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    Gourmet Beverages

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    Mahmood Sadiq
    Gourmet is a Pakistani food and beverage company that began as a small shop in Lahore. It offers products like milk, bread, jams, candies, ketchup, and beverages. The document focuses on Gourmet's beverage line and marketing strategy. Gourmet aims to provide quality products at affordable prices. It targets all socioeconomic classes and positions itself as a competitively priced yet quality brand. Gourmet uses attractive packaging and labels along with promotions and a wide distribution network. Its growth strategy involves expanding availability while maintaining competitive prices.

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    Gourmet Beverages

    Uploaded by

    Mahmood Sadiq
    574 views30 pages
    Gourmet is a Pakistani food and beverage company that began as a small shop in Lahore. It offers products like milk, bread, jams, candies, ketchup, and beverages. The document focuses on Gourmet's beverage line and marketing strategy. Gourmet aims to provide quality products at affordable prices. It targets all socioeconomic classes and positions itself as a competitively priced yet quality brand. Gourmet uses attractive packaging and labels along with promotions and a wide distribution network. Its growth strategy involves expanding availability while maintaining competitive prices.

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    Gourmet is a Pakistani food and beverage company that began as a small shop in Lahore. It offers products like milk, bread, jams, candies, ketchup, and beverages. The document focuses on Gourmet's beverage line and marketing strategy. Gourmet aims to provide quality products at affordable prices. It targets all socioeconomic classes and positions itself as a competitively priced yet quality brand. Gourmet uses attractive packaging and labels along with promotions and a wide distribution network. Its growth strategy involves expanding availability while maintaining competitive prices.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    574 views30 pages

    Gourmet Beverages

    Uploaded by

    Mahmood Sadiq
    Gourmet is a Pakistani food and beverage company that began as a small shop in Lahore. It offers products like milk, bread, jams, candies, ketchup, and beverages. The document focuses on Gourmet's beverage line and marketing strategy. Gourmet aims to provide quality products at affordable prices. It targets all socioeconomic classes and positions itself as a competitively priced yet quality brand. Gourmet uses attractive packaging and labels along with promotions and a wide distribution network. Its growth strategy involves expanding availability while maintaining competitive prices.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 30
    At a glance
    Powered by AI
    The key takeaways are that Gourmet deals in various bakery, dairy and beverage products and aims to provide quality products at affordable prices to cater to all social classes in Pakistan.

    Gourmet deals in bakery products like bread and pastries, dairy products like milk and ice cream, and beverages like soft drinks, juices and flavored drinks.

    Gourmet's pricing strategy is market penetration through competitive low pricing compared to competitors Pepsi and Coke. It aims to fill the gap left by higher prices of other brands.

    Presented By:

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

    Table of Contents:

    Introduction Historical Background

    Distribution strategy STP strategies Competitive strategy Product life cycle strategy

    Mission & vision


    Product strategy

    Advertisement strategy

    Product range/ line extension Pricing strategy Promotional strategy

    Challenges &
    Opportunities Faced by Gourmet

    Current Marketing Strategy

    Historical Background :
    History: In the area of Ichchra, Lahore, GOURMET took start with a small shop

    Gourmet Means :

    A person like having good and quality food

    Chaudhary Muhammad Nawaz Chattha, the Founder and Chairman of GOURMET, started his journey with the unique concept of hygienic and healthy food
    Ata ul Hassnain

    Business sector:
    Gourmet deals in the Following

    Bon Vivant Bakery Mithai Pasteurized Milk Powder Milk Ice Cream Bread Jams Candies and Toffees Ketchup Beverages Halwas

    Ata ul Hassnain

    Area of Choice:
    We Choose Gourmet Beverages

    Mission Statement:
    In this age of rapidly changing life styles consumers are driven to change their eating habits constantly. GOURMET responds to their desires and extended its existing product line. GOURMET has built a huge network of retail shops all over Lahore and Faisalabad

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

    Product Strategies:
    The Product Strategy of Gourmet is :

    Attractive Labeling Strong Brand Name


    Variations in the Packaging Material
    Ata ul Hassnain

    Product Line:
    Here are the beverages which gourmet is offering

    Cola Lemon Malta Apple Twister Soda Ice-Cream Diet Cola Diet Lemon Bon Vivant (Premium Cola)

    Pricing Strategy:

    The Gourmet is having Market penetration strategy by purposing Low price than Pepsi and Coca cola In Beverages Industry there was a gap left by Pepsi and Coca cola, Gourmet fill that gap with low prices

    Promotional strategy:

    As gourmet is already offering low price to the Consumer so that they dont offer consumer promotion but trade promotions to their distributors Some of the Schemes are as following
    On the purchase of two pet one bottle free On the purchase of four pet two bottles free

    Channel of Distribution:

    Well Gourmet has a great Supply chain. Which is also a Unique plus point of it Gourmet has About 120 outlets in Lahore and Faisalabad. But Gourmet is Serving its Beverages in all over the Country The Company has its own Distributional Structure by which they serve there customer effectively and efficiently.

    Distributors

    Territory Sales Officers

    Area sales Manager

    Regional Sales Manager

    General Manager

    Segmentation:

    Gourmet Segmented the market Geographically and by the life style

    Ata ul Hassnain

    Targeted Audience:

    Gourmet targeted the price conscious people, those who were not satisfied by paying 75Rs for a 1.5 litter

    Positioning:

    The Gourmet perceptually positioned itself as a Brand of price competitive and quality products The physical positioning of Gourmet Beverages is on low Price

    Differentiation:

    Gourmet is the only beverage company in Pakistan which provide soft drinks with price competiveness and standard quality People perceive the products of the company are available at low price with good quality

    Competitors:

    We are new players in the beverage industry so we still dont consider any one of our competitor we are just capturing the Market as a whole GM(Sales & Marketing)

    But in market Pepsi and coke consider Gourmet as their competitor in Pakistan

    Ata ul Hassnain

    Product life cycle strategy:

    The sales of Gourmet are still in increasing phase so it lies in the Growth stage on the product life cycle

    Advertisement strategy:

    This add is not launched yet. . .

    Review of Add:
    Having a Concentrated view of this Add we came to know that Gourmet: Targets all Social Classes Depicts the folk Culture of Pakistan Depicts the folk Culture of Pakistan Capture Traditional and Religious Events and festivals

    Achievement in Advertising:

    Gourmet has won a PAS (Pakistan Advertisers Society) Award for Best Retail Campaign in 2013

    Challenges & Opportunities Faced:

    Pepsi and coke had never reduced their prices in Pakistan expect Ramadan For the very first time Pepsi and Coke had to reduced the price of their 1.5 ltr back in 2008 from 75Rs to 70Rs. So there was a opportunity which Gourmet avail and lunched a pet bottle on the Competitive price of 60Rs.

    Continued:

    Pepsi and Coke reduced their price at 65 but soon after Pepsi had to raised their price to maintain the standard and quality. By this opportunity Gourmet hit exactly on the need of consumer by offering low price product with good quality And hence the customers switched from Pepsi or Coke to Gourmet

    Current Marketing Strategy:

    Gourmet is now focusing to expand the business geographically Product availability via eye view Competitive price to Penetrate the Market A Decent and well managed supply chain

    Message of GM:

    Gourmet as an organization was built keeping in mind the fact that we need to cater the Pakistani population as a whole. This mean we cater to upper class, middle class and lower class. Being price competitive and at the same time quality conscious endorses the above mention statement. GM (sales and Marketing) Yasir Irfan Siddiqi

    Ice Cream

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