this is marketing plan for gardenia. in this slide describe more about Gardenia Company in Malaysia. Example types of Gardenia breads, SWOT analysis and more. so, enjoy :)

1. APU 8013
ENTREPRENEURIAL
MARKETING

3. Gardenia Bakeries (KL) Sdn.Bhd
(GBKL) is a subsidiary of a food
listed company, QAF Ltd, who also
operates Gardenia Singapore,
Gardenia Philippines and will soon
be opening Gardenia bakery in
Fujian, China. GBKL is an associate
company of Padi Beras Nasional
Berhad.
ABOUT GARDENIA

4. GARDENIA BAKERIES (KL) SDN.BHD
In 1969, an American named Horatio Sye Slocumm was sent by
International Executive Service Corporative (IESC) to East Malaysia to start
bakery. Mr.Slocumm brought with him 35 years of baking experience with
one of America’s leading chain of bakeries.
Gardenia Bakeries (KL) Sdn.Bhd rolled the first loaf of bread off its line in
1986. Within four short years, it become the bread market leader with an
astounding 99 percent brand recall rate and 80 percent top-of-mind recall.
Gardenia’s range of products grew and evolved through the years, becoming
better and better with each step. Leveraging on its brand strength, Gardenia
now produces a variety of baked products to satisfy consumer’s demands.

5. VISION & MISSION
Vision
Our vision is to become the premier company in the baking industry and the
related food and beverage industry, known and emulated for our best quality
products that delight the consumer. It is the pride of every employee,
investor, trade partner and stakeholder.
Mission
Our mission is to serve consumers with the best quality assortment of great-
tasting bakery and related food and beverage products, with world class
manufacturing facilities and an efficient nationwide distribution network,
thereby providing a fair return on shareholder investments.

6. COMPANY
BACKGROUND

7. OBJECTIVES
The group believes that Gardenia
Bakeries’ objective should be
expansionary, given its current
standing in the market. A market
leader can maintain, grow and
protect its position in the market
by employing strategies focused
on the following:
(a) acquire new customers,
(b) Encourage more frequent
usage,
(c) find new uses of product

8. OVERALL BUSINESS INTRODUCTION

9. SITUATIONAL
ANALYSIS

10. COMPETITIVE PROFILE MATRIX
CRITICAL
SUCCESS
FACTOR
RATING RATING
PRODUCT
QUALITY
9 9
PRICE
COMPETITION
10 10
ADVERTISING 10 9
DISTRIBUTION 10 9
CUSTOMER
LOYALTY
10 8
TOTAL 49 45
GARDENIA MASSIMO

11. SWOT ANALYSIS
Location
Brand image
New and different varieties
Multi awarded company
Quality products
Strong production
No stand alone store
Limited availability
Location
Brand image
Growing economy-rising middle
class
Targeting a large market
Bargaining power of retailers
Convergence of competitors
Global economic crisis
S
W
O T

12. MARKETING MIX

13. 1. PRODUCTS
Original
Classic
Coklat
Kismis
Butterscotch Raspberi
Susu
&
Kranberi

14. 1. PRODUCTS
Wholegrain Toastem

15. 1. PRODUCTS
Delicia & Squiggles

16. 1. PRODUCTS
Soft Roll, Sambal Bilis &
Toaster

17. 1. PRODUCTS
 Quick Bites
 Fluffy Buns
 Twiggies
 European
Cottage Style
Bread

18. 2. PRICE
All prices are set by the
Gardenia company.

19. 3. DISTRIBUTION
Distribution is handled
internally by Gardenia trucks.
This direct delivery from plant
to customer ensures the
freshness products as well as
consistency of supply.

20. 4. PROMOTIONS
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Television / / / /
Radio / / / /
Event / / / /
Newspaper / / / /
Free
sampling
- - - -

21. MARKETING
STRATEGY

22. SEGMENTATION
Benefit
sought
Social class
Income
Usage rate
Health, Quick, Accessibility
Upper, Middle and Low class
High, Moderate, and Low
income
Heavy, Medium, and Light
user

23. TARGETING
UNDIFFERENTIATED (MASS) MARKETING
 We focus on what the common needs of
customers rather than on what is different.
 Products that will consume to the largest number
of buyers.
 To ensure the product become the superior image
in people’s minds.

24. POSITIONING
 Slogan of Gardenia is “So good you can even eat it
on its own”.
 Symbols and image company of Gardenia.
 Gardenia guarantees that all its products are “Halal”.
 Product name Gardenia Original Classic and
Gardenia Delicia, the customers will set at their minds
about the flavor and tastes.

25. MONITORING
AND
CONTROLLING

26. MONITORING & CONTROLLING
BUDGET ADVERTISING
MARKETING
RESEARCH

27. MONITORING & CONTROLLING
PERFORMANCE OF
PROMOTIONAL
ACTIVITIES
ORDERING CYCLE

28. Q & A
SESSION

29. THANK YOU