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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.
trained workforce all combine to ensure that Mitchell’s continues its dominance
as the innovator, market leader and trend setter. In this regard a major step was
taken in 1998, when Mitchell’s became the first food company in Pakistan to
commercial, financial and accounting functions from the Head Office in Lahore.
Institutional Clients
Mitchell’s has successfully catered to the demands of its prestigious clients such
as the Pakistan International Airlines (PIA), leading five star hotels and clubs,
Utility Stores Corporation, Canteen Stores Department, main stores and reputed
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Foreign Licensees
In recognition of its dedication to quality and technical expertise, Mitchell’s was
also given proprietary rights by L. Rose and Company Ltd. of England in 1946 to
become the sole manufacturer and distributor of their world famous Rose’s brand
Corporate Philosophy
The success of Mitchell’s brands is the result of the corporate emphasis laid upon
prepares new recipes and formulations whereas the QC section ensures selection
of the finest fruits and error free processing and packaging, thus ensuring that all
Human Resource is also of the pivotal importance for the Management and
employee skills are constantly being updated through training courses and study
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VISION & MISSION STATEMENT
our consumers while learning from their feedback to set even high
standards.
challenges.
performance.
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Brief History
Francis J. Mitchell under the name of Indian Mildura Fruit Farms Ltd. After the
"MITCHELL’S Fruit Farms (Pvt.) Ltd." with the brand name of "MITCHELL’S"
Since its inception, Mitchell’s has gone from strength to strength, not only
expanding its product line but also maintaining quality through the years to
become one of the largest food companies in the country. From the procurement
of best quality raw materials, fresh from our own farms and orchards to the
adoption of latest production techniques, Mitchell’s has been in sync with the
evolving times.
The result of our efforts is that today we are among the market leaders in all our
product categories. Not only that, but our products are also gaining a market
abroad with exports to several parts of the world including UK, USA, Canada, the
with.
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COMPANY INFORMATION
Board of Directors
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Company products
It is our aim at Mitchell's to provide you with healthy, innovative and good quality
food that will tempt your appetite at all times. And not only that, but we also
promise convenience and variety at affordable prices. With six categories
encompassing over sixty products, we are proud to present the Mitchell's family -
products to grace your dining table on the breakfast and dinner occasions as well
as products to appease your sweet tooth.
Products
o Jams, Jellies & Marmalade
o Sauces & Ketchup
o Squashes
o Pickles
o Canned Food
o Chocolates
o Confectionery
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Raw Material
Tomatoes
Tomatoes are also a rich source of vitamins, mineral, carotenoids and other
photochemical. They contain potassium, B-carotene, vitamin A and vitamin C in
good quantities. More importantly, tomatoes are an exclusive source of Lycopene,
the carotenoid pigment that turns tomatoes red, and one of nature's most powerful
antioxidants. Various research findings suggest that lycopene may protect against
types of cancer and heart disease. Tomato also contains P3, which prevents
platelet clots and cuts down heart diseases and strokes. Recent scientific studies
also suggest that eating cooked tomatoes reduces one's likelihood of suffering
from cholesterol-related heart problems and digestive tract cancers.
The tomato is very low in calories. Hundred grams of edible portions of tomato
contains only 20 kcal. Hence it is very important food for weight reducing diets.
So, enjoy tomatoes and enjoy good health.
Strawberries
One serving, that is 8 strawberries, contains more vitamin C than an orange! One
serving of strawberries has 160% of our daily vitamin C requirement, which may
lower the risk of cancers of the gastrointestinal tract.
Moreover, strawberries contain considerable amounts of potassium, folate,
phosphorous and Vitamin A. They also contain magnesium, calcium,
carbohydrates, protein, iron and selenium. Strawberries carry 20% of the folic
acid and 16% of the dietary fiber we need every day for good health. Because of
their nutritional value, strawberries can also play a part in helping to reduce the
risk of cancer or heart disease.
Like other fruits and vegetables, strawberries contain no saturated fat, sodium or
cholesterol. There are only 50 Calories in 1 cup of Raspberries.
Doubtless God could have made a better berry, but doubtless God never did.” Dr.
William Butler
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Raspberries
Raspberries are an excellent source of vitamin C, the antioxidant vitamin, and a
good source of the soluble fiber pectin, which helps the body to eliminate
cholesterol and environmental toxins. One cup of raspberries contains 40% of the
vitamin C and 32% of the dietary fiber our bodies need every day. Raspberries
also contain calcium, iron, magnesium and potassium, and are good for the
digestion, from mouth to colon.
