Gardenia Final Paper

8/9/2019 Gardenia Final Paper

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I. SITUATIONAL ANALYSIS

A. SWOT/TOWS ANALYSIS

Strengths

Gardenia bread is a top-bread maker and a well-known brand in the bread industry. The company is

recognized as the most outstanding bread manufacturing in the product category by the consumer Urion

of the Philippines (CUP held yearly during its !nnual "ational Consumer !ward (!"C!. Gardenia#

being a consumer-focused and branded food company# is singularly dri$en in deli$ering superior

consumer $alue through pro$iding consumers with superior products. The Gardenia trademark means

$alue and is respected all o$er !sia.

Gardenia Philippines pioneers a uni%ue distribution system# ensuring only fresh breads reach

consumers e$ery day. Gardenia strictly follows its international policy of keeping only fresh stocks on

the store shel$es.

The combination of superior product %uality# ad$anced bread-making technology# and e&tensi$e system

of distribution reflects the consumer-oriented $ision of Gardenia Philippines that brings consumers the

highest le$el of product satisfaction. 'ts better marketing skills and ability to make rapid e&pansion#

contribute a lot to Gardenias success which is e$ident with its continuous and rapid sales growth.

Weaknesses

Gardenia uses price skimming strategy which targets Class ) and C with *+#,,, and abo$e income

which results to limited a$ailability to lower-end market. Gardenia distributes only its products to

wholesalersretailers but has no stand-alone stores to sell its own products. Gardenia also lacks online

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ser$ices for its customers con$enience. 'n terms of profitability# Gardenia is doing well but not that

much because bread sector is not a highly profitable sector.

Opportunities

Gardenia is continuously e&panding and stri$ing to ma&imize the opportunities such as rapid market

growth# changing customer needspreferences# economic boomdownturn# new technology# sales

decline for substitute products# and e$ol$ing business models in the industry to remain competiti$e and

meet the needspreferences of its customers. "ew technology will help Gardenia produce more fresh

and high %uality products to offer to its se$eral customers. ifferent social media sites will also help

Gardenia reach and ser$e other customers easily and con$eniently.

Threats

/conomic boomdownturn# bargaining power of buyerssuppliers# changing customer needstastes# new

technology# increase in go$ernment regulation# and introduction of new substitute products are some of

the threats that might affect the market demand and sales of Gardenia if not monitored and controlled

properly. !ffordability among 0ilipino customers is also one of the threats faced by Gardenia because

they cannot price its products in the Philippines as they should be. ifferent economic issues and

go$ernment malpractices could affect Gardenias operations and strategies and could make the business

uncompetiti$e. /$en a small change can affect the position of the brand.

TOWS ANALYSIS

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External Opportunities

(O)

*. 1apid market growth2. Changing customer

needstastes3. /conomic

boomdownturn4. "ew technology

+. 5ales decline for

substitute products

6. /$ol$ing business

models in the industry

External Threats

(T)

*. /conomic

boomdownturn

2. )argaining power of

buyerssuppliers

3. Changing customer

needstastes

4. "ew technology+. 'ncreasing go$ernment

regulation6. 'ntroduction of new

substitute products

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Internal Strengths

(S)

*. 7ell-known brand

image

2. 5uperior %uality

products

3. )etter marketing skills4. Growing product line

+. 7ide co$erage and

distribution

6. !bility to make rapid

e&pansion

8. 5upply power

SO

5trengthen brand

image through better

marketing skills and

promotional tools

9a&imize the use of

technology for better

performance towards

producing %uality and

health conscious

products to retain loyal

customers and gain

potential customers

Continue de$eloping

ad$ertisements and

other marketingprogramsacti$ities to

promote new products

and attract target

market

/nhance product line

to increase market

share

ST

Continue producing

inno$ati$e# distincti$e#

and high %uality

products to retain loyal

customers and gain

new potential

customers

e$elop marketing

skills and promotional

tools to attract new

customers and increase

sales

/mpower brand name

through ad$ertisements

in making %uality andhealth conscious

products to o$ercome

threats

!dapt to policy#

technological and

other changes to

continue pro$iding

%uality

productsser$ices

Internal Weaknesses

(W)

*. :imited

a$ailabilitypenetration

to lower-end market2. "o stand-alone stores

3. ;nline ser$ices

WO

:ook for suppliers

offering cheaper yet

%uality raw material to

produce affordable

products that will cater

the lower-end market

!dopt new technology

to pro$ide online

ser$ices and createonline promotions that

will strengthen its

brand image and gain

potential market

/&pand business by

WT

'nno$ate products to

o$ercome threat of

customer changing

needstastes and other

threats

Produce affordable yet

%uality products that

will cater the lower-

end market

/stablish stand-alone

stores to e&pand

business and offer

more products to

increase market share

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building stand-alone

stores to offer new

products and other

ser$ices to cater more

customers

and attract more

customersin$estors

9a&imize the use of

websites and social

media sites to promote

products and create

buzz online

Pro$ide online ser$ices

for con$enience and

easy access to products

and product info.

