Presented By: Malik Ahsan Ali Farrukh (FA12-MBT-039)

Ata Ul Hassnain Awan (FA12-MBT-015)

Fraz Asmat (FA12-MBT-027)
Table of Contents:
 Introduction  Distribution strategy

 Historical Background  STP strategies

 Mission & vision

 Competitive strategy

 Product strategy
 Product life cycle strategy
 Advertisement strategy
 Product range/ line
extension
 Challenges & Opportunities
Faced by Gourmet
 Pricing strategy
 Promotional strategy  Current Marketing Strategy
 Historical Background :

History:
Gourmet Means :
In the area of Ich’chra, “A person like having good and
Lahore, GOURMET took quality food”
start with a small shop

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
Ata ul Hassnain
 Halwas
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. That’s 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 don’t 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.
 Territory Regional
Area sales General
Distributors Sales Sales
Manager Manager
Officers 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 don’t 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

27%
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
a

Ice Cream
Any Queries?