GOURMETGOURMETM A R K E T I N G S T R A T E G I E S

Presented by

Ayesha ArshadFiza ShakoorMemoona HanifWaqas Shehzad

S P E A K E R S

Presentation

Ayesha ArshadFiza ShakoorMemoona HanifWaqas Shehzad

Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T

Product

FRESH CREAM PASTRY Pine apple pastry Cream roll Cream puff Fruit trifle cup

CREAM CAKES Pine apple cake Black forest cake Coffee cake Cheese cake Caremal crunch cake etc.

FRESH CREAM PASTRY Pine apple pastry Cream roll Cream puff Fruit trifle cup

CREAM CAKES Pine apple cake Black forest cake Coffee cake Cheese cake Caremal crunch cake etc.

Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T

Product

DRY CAKES Almond cake Almond syrup cake Chocolate cheese cake Tuti fruit cake

LAYER CAKEWafer vanilla cakeWafer chocolate cake Marble vanilla cake Icing cake etc

DRY CAKES Almond cake Almond syrup cake Chocolate cheese cake Tuti fruit cake

LAYER CAKEWafer vanilla cakeWafer chocolate cake Marble vanilla cake Icing cake etc

Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T

ProductPIZZA Almond cake Chicken cheese patties Chicken pizza large Chicken pizza small Mini pizzaSeekh kabab pizza

CROISSANTWafer chocolate cake Chicken samosa Vegetable pattiesWalnut stick

PIZZA Almond cake Chicken cheese patties Chicken pizza large Chicken pizza small Mini pizzaSeekh kabab pizza

CROISSANTWafer chocolate cake Chicken samosa Vegetable pattiesWalnut stick

Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T

ProductBISCUIT Almond macroni finger Almond chocolate Coconut biscuit Coconut ball Cracker biscuit Ring vanilla

BREADPlain bread Milky bread Bran breadFruit bun

BISCUIT Almond macroni finger Almond chocolate Coconut biscuit Coconut ball Cracker biscuit Ring vanilla

BREADPlain bread Milky bread Bran breadFruit bun

Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T

ProductSWEETS Gulab jaman Burfi Kalakand Moti choor laddoo Balu shahi etc.

ICE CREAMChocolate fudge Coffee Vanilla Tuti fruit Coconut Paraline Mango etc.

SWEETS Gulab jaman Burfi Kalakand Moti choor laddoo Balu shahi etc.

ICE CREAMChocolate fudge Coffee Vanilla Tuti fruit Coconut Paraline Mango etc.

Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T

ProductBEVERAGES Cola Lemon Twister Apple Malta etc.

BEVERAGES Cola Lemon Twister Apple Malta etc.

Presented byP R O B L E M S W I T H G O U R M E T

Product

Discount 29% Offer 6% Price 20% Product variety 12% Capaciousness 9% Delivery time 6%

.

Survey Results:Improvement to be made in

Discount 29% Offer 6% Price 20% Product variety 12% Capaciousness 9% Delivery time 6%

.

Presented byP R O B L E M S W I T H G O U R M E T

Product

Customers face a problem of:> long queues> congestion> bad behavior of staff> parking problems

Shelving problem also present..

Service:Problems with service part Customers face a problem of:

> long queues> congestion> bad behavior of staff> parking problems

Shelving problem also present..

Presented byP R O B L E M S W I T H G O U R M E T

Product

Increase focus on training of gourmet staff. Increase a focus on cleanliness of premises. Staff must be quick. Ask suggestions from customers

Service:Improvement in Service Increase focus on training of gourmet staff. Increase a focus on cleanliness of premises. Staff must be quick. Ask suggestions from customers

Presented byC U R R E N T P R O D U C T L I N E A N A L Y S I S

Product

Good in term of taste but it is not good interm of freshness and also have little variety.

Gourmet milk is of good quality and freshbut there is some problem with its availabilityand shelf life.

Gourmet cakes are of average quality andhave an average taste.

