Gourmet foods company introduction of new drink

gastronome foods social club introduction of vernal manifest epicure Foods Company is the strong retailer of Pakistan. Their harvest-tide line is Retail, Bakers, Sweets, Beverages and Milk. To live up to their aim to be the best beau monde of the Pakistan they need professional merchandise image which forget help the company to achieve its objectives more successfully and resourcefully, and getting a strong posture in the grocery. When establishing a technical merchandising plan every phase of the merchandiseing plan must(prenominal) be signifi tidy sumtly examined and comprehensively researched. This consists of examining trade research and check-up current situation. once we hold back cargonfully evaluate the internal and external descent milieu and observe the trading in broad the or so appropriate commercialiseing strategies depart be selected and these strategies get out be managed by effectively monitor outside problem and opport building blockies and m odifying internal competence procedures.The ChallengeIntroducing a new yield in the securities industryplace. The harvest-feast bequeath be low priced drinking epicurean ripple fruits providing the best timbre with a satisfaction of customer. The ingathering will be from major stock and it will be no doubt a customer-centred harvest-home. epicure introduces its new product gastronome alloyture fruits with 1 billion of marketing support.Situation analysisCompany abridgmentGoalsThe main goal of the company is to get the strong and secure incline in the market.FocusThe emphasis of gourmet is introducing new products in the market as gourmet cola, gourmet lemon UP, Malta, soda ice cream, gourmet apple, and other products of bakers and sweets.EnvironmentThe purlieu is neat and clean and well organised. so far whatever people watch some affair regarding their quality exclusively it is broadly accepted that their environment is wellnessy and their products no doubt a rgon quality products.Strengths gourmet has a strong position in Pakistans market. And it has cover Lahores market as it has 90 outlets only in 1 city.impuissance in that location be some health issues regarding epicureans drinks like teeth problem, throat problems. Moreover lack of outlets in other cities of Pakistan.The market place Analysis hang-up up both the inside and outside handicraft environment. It is very authorized that gourmet c arfully analyse both the internal and external aspects regarding its wrinkle as both the inside and outside environment and their individual cause will be important qualities in relation to foodies success and efficacy in the food industry.Internal Business EnvironmentThe inside business environment and its impact is that which is within the control of business. The main part in the internal environment is effectiveness in the output, through management skills and profound roads. To efficiently control and monitor the inside busines s environment, gourmet should stand an eye on its operations and should take actions on factors which may stir it.External Business EnvironmentThe outer business environment is besides strong aspect that that can equal a whole business and, a whole market indeed, whatever it do not affect the company checkly.There is no doubt that changes in the outside environment can possibly provide the chances or can create flagellums for Gourmet Foods and it should be well awargon of it. A continuous change in the market, changes customer attitudes and values, and demographic example reliably impact the achievement of Gourmet foods production the market andthe reaction they get from their consumers. Another aspect that has a great impact on its production is technological atmosphere so Gourmet should have met the latest technological standards. dweeb AnalysisSWOT is an abbreviation of Strengths Weakness Opportunities and Threats. SWOT analysis is a organized and proper(ip) method much us ed in full general management as well as marketingcircumstances. SWOT analysis consists of exploratory the present activities of the company to evaluate its Strengths and find out its Weakness and then exploitation this and externalresearch data to put out the Opportunities and Threats that exist in the market.StrengthsGourmet has been a main part of Pakistans market for a grand sequence. The products position is loaded with sloppiness, and this is an position many an(prenominal) people have taken it deep as it has covered the market of Lahore which is considered a most fully grown city of Pakistan due which its becoming familiar. It has almost 90 outlets in Lahore so people have to travel a little to get gourmet drinks. This familiar shiting is atomic number 53 of gourmets best strengths. It is providing the best quality and role to their customers and its supply is continuously increasing day by day because of its coarse variety of tastes. Furthermore, Gourmets bottlin g system is one of their extreme strengths. It allows them conduct business in all over the Pakistan bottling companies are locally measured and controlled by unconditional business people who are allowed to sell products of the Gourmet food company. It is upright because the Gourmet Company does not have absolute ownership of its bottling network.WeaknessesIt is generally accepted that the weaknesses for any organization require to be both minimised and scrutinized in order to successfully attain effectually and efficiency in theirbusinesss performance, gourmet is no exemption. Although domestic businessas well as many others markets of Pakistan are flourishing. Gourmet didnt open its outlets in others major cities like Gujarat, Jhelum, is sound because they have low consumer power. Moreover major part of its customers are the universities and colleges which shows that the general public customers are less in number this is because other brands are in any case visible(prenomin al) with more market helping and goodwill than gourmet.Additionally, Gourmet has an issue of having a teeth problem which cause health problems. It overly has got sugar by which constant drinking of Gourmet may excessively cause health trouble. Being addicted to Gourmet is a health problem, because drinking of Gourmet daily has an effect on your body as well.OpportunitiesProduct identification is the considerable factor affecting Gourmets competitiveposition. Gourmets brand name is known well throughout Pakistan today. The most important vex is that above the past few years has been to get this name product to be even better standard. Packaging changes have also impact determinant of productivity. In other markets the product life series is in more of a progress trend Gourmets ad cutting edgetage in this subject field is principally due to its business powerful branding and it is able to go for this area of constant effectiveness to pay the domestic warfare.ThreatsCurrentl y, there are many threats the Gourmet foods is facing. One of the major threats is the threat of new businesses and companies in competition for which the management of gourmet is thinking more on securing their market position. In addition to it rivalry is among challenging degenerates in industry. Its direct competitors Marat pinhead (in beverage) nestle have strong impact on its market share because these are also good reputed businesses. Another and very familiar threat which almost every business faces is the threat of substitute product. The units in which Gourmet deals are very common due which its almost every unit have its substitutes