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MUHAMMAD FARHAJ

HAMMAD HUSSAIN
MUHAMMAD HANNAN

Mitchells 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 independence in 1947, the company's


name was changed to "MITCHELLS Fruit
Farms Ltd." with the brand name of
"MITCHELLS".

The annual growth rate of grocery


product is 9% (approx.) in Pakistan.

The Mitchells Jubilee Chocolate market


share has a drastic decline over the past
few years.

Lack of long-term & short term planning.

Lack of determination of future goals.

Lack of market sensing and adoptability.

Product availability in the market.

Poor marketing strategy of Jubilee


Chocolate.

PRODUCT NAME

CONTENTS

PRICE

Mitchells Jubilee Junior

8gm

Rs.5

Mitchells Jubilee (Maxi)

35gm

Rs.15

Mitchells Jubilee (Mini)

20gm

Rs.10

Mitchells Discovery

20gm

Rs.10

Mitchells Unitee

25gm

Rs.10

Mitchells Twentee-1

21gm

Rs.10

Mitchells Luxuree

25gm

Rs.10

The Brand Activation Campaign for Mitchells


Jubilee Chocolate will be based:
Direct Marketing
Sales Promotion

PR

The objective of the Brand Activation


campaign for the Mitchells Jubilee is to
revive the brand into the market.

Bring it back to the growth stage of the


Product-Life Cycle.

INSTITUTES:
Schools
Colleges

AMUSEMENT PARKS:
Askari Park
Aladin
Sindbad

MARTS & MALLS

Metro
Naheed
Expo Center (Exhibitions)

LOCATION

ESTIMATED VISITS
PER DAY

TOTAL ESTIMATED VISITS

Institutes (Schools &


Colleges)

300 visits per


institute

1000 visits per institute

Malls and Markets

1000 visits per


mall

3000 visits per mall

500 visits per park

1000 visits per park

Parks & Picnic


Points

Kiosk will be designed and created based on the


theme of Jubilee Chocolate.

Wooden hummingbird (Chocolate Color) like


(Department Store) Merchandising locations via
the use of displays in high-traffic areas

Hummingbird shape Small air Ship Fly over the Stall.


(Picnic Point)

Fun and Game Activity


Painting Competition (Institutes, local Societies)
Arrow throwing (Institutes , Mall)

Buy one get free one (Mart, Retail Store and

Shops)

Free Sampling in Schools /Marts

Total Estimated Population of Karachi is


around 20 Million.

Approx . 4 million Children age Group (6


years to 15 year old)

Approx 13 million youth (16 to 40)

Approx. 2.5 million professionals (41 to 55)

Approx. 0.5 million retired persons

SEC GROUP

Estimated Population

MIDDLE-UPPER

15 %

MIDDLE-MIDDLE

30 %

MIDDLE-LOWER

40 %

LOWER-UPPER

10 %

GEOGRAPHIC FACTOR

TARGET MARKET

LOCATIONS

GULSHAN
TARIQ ROAD
SADDAR
NAZIMABAD

INSTITUTES

PAF-KIET, IQRA UNIVERSITY, UNIVERSITY OF KARACHI


KHATOON-E-PAKISTAN, DHA GIRLS COLLEGE etc.

PARKS

ALADDIN, SINDBAD, ASKARI PARK, QUAID-E-AZAM


TOMB

RETAIL STORES

IMTIAZ SUPERMARKET (TARIQ ROAD & NAZIMABAD)


HYPERSTAR AND DOLMEN MALL
METRO CASH & CARRY (ALL CHANNELS)

The sales channels for Mitchells Jubilee


are:
Retailers
Distributors
Merchandizing

Great for building customer relationship

Lower required investment

Offers a deep direct reach and the opportunity to


connect with customers in an entirely new way

Promotion can be extremely targeted

Below the promotion tools are relatively inexpensive

Easy to track

Better ROI and MROI (Marketing ROI)

More effective than the traditional promotion methods

One to One contact with the customers

Potential for viral marketing

Better response rate

Highly relevant to the local traditions and culture

Customized to the local preferences

Easier monitoring of the promotion and budget

Easiest and most reliable evaluation of the marketing campaign