Aviation Marketing

Mitchell’s company
Submitted to: sir irtaza aitzaz
Submitted by: shalim paul (374)
m.irfan ahmed (337)
m.hamza ahmed (355)
asad ali (360)
 MITCHELL’s COMPANY
Marketing:
Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a company.

Marketing Objectives:
Marketing objectives are a brand's defined goals. Marketing objectives are a pivotal part of
a marketing strategy.
 Increase sales.
 Build brand awareness.
 Grow market share.
 Launch new products or services.
 Target new customers.
 Enter new markets internationally or locally.
 Improve stakeholder relations.
 Enhance customer relationships.

Some examples of marketing goals include:
 Building brand awareness.
 Generating a high volume of qualified leads.
 Establishing thought leadership.
 Revenue generation.
 Increasing brand engagement.

OUTCOMES:
Outcomes are much more reliable area of focus. They are the result of the hard work you
expend through your outputs. Outcomes are the larger, meaningful developments that indicate
success in your business. They're tangible outcomes and related to long-term growth, not short-
term gains.
STRATAGIES:
Mitchell's have different strategies for their profit. No artificial color and no artificial flavor are
in their motto.
Product Strategy

Marketing Strategy

Pricing strategy

Distribution Strategy

Advertising and Promotion Strategy

Business level Strategy

Operation level Strategy

Product Strategy:
No artificial color and no artificial flavor is their motto their products such as black
current jam , apple jam , golden apple jam , golden mist marmalade , mango jam , mixed
fruit jam , pineapple jam , pineapple jelly , raspberry jelly , strawberry jam . Are world
famous and there products are 100% pure. They had launched there classic preserves in
smaller packaging in 200g so that people can enjoy their product in lower price. Jam are
the major products of Mitchell's

Marketing Strategy:
Their main marketing strategy where they can spread their products all over are

Newspapers

Posters

Radio channels

But they mainly invested their resources in building there corporate image.

Pricing strategy:
 Mitchell's pricing goal is to increase sales volume and maintain or increase the market
share. In order to seek higher sales volume they often apply discounting techniques or
other aggressive pricing strategies

Distribution Strategy:
They also distribute directly to some retailers for example they supply directly to the
supply directly to the Airlines and Hotels like PIA and PC

What is segment?

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COMPANY’S INFORMATION:
SALES:
The national market, particularly in the major cities was saturated with the imported foodstuff.
Although foreign fruit preserves, sauces and drinks were visible on the shelves of the largest
stores these were not as abundant as imported confectionery, especially various brands of
chocolate. It would appear that much of this merchandise continues to be brought into the
country through unofficial channels without payment of imported duties. Despite these unhelpful
conditions Mitchell’s were able to achieve a significant increase of over 10% in the sales of
confectionery and succeeded at the same time in recording a marginal growth in our traditional
groceries business.
HUMAN RESOURCE:
Human Resource has also the pivotal importance for the company. Management and employee
skills are constantly being updated through training courses and study tours both at home and
abroad. Currently Mitchell’s is operating with 32 executive 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 winning consumers’ hearts for
generations, is the result of the Company’s ongoing investment in and emphasis on quality
control, reinforced by research and development (R & D). Both sections closely coordinate with
the Marketing and Exports Office in Lahore where product concepts are initiated and passed on
to the R & D section for formulation. Once the R&D section has prepared samples of 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 up to the
consumers’ high expectations. From selection of the finest fruits, to processing and packaging,
quality control plays a key role in keeping a vigilant and unrelenting eye on every step of the
process. The Quality Control staff, with a main up-to-date laboratory, two line-control labs for
the Groceries and Sugar Confectionery divisions, and an incubation lab, ensures that there is no
deficiency in quality standards during production.
As the Company considers its employees it’s most important asset, management skills are being
constantly updated by sending executives on training courses and study tours, both at home and
abroad.

QUALITY POLICY:
Mitchell’s Fruit Farms Limited, is committed to produce best quality products meeting our
customers’ requirements at competitive prices, strengthening our position as a quality managed
company. To meet this obligation, the company will continue:
1. Updating of employee skills by training
2. Acquisition of new technology
3. Re-evaluation of its quality control and quality assurance system Management.

EXPORTS AND IMPORTS:

EXPORTS:
At present, MITCHELL’S products are being exported to several parts of the world, including
UK, USA, and the Middle East. In future the Company is planning to make MITCHELL’S a
brand name familiar with households in every part of the world.

