Gourment Beverages

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
 Historical
Background
 Mission & vision
 Product strategy
 Product range/ line
extension
 Pricing strategy
 Promotional strategy
 Distribution strategy
 STP strategies
 Competitive strategy
 Product life cycle
strategy
 Advertisement strategy
 Challenges &
Opportunities Faced by
Gourmet
 Current Marketing
Strategy

Ata ul Hassnain
Historical Background :
History:
In the area of Ich’chra,
Lahore, GOURMET took
start with a small shop
Gourmet Means :
“A person like having good
and quality food”
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
 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:
Ata ul Hassnain
The Product Strategy of Gourmet is :
 Attractive Labeling
 Strong Brand Name
 Variations in the
 Packaging Material

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.

Distributors
Territory
Sales
Officers
Area sales
Manager
Regional
Sales
Manager
General
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

Ata ul Hassnain
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

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

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

Gourment Beverages

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