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FINAL PROJECT TOPIC: “Marketing Strategies of Gourmet VS Shezan.”
Students Presenting the Assignment are:-
• Prof. Ramzan
SHEZAN BAKERS & CONFECTIONERS
INTRODUCTION & PROFILE
Shezan bakers are the leading bakers & confectioners of Lahore for over two decades. They are known for their pure and high class ingredients, the best quality and hygienic environments. Profile of the Shezan Bakers and Confectioners is as follows:-
SHEZAN BAKERS AND CONFECTIONERS (PVT) LIMITED
REGISTERED OFFICE ADDRESS:
1-ABID MARKET, MOZANGCHUNGI LAHORE Rs.30000000 Rs.21038000 CH. MUHAMMAD AFZAL 36-MAIN GULBERG, LAHORE 6/30/1980 Rs.300000 Rs.210380 20
AUTHORISED CAPITAL: PAID UP CAPITAL: CEO NAME: CEO ADDRESS: INCORPORATE DATE: AUTHORISED CAPITAL SHARES: PAID UP CAPITAL SHARES: BRANCHES
MARKETING STRATEGIES OF SHEZAN
Shezan’s advertising budget is very limited, so the advertising program is simple. Shezan's will do direct mail, banner ads, likely to be the most successful of the campaigns.
• MARKETING OBJECTIVES:Marketing objectives of Shezan show their determination towards achieving their mission. They aim at:1. Maintaining positive, steady growth each month. 2. Experience an increase in new customers who are turned into long-term customers. 3. Realize a growth strategy of one store per year.
• TARGET MARKETING:The market of Shezan bakers can be segmented into three target populations: • Individuals: people that dine in by themselves. • Families: a group of people, either friends or a group of nuclear relatives dining together. • Take out: people that prefer to eat Shezan’s food in their home or at a different location than the actual outlet. For the purpose of analyzing its customers, Shezan Bakers combines several key demographic factors, which helps it to arrive at a profile of the primary customers as follows: • Sophisticated families who live nearby. • Young professionals who work close to the location. • Shoppers who patronize the high rent stores.
SHORT COMINGS OF SHEZAN’S MARKETING STRATEGIES
Shezan baker’s marketing and promotional strategies are not upto the mark. Their current marketing plan is not as per the requirements of current scenario. When we compare their policy with other major bakers and confectioners, not only in Pakistan but also internationally, we find a number of short comings some of which are as follows:-
• LIMITED BUDGET:Shezan bakers have a very limited budget for the purpose of advertisement. The management has a concept of “all is good”, and resultantly they don’t feel any need of marketing budget allocation.
• LIMITED USE OF MEDIA:They do not use any type of electronic media for the purpose of advertisement. More over Shezan bakers has not used any types of banners, brochures or any other print media for the advertisement of its products.
• NO USE OF DOOR TO DOOR ADVERTISEMENT:Door to door marketing is a very helpful strategy for making the product known to general publics. But unfortunately bakeries of Pakistan do not consider this simple technique important in their processes. This is why they are not as famous, among their customers, as the bakeries of other countries
• LIMITED BRANCHES:Branches of Shezan bakers are situated only in the very selective areas of Lahore. They are not even spread all over the city. This situation does not allow more persons to be loyal customers of Shezan. They have to change their priorities regarding bakery products, with the change in place.
• ACCESS TO A SMALL SEGMENT OF MARKET:Due to lack of advertisement Shezan has a very limited share of market. Another reason of a minimal market share is that Shezan is working only in Lahore, though it is working since 1980.
• RELIGIOUS ISSUES:Shezan bakers is facing some kind of boycott by its customers due to some religious issues i.e. the company is owned by Qadiyanies, and it is involved in the movement of influencing the ∗ Muslims to change their religion to Qadiyaniyat.
GOURMET SWEETS AND BAKERS
This issue is described in detail in an article “Boycott Against Shezan”, this article is given in the annexures.
INTRODUCTION AND HISTORY OF THE COMPANY
Gourmet Bakers and Sweets is the largest food retail chain of Pakistan. It is based in Lahore, the second largest city of Pakistan known for its traditional foods and passion for eating. With 2 processing units and 30 sales outlets Gourmet outreach to a huge population for their food needs. The company has shown an explosive annual growth of more than 25% in its business since 1987, when Mr. Muhammad Nawaz Chatha started this unique business with only one sale outlet. With his commitment and strenuous efforts 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 moment, Gourmet has more than 1700 employees working in the organization.
