Gourmet.docx

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Introduction of company Gourmet is a name that needs no introduction at least for the people living in Lahore “Gourmet Bakers and Sweets” is the largest food retail chain of Pakistan. Gourmet is one of the most respected and trusted makers of bakery goods and now cola's in Lahore and seek to further expand their business throughout Pakistan. They are “Providing best quality products with suitable price”. They have only 95 branches in Lahore.

History . It was started with a single outlet in Ichra in 1987 by Mr. Muhammad Nawaz Chathha, in the beginning they did not get good response which resulted in shut down. He again started in 1992 at different place at Muslim town, and Gourmet did not look back Mr. Chathha the founder of Gourmet stared his business with 20 million rupees.

Gourmet cola Gourmet cola lounge in 2008. Gourmet Cola Price is low as compare to other bakeries because they have no tax payment. Gourmet is one of the most respected and trusted makers of bakery goods and gourmet cola's in Lahore and other cities seek to further expand their business throughout Pakistan

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Mission statement The mission of gourmet bakers is to provide quality goods at very low price

Vision statement Vision is to be leading health wellness and nutritional company at national level

Problems &Causes of failure There are many causes that gourmet cola is facing

Competitors of gourmet cola One of the biggest challenges that gourmet cola is facing that is its competitors Pepsi Coca-Cola 

Sufi cola

Others • RC cola • Pakola • Amrat Cola • Zam Zam cola • Shandy cola • • • • •

Quality Problems Financial problems Customer dis-satisfaction No advertisement Available only in branches

Swot analysis Strength  •The Name of the company  •Established distribution network  Low price as compare to its competitors

Weakness  Gourmet is not focusing properly on promotion tools  Gourmet has not opened many branches

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•Outlets recognized for its good environment  •It is easily accessible almost everywhere in the city of Punjab Opportunities  Increasing population  Technological progress  Changing lifestyle  Increased demand in rural industry  Introducing new taste ranges  By increasing advertisement and creating awareness sales will increase

outside Lahore  Change in the consumer preference  Lack of new technology  No innovative product Threats  situation not up to mark  Political ups and downs  Increase in foreign imports of beverages  Rising Inflation  Strong campaigns from competitors  Main competitors are international giants of industry

Political analysis  Political scenario in Pakistan has seen many important changes in recent years. The political environment directly influences all the industries working in the country.  Similarly the production distribution and use of Gourmet’s products are subject to some federal laws, such as the Food and Drug Act.  As the businesses are directly subjected to the taxation policy of the country they are operating.

Social analysis • Gourmet beverages and moreover Juices are subject to the lifestyle changes as the awareness of health consciousness is rising in the people now. • Further Income of people is increasing more trends towards fast-moving consumer goods • As 65% percent of total population and youngsters are working, their daily lives are becoming very fast and they don’t have time to make drink like gourmet cola at home,

5 Economic analysis • Gourmet relies heavily on trucks to move and distribute many of their products; fuel is a very important subject, so they are subject to the fuel prices. • there has been a crisis in the production of sugar and electricity in Pakistan, Such economic factors have impact on industries. • Interest rates affect a firm’s cost of capital and therefore it affects the business

Technological analysis • As beverage products are non-tech based in nature, technology in this industry is therefore limited to function as a catalyst to improve production capacities, speed of product manufacturing cycles, inventory management. • It has to pay attention to the new distribution techniques as well. • If one is able to achieve them, they could generate competitive advantage.

Educational • People are getting aware of about the harmful effects of carbonated water on health • People becomes diet conscious

Legal No legal restriction

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Competition analysis SWOT

Gourmet

Coca cola

PepsiCo

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The Name of the company Established distribution network For all times and for all ages Low price It is easily accessible almost everywhere in the city of Punjab

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Gourmet is not focusing properly on promotion tools Gourmet has not opened many branches outside Lahore Change in the consumer preference Lack of new technology No innovative product Increasing population Technological progress Changing lifestyle Increased demand in rural industry Introducing new taste ranges By increasing advertisement and creating awareness sales will increase situation not up to mark Political ups and downs Increase in foreign imports of beverages Rising Inflation

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• Strength

Weakness

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• • • Opportunities • • • • • •

Threats

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Largest market share Customer Loyalty Have Strong Distribution network it has the highest production capacity strong marketing and advertisement Spending more on research culture in Pakistan Negative publicity Negative word of mouth High cost as compare to competitors limited diversity of products,