IMPORTS:
There are certain Mitchell’s products that are being imported. For example, we import pineapple
from Singapore. Only fruit is imported, the rest of the process is done in our farms.
Some of the fruit is imported in the form of pulp such as mango. We do grow mangoes in our
farms but due to the increasing demand of mango items we have to import some of the quantity
from other countries to meet the demand. Sugar is also imported.
PRESENT PERFORMANCE OF MITCHELLS:
The Company passed a major milestone when it went public in 1993, receiving a record
subscription for its shares floated on the market. The year 1998, the 65th for Mitchell’s, brought
another major distinction for the Company; the ISO 9001 accreditation, making it the first food
company in Pakistan to achieve the honor.
Today in Pakistan, Mitchell’s is the only major company 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 ensure that Mitchell’s maintains
its lead. Fully computerized and inter-linked regional sales offices manage burgeoning
countrywide sales, with those in major cities, Karachi, Lahore, Rawalpindi and Islamabad. All
the offices are on the Internet/e-mail network ensuring uninterrupted flow of data. Highly
qualified executives using modern management tools from the Head Office in Lahore handle
commercial, financial and accounting functions.

FUTURE PROSPECTS
We believe that given the vast agricultural potential of Pakistan, there are bright prospects for the
food processing industry, which can help meet the nutritional needs 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 and expanding economy. We are confident that our company is well
placed to derive full benefit for the opportunities as they arise.

MITCHELL’S OBJECTIVES
Mitchell’s objective is to provide its customer with healthy, innovative and best quality food that
will tempt their appetite at all times. Above all, Mitchell’s also promise convenience & variety at
affordable prices.

VISION AND MISSION STATEMENT

1. To be a leader in the markets we serve by providing quality products and efficient services to
our consumers while learning from their feedback to set even higher standards for our products.
2. To be a company that continuously enhances its superior technological competence to provide
innovative solutions and superior products as per requirement of the market place.
3. To be a company that attracts and retains outstanding people by creating a culture that fosters
openness and innovation, promotes individual growth, and rewards initiative and performance.
4. 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.
5. To be a company that endeavors to set the highest standards in corporate ethics in serving
society.

SITUATIONAL ANALYSIS:
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 promoted squashes by
newspapers, posters radio channels. But they mainly invested their resources in building there corporate
image.

MAJOR COMPETITOR
SHEZAN:
The company was incorporated in 1964 as a Private Limited Company, with the main 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 Shah Nawaz Group of Pakistan and Alliance Industrial Development Corporation
of U.S.A. The agricultural background of the Pakistani sponsors induced them to establish this
agro-based industry. Today Shezan is the largest food processing unit having developed and
installed the capacity to meet the country’s local as well as export needs.

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 host name was HAMAD. They used
market skimming strategy by offering low prices to capture the market share.
MITCHELL’S CURRENT STRATEGY:
Mitchell’s refreshing Squashes are made from the Farm Fresh Fruits in a hygienic environment
keeping in view the health of their valued customers.
Mitchell’s procure raw material from fresh and sun ripened fruits especially grown on their
orchards in Renal, they offer a range of energizing natural fruit flavors that promise to liven up
your day.
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..
Michelle’s believes that success of the organization lies in the satisfaction of its customers.
Therefore Mitchell’s has always given first priority to its customer’s feedback and this they do
by the following ways
MARKET ANALYSIS:
The market for Squashes in Pakistan is mainly influenced by branded competitors in this specific
product category. These competitors have firm distribution channels.
As a majority of the country’s population is in lower-lower to lower-middle class, this is the
reason that people are more price conscious and secondly the also look for the convenience of
products due to this reason there is a demand shift observed in the squash industry. The demand
of Squashes is now limited only for few months in major areas of country. The Business of
Squashes in Lahore is at its peak between May and November So Mitchell’s play a different
strategy as far as region Lahore is concerned but on the other side business in Karachi remains
stale and on the same level of graph thorough out the whole year thus Mitchell’s imply different
strategy in terms of Karachi.

Segmentation: The concept of “one-size-fit-all mass market” is no longer relevant.

Companies have to define that which segment they are about to target. Few years back, squashes
segmentation was on the basis of perioral, life style and usage rate was high but now the
potential is not in the market. Even consumption pattern has 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 today’s world everyone is in hurry and customer want
quick drink and quick food just to save their time. Considering Mitchell’s squashes need was
there few years back when powdered drink and juices and energy drinks were not introduced to
the market. So Mitchell’s took the first mover advantage to introduce it though they conducted a
research to create a need and capture a major market share at that time.
1. Quality craftsmanship
Mitchell’s never compromise on its quality of fruit. Their squashes have extensive fruit content.
Their quality remains consistent all the time.
2. Innovations
As Mitchell’s company felt that customer are now very health continuous so they introduce
DIET SQUASHES last year with the slogan “lose weight not taste”. But they have introduced it
for the niche segments only. They even didn’t use promotion activities for these innovations.

