DEPARTMENT OF

MANAGEMENT SCIENCES

Report Title

PRODUCT ANALYSIS
Submitted to:

Mr.TauqirGhauri
Submitted by:

Ajlanwaleed (41)
Sohail Tariq (48)
NajeebAhamd (53)
NaeemAfzal (59)
WaleedRao (51)

BBA 3rd Semester

Submission Date:

07-03-2014

PREFACE

Assignments, Term reports and Internship programs are the vital teaching
techniques of The Islamia University of Bahawalpur B.B.A (hons) program. The

aim of such activities is to develop a knowledge gain approach in students along

with their studies.
In order to fulfill this purpose department assigned us project of Gourmet (Pvt)
Ltd Lohare being the private largest private Company in pakistan
We have tried our best to make this report comprehensive to provide
information about the strategic and functional areas of gourmet (Pvt) Limited.
AjlanWaleed 41
Sohail Tariq 48
Najeeb Ahmad 53
NaeemAfzal 59
WaleedRao 51

DEDICATION
DEDICATED TO ALL THOSE WHO LOVE ALLAH OUR RESPECTED PARENTS OUR
RESPECTED TEACHERS AND OUR CLASSMATES.

Table of Contents
Executive Summary..01
Introduction........................................................................
.02

Vision &
Mission.................................................................03
History................................................................................
04
Products.............................................................................
05
Product line.................................................................
08
Pricing.09
Channel distribution .....................................................
10
Hierarchy of distribution channel 11
New Product Pricing Strategies 12
Bibliography 13

Acknowledgement

All praise to Allah Almighty, who created the universe and bestowed mankind
and gave us strength and abilities to complete this project. We express our gratitude
from the very inner core of our heart to the Holy Prophet Hazrat Muhammad (peace be
upon him) who enable us to recognize our creator and he is forever a torch of
guidance and knowledge for entire human being .
we would like to submit our deepest gratitude to our parents, whose prayers always
supported in every task of our life and our teachers, who really guided us to enhance
our knowledge in gourmet & Co. (Pvt) Ltd Lahore.To accomplish whatever we have
done in our project, there were many people along the way who have been
responsible for guiding us, advising us, encouraging us. To them, we deeply grateful
and would like to take this opportunity to offer we heartfelt appreciation.

Our group with Mubarik Ali Wasi (admin manager if

gourmet) unit VEXECUTIVE SUMMARY
Gourmet a name that needs no introduction at least for the people living in
Lahore, with over 85 outlets throughout the city and still growing in
numbers they are referred to as undisputed leader in Bakers and
confectioners in Lahore. Keeping hold of their image in the bakers and
confectioners field they also entered the beverage industry by first
launching Mineral water giving Nestle a serious headache and then by
l a u n c h i n g c a r b o n a t e d d r i n k s u c c e s s f u l l y.
Gourmet was started to fulfill the basic utility needs of people. Initially the
gourmet was confectioners but later on they expanded their business and
now they are producing a wide range of products. They produce bakery
items, beverages. Gourmet is proceeding forward and entering their business
into a new dimension. Their future strategies include the productions of
cellular phones, plazas, malls, gasoline pumps and energy solutions.

INTRODUCTION
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, GOURMENT planned to expand.
Gourmet Foods is a bakery and confectionery chain based in Lahore, Pakistan. It has seven
processing units and over 100 stores in Lahore. The company was founded by Muhammad Nawaz
Chatha in 1987. It also has outlets in Faisalabad and in New York City, United States.
Apart from preparing traditional sweets, snacks, cakes, pastries, doughnuts, biscuits, general
confectioneries, bread and bakery goods, the business has expanded its operations and also
produces its own branded soft drinks, beverages, mineral water as well as milk and dairy products
(under the subsidiary Gourmet Dairies). It also has a catering services branch and has set up a
family restaurant. Pizzas and fast food are other delicacies prepared by Gourmet.

Vision Statement
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 believed 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 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 now stepped towards Faisalabad. We established International
level technology based factories and laboratories for quality maintenance.

