Marketing and Gardenia

3892 Words Mar 14th, 2013 16 Pages
CHAPTER 2: ANALYSIS OF MARKETING MIX STRATEGIES (4 P’s)
2.1 Product Strategy
Product Classification The Gardenia main product is the Gardenia Sandwich Bread which contains high protein flour and enriched with essential vitamins such as Vitamin A, B1, B2, B3, C and various minerals. It is zero Transat and cholesterol free white bread. The Gardenia Bread is classified as consumer products under product classification since the breads are product that bought by ultimate consumers for personal consumption (Kurtz and Boone, 2012). Gardenia product is a convenient product categorized under consumer products, as bread is goods that consumers bought frequently, immediately and with minimal effort. For example, there are many purchase locations
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A few years ago, Gardenia Bakeries created a new product which is Gardenia Breakthru. It provides low glycemic bread that providing balance nutrition for healthy life even can satisfy the diabetic’s customer. Besides, we had offered various products that able to fulfill the satisfaction of different customer with different needed such as Fun Bun, Twiggies, Muffins enable to delight both children and adults; Whole Wheat Bun, and High Fiber Wheat Raisin Loaf is beneficial for diabetic and obese people as well as they had produced Gardenia Kaya into the market.
Brands can be divided in many ways such as private, manufacturers, family, and individual brands (Kurtz and Boone, 2012). Gardenia brand is classified into manufacturers’ brand, as Gardenia sells their own bread under their own manufacturer brand name. Gardenia will create and bear their chosen brand name by themselves yet responsible completely for marketing the brand since the brand of the product is owned by Gardenia itself. Gardenia manufactures several types of bread as final goods that sell to ultimate customer with their own responsibilities. As a manufacturer brand names are able to build loyalty customer and acquire widespread distribution such as a retailer that interest with and want to sell the brand.

2.2 Pricing Strategy
Pricing Objective The pricing objective may lead to the development and implementation of more specifies pricing policies and procedures (Kurtz and Boone,

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