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  • Mitchell's Jubilee Chocolate Brand Revival Strategy

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    Mitchell's is the oldest food company in Pakistan, established in 1933. It produces various chocolate products, including Mitchell's Jubilee Chocolate. However, Jubilee's market share has declined in recent years due to issues like lack of planning and poor marketing strategy. The document then provides details of Jubilee's product line and prices. It outlines a brand activation campaign for Jubilee focused on direct marketing, sales promotion, and PR. The campaign aims to revive the brand and bring it back to growth by targeting schools, parks and malls in Karachi through activities like games and sampling. It analyzes Karachi's demographics and socioeconomic groups to identify the target market. Finally, it discusses sales channels

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    Mitchell's is the oldest food company in Pakistan, established in 1933. It produces various chocolate products, including Mitchell's Jubilee Chocolate. However, Jubilee's market share has declined in recent years due to issues like lack of planning and poor marketing strategy. The document then provides details of Jubilee's product line and prices. It outlines a brand activation campaign for Jubilee focused on direct marketing, sales promotion, and PR. The campaign aims to revive the brand and bring it back to growth by targeting schools, parks and malls in Karachi through activities like games and sampling. It analyzes Karachi's demographics and socioeconomic groups to identify the target market. Finally, it discusses sales channels

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    969 views21 pages

    Mitchell's Jubilee Chocolate Brand Revival Strategy

    Uploaded by

    farhaj_11
    Mitchell's is the oldest food company in Pakistan, established in 1933. It produces various chocolate products, including Mitchell's Jubilee Chocolate. However, Jubilee's market share has declined in recent years due to issues like lack of planning and poor marketing strategy. The document then provides details of Jubilee's product line and prices. It outlines a brand activation campaign for Jubilee focused on direct marketing, sales promotion, and PR. The campaign aims to revive the brand and bring it back to growth by targeting schools, parks and malls in Karachi through activities like games and sampling. It analyzes Karachi's demographics and socioeconomic groups to identify the target market. Finally, it discusses sales channels

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 21

    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

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