BRAND MANAGEMENT

BRAND AUDIT PROJECT

BBA-5A

Submitted To: Sr. AMIR ILYAS

Submitted By:

Abdulrehman Ejaz BBHM-F19-014

Talha Aziz BBHM-F19-028
Muhammad Mehran BBHM-F19-038
Ali Hamza BBHM-F19-046

Date of Submission: 11/10/2021

GOURMET FOODS
Value proposition:

Gourmet food as a brand has been divided into two value propositions:

Primary value proposition

Secondary value proposition

Value Proposition

Primary value Secondary value

proposition proposition

1. Operational 1. Communication
excellence 2. Customization
2. Accessibility 3. Keep consumers
3. Product and personnel safe
leadership

Both of these propositions are considered as integrated. These prepositions are considered as
base of gourmet food.

Primary:
 1. Operational excellence

Gourmets do its best to deliver innovative products to its customers. Gourmet has adopted such
kind of planning and strategy that just have took them to the sustainable development. Simply
every employee can see the flow of value to the customers in an efficient manner. The process of
transforming inputs into finished products and services. Gourmet carriers out its operation very
carefully in order to maintain its

 Bacterial content
 Freshness
 Adulteration
2. Accessibility

The company creates accessibility by offering a wide variety of options. It has acquired
numerous food products and brewages items firms since its founding. These actions have
enabled it to expand its product lines, giving consumers more to choose from.

3. Product leadership

Gourmets always try to deliver the best to their customers. The employees of the company
always try to focus on the innovation and quality. They always focus on the continuous
improvement that they give to market. They are always stay update regarding their competitors
to sustain marker shares and product leadership. The company places a strong emphasis on
innovation. It maintains the Gourmet Explore food Research Lab at its headquarters, a research
facility focused on designing, quality and taste of the products.

Secondary

1. Communication

In face of increasing competition in Lahore, communicate its point of view to its customer base
to solidify the consumer connect. Gourmet has a strong integrated marketing communication
system. Their communication system targets different kind of segments. They communicated
through display the discount offers in the bakery and through L.E.D in bakeries.
 2. Customization

The company enables customization through its service Gourmet ID. It allows customers to
personalize various aspects of their Events, including Birthday, Eid, Parties and Other events.

Keep consumers and personnel safe

The quality of your end product and success of your business is closely tied to safety. We work
with you to help ensure processes are free of contamination, so that your product meets industry
standards for safety. Our products and services also focus on the safety of installation,
maintenance and operation of electrical equipment to protect your people.

Emotional Benefits:

If we talk about emotional benefits given by nestle it’s in the sense of customer satisfaction and
its association with customers. According to gourmet their brand has a great role to meet the
satisfaction of consumers. If there is no trust, the long term relationship cannot be built. Gourmet
focuses on the emotions and feelings of the consumers that give them a strong advantage.
Satisfaction of the consumer is one of the main focuses of gourmet. Most of the brands of nestle
possesses low involvement and risk.

That makes their brand mild in feeling as they don’t get any huge response from their consumers.
But brands like Gourmet Mithai try to make consumer feel happy, warm and lovely. In low
involvement market it is the main element to sell advantage in the competitors.
Three things that means a lot for Nestle consumers:

Because gourmet has become a strong brand in Pakistan and consumed on mass basis.

According to gourmet the three things that are highly emphasized by consumers are:

 Price
 Quality
 Variety
1. Price

According to gourmet majority of the consumers in Pakistan are more concerned about the price.
So they have considered the price conscious sector to provide them products that are affordable
for them. They do not charge high price for their products, they simply do this they charged
normal price and give innovative and quality of foods.

