Marketing Plan: Gardenia Cream Roll

I.

Venture Description

Gardenia is a multinational company that started on Malaysia in 1969. On the inauguration of Gardenia bread in Malaysia, Gardenia has only one product which is the plain tasty loaf, but as time passed by, it works its way to innovation of having different product and eventually moves out of Malaysian and start to build the same image on countries such as Singapore and Philippines. Gardenia Philippines just like in Malaysia have set high standards when it comes to manufacturing bread. With the positioning of new fresh tasty bread it became the top player in bread industry. Gardenia offers a wide variety of product from plain bread to flavored bread. Breads that have different taste that creates certain distinction from one another. Gardenia products that runs to wide variety from plain bread, healthy bread, flavored bread, pandesal and buns, toast and snack breads. In line with the snack bread, Gardenia has a new offering called Cream Roll. Cream Roll is a new product that comes in seven flavors with very economical price. Cream Roll is a new snack product, a product that intends to fit the needs of busy hard working Filipino people. These people are the people which who are often in the fast phase of activity every day. Cream roll that have seven flavor and cost 12pesos and 50 centavos per bun will have the slogan that will impose an ideal that Cream roll is a product that can be consume every day, anywhere and anytime. In hue on this modified strategy, the marketing team of Cream Roll needs to have a high energy that make the product available in areas where Filipino masses usually do their business.

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Marketing Plan: Gardenia Cream Roll

I.2 Mission and Vision Mission The mission of Gardenia is to provide quality bread that can be consumed on its own. Bread as the second staple food in the Philippines makes it available everywhere. Bakerys which can be seen in corners of the street is the main source of bread in the Philippines, also breads are available in convenient stores, groceries store super market and sari-sari store. This fact leads to the analysis that bread consumption in the Philippines is quite high. Addressing the fact that bread is consumed anytime of the day it is quite important to ensure the availability of bread whenever a customer wishes to eat one. The consumption pattern, the economical values that Filipino is having right now, the distribution of bread in market and the people how will much likely need a product like cream roll is the main consideration that we are taking in having the mission. The mission of Gardenia in having Cream roll in their line product is to provide affordable, quality bread for busy hard working Filipino masses that will be available in places where breads are not usually sold to. Visions Bread in Filipinos lifestyle has an effect of empowerment. In the morning, during breakfast it is what most Filipino people eat, during lunch, those who dont have enough budget for food will have bread as alternative, during snack time bread is also the most preferred food to be consumed. Cream Roll, with its good product quality and economical priced serves the needs of the target market. Far beyond of having Cream Roll as a snack it can use as a commodity as a staple food. We believe that hungry stomach must be feed any time anywhere. We believe that the benefit that comes with Cream roll will address the need of the Filipino masses, the need of

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Marketing Plan: Gardenia Cream Roll

affordable product that will bring satisfaction with their hungry stomach. Having the role that Cream Roll wants to play in our society it becomes the basis of setting our long term goal. To provide quality product for the masses Acquire the highest brand recall in snack bread To empower the working force of the Philippines To have the product available in most busy area of Metro Manila like MRT and LRT

II.

Current Market Situation

Oil price hike, fare hike, tuition fee increase are some of the price hikes that directly affects the Filipino masses. With their salary remain constant the disparity between the goods price and salary have grown tremendously big. Due to this current situation in our society , people are looking always for the best buy products for their money. Best buy products are known to be affordable and at the same time it is a quality product. The peculiarity of the consumers in purchasing pushes the manufactures to provide product which is affordable but with high quality in order to suffice their needs. According to the product analysis that we had with Cream Roll, Cream Roll has passed the two vital requirements that a consumer has in choosing a product and these are the affordability and quality. Also Cream roll has variants which are considered as the novelty foods of the Filipino that makes the product appealing to its market. Cream Roll, compare to other alternative that a consumer will prefer to have has a much greater benefits, in taste, quality and price. But the price completion in the bread market and snack market is ragging from of 3 pesos to 5pesos.

For example if a price of bread will cost 3 pesos a cracker like Magic Flakes and Ski Flakes is price in rage of 5 6 pesos. Comparatively with this product, Cream roll will have a higher price that makes the product perceived to be expensive for a snack product.

