Table of Contents

Introduction ............................................................................................................................... 3
History ....................................................................................................................................... 4
Step 1: Before Independence .................................................................................................... 4
Step 2: After independence................................................................................................... 5
Company Details........................................................................................................................ 5
Sales:...................................................................................................................................... 5
Capital Expenditure: .............................................................................................................. 5
Human resource: ................................................................................................................... 5
Research and development: .................................................................................................. 5
Quality Policy: ........................................................................................................................ 6
Export and Import ..................................................................................................................... 6
Exports: .................................................................................................................................. 6
Imports: ................................................................................................................................. 6
Present Performance of Mitchells:............................................................................................ 6
Future certificates: ................................................................................................................ 7
MITCHELL'S OBJECTIVES ............................................................................................................ 7
Vision and mission status: ......................................................................................................... 7
SITUATIONAL ANALYSIS ............................................................................................................. 7
Mitchells ................................................................................................................................ 7
Target Market:....................................................................................................................... 8
Segmentation: ....................................................................................................................... 8
Marketing Strategy: ............................................................................................................... 8
MAJOR COMPETITOR ................................................................................................................ 8
SHEZAN: ................................................................................................................................. 8
Target Market:....................................................................................................................... 9
Segmentation: ....................................................................................................................... 9
Marketing Strategy: ............................................................................................................... 9
Shezan’s competitive strategy................................................................................................... 9
Mitchell Current Strategy .......................................................................................................... 9
Market Analysis ....................................................................................................................... 11
Target market .......................................................................................................................... 11
Demographics:................................................................................................................. 11
Family life cycle: .............................................................................................................. 11
Psychology: ...................................................................................................................... 11
 Benefits:........................................................................................................................... 12
Segmentation: ......................................................................................................................... 12
Market needs .......................................................................................................................... 12
1. Quality craftsmanship ..................................................................................................... 12
2. Michelle’s innovations ..................................................................................................... 12
3. Customer service ............................................................................................................. 12
Customer Satisfaction Measurement:............................................................................. 12
Market trends .......................................................................................................................... 13
Market Growth ........................................................................................................................ 13
SWOT Analysis of Squash .................................................................................................... 15
Strength: .......................................................................................................................... 15
Weakness: ....................................................................................................................... 15
Opportunities: ................................................................................................................. 15
Threat: ............................................................................................................................. 15
Competition analysis ............................................................................................................... 15
Direct competitors:.......................................................................................................... 15
Indirect competitor: ........................................................................................................ 15
Market Shares ..................................................................................................................... 15
Positioning Strategy................................................................................................................. 15
Position: ............................................................................................................................... 15
 Positioning in relation to competitors:.................................................................... 15
 Positioning in relation to the product class or feature: .......................................... 15
 Positioning by price and quality: ............................................................................. 16
Marketing mix ......................................................................................................................... 16
Product strategy: ................................................................................................................. 16
Sugar Dessert....................................................................................................................... 16
Product Mix: ........................................................................................................................ 16
Squash Depth: ..................................................................................................................... 16
Product Width: ........................................................................................................................ 16
New Method:....................................................................................................................... 16
Michelle's Diet Squash..................................................................................................... 16
Pricing Strategy:....................................................................................................................... 16
Distribution strategy................................................................................................................ 17
Advertising and promotional strategy..................................................................................... 17
Advertisement Analysis: .......................................................................................................... 17
Target Market:..................................................................................................................... 17
 Keyword of advertising:....................................................................................................... 18
Functional attribute of advertising:..................................................................................... 18
Sales promotion: ..................................................................................................................... 18
Incentives: ........................................................................................................................... 18
Public relations .................................................................................................................... 18
Anjuman Khudam-e-Rasool Allah:....................................................................................... 18
Conclusion: .............................................................................................................................. 18
Introduction
Mitchell's Fruit Farm Ltd is Pakistan's oldest and most trusted food company. Since starting
its operations in 1933, the company has gone from strength to strength, and its various
types of products have breakfast cereals with farm-consumables, which come straight from
their orchards in Renal Khurd - one Loyalty people with high levels of product, all goodness
of nature for a healthy lifestyle rich in life.

