Group Members Ali Raza Presented To Mr.

Shahzad  Table of contents
 

• Introduction • History • Company’s information • Present performance of Mitchells • Future prospects • Objectives • Mission & vision • Situation analysis • Market analysis • Target market • Segmentation • Market needs • Market trends

• Market growth • SWOT analysis • Competition analysis • Market shares • Product offerings • Marketing mix • Positioning strategy • Conclusion  

INTRODUCTION
  Mitchell's Fruit Farms Limited is the oldest and most trusted Food Company in Pakistan. Since starting its operations in 1933, the Company has gone from strength to strength, and its wide variety of products has inundated breakfast tables with farm-fresh consumables, straight from its orchards in Renala Khurd - products of a high standard, enriching the lives of millions of people with all the goodness of nature for a healthy lifestyle. Today the Mitchell’s family continues to grow, reaching more and more households worldwide with an ever-increasing array of farm-fresh products ranging from thirstquenching Squashes & Syrups; fruity Jams, Jellies and Marmalade; rich Tomato Ketchup & savory Sauces; tasty Pickles; refreshingly nutritious Canned Fruits & Vegetables; and a wholesome assortment of Candies & Chocolate from its wide range of confectionery products.        

           

 
   

HISTORY
PHASE I: BEFORE INDEPENDENCE...
Francis J. Mitchell arrived in Bombay from Scotland at the end of World War I. He had been invited by his brother who was already established in North Western India as contractor to the government for construction of the railway network in this part of the subcontinent. At that time, when Francis was already an old man of over sixty years, an opportunity came his way in the form of the emerging irrigation system being laid out in the canal colony districts of West Punjab. He was successful in obtaining the lease of 720 acres of agricultural land in the then Montgomery district. The area allotted to him extended for nearly seven miles from Renala Khurd to Kissan, sandwiched between the arterial lower Bari Doab Canal and the Lahore/Karachi railway. He initiated the business of growing grapes for eventual sale as dried raisins and sent his younger son Richard to Australia for training at Mildura which was well known as a center of specialization in the field of horticulture. The Company, with Francis Mitchell as its Governing Director and his two sons Leonard and Richard as Directors, was incorporated in 1933 and given the name Indian Mildura Fruit Farms Ltd. The North Western Railway had opened to traffic a few years before the acquisition of the land by the Mitchell family. Francis Mitchell was asked by the railway authorities to propose a name for the adjoining station. Hence the word "Kissan" which subsequently became a familiar brand name.

The family sold its shares gradually. and retired to Eastbourne. a factory was established in Bangalore. Richard took over the chairmanship in 1949 and continued in this capacity until his death in 1987. To cost-effectively cater to this growing demand.               COMPANY’S INFORMATION SALES . fortunately. was sent specially to South Africa to look for good rootstock. The vines suffered serious damage from pests during the rainy season. With the outbreak of World War II. which began in 1921 and lasted until 1924. which was the foundation of Valencia orange trees these are well established on the farms today. Leonard. was registered. in 1959. Indian Mildura Fruit Farms Limited lost nearly 75% of its Indian market. just when the grapes needed dry weather for ripening.. Betty. Leonard. demand for canned fruits and vegetables for the allied troops." and the brand name "MITCHELL'S" became the exclusive property of the Pakistani company.The trial planting of grapes. Francis Mitchell died in 1933 and his elder son. U. unfortunately did not prove to be a success. A new joint-stock company by the name of Kissan Products Ltd.) Ltd. Richard's wife. Likewise. became Chairman. the Indian company acquired exclusive use of the "KISSAN" brand name. stationed in India. began to grow rapidly. retained her links with the Company in the capacity of Director until 1991. After his brother's tragic death in an air accident. The elder son. which. South India. The company's name was changed to "Mitchell's Fruit Farms (Pvt. The entire plantation was replaced with citrus. proved to be profitable. She died in 1995. PHASE II: AFTER INDEPENDENCE   As a sequel to Independence in 1947.K. having inducted Pakistani shareholders in 1957.