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Marketing Plan: Gardenia Cream Roll

The primary price comparison is the point of difference that has to be improved. In order to attain its goal of having highest product recall when it comes to bread snack the price of Cream Roll should have a point of difference with regards to price.

II.1 Product and Service Cream Roll is a bread product from Gardenia with seven flavors that gives a new twist in your snacks. This exciting treat is available in chocolate, ube, cookies & cream, rocky road and choco strawberry flavors. Cream Roll is a product that comes in 70 75g that depends on the flavor of choice. Cream Roll is a new product from Gardenia that has a limited supply. Most of the products are distributed in places like supermarkets, groceries and seldom in convenient store. This attribute of the product is considered by our team as constrain in attaining one of our goal which is to earn the highest brand recall from the consumers. Hence we are suggesting to have the product available where the target market are usually can be found, in places like school , canteens, government establishment, MRT and LRT station, sari-sari stores. These places are the most strategic place to promote the product. Another thing that Cream Roll should modify is the size of the bread. Our group thinks that it is essential to have another size of the product. The suggested size will be half size of the regular product. This variation in size will have the benefit for the consumer in terms of flavor choice and affordability. If the regular size is sold for twelve pesos and fifty cents, the mini size can be sold at six pesos and fifty centavos with 70g. Cream Roll is a product which is different to other flavored bread snack because of the different flavor that it has. Some regard the product as an ice cream cake/bread which is give benefits to the product. The filling of the product is the next innovation that we want Have, we wanted to have the filling evenly spread and also it we need to consider additional flavor that will widen the choices of the consumers.

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Marketing Plan: Gardenia Cream Roll

II.2 Objectives Cream Roll by Gardenia has several objectives. To gain highest recall in bread products To promote healthy lifestyle in the consumers. To maintain loyal consumers. To capture a larger chunk of market To improve the availability of the product.

III.

Market Summary

III.1 Current Industry Size Today, Gardenia, with over 60% market share, does not only produce bread but 20 other mouth-watering, nutritious and healthy savories like and one of those is cream roll. As a new product and having no factories for manufacturing a large quantity of the product that makes it to have a small market share.

III.2 Target Market Cream Roll is a product of Gardenia that have a different target market compare to other Gardenia products. Because of its size, affordability and quality it suit the needs of Filipino masses that usually in a hurry and likes to have affordable snack everywhere they go.

III.3 EXTERNAL FACTORS Macro: The macro environment consists of larger societal forces that affect the micro environment including demographic, economic, natural, technological, political and cultural forces.

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Marketing Plan: Gardenia Cream Roll

Political and Legal Political factors play a vital role for the business prevailing in the country. Well government is inactive in the company advances at a standard rate but the other way round, a drastic fall can be seen. Economic Economic factors can affect our product because our ingredients are imported. Depreciate or appreciate of peso is one of the factors affecting the buying power of consumers. Socio Cultural The main forces affecting decisions about our product are the social and cultural factors. We need to think first before we do any step for our product. In terms of religion the Product will not have a problem because there is no issue about choosing a bread to eat based in their religion. In Asia Gardenia has a large market share on bread. If we say bread Gardenia is the recall product. Technological Technological factor affect our product. The price of the machine may vary from time to time that limits our profit or market shares. We will be developing a plan to illuminate the problem may be encountered by this factors. BENEFITS Cream Roll is ready-to-eat-snacks, easy to carry, has sweet-like ice cream-fillings on the bread, many available flavors, easy to find in the market and has affordable price.

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Marketing Plan: Gardenia Cream Roll

III.4 BEHAVIOR FACTORS Consumers tend to buy affordable and quality products. Consumers spend money on what they need such as bread for snacks but brand choice is affected by the brands image and reputation. Snack buys bread almost every day and at least once a day. Some consumers buys that they can consume for twice a day. One is at morning snacks and other for afternoon snacks. Consumers preference depends on age and occasion of use.

