Gourmet - Marketing Plan

BAKERS & CONFECTIONERSM A R K E T I N G P L A NBAKERS & CONFECTIONERSM A R K E T I N G P L A NBAKERS & CONFECTIONERSM A R K E T I N G P L A N

A y e s h a A r s h a d 0 6F i z a S h a k o o r 4 2

M e m o o n a H a n i f 2 2W a q a s S h e h z a d 5 6

Contents

EXECUTIVE SUMMARYSITUATIONAL ANALYSIS2.1. Company

2.1.1. Background2.1.2. Scope of Operations2.1.3. Vision & Mission2.1.4. Goals & Focus2.1.5. Strengths & Weaknesses2.1.6. Market Share

2.2. Context2.2.1. PEST Analysis2.2.2. Opportunities & Threats

2.3. Competitors2.4. Customers

2.4.1. SurveyMARKET SEGMENTATION3.1. Target Market And Companys Position3.2. Market Description

3.2.1. Upper Class3.2.2. Middle Class3.2.3. Lower Middle

ALTERNATIVEMARKETING STRATEGIESMARKETING STRATEGY5.1. Product

5.1.1. Product Line5.1.2. Current Product Line Analysis5.1.3. Proposed Strategies for products5.1.4. Service Aspect of Product

5.2. Price5.2.1. Factors Affecting Price Setting5.2.2. Marketing Objective5.2.3. Nature of market and demand:5.2.4. Pricing Strategies of Gourmet5.2.5. Recommended Pricing Strategies

5.3. Placement5.3.1. Current Placement Strategy5.3.2. Recommended placement strategies

5.4. Promotion5.4.1. Current gourmet strategies5.4.2. Recommended Strategies

6. CONCLUSION

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G O U R M E T M A R K E T I N G P L A N | 1

Executive SummaryGourmet has ventured into the bakery section by introducing good quality products at affordableprices. Gourmet is a well-known bakery in Lahore. Till now gourmet has provided good bakeryitems to Lahore and now have a very strong position in the market and if they launch somethingnew it will really click!

Up till now gourmet has covered the segment, which wants food at a very economical price.Gourmet was unable to an extent in providing high quality products for those who want very highquality products but now we will specialize in these things, maintaining their edge pricing.

No doubt, gourmet is economical but still mostly the cake stuff is not liked by the upper middleand elite class or people who are cake lovers. Gourmet pizza lack variety as well as quality and taste.Gourmet has to work a lot on quality improvement in order to sustain in the market. Due toincrease in product range there is the need to focus on individual products along with focusing as awhole.

This document implies current marketing strategy of Gourmet as well as formulation of newmarketing strategy backed by survey research. It addresses issues regarding product, price, place andpromotion and make recommendations for addressing each of the strategic issue.

Situational Analysis2.1. COMPANYGourmet Bakers and Sweets is the largest bakery and confectionary retail chain of Pakistan. It isbased in Lahore, the second largest city of Pakistan known for its traditional foods and passion foreating. With 3 processing units and more than 70 sales outlets, Gourmet reaches out to a hugepopulation of Lahore for their food needs. It provides them quality within most economical prices.The company has shown an explosive annual growth of more than 25 % in its business since 1984.2.1.1. BackgroundIt was the year of 1983 when Mr. Muhammad Nawaz Chatha, the founder of Gourmet Bakers &Sweets used to work for the Shezan Bakers as supervisor. In 1984 he started this unique businesswith only one sales outlet in Muslin Town. With his commitment and strenuous effort to providethe consumers with best quality food products in a convenient and unmatched displaying manner,gourmet has become a success story of business growth in Pakistan.

In 1987 the company added a confectionary line to its products and started to penetrate themarket. In its way to become a market leader gourmet has taken the strategy of mass distribution. Inthis regard by 2004-2005 gourmet has successfully opened 40 plus outlets in almost all the majorareas of Lahore.

With the gourmets goal to become market leader it started to introduce new product lines, andsuccessfully maintained its market share. In this regard, gourmet introduced Beverages, Milk andIce-cream line with wide range of different flavors.

