BPMM6013

MARKETING MANAGEMENT
GROUP PROJECT - STP ANALYSIS
GARDENIA BAKERIES SDN. BHD.
828329 Nurul Akma
830092 Chan Yung Wei
830581 Sevan Doraisamy
830749 Norhayati Binti Yohilim
 Background of the company

Food Industries (Gardenia) is a multinational company that was

founded in Malaysia on the year 1969, Gardenia was born
successfully after 45 years of hardship. Gardenia now has
become of Malaysia's leading brands of bread manufacturers.
Gardenia produced the first loaf of bread in the year 1986 whose
foremost shareholder consists of Syed Mokhtar al-Bukhary, an
outstanding Malay.
Gardenia Bakeries was really popular back then until now and
still get higher demand for their products every [Link] after
year and step by step, Gardenia has successfully grown and
produced a wide range of product flavors and with the strength of
its brand. Brand Gardenia is synonymous with attributes such as
pleasant flavor, freshness, trust, and dependability
 SWOT ANALYSIS
STRENGTHS
Famous brand in Malaysia and customers already know about the company.
Gardenia is a strong company because people would prefer to buy this brand
over others as the bread produced are soft and has its own taste. The different
flavor and appearance of the bread make it possible for the customer to
choose from the variety.

WEAKNESS
There are no stand alone [Link] can see in Malaysia Gardenia sells its
merchandise exclusively to whole salers and supermarkets and does not have
any standalone [Link] shows that gardenia will be lost of their customer
because of their customer can choose other brand of bread such as Massimo,
High -5 and etc.
 SWOT ANALYSIS
OPPORTUNITY
Changing consumer needs and expectations Gardenia will continue to work hard
to manufacture more nutritious bread to meet market demand. As we can see
gardenia try to improve their white bread to be the High Fiber Whole Wheat
Bread. It was the healthy bread was improved by [Link] bread is soft,
moist, and made from 100% premium wheat with wholemeal flour and naturally
sweetened with real honey. Two slices are equivalent to 20% of your daily fiber
needs.

THREATS
Convergence of competitors is described as competitors imitating one another
and competing to be the fastest. If competitive convergence is taking place, a
number of variables may be at play. Implementation of additional objectives, such
as a stronger emphasis on operational performance
 Customer/ segmentation analysis

Segmentation analysis is the process of

dividing a market into meaningful. Gardenia
had segmented their consumers into main
categories which are Demographic
 DEMOGRAPHIC FACTORS
- The demographic marketer will divide the market
into categories such as age, gender, income, and
ethnic background.

- Gardenia focuses on the age factor. Gardenia

segments their consumer into teenagers, adults,
and senior citizens.
 DEMOGRAPHIC FACTORS
Consumers in urban and rural areas have different occupations and different
income levels so they will have different spending patterns. For example, high
and medium-level consumers will demand a better standard of living, they
demand quality products, just like food such as bread, even if it is a daily basic
need, high and medium-level consumers, may tend to choose high-quality
products and characterized.
Consumers with higher incomes will choose more expensive pieces of bread
such as Toast (one of Gardenia's products) which offers specialties such as raisin
oatmeal. low-income level consumers, when they decide to buy something, will
try to reduce the expenses incurred, so they may only buy classic white bread to
meet their daily basic needs.
 Competitor analysis

● High 5, Mighty White, and Massimo are just a few of the rivals that
Gardenia Bakeries Sdn Bhd faces off against. Although there are
several competitors producing the same product bread we will
concentrate on the one most well-known ones.