. !EST ANALYSIS

Political/Legal Factors

Go$ernment rules and regulations affect Gardenias operation because of it has to cope with the

changes imposed by the Go$ernment. These rules will help Gardenia impro$e its business operation

but also it could ha$e negati$e impact on it since the go$ernment has control o$er the products and its

price. Gardenia is e&pected to comply with the re%uirements ordered by the go$ernment.

Ta&ation policy affects the production costs of Gardenia. The price of Gardenia breads depends on the

price of its raw materials and higher ta&es on these raw materials indicates an increase in price in

production costs of Gardenia which is also an indication of an increase in the price of Gardenia

products.

Economic Factors


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foods. Gardenia belie$es that the Gardenias success is brought regarding by the dedication and

commitment of each member of the Gardenia family. These dedications are leading Gardenia to be the

no* in bread industry. uring global economic crisis# the industry had a flat growth but Gardenia

continue to grow by two to four percent. Gardenia should continue encouraging and pro$iding more

opportunities for employment while making Gardenia bread more widely a$ailable con$eniently to

customer.

ue to changes in economic factors such as increase in interest rates could affect demand of customer

for Gardenia products and this could be an opportunity for the substitute products which might ha$e

negati$e impact on Gardenias operation and profit.

Socio-ultural Factors

1apid growth of population in the Philippines is an indication of growth of potential customers of

Gardenia which could increase the demand for its products.

5ocio-cultural forces will affect the $alues# beliefs# and lifestyles of a society. ;$er the past few years#

rising le$els of obesity# heart disease# and diabetes in the Philippines ha$e rapidly increased consumer

interest in healthy and nutritionally food and go$ernment interest in promoting healthier eating and

lifestyles. )reakfast is important for people for ha$ing healthier. !ccording to the Philippine

!ssociation of 0lour 9illers 'nc. (P!90': said that >+ percent of 0ilipinos prefer to eat bread instead

of rice for their breakfast. Consumers are willing to pay anything that will make healthy and fit.

Technological Factors

e$elopments in technology lead to new products and ser$ices and impro$e how they are produced

and deli$ered to the end user. !s the top-bread maker and leader of bread manufacturing industry#

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Gardenia using state-of-the-art-bread manufacturing plant is capable making 6,,, loa$es of bread per

hour or nearly *+,,,, loa$es per day. 't is the e%uipment whereby almost untouched by human hands.

Therefore# it ensures pro$iding safe and best %uality of bread product. "ew baking tools and

e%uipments will help enhancespeed up Gardenias production.

The de$elopment of internet is an opportunity for Gardenia to promote its products online and enhance

its brand image. Gardenia could enhance its website and ma&imize the use of social media to offer

online ser$ices and reach new potential market. This will help Gardenia increase its market share and

influence customer purchasing decisions.

". IN#UST$Y ANALYSIS

Threat o! Ne" Entrants #$e%ium Pressure&

'n these high competiti$e industry# there are a lot possibility that new competitor enter to the industry.

'ndirectly# new entrants to industry will lead threat that might decreasing le$el of customer loyalty and

will be highly competition in between. Capital re%uirement for in$estment in bread industry in

purchasing those raw material and machinery before the entrant could begin selling the product. 'n

additional# certain market share need to be capture for the new entrant before it could reap the

necessary economies of scales to allow it with ri$al firm.

Gardenia produces affordable products and en=oys the economies of scales to compete effecti$ely.

Gardenias en=oy fairly high product differentiation whereby retailers prefer of brand recognition and

customer loyalty. Therefore# it results harder for new entrants to enter the market.

'argaining Po"er o! 'u(ers #Lo" Pressure&

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'ndi$idual customer does not influence much to bakery industry. Gardenia main buyers are like

hypermarket and retailers which pay lots for e$ery year. Therefore# bargaining power is low due to a

lots distributor getting resources (bread product from Gardenia and selling it to end-user. The product

for Gardenia is differentiated base on the %uality.

