STRATEGIC IMPLEMENTION

Chapter 4

Product strategy

In terms of product strategy, Gardenia has its bread packaged with a vivid and eye-catching
blend of colours with them being contrasting in nature, namely red and blue. This greatly
enhances the visual appeal of the product and hence is able to draw the attention of its
consumers. The product has been designed such that it is blue and white on the top and is red
and white on the lower half. In addition, it has a transparent layer on the plastic packaging
where the bread is visible to consumers. This is useful for consumers as they are able to see
what they are really buying. Gardenia's label is inscribed in a humorous style, with blue on
the upper part and red on the lower, and it runs across the middle of the package.

It is a flower that demands a lot of work to cultivate. Nevertheless, when cultivated

effectively, this flower produces a really pleasant aroma. In relation to the bread it cooks,
Gardenia might have selected the moniker of this blossom as its trademark. Furthermore, this
flower has other connotations. It depicts a particularly passionate connection, and this flower
is typically offered to individuals concerning whom one genuinely cares. Conversely, this
might be related to Gardenia's genuine concern for its customers.

Gardenia adheres to the principle of always developing and reacting to audience requirements
in terms of brand development, and thus persists an advertising leader currently. Bread is
being distributed to shops and wholesalers. Gardenia does have various bread line
expansions. Among its products include hotdog buns, raisin buns, pandan-flavored breads,
and wholegrain breads for mental wellbeing customers.

The preponderance of Gardenia's advertising is kept short and simple, utilizing multiple types
of mediums such as radio, print material, and social networking sites to market their bread.
The more current "Gardenia Celebrates with Singapore!" fortunate draw offers customers the
chance to win cruise trips through any acquisition of various items. They have a dedicated
website for customers who want to learn concerning the baking process, nutritional value,
and even easy recipes prepared from their goods for people who are particularly increasingly
health - conscious. Almost all of their commercials employ compelling and reinforcement
strategies, such as reassuring customers that their goods are indeed freshly created and that
they are available at all prominent convenience shops.
A product positioning is the approach a brand is characterized by customers on key features,
as well as the positioning the product has in buyers' minds in comparison to rival products.
Inside the minds of consumers, Gardenia has firmly pitched its products versus rivals'
offerings. Gardenia, for example, making its own song in hope their customer will remember
them. "By listening to the song, people would think about the simplicity of gardenia bread
because it may be served instantly with none side dishes.

Gardenia constantly promotes as a healthy plant. In the perspective of customers, a genuine

and elevated product. Gardenia will be able to generate more revenue and attract more
business opportunities by strengthening its position amongst divisions.

Gardenia's marketing approach is specialized marketing or mass marketing. Gardenia caters

towards its customers through offering a variety of breads and perhaps other items. Gardenia
hopes to increase sales and improve their standing in each market category by giving
products and advertising variants to their clients. Gardenia also assures that all of its goods
are "Halal". Customers will be able to make up their judgments regarding the flavour and
flavours of products such as Gardenia Original Classic and Gardenia Delicia.

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