000)

Depreciation expenses (45,000)

Other expenses (35,000)

__________________
Net profit before tax 620,000

29
 Control Measure

After analysis the budget of Areej, the Mitchell’s implement the overall

marketing plan into marketing action in order to accomplish strategic marketing

objectives. Marketing Implementation play a very vital role for the company

because Mitchell’s think up good marketing strategies than it products will be

carry them out in the market. The higher management of Mitchell’s allows

reviewing the implementation result. First of all, management measure its

performance in the market place and evaluate the cause of any differences

between expected (analyzing about past related to Areej juice) and actual

(analyzing about present) performance and finally management of Mitchell’s take

correct action what we did and what we will achieve.

30
Projected Market Share

This is a very important term in marketing. What it means is what percentage of

the market demand is being satisfied by the company. To truly understand market

share one must have a very good understanding on the market.

Shezan & nestle are the closest competitors in the beverages market, which

currently has almost 3.65 million users. Yet Mitchell’s has larger number of the

consumers and this is approximately 2 million of total market. .

For the sake of our new product we have survey our target market and

distribute our forms in market in which we have questioned them about our

new product, its price and other related attributes with our product the result of

our market survey is giving below.

From above calculations we can now estimate our market share. It should not be

less then 55% and because we are the major producer in this market. So in this

regard it would be our key factor of success to get a position in the market

through our strategies, plans, procedures.

31
 People Price of Lunching Customer
with product of product satisfaction
different
opinion in
%
60% 20 yes Satisfied
10% N-A yes Satisfied

30% 18 yes Satisfied

and policies. And most important thing is that to maintain this position for a long

while because more then 55% shows our successes as well as we are the market

leader.

We are assuming that we are having the sale of 150000 @ Rs. 20 per packing in a

year then we earn Rs. 30 million and our projected cost of this project is about

Rs.25 million so we will recover our cost within the 2.5 years and if we get the

more than 65 % share of the market, then this span time will be more lesser

according to our speculation and expectations.

32
It can be done only by if we adopt the policies and attract our target market by

advertise our product cleverly and also position it in the mind of our customers.

So we have to develop such program which will cover each and every thing and

every aspect of this project. It depends upon our working our coordination and our

professionalism, which is again the key factor of the success.

MARKET SEGMENTATION

Companies today recognize that they cannot appeal to all buyers in the market

place or at least not to all buyers in the same way. Buyers are too numerous, too

widely scattered, and too varied in their needs and buying practices. Thus more

companies are being choosier about the customers with whom they wish to need

relationships.

Most of the companies have moved away from mass marketing and toward

market segmentation and targeting. Its mean that identifying market segments,

selecting or more of them, and developing products and marketing programs

tailored to each.

In case of Mitchell’s it is also doing same and done the market segmentation and

target marketing for every product. It divides whole market into the segments

according to its products and selects the most suitable segment to serve.

Target Market

A. Children

33
 B. House wife

C. Office govers

D. Sports men

E. Professionals

After evaluating the different markets in demographic segments the most

attractive target markets for Areej juice from Mitchell’s are Children and Office

govers because Children and Office govers are mostly early adopters and also

have sufficient amount of money to afford the new taste.

This target market has the potential to generate the sale and the company can

generate profitable customer relationship for longer period of time.

Mitchell’s must focus on the needs, wants, and demands of the target market if it

wants to boost its sales. Mitchell’s must analyze the market by using different

tools so that it can be reached and estimate at true information and cost, which

guides it in making the product which is fit to target market.

Market Positioning

Positioning Statement

“To become healthy and want to adopt the new taste, Mitchell’s provides them

the flavor that without changing the natural ingredients”

Positioning is expressed relative to position of competitors; it creates an image

and identity in the mind of customers. Mitchell’s position’s the Areej juice on the

basis of natural taste. Because it is the high value benefit for its target consumer

(children) and no other beverage company is offering this Quality feature product.

34
Company Current Position in the Market

Now a day’s Mitchell’s is enjoying a leading position in the current market they

have 50% market share. So if we look at the current market position the company

is sure that their new product will get a market share and resulted as cash cow or

star.

Existing Competitors

1. Nestle

2. Shezan

3. Haleeb

4. Country

5. Frost

6. Malee

Future Competitors

• Haleeb

• Maggie

Mitchell’s and Nestle are the closest competitors in the Fresh Juice market, which

currently has almost 6.3 million consumers. Yet Mitchell’s has larger number of

the consumers for its Product than any-one else. The competition is expected to be

a tough with the other competitors,

35
Marketing Mix

A marketing mix is a combining of these four P’s in a way that will

meet or exceed organizational objectives. A separate marketing mix is usually

developed for each marketing offer.

Product

Areej is one of the most up-to-date products in the beverage industry.

By consuming this, you will be the smartest person because it is the complete

bundle of benefits that consumers receive.

Features

When you need to get energetic you just use this juice. The juice can be

switched your taste and thinking.

Color

Red and Orange.

Size

36
 Areej is available in different volume.

Packaging

Areej is packed in attractive tetra packs with orange color. Inside the seal

pack juice is protected with aluminum cover. Company’s web site is also written

on the cover to send any question and comments.

Price

From the marketer’s point of view, an effective price is a price that is very

close to the maximum that customers are willing to pay. According to its

technological advantages and higher value to customers the company charges

different price for different quantity.

Most of the businessmen will believe it as a sign of self worth it represent their

success and status. Due to this price skimming strategy the company can obtain a

target rate of return on sale and can increase the company growth rate.

Promotion

Promotion creates brand equity, brand positioning, competitive

relations and corporate image. To inform and persuade the target market

Mitchell’s begun educating the people at the time of partition. Mitchell’s advertise

it through television, newspapers and internet. The company also established a

web site to distribute information and sent e-brochures to buyers.

37
 Place

We are going to introduce our Areej juices firstly in the big and famous cities

in term of our target market and these cities include Lahore, Karachi and Islamabad. We

also ensure that we must provide our product through out the cities at all big shopping

Malls.

Distribution

In a Mitchell’s different functional department are responsible for launches the new

product (Areej) at different stages-ex-production and marketing. It is important to ensure

that all these departments have a common goal in the distribution policy of the final new

product to the customers.

All the Mitchell’s departments are responsible for ensuring that the product reaches to the

customer in the best possible condition. Mitchell’s will use one or more marketing

channels to distribute the Areej juice to the customers. Mitchell’s resources will be used in

the marketing channels through which the company product passes on to the hands of the

customers. Marketing channels perform the function of transferring title of the product to

the customers.

In the case of Mitchell’s, it distributes the products by maintaining the fair price shop in all

over the cities in Pakistan.

38
CONCLUSION

The company which we choose for our project is Mitchell’s. We

found that the Mitchell’s is the largest food producing company in Pakistan. We analyzed

that the company having the well repute in the market, what they offer and what they

produce the consumer accepted it with warm welcome. Now the company realized that they

expand their product line by introducing the Areej juice, so we conclude that when we

conduct the survey, our product is based upon through market research. We have collected

so much data and analyzed and observe very closely the whole market sanerio and we have

defined the outline of our product.

In the context we have also allocate the budget, expenses and expected income and we have

different features with respect to our target market and hope that our product will help us in

earning reasonable profit.

39