HistoryOn 10 September 1987, at Ichhra, Lahore, Pakistan, Gourmet took start with a small shop.[4]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

In the area of Ichchra, 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 Means :A person like having goodand quality foodTypeBakers

IndustryBakers

Founded10 September 1987[1]

FounderMuhammad Nawaz Chatha

HeadquartersLahore

Number of locations120+

ProductsBaked and unbaked desserts, breakfast pastries, restaurant, dairies products, sweets, dairies, Fruit Jams & Jelly, Fruit Juices & beverage products and restaurant & catering service

OwnerMuhammad Nawaz Chatha

Number of employees1500+

Planting the idea

Chaudhary Muhammad Nawaz Chattha, the Founder and Chairman of GOURMET, started his journey with the unique concept of hygienic and healthy food. He made his own coat of arm for trademark and that is simply a love for fine food! We see his journey starts in fact from the day he planted the idea of bakery products at Shezan Industry, where he had served his best for almost eleven years in the same field and got his expertise.

Vision

The vision of GOURMET, throughout these years was to provide a quality food in affordable prices. Thats 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 believe 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

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.Corporate AchievementsGOURMET proved to be recognized as a good corporate. We have introduced many products and developed ourselves as a Trusted Brand in food industry. We believe that trust is earned over a long period of time by consistently delivering quality food.

Products includes Bakery , Mithai , Water , Ice ream , Milk , Beverages, Jam & Ketchup, Candy, Bon Vivant, Juices, Nimko. Restaurants

GOURMET has also introduced their own Restaurants for traditional food lovers in Lahore, and is gradually moving towards other cities as well.Catering

GOURMET is also providing catering for all occasion for your convenience to give grace to your celebrations.We are proud of providing taste with healthy, innovated and best quality food that tempts your appetite at all times.Bon Vivant

GOURMET brings Bon Vivant as premium cuisine with an exquisite treat in chocolate and caramel.For Bon Vivant cakes and other products the ingredients used are imported.Strategic Goals Non Financial Strategic Goals To 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 Goals To double the annual sales in a period of five years.To reduce the cost of production by backward integration strategy. To increase the companys 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 Analysis Gourmet 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, PepsiCola 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 Marketing Punjab is our target market As 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 PunjabPOSITIONING AND BRANDING Gourmet carries its image in a positive manner. In consumers perception Gourmet is producing hygienic Products with high quality Positioning Superior in Price and TasteQualityFreshness Superior Quality Brand Name Brand Image/Personality:Superior in Price and TasteStatus Conscious (consumers perception)Strong CommitmentNo Compromise on Taste & Quality

PEST Analysis Political and Legal AnalysisEconomic AnalysisSocial and Cultural AnalysisTechnological Analysis

SWOT Analysis Strength Research 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 publicity.Another 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 Gourmets 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 Mix

Product includes Bakery , Mithai , Water , Ice ream , Milk , Beverages, Jam & Ketchup, Candy, Bon Vivant, Juices, Nimko. Candies & ToffeesBut GOURMET is presenting now more than four hundred varieties in bakery productsPrice Pricing Strategies and Tactics In start of the business we focus on two main price strategies which is Penetration pricing and Discounts pricing strategy.Penetration pricing In 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

Promotion Electronic Media NEWSPAPER Billboard or Sign Board Patriotism Internet Advertising

Place/DistributionGourmet Cola will only be available in Punjb at first. Gourmet has About 120 outlets in Lahore andFaisalabadBut Gourmet is Serving its Beverages in all over theCountry

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/Stores Moreover

we will approach/ contact the beg 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.

Marketing Budget We have allocated 10 m for our advertising budget Method we use for budget Percentage of sales method Future Plan INSHALLAH after the successful of this plan we will launch our 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 also consider long run market building objectives. On the other hand company also considers its culture in implementing a plan.

Marketing Control:Gourmet focuses on two types of marketing controls

Operational Strategic