This document presents research on Jubilee Chocolate conducted by students for their Strategic Marketing Management course. It introduces Jubilee Chocolate and its parent company Mitchell's, which was established in 1933. The research aims to understand how to increase Jubilee Chocolate's market penetration and revenue. Students conducted a qualitative survey using questions about brand preference, availability, price, target audience, and more. The conclusions indicate issues with taste, distribution, and lack of marketing campaigns. Recommendations include product innovation, new packaging, advertising campaigns, improved marketing strategy, and focus on customer satisfaction.

1. By:
Sohail Ahmed – BM-1233
Abdul Fahim – BEM/15505
Muhammad Sajjad – BEM/15503
Mohammad Wasif – BEM/15510
Jubilee Chocolate
Assignment submitted to Sir Kepeel Kumar (IBT)
(MKT-407) Strategic Marketing Management

2. Contents
 The Product
 Introduction of Company
 Problem Statement
 Objective
 Research Method
 Question Design
 Evaluation Graph
 Conclusion
 Recommendations
2 Research on Jubilee Chocolate

3. The Product:
Jubilee Chocolate
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4. Introduction of
Company
 Mitchell’s is the oldest food company in
Pakistan. It was established in 1933 by
Francis J. Mitchell under the name of
Indian Mildura Fruit Farms Ltd.
 After the country gained independence
in 1947, the company's name was
changed to "MITCHELL’S Fruit Farms
Ltd." with the brand name of
"MITCHELL’S".
 The products are also gaining a market
abroad with exports to several parts of
the world including UK, USA, Canada,
the Middle-East and South-West Asia
where already Mitchell’s is a name to
reckon with.4 Research on Jubilee Chocolate

5. Problem Statement
 Failure to penetrate
the product in the
market.
 Not increase in
production and
revenue.
5 Research on Jubilee Chocolate

6. Objective
 How to be a leader in the markets by
providing quality products to our
consumers while learning from their
feedback to set even higher standards.
 How to be a company which optimally
combines its people, technology,
management systems, and market
opportunities to achieve profitable growth6 Research on Jubilee Chocolate

7. Research Method
 Qualitative Method
7 Research on Jubilee Chocolate

8. Questions Design
1) Do you eat Chocolate? Yes ____ No _______
2) Which brand of chocolate do you prefer 1)
Jubilee 2) Cadbury?
3) Do you think Jubilee chocolate easily available in
the market? Yes ____ No _____
4) Do you think Jubilee chocolate is sold at an
affordable price? Yes ____ No ______
5) Do you think Jubilee chocolate is meant for Kids
as well as adults? Yes ____ No _____
8 Research on Jubilee Chocolate

9. Questions Continue…
 Approximately, how many chocolate bars would you
purchase in one week?
A) less than 5, B) 5-10, C) More than 10
 What do you feel when you eat a Jubilee Chocolate?
A) Pleasure, B) Eagar , C) Delighted, D)
Excited,
E) Other
 How did you know about Jubilee Chocolate?
A) By word of mouth, B) By Advertisement C)
Other ___9 Research on Jubilee Chocolate

10. Questions Continue…
 Do you feel Jubilee chocolate has a strong impact on
people’s minds and heart? Which reason?
A) Ad Campaign
B) Availability
C) Taste
D) Other ___
 When you think of Jubilee Chocolate what test comes to
your mind?
A) Milky, B) Almond & Honey, C) Sweet D)
Other ____10 Research on Jubilee Chocolate

11. Brand Evaluation
0
1
2
3
4
Survey…
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12. Conclusion
 Test to be need improvement.
 Weak distribution channel
 Competitive activities to be observed
and tested.
 No marketing campaign / strategy12 Research on Jubilee Chocolate

13. Recommendation
 Mitchell's should innovate their products
accordingly to today’s changing consumer
market.
 They should make new & attractive packaging
as well as revision in test of Product.
 They should make a new TVC & make
advertisement campaign strongly.
 Improve marketing strategy.
 Focus on customer satisfaction with the R & D.
 To make strong and effective distribution
channel13 Research on Jubilee Chocolate

14. Thank
you
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