Raspberries contain several extremely important photochemical, which, according
to modern research, may slow down the aging process, boost immunity, and
protect against chronic disease.
Like other fruits and vegetables, raspberries contain no saturated fat, sodium or
cholesterol. There are only 60 Calories in 1 cup of Raspberries.
Raspberries are a “berry” good way to stay healthy!
Plums
Are high in carbohydrates and are an excellent source of vitamin A, calcium,
magnesium, iron, potassium and fibre and stimulate the bowel movement. Plums
contain a substantial amount of vitamin C
Dried plums contain iron, potassium, vitamin A, magnesium and fibre. They are
also high in antioxidants, which help neutralize the damaging effects of oxidation
on the ageing process, protect against certain cancers, heart & lung diseases and
cataract formation.
Like all other fruits and vegetables, plums are low in calories and contain no
sodium, saturated fat or cholesterol.
Plums help you stay healthy, balanced and energized!
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Pineapples
The pineapple is a symbol of welcome and hospitality all around the world. It is
high in fibre and contains considerable amounts of vitamin C and potassium. Just
one serving of fresh pineapple - that is 2 slices - contains 25% of your daily-
recommended vitamin C, which can help strengthen your immune system.
Pineapple also contains a special enzyme, called bromelain, which helps the
body's digestive system. In addition, it contains other micronutrients, which may
help protect against cancer and also disperse blood clots for increased heart
protection. The pineapple welcomes you to an exotic world of taste!
Pears
Pears are a good source of fibre. Just one medium pear has 16% of the fibre our
bodies need everyday for good health. Fibre helps our bodies with digestion and
adds bulk to our diet.
Like all other fruits and vegetables, pears are low in calories and contain no
sodium, saturated fat or cholesterol.
Try pears because tasting believes
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Peaches
Oranges
The orange, as part of the citrus family, is rich in vitamin C as well as other
micro-nutrients, certain phytochemicals and fibre and also protects against
infection and cancer. It is also rich in beta-carotene and bioflavonoid. A small
orange contains generous levels of folate, potassium, and thiamine, as well as
some calcium magnesium.
Valencia oranges, the kind that are grown on Mitchell's Fruit Farms, have a high
juice content, which makes them refreshing, delicious and sweet.
Like all other fruits and vegetables, oranges are low in calories and contain no
sodium, saturated fat or cholesterol. One average orange contains 60 calories.
Oranges are so appealing – no wonder they are loved by everyone.
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Mangoes
Mangoes are good for the immune system and have carotenoids, which help to
ward off colds and reduce the risk of cancer and heart disease.
Only one serving, that is 1/2 medium mango, contains 40% of your daily vitamin
A and 15% of your daily vitamin C requirements. Mangoes won't even interfere
with your diet because a ripe mango contains water, but little carbohydrates and
no fat, so a medium sized mango has average calories of 95.
No wonder mangoes are so popular – they are deliciously healthy.
Lemon '
Lemons and limes both are both high in the anti-oxidant vitamin C, potassium and
low in calories. One lemon contains 35% of the vitamin C your body needs every
day.
Lemons and limes are great thirst quenchers and add flavor and "zip" to foods.
They are also a good substitute for salt, salad dressings and sauces. These
properties make them suitable to be used in refreshing drinks for all - including
calorie watchers!
Guava
Guava is a rich source of vitamin C. It contains three to six times more vitamin C
than oranges, 10-30 times more than bananas, and about 10 times more than
papaya.
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Guavas are also a useful source of calcium, nicotinic acid, phosphorous, and
soluble fiber. They are very good for the immune system and are beneficial in
reducing cholesterol and protecting the heart.
Grapefruit
Like all Citrus fruits, Grapefruit is also rich in micro nutrients, certain
phytochemicals, and fibre and helps protect against infection and cancer.
One half of a grapefruit contains all of the vitamin C your body needs for the day.
Grapefruit is also a good source of the antioxidant Vitamin A. It is also high in
several carotenoids including beta-carotene and contains pectin and bioflavonoid,
which makes grapefruits an excellent antioxidant food.
