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Group Assigment Marketing
Group Assigment Marketing
BPA 10502
SECTION2
GROUP ASSIGNMENT : REPORT MARKETING PLAN
GROUP MEMBERS
NAME MATRIC NO
We will focus about the marketing plan of Gardenia Sdn. Bhd. (Gardenia) in the
consumer markets which market segmentation and targets implemented by Gardenia.
Although Gardenia Bakeries launch a lot of products in South East Asia, here we will only
focus on products and marketing activities done by Gardenia Bakeries in Peninsular
Malaysia. We are going to analyze the marketing strategies by Gardenia Bakeries such as
how Gardenia Bakeries does it market segmentation, targeting and positioning.
Segmentation, targeting and positioning helps Gardenia Bakeries to find out which area or
segment should the company focus in. Besides, we will also look at its marketing
environment that plays an important role in implementing marketing activities. Other than
that, we will be able to comprehend further about how Gardenia does its marketing
activities to overcome the highly competitive environment and remains as the leader of
bakery or breads manufacturer among its competitor such as Massimo. The aim of doing
this analysis is to help us to find what actually are techniques implemented and how
Gardenia manages to remain as the strongest brand in the highly competitive environment
and being a different among all other competitors which the existed produces including
SME bread producer in Malaysia in term of different strategies, plans and ideas.
GARDENIA BACKGROUND
In 1969, an American named Horatio Sye Slocumm was sent by the International
Executive Service Corporation (IESC) to East Malaysia to start a bakery business.
Slocumm, who recently arrived in Malaysia, brings 35 years of bakery business experience
with a number of bakery chains with her while living in the United States. Since then the
establishment of Gardenia.Gardenia Bakeries (KL) Sdn Bhd first introduced a bakery in
1986. In just 4 years, Gardenia Bakeries (KL) has become a leading bread market leader in
Malaysia. Over the past few years, Gardenia has successfully developed and marketed a
wide range of high quality bakery products that have received a tremendous boost from
Malaysians in particular.
4.0.1 Product
Gardenia has produced a lot of kinds of breads such as the latest one-Butterscotch, Delicia,
Breakthru, Twiggies and many more. Every product has its own special features. This is
because of the customer buying behaviour which is customers who make frequent purchase,
little planning, little comparison and low shopping effort before make purchasing.
4.0.2 Price
The pricing of Gardenia is controlled by the government. This is because of the ingredient
of the bread, flour which is one of the product that are under the control of the government
in Malaysia. The producers are unable to change the price as they like and must follow the
fix price by the government.
4.0.3 Promotion
Gardenia has used advertising strategies to promote its products. Among the various
alternative media, radio commercial, television and newspaper are mostly used by
Gardenia. Radio is the most common medium used to remind existing products while the
television advertising is usually used to promote the new products. Gardenia also used
publicity and public relation.
4.0.4 Place
Gardenia baked products are well known by everyone. Gardenia has over 20000 outlets
through Peninsular Malaysia. Their wide varieties products are available in almost all
hypermarkets, supermarkets and even neighborhood stores. As we can notice, Gardenia
seeks for market share through intensive distribution, a strategy in which they stock their
products in as many outlet as possible. Their breads ad cakes can be conveniently obtained
by consumers wherever and whenever consumers want them.
5.0 CONCLUSION