GROUP MEMBERS:

U R O O J E A Z A M T E M U R I
S A N A M A S O O D
M U H A M M A D Z U B A I R A S L A M
A R S A L A N Q U R B A N
CLASS: MBA 2B
 PRESENTATION FLOW
Mission/ Vision Statement.
Organization background.
Products categories.
Situation Analysis.
Core Competencies.
SWOT Analysis
Future Market Situation
Re-Launching Strategy.
New 4P’s
Promotion Strategies.
Conclusion.
Question & Answer Session.
 TO BE A LEADER IN THE
M A R K E T S W E S E RV E B Y
PROVIDING QUALITY PRODUCTS
A N D E F F I C I E N T S E RV I C E S T O
OUR CONSUMERS WHILE
LEARNING FROM THEIR
FEEDBACK TO SET EVEN HIGHER
S TA N D A R D S F O R O U R P R O D U C T S .

To be competitive in the
growing market as the
quality managed
company.
 GENERAL OVERVIEW
Mitchell’s is the oldest food company in Pakistan,established in 1933 by francis J.
Mitchell as Indian Mildura fruit farms ltd.

 After independence in 1947, the company's name was changed to "Mitchell's fruit farms
ltd." With the brand name of "MITCHELL’S".

The result of our efforts is that today they are among the market leaders in all product
categories not in Pakistan but also globally.

Jubilee which was a sign of friendship, respect, love and youth amongst all is not
preferred now.

The purpose of this plan is to market audit the jubilee and analyzes the output or
short comes of its campaigns to re-launch this product so as to increase their product
sales and image.
 INTRODUCTION OF MITCHELL'S FRUIT
FARMS:
•Mitchell’s is playing a vital role in the
Pakistan’s economy. For the last two years,
the company is receiving The Top 25
Companies Award.
•Mitchell’s growing and processing
facilities are situated in Renala Khurd,
Distt Okara.
In 1998 Mitchell’s became the first food
company in Pakistan to achieve ISO
9001 accreditation
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
BUSINESS UNITS OF MITCHELL'S:
The business operations of the Mitchell's can be divided into following strategic
business units:
MAJOR BUSINESSES:
(A) GROCERIES BUSINESS
(B) CONFECTIONERIES BUSINESS
With nine categories encompassing over 140 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.
COMPETITOR ANALYSIS:

SOME MAJOR COMPETITOR OF

MITCHELL’S ARE AS FOLLOWS

NATIONAL FOOD’S PVT LIMITED(1970)

National Foods began its journey in 1970 as a Spice company, with a revolutionary product
that popularized the concept of having clean, healthy food. National foods’ initiatives were,
to make food that is hygienic, reduce time spent in the kitchen by women, foster health and
contribute towards personal attractiveness
NAURUS (PRIVATE) LIMITED(1979)
Naurus is an one of the leading food processing companies in Pakistan. It was only the
beginning of a long Odyssey when NAURU’s syrup being pure composition of Aqua flowers,
Herbal distillates, and Fruit extracts was first launched in the late 1950's.

SHEZAN PVT LIMITED(1964)

The Shezan International Limited was incorporated on May 30, 1964 as a Private Limited
Company.
CORE COMPETENCY:
• The main core
competency of
Mitchell's is its growing
and processing facilities
which are situated in
renala khurd, dist.
okara.

• These facilitates the

raw material
procurement and
eliminates the market
risk to obtain the raw
material for its basic
products, which gives
the Mitchell's an upper
hand in its rivals who
have to obtain the raw
materials from open
market on market rates.
 MITCHELL’S SWOT ANALYSIS

Strengths Weaknesses

· Fully integrated operations · Customer lists not tested

· Having its own growing and processing · Some gaps in range for certain sectors
facilities
· Customer service staff needs training
· Modern high-volume industrial equipment
· More budget needed for Human Resource
· Professional management and a trained Development
workforce

· A smooth distribution system with

nationwide coverage

· Right products, quality and reliability.