)uyers are not easy to always find alternati$e suppliers. 'n relation to buyer power in Gardenia industry

seeks to enhance customer loyalty in focusing e&isting relationships and trying maintaining in long-

term relationships with buyers.

'argaining Po"er o! Suppliers #$e%ium to )igh Pressure&

5uppliers of Gardenia ha$e a great bargaining power especially for those monopoly products. 0or

e&ample# flour is the main raw material in producing bread. There are few substitutes to their product.

Threat o! Su*stitute Pro%ucts #)igh Pressure&

The threat of substitute for Gardenia product is high within the industry. Consumer is looking for bread

with attracting topping and decoration. 0or e&ample# those bakery shop usually pro$iding filling bread

and attracti$eness bread which meet the e&pectation of customer. ;ther industry such as fast food also

pro$iding breakfast $alue which meal ser$e with bread. 't becomes a threat to Gardenia.

urrent ategor( +i,alr( #$e%ium to )igh Pressure&

Gardenias operates in a highly competiti$e industry. 5ome of the competitor are by low priced

confectionery producers which are small family-run businesses whereby producing bread that are sold

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in the neighborhood which called small-scale production for the local market. ;n the other hand# a few

large competitors such as Golden onuts# 'nc or 1ed 1ibbon )ake 5hop# 'nc also produce affordable

products.

)aking of bread# cakes# pastries# pie and similar ?perishable@ bakery products

#. %A$&ET ANALYSIS

a $arket Si.e

Philippines market in )aked Goods industry is growing fast by this time. 0ilipino market who

consumes baked goods products such as pastry# cakes# breads and cereals. 9arket of )aked goods

industry reached 4>A share of total sales as of 2,*3 and e&pected to reach higher on 2,*+. There is a

big part of new potential market that is health conscious and can account a lot of share in the sales of

the baked goods since the trend in the industry is healthier products to come out.

* $arket ro"th +ate

'n 2,*3# Philippines strong performance in economy helped the )aked Goods industry to work

well. ue to fact that 0ilipinos are starting to consume breads# pastries and cakes more fre%uently. The

market for the baked goods and cereals industry in Philippines increased at aggregate annual growth of

3.4 A.

)aked goods industry is dominated by small bakeries which bake and sell their products on-site. 'n

2,*3# it is e&pected that unpackagedartisanal offerings will account for a 4>A share of total sales in

baked goods. !mongst packagedindustrial players# Gardenia Philippines is e&pected to see the biggest

re$enue contribution. The company share is e&pected to reach **A in 2,*3. Gardenia Philippines

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banks on its reputation as a manufacturer of freshly baked bread which is deli$ered to retailers daily. 'n

recent years the company e&panded its product line to include pastries# high fiber bread and healthier

alternati$es.

c $arket Pro!ita*ilit(

0 )uyer Power -This has a lot of effect on the profitability of Gardenia since they ha$e loyal

buyers and alliances that make their profit higher.

0 5upplier power B 5upply for the products are bound to be attainable since it is a$ailable

nationwide and they ha$e e&tensi$e mass distribution of the products.

)arriers to entry - The profitability in this force can affect the market and its industry since

switching costs in the market are likely to happen in Philippines economy. Threat of substitute products B 'mplications in this force is low because of the fact that Gardenia

has strong brand image and large amount of market. They can still get higher market profitability. 1i$alry among firms in the industry B 1i$alry can affect the profitability of the company but

since Gardenia top the market share for the past few years# their profitability in this force are much

unlikely to step down.

% In%ustr( ost Structure

0irm 'nfrastructureD 9arket strategy# market policy# organizational structure# company cultureEuman resource managementD staffs training and de$elopment# market research# hiring#

compensation

Technology epartmentD transaction processing system# production unit database# sales

ProcurementD purchasing raw materials# supplies# e%uipment

e 1istri*ution channels

Gardenia Philippines pioneered a uni%ue distribution system# ensuring that only fresh breads

will reach consumers e$ery day. 't strictly follows its international policy of keeping only fresh stocks

on the store shel$es. eli$ery $ans lea$e the production plant as early as 4 oclock in the morning to

distribute the products in specific locations nationwide as soon as it is produce from the factory.

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Gardenia Philippines always replace unsold breads with their freshly baked premium %uality breads

and other products.