with a main up-to-date laboratory. sauces and drinks were visible on the shelves of the largest stores these were not as abundant as imported confectionery.652.this should result in considerable savings in power bills. From selection of the finest fruits.   QUALITY CONTROL & TRAINING Along with R & D. quality control plays a key role in keeping a vigilant and unrelenting eye on every step of the process.The national market. 535. is the result of the Company's ongoing investment in and emphasis on quality control. to processing and packaging. Once the R&D section has prepared samples of new products. and the taste that has been winning consumers' hearts for generations. especially various brands of chocolate. CAPITAL EXPENDITURE In the beginning they have invested around Rs. 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. reinforced by research and development (R & D).76 million in putting up modern automated facility in the form of building and machinery.29. the Quality Control section ensures that all our products live up to the consumers' high expectations. Although foreign fruit preserves.14. 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. particularly in the major cities was saturated with the imported foodstuff. and an . An independent feeder of supply of electric power directly form the WAPDA grid station together with a new standby generator were commissioned in January 2002. 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. It would appear that much of this merchandise continues to be brought into the country through unofficial channels without payment of imported duties. 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. Internal cash generation and bank borrowing have met the capital expenditure bill in full. the Marketing Division carefully carries out product evaluation. The Quality Control staff. two line-control labs for the Groceries and Sugar Confectionery divisions.at a cost of Rs.

Some of the fruit is imported in the form of pulp such as mango. IMPORTS There are certain Mitchell’s products that are being imported. Only fruit is imported.   . management skills are being constantly updated by sending executives on training courses and study tours. Re-evaluation of its quality control and quality assurance system Management. 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. is committed to produce best quality products meeting our customers' requirements at competitive prices. strengthening our position as a quality managed company. MITCHELL'S products are being exported to several parts of the world. As the Company considers its employees its most important asset. Sugar is also imported. the rest of the process is done in our farms. Updating of employee skills by training 2. Acquisition of new technology 3. both at home and abroad. In future the Company is planning to make MITCHELL'S a brand name familiar with households in every part of the world. USA. including UK. and the Middle East. For example. we import pineapple from Singapore.   QUALITY POLICY Mitchell's Fruit Farms Limited.   EXPORTS AND IMPORTS EXPORTS At present. To meet this obligation.incubation lab. ensures that there is no deficiency in quality standards during production. the company will continue: 1.

with those in major cities. Rawalpindi and Islamabad. The year 1998. professional management and a trained workforce ensure that Mitchell's maintains its lead. A smooth distribution system with nationwide coverage and consistency of quality have kept the most prestigious national institutions loyal to Mitchell's’ growing product range. Modern high-volume industrial equipment. Mitchell's is the only major company with fully integrated operations having its own growing and processing facilities at one location. receiving a record subscription for its shares floated on the market. Canteen Stores Department. Utility Stores Corporation. Fully computerized and inter-linked regional sales offices manage burgeoning countrywide sales.            PRESENT PERFORMANCE OF MITCHELLS The Company passed a major milestone when it went public in 1993. 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.       . Today in Pakistan. leading five star hotels and clubs. the 65th for Mitchell’s. brought another major distinction for the Company. Karachi. the ISO 9001 accreditation. Lahore. chains of main stores and established restaurants in major cities. making it the first food company in Pakistan to achieve the honor. These include Pakistan International Airlines (PIA).

                            . The pre-requisite for such a development is a healthier and expanding economy.      FUTURE PROSPECTS We believe that given the vast agricultural potential of Pakistan. We are confident that our company is well placed to derive full benefit for the opportunities as they arise. which can helpmeet the nutritional needs of the growing urban population within the country as well as provide a surplus for export. there are bright prospects for the food processing industry.

Mitchell’s also promise convenience & variety at affordable prices. management systems. 2. To be a company that endeavors to set the highest standards in corporate ethics in serving society. Above all. 5. To be a company which combines its people. 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. and rewards initiative and performance. VISION AND MISSION STATEMENT 1.                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. 4. To be a company that attracts and retains outstanding people by creating a culture that fosters openness and innovation. promotes individual growth. . and market opportunities to achieve profitable growth while providing fair returns to its investors. 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. 3. technology.

and with the passage of time they captured the market knowledge and rare resources • Mitchell’s got competitive advantage because they had the first mover advantage . They identified the need of.            SITUATIONAL ANALYSIS MITCHELL’S Mitchell’s launched its squashes in the year 1941. So they get hold of major market share . make to drink product.It was a break through innovation They availed the opportunity and gained the first mover advantage. Mitchell’s was the sole player in the field of squashes at that time. After the proper customer need analysis consistent screening and evaluation by the Mitchell’s research and development department a totally new product (squashes) was designed in the form of rich fresh fruit citrus . They were the first movers in rich fruit citrus.

