Gourmet

History of Gourmet

Gourmet was founded in 1987, by Mr. Nawaz Chatta, in Lahore and started its operations as a bakery and confectioner shop. It has diversified into a versatile food company over 25 years and has since then started manufacturing many of their own food products. Gourmet Cola is one such venture of Gourmet. Since the emergence of Gourmet bakers, it has shown explosive annual growth of more than 25% in its business. Gourmet has limited their outlets to Lahore only, until recently. Now Gourmet is spreading its company and has opened branches in Gujranwala and Faisalabad.

Current Marketing Situation

The soft drinks market in Pakistan enjoyed dynamic growth over the review period in both volume and current value terms. Carbonates dominate the market in both the on-trade and off-trade with the lion's share of sales. Carbonates have become part of the culture in Pakistan and multinational companies have maintained their standards over the years to provide consumers with high-quality carbonated drinks. Around 120 million sales of beverages take place in Pakistan annually.

Beverages, nowadays, have become a part of every household. Gourmet has kept this demand in mind and has decided to launch its own beverages line. But the competition in this market is very intense. Two major beverage companies have taken over the market i.e. Pepsi Cola and Coca Cola. Both these companies share about 85% of the market share among themselves. Gourmet Cola must target specific market segments with their range of beverages so as to gain more consumers.

Market Description

Gourmet Cola’s market mainly consists of consumers who buy beverages frequently and would prefer to buy them at a lower price than the rest of the market. As a wide range of beverages are being offered by Gourmet Cola, specific segments are targeted in the market.

Consumers can choose between five different flavors from bottle sizes ranging from 300ml to 2.25 litres. The price is also reasonable and can...