project on marketing plan of mitchells

8/6/2019 Project on Marketing Plan of Mitchells

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Project on Marketing Plan of Mitchells

Table of contents

Introduction

History

Companys information

Present performance of Mitchells

Future prospects

Objectives

Mission & vision

Situation analysis

Market analysis

Target market

Segmentation

Market needs

Market trends

Market growth

SWOT analysis

Competition analysis

Market shares

Product offerings


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Marketing mix

Positioning strategy

Conclusion

INTRODUCTION

Mitchell's Fruit Farms Limited is the oldest and most trusted Food Company inPakistan. Since starting its operations in 1933, the Company has gone fromstrength to strength, and its wide variety of products has inundated breakfasttables with farm-fresh consumables, straight from its orchards in Renala Khurd -products of a high standard, enriching the lives of millions of people with all thegoodness of nature for a healthy lifestyle.

Today the Mitchells family continues to grow, reaching more and morehouseholds worldwide with an ever-increasing array of farm-fresh productsranging from thirst-quenching Squashes & Syrups; fruity Jams,Jellies andMarmalade; rich Tomato Ketchup & savorySauces; tasty Pickles; refreshinglynutritious Canned Fruits & Vegetables; and a wholesome assortment ofCandies &Chocolate from its wide range of confectionery products.
http://www.mitchells.com.pk/squashes.htmlhttp://www.mitchells.com.pk/squashes.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/sauces.htmlhttp://www.mitchells.com.pk/sauces.htmlhttp://www.mitchells.com.pk/pickles.htmlhttp://www.mitchells.com.pk/canned_foods.htmlhttp://www.mitchells.com.pk/canned_foods.htmlhttp://www.mitchells.com.pk/confectionery.htmlhttp://www.mitchells.com.pk/chocolate.htmlhttp://www.mitchells.com.pk/squashes.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/sauces.htmlhttp://www.mitchells.com.pk/sauces.htmlhttp://www.mitchells.com.pk/pickles.htmlhttp://www.mitchells.com.pk/canned_foods.htmlhttp://www.mitchells.com.pk/canned_foods.htmlhttp://www.mitchells.com.pk/confectionery.htmlhttp://www.mitchells.com.pk/chocolate.html


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HISTORY

PHASE I: BEFORE INDEPENDENCE...

Francis J. Mitchell arrived in Bombay from Scotland at the end of World War I.He had been invited by his brother who was already established in North

Western India as contractor to the government for construction of the railwaynetwork in this part of the subcontinent. At that time, when Francis was alreadyan old man of over sixty years, an opportunity came his way in the form of theemerging irrigation system being laid out in the canal colony districts of WestPunjab. He was successful in obtaining the lease of 720 acres of agricultural landin the then Montgomery district. The area allotted to him extended for nearlyseven miles from Renala Khurd to Kissan, sandwiched between the arterial lowerBari Doab Canal and the Lahore/Karachi railway.

He initiated the business of growing grapes for eventual sale as dried raisins andsent his younger son Richard to Australia for training at Mildura which was well

known as a center of specialization in the field of horticulture. The

Company, with Francis Mitchell as its Governing Director and his two sonsLeonard and Richard as Directors, was incorporated in 1933 and given the nameIndian Mildura Fruit Farms Ltd. The North Western Railway had opened to traffica few years before the acquisition of the land by the Mitchell family. FrancisMitchell was asked by the railway authorities to propose a name for the adjoiningstation. Hence the word "Kissan" which subsequently became a familiar brandname.

The trial planting of grapes, which began in 1921 and lasted until 1924,

unfortunately did not prove to be a success. The vines suffered serious damagefrom pests during the rainy season, just when the grapes needed dry weather forripening. The entire plantation was replaced with citrus, which, fortunately,proved to be profitable. The elder son, Leonard, was sent specially to SouthAfrica to look for good rootstock, which was the foundation of Valencia orangetrees these are well established on the farms today. With the outbreak of WorldWar II, demand for canned fruits and vegetables for the allied troops, stationed inIndia, began to grow rapidly. To cost-effectively cater to this growing demand, a


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factory was established in Bangalore, South India. A new joint-stock company bythe name of Kissan Products Ltd. was registered.