Today Mitchell's family is growing, ranging from the quenching quadruple squash and syrup
to the increasing number of agricultural products, is reaching more and more homes around
the world; Frutti jams, jelly and marmalade; Rich tomato ketchup and savoury sauce; Tasty
pickle; Fresh nutritious canned fruits and vegetables; And a nutritious classification of candy
and chocolate from a wide range of confectionary products.

History

Step 1: Before Independence

Francis J. Michelle reached Scotland from Bombay at the end of World War I. He was invited
by his brother who was already established as a contractor for the construction of the
government in north-western India. Railway network in this part of the subcontinent. At that
time, when Francis was already a person of more than sixty years old, there was an
opportunity as an emerging irrigation system in the canal colony districts of west Punjab. He
succeeded in obtaining a hold of 720 acres of agricultural land in the then Montgomery
district. The area allocated to them ranged from Rayna Khurd to about seven miles. He
started the business of growing grapes for the final sale of dried raisins and sent his younger
son Richard to Australia for training in Mildura, which was known as the canter of
specialization in the field of horticulture.

The company, along with Francis Mitchell, was its governing director and his two sons,
Leonard and Richard, as director, in 1933 and named after the Indian Mildura Fruit Farm
Limited. North Western Railway opened for traffic a few years ago by acquiring the land. By
Michelle Family Francis Mitchell was asked by railway officials to propose a name for the
next station. So the word "Kisan" which later became a familiar brand name.

Testing of grapes, which started in 1921 and lasted until 1924, unfortunately, it did not
prove to be successful. In rainy season, the vines are seriously damaged by pests, only dry
weather is needed to grapple the grapes. The whole plantation was replaced with citrus,
which fortunately proved to be profitable. The eldest son Leonard was sent specifically to
South Africa to look for a good rootstock, which was the foundation of the Valencia orange
trees, which are well-established on the fields today. With the outbreak of World War II, the
demand for canned fruits and vegetables for the associated troops deployed in India began
to grow rapidly. To meet this growing demand effectively,

The factory was established in Bangalore, South India. A new joint stock company was
registered under the name of Kisan Products Limited.
Step 2: After independence
In the form of the sequel of independence in 1947, Indian Mildura Fruit Farm Ltd lost almost
75% of its Indian market. The name of the company was changed to "Michel Fruit Farm
(Pvt.) Ltd." And the brand name "MITCHELL'S" became the exclusive property of the
Pakistani company. Similarly, the Indian company made special use of "KISSAN" brand name.
Francis Mitchell died in 1933 and his eldest son, Leonard, became Chairmen. After his
brother's tragic death in an air accident, Richard took over the chairmanship in 1949 and
continued in this capacity until his death in 1987. The family sold its shares gradually, having
inducted Pakistani shareholders in 1957, and retired to Eastbourne, U.K., in 1959. Richard's
wife, Betty, retained her links with the Company in the capacity of Director until 1991. She
died in 1995.

Company Details
Sales:
The national market, especially in major cities, was saturated with imported foods. Although
overseas fruits preserve, sauces and drinks were seen on the shelves of the largest shops,
which were not abundant in the form of different brands of imported confectionery,
chocolate. It appears that most of the goods are being brought to the country through
unauthorized channels without the payment of imported duties. Despite these unheld

Conditions were able to achieve a significant increase of more than 10% in the sale of Michel
Confectionery and succeeded in registering a modest increase in our traditional grocery
business.

Capital Expenditure:
In the beginning of the construction of the capital, he has invested Rs. 26.76 million is
invested. In January 2002, an independent feeder WAPDA grid station was formed
simultaneously with the new standby generator. 1, 535,652. The cost of electricity bills
should be the result of substantial savings. Internal cash production and bank borrowings
are fully met from the capital expenditure bill

Human resource:
HR Human Resources also has important importance for the company. Management and
employee skills are constantly being updated both at home and abroad through training
courses and study tourism. At present Mitchell is working with 32 executive employees with
a large sale and labour force research and development.