Gardenia conducts e&tensi$e mass distribution of their product through 1etail 5tores#

5upermarkets# direct selling and grocery stores. 5ponsorship in e$ents helps the company to distribute

and promote their product by this new channel. Products of Gardenia are mostly a$ailable nationwide#

because of its a$ailability in the channel power.

! $arket Tren%s

Product Fuality - The preference for high-%uality product of 9arket is increasing in light of the fact

that they appreciate the %ualitati$e differences.

Eealth Consciousness B People nowadays want to li$e in healthy way# seems e$eryone is getting fit and

healthy# these are potential market and they are growing.

!ppearance B 9arket who consumes bread and wheat products are tend to look for more appealing

products than the usual.

5election - People are demanding a larger $ariety of breads. They dont look for common breads#

pastry# cakes nowadays.

g 2e( Success Factors

Gardenia pro$ides premium %uality products that gi$e satisfaction to their customers. 5ince Gardenia

)akeries established their brand image through the years it is one of the key success factors that they

ha$e.

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Technologies nowadays# tapped industries along the lines of computer# phone and other gadgets# ha$ing

ad$ance bread-making technology of Gardenia# it made as their edge to the other competitors.

Gardenia has e&tensi$e system of distribution to the country# they ha$e pedicarts# pushcarts and now

they are a$ailable to supermarkets# sari-sari store and e$ery so often they are also conducting school to

school programs that help them to be efficient to the consumers.

Gardenia being an established company their key success factor would be the strong financial position

in the industry that makes them more in demand.

E. "USTO%E$ ANALYSIS

The Gardenia )akeries Philippines 'nc. e&ists to satisfy the consumers needs. They are able to

pro$ide breads for many different target markets including# people of all ages# se&es# races# etc.

Gardenia products are able to sell to a di$erse worldwide population.

%A$&ET SE'%ENTATION

Gardenia is certainly for e$erybody-whether you are a student# working professional# young# young-at-

heart# dieters# nutrition-seeking families# health conscious and ;n-The-Go.

#E%O'$A!I" SE'%ENTATION

5ocial Class Gardenia products are purchased by all the different classes# but mainly by the

middle and upper class citizens.

0reshly baked products at a reasonable and =ustifiable price is what Gardenia stri$es to pro$ide for their

customers. ! comfortable and con$enient atmosphere pro$ides a place where the customer can free

themsel$es from buying the products.

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Gardenia ha$e supply the bread to all the con$enience shop# hospital# school# supermarket# pro$ision

store and hypermarket. ue to the increase in demand of bread# Gardenia has to start to increase the

supply of bread to the market.

Gardenia focused on meeting the e&pectations of its target consumers. These areD

0irst# freshness. /$eryone likes to eat bread thats =ust come out of the o$en. Gardenia responded to

this need with the G-lock as assurance for freshness. The g-lock is a small but durable resalable clip

used to seal in the breads freshness. There is se$en G-lock colors assigned for the se$en days of the

week# making it easier in pulling out unsold breads e$ery day of deli$ery# and to make sure that only

newly baked breads are displayed on store shel$es. Gardenias uni%ue G-lock system keeps consumers

informed of the date the bread is baked for# the suggested retail price# the production line the bread was

produced# and batch number.

5econd is taste. The local term for loaf bread is ?tasty.@ 'n the case of Gardenia# to differentiate the

promise of taste# it claimed ?masarap kahit walang palaman.@ Gardenia uses only the finest ingredients

from all o$er the world.

"e&t is aroma. 0ilipinos belie$e that food must smell good to taste good. 'naamoy muna bago

kinakagat. The natural freshness and enticing smell of Gardenia breads stand out among other brands.

0ourth is softness. They also prefer soft breads# because for them# softness means freshness. 0or them#

the bread is old if it is not soft. 't is a common obser$ation that when buyers approach the bread

shel$es# they pinch and s%ueeze the bread. !nd did you e$er notice that Gardenia loaf slices can be

rolled without breaking Try this outH

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"utriti$e Ialue. !nd of course# eatings purpose is primarily for nourishment and nutrition. The

nutrients most of us need are Iitamin !# 'odine# and 0olate. Gardenia breads are fortified with essential

$itamins and minerals that make it really nutritious.

$A+2ET NEE1S

Gardenia )akeries Philippines 'nc. offers the following benefits to its customers "utrition#

!ccessibility# Con$enience# Customer 5er$ice# !tmosphere and 5election

$A+2ET T+EN1S

/$ery consumer has different needs and wants# so Gardenia supplies many $ariety of bread in order to

meet the demand of the consumer in order to satisfy them. emand is a principle that the consumer

willing to pay for the price and also desire to buy the goods and ser$ices.

