Gardenia : Strategic and Planning

There strategy that gardenia used is differentiated marketing or mass marketing. Gardenia targets it consumer market by offering variety of breads and offering. By offering product and marketing variations to their customers, Gardenia hope for higher sales and a stronger position within each market segment. In addition, Gardenia guarantees that all its products are “Halal”. Product named Gardenia Original Classic and Gardenia Delicia will make customer to set their minds about the flavor and tastes.

A product positioning is the way a product is defined by consumers on important attributes the place the product occupies in consumers’ mind in relative to competing product. Gardenia has positioned their products strongly against competitor’s products in the consumers’ minds. For example, gardenia has its own song to make consumers remember its bread which is “ so good.. you can even eat item its own. “ by listening to the song, people will think of the convenience of gardenia bread that it can be consume directly without any side dishes. 

Besides, gardenia also positions itself as a healthy. Fresh and high quality product in consumers’ minds. By developing a stronger position within segments, gardenia will able to create more sales and attract more business opportunity.