posters radio channels. Target Market: The target market at the time of launch was up to 60 years of age and the core target was 15-30 years of age. they gained massive market share and achieved the positive word of mouth regarding there products as they are made of fresh farm fruits. quality and reliability. But they mainly invested there resources in building there corporate image .               .A.• Fully integrated operations. Richard got training from Australia Mildura at the initial stage • A smooth distribution system with nationwide coverage • Right products. Specially farm fresh fruits with having their own growing and processing facilities • Mitchell’s had professional management and the trained workforce • Mr. Segmentation: They segmented their product on the socio economic classes focusing on. B+ and B. • Management was committed and confident • Mitchell’s was the pioneer in the field of squashes. Marketing Strategy: As they had the first mover advantage they utilized it fully and initially promoted squashes by newspapers.

There was a high risk involved in competing with Mitchells fruit Farm Company. Shezan had the line of . jams. squashes. Shezan International Limited was conceived as a joint venture by the Shahnawaz Group of Pakistan and Alliance Industrial Development Corporation of U. 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. Shezan had the advantage to follow the already set product standards of Mitchell’s regarding research and development. While introducing a me too product. squashes the major threat was to compete Mitchells. It was very costly for Shezan to overtake Mitchells. with the main objective to set up an industrial undertaking for manufacturing of juices. pickles and preserves from fruits and vegetables. sherbets.              MAJOR COMPETITOR SHEZAN: The company was incorporated in 1964 as a Private Limited Company.S. The agricultural background of the Pakistani sponsors induced them to establish this agro-based industry.A. who already got the major market share by capturing rare resources and already gained knowledge of key factors and issues of the market.

SHEZAN’S COMPETITIVE STRATEGY • Initially launched only three flavors of squashes which were ( mango. mix fruit. posters radio. orange and lemon). They used market skimming strategy by offering low prices to capture the market share. Target Market: Shezan’s target market is up to 60 years of age and their core target market is 15-30 years of age. glass bottle but now its available in pet bottle of 830 ml • Complete backward integration in case of this company since it is the only company that has its own sugar mill as well in the name of Shahtaj Sugar Mills. lemon and lemon barley. Mandi-bahauddin. • Shezan has the most developed distribution channels network and therefore it has an advantage of reaching maximum customers throughout Pakistan with the help of small retailers as well as larger retailers . Marketing Strategy: Launched squashes in 1968-1969. But in current market it has 6 flavors (orange. at that time they promote it by newspapers. mango. On radio there was a show with the name "HIT BREAK" the host name was HAMAD. . Segmentation: They segmented their product on the socio economic classes focusing on A. B+ and B.action to grab market share by offering high quality and better taste followed by product variety by analyzing the Mitchells squashes. pomegranate) • Shezan was available in 735 ml.

• Squashes has now stagnate growth and product itself is at maturity stage so Mitchell’s is trying to retain the market share and its loyal customers. • 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. • Shezan has the highest production capacity as compared to its competitors. • Shezan is the largest food processing unit having developed and installed the capacity to meet the country's local as well as export needs. • Modern high-volume industrial equipment.• Shezan owns 60% of shelf space in all of the almost 16. they offer a range of energizing natural fruit flavors that promise to liven up your day. thus becoming more competitive on the international stage also.000 outlets of Utility Stores • Shezan is involved in advertisements and low cost promotional campaigns which makes it a very generic brand name in the mind of consumers when they are out shopping for squashes.       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.5 liter and 810 ml . professional management and a trained workforce all combine to ensure that Mitchell’s continues its dominance as the innovator. • In 1998 Mitchell’s became the first food company in Pakistan to achieve ISO 9001 accreditation. market leader and trend setter. • Mitchell’s introduced squashes pet bottles with the quantity 1. • Mitchell's procure raw material from fresh and sun ripened fruits especially grown on their orchards in Renala.

