2. Group Members
ADNAN-ALI
KAMRAN-KHAN
Syed-SAQLAN
SHAHZAD
KALEEM-YOUSAF

3. 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

4. Mission Statement
The mission of Gourmet Bakers & Sweets is to provide
quality products at a low price to be the market leader.
Vision Statement
The vision of Gourmet Bakers & Sweets is to be the
leading health, wellness and nutritional company at
national level.

5. Strategic Goals
Non Financial Strategic Goals
 To 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.

6. Financial Strategic Goals
 To 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.

7. Competitive Analysis
 Gourmet 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, PepsiCola 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.

8. Target Marketing
Punjab is our target market
 As 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

9. POSITIONING AND BRANDING
Gourmet carries its image in a positive manner. In consumer’s
perception Gourmet is producing hygienic Products with high quality
Positioning
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Superior in Price and Taste
Quality
Freshness
Superior Quality Brand Name
Brand Image/Personality:
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Superior in Price and Taste
Status Conscious (consumer’s perception)
Strong Commitment
No Compromise on Taste & Quality

10. PEST Analysis
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Political and Legal Analysis
Economic Analysis:
Social and Cultural Analysis:
Technological Analysis:
SWOT Analysis
Strength
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Research and Development Center:
Well Organized Structure:
Computerized Database System:
Quality
Supplier relationship:
Well understanding of Pakistani market

11. Weaknesses
 The first weakness of Gourmet cola is lack of advertisement and
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publicity
Another 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.

12. Opportunities
 The company can advertise and introduce its outlets in other cities
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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.

13. Threats
 One 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.

14. Product Mix
Product
Malta…………………..
Lemon Up……………..
Gourmet Cola…………….
Bon Vivant Premium Cola..

15. Price
 Pricing Strategies and Tactics
 In start of the business we focus on two main price strategies
which is Penetration pricing and Discounts pricing strategy.
 Penetration pricing
 In Penetration pricing we set low prices as compare to our
competitor, so that we can attract customers toward our products.
 Discounts
 In this pricing strategy we will give special discounts to our
customers on special days or occasions like Eid, Ramadan etc

16. Promotion
 Electronic Media
 NEWSPAPER
 Billboard or Sign Board
 Patriotism
 Internet Advertising

18. 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.

19.  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/Stores
Moreover, we will approach/ contact the beg 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.

20. Marketing Budget
 We have allocated 10 m for our advertising budget
 Method we use for budget
 Percentage of sales method
 Future Plan
INSHALLAH after the successful of this plan we will launch
our bakery products branches in all big cities of Pakistan,
because this is one of the most renowned product of Gourmet.

21. Marketing implementation:
Managers not only focus on short term profits but they also
consider long run market building objectives. On the other
hand company also considers its culture in implementing a
plan.
Marketing Control:
Gourmet focuses on two types of marketing controls
 Operational
 Strategic