Gardenia Marketing Plan

MARKETING PLAN OF GARDENIA 100% WHOLEGRAIN BREAD Prepared by : Nor Albina Alleseana bt Mohd Jaib Nadia Shakirah bt Azmi Nur Amirah bt Mohamed Nasir Nor Syafiqah bt Nor Adni

What is and its 100% WholeGrain bread is all about?

WHAT IS GARDENIA?  Gardenia is a food based company that is established by an eminent American baker, Horatio Slocumm in 1969.  It sells a veriety of bakery products such as white breads, flavoured breads, health breads, buns, toast and seri kaya.  In peninsular Malaysia itself, Gardenia has owned 4 factories precisely in Puchong, Shah Alam, Subang and Bangi.  Within four years, Gardenia has gained a wide acceptance from the Malaysians and later has reached the overseas market including to Philippines and Singapore.

Gardenia 100% Presenting…. WholeGrain bread !

WHAT IS GARDENIA 100% WHOLEGRAIN BREAD?  It is one of the Gardenia health products, baked with the goodness of wholegrains and enriched with 14 different essential vitamins for the body.  It can act as a replacement for rice, as the staple food for Malaysians. It contains high fiber that can keeps the stomach full at a longer time  Helps in weight management, reduce the risk of diabetes, preventing cancer and damage to the blood vessels.

ENVIRONMENTAL ANALYSIS

The Marketing Environment Competitive Forces.

The competition in the bakery industries are only average. However, Gardenia’s main competitor is Massimo.

Political forces.

As a good company, Gardenia did quite a few charitable deeds. Thus, Gardenia obtained a better image and name.

Socio-cultural Forces.

Since society nowadays tend to be more busy, Gardenia strives to create products that are easy to prepare and convenience.

Technological Forces.

Economic Forces.

The usage of high technology in Gardenia is very important in order to preserve the quality as well as the quantity of the products.

Society has different level of income. Thus, Gardenia provides varieties of breads to cater with the needs of consumers depending on the money they want to spend.

ANALYSIS

Strengths 1. Internal Halal Committee 2. Well-known

Weakness 1. Limited penetration into 2. No stand alone stores

3.Has a loyal customer base

Opportunities

Threats

1. Growing economy and

1. Competitive Forces

middle-class

2. Global economic crisis

2. Health-conscious consumers

Marketing Objectives a) Attract new customers b) Encourage frequent usage c) Introduce new ways to use product

TARGET MARKET 1) Individuals with middle and high income

 Price set is relatively inexpensive and affordable by this classes of people

2) Individuals that are psychologically health conscious

 Nutritional values provided in each slice of the breads are able to suit the demand of this group of people.

3) Diabetic patients  The filling features of this bread somehow helps the diabetic patients in controlling their food consumption.

• A consumer product which is convenience product • Nutritious ingredients • Has a systematic packaging

• Exercise Producer to Retailer to Consumer channel • Retailers buy the products in large sum and sell them to instore retailers (supermarkets, hypermarkets etc)

PRODUCT

PHYSICAL DISTRIBUTION

PRICING

PROMOTION

• The price set are reasonable and affordable which is RM3.20 • The price of the product is controlled by the gov

• Advertising • Sales Promotion • PersonalSelling • Public Relations

CASH BUDGET

From Jan 1 2013, to Dec 31 2013