Mitchells Rs.

2 milk toffee prepared with pure butter and creamy milk and butterscotch candy to
be launched again which falls under the sugar confectionary category. Past trend shows that
mitchells generated most of its sales, around 55-60% from milk toffee, but they had to
discontinue it due to the low profit margins, high inflation rates and devaluation of the currency.
Previously it was available for Rs.1 and was widely sold through the country. It ate up a huge
chunk of mitchels sales which needs to be revived, also that this category (sugar confectionary)
has a great potential for growth. Milk candy is soft, tastes good and people are familiar with its
taste.
Price: it will now be priced for Rs.2. the price is very competitive to other toffees such as clairs,
etc. The profit margin per toffee will be very low, in paisas, but the sales volume will be very
high as it will be widely available and sold throughout the country, as shown by the Mitchells
past sales trend. Pack of 50 candies will e sol for Rs.100.

Promotion:
Mitchells is involved in a number of activities to increase its sales which includes using a d s
o n T V s , p l a c i n g b i l l b o a r d s a n d a r r a n g i n g o t h e r p u b l i c r e l a t e d activities like
health related programs. To promote the relaunch of milk and butterscotch candies, Mitchells
will give incentives to the wholesalers for promotion to achieve high sales. Apart from this, there
is a fixed budget of sales which is allocated for the ads. The toffees and candies for kids which
come under the banner of sugar confectionary products by Mitchells will be promoted on kids
channels e.g.; Cartoon Network, Nick, etc. Moreover, Mitchells can use content integration in
TV serials like Bulbulay. Trade promotions can also offered to distributors and retailers. For
every 12 packs of candies sold 1 pack of candies can be given free. And for every 24 packs of
candies, 3 packs can be given free. Mitchells also makes sure that their end user is benefitted
from their promotions. Eg, one free candy to be given when 3 candies are bought by the
customer. Heavy promotional campaigns can also be carried out on the social media websites
like Facebook. The newly launched candies can be promoted through ads and also by using
interactive contests and quizzes. Quiz competitions can also be held at schools to promote its
candies a success again.

Packaging:

Mitchells Rs.2 milk and butter candies will packaged in single standardized boxes, which is
mostly 36 or 60 bags packed in a carton. The packaging of the candy bags/ boxes will very
colorful, attractive and age oriented targeting the children.

Placement:
Mitchells placement strategy will be through wholesalers. A margin of the sale price will be
shared with the wholesalers. Eg: if the wholesale price of a box of candies is Rs.100, the
wholesale price of that particular box will be Rs.88. the rest (Rs.22) will be the wholesale
margin.

Target Market: