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Advertising project of Relaunch of Mitchells Jubilee. Includes advertisements and phases. It was a university final project
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Mitchell’s Jubilee
Mentor: Sir Usman A. Qayyam
Group Member:Shahmir Khan JadoonZeeshanSalman Shahid ChishtiMohsin AliZobair 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advertising issue• Outdated means of promotion• Poor distribution • High Awareness level in Shopkeepers.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
Dairy MilkJubileeOthers
Others 36% Dairy
Milk 60%
Jubilee 4%
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. Facebook2. Instagram3. 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 IdeaNaya 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 Abbasi2. Fawad Khan3. Javed Sheikh4. Mahira Khan5. Fahad MustafaZubaida 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.
TVCBrand Endorsement
To Counter Main CompetitorTVC
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