pizza hut brand management

1.0 Executive summary Gardenia is a strong brand in Malaysia. Gardenia has produced a lot of kinds of bread such as the one-Butterscotch, Breakthru, Delica, Twiggies and many more. In order to satisfied different level of customer, every Gardenia product has its own special features. The price of Gardenia breads is low and almost the same as others competitors. In fact, the pricing of Gardenia bread is controlled by the government. This is because of the ingredient of the bread, flour which is one of the products that are under the control of the government in Malaysia. Gardenia makes widespread distribution either in urban or rural area to make sure everyone can have their breads. As all of us know, Gardenia baked products are well known by everyone. Their wide varieties of products are available in almost all hypermarkets, supermarkets and even neighborhoods stores. Here, Gardenia seeks for market share through intensive distribution, a strategy in which they stock their products in as many outlets as possible. Their breads and cakes can be conveniently obtained by consumers wherever and whenever consumes want them. Gardenia implements mass promotions. For instance, it uses mass media such as television to promote its products and to introduce new products to the customers while ensuring customers to remember about their existing products. Among the various alternatives media, television advertising and newspaper are mostly used by Gardenia. In short, major advertisement of Gardenia’s bread have established slogans as part of its popular culture, such as “it’s fresh! It’s good! So good… you can even eat it on its own!”.
1.1 Brief history
Gardenias came from Singapore in 1978; it has a humble in-store in bakery. It was a very good product and its increasing demand led to the opening of Gardenias first-commercial bakery at Pandan Loop in March 1983. Gardenia has since been the market leader in Singapore and has its operations in some Asia countries such as