PHASE II: AFTER INDEPENDENCE

As a sequel to Independence in 1947, Indian Mildura Fruit Farms Limited lostnearly 75% of its Indian market. The company's name was changed to "Mitchell'sFruit Farms (Pvt.) Ltd." and the brand name "MITCHELL'S" became the exclusiveproperty of the Pakistani company. Likewise, the Indian company acquiredexclusive use of the "KISSAN" brand name. Francis Mitchell died in 1933 and hiselder son, Leonard, became Chairman. After his brother's tragic death in an airaccident, Richard took over the chairmanship in 1949 and continued in thiscapacity until his death in 1987. The family sold its shares gradually, havinginducted Pakistani shareholders in 1957, and retired to Eastbourne, U.K., in

1959. Richard's wife, Betty, retained her links with the Company in the capacityof Director until 1991. She died in 1995.

COMPANYS INFORMATION

SALES

The national market, particularly in the major cities was saturated with theimported foodstuff. Although foreign fruit preserves, sauces and drinks werevisible on the shelves of the largest stores these were not as abundant asimported confectionery, especially various brands of chocolate. It would appearthat much of this merchandise continues to be brought into the country throughunofficial channels without payment of imported duties. Despite these unhelpful


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conditions Mitchells were able to achieve a significant increase of over 10% inthe sales of confectionery and succeeded at the same time in recording amarginal growth in our traditional groceries business.

CAPITAL EXPENDITURE

In the beginning they have invested around Rs.29.76 million in putting up modernautomated facility in the form of building and machinery. An independent feederof supply of electric power directly form the WAPDA grid station together with anew standby generator were commissioned in January 2002.at a cost of Rs.14,535,652.this should result in considerable savings in power bills. Internal cashgeneration and bank borrowing have met the capital expenditure bill in full.

HUMAN RESOURCE

Human Resource has also the pivotal importance for the company. Managementand employee skills are constantly being updated through training courses andstudy tours both at home and abroad. Currently Mitchells is operating with 32executive staff members along with a big sales and labor force

RESEARCH AND DEVELOPMENT

The success of Mitchell's products, and the taste that has been winningconsumers' hearts for generations, is the result of the Company's ongoinginvestment in and emphasis on quality control, reinforced by research anddevelopment (R & D). Both sections closely coordinate with the Marketing and

Exports Office in Lahore where product concepts are initiated and passed on tothe R & D section for formulation. Once the R&D section has prepared samplesof new products, the Marketing Division carefully carries out product evaluation.

QUALITY CONTROL & TRAINING

Along with R & D, the Quality Control section ensures that all our products live upto the consumers' high expectations. From selection of the finest fruits, to

processing and packaging, quality control plays a key role in keeping a vigilantand unrelenting eye on every step of the process. The Quality Control staff, witha main up-to-date laboratory, two line-control labs for the Groceries and SugarConfectionery divisions, and an incubation lab, ensures that there is nodeficiency in quality standards during production.


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As the Company considers its employees its most important asset, managementskills are being constantly updated by sending executives on training coursesand study tours, both at home and abroad.

QUALITY POLICY

Mitchell's Fruit Farms Limited, is committed to produce best quality productsmeeting our customers' requirements at competitive prices, strengthening ourposition as a quality managed company. To meet this obligation, the companywill continue:

1. Updating of employee skills by training

2. Acquisition of new technology

3. Re-evaluation of its quality control and quality assurance systemManagement.

EXPORTS AND IMPORTS

EXPORTS

At present, MITCHELL'S products are being exported to several parts of theworld, including UK, USA, and the Middle East. In future the Company isplanning to make MITCHELL'S a brand name familiar with households in everypart of the world.

IMPORTS

There are certain Mitchells products that are being imported. For example, weimport pineapple from Singapore. Only fruit is imported, the rest of the process isdone in our farms.

Some of the fruit is imported in the form of pulp such as mango. We do growmangoes in our farms but due to the increasing demand of mango items we haveto import some of the quantity from other countries to meet the demand. Sugar isalso imported.


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PRESENT PERFORMANCE OFMITCHELLS

The Company passed a major milestone when it went public in 1993, receiving arecord subscription for its shares floated on the market. The year 1998, the 65thfor Mitchells, brought another major distinction for the Company; the ISO 9001accreditation, making it the first food company in Pakistan to achieve the honor.

