Professional Documents
Culture Documents
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• Outdated means of promotion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