Product:Current product line of Gourmet isGood in term of taste but it is not good interm of freshness and also have little variety.

Gourmet milk is of good quality and freshbut there is some problem with its availabilityand shelf life.

Gourmet cakes are of average quality andhave an average taste.

Presented byC U R R E N T P R O D U C T L I N E A N A L Y S I S

Product

Sufficient variety of gourmet cookies, butagain taste, average quality and freshness isthe question mark.

Beverages need repositioning andimprovement in quality.

Need of introduction of unconventionalflavors

Product:Current product line of Gourmet is Sufficient variety of gourmet cookies, butagain taste, average quality and freshness isthe question mark.

Beverages need repositioning andimprovement in quality.

Need of introduction of unconventionalflavors

Presented byC U R R E N T P R O D U C T L I N E A N A L Y S I S

Product

New flavors should be introduced in market.

Pizza is bad in quality, taste and have littlevariety.

Patties quality has also gone bad.

Product:Current product line of Gourmet is New flavors should be introduced in market.

Pizza is bad in quality, taste and have littlevariety.

Patties quality has also gone bad.

Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S

Product

Considering the analysis of the products, we suggestfollowing improvements in the existing products as wellas the introduction of new products, or product lines.

Improved quality of milk

Increased availability of dairy products

Product Strategies:Milk Considering the analysis of the products, we suggestfollowing improvements in the existing products as wellas the introduction of new products, or product lines.

Improved quality of milk

Increased availability of dairy products

Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S

Product

Gourmet should considering adding new products toMilk line:

Powdered milk Condensed milk Yogurt Cream Raita

Product Strategies:MilkGourmet should considering adding new products toMilk line:

Powdered milk Condensed milk Yogurt Cream Raita

Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S

Product

Improved quality Raw material quality should be increased Introduction of:

Fruit bread Garlic bread Lemon bread Coconut bread

Product Strategies:Bread Improved quality Raw material quality should be increased Introduction of:

Fruit bread Garlic bread Lemon bread Coconut bread

Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S

Product

Chicken tikka Vegetable roll Chicken croissant Beef croissant

Product Strategies:Snacks Chicken tikka Vegetable roll Chicken croissant Beef croissant

Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S

Product

Introduction of new flavors: Chicken tikka Chicken fajita Chicken tanduri Chicken supreme.

Product Strategies:Pizza Introduction of new flavors:

Chicken tikka Chicken fajita Chicken tanduri Chicken supreme.

Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S

Product

Improved Quality Introduction of new flavors Introduction of gourmet juice (mango, orange, lemon,leeche, apple) Introduction of fresh milk shakes

Product Strategies:Beverages Improved Quality Introduction of new flavors Introduction of gourmet juice (mango, orange, lemon,leeche, apple) Introduction of fresh milk shakes

Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S

Product

Improvement in quality and taste Introduction of sugar free cakes and pastries Introduction of instant bake facility Introduction of new flavors Customized shapes as per asked by customers

Product Strategies:Beverages Improvement in quality and taste Introduction of sugar free cakes and pastries Introduction of instant bake facility Introduction of new flavors Customized shapes as per asked by customers

Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S

Product

SWEETSIntroduction of sugar-free sweets

BURGERSIntroduction of fresh burgers will be our new addition tocurrent product line.

JAMS & JELLIESIntroduction of different flavors on jams and jellies in thenear future.

Product Strategies:ConfectionariesSWEETSIntroduction of sugar-free sweets

BURGERSIntroduction of fresh burgers will be our new addition tocurrent product line.

JAMS & JELLIESIntroduction of different flavors on jams and jellies in thenear future.

Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G

PricingMajor factors include:

Prices

Quality

Taste

Availability

Costs

Competition

Prices

Quality

Taste

Availability

Costs

Competition

Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G

PricingMajor cost heads include:

Fixed cost> Production units> Machinery

Variable cost> Transportation> Labor> Ingredients & raw material

Fixed cost> Production units> Machinery

Variable cost> Transportation> Labor> Ingredients & raw material

Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G

PricingCompetition also influences pricesetting: Competitors cost

Competitors prices

Competitors prices are somewhat higher while Gourmet ishaving more for less strategy.