Research and development:

The success of Michelle's products, and the taste that is winning the hearts of consumers
with generations, is the result of ongoing investment and thrust of the company. On quality
control, reinforced by R & D (R & D). The two continents closely coordinate with the
marketing and export office in Lahore, where product concepts were started and passed for
the construction of R & D section. Once the R & D section has prepared new products
samples, the marketing division carefully evaluates the product.

With quality control and training research and development, the Quality Control Section
ensures that all our products meet the high expectations of consumers. From the selection
of the finest fruits, to processing and packaging, at every step of the quality control process,
it plays an important role in alert and unreliable tracking. The quality control staff, along
with two line-control laboratories and an incubation laboratory for one main up-to-date
laboratory, grocery and sugar confectionary divisions, ensures that there is no dearth of
quality standards during production.

As the company considers its employees to be their most important assets, management
skills are constantly being updated by sending them to the training courses and study
tourists at home and abroad

Quality Policy:
Mitchell Fruits Limited is committed to producing the best quality products to meet the
requirements of our customers at competitive prices, strengthening our position as a quality
management company. To fulfil this obligation, the company will continue:

1. Updating employee skills by training

2. Acquisition of new technology

3. Revaluation of its quality control and quality assurance system management.

Export and Import

Exports:
At present, MITCHELL's products are being exported to many parts of the world, including
UK, USA and Middle East. In the future, the company is planning to make MITCHELL'S a
brand name familiar to households in every part of the world.

Imports:
Some of the products of Michelle are being imported. For example, we import pineapple
from Singapore. Only fruit is imported, the rest of the process is done in our fields.

Some fruits are imported as mango pulp. We grow mango in our fields, but due to the
increasing demand of mango, we have to import some quantity from other countries to
meet the demand. Sugar is also imported.

Present Performance of Mitchells:

In 1993, after a major landmark of the company in public, the company got its shares in the
market. For the year 1998, Michelle's 65th brought a big difference for the company; ISO
9001 recognition is Pakistan's first food company to receive this honour

Today in Pakistan, Michelle is the only major company, which has fully integrated operations
in one place and its growing and processing facilities. Modern high-volume industrial
equipment, professional management and a trained workforce ensure that Michelle
maintains leadership. Fully computerized and inter-related regional sales offices manage
sales across the country, along with those people in major cities, Karachi, Lahore, Rawalpindi
and Islamabad. All offices are on the internet / e-mail network which ensure uninterrupted
flow of data. High qualified officers using modern management tools from head office in
Lahore handle commercial, financial and accounting tasks.

With a continuous nationwide coverage and quality continuity, a smooth delivery system has
kept the most prestigious national institutions loyal to Mitchell's growing product range.
These include Pakistan International Airlines (PIA), the major five star hotels and clubs, utility
stores corporation, canteen stores department, chain of main stores and established
restaurants in major cities.

Future certificates:
We believe that considering the vast agricultural potential of Pakistan, there are bright
prospects for the food processing industry, which will meet the nutritional needs of the
growing urban population within the country as well as for export. Can provide surplus. Pre-
requisite for such development is a healthy and expanded economy. We believe that our
company has been well placed to get full profits for opportunities.

MITCHELL'S OBJECTIVES:
The purpose of Michelle is to provide a healthy, innovative and best quality food to her
client, who will tempt her appetite at all times. Above all, Michelle also promotes
convenience and diversity on affordable prices.

Vision and mission status:

1. To be a leader in the markets, we provide quality products and efficient services to our
consumers by learning from their response to setting higher standards for our products.

2. Becoming a company which continually enhances its superior technical capacity to

provide innovative solutions and better products as per market requirements.

3. To become a company that attracts and retains people by creating a culture that
promotes openness and innovation, promotes personal growth, and rewardes initiative and
performance.

4. Becoming a company that combines opportunities for its people, technology,

management systems and market, while providing a fair benefit to its investors to achieve
profitable growth.

