Gourmet Foods is Pakistan's largest retail chain of food products with headquarters in Lahore, Pakistan.[2] It has seven processing units across the country and over 100 stores in Lahore.[2] The company was founded by Muhammad Nawaz Chatha in 1987. It has outlets in Islamabad, Rawalpindi, Lahore, Multan, Faisalabad, Gujranwala, Gujrat, Jalalpur Jattan, Sheikhupura, Shahdara Bagh(A tehsil of Sheikhupura). It also has international outlets in London in the United Kingdom
Gourmet Foods have expanded their business operations and also produces its own branded soft drinks, beverages, mineral water as well as milk and dairy products (under the subsidiary Gourmet Dairies).
Gourmet produces traditional sweets, snacks, cakes, pastries, doughnuts, biscuits, general confectioneries, bread, several bakery goods, milk plus other dairy products, high quality certified drinking water and the largest range of beverages (17 flavors). Pizzas and fast food are other items prepared by Gourmet on regular basis.
Final Report of Gourmet:
Gourmet Foods is Pakistan's largest retail chain of food products with headquarters in Lahore, Pakistan.[2] It has seven processing units across the country and over 100 stores in Lahore.[2] The company was founded by Muhammad Nawaz Chatha in 1987. It has outlets in Islamabad, Rawalpindi, Lahore, Multan, Faisalabad, Gujranwala, Gujrat, Jalalpur Jattan, Sheikhupura, Shahdara Bagh(A tehsil of Sheikhupura). It also has international outlets in London in the United Kingdom
Gourmet produces traditional sweets, snacks, cakes, pastries, doughnuts, biscuits, general confectioneries, bread, several bakery goods, milk plus other dairy products, high quality certified drinking water and the largest range of beverages (17 flavors). Pizzas and fast food are other items prepared by Gourmet on regular basis.
Gourmet is a Pakistani food company that began as a small shop in Lahore. It produces a variety of products including beverages, bakery items, desserts, and more. The presentation focuses on Gourmet's beverage line and marketing strategy. Gourmet aims to provide quality products at affordable prices. It targets all socioeconomic classes and competes with larger companies like Pepsi through competitive pricing and expanding distribution across Pakistan. The company continues to grow its market share through price and quality positioning relative to competitors.
Complete marketing report on gourmet company, pakistanAbdullah Khosa
Gourmet is the top food retail chain in Lahore, Pakistan, known for quality products and services. It started in 1987 with one outlet and has grown exponentially, now with over 120 branches. Gourmet offers a wide range of bakery products, sweets, dairy, and beverages. Its vision is to meet customer needs by focusing on delivering quality food. Gourmet has experienced over 25% annual growth and plans to expand its branch network further. It aims to be the largest bakery and confectionery company in Lahore and Pakistan through superior customer value, quality products, and innovation.
Gourmet Sweets Baker - Final Report - Marketing - 2017FaHaD .H. NooR
Best and Final Report of Gourmet Sweets
Gourmet Foods is Pakistan's largest retail chain of food products with headquarters in Lahore, Pakistan.[2] It has seven processing units across the country and over 100 stores in Lahore.[2] The company was founded by Muhammad Nawaz Chatha in 1987. It has outlets in Islamabad, Rawalpindi, Lahore, Multan, Faisalabad, Gujranwala, Gujrat, Jalalpur Jattan, Sheikhupura, Shahdara Bagh(A tehsil of Sheikhupura). It also has international outlets in London in the United Kingdom.
Gourmet produces traditional sweets, snacks, cakes, pastries, doughnuts, biscuits, general confectioneries, bread, several bakery goods, milk plus other dairy products, high quality certified drinking water and the largest range of beverages (17 flavors). Pizzas and fast food are other items prepared by Gourmet on regular basis.
The document provides information about Gourmet, a Pakistani food retail chain. It discusses Gourmet's history, mission, vision, products, employee compensation, BCG matrix, and SWOT analysis. It also provides recommendations to help Gourmet expand its market and compete more effectively. The document contains details about Gourmet's founder, locations, number of employees, product portfolio including beverages, bakery items and more. It outlines Gourmet's goals to provide quality products at low prices and meet customer needs.
Group project members include Adnan-Ali, Kamran-Khan, Syed-Saqlan, and Shahzad Kaleem-Yousaf. Gourmet was founded in 1987 in Lahore, Pakistan and is now the largest food retail chain in the country. It produces bakery items, sweets, beverages, and other products. The company aims to provide quality products at low prices and become the leading health and wellness brand nationally. Strategic goals include expanding to other cities, increasing market share and profits through quality and prices. Competitors include Pepsi and Coca-Cola. The target market is Punjab and positioning focuses on superior quality and taste.
Gourmet Pakistan is a leading bakery and sweets brand that was founded in 1987. It has since grown to over 120 branches across Pakistan with over 1700 employees. Gourmet offers a wide range of bakery products like bread, buns, and cakes as well as sweets and dairy products. It has achieved strong growth of over 25% annually through its focus on quality products and reasonable prices. However, it needs to improve promotion efforts and address weaknesses like limited parking availability to sustain its market leadership.
Business policy and strategy project on gourmet by muhammad talhaMuhammad Talha
This document provides an outline for a presentation on the history and operations of Gourmet, a Pakistani food company. It discusses Gourmet's various strategic business units including bakery, water, beverages, catering, pharmacy, restaurants, and others. For the restaurant SBU specifically, it covers the competitive environment, strategies around cost leadership, differentiation and focus. It also includes a BCG matrix for Gourmet restaurants. Overall, the document presents an overview of Gourmet as a company and analyzes strategies and performance within some of its key business segments.
Final Report of Gourmet:
Gourmet Foods is Pakistan's largest retail chain of food products with headquarters in Lahore, Pakistan.[2] It has seven processing units across the country and over 100 stores in Lahore.[2] The company was founded by Muhammad Nawaz Chatha in 1987. It has outlets in Islamabad, Rawalpindi, Lahore, Multan, Faisalabad, Gujranwala, Gujrat, Jalalpur Jattan, Sheikhupura, Shahdara Bagh(A tehsil of Sheikhupura). It also has international outlets in London in the United Kingdom
Gourmet produces traditional sweets, snacks, cakes, pastries, doughnuts, biscuits, general confectioneries, bread, several bakery goods, milk plus other dairy products, high quality certified drinking water and the largest range of beverages (17 flavors). Pizzas and fast food are other items prepared by Gourmet on regular basis.
Gourmet is a Pakistani food company that began as a small shop in Lahore. It produces a variety of products including beverages, bakery items, desserts, and more. The presentation focuses on Gourmet's beverage line and marketing strategy. Gourmet aims to provide quality products at affordable prices. It targets all socioeconomic classes and competes with larger companies like Pepsi through competitive pricing and expanding distribution across Pakistan. The company continues to grow its market share through price and quality positioning relative to competitors.
Complete marketing report on gourmet company, pakistanAbdullah Khosa
Gourmet is the top food retail chain in Lahore, Pakistan, known for quality products and services. It started in 1987 with one outlet and has grown exponentially, now with over 120 branches. Gourmet offers a wide range of bakery products, sweets, dairy, and beverages. Its vision is to meet customer needs by focusing on delivering quality food. Gourmet has experienced over 25% annual growth and plans to expand its branch network further. It aims to be the largest bakery and confectionery company in Lahore and Pakistan through superior customer value, quality products, and innovation.
Gourmet Sweets Baker - Final Report - Marketing - 2017FaHaD .H. NooR
Best and Final Report of Gourmet Sweets
Gourmet Foods is Pakistan's largest retail chain of food products with headquarters in Lahore, Pakistan.[2] It has seven processing units across the country and over 100 stores in Lahore.[2] The company was founded by Muhammad Nawaz Chatha in 1987. It has outlets in Islamabad, Rawalpindi, Lahore, Multan, Faisalabad, Gujranwala, Gujrat, Jalalpur Jattan, Sheikhupura, Shahdara Bagh(A tehsil of Sheikhupura). It also has international outlets in London in the United Kingdom.
Gourmet produces traditional sweets, snacks, cakes, pastries, doughnuts, biscuits, general confectioneries, bread, several bakery goods, milk plus other dairy products, high quality certified drinking water and the largest range of beverages (17 flavors). Pizzas and fast food are other items prepared by Gourmet on regular basis.