The company’s vision is to…
“To make Gourmet a global brand, recognizable for uniqueness worldwide. To be and innovative and pioneer company continuously offering unique products and interesting service concepts others cannot even dream of.”
“By the grace of Allah we are the largest manufacturer of bakery and traditional Lahori Mithai in the provincial capital, Lahore.
We offer nine separated product lines like assorted Cookies, Snacks, Bread and Rusk, Dry Cakes, Fresh Cream and Butter Cream Cakes in addition to this we have sixty-two varieties of Mithai and Halva."
The management process of Gourmet sweets and bakers is widely spread over different procedures because now a days, Gourmet not only provide a variety of products but it also start providing services as well by putting more than two restaurants inside the Lahore city. The above procedure makes the Gourmet management process wider and lengthy. However, this process can be described under the following two ways:• • Structural Hierarchy Process involved
• STRUCTURAL HIERARCHY:The structural hierarchy of Gourmet is not very complex one. On the top of management is a General Manager. Under General Manager is a Zonal Manager. Then at the outlet level, Gourmet has Shift Managers, Shift Supervisor and at the bottom level are the Employees.
Employees • PROCESS INVOLVED:Currently the Gourmet is providing two kinds of products to its customers i.e. products from the suppliers and baked products from the factories.
MARKETING STRATEGIES OF GOURMET:The foundation of every successful sales operation is a great marketing strategy. The saying "Build it and they will come..." is a falsehood and will surely disappoint those who believe it. One should not expect to build a storefront or website and sell anything without any sort of promotion.
• TARGET MARKET SEGMENT:Gourmet has specifically targeted segments of people with an appreciation for delicious bakery products and a need for comfort and relaxation. Gourmet Sweets is a heaven for the busy & successful who want to treat themselves to something soothing and tasty! It doesn't take a lot of time, yet is so rewarding. These people will value the high quality product presented without pretension. The customers also appreciate the fun and fast service - whether celebrating a birthday or stopping in before a picnic.
• MARKETING MIX
Gourmet's marketing mix is comprised of these following approaches to pricing, distribution, advertising and promotion, and customer service.
Pricing:Gourmet's pricing scheme is that the product cost is a certain percent of the total retail price. (% is not disclosed).
Distribution:Gourmet's food will be distributed through a take out model where customers can call in their order and come to the bakery to pick it up, come into the bakery, place the take out order and wait for it to be completed.
Advertising and Promotion:The most successful advertising will be banner ads.
Customer Service:Obsessive customer attention is the mantra. Gourmet’s philosophy is that whatever needs to be done to make the customer happy must occur, even at the expense of short-term profits. In the long term, this investment will pay off with a fiercely loyal customer base who is extremely vocal to their friends with referrals.
• SERVICE BUSINESS ANALYSIS
Although Gourmet Sweets & Bakers is creating a new niche in the food service industry, they do share similarities, and therefore compete with several kinds of businesses:• • • • Restaurants: any restaurant offering bakery foods like pizzas etc. Ice Cream Shops: As gourmet’s products also include ice-cream it do compete with icecream parlors nearby. Donut and Coffee Shops: any place coffee and pastries are available for carry-out or dine-in consumption. Supermarket: in-store bakeries as well as frozen specialty products offer some competition.
GOURMET’S COMPETITIVE EDGE OVER SHEZAN
Gourmet Bakers and Sweets’ positioning will leverage its competitive edge: •
The gourmet’s products have the freshest ingredients including imported cheeses, organic vegetables, and top-shelf meats. The products are also developed to enhance presentation, everything will be aesthetically pleasing. •
Customer service is the priority. All employees ensure that the customers are having the most pleasant dining experience. All employees use to go through an extensive training program and only experienced people are hired. By offering a superior product, coupled with superior service, Gourmet excels relative to the competition. •
Competition and Buying Patterns
Although Gourmet Sweets is taking up a new niche in the bakery industry, there is no doubt that they are competing with a variety of similar businesses. They want every day to be a reason to celebrate. And being able to watch the gourmet products be prepared by a chef is a treat that appeals to everyone. While price may be a factor when competing against Ice Cream and Pizza Shops, these same consumers who are willing to pay a small price for a scoop of ice cream are already conscious of a better quality product. Gourmet believes that they will be equally as willing to spend a little extra for an extraordinary product in a warm and friendly setting.