By 2009 the gourmet started to distribute its beverages outside the area of Lahore to slowlymake its place in the consumers of other cities.




















At the moment, Gourmet has more than 1700 employees working in the organization and morethan 80 outlets throughout Lahore. Company is also considering opening its outlets in other cities ofPunjab such as Faisalabad and Gujrat.

1983 M. Nawaz Chattha working for Shezan Bakers1984 Opening of first bakery outlet of gourmet1987 Addition of confectionary line2004 20+ outlets2006 30+ outlets2008 Introduction of Beverages, Milk and Ice-cream2009 Beverages distribution to other areas of Punjab2010 More than 80 outlets throughout Lahore

Exhibit 1. Timeline of important events in the development of Gourmet.

2.1.2. Scope of OperationsBakers & ConfectionersGourmet produces and sells all kinds of breads, buns, rusks, cookies, biscuits, cakes, pastries, pizzas,patties, meat rolls, vegetable rolls, sandwiches, nimko and doughnuts etc. In sweets, (traditional milkbased Indian sweet products) Gourmet deals in all sorts of traditional products like burfi, chumchum, gulab jaman, rassgulla, patisa, jalebee, amrati, ladoo and rass malai etc.

RetailerGourmet has dedicated its shelves for retail of products like juices, soft drinks, pickles, jams andjellies, dairy products, ice creams and desserts, baby formulas, canned vegetables and fruits, drinkingwater and cereal products from the world leading brands.

Restaurant ChainIn continuance of Gourmets business tradition of providing quality foods and unmatchable servicesfor the health and happiness of whole family, gourmet has set up a family restaurant chain. GourmetFamily Restaurant, right in the middle of the city in the area of Faisal Town, is Gourmets firstendeavor in this line. The ever-swarming situation around the clock is an indication of unwaveringtrust of consumers in Gourmet. Company has also opened a Gourmet Grill restaurant in DHALahore.

Gourmet DairiesGourmet Dairies is another step forward to provide its consumers with wholesome milk and milkproducts. This is also a sort of backward integration for the provision of dairy raw materials forbakery and sweets products of gourmet. A self milk-collection system that has started to providefresh and pure milk to gourmets sweets processing unit is a unique example in this reference. Thishas lessened the gourmets dependency on other dairy farms.

BeveragesGourmet has also added a beverage line to its product mix offering different popular flavors ofbeverages. This line saw an early success, however, the success couldnt be retained in the long run.




















Beverages is the only product line that Gourmet is distributing outside Lahore due to high demandof this product line in small cities and sub-urban settings. Besides, Gourmet has also launched itsmineral water and distributes it through its outlets.2.1.3. Vision & MissionMission and Vision statements are very important for any business, whether it be a food business orany other business. Mission, Vision statements set goals and objectives of the company and help itsemployees to achieve them. So the Vision and Mission statements of gourmet are presented below.VisionWe are a food company with one goal in mind: to be the leader in meeting the needs of ourcustomers. We focus on our customers as our clients.

Mission StatementTo provide delicious, wholesome prepared food, bakery, confectionary, beverages and relateditems without sacrificing health and well-being.

By both, mission & vision statements, it is evident that gourmets major concern is itscustomers. Gourmet doesnt only produce a vast product line but also takes into consideration thehealth and well-being of its customers by providing healthy and nutritious food.2.1.4. Goals & FocusIn pursuit of Gourmets continuing efforts to provide our consumers with maximum range ofquality products Gourmet is: Constructing a start-of-the-art bakery plant, where the facility and systems are being set

up to meet all the requirements of food safety system. In this regard, company is taking theapproach of HACCP (Hazard Analysis Critical Control Point). HACCP is a systematicpreventive approach to food safety and pharmaceutical safety that addressesphysical, chemical, and biological hazards as a means of prevention rather than finishedproduct inspection.

Extending retail outlets in Lahore and other cities of Pakistan to outreach the awaitingconsumers all over the country.

Providing best services as third party retailer to sell innovative food products to be sold outat outlets.

To retain the customers loyal to gourmet is Gourmets major goal and focus since Gourmetrealized that it is always difficult to make new customers than to retain them.