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Company image Has highest market share in Pakistan Strong distribution channels Have product diversity Successful market campaigns and advertisement

Weak marketing to health-conscious consumers PepsiCo brand perceived as ‘unhealthy’ Only targeting young people

Distribution of snack • foods Increasing Demand of • beverages Demand of coca cola beverages in developing • countries Introducing new taste ranges

Increasing bottled water drinking up to 11% Production of hygienic products for health conscious people Focus on research and development

Reduction of consumption • of carbonated drinks Competition from other emerging beverage • companies

Strong competition from other brands in each segment Changes in consumer preference

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Strong campaigns from • competitors Main competitors are international giants of industry Rising prices of sugar and sugar substitutes

Rising Inflation

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Political ups and downs in Pakistan

Unique selling points

Swot

POS

Strength

•Company image •For all times and for all ages •It is easily accessible

Weakness

Threats

Opportunities

POD/ (unique selling points)

• Low price •Outlets recognized for its good environment •It is easily accessible almost everywhere in the city of Pakistan •Negative word of mouth •Gourmet is not focusing health-conscious consumers properly on promotion tools •Only targeting young people •Gourmet has not opened many branches outside Lahore •situation not up to mark •Strong campaigns from •Political ups and downs competitors •Competition from other •Reduction of consumption of emerging beverage carbonated drinks •Increasing population •Production of hygienic products •Health consciousness •Changing lifestyle Introducing new taste ranges •Increased demand in rural industry

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Factors affecting consumer behavior Cultural Factors

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Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. 1. Culture Culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. Types •

Sub-culture

Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. •

Social class

Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similarSocial •

Reference group

A reference group includes individuals or groups that influence our opinions, beliefs, attitudes and behaviors. •

Family

Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children

2. Personal Age

9 The target market for the gourmet Cola is based on age. The target audience of Coca Cola is youngster or youth. It is a wide range for targeting. It ranges from the age of 15-50 Gender Targeting both male and females. Life style; busy life style (face shortage of time) and mobile generation Family; dependent on their family Occupation; students and family oriented people Nature; fun loving and entertainment loving

3. Psychological Motivation The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. Beliefs and Attitudes Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior

Gourmet cola customer profile Major segmentation variables for consumer markets Geographic

Region City

North-east south-east south-west All over Pakistan

Demographic

Age Family Gender Income . Education Occupation

Under 15-50 Married, single Male, Female 20000-40000 Illiterate, graduate post graduate, student, home duties, un-employed and retired

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Psychographic

Life style

Culture oriented

Personality

Compulsive, ambitious

Behavioral

Occasions Benefits User status

Regular, special

Usage rate Loyalty status. Readiness stage Attitude towards product

Light user, moderate user.

Quality, service ,economy First time user, Regular user, Non-user.

Switchers Unaware, aware, intention to buy. Price conscious, quality conscious

Marketing research Gourmet cola research objectives Explanatory research The purpose of research to find out problems and can get feedback from people about the product and can be make improvements for the success of product

Survey Research Survey research is a commonly used method of collecting information about a population of interest there are two key features of survey research:

Research instruments •

Questionnaires -- a predefined series of questions used to collect information from individuals

Types •

Close ended questions

In this questions are asked and their related options are given people just have to mark them

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Open ended questions

In this people give their answers in own their words •

Contact method

There are many contact methods which are used in researches •

interview (one to one)

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Through sums

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Through social media

Sampling table Location Punjab

City Lahore

Area Johar town

Country Pakistan

Age 15 to 50 years

No of people 500

Gender Male and female

Recommesndations 

The company haven’t advertised themselves through media; they should have adopted some other source of advertisement to cater they should have adopted some other source of advertisement to cater the market, they should use TV media for their advertisement,

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The Gourmet bakers have their branches only in Lahore which is the drawback of their marketing strategies. The company should also open its outlets in other major cities.

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The company is not planning for the loyalty of its customers. They should give discounts to its regular customers.

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The company should take feedback from the customers by personally surveying home to home and asking questions about the products

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As the people are weight and diet conscious today so the Gourmet introduce sugar free drinks Company should be concentrate on the quality of their products

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bakers should

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References http://gourmetpakistan.com/ https://en.wikipedia.org/wiki/Gourmet_Foods http://www.slideshare.net/