COMPANY PROFILE

GARDENIA STARTS OPERATIONS IN ITS CEBU BREAD PLANT Gardenia Cebu plant is now fully operational with a daily capacity of 50,000 loaves serving the needs of the entire province of Cebu and the Northern Mindanao area. The company rapidly completed the construction of its new plant after receiving numerous requests and demands of bringing Gardenia products to Cebu and nearby provinces. Known for making bread production process a notch higher, Gardenias Cebu plant features giant horizontal mixers from the United States, an automated dough divider-rounder and intermediate proofer equipment from the Netherlands, a tunnel oven with a race track bread cooling conveyor from Germany, and an automated slicer and bread bagger from the United States. Gardenia utilizes only the finest ingredients from all over the world to ensure Cebuanos that they can have the same high quality and great tasting Gardenia loaf breads enjoyed in the country as well as in Singapore and Malaysia, where the brand is the market leader. Freshness and Superior Quality Guaranteed Gardenia guarantees freshness and quality. We cant compromise that. The only way for us to reach the Visayas market is to put up a plant in Cebu, Gardenia President and General Manager Simplicio Umali, Jr. said. Gardenia makes full use of a plant in Bian, Laguna that has the capacity to turn out 650,000 loaves and buns daily. Shipping from its Laguna plant all the way to the Visayas and Mindanao markets was not feasible as the amount of time it would take for the products to reach their destination would compromise their freshness guarantee. Now, we are pleased to announce to all the Cebuanos that our new plant located in Lapu-Lapu City, Cebu, near the Mactan bridge, is fully operational to cater to the needs of Central Visayas and Mindanao market, Umali said. Umali also assured Cebuanos that they will only enjoy fresh and superior quality products. The company follows current Good Manufacturing Processes. Its equipment and baking process have earned the company the International Organization for Standardization (ISO) 9001:2000 and just recently got upgraded to ISO 9001:2008 for product quality, and the Hazard Analysis and Critical Control Point (HACCP) Certification for food safety.

Another practice unique to Gardenia is the G-lock system. An integral part of Gardenias quality control system, this resealable clip is color-coded to indicate the day that the bread is baked for. It also contains all of its vital information such as the Best Before date, the plant that baked the bread, a production code, and the suggested retail price. The G-lock has a specific color for a particular day to let the consumer know when the bread is delivered instead of just when it will expire. The corresponding G-lock colors with its delivery day are as follows: Tan (Monday), Orange (Tuesday), Yellow (Wednesday), Blue (Thursday), Green (Friday), Red (Saturday), and White (Sunday). With G-lock system, which is not practiced by other bread suppliers, only fresh bread is kept in store shelves, while unsold bread is pulled-out every day of delivery, Umali said. Good bread right in your table Cebuanos can now enjoy the Masarap kahit walang palaman bread. The Cebu plant produces 2,000 loaves per hour or a daily capacity of nearly 50,000 loaves. Among the wide array of Gardenia bread products that are initially offered are Classic White Bread, High Fiber Whole Wheat Bread and some flavored loaves. Other loaf bread variants will also be gradually available in the market. Gardenia breads have the qualities of good bread, exactly what consumers look for. It has the good taste, freshness, freshly baked aroma, softness, and nutritive value that will surely satisfy consumers. Wide Distribution Reach Currently, Gardenia bread, which is widely distributed in entire Luzon, is the leader in Metro Manila with a market share of more than 65% based on Nielsen retail data. Also, the company covers the Western part of Visayas including Mindoro, Panay and Negros islands and Eastern part of the Visayas serving the major islands of Samar and Leyte by utilizing the countrys Roll-On Roll-Off (RORO) nautical highway through its fleet of companyowned feeder trucks. We aimed to expand our coverage and make Gardenia breads easily accessible and available to all consumers in the country. Now, with the Lapu-Lapu plant, we are now serving the bread requirements of Cebu, Bohol, Cagayan de Oro, Malaybalay, Butuan, Iligan and Davao, Gardenias Marketing and Sales Manager Nestor Constancia declared. He further added that Gardenias unique distribution system will utilize a new fleet of feeder trucks and delivery vans within these cities.

