Mitchell's is Pakistan's oldest food company established in 1933. It produces a variety of jam products with no artificial colors or flavors. The company has strong brand recognition in Pakistan and supplies major institutional clients. While Mitchell's has strengths in production facilities and quality standards, it faces weaknesses in limited promotions and packaging varieties. Opportunities exist in untapped markets and new product lines, but competition and aggressive rivals pose threats. The company employs various strategies around products, pricing, distribution and advertising to maintain market share.

1. Section: Group # 12-02-2011

2. Mitchell’s

3. Introduction
 Established in 1933 by Francis.J.Mitchel
 The most recognizable breakfast and
daily routine product of household
 Increased productivity but maintained
quality
 Largest company of Pakistan and is
leading all other markets brands

4. Mission & Vision
 Vision
 “To be competitive in the growing market as the quality managed
company”
 Mission
 To be a leader in the market we serve by providing quality products to our
consumers while learning from their feedback to set even higher
standards.
 To be a company that continuously enhances its superior technological
skills to remain internationally competitive in this day and age of
increasing challenges.
 To be a company which optimally combines its people, technology,
management systems, and market opportunities to achieve profitable
growth while providing fair return to its shareholders.

5. Company Values
Innovation
Quality
Health

6. Growth & Development
 Best growing and processing
facilities in one location
 Have vast and modern
machinery
 The first food company of
Pakistan to win ISO 9001 award

7. Institutional Clients
 Pakistan International Airlines
 Five Star Hotels (Pearl Continental,
Awari etc)
 Gymkhana Club

8. Foreign Licence
 Given proprietary rights by L. Rose and Company Ltd. of
England in 1946 because of its dedication to quality and
technical expertise.
 Only Pakistani manufacturer and distributor of Lime
Juice Cordial and Lime Marmalade in Pakistan and
Afghanistan.

9. Corporate Culture
 The success of Mitchell's brands of the corporate
emphasis.
 The R and D section prepares new recipes and
formulations.
 QC section ensures selection of the finest fruits and
error free processing and packaging.

10. Contribution
 Cultural contributions
 Contribution of family
 Social contributions
 Situation contribution

11. Kinds of jobs and personality
dimensions
 Marketing department:
Marketing department of Mitchell's through some little
variants.
Marketing and sales department, extrovert people are
required.
 Finance department:
Practically they need 50% relation between these
dimensions and job position in the organization.
 Personnel and administrative department
The head of personnel department is personnel manager.
Personnel department has three functions.

12. Span of control
Strong relation between job performance and personality
dimensions and attributes.
 Locus of control and job performance
 Internal believe: They think that they make their own fate
so they work hard.
 External believe: They are not hard working so they do
not succeeded .
 Emotional stability and job performance
 Personnel, finance manager and executive are calm
personality and and their productivity is very high.

13. Motivation Theory
 Creativity and job performance
 This relation is very strong because they have to seek new
ideas and innovative.
 Self monitoring and job performance
 The behavior of people is different in different situations so
as to make a match between the personality and the
situation.
 Self efficacy and job performance
 The person who is high in self-efficacy is more confident.
 Risk taking, self esteem and job performance
 They are highly self centered.
 They are more satisfied with their jobs.

14. SWOT Analysis
Strengths
Still Pioneer
Strong Brand Name
Farm fresh image
More fruit content
Top of Mind Recall
Variety in Flavours
Weaknesses
Less Support of
Promotions
Less Packaging
Varieties
Limited Traget Market
Opportunities
Untapped Market
Segments
Available Packaging
options
New flavours can be
introduced
Threats
Increased competition
Aggressive
Advertisement of
Competitors
Increasing Market
Share of Competitors

15. Strength
 Oldest company of Pakistan.
 ISO 9001 Award in 1998.
 International recognition.
 Own reputation in market.
 Own growing and processing facilities at one location.
 Pioneer in Pakistan for chocolate production.
 Single national company that has variety in flavors.
 Have more fruit content.

16. Weakness
 Less support of Promotions.
 Hardly advertising on the Media.
 Contended with their brand name.
 Not serious in promoting its brands.
 Very less packaging variants.
 Don’t have any short term and long-term decision-
making plan.
 Decreasing growth rate and eventually losing market
shares.

17. Opportunities
 Have an opportunity to target untapped market
segments.
 Creating new horizons for the food processing
companies.
 Increase the depths of its existing products categories.
 The company may invest in new product categories.

18. Threats
 Increased competition
 Aggressive Advertisement of Competitors
 Increasing Market Share of Competitors

19. Porters Five Forces

20. Threat of substitute products
 substitute products .
 Cost of switching.
 Quality of the competitors’ .
 Buyer willingness.
 very less packaging variants.
 don’t have any short term and long-term decision-
making.
 decreasing growth rate.

21. Threat of new entrants
 Capital requirement.
 Technology.
 Cost advantage
 Aggressive marketing of competitors
 With the new companies in market the market share is
also dropped.
 many national companies are joining hands with
multi-national corporations.

22. Industry Rivalry
 low switching costs.
 Industry is growing.
 Exit barriers are high and rivals stay and compete.
 Product differentiation.
 Fixed cost are high .

23. Bargaining power of suppliers
 Switching cost.
 Supplier switching costs relative to firm switching
costs.
 Degree of differentiation of inputs.
 Impact of inputs on cost or differentiation.
 Presence of substitute inputs.
 Strength of distribution channel.

24. Bargaining power of Buyers
 Degree of dependency upon existing channels of
distribution.
 Buyer price sensitivity.
 Differential advantage (uniqueness) of industry
products.
 Buyer volume.
 Bargaining leverage, particularly in industries with
high fixed cost.
 Buyer information availability

25. •Mitchell’s have different strategies for their profit
•No artificial color and no artificial flavor are in
their motto!

26. STRATEGIES
 Product Strategy.
 Marketing Strategy.
 Pricing Strategy.
 Distribution Strategy.
 Advertising and Promotion Strategy.
 Business level strategy.
 Operation level strategy.

27. Product Strategy
 No artificial colour and no artificial flavour is our
motto!

28. Product Strategy
 Black Currant Jam
 Apple Jam
 Golden Apple Jam
 Golden Mist Marmalade
 Mango Jam
 Mixed Fruit Jam
 Pineapple Jam
 Pineapple Jelly
 Raspberry Jelly
 Strawberry Jam

29. Product Strategy
 Mitchell's has launched its classic preserves in
smaller packaging, i.e., 200g Jars, so that we
can enjoy more flavors in lower price.
 Jams are the major products of the
MITCHELL’S Fruit Farms Limited. These jams
make up of 12% of the company’s total sales.

30. Marketing Strategy
 Newspapers.
 Posters.
 Radio channels.
 But they mainly invested
their resources in building
their corporate image.

31. Pricing Strategy
 Mitchells 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

32. Distribution Strategy
 They also distribute directly to some retailers for
example they supply directly to the Airlines and Hotels
like PIA and Pearl Continental.
Producer----- Wholesaler ---- Retailer ---- Consumer
PATH

33. Advertising and Promotion
Strategy
“Bachpan ki kuch yadein hain”.
 Incentives
 Public relations
 Exports
 Imports
 Sales
 Research and development
 Quality policy

34. Conclusion
 Customer
 Competition
 Corporation
 Mitchell’s is very much conscious and
careful about its sales and about the
customer level satisfaction .

35. THE END