Focusing on providing best services as third party retailer to sell innovative food products tobe sold out at outlets

Recognizing the importance of employee satisfaction along with customer satisfactionbecause Gourmet believes that satisfied employees lead the company to achieve its ultimategoals.

2.1.5. Strengths & WeaknessesNow further well discuss the companys strengths and weaknesses to better understand whatcompany is capable of and what it should do to cater its weaknesses and to be the best among itscompetitors.
























Strengths Strength of gourmet bakers is quality product and price. Because quality of gourmet

products are defined by the customers. Gourmet follows its strategies in accordance withcustomers mind.

Gourmet is concentrating on customers needs and minds along with suitable prices,gourmet is defecting its competitions through TQM.

Gourmets large distribution network is one of its strengths, making the products of gourmetaccessible everywhere in Lahore.

Having a broad product line is gourmets another strength, now including beverages anddairy products.

Gourmet now has its own self-milk collection system, making it less dependent on otherdairy farms.

Weaknesses The quality of gourmet products is somewhat compromised due to expansion of its product

line. Poor service of employees is one of the weaknesses of gourmet due to rush hours of the day. Lack of control and authority due to expansion. The low quality Cold drinks are another weakness of gourmet.

2.1.6. Market Share

Exhibit 2: Relative market share of Gourmet compared with major competitors.

Through the survey conducted, Gourmets market share was projected to stand at 42% ascompared to 20% for Shezan and 12% for Cakes & Bakes. This renders Gourmet market leader inbakers and confectioners market.

Gourmet42%

Others12%

Kashmir4%

United2%










2.1.6. Market Share



Shezan20%

Cakes andBakes12%

Gourmet42%

United2%

Rahat8%










2.1.6. Market Share



Cakes andBakes12%


2.2. CONTEXTNow a day, Gourmet is known as the most well known brand in bakery and sweets industry cateringthe higher end of the market continuously improving and expanding. If we talk specifically about thesweets market we find that Gourmet is facing competition from two sides - those who specificallydeal in sweets and those who produce sweets in addition to other main products.

The most direct competitors are nowhere near to gourmet. Gourmets revenues are much aheadof competitors and their branch network is also largest. Therefore, Gourmet is the only bakery andconfectionery company not only in Lahore but also in Pakistan. This shows that the immediatecompetitors are nowhere near. Gourmet has proper setup in the form of fully developed companywith departments which control the different activities from procurement to manufacturing till finalselling to customer. Gourmet is fully equipped with latest technologies and manufacturing plants,but their competitors are only targeting small segment of the market and are not been upgradingthemselves making them lag behind in the race of competition.

Gourmet has big threats in Pakistan from Nirala and Shezan bakers in sweets as these are theonly few stores who are catering the same market as gourmet is doing. They also have wellestablished brand name and image. The quality of their products is also similar and at someinstances, even better than Gourmet. PEST Analysis for overall business prospect is given below:2.2.1. PEST Analysis of Pakistan for a Business ProspectivePolitical analysisPolitical scenario in Pakistan has seen many important changes in recent years. Some importantevents are as: Controlled democracy Role of Army in Government Grass root democracy Instability in Government Lack of accountability in public departments Participation of religious people in Government Enlightened moderation policy Front role in war against terrorism Fight against extremists Reformation regarding all important fieldsAll these changes have taken place in last 9 years and it has made Pakistan entirely a changed

country. Especially Pakistan role against extremism has brought it one of the best appreciatedcountries of the world. On the other hand being the only Islamic country which has nucleardeterrence it is leading the Muslim world. West wants

Economic analysisFew years back , economy of Pakistan was at worst. Foreign exchange index was very low and it hasto borrow even to repay loans. Debts were $38 bn. Economics indicators were showing negativesigns. But then change in Government brought many changes. Some positive points are as under. Increase in GDP 6% per annum Increase in per capita income as 8% Increase in exports up to 12.5 billion dollars Foreign exchange reserve up to 13 billion dollars














Privatization IT sector development More than 1 billion dollars investment per yearAlthough economy of Pakistan is making rapid progress but there are problems of expensive

petrol and electricity, which increases the cost of goods. Over all economic indicators are showingvery positive signs and now it is an attractive market for all types of new business and investors.