The Real Goodness of Fiber Rich Food Fiber, which has abundant health benefits, is a polysaccharide or a carbohydrate containing ten or more sugar unit in their chemical structure. Most of these structures are unbreakable by human enzymes, but intestinal bacteria can break down some parts of these structures and make them absorbable. Dietary Fiber can be classified into two, Insoluble fiber and Soluble fiber. Insoluble fibers, which do not dissolve in water but instead, absorb water, aids in digestion by providing roughage or bulk to stools. It also prevents constipation and diverticulosis. Soluble fiber on the other hand are readily dissolved in water and have a gel-like characteristics on food which are useful in lowering blood cholesterol, managing obesity, cardiovascular disease, and diabetes mellitus, and preventing colon cancer.

So, what is the real goodness found in Fiber Rich foods? Fiber for weight control

Fiber may have an impact on body weight in its ability to slow the movement of food through the intestines. This increases the time that foods stay in the intestines to reduce hunger feelings and overall food intake Fiber reduces the use of energy by transferring calorie-dense concentrated fat and sweets from the diet to be eliminated while donating little energy.

Fiber for good digestion

Insoluble fiber stimulates the muscle of the intestines keeping their health and tone which prevents diverticulosis; a condition where the intestinal walls become weak and bulge out in places Insoluble fiber increases the roughage on stool making them easier to eliminate; fiber absorbs water that contributes to the bulk and softness of stool and helps prevent hemorrhoids and constipation. Insoluble fiber also prevents bacterial infection of the appendix (appendicitis)

Fiber for a healthy heart

Heart disease is commonly caused by the elevation of LDL (bad cholesterol) in our blood. When the blood reaches the arteries of the heart, the cholesterol causes the fatty streaks and narrows the opening of the artery. Soluble fiber is recommended for lowering

blood cholesterol levels by delaying the absorption in the digestive tract, fiber binds to the bile (a substance that combines with fat to be digested) and is excreted. Fiber displaces fatty, cholesterol-raising foods from the diet The adequate intake value of fiber for adults is 25g per day. The best sources of fiber are whole grain breads and cereals, fruits and vegetables, and dried beans and peas. These foods provide both soluble and insoluble fibers.

Diet with a good amount of high fiber food will help you achieve your Whole Health. Eat at least 2 slices of Gardenia High Fiber Whole Wheat Bread every day. Each serving will give you 20% of your daily fiber needs. If you want juicy and sweet fruits in your wheat bread, try the new Gardenia High Fiber Wheat Raisin Loaf! Every slice provides 29% of your daily fiber needs! The G-lock Story Gardenia is first in the country to use a unique automated G-lock system in its packaging. It is a small but powerful plastic clip that seals in the breads freshness. It shows the products "Best B4" date and retail price.

How well do you know your bread? What is the G-lock? Color-coded G-lock How to use the G-lock? How well do you know your bread? Do you really know your bread? In choosing the best bread, freshness is a very important element that buyers always consider. Buying fresh breads will surely allow you to enjoy the intrinsic delight in eating bread. The aroma, flavor, taste and texture are best enjoyed almost (if not) immediately after baking. Normally, however, people tend to check on the expiration dates instead of verifying when the breads were baked. Though its important for consumers to always check the "best before" date, the claim in certain breads with longer shelf life does not equate to freshness and quality. Some bread may have been on display for quite some time, although still edible, but no longer fresh. For example, the loaf bread that has 10-day shelf life with six more days to go is actually four days old compared to the usual loaf bread that has 7-day shelf life with also six more days to go which is practically one day old only.