The document provides information about Gourmet, a Pakistani food retail chain. It discusses Gourmet's history, mission, vision, products, employee compensation, BCG matrix, and SWOT analysis. It also provides recommendations to help Gourmet expand its market and compete more effectively. The document contains details about Gourmet's founder, locations, number of employees, product portfolio including beverages, bakery items and more. It outlines Gourmet's goals to provide quality products at low prices and meet customer needs.
Group project members include Adnan-Ali, Kamran-Khan, Syed-Saqlan, and Shahzad Kaleem-Yousaf. Gourmet was founded in 1987 in Lahore, Pakistan and is now the largest food retail chain in the country. It produces bakery items, sweets, beverages, and other products. The company aims to provide quality products at low prices and become the leading health and wellness brand nationally. Strategic goals include expanding to other cities, increasing market share and profits through quality and prices. Competitors include Pepsi and Coca-Cola. The target market is Punjab and positioning focuses on superior quality and taste.
Gourmet Pakistan is a leading bakery and sweets brand that was founded in 1987. It has since grown to over 120 branches across Pakistan with over 1700 employees. Gourmet offers a wide range of bakery products like bread, buns, and cakes as well as sweets and dairy products. It has achieved strong growth of over 25% annually through its focus on quality products and reasonable prices. However, it needs to improve promotion efforts and address weaknesses like limited parking availability to sustain its market leadership.
Business policy and strategy project on gourmet by muhammad talhaMuhammad Talha
This document provides an outline for a presentation on the history and operations of Gourmet, a Pakistani food company. It discusses Gourmet's various strategic business units including bakery, water, beverages, catering, pharmacy, restaurants, and others. For the restaurant SBU specifically, it covers the competitive environment, strategies around cost leadership, differentiation and focus. It also includes a BCG matrix for Gourmet restaurants. Overall, the document presents an overview of Gourmet as a company and analyzes strategies and performance within some of its key business segments.
The document analyzes the beverage industry and Gourmet's position within it. Gourmet offers a variety of bakery and dairy products, as well as beverages including cola, lemon, orange, apple, and diet options. Its promotional strategies include attractive labeling, strong branding, and varied packaging. Gourmet aims to expand its business geographically while maintaining competitive prices and a well-managed supply chain. Its main competitors are Pepsi and Coke, who together control over 95% of the Pakistani beverage market, presenting both challenges and opportunities for Gourmet to continue capturing market share.
Marketing Plan Zamzam Beverages in Pakistan PresentantionMuhammad Asif Khan
ZamZam Refreshment plans to introduce its beverage products in Pakistan. It will focus initially on large urban areas, targeting young people while also targeting families. The marketing strategy involves creating awareness of ZamZam's unique cola taste through various communication channels like digital, social media, and events. The budget allocates funds to marketing research, advertisements, promotions, and staffing.
the following presntation is made by Praveen Patel, Manoj Tiwari & Nishant Subba..... MBA student of Western International University india..
ppt is regarding how to launch any new product..
A detailed analysis of Pakistan Food Industry and Pakistan Spice Industry is done using facts and figures. Along with the second part pf the project details about the strategic position of Shan Foods a Pakistani based company. Different strategies are also recommended by considering their current strategic position in Pakistan Spice Industry.
This document provides an overview of the marketing strategies and operations of National Foods Limited (NFL), a leading Pakistani food company. It discusses NFL's history, vision, product lines, marketing strategies, marketing mix, external and internal environment analysis using SWOT and BCG matrices, main competitor analysis, and advertising campaigns. The document aims to analyze NFL's business and identify opportunities to strengthen its competitive position in the Pakistani market.
Coca-Cola began in 1886 when Dr. John Pemberton created a carbonated flavored syrup to be mixed into soda fountain beverages. It is now the world's largest beverage company with over 500 brands including Diet Coke and Fanta. Coca-Cola uses a multisegment targeting strategy to market its products to different groups based on demographic, geographic, psychographic, and other criteria. This allows it to tailor its products and marketing to various customer segments worldwide.
Unilever formed in 1930 through the merger of Margarine Unie and Lever Brothers. It is the largest consumer goods company in Pakistan. Unilever is the world's largest ice cream manufacturer operating under the Heart brand, which is sold in over 40 countries. Wall's is Unilever's top ice cream brand in Pakistan, launched in 1993 after concluding there was potential in the Pakistani ice cream market. Wall's quickly became the dominant brand and now has a 35-40% market share in Pakistan.
Hamdard Laboratories produces Rooh Afza, an herbal drink invented in 1905. Rooh Afza has strong brand recognition in Pakistan and generates 50 billion rupees in annual sales for Hamdard. It is commonly consumed in the summer and during Ramadan. While Rooh Afza maintains a leading market share, it faces increasing competition from products like Jam-e-Shirin and needs to reposition itself to appeal to younger consumers who prefer energy drinks and ready-to-drink beverages. Focus groups and a SWOT analysis identified opportunities for Hamdard such as new flavors, celebrity endorsements, and an improved website to promote Rooh Afza in today's market.
The document summarizes information about Doce Bakers, a food retail chain in Lahore, Pakistan. It discusses Doce's vision, product lines, suppliers, competitors, production facilities, supply chain management, market factors, barriers to entry, and strengths and weaknesses. Doce opened its first branch in 2011 and now has over 25 branches, selling over 500 products including sweets, bakery items, and pizza. Its production plant manufactures items for its retail outlets.
The document is a marketing plan by Coca-Cola Company to introduce a new product called "Bubble Buzz". Bubble Buzz will be a bottled bubble tea product positioned as the only ready-to-drink bubble tea on the market. The objectives of the marketing plan are to create strong consumer awareness of the new product, establish wide brand recognition to capture market share in the functional drinks segment, and become the top market leader in that segment. The plan analyzes the industry, trends, demographics and economic conditions to guide marketing strategies to reach the targeted market size and sales growth forecasts over four years.
This document summarizes a brand audit of McDonald's conducted in 2012. It examines McDonald's brand identity, operations, products, advertising, and challenges. McDonald's is the world's largest fast food chain with over 33,000 locations globally. In India, it is led by two franchise partners and has over 250 locations. The audit assesses McDonald's brand perceptions among internal and external stakeholders. It also reviews McDonald's efforts to respect local customs in India, such as offering only vegetarian items. However, the brand faces challenges from health concerns over its food and increasing competition from other fast food brands.
Marketing ppt of launching a new productbilal khan
Orange Kool Juice is launching a new juice brand in Pakistan called Orange Kool. The presentation provides information on the company's mission, vision, objectives, product portfolio, and product details for Orange Kool Juice. Market research indicates there is both latent and regular demand for Orange Kool due to its positioning as a 100% pure orange juice without artificial ingredients. The company plans to target major cities in Pakistan and the upper/middle class by positioning Orange Kool as a healthier orange juice option that is competitively priced.
The document provides an overview of Coca-Cola, including its history, products, operations, and marketing strategies. Some key points:
- Coca-Cola was invented in 1886 and is now the world's largest beverage company, selling over 400 brands in over 200 countries.
- It has a long history and iconic branding, including its distinctive script logo and contour bottle design. Coca-Cola heavily advertises and sponsors major sports events.
- In India, Coca-Cola directly employs over 6,000 people and indirectly creates over 125,000 jobs. It has a large bottling and distribution network across the country.
- Coca-Cola faces competition and health concerns but maintains
Shezan Marketing Report - Final Project - 2017 - UCPFaHaD .H. NooR
Shezan is a Pakistani beverage company established in 1964 that produces fruit juices and other products. It has a wide product line of juices but faces challenges with weak distribution, lack of creativity in advertising, and weak positioning of products. The document recommends that Shezan improve its marketing mix by increasing distribution areas, using more promotional strategies like print and electronic media, and increasing its advertising budget to build its brand image.
We made this as a project for Marketing Management during 2nd year of our graduation. Sources: Google, Slideshare, Youtube.
I hope this is resourceful.
This document provides information about Mehran Bottlers (Pvt.) Ltd., a company that produces Pakola brand soft drinks. It includes the following key points:
- The company aims to provide premium quality beverages globally and opportunities for employees and communities. Pakola fulfills its promise of international quality beverages made with fine ingredients.
- Pakola is a soft drink brand owned by Mehran Bottlers, launched in 1950. The company has a modern bottling plant that can fill 200 cans/minute and 240 bottles/minute.
