Group MembersADNAN-ALI

KAMRAN-KHANSyed-SAQLAN

SHAHZADKALEEM-YOUSAF

Company Introduction Gourmet was founded by Mr. Nawaz Chatha in 1987 as a

single outlet of a bakery unit. Gourmet Bakers and Sweets” is the largest food retail chain of

Pakistan. It is based in Lahore, the second largest city of Pakistan known

for its traditional foods and passion for eating. In 1992 at different place at Muslim town, and Gourmet did

not look back since then.

Products includes Bakery , Mithai , Water , Ice ream , Milk , Beverages, Jam &

Ketchup, Candy, Bon Vivant, Juices, Nimko

 

Mission Statement The mission of Gourmet Bakers & Sweets is to provide

quality products at a low price to be the market leader.

Vision StatementThe vision of Gourmet Bakers & Sweets is to be the leading health, wellness and nutritional company at

national level.

Strategic GoalsNon Financial Strategic GoalsTo get the maximum market share by taking an advantage of

our strengths of latest technology, own distribution, best quality with competitive prices by maintaining good relations with suppliers.

To expand the business to other main cities of Pakistan in next 5 years.

To be among the top companies in the food business.To build strong customer relationships by providing them

quality products at the low cost.To build better relationships with supplier.

Financial Strategic GoalsTo double the annual sales in a period of five years.To reduce the cost of production by backward integration

strategy.To increase the company’s profits by maintaining the current

customers through consistent quality and low prices and getting new ones by opening new outlets.

To reduce the cost by reducing the wastages during the production and transportation.

Competitive AnalysisGourmet Cola has mainly two competitors in the market. These

two competitors are Pepsi Cola and Coca Cola.Pepsi-Cola From around the 120 million soft drinks sales in Pakistan,

Pepsi-Cola constitutes to about 70 million sales annually. Pepsi cola is the market leader of carbonated water in Pakistan. Pepsi offers a wide range of drinks. These include: 7Up, Miranda, Diet Pepsi, and Mountain Dew.

Coca Cola is the second largest beverage industry in Pakistan. It constitutes

about 30-35% soft drinks sales. Coca cola also offers a variety of products like; Sprite, Sprite 3G, Fanta, and Diet Coca Cola.

Target MarketingPunjab is our target marketAs the market is big and already have other brands but the

opportunity is that the targeted customers are more interested

In their local brands than international or other brands.

Moreover, we will approach/ contact the big restaurants,

shopping malls, famous food retail outlets, super stores etc

for the display of Gourmet products. In short, we will make it

possible that Gourmet products will be easily available at

almost every retailing shop in Punjab

POSITIONING AND BRANDINGGourmet carries its image in a positive manner. In consumer’s

perception Gourmet is producing hygienic Products with high quality

PositioningSuperior in Price and TasteQualityFreshnessSuperior Quality Brand Name

Brand Image/Personality:Superior in Price and TasteStatus Conscious (consumer’s perception)Strong CommitmentNo Compromise on Taste & Quality

PEST AnalysisPolitical and Legal AnalysisEconomic Analysis:Social and Cultural Analysis:Technological Analysis:

SWOT Analysis

StrengthResearch and Development Center:Well Organized Structure:Computerized Database System:QualitySupplier relationship:Well understanding of Pakistani market

WeaknessesThe first weakness of Gourmet cola is lack of advertisement and

publicityAnother weakness of Gourmet cola is that it is not often available

in far away areas of Pakistan.Lack of financial resources as compare to competitors like. Coca

Cola and Pepsi.Gourmet is not considering many potential outlets like hotels,

college canteens etc.Gourmet Company has weak distribution channels system as

compare to their competitors.

OpportunitiesThe company can advertise and introduce its outlets in other cities

of Pakistan to gain more market share.As population of Pakistan is increasing day by day, so there is

great opportunity for gourmet to attract new customers.Company may start entering rural areas also.The company may also diversify its business in some other

potential business.Increased interest of people in musical groups, cultural shows and

sports has provided an opportunity for Gourmet’s to increase its sales through them.

ThreatsOne of the major threats that Gourmet Cola has to face is

in the form of its two competitors; Pepsi and Coca Cola.Law and order situation of the country. Oil pricing in the country.Political instability.Electricity shortage.Extra competition and new competitors entering the

market could unsteady Gourmet Baker Pakistan and be a threat.

Product MixProduct

Malta…………………..

Lemon Up……………..

Gourmet Cola…………….

Bon Vivant Premium Cola..

Price Pricing Strategies and TacticsIn start of the business we focus on two main price strategies

which is Penetration pricing and Discounts pricing strategy.Penetration pricingIn Penetration pricing we set low prices as compare to our

competitor, so that we can attract customers toward our products.DiscountsIn this pricing strategy we will give special discounts to our

customers on special days or occasions like Eid, Ramadan etc

PromotionElectronic Media NEWSPAPERBillboard or Sign BoardPatriotismInternet Advertising

Place/Distribution Gourmet Cola will only be available in Punjab at first.Pull Strategy Push Strategy

Market Segmentation:

By the Gourmet products, we will use two segmenting

strategies i.e. Geographical segmentation and the Life style segmentation.

Positioning:The Gourmet will perceptually position itself as a brand of

price competitive and quality products. The physical

positioning of Gourmet Beverages will be a low price local

brand with good quality.

Special Arrangement for Hotels /Restaurant/StoresMoreover, we will approach/ contact the beg restaurants,shopping malls, famous food retail outlets, super stores etcfor the display of Gourmet products. In short, we will makeit possible that Gourmet products will be easily available atalmost every retailing shop in Punjab.

Marketing BudgetWe have allocated 10 m for our advertising budget

Method we use for budgetPercentage of sales methodFuture PlanINSHALLAH after the successful of this plan we will launchour bakery products branches in all big cities of Pakistan,because this is one of the most renowned product of Gourmet.

Marketing implementation:Managers not only focus on short term profits but they alsoconsider long run market building objectives. On the otherhand company also considers its culture in implementing aplan.

Marketing Control:Gourmet focuses on two types of marketing controlsOperationalStrategic