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

CUSTOMER SATISFACTION MEASUREMENT:

The success of the organization lies in the satisfaction of its customers. Therefore Mitchell’s has
always given first priority to its customer’s feedback and this they do by the following ways to
implement that accordingly.

Market growth:
Now there is no more growth in squashes industry due to consumer preferences and other factor
is customer are very price conscious now. They want to have instant drinks to save their time but
at cheap rates. So market has been shifted due to other drinks like powdered drink, instant drink,
juices and red syrup. So now squashes are lying in CASHCOW because it gives money but not
further growth. As Mitchell’s is the pioneer and still leader in the market so contain major share
of market so far.

Definition:
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix – Price, Product,
Promotion and Place. However, nowadays, the marketing mix increasingly includes several other
Ps like Packaging, Positioning, People and even Politics as vital mix elements.
Importance of the marketing mix:
All the elements of the marketing mix influence each other. They make up the business plan for a
company and handled right, can give it great success. But handled wrong and the business could take
years to recover. The marketing mix needs a lot of understanding, market research and consultation with
several people, from users to trade to manufacturing and several others.
Positioning by price and quality:
We consider our squashes to be a premium product. That is high-quality, high price. All our customers
buy them due to brand loyalty. They know that they are getting something that is worth what they are
paying.
Marketing mix Product Strategy:
It is a consumer product. Initially it was a convenience product but due to the massive demand shift
observed in the market the customers are more eager to buy ready to drink products.
Sugar Confectionary Product Mix:
•Squashes & Syrups
•Jams, Jellies And Marmalade
•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 hygienic environment keeping in view the health of our valued customers. Our Diet
Squashes contains ping in view the health of our valued customers. Our Diet Squashes contain
No Sugar and have 90% less calories than Regular Squash. Mitchell’s Diet Squashes are
available in two flavors.
• Diet Mixed Fruit Squash, and
• Diet Orange Squash.

FOUR PRINCIPLES OF MARKETING

These principles are known as the four P's of marketing: product, price, place and promotion.

Principle 1: Product
The product is the good or service provided to meet a specific customer’s need. All products go
through a logical life cycle, and it’s important for marketers and business professionals to
understand the phases a product goes through. Developing a profitable product means ensuring
its high performance, as well as its value for the money.

Principle 2: Price
The price depends on several factors. Cost of production, customer demographics, product
demand, brand image and history all influence a product’s price.
For example, if the cost to produce a given product is 100rs, the cost to market it is 100rs, and
the cost of shipping is 100rs, a company would use those costs, as well as the product’s
perceived value and potential target demographic, to establish a reasonable price point, while
still enabling the company to make a profit.

Principle 3: Place
Place refers to the point of sale. This principle varies between brick-and-mortar retail stores and
online shopping sites. For example, it’s probably best for a brick-and-mortar store owner to sell
products that local consumers need.

Principle 4: Promotion
Promotion encompasses marketing communication strategies and techniques, such as
advertising, sales promotions, special offers and public relations. Whichever mechanism is used,
it must be suited to the product, price and consumer. Ultimately, promotion is how companies
communicate their product to consumers.
Examples of promotion include advertisements for holiday sales or exclusive one-day deals
during the year to bring people into the online or brick-and-mortar marketplace.

What Is Promotional Pricing?

Promotional pricing is a sales strategy in which brands temporarily reduce the price of a product
or service to attract prospects and customers. By lowering the price for a short time. It can
increase revenue, build customer loyalty, and improve short-term cash flow. A promotional pricing
strategy works best in the short-term. Used excessively, it costs brands money by eroding profit
margins.

How Is Promotional Pricing Used? Promotional principal is a popular strategy for

consumer brands, including retailers, airlines, gyms, restaurants, and service providers. B2B
companies also use their own variety of promotional pricing. Brands use promotional pricing to:
 Create buzz when launching a new product or service.
 Reward loyal customers.
 Increase customer traffic.
 Encourage repeat business.
 Move excess inventory.
Promotional pricing is a popular sales strategy. In fact

Promotional Pricing Types:

 Buy One Get One Free (BOGOF)
 Coupons
 Flash Sales.
 Segment-Specific Promotions