- The organizational structure includes departments for finance, procurement, sales/marketing, quality assurance, and production. Decision-making is centralized with multiple management levels.
This document summarizes the business plan for Smoothy Juice, a manufacturer and distributor of juices. Smoothy Juice operates as a partnership and produces juices for both business to business and business to consumer sales. Their target customers include children and diabetic people. Their market research involved questionnaires to understand customer needs and wants across India. Their juice products include mango, orange, grapes and vegetable juices. They segment their market by age, sex, income and occupation, with a main focus on diabetic customers. Their mission is to establish Smoothy Juice as a leading healthy energy source with a commitment to values. Their vision is to explore juice distribution across all of India with an assurance of quality.
- Pepsi was introduced in India in 1965 through a merger and has since expanded its product portfolio beyond its namesake beverage.
- It faces main competition from Coca-Cola, which has the largest market share in India and worldwide through strong branding, advertising, and exclusive retail partnerships.
- Pepsi targets teenagers and young adults with its "Fun for You" brand positioning and markets through mass advertising campaigns and sports sponsorships while distributing through a large network of distributors and retailers.
This document summarizes Pepsi's marketing strategy in Pakistan. It discusses Pepsi's introduction and history, product strategy, positioning, pricing, distribution, promotions, competition, target marketing, corporate strategy, product line extensions, challenges and opportunities. Key points include that Pepsi has 53% market share in Pakistan, targets youth and all socioeconomic classes, sponsors cricket, has expanded its product line, and faces threats from health awareness and its main competitor Coca-Cola.
1. The document provides a market analysis and strategy recommendations for Pepsi in Pakistan. It includes a SWOT analysis of Pepsi that identifies strengths like large market share and brand recognition, and weaknesses like not offering retailer incentives.
2. Key competitors in Pakistan include Coca-Cola, which provides strong competition. The document recommends launching a new vitamin-enriched Pepsi product called "Pepsi Perfect" to adapt to health-conscious consumer trends.
3. Pricing, promotion, and distribution strategies are outlined to maximize sales of the new product, including sponsoring sports and concerts, and maintaining Pepsi's standards of quality. The analysis concludes Pepsi must continue innovating and advertising to stay ahead of
The marketing plan summarizes The Glimmerz Limited's strategy to launch a new juice product called "Refresh" in Lahore, Pakistan. It includes an executive summary of the plan, situation analysis of the market, objectives to gain market share and increase profits, and tactical programs for product, promotion, pricing and distribution. The plan involves advertising on TV, print media, billboards and distributing product samples to introduce Refresh and target various customer segments in Lahore. It establishes a budget and timeline for implementation from May to August 2010.
The document analyzes the beverage industry and Gourmet's position within it. Gourmet offers a variety of bakery and dairy products, as well as beverages including cola, lemon, orange, apple, and diet options. Its promotional strategies include attractive labeling, strong branding, and varied packaging. Gourmet aims to expand its business geographically while maintaining competitive prices and a well-managed supply chain. Its main competitors are Pepsi and Coke, who together control over 95% of the Pakistani beverage market, presenting both challenges and opportunities for Gourmet to continue capturing market share.
Marketing Plan Zamzam Beverages in Pakistan PresentantionMuhammad Asif Khan
ZamZam Refreshment plans to introduce its beverage products in Pakistan. It will focus initially on large urban areas, targeting young people while also targeting families. The marketing strategy involves creating awareness of ZamZam's unique cola taste through various communication channels like digital, social media, and events. The budget allocates funds to marketing research, advertisements, promotions, and staffing.
the following presntation is made by Praveen Patel, Manoj Tiwari & Nishant Subba..... MBA student of Western International University india..
ppt is regarding how to launch any new product..
A detailed analysis of Pakistan Food Industry and Pakistan Spice Industry is done using facts and figures. Along with the second part pf the project details about the strategic position of Shan Foods a Pakistani based company. Different strategies are also recommended by considering their current strategic position in Pakistan Spice Industry.
This document provides an overview of the marketing strategies and operations of National Foods Limited (NFL), a leading Pakistani food company. It discusses NFL's history, vision, product lines, marketing strategies, marketing mix, external and internal environment analysis using SWOT and BCG matrices, main competitor analysis, and advertising campaigns. The document aims to analyze NFL's business and identify opportunities to strengthen its competitive position in the Pakistani market.
Coca-Cola began in 1886 when Dr. John Pemberton created a carbonated flavored syrup to be mixed into soda fountain beverages. It is now the world's largest beverage company with over 500 brands including Diet Coke and Fanta. Coca-Cola uses a multisegment targeting strategy to market its products to different groups based on demographic, geographic, psychographic, and other criteria. This allows it to tailor its products and marketing to various customer segments worldwide.
Unilever formed in 1930 through the merger of Margarine Unie and Lever Brothers. It is the largest consumer goods company in Pakistan. Unilever is the world's largest ice cream manufacturer operating under the Heart brand, which is sold in over 40 countries. Wall's is Unilever's top ice cream brand in Pakistan, launched in 1993 after concluding there was potential in the Pakistani ice cream market. Wall's quickly became the dominant brand and now has a 35-40% market share in Pakistan.
Hamdard Laboratories produces Rooh Afza, an herbal drink invented in 1905. Rooh Afza has strong brand recognition in Pakistan and generates 50 billion rupees in annual sales for Hamdard. It is commonly consumed in the summer and during Ramadan. While Rooh Afza maintains a leading market share, it faces increasing competition from products like Jam-e-Shirin and needs to reposition itself to appeal to younger consumers who prefer energy drinks and ready-to-drink beverages. Focus groups and a SWOT analysis identified opportunities for Hamdard such as new flavors, celebrity endorsements, and an improved website to promote Rooh Afza in today's market.
The document summarizes information about Doce Bakers, a food retail chain in Lahore, Pakistan. It discusses Doce's vision, product lines, suppliers, competitors, production facilities, supply chain management, market factors, barriers to entry, and strengths and weaknesses. Doce opened its first branch in 2011 and now has over 25 branches, selling over 500 products including sweets, bakery items, and pizza. Its production plant manufactures items for its retail outlets.
The document is a marketing plan by Coca-Cola Company to introduce a new product called "Bubble Buzz". Bubble Buzz will be a bottled bubble tea product positioned as the only ready-to-drink bubble tea on the market. The objectives of the marketing plan are to create strong consumer awareness of the new product, establish wide brand recognition to capture market share in the functional drinks segment, and become the top market leader in that segment. The plan analyzes the industry, trends, demographics and economic conditions to guide marketing strategies to reach the targeted market size and sales growth forecasts over four years.
This document summarizes a brand audit of McDonald's conducted in 2012. It examines McDonald's brand identity, operations, products, advertising, and challenges. McDonald's is the world's largest fast food chain with over 33,000 locations globally. In India, it is led by two franchise partners and has over 250 locations. The audit assesses McDonald's brand perceptions among internal and external stakeholders. It also reviews McDonald's efforts to respect local customs in India, such as offering only vegetarian items. However, the brand faces challenges from health concerns over its food and increasing competition from other fast food brands.
Marketing ppt of launching a new productbilal khan
Orange Kool Juice is launching a new juice brand in Pakistan called Orange Kool. The presentation provides information on the company's mission, vision, objectives, product portfolio, and product details for Orange Kool Juice. Market research indicates there is both latent and regular demand for Orange Kool due to its positioning as a 100% pure orange juice without artificial ingredients. The company plans to target major cities in Pakistan and the upper/middle class by positioning Orange Kool as a healthier orange juice option that is competitively priced.
The document provides an overview of Coca-Cola, including its history, products, operations, and marketing strategies. Some key points:
- Coca-Cola was invented in 1886 and is now the world's largest beverage company, selling over 400 brands in over 200 countries.
- It has a long history and iconic branding, including its distinctive script logo and contour bottle design. Coca-Cola heavily advertises and sponsors major sports events.
- In India, Coca-Cola directly employs over 6,000 people and indirectly creates over 125,000 jobs. It has a large bottling and distribution network across the country.
- Coca-Cola faces competition and health concerns but maintains
Shezan Marketing Report - Final Project - 2017 - UCPFaHaD .H. NooR
Shezan is a Pakistani beverage company established in 1964 that produces fruit juices and other products. It has a wide product line of juices but faces challenges with weak distribution, lack of creativity in advertising, and weak positioning of products. The document recommends that Shezan improve its marketing mix by increasing distribution areas, using more promotional strategies like print and electronic media, and increasing its advertising budget to build its brand image.
