gardenia marketing plan
TRANSCRIPT
-
7/24/2019 Gardenia Marketing Plan
1/18
-
7/24/2019 Gardenia Marketing Plan
2/18
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
-
7/24/2019 Gardenia Marketing Plan
3/18
What is and its
100% WholeGrain breadis all about?
-
7/24/2019 Gardenia Marketing Plan
4/18
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?
-
7/24/2019 Gardenia Marketing Plan
5/18
Presenting.Gardenia 100%WholeGrain bread !
-
7/24/2019 Gardenia Marketing Plan
6/18
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.
-
7/24/2019 Gardenia Marketing Plan
7/18
ENVIRONMENTAL
ANALYSIS
-
7/24/2019 Gardenia Marketing Plan
8/18
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
-
7/24/2019 Gardenia Marketing Plan
9/18
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.
-
7/24/2019 Gardenia Marketing Plan
10/18
ANALYSIS
-
7/24/2019 Gardenia Marketing Plan
11/18
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
-
7/24/2019 Gardenia Marketing Plan
12/18
Marketing Objectives
a* Attract ne customers
b* +ncoura%e freuent usa%e
c* Introduce ne ays to use product
-
7/24/2019 Gardenia Marketing Plan
13/18
-
7/24/2019 Gardenia Marketing Plan
14/18
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.
-
7/24/2019 Gardenia Marketing Plan
15/18
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
-
7/24/2019 Gardenia Marketing Plan
16/18
CASH BUDGET
-
7/24/2019 Gardenia Marketing Plan
17/18
From Jan 1 2013, to Dec 31 2013
-
7/24/2019 Gardenia Marketing Plan
18/18