Socio-Cultural analysisNow, trends are changing in Pakistan, people are more eager to eat junk food, celebrating occasions.Socialization is increasing day by day so exchange of gifts increased. `

Pakistani market has shown good movement towards all types of positive indicators. Nowinterest rates are low, saving schemes are giving less profits, consumers banking is at peaking, newjobs are being created by Government as well as foreign investment. Income of people is increasingmore trends towards FMCG. All these situations are calling for new and new opportunities andinvestors.

Technological analysisPakistan is considered as developing country. Although it is nuclear power yet it lacks behind inother technologies. Now it has made good progress in digital revolution but still it has to importheavy machinery from developed countries.2.2.2. Opportunities & ThreatsOpportunities Shezans weaknesses are the basic opportunities of gourmet Expand their market in caf Bakeries and confectioneries are not legally obliged to shut down by 8 pm Increase the chain of restaurants Expand geographically their stores Introduce home delivery services Expand their milk market by introducing flavored milk and tetra pack packing Instant baked facility

Threats Energy crisis Political instability Safety issues Change in life style and consumer preferences New entrants in market (Calories)

2.3. COMPETITORSGourmet Bakers has completely changed the bakery scene in Lahore. Before the launch of this chainin the city, we had Shezan and Cakes& Bakes among the top bakery names. Now for the customers,Gourmet means neat and bright stores selling fresh and crispy stuff across the city. Whether one isin an upscale area or in some part of old Lahore, one can be sure to find a Gourmet outlet near you.


















Gourmet uses price penetration strategy. First it charges low price and when product isestablished or penetrated it charges little higher prices. With the passage of time, Gourmet hascontinued to expand its products range Products include sweets, pizza, cold drinks, Ice cream, cakes,biscuits, bread, mineral water, milk and now powder milk is also introduced. Gourmet milk is greatas well. It has to be stored at 4 Centigrade and must be used before its expiry date.

The product range is quite vast as compared to Shezans and Cakes & bakes and the quality ofproducts is also competitive. The vast product range is a challenge for its competitors to survive inthe market.

The packaging material is colorful and attractive. The carrying bag and box is in bright orangecolor which is very attractive to its customers.

The strategy of gourmet is very good. Gourmet currently owes more than 90 Outlets operatingin Lahore which is a large number of outlets as compared to its competitors. Gourmet currentlyoperates 3 main production units in Lahore and more than 1700 employees.

When gourmet introduced its beverages it distributed only on its own outlets. Now gourmet isdistributing its beverages other than its own outlets. Gourmet promotes its product mainly throughshopping bags. Gourmet promotes its product when opening a new outlet. Gourmet only promotesits beverages. The pricing of gourmet product is comparatively low as compared to its competitors.Gourmet gives no discount to its customers it gives only on some occasions like Eid and Christmasetc and also on opening a new outlet.ShezanA chain of one of the oldest bakeries in Lahore. Unlike gourmet you wont have to wait in a longqueue here because of less sales as compared to gourmet but their items are a little bit expensive ascompared to gourmet. But the quality tends to be better.

Shezan has a good product range. It includes cakes, cookies, buns, patties and breads etc. Buthas limited product line as compared to gourmet.

Its prices are relatively higher than gourmet. With comparison of gourmet, Shezan uses priceskimming strategy. It targets only a specific segment in market. Shezan uses no electronic and printpromotion thats why the customer doesnt know about its products. Shezan has only 20 plus outletsin Lahore.

Cakes & BakesCakes & bakes have vast product range than Shezan but narrow product range in comparison togourmet. In some of the products of Cakes & Bakes it uses price penetration strategy as gourmetuses, but most of the products are highly priced.

Cakes & Bakes has 19 outlets that mean it has a lower number of company owned outlets ascompared to its competitors. Cakes &Bakes has 45 franchises.

Cakes & Bakes has no focus on promoting its products. The target audience of Cakes & bakesis middle class. Cakes & Bakes targets upper middle class and gourmet target each class because ithas its outlets in each and every corner of Lahore.