Today in Pakistan, Mitchell's is the only major company with fully integratedoperations having its own growing and processing facilities at one location.

Modern high-volume industrial equipment, professional management and atrained workforce ensure that Mitchell's maintains its lead. Fully computerizedand inter-linked regional sales offices manage burgeoning countrywide sales,with those in major cities, Karachi, Lahore, Rawalpindi and Islamabad. All theoffices are on the Internet/e-mail network ensuring uninterrupted flow of data.Highly qualified executives using modern management tools from the HeadOffice in Lahore handle commercial, financial and accounting functions.

A smooth distribution system with nationwide coverage and consistency ofquality have kept the most prestigious national institutions loyal to Mitchell'sgrowing product range. These include Pakistan International Airlines (PIA),

leading five star hotels and clubs, Utility Stores Corporation, Canteen StoresDepartment, chains of main stores and established restaurants in major cities.


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FUTURE PROSPECTS

We believe that given the vast agricultural potential of Pakistan, there are brightprospects for the food processing industry, which can helpmeet the nutritionalneeds of the growing urban population within the country as well as provide a

surplus for export. The pre-requisite for such a development is a healthier andexpanding economy. We are confident that our company is well placed to derivefull benefit for the opportunities as they arise.


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MITCHELLS OBJECTIVES

Mitchell's objective is to provide its customer with healthy, innovative and bestquality food that will tempt their appetite at all times. Above all, Mitchells alsopromise convenience & variety at affordable prices.

VISION AND MISSION STATEMENT

1. To be a leader in the markets we serve by providing quality productsand efficient services to our consumers while learning from their feedbackto set even higher standards for our products.

2. To be a company that continuously enhances its superior technologicalcompetence to provide innovative solutions and superior products as perrequirement of the market place.

3. To be a company that attracts and retains outstanding people by

creating a culture that fosters openness and innovation, promotesindividual growth, and rewards initiative and performance.

4. To be a company which combines its people, technology, managementsystems, and market opportunities to achieve profitable growth whileproviding fair returns to its investors.


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5. To be a company that endeavors to set the highest standards incorporate ethics in serving society.

SITUATIONAL ANALYSIS

MITCHELLS

Mitchells launched its squashes in the year 1941. Mitchells wasthe sole player in the field of

squashes at that time. They were the first movers in rich fruit citrus.

They identified the need of,

make to drink product. After the proper customer need analysisconsistent screening and

evaluation by the Mitchells research and development departmenta totally new product

(squashes) was designed in the form of rich fresh fruit citrus .It wasa break through innovation

They availed the opportunity and gained the first mover advantage.So they get hold of major

market share , and with the passage of time they captured themarket knowledge and

rare resources


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Mitchells got competitive advantage because they had the first moveradvantage

Fully integrated operations. Specially farm fresh fruits with having theirown growing and processing facilities

Mitchells had professional management and the trained workforce

Mr. Richard got training from Australia Mildura at the initial stage

A smooth distribution system with nationwide coverage

Right products, quality and reliability.

Management was committed and confident

Mitchells was the pioneer in the field of squashes, they gained massivemarket share and achieved the positive word of mouth regarding thereproducts as they are made of fresh farm fruits.

Target Market:

The target market at the time of launch was up to 60 years of age and the coretarget was 15-30 years of age.

Segmentation:They segmented their product on the socio economic classes focusing on- A, B+and B.

Marketing Strategy:

As they had the first mover advantage they utilized it fully and initially promotedsquashes by newspapers, posters radio channels. But they mainly invested thereresources in building there corporate image .


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MAJOR COMPETITOR

SHEZAN:

The company was incorporated in 1964 as a Private Limited Company, with themain objective to set up an industrial undertaking for manufacturing of juices,squashes, sherbets, jams, pickles and preserves from fruits and vegetables.

Shezan International Limited was conceived as a joint venture by the ShahnawazGroup of Pakistan and Alliance Industrial Development Corporation of U.S.A.The agricultural background of the Pakistani sponsors induced them to establishthis agro-based industry. Today Shezan is the largest food processing unithaving developed and installed the capacity to meet the country's local as well asexport needs.

