UNIVERSITI TUN HUSSEIN ONN MALAYSIA

BPA 10502
SECTION2
GROUP ASSIGNMENT : REPORT MARKETING PLAN

GROUP MEMBERS

NAME MATRIC NO

MOHAMAD ALIF BIN NORDIN (AP190352)

JASMINE LYE LOKE HONG (AP190101)
MUHAMMAD AKMAL ILHAM BIN AHMAD RUSLAN (AP190163)
NOR NADIAH NAJWA BINTI AZIZAN (CP190039)
NURUL SAHIRAINI BINTI SUHAIMI (AP190473)

LECTURER’S NAME : MADAM NOREINA BINTI KEPAL @ NASIR

1.0 EXECUTIVE SUMMARY

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.

2.0 MARKETING ANALYSIS AND ENVIRONMENTAL AUDIT OF GARDENIA

First is Segmentation, targeting and positioning also known as strategic marketing,

it include determine a suitable segment to market your goods or services, identifying the
correct target market and positioning the respective goods or services to create maximum
profits. Second is Demographic Factor. Demographic is defines as how marketer will
divide the market into categories such as age, gender, income and ethnic background.
Gardenia focuses on age factor when Gardenia segments consumer into teenager, adults
and senior citizen. In doing that, Gardenia provides variety of products to fulfil all needs.
Next is a product positioning is the way a product is defined by consumers on important
attributes the place the product occupies in consumers mind in relative to competing
products. Gardenia has positioned their products strongly against competitor‟s products in
the consumer minds. For example, Gardenia has own song to make consumer remember its
bread which is “So good...you can even eat it on its own”. By listening to the song, people
will think of the convenience of Gardenia bread that it can be consume directly without
any dishes. Besides, Gardenia also positions itself as a healthy, fresh and high quality
product in consumers‟ minds. To develops a position within segments. Gardenia will be
able to create more sales and attract more business opportunity.

Enviromental Audit of Gardenia

An environmental audit is a type of evaluation intended to identify environmental

compliance and management system implementation gaps, along with related corrective
actions. In this way they perform an analogous (similar) function to financial audits. There
are generally two different types of environmental audits: compliance audits and
management systems audits. As the name implies, these audits are intended to review the
site's/company's legal compliance status in an operational context. Compliance audits
generally begin with determining the applicable compliance requirements against which
the operations will be assessed. This tends to include federal regulations, state regulations,
permits and local ordinances/codes. In some cases, it may also include requirements within
legal settlements. Compliance audits may be multimedia or programmatic. Multimedia
audits involve identifying and auditing all environmental media (air, water, waste, etc.) that
apply to the operation/company. Programmatic audits (which may also be called thematic
or media-specific) are limited in scope to pre-identified regulatory areas, such as air.
Audits are also focused on operational aspects of a company/site, rather than the
contamination status of the real property. Assessments, studies.

3.0 CONSUMER ANALYSIS AND NEW OBJECTIVES

To undergo consumer analysis, first we have to identify our consumer and do
research on what they need. We need to know their age range of our target market.
Younger generation may have different taste and preferences while comparing to mature
consumers. But Gardenia is not focus on the age range but all age who love bread. It is
important that analyzing the lifestyle of our potential customers. Some people they used to
have bread as their breakfast in the morning which is light but full with energy. Gardenia
bread is also suitable for students or office worker who normally do not have sufficient
time to ready a breakfast. This is due to the reason that Gardenia provide a bread with
various taste that can easily choose to have. At the same time, they can continue doing
their work too. It is very convenience to them. Next is we need to know where our target
market is located. An optimum location has a strong effect in the buying effort of a
consumer. We should place our product at the convenience location such as supermarket,
hypermarket, convenience store and the place that usually consumer go. For economy,
Gardenia is a good choice with low cost in a comparison of other food.
For new objectives, we may improve our brand reputation. We need to gain and
maintain a 90% positive share of consumers in order to maintain and increase our
consumers that know, trust and continue support our products. Next, we also need to
improve our product quality. We should innovate and upgrade our existing product in
terms of nutrients, flavour and taste, packaging to our consumers in order to satisfy the
needs of our consumers.
4.0 MARKETING ANALYSIS

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

In conclusion, we analyze the marketing mixer Gardenia Sdn.Bhd. From your

study, we can conclude that the main component of the marketing mix is how it is used in
Gardenia Sdn.Bhd. Product Gardenia, consumer satisfaction with high satisfaction as we
consider the features of marketing mix to be the main objective. Price gardenia products
get optimum economic satisfaction for customers. By understanding Gardenia, we can say
that the company uses its proactive mix in an effective and efficient manner. Finally, we
can conclude that, for any company to reach its peak in today’s competitive era, companies
must use every component of the marketing mix. For any function of a company that can
operate as a marketing mix. In examining this, we have found that the importance of using
the company's 4p Product, Price, Promotion and Place marketing mix will be able to
succeed in product development and enterprise development, when the extended mix used
by an enterprise exceeds revenue as they are on the consumer side of the market.