Executive to satisfied different level of customer,

February 11, 2019 Management

Executive Summary Gardenia is a strong brand in Malaysia. Gardenia has produced a lot of kinds of breads such as the latest one-Butterscotch, Breakthru, Delicia, Twiggies and many others. In order to satisfied different level of customer, every Gardenia product has its own special features. For example, Gardenia Breakthru breads is not only bread, but consumers have the perception that it is a healthy food.

It contains 38% less carbohydrates, 7. 3x more dietary fibre, 15% less calories, 59% more proteins, low gylcaemic index (42), low gylcaemic load (6. 5), prebiotic properties, low fat, no trans fat and no added sugar. The price of Gardenia breads is low and almost the same as others competitors. In fact, the pricing of Gardenia bread is controlled by the government. This is because of the ingredient of the bread, flour, which is one of the products that are under the control of the government in Malaysia.

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Gardenia makes widespread distribution either in urban or rural area to make sure everyone can have their breads. As all of us know, Gardenia baked products are well known by everyone. Gardenia has over 20000 outlets throughout Peninsular Malaysia. Their wide varieties of products are available in almost all hypermarkets, supermarkets and even neighbourhoods stores. Here, Gardenia seeks for market share through intensive distribution, a strategy in which they stock their products in as many outlets as possible.

Their breads and cakes can be conveniently obtained by consumers wherever and whenever consumers want them. Gardenia implements mass promotions. For instance, it uses mass media such as television to promote its products and to introduce new products to the customers while ensuring customers to remember about their existing products. Gardenia has used advertising strategies to promote its products. Among the various alternatives media, television advertising and newspaper are mostly used by Gardenia.

In short, major advertisement of Gardenia’s bread have established Gardenia slogans as part of its popular culture, such as “It’s fresh! It’s good! So good…you can even eat it on its own! “. Brief History In 1969, an American named Horatio Sye Slocumm was sent by International Executive Service Corporation (IESC) to East Malaysia to start a bakery. Mr. Slocumm brought with him 35 years of baking experience with one of America’s leading chain of bakeries. Gardenia was born. Gardenia Bakeries (KL) Sdn Bhd rolled the first loaf of bread off its line in 1986.

Within a short period of four years, it became the bread market leader with an astounding 99 percent brand recall rate and 80 percent top-of-mind recall. Gardenia’s range of products grew and evolved through the years, becoming better and better with each step. Leveraging on its brand strength, Gardenia produces variety of baked products to satisfy consumer’s demands. Gardenia has four factories which locate at Shah Alam, Subang, Puchong and another one. The factory at Puchong is specified in producing new products.

Gardenia has over 20,000 outlets throughout Malaysia, excluding Sabah and Sarawak. It does not have any outlets at Sabah and Sarawak. In addition, Gardenia owns more than 500 delivery vans in Peninsular Malaysia. Lastly, these are the details for Gardenia Bakeries. • Toll-free line: 1800-88-3228. • Address: Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan, Malaysia. • Phone number: 03-55423228 • Fax number: 03-55423213 • Email address: [email protected] com. my • Website: http://www. gardenia. com. y/ Achievement 2001: Best supplier 2001 (Category: Bread), Dairy Farm Giant Retail 2002: Quality Management Systems ISO 9001, SIRIM QAS International Sdn Bhd 2002, 2003/2004, 2005: Superbrands Awards for 3 consecutive terms, Superbrands Malaysia 2006: Superbrands Consumers’Choice Award, Superbrands Malaysia 2004: National Award for Creativity and Innovative, Malaysian design Technology centre 2005: MS 1480: 1999- Food Safety according to Hazard Analysis and Critical Control Point (HACCP) System, SIRIM QAS International

Sdn Bhd 2005: Universal Integrated System- ISI2020, Research Institute of Standards in Islam 2006, 2007: Low Glycaemic Diabetic-Friendly, Diet friendly Seal, Glycemic Research Institute, Washington D. C. 2007: Highly Commended Product Award, Malaysian Institute of Food Technology (MIFT)

2. 0 Situation Analysis Gardenia Bakeries (KL) Sdn. Bhd rolled the first loaf of bread off its line in 1986. Within four short year, it become the bread market leader. Gardenia has for many years been at the forefront of producing fresh, tasty and yet nutritious bread.

Gardenia’s flagship bread has improved through the years, becoming better and better each step of the way. Today ,it is known as Original Classic and is enriched with 14 vitamins and minerals. To meet the changing expectation of today’s customers, Gardenia is constantly adopting industry innovations, new baking techniques and product development.

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