2.4. CUSTOMERSTo analyze market trends as well as to know the demands and perceptions of Target Marketregarding Gourmet and its products, a survey was carried out with 200 respondents chosen throughrandom probability sampling. A questionnaire was developed and respondents were asked to fill it.Some questionnaiers were self-administered and others were filled in by interviewers according to


























the responses of the respondents. For the purpose of survey, Lahore was divided into three zones Zone 1 included Model Town, Township, Faisal Town, Johar Town and Garden Town; Zone 2included Icchra, Mozang, Samanabad, Gulshan Ravi; Zone 3 included Bhatti Gate, Sanda, Ravi Parkand surrounding areas.2.4.1. SurveyThe results of the survey are analyzed below:

1. What food items do you use frequently (At least once a week)? (Can mark one or all )

The pie chart above shows thatmost frequently people usebread from the bakery (32%)and are less interested in buyingother products like sweets,beverages, ice cream or otherproducts. The milk is thesecond most bought product at21%.

2. Which bakery do you visit the most?

This pie chart shows that mostpeople visit Gourmet bakers incomparison to other bakers.Like 42% people visit gourmetin term of getting bakeryproducts. Shezan is the secondmost visited bakery of Lahore.

Ice-Cream18%

Milk21%

Beverages15%

Gourmet42%

Others12%

Kashmir4%

United2%

Rahat8%







Bread32%

Cakes6%Sweets

8%

Shezan20% Cakes and

Bakes12%








3. What is your feeling towards Gourmet?

That chart shows that 64% ofpeople feel good and comfort tobuy product from the gourmetbakers, and 11% peopleconsider it excellent and 11%consider it average. 8% fair and6% poor. So the overall result ismost of people feel good fromthe gourmet.

4. Is the product line in Gourmet adequate?

62% of people think that yesGourmet bakers product line isadequate. And 33% think that itis average.

5. Which is your favorite product at Gourmet?

After conducting survey wefound out that ice-cream is themost favorite product ofgourmet, constituting 37% oftotal. Bread, cake, cookies andsweets are all at average.

Average26%

Fair7%

Poor5%

No5%

Average33%

Ice-cream37%

Milk13%

Beverages7%








Excellent7%

Good55%

Yes62%

Bread7%

Pie5% Cake11%

Cookies11%

Sweets9%









6. Do you think the outlets of Gourmet are convenient for you?

If we talk about theconvenience of the gourmetthen 84% people consider itconvenient for them. So thegourmet is more convenient incomparison to other bakers.

7. What is the main problem you faced at Gourmet?

The main problem of thegourmet bakers is long queues,which is 32%. After that rudebehavior of the salesman is oneof the problems faced bycustomers at Gourmet. Sogourmet needs to improveemployees attitude and shouldincrease the space of theiroutlets. It should minimize longqueues by increasing thenumber of cash counters.

8. Which area do you think need the most improvement?

From our survey report28%respondents said thatgourmet needs to have discountpackages. 21% people areconcerned with the prices, asthey are now more sensitivetowards prices changes.According to customers, otherareas of improvement are,gourmet offers, capaciousnessand product variety, which are6%, 9% and 12% respectively.

No5%

Average33%

Noproblem49%

Offers6%

Discounts29%

Others18%








Yes62%

LongQueues32%

RudeBehavior11%Congestion8%

DeliveryTime6%

Capaciousness9%

Productvariety12%

FluctuatingPrices20%Offers6%









9. How long have you been using Gourmet services? (In case of Gourmet users)

In is chart, people were askedthat, for how long they wereusing the gourmet products. Sosurvey resulted that 23% areusing gourmet products fromthe last 3 to 5 years, so they areconsidered to be loyalcustomers. 21%people are usingfor more than 5 years. So theyare also loyal customers. So thischart shows that, most peopleare using gourmet products formore than one year, which is70% of customers in total. Thisshows that gourmet customersare satisfied with its productsand services.

