1. Marketing Management Final Project
Name:
Arid No:
ATIF SAJJAD MIR
12-ARID-1409
BBA :
3RD
Section :
A
Submitted To : Ma’am Farida Faisal

2. Question: Pick any two Brands which are being marketed in
Pakistan.
(a) Brand 1: Should be having a very effective Marketing Management
Strategy.
(b) Brand 2: Should be having a very poor Marketing Management
Strategy.
INTRODUCTION
I have choose Two Brands one is very good in market and second is
Very Poor in Market.
(a) Brand 1 that is very good in Market that is CADBURY DAIRY
MILK Chocolate
(b) Brand 2 that is very poor in Market that is Mitchell’s Top Milk
Chocolate
About Cadbury Dairy Milk Chocolate
Cadbury made the first Dairy Milk Bar in England in 1905. Dairy Milk is a brand
of chocolate and dairy milk is the big success of Cadbury. And dairy milk is the
famous brand of chocolate. Dairy milk chocolate considers a very good brand in
Pakistan.

3. About Mitchell’s Top Milk Chocolate
Mitchell’s introduced a Chocolate Brand name TOP MILK
CHOCOLATE in Pakistan. Top Milk chocolate is very pure creamy
milk chocolate. And Top Milk Brand is very Poor Brand in Pakistan.
Marketing Concepts
I applied marketing concepts on my both two brands.
Holistic Marketing Concept
Holistic marketing concept consists upon four approaches.
(a) Relationship Marketing.
(b) Integrated Marketing.
(c) Internal Marketing.
(d) Performance Marketing.
(a) RELATIONSHIP MARKETING

4. Relationship marketing is the first approach of Holistic marketing.
Relationship marketing is the marketing in which to create a strong,
satisfying Long term Good relationships with customers in order to earn
more profit to retain the business.
There are Four Keys of Relationship Marketing
(a) Customers
(b) Channel
(c) Partners
(d) Suppliers
Now I Discuss the Relationship Marketing with Cadbury Dairy Milk.
Cadbury Dairy Milk
Cadbury Dairy milk is successful in RELATIONSHIP MARKETING.
They provide a good quality of chocolate and their customers are very
satisfied and loyal.
(a) Customers
Customers of Cadbury Dairy Milk are very loyal because they provide
good quality of Chocolate. And their customers are not switch to other
brand of chocolate. Customers of Cadbury dairy milk always prefer to
this chocolate
(b) Channel
The channel of Cadbury Dairy milk chocolate is very wide across
different countries. Cadbury dairy milk chocolate is available on every
retail stores and also on bakeries etc. This is the most famous brand in
Pakistan.

5. (c) Partners
Cadbury dairy milk have very large amount of partners in Pakistan.
The partners of Cadbury Dairy milk mostly are retailer stores.
(d) Suppliers
The relationship with the suppliers of Cadbury dairy milk is very good.
Suppliers provide good material to the company good coco powder,
provide god milk to company and that’s why their relation with Cadbury
is very good.
Now I Discuss the Relationship Marketing with Top Milk Chocolate by
Mitchell’s.
Mitchell’s Top Milk
(a) Customers
Mitchell’s Top milk chocolate is not successful in Relationship
Marketing. Their relationship with customer is not good. And their
customers also switch to other brands.
(b) Channels
The channel of Mitchell’s Top milk chocolate is so limited. They
availability of Mitchell’s Top milk is on few retailer shops.
(c) Partners
The partners of Mitchell’s Top milk are very few in Pakistan.
and the relationship with the partners are not good.
(d) Suppliers
The relationship with the suppliers is not Good.
Through this Mitchell’s top milk is not successful in Relationship
Marketing.
(b) Integrated Marketing

