This presentation outlines the marketing strategy of Gourmet, a bakery and confectionery company in Pakistan. It discusses Gourmet's history and founding in 1987. The presentation covers Gourmet's objectives, growth rate, product line, market segmentation, marketing mix, SWOT analysis, competitors, and strategies for customer relationships, product lifecycles, and brand development. It aims to promote Gourmet's leadership in the bakery industry through quality products and superior customer value.

2. MARKETING
PROJECT

3. Chamky ghar gharmain…!!
Presentation

4. PRESENTED BY:
 NEHA SALEEM ROLL NO # 07
 MEHWISH TAIQ ROLL NO # 37
 MAMOONA IZHAR ROLL NO # 03
 FATIMA IZHAR ROLL NO # 48
 IQRA NASEEM ROLL NO # 38
PRESENTED TO:
PROF.AYESHA FAROOQI

5. Outline
 HISTORY OF GOURMET
 VISION AND MISSION
 OBJECTIVES
 GROWTH RATE OF GOURMET
 BCG MATRIX BUSINESS PORTFOLIO OF GOURMET
 PRODUCT LINE
 MARKET SEGMENTATION
 MARKETING STRATEGY & MARKETING MIX (7 P'S)
 TARGETING
 MARKETING ANALYSIS OF SWOT AND PEST
 COMPETITORS OF GOURMET
 CUSTOMER RELATIONSHIP
 PRODUCTS LIFE CYCLE
 BRAND FAILURE
 BRAND DEVELOPMENT

7. GOURMET HISTORY
 Gourmet: food expert
 Founder&CEO : Mr. Muhammad Nawaz Chatta
 Started at : Ich`chra Lahore
 1987
 Fresh, healthy and hygienic food

8. GOURMET HISTORY:
 Head office: Lahore, Punjab, Pakistan
 Processing unit: 7
 Outlets: 100

9. MISSION AND VISION

12. GOURMET OBJECTIVES

13. GOURMET OBJECTIVES
 profitable customer relationship by delivering superior
value.
 products those can increase targeted market.
 leader in the bakery and confectionary industry.
 quality product to the target market.

14. GROWTH RATE OF GOURMET

15. GROWTH RATE OF GOURMET
 Annual Growth Rate More Then 25%
 No of Employees 5000+
 No of Location 250+
 Largest Bakers and Confectionaries

16. BCG MATRIX OF GOURMET

18. PRODUCT LINE

19. PRODUCT LINE
 Sweets
 Bakers
 Daily product
 Filtered water
 Beverages

20. MARKET SEGMENTATION

21. MARKET SEGMENTATION
Consumer can be groped and served in various ways based on following
suggestion variable.

22. MARKET SEGMENTATION
 Geographical Segmentation
 Demographic Segmentation
 Psychographic Segmentation
 Behavioral Segmentation

23. Market TARGETING

24. Market TARGETING
 Does not impose an income barrier to its client.
 Caters all kind of people with different incomes.
 Target all segments of customer.

25. MARKETING MIX (7PC’s)

26. 7P`s OF MARKETING
PRODUCT
PRICES
 PROMOTION
 PLACE
 PACKAGING
 POSITIONING
 PEOPLE

28. COMPETITIVE STRATEGY
 Quality
 Freshness
 Prices
 Distribution

29. SWOT ANALYSIS

30. 1.STRENGHT:
 Pricing Power
 Size Advantages
 Cost Advantages
 Unique Product
 Brand Name
2.WEAKNESSES:
 High Staff Turnover
 Online Presence
 Week R&D
 Week Supply Chain
 Customer Service

31. 3.OPPORTUNITIES:
 Innovation
 New Services
 New Technology
 New Product
 New Markets
4.THREATS:
 Volatile Currencies
 Govt Regulation
 Change Tastes
 Political Risks
 Products Substitute

32. PEST ANALYSIS

33.  Political
 Economical
 Social
 Technological

34. GOURMET COMPETITORS

35. GOURMET COMPETITORS
 Bundu Khan
 Shezan Bakers
 Doce
 Cakes & Bakers
 Butt Sweets

36. GOURMET PRODUCT LIFE CYCLE STSTERGY

37. PRODUCT LIFE CYCLE
The sell of gourmet are still in increasing phase so it line
are growth stage on the product life cycle

38. BRAND FAILURE PRODUCTS
OF GOURMET

39.  Washing Detergent For Cloths
 Dishwashing Soap
 Gourmet Roll
 Samosa Patti
BRAND FAILURE PRODUCT

40. CUSTOMER RELATIONSHIP

41. CUSTOMER RELATIONSHIP
Market objective:
Effective use of market and marketing research to identify
the need and wants of customer.
Marketing strategy:
Gourmet bakers adopted customer ‘s oriented marketing
strategies to attract customers as much as it can.

42. BRAND DEVELOPMENT

43. Existing product New product
Existing product
Marketing penetration
New ice-cream flavor packaging of
milk, changed new jams flavor
Product development
Bon vivant
Candies, toffees, dry milk etc.
Market Development
Supplier to many burgers and pizza
vendors
Diversification
Restaurant business catering service
Suppose(Gourmet university),GNNNew product