2.1 Product Strategy
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 for customers to grab the Gardenia bread. All of the Gardenia Bread will place on the shelves itself which located in every convenience shop such as 7-eleven, hypermarket, grocery and our own vending machine in Singapore. The vending machines enable to boost the sales of the product as well as ensure that the product is readily available for every customer at anywhere and anytime. Besides that, consumers will make the purchase decision immediately when buying the Gardenia Bread because it is a frequently purchase items that consumers very familiar with. It is considered as normal goods with a lower selling price than luxury goods such as car, house, and computer. The risk of buying bread is very low and the differences between the Gardenia Bread and its competitors are very small so that the consumer will not spend much time in the decision making process The reason that consumers will select the bread of Gardenia brand rather than its competitors because it had earned a well-respected reputation in the bread industry. Brand Positioning
Gardenia Bakeries successes to become the market leader in the bread industry within four years time because it keeps increase the brand position in the industry by emphasizing the quality...