Like other fruits and vegetables, Grapefruits contain no saturated fat, sodium or
cholesterol. There are only 35 calories in one large grapefruit
Garlic
Garlic has been used as a medicine in China for at least 3,000 years! Garlic was
used in the First World War to dress wounds because of its antibiotic actions.
Garlic was also used by Albert Schweitzer to treat dysentery in Africa.
Fresh garlic juice helps lower blood cholesterol and triglyceride levels, which
consequently helps to prevent heart attacks and strokes. Certain garlic compounds
help lower blood pressure through some type of hormonal cascade. In addition,
cooking with garlic is presumed to help cut back on fat and salt. Garlic is free
from saturated fat, sodium and cholesterol and has a low calorie count.
If garlic is already a part of your.
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Cherries
Cherry is a bright, flavorful and wholesome fruit. Modern research
suggests that compared pound for pound with other fruits, cherries rank
above most fruits. Compared to apples, cranberries, peaches, grapes and
strawberries, cherries have the highest level of calcium, iron, magnesium,
phosphorus, copper and potassium. They are a good source of
bioflavonoid, which has significant antioxidant properties. In addition,
they contain elegiac acid, which helps combat cancer.
Obviously, Cherries are naturally healthy.
Banana
Bananas are an important part of our diet. They are rich in vitamin B6 and
are a good source of fibre, vitamin C, magnesium and potassium, which
help prevent weakness, irritability and insomnia, regulate blood pressure
and reduce the risk of stroke. Bananas contain plenty of carbohydrates,
which are the body's main source of energy.
Have a Banana, have an energy boost!
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Apricots
Apricots are an excellent source of beta-carotene and are useful in
reducing infections or skin problems. Apricots also contain vitamin A in
abundance and vitamin C in good quantity. Like other fruits and
vegetables, apricots are low in calories and have no saturated fat,
cholesterol, or sodium. Fresh Apricots contain only 75 calories in a cupful.
Have an apricot TODAY!
Apple
Apple is delicious, easy to carry for snacking, low in calories and a natural
mouth freshener. Apples are a rich source of fiber both soluble and
insoluble. Just one medium apple has 20% of the fibre a human body
needs everyday for good health. About 80% of the fibre found in apples is
soluble which helps prevent cholesterol build-up. The other 20% insoluble
fibre aids digestion. Apples also contain potassium, vitamin A, iron,
carbohydrates, calcium, phosphorous and small amounts of vitamin C and
folate. Apples also contain flavonoid and phytochemicals that may fight
some types of cancers, help reduce cholesterol.
No wonder the adage – an apple a day keeps the doctor away.
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SAUCES
Your life with Mitchell's rich sauces - just what every snack needs!! Prepared
from selected, ripe, fresh tomatoes, chilies, garlic and ginger, under strict hygienic
conditions, our range of sauces is a culinary treat and includes a host of great
tasting concoctions from the ever popular, favorite of the young and old, Tomato
Ketchup to the hottest new addition – the Mexican Salsa. Our sauces line is not
only a local favorite but is also rapidly gaining a market abroad. The latest
addition to the category is the Cooking Paste, a fine blend of Tomatoes, Ginger
and Garlic which acts as a quick mixing and cooking ingredient.
Complete Range
1. Tomato Ketchup
2. Chili Garlic Sauce
3. Chili Ginger Sauce
4. Imli Sauce
5. Mexican Salsa
6. Mango Chutney
7. Cooking Paste
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Swot Analysis for Mitchell’s
Strengths
6. They have very good personal relations with export promotion beauro of
Pakistan.
9. They have the ability and resources to hire skilled engineers. They have the
10. Mitchell’s can compete in the field of food industry with other
Weaknesses
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6. They have limited no. of distribution channels in Pakistan.
Opportunities
industry.
2. High educated and capable engineers are available in their labor market.
6. Cost of raw material is very low because Mitchell’s have partial self
Threats
1. They have a serious problem with the new entrants because of cost
3. The food industry is highly competitive and every company is providing new
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BCG Growth Share Matrix:
Areej Juice
Reasoning
company in new market so there is uncertainty that what result a product will give
in future. It has low market growth rate while the relative market share is lower
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Mitchell’s jams jellies & marmalades
Confectioneries items
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Core Distinctive Competency
The core distinctive competency is their logo which have a separate identity in the
market and whose identification is made on that bases it cant be copied due to the
same reason and the other reason is that their logo is registered no copy rights are
available to any other company. The most important distinctive competency is the
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Product Market Expansion Grid
So from the above diagram is clear that the new product when enters in the existing market
this will be called as Product development. Mitchell’s have already a big market in the
country it has already introduce their different products i.e. Jams, Jellies & Marmalade,
Sauces & Ketchup, Squashes, Pickles, Canned food, Chocolates, and Confectionery. So
when it introduces Areej it will be a new product in the same existing market.