• Mitchell’s squashes are available in seven flavors (orange. Even if they got any complain then they immediately replace it.e. mango. • Mitchelle’s believes that success of the organization lies in the satisfaction of its customers. . and Diet Orange Squash • Mitchell’s is using consumer and trade promotion. In Lahore the retailer benefit is 12+1. for NICHE MARKET. guava. mix fruit. • Mitchell’s squashes contain extensive fruit content which is the major differentiation factor. POS material of advertisement has only been used to promote it. • Mitchell’s Diet Squashes contain No Sugar and have 90% less calories than Regular Squash • Mitchell's Diet Squashes are available in two flavors. lemon and lemon barley) • Mitchell's Diet Squashes are available in eight flavors. on the purchase of 24 bottles Mitchell’s give 3 bottles to its retailers. Thus Mitchell’s make the use • Their unique selling proposition is quality . it means Mitchell’s give one free bottle to its retailer on the purchase of 12 bottles but on the other side in Karachi the trade promotion policy is 24 + 3 i. Mitchell’s used more than 200 hoardings displayed all over the Pakistan • As squashes has stagnate growth and product itself is at maturity stage the company is focusing upon building its corporate image rather than investing solely on squashes advertisements. But mainly focusing on trade promotions. pineapple. • Last year Mitchell’s launched DIET squashes.They never compromise on the quality. Diet Mixed Fruit Squash. • In year 2001 and 2002 they run a biggest campaign for squashes. So they don’t want to waste their money on squash ads. Therefore Mitchell’s has always given first priority to its customer’s feed back and this they do by the following ways • Thorough questionnaire feed back forms • Thorough shop keepers .

. 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. used in milk etc           . The demand of Squashes is now limited only for few months in major areas of country. The reason of this limited demand according to the market analysis is because that you cannot relate squshes with different occasions for example the way red syrup Jam-iSheerin and Rooh Afzah are relating themselves to Ramadan and Muharam. As a majority of the country’s population is in lower-lower to lower-middle class. Corrective and Preventive Actions) The feedbacks and opinions of the customers are very useful for them and besides this they study the feedback and try to implement that accordingly.• Through ISO procedures (CPA.         MARKET ANALYSIS The market for Squashes in Pakistan is mainly influenced by branded competitors in this specific product category. another big reason of the limited demand of the Squashes is because of its usage which is limited upto a thirst quenching drink but red syrup can be utilized in many ways apart from drinking such as toping. 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. These competitors have firm distribution channels.

The reason is from the age group of (3-80) years old people use it as a refreshing and energetic drink. Mitchell’s basically design the strategy to target the Social economic class of A & B+ grade.               . But then by the time every class becomes part of their market.        Target market The targeting decision determines which customer group the organization will serve. There primary focus was A & B+ rank but now they target overall market and go for mass market. Target approach is being used by the Mitchell’s in case of Squashes product variety. Selecting good market targets is one of the management most demanded challenges. Here the segments are not clearly defined but extensive target.

Psychographics: Middle.         . Even consumption pattern has been decreased due to the entrance of other substitute products. Old people.       Segmentation The concept of “one-size-fit-all mass market” is no longer relevant. Rich in taste. squashes segmentation was on the basis of behioral. Lower. life style and usage rate was high but now the potential is not in the market. Age: 10 and above   Family life cycle: Young. Lower Upper. Children. Companies have to define that which segment they are about to target. Benefits: Quality. Few years back. Middle Upper.Target Market Demographics: up to 80 years as target market while core target market includes ages between 15 – 30. Upper class.

There quality remains consistent all the time.  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. customer services As each and every company are trying to have good relationship with the customer.   CUSTOMER SATISFACTION MEASUREMENT: The success of the organization lies in the satisfaction of its customers. Their squashes have extensive fruit content. But they have introduced it for the niche segments only. Therefore Mitchell’s has always given first priority to its customer’s feed back and this they do by the following ways • Thorough questionnaire feed back forms • Thorough shop keepers . 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”. 1. So mitchells 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. 3. So in this regard if they got any complains related to their products they replace it without wasting the time of customer. Considering Mitchell’s squashes need was there few years back when powdered drink and juices and energy drinks were not introduced to the market. 2. Quality craftsmanship Mitchell’s never compromise on its quality of fruit. They even didn’t use promotion activities for these innovations. In today’s world everyone is in hurry and customer want quick drink and quick food just to save their time.

