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 !
ENVIRONMENTAL
ANALYSIS
Political
forces.
Socio-cultural
Forces.
Technological
Forces.
Economic
Forces.
ANALYSIS
Strengths
1. Internal Halal Committee
2. Well-known
Weakness
1. Limited penetration into
2. No stand alone stores
Opportunities
Threats
1. Competitive Forces
middle-class
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
3) Diabetic patients
The filling features of this bread somehow helps the
diabetic patients in controlling their food consumption.
PRODUCT
PHYSICAL
DISTRIBUTION
PRICING
PROMOTION
Advertising
Sales Promotion
PersonalSelling
Public Relations
CASH BUDGET