We made this as a project for Marketing Management during 2nd year of our graduation. Sources: Google, Slideshare, Youtube.
I hope this is resourceful.
This document provides information about Mehran Bottlers (Pvt.) Ltd., a company that produces Pakola brand soft drinks. It includes the following key points:
- The company aims to provide premium quality beverages globally and opportunities for employees and communities. Pakola fulfills its promise of international quality beverages made with fine ingredients.
- Pakola is a soft drink brand owned by Mehran Bottlers, launched in 1950. The company has a modern bottling plant that can fill 200 cans/minute and 240 bottles/minute.
- The organizational structure includes departments for finance, procurement, sales/marketing, quality assurance, and production. Decision-making is centralized with multiple management levels.
This document summarizes the business plan for Smoothy Juice, a manufacturer and distributor of juices. Smoothy Juice operates as a partnership and produces juices for both business to business and business to consumer sales. Their target customers include children and diabetic people. Their market research involved questionnaires to understand customer needs and wants across India. Their juice products include mango, orange, grapes and vegetable juices. They segment their market by age, sex, income and occupation, with a main focus on diabetic customers. Their mission is to establish Smoothy Juice as a leading healthy energy source with a commitment to values. Their vision is to explore juice distribution across all of India with an assurance of quality.
- Pepsi was introduced in India in 1965 through a merger and has since expanded its product portfolio beyond its namesake beverage.
- It faces main competition from Coca-Cola, which has the largest market share in India and worldwide through strong branding, advertising, and exclusive retail partnerships.
- Pepsi targets teenagers and young adults with its "Fun for You" brand positioning and markets through mass advertising campaigns and sports sponsorships while distributing through a large network of distributors and retailers.
This document summarizes Pepsi's marketing strategy in Pakistan. It discusses Pepsi's introduction and history, product strategy, positioning, pricing, distribution, promotions, competition, target marketing, corporate strategy, product line extensions, challenges and opportunities. Key points include that Pepsi has 53% market share in Pakistan, targets youth and all socioeconomic classes, sponsors cricket, has expanded its product line, and faces threats from health awareness and its main competitor Coca-Cola.
1. The document provides a market analysis and strategy recommendations for Pepsi in Pakistan. It includes a SWOT analysis of Pepsi that identifies strengths like large market share and brand recognition, and weaknesses like not offering retailer incentives.
2. Key competitors in Pakistan include Coca-Cola, which provides strong competition. The document recommends launching a new vitamin-enriched Pepsi product called "Pepsi Perfect" to adapt to health-conscious consumer trends.
3. Pricing, promotion, and distribution strategies are outlined to maximize sales of the new product, including sponsoring sports and concerts, and maintaining Pepsi's standards of quality. The analysis concludes Pepsi must continue innovating and advertising to stay ahead of
The marketing plan summarizes The Glimmerz Limited's strategy to launch a new juice product called "Refresh" in Lahore, Pakistan. It includes an executive summary of the plan, situation analysis of the market, objectives to gain market share and increase profits, and tactical programs for product, promotion, pricing and distribution. The plan involves advertising on TV, print media, billboards and distributing product samples to introduce Refresh and target various customer segments in Lahore. It establishes a budget and timeline for implementation from May to August 2010.
Project of marketing plan for new product launchmisbah ullah
This document presents a marketing plan for launching a new fruit juice product called "Fresh Vita" by Sun Rise (Pvt) Limited Company. The plan contains an executive summary, situational analysis including competitors and market segmentation, marketing strategy and objectives, marketing mix including product details, pricing, promotion and distribution strategies, implementation budget, and additional considerations. The key points are:
- "Fresh Vita" is a fresh fruit juice drink targeting all age groups to provide energy and refreshment.
- It will be launched in Rawalpindi and faces competition from brands like Shezan, Nestle, and others.
- The marketing strategy aims to position it as a high-quality product at a moderate
This document provides an overview of Pepsi's business in Pakistan. It begins with an executive summary of Pepsi's revenues, market share, and new product launch of Pepsi Perfect. It then covers Pepsi's company description, market analysis including segmentation, competitors, and SWOT analysis. The document also discusses Pepsi's marketing strategies of product, price, promotion, and placement. It concludes with suggestions to maintain Pepsi's market position through quality, reputation, and continuous new advertising approaches.
Coca-Cola's CEO visited India in 2017 and set ambitious goals for Coca-Cola India, including becoming the third-largest market for Coca-Cola by 2020. With changing consumer preferences in India towards healthier beverages, Coca-Cola India needs to adapt its product offerings. The document discusses Coca-Cola's history and operations in India, its competitors, challenges it faces, and strategies it can adopt to succeed in the Indian market such as expanding into new beverage categories while leveraging its brand equity.
Summer Internship Project Report on Rasna Ju-Crishabhshuklag
This document contains an executive summary and introduction to a research project comparing Rasna Ju-C fruit juice to competitors in Bhopal, India. The project objectives are to study brand awareness, consumer behavior and satisfaction levels, and competition between Rasna Ju-C and other brands. The introduction provides background on the Indian beverage industry and market size. It also describes Rasna as a leading concentrate brand that has expanded into the ready-to-drink segment with Rasna Ju-C, launched in 2012. The executive summary outlines the research methodology and findings on Rasna Ju-C's strengths, weaknesses and opportunities based on retailer and consumer feedback.
Marketing report on pepsi cola(beverage)Asim Ahmed
Pepsi Cola is a multinational beverage company that operates globally. It focuses on producing convenient foods and beverages to generate financial returns for investors while also providing opportunities for employees, business partners, and local communities. Pepsi targets youth as its main demographic and focuses on the middle/upper classes through social media. Its main competitor is Coca-Cola. Pepsi has strengths in its established brand, sales team, management, and distribution channels. It sees opportunities in expanding availability to capture more of the market.
compative analisies of SKU of pepsico and coco-cola in patna marketNawnit Kumar
The document provides an introduction and overview of PepsiCo and the beverage industry in India. It discusses that marketing includes all activities like promotion, distribution, and advertising to meet consumer demand. The main objectives of the study are to compare PepsiCo's stock keeping units (SKU) with Coca-Cola and test the effectiveness of PepsiCo's distribution network. Key responsibilities include taking care of assigned accounts and persuading retailers to sell more PepsiCo products. The scope is limited to Patna city and understanding retailer satisfaction with PepsiCo's distribution network. Limitations include retailers reluctance to share information and lack of sufficient research experience.
PepsiCo is an American multinational beverage company founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. It has interests in manufacturing, marketing, and distributing beverages and snacks across the globe. A survey was conducted among 36 individuals in India to analyze consumer preferences and purchase behavior regarding PepsiCo's beverage brands. The analysis found that among younger consumers (10-29 years), Coca-Cola was the most popular brand. Thums Up was preferred by those 30-49 years, and Maaza by older consumers (50-69 years). Most purchases were made at convenience stores. Taste was the primary factor influencing brand choice across all age groups.
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This document provides an analysis of PepsiCo, including its mission, segmentation strategies, competitive landscape, SWOT analysis, positioning, marketing strategies, and more. Some key points:
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The document provides details about a samosa shop business plan in Delhi, India. It discusses the business's objectives to provide 16 varieties of fresh samosas and unique customer experiences. It aims to target all customer segments and become a leading samosa shop through quality products and service. The management team consists of 6 partners and 8 employees with various roles in operations, marketing, finance, and HR. It also provides an industry and competitive analysis of the food and beverages sector in India.
The document provides information about a proposed juice company called Liquid Life Juice Company. It includes sections on the company's mission, index of contents, entrepreneurs, marketing theory the business is based on, target market analysis, competition overview, SWOT analysis, product details, 5-year financial plan, and manufacturing process. The company aims to produce and sell sugarcane juice packaged in tetra packs, targeting customers in Rawalpindi and Islamabad.
PURITY is launching a new coconut water product in the urban market. Coconut water meets consumers' demands for natural, additive-free beverages. PURITY's target markets are health conscious individuals (32%), sick people (43%), tourists (3%), and the general public (22%). Marketing will emphasize the product's quality, price, and taste. The objectives are to increase market share and sales while achieving profitability within 15 months. The marketing mix includes competitive pricing, nationwide distribution, television and print advertising, and good customer service. Research shows the product has potential for success due to its innovation and ability to meet consumer needs.
