Presented By:

Malik Ahsan Ali Farrukh (FA12-MBT-039)

Ata Ul Hassnain Awan (FA12-MBT-015)

Fraz Asmat (FA12-MBT-027)

Table of Contents:

Introduction

Historical Background

Mission & vision

Product strategy

Product range/ line

extension

Pricing strategy Promotional strategy

Distribution strategy

STP strategies

Competitive strategy

Product life cycle strategy

Advertisement strategy

Challenges &

Opportunities Faced by

Gourmet

Current Marketing

Strategy

Ata ul Hassnain

Historical Background :

History:In the area of Ich’chra, Lahore, GOURMET took start with a small shop

Gourmet Means :“A person like having good and quality food”

Chaudhary Muhammad Nawaz Chattha, the Founder and Chairman of GOURMET, started his journey with the unique concept of hygienic and healthy food

Ata ul Hassnain

Business sector:

Gourmet deals in the Following

Bon Vivant Bakery Mithai Pasteurized Milk Powder Milk Ice Cream Bread Jams Candies and Toffees Ketchup Beverages Halwas

Area of Choice:

We Choose Gourmet Beverages

Mission Statement:

“In this age of rapidly changing life styles consumers are driven to change their eating habits constantly. GOURMET responds to their desires and extended its existing product line. GOURMET has built a huge network of retail shops all over Lahore and Faisalabad”

Vision Statement:

“The vision of GOURMET, throughout these years was to provide a quality food in affordable prices. That’s why where ever the market inflation went GOURMET never broke its rule”

Product Strategies:

Ata ul Hassnain

The Product Strategy of Gourmet is : Attractive Labeling

Strong Brand Name

Variations in the Packaging Material

Product Line:

Here are the beverages which gourmet is offering

Cola Lemon Malta Apple Twister Soda Ice-Cream Diet Cola Diet Lemon Bon Vivant (Premium Cola)

Pricing Strategy:

The Gourmet is having Market penetration strategy by purposing Low price than Pepsi and Coca cola

In Beverages Industry there was a gap left by Pepsi and Coca cola, Gourmet fill that gap with low prices

Promotional strategy:

As gourmet is already offering low price to the Consumer so that they don’t offer consumer promotion but trade promotions to their distributors

Some of the Schemes are as following On the purchase of two pet one bottle free

On the purchase of four pet two bottles free

Channel of Distribution:

Well Gourmet has a great Supply chain. Which is also a Unique plus point of it

Gourmet has About 120 outlets in Lahore and Faisalabad.

But Gourmet is Serving its Beverages in all over the Country

The Company has its own Distributional Structure by which they serve there customer effectively and efficiently.

Distributors

Territory Sales

Officers

Area sales

Manager

Regional Sales

Manager

General Manager

Segmentation:

Gourmet Segmented the market Geographically and by the life style

Ata ul Hassnain

Targeted Audience:

Gourmet targeted the price conscious people, those who were not satisfied by paying 75Rs for a 1.5 litter

Positioning:

The Gourmet perceptually positioned itself as a Brand of price competitive and quality products

The physical positioning of Gourmet Beverages is on low Price

Differentiation:

Gourmet is the only beverage company in Pakistan which provide soft drinks with price competiveness and standard quality

People perceive the products of the company are available at low price with good quality

Ata ul Hassnain

Competitors:

“We are new players in the beverage industry so we still don’t consider any one of our competitor we are just capturing the Market as a whole”GM(Sales & Marketing) But in market Pepsi and coke consider Gourmet as their

competitor in Pakistan

Product life cycle strategy:

The sales of Gourmet are still in increasing phase so it lies in the Growth stage on the product life cycle

27%

Advertisement strategy:

This add is not launched yet. . .

Review of Add:

Having a Concentrated view of this Add we came to know that Gourmet:

Targets all Social Classes Depicts the folk Culture of Pakistan Depicts the folk Culture of Pakistan Capture Traditional and Religious

Events and festivals

Achievement in Advertising:

Gourmet has won a PAS (Pakistan Advertisers Society) Award for Best Retail Campaign in 2013

Challenges & Opportunities Faced:

Pepsi and coke had never reduced their prices in Pakistan expect Ramadan

For the very first time Pepsi and Coke had to reduced the price of their 1.5 ltr back in 2008 from 75Rs to 70Rs.

So there was a opportunity which Gourmet avail and lunched a pet bottle on the Competitive price of 60Rs.

Continued:

Pepsi and Coke reduced their price at 65 but soon after Pepsi had to raised their price to maintain the standard and quality. By this opportunity Gourmet hit exactly on the need of consumer by offering low price product with good quality

And hence the customers switched from Pepsi or Coke to Gourmet

Current Marketing Strategy:

Gourmet is now focusing to expand the business geographically

Product availability via eye view Competitive price to Penetrate the

Market A Decent and well managed supply

chain

Message of GM:

“Gourmet as an organization was built keeping in mind the fact that we need to cater the Pakistani population as a whole. This mean we cater to upper class, middle class and lower class. Being price competitive and at the same time quality conscious endorses the above mention statement.”

GM (sales and Marketing) Yasir Irfan Siddiqi

a

Ice Cream

Any Queries?