· Management is committed and confident

Opportunities Threats

· Mitchell’s can continue its dominance as the · Political instability

innovator
· International Financial crises
· Can maintain its position as market leader
· Challenge of work force diversity
· Can also continue to be a trend setter
· Changing technology and concept
· International and domestic market
expansion · Legislation could impact

· Introducing new verities of food products · Retention of key staff critical

· Local competitors have poor products · Possible negative publicity

· End-users respond to new ideas · Market demand very seasonal

· Can surprise competitors

 INTEGRATED MARKETING
MIX
PRODUCT STRATEGY:
M i tch e l l ’s i s a co n su m e r p ro d u c t . In i t ia l l y i t w as a co n v en ien c e
product but due to the massive demand shift observed in the
market the customers are more eager to buy ready to made
products.
•S U G A R C O N F E C T I O N A R Y :
NEW LAUNCHES:
Mitchell's diet squashes
PRODUCT MIX WIDTH:
• SQUASHES & SYRUPS
• JAMS, JELLIES AND MARMALADES
•T O M A T O K E T C H U P
• SAUCES
•P I C K L E S
•C A N N E D F R U I T S
•· C A N D I E S & C H O C O L A T E
•S Q U A S H E S
Pricing Strategy:

In order to seek higher sales volume we

often apply discounting techniques or
other aggressive pricing strategies.
Mitchells had charged premium price
due to there brand image in the
market for a long time.
They cannot afford to fall below certain
level of prices as they have to maintain
certain profit level.
Positioning:

Positioning in relation to a
competitor:
We place our products directly against
the competitors’ products.

Positioning in relation to a product

class or attribute:
We sell our product with the slogan
“We provide farm fresh quality
products”

Positioning by price and quality:

We consider our squashes to be a
premium product. That is high
quality, high price. All our
customers buy them due to brand
loyalty.
Distribution (PLACE) Strategy:

Factory depot distributor wholesaler

Retailer

Institutional clients

Customer

They also distribute directly to large

institutional clients, like Airlines
hotels, and corporate customers such
as PIA, Pearl Continental and
others.
 PROMOTION
STRATEGY:

The company is not investing

on advertising even
for niche market they
advertised only at the point of
purchase.

There focus is on building the

corporate image of the
company and to retain the
potential customers.
TARGET MARKET:

The target market at the time of launch was up

to 60 years of age and the core target was 15-30
years of age.

SEGMENTATION:

They segmented their product on the socio

economic classes focusing on- A, B+ and B.

MARKETING STRATEGY:

As they had the first mover advantage they

utilized it fully and initially promoted squashes
by newspapers, posters radio channels. But they
mainly invested there resources in building
there corporate image.
 ECONOMIC
ENVIROMENT:

TECHNOLOGICAL DEMOGRAPHIC
FACTORS ENVIROMENT:

POLITICAL & SOCIAL &

LEGAL CULTURAL
ENVIROMENT: ENVIROMENT
OUR PRODUCT “MITCHELL’S JUBILEE”
• “Jubilee” was the first chocolate to be
introduced into the Pakistani market in
1983.Mitchell’s needed to introduce a
new product to commemorate the 50th
anniversary of the Mitchell's brand.

• The bar is of 35gms with a center of

caramel and nougat line.

• Jubilee is a very famous brand mainly

due to the fact because it was
established in 1983 when not many
chocolates brands were in the market.
Therefore, it had the advantage of
being the first ones in the market.
 REASON OF FAILURE:
•I n e a r l y 2 0 0 0 C a d b u r y ' s i n t r o d u c e d
quality products with affordable price.
The launch of dairy milk (rs.15/-), 5
star (rs.15/-), velvet (rs.15/-) and perk
(rs.13)

•T h e m o s t c o m m o n c h a l l e n g e s t o t h i s
industry are soaring prices of raw
material, high excise and import duties
on raw material, high entry barrier
because of strong monopolistic
competition and influx of cheap
imported brand through gray-channels.
CURRENT POSITION:
Currently Mitchell's jubilee is at the decline stage due to the
extensive competitive market and lack of innovation and
promotion activities
its needs the complete makeover in its selling proposition,
market standing and promotion activities to take the lost market
share again and become the favorite among the masses in
Pakistan again.
COMPETITORS