Competitors cost

Competitors prices

Competitors prices are somewhat higher while Gourmet ishaving more for less strategy.

Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G

PricingMarketing objective of the Gourmetcompany is: To provide quality products at economic prices.

Pricing strategy of Gourmet is derived from this objective.

To provide quality products at economic prices.

Pricing strategy of Gourmet is derived from this objective.

Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G

PricingNature of Market & Demand:

Direct competitors> Shezan> Cakes & Bakes

Indirect competitors> United bakers> Kashmir bakers> Shimla bakers

Direct competitors> Shezan> Cakes & Bakes

Indirect competitors> United bakers> Kashmir bakers> Shimla bakers

Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G

PricingPrices of Gourmet in comparison to theMarket as shown by Survey:

Presented byC U R R E N T S T R A T E G I E S O F G O U R M E T

PricingPrices of Gourmet in comparison to thecompetition as shown by Survey:

Presented by PricingValue-Based ApproachCatering price-sensitive market:Always preference to its Customer by providing Value

Prices are according to the customers affordability

Good perceived use value in relation to perceived price

C U R R E N T S T R A T E G I E S O F G O U R M E T

Always preference to its Customer by providing Value

Prices are according to the customers affordability

Good perceived use value in relation to perceived price

Customer Value Price level Product Cost

Presented by PricingMarket-Oriented pricing -catering marketing perceived price needs: Gourmet prices are market oriented.

Prices are harmonious to what market expects.

Targeted at Price-sensitive market and thus affordable prices.

C U R R E N T S T R A T E G I E S O F G O U R M E T

Gourmet prices are market oriented.

Prices are harmonious to what market expects.

Targeted at Price-sensitive market and thus affordable prices.

Presented by PricingMarket-Penetration Strategy:Target market penetrated with low prices: At the early stages of gourmet, it took the strategy of market

penetration, setting relatively lower prices gourmet was

successful in establishing its image in the market.

C U R R E N T S T R A T E G I E S O F G O U R M E T

At the early stages of gourmet, it took the strategy of market

penetration, setting relatively lower prices gourmet was

successful in establishing its image in the market.

Presented by PricingDiscounts & Offers:

Currently no offers and no discounts

If there are discounts, they are area and time specific.

They usually introduce discounts when they launch new

outlet for a specific time (usually 1 week).

C U R R E N T S T R A T E G I E S O F G O U R M E T

Currently no offers and no discounts

If there are discounts, they are area and time specific.

They usually introduce discounts when they launch new

outlet for a specific time (usually 1 week).

Presented by PricingAnalysis of Current PricingStrategy:

ADVANTAGES

High Market penetration

High market share

Loyalty due to provision of value to price-sensitive customers.

High sales volume.

C U R R E N T S T R A T E G I E S O F G O U R M E T

ADVANTAGES

High Market penetration

High market share

Loyalty due to provision of value to price-sensitive customers.

High sales volume.

Presented by PricingAnalysis of Current PricingStrategy:

DISADVANTAGES

Compromise on quality

Skewed profit margins.

Customers have taken price as a proxy for quality.

C U R R E N T S T R A T E G I E S O F G O U R M E T

DISADVANTAGES

Compromise on quality

Skewed profit margins.

Customers have taken price as a proxy for quality.

Presented by PricingDiscounts & Allowances

SEASONAL DISCOUNTS

On special occasions

PURCHASE DISCOUNTS Discount be given on certain

volume of purchases.

R E C O M M E N D E D P R I C I N G S T R A T E G I E S

SEASONAL DISCOUNTS

On special occasions

PURCHASE DISCOUNTS Discount be given on certain

volume of purchases.

Presented by PricingR E C O M M E N D E D P R I C I N G S T R A T E G I E S

Promotional Pricing

Offering products at lower than the retail price for specific days ofthe month.