● Their goods are popular in Malaysia as well. Mighty White stands out
from Gardenia Bakeries because it offers Cup Cakes, Sweet Buns in
3 and 6 pieces, and Sweet Buns in 6 pieces. Others are identical but
have different flavours. Of fact Gardenia Bakeries makes buns, but
the distinction is that they did not make the Mighty White Produce
Sweet bun. They contain six and three bits per sweet bun. With the
exception of chocolate taste and potato, Sweet Buns six pieces have
a different flavour than Sweet Bun three pieces. There are Kaya Bun,
Red Bean Bun, and Coconut Bun.
 Competitor analysis
● There are two flavors of sweet buns. Additionally, everyone's
favourite taste, Chocolate Buns made with Potato Flakes, are
prepared with Potato Custard Buns. Before starting their dinner,
customers will purchase something to keep them satisfied.
Additionally, Mighty White produces goods that Gardenia does not,
including Cupcakes. Three varieties are available: orange, dark
chocolate, and the original. Customers can order Mighty White’s
Cup Cakes if they want to bake them as gifts to offer to their guests
at an event. It comes in a convenient, ready-to-eat package and is
excellent.
● The packaging of Mighty White, Gardenia’s top competitor, comes with a
lot of white space to project a cleaner style to make it easy for
consumers to grab and go their favourite cream roll. The packaging
revamp by Gardenia, the market leader in packaged bread in Malaysia,
is seen as following the design trend of its rival Mighty White. At the point
of sale, packaging has a significant impact on attracting and influencing
consumer choice. The only point of differentiation in the cream roll sector,
where price offers no genuine differentiation, is packaging.
● Gardenia Bakeries Sdn. Bhd. must get over the fact that it is
not the only player in this sector. Gardenia needs to
differentiate itself from other businesses in order to attract
more customers and persuade them to buy just Gardenia
products. For instance, Gardenia must provide a modest free
present, such as a toy, to every customer who purchases a
product since Gardenia focuses on family-oriented products
and knows that children love to play with toys, which will
compel parents to purchase Gardenia products.
● In conclusion, Malaysians have long favoured Gardenia Bakeries.
However, the price is probably more expensive than other breads
due to the superior quality, which has drawn customers to purchase
Gardneia's bread. For instance, purchasing Gardenia's bread in a
handy store, supermarket, or through their business is simple. This
makes it simpler for customers to purchase bread from Gardenia.
Gardenia Bakeries must establish their own bakery shop if they want
to surpass their rivals as the customer's first option. As a result,
Gardnera can communicate directly with customers and save
production costs.
 Target market analysis

● Gardenia segments their consumer into teenagers, adults and

senior citizen.
● Gardenia provides variety of products to fulfil all needs.
● Gardenia targets the costumers who are loyal and loves their
breads.
● Gardenia never fails to create new products attract more
customer who love varieties.
● Individual products may attract smaller customer groups but
when you put all together, it attracted a larger group of loyal
customers.
 Target market analysis

● Gardenia Bakeries have targeted both customer market as

well as reseller market.
● Their customer market is household and individual
● Individual shops, shop chains and convenient stores such as
Seven Eleven, 99 Speedmart and KK supermarkets.
● Retailers network including Giants, Tesco and Econsave as
their sales partner.
● Urban and rural geography and it has over 20000 outlets
throughout Peninsular Malaysia.
 Target market analysis

Gardenia never fails to create new products attract more

customer who love varieties. White bread as family bread
● Twiggies for the kids,
● Gardenia Waffles for the teenagers
● Gardenia Whole Wheat the elderly.
● Gardenia Breakthru which was advertised as a bread with
lower cholesterol and stabilise blood sugar level.
● Gardenia offered Toastem for the high-end customers
● White bread for everyone especially for the lower income
● Varieties like Sambal Ikan Bilis bun which is famous
 Target market analysis

● Differentiated marketing and mass marketing strategy

● Gardenia scoring around 69% most liked bread brand.
● Gardenia targets the costumers who are loyal
● Gardenia’s distribution widespread regardless of urban and
rural geography and it has over 20000 outlets throughout
Peninsular Malaysia.
● Customer profile based on the demographic analysis and
population studies on age is also important element for a
profitable business
 Target market analysis

Gardenia have showcased their intention to value customer’s needs, and

it has built a strong Gardenia-customer relationship. Gardenia’s marketing
strategy and target market have been built based on three values:
❖ marketing budget based on sales value % which currently is 25%;
❖ build a strong brand and brand loyalty for the success of Gardenia;
❖ emphasis on marketing to overcome competition.

Gardenia remains as the leading bread related product producers with

wider market in Malaysia. It has its own song “So good! You can even eat
it on its own” which not only customer can relate it to their love for
Gardenia bread but even for those not into Gardenia bread but know the
songs.
Positioning Strategy

★ the act of a business occupying consumers’ minds

with images or any relevant information to
distinguish its brand or products from competitors

★ used to locate the brand image in consumers’

minds to maximize the potential competitive
advantages
Positioning Strategy
★ Song with catchy and meaningful lyrics

★ From the lyrics, Gardenia has developed the slogan

“So good… You can even eat it on its own”

★ Bring a positive message to consumers, that

Gardenia’s bread can be consumed directly without
any toppings or side dishes
Positioning Strategy
★ Positioned its product successfully with its
packaging

★ Left a classic mindset to consumers, with only blue,

red and white colour packaging
Positioning Strategy
★ Provided a variety of products to match different
kinds of consumer preferences

★ Examples: Original Classic, Twiggies, Toast’em,

Fluffy Buns and QuickBites, Squiggles, Waffles and
Muffins
Point of Parity (POP)

★ Fresh and high-quality ingredients

★ Variety choices of bread
★ Fulfil Malaysian taste
★ Price of bread is affordable
★ Convenient for consumers to buy

Point of Difference (POD)

★ High nutrients can be served without any toppings
or side dishes
THANK YOU !!!