Assignment on

Gourmet Cola Multan

Submitted to:
Maam Huma Jamshaid

Submitted by:
Muhammad Imran MB-14-20

Qurrat ul Aen MB-14-23

Rubab Zahra MB-14-48

Naumana Hussain MB-14-50

Gulzaib Hassan MB-14-62

Institute of Management Sciences

 Gourmet Chamkay Ghar Ghar Main
History
Gourmet was founded on September 10, 1987, by Mr. Nawaz Chatta, in Lahore and started its
operations as a bakery and confectioner shop. It has diversified into a versatile food company
over 25 years and has since then started manufacturing many of their own food products.

Branches
Now Gourmet is spreading its company and has opened branches in Islamabad, Rawalpindi,
Multan, Faisalabad, Gujranwala, Gujrat, Jalapur Jattan, Sheikhupura, Shah shdara Bagh (A tehsil
of Sheikhupura).

Mission Statement
The Mission Statement Gourmet Cola is to provide a good quality product at low price to be the
market leader.

Vision Statement
The vision of Gourmet Cola is to be the leading health, wellness and nutritional company at
national level.

Positioning
Gourmet Cola is being positioned being very low in costs compared to other soft drinks. It
promises to provide quality taste at such low prices. Gourmet Cola is also available in five
different flavors which make it different than other beverages in the market.

Market Description
Gourmet Cola's market mainly consists of consumers who buy beverages frequently and would
prefer to buy them at a lower price than the rest of the market. As a wide range of beverages are
being offered by Gourmet Cola, specific segments are targeted in the market.
Products Review
Gourmet Cola offers the following products to the consumers at low price than its
competitors.

Bakery
Juices

Sweets

Spark
Gases

Restaura
nts
Soft
Drinks

Jam&
Ketchup Dairy

Magazine
Water

Ice
Pharmacy
Cream Catering

5 different flavors which include Cola, Malta, Lemon Up, Apple and Ice-Cream Soda.
 Gourmet Cola introduces two new products recently. These two new products are Bon
Vivant Premium Cola and Pulpy Orange drink.

Channels and Logistics review

Gourmet Cola will be distributed to consumers through a network of retailers in the city. The
most important channel partners used will be:

Gourmet Outlets: Gourmet Outlets will carry Gourmet Cola.

Grocery Stores/ Utility Stores/ Service Stations: All stores that provide consumers
with basic necessities will sell Gourmet Cola.

Marketing Strategy
Gourmet Cola's marketing strategy is based on product positioning. According to the Tanveer
Ahmad (Branch Manager) our primary consumer target market is low to middle class consumers
who cannot afford beverages at a high cost on a daily basis. Our secondary consumer target
market consists of mainly youngsters who would want to get low price beverages in easy to carry
bottles.

Pricing Strategy
Gourmet Cola is going to available in low prices with the prices ranging according to the size of
each bottle. Price of the smallest bottle i.e. 300 ml starts from Rs. 30 and continues to Rs. 90 for
2.25 liters. The price of the 1.5-liter bottle is Rs.65. These prices are very low compared to other
beverages. The company has implemented these prices to attract more consumers and to break
the stronghold share of Pepsi and Coca Cola in the market.

Distribution Strategy
Gourmet Cola's distributions strategy for the first year was very selective. Gourmet Cola was
only available in Gourmet outlets at first. This is to make the consumers more familiar with the
brand. After this Gourmet Cola is distributed to different cities in departmental stores and service
stations. We also plan to arrange special payment terms for retailers that place volume orders.

Marketing Communications Strategy

Gourmet Cola will advertise its drinks through different means. We use basic tools of
advertisement. Through advertisements on radios and televisions, we are being able to target out
target market. Through the use of posters and paints company trucks, we can advertise our
products. Gourmet outlets are an effective medium at which we carry out our advertisements.
Competitive Review
Gourmet Cola has mainly two competitors in the market. These two competitors are Pepsi Cola
and Coca Cola. Many other small ventures also exist in the market but they constitute to only
about 5% of the share in the beverages industry. Key competitors include:

1. Pepsi Cola: From around the 120 million soft drinks sales in Pakistan, Pepsi Cola
constitutes to about 70 million sales annually. Pepsi offers a wide range of drinks. These
include:
7Up
Mirinda
Diet Pepsi
Mountain Dew.
2. Coca-Cola: 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:
Sprite
Sprite 3G
Fanta
Diet Coca Cola

Despite this strong competition in the market, Gourmet Cola can carve out its name in the
industry. The prices offered by Gourmet Cola are sure to give us an edge in the market. Also the
flavors offered by Gourmet Cola are different and will surely attract a variety of consumers.

