University of Central

Punjab

Prof. Syed Asad Shah

Brand Management
 MBA (1A)
AREEBA TAWAB (22)
LAIBA SAEED (31)
MAIDA RIAZ (42)
WARDA BABAR (58)
 MARKETING MIX
PRODUCT
PRICE
PLACEMENT
PROMOTION
 PRODUCT
JUBILEE MINI
JABILEE JUNIOR
JUBILEE MAXI
 PRICE
PRODUCT NAME CONTENTS PRICE (Rs.)

JUBILEE MINI 10
15g

JABILEE JUNIOR 5
8g

JUBILEE MAXI 20
35g
 PLACEMENT
RETAILER
DISTRIBUTOR
MERCHANDIZING
PROMOTION
PRECEPTUAL MAP
&JUBILEE
 MARKET ANALYSIS
PRODUCT NESTLE MITCHELS CADBURY
FEATURE
Market Position 2nd - 1st

No. of variants Many Few Many

Gift Packs Yes No Yes

Objective To be the worlds largest Confectioneries just To grow the market for
and best branded food happen to be a side chocolate
manufacturer, whilst business for Mitchells confectionery
ensuring that the brand whose core competency To increase Cadburys
name is synonymous with lies in grocery products. share of the snacking
products of the highest sector
quality.
Strategy Integrated cost No clear-cut strategy for Growing the market by
leadership/differentiation confectioneries products. apt pricing strategy
Wide range of products that will create a mass
Low cost operators. market and to have
offerings in every
category to widen the
market
 CHALLENGES AND
ISSUES

TVC Flavor

50

45 Other

40
Almonds, caramel, mint
35

30 Nuts, plain, caramel

25
fruit, mint, caramel
20

15 Caramel, fruit, nuts

10
Mint, nuts, caramel
5

0 0 5 10 15 20 25
Kit Kat Dairy Milk Jubilee Perk
 REASONS OF FAILURE
Lack of long term planning.
Lack of determination of goals.
Lack of market sensing and adoptability.
Product availability in market.
Poor advertisement.
Lack of new flavors.
Poor packaging and quality
No differentiation.

REVITILIZATION OF
JUBILEE
 FOCUSED AREAS
Target Market
Packaging
Slogan
Variants
Pricing
Promotions
Placement
CUSTOMER DESCRIPTION
TARGET GROUP:
The main target is UPPER LOWER & MIDDLE UPPER class.
DEMOGRAPHICS:
We want to target young and adults( age 18 to 30).
PSYCHOGRAPHICS:
Extroverts, Fun loving, Music lovers, Sporty, Social, Taste
Seekers, Family oriented, Brand Conscious.
NEW PRICING STRATEGY

PRODUCTS WEIGHT PACKAGING PER PRICE PER
DISPLAY BOX CHOCALATE
(Rs.)
Jubilee Junior 6 gram 24 bars 15

Jubilee Mini 16 gram 36 bars 25

Jubilee Maxi 30 gram 24 bars 35

 NEW PROMOTION
STRATEGY
TVCs
Billboards
Print Media
Social Media Networks
 MITCHELLS WORTH
$2.5 Billion
Reference:
Dspace Repository
http://121.52.153.178:8080/xmlui/han
dle/123456789/12600
ADVERTISEMENT BUDGET
31 Core 5 Lac

ADVERTISEM
ENT Amount(R
BUDGET s.)
298,500,00
TV 0
Newspaper 5000000
Magazines 3000000
Outdoor 2500000
 TV BUDGET
Channel Channel No. of Add Prices
Timings

CARTOON 9 PM + 2PM 4 521,000,000

NETWORK

ARY 8 PM + 11AM 2 2 2,500,000

HUM 7PM +10AM 2 5,500,0000

TOTAL 598,500,000
 PRINT ADD

Newspaper Size Day Price

Dawn 27 4 Sunday 3,000,000

Nawa-e-Waqt 27 4 Sunday 2,000,000

SOCIAL MEDIA
RELAUNCHING CERMONY
 PLACEMENT STRATEGY
Big Marts
Malls
Universities