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University of Central Punjab

University of Central Punjab Prof. Syed Asad Shah Brand Management

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

15g

10

JABILEE JUNIOR

8g

5

JUBILEE MAXI

35g

20

PLACEMENT

RETAILER DISTRIBUTOR MERCHANDIZING

PROMOTION

PROMOTION

PRECEPTUAL MAP &JUBILEE

PRECEPTUAL MAP &JUBILEE

MARKET ANALYSIS

PRODUCT FEATURE

NESTLE

MITCHELS

CADBURY

Market Position

2 nd

-

1st

No. of variants

Many

Few

Many

Gift Packs

Yes

No

Yes

Objective

To be the world’s largest and best branded food manufacturer, whilst ensuring that the brand name is synonymous with products of the highest quality.

Confectioneries just happen to be a side business for Mitchell’s whose core competency lies in grocery products.

To grow the market for chocolate confectionery To increase Cadbury’s share of the snacking sector

Strategy

Integrated cost leadership/differentiation Wide range of products Low cost operators.

No clear-cut strategy for confectioneries products.

Growing the market by apt pricing strategy that will create a mass market and to have offerings in every category to widen the market

CHALLENGES AND ISSUES

TVC 50 45 40 35 30 25 20 15 10 5 0 Kit Kat Dairy Milk
TVC
50
45
40
35
30
25
20
15
10
5
0
Kit Kat
Dairy Milk
Jubilee
Perk
Flavor Other Nuts, plain, caramel fruit, mint, caramel Caramel, fruit, nuts Mint, nuts, caramel 0 5
Flavor
Other
Nuts, plain, caramel
fruit, mint, caramel
Caramel, fruit, nuts
Mint, nuts, caramel
0
5
10
15
20
25

Almonds, caramel, mint

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

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 DISPLAY BOX

PRICE PER 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

MITCHELL’S 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

BUDGET

TV

Amount(R

s.)

298,500,00

0

Newspaper

Magazines

Outdoor

R

di

5000000

3000000

2500000

1500000

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

RELAUNCHING CERMONY

PLACEMENT STRATEGY

Big Marts Malls Universities