Jubilee Chocolate Final PPT

8/10/2019 Jubilee Chocolate Final PPT

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MUHAMMAD FARHAJ

HAMMAD HUSSAIN

MUHAMMAD HANNAN


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Mitchells is the oldest food company inPakistan.

It was established in 1933 by Francis J.Mitchell under the name of Indian MilduraFruit Farms Ltd.

After independence in 1947, the company'sname was changed to "MITCHELLS FruitFarms Ltd." with the brand name of"MITCHELLS".


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The annual growth rate of groceryproduct is 9% (approx.) in Pakistan.

The Mitchells Jubilee Chocolate marketshare has a drastic decline over the past

few years.


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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 JubileeChocolate.


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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


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The Brand Activation Campaign for MitchellsJubilee Chocolate will be based:

Direct Marketing

Sales Promotion

PR


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The objective of the Brand Activationcampaign for the Mitchells Jubilee is to

revive the brand into the market.

Bring it back to the growth stage of the

Product-Life Cycle.


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INSTITUTES: Schools

Colleges

AMUSEMENT PARKS: Askari Park

Aladin

Sindbad

MARTS & MALLS Metro

Naheed

Expo Center (Exhibitions)


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LOCATIONESTIMATED VISITS

PER DAYTOTAL ESTIMATED VISITS

Institutes (Schools &

Colleges)

300 visits per

institute1000 visits per institute

Malls and Markets1000 visits per

mall3000 visits per mall

Parks & Picnic

Points500 visits per park 1000 visits per park


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Kiosk will be designed and created based on thetheme of Jubilee Chocolate.

Wooden hummingbird (Chocolate Color) like

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

Hummingbird shape Small air Ship Fly over the Stall.

(Picnic Point)


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Fun and Game Activity Painting Competition (Institutes, local Societies)

Arrow throwing (Institutes , Mall)

Buy one get free one (Mart, Retail Store andShops)

Free Sampling in Schools /Marts


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Total Estimated Population of Karachi isaround 20 Million.

Approx . 4 million Children age Group (6years 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


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SEC GROUP Estimated Population

MIDDLE-UPPER 15 %

MIDDLE-MIDDLE 30 %

MIDDLE-LOWER 40 %

LOWER-UPPER 10 %


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GEOGRAPHIC FACTOR TARGET MARKET

LOCATIONS

GULSHAN

TARIQ ROAD

SADDARNAZIMABAD

INSTITUTESPAF-KIET, IQRA UNIVERSITY, UNIVERSITY OF KARACHI

KHATOON-E-PAKISTAN, DHA GIRLS COLLEGE etc.

PARKS ALADDIN, SINDBAD, ASKARI PARK, QUAID-E-AZAMTOMB

RETAIL STORES

IMTIAZ SUPERMARKET (TARIQ ROAD & NAZIMABAD)

HYPERSTAR AND DOLMEN MALL

METRO CASH & CARRY (ALL CHANNELS)


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The sales channels for Mitchells Jubileeare:

Retailers

Distributors

Merchandizing


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Great for building customer relationship

Lower required investment

Offers a deep direct reach and the opportunity toconnect 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)


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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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Jubilee Chocolate Final PPT

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