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DISCRIPTION
The threats of new entrance are very high because there are already many
The bargaining power of buyer is low which means that the price for any product
Number of Substitutes
• Nestle
• Shezan
• Haleeb
• Country
• Frost
• Malee
SO the above substitutes are available in the markets which are high in number
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Bargaining power Of Supplier
The bargaining power of supplier is Low, because they are the raw material
producer, its price is much stable for the user and favorable for a company.
Internal Rivalry
internal rivalries are much favorable for company so company is no needs to control the
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Goals and Objectives
As this statement shows, setting goals and objectives builds on the previous steps
of visioning and taking stock. When the company was launching their new
product like Areej and Mineral water so for launching Juice goals are simply a
the vision is to become real. The target objectives are clear statements of the
specific activities required to achieve the goals, starting from the current status.
At this point, strategic planning begins to produce lot of ideas and action steps. A
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MARKETING STRATEGY
strategy.
1. Areej juice
packaging.
Mitchell’s also provide the feed back to its consumers and also welcome the
DETAILS:
keep their customers to earn more profits. Following are some strategies.
The Product we introduce by the name Areej juice might be of high profit.
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2. Better customer mix
For this new product Mitchell’s should try to set the better customer mix for
the increasing sales so, the market segmentation should be targeted accurately
as mentioned above.
In very basic terms the more sales calls you perform the potential to make more
sales increases. Mitchell’s should try to aware their target market with new
Areej juice.
5. Increase price
One of the easier but tricky methods of increasing your sales – as this might
actually lead to a drop in sales. Mitchell’s needs to reduce their profit margin at
the time of launching it after words with sale perspective price will be increase
with the increase of a tax. While looking at all the points mentioned above.
May be a combination of the above factors might lead to higher sales rather than
Others
Depending on the industry that you are in there might be other ways of boosting
sales – just stop and think about it for a minute.
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While looking at all the points mentioned above. May be a combination of the
above factors might lead to higher sales rather than using individual
techniques.
Action program
As far as action program is concerned, the company firstly deciding the excellent
marketing strategy about the Areej juice and this strategy change into actionable
program. The actionable program arises that answer the some following question.
Before launching the Areej juice in the market, the company firstly analysis. How
we will achieve its target market, target positioning, marketing mix and other
After achieving the Areej juice marketing strategy, the company takes decision
new brand that the Firm develops through its own research and development
effort.
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4) How much it will cost?
Firstly, we will find marketing research. Then so many Questions arise like who will
buy this Areej juice? How much customer do you need for this Areej juice? Who use
this kind of Areej juice? We will analysis this question, then we will firstly analysis and
Projected budget
The company projected budget for this new product is given below.
__________________
Net profit before tax 620,000
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Control Measure
After analysis the budget of Areej, the Mitchell’s implement the overall
objectives. Marketing Implementation play a very vital role for the company
carry them out in the market. The higher management of Mitchell’s allows
performance in the market place and evaluate the cause of any differences
between expected (analyzing about past related to Areej juice) and actual
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Projected Market Share
the market demand is being satisfied by the company. To truly understand market
Shezan & nestle are the closest competitors in the beverages market, which
currently has almost 3.65 million users. Yet Mitchell’s has larger number of the
For the sake of our new product we have survey our target market and
distribute our forms in market in which we have questioned them about our
new product, its price and other related attributes with our product the result of
From above calculations we can now estimate our market share. It should not be
less then 55% and because we are the major producer in this market. So in this
regard it would be our key factor of success to get a position in the market
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People Price of Lunching Customer
with product of product satisfaction
different
opinion in
%
60% 20 yes Satisfied
10% N-A yes Satisfied
and policies. And most important thing is that to maintain this position for a long
while because more then 55% shows our successes as well as we are the market
leader.
