Mitchell’s Jubilee

Mentor: Sir Usman A. Qayyam

Group Member:
Shahmir Khan Jadoon
Zeeshan
Salman Shahid Chishti
Mohsin Ali
Zobair Shaid
 Company Introduction
• Mitchell’s is the only major food company in
Pakistan today with fully integrated operations
having its own growing and processing facilities at
one location.
• Modern high-volume industrial equipment,
professional management and a trained
workforce.
• In 1998, when Mitchell’s became the first food
company in Pakistan to achieve ISO 9001
accreditation, thus becoming more competitive
on the international stage also.
Product Line

Mitchell’s

Confectionary
Products

Chocolates
(22 Variant)
 Jubilee Introduction
• Jubilee is a chocolate which was very popular
in early 90s.
• Jubilee is an energizing chocolate bar with a
center of caramel and nougatine.

Target Market
•Everyone
 Competitors
• CADBURY
• CANDYLAND
– IN K SARAY VARIANTS LIKHNA
– TIMELINE B DALNA
 Reasons of Failure
• Failure to penetrate the product in the
market.
• Not increase in production and revenue.
• Lack of promotional activities and advertising.
• Lack of interest on Product Development.
 Insight
Having conducted 30 questionnaires , we got to
know
• Its not in failed state whereas , it has
advertising issue
• Outdated means of promotion
• Poor distribution
• High Awareness level in Shopkeepers.
 Market share
Market Share

Others
36% Dairy
Milk 60%
Dairy Milk
Jubilee
Jubilee 4% Others
 Awareness Level
• Above 18 = high
• Shopkeeper=high
• Children = low
 Strategic Objective
• MMO’S (Measurable marketing objective)
- to increase market share by 10%
• MCO’S (Measurable communication objective)
- Creating awareness among all
regardless of age then re-launching.
 Phases
• Tease phase
• Recall Phase
• Launch Phase
 Phase 1

Teaser Phase

Campaign Idea
“Wohi Khushi, Wohi Mithaas, Wohi Pyaar…
Phir Say”
 Objective
• Getting people into Old Times.
• Reviving Old Memories.
• Building Awareness of Mitchells Brand ONLY.
• Trade Marketing of Jubilee for Traders and
Shop keepers.
• Distribution of Jubilee at shops on back hand.
Billboards
Billboards
Mobile Billboards
Mobile Billboards
 TVC
(Brand Endorsement)
 Digital Marketing
• Same TVC, instrumental tunes of Jubilee being
shared on:
1. Facebook
2. Instagram
3. Twitter
 BTL Activation
• Hyper Star DMC
• Imtiaz Super Market
• Naheed Super Store
• Metro
• Chase
 Store Theme
• Decorated with Pamphlets of Mitchells Logo.
• Decorated with Pamphlets showing old games
of 1990’s.
• Store color theme matching with Jubilee.
 Radio
• Instrumental Tune of Jubilee before famous
shows and in mid break with a slogan “Phir
Se”
 Phase 2

Recall Phase

Campaign Idea
Naya Daur….Wohi Khushi, Wohi Pyar, Wohi Mithaas
 Objective
• To Recall Jubilee into Customers Mind.
• Raise Awareness of Jubilee.
• Jubilee distribution at ending stage(Market
Penetrated)
 TVC
(Brand Endorsement)
Social Media Facts
 Social Media Exposure
• Old Advertisement of Mitchells Jubilee being
shared by celebrities;
• Like:
1. Hamza Ali Abbasi
2. Fawad Khan
3. Javed Sheikh
4. Mahira Khan
5. Fahad Mustafa
Zubaida Appa
 Phase 3

Launch Phase

Campaign idea
Khushyan he khushya ho har pal har ghari
 Objective
• Increase Sales
• Official Launch
• Free Sampling through BTL Activities.
• Engage audience.
 TVC
Brand Endorsement
To Counter Main Competitor
TVC
 BTL Activities
• In Schools (Inviting Parents aswell):
– Through Games;
• Gilli Danda
• Kho Kho
• Pittoo Karam
• Kith Kith
 BTL Activities
• Malls:
– Brand Ambassadors in Jubilee matching theme attire.
– Free Sampling
– Same games on Gadgets (Winner gets a free Jubilee)
– Jubilee instrumental music before announcements.
 Radio and TV
• Mitchells Jubilee original music and new TVC
being played at peak hours and Famous
shows.
 Post-Launch Evaluation
• Increase 10% of market share
• Increase in awareness level among all
• Had 10 Million trials
• 100k Facebook like
• 50k Instagram followers
• 30k Twitter followers
– YE SARAY FIGURES LAZMI LIKHNA
Expected Outcome