GOURMET was founded in 1987 in Lahore and started its operations as a bakery and confectioner shop.

It has diversified into a versatile food company over 25 years. GOURMET always focuses on customers need and serves them with quality products. For easy access of products GOURMET has made its shops network all over the city of Lahore. Our existing products are not only Bakery and Mithai ,now we are now manufacturing dairy products, beverages, traditional halwas, candy, toffee, jams, ice cream, ketchup, nimko. We are fully committed to putting all our expertise and resources to work for the quality food lovers, under the meaning of the word GOURMET a fine food and drink lover.

The beginning
In the area of Ichchra, Lahore, GOURMET took start with a small shop. The concept of fresh, healthy and hygienic food in affordable prices achieved quick popularity among bakery customers. The bakery products for breakfast were provided in limited areas, but because of the over whelming support of our customers, GOURMET planned to expand.

Planting the idea

Chaudhary Muhammad Nawaz Chattha, the Founder and Chairman of GOURMET, started his journey with the unique concept of hygienic and healthy food. He made his own coat of arm for trademark and that is simply a love for fine food! We see his journey starts in fact from the day he planted the idea of bakery products at Shezan Industry, where he had served his best for almost eleven years in the same field and got his expertise.

Vision
The vision of GOURMET, throughout these years was to provide a quality food in affordable prices. Thats why where ever the market inflation went GOURMET never broke its rules. The Vision of Mr. Ch. Muhammad Nawaz was higher than any crisis. Since he belongs to religious family,sincerity and integrity has been his code of conduct. He has strong believe in Allah that HE is providing whatever he has. His entire Life is an example of it. Although now the care takers of the GOURMET industries are his sons. But his vision remains unchanged over the time.

Mission
In this age of rapidly changing life styles consumers are driven to change their eating habits constantly. GOURMET responds to their desires and extended its existing product line. GOURMET has built a huge network of retail shops all over Lahore and now stepped towards Faisalabad. We established International level technology based factories and laboratories for quality maintenance.

According to Gourmet milk is a complete nutrition for all ages keeping this nutrition for 4-5 days without using any chemical is a new idea, which GOURMET has introduced. GOURMET has introduced Pasteurized Milk that is processed under high temperature system to kill the germs and to keep its nutrition. GOURMET milk is supplied under Expiry Dates. Lahore as big as it is city catering fresh milk and other dairy products was a huge challenge, collecting fresh milk from 7 zones of Punjab was a big job. Gourmet made it possible to collect fresh milk everyday perfectly, with the help of big chillers.

Segmentation Of Gourmet Milk

Definition of segmentation.
The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs , wants , or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.

1. Geographic Segmentation :
Dividing the market into different geographical unit such as nations, regions, states, provinces, cities or even neighborhood.

Geographic segmentation according to Gourmet

Gourmet targeted only one country and that is Pakistan. Chudary Nawaz chatta targeted the major highly populated cities of Pakistan. They targeted following cities.

i.

ii.

iii.

Lahore: population is about 9million. They have more than 100 branches in Lahore. There branches are in urban areas. There Head office in Lahore is at QIE, Kot Lakhpat Lahore. Key business functions such as sales & marketing, finance and customer service are managed form the QIE Head Office. They constructed 2 factories in Lahore because there main work is in Lahore. Faisalabad: population is about 1.98million. They have 9 branches in Faisalabad. There head office is at nalka kohala stop. They constructed a factory as well to provide fresh things. Jaranwala : It is a low populated area situated near Faisalabad. They have only one branch in Jaranwala.

iv. v.

Chiniot : They have only one branch in chiniot. Sheikupura : They have two branches in sheikhupura. These branches are supplied by Faisalabad factory.

2. Demographic segmentation.
Demographic segmentation divides the market into groups based on variable such as age, gender, family size, family lifecycle, income, occupation, education, religion, generation etc.

Demographic segmentation according to gourmet

Milk is a complete source of nutrition for all the ages every person in every age needs milk for leading a healthy life so Gourmet targeted the people of all ages and all genders for the sale of its milk no matter what the family size is gourmet milk is a complete nutrition for all families because its very hard to get fresh and pure milk so all the people prefer it for the best satisfaction and the price of gourmet milk is very affordable that everyone can afford its milk for the better nutrition of his kids or family. It is specially for literate people because they know the importance of hygienic milk.

3. Psychographic segmentation.
It divides buyers into different groups based on social class, lifestyle or personality characteristics.

Psychographic segmentation according to Gourmet.

Gourmet mainly targets the low and medium standard people because high social status people prefer packed milk. Gourmet thought that this milk will be prefer by those people whose lifestyle has importance of pure things and this milk is very much pure and hygienic as well.

4. Behavioral segmentation
It divides buyer into groups based on there knowledge, attitude, uses or response to a products.

Behavioral segmentation according to gourmet

Gourmet mainly targets the people who has the knowledge of hygienic things this milk can be use at Eid,wedding, Ramzan, shabarat e.t.c. gourmet doesnt target people according to attitude or behavior this milk is for all type of personalities.

4ps of Gourmet milk

1: Product.
There product is milk. They have no variety in dairy milk. They have extremely high quality and they do not use ant chemical. it contains 1.8??. There brand name Gourmet. They packed there milk in a away that will store the quality for 4 to 5 days without using any chemical and there packging iss cheap as well. It in available in 1 liter only. They provide good services. They give facility of returning only before they expiry.

2: Price
Its list price is 65rs only which is very affordable price and lowest among the competitors. They do not give any discount or allowances and there no credit sales and milk is available only for cash customer.

3: Promotion
There sales promotion are managed by the Head office in Lahore. They sets advertising board in almost all main routes of the city. They hires advertisings car which are drived in crowdie areas to aware the people about their product. They have strong relations with their customers because they get the feedback from them.

4: Place
There factory is situated in Lahore at sundar from here milk is supplied to all branches of Gourmet. There are about 118 branches in all over the Pakistan. Milk is supplied on frozen cars which maintained the temperature which is about 4 0 c. They are providing milk at there all brnches which are located at Lahore , Faisalabad , Jaranwala, Chikhupura and Chiniot. They provide fresh milk almost every day.