Structure of the Marketing Department: Department Hierarchy:

National Sales Manager (NSM)

Regional Sales Manager (RSM) Regional Sales Office (South)

Regional Sales Manager (RSM) Regional Sales Office (Central)

Regional Sales Manager (RSM) Regional Sales Office (North)

Assistant Sales Manager (ASM) Regional Sales Office (South)

Assistant Sales Manager (ASM) Regional Sales Office (Central)

Assistant Sales Manager (ASM) Regional Sales Office (North)

Lower Level management & Other Staff

Lower Level management & Other Staff

Lower Level management & Other Staff

Number of Employees Working In the Marketing Department: Permanent numbers of employees in the sales department are about 122

Functions of the Marketing department

Segmentation Mitchells segments its products on the socio economic classes focusing on- A, B+ and B.

Target Marketing Strategy

Target market is the set of people whom company target to sell there product. Mitchells target children, house wives, and families and try to develop there promotional campaign according to this. As they had the first mover advantage they utilized it fully and initially promoted its products through newspapers, posters radio channels. But they mainly invested there resources in building there corporate image. Marketing Mix Marketing mix is defined as the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix is also known as the Four Ps: Product, Price, Place and Promotion. Product Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or a need.

Quality Standard:
Keeping in view there customer health Mitchells has a special quality control department which is also working to enhance and maintain the quality of its products. Different quality tests are taken while producing all products to assure the quality. Complete hygiene environment is create within manufacturing area of Mitchells which makes its products completely safe and healthy product.

PRODUCT IMAGE:
Mitchells is enjoying more then 38 percent market share against its competitor which tells the story of Mitchells products image in market.

Price:
Price is the value that customers give up or exchange to obtain a desired product. This is the most important factor considered while talking about the marketing mix. How Mitchells price there products this is as follow:

Pricing strategy:
When company starts producing its product they use penetrating strategy keeping in view the competition. This is because to attain most market share. Now company is still following same strategy to retain market share.

Pricing product:
Right price to product is very difficult. Price plays very important role in the sale of any product. So this is one of the major issues. Mitchells are following quality based pricing out of survival, profit maximizing, and market share leader pricing. This is because Mitchells is market leader now and they are now just focusing only on the quality of the products so they price according to the quality of the product.

Geographical price adjustment:

Price of the Mitchells remains the same within the Pakistan. There is not price adjustment within Pakistan.

Competitor pricing:

Usually price is based on the quality of the product but it may vary in some case like if competitor reduce the price there is the policy of the Mitchells that the also reduce the price to stay in competition. Other wise price is only quality based.

Factor consideration while setting prices:

There are some factors keep under consideration while setting the price of the product some them are: 1. Consumer buying power. 2. Cost of the product 3. Pricing strategy 4. Advertisement cost. There are some of the factors which are considered while setting the price of Mitchells. Advertisement cost is one which is not often considered because advertisement varied on different stages. So this is one which is least considered.

Distribution channels: A set of interdependent organizations (intermediaries) involved in the process of making a
product or service available for use or consumption by the consumer or business user. About the Mitchells they are also using different distribution strategies to make there products available to every consumer. The information about Mitchells distribution strategy and channel are as fellows:

Product type:
Product type means that company rate there product on the bases of final consumer. There are different types of product which are as fellows:

1. Confectionary products 2. Grocery product These are two types of the products. According to company they place their products as convenience product this is one which easily available with low cost and customer need not to go different stores to only for the better product.

Nature of distribution: There are two distribution channels which are: 1. Direct channel. 2. Indirect channel.
Mitchells is involved in indirect distribution channel. They are following this method: Production Intermediaries retailers Final consumer

This is the distribution channels Mitchells is using to make there product available to every one.

Distribution policy:
There are also three types of distribution policies which are as fellows: 1. Intensive. 2. Selective. 3. Exclusive. Intensive distribution means place product to every store and try to address each and every consumer. Selective means few well known general stores or departmental store are used to appeal people to there product.

Mitchells is using intensive distribution along with selective distribution. It is because they are try to appeal as many people as possible and through this technique they are being able to address the most number of people.

Modes for distribution:

There are number of distribution mode like use tracks, rails, air planes, and pipes. But the company is not involved in any of these. Company is only responsible to send the product to intermediaries which are then take products to retailer. Company is just do only that they paint the transmission mode like trucks which the theme of the company which show the product on the trucks. Modes are also set keeping in keep these things which are fellows: 1. speed 2. Dependability 3. Availability 4. Costs 5. other Promotion: Promotion is to promote product through advertisement and some other factors. It not only included advertisement but also setting target market studying there requirements and develop product accordingly. What are the promotional activity using by Mitchells and how they use them are as fellow:

Promotional strategy:
In the beginning the company is use push strategy to increase sales by setting low price try to penetrate but by the time begin the strategy is changed to pull. It is because company now is being able to attain the greater percentage of sales and now they are just considering to only retaining this position now.

Promotional Activities:
To promote the sale of the Mitchells company is involve in number of activities which are using ads on TVs placing bill boards and with arrange some sort of concerts and public related activities like health related programs.

Modes for Advertisement:

Company uses different modes of advertisement to make there message to reach to every one. Advertisement modes include TV channels, news papers, bill boards, health and safety programs and by publishing different health and safety related magazines. All these are use to make sure that they can address all the people they are targeting to. TV channels include all the local most famous and often watched channels and same is the case of the news papers. Company called these advertisement modes above the line and below the line. Above the line include TV channels, cable networks, and exhibition. And below the line contain health and safety programs and all that magazines.