The comfort factor also plays an important role in consumer decisions about sweets. Both the atmosphere and staff of Gourmet Sweets excel at warm & friendly. And the menu will reflect "comfort food" desserts as opposed to intimidating desserts that resemble architectural collosi. It uses the highest quality products; sometimes paring the ordinary with the exotic, but these are always presented in a un-intimidating manner. •
OUTLETS AT MORE APPEALING PLACES:-
Gourmet Bakers and Sweets is not limited only in Lahore, like Shezan Bakers and Confectioners. The products of gourmet are offered in many cities other than Lahore.
SUGGESTIONS FOR IMPROVEMENT
6 WAYS TO ATTRACT NEW CUSTOMERS TO YOUR BAKERY
Without new business, the bakery won't be able to grow. One needs a constant stream of new customers to replace those one lose as a result of customers relocating, switching jobs, or changing dining habits. Here are six strategies for getting more customers through the doors. 1. Market Your Restaurant In Hotel Rooms:Business travellers and people on holiday may not be familiar enough with your town to know where to find an excellent meal. You can give them a hand simply by doing some hotel room marketing. Talk to hotels within your three-mile radius area and ask if you can place advertisements in their rooms and lobby area. Some hotels have a “Nearby Attractions” list which they provide for their guests. You can ask to be added to the list. When guests get hungry and start trying to figure out where to eat, you'll be one of the first restaurants to come to mind.
2. Form A Strategic Alliance With Event Venues
After a concert or sporting event, people are hungry and want to eat. Remember that people sometimes travel a long distance to come to these events, so they don't want to travel home on an empty stomach.
3. Enter Contests
One of the biggest ways to get some media attention and, therefore, to attract new business is by winning a contest. For example, enter your chef in a baking contest. Read bakery publications and browse the Internet to find out about any contests you may be able to enter. If all else fails, create your own contest and invite local bakeries to participate. Then, even if you lose, you'll still generate great publicity and get new patrons in your door.
4. Sell Gift Certificates
Your loyal customers may want their friends and family members to give you a try. Provide them with your gift certificates, so they can buy these as presents for loved ones. A gift certificate allows the recipient to try your bakery completely risk-free since they usually don't have to pay anything for the experience. Plus, each gift certificate serves as a referral to your establishment. Make sure your gift certificates come in flexible amounts so that buyers have the freedom to decide how much to spend.
5. Give Samples Out At Busy Locations
Send your food on the road if you really want to lure in new customers. Go to locations that have a lot of human traffic, such as shopping centres, supermarkets, parks, etc, and offer samples of some of your most tasty food to everyone that passes by. When they stop to take a sample, give out a menu, business card, or a coupon so that they'll know exactly where they can go in order to taste more of your scrumptious food.
6. Offer “Happy Hour” Specials
At the end of a hard day, many workers want to relax and unwind before heading home, so invite them to your restaurant for some “happy hour” specials. Drink specials and low-price finger food buffets are both good ideas. You could also have Frequent Diner cards for happy patrons so that after so many drinks they receive a free drink or a discount on their meal if they decide to stay for dinner. Inform all local businesses about your offer.
• • • • •
www.gourmet.com www.shezan.com.pk www.google.com www.bplan.com www.answers.com
BOYCOTT AGAINST SHEZAN (A Knock at Conscience of the Muslims)
The notorious shezan drink factory is owned by the qadiyanies. Economic cally this factory is the backbone for the qadiyanies. This company supplies the “Petrol” for the vehicle of false prophet hood. In short, the shezan company is the economic unit of the qadiyani prophet hood. In short, the shezan company is the economic unit of the qadiyani prophet hood. As Hazrat Abu Baker (Razi Allah Anho) and Hazar Usman (Razi Allah Anho) used to spend their wealth for the cause of true prophet hood of Hazrat Muhammad (Sallallaho Alaihe Wassallam), in the some way to propagate the false prophet hood of mirza qadiyani the shezan company is spending its capital abundantly. In the past few years the shezan company has spent a lot at the preaching of qadiyaniat. After the ban on the annual public meeting of the qadiyanies, the meeting held in London. A lot of money was spend over it, the half of which was paid by the shezan company. In 1988 the company published on tenth of its income (Ten Million and fifty one thousand rupees) in rabwa fund. It is the shezan company that is strong thing those newspaper and magazines that are busy in spreading false prophet hood by giving them advertisement. It is the shezan company that gone scholarships to the qadiyani students who were working against the faith of seal of prophethood. It is spreading the literature of mirzai prophethood and the altered copies of the Holy Quran. At the death of ch. shah nawaz, the owner of shezan company, the newspaper alfazal, the month piece of qadiyani prophethood, praised him a lot. it is sufficient to open the eyes of the Muslims. It is the eye opener for those who says that the shezan company does not belong to the qadiyanies or that formally it belonged to the qadiyanies but the Muslims have bought it. The daily qadiyani “al-fazal” writes.