LOCAL Foreign
•Mars Inc
•H I L A L
McClean,Va USA
•I S M A I L •Nestle SA
INDUSTRIES Vevey,Switzerland
LTD.(CANDY •Ferrero Group
LAND) Alba, Italy
•B . P S W E E T S •Cadbury PLC
London
•C A D B U R Y ’ S
•Kraft Foods Inc.
•K I D C O Northfield,III. USA
•N E S T L E •The Hershey Co.
Hershey,Pa,
USA
•Perfetti Van Melle SpA
Italy(Lainate)
The Netherland(Breda
JUBILEE’S NEW PRODUCT STRATEGY:
 It’s an all new Mitchell’s jubilee now,
 Also going to reposition the product in the minds of the consumers.
Jubilee’s New Product Mix:
 Jubilee (Maxi)
 Jubilee (Mini)
 Jubilee Junior
New Jubilee Family:
 Jubilee Smart (zero sugar)
 Jubilee White
 Jubilee Fruitolina
 (dates, peanut, cashew nut, raisin)
 Jubilee Crispo
 Revitalizing the jubilee through brand revitalization
 brand extension on other hand to target the niches and different segments
NEW PRODUCTS AND PACKAGING
DESCRIPTION

Jubilee Smart (zero sugar):

Jubilee smart is designed to target the
growing trend of diet consciousness health
and fitness needs of the target market. It is
full of nutrition’s with the low fats and
zero sugar; it is also suitable for the
diabetic patients.

Ingredients:
Milk powder
Coca powder
Caramel
Permitted color
Jubilee White:
To target the customers who
are allergic to caffeine, coca
and dark chocolate we are
introducing the jubilee white. It
contains pure milk, butter,
preservatives, cocoa butter
which gives it a superb taste
and look to fall in love with it.
Ingredients:
Coca butter
Milk extracts
Vanilla flavor
Fats
Jubilee Crispo:
New jubilee crispo is the wafer based chocolate; the market
potential of wafer based chocolate is increasing
children’s loves as well as adults loves crunchiness of
chocolate coted wafer’s. Jubilee crispo is sure to be a
market crabber after this launch.
Ingredients:
Coca powder
Caramel, wafer biscuit, milk extracts, sugar
Jubilee Fruitolina (date, raisin, peanut,
cashew nut):
High protein multivitamin chocolates are
very effective in providing the instant
energy its is very much famous among the
masses, to target this market we included
the raisin, date, peanuts cashew nut in
our chocolates with smoothness of caramel
and strong Flavor of coca.
Ingredients:
Coca powder
Sugar
Cashew nut
Raisin
Dates
Peanuts
Caramel
Milk extract
JUBILEE’S TARGET MARKET:

• The current target

market of Mitchell’s is
• Regular users of
Mitchell’s Jubilee
• The possible target
market for Mitchell’s
is:
• Infrequent users of
Mitchell’s Jubilee
• First time-users of
Mitchell’s Jubilee
• Non-Users of
chocolates (Very Rare
chances to make them
eat).
Jubilee:
“Bachpan ki khuch yadein hain”
• The blanket family names strategy.

“Jubilee smart” it reflects and promotes the healthy life style in the
mind of the customer.

“Jubilee white” it represent the people who don’t likes the traditional
chocolates.

“Jubilee crispo” name crispo reflects the crunchiness and crispness in

the chocolate, it is wafer based chocolate favorite among the
masses.