Consumers are $ery delicate when it comes to the food purchasing. /specially in the Philippines# they

want their breads to be fresh in the o$en. A

1021 *, 32A

21031 , ,A

31041 6 *JA

41 an5 up , ,A

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TOTAL 2, ,116

Table 1 (See Appendix for chart presentation)

The researchers conclude that most of the respondents are students and belongs to Gen K.

Ta+le .Demographic profile of the respondents according to their locationD

A'E -$EUEN"Y !E$"ENT

Laguna * .,4A

I7us 6 22A

Las !i8as 8 26A

"a9ite 2 .,8A

%untinlupa * .,4ASilang * .,4A

#as7ari8as 3 **A

a:oor 4 *+A

%akati * .,4A

%anila * .,4A

TOTAL ; ,116


The researchers conclude that most of the respondents are from :as PiLas City.

Ta+le 2.o you eat bread


Yes 3* *,,A

No , ,A

TOTAL 2, ,116


The researchers conclude that all of the respondents eat bread.

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Ta+le 3. 'f you dont eat bread# do you buy bread for your family


Yes 23 *,,A

No > ,A

TOTAL 2, ,116


The researchers conclude that most of the respondents buy bread for their family.

Ta+le 4. Eow often do you eat bread


On:e a 5a< *+ 4>A

T=i:e a 5a< 4 *3A

On:e a =eek J 2JA

Others (e9er< other 5a

7ost o? the ti7es in a

=eek

pag 7a< tinapa< lang or

trip 7ag +urger

3 *,A

TOTAL 2, ,116


The researchers conclude that most of the respondents consume bread once a day.

Ta+le @. 7hich meal of the day do you consume bread


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reak?ast 26 4JA

Lun:h , ,A

Sna:ks 23 43A

#inner 4 A

Others (e9er< other 5a

7ost o? the ti7es in a

=eek

pag 7a< tinapa< lang or

trip 7ag +urger

, ,A

TOTAL 42 ,116


The researchers conclude that most of the respondents consume bread during )reakfast.

Ta+le ;. Ea$e you tried Gardenia before


Yes 3* *,,A

No , ,ATOTAL 2, ,116


The researchers conclude that most of the respondents prefer Gardenia bread.

Ta+le . 7here do you usually buy bread from


Super7arket 2> >4A

Sari0Sari Store 3 *,A

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"on9enien:e Store 4 *3A

akeries 8 23A

#rug Stores * 3A

Others * 3A

TOTAL 2, ,116

Table (See Appendix for chart presentation)

The researchers conclude that most of the respondents buy breads 5upermarket.

Ta+le B. 7hy do you choose bread from there


ualit< Ser9i:es *> +>A

"on9enien:e Lo:ations *J 6*A

!u+li:it< o? the Store 2 6A

%e7+ership $e+ates * 3A

Others * 3A

TOTAL 3, ,116

Table ! (See Appendix for chart presentation)

The researchers conclude that most of the respondents buy breads 5upermarket because of

Con$enience and Fuality 5er$ice.

Ta+le ,1.7hat are the criteria(s you look for when choosing the brand of bread to eat


So?tness 2* 6>A-reshness 2> J,A

A9aila+ilit< > 26A

Nutrition *4 4+A

!ri:e *4 4+A

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!a:kaging J 2JA

-la9ors > 26A

Others , ,A

TOTAL 3, ,116

Table 1" (See Appendix for chart presentation)

The researchers conclude that the top 3 %ualities that consumers consider in choosing bread to

eat are softness# freshness and nutrition and price.

Ta+le ,,.7hich new forms of packaging would you prefer


ox0?or7 (Tra9el0pa:k>

!i:ni:0pa:k> et:)

+ *6A

Ciplo:k *6 +2A

%ini SiDe San5=i:h 2 6A

I 5ont =ant to :hange the

pa:kaging

** 3+A

Others , ,A

TOTAL 3, ,116


The researchers conclude that most of the respondents prefer Mip :ock as the new packaging for

Gardenia )reads.