While introducing a me too product, squashes the major threat wasto compete

Mitchells, who already got the major market share by capturing rare

resources and

already gained knowledge of key factors and issues of the market.It was very costly for

Shezan to overtake Mitchells.There was a high risk involved incompeting with Mitchells


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fruit Farm Company. Shezan had the advantage to follow thealready set product

standards of Mitchells regarding research and development.Shezan had the line of

action to grab market share by offering high quality and better tastefollowed by product

variety by analyzing the Mitchells squashes.

Target Market:

Shezans target market is up to 60 years of age and their core target market is15-30 years of age.

Segmentation:They segmented their product on the socio economic classes focusing on A, B+and B.

Marketing Strategy:

Launched squashes in 1968-1969. at that time they promote it by newspapers,posters radio. On radio there was a show with the name "HIT BREAK" the hostname was HAMAD. They used market skimming strategy by offering low pricesto capture the market share.

.

SHEZANS COMPETITIVE STRATEGY

Initially launched only three flavors of squashes which were

( mango, orange and lemon). But in current market it has 6 flavors

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

Shezan was available in 735 ml. glass bottle but now its available in petbottle of

830 ml


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Complete backward integration in case of this company since it is theonly company that has its own sugar mill as well in the name of ShahtajSugar Mills, Mandi-bahauddin.

Shezan has the most developed distribution channels network and

therefore it has an advantage of reaching maximum customers throughoutPakistan with the help of small retailers as well as larger retailers

Shezan owns 60% of shelf space in all of the almost 16,000 outlets ofUtility Stores

Shezan is involved in advertisements and low cost promotionalcampaigns which makes it a very generic brand name in the mind ofconsumers when they are out shopping for squashes.

Shezan is the largest food processing unit having developed and

installed the capacity to meet the country's local as well as export needs.

Shezan has the highest production capacity as compared to itscompetitors.

MITCHELLS CURRENT STRATEGY

Mitchell's refreshing Squashes are made from the Farm Fresh Fruits in

a hygienic environment keeping in view the health of their valuedcustomers.

Mitchell's procure raw material from fresh and sun ripened fruitsespecially grown on their orchards in Renala, they offer a range ofenergizing natural fruit flavors that promise to liven up your day.

Mitchells is the only major food company in Pakistan today with fullyintegrated operations having its own growing and processing facilities atone location.


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Modern high-volume industrial equipment, professional managementand a trained workforce all combine to ensure that Mitchells continues itsdominance as the innovator, market leader and trend setter.

In 1998 Mitchells became the first food company in Pakistan to achieve

ISO 9001 accreditation, thus becoming more competitive on theinternational stage also.

Squashes has now stagnate growth and product itself is at maturitystage so Mitchells is trying to retain the market share and its loyalcustomers.

Mitchells introduced squashes pet bottles with the quantity 1.5 liter and810 ml

Mitchells squashes are available in seven flavors (orange, mango, mix

fruit, pineapple, guava, lemon and lemon barley)

Mitchell's Diet Squashes are available in eight flavors.

Mitchells squashes contain extensive fruit content which is the majordifferentiation factor.

In year 2001 and 2002 they run a biggest campaign for squashes.Mitchells used more than 200 hoardings displayed all over the Pakistan

As squashes has stagnate growth and product itself is at maturity stagethe company is focusing upon building its corporate image rather thaninvesting solely on squashes advertisements. So they dont want to wastetheir money on squash ads.

Last year Mitchells launched DIET squashes, for NICHE MARKET.POS material of advertisement has only been used to promote it.

MitchellsDiet Squashes contain No Sugar and have 90% less caloriesthan Regular Squash

Mitchell's Diet Squashes are available in two flavors.

Diet Mixed Fruit Squash, and

Diet Orange Squash

Mitchells is using consumer and trade promotion. But mainly focusingon trade promotions. . In Lahore the retailer benefit is 12+1, it means


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Mitchells give one free bottle to its retailer on the purchase of 12 bottlesbut on the other side in Karachi the trade promotion policy is 24 + 3 i.e. onthe purchase of 24 bottles Mitchells give 3 bottles to its retailers. ThusMitchells make the use

Their unique selling proposition is quality .They never compromise onthe quality. Even if they got any complain then they immediately replace it.

