Gourmet Sweets

Final Project

Marketing Research

By

Muhammad Haris Omer Khan

Muhammad Usman Akram
Amna Rafi
Marij Talha
H M Azhar Ejaz
 Introduction
 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 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 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.
 Competitors
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
 Competitors

In Water
 Aquafina
 Nestle
 Qurshi
 Springley

In Ice Creams
 Walls
 Hico
 Yummy
 Rocco
 Problem Definition
Problem 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 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 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 Population
People buy the Gourmet sweets frequently.
Sample Size
Total sample size:( 50 )
 Research Methodology
Data 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 Techniques

Includes:
 Mean
 Median
 Mode
 Research 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 & Discussions
The questionnaire contains the following heads:
 External
 Internal
 Respondent Preference

External:
Visit to a Bakery Preffered Bakery

0% 0%
18% 16%

32% 30%
Daily Shezan
Twice a week Gourmet
Once a week Cakes and Bakes
Very Seldom Rahat

50% 54%
 Results & Discussions
Internal:
Taste Hygiene

16%

0% 14%
0%
Yes Yes
No No
Don’t Know Don’t Know
86%

84%

Service

15%

Excellent
50% Average
Poor
35%
 Results & Discussions
Internal:

Enviironment Prices

11% 0% 12%

44% Excellent
High
Average
Average
Poor
Low
45%

88%
 Results & Discussions

Respondent Preference:
Quality
Variables
Price

9% 2%
18% Service

1% Environment
6%
Avaialbility of
32% Products
Location
22%
Variety
10%
Hygiene
 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.
 Questionnaire
Q: How often you visit the bakery:
 Daily
 Twice a week
 Once a week
 Very Seldom
Q: Which Bakery do you usually visit?
 Shezan
 Gourmet
 Cakes & Bakes
 Rahat Bakers
Q: Why do you prefer this bakery?
 Quality
 Price
 Service
 Environment
 Availability of Products
 Location
 Variety
 Hygiene
 Questionnaire
Q: How often do you visit Gourmet Bakery?
 Daily
 Twice a week
 Once a week
 Very Seldom
 Not at all
Q: Are you satisfied with the taste of the products available at Cakes & Bakes?
 Yes
 No
Q: Are the sweets available fresh and hygienic at Gourmet?
 Yes
 No
Q: Are the sweets always available on time at Gourmet?
 Yes
 No
Q: The service at Gourmet is:
 Excellent
 Average
 Poor
 Questionnaire

Q: The environment at Gourmet is:

 Excellent
 Average
 Poor
Q: The prices of the sweets at Gourmet are:
 High
 Average
 Low

Gender: _________
Profession:____________
Residential Area: ______________
Thank You!!!!