Ta+le ,.7hich type did you try before


White rea5 ("lassi:

White rea5 $egular an5

28 >8A

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Thi:k Sli:e> ealth rea5

(igh -i+er Whole Wheat

rea5> igh -i+er Wheat

$aisin Loa? an5 Sli7 n -it

Wheaten rea5)> Sna:k

Ite7s (T=iggies Yello=

"ake> "rea7 $oll> -un

un> %u??in)

ealth rea5 (igh -i+er

Whole Wheat rea5> igh

-i+er Wheat $aisin Loa?

an5 Sli7 n -it Wheaten

rea5)

*> +>A

!an5esal an5 uns

(!re7iu7 !an5esal> So?t0

5elight pan5esal> Whole=heat pan5esal> ot5og

un> a7+urger un)

*4 4+A

Sna:k Ite7s (T=iggies

Yello= "ake> "rea7 $oll>

-un un> %u??in)

*3 42A

"run:h 'arli:

Toast> "inna7on Toast)

** 3+A

Others , ,A

TOTAL 2 ,116


The researchers conclude that most of the respondents prefer ha$e tried 7hite )read (Classic

7hite )read 1egular and Thick 5lice# Eealth )read (Eigh 0iber 7hole 7heat )read# Eigh 0iber

7heat 1aisin :oaf and 5lim n 0it 7heaten )read# 5nack 'tems (Twiggies Kellow Cake# Cream 1oll#

0un )un# 9uffin products of Gardenia )reads.

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Ta+le ,2.'f Gardenia )akeries would add products on their product line# what products you think

would be appealing to the consumers


'ar5enia Sprea5s *2 3JA'ar5enia Fa7 an5

%ar7ala5e

8 23A

'ar5enia "rea7 -ille5

is:uits

4 *3A

'ar5enia %a7on an5

EnsaA

"ho:o Sprea5 *4 4+A

"hi:ken Sprea5 *2 3JAa7 Sprea5 6 *JA

!eanut utter Sprea5 *2 3JA

Others 2 6A

TOTAL @, ,116

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The researchers conclude that most of the respondents prefer Tuna fla$oured spread.

Ta+le ,4.'f Gardenia )akeries would launch the NGardenia Oams and 9armaladeN# what fla$ors would

you consider buying


%ango ** 3+A

Stra=+err< *8 ++A

Orange * 3A

!ineapple + *6A

"o:onut 6 *JA

lue+err< *2 3JA

Others * 3A

TOTAL @, ,116


The researchers conclude that most of the respondents prefer 5trawberry fla$oured Oam and

9armalade.

Ta+le ,@.'f Gardenia )akeries would launch the NGardenia-to-goN (1eady to eat sandwiches# what

fla$ors would you consider buying


a7 an5 "heese

San5=i:h

*J 6*A

"hi:ken San5=i:h *3 42A

a:on an5 Egg San5=i:h *> +>A

TL" San5=i:h *3 42A

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Tuna *3 42A

Others , ,A

TOTAL ;@ ,116

Table 1# (See Appendix for chart presentation)

The researchers conclude that most of the respondents prefer Eam and Cheese fla$oured

5andwich.

Ta+le ,;.;$erall# are you satisfied from the products of Gardenia )akeries


Strongl< Agree *6 +2A

Agree *3 42A

Neutral 2 6A

#isagree , ,A

Strongl< #isagree , ,A

TOTAL ;@ ,116

Table 1# (See Appendix for chart presentation)


5andwich.

Ta+le ,;.9onthly 'ncome


+elo= ! 4>111 *+ 4>A! 411, 0 ! ,4>111 + *6A

! ,4> 11,0 ! 4>111 + *6A

! 4>11,0 ! 24>111 + 3A

! 24> 11,0 ! 41> 111 * *,A

! 41> 11,0 ! ,11> 111 * 3A

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! ,11> 111 an5 up * 3A

TOTAL 22 ,116



5andwich.

E. "O%!ETITO$ ANALYSIS

a ompetitor Pro!ile

"O%!ANY "O%!ANY !$O-ILE %ISSION AN# ISION

%ISTE$

!ULL%AN

/stablished in *J>+# 9ister Pullman began as a

pro$ider of fresh# high-%uality bakery products

at affordable prices in the 9etro 9anila area.

7ith initial manufacturing facilities and a small

work force# it e&panded its business through the

installation of state-of-the-art machinery and

systems from the best bakery e%uipment

suppliers from Oapan# "orth !merica# China#and Taiwan making its plant a technology-dri$en

production site aimed at leading continuous

impro$ement. Conse%uently# it continues to

satisfy customer needs by pro$iding %uality

goods and e&cellent ser$ice.

