Beruflich Dokumente
Kultur Dokumente
M A R K E T I N G S T R A T E G I E S
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S P E A K E R S
Presentation
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C U R R E N T P R O D U C T L I N E O F
G O U R M E T
Product
FRESH CREAM PASTRY Pine apple pastry Cream roll Cream puff Fruit trifle cup CREAM CAKES Pine apple cake Black forest cake Coffee cake Cheese cake Caremal crunch cake etc.
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C U R R E N T P R O D U C T L I N E O F
G O U R M E T
Product
DRY CAKES Almond cake Almond syrup cake Chocolate cheese cake Tuti fruit cake LAYER CAKE Wafer vanilla cake Wafer chocolate cake Marble vanilla cake Icing cake etc
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C U R R E N T P R O D U C T L I N E O F
G O U R M E T
Product
PIZZA Almond cake Chicken cheese patties Chicken pizza large Chicken pizza small Mini pizza Seekh kabab pizza CROISSANT Wafer chocolate cake Chicken samosa Vegetable patties Walnut stick
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C U R R E N T P R O D U C T L I N E O F
G O U R M E T
Product
BISCUIT Almond macroni finger Almond chocolate Coconut biscuit Coconut ball Cracker biscuit Ring vanilla BREAD Plain bread Milky bread Bran bread Fruit bun
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C U R R E N T P R O D U C T L I N E O F
G O U R M E T
Product
SWEETS Gulab jaman Burfi Kalakand Moti choor laddoo Balu shahi etc. ICE CREAM Chocolate fudge Coffee Vanilla Tuti fruit Coconut Paraline Mango etc.
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C U R R E N T P R O D U C T L I N E O F
G O U R M E T
Product
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P R O B L E M S W I T H G O U R M E T
Product
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P R O B L E M S W I T H G O U R M E T
Product
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P R O B L E M S W I T H G O U R M E T
Product
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C U R R E N T P R O D U C T L I N E
A N A LYS I S
Product
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C U R R E N T P R O D U C T L I N E
A N A LYS I S
Product
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C U R R E N T P R O D U C T L I N E
A N A LYS I S
Product
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R E C O M M E N D E D P R O D U C T
L I N E
Product
S T R E T E G I E S
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R E C O M M E N D E D P R O D U C T
L I N E
Product
S T R E T E G I E S
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R E C O M M E N D E D P R O D U C T
L I N E
Product
S T R E T E G I E S
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R E C O M M E N D E D P R O D U C T
L I N E
Product
S T R E T E G I E S
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R E C O M M E N D E D P R O D U C T
L I N E
Product
S T R E T E G I E S
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R E C O M M E N D E D P R O D U C T
L I N E
Product
S T R E T E G I E S
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R E C O M M E N D E D P R O D U C T
L I N E
Product
S T R E T E G I E S
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R E C O M M E N D E D P R O D U C T
L I N E
Product
S T R E T E G I E S
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FA C TO R S A F F E C T I N G P R I C E S E T T I N G
Pricing
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FA C TO R S A F F E C T I N G P R I C E S E T T I N G
Pricing
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FA C TO R S A F F E C T I N G P R I C E S E T T I N G
Pricing
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FA C TO R S A F F E C T I N G P R I C E S E T T I N G
Pricing
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FA C TO R S A F F E C T I N G P R I C E S E T T I N G
Pricing
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FA C TO R S A F F E C T I N G P R I C E S E T T I N G
Pricing
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C U R R E N T S T R AT E G I E S O F G O U R M E T
Pricing
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C U R R E N T S T R AT E G I E S O F G O U R M E T
Pricing
Customer
Value
Price level
Product
Cost
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C U R R E N T S T R AT E G I E S O F G O U R M E T
Pricing
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C U R R E N T S T R AT E G I E S O F G O U R M E T
Pricing
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C U R R E N T S T R AT E G I E S O F G O U R M E T
Pricing
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C U R R E N T S T R AT E G I E S O F G O U R M E T
Pricing
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C U R R E N T S T R AT E G I E S O F G O U R M E T
Pricing
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R E C O M M E N D E D P R I C I N G S T R AT E G I E S
Pricing
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R E C O M M E N D E D P R I C I N G S T R AT E G I E S
Pricing
Promotional Pricing
Offering products at lower than the retail price for specific days of the month. Lowering prices on seasonal products from the retail price. e.g. ice-cream in winters.