They want to have instant drinks to save their time but at cheap rates. so nobody knows the customer who will buy our product today will buy it tomorrow as well as or not. Corrective and Preventive Actions) The feedbacks and opinions of the customers are very useful for them and besides this they study the feedback and try to implement that accordingly. juices and red syrup. instant drink. So market has been shifted due to other drinks like powdered drink.• Through ISO procedures (CPA. At this time quashes are in ‘MATURITY” stage. As Mitchell’s is the pioneer and still leader in the market so contain major share of market so far.   Market trends Trends are changing rapidly. The customers who are heavy users of squashes might not be shift to other substitute because they are loyal to it. The only strategy Mitchell’s is using just to retain their existing customer and not looking for new customers. The reason is because it takes relatively more time in getting ready instead of other new drinks. BCG MATRIX . So there is still not any hope to create a new market in this industry. So now squashes are lying in CASHCOW because it gives money but not further growth. Its basically depend that customer is loyal to the product or not. 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.

        SWOT analysis of Mitchell’s Strengths • Fully integrated operations • Having its own growing and processing facilities • Modern high-volume industrial equipment • Professional management and a Weaknesses • Customer lists not tested • Some gaps in range for certain sectors • Customer service staff needs training • More budget needed for .

trained workforce • A smooth distribution system with nationwide coverage • Right products. • Management is committed and confident   Human Resource Development     Opportunities • Mitchell’s can continue its dominance as the innovator • Can maintain its position as market leader • Can also continue to be a trend setter • International and domestic market expansion • Introducing new verities of food products • Local competitors have poor products • End-users respond to new ideas • Can surprise competitors Threats • Political instability • International Financial crises • Challenge of work force diversity • Changing technology and concept • Legislation could impact • Retention of key staff critical • Possible negative publicity • Market demand very seasonal   . quality and reliability.

      SWOT analysis of squashes   Strength: power of quality which remain consistent. Picture of squashes:             . Opportunity: can define more segments like introduce squashes in small bottles so reach customer buying power. Threat: all the substitute drinks. Weakness: price and cost of ingredients used in squashes.

Direct competitors: Shezan squashes Indirect competitor: red syrup.                Competition analysis The competition is very fierce among the competitors so Mitchell’s always get the first mover advantage and still the leader of market. instant drinks         . It has major share in the market.

Our market share in only Lahore is 30% for squashes.Market shares Mitchells 40% Shezan 38% Kinza 11% Others 11%   Positioning strategy We provide high price. Position: We focus on positioning because it is important for developing the image that our product projects in relation to our competitors’ products (shezan). high quality premium product.  Positioning in relation to a competitor: We place our products directly against the competitors’ products. this strategy is suitable for us because we have a solid differential advantage against our competitor  Positioning in relation to a product class or attribute: We sell our product with the slogan “We provide farm fresh quality drink” And consider it to be our competitive edge against our competitors and for the same reason we focus on this attribute claiming that since we have our own farms we provide you with the squashes made of fresh fruit. More than 50% of the area of the shelves in the stores is covered from Mitchell’s squashes.  Positioning by price and quality: .

Sugar Confectionary Product Mix: • Squashes & Syrups • Jams.             Marketing mix Product Strategy: It is a consumer product. All our customers buy them due to brand loyalty.We consider our squashes to be a premium product. Jellies and Marmalade • Tomato Ketchup . 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. high price. They know that they are getting something that is worth what they are paying. That is high quality.

• 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 a hygienic environment keeping in view the health of our valued customers. Mitchell's Diet Squashes are available in two flavours. Our Diet Squashes contain No Sugar and have 90% less calories than Regular Squash. • Diet Mixed Fruit Squash. and .

5\ bottle   Distribution Strategy Mitchell’s adopted the channel-Structure Strategy for distribution. Like in Lahore they need to sell their products between the months of March till November where as on the other side in Karachi the demand of the Squashes remain the same throughout the year since there .5 liter of bottle of squash for retailer (including tax) = 227.5 liter of bottle of squash for consumer(including tax) = 244\ bottle Profit margin = 16. Cost of 1.5 Rs on the other hand the price of powdered drink is 5 Rs per glass. But.5\ bottle Cost of 1. due to shift in demand it has become almost to its competitors. Cost of 810 ml of bottle of Squash for retailer (including tax) = 71\ bottle Cost of 810 ml of bottle of squash for consumer (including tax) = 82\ bottle Profit margin = 11\ bottle. They cannot afford to fall below certain level of prices as they have to maintain certain profit level. Mitchells had charged premium price due to there brand image in the market for a long time. In order to seek higher sales volume we often apply discounting techniques or other aggressive pricing strategies.• Diet Orange Squash   Product life cycle:   Pricing Strategy: Mitchells pricing goal is to increase sales volume and maintain or increase the market share. At this point they are facing tough competition because one glass of squash costs 7. They sell their products sometimes directly and sometimes they sell their products through retailers. They believe that product should be distributed directly from manufacturer to customer or indirectly through one or more intermediaries.

