Project:Marketing

Visit:Gourmet foods

DEPARTMENT OF MANAGEMENT SCIENCES

Submitted to:

Mr.Tauqir Ahmad Ghauri

Submitted by:

Azmat Ali (39)

Subtain Feroze (28)

Ali Tassadduq (19)

Waqar Ahmad

Tehseen Raza (12)

Submission Date:

13-01-2015

BBA 3rd Semester

PREFACE

Assignments, Term reports and Internship programs are the vital

teaching techniques of The Islamia University of Bahawalpur B.B.A

(hons) program. The aim of such activities is to develop a

knowledge gain approach in students along with their studies. In

order to fulfill this purpose we chose project of Gourmet (Pvt) Ltd

Lahore being the largest private Company in Pakistan

We have tried our best to make this report comprehensive to provide

information about the strategic and functional areas of gourmet

(Pvt) Limited.

Acknowledgement

All praise to Allah Almighty, who created the universe and

bestowed mankind and gave us strength and abilities to complete

this project. We express our gratitude from the very inner core

of our heart to the Holy Prophet Hazrat Muhammad (peace be upon

him) who enable us to recognize our creator and he is forever a

torch of guidance and knowledge for entire human being.

We would like to submit our deepest gratitude to our parents,

whose prayers always supported in every task of our life and our

teachers, who really guided us to enhance our knowledge in

gourmet & Co. (Pvt) Ltd Lahore.

To accomplish whatever we have done in our project, there were

many people along the way who have been responsible for guiding

us, advising us, encouraging us. To them, we deeply grateful

and would like to take this opportunity to offer we heartfelt

appreciation.

EXECUTIVE SUMMARY

Gourmet a name that needs no introduction at least for the

people living in Lahore, with over 100 outlets throughout

the city and still growing in numbers they are referred to

as undisputed leader in Bakers and confectioners in Lahore.

Keeping hold of their image in the bakers and confectioners

field they also entered the beverage industry by first

launching Mineral water giving Nestle a serious headache

and then by launching carbonated drink successfully.

Gourmet was started to fulfill the basic utility needs of

people. Initially the gourmet was confectioners but later

on they expanded their business and now they are producing

a wide range of products. They produce bakery items,

beverages. Gourmet is proceeding forward and entering their

business into a new dimension. Their future strategies

include the productions of cellular phones, plazas, malls,

gasoline pumps and energy solutions.

I.

INTRODUCTION

In the area of Ichra, Lahore, GOURMET took start with a small

shop. The concept of fresh, healthy and hygienic food in

affordable prices achieved quick popularity among bakery

customers. The bakery products for breakfast were provided in

limited areas, but because of the over whelming support of our

customers, GOURMET planned to expand.

Gourmet Foods is a bakery and confectionery chain based in

Lahore, Pakistan. It has seven processing units and over 100

stores in Lahore. The company was founded by Muhammad Nawaz

Chatha in 1987. It also has outlets in Faisalabad and in New York

City, United States. Apart from preparing traditional sweets,

snacks, cakes, pastries, doughnuts, biscuits, general

confectioneries, bread and bakery goods, the business has

expanded its operations and also produces its own branded soft

drinks, beverages, mineral water as well as milk and dairy

products (under the subsidiary Gourmet Dairies). It also has a

catering services branch and has set up a family restaurant.

Pizzas and fast food are other delicacies prepared by Gourmet.

II.

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 rules. The Vision of

Mr. Ch. Muhammad Nawaz was higher than any crisis. Since he

belongs to religious family, sincerity and integrity has been his

code of conduct. He has strong believed in Allah that HE is

providing whatever he has. His entire Life is an example of it.

Although now the care takers of the GOURMET industries are his

sons. But his vision remains unchanged over the time.

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 now

stepped towards Faisalabad. We established International level

technology based factories and laboratories for quality

maintenance.

 

III.

HISTORY

Gourmet Foods is a bakery and confectionery chain based in Lahore,

Pakistan. It has seven processing units and over 100 stores in

Lahore. The company was founded by Muhammad Nawaz Chatha in 1987.

It also has outlets in Faisalabad and Shekhupura.

Apart from preparing traditional sweets, snacks, cakes, pastries,

doughnuts, biscuits, general confectioneries, bread and bakery

goods, the business has expanded its operations and also produces

its own branded soft drinks, beverages, mineral water as well as

milk and dairy products (under the subsidiary Gourmet Dairies).

Gourmet also provide furniture showroom to its customers and also

has a catering services branch and has set up family restaurants.

