marketing plan of gourmet cola
Post on 19-Oct-2014
1.163 views
DESCRIPTION
TRANSCRIPT
Group MembersADNAN-ALI
KAMRAN-KHANSyed-SAQLAN
SHAHZADKALEEM-YOUSAF
Company Introduction Gourmet was founded by Mr. Nawaz Chatha in 1987 as a
single outlet of a bakery unit. Gourmet Bakers and Sweets” is the largest food retail chain of
Pakistan. It is based in Lahore, the second largest city of Pakistan known
for its traditional foods and passion for eating. In 1992 at different place at Muslim town, and Gourmet did
not look back since then.
Products includes Bakery , Mithai , Water , Ice ream , Milk , Beverages, Jam &
Ketchup, Candy, Bon Vivant, Juices, Nimko
Mission Statement The mission of Gourmet Bakers & Sweets is to provide
quality products at a low price to be the market leader.
Vision StatementThe vision of Gourmet Bakers & Sweets is to be the leading health, wellness and nutritional company at
national level.
Strategic GoalsNon Financial Strategic GoalsTo get the maximum market share by taking an advantage of
our strengths of latest technology, own distribution, best quality with competitive prices by maintaining good relations with suppliers.
To expand the business to other main cities of Pakistan in next 5 years.
To be among the top companies in the food business.To build strong customer relationships by providing them
quality products at the low cost.To build better relationships with supplier.
Financial Strategic GoalsTo double the annual sales in a period of five years.To reduce the cost of production by backward integration
strategy.To increase the company’s profits by maintaining the current
customers through consistent quality and low prices and getting new ones by opening new outlets.
To reduce the cost by reducing the wastages during the production and transportation.
Competitive AnalysisGourmet Cola has mainly two competitors in the market. These
two competitors are Pepsi Cola and Coca Cola.Pepsi-Cola From around the 120 million soft drinks sales in Pakistan,
Pepsi-Cola constitutes to about 70 million sales annually. Pepsi cola is the market leader of carbonated water in Pakistan. Pepsi offers a wide range of drinks. These include: 7Up, Miranda, Diet Pepsi, and Mountain Dew.
Coca Cola is the second largest beverage industry in Pakistan. It constitutes
about 30-35% soft drinks sales. Coca cola also offers a variety of products like; Sprite, Sprite 3G, Fanta, and Diet Coca Cola.
Target MarketingPunjab is our target marketAs the market is big and already have other brands but the
opportunity is that the targeted customers are more interested
In their local brands than international or other brands.
Moreover, we will approach/ contact the big restaurants,
shopping malls, famous food retail outlets, super stores etc
for the display of Gourmet products. In short, we will make it
possible that Gourmet products will be easily available at
almost every retailing shop in Punjab
POSITIONING AND BRANDINGGourmet carries its image in a positive manner. In consumer’s
perception Gourmet is producing hygienic Products with high quality
PositioningSuperior in Price and TasteQualityFreshnessSuperior Quality Brand Name
Brand Image/Personality:Superior in Price and TasteStatus Conscious (consumer’s perception)Strong CommitmentNo Compromise on Taste & Quality
PEST AnalysisPolitical and Legal AnalysisEconomic Analysis:Social and Cultural Analysis:Technological Analysis:
SWOT Analysis
StrengthResearch and Development Center:Well Organized Structure:Computerized Database System:QualitySupplier relationship:Well understanding of Pakistani market
WeaknessesThe first weakness of Gourmet cola is lack of advertisement and
publicityAnother weakness of Gourmet cola is that it is not often available
in far away areas of Pakistan.Lack of financial resources as compare to competitors like. Coca
Cola and Pepsi.Gourmet is not considering many potential outlets like hotels,
college canteens etc.Gourmet Company has weak distribution channels system as
compare to their competitors.
OpportunitiesThe company can advertise and introduce its outlets in other cities
of Pakistan to gain more market share.As population of Pakistan is increasing day by day, so there is
great opportunity for gourmet to attract new customers.Company may start entering rural areas also.The company may also diversify its business in some other
potential business.Increased interest of people in musical groups, cultural shows and
sports has provided an opportunity for Gourmet’s to increase its sales through them.
ThreatsOne of the major threats that Gourmet Cola has to face is
in the form of its two competitors; Pepsi and Coca Cola.Law and order situation of the country. Oil pricing in the country.Political instability.Electricity shortage.Extra competition and new competitors entering the
market could unsteady Gourmet Baker Pakistan and be a threat.
Product MixProduct
Malta…………………..
Lemon Up……………..
Gourmet Cola…………….
Bon Vivant Premium Cola..
Price Pricing Strategies and TacticsIn start of the business we focus on two main price strategies
which is Penetration pricing and Discounts pricing strategy.Penetration pricingIn Penetration pricing we set low prices as compare to our
competitor, so that we can attract customers toward our products.DiscountsIn this pricing strategy we will give special discounts to our
customers on special days or occasions like Eid, Ramadan etc
PromotionElectronic Media NEWSPAPERBillboard or Sign BoardPatriotismInternet Advertising
Place/Distribution Gourmet Cola will only be available in Punjab at first.Pull Strategy Push Strategy
Market Segmentation:
By the Gourmet products, we will use two segmenting
strategies i.e. Geographical segmentation and the Life style segmentation.
Positioning:The Gourmet will perceptually position itself as a brand of
price competitive and quality products. The physical
positioning of Gourmet Beverages will be a low price local
brand with good quality.
Special Arrangement for Hotels /Restaurant/StoresMoreover, we will approach/ contact the beg restaurants,shopping malls, famous food retail outlets, super stores etcfor the display of Gourmet products. In short, we will makeit possible that Gourmet products will be easily available atalmost every retailing shop in Punjab.
Marketing BudgetWe have allocated 10 m for our advertising budget
Method we use for budgetPercentage of sales methodFuture PlanINSHALLAH after the successful of this plan we will launchour bakery products branches in all big cities of Pakistan,because this is one of the most renowned product of Gourmet.
Marketing implementation:Managers not only focus on short term profits but they alsoconsider long run market building objectives. On the otherhand company also considers its culture in implementing aplan.
Marketing Control:Gourmet focuses on two types of marketing controlsOperationalStrategic