Strategic management project report finallllllllllllllllllllsaad ali
This document contains an analysis of Coca-Cola's strategic management. It includes an industry profile of the beverage industry in Pakistan, Coca-Cola's company profile, mission and vision statements, an analysis of Coca-Cola's micro-environment using Porter's five forces model, a SWOT analysis, and several strategic planning matrices to evaluate Coca-Cola's strategies and position relative to competitors like Pepsi. The document provides an overview of Coca-Cola's business and strategies in Pakistan.
The document discusses the Minute Maid brand of fruit juices owned by Coca-Cola. It provides details on the history and market share of Minute Maid in India. It then focuses on the launch of a new Minute Maid Pulpy Orange juice product, including target markets, production details, marketing strategies, and expansion plans. It ends with an economic analysis and suggestions for the brand.
Paper boat 2019 market analysis (factor analysis))Ramanjeet Singh
Paper Boat is a brand of traditional Indian beverages produced by Hector Beverages. It focuses on natural ingredients and flavors from local fruits. The survey found that while taste was rated positively, many felt it was not good value for money due to the price. Most respondents were familiar with the brand and willing to recommend it, but awareness could still be improved. The product is seen as reliable but some thought it was overpriced. Offering discounts and improved promotion could help increase repeat purchases.
This document provides a marketing plan for launching a fresh juice product called Fresh Vita by Fresh Vita (PVT) Limited Company in Rawalpindi, Pakistan. The plan includes an executive summary, company and product details, situational analysis including competitors and SWOT analysis, objectives, target market segments, and marketing mix strategy. The strategy focuses on positioning Fresh Vita as a high quality refreshing juice targeting students, workers and others needing energy. The mix includes product varieties, packaging, pricing at Rs. 17 per unit to attract customers, and promotion through various advertising. The goal is to increase market share and profitability by satisfying customers' needs for a refreshing drink.
The document presents a marketing plan for a new fruit juice product called Fresh Vita. It includes an executive summary that outlines the company mission, product details, target market of Rawalpindi, and promotional strategy. The plan then covers a situational analysis including competitors and SWOT analysis. It identifies the target customer segments and develops a marketing strategy and mix with objectives. Finally, it includes the budget, implementation plan, and control measures for the new product launch.
C&C Juice plans to establish a sugarcane juice business in Islamabad, Pakistan in 2015. They will produce and sell high quality sugarcane juice. Their marketing strategy involves targeting individual consumers, restaurants, and hospitals through advertising, promotions, and an affordable price. C&C Juice believes their competitive advantages are producing 100% sugarcane juice that is tasty, healthy, and has less fat and calories than other drinks.
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Gourmet Foods Final Report - Marketing - 2017
1. Gourmet
Project Outline
&
Table of Contents
A) EXECUTIVE SUMMARY: Page #
EXECUTIVE SUMMARY 4
BRIEF HISTORY 6
VISION STATEMENT 7
MISSION STATEMENT 7
STRATEGIC GOALS 7
B) SITUATION ANALYSIS:
EXTERNAL ANALYSIS
INDUSTRY ANALYSIS 8
COMPETITIVE ANALYSIS 10
MARKET ANALYSIS 14
ENVIRONMENTAL ANALYSIS (PEST) 20
INTERNAL ANALYSIS
SWOT ANALYSIS 22
CURRENT STRATEGY 23
CORPRATE CULTURE 25
C) STRATEGIC ANALYSIS
KEY STRATEGIC ISSUES (SCA) 27
IDENTIFICATION OF STRATEGIC ALTERNATIVE 28
ANALYSIS OF AND CHOICE OF ALTERNATIVES 29
ARGUMENTS FOR PREFERRED CHOICE 29
D) STRATEGIC RECOMMENDATION
FIVE YEAR ANNUAL OBJECTIVES 30
2. - 2 -
A) EXECUTIVE SUMMARY:
Gourmet a name that needs no introduction at least for the people
living in Lahore, with over 85 outlets throughout the city and still
growing in numbers they are referred to as undisputed leader in
Bakers and confectioners in Lahore. Keeping hold of their image in the
bakers and confectioners field they also entered the beverage industry
by first launching Mineral water giving Nestle a serious headache and
then by launching carbonated drink successfully.
The successful launch of gourmet’s carbonated drinks the industrial
analysis showed that the trend for juices is on a high because of
increase awareness of health consciousness among people. Taking this
into account and cashing onto the repute that gourmet has established
will surely going to help a lot. The competitive analysis identified that
the intense competition within the industry as the industry has some
humongous names in it (Pepsi, Coke, Nestle etc). Then applying
Porter’s five forces to the Pakistani beverage industry gave us a view
of the potential attractiveness in terms of profitability of the industry.
By doing PEST analysis we learnt that although the political situation of
the country is not very good but the GDP and per capita income has
increased and raised demand of FMCG’s. Also awareness about health
consciousness has increased a lot and people are accepting juices as a
social drink rather than a child drink and there are no technological
barriers to enter the industry as well. Then the SWOT analysis
reflected that the industry is full of opportunities obviously with some
weaknesses and threats but these using our current strengths these
opportunities can also add up to our strengths and overcome our
weaknesses. At the end the strategies for launching juices will be quite
similar that were used while launching carbonated drinks. The juices
3. - 3 -
will initially be launched only in flavors that are commonly accepted by
the public (orange, apple, pineapple, mango and mixed fruit). Will be
delivered to the customer in three different sizes 250ml, 500ml and
1liter and initially be sold only on gourmet outlets. Penetration pricing
strategy will be used with different pricing methods. Competition base
pricing strategy will be applied on 250ml juices for the other ranges
cost plus strategy will be used to get hold of the market. Along with
these strategies and the competitive advantages such as quality, price,
distribution and brand image it seems to be a fruitful venture. But
incase it doesn’t work out as planned a contingency plan is also there,
in which the juices will be distributed to local retailers and general
stores as people might be finding it inconvenient not to find it easily
and visit to the outlet for purchasing a juice. Further high intense
promotion will be done for causing awareness of nutritious diet. This
will surely help in increasing sales. We also have future plans to launch
these juices in other major cities of Pakistan and capture market
share.
4. - 4 -
Brief History
The word gourmet is from the French term, defined as "refined and
uncontrolled love of good food". Gourmet is an industry classification
for high-quality premium foods in the United States. Gourmet may
describe a class of restaurant, cuisine, meal or ingredient of high
quality, of special presentation, or high sophistication. Gourmet food is
characterized by high quality, accurate preparation, and artistic
presentation. This name “gourmet” was suggested by his daughter
who is living in America.
“Gourmet Bakers and Sweets” is the largest food retail chain of
Lahore. It is based in Lahore, the second largest city of Pakistan
known for its traditional foods and passion for eating. It was started
with a single outlet in Ichra in 1987 by Mr. Muhammad Nawaz
Chathha, in the begging they did not get good response which resulted
in shut down. He again started in 1992 at different place at Muslim
town, and Gourmet did not look back since then. Now with its 5
production units, 2 restaurants and 88 sales outlets, gourmet
outreaches to a huge population for their food needs.
Mr. Chathha the founder of Gourmet stared his business with 20
million rupees. He is holding the position of Managing Director of the
company. He was serving in Shezan Bakers as a General Manager and
later on he decided to make his own bakery. He started his business
through getting employees from Shehzan bakers in the beginning.
Gourmet produces a wide variety of bakery items, sweets and dairy
products and offers high quality services in their restaurants. Gourmet
has introduced many new items in bakery products categories which
were previously not in the market of Lahore. Gourmet stresses hard on
quality and taste of their products and making them affordable for
their customers at the best prices in the market.
5. - 5 -
The company has shown an explosive annual growth of more than
25% till 2006 in its business since this unique business was started in
1992. Recently gourmet shows 65% of annual growth in its business
from 2006 to 2009. With his commitment and strenuous effort 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 the moment Gourmet has
more than 4500 employees working in the organization.
Mission statement:
“Our mission is to provide quality products at lowest prices”
Vision:
“Leader of quality juice providers in the region by offering products
enjoyed in every home. This will be achieved from the dedication of
each employee in conjunction with supportive participation from
management at all levels.”