Today# 9ister Pullman has become one of the

leading brands of bread and pastries in the

country and is now a$ailable in thousands of

supermarkets and bakeries. 'ts daily production

has e&ceeded *, tons of flour. 9ister Pullman

offers a wide range of superior bakery products

including its classic white bread# customer-lo$ed

mongo bread# butter loaf# cheese bread# and

In!ormation Not A,aila*le

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tasty pastries like mammon# ensaymada# cup

cake# brownies# hopia# and many more. 9ister

Pullman breads are known for their good taste#

freshness# softness# o$en-baked aroma and

reasonable prices. 9any of its products are

cholesterol free and bromate free# ha$e zero

transfat# and are $itamin fortified# which are a

good part of a healthy diet. 'ts product slogan

NCant forget the great tasteN best describes the

product benefits. !s a result of the greatness of

its products# the company has won the "ational

5hoppers Choice !ward and the Philippine

9arketing /&cellence !ward for three

consecuti$e years.

%A$Y

-OO#

ENTU$ES

/stablished *J86# 9arby 0ood Ientures# a

0ilipino owned company and among the

pioneers of the trade# carries $arious baked

products $iewed as the benchmark of %uality by

the bakery industry. 5ince its inception in the

8,s# 9arbys bakery products ha$e been a

household name# pro$iding each family with

bread and pastries that are highly affordable anda$ailable. 'ts increasing demand prompted the

company to make the product accessible to its

market through widespread distribution and

uni%ue selling techni%ues.

!t a time when breads were sold in the bakery

and sari-sari stores (0ilipino small scale

con$enience stores along residential areas#

9arby proprietors decided to come up with a

modern and more fle&ible marketing strategy-

deli$ery ser$ice. :ong before this inno$ati$e

system became popular# 9arby started its own

deli$ery scheme that reached consumers

regardless of pro&imity. 7ith its effecti$e

0rom the companys

conception# 9arby 0ood

Ientures has embarked on a

mission of pro$iding

unparalleled ser$ice. 7ith its

slogan NFuality )aking

TraditionsN# moti$ated by its

%uest for e&cellence# 9arby haspledged to carry on its tradition

of ensuring utmost satisfaction

through continuous guiding

principles of impro$ement and

dynamism to build trust and

confidence with its $aluable

clientele.

!s the 3rd millennium goes

full swing# 9arby 0ood

Ientures en$isions to be the

largest manufacturer and

distributor of high %uality

baked products# as well as

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distribution system# 9arby was catapulted to

being one of the industrys leading

manufacturers and distributors in the market.

!nd in no time# 9arby became a household

name. 0rom a small proprietorship# it has grown

into one of the leading bread manufacturing

companies in the Philippines.To ensure its

customers of continuous product inno$ations#

9arby has been in partnership with se$eral

market research firms to recognize the beha$iors

of consumers and todays trends.

Today and for many years# 9arby holds the o$er

all market leadership in baked product

manufacturing and distribution ser$ing more

than 2,,, outlets in G9! and :uzon.Conse%uently# by $irtue of its daily output#

9arby is considered as one of the ma=or

consumers of bakery ingredients. 'ts o$erall

production comes from a massi$e manufacturing

plant in )ulacan# operating 24 hours daily to

produce o$er a hundred $arieties of bread#

pastries and biscuits that 9arby is currently

known for.

pro$iding a $ast range of food

products for the retail market.

'ts high rate of production will

be backed by sophisticated#

high-technology bakery

machines# skilled manpower#

an efficient distribution system#

and facilities which will ensure

the %uickest and easiest access

to e$en the most remote region

of the country and the rest of

the global market.

'ALA"TI"A

-OO#

"O$!. (!AN0

A0"U!)

Galactica 0ood Corporation has been in the

bakery business for 34 years now. 5ince its

establishment in *J8J# the owner 9r. :am !.

5antos has set a goal of ser$ing the 0ilipino

people with baked goods that are reasonably

proced but e&ceptionally high in %uality and in

taste.

Though 9r. :am is a Ealf 0ilipino and Ealf

Chinese in )lood# he being born here in the

Philippines# already ga$e him the edge on what

the 0ilipino Taste buds would prefer in terms of

baked goods.

Pan ! Cup# our brand name was first known for

the primary product the ?Pullman bread@. The

This 0ilipino owned

corporation hopes to maintain

the high %uality and goodness

of its low-processed baked

products that its loyal

customers ha$e en=oyed.