5. Becoming a company that attempts to establish the highest standards in corporate ethics
in serving the society.

SITUATIONAL ANALYSIS
Mitchells

In the year 1941 Michelle Anthill Mitchell launches his squash. Mitchell was the only player
in the field Skirmishes at the time. They were the first movers in rich fruit citrus. They
identified its need to drink the product. Continuous screening and analysis is needed after
proper client Assessment by Michelle's Research and Development Department is a
completely new product (Squash) was prepared as rich fresh fruit. It was a break through
innovation. He took advantage of opportunity and received the first mover benefit. So they
catch the head Market share, and over time, they captured the market knowledge scarce
resource
• Mitchell got competitive advantage because he got the first mover benefit

• Fully integrated operation. Especially fresh fruit farm with its own growing and processing
facilities

• Mitchell had a professional management and trained workforce

• Mr Richard received training from Australia Mildura in the early stages

• A smooth distribution system with nationwide coverage

• The right product, quality and reliability.

• Management was committed and convinced

• Mitchell was a pioneer in the field of squash, he acquired market share on a large scale
and received positive words of mouth about the products because they are made from fresh
farm fruit.

Target Market:
Target market was at the time of the launch at the time of the age of 60 and the core target
was up to 15-30 years of age.

Segmentation:
He focused his product on socio-economic classes - A, B + and B.

Marketing Strategy:
As they got the first proponent advantage, they used it completely and initially encouraged
squash by newspapers, radio channels gave. But they primarily invested resources in
creating corporate image

MAJOR COMPETITOR
Shezan:
The company was incorporated in 1964 as a private limited company, whose main objective
was to establish industrial undertakings for fruits and vegetables from juice, squash, sorbet,
jam, pickle and manufacturing. Shezan International Limited was conceived as joint venture
by Shah Nawaz Group of Pakistan and Alliance Industrial Development Corporation of the
U.S.A. The agricultural background of Pakistani sponsors prompted them to establish this
agro-based industry. Today, Shezan is the largest food processing unit, which has developed
and established the ability to meet the local and also export requirements of the country.

I also had to face big danger when presenting the product

Michelle, who had already acquired a major market share by capturing rare resources and

Already gained the knowledge of key factors and market issues. it was very expensive

Shezan to overtake Mitchell There was a high risk involved in competing with Michelle

Fruit farm company Shezan had the advantage to follow the prescribed product
Michelle's standard about research and development. The line of Shezan was

Action to grab market share by offering high quality and better taste after product

Diversification by analysing Michelle Squash.

Target Market:
The Target Market of Shezan is up to the age of 60 years and their main target market is 15-
30 years old.

Segmentation:
He focused his product on social economic classes A, B + and B

Marketing Strategy:
Squash launched in 1968-1969. At that time they propagate it by newspapers, posters radio.
There was a show called "HIT BREAK" on the radio whose host name was HAMAD. They used
the market's scheming strategy to offer lower prices to capture market share.

Shezan’s competitive strategy

• Initially only three flavours of squash were launched.

(Mango, orange and lemon). But there are 6 flavours in the current market

(Orange, mango, mix fruit, lemon and lemon barley, pomegranate)

• Shezan was available in 735 ml. Glass bottle but now available in pet bottle

830ml

• In the case of this company, since the full backward integration, it is the only company
with its own sugar and also the name of Shahabad Sugar Mill, Mandi-Bahauddin.

• Shenzhen has the most developed distribution channel network and therefore it has the
advantage of reaching the maximum customers in entire Pakistan, with the help of small
retailers as well as other retailers.

• Nearly 16,000 outlets of utility stores have 60% shelf space in Shezan

• She is among the advertising and low-cost promotional campaigns that make a very
generic brand name in the mind of consumers when they are shopping for squash.

• Shezan is the largest food processing unit that has developed and installed the ability to
meet the local and also export requirements of the country.

• Shezan has the highest production capacity compared to its competitors.

Mitchell Current Strategy

• Michelle's fresh squash is made from farm fresh fruits in a clean environment, keeping in
mind the health of their valued customers.
• Michelle has flavoured fresh and sun-dried raw materials especially on her garden in Rena,
offering to enhance the taste of natural fruits that promise to bring your day to life.