Strategic Goals:
The strategic goals are considered when company is thinking of the
long-term objectives. However, they are reviewed every year in the
annual meeting to make sure that they are in line with the changing
environment.
To project an outstanding product image by providing best
quality in our products.
After successful launching in Lahore we intent to grow our
distribution network of juices in all major cities of Pakistan.
Being an agriculture country there is sufficient demand for
Pakistani juices in international market. Therefore, after studying
6. - 6 -
international beverage market we’ll plan to introduce our product
in international market.
To increase the market share from the preceding year.
B) SITUATION ANALYSIS:
External Analysis:
Industry analysis:
Different segments which come under beverage industry are:
carbonated drinks, fruit juices and mineral water; for the purpose of
this study, we are confined to the fruit juice segment.
Currently in Pakistan, there are 34 fruit juice/ pulp processing units
and a number of small units in the informal sector are working. The
present installed capacity is estimated around 800,000 metric tons per
annum with a demand for juices growing at a combined annual growth
rate of 31%. The fruit juice industry reported sales of 11.32 billion
Rupees in year 2007.
0
2
4
6
8
10
12
2004 2005 2006 2007
Annual Sales of Juices in
Pakistan
Most of the fruit juice manufacturing units are operating in Lahore,
Sargodha, Bahawalpur, Hyderabad, Gujranwala, Hatter, NWFP and
Karachi.
The market can be categorized in terms of product content and there
are three major product contents available:
7. - 7 -
The canned juice market initially covered brands like Nestle, Pulpy
Minute Maid, Shezan and many others. These were fruit juices and
nectars and not drinks. But they did not make a mark in the market
due to reasons such as high price, unattractive packaging and lack of
right promotion program.
Nestle started its business in Pakistan in 1988, and since then its juice
market in increasing day by day right now there are only a few
companies in Pakistan which has a great market value and are the
best selling people.
In the early 80’s only 20% of the whole population had the knowledge
of Natural flavor. From 1990 to 2000 media played western culture
played an important role in the awareness of people and people
started using the Juices.
Traditionally, fruit drinks in Pakistan were aimed at children, but these
days the fruit juice manufacturers are focusing on young generation.
The nutritive value of real fruit beverages is far greater than that of
synthetic products, which are being bottled and sold in large quantities
throughout the country. The companies working in this industry will
have to organize various promotional activities from time to time
mainly to educate the consumers about packaged fruit juice, that it is
as pure and nutritious as fresh juice.
Slowly but surely packaged fruit juices are getting recognized as social
drinks now, with dominant consumption being observed in the
company of family and friends. Consumers are starting to perceive
fruit juices at home in 1 liter packs. People have started to perceive
fruit juices as anytime beverages, with consumption being spread
more or less evenly between the mid mornings, afternoons and
evenings.
8. - 8 -
MAJOR PLAYERS:
NAME NAME
Nestle
Fresh Juices Fruit Sap
Shezan Pakistan Fruit Juices
Indus Fruit Juices Kamran Distributors
Tops Foods & Beverages Popular Food Industry
Shaheen Foods Mitchells
Malik Food Industry Benz Industries
Competitive Analysis:
The beverage industry in Pakistan is highly competitive and is further
divided into different segments
1. Carbonated drink
2. Tea/coffee
3. Fruit juice
4. Mineral Water
Each segment has global players in it with history of success. As for
example the soft drink industry is dominated by the basic carbonated
range of traditional giants Coca-Cola and PepsiCo. Pepsi cola is the
market leader of carbonated water in Pakistan. A number of domestic
players tried to get themselves into the industry but they relied totally
on emotional selling of their products. As a result very quickly they
were thrown out of the business. But the entry of Gourmet in soft
drink industry has shown great signs and people are looking to buy
gourmet’s soft drinks, surely because of the big price difference
gourmet is offering on its beverages.
Fruit juice industry in Pakistan is also highly saturated. Nestle being
the leader is followed by the domestic players such as Shezan and
Country Juices. As compared to the domestic players in soft drink
9. - 9 -
industry that tried to emotionally attach the consumers with their
products these firms have survived on the basis of their quality.
One of the biggest problems that the people of Pakistan are facing
today is the absence of clean drinking water. As a result many water
supplying firms came into existence. Being necessity of life and its
absence made many firms work their way in supplying distilled water.
They key names include Nestle, Sufi, Aquafina, Kinley but the
introduction of gourmet water has given a serious headache to all
these players.
10. - 10 -
Product category
Carbonated
water
Fruit juices Mineral water Energy drink Flavored
milk
Pepsi Pepsi
7-up
Miranda
Diet Pepsi
Diet 7-up
Mountain Dew
Tropicana Juices
Orange
Apple
grapefruit
Aquafina
Coca-
Cola
Coca Cola
Fanta
Sprite
Diet Coke
Sprite Zero
Kinley
Nestle
Milk
Pak
Nestle Juices
Apple
Orange
Grape
others
Pure life Milo
Red
Bull
Red Bull
Others RC cola
Pakola
Amrat Cola
Mecca Cola
Zam Zam cola
Shandy
Shezan
Maza
Kwikool
Tops
Tang
Sunsip
Rooh Afza
Malee
Mitchells Squash
Jam-e-shereen
Aquasafe
Sufi
Masafi
Eagle
Blue Ox
Energile
Ovaltine
Horlicks
11. - 11 -
Porter’s forces of competition:
Supplier power:
i. Nature has blessed Pakistan with an ideal climate for
a wide range of delicious fruits. So there will be no
such thing as supplier monopoly, as we are not
dealing with something that’s supplied by only a
couple of people.
ii. There might be some degree of differentiation of the
inputs as fruits from different territories have a bit
different taste.
Buyer power:
i. Buyer power in terms of volume buying is not high.
But in terms of his or her experience, because a
buyer having a good or bad experience will
immediately share it with others and may affect
other buyers behavior.
ii. The switching cost from one product to another is
almost nonexistent which empowers the buyer.
iii. The number of substitutes is so much high that any
mistake in distribution will make buyer to use other
product to fulfill its need.
iv. Buying behavior is inclined more towards price
sensitivity rather than quality or brand loyalty.
Barriers to entry:
i. Luckily there are no barriers to enter the market on
part of the government.
ii. The industry is easy to enter as the technology is not
a very complicated one and the assets are not very
specialized ones.
12. - 12 -
iii. Considering that the behavior of general consumer is
price driven therefore it also encourages others to
enter the market.
Threat of substitutes:
i. A large number of substitutes are available in
beverage industry.
ii. Because of highly competitive industry there is no
switching cost of buyer from one product to another.
iii. The buying behavior of customers is more sort of
price depended rather than taste.
Degree of rivalry:
i. Intensity of rivalry in beverage industry is very high.
Big brands such as Coca-cola, Pepsi, Nestle, Shezan,
Country etc. are competing in this industry.
ii. As the beverage industry itself is very vast for
instance soft drinks, hot drinks, mineral water and
juices no of direct and indirect competitors is also
large.
iii. Most of the brands in competition are world
recognized giants.
Market analysis:
I) Segmentation:
Segmentation Variables Data
Geographic
Country Pakistan
Cities Lahore,Islamabad,Karachi
Density Urban, Semi urban
Climate Hot and Dry
13. - 13 -
Demographic
Age 10 and above
Marital Status Married, Unmarried
Income Rs. 10, 000 or above
Psychographics
Social class Middle class, Upper class.
Behavioral:
Occasions Regular Usage
Regular Benefits Quality, Taste & Nutrition
User Status First time user
Readiness Stage Awareness
Positioning
Gourmet will position itself as a no – compromise drink where a person
does not have to make any compromise with the fun element of
having the refresher and the health element and that it is also socially
appreciated/ accepted.
II) MARKETING MIX
Product:
We’ll be adding up to the number of product line’s Gourmet is
currently offering by introducing Gourmet juices. People have quite a
number of options when it comes to quench the thirst pure water,
carbonated drinks and juices. To fulfill this need we will be offering
pure juices to the market. Juices are considered to be nutritious and
good for health. With high health consciousness among the people
these days it has become any time product, it could be used in
breakfast, noon, evening any time as it doesn’t have any bad affect
on the health. Gourmet juices will be launched in three different sizes
14. - 14 -
250 ml, 500 ml and 1 liter. The 250ml and 1 liter juices will be
presented in tetra packaging where the 500 ml juice will be delivered
in pet bottles. The reason for offering the product in three different
packaging is to target different segments of the market e.g.
households, children and youngsters. The juices will be launched in the
flavors that are very well accepted by the market i.e. Mango, Apple,
Orange, Pineapple, Mix fruits. The packing will have the picture of the
particular fruit and Gourmet label and it will be called Gourmet Juice.
