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Transcript of Gardenia Bread
Background of Gardenia
Gardenia first started as a small in-store bakery at Bukit Timah Plaza, with the help of experienced American baker, Horatio 'Sye' Slocumm, who had 35 years experience in the bakery business.
The first Gardenia bakery in Kuala Lumpur, Malaysia.
Gardenia expanded with new bakeries in China, India and Philippines.
Reasons to choose that product?
Famous brands in Malaysia
Easy to commercial.
Economic of scale
Limited sales promotion and personal selling.
No new products.
Improve process technology.
Low prices of competitors.
Marketing Environment Analysis.
Location and Community Analysis
Large range bread
Marketing Position and
Various type of breads.
Consistent top quality and fresh bread.
Consumer Markets and Consumer Buying Behavior.
Process which buyers make decision.
Factor that will influence buyer to buy the product
Malaysian is well known in taking a light breakfast in the morning but full with energy to do their job.
Student or office worker usually doesn't have enough time to ready a breakfast. Gardenia provide a bread with variety flavour that they can easily choose then eat while doing their activity.
Not only focus for student but all age love to take a piece of bread.
Nowadays economy, all stuff take a high cost but Gardenia provide a good product with a low cost.
Odd-even pricing strategy.
Income and Cost
To develop a new business :
( Cost of building + Machinery + Ingredient + Staff labour )
Analysis of Return on Investment and Economic Feasibility.
Increase 14 % (RM 605.4 million).
Open a Gardenia Cafe
Target at a crowded place
Create a new product that will make customer satisfy and trust this brand.