• Mitchell is Pakistan's only major food company, which has fully integrated operation and
processing facilities in one place.

• Modern high-volume industrial equipment, professional management and a trained

workforce all combine to ensure that they continue their dominance in the form of Michelle,
Innovator, Market Leader and Trend Setter.

• In 1998, Michel became the first food company in Pakistan to receive ISO 9001
accreditation, thus becoming more competitive on the international stage.

Now the development has grown in Squash and the product is at maturity level, so Michelle
is trying to keep the market share and keep its loyal customers.

• Squash pet bottles offered by Mitchell with a volume of 1.5 litres and 810 ml

• Michelle's squash is available in seven flavours (orange, mangoes, mix fruit, pineapple,
guava, lemon and lemon barley).

• Michelle's diet squash is available in eight flavours.

• Michelle's squash has extensive fruit content, which is the main discriminating factor.

• In the year 2001 and 2002, he launched the largest campaign for squash More than 200
Michelle hoardings are displayed throughout Pakistan

• Speed of squash has increased and the product is at maturity level, the company is
focusing on building its corporate image rather than fully investing on squash ads. So they do
not want to waste their money on squash ads.

Last year, Michelle launched DIET squash for the NICHE market. The POS content of the
advertisement has been used to promote it only.

• Michelle's diet does not contain sugar in squash, and it has 90% fewer calories than regular
squash.

• Michelle's diet squash is available in two flavours.

 Diet mixed fruit squash, and

 Diet orange squash

• Michelle is using consumer and business promotion. But mainly focusing on business
promotion. . Retailer profit in Lahore is 12 + 1, which means

Mitchell gives a retailer a bottle of 12 bottles for his retailer, but on the other hand, in
Karachi, the business promotion policy is 24 + 3 that means the purchase of 24 bottles,
Michelle gives 3 bottles to his retailers. Use Michelle in this way

• Their unique selling offer is quality. They never compromise with quality. Even if they get
any complaints, they immediately change it.
• Mitchell believes that the success of the organization lies in the satisfaction of its
customers. Michelle has always given the first priority of her customer's feedback and they
do it in the following ways

• Completely feedback the questionnaire forms

• Full storekeepers

• Through ISO processes (CPA, corrective and preventive actions)

Customers' responses and opinions are very useful for them and besides

It studies the reaction and tries to apply it accordingly.

Market Analysis
The market for squash in Pakistan is mainly influenced by branded competitors in this
particular product category. These competitors have firm distribution channels. Because
most of the country's population is low-low in low-middle class, this is the reason that
people are more conscious of the price and others also look for the convenience of the
products. Demand shift has been observed in the squash industry. Demand for squash is
now limited to the main areas of the country for only a few months. The squash business in
Lahore is at its peak between May and November, so Michelle has a different strategy till
now. According to the market analysis, the reason for this limited demand is that you cannot
associate with different opportunities in different ways, such as red syrup jam-e-shirin and
Ruh Afza related to Ramzan and Moharam themselves, limited Another major reason for
demand is due to its use of Squash, which is limited to a thirsty beverage, but can be used in
many ways besides drinking red syrup. As that topping, with more to be used in milk.

Target market
Targeting decision determines which client group the organization will be serving. Choosing
good market goals is one of the most demanding challenges of management.

Michelle basically prepares strategies to target the socioeconomic class of A & B + grade. But
by then every class becomes part of their market. Primary focus was A and B + rank, but now
they target the overall market and are widely used for the market. The reason (3-80) years
of age, people use it as a fresh and energetic drink.

In the case of squash product diversity, Mitchell's target approach is being used. The clauses
here are not clearly defined, but there are broad goals.

Demographics:
Target market up to 80 years, while core target market includes age 15 to 30 years

Family life cycle:

Youth, children, old people

Psychology:
Middle, middle upper, lower, lower upper, upper class.
Benefits:
Enriched in quality, taste.