Pizzas and fast food are other delicacies prepared by Gourmet.

IV.

Products GOURMET products are now on long lists. We are quite confident that no. of products we have introduced in Pakistan are matchless. Our R&D department keeps its-selves up dated with new recipes, new products for the ever changing customer needs.

Bon Vivant

Gourmet Foods launched Bon Vivant (Bo Vi-van). This is a premium qualityproduct range. Initially variety includes Cakes (Death by Chocolate, KitKat Chocolate etc…….

Bakery

GOURMET first started its bakery where only products of breakfast were provided in the beginning. But GOURMET is presenting now more than four hundred varieties in bakery products.

Sweets

After the success of bakery products in 1990 gourmet decided to fill Sweetness in your Life. GOURMET produced Mitha is with fresh and pure ingredients. GOURMET has its own huge plant for making fresh khoya for all varieties of mithai. That is why GOURMET’s unique and innovated taste in Mitha is always appreciated. Keeping our uniqueness in flavors and habit of innovation, we introduce different traditional halwas with the quality you really love!

Pasteurized & Powder Milk

Milk is a complete nutrition for all ages keeping this nutrition for 4-5days without using any chemical is a new idea, which GOURMET has introduced. GOURMET has introduced Pasteurized Milk that is processed under high temperature system to kill the germs and to keep its nutrition.

Ice Cream

GOURMET Ice Cream ‘A summer’s sweet gift’ for its customers is availablein 12 delicious flavors. . Instead of artificial flavors GOURMET use real pulp of fruits for its unique taste and freeze on international level of 28 degree.

Candies and Toffees

Keeping the health of kids in our mind, which is our priority. We are using quality ingredients in candies and toffees that include vitamins, glucose and calcium.

BeveragesGOURMET took the challenge of making Pakistan’s biggest in-house Beverages Industry and built under the supervision of International Team. The thirst-quenching drinks of GOURMET are available in Cola, Malta, Lemon up, Apple and Ice-cream Soda, in six different sizes from 300ml to 2.25 liter.

7

So we chose Gourmet Milk

V.

Product line

Gourmet is offering: Liquid Milk Powder Milk Butter Cream Khoya yougert

Competitors of Gourmet in Milk: Adoms

Shareef groups

Milk vaily

Market share: Gourmet holds 60% market share in Punjab.

Production:

Per day as per demand

Per day production:

150,000 littre milk used for daily production. Production as ordered

VI.

PRICING:Prices are kept according to competitor level. Prices do not depend on

seasons. Different prices range available from

Rs.10 up to– Rs.90

300 ml Rs.10

1Litre Rs.50

1.50Litre Rs.65

2.25Litre Rs.90

Pricing strategy The gourmet is having market penetration strategy by purposing low price than Adoms and Shreef Sons. In dairy industry there was a gap left by competitors, gourmet fill that gap with low prices.

VII.

Promotional strategyADVERTISING:The objectives of advertising are:

To increase sales.

To increase recall of products.

To restore message in consumer’s mind.

Advertising campaign channels

Outdoor media:

Distribution vans. Posters. Stickers. Wall chalking.

Print Media:

Gourmet Khawateen The News, Dawn

Social Media:

Facebook

VIII.

Factors which are affecting Gourmet’s Environment: Micro: Company

Suppliers

Customers

Competitors

Public

Macro: Economy

Technology

Political

IX.Channel of distribution:

Well gourmet has a great supply chain. Which is also a unique plus pointof it. Gourmet has about 125 outlets in Lahore and Faisalabad. The company has its own distributional structure by which they serve their customer effectively and efficiently.

1) Indirect Market Channel:

It is a channel with one or more intermediary level. The general public can buy gourmet products through distributors. Gourmet has been network Regional sales force is connected with distributors.They offer them incentives, schemes for cost sales and always adopt policies in response to competitors.

X.

Hierarchy of distribution channel

XI.

Market Segmentation & Target Market

ConsumerOutlet

area sales

manager Production Dep

• Age life style

• Income not considered

• Geographic Urban Areas

• Target Male, female&children.

• Classes upper, middle, lower.

Positioning Strategy

The gourmet perceptually positioned itself as a brand of price competitive and quality products. The physical positioning of gourmet diaries is on low price.

XII.

New Product Pricing Strategies They adopt penetration pricing strategy according to quality &

features of their product.

XIII.

Product classification It is a convenience Product because consumers didn’t frequently purchase

little planning & effort.