10. How often do you use Gourmet products?In this question people were asked the frequency of using different products. Products includebread, pie, cake, sweets, ice-cream and milk.Bread

From our survey it is found that42% of the consumers daily usegourmet bread. 24% dont use itbecause of its stiffness and lackof freshness. Some of thecustomers use it monthly andweekly quarterly. They consist34% of the total.

3 years toless than 5

years23%

5 years ormore21%

Weekly24%

Monthly7%

Quarterly4%






Less thansix months

21%

6 monthsto less than

1 year9%

1 year toless than 3

years26%

Dont Use24%

Daily41%







Pie

In our survey we found out thatlarge number of customersdoesnt buy pie, because it is oflow quality, or lack or awarenessabout this product. Those whoknow about this use it daily,weekly, monthly and quarterly,making 3%, 9%, 15% and 18%respectively.

Cake

The survey results show thatconsumers use cakes more onmonthly bases, about 50%, as itis an occasional product. Few ofthem use their cake on weekly;about 16% and few of them useit daily. 12% people dont usegourmet cakes due to lessvariety and non-freshness.

Sweets

Sweets is also used on specialoccasions. So survey resultshows that 37% of the peopleuse gourmet sweets weekly and24% and 11% on monthly andquarterly basis respectively. Fewof the consumers dont use itssweets as they are loyal to someother sweets, like Nirala orRafique sweets.

Daily3%

Weekly9%

Monthly15%

Quarterly18%

Monthly50%

Quarterly19%

Monthly24%

Quarterly11%


Pie


Cake


Sweets


Dont Use55%

Dont Use12% Daily

3%Weekly16%

Dont Use18%

Daily10%

Weekly37%


Pie


Cake


Sweets



Ice-Cream

As ice-cream is the mostfavorite product of gourmet,23% people use it on daily basis.Other than that 37% of thecustomers consume ice creamas on weekly and 29% of themon monthly basis. About 11%of them dont use it becausethey are addictive to some otherbrands.

Milk

From the survey question mostof the consumers use gourmetmilk weekly monthly and daily.There are also some of personsthat dont use gourmet milk.

Beverages

Gourmet beverages is newlylaunched product. Most ofpeople use it on daily andweekly bases, which is about73% collectively. 15% stillprefer other beverages anddont use gourmet beveragesdue to low quality.

Weekly37%

Monthly29%

Quarterly0%

Weekly39%

Monthly4%

Quarterly14%

Weekly43%

Monthly6%

Quarterly6%


Ice-Cream


Milk


Beverages


Dont Use11%

Daily23%

Quarterly0%

Dont Use14%

Daily29%

Dont Use15%

Daily30%


Ice-Cream


Milk


Beverages



11. How would you rate Gourmet Products?In this question people were asked to rate gourmet products on the basis of quality. These include;Quality of cakes, quality of sweets, quality of cookies, quality of milk, quality of ice-cream and qualityof beverages.

Quality Of Cakes

This chart shows that about50% rate gourmet cakes asaverage. 15% rate it as good andabout 6% rate gourmet cakes asexcellent. Altogether cakes areof average quality.

Quality of the Cookies

52%of the consumers ratedgourmet cookies as good and31% rated it as average.

Fair9%

Poor20%

Average31%

Fair7%

Poor0%



Quality Of Cakes




Excellent6% Good

15%

Average50%

Excellent10%

Good52%

Poor0%



Quality Of Cakes





Quality of Sweets

The consumers rate the qualityof the sweets as good, which is35%. Some of them rate it asaverage which is 31% of total.

Quality of Ice-Cream

A large portion of people ratedgourmet ice-cream as excellentand good which is 55% in total.Some of the customers ratequality of ice cream as averageand small number of them thinkthat gourmet ice-cream is ofpoor quality.

Quality of the Milk

49% of the people said that thequality of gourmet milk is quitegood and 21% of them rategourmet milk as average.Altogether it is of good qualitybut has limited shelf life.

Average31%

Fair17%

Poor0%

Average25%

Fair15%

Poor5%

Average21%

Fair18%

Poor3%


Quality of Sweets




Quality of the Milk


Excellent17%

Good35%

Poor0%

Excellent25%

Good30%

Poor5%

Excellent9%

Good49%

Poor3%


Quality of Sweets




Quality of the Milk



Quality of Beverages

About 43% people ratedgourmet beverages as average.7% rated quality of beverages asexcellent.

