Mitchells Jubilee

Mentor: Sir Usman A. Qayyam

Group Member:
Shahmir Khan Jadoon
Zeeshan
Salman Shahid Chishti
Mohsin Ali
Zobair Shaid

Company Introduction
Mitchells 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 Mitchells 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
Confection
ary
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Outdated means of promotion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%

Jubilee 4%

Dairy
Milk
60%

Dairy Milk
Jubilee
Others

Awareness Level
Above 18 = high
Shopkeeper=high
Children = low

Strategic Objective
MMOS (Measurable marketing
objective)
- to increase market
share by 10%
MCOS (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 1990s.
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