6. Integrated marketing is the second approach of Holistic Marketing. In
Integrated Marketing in which to create communicate and deliver value
to the customers. Integrated marketing consists upon or we also called
this Four Ps (Product, Price Place, Promotion) called Integrated
Marketing.
CADBURY DAIRY MILK
(a) Product
Cadbury products are Chocolates name Dairy milk chocolate, Perk, and
toffee are éclair.
(b) Price
The price of Cadbury dairy milk chocolate are:
10 Grams Dairy Milk Chocolate Price is 10 Rs.
The Price of Cadbury dairy milk Crackle 24 grams is 25 Rs. The Price of
Cadbury dairy milk Boast Almond 47 grams is 55 Rs. The Price of
Cadbury dairy milk Chocolate Fruit and Nuts 47 Grams is 55 Rs And the
Cadbury dairy milk in Large size 100 grams in 120 Rs. And the Cadbury
dairy milk introduces new chocolate name Dairy milk Bubbly 40 grams
in 55 Rs. And the prices of these are same across different countries in
Pakistan.
(c) Place
The headquarter of Cadbury dairy milk is in KARACHI. And the four
sales offices of Cadbury dairy milk in Pakistan that are in
RAWALPINDI, MULTAN, LAHORE AND SARGODHA. And their
availability is in all major cities of Pakistan.
(d) Promotion
Cadbury Dairy milk promote their product through advertisement,
through social sites through internet newspaper and through radio.

7. Mitchell’s Top Milk
(a) Product
Mitchell’s product is Chocolate name top milk chocolate. And this is not
successful brand.
(b) Price
The price of Mitchell’s Top milk chocolate are:
The Price of top milk 23 grams 12 bars is 20 Rs. The Price of top milk
55 grams 12 bars is 45 Rs. The Price of top milk Chocolate Fruit and
Nuts 50 Grams 12 bars is in 60 Rs .
(c) Place
The headquarter of Mitchell’s Top milk is in KARACHI.
(d) Promotion
Mitchell’s Top milk promotes the product through advertisement. Not
on Social sites and not on radio.
(C) Performance Marketing
Performance Marketing is the third Approach of Holistic Marketing.
Performance marketing is based upon two concepts.
(a) Financial Accountability
(b) CSR
CADBURY DAIRY MILK
(a) Financial Accountability
In Financial accountability in which the marketers is justify their

8. investment. And investment is justified to senior management. The sales
of Cadbury dairy milk is in billions in a year.
IN 2012
Items
Per pack
Per cotton
Material
320
1600
Processing
65
325
Financial cost
83
415
Sales team exp
132
660
Others
66
200
Total
666
2300
Mitchell’s Top Milk
The sales of Mitchell’s top Milk is in 10 millions in a year.
MARKETING REALITIES IN 21ST CENTURY
(a)
Network Information Technology
In Network information technology in which there is a industrial
age and the digital revolution has created.
CADBURY DAIRY MILK
The Cadbury dairy milk use a latest information technology.
They promote their product through ads on Television and
through social sites like Facebook , Twitter etc. They also use

9. latest technology to make their website beautiful.
Mitchell’s Top Milk
In Mitchell’s Top Milk there is no use of latest information
technology and no innovation in their technology.
(b)
Globalization
Globalization in which to expand their business on international
level called globalization this is the new marketing reality in 21st
century.
Cadbury Dairy Milk
This brand Cadbury dairy milk is marketed globally on different
countries. And this brand Cadbury dairy milk is well known and
very famous brand and all the people know very well about this
brand.
Mitchell’s Top Milk
Mitchell’s Top milk brand is not marketed globally. And this
brand is not well known and this is not a famous brand.
(c)
Deregulation
Deregulation in which trade barrier is less. And less interference
of Government.
Cadbury Dairy Milk
Trade barrier is less in Pakistan so the Cadbury dairy milk
maintaining high price and high cost.
Mitchell’s Top Milk
Mitchell’s Top milk brand is a fail brand so the reduction in

10. trade barrier can’t help to this brand.
(d)
Privatization
Cadbury Dairy Milk
Cadbury Dairy milk is a Private company.
Mitchell’s Top Milk
Mitchell’s Top Milk is also a private company.
(e)
Heightened Competition
In heightened competition in which the manufactures facing the
competition of domestic and foreign brands.
Cadbury Dairy Milk
Cadbury dairy milk also facing the intense competition in
Pakistan from the competitors like jubilee luxury but the
Cadbury dairy milk is on the top in the chocolates.
Mitchell’s Top Milk
Mitchells Top milk also faces the intense competition but they
could not the better from other brands because Mitchell’s top
milk is a fail brand.
(f)
Customer Resistence
Cadbury Dairy Milk
Cadbury dairy milk is very successful brand and Cadbury dairy
milk is very good control in customer resistance by build a
strong relationship with their customers.

