COMPANY PROFILE

Introduction:

The word Gourmet is from French term, defined as refined and uncontrollable love of good
food. 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.
With 2 processing units and 98 sales outlets Gourmet outreach to a huge population for
their food needs. The company has shown an explosive annual growth of more than 25% in its
business since 1987, when Mr. Muhammad Nawaz Chatha started this unique business with only
one sale outlet. With his commitment and strenuous efforts to provide the consumers with best
quality food products in a convenient and unmatched displaying manner, Gourmet has become a
success story of business growth in Pakistan. At moment, Gourmet has more than 1700
employees working in the organization.

COMPANY VISION
The vision of GOURMET, throughout these years was to provide a quality food in affordable
prices. Thats why where ever the market inflation went GOURMET never broke its rule

COMPANY MISSION
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.
RETAIL STRATEGY
To be successful, a Gourmet is distinguishing itself from other retailers and
develops a strategy for satisfying the needs and preferences of a specific consumer
group. This strategy, called a retail mix, involves careful consideration of
Product to sell,
Quantity at which to make the product available.
Location at which to sell the product.
Time to make the product available.
Pricing of the product, and
Appeal that can be generated to attract the consumer's interest


PRODUCT MIX STRATEGIES
Gourmet is offering products on the basis of
Attractive Labeling
Strong Brand Name
Variations in the
Packaging Material
Products
GOURMET products are now on long lists. We are quite confident that no. of products we have
introduced in Pakistan are matchless. Our R&D department keeps its-selves up dated with new
recipes, new products for the ever changing customer needs.
Bon Vivant

Gourmet Foods launched Bon Vivant (Bo Vi-van). This is a premium quality product range.
Initially variety includes Cakes (Death By Chocolate, Kit Kat Chocolate, Malt Chocolate, Swiss
Hazelnut, Peach & Orange, Strawberry Cheese, Blueberry Cheese and more. Pastries Strawberry
Delight, Blueberry Delight, Kit Kat Chocolate, Mississippi Mud and more. Muffins Blueberry
Muffin, Strawberry Muffin and more Cookies Chocolate Chips Cookies, Oats & Raisin Cookies
and more Pies Apple Pie, Walnut Pie, Mississippi
Bakery

GOURMET first started its bakery where only products of breakfast were provided in the
beginning. But GOURMET is presenting now more than four hundred varieties in bakery
products.
Mithai

After the success of bakery products in 1990 gourmet decided to fill Sweetness in your Life.
GOURMET produced Mitha is with fresh and pure ingredients. GOURMET has its own huge
plant for making fresh khoya for all varieties of mithai. That is why GOURMETs unique and
innovated taste in Mitha are always appreciated.
Pasteurized Milk

Milk is a complete nutrition for all ages keeping this nutrition for 4-5 days without using any
chemical is a new idea, which GOURMET has introduced. GOURMET has introduced
Pasteurized Milk that is processed under high temperature system to kill the germs and to keep
its nutrition. GOURMET milk is supplied under Expiry Dates. Lahore as big as it is city catering
fresh milk and other dairy products was a huge challenge, collecting fresh milk from 7 zones of
Punjab was a big job. Gourmet made it possible to collect fresh milk everyday perfectly, with the
help of big chillers.
Powder Milk

GOURMET is also providing Ultimate tea whitener, Skimy Milk for dieters, Milky Way is full
of cream and is energy milk.
Gourmet Water
They believe that our drinking water systems are the simply the finest on the market.

Ice Cream

GOURMET Ice Cream A summers sweet gift for its customers is available in 12 delicious
flavors. . Instead of artificial flavors GOURMET use real pulp of fruits for its unique taste and
freeze on international level of -28 degree
Breads

GOURMET has introduced plain milky as well as multi grained and high fiber breads in
different flavors and textured looks. Which promotes healthy digestion, weight loss and also
stabilizes cholesterol and sugar level in blood.
Jams

GOURMET jams are made from farm fresh fruits and imported ingredients. Our food experts
test them, under the Quality Control Laboratories. That is why GOURMET has been certified by
Pakistans Best Jam Producers.
Candies and Toffees

Keeping the health of kids in our mind, which is our priority. We are using quality ingredients in
candies and toffees that include vitamins, glucose and calcium.
Ketchup

GOURMET has launched its exciting ketchup, made of fresh tomatoes with no chemicals and
artificial color added. It has unique flavor due to the added ingredients of Mace, Cinnamon and
clove. (Jaloteri, Darchini and Long.)
Beverages
GOURMET took the challenge of making Pakistans biggest in-house Beverages Industry and
built under the supervision of International Team. The thirst-quenching drinks of GOURMET
are available in Cola, Malta, Lemon up, Apple and Ice-cream Soda, in six different sizes from
300ml to 2.25 liter.
Halwas
Keeping our uniqueness in flavors and habit of innovation, we introduce different traditional
halwas with the quality you really love!
Product Life Cycle:
The stages that product go through from development to withdrawal from the market.
Each product different
Determines revenue earned
Helps
-identify when a product needs support, redesign, withdrawal etc.
-in new product development
-in forecasting and managing cash flow.

The stages of the product life cycle:
Gourmet sweet & bakers

SEGMENTATION AND TARGETING
Gourmet targeted the price conscious people, those who were not satisfied
by paying 75Rs for a 1.5 litre.
1. Gourmet Segmented the market Geographically and by the life style
2. Differentiated, each and in every branch give response to the customer same and fair
interaction.
3. To increase customers by targeting all the level of social classes now.
4. Upper middle class, upper class.
5. To develop Durability, to targeting the customer according to the need and demand,
built a positive relations to customer, to increase loyalty and to do research and survey
on customer preferences.
6. No priority because same treatment to the entire customer. Now they are trying to target
all the segments as their beverages are available on other local retail shops.
Promotion Strategy
Unlike competitors Gourmet is not using Main media. We will use point of sales promotion
(POP),, posters, brochures, LCD TV, Sales promotion for consumer with push strategy for the
promotion of fruit juices. Although its strong private brand label that will be supportive in
running its fruit juices business.
Brand Positioning
Gourmet Position their product in the mind of the consumers by offering
To innovate different product and services and built a positive image in the
mind of customers through
Superior Quality Brand Name
Freshness
Reasonable in Price and superior in Taste
Strong Commitment
Increase promotional activities like advertising on different channels, pamphlets,
concerts etc.

CUSTOMER SERVICES & RELATIONSHIPS
Customer is prime focus for Gourmet and they develop friendly relations with them.
Focusing the needs and wants of Middle class, upper middle class, upper class.
Cakes, pastries, beverages and dairy products, because large number of branches are
there for their easy access.
Soft drinks charges are less then coca cola and Pepsi etc, online complaint desk, as
people are more concerning about health.
Increase number of branches, Alternate Distribution Channel.
Reliability, loyalty, customer relation, customer retention.
Branches, website under construction (updating reason), online complaint desk.
Returnability is always welcome by gourmet staff at retail outlets.
Store ambiance is attracting customers
Sales staff not only fulfills the demands of customer but also drop the products at cash
counter.

=============================