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R E C O M M E N D E D P R I C I N G S T R AT E G I E S
Pricing
Competitive Pricing
Gourmet should increase the price at slower rate than competitors since they offer substitutes and price-demand relationship will yield larger market share. Should defend its basis for cost-leadership. i.e. low cost production.
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R E C O M M E N D E D P R I C I N G S T R AT E G I E S
Pricing
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R E C O M M E N D E D P R I C I N G S T R AT E G I E S
Pricing
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C U R R E N T P L A C E M E N T
Placement
S T R AT E G I E S
CORPORATE VMS Gourmet is using corporate VMS because gourmet has its own production and distribution under single ownership INTENSIVE DISTRIBUTION Gourmet is having an intensive distributional strategy as it is stocking the product in as many outlets.
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C U R R E N T P L A C E M E N T
Placement
S T R AT E G I E S
Channel Strategy
DIRECT DISTRIBUTION Involves distribution of products directly to the customer Gourmet distributes directly most of its products directly to the customers through its outlets.
Manufacturer
Consumer
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C U R R E N T P L A C E M E N T
Placement
S T R AT E G I E S
Channel Strategy
INDIRECT DISTRIBUTION Involves distribution of products to the customer through middleman or retailer. Manufacturer Gourmet is having this strategy only for gourmet beverages available in other cities than Lahore.
Retailer Consumer
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C U R R E N T P L A C E M E N T
Placement
S T R AT E G I E S
Retailing
Gourmet also acts as a retailer of different food brands apart from its own manufacturer brands of bakery, confectionary and other items.
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C U R R E N T P L A C E M E N T
Placement
S T R AT E G I E S
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R E C O M M E N D E D P L A C E M E N T
Placement
S T R AT E G I E S
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C U R R E N T P L A C E M E N T
Placement
S T R AT E G I E S
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C U R R E N T P L A C E M E N T
Placement
S T R AT E G I E S
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C U R R E N T P L A C E M E N T
Placement
S T R AT E G I E S
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I N T E G R AT I O N C O M M U N I C AT I O N
ADVETISVEMENT
Promotion
M I X
PUBLIC RELATION
PROMOTION
SALES PROMOTION
DIRECT MARKETING
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C U R R E N T P R O M OT I O N
Promotion
S T R AT E G I E S
Advertisement
PRINT MEDIA Banners Posters BROADCAST MEDIA Occasional ADs on City 42 TRANSIT MARKETING Display on transport vehicles.
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C U R R E N T P R O M OT I O N
Promotion
S T R AT E G I E S
Direct Marketing
Gourmet doesnt undertake direct marketing.
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C U R R E N T P R O M OT I O N
Promotion
S T R AT E G I E S
Sales Promotion
Limited Sales promotion. Subject to area and time. Promotional discounts offered on new outlets. Discounts are also area specific.
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C U R R E N T P R O M OT I O N
Promotion
S T R AT E G I E S
Public Relations
Gourmet practices inconspicuous public relations strategy. Provides dinner to Children Hospital. However, this tool isnt fully utilized.
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C U R R E N T P R O M OT I O N
Promotion
S T R AT E G I E S
Trade Promotions
Doesnt give trade promotions on bakery and confectionary items due to sale of these items specifically through outlets. Offers limited trade promotions on Beverages only being the only product with indirect distribution strategy in areas other than Lahore.
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R E C O M M E N D E D P R O M OT I O N
Promotion
S T R AT E G I E S
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R E C O M M E N D E D P R O M OT I O N
Promotion
S T R AT E G I E S
Billboards:
Billboards be placed at strategic places. Should communicated specific discounts.
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R E C O M M E N D E D P R O M OT I O N
Promotion
S T R AT E G I E S
Brochures:
Should print and dissemination brochures. Brochures to communicate product line, offers, discounts. Punch lines be used.
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R E C O M M E N D E D P R O M OT I O N
Promotion
S T R AT E G I E S
Direct Marketing:
Feedback Helpline/Complaint center Market Research
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R E C O M M E N D E D P R O M OT I O N
Promotion
S T R AT E G I E S
Sales Promotion:
Consumer promotion Visual demonstration on outlets Birthday packages Contract with restaurants( beverages, ice-cream) Home delivery
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R E C O M M E N D E D P R O M OT I O N
Promotion
S T R AT E G I E S
Consumer Promotion:
SAMPLES: Offer trial amount of product COUPONS: On cakes, sweets, particularly on special occasions. PREMIUM: On cakes and baked items
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Q U E S T I O N S
Thank You!
& Q U E R I E S