11. Mitchell’s TOP MILK
Customers of Mitchell’s top milk switch to other brand because
they don’t have trust on the brand.
VALUE CHAIN
The value chain is the process in which to create more value for
the customers called value chain. In value chain there are five
primary and four supporting activities.
Marketed and Sales
Cadbury Dairy Milk
Cadbury dairy milk marketed themselves strongly by Ads on
through social sites, on Tv Ads.
Mitchell’s Top Milk
Mitchell’s Top milk is failed to market their brand. And the sale
is also low.
BRAND EQUITY
Brand equity in which added value on the product and the
services this is called brand equity. Brand equity of Cadbury
dairy milk is very high. And the brand equity of Mitchell’s top
milk is very low.
Aaker Model
Aaker model consists upon 5 dimensions.
(a) Brand Loyalty
(b) Brand Awareness

12. (c) Perceived Quality
(d) Brand Association
(e) Property Asset
(a) Brand Loyalty
Brand loyalty in which the customer are loyal to that brand and
don’t switch to other brands this is called brand loyalty.
CADBURY DAIRY MILK
The customers of Cadbury dairy milk are very loyal. And they
don’t switch to other brands because they provide a good
quality then other brands.
Mitchell’s Top Milk
The customers of Mitchell’s Top milk are not loyal and they
switch to other brands.
(b)
Brand Awareness
Brand awareness in which how much the customers of that
brand is familiar and aware called brand awareness.
CADBURY DAIRY MILK
The customers of Cadbury dairy milk are very much
aware to this brand.
Mitchell’s Top Milk
The customers of Mitchell’s Top milk are not much aware
to that brand. People are not using this brand very much.

13. (c)
Perceived Quality
Perceived quality in which the brand perceives the best
quality.
CADBURY DAIRY MILK
Customers of Cadbury dairy milk perceive the high quality
with deliver value.
Mitchell’s Top Milk
Mitchell’s Top milk doesn’t perceive a high quality brand
because this brand is failed to perceive the good quality.
(d)
Brand Association
Brand association in which to link the brand with other person,
image place called brand association.
CADBURY DAIRY MILK
Cadbury dairy milk links the brand with actor’s, celebrities to
show the brand association.
Mitchell’s Top Milk
No Brand Association of this brand.
(e)
Property Asset
Property asset in which the Relation with trade partners ,
patents and other special deals called property asset.
CADBURY DAIRY MILK
Cadbury Dairy Milk registered their trademark and logo.

14. The slogan of Cadbury Dairy milk is ‘KUCH
MEETHA HO JAYE’
Mitchell’s Top Milk
Mitchell’s Top milk is also registered their brand and
trademark and no other company can use their logo and
trademark.
BRAND ELEMENT CHOICE CRITERIA
Brand element criteria consist upon six brand element
choice criteria. These are following:
(a)
Memorable
Memorable in which how brand can easily be
memorable.
CADBURY DAIRY MILK
The name of the Cadbury dairy milk can easily
memorable and recognize while purchasing.
Mitchell’s Top Milk
The name of Mitchell’s Top Milk is also memorable
but customer don’t recognize very much about that
brand.
(b)
Meaning full
Does the presence of the brand is meaning full to the
customer or not?
CADBURY DAIRY MILK

15. Cadbury Dairy milk in which the name of the brand,
slogans of the brand, brand logo create a meaning to
the customers of Cadbury dairy milk.
Mitchell’s Top Milk
Mitchell’s top milk in which the name of the brand,
is not create a meaning to the customers of
Mitchell’s Top milk. No slogan of this brand.
(c)
Likeable
Is this brand is likeable or not?
CADBURY DAIRY MILK
The brand of Cadbury dairy milk is very likable. The
slogan of this brand is very likable.
Mitchell’s Top Milk
Mitchell’s Top milk Brand is not likeable.
No slogan of this brand.
(d)
Transferable
Are Brand elements are used to introduce new
products in the same or different categories?
CADBURY DAIRY MILK
Yes Cadbury can be transferable to other different
products. For e.g. Toffee, ban ties.
Mitchell’s Top Milk
Yes Mitchell’s can be transferable to other different
products. For Examples: Jam Jellies, pickles.

16. (e)
Adoptable
How this brand element is adoptable?
CADBURY DAIRY MILK
Cadbury dairy milk brand element is easily
adoptable.
Mitchell’s Top Milk
Mitchell’s Top milk brand element is also adoptable.
(f)
Protectable
How the brand is legally protectable?
CADBURY DAIRY MILK
Cadbury brand is legally registered and protectable
no one can copy this brand logo slogan etc.
Mitchell’s Top Milk
Mitchell’s Brand is also legally registered and
protectable No one can copy this brand logo etc.