SWOT Analysis
SWOT Analysis will analyze the internal environment (Strengths and Weaknesses) and the
external environment (Opportunities and Threats) of Gourmet Cola.
The SWOT Analysis of Gourmet Cola is as follows:

Strengths:
Low Price: The greatest strength of Gourmet Cola is its price. Gourmet Cola will be
priced Rs.60 per 1.5 liter. This price is very low compared to its two main competitors,
Pepsi and Coca Cola. These companies sell their drinks at Rs.70 per 1.5 liter.
Variety of flavors available: Cola, Malta, Lemon Up, Apple and Ice Cream Soda.
Variety of sizes: Gourmet Cola is available in varying sizes; 300ml,0.5 litre, 1.5 litre,
2.25 litre.
Brand: Gourmet Cola has the financial backing of Gourmet Cola. Gourmet is one of
the strongest brand names in the cities it operates in.
Weaknesses:
Branches: Gourmet Cola has not opened many branches outside Lahore and thus is not
known by people who live in cities far away. Thus Gourmet Cola is not preferred by
them.
Promotional Activities: Gourmet Cola is not focusing properly on promotion tools
such as advertisements. This affects the sales of their products.
Tin Packs: Gourmet Cola is only available in plastic bottles. It is not available in tin
packs. This results in many youngsters turning away from Gourmet Cola.
Consumers view: Gourmet Cola is supposed to be a bakery and grocery store. Many
consumers hesitate to buy Gourmet Cola due to this problem.

Opportunities:
Market: The soft drinks market in Pakistan enjoyed dynamic growth over the review
period in both volume and current value terms. Gourmet Cola can take advantage of this
growth.
Government: The government of Pakistan has reduced excise taxes to encourage soft
drinks manufacturers. Gourmet Cola can continue to provide their products at a low
price.
Distribution: Gourmet Cola has many cities to capture and through this they can
increase the distribution of Gourmet Cola.
Retailers: Gourmet Cola is a well-known brand and they can use this to their
advantage for selling Gourmet Cola to retailers. More the retailers, more the sales.

Threats:
Competitors: One of the major threats that Gourmet Cola has to face is in the form of
its two competitors, Pepsi and Coca Cola. These two companies have a very strong hold
in the market and breaking their status is going to be very difficult by Gourmet Cola.
Less Outlets: Gourmet Cola needs to market their company in cities where they do not
have outlets to make consumers more aware about their product.
Less Advertisement: Pepsi and Coca Cola have a huge advertising campaign which
needs to be encountered by Gourmet Cola.
 Perceptual map
Price (High)
Pepsi

Coca
Cola
Nirala
sweet
s

Omore

Taste (Bad) Taste (Good)

Num Gourmet
Num
foods Ideal
bakers

Price(Low)

Suggestions:
Gourmet Cola should increase its outlets in different cities.
More attention to social advertisement.
Sponsor to main events.
Gourmet Cola can provide special offers on different events like Eid, Christmas,
Ramadan etc.
Gourmet Cola should go to international market.

Group personal learning statements:

Muhammad Imran (MB-14-20)

A dream does not become reality through magic. It takes sweat, determination and hard work. It
was a very hard work but all credit goes to my team members who make it easy task. So Im
feeling very happy to work with this team.
Qurrat ul Aen (MB-14-23)
Failed to do team work and learned to compile data.

Rubab Zahra (MB-14-48)

Critically analysis and evaluate the strategies of organizations.

Naumana Hussain (MB-14-50)

Money is not a barrier; opportunities are waiting for you.

Gullzaib Hassan (MB-14-62)

It was a new and very interesting task for me.

References
Mr. Tanveer Ahmad
Manager Outlet (Gulgasht Branch)
Mr. Sufiyan Haider
Supervisor (Gulgasht Branch)
Website of Gourmet Cola
www.gourmetcolapakistan.com
Mr. Anjum Hafeez
Pepsi employee (Competitive Analysis)
Mr. Syed Farhan Ishfaq
Coca Cola employee (Competitive Analysis)