2. Quality

After price the Quality sector comes. This sector is more concerned about the Quality of product.
That’s why gourmet is also dealing in customization and reliability that have a strong quality
control in this regard

3. Variety
People are also more concerned about the variety in the form of cakes, mithai, chocolates,
candies, Dairy products and etc. Gourmet designs begins with the deep understanding of
customer needs when Gourmet develops its new product it is always based on customer
perception and needs. It more focuses on benefits for customers not profits

Five personality traits of Gourmet

Gourmet has classified itself into following personality traits

1. Trustworthy
2. Attachment
3. Commitment
4. Sincerity
5. Integrity
 Trustworthy

Gourmet is able to be relied on as honest or truthful.

 Attachment

Gourmet gives affection, fondness, or sympathy for everyone

 Commitment

Gourmet committed to their customer to give high quality of foods and other products.

 Sincerity

The purity of intention is the secret behind all great manifestations.

 Integrity

Uprightness and honesty in every deal and matter is the ultimate success formula.
Brand
Promise

“To provide delicious, wholesome baked foods without sacrificing health and well-being.”

Brand Positioning Statement

We will position our brand at its attributes that is its innovative ingredient and good taste. And
strong beliefs and values as Gourmet have many loyal customers.

Or

Gourmet position itself as a medium store, as its quality is good and prices are less as compared
to the market. That’s why the Customers of Gourmet are increasing day by day. It believes in
getting negligible profits margin and getting bulk of sales as the already have a huge customer
equity. It also position it self in market by increasing its presence by having around 250
functioning branches (the largest for any bakery in Pakistan). It also differentiates it products by
providing ultimate services on its outlets like cleanliness, user friendly customer assistants and
healthy and hygienic environment.

Brand story:

The "gourmet Story" is "taste of the story". The material that was to cherish the season and
seasonal -Commitment to spare no time and effort -Passion for Manufacturing –Our attitude that
to cherish until the merchandise is completed "gourmet story" means. story from before your
much merchandise arrives at hand of us taste that spun out has already begun.
The source to overflowing dream can be more delicious meal complemented every material we
want to provide. Is passed through the food, life scene around the world is overflowing with
smile, and aims to send colorful day. Please look forward to the future of gourmet story Keeping
production up and running is critical to meet retailer and customer demand. At the same time,
capturing energy savings when you’re operating around the clock helps you protect your profits.
Our products for the food and beverage industry minimize downtime and maintenance and help
your process become more sustainable. We have a simple dream to read Discover happiness
through good food to achieve that we dare to be different to imagine and to innovate born from
the passion of the people behind award-winning food service company stem cells we have over
25 years of Institute creating experience having served 50000 meals(bakery items and foods) a
day of work experience in food technology give us the freedom and inspirations to explore new
ways to improve the quality and flavor of our meal through our constant effort and an wearing
determination government will make eating a better more convenient and have your experience
for everyone one meal at a time. Gourmet has always carried the beneficial spirit of a shining
orange sun, aik suraj naranji that brightens up lives, spreads rays of happiness, and enlightens
moments, every occasion… with good intentions and without good discriminations.
What Gourmet is known for?

Gourmet known for the best nutrition based products or that are consumed on the regular basis

1. Sweets/Mithai
2. Cakes
3. Chocolates
4. Brewages
5. Pure Water
6. Ice-creams
7. Bakery items
8. Dairy products

Questionnaire survey for customers

1. How often do you visit a bakery?

a. Once a week
b. Twice a week
c. Thrice in a week
d. Daily
e. Occasionally
 f. Other

2. What makes you prefer a bakery?

a. Ease of access
b. Variety of products
c. Taste of products
d. Brand
e. Price
f. Staff behavior
g. Placement of products
h. Hygiene environment
i. Other reason

3. Which bakery food chain you prefer more than Gourmet Foods? And why?

4. If you didn’t get what you want from Gourmet Foods than which bakery would you

pick?

a. Gourmet
b. Nirala
c. Cakes & Bakes
d. Rahat
e. Shezan
f. Bundu Khan
g. Other

5. Rank in order the following bakeries with respect to offering "Variety of Product"
where 1 is best & 5 is worse?
a. Gourmet
b. Nirala
c. Cakes & Bakes
 d. Rahat
e. Shezan
f. Bundu Khan
g. Other