Through the years# Pan-!-Cup

bakeshop firmly belie$es its

customers deser$e only the best

and we will continue to e&ist

under the principle of pur logo

?)asta Pan-!-Cup masarap@.

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bread has a $ery distinct taste# which to our

opinion still compares to none in the market. 7e

boast not only of %uality and taste of our bread

line selection# but now we ha$e o$er 3, $arieties

of pastry goods selling in the market. 0or more

than two and a half decades now# pan-a-cup

ha$e been doing business with top supermarkets

in the metropolis area and now e$en with chains

of con$enience store in 9etro 9anila and

surrounding pro$inces.

. "o7peting !ro5u:t -eatures

"O%!ANY !$O#U"T -EATU$ES

%ISTE$

!ULL%AN

good taste

freshness

softness

o$en-baked aroma and

reasonable prices

%A$Y -OO#ENTU$ES

5uperior %uality products

'nno$ati$eGood taste

7ide range of $ariety

'ALA"TI"A

-OO# "O$!.

(!AN0A0"U!)

istinct taste

7ide range of $ariety

Good %uality

:ow processed baked products

". Target %arket Sele:tion

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%ister !ull7an0 9ister Pullman aims to target bread lo$ers with its product offerings. 't caters

to target moms and young adults and students who are looking for easy to go snacks.

%ar+< -oo5 entures0 7ith its $ariety of fla$ors and products# 9arby aims to target family#

moms# also students and young professional to be their preferred snack. They also target those

who are looking for healthy breads and products.

'ala:ti:a -oo5 "orp. (!an0A0"up)0 Pan-!-Cup with its inno$ati$e and healthy product line

aims to target young professionals and students who are looking for snack alternati$es which is

healthy and affordable.

#. !ositioning Strateg. 9a&imize the use of

5ocial 9edia

- Gardenia will use

social media to hype

the market about

Gardenias new

products and will use

contests and games on

the following social

media platforms like

Twitter# 'nstagram and

0acebook.J. 5upport 0un 1un

and 5ports Clinic.*,. Conduct )aking

7orkshop !cti$ity

during 5ummer for


42/64

Fuality of Product

Through customers comments and suggestions

Through number of sold to customers

5ales Iolume

Conducting sales report on a weekly# monthly# %uarterly and whole year

basis for the ad$ertising media# e$ents and sponsorships. 9arket 5hare

Conducting research on market share information

Collecting data from Primary and 5econdary data

9arketing Programs

/$aluation of market program implementation

9easuring effecti$eness of strategies

0eedback from the customers

Conduct marketing audits

. Se:on5ar< 5ata

The company could collect secondary data fromD

:ocal "ewspaper

!nnual reports

Customer communication

Go$ernment

'ndustry research and sur$ey

General business publications

5ocial networking sites

Ne=s releases

2. !ri7ar< #ata

Customers

/mployees Consultants

5uppliers

5alesforce

5ur$ey

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-O$E"ASTS AN# U#'ET

3 years (2,**-2,*3 (weighted mo$ing a$erage

YEA$ IN"O%E WEI'T $ESULT

2,** 2#,,,#,,,#,,, .2 Php 4,,#,,,#,,,2,*2 2#+,,#,,,#,,, .3 Php 8+,#,,,#,,,

2,*3 3#+,,#,,,#,,, .+ Php *#8+,#,,,#,,,

U#'ET

2>411>111>111 x .12J *,+#,,,#,,, !::;T/ )UG/T for 3 years

A"TIITY/!$O'$A% U#'ET

"reation o? Ne= !ro5u:ts 3*# +,,# ,,,V 3,A

!ri:ing A:ti9ities *,#+,,#,,,V *,A

Tra5itional %e5ia (!rint> $a5io an5

Tele9ision A5s)

2*#,,,#,,,V 2,A

#istri+ution/Suppl< "hain A:ti9ities 2*#,,,#,,,V 2,A

Other I%" (!ro7otion A:ti9ities) *+#8+,#,,,V *+A

"ontingen:ies +#2+,#,,,V +A

TOTAL Php *,+#,,,#,,,

SOU$"ES*

http*//===.ohio5o7ini:an.e5u/uploa5e5-iles/Li+rar


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http*//===.euro7onitor.:o7/+ake50goo5s0in0the0philippines/report

http*//pana.:o7.ph/gar5enia0is0happ


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SU$EY $ESULTS "A$T !$ESENTATION

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SA%!LE NEW !$O#U"TS

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Gardenia Final Paper

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