While offering juices of very common flavors there is nothing much to
offer something different. But for the sake of differentiating our juices
from the rest we’ll be offering them at comparatively lower prices than
our competitors. So the length that will be offered in this product line
will be five, referring to the different flavors that we’ll be offering, and
the depth will be three, referring to the different sizes in which the
product will be offered. Launching juices will be following a product
overlap strategy as gourmet is already serving in mineral water and
carbonated water product line and introducing another product line
that fulfils the same utility (thirst quenching) will provide indirect
competition to those line ups and will be affecting their sales. But all is
done to achieve increase market share and in crease growth.
Currently we are offering:
MANGO
APPLE
ORANGE
PINEAPPLE
MIX FRUITS
15. - 15 -
Nutrition Facts:
Serving Size 250 ML
Servings per Container: 1
Vitamin A 0% Vitamin C 80%
Calcium 2% Iron 1.5%
Thiamin 10% Riboflavin 4%
Niacin 4% Vitamin B 66%
Foliate 20% Magnesium 8%
Price:
Price is a very important part of the marketing mix as it can affect
both the supply and demand for any product. The price of Gourmet’s
beverages is one of the most important factors in a customer’s
decision to buy. Price will often be the difference that will push a
customer to buy our product over another, as long as most things are
fairly similar. For this reason pricing policies need to be designed with
consumers and external influences in mind, in order to effectively
achieve a stable balance between sales and covering the production
costs.
Price strategies are important to Gourmet because the price
determines the amount of sales and profit per unit sold. Businesses
have to set a price that is attractive to their customers and provides
the business with a good level of profit. Even in the past while
launching Gourmet Cola they opted for Penetration pricing to get hold
of some of the market share and even now while launching juices
penetration pricing will be used. Under this strategy we’ll be using two
pricing methods Cost plus pricing and Competition based. Competition
base pricing will be used for 250ml juices as the competitors are
already selling it at a very low price and pricing our juices higher than
their prices will not attract the customers and placing it lower will be of
16. - 16 -
no use as there is not a big profit margin in that size. While for the
other sizes we’ll be using cost plus strategy to penetrate into the
market. The prices will be as follows
250 ml Rs. 12
500 ml Rs. 24
1000 ml Rs. 45
Shipping Units
250 ml 36 Packs/ Shrink-wrapped tray
500 ml 24 Packs/ Shrink-wrapped tray
1000 ml 12 Bottles or Tetra Packs/ Carton
Place
Selecting the most appropriate distribution channel is important, as
the choice will determine sales levels and costs. The choice for a
distribution channel for any business depends on numerous factors,
these include:
• How far away the customers are
• The type of product being transported
• The lead times required
• The costs associated with transport
There is one problem that you can’t find Gourmet beverages from any
shop like its competing brands (Pepsi, Coca Cola, nestle, shezan etc.)
are found. You can find these brands from any general store where as
Gourmet soft drinks are only available in their own outlets. But now
they have more than 90 outlets in Lahore which cover almost every
part of Lahore so people use to travel a little far to have Gourmet soft
drinks. Even that was not enough so gourmet beverages are also
available now on the general stores located nearby. Placing the
17. - 17 -
Gourmet beverages to other general stores as well will definitely result
in increased sales and more market share.
Promotion:
In today’s competitive environment, having the right product at the
right place at the right time may still not be enough to be successful.
Effective communication with the target market is essential for the
success of the product and business. Promotion is the p of the
marketing mix designed to inform the marketplace about who you are,
how good your product is and where they can buy it. Promotion is also
used to persuade the customers to try a new product, or buy more of
an old product. The promotional mix is the combination of personal
selling, advertising, sales promotion and public relations that it uses in
its marketing plan. Above all promotions refers to mainstream media:
Advertising through common media such as television, radio,
transport, and billboards and in newspapers and magazines. Because
most of the target is most likely to be exposed to media such as
television, radio and magazines, Gourmet has not carried out
promotional activities for its products until the launch of its beverages
to ordinary retailers. The simple reason for that was they used to sell
their products only on their own outlets but after the increased
demand of their gourmet colas they started to distribute it to other
shops as well apart from their own outlets. And same approach will be
used with the gourmet juices as well, the juices will only be sold at
their own outlets and electronic media will be used for the promotional
activities as it is the most powerful source of information in Pakistan
now days. The promotions will be intended to increase awareness of
health consciousness among people. The promotions will be kept low
profile.
18. - 18 -
Environmental Analysis:
PEST Analysis:
Political analysis
Political scenario in Pakistan has seen many important changes in
recent years. The political environment directly influences all the
industries working in the country. Similarly the production distribution
and use of Gourmet’s products are subject to some federal laws, such
as the Food and Drug Act. The businesses are subject to the
Government stability in the countries as the businesses are directly
subjected to the taxation policy of the country they are operating.
They also have to comply with federal, state and local environmental
laws and regulations.
Economic analysis
Despite inhospitable domestic and international environment resulting
from the either the global recession or due to the terrorism acts,
Pakistan’s economy grew by 2 percent in the financial year 2008-09
according to Economic survey 2008-09. Reports have shown increase
in GDP, increase in per capita income and increase in IT development
as well which are positive signs for the industry but there are some
negativities as well. Like all the other companies are subject to the
harvest of the raw material that they use in their soft drink and juice,
like corn, oranges, grapefruit, vegetables etc. – Gourmet also relies
heavily on trucks to move and distribute many of their products, fuel is
a very important subject, so they are subject to the fuel prices.
Moreover, there has been a crisis in the production of sugar in
Pakistan, with prices sky rocketing. Another crisis that Pakistan is
dealing is the shortage of electricity. Such economic factors have
resounding impact on such industries and increase the cost of goods.
19. - 19 -
Socio-culture analysis
The population of Pakistan is on the rise where as the health
consciousness among the people is also a lot more than it has been in
the past. The age distribution of Pakistan is also very balanced, major
portion of its population consists of youth. Gourmet beverages and
moreover Juices are subject to the lifestyle changes as the awareness
of health consciousness is rising in the people now. Socioculture
impacts hugely such industries where the carbonated water industry
has ruled but now the trend of health consciousness is taking place
which give a positive signs for entering juice industry. Gourmet has to
pay a special attention on the lifestyle changes. Further Income of
people is increasing more trends towards FMCG. Further a major social
trend in the rural areas of Pakistan has been a shift from presenting
guests with drinks such as lassi towards such beverages. All these
situations are calling for new and new opportunities and investors.
Technological analysis
Pakistan is considered as developing country. Although it is a nuclear
power yet it lacks behind in other technologies. Technology plays a
secondary role in this industry, as it is not heavily dependant on
technological advancements like the consumer electronics industry, or
the software industry. Because beverage products are non-tech based
in nature, technology in this industry is therefore limited to function as
a catalyst to improve production capacities, speed of product
manufacturing cycles, inventory management. It has to pay attention
to the new distribution techniques as well. Even though one have to
take into account that specialized factors involve a heavy and
sustained investment, but also at the same time if one is able to
achieve them, he could generate competitive advantage.
