gourmet sweets

Gourmet SweetsGourmet Sweets

Final Project

Marketing Research

By

Muhammad Haris Omer KhanMuhammad Usman Akram

Amna RafiMarij Talha

H M Azhar Ejaz

IntroductionIntroduction

Started as a bakery and sweet shop, soon turned into a medium sized cash n carry retail outlet and has further expanded into launching a number of successful company owned products, ranging from milk, ice creams, russ malai and many more.

Opening its first bakery outlet in 1996, Gourmet, today has a network of successfully running bakeries in Lahore.

This bakery is owned by Mr.Nawaz Chatha.

Gourmet Bakers is one of the fastest growing local baker and confectioner stores in Pakistan.

Being a local company, their approach towards business is both professional and highly aggressive.

Now they have an outlet in every nook n corner of Lahore at least.

Vision

“Our vision is to provide our customers oven fresh bakery products in the shortest span of time with excellent service level and quality”

Mission

“To make Gourmet an essential part of daily diet for our valuable customers”.

Policies: To make Gourmet an essential part of daily diet for our valuable

customers. Customer satisfaction is one of their assets. Maintain and further improve the customer satisfaction level.

Marketing MixMarketing Mix

Products: Gourmet has categorized their product line into:

Soft drinks and mineral water Milk Ice cream Sweets Russ malai Bread & eggs

Price: There is not as such price war in the bakery industry, that’s why there are

not as such differences in prices of Gourmet products as compared to Cakes & Bakes, Shezan, and Rahat etc.

Marketing MixMarketing Mix

Promotion:

Gourmet is currently using banners and transit media vehicles. They recently did promotion at a very small scale of their new launch gourmet beverages, milk and ice creams. These products are promoted through their vehicles and their large network of branches.

Placement:

Currently in Lahore, there are more than 90 branches of Gourmet spread all around. They have branches in important areas like Defence, Johar Town, Model Town, Iqbal Town, Gulberg, Wapda town etc. That clearly suggests that they are targeting all SEC classes.

CompetitorsCompetitors After the entrance of Gourmet in the market many new players entered

the market which is now a major threat for this bakery like Cakes & Bakes, Delight Bakers, and International Bakery etc.

In Sweets Nirala bakers Rahat bakers Cakes & Bakes Fresh inn bakers

In Beverages Pepsi cola Coca cola Big Apple Mountain Dew

CompetitorsCompetitors

In Water Aquafina Nestle Qurshi Springley

In Ice Creams Walls Hico Yummy Rocco

Problem DefinitionProblem DefinitionProblem Background Gourmet started its business in 1996. At that time, it was mainly

concerned with sweets, which was the initial recognition of Gourmet. But, in recent years, when Bakeries like Cakes & Bakes, Shezan, and Rahat etc entered the market, the sales of Gourmet sweets has been continuously decreasing.

Research Problem“The sales, of Gourmet sweets is decreasing in the market”

Research Objectives Specific objectives are as follows: To review the existing status of Gourmet. To identify the reasons of decrease in the sales of Gourmet sweets as

compared to other products. To provide reasonable recommendations and suggestions to Gourmet.

Review of LiteratureReview of Literature Asad Ali (2006) Bilal Omer Khan (2004) Datamonitor (2008) Ehsan (2009) Farhan Omer (2001) Heather Carreiro (2008) Ikram A Malik (2007) Nasreen Khalid (2007) Nauman Asghar/ Suffian Asghar (2004) Umer (2008) Uma Sekran (2008) Thomas.C Kinnear and James R. Taylor (2007)

Research MethodologyResearch Methodology

Specific Our specific study is to find out why the sales of Gourmet sweets are

decreasing in the market.Collecting Data We will collect data from both secondary and primary sources. The

secondary sources will be the available data as mentioned in the review of literature. And the primary sources will be face to face interviews with bakery users and by distributing questionnaires.

Primary Data

Target PopulationPeople buy the Gourmet sweets frequently.Sample SizeTotal sample size:( 50 )

Research MethodologyResearch MethodologyData Collection Methods The method of combination of descriptive and exploratory research is used.

The overall scenario of the company would be done through descriptive research. Exploratory research would be used to identify variables for the problem.

Data Collection Instruments Data collection instruments would include questionnaire, face to face

interviews with the management, observation methods and other secondary instruments.

Data Analysis TechniquesIncludes: Mean Median Mode

Research MethodologyResearch Methodology

Limitations:

Secondary Data Outdated, Not accurate, Not in detail, Data in hand was very less.

Primary Data Like lack of time Response refusal, Cost constraints, Response biasness.

Results & DiscussionsResults & Discussions

The questionnaire contains the following heads: External Internal Respondent Preference

External:

Visit to a Bakery

18%

50%

32%

0%

Daily

Twice a week

Once a week

Very Seldom

Preffered Bakery

30%

54%

16%0%

Shezan

Gourmet

Cakes and Bakes

Rahat


Internal:Taste

16%

0%

84%

Yes

No

Don’t Know

Hygiene

14% 0%

86%

Yes

No

Don’t Know

Service

15%

35%

50%

Excellent

Average

Poor


Internal:

Enviironment

11%

45%

44% Excellent

Average

Poor

Prices

12%

88%

0%

High

Average

Low


Respondent Preference:

Variables

18%

1%

6%

22%

10%

32%

9% 2%

Quality

Price

Service

Environment

Avaialbility ofProducts

Location

Variety

Hygiene

Conclusion & Recommendations Conclusion & Recommendations

Conclusion: The quality of sweets is not convenient for the customers. Tastes, availability, Hygiene are all factors that are not acceptable by the

customers. The visiting pattern to Bakeries is quite often and Gourmet is leading the

market followed by Shezan.

Recommendations Improve the quality of Gourmet sweets. Proper advertisement is required. Operations should be streamlined to provide good service to the

customers.

QuestionnaireQuestionnaireQ: How often you visit the bakery: Daily Twice a week Once a week Very SeldomQ: Which Bakery do you usually visit? Shezan Gourmet Cakes & Bakes Rahat BakersQ: Why do you prefer this bakery? Quality Price Service Environment Availability of Products Location Variety Hygiene

QuestionnaireQuestionnaireQ: How often do you visit Gourmet Bakery? Daily Twice a week Once a week Very Seldom Not at allQ: Are you satisfied with the taste of the products available at Cakes & Bakes? Yes NoQ: Are the sweets available fresh and hygienic at Gourmet? Yes NoQ: Are the sweets always available on time at Gourmet? Yes NoQ: The service at Gourmet is: Excellent Average Poor

QuestionnaireQuestionnaire

Q: The environment at Gourmet is: Excellent Average PoorQ: The prices of the sweets at Gourmet are: High Average Low

Gender: _________Profession:____________Residential Area: ______________

Thank You!!!!Thank You!!!!

gourmet sweets

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