12. How do you rate Gourmet on the following attributes?In this question, customers were asked to rate the following attributes: Customer service

experience, on-time delivery of service, professionalism, quality of service, purchase experience,cleanliness of premises, etc.

Customer Service Experience

39% seems satisfied withgourmet customer services asthey rate it as good. Very littleamount rated it as fair and poor.34% deem it as average. So itmeans there is a room forimprovement.

Fair10%

Poor17%

Average34%

Fair11%

Poor8%








Excellent7%

Good23%

Average43%

Excellent8%

Good39%









On-Time Delivery of Service

Most people rated delivery ofservice as Good to average.Only 5% deem it excellent and19% as fair.

Professionalism

37% rated Gourmet staff asaverage in terms ofprofessionalism, 34% considerthem good. Overall,professionalism is average.

Purchase Experience

35% rated their purchaseexperience as good, 24% asaverage and 34% as fair, maybethats because of the longqueues they experienced whilepurchasing.

Average30%

Fair19%

Poor0%

Average37%

Fair23%

Poor4%

Average24%

Fair34%

Poor0%




Professionalism


Purchase Experience


Excellent5%

Good46%

Poor0%

Excellent3% Good

34%

Excellent7% Good

35%

Poor0%




Professionalism


Purchase Experience



Cleanliness of Premises and Outlets

The gourmet outlets are welldecorated as well as wellmanaged. The cleanliness is animportant factor which attractscustomers. About 33% rated itas excellent and 24% rated it asgood. Still there is a room forimprovement as 19% rated it asfair.

13. How would you compare Gourmet pricing?Customers are asked to rate gourmet pricing in following attributes: In comparison to quality, incomparison to market and in comparison to competition.

In Comparison to Quality

50% people believe thatgourmet pricing is good incomparison to quality sinceGourmet pricing is low, itscomparable quality is good.15% think of it as excellent.This means that gourmet isproviding good perceived usevalue in relation to perceivedprice. But this doesnt mean thatits quality is good as comparedto the market.

Average24%

Fair19%

Poor0%

Average23%

Fair12%

Poor0%







Excellent33%

Good24%

Poor0%

Excellent15%

Good50%

Poor0%








In Comparison to Market

There are not many bakerieswith positioning that ofGourmet selling products atlower price than Gourmet.Therefore, most peoplecompared Gourmet pricing asGood (50%) in comparison tothe market. 38% rated it asaverage.

In Comparison to Competition

In comparison to competition,the prices of gourmet are ratedas good (44%) to average (40%).This tells that Gourmet is alsocompeting on price.

14. How do you rate in over all comparison to other companies that offer the same services?

Food industry is a big industryand so is the bakery industry.There are many bakeries inLahore. So competition is sointense. So we asked a questionthat how would they rategourmet overall in comparisonto those are providing sameservices. About 57% people rateit somewhat higher than thecompetition, as shown in thechart.

Average38%

Fair0%

Average40%

Fair4%

Poor0%

Same22%

SomewhatLower13%

MuchLower0%

DontKnow3%








Excellent12%

Good50%

Fair0%

Poor0%

Excellent12%

Good44%

Poor0%

MuchHigher5%

SomewhatHigher57%

DontKnow3%









15. How likely are you to continue using Gourmet services?

Most people are likely tocontinue using gourmetproducts but neutral are thosepeople who either not happywith its quality or who are loyalto other brands like Shezan.

16. Have you ever recommended Gourmet to others?

Most of the people who usegourmet products recommend itto their friends, families orpeers. About 55% haverecommended gourmet once ortwice to their peers. And about26% have recommended itseveral times to go to gourmetand buy its products.

Neutral38%

SomewhatUnlikely

3%

Haverecommended several

times26%


15. How likely are you to continue using Gourmet services?

Most people are likely tocontinue using gourmetproducts but neutral are thosepeople who either not happywith its quality or who are loyalto other brands like Shezan.

16. Have you

Gourmet - Marketing Plan

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