“It is informed to all the party men with a heavy heart that mr. shah nawaz died on 23rd march, 1990 because of heart attack. He was of 85. the respected late shah nawaz was one of those persons who donated a lot of the ahmedia party. He was also blessed with the honour of bearing the expenses of the translation and publication of the holy quran in the Russian language. So the head of the ahmedia party mentioned ch. shah nawaz in his address on 27th December at the annual meeting in 1983. He said: “By that time we could not publish the Qurani translation in Russian language. It required huge expenses. God blessed ch. shah nawaz to start the project. He said that he would bear all the expenses of the Russian translation of the Quran and the revision. With the grace of god he did another virtue. So he was written that he will bear also all the expenses of the publication of this Quran.” (al-fazal 14th January 1984) In the same way addressing the annual meeting in London held in 1987 the said: “The honourable ch. shah nawaz was blessed by god to offer the expenses of the Russian Quran”. He further says “Except ch. shah nawaz, his children have also offered their services for the Japanese Language and in this connection they have subscribed a large amounted of money”. (Zamema qadiyani “khalid” October 1987 P:6) O simpleton Muslims! Read the statement of the qadiyani newspaper “He was one of the prominent industrialists of the country. He established successful business enterprises. shah nawaz limited, shezan international, shah taj sugar mills and shah nawaz textile mills are some of the units. (Al – fazal rabwah 26 March 1990) O Muslims! Do you know what type of this translation of the Quran is? In real it is an attack on Quran by the followers of the false prophet. It is on attempt to distort the meaning of the verses of Quran. It is an effort to prove the false qadiyani prophethood through apostolic interpretation of the Holy Quran. O Simpleton Muslims! Have you ever thought that why the qadiyanies are spending millions of rupees on the evil mission of the translation of Quran? Why are the qadiyanies spreading this poisonous translation and why the shezan Company is the non guard of this satanic army? Its reason is that through this apostatic translation they reject the faith in the seal of prophethood and prove the continuation of prophethood. Mirza qadiyanies false prophethood is proved through this translation. Christ (AI) is allotted cross and mirza qadiyani is called the promised Christ. Mirza qadiyani is called Muhammad (Sallallaho Alaihe Wassallam) and it is argued that Muhammad (Sallallaho Alaihe Wassallam) has reappeared to spread Islam. (God forgive). It is proved that mirza qadiyani completed Islam. It is proved that Quran has been revealed again on mirza qadiyani. Wherever Hazrat Muhammad (Sallallaho Alaihe Wassallam) has been addressed in the Quran, mirza qadiyani is associated with those verses. The apostate followers of mirza qadiyani are called “Sehabae Rasool” (companions of the holy prophet (Sallallaho Alaihe Wassallam)). His faithless wires are called “___________________” (Wives
of the Holy Prophet (Sallallaho Alaihe Wassallam)). In this translation there is blessing even against god. The holy term, “Ahley Bait”, is used for the members of his family. Belief in the oneness of god is rejected. The Holy prophet (Sallallaho Alaihe Wassallam) is laughed at. The Holy Mary is accused and the teachings of Islam are neglected. O Muslims! The qadiyanies are engaged in their apostatic mission. They want to break our link with Quran and the Holy Prophet (Sallallaho Alaihe Wassallam) and link and associate us with mirza qadiyani. They wish the change our spiritual centre from Mecca and Madina to qadiyan. Their utmost effort is that instead of Hazrat Muhammad (Sallallaho Alaihe Wassallam) mirza qadiyani should be considered the leader and head of the whole humanity. (God forgive) O Muslims! When you buy the products of Shezan Company, the owners of the company earn a lot. They subscribed the one tenth of their income to the qadiyani fund. So be aware that is your money is spent on the construction of any qadiyani place of worship, how much your have been abet in the construction of house of Satan. If any qadiyani preacher is paid through your money and he succeeds in converting any Muslim towards qadiyaniat, how much you will be responsible for it. If your money is spent on the publication of the altered copies of the meaning of Quran and the rejected “Ahadijh, how much you will be responsible for it. If your money is spent on the purchase of arms and if a Muslim soldier is martyred with those arms, how much you will be responsible for it. If mirza tahir spends your money on the edible things that strengthen his body, mind and heart and then the talks against the Holy Prophet (Sallallaho Alaihe Wassallam) and Islam, how much you will be responsible for it. O the followers of the Holy Prophet! Buying the products of Shezan Company means subscribing in the fund for the false prophethood, strengthen the plunderers of the real of prophethood. Suppose you are five brothers and your father has brought you up wish care and love. There is a person who is malice towards your father but