Mitchelles believes that success of the organization lies in thesatisfaction of its customers. Therefore Mitchells has always given firstpriority to its customers feed back and this they do by the following ways

Thorough questionnaire feed back forms

Thorough shop keepers

Through ISO procedures (CPA, Corrective and PreventiveActions)

The feedbacks and opinions of the customers are very useful for them andbesides

this they study the feedback and try to implement that accordingly.

MARKET ANALYSIS

The market for Squashes in Pakistan is mainly influenced by branded

competitors in this specific product category. These competitors have firmdistribution channels..As a majority of the countrys population is in lower-lower to lower-middle class,this is the reason that people are more price conscious and secondly the alsolook for the convenience of products due to this reason there is a demand shiftobserved in the squash industry. The demand of Squashes is now limited only forfew months in major areas of country. The Business of Squashes in Lahore is atits peak between May and November So Mitchells play a different strategy as far


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as region Lahore is concerned but on the other side business in Karachi remainsstale and on the same level of graph thorough out the whole year thus Mitchellsimply different strategy in terms of Karachi. The reason of this limited demandaccording to the market analysis is because that you cannot relate squshes withdifferent occasions for example the way red syrup Jam-i-Sheerin and Rooh Afzah

are relating themselves to Ramadan and Muharam, another big reason of thelimited demand of the Squashes is because of its usage which is limited upto athirst quenching drink but red syrup can be utilized in many ways apart fromdrinking such as toping, used in milk etc

Target market

The targeting decision determines which customer group the organization willserve. Selecting good market targets is one of the management most demanded

challenges.

Mitchells basically design the strategy to target the Social economic class of A &B+ grade. But then by the time every class becomes part of their market. Thereprimary focus was A & B+ rank but now they target overall market and go formass market. The reason is from the age group of (3-80) years old people use itas a refreshing and energetic drink.


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Target approach is being used by the Mitchells in case of Squashes productvariety. Here the segments are not clearly defined but extensive target.

Target Market

Demographics: up to 80 years as target market while core targetmarket includes ages between 15 30. Age: 10 and above

Family life cycle: Young, Children, Old people.

Psychographics: Middle, Middle Upper, Lower, Lower Upper, Upperclass.

Benefits:Quality, Rich in taste.


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Segmentation

The concept of one-size-fit-all mass market is no longer relevant. Companieshave to define that which segment they are about to target. Few years back,

squashes segmentation was on the basis of behioral, life style and usage ratewas high but now the potential is not in the market. Even consumption patternhas been decreased due to the entrance of other substitute products.

Market needs

Talking about the need of market there is a need of those products which are

comparatively cheap as well as give ease to consumer. In todays worldeveryone is in hurry and customer want quick drink and quick food just to savetheir time. Considering Mitchells squashes need was there few years back whenpowdered drink and juices and energy drinks were not introduced to the market.So mitchells took the first mover advantage to introduce it though they conducteda research to create a need and capture a major market share at that time.

1. Quality craftsmanship

Mitchells never compromise on its quality of fruit. Their squashes have extensivefruit content. There quality remains consistent all the time.

2. innovations

As Mitchells company felt that customer are now very health continuous so theyintroduce DIET SQUASHES last year with the slogan lose weight not taste. Butthey have introduced it for the niche segments only. They even didnt usepromotion activities for these innovations.


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3. customer services

As each and every company are trying to have good relationship with thecustomer. So in this regard if they got any complains related to their productsthey replace it without wasting the time of customer.

CUSTOMER SATISFACTION MEASUREMENT:

The success of the organization lies in the satisfaction of its customers.Therefore Mitchells has always given first priority to its customers feed back andthis they do by the following ways

Thorough questionnaire feed back forms

Thorough shop keepers

Through ISO procedures (CPA, Corrective and PreventiveActions)

The feedbacks and opinions of the customers are very useful for them andbesides this they study the feedback and try to implement that accordingly.

Market trendsTrends are changing rapidly, so nobody knows the customer who will buy ourproduct today will buy it tomorrow as well as or not. At this time quashes are inMATURITY stage. The reason is because it takes relatively more time in gettingready instead of other new drinks. So there is still not any hope to create a newmarket in this industry. The only strategy Mitchells is using just to retain theirexisting customer and not looking for new customers. Its basically depend thatcustomer is loyal to the product or not. The customers who are heavy users ofsquashes might not be shift to other substitute because they are loyal to it.