6. Rank in order the following bakeries with respect to "Taste of their Products" where 1

is best & 5 is worse?

a) Gourmet
b) Nirala
c) Cakes and Bakes
d) Rahat
e) Shezan
f) Bundu Khan
g) Other

7. Rank in order the following bakeries with respect to offering "Reasonable Price" where

1 is best & 5 is worse?

a) Gourmet
b) Nirala
c) Cakes & Bakes
d) Rahat
e) Shezan
f) Bundu Khan
g) Other

8. Rank order the following bakeries with respect to their "Staff Behavior" where 1

Is best & 5 is worse?

a) Gourmet.
 b) Nirala
c) Cakes & Bakes
d) Rahat
e) Shezan
f) Bundu Khan
g) Other

9. Rank order the following bakeries with respect to their "Placement of Products"

Where 1 is best & 5 is worse?

a) Gourmet
b) Nirala
c) Cakes & Bakes
d) Rahat
e) Shezan
f) Bundu Khan
g) Other

10. Rank in order the following bakeries with respect to "Ease of Access" where 1 is best
and 5 is worse?
a) Gourmet
b) Nirala
c) Cakes & Bakes
d) Rahat
e) Shezan
f) Bundu Khan
g) Other

11. Do you visit Gorumet?

a) Yes
b) No
12. How often do you visit Gourmet?
a) Once a week
b) Twice a week
c) Thrice a week
d) Daily

13. What do you buy at Gourmet?

a) Bakery Items (biscuits, cakes, pastries etc)
b) Confectionary (cake & pastry)
c) Sweets (mithai)
d) Beverages.
e) Dairy products
f) Ice Cream
g) Butter
h) Snacks
i) Breads

14. Would you like to have any kind of sales related promotion or discounts on Gourmet?
a) Yes
b) No

15. Do you think Gourmet is not offering something that other bakeries are offering?
Please specify.
a) Yes
b) No
 Empathy Map
Say Think
 Gourmet’s target audience is middle class  Other bakeries are better than gourmet
 Taste is good  They would love to take discounts from
 Gourmet’s hygiene isn’t good as others gourmet
 They prefer gourmet because its  Other bakeries offer more than gourmet
economical  Their staff behavior is nice
 They like gourmet because it’s a brand
Do Feel
 They visit gourmet once or twice  Happy
gourmet  Satisfied
 When they didn’t get goods from  Fine
gourmet they purchase from other  Refreshing
bakery  Affordable
 Mostly they buy bakery products from
gourmet
 They prefer other bakeries over
gourmet because of good quality

Questionnaire survey for manager

1. How would you describe the culture here?

2. What you think, where you stand in the market?
3. How well do departments interact with each other?
4. How does your organization react to adopting new technology? New ideas?
5. What is your comparative strategy?
6. What are your operational strategies regarding your brand?
7. What is your brand architect and strategy?
8. What is your customer based brand equity model?
 9. What is your brand positioning?
10. What is your customer reflection?
11. What is your brand standardization strategy?
12. What is your customer's perception about your brand?
13. What is your unique value preposition?
14. How our brand identities differentiate from others?
15. What is your customer's piece of mouth about your brand?

Empathy Map
Says Thinks
 Has autocratic culture  We have a customer loyalty relationship
 Employee relation is friendly  We aren't very good if we have to opt new
 Try to give tough competition to others technology
 We interact through zimbra email server  We are a low price local brand
between our departments
 Our distribution network is well developed
 Our comparative strategy is we offer
reasonable prices
Does Feels
 We offer quality product at reasonable  Optimistic for future
price  Wellbeing for society
 We are moving to new services  Accomplished
 We try to introduce new products in market  Proud
 Focus on business expanding  Happy
 We also focus on reducing our product
prices because our target audience is
middle class