gardenia marketing plan

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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


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What is and its

100% WholeGrain breadis all about?


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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 hite breads,

!avoured breads, health breads, buns, toast and seri kaya.

In peninsular "alaysia itself, Gardenia has oned # factoriesprecisely in $uchon%, Shah Alam, Suban% and &an%i.

'ithin four years, Gardenia has %ained a ide acceptancefrom the "alaysians and later has reached the overseasmarket includin% to $hilippines and Sin%apore.

WHAT IS GARDENIA?


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Presenting.Gardenia 100%WholeGrain bread !


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WHAT IS GARDENIA 100%

WHOLEGRAIN BREAD? It is one of the Gardenia health products, baked

ith the %oodness of hole%rains and enrichedith 1# di(erent essential vitamins for the body.

It can act as a replacement for rice, as the staplefood for "alaysians. It contains hi%h )ber that cankeeps the stomach full at a lon%er time

Helps in ei%ht mana%ement, reduce the risk ofdiabetes, preventin% cancer and dama%e to theblood vessels.


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ENVIRONMENTAL

ANALYSIS


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CompetitiveForces.

Politicalforces.

Socio-culturalForces.

The competition in the bakery industriesare only average. However, Gardeniasmain competitor is Massimo.

Since society nowadays tend to bemore busy, Gardenia strives to createproducts that are easy to prepare andconvenience.

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

The Marketing Environment


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TechnologicalForces.

Economic

Forces.

The usage of high technology in Gardenia is veryimportant in order to preserve the quality as wellas the quantity of the products.

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


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ANALYSIS


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Weakness

1. Limited penetration into

2. No stand alone stores

Strengths

1. Internal Halal Committee

2. Well-known

3.Has a loyal customer base

Opportunities

1. Growing economy and

middle-class

2. Health-conscious consumers

Threats

1. Competitive Forces

2. Global economic crisis


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Marketing Objectives

a* Attract ne customers

b* +ncoura%e freuent usa%e

c* Introduce ne ays to use product


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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 thediabetic patients in controlling their food consumption.


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PHYSICALDISTRIBUTIONPRODUCT

PRICING PROMOTION

A consumer product which is

convenience product

Nutritious ingredients

Has a systematic packaging

Exercise Producer to Retailer toConsumer channel

Retailers buy the products inlarge sum and sell them to in-

store retailers (supermarkets,hypermarkets etc)

The price set are reasonable

and affordable which isRM3.20 The price of the product iscontrolled by the gov

Advertising

Sales Promotion

PersonalSelling

Public Relations


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CASH BUDGET


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From Jan 1 2013, to Dec 31 2013


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gardenia marketing plan

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