Consumer They also distribute directly to some retailers for example they supply directly to the Airlines and Hotels like PIA and Pearl Continental. which leads to a good result of increase in sales. That means that it has large number of loyal customers that are using the product.Wholesaler ---.Retailer ---. As they have firm distribution network they follow the path Producer----. Although Mitchell’s make use of the direct distribution strategy and indirect distribution strategy and hence that is why the eye level is always filled with the products of Squashes. On the other hand the potential of over all market of squashes will not grow because of demand shift toward .                           Advertising and Promotion Strategy As we have discussed earlier that the product is at maturity level.need to have other distribution channels as compare to Lahore.

That means that this company is serving the customers from the last 75 years and they have been consistent upon there quality and providing the customers fresh products which is actually there USP. There focus is on building the corporate image of the company and to retain the potential customers. Although it was for niche market they advertised only at the point of purchase. As there are number of products shown in this ad which are directed toward different age groups. So Mitchells is trying to fit themselves as a family product. So at this point the company is not investing on advertising of squashes even when the launched the diet squash it was not followed by advertising campaign. Core message of ad: The core message of the ad is that the company wants to develop its corporate image. Functional attributes of the ad: Different products of the Mitchells are shown at different occasions. We remember our childhood when we grow up. It is trying to relate itself with the happy moments of the family. They are celebrating there 75 years of farm freshness.more convenient products. There is an affiliation associated with it for years and the reason for this relationship between the company and the customers is the fresh raw material used for the products. So Mitchells is associated with the child hood memories as it is a brand which is used by generation to generation. The first line of the ad “Bachpan ki kuch yadein hain”. the company has targeted a child of 6 years of age ranging to 65 years old grandfather. Advertisement Analysis: Target market: In this particular add.         Sales Promotions: Incentives: .

and its role as a social welfare organization in and around Shergarh. Public Relations Mitchell's has joined hands with the village communities as well as the British Council. Every SBU has its own strategies to make and to implement and here at SBU level business strategy focus more narrowly on their own products. The Anjuman is also well known for its free dispensary. the Department for International Development (UK) and Voluntary Service Overseas (UK) in an effort to promote education in rural areas. They offer 1 free bottle on the sale of 12 bottles and 3 free bottles on the sale of 24 bottles. . established in 1976 in Shergarh. Mitchell’s 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.They use push strategy in the peak season as offer incentive to the retailers. Mitchell’s is very much conscious and careful about its sales and about the customer level satisfaction and since 1933 they tried to maintain a same graph of satisfaction level and give customer a quality. fresh farm products direct from their own farms. Twenty-five girls' schools have been set up in the Okara district in an endeavour to boost the levels of female literacy.     Conclusion As according to what we observed from the Mitchell’s Strategies we have found that Mitchell’s is sometimes proactive and some time it adopts reactive approach. Also a Teachers Training Institute has been set up to provide quality teaching staff to the local schools Anjuman Khuddam-e-Rasool Allah: Anjuman Khuddam-e-Rasool Allah is a community based Non Governmental Organisation (NGO). at the heart of District Okara. In this manner Mitchells is developing public relations and offering a social service to the people of rural areas. The MD plays an important and central role for the strategic planning to be more effective not just as a MD but also as a strategic thinker and corporate culture leader. AKRA has a reputation in the surrounding area for providing high quality education to boys and girls from Nursery to Matric.

Mitchell’s 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 Mitchell’s is very much concerned about the Financial Position of the company. economic.Mitchell’s management deals with developing a marketing mix to serve a designated market. Mitchell’s is concerned about the external information pertains o social. And they evaluate this factor very closely for the further decision making of their products. . The information is analyzed to identify the SBU’s strengths and weaknesses. Their main focus is on the strategies at SBU level where Mitchell’s make their strategies considering three forces: Customer Competition Corporation And in addition to this internal and external factors also play an important role to develop strategy. which together with competition and customer define the objective of SBU. political and technological trends and product/market environment.