III.5 MARKET NEEDS Cream Roll is providing a wide variety of benefits for healthy and affordable snacks for consumers. It could also provide the physiological needs of the target-markets. The bread market also prefer packaging to be more informative, with a simple image and with something they can relate on such as pictures of a happy consumers eating Cream Rolls. Customer satisfaction is also a factor where if the product is >=the expectation then that is when the perceived value is determined wherein the perceived Cream Roll as a quality brand.

III .6 MARKET TRENDS Cream Roll would differentiate itself as a product that is of good quality but affordable price and also maintain a premium product which offers many flavors. The fastest growing segment of this product is the working class segment who buys for themselves. Another segment is the mother who buys for their kids. Therefore, the marketing is being directed toward these groups. Cream Roll would enable the brand to maintain high status image because of its manufacturer Gardenias good image in the market. III.7 MARKET GROWTH Growth Potential of the Product

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Marketing Plan: Gardenia Cream Roll

Cream Roll was the first to be recognized by the consumers to be a brand for snacks which has taste like ice cream fillings. Prices of bread for snacks usually affordable on which Cream Roll can go hand-in-in hand with its competitors. With the affordable price of Cream Roll, more consumers would most likely prefer it, and with the GARDENIA as its corporate brand that would attached to the brand name CREAM ROLL. Trust and loyalty among consumers may be achieved because of this. SWOT ANALYSIS STRENGHTS GARDENIAs good market image It has many flavors with affordable prices Sweet and delicious taste most especially the different fillings available Easy to find in the market.

WEAKNESS Low exposure Many substitutes

OPPORTUNITY Large room for improving products packaging Big room for penetration on the market because of Gardenias strong capability

THREAT Many popular brands can also intensify their share in the market. Competitors may create barriers for Cream Rolls market growth.

III.8 Competitive Review

The companys major competitors are Goldilocks Bakeshop. It distributes the products in the malls, supermarkets, convenience stores and the likes. They also have advertisements
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Marketing Plan: Gardenia Cream Roll

through television, Print Ads, banners and many more. Gardenia Cream Rolls competitive advantages includes pricing wherein it is affordable even if the quality is high, with good quality such as having the right amount of cream can satisfy the consumer and having a pack in single that is priced as affordable for the Gardenia Bread product which consumers trust and believe in. It is therefore necessary that the marketing team be able to optimize the use of being able to identify the opportunities in uplifting the image of Cream Roll and capturing a larger market share for the bread industry. For the brand to be able to meet the ever-changing demands of its customers, it should be able to continuously improve its product and come up with new brands that will be a first in the market.

Indirect Competitors

Indirect competitors are those rice, hamburgers, French fries, ice creams, and pizza.

Keys to Success

The keys to success are formulating an effective marketing plan with effective pricing strategies. Another is to tap the niche in the market wherein our primary target market which is the family. Cream Roll should always maintain customer satisfaction or even delight. It does not only provide the physiological needs but also the social and self-actualization needs of a family particularly the parents.

IV.1 Critical Issues

The critical issues of Cream Roll are to establish itself as a premium brand as well as an affordable brand to maintain its brand image. We should also have an effective way of monitoring customer satisfaction, ensuring that the innovations and changes would not compromise satisfaction levels. Health issues will always be issues for the food industry. Therefore the company would find ways to make the product be more beneficial by adding

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Marketing Plan: Gardenia Cream Roll

healthy ingredients and using different variants of flavors. These improvements will have to be advertised so as to attract the health conscious markets that may not know about the changes adopted for them.

V. Marketing Strategy

Cream Rolls target market is the family wherein their needs is satisfying their family and eventually they want to express their love and care and ultimately they want to feel that they have done excellent for their family that they are responsible and good parents. The niche or gap is all other brands are known for cavity more nutrition bread and quality vitamins while Cream Rolls offers more than that but also building a STRONG FAMILY BOND through special occasion.

Cream Rolls strategy is to reposition itself as a ice cream bread brand that is primarily catering to families with a twist and addresses not only the physiological needs but also those higher needs that is stated at Maslows hierarchy of needs.

V.1 The Marketing Mix

Product Cream Roll would be distributed widely using Gardenias leverage for distribution. We would also use the Cream Roll product that would compete with Goldilocks products and use the Cream Roll flavor tasting of the market share. When it comes to quality, Gardenias Cream Roll would not be far off but rather competitive. Quality is never an issue for Cream Roll but rather image. Simply put, Cream Roll is an all in one package for ice cream bread.