17. Customer Questioner
CADBURY DAIRY MILK
1) Is the brand of Ads attracts you?
a) Strongly disagree (b) Disagree (c) Neutral (d) Agree (e) Strongly agree
(2) Why u always prefer this brand and not other?
(a) Price
(b) Taste
(c) Quantity
(d) Service
(3) Are you loyal with this brand?
(a) YES
(B) NO
(4) Is this brand provides you a best value?
a) Strongly disagree (b) Disagree (c) Neutral (d)
Agree (e) Strongly agree
(5) Are you purchasing this brand first time?
a) Yes
(b) No
(6) Do u like this brand?
(a) YES
(B) NO
(7) Are You satisfied with this Brand?
a) Yes definitely
(b) No never
(8) Is this brand is easily available when you want to purchase?
a) Yes
(b) No
(9) Have you recommend this brand to others?
a) YES
(B) NO
(10) what comes to your mind when other tells you about this
brand?
Ans:
I feel enthusiastic when I hear about this brand
THANK YOU

18. Customer Questioner
Mitchell’s TOP MILK
1) Is the brand of Ads attracts you?
a) Strongly
disagree (b) Disagree (c) Neutral (d) Agree (e) Strongly
agree
(2) Why u always prefer this brand and not other?
(a) Price
(b) Taste
(c) Quantity
(d) Service
(3) Are you loyal with this brand?
(B) NO
(a) YES
(4) Is this brand provides you a best value?
a) Strongly disagree (b)
agree
Disagree (c) Neutral (d) Agree (e) Strongly
(5) Are you purchasing this brand first time?
(b) No
a) Yes
(6) Do u like this brand?
(a) YES
(B) NO
(7) Are You satisfied with this Brand?
(b) No never
a) Yes definitely
(8) Is this brand is easily available when you want to purchase?
a) Yes
(b) No
(9) Have you recommend this brand to others?
(B) NO
a) YES
(10) what comes to your mind when other tells you about this
brand?
Ans: when I hear about this brand and the first thing comes to my
mind is that this is totally fail brand.
THANK YOU

19. TRADER QUESTIONIER
CADBURY DAIRY MILK
Do u Sale your product Globally?
(a) YES
(B) NO
Are your company Adopting Latest Information
Technology?
1.
2.
(a) YES
(b) No
Your Company is spending for the welfare of people?
3
4.
(a) AGREE
(b) DISAGREE
Does this company use Marketing Approach?
(a) Yes
(b) No
5
Is Your Company is completing targeting the product?
(a)
YES
(b) No
Is This Brand affected by the season or not?
Yes this brand is affected by the season. In winter the
sale of this brand is high. In summer the sale of this brand
is not much high.
6
7 Who
is your strong Competitors?
Jubilee
8. What is the core competency of your brand?
Milk, coco powder
9. How you promote the product?
Through Advertisement, On social sites etc.
10. Are your brand having out sourcing or not?
(a) Yes
(b) No

20. TRADER QUESTIONIER
Mitchell’s Top MILK
1. Do u Sale your product Globally?
(a) YES
(B) NO
2. Are your company Adopting Latest Information
Technology?
(a) YES
(b) No
Your Company is spending for the welfare of people?
3
4.
(a) AGREE
(b) DISAGREE
Does this company use Marketing Approach?
(a) Yes
(b) No
5
Is Your Company is completing targeting the product?
(b)
6
YES
(b) No
Is This Brand affected by the season or not?
Yes this brand is affected by the season.
7 Who
is your strong Competitors?
Cadbury Dairy Milk
8. What is the core competency of your brand?
Milk
9. How you promote the product?
Through Ads.
10. Are your brand having out sourcing or not?
(a) Yes
(b) No

21. ANALYSIS / CONCLUSION
I have interviewed the traders and the customers. I observed that the traders of
CADBURY DAIRY MILK are more aware to the brand and having allot of
information about their brand as compared MITCHELL’S TOP MILK.
And the customers are more concern, people that are using CADBURY DAIRY
MILK and their customers are very loyal and the Customers who are using
Mitchell’s Top Milk chocolate once are more hesitant to purchase again.
And the Cadbury dairy milk customers purchase this brand again and again.