We are assuming that we are having the sale of 150000 @ Rs. 20 per packing in a
year then we earn Rs. 30 million and our projected cost of this project is about
Rs.25 million so we will recover our cost within the 2.5 years and if we get the
more than 65 % share of the market, then this span time will be more lesser
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It can be done only by if we adopt the policies and attract our target market by
advertise our product cleverly and also position it in the mind of our customers.
So we have to develop such program which will cover each and every thing and
every aspect of this project. It depends upon our working our coordination and our
MARKET SEGMENTATION
Companies today recognize that they cannot appeal to all buyers in the market
place or at least not to all buyers in the same way. Buyers are too numerous, too
widely scattered, and too varied in their needs and buying practices. Thus more
companies are being choosier about the customers with whom they wish to need
relationships.
Most of the companies have moved away from mass marketing and toward
market segmentation and targeting. Its mean that identifying market segments,
tailored to each.
In case of Mitchell’s it is also doing same and done the market segmentation and
target marketing for every product. It divides whole market into the segments
according to its products and selects the most suitable segment to serve.
Target Market
A. Children
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B. House wife
C. Office govers
D. Sports men
E. Professionals
attractive target markets for Areej juice from Mitchell’s are Children and Office
govers because Children and Office govers are mostly early adopters and also
This target market has the potential to generate the sale and the company can
Mitchell’s must focus on the needs, wants, and demands of the target market if it
wants to boost its sales. Mitchell’s must analyze the market by using different
tools so that it can be reached and estimate at true information and cost, which
Market Positioning
Positioning Statement
“To become healthy and want to adopt the new taste, Mitchell’s provides them
and identity in the mind of customers. Mitchell’s position’s the Areej juice on the
basis of natural taste. Because it is the high value benefit for its target consumer
(children) and no other beverage company is offering this Quality feature product.
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Company Current Position in the Market
Now a day’s Mitchell’s is enjoying a leading position in the current market they
have 50% market share. So if we look at the current market position the company
is sure that their new product will get a market share and resulted as cash cow or
star.
Existing Competitors
1. Nestle
2. Shezan
3. Haleeb
4. Country
5. Frost
6. Malee
Future Competitors
• Haleeb
• Maggie
Mitchell’s and Nestle are the closest competitors in the Fresh Juice market, which
currently has almost 6.3 million consumers. Yet Mitchell’s has larger number of
the consumers for its Product than any-one else. The competition is expected to be
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Marketing Mix
Product
By consuming this, you will be the smartest person because it is the complete
Features
When you need to get energetic you just use this juice. The juice can be
Color
Size
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Areej is available in different volume.
Packaging
Areej is packed in attractive tetra packs with orange color. Inside the seal
pack juice is protected with aluminum cover. Company’s web site is also written
Price
From the marketer’s point of view, an effective price is a price that is very
close to the maximum that customers are willing to pay. According to its
Most of the businessmen will believe it as a sign of self worth it represent their
success and status. Due to this price skimming strategy the company can obtain a
target rate of return on sale and can increase the company growth rate.
Promotion
relations and corporate image. To inform and persuade the target market
Mitchell’s begun educating the people at the time of partition. Mitchell’s advertise
We are going to introduce our Areej juices firstly in the big and famous cities
in term of our target market and these cities include Lahore, Karachi and Islamabad. We
also ensure that we must provide our product through out the cities at all big shopping
Malls.
Distribution
In a Mitchell’s different functional department are responsible for launches the new
that all these departments have a common goal in the distribution policy of the final new
All the Mitchell’s departments are responsible for ensuring that the product reaches to the
customer in the best possible condition. Mitchell’s will use one or more marketing
channels to distribute the Areej juice to the customers. Mitchell’s resources will be used in
the marketing channels through which the company product passes on to the hands of the
customers. Marketing channels perform the function of transferring title of the product to
the customers.
In the case of Mitchell’s, it distributes the products by maintaining the fair price shop in all
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CONCLUSION
found that the Mitchell’s is the largest food producing company in Pakistan. We analyzed
that the company having the well repute in the market, what they offer and what they
produce the consumer accepted it with warm welcome. Now the company realized that they
expand their product line by introducing the Areej juice, so we conclude that when we
conduct the survey, our product is based upon through market research. We have collected
so much data and analyzed and observe very closely the whole market sanerio and we have
In the context we have also allocate the budget, expenses and expected income and we have
different features with respect to our target market and hope that our product will help us in
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