Gardenia Bakeries’ objective should be expansionary, given its current standing in the market. A market leader can maintain, grow and prospect its position in the market by employing strategies focused on the following:
a. To acquire loyal customers.
b. To encourage more frequent usage form consumers. c. To find new uses of product.
d. To increase sales.
BUDGET
Print Advertisements (leaflets, tarpaulins etc)
- Leaflets will contain the basic facts such as price, appearance and basic nutrient contents. This is intended to be distributed to the public markets and stores during the launching of the
products. Tarpaulins will contain the layout of the leaflets and to be posted on the distributing places of the products all over the Philippines.
Php 50,000.00
Media Advertisements (Radio and TV)
- An effective attention getting advertisement will be aired on the different channels of media. Php 1,000,000.00
Commissions
- It will be given to stores and distribution channels that sell the product. A 15% of the sales will be given to the distributors.
Php 2,250,000.00 Purchase Discounts
- It will be given to the customers that will be purchase the 10 pieces packs of the product during peak seasons such as Christmas sale. A 20% discount on purchase price will be given. Php 3,000,000.00
Free Taste
- This will be done during the launching of the product. Samples of the product will be distributed to the customers through the product stall in different distribution channels nationwide. Php 65,000.00
Php 15,000,000.00 (estimated sales related to pan de sal per year) Marketing Implementation
A. Structural (Internal)
Team buildings in the company and in the factory will enhance the capabilities and strengthens the power of work force in the company of Gardenia bakeries.
Time to time inspecting of machines in the factory would help to avoid malfunction of machineries. Gardenia could do marketing programs like giving rewards to the employees that will make them motivated and inspired to their work.
B. Tactical Marketing Activities Specific Tactical
Activities
Person/Department Responsible
Required Budget Completion Dates
Product Activities Launch the new Gardenia products: Gardenia Spreads Gardenia Jams and Marmalade
Gardenia Ready-To- Go Sandwiches
Gardenia Cream Filled Biscuits
Gardenia Filipino Biscuits
Gardenia Mamon and Ensaymadas Marketing Department Operations Department Finance Department 31, 500, 000 January 2014- December 2014 Pricing Activities Christmas Package Basket (Consumers can buy Christmas basket filled by Gardenia products, this basket may serve as their Christmas gift) Bundle Promo (Bundle promo is suggested to help consumers save) Pasalubong Bundle Pasalubong bundle is Marketing Department Operations Department Finance Department 10,500,000 March 2014- December 2014 March 2015- December 2015
also created to help the consumers save by buying in bulk than by piece.)
Discount Coupons Distribution/Supply Chain Activities Stand Alone Stalls Food Kiosks
- All kiosks and stalls would be placed on more foot traffic areas and where people are always on the go like MRT and LRT stations, schools and universities and other transport stations. Marketing Department Operations Department Finance Department 21,000,000 January 2014- March 2014 IMC (Promotion Activities) 1.Launch Gardenia Bread Apps for Kids - Gardenia would launch apps that would be very interactive to children and definitely an educational one. 2. General Knowledge Quizbee on
Highschool Campuses - this is to promote education and to create brand awareness and
Marketing Department Finance Department
January 2014- December 2016
recall
3. Product Innovation Challenge and Search for the new Gardenia flavors competition on top performing universities
- collaboration on universities would be held for product innovation specifically on marketing students and search for the new flavors competition that would target HRM and culinary students.
4. Launch new interactive website - Website would be more fun and interactive, blogs would be posted that would advise
consumers regarding healthy living. 5. Gardenia Photo Contest
- Gardenia will look for the best family photo promoting family bonding while enjoying Gardenia products.
6. Gardenia Give Love on Christmas Day - Consumers would be highly encourage to be part of the Gardenia Outreach program that would benefit
homeless families. 7. Use of the Traditional Media - placements of ads on magazines and
newspaper, placing ads on radio and TV to increase brand awareness and recall. 8. Maximize the use of Social Media
- Gardenia will use social media to hype the market about Gardenia’s new products and will use contests and games on the following social media platforms like Twitter, Instagram and Facebook.
9. Support Fun Run and Sports Clinic. 10. Conduct Baking Workshop Activity during Summer for Kids.
Monitoring and controls A. Marketing metrics
Product-Based Metrics Customers
Customer feedback through surveys
Customer feedback through social media accounts and website
Measuring the size of the market through referrals, word of mouth and awareness
Quality of Product
Through customer’s comments and suggestions Through number of sold to customers
Sales Volume
Conducting sales report on a weekly, monthly, quarterly and whole year basis for the advertising media, events and sponsorships.
Market Share
Conducting research on market share information Collecting data from Primary and Secondary data Marketing Programs
Evaluation of market program implementation Measuring effectiveness of strategies
Feedback from the customers Conduct marketing audits
2. Secondary data
The company could collect secondary data from: Local Newspaper
Annual reports
Customer communication Government
Industry research and survey General business publications Social networking sites News releases 3. Primary Data Customers Employees Consultants Suppliers Salesforce Survey