“Jubilee fruitolina” fruitolina includes the freshness and instant

energy of fruits and nut’s it reflect the youthfulness and activeness
and youth full of energy.
New Taglines/Punch lines:
“Jubilee zindagi kai meethia
lamhat”

“Jubilee a healthy form of chocolate”

“Nayee Jubilee naya maza”

“Jubilee a new touch of childhood

memories”

“Jubilee generations regenerated”

“Jubilee a chocolate of year’s

relations”
NEW PRICING STRATEGY:

Product Net Weight Price

Jubilee junior 23 gm. 15 Rs

Jubilee mini 50 gm. 45 Rs

Jubilee maxi 100 gm. 90 Rs

 Strengths: Weaknesses:

 Name of MITCHELLS  Marketing team was not able to sell

 A quality plant from Switzerland the idea of their product “Jubilee”.
 Enhanced distribution network  Technical and sales staff is not
 Low cost productivity efficient due to lack of proper training.
 New flavor’s  Company is not able to enhance the
 Targeting niches sale of JUBILEE from last many
 Fully integrated operations years.
 A smooth distribution system with
nation wide coverage

Opportunities: Threats:

 Can gain the lost market my giving  Cut throat competition

higher customer satisfaction,  Consumers are not getting the idea of
 First mover advantage. Jubilee.
 Barriers for local competitors  Competitor’s strong position.
 Can make profit through economies  Brand loyal ness of an target market
of scale.
 Mitchells can continue its dominance
as the innovator
 End users responds to new ideas
 Can surprise competitors
Customer Relationship Management:
 Acquiring the right customer:
Acquiring the right customer means to find the most valuable customer’s for the
organization. In the Mitchell’s case service providing companies like airlines, hotel
chain are the most important ones they need the chocolate in the bulk quantity it is
easy for jubilee to capture this market.
 Value proposition(marketing/finding revenue):
Driving the product and marketing strategy according to the services your customer
need’s today jubilee is full filling it by introducing new product in its product
portfolio by increasing the number of varieties and targeting the different niches.
 Instituting the best process (sales/generate revenue):
To give the best possible satisfaction to the customer in jubilee crispo the wafer we
are using is the highest grade wafers which we acquiring through the Bisconi wafer
manufacture as an alliance production.
 Motivating employee (customer service/ protect revenue):
Only a motivated employ can provide the highest customer satisfaction, there for
Mitchell’s is align different incentives with the employee performance to provide the
greater customer services.
 Retain customer (Customer knowledge/sustain revenue):
Customer defection is caused when customer get dissatisfied, to retain the customer
continues product development and innovation is needed, in jubilee we have started it
we changed the jubilee’s old image, taste and market standing to retain the customer
and regain the lost market.
 MAJOR SEGMENTATION VARIABLES FOR NEW JUBILEE:

Geographic:

Country Pakistan

Region Sindh, Punjab, Baluchistan, Khyber Pakhtunkhwa, Gilgit

Baltistan.

City Karachi, Lahore, Islamabad, Quetta, Peshawar, Gilgit.

Rural and semi-urban areas Rural villages with a population of over 10,000, Semi-urban
areas, Small town with a population between 20,000 and
50,000.

Demographic:

Age Under 5 years, 5-10 years, 10-15 years, 15-25years, 25-35

years, 35-45 years, 45-55+ years.

Family size Single, Married, Married with child’s, Married with young
children, Retired.

Gender Male, Single

Income Low(up to Rs. 35000 p.a), Lower middle(Rs. 40000 -80000

p.a),Middle(Rs. 80000-120000 p.a), Upper middle
(Rs.120000-200000 p.a) , High (above Rs. 200000 p.a)
Occupation Unskilled worker, skilled worker, petty trader, shop owner,
businessman, industrialist, self employed, professionals,
junior, middle, senior executives.
Education Illiterate, School up to primary level, SSC, HSC , Non
Graduates, Graduates/Postgraduate ,(Professionals)
 Psychographic:

Social Class Working Class, Lower Class, Middle, Upper middle, Upper
class, School/College/University Students
Lifestyle Fitness oriented, Diet conscious, Culture oriented, Sports
oriented.

Personality Compulsive, gregarious, authoritarian, ambitious

Behavioral:

Occasions Regular, summers, eid festivals

Benefits Quality, farm freshness, service, economy, great taste and

flavor’s

User status Non user, ex-users, first time users, potential users, regular
users.

Usage rate Light, medium, heavy.