Looking on the "best before" date or expiry date to determine freshness is misleading. What consumers should look for is when the bread was baked, not when it expires. How do you do this assertively? It is helpful to check your bakers practices. In the case of Gardenia, we use colored G-locks to indicate their "baked for" date. WHAT IS THE G-LOCK? Gardenia is the first in the country to use the unique re-sealable and reusable plastic clip called G-lock that seals in the breads freshness. The G-lock is easy to locate, easy to read, easy to open and close and consumer-friendly. The G-lock contains all of the vital information that the consumers might need such as the "best before" date and the suggested retail price. It even contains information on which production line the bread was produced, and the batch number. The G-lock system is an unmatched approach by Gardenia in ensuring the freshness and quality of Gardenia breads. With unwavering dedication towards the attainment of total customer satisfaction, the G-lock system is Gardenias way of keeping customers informed through a unique quality system that is accessible and understandable to all. Now, buyers have a reliable way of knowing which bread is the freshest giving them the freedom to choose whether theyre going to buy the bread or not. That is consumer empowerment rolled into the small, unique plastic chip. COLOR-CODED G-LOCK The G-lock color-coding is part of Gardenias quality control system. To prevent confusion, 1 color per day is assigned, thus there are 7 G-lock colors assigned for the 7 days of the week. The day always matches the color. The following are the G-lock colors with the corresponding days: This means, for example, that on a Thursday, a consumer will see on display shelf either a blue G-lock which means it was delivered on Thursday, or a yellow G-lock which means it was delivered the day before or Wednesday.

HOW TO USE THE G-LOCK

To open pack, simply twist the top of the plastic bag and lift the G-lock up and off the bag neck.

To reseal the pack, spin bag to twist bag neck and apply G-lock over bag neck with a downward, inward motion. The G-lock is a reusable closure to help keep your loaf fresh inside the bag.

The color of the Glock indicates the day the bread was "baked for" with the "best before" date also printed.

TITLE: PROBLEM DEFINITION: The effectiveness of the advertisements of Gardenia. Gardenia produces several advertisements ( TVC, Print, Radio) but it is not substantial enough to help promote brand awareness and help boost sales. General Problem Statement: Were Gardenia advertisements effective enough? Specific problem statement: 1. What specific Medias can be appropriate to effectively promote Gardenia? 2. What advertising approach would be most effective for promoting bread? 3. What does Gardenia miss out in their present and previous advertisements?

OBJECTIVES: To measure the effectiveness of the advertisements of Gardenia towards the target market (housewives). To find the most effective media and vehicle for Gardenia. To determine the best advertising approach in promoting bread. To specifically pick out what Gardenia misses out on their advertisements and find ways to make upcoming advertisements more effective.

QUESTIONNAIRES: 1. Have you ever seen/heard an ad from Gardenia? If yes, where? o TV o Magazines o Radio o Newspapers o Others. Please specify _____________ 2. After seeing the ad, did it help you decide to make purchase any Gardenia bread? o Always. o Sometimes. o Never. o

3. What part of the ad caught your attention? 4. What other forms of media do you think would be appropriate to advertise bread? o Broadsheet o TV Commercials o Magazines o Transit o Bathroom Ads o Others. Please specify ______________ 5. Is Gardenia part of your grocery list? o Yes o No 6. How often do you buy bread from Gardenia? o Weekly o Monthly o Others. Please specify _____________ 7. What other brands of breads do you choose from when buying breads? _____________ _____________ _____________ 8. Were the ads helpful enough to help you decide which brand to buy? o Yes o No

9. Do the Gardenia ads persuade you to choose Gardenia among your consideration set? If yes, answer number 10. o Yes o No 10. Why did you choose Gardenia over the other brands of bread? o Price o Taste o Quality o Others. Please specify _____________

