Presented By:

Malik Ahsan Ali Farrukh (FA12-MBT039) Ata Ul Hassnain Awan (FA12-MBT-015) Fraz Asmat (FA12-MBT027)

Table of Contents:

Introduction Historical Background

Distribution strategy STP strategies Competitive strategy Product life cycle strategy

Mission & vision

Product strategy

Advertisement strategy

Product range/ line extension Pricing strategy Promotional strategy

Challenges &
Opportunities Faced by Gourmet

Current Marketing Strategy

Historical Background :
History: In the area of Ichchra, 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
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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

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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. Thats why where ever the market inflation went GOURMET never broke its rule

Product Strategies:
The Product Strategy of Gourmet is :

Attractive Labeling Strong Brand Name

Variations in the Packaging Material
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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 dont 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

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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

Competitors:

We are new players in the beverage industry so we still dont 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

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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

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

Ice Cream