Market growth

Now there is no more growth in squashes industry due to consumer preferencesand other factor is customer are very price conscious now. They want to haveinstant drinks to save their time but at cheap rates. So market has been shifteddue to other drinks like powdered drink, instant drink, juices and red syrup. So


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and processing facilities

Modern high-volumeindustrial equipment

Professionalmanagement and atrained workforce

A smooth distributionsystem with nationwidecoverage

Right products, quality

and reliability.

Management iscommitted and confident

certain sectors

Customer service staffneeds training

More budget needed forHuman ResourceDevelopment

Opportunities

Mitchells can continueits dominance as the

innovator

Can maintain itsposition asmarket leader

Can also continue to bea trend setter

International anddomestic marketexpansion

Introducing new veritiesof food products

Local competitors havepoor products

Threats

Political instability

International Financialcrises

Challenge of work forcediversity

Changing technologyand concept

Legislation could impact

Retention of key staffcritical

Possible negativepublicity


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End-users respond tonew ideas

Can surprisecompetitors

Market demand very

seasonal

SWOT analysis of squashesStrength: power of quality which remain consistent.

Weakness: price and cost of ingredients used in squashes.

Opportunity: can define more segments like introduce squashes in smallbottles so reach customer buying power.

Threat: all the substitute drinks.

Picture of squashes:


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Competition analysis

The competition is very fierce among the competitors so Mitchells always get thefirst mover advantage and still the leader of market. It has major share in themarket.

Direct competitors: Shezan squashes

Indirect competitor: red syrup, instant drinks


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Market shares

Mitchells 40%

Shezan 38%

Kinza 11%

Others 11%

Positioning strategy

We provide high price, high quality premium product. Our market share in onlyLahore is 30% for squashes. More than 50% of the area of the shelves in thestores is covered from Mitchells squashes.

Position:

We focus on positioning because it is important for developing the image that ourproduct projects in relation to our competitors products (shezan).

Positioning in relation to a competitor:

We place our products directly against the competitors products.this strategy is suitable for us because we have a solid differentialadvantage against our competitor

Positioning in relation to a product class or attribute:

We sell our product with the slogan

We provide farm fresh quality drink


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And consider it to be our competitive edge against our competitorsand for the same reason we focus on this attribute claiming thatsince we have our own farms we provide you with the squashesmade of fresh fruit.

Positioning by price and quality:

We consider our squashes to be a premium product. That is highquality, high price. All our customers buy them due to brand loyalty.They know that they are getting something that is worth what theyare paying.

Marketing mix

Product Strategy:

It is a consumer product. Initially it was a convenience product but due to themassive demand shift observed in the market the customers are more eager tobuy ready to drink products.

Sugar Confectionary

Product Mix:

Squashes & Syrups

Jams, Jellies and Marmalade
http://www.mitchells.com.pk/squashes.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/squashes.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/preserves.htmlhttp://www.mitchells.com.pk/preserves.html


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Tomato Ketchup

Sauces

Pickles

Canned Fruits

Candies &Chocolate

Depth Of Squashes:

Guava Squash

Mango Squash

Orange Squash

Pineapple Squash

Mixed Fruit Squash

Lemon Squash

Width of Product:

NEW LAUNCHES:

Mitchell's Diet Squashes

Mitchell's refreshing Diet Squashes are made from the Farm Fresh Fruits in ahygienic environment keeping in view the health of our valued customers. OurDiet Squashes contain No Sugar and have 90% less calories than RegularSquash.

Mitchell's Diet Squashes are available in two flavours.

Diet Mixed Fruit Squash, and

Diet Orange Squash
http://www.mitchells.com.pk/sauces.htmlhttp://www.mitchells.com.pk/sauces.htmlhttp://www.mitchells.com.pk/pickles.htmlhttp://www.mitchells.com.pk/canned_foods.htmlhttp://www.mitchells.com.pk/confectionery.htmlhttp://www.mitchells.com.pk/chocolate.htmlhttp://www.mitchells.com.pk/sauces.htmlhttp://www.mitchells.com.pk/sauces.htmlhttp://www.mitchells.com.pk/pickles.htmlhttp://www.mitchells.com.pk/canned_foods.htmlhttp://www.mitchells.com.pk/confectionery.htmlhttp://www.mitchells.com.pk/chocolate.html


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strategy and indirect distribution strategy and hence that is why the eye level isalways filled with the products of Squashes, which leads to a good result ofincrease in sales.