Place We would also place our product at eyelevel at any stores available. The sales trend: usually start in the malls, if people like the product, they will do different kinds of promotions

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Marketing Plan: Gardenia Cream Roll

such as advertisement in the television to further promote the product and most of the time they do sponsorships for events. Some uses celebrity endorsers to make the product more saleable. As what had happened with the different innovated ways of marketing toothpaste before, the team anticipates that there will be similar campaigns emerging during our time launching Cream Rolls marketing campaigns. This would signify tight competition between the different brands. The team is also already convinced that the success of our product against these competitors would be dependent on its promotional campaigns, repositioning and the pricing strategies that are to be employed for it. Moreover, continuous innovations will have to be incorporated into the product to allow the brand to maintain its competitive advantage and to keep up with the ever-changing demands of the market place.

Price We would use Market Penetration Pricing for most of our products except for our premium products because with the premiums we could maintain high image for it while those affordable ones would generate more sales volume that translates to profit. As a product that is re-launching, we can compete if we will just sets a low initial price in order to penetrate the market quickly and deeply to attract a large number of buyers quickly to gain market share. Market Penetration Pricing can result in fast diffusion and adoption. This can achieve high market penetration rates quickly. This can take the competition by surprise, not giving other time to react. It can create goodwill among the early adopters segment. This can create more trade through word of mouth. It creates cost control and cost reduction pressures from the start, leading to greater efficiency. It can also discourage the entry of competitors and it can create high stock turnover throughout the distribution channel.

Promotions Build Awareness New products and new companies are often unknown to a market, which means initial promotional efforts must focus on establishing an identity. In this situation the marketer must focus promotion to: 1) effectively reach customers, and 2) tell the market who they are and what they have to offer.

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Marketing Plan: Gardenia Cream Roll

Create Interest Moving a customer from awareness of a product to making a purchase can present a significant challenge. As we saw with our discussion of consumer and business buying behavior, customers must first recognize they have a need before they actively start to consider a purchase. The focus on creating messages that convince customers that a need exists has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions, fears, sex, and humor. Provide Information Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors. In other situations, where the product competes in an existing market, informational promotion may be used to help with a product positioning strategy. As we discuss in the Targeting Markets tutorial, marketers may use promotional means, including direct comparisons with competitors products, in an effort to get customers to mentally distinguish the marketers product from those of competitors. Stimulate Demand The right promotion can drive customers to make a purchase. In the case of products that a customer has not previously purchased or has not purchased in a long time, the promotional efforts may be directed at getting the customer to try the product. This is often seen on the Internet where software companies allow for free demonstrations or even free downloadable trials of their products. For products with an established customer-base, promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. For example, a pre-holiday newspaper advertisement may remind customers to stock up for the holiday by purchasing more than they typically purchase during non-holiday periods. Reinforce the Brand Once a purchase is made, a marketer can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer. For instance, many retail stores now ask for a customers email address so that follow-

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Marketing Plan: Gardenia Cream Roll

up emails containing additional product information or even an incentive to purchase other products from the retailer can be sent in order to strengthen the customermarketer relationship. We would sponsor events and experience and sponsor also day care center and outreach programs.

V.2 GOALS AND OBJECTIVES

Short term In our short term plan we are planning in our first quarter to introduce the product to the target market and be marketable. Let them be aware that Cream Roll is a Gardenia Bread product, that it globally recognized and that it is promoting nutritional health and product conscious for the family. Introduce a Cream Roll which has a high image and not a low class brand that you could not trust.

We would also sponsor events that promote events and programs like outreach and day care program. And also create memorable jingles that would teach the young people the right way and eating the bread with delicious ice cream inside the bread.

Long Term Our long term plan is to sustain or maintain the product in the market and to be one of the market leaders for ice cream bread domestically and internationally. Maintain the loyal

customers and once enough profits have been earned from this span of operations, we plan to invest on R&D and marketing organization to further address the ever changing demands of consumers.

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