REVIEW OF RELATED LITERATURE Achieve Brand change by Consumers using Bread Advertising Bread may very well be the definition of a staple food, and there are few households that would consider their weekly grocery shopping complete without purchasing at least one loaf of bread. While many consumers have purchased the same brand of bread for years, they are also open to the idea of new types of bread that may offer health benefits. Thats where Gourmet Ads can help your business by bringing bread advertising to the household grocery buyers that purchase loaves of bread each week. One of the major movements in bread advertising is to inform customers about the health benefits of a certain brand of bread. Wonder Bread built its brand by advertising to consumers, particularly children, about the health benefits of their bread. Todays shoppers are looking for breads that offer more than just a quick way to make a sandwich- they are looking for whole grain and specialty breads that meet their dietary needs. If your company produces bread that has significant health benefits, the Gourmet Ads audience offers the perfect place to let customers know what you have to offer. Additionally, if your company offers bread that meets specific needs, advertising can help you reach the frustrated consumers that are looking for just what you are selling. Examples include bread made for those with wheat intolerance or who are attempting to reduce Gluten in their diets. Often, consumers are not aware of the availability of this type of product, and it takes very little to make them loyal customers if you have what they are looking for. Bread Advertising is Ideal for Digital Advertising Campaigns Bread advertising, like many other foods, also has a seasonal component which makes it a good match for digital advertising campaigns. For example, advertising your brand to back-toschool shoppers may remind them that creating healthy lunches is easier than they might realize when they purchase the right bread. Other seasonal opportunities for bread advertising relate to celebrations that include family and food dinner rolls for Thanksgiving, Christmas, and Easter for example. Since bread is often a part of nearly every meal, advertising to household grocery buyers should focus on keeping your brand name in their minds as they hit the aisles. While most bread advertising is focused on prepared bread that is often sold in grocery stores, advertising your bakery fresh bread is just as important. Purchasing bread from a bakery is a different experience for customers. Whether your grocery store offers a bakery or you are a stand-alone bakery, bread advertising through Gourmet Ads can be highly effective. With tools that allow us to place your ads in front of shoppers in your geographic region, digital bread advertising is just as effective as local television or newspaper advertising.

Bakeries and bread manufacturers are part of a very competitive industry in which there are many players, but finding your niche can be as simple as letting customers know how your brand fits into their healthy, busy lifestyle. Whether you have a global reach or market only to nearby customers, Gourmet Ads can help you get your bread advertising message out to customers. What makes an effective advertisement? After intensive and rigorous research we have done to look into the different elements of an advertisement, how these elements are stretched to their greatest potential of creating an effective advertisement and the different media that is the most appropriate for different advertisements, we have come to the realisation that there is no absolute or universal method of creating the most effective advertisement. An effective advertisement would generally refer to an advertisement that is able to interest, intrigue and inspire a viewer, persuade the consumer that a certain product is worth buying and in turn generate more sales for the manufacturer successfully.

Thus, an effective advertisement is not one that is specified to the various elements of an advertisement, but rather, is able to function because of the appropriate elements manipulated in the advertiser's favour and how all the elements are able to combine and conjure an effective advertisement. In other words, a perfect picture would be nothing without a witty tagline, the best portrayed images would be nothing without matching background music and the most eyecatching colours used in an advertisement would mean nothing without appropriate movement that is employed to reiterate the point. Many things come into play when creating an advertisement and many of these elements can contribute to the creativity by which advertisers can place in the advertisement.

Therefore, it is important for advertisers to note how to break an advertisement down into its elements, what elements to choose for the particular product to focus on and how to build the advertisement up again to create the most effective one that can cater to its target group and serve its purpose making use of the elements and methods available. There is no one hard and fast way for advertising and this is exactly what makes it so interesting and complex at the same time.

De La Salle University Dasmarinas College of Business Administration

In partial fulfilment for the requirements in

ADVERTISING AND MEDIA RESEARCH

Gardenia
September 10, 2011 Presented By: Lee, Woo Kyung Pineda, Marie Ahlex Austin H. Salonga, Lea Bianca G. Presented to: Ms. Chona O. Bautista