Structure of Sales Department

Department Hierarchy:
Sales Department (Head Office) NSM (National Sales Manager)

Regional Sales Office (Central) RSM (Regional Sales Manager)

Regional Sales Office (North) RSM (Regional Sales Manager)

Regional Sales Office (South) RSM (Regional Sales Manager)

Regional Sales Office (Central) ASM (Assistant Sales Manager)

Regional Sales Office (North) ASM (Assistant Sales Manager)

Regional Sales Office (South) ASM (Assistant Sales Manager)

Regional Sales Office (Central) Low-Level Mangers Other Staff

Regional Sales Office (North) Low-Level Mangers Other Staff

Regional Sales Office (South) Low-Level Mangers Other Staff

Number of Employees Working In the Sales Department: Permanent employees working in sales department about 187 Sales operations: Mitchells is working properly in its sales operation around the Pakistan. All the sales of the Pakistan are handled by the national sales manager (NSM) from the head office. Mitchells has 3 major sales offices in the different regions i.e. south, north, and central. Sales offices work according to sales strategy made by the head office. Regional Offices under the supervision of National sales office, continually work on its sales strategy, its design, planning and execution to get the desire results. Mitchells offers some time different packages for the customers to enhance the sales of its products. Some time these offers may differ from region to region on the basis of sales. National sales office measurement the results of sales data sent by the regional

offices and decide the compensations, or quota for different regions to encourage the customers to purchase more Mitchells products. Sales department ensures the availability of the products in target market. Some time sales department give some special targets to the regional sales offices to enhance the sales and gives reward to those who meet the challenges. Mitchells is working well on its sales operations under considering the demographic situation of different regions. Mitchells also offers sales programs to make better its sales operations.

Functions of the Sales Department Sales Methodology: Mitchells uses simple price for its all products. Mitchells charges those prices which are challenging for its competitors. But in price matter, Mitchells do not compromise on the quality of the products to compete its competitors. There is only one price around the country for every customer without discrimination of area whatever it is rural, urban, or the remotest area of the country. Type of Selling: Mitchells sells its products to its final customers through its intermediaries. There is no direct, door to door, or personal selling in Mitchells. All the sales are done through its sales distributors. At some other level like famous hotels, restaurants, club, Mitchells sells its products directly. Sales Returns Procedures: Mitchells take back its those products which proved bad, un-hygiene etc. through its intermediaries. Mitchells takes responsibility if any of the products found bad.

Critical Analysis: If we look at the mission statement of the Mitchells, we will find that Mitchells enters in the market with the aim of to serve quality product to the customer, attracting and retaining outstanding people, with promise to enhance its services to the customers. To be a company which combines its people, technology, management systems, and market opportunities to achieve profitable growth while providing fair returns to its investors. As far as I learned Mitchells is working and striving for getting upon its mission and vision statement. It is also known to us that Mitchells is getting the biggest market share in Pakistan. But there is a need of more concentration on the task due to competitors. If we look at the media i.e. print or electronic, we will find a lack of advertisement as compare to other competitors of same products which Mitchells produce. There is a lack of other publicity of Mitchells products. Mostly people thinks that Mitchells only produce Toffees. It is wrong. This perception is due to failure of advertisement. There is weak system of supply in the market I felt in Mitchells. The distributors of different districts / areas are working in the country. But, if we visit the remote areas, we will find the unavailability of Mitchells products. It is due to weakness of supply chain management.

SWOT SWOT Analysis Of Mitchells

Strengths processing facilities -volume industrial equipment trained workforce nationwide coverage reliability. confident Opportunities dominance as the innovator leader expansion products -users respond to new ideas Weakness Resource Development Customer lists not tested sectors

Threats Market demand very seasonal

CONCLUSION During my internship at Mitchells, I have found that Mitchells is sometimes proactive and some time it adopts reactive approach. Mitchells is very much conscious and careful about its sales and about the customer level satisfaction and tries to maintain a same graph of satisfaction level and gives customer a quality, fresh farm products direct from their own farms. Mitchells is very much concerned about its SWOT analysis and keeping a closer eye on every action it can take for the better of its products. Mitchells management deals with developing a marketing mix to serve a designated market. Their main focus is on the strategies at SBU level where Mitchells make their strategies considering three forces: Customer Competition Corporation Mitchells is concerned about the external information pertains social, economic, political and technological trends and product/market environment. Mitchells is also very concerned about the Corporate Appraisal and for this they keep a closer interact with all the groups of corporate publics having a stake in the organization. In this context Mitchells is very much concerned about the Financial Position of the company and evaluate this factor very closely for the further decision making of their products.

Recommendations for Improvement: Mitchells is taking compositing edge in the market due to its own growing farms. Although Mitchells is working well in the market and has proved itself a leader in the food industry, but there is need of more concentration to make it better than present. There is weakness in the supply chain system of the Mitchells. Management should take fully keep an eye on the supply of the products in the whole country without discrimination of the rural, urban, or remotest area of the country. There is also another problem with Mitchells and that is its weak advertisement campaigns in the media i.e. electronic or print. A strong campaign can leads Mitchells on more height in the market as compare to its competitors. We know that Mitchells has a competitive edge on its competitors due to its own growing fresh fruits. Due to this edge, Mitchells should try to enhance its market share through changing or concentrating on its sales methodologies, price, supply chain, strategies. It should also keep an eye on its competitors. In business, we know that knowledge is power. Mitchells should not loose its power.

References: Mitchells website (www.mitchells.com.pk) Companys annual report 2009 HRM Department Sales Department