Gardenia Marketing Plan

TABLE OF CONTENTS Pages

Executive Summary 5

Company Introduction 5

Gardenia’s Mission Statement 6

Marketing Objectives 6

Qualitative Objectives 6

Quantitative Objectives 6

Market Overview 7

Market Structure 7

Market Potential 7

Market Size 9

Marco Environment 10

Demographic 10

Economics 10

Socio-cultural 11

Micro Environment 11

Marketing Intermediates 11

Media 11

Competitors 12

FairPrice 12

SunShine 13

Internal SWOT Analysis 14

Gardenia 14

Strengths 15

Weaknesses 15

Opportunities 15

Threats 16

From Threats to Opportunities 16

Competitors 17

SunShine 17

FairPrice 18

Market Segmentation 19

Selecting Target Group 20

Trends in Targeted Group 20

Income 20

Benefits sought 20

Usage Rate 20

Potential Market 20

Market Positioning 21

Perceptual Mapping 21

Target market Strategies 21

Product 21

Price 22

Discount and Allowance Pricing 22

Boutique Pricing 23

Promotion 23

Effective Communication 23

Identifying target audience and objectives 23

Consumer Promotional Mix 24

Advertising 24

Media 24

Non-Media 24

Public Relation 25

Direct Marketing 25

Distribution 25

Budget Plan 26

Action Plan 28

Advertising 28

Sales promotion 30

Public Relations 31

Evaluation and Control 31

Conclusion 31

References 32

Appendix 28

Survey Template 34

Collated Statistics 36

Executive Summary

Gardenia started out as a small in-store bakery at Bukit

References: Company Introduction Gardenia, 2009, History of Gardenia QAF, 2008, Financial Annual Report 2008. Available from: http://www.qaf.com.sg/investor/media/2008_full.pdf [Accessed 17th September 2010] QAF, 2008, Financial Annual Report 2009 QAF, 2008, About Us. Available from: http://www.qaf.com.sg/aboutus/index.asp [Accessed 17th September 2010] Market Overview Euromonitor, 2010, Singapore Profile on Bakery Goods from 2005 to 2009. Available from: http://www.portal.euromonitor.com.ezproxy.lib.rmit.edu.au/Portal/ResultsList.aspx [Accessed 19th September 2010] Euromonitor, 2010, Singapore Factsheet 2005 to 2009 SingStats, 2009, Age Pyramid of Resident Population. Available from: http://www.singstat.gov.sg/pubn/popn/population2009.pdf [Accessed 19th September 2010] Macro &Mirco Environments Sunshine, 2009, About Us. Available from: http://www.sunshine.com.sg/aboutus.html [Accessed 19th September 2010] Sunshine, 2009, Latest News and Events Sunshine, 2009, Products Information. Available from: http://www.sunshine.com.sg/ourproducts_01bread.html [Accessed 19th September 2010] Auric Company, 2009, Finanical Annual Report 2009 FairPrice Co, 2010, Online Product Shopping, Price and listings. Available from: http://www.fairprice.com.sg/webapp/wcs/stores/servlet/FerretAbtUsView?langId= [Accessed 19th September 2010] FairPrice Co, 2010, Mission statements and Goals SWOT Analysis Scribd, Online Essay Writing, 2010, Where creativity is bread and butter issue TodayOnline, 2010, Wheat Prices. Available from: http://www.todayonline.com/Singapore/EDC100916-0000113/Wheat-prices-go-up-from-today [Accessed 1st October 2010] Oppapers Online Essay Articles, 2010, Case study on breadtalk Target Market Strategies Wikipedia, 2010, Whole WheatBread Nutrition.Org, 2009, Vitamins Factsheets. Available from: http://www.vitamins-nutrition.org/vitamins/vitamin-e.html [Accessed 1st October 2010] Appendix