HISTORY
Gourmet Foods is a bakery and confectionery chain based in Lahore, Pakistan.
It has seven processing units and over 100 stores in Lahore. The company was
founded by Muhammad Nawaz Chatha in 1987. It also has outlets in Faisalabad
and in New York City, United States.
Apart from preparing traditional sweets, snacks, cakes, pastries, doughnuts,
biscuits, general confectioneries, bread and bakery goods, the business has
expanded its operations and also produces its own branded soft drinks,
beverages, mineral water as well as milk and dairy products (under the
subsidiary Gourmet Dairies). It also has a catering services branch and has set
up a family restaurant. Pizzas and fast food are other delicacies prepared by
Gourmet.

Products
GOURMET products are now on long lists. We are quite confident that no. of products
we have introduced in Pakistan are matchless. Our R&D department keeps its-selves
up dated with new recipes, new products for the ever changing customer needs.

Bon Vivant

Gourmet Foods launched Bon Vivant (Bo Vi-van). This is a premium quality product
range. Initially variety includes Cakes (Death by Chocolate, Kit Kat Chocolate etc.

Bakery

GOURMET first started its bakery where only products of breakfast were provided in
the beginning. But GOURMET is presenting now more than four hundred varieties in
bakery products.

Sweets

After the success of bakery products in 1990 gourmet decided to fill Sweetness in your
Life. GOURMET produced Mitha is with fresh and pure ingredients. GOURMET has its
own huge plant for making fresh khoya for all varieties of mithai. That is why
GOURMETs unique and innovated taste in Mitha is always appreciated. Keeping our
uniqueness in flavors and habit of innovation, we introduce different traditional halwas
with the quality you really love!

Pasteurized & Powder Milk

Milk is a complete nutrition for all ages keeping this nutrition for 4-5 days without
using any chemical is a new idea, which GOURMET has introduced. GOURMET has
introduced Pasteurized Milk that is processed under high temperature system to kill
the germs and to keep its nutrition.

Ice Cream

GOURMET Ice Cream A summers sweet gift for its customers is available in 12
delicious flavors. . Instead of artificial flavors GOURMET use real pulp of fruits for its
unique taste and freeze on international level of 28 degree.

Candies and Toffees

Keeping the health of kids in our mind, which is our priority. We are using quality
ingredients in candies and toffees that include vitamins, glucose and calcium.

Beverages
GOURMET took the challenge of making Pakistans biggest in-house Beverages
Industry and built under the supervision of International Team. The thirst-quenching
drinks of GOURMET are available in Cola, Malta, Lemon up, Apple and Ice-cream Soda,
in six different sizes from 300ml to 2.25 liter.

So we chose Gourmet Beverages

Product line

Here are the beverages which gourmet I offering

Cola
Lemon
Malta
Apple
Twister
Ice-cream soda
Bon vivant (premium cola)

Market share:
Gourmet holds 36% market share in Pakistan.

PRICING:
Prices are kept according to competitor level. Prices do not depend on
seasons. Different prices range available from
Rs.10 up to Rs.90
300 ml Rs.10
1Litre Rs.50
1.50Litre Rs.65
2.25Litre Rs.90

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 dont need offer
consumer promotion but trade promotion to their distributers and have different
schemes for their distributors.

ADVERTISING:
The objectives of advertising are:

To increase sales.

To increase recall of products.

To restore message in consumers mind

Advertising campaign channels

Outdoor media:

TVC
Posters
Stickers

Print Media:
Gourmet Khawateen
The News, Dawn

Social Media:
Facebook (www.facebook.com/GourmetPakistanOfficial)

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 their customer effectively and efficiently.

I n d irect Ma rk et C h a n n e l:
It is a channel with one or more intermediary level. The general public can buy gourmet products
through distributors. Gourmet has been network Regional sales force is connected with distributors.They
offer them incentives, schemes for cost sales and always adopt policies in response to competitors.

10

Hierarchy of distribution channel

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Market Segmentation & Target Market

Age

life style

Income

not considered

Geographic

Ruler & Urban Areas

Target

Male & female

Classes

B
C

Positioning Strategy
The gourmet perceptually positioned itself as a brand of price competitive and quality
products. The physical positioning of gourmet beverages is on low price.

11

New Product Pricing Strategies

They adopt penetration pricing strategy according to quality & features of their

product.

Product classification

It is a convenience Product because consumers didnt frequently purchase little

planning & effort.

12

Bibliography
www.gourmetpakistan.com
Head Office 73-F QIE Kot lakhpat Lahore,
Sub Office: 2-QIE Hamdard Chowk TownShip Lahore.

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