Loyalty status None, medium, strong, absolute

Readiness stage Unaware, aware, informed, interested, desirous, intending to

buy.

Attitude toward product Enthusiastic, positive, indifferent, negative, hostile.

NEW DISTRIBUTION (PLACE) STRATEGY:

As they have firm

distribution network
they follow the path

Producer----- wholesaler
---- retailer ---- consumer

•R e g i o n a l s a l e s o f f i c e
(north)
•R e g i o n a l s a l e s o f f i c e
(central)
•R e g i o n a l s a l e s o f f i c e
(south):
CONSUMPTION PATTERNS

It was analyzed through the questionnaire that most

of the buyers prefer to use not single type but different
types of chocolate as they are more concerned about
their healthy intake and fitness.
Consumption Pattern
5%
10%

25% Regular Chocolate

60% Wafer based Chocolate

Sugar Free
others
BRAND PRIORITY:

Responses from the participants showed that 75% are

using Cadbury brands, 15% kit Kat brands and 10%
are using brands of jubilee

Brand Prefrence

Jubilee 10%

Kit Kat 15% Brand Prefrence

Cadbury 75%

0% 10% 20% 30% 40% 50% 60% 70% 80%

CUSTOMER’S PRIORITIES

The data showed that 30% of the participants prefer

health,=, 20%taste, 20% quality, 15% price, 10% brand image
and 5% packaging.
TASTE
15% 20% HEALTH

10% QUALITY
5%
PACKAGING
30%
20% BRAND IMAGE

PRICE

The analysis of the data collected showed that as

most of the people are health and brand conscious
and prefer the quality therefore such a product
should be launched which should be best for health
and best in quality, taste and brand image.
NEW PROMOTION STRATEGY:

Advertisement Target:
In this particular add, the company has targeted a child of 6 years of age ranging to
65 years old grandfather. As there are number of products shown in this ad which
are directed toward different age groups.
• Like Jubilee Smart for health conscious and diabetic patient’s
• Jubilee White for coca allergic
• Jubilee crispo for wafer lovers
• Jubilee Fruitolina for instant energy.

Television:
We have to concentrate on giving a straight forward and simple image. We will like
to advertise on TV channels. The quality of this product is better than those of in
the same price limit so we will have a justified price with the quality. The Primary
Target markets we are focusing are basically of age group from4 years to 15 years,
and Secondary Target market is from 16 years to on wards
Magazine ad:
The ads on magazine e.g. in technological and others confectionery magazines will draw the
attention of young literate house wives, man’s and ladies who are more concerned about their
families.

Newspaper ad:
Through advertising on news paper the primary purpose is to provide the brand awareness in all the
categories of the population.

Bill boards & posters:

People with extremely busy modes of life are decided to target through bill boards and posters.

Radio:
The aim to advertise on radio is to let the people know living in remote area where the means of
communication are not so advanced.

Sales promotion:
To develop the market and to increase the shares in the industry 10% discount has been offered in
order to enhance the interest and involvement of the prospective buyers. It is expected that this
campaign will also led to the conversion of prospective buyers to a regular customers. This will
automatically increase the no. of customers.

Online marketing (through web):

To target the upper class families it is decided to advertise through web. It will increase their interest
towards this new brand.
Positioning Statement

Mitchell’s jubilee: to all, a

chocolate consumer who
wants to eat chocolate with a
difference. Mitchell’s jubilee is
now introducing sugar free,
white chocolate and dark
chocolate with hazelnuts, first
time in Pakistan that gives a
complete ease to health
conscious people who crave
for chocolates but could not
consume due to extra calories.
With its new jubilee, Mitchell's
is offering all chocolate lovers
a healthy, yummy and golden
moments of life.
Mitchell’s has reaped pioneer
advantage in the chocolate
industry

We Designed a re-launch
strategy which would
hopefully help it in re-
gaining its image amongst CONCLUSION:
all

For the re-launch we have

applied all the marketing
concepts which we have
studied so far.

We hope that this approach

would somehow help in
efficient transformation of
jubilee for its future life.