like Pepsi, Coca Cola, united king sweets etc are also dealing in the same products. The market share to the competition is low.Objectives and issuesGourmets objectives areIts goal is to achieve 15% market share in one year Jan,2011 to Dec,2011To achieve almost 30% returns in starting 1 or 2 months.Promoting the product and increasing the ac knowledgement.Compete for the survival. marketing strategyGourmet is going to compete in the market where it has many direct and indirect competitors who have large number of customers. Customer-Driven Marketing Strategy is strategy.Market segmentationDividing the market into minor groups with separate needs, features, or actions who might necessity separate products or marketing aggregatees. The division is on the basis of geographic, demographic, psychographic and behavioral methods.Targeting marketThe product we are going to offer is suitable for which market. subsequently analysis Gourmet found that the city of Punjab (Gujarat) is the market where there are more chances of growth of gourmets new product. As the market is big and already have other brands nevertheless the opportunity is that the targeted customers are more concerned in their local brands than international or other brands.As this is the targeted market so a major part of sales of gourmet mix fruits will be distributed to this market which will be approximately 60% and other 40% of sales will be distributed in other cities of Pakistan. The price would be reasonable as compare to its competitors and easily affordable. There is no authorized outlet of Gourmet in Gujarat so this product will be easily available at almost every retailing shop.PositioningWhen the process of market segmentation is done and it is heady which segment of the market Gourmet will compete in real a clear picture of its targeted segment and defined its product, Gourmet will be able to develop the positioning strategy. Gourmet would arrange a perfect, unique, and desirable place relative to challenging product in the minds of say consumers. Company will unalikeiate its product (Gourmet mix fruits) by adding some distinct features like a divers and quality taste in the same price range.The company will get the competitive advantage.Marketing MixAfter deciding on its overall strategy Gourmet is ready to create pla nning the elements of marketing mix, one of the major concepts in modern marketing. The marketing mix is established for manageable, strategical tools that a firm mergers to create response it wants in the target market. The marketing mix consists of everything that a firm can do to influence the demand of its products.The tools are split up into 4 broad categories which areProductPricePlacepublicityProductGourmet Foods is introducing a new product in the market which is a aristocratical drink of mix fruits. It will be a different flavour than other soft drinks available in the market. The soft drink is going to launch with the brand name gourmet mix fruits. The packaging would same as before it has launched its existing carbonated drinks because it protects the product duringshipping, and when it assemble in the shelf and when the customer is using it, itendorse the product and differentiate it from its substitute products offered by other companies. It also allows the business t o plan promotional method, which can produce additional returns and advertisements.The drink would have a wide range from 240ml, 1 litter, 1.5 litters and 2 litters, it will also available in 5 litter family pack. No doubt the drink would have the best quality with lovely, nice and satisfying taste. After sales run would b given if there is any kind of problem regarding its quality like unpleasant taste or smell than it will be taken back and consumer ought to have his full payment back. However their will be a warranty 3 months within which the product should be used.PriceMarketing penetration means to frozens a low direct price in order to breach the market quickly and deeply to attract a large number of consumers rapidly to increase market sharePrice sensitive marketInverse relationship of production and diffusion constitute to sales growthLow prices must bear on competition out of the marketPricing strategies are vital to Gourmet because the price decides thetotal of sales and earnings per unit sold. Businesses should have to set a price that is moreattractive and smart to their patrons and offer the business with an excellent level ofprofit.The product will be sold on ideal selling price which will be easily affordable. The make up of the product offered will depend on cost of production, cost of distribution and plus a fair rate of return. There will be no discount.Evaluating the costQuantityFixed cost(PKR)Variable cost(PKR)Total cost240ml8715rs1 litters82735rs1.5 litters83745rs2 litters105060rs5 litters2085110rsPlaceThe product would be distributed in the targeted market Gujarat, as it is manufacturing in Lahore so there would be a need of out-migration and other market intermediaries like resellers and marketing services agencies. A van will be allocated distributing the stock to the targeted market well in time to save the customers from any inconvenience. Wholesalers will further distribute it to the resellers and last-placely the consumer w ill buy it. Company will hire the physical distribution firms that will also help it to move their stock from their point of origin to their final destination.The orders would be taken on internet or by the financial intermediaries like banks, credit companies, insurance companies, and other related units that help finance transactions or insure against the threats linked with buying and selling of product. onward motionIt includes all the means and ways through which a product can be promoted. One of the strongest way of promoting its product is products advertising. There are market intermediary that are the research firms, advertising companies, media firms, and market accessing firms that help the company goal and its products promotion to the target market.The ads will be given on famous Pakistani TV channels like Ptv, Ptv 2. It will also be advertised on news channels because this media have wrench so familiar and broad which will help the business in their product promotion . Moreover Gourmet also use another channel of advertising which is print media however it is not well developed but still is a useful mean of communication and selling activities. determinationIn the nutshell I would like to state that the Gourmet foods is flourishing company of Pakistan which deals in Retail, Bakers, Sweets, Beverages and Milk. No doubt that the company have secured good position in the market of Punjab (province of Pakistan). Gourmet is going well and as their focus is on introducing new and new products in the market, so the management of Gourmet decided to introduce a new product of beverages Gourmet mix fruits in the market giving a quality taste of different fruits in signal bottle. The targeted segment is another city of Punjab province named Gujarat which seems most suitable market for this act. The segmentation is on the basis of geographic, demographic, psychographic and behavioural approaches.hopefully it will be appreciated in all age levels and mainly in youngster. The design of the bottle is same as it already have for their beverage products. Gourmet is going to launch this product with the investment of 5 million of market support which includes all the aspects regarding the production, packaging and promotion of the product.