does not reveal it. He opens a shop in your neighborhood. You buy the house hold things from his shop. He earns so much income from your one year’s buying that he buys a revolver and makes an attempt to kill your father. You will be shocked to know the attack but you will feel so much Paini anguish, repentance and anger when you come to know that the revolver has been bought with your own money. You will prove your honour and love for your father buy severely dealing with that shopkeeper. You will get the help of law also. By taking revenge you will set a good sample. But it he millions of the Muslims continue to buy the products of shezan company and the qadiyanies continues to buy arms to attack the honour of the Holy Prophet (Sallallaho Alaihe Wassallam), can they be assumed of having any sense of religious honour? If we continue to commit this deadly sin again and again, can we be called Muslims? We were so much furious and felt shame as for the matter of our worldly father was concerned while we are silent and senseless is case of our spiritual father, Hazrat Muhammad (Sallallaho Alaihe Wassallam). If any Jewish organization comes to Pakistan and sells many products, and their plan is to spend the earned money at the bomb blast to be exploded in “Kaaba’ at the occasion of Hajj. If the Muslims come to know this horrible plan, they will deal the organization with an iron hand. shezan company is not less satanic in its evil plans than such organization. It aim is to destroy
Islam. But the simpleton Muslims are buying the products of Shezan Company and this antic Islam company is making huge profits. When any shopkeeper is asked to boycott the products of the shezan company he replies “To boycott is a cruelty because hundreds of the Muslims work in shezan factory. If the shezan is boycotted, the poor employees will become un-employed. It is for the kind information that these Muslims employees are tools in the hands of shezan company and the qadiyanies are exploiting this tool adroitly. Qadiyanies are enjoying the key posts in the shezan company. Muslims employees are just works of lower ranks. Wherever there is a movement against shezan and owing to their religious honour the shopkeepers boycott the shezan these workers are used as a tool by the authorities of the company. These workers go to the shopkeepers and plead them to take pity on them (workers). They said, “For god sake! Take pity on us. If you stop taking our products, we will be dismissed from our jobs. Our wins and children will go to star nation. It is not a matter of the shezan. It is a matter of our financial protection. It is a matter o food for our children. We are your religious brothers. Please! Take the products of the shezan for our sake”. To hear such emotional words of the shopkeepers take pity on them and the business of the shezan company starts again. The Muslims employees are used by the qadiyanies like a bait to catch the fish. O the employee in the shezan factory! God’s land is vast. God is the provider. Your work and services for the apostates is a shameless thing in both the worlds. It is a stigma on you. Trust in God, the provider. He is merciful. Leave the job of the shezan company. Have faith in it what only God is the best provider. O the drinker of shezan! Do not invite God’s wrath upon you by drinking shezan. Do not take this obnoxious drink of the apostates best you suffer from any disease and you lose the pleasures of life. O the seller of the shezan! By selling shezan you are selling your sons of honour and your love for Hazrat Muhammad (Sallallaho Alaihe Wassallam). If your become the business agent for the enemies of the Holy Quran (Sallallaho Alaihe Wassallam). You can earn a few rupees, but you will invite countless misfortunes and enviousness for you. Spit over this accursed business, best your life should become a lesson and warning for others. O the followers of Islam! If a doctor prohibits a sugar patient from using sweet things, he at once stops the use of such things. If a blood pressure patient is prohibited from using salt, he at once acts upon it. If a persons who is suffering from cough and cold is asked to give up the use of sour things, the at once stops the use of such things. If a heart patient is advised not to do hard work, he stops labour. But if a movement is started by mosque against shezan, no one pays head to it. For the safety of our body we follow the instructions of the doctors but we are not ready to give up shezan for the factory of our faith. O Muslims! You feel bad to see a burned piece of bread. You do not carry if it is not tasty, you feel aversion if you see flies at the edibles. But alas! You fell no aversion when you pour shezan in your stomach. As it not that you do not take the food from your enemy while enjoy the food from the house of the Holy Prophet’s enemies. You close the doors of your house
for one who insults you, but your welcome the products of shezan in your house and kitchen. Your forefathers left their homeland and friendships for the sake but you are not ready to abandon even the products of shezan. Iqbal rightly said for much Muslims:
“Even the Jews feel Shame to look at the Muslims”
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