Marketing and Gardenia

Topics: Marketing, Bread, Price elasticity of demand Pages: 25 (6002 words) Published: May 8, 2012
Company Profile
|History | |1978 | |Gardenia first started as a small in-store bakery at Bukit Timah Plaza producing variety bread, with the help of experienced American baker,| |Horatio 'Sye' Slocumm, who had 35 years experience in the bakery business. | | | |1981 | |Production was growing rapidly and plans were underway for a larger commercial bakery. | | | |1983 | |A commercial bakery was finally started in March 1983 at Pandan Loop, producing 2000 loaves per hour. | |Originally based on the concept of a central bakery supplying a variety of products mainly to retail bakeries, this changed to a | |single-minded concentration on producing a white sandwich loaf distributed to all retail outlets including supermarkets and sundry shops. | |Launched against entrenched competition; but with a superior product (softer-textured, tastier-flavoured and enriched bread), modern | |distinctive packaging and good marketing (effective advertising, merchandising and distribution), Gardenia bread soon gains popularity. Its | |merits of being baked fresh, using the finest ingredients and delivered fresh made it the most popular brand of packaged bread in Singapore | |within two years. | | | |1986 | |In August, Gardenia expanded its operations by building a modern bakery that utilized the latest processing techniques. | | | |1987 | |Gardenia ventured into Thailand. | | | |1991 | |The first Gardenia bakery in Kuala Lumpur, Malaysia was commissioned. | | | |1993 | |A second bakery in Singapore was set up in June 1993, with a production capacity of 8,000 loaves an hour....
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