Segmentation:
The concept of division "a size-fit-all large market" is no longer relevant. Companies have to
define which segment they will be targeting. A few years ago, the squash segment was
based on Bihorl, the lifestyle and the usage rate were high, but now there is no possibility in
the market. Due to the entry of other substitute products, the consumption pattern has
decreased. Lahore is regarded as an area but trade in Karachi on the other side

According to the market analysis, the reason for this limited demand is that you cannot
associate with different opportunities in different ways, such as red syrup jam-e-shirin and
Ruh Afza related to Ramzan and Moharam themselves, limited Another major reason for
demand is due to its use of Squash, which is limited to a thirsty beverage, but can be used in
many ways besides drinking red syrup. As that topping, with more to be used in milk

Market needs
Talking about the need of the market is the need of products which are relatively cheap and
at the same time provide easy access to the consumer. In today's world everyone is in a
hurry and customers want quick drinks and quick food to save only their time. Considering
Mitchell's squash, it was a few years ago when powder and juice and energy drink were not
introduced in the market. Therefore Mitchell’s took advantage of the first mover to start it,
though they organized a research and captured a major market share at the time.

1. Quality craftsmanship
Michelle never compromises with the quality of its fruit. Their squash has extensive fruit
content. There the quality persists all the time.

2. Michelle’s innovations
They realized that customers are very healthy now, so they introduced DIET SQUASHES last
year, in which slogan was given "Do not lose weight". But they have only introduced it for
the Net Segment. He did not even use promotional activities for these innovations.

3. Customer service
As every company is trying to develop a good relationship with the customer. Therefore, in
this regard, if they have received any complaints related to their products then they change
it without wasting the customer's time.

Customer Satisfaction Measurement:

The success of the organization lies in the satisfaction of its customers. Michelle has always
given the first priority of her customer's feedback and they do it in the following ways
• Completely feedback the questionnaire forms

• Full storekeepers

• Through ISO processes (CPA, corrective and preventive actions)

Customer feedback and feedback are very useful for them and apart from that they study
the feedback and try to apply it accordingly.

Market trends
Market trends are rapidly changing, so no customer knows that whether the product that
we buy today will buy tomorrow itself or not. At this time the quashes 'MATURITY' are in the
stage. The reason for this is that it takes relatively longer time to be ready rather than other
new drinks. So there is still no hope of creating a new market in this industry. Mitchell's only
strategy is not only to maintain its existing customer and to find new customers. It basically
depends on whether the customer is loyal to the product or not. Customers who are heavy
users of squash, may not shift in other options as they are loyal to it.

Market Growth
The rise of the market has not increased in the squash industry due to consumer
preferences and other factors are the customers are very conscious they want to take
instant drinks to save their time but at cheaper rates. Therefore, due to other drinks such as
powder drinks, instant drinks, juice and red syrup, the market has been shifted. So

Now squash is lying in CASHCOW because it gives money but does not grow. As Michelle is
the leading and still leader in the market, so far there is a major stake in the market.

BCG MATRIX
SWOT Analysis
Strength:
 The power of quality which is consistent
 Modern high-volume industrial equipment
 Professional management and a trained workforce
 A smooth distribution system with nationwide coverage
 Right products, quality and reliability.
 Management is committed and confident
 Oldest company of Pakistan
 ISO 9001 award in 1998
 International recognition
 Own reputation in market
 Own growing and processing facilities at one location
 Single national company that has variety in flavours
 Have more food content

Weakness:
 Less support of promotions
 Hardly advertising on media
 Customer service staff needs training
 More budget needed for Human Resource Development
 Contended with their brand name
 Very bless packaging variants
 Don’t have any short term or long term decision making plan
 Decreasing growth rate and eventually losing market shares

Opportunities:
 You can define maximum sections like starting squash in small bottles so that
customers can reach the buying power
 Mitchell’s can continue its dominance as the innovator
 Can maintain its position as market leader
 Can also continue to be a trend setter
 International and domestic market expansion
 Introducing new verities of food products
 Local competitors have poor products
 Have an opportunities to target untapped market segments
 Creating new horizons for the food processing companies
 Increase the depths of its existing product categories
 The company may invest in new product categories

Threat:
 Increasing competition
 Aggressive advertising of competitors
 Political instability
 International Financial crises
 Challenge of work force diversity
  Changing technology and concept
 Legislation could impact
 Retention of key staff critical
 Possible negative publicity
 Increasing market share of competitor

SWOT Analysis of Squash

Strength: The power of quality which is consistent
Weakness: The cost and cost of materials used in squash.
Opportunities: You can define maximum sections like starting squash in small bottles so
that customers can reach the buying power

Threat: All substituted beverages.

