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Scenario:
Gourmet Foods is the leading chain of bakeries and confectioners in Lahore that was established
in 1987. They were initially mainly based in Lahore where the number of branches in Lahore
alone are over 100. They have also started expanding their reach to other cities across Pakistan.
With expansion in their business, they have started self-producing a wide range of products
under their own brand name. They have a very successful pricing strategy that they follow. The
prices of their products are well within the reach of common people. They however also have a
premium brand by the name of „Bon Vivant‟, which cater a slightly different market segment.
Gourmet also ensures that the product is readily available for the consumers and for that they
have a very efficient distribution system. Now after three decades Gourmet is one of the
strongest Pakistani brand that has diversified its portfolio by entering into various other
businesses like catering, furniture, marquees, etc. Their orange brand color is spreading with a
super speed and they have made their mark in the Pakistani market.
Requirement:
1. Go to Gourmet food‟s official website (http://gourmetpakistan.com); extract and list
down their product line. (Simply list it down, no explanation required) (2 marks)
2. Price skimming and penetration pricing are two of the many types of pricing strategies
that a company may follow. Discuss with logical argument if Gourmet foods is following
skimming pricing or penetration pricing. (3 marks)
3. Go to Gourmet‟s website, access the distribution form (http://new.gssm.pk/apply/apply)
and fill that form considering yourself a distributor. Fill the form with your VU student
ID (DON‟T PRESS THE APPLY BUTTON AND DON‟T CHECK THE TERMS &
CONDITIONS BOX IN THE END). Take a screen shot of your filled form and past the
screen shots under answer three of your assignment. (2 marks)
4. Watch the following ad of gourmet (using the link given below) and comment on the
message which has been communicated through the ad. (compile your answer in 5-7
lines) (https://www.youtube.com/watch?v=NpXcN8B13Pc) (3 marks)
Important:
Grace period of 24 hours is usually available to overcome uploading difficulties. Grace period
should only be used in unforeseen situations and the due dates should always be treated as final
submission date to avoid any inconvenience.

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Replies to This Discussion

Product List:

Candy, Bon Vivant, CSD, Ice Cream, Juices, Magazine, Milk, Mithai, Nimko, Water, Jam & Ketchup, Bakery

Price skimming:
Price skimming is a pricing strategy in which a marketer sets a relatively high initial price for a product or service at first, then lowers the price over time. It is a temporal version of price discrimination/yield management.
Penetration pricing:
Penetration pricing is a pricing strategy where theprice of a product is initially set low to rapidly reach a wide fraction of the market and initiate word of mouth. The strategy works on the expectation that customers will switch to the new brand because of the lower price.
To Be Filled this form and take screen short after follow the instructor's instructions:
http://new.gssm.pk/apply/apply
Also watch and comments your views which discussed in the following given video of gourmet ad:
https://www.youtube.com/watch?v=NpXcN8B13Pc
and in this above given video they advertised about their above mentioned products which they are providing all over in Pakistan. lastly they promote their quote i.e. chamke ghar ghar

how easy question that is even this is not my subject...

There is 178 views but nobody comment, very strange

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