Professional Documents
Culture Documents
Punjab
JUBILEE MINI 10
15g
JABILEE JUNIOR 5
8g
JUBILEE MAXI 20
35g
PLACEMENT
RETAILER
DISTRIBUTOR
MERCHANDIZING
PROMOTION
PRECEPTUAL MAP
&JUBILEE
MARKET ANALYSIS
PRODUCT NESTLE MITCHELS CADBURY
FEATURE
Market Position 2nd - 1st
Objective To be the worlds largest Confectioneries just To grow the market for
and best branded food happen to be a side chocolate
manufacturer, whilst business for Mitchells confectionery
ensuring that the brand whose core competency To increase Cadburys
name is synonymous with lies in grocery products. share of the snacking
products of the highest sector
quality.
Strategy Integrated cost No clear-cut strategy for Growing the market by
leadership/differentiation confectioneries products. apt pricing strategy
Wide range of products that will create a mass
Low cost operators. market and to have
offerings in every
category to widen the
market
CHALLENGES AND
ISSUES
TVC Flavor
50
45 Other
40
Almonds, caramel, mint
35
25
fruit, mint, caramel
20
10
Mint, nuts, caramel
5
0 0 5 10 15 20 25
Kit Kat Dairy Milk Jubilee Perk
REASONS OF FAILURE
Lack of long term planning.
Lack of determination of goals.
Lack of market sensing and adoptability.
Product availability in market.
Poor advertisement.
Lack of new flavors.
Poor packaging and quality
No differentiation.
REVITILIZATION OF
JUBILEE
FOCUSED AREAS
Target Market
Packaging
Slogan
Variants
Pricing
Promotions
Placement
CUSTOMER DESCRIPTION
TARGET GROUP:
The main target is UPPER LOWER & MIDDLE UPPER class.
DEMOGRAPHICS:
We want to target young and adults( age 18 to 30).
PSYCHOGRAPHICS:
Extroverts, Fun loving, Music lovers, Sporty, Social, Taste
Seekers, Family oriented, Brand Conscious.
NEW PRICING STRATEGY
PRODUCTS WEIGHT PACKAGING PER PRICE PER
DISPLAY BOX CHOCALATE
(Rs.)
Jubilee Junior 6 gram 24 bars 15
ADVERTISEM
ENT Amount(R
BUDGET s.)
298,500,00
TV 0
Newspaper 5000000
Magazines 3000000
Outdoor 2500000
TV BUDGET
Channel Channel No. of Add Prices
Timings
TOTAL 598,500,000
PRINT ADD