20. - 20 -
INTERNAL ANALYSIS
SWOT Analysis
Strengths
i. The Name of the company
ii. Established distribution network
iii. Repute for producing quality products
iv. For all times and for all ages
v. Outlets recognized for its good environment
vi. No complains on the quality
vii. Strong financial backup
Weakness
i. High cost of production
ii. Limited distribution network
iii. No participation in social development
iv. Advertisement is weak
Opportunities
i. Increasing population
ii. Increasing per capita income
iii. Increase in demand of FMCG
iv. Health consciousness
v. Technological progress
vi. Changing lifestyle
vii. Increased demand in rural industry
viii. Increased demand in pure juices
ix. Small number of pure juice producers
x. Introducing new taste ranges
21. - 21 -
xi. More segments can be targeted
xii. Exports can be made
xiii. By increasing advertisement and creating awareness
sales will increase
Threats
i. situation not up to mark
ii. Political ups and downs
iii. Increase in foreign imports of beverages
iv. Rising Inflation
v. Strong campaigns from competitors
vi. This product is seasonal Law and order
vii. Less awareness of health
viii. Main competitors are international giants of industry
ix. Rising prices of sugar and sugar substitutes
CURRENT STRATEGY:
Firstly we are offering a consumer base product, secondly the product
belongs to a very competitive industry the beverage industry. In it we
have a number of direct competitors as well as indirect competitors
ranging from multinational firms to domestic firms with history of
success behind them. While delivering a product a manufacturer can
opt for either of the two strategies Supply lead strategy or Demand
lead strategy. Because of the extreme intensity of competition in
beverage industry we’ll be entering the industry with demand lead
strategy. Further because of the intense competition we’ll be facing
high Elasticity of Demand. Getting into the market and surviving there
with the names such as Pepsi, Coke, Nestle, Shezan etc requires more
than just quality. Moreover the success of Gourmet cola has revealed
the trend that the consumer marker is price driven. The increase in
sales of Gourmet soft drinks is not because of their superior taste.
22. - 22 -
Everyone knows that their taste is not as good as international brands
are giving but their prices are low. Mostly Gourmet drinks are used in
1.5 liter which is of Rs. 45 and other big brands are of Rs. 60. Similarly
lesser prices are not the only factor contributing to the sale increase of
their soft drinks, if only that would’ve been the case the other
domestic players like Amrat cola, Maka Cola etc would’ve never
diminished. Other reason is their outlets, which are very neat & clean
and give a high quality look. Generally people like Gourmet outlets
environment and believe that products are of good quality. So our
strategy for launching juices will be quite similar as we’ll be
differentiating our product on basis of price from our direct
competitors such as Nestle, Shezan etc. because the name Gourmet is
recognized for its quality products in the minds of people of Lahore.
We’ll be launching juices in the most commonly accepted flavors like
Apple, Orange, Mango, Pineapple and Mixed Fruit in three different
packaging to get hold of different segments of consumer market i.e.
children, households and youth. Getting into industry of highly intense
competition will also require us to be very rational with the pricing
strategies as price higher than our competitors and customer will not
be inclined towards buying our juices. Price will be the difference that
will push a customer to buy our product over another, as long as most
things are fairly similar. The 250 ml juices will be sold on the same
prices as the others in the market are currently selling as there is not
enough profit margin that we can reduce and we’ll be using
competition base pricing for this range of juices whereas for other
sizes we’ll use cost plus pricing to penetrate into the market.
23. - 23 -
CORPORATE CULTURE:
Gourmet’s Corporate Culture possesses an autocratic style as all the
major decisions are made by the management without considerable
consultancy of employees. The manager is used to give instructions.
They tell employees what to do instead of asking for their opinion on
the matter in hand. The managers (Mr. Rizwan Chaudhry, Zubair and
Syed Ali Raza Naqvi) are the only persons contributing to the decision
making process in the business.
The work environment is dynamic and friendly, never a dull moment at
Gourmet. They have a small and casual team, but very professional
about their duties. Gourmet is one of largest group of food chain in
Lahore and thus endless potential to learn and to grow.
Gourmet’s corporate culture based on a set of fundamental principles
and values. These are:
• High commitment to quality food
• Respect of other cultures and traditions
• Commitment to strong work ethic
• Personal relations based on trust and mutual respect
• Being committed to work and quality
• Preferring the long-term perspective to short-term thinking
They're proud of these traditions and heritage, and as times change,
these core values keep evolving.
24. - 24 -
ORGANIZATIONAL/ HIERARCHY CHART OF GOURMET:
Director
G.M Production
G.M Market
Assistant General Manager
Area Managers
Branch Supervisor
Assistant Branch Supervisor
Complaint Manager/ Auditor Purchase Manager
Store Supervisor
Salesman Gate Keeper
Purchaser
25. - 25 -
C) STRATEGIC ANALYSIS
Key Strategic Issues:
Gourmet Baker’s core competency and competitive advantage can be
classified as following:
Quality
Gourmet Bakers strive very hard to deliver the best quality products to
their consumers and stress heavily on quality control both in their
production areas and outlets.
Freshness
Gourmet is very focused at ensuring the freshness of the products that
are provided to their customers because this is one major issue when
it comes to the food items category.
Prices
Gourmet Bakers offer the best prices in the market which is a prime
competitive advantage for them. This has been a key reason for the
rapid growth of their sales revenues and demand for their products.
Distribution
They have a well developed distribution network. As there are over 88
outlets in Lahore and the distribution to all those outlets is carried out
through their personally owned distribution. For delivering Cola to
other retailers they have hired third the services of party logistics
which ensures efficient and on-time delivery of products.
Brand image
One major growing advantage for Gourmet is their brand image, which
has been improving and growing over time due to the reason that they
are providing highest quality products at the best prices in the market.
Their brand image has been further supplemented due to the fact that
they ensure standardization of products and uniformity of prices
throughout their 88 outlets.
26. - 26 -
IDENTIFICATION OF STRATEGIC ALTERNATIVE:
While launching a product there is no single strategy that can
guarantee the success of your product. Therefore we’d have more than
one strategy that can be used as backup strategy if in case our prior
strategy failed to get the desired results. That’s why any good
marketer will develop an alternate strategy for such reasons. The last
tactic, that is used when a product is finding it really hard to get
attention of customers, is that the prices are lowered to get the people
to atleast try the product for once. Gourmet instead stepped into the
beverage business with this strategy placing its cola at such a lower
price that the people considered it worth a try and with the renowned
name of Gourmet for its quality products it worked for them. The same
strategy would be applied while launching juices.
Incase it doesn’t produce the desired results that it produced with their
cola’s something different will have to be done. The alternate
marketing strategy will seek to first create customer awareness
regarding product, develop the customer base and work towards
building customer loyalty. Gourmet Juices will seek to communicate
the message that it is the natural and healthy juice in the market and
will help them in not compromising on health. This message will be
communicated through a variety of methods with the communication
tools/ promotional mix. Investments will be made to create this
awareness among the people. The ads and the promotional activities
will be concentrating only on the cities in which Gourmet Juices are
served hence the main weightage will be given to the local media.
Because this was one aspect of the marketing mix that was not fully
utilized to its full potential even while launching cola’s but luckily it
succeeded but in case of juices this alternate strategy will be used.
27. - 27 -
At start we would provide these juices in gourmet outlets and for
getting the desired results and to provide our product within an easy
access to our precious customers we’ll placing juices at most of retail
shops. Gourmet Bakers have used this strategy with Cola’s as well.
ANALYSIS OF AND CHOICE OF ALTERNATIVES
As mentioned before reducing the price of the product is the last tactic
that marketers opt, for increasing the sales but in case of Gourmet the
prices are already very cheap. If the product even doesn’t click the
market then there are not many options available than to quit. But
because of the strong financial back bone of Gourmet we can
withstand such situation for some time and work on intensive
promotion to create more and more awareness of health
consciousness. Because what advertisement does it converts wants
into needs and can help in improving sales. The second alternative will
be make the juices available to common retail stores as gourmet has
only 88 outlets that might not cover the entire Lahore city which is on
the grow. As some people may find it inconvenient to travel to
gourmet outlets for making purchase of juices, the substitutes of which
are easily available at any retail store. This will provide convenience to
customer and convenience is what the customer is looking for.
ARGUMENTS FOR PREFERRED CHOICE
The reason for selecting the current strategy is that using the same
strategy gourmet launched its Cola’s and they are a success. Using the
same strategy is expected to deliver very similar results, because
Gourmet doesn’t need high promotion for its new product when
launching it only in Lahore. Everyday thousands of people visit their
outlets which is serving the purpose of promotion for them. And
intensive promotion is kept as a backup that if incase it fails to
28. - 28 -
produce the desired results extensive promotion will be carried out to
create awareness about the product.
FIVE YEAR ANUAL OBJECTIVES
These are:
To continue to be an organization providing the quality products
to the valuable customers.
To project an outstanding corporate image.
To satisfy the customer through extra ordinary service and an
excellent service along with the complete tactical and operational
support.
To capture 50% of beverage market in Lahore.
To provide our product in all major cities of Pakistan and within
access of every targeted valuable consumer.
To build an image of Gourmet juices in International Market.