As they have firm distribution network they follow the path

Producer----- Wholesaler ---- Retailer ---- Consumer

They also distribute directly to some retailers for example they supply directly tothe Airlines and Hotels like PIA and Pearl Continental.

Advertising and Promotion Strategy

As we have discussed earlier that the product is at maturity level. That meansthat it has large number of loyal customers that are using the product. On theother hand the potential of over all market of squashes will not grow because ofdemand shift toward more convenient products. So at this point the company is


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not investing on advertising of squashes even when the launched the diet squashit was not followed by advertising campaign. Although it was for niche marketthey advertised only at the point of purchase. There focus is on building thecorporate image of the company and to retain the potential customers.

Advertisement Analysis:

Target market:

In this particular add, the company has targeted a child of 6 years of age rangingto 65 years old grandfather. As there are number of products shown in this adwhich are directed toward different age groups.

Core message of ad:

The core message of the ad is that the company wants to develop its corporateimage. They are celebrating there 75 years of farm freshness. That means thatthis company is serving the customers from the last 75 years and they have beenconsistent upon there quality and providing the customers fresh products whichis actually there USP. The first line of the ad Bachpan ki kuch yadein hain. Weremember our childhood when we grow up. So Mitchells is associated with thechild hood memories as it is a brand which is used by generation to generation.There is an affiliation associated with it for years and the reason for thisrelationship between the company and the customers is the fresh raw materialused for the products.

Functional attributes of the ad:

Different products of the Mitchells are shown at different occasions. So Mitchellsis trying to fit themselves as a family product. It is trying to relate itself with thehappy moments of the family.

Sales Promotions:

Incentives:


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They use push strategy in the peak season as offer incentive to the retailers.They offer 1 free bottle on the sale of 12 bottles and 3 free bottles on the sale of24 bottles.

Public Relations

Mitchell's has joined hands with the village communities as well as the BritishCouncil, the Department for International Development (UK) and VoluntaryService Overseas (UK) in an effort to promote education in rural areas. Twenty-five girls' schools have been set up in the Okara district in an endeavour to boostthe levels of female literacy. Also a Teachers Training Institute has been set upto provide quality teaching staff to the local schools

Anjuman Khuddam-e-Rasool Allah:

Anjuman Khuddam-e-Rasool Allah is a community based Non Governmental

Organisation (NGO), established in 1976 in Shergarh, at the heart of DistrictOkara. AKRA has a reputation in the surrounding area for providing high qualityeducation to boys and girls from Nursery to Matric. The Anjuman is also wellknown for its free dispensary, and its role as a social welfare organization in andaround Shergarh.

In this manner Mitchells is developing public relations and offering a socialservice to the people of rural areas.

Conclusion

As according to what we observed from the Mitchells Strategies we have foundthat Mitchells is sometimes proactive and some time it adopts reactive approach.Mitchells is very much conscious and careful about its sales and about thecustomer level satisfaction and since 1933 they tried to maintain a same graph of

satisfaction level and give customer a quality, fresh farm products direct fromtheir own farms. Mitchells is very much concerned about its SWOT analysis andkeeping a closer eye on every action it can take for the better of its products.

Every SBU has its own strategies to make and to implement and here at SBUlevel business strategy focus more narrowly on their own products. The MD playsan important and central role for the strategic planning to be more effective not

just as a MD but also as a strategic thinker and corporate culture leader.


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Mitchells management deals with developing a marketing mix to serve adesignated market. Their main focus is on the strategies at SBU level whereMitchells make their strategies considering three forces:

Customer

Competition

Corporation

And in addition to this internal and external factors also play an important role todevelop strategy.

Mitchells is concerned about the external information pertains o social,economic, political and technological trends and product/market environment.The information is analyzed to identify the SBUs strengths and weaknesses,

which together with competition and customer define the objective of SBU.

Mitchells is also very concerned about the Corporate Appraisal and for this theykeep a closer interact with all the groups of corporate publics having a stake inthe organization. In this context Mitchells is very much concerned about theFinancial Position of the company. And they evaluate this factor very closely forthe further decision making of their products.

project on marketing plan of mitchells

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