Food & Beverages industry – Gardenia Bakeries (KL) Sdn. Berhad

TABLE OF CONTENT

PAGE

1.0 INTRODUCTION

4

2.0 COMPANY BACKGROUND

4

3.0 SEGMENTATION, TARGETING AND POSITIONING

5

3.1

SEGMENTATION

6

3.1.1

PSYCHOGRAHIC FACTORS

6

3.1.2

DEMOGRAPHIC FACTORS

7

3.2

TARGETING

7

3.3

POSITIONING

8

4.0 MARKET ENVIRONMENT

8

4.1

COMPETITIVE FACTORS

8

4.2

ECONOMIC FACTORS

9

4.3

POLITICAL AND LEGAL FACTORS

9

4.4

TECHNOLOGICAL FORCES

10

4.5

SOCIOCULTURAL FORCES

10

5.0 MARKETING MIX

10

5.1

PRODUCT

11

5.2

PLACE

14

5.3

PRICING

16

5.4

PROMOTION

18

6.0 CONCLUSION

21

7.0 REFERENCES

23

1

1.0

INTRODUCTION

In this assignment, we will focus about the marketing strategies of Gardenia
Bakeries (KL) Sdn. Bhd (Gardenia) in the consumer market. 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 Penisular Malaysia. We are going to analyse 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.

Next, marketing mix like place, product, price and promotion are also the core and most important element. At the end, we will be able to know more about how Gardenia does its marketing activities to overcome the highly competitive environment and remains as the biggest bakery or breads manufacturer among its competitor such as Massimo and
Appolo. The aim of doing this analysis is to