Competition analysis
Competition is very fierce among contestants, so Michelle always gets the first mover
advantage and is still the leader of the market. It has a major stake in the market.

Direct competitors: Shezan squash

Indirect competitor: red syrup, instant drink

Market Shares
 Share 40%
 Shezan 38%
 Kinza 11%
 Other 11%

Positioning Strategy
We offer high value, high quality premium products. Our market share in Lahore is only 30%
for squash. More than 50% of the shelves in the shops are covered with Michelle's squash.

Position:
We focus on the situation because it is important to develop an image that our products are
in relation to the products of our competitors (Shazan).

 Positioning in relation to competitors: We keep our products directly against

competitors' products. This strategy is suitable for us because we have a solid
difference in profit against our competitive product

 Positioning in relation to the product class or feature:

“We sell our product with slogan”

"We provide fresh quality drinks to the farm"

And consider this as our competitive edge against our competitors, and for the same reason,
we are focusing on this feature and claim that since we have our own fields, we provide you
squash made with fresh fruits.

 Positioning by price and quality:

We consider our squash a premium product. It is high quality, high price. All our customers
buy them due to brand loyalty. They know that they are getting something that they deserve
which they are paying

Marketing mix
Product strategy:
This is a consumer product. Initially this was a feature product, but due to the widespread
demand in the market, customers are more eager to buy ready-to-eat products.

Sugar Dessert
Product Mix:
• Squash and Syrup
• Jam, Jelly and Marmalade
• Tomato Ketchup
• Sauce
• Pickle
• Canned Fruit
• Candy & Chocolate

Squash Depth:
 Guava Squash
 Mango squash
 Orange squash
 Pineapple squash
 Mixed Fruit Squash
 Lemon Squash

Product Width:
New Method:
Michelle's Diet Squash
Michelle's Refreshing Diet Squash is made with Farm Fresh Fruit in a clean environment,
keeping in mind the health of our valued customers. There is no sugar in our diet squash and
it has 90% fewer calories than regular squash.

Michelle's Diet Squash is available in two flavours.

• Diet mixed fruit squash, and

• Diet Orange Squash

Pricing Strategy:
Michelle Pricing Goals are to increase sales volume and to maintain or maintain market
share. To achieve high sales volume, we often apply discounting techniques or other
aggressive pricing strategies.

Because of the image of the brand in the market for a long time, Michelle had put premium
prices. But, due to change in demand, it has almost become for its competitors.

They cannot fall below the level of certain prices because they have to maintain some profit
levels. At this point they have to face tough competition because a glass squash price is Rs
7.5, while on the other hand the price of powder is 5 rupees per glass. Bottle of 810 ml of
squash (including tax) of squash for retailer cost of 810 ml of squash bottle (including tax) =
82 \ bottle profit margin = 11 \ bottle for bottle consumer. Cost of 1.5 liters of squash
(including tax) of squash for retailer = $ 227.5 / squash cost of 1.5 liters for bottle consumer
(tax inclusive) = 244 \ bottle profit margin = 16.5 \ bottle

Distribution strategy
Mitchell adopted the channel-structure strategy for distribution. They believe that the
product should be distributed from the manufacturer to the customer or indirectly through
one or more intermediaries. They sometimes sell their products directly and sometimes they
sell their products through retailers. Like Lahore, they need to sell their products between
Marchs to November, because the demand for squash on the other side is maintained
throughout the year, because other distribution channels are needed in comparison to
Lahore. Although Mitchell uses direct distribution

Strategy and indirect delivery strategies and therefore the level of eye is always full of
squash products, which is a good result of increase in sales.

