Bakery Business Review: Gardenia Bakeries (kl) Sdn. Bhd

Introduction

For my bakery review essay, I have selected Gardenia Bakeries (KL) Sdn. Bhd in Malaysia as the company of interest. This brand was founded by an American named Horatio 'Sye' Slocumm, who was dispatched by the International Executive Service Corporation (IESC) in 1969 to establish a bakery in East Malaysia. Besides Malaysia, Gardenia Bakeries also operates in Singapore and the Philippines. The company is renowned for producing a diverse range of high-quality, delicious, and nutritious bread products. Gardenia's offerings encompass various types of bread, including white bread, grain bread, flavored bread, snacks, cakes, and more. Notably, they also provide Halal-certified bread to cater to Muslim consumers. Additionally, Gardenia products are affordably priced, making them accessible to people from diverse backgrounds. In today's globalized world, where health-consciousness is on the rise, Gardenia offers numerous nutritious options enriched with vitamins B and E, as well as minerals, which contribute to its popularity compared to other bread brands.

Gardenia Bakery Analysis

Market Segmentation

Gardenia Bakery (KL) Sdn. Bhd employs a two-fold approach to segment its loyal customer base: psychographic and demographic factors. Psychographically, Gardenia categorizes its customers based on their personalities, motives, lifestyles, and daily behaviors. Their primary focus revolves around accommodating the needs of individuals seeking comfort and satisfaction in their bread. As consumer preferences evolve, Gardenia remains committed to providing fresh and wholesome bread to meet their demands. Furthermore, the company offers Halal-certified products, ensuring inclusivity for various ethnic and religious groups, especially Malays and vegetarians. Demographically, Gardenia tailors its offerings to different age groups, specifically adolescents, adults, and senior citizens. Adolescents require higher glucose levels for increased energy consumption, prompting Gardenia to introduce products like waffle bread to cater to their needs. Additionally, Gardenia has developed Say Cheese bread, featuring two variants—classic cheese and pizza mania—for adults and senior citizens. These breads prioritize health by offering low-fat, low-sugar options rich in vitamins and fiber.

Market Targeting

Following market segmentation, Gardenia Bakeries Sdn. Bhd directs its bread products toward customers who appreciate their offerings and resellers who help promote them to a broader audience. Gardenia aims to maximize profits by introducing new products to attract a wider customer base. The focus is on addressing the common needs of customers rather than standing out in a crowded market. Despite having a smaller market share, Gardenia can achieve substantial sales volume due to its extensive customer base. The company's diverse product range provides customers with multiple choices. Gardenia also targets the reseller market, encompassing supermarkets such as Tesco and Giant, coffee shops, and convenience stores like 7-Eleven. This strategy leverages well-established resellers to efficiently reach and influence customers.

Market Positioning

Gardenia has successfully positioned its brand in consumers' minds based on the attributes of its products. For example, Gardenia has a distinctive song and slogan: "So good…you can even eat it on its own." This marketing approach leaves a lasting impression on customers, prompting them to choose Gardenia over other brands. Customers associate Gardenia with fresh and healthy bread. The brand symbolizes quality and reliability. Moreover, Gardenia ensures that all its products are "Halal," accommodating consumers of various religious backgrounds. Gardenia customers associate the brand with superior taste, texture, and appearance, as evident in products like Gardenia Original Classic and Gardenia Delicia.

Conclusion

In summary, Gardenia Bakeries (KL) Sdn. Bhd employs strategic marketing to attract target customers and expand its business opportunities. The company's marketing strategies include market segmentation, which considers both psychographic and demographic factors. Gardenia targets consumers of all ages and lifestyles by continually innovating and introducing new products. Market targeting focuses on loyal customers who appreciate Gardenia's bread and resellers who assist in product promotion. Gardenia has positioned its brand strongly in consumers' minds through catchy songs and slogans, associating the brand with freshness and healthiness. Overall, Gardenia remains committed to offering fresh, healthy, and innovative bread products, making it a smart choice for consumers.

References

1. Gardenia Bakeries (KL) Sdn. Bhd. (n.d.). About Us. Retrieved from https://www.gardenia.com.my/about_us
2. Gardenia Philippines. (n.d.). Our Story. Retrieved from https://www.gardenia.com.ph/our-story
3. International Executive Service Corps. (n.d.). About IESC. Retrieved from https://www.iesc.org/about-iesc
4. Gardenia Singapore. (n.d.). Products. Retrieved from https://www.gardenia.com.sg/products
5. Nielsen, R. (2021). Singaporean consumers' trust in bread brands 2021. Statista. https://www.statista.com/statistics/1135027/singapore-consumer-trust-in-bread-brands/
6. Minitab. (n.d.). Market Segmentation and Targeting. https://www.minitab.com/en-us/definitions/market-segmentation-and-targeting/
7. Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.