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 4Ps
Promotion Strategies.
Conclusion.
Question & Answer Session.


TO BE A LEADER IN THE
MARKETS WE SERVE BY
PROVIDING QUALITY PRODUCTS
AND EFFI CIEN T SERVICES TO
OUR CONSUMERS WHILE
LEARNING FROM THEIR
FEEDBACK TO SET EVEN HIGHER
STANDA RDS FOR OU R PRODUCTS.

To be competitive in the
growing market as the
quality managed
company.

GENERAL OVERVIEW
Mitchells 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 "MITCHELLS".
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:
Mitchells is playing a vital role in the
Pakistans economy. For the last two
years, the company is receiving The Top
25 Companies Award.
Mitchells growing and processing
facilities are situated in Renala Khurd,
Distt Okara.
In 1998 Mitchells became the first food
company in Pakistan to achieve ISO
9001 accreditation
In recognition of its dedication to
quality and technical expertise,
Mitchells 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.

CURRENT MARKET
High quality
standards
Due to competitors quantitywise difference between the
Mitchells and its close
competitor has squeezed.
The quantity wise share of
Mitchells products has not
appreciated much in the
last five years, annual
growth rate of grocery
product is 9% (approx.)

COMPETITOR ANALYSIS:
SOME MAJOR COMPETITOR OF MITCHELLS
ARE AS FOLLOWS
NATIONAL FOODS PVT LIMITED(1970)

NAURUS (PRIVATE) LIMITED(1979)

SHEZAN PVT LIMITED(1964)

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.

INTEGRATED MARKETING MIX

P R O D U C T S T R AT E G Y:
Mitchells is a consumer product. Initially it was a convenience
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:

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
:

TECHNOLOGI
CAL
FACTORS

POLITICAL &
LEGAL
ENVIROMENT
:

DEMOGRAPH
IC
ENVIROMENT
:

SOCIAL &
CULTURAL
ENVIROMENT

RELAUNCH PLAN

OUR PRODUCT MITCHELLS JUBILEE

Jubilee was the first chocolate to be

introduced into the Pakistani market in
1983.Mitchells 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
H I L A L
I S M A I L
INDUSTRIES
LT D . ( C A N D Y
LAND)
B . P S W E E T S
C A D B U R Y S
K I D C O
N E S T L E

Foreign
Mars Inc
McClean,Va USA
Nestle SA
Vevey,Switzerland
Ferrero Group
Alba, Italy
Cadbury PLC
London
Kraft Foods Inc.
Northfield,III. USA
The Hershey Co.
Hershey,Pa,
USA
Perfetti Van Melle SpA
Italy(Lainate)
The Netherland(Breda

JUBILEES NEW PRODUCT STRATEGY:

Its an all new Mitchells jubilee now,

Also going to reposition the product in the minds of the consumers.
JUBILEES 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
nutritions 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 childrens
loves as well as adults loves crunchiness of chocolate coted
wafers. 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

JUBILEES TARGET MARKET:

THE CURRENT TARGET
MARKET OF MITCHELLS
IS
REGULAR USERS OF
MITCHELLS JUBILEE
THE POSSIBLE TARGET
MARKET FOR
MITCHELLS IS:
INFREQUENT USERS OF
MITCHELLS JUBILEE
FIRST TIME-USERS OF
MITCHELLS 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 dont 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 nuts 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 years 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

Customer Relationship Management:

NEW DISTRIBUTION (PLACE)

STRATEGY:
A s t h e y h a v e fi r m
distribution network they
follow the path
Producer----wholesaler ---- retailer
---- consumer

R e g i o n a l s a l e s o ffi c e
(north)
R e g i o n a l s a l e s o ffi c e
(central)
R e g i o n a l s a l e s o ffi 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
10%

5%

Regular Chocolate
25%

Wafer based Chocolate

60%

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%

Brand Prefrence
Kit Kat

15%

Cadbury

0%

75%

10%

20%

30%

40%

50%

60%

70%

80%

CUSTOMERS 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%
10%
5%
30%
20%

HEALTH
QUALITY
PACKAGING
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 patients
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

Magazine ad:
The ads on magazine e.g. in technological and others confectionery magazines will
draw the attention of young literate house wives, mans 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
Mitchells jubilee: to all, a
chocolate consumer who wants
to
eat
chocolate
with
a
difference. Mitchells 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.

Mitchells 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 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.

CONCLUSION: