S T R AT E G I C M A N A G E M E N T

FINAL PROJECT
TOPIC: Marketing Strategies of Gourmet VS
Shezan.
PRESENTED BY:

Students Presenting the Assignment are:-

ABC

PRESENTED TO:

HAILEY

Prof. Ramzan

COLLEGE

UNIVERSITY

OF

OF
THE

COMMERCE
PUNJAB,

LAHORE.

SHEZAN BAKERS & CONFECTIONERS

INTRODUCTION & PROFILE

Shezan bakers are the leading bakers & confectioners of Lahore for over two decades.
They are known for their pure and high class ingredients, the best quality and hygienic
environments. Profile of the Shezan Bakers and Confectioners is as follows:-

SHEZAN BAKERS AND CONFECTIONERS (PVT) LIMITED

REGISTERED OFFICE ADDRESS:

1-ABID MARKET, MOZANGCHUNGI

LAHORE

AUTHORISED CAPITAL:

Rs.30000000

PAID UP CAPITAL:

Rs.21038000

CEO NAME:

CH. MUHAMMAD AFZAL

CEO ADDRESS:

36-MAIN GULBERG, LAHORE

INCORPORATE DATE:

6/30/1980

AUTHORISED CAPITAL SHARES:

Rs.300000

PAID UP CAPITAL SHARES:

Rs.210380

BRANCHES

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MARKETING STRATEGIES OF SHEZAN

Shezans advertising budget is very limited, so the advertising program is simple.
Shezan's will do direct mail, banner ads, likely to be the most successful of the campaigns.

MARKETING OBJECTIVES:Marketing objectives of Shezan show their determination towards achieving their
mission. They aim at:1. Maintaining positive, steady growth each month.
2. Experience an increase in new customers who are turned into long-term customers.
3. Realize a growth strategy of one store per year.

TARGET MARKETING:The market of Shezan bakers can be segmented into three target populations:
Individuals: people that dine in by themselves.
Families: a group of people, either friends or a group of nuclear relatives dining
together.
Take out: people that prefer to eat Shezans food in their home or at a different
location than the actual outlet.
For the purpose of analyzing its customers, Shezan Bakers combines several key
demographic factors, which helps it to arrive at a profile of the primary customers as follows:
Sophisticated families who live nearby.
Young professionals who work close to the location.
Shoppers who patronize the high rent stores.

SHORT COMINGS OF SHEZANS MARKETING STRATEGIES

Shezan bakers marketing and promotional strategies are not upto the mark. Their current
marketing plan is not as per the requirements of current scenario. When we compare their policy
with other major bakers and confectioners, not only in Pakistan but also internationally, we find a
number of short comings some of which are as follows:-

LIMITED BUDGET:Shezan bakers have a very limited budget for the purpose of advertisement. The
management has a concept of all is good, and resultantly they dont feel any need of marketing
budget allocation.

LIMITED USE OF MEDIA:They do not use any type of electronic media for the purpose of advertisement. More over
Shezan bakers has not used any types of banners, brochures or any other print media for the
advertisement of its products.

NO USE OF DOOR TO DOOR ADVERTISEMENT:Door to door marketing is a very helpful strategy for making the product known to
general publics. But unfortunately bakeries of Pakistan do not consider this simple technique
important in their processes. This is why they are not as famous, among their customers, as the
bakeries of other countries

LIMITED BRANCHES:Branches of Shezan bakers are situated only in the very selective areas of Lahore. They
are not even spread all over the city. This situation does not allow more persons to be loyal
customers of Shezan. They have to change their priorities regarding bakery products, with the
change in place.

ACCESS TO A SMALL SEGMENT OF MARKET:-

Due to lack of advertisement Shezan has a very limited share of market. Another reason
of a minimal market share is that Shezan is working only in Lahore, though it is working since
1980.

RELIGIOUS ISSUES:Shezan bakers is facing some kind of boycott by its customers due to some religious issues
i.e. the company is owned by Qadiyanies, and it is involved in the movement of influencing the
Muslims to change their religion to Qadiyaniyat.

GOURMET SWEETS AND BAKERS

This issue is described in detail in an article Boycott Against Shezan, this article is given in the annexures.

INTRODUCTION AND HISTORY OF THE COMPANY

Gourmet Bakers and Sweets is the largest food retail chain of Pakistan. It is based in
Lahore, the second largest city of Pakistan known for its traditional foods and passion for eating.
With 2 processing units and 30 sales outlets Gourmet outreach to a huge population for their
food needs.
The company has shown an explosive annual growth of more than 25% in its business
since 1987, when Mr. Muhammad Nawaz Chatha started this unique business with only one sale
outlet. With his commitment and strenuous efforts to provide the consumers with best quality
food products in a convenient and unmatched displaying manner, Gourmet has become a success
story of business growth in Pakistan. At moment, Gourmet has more than 1700 employees
working in the organization.

COMPANY VISION
The companys vision is to

To make Gourmet a global brand, recognizable for uniqueness worldwide.

To be and innovative and pioneer company continuously offering unique products
and interesting service concepts others cannot even dream of.
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COMPANY STATEMENT
By the grace of Allah we are the largest manufacturer of bakery and traditional
Lahori Mithai in the provincial capital, Lahore.
We offer nine separated product lines like assorted Cookies, Snacks, Bread and
Rusk, Dry Cakes, Fresh Cream and Butter Cream Cakes in addition to this we
have sixty-two varieties of Mithai and Halva."

MANAGEMENT PROCESS
The management process of Gourmet sweets and bakers is widely spread over different
procedures because now a days, Gourmet not only provide a variety of products but it also start
providing services as well by putting more than two restaurants inside the Lahore city.
The above procedure makes the Gourmet management process wider and lengthy.
However, this process can be described under the following two ways:

Structural Hierarchy

Process involved

STRUCTURAL HIERARCHY:The structural hierarchy of Gourmet is not very complex one. On the top of management
is a General Manager. Under General Manager is a Zonal Manager. Then at the outlet level,
Gourmet has Shift Managers, Shift Supervisor and at the bottom level are the Employees.

General Manager

Zonal Manager
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Shift Supervisor

Employees
PROCESS INVOLVED:Currently the Gourmet is providing two kinds of products to its customers i.e. products
from the suppliers and baked products from the factories.

MARKETING STRATEGIES OF GOURMET:The foundation of every successful sales operation is a great marketing strategy. The
saying "Build it and they will come..." is a falsehood and will surely disappoint those who
believe it. One should not expect to build a storefront or website and sell anything without any
sort of promotion.

TARGET MARKET SEGMENT:Gourmet has specifically targeted segments of people with an appreciation for delicious
bakery products and a need for comfort and relaxation. Gourmet Sweets is a heaven for the busy
& successful who want to treat themselves to something soothing and tasty! It doesn't take a lot
of time, yet is so rewarding. These people will value the high quality product presented without
pretension. The customers also appreciate the fun and fast service - whether celebrating a
birthday or stopping in before a picnic.

MARKETING MIX

Gourmet's marketing mix is comprised of these following approaches to pricing, distribution,

advertising and promotion, and customer service.

Pricing:Gourmet's pricing scheme is that the product cost is a certain percent of the total retail price.
(% is not disclosed).

Distribution:Gourmet's food will be distributed through a take out model where customers can call in their
order and come to the bakery to pick it up, come into the bakery, place the take out order and
wait for it to be completed.

Advertising and Promotion:The most successful advertising will be banner ads

Customer Service:Obsessive customer attention is the mantra. Gourmets philosophy is that whatever needs
to be done to make the customer happy must occur, even at the expense of short-term profits. In
the long term, this investment will pay off with a fiercely loyal customer base who is extremely
vocal to their friends with referrals.

SERVICE BUSINESS ANALYSIS

Although Gourmet Sweets & Bakers is creating a new niche in the food service industry, they do
share similarities, and therefore compete with several kinds of businesses:

Restaurants: any restaurant offering bakery foods like pizzas etc.

Ice Cream Shops: As gourmets products also include ice-cream it do compete with icecream parlors nearby.

Donut and Coffee Shops: any place coffee and pastries are available for carry-out or
dine-in consumption.

Supermarket: in-store bakeries as well as frozen specialty products offer some

competition.

GOURMETS COMPETITIVE EDGE

OVER SHEZAN

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Gourmet Bakers and Sweets positioning will leverage its competitive edge:

Product:The gourmets products have the freshest ingredients including imported cheeses,
organic vegetables, and top-shelf meats. The products are also developed to enhance
presentation, everything will be aesthetically pleasing.

Service:Customer service is the priority. All employees ensure that the customers are having
the most pleasant dining experience. All employees use to go through an extensive training
program and only experienced people are hired.
By offering a superior product, coupled with superior service, Gourmet excels relative to the
competition.

Competition and Buying Patterns

Although Gourmet Sweets is taking up a new niche in the bakery industry, there is no
doubt that they are competing with a variety of similar businesses. They want every day to be
a reason to celebrate. And being able to watch the gourmet products be prepared by a chef is
a treat that appeals to everyone.
While price may be a factor when competing against Ice Cream and Pizza Shops,
these same consumers who are willing to pay a small price for a scoop of ice cream are
already conscious of a better quality product. Gourmet believes that they will be equally as
willing to spend a little extra for an extraordinary product in a warm and friendly setting.

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The comfort factor also plays an important role in consumer decisions about sweets.
Both the atmosphere and staff of Gourmet Sweets excel at warm & friendly. And the menu
will reflect "comfort food" desserts as opposed to intimidating desserts that resemble
architectural collosi. It uses the highest quality products; sometimes paring the ordinary with
the exotic, but these are always presented in a un-intimidating manner.

OUTLETS AT MORE APPEALING PLACES:Gourmet Bakers and Sweets is not limited only in Lahore, like Shezan Bakers and
Confectioners. The products of gourmet are offered in many cities other than Lahore.

SUGGESTIONS FOR IMPROVEMENT

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6 WAYS TO ATTRACT NEW CUSTOMERS TO YOUR

BAKERY
Without new business, the bakery won't be able to grow. One needs a constant stream of new
customers to replace those one lose as a result of customers relocating, switching jobs, or
changing dining habits. Here are six strategies for getting more customers through the doors.
1. Market Your Restaurant In Hotel Rooms:Business travellers and people on holiday may not be familiar enough with your town to
know where to find an excellent meal. You can give them a hand simply by doing some hotel
room marketing. Talk to hotels within your three-mile radius area and ask if you can place
advertisements in their rooms and lobby area. Some hotels have a Nearby Attractions list
which they provide for their guests. You can ask to be added to the list. When guests get hungry
and start trying to figure out where to eat, you'll be one of the first restaurants to come to mind.

2. Form A Strategic Alliance With Event Venues

After a concert or sporting event, people are hungry and want to eat. Remember that people
sometimes travel a long distance to come to these events, so they don't want to travel home on an
empty stomach.

3. Enter Contests

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One of the biggest ways to get some media attention and, therefore, to attract new business is
by winning a contest. For example, enter your chef in a baking contest. Read bakery publications
and browse the Internet to find out about any contests you may be able to enter. If all else fails,
create your own contest and invite local bakeries to participate. Then, even if you lose, you'll still
generate great publicity and get new patrons in your door.

4. Sell Gift Certificates

Your loyal customers may want their friends and family members to give you a try. Provide
them with your gift certificates, so they can buy these as presents for loved ones. A gift
certificate allows the recipient to try your bakery completely risk-free since they usually don't
have to pay anything for the experience. Plus, each gift certificate serves as a referral to your
establishment. Make sure your gift certificates come in flexible amounts so that buyers have the
freedom to decide how much to spend.

5. Give Samples Out At Busy Locations

Send your food on the road if you really want to lure in new customers. Go to locations that
have a lot of human traffic, such as shopping centres, supermarkets, parks, etc, and offer samples
of some of your most tasty food to everyone that passes by. When they stop to take a sample,
give out a menu, business card, or a coupon so that they'll know exactly where they can go in
order to taste more of your scrumptious food.

6. Offer Happy Hour Specials

At the end of a hard day, many workers want to relax and unwind before heading home, so
invite them to your restaurant for some happy hour specials. Drink specials and low-price
finger food buffets are both good ideas. You could also have Frequent Diner cards for happy
patrons so that after so many drinks they receive a free drink or a discount on their meal if they
decide to stay for dinner. Inform all local businesses about your offer.

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REFERENCES

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WEBSITES
www.gourmet.com
www.shezan.com.pk
www.google.com
www.bplan.com
www.answers.com

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ANNEXURES

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BOYCOTT AGAINST SHEZAN

(A Knock at Conscience of the Muslims)
The notorious shezan drink factory is owned by the qadiyanies. Economic cally this
factory is the backbone for the qadiyanies. This company supplies the Petrol for the vehicle of
false prophet hood. In short, the shezan company is the economic unit of the qadiyani prophet
hood. In short, the shezan company is the economic unit of the qadiyani prophet hood. As Hazrat
Abu Baker (Razi Allah Anho) and Hazar Usman (Razi Allah Anho) used to spend their wealth
for the cause of true prophet hood of Hazrat Muhammad (Sallallaho Alaihe Wassallam), in the
some way to propagate the false prophet hood of mirza qadiyani the shezan company is spending
its capital abundantly.
In the past few years the shezan company has spent a lot at the preaching of qadiyaniat.
After the ban on the annual public meeting of the qadiyanies, the meeting held in London. A lot
of money was spend over it, the half of which was paid by the shezan company. In 1988 the
company published on tenth of its income (Ten Million and fifty one thousand rupees) in rabwa
fund. It is the shezan company that is strong thing those newspaper and magazines that are busy
in spreading false prophet hood by giving them advertisement. It is the shezan company that
gone scholarships to the qadiyani students who were working against the faith of seal of
prophethood. It is spreading the literature of mirzai prophethood and the altered copies of the
Holy Quran. At the death of ch. shah nawaz, the owner of shezan company, the newspaper alfazal, the month piece of qadiyani prophethood, praised him a lot. it is sufficient to open the eyes
of the Muslims. It is the eye opener for those who says that the shezan company does not belong
to the qadiyanies or that formally it belonged to the qadiyanies but the Muslims have bought it.
The daily qadiyani al-fazal writes.

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It is informed to all the party men with a heavy heart that mr. shah nawaz died on 23 rd
march, 1990 because of heart attack. He was of 85. the respected late shah nawaz was one of
those persons who donated a lot of the ahmedia party. He was also blessed with the honour of
bearing the expenses of the translation and publication of the holy quran in the Russian language.
So the head of the ahmedia party mentioned ch. shah nawaz in his address on 27 th December at
the annual meeting in 1983. He said:
By that time we could not publish the Qurani translation in Russian language. It required
huge expenses. God blessed ch. shah nawaz to start the project. He said that he would bear all the
expenses of the Russian translation of the Quran and the revision. With the grace of god he did
another virtue. So he was written that he will bear also all the expenses of the publication of this
Quran.
(al-fazal 14th January 1984)
In the same way addressing the annual meeting in London held in 1987 the said:
The honourable ch. shah nawaz was blessed by god to offer the expenses of the Russian
Quran.
He further says Except ch. shah nawaz, his children have also offered their services for
the Japanese Language and in this connection they have subscribed a large amounted of money.
(Zamema qadiyani khalid October 1987 P:6)
O simpleton Muslims! Read the statement of the qadiyani newspaper He was one of the
prominent industrialists of the country. He established successful business enterprises. shah
nawaz limited, shezan international, shah taj sugar mills and shah nawaz textile mills are some of
the units.
(Al fazal rabwah 26 March 1990)
O Muslims! Do you know what type of this translation of the Quran is? In real it is an
attack on Quran by the followers of the false prophet. It is on attempt to distort the meaning of
the verses of Quran. It is an effort to prove the false qadiyani prophethood through apostolic
interpretation of the Holy Quran.
O Simpleton Muslims! Have you ever thought that why the qadiyanies are spending
millions of rupees on the evil mission of the translation of Quran? Why are the qadiyanies
spreading this poisonous translation and why the shezan Company is the non guard of this
satanic army? Its reason is that through this apostatic translation they reject the faith in the seal
of prophethood and prove the continuation of prophethood. Mirza qadiyanies false prophethood
is proved through this translation. Christ (AI) is allotted cross and mirza qadiyani is called the
promised Christ. Mirza qadiyani is called Muhammad (Sallallaho Alaihe Wassallam) and it is
argued that Muhammad (Sallallaho Alaihe Wassallam) has reappeared to spread Islam. (God
forgive). It is proved that mirza qadiyani completed Islam. It is proved that Quran has been
revealed again on mirza qadiyani. Wherever Hazrat Muhammad (Sallallaho Alaihe Wassallam)
has been addressed in the Quran, mirza qadiyani is associated with those verses. The apostate
followers of mirza qadiyani are called Sehabae Rasool (companions of the holy prophet
(Sallallaho Alaihe Wassallam)). His faithless wires are called ___________________ (Wives

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of the Holy Prophet (Sallallaho Alaihe Wassallam)). In this translation there is blessing even
against god. The holy term, Ahley Bait, is used for the members of his family. Belief in the
oneness of god is rejected. The Holy prophet (Sallallaho Alaihe Wassallam) is laughed at. The
Holy Mary is accused and the teachings of Islam are neglected.
O Muslims! The qadiyanies are engaged in their apostatic mission. They want to break
our link with Quran and the Holy Prophet (Sallallaho Alaihe Wassallam) and link and associate
us with mirza qadiyani. They wish the change our spiritual centre from Mecca and Madina to
qadiyan. Their utmost effort is that instead of Hazrat Muhammad (Sallallaho Alaihe Wassallam)
mirza qadiyani should be considered the leader and head of the whole humanity. (God forgive)
O Muslims! When you buy the products of Shezan Company, the owners of the company
earn a lot. They subscribed the one tenth of their income to the qadiyani fund.
So be aware that is your money is spent on the construction of any qadiyani place of
worship, how much your have been abet in the construction of house of Satan. If any qadiyani
preacher is paid through your money and he succeeds in converting any Muslim towards
qadiyaniat, how much you will be responsible for it. If your money is spent on the publication of
the altered copies of the meaning of Quran and the rejected Ahadijh, how much you will be
responsible for it. If your money is spent on the purchase of arms and if a Muslim soldier is
martyred with those arms, how much you will be responsible for it. If mirza tahir spends your
money on the edible things that strengthen his body, mind and heart and then the talks against the
Holy Prophet (Sallallaho Alaihe Wassallam) and Islam, how much you will be responsible for it.
O the followers of the Holy Prophet! Buying the products of Shezan Company means
subscribing in the fund for the false prophethood, strengthen the plunderers of the real of
prophethood. Suppose you are five brothers and your father has brought you up wish care and
love. There is a person who is malice towards your father but does not reveal it. He opens a shop
in your neighborhood. You buy the house hold things from his shop. He earns so much income
from your one years buying that he buys a revolver and makes an attempt to kill your father.
You will be shocked to know the attack but you will feel so much Paini anguish, repentance and
anger when you come to know that the revolver has been bought with your own money. You will
prove your honour and love for your father buy severely dealing with that shopkeeper. You will
get the help of law also. By taking revenge you will set a good sample. But it he millions of the
Muslims continue to buy the products of shezan company and the qadiyanies continues to buy
arms to attack the honour of the Holy Prophet (Sallallaho Alaihe Wassallam), can they be
assumed of having any sense of religious honour? If we continue to commit this deadly sin again
and again, can we be called Muslims? We were so much furious and felt shame as for the matter
of our worldly father was concerned while we are silent and senseless is case of our spiritual
father, Hazrat Muhammad (Sallallaho Alaihe Wassallam).
If any Jewish organization comes to Pakistan and sells many products, and their plan is to
spend the earned money at the bomb blast to be exploded in Kaaba at the occasion of Hajj. If
the Muslims come to know this horrible plan, they will deal the organization with an iron hand.
shezan company is not less satanic in its evil plans than such organization. It aim is to destroy

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Islam. But the simpleton Muslims are buying the products of Shezan Company and this antic
Islam company is making huge profits.
When any shopkeeper is asked to boycott the products of the shezan company he replies
To boycott is a cruelty because hundreds of the Muslims work in shezan factory. If the shezan is
boycotted, the poor employees will become un-employed. It is for the kind information that
these Muslims employees are tools in the hands of shezan company and the qadiyanies are
exploiting this tool adroitly. Qadiyanies are enjoying the key posts in the shezan company.
Muslims employees are just works of lower ranks. Wherever there is a movement against shezan
and owing to their religious honour the shopkeepers boycott the shezan these workers are used as
a tool by the authorities of the company. These workers go to the shopkeepers and plead them to
take pity on them (workers). They said, For god sake! Take pity on us. If you stop taking our
products, we will be dismissed from our jobs. Our wins and children will go to star nation. It is
not a matter of the shezan. It is a matter of our financial protection. It is a matter o food for our
children. We are your religious brothers. Please! Take the products of the shezan for our sake.
To hear such emotional words of the shopkeepers take pity on them and the business of the
shezan company starts again. The Muslims employees are used by the qadiyanies like a bait to
catch the fish.
O the employee in the shezan factory! Gods land is vast. God is the provider. Your work
and services for the apostates is a shameless thing in both the worlds. It is a stigma on you. Trust
in God, the provider. He is merciful. Leave the job of the shezan company. Have faith in it what
only God is the best provider.
O the drinker of shezan! Do not invite Gods wrath upon you by drinking shezan. Do not
take this obnoxious drink of the apostates best you suffer from any disease and you lose the
pleasures of life.
O the seller of the shezan! By selling shezan you are selling your sons of honour and your
love for Hazrat Muhammad (Sallallaho Alaihe Wassallam). If your become the business agent for
the enemies of the Holy Quran (Sallallaho Alaihe Wassallam). You can earn a few rupees, but
you will invite countless misfortunes and enviousness for you. Spit over this accursed business,
best your life should become a lesson and warning for others.
O the followers of Islam! If a doctor prohibits a sugar patient from using sweet things, he
at once stops the use of such things. If a blood pressure patient is prohibited from using salt, he at
once acts upon it. If a persons who is suffering from cough and cold is asked to give up the use
of sour things, the at once stops the use of such things. If a heart patient is advised not to do hard
work, he stops labour. But if a movement is started by mosque against shezan, no one pays head
to it. For the safety of our body we follow the instructions of the doctors but we are not ready to
give up shezan for the factory of our faith.
O Muslims! You feel bad to see a burned piece of bread. You do not carry if it is not tasty,
you feel aversion if you see flies at the edibles. But alas! You fell no aversion when you pour
shezan in your stomach. As it not that you do not take the food from your enemy while enjoy the
food from the house of the Holy Prophets enemies. You close the doors of your house for one

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who insults you, but your welcome the products of shezan in your house and kitchen. Your
forefathers left their homeland and friendships for the sake but you are not ready to abandon
even the products of shezan. Iqbal rightly said for much Muslims:

Even the Jews feel Shame to look at the Muslims

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