Lowering prices on seasonal products from the retail price. e.g.ice-cream in winters.

Offering products at lower than the retail price for specific days ofthe month.

Lowering prices on seasonal products from the retail price. e.g.ice-cream in winters.

Presented by PricingR E C O M M E N D E D P R I C I N G S T R A T E G I E S

Competitive Pricing

Gourmet should increase the price at slower rate thancompetitors since they offer substitutes and price-demandrelationship will yield larger market share.

Should defend its basis for cost-leadership. i.e. low costproduction.

Gourmet should increase the price at slower rate thancompetitors since they offer substitutes and price-demandrelationship will yield larger market share.

Should defend its basis for cost-leadership. i.e. low costproduction.

Presented by PricingR E C O M M E N D E D P R I C I N G S T R A T E G I E S

Optional Product Pricing

Customer can order customized products selecting ingredients oftheir choice.

Gourmet should charge nominal price for exercising theseoptions.

Same strategy can be adopted for customized shapes of cakesand extra toppings.

Customer can order customized products selecting ingredients oftheir choice.

Gourmet should charge nominal price for exercising theseoptions.

Same strategy can be adopted for customized shapes of cakesand extra toppings.

Presented by PricingR E C O M M E N D E D P R I C I N G S T R A T E G I E S

Product Bundle Pricing

Gourmet can bundle various products and render it into differentdeals.

Will not only give competitive advantage but also earn morecustomers.

Different deals will be priced variously.

Gourmet can bundle various products and render it into differentdeals.

Will not only give competitive advantage but also earn morecustomers.

Different deals will be priced variously.

Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S

PlacementCORPORATE VMSGourmet is using corporate VMS because gourmet has itsown production and distribution under single ownership

INTENSIVE DISTRIBUTIONGourmet is having an intensive distributional strategy as itis stocking the product in as many outlets.

CORPORATE VMSGourmet is using corporate VMS because gourmet has itsown production and distribution under single ownership

INTENSIVE DISTRIBUTIONGourmet is having an intensive distributional strategy as itis stocking the product in as many outlets.

Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S

Placement

DIRECT DISTRIBUTION Involves distribution of products directly to the customer Gourmet distributes directly most of its products directlyto the customers through its outlets.

Channel Strategy

DIRECT DISTRIBUTION Involves distribution of products directly to the customer Gourmet distributes directly most of its products directlyto the customers through its outlets.

Consumer

Manufacturer

Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S

Placement

INDIRECT DISTRIBUTION Involves distribution of products to the customer throughmiddleman or retailer. Gourmet is having this strategy only for gourmetbeverages available in other cities than Lahore.

Channel Strategy

INDIRECT DISTRIBUTION Involves distribution of products to the customer throughmiddleman or retailer. Gourmet is having this strategy only for gourmetbeverages available in other cities than Lahore.

Consumer

Manufacturer

Retailer

Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S

Placement

Gourmet also acts as a retailer of different food brandsapart from its own manufacturer brands of bakery,confectionary and other items.

Retailing

Gourmet also acts as a retailer of different food brandsapart from its own manufacturer brands of bakery,confectionary and other items.

Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S

Placement

More than 80 outlets 3 production units Each outlet is well decorated and well managed Electricity backup (generators) Outlets are open yet congested Parking area is less

Current Channel Interfaces

More than 80 outlets 3 production units Each outlet is well decorated and well managed Electricity backup (generators) Outlets are open yet congested Parking area is less

Presented byR E C O M M E N D E D P L A C E M E N T S T R A T E G I E S

PlacementSurvey Result:Convenience of Gourmet Outlets Survey shows, outlets in Lahore are

sufficient and convenient.

Gourmet should expand its market inother cities of Punjab.

Outlets in public-sector universities couldbe a healthy proposition.

Survey shows, outlets in Lahore aresufficient and convenient.

Gourmet should expand its market inother cities of Punjab.

Outlets in public-sector universities couldbe a healthy proposition.

Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S

PlacementSurvey Result:Areas of improvement Survey shows Long Queues,

Rude Behavior and Congestion asmajor problem areas.

Number of counters bedoubled.

Separate bakery andconfectionary sections.

Survey shows Long Queues,Rude Behavior and Congestion asmajor problem areas.

Number of counters bedoubled.

Separate bakery andconfectionary sections.

Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S

PlacementSurvey Result:Areas of improvement Should provide for appropriate

parking facility for consumers. Should provide for appropriate

parking facility for consumers.

Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S

PlacementSurvey Result:Areas of improvement Training of sales personnel in areas

of customer handling andshelving.

Training of sales personnel in areasof customer handling andshelving.

Presented byI N T E G R A T I O N C O M M U N I C A T I O N M I X

Promotion

ADVETISVEMENT

PROMOTION SALESPROMOTION

DIRECTMARKETING

PUBLICRELATION

Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S

Promotion

PRINT MEDIABanners Posters

BROADCAST MEDIA Occasional ADs on City 42

TRANSIT MARKETING Display on transport vehicles.

Advertisement

PRINT MEDIABanners Posters

BROADCAST MEDIA Occasional ADs on City 42

TRANSIT MARKETING Display on transport vehicles.

Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S

Promotion

Gourmet doesnt undertake direct marketing.

Direct Marketing

Gourmet doesnt undertake direct marketing.

Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S

Promotion

Limited Sales promotion. Subject to area and time. Promotional discounts offered on new outlets. Discounts are also area specific.

Sales Promotion

Limited Sales promotion. Subject to area and time. Promotional discounts offered on new outlets. Discounts are also area specific.

Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S

Promotion

Gourmet practices inconspicuous public relations strategy. Provides dinner to Children Hospital. However, this tool isnt fully utilized.

Public Relations

Gourmet practices inconspicuous public relations strategy. Provides dinner to Children Hospital. However, this tool isnt fully utilized.

Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S

Promotion

Doesnt give trade promotions on bakery and confectionaryitems due to sale of these items specifically through outlets.

Offers limited trade promotions on Beverages only beingthe only product with indirect distribution strategy in areasother than Lahore.

Trade Promotions

Doesnt give trade promotions on bakery and confectionaryitems due to sale of these items specifically through outlets.

Offers limited trade promotions on Beverages only beingthe only product with indirect distribution strategy in areasother than Lahore.

Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S

Promotion

Billboards TV advertisement Brochures Public Events Direct Marketing Sales Promotion Consumer Promotion

Gourmet should expand promotioncampaigns: Billboards TV advertisement Brochures Public Events Direct Marketing Sales Promotion Consumer Promotion

Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S

Promotion

Billboards be placed at strategic places.

Should communicated specific discounts.

Billboards:

Billboards be placed at strategic places.

Should communicated specific discounts.

Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S

Promotion

Should print and dissemination brochures.

Brochures to communicate product line, offers, discounts.

Punch lines be used.

Brochures:

Should print and dissemination brochures.

Brochures to communicate product line, offers, discounts.

Punch lines be used.

Gourmet Prices. Gourmet Quality

Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S

Promotion

Feedback

Helpline/Complaint center

Market Research

Direct Marketing:

Feedback

Helpline/Complaint center

Market Research

Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S

Promotion

Consumer promotion

Visual demonstration on outlets

Birthday packages

Contract with restaurants( beverages, ice-cream)

Home delivery

Sales Promotion:

Consumer promotion

Visual demonstration on outlets

Birthday packages

Contract with restaurants( beverages, ice-cream)

Home delivery

Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S

PromotionConsumer Promotion:

SAMPLES: Offer trial amount of product

COUPONS: On cakes, sweets, particularly on special occasions.

PREMIUM: On cakes and baked items

SAMPLES: Offer trial amount of product

COUPONS: On cakes, sweets, particularly on special occasions.

PREMIUM: On cakes and baked items

Presented by

Thank You!Thank You!Q U E S T I O N S & Q U E R I E S