As they have a firm distribution network, they follow the

producer wholesaler retalier consumer

They distribute directly to some retailers, for example they can direct airlines and Hotels like
PIA and Pearl supply to Continental.

Advertising and promotional strategy

As we have discussed earlier that the product is at maturity level. This means that there are
a large number of loyal customers who are using the product. On the other hand, due to the
changes in demand towards more convenient products, the competitiveness of squash in all
markets will not increase. So at this point there is a company

Even when the diet squash was launched even when the squash was not invested, it was not
followed by the advertising campaign. Although it was for the niche market but they only
advertised at the point of purchase. The company has been focused on creating corporate
image and retaining potential customers.

Advertisement Analysis:
Target Market:
In this special ad, the company has targeted a 6 year old child aged 65 years old. As is the
number of products shown in this advertisement Which are directed towards different age
group

Keyword of advertising:
The main message of the ad is that the company wants to develop its corporate image. They
are celebrating 75 years of freshness there. This means that the company has been serving
customers for the last 75 years and they are continuously making quality there and providing
new products to customers who are actually USP. The first line of the ad is "Bachchan has
some days". We remember our childhood when we grow up. Therefore Mitchell Child Hood
is associated with memories because it is a brand that is used for generations to generation.
An affiliation has been attached to it over the years and the reason for this connection
between the company and the customers is the latest raw material used for the products.

Functional attribute of advertising:

Various products of Michelle are shown on various occasions. Michelle is trying to fit herself
as a family product. It is trying to relate itself to the pleasant moments of the family.

Sales promotion:
Incentives:
They use push strategy in the peak season as an incentive to retailers. They offer 12 bottles
of free bottles and 3 free bottles for sale of 24 bottles.

Public relations
Mitchell has joined hands with the British Council as well as the British Council, Department
for International Development (UK) and Voluntary Service Overseas (UK) in an effort to
promote education in rural areas. In an effort to increase the level of female literacy, schools
of twenty girls have been set up in Sargodha district. Apart from this, a teacher training
institute has been set up to provide quality education staff to local school.

Anjuman Khudam-e-Rasool Allah:

Anjuman Khuddam-e-Rasool Allah is a community based NGO (NGO), which is in Shergarh in
1976 In the centre of the district of Sargodha. To provide high quality education to boys and
girls of AKRA's nursery to matriculation, there is a reputation in the surrounding area.
Anjuman is also known for its own independent dispensary, and its role as a social welfare
organization in and around Shergarh.

In this way Michelle is developing public relations and providing a social service to the
people of rural areas.

Conclusion:
As we found from Mitchell's strategies, we have found that Michelle is sometimes active
and after some time it adopts a reactive approach. Michelle is very conscious about her sales
and customer level satisfaction and since 1933 she has to maintain the same graph of level
of satisfaction and to give the customer directly from the fields directly to the quality, fresh
agricultural products. Have tried. Mitchell is very worried about his SWOT analysis and can
take a close look at every action to better care for his products.

There is a strategy to make and implement each SBU and here SBU level business strategy
focuses more narrowly on its products. MD plays an important and central role not only as
MD, but also as a strategic thinker and strategic planning leader of corporate culture.

Mitchell's management deals with developing a marketing mix for the service of a
designated market. Their main focus is on strategies at SBU level, where Mitchell manages
to formulate his strategy considering three forces:

• Customer
• Competition
• Corporation

And apart from this internal and external factors also play an important role in developing
strategies.

Michelle is related to external information related to the social, economic, political and
technological trends and product / market environment. The information is analyzed to
identify the strengths and weaknesses of SBU, which together with the competition and the
customer define the purpose of SBU.

Mitchell is also very concerned about Corporate Assessment and for this, he holds a stake in
the organization with all the groups of corporate publicity. In this context Mitchell’s is very
much concerned about the Financial Position of the company. And they evaluate this factor
very closely for the further decision making of their products