4. Introduction:
Gourmet is refined uncontrolled love of good food.
Gourmet was founded in 1987 in Lahore and
started its operations as a bakery and confectioner
shop.
It always focuses on customer’s need and serves
them with quality products.
Its shop’s network
all over the city
of Lahore.
5. Mission statement:
“Our mission is to provide quality products at lowest
prices.”
Vision:
“Leader of quality providers in the region by offering
products enjoyed in every home. This will be
achieved from the dedication of each employee in
conjunction with supportive participation from
management at all levels.”
6. Product line:
Bakery
Sweets
Dairy
Beverages
Water
Candies
Juices
Jam and ketchup etc.
8. Strengths:
Pricing Power
Innovative Culture
Size Advantages
Economies of Scale
Cost Advantages
Unique Products
Brand name
12. Product Life Cycle:
Introduction:
Family Pack Biscuits
Growth:
Dairy products
Maturity:
Bakery Items
Decline:
Sweets
14. BCG Analysis:
Stars:
• (Gourmet Cola) has huge market in Lahore, Faisalabad and
other areas of Pakistan.
• Ice Cream It is another Star product of gourmet creating
high level of competition in market.
Cash Cows:
• Milk is another quality product from Gourmet Sweets and
Bakers creating good competition with other dairy brands.
15. Cont….
Dogs:
• Gourmet sweets & bakers are struggling in sales of Juices,
because mostly people want to consume fresh juices.
• Others have practice for consuming brands of Nestle
because of low price and high quality.
Question Mark:
• Gourmet Sweets and Bakers have equal shares in market in
sales of water. They have to do lot of work on this product
to make it more competitive.
17. Cont…..
Political:
• Industry-specific rules and regulations
• The level of relationships between government and
companies that produce same product.
• The level of political stability within a country.
Economic:
• Buying power of consumers
• Local currency exchange rates
• Local economic environment within each market Gourmet
operates
• Taxation level.
18. Cont….
Social
• Changing family patterns in habits
• Consumer preferences
• Changing work patterns
• Changes in lifestyles of population
• The level of education of population in local markets
• Changing values among population.
Technological:
• Emergence of innovative technology
• Bio technological developments
• Developments in agriculture.
19. Cont….
Environmental:
• Environmental rules and regulations
• Environmental disasters in countries producing tea leaf
• Global warming and other environmental issues in a
global level
Legal
• Introduction of policies and regulations by health
authorities about tea leaf production and consumption
• Introduction of tougher customs and trade regulations
• Licensing regulations related to the industry.
20. New Product Launch:
• Name of Product:
Gourmet Black TEA
• Packaging: orange, white.
• Slogan :
“ Feel the taste to the last sip”
21. Target market:
• We are target to those who are buying the breakfast
products, now we will offer to those our new product
which is Gourmet Black TEA to make the breakfast
complete.
• Gourmet makes contracts with the different offices where
the gourmet bakery products are provided so we target
these offices where gourmet product already delivered
with new product that is Gourmet Black TEA.
Target place:
• We are introducing Gourmet black tea in Lahore on its
entire outlet.
22. Price Strategy:
Market penetration
Set the low Prices than Lipton & Tapal Danedar to
penetrate the market.
Gourmet Black Tea Price:
The box which contain 100 tea bags is for Rs.225
The box which contain 50 tea bags is for Rs. 125
24. WHY gourmet make tea:
• It is one of the finest beverages in the country,
• it is potentially extremely profitable.
• Tea is still the country’s favorite hot drink.
26. Making product strategy…….
A product strategy provides details on how a company
plans to achieve its new product launch objectives.
Conduct market research
Investigate the competition
Marketing strategy
Public relations program
Evaluate the readiness of the launch
Create a timeline
Availability of product
27. Five Porter Forces:
Potential
Entrants
(threat of
mobility)
Industry
Competitors
(Segment
rivalry)
Buyers
(buyer
power)
Substitutes
(threat of
substitute)
Suppliers
(Supplier
Power)
28. Five Porter Forces:
Segment Rivalry:
Before enter in the market see the no of
competitors if there is already many companies
provide the same products. Then it difficult to
sustain in the market.
We see that there are no huge number of
competitors. So, it may be favorable for us to
enter in this segment.
Potential entrants:
We analyze that in this field entry level is low.
29. Cont…
Product Substitute:
There is no enough substitute of the tea. But only
the coffee.
Bargaining Power of buyer :
Bargaining power of buyer lower. Because our
products are sold at its fix prices.
Bargaining Power of supplier:
Bargaining Power of supplier is low because we
purchase tea leaves in huge quantity.
30. Launch timing
• Engage in launch activities in parallel with the technical
delivery of our product. Our goal is to have both our team
set to launch and our product ready to go at the same time.
• Product ready to be delivered to customers is extremely
important, its impact will be less if our organization and
marketing efforts are not prepared.
31. Launch elements
• Product documentation
• Legal considerations
• Sales enablement
• Review of the entire product package
• Evaluation of its impact
• Marketing efforts
32. Goals:
Increase market share to 10%
Increase in profits 5%
To provide complete breakfast
To maintain our position in the market with
the competitor