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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

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, Gardenias
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