GARDENIA BAKERIES PHILIPPINES, INC.

A Term Paper Presented In Partial Fulfillment of the Course Requirement in

ECON 40133 – MANAGERIAL ECONOMICS

Submitted to:

Prof. Maria Vicenta C. Magpantay

Submitted by:

Group 7

Kuizon, Kyla Beatriz P.

Maravilla, Marie Charlene Y.

Mercado, Lindsay P.

Mitra, Aileen A.

Nieto, Ma. Christine A.

I. BACKGROUND OF GARDENIA BAKERIES PHILIPPINES, INC.

Vision

To be the premier company in the baking and food industry that provides best
quality products enjoyed, valued, and loved by consumers.

Mission

To provide an assortment of best quality, great tasting, nutritious, and enjoyable

bakery and food products that are within sight, within reach, and within the hearts of
consumers; produced using world class manufacturing facilities and processes utilizing
quality and safe ingredients, thereby creating values beneficial to stakeholders, including
employees, suppliers, trade partners, financial institutions, investors, and the community.

Goals

Delight to more and more satisfied customers as it continues to create, innovate

and share new, delicious and healthful product.
Core Values

 Customer-Driven  Integrity
 Innovation  Excellence
 Teamwork and Professionalism  Stewardship (Malasakit)

History of Gardenia Philippines

1978: Humble beginnings as an in-store bakery in Singapore and to Horatio "Sye"

Slocumm also known as "Uncle Slocumm”, an American Baker.

1983-1996: Became the first commercial bakery at Pandan Loop; Rose as the market
leader in Singapore. Expanded operations in Asian countries such Malaysia, Thailand and
the Philippines

1997: Gardenia entered the Philippine bread market and established its factory in Laguna
International Industrial Park (LIIP), Binan, Laguna

1998: Gardenia Philippines started operations with its first state-of-the-art factory rated
as one of the largest and most modern bread manufacturing facility in the country

1999: The healthy High Fiber Wheat Bread Loaf is launched

2000: Introduction of the Flavored Loaf and Bun Lines. The first flavored loaves
included the California Raisin and Chocolate Chip Loaves. This year also marked the
start of Gardenia’s Corporate Social Responsibility programs.

2001: Gardenia launched its version of every Filipino’s favorite, Pan De Sal.

2002: Gardenia opened its doors for a free catwalk tour for guest to experience modern
breadmaking.

2003: Gardenia received International Organization for Standardization (ISO) and

Hazard Analysis Critical Control Points (HACCP) certifications
2004: Gardenia was accorded Superbrands status by Superbrands Ltd., an independent
authority and arbiter on branding

2005: Inaugurated two new plants and its Distribution Centre

2006: Introduced the Muffin-tastic line

2007: Indulged the consumers through introduction of its Amazing Flavored Loaf Line
and the Cream Roll Line

2008: Gardenia marked its 10th year in the Philippine bread industry

2009: Gardenia inaugurated its first 6K plant capable of making 6,000 loaves of bread
per hour

2010: Gardenia once again developed an innovative health product to give a twist to its
already existing High Fiber Whole Wheat Bread. The flavorful, plump, and juicy High
Fiber Wheat Raisin Loaf was a combination of high fiber content from whole wheat flour
and juicy California raisins.

2011: Gardenia invested a bread plant in Cebu. The company bagged three Program
Achievement awards from the Department of Trade and Industry (DTI)

2012: Gardenia conducted the first ever Happy Bread Day in the country, it’s very own
celebration of World Bread Day

2013: Gardenia initiated an inter-university sandwich making and business generation

competition called The Next Big Sandwich Hit (NBSH)

2015: Gardenia ventured into community neighborhood bakery thru Big Smile Bread
Station and into artisanal specialty bakery business with of Bakers Maison

2016: Gardenia expanded operations and invested another sophisticated and world class
6K plant with a capacity of 6,000 loaves per hour
Product Line
Gardenia's product line is classified as follows:
 Classic White Breads
 Health Breads
- High Fiber Whole Wheat
Bread
- Slim & Fit Wheaten Bread
- High Fiber Wheat Raisin
Loaf
- Wheat Cranberry Loaf
 Flavored Breads
- California Raisin Loaf
- Chocolate Chip Loaf
- Double Delights Ube
Cheese Loaf
- Double Delights Choco and
Mocha Loaf
- Double Delights Strawberry
and Blueberry Loaf
- Amazing Black Forest Loaf
- Amazing Butterscotch Loaf
 Pandesal and Buns
- Premium Pandesal
- Soft Delight Pandesal
- Whole Wheat Pandesal
- Cheese Buns
- California Raisin Buns
 Filled Buns
- Cheese Pimiento Cream Roll
- Pizza Cream Roll
- Butter Sugar Cream Roll
- Chocolate Cream Roll
- Cookies N' Cream Cream
Roll
- Choco Strawberry Cream
Roll
- Rocky Road Cream Roll
- Chocolate Fun Bun
- Ube Fun Bun
- Peach Mango Fun Bun
&
 Pocket Sandwich
- Cheese Filled White Bread
- Strawberry Pastillas Filled
White Bread
- Peanut Butter Filled White
Bread
- Chocolate Filled White Bread
 Snack Cakes
- Twiggies Yellow Cake
- Twiggies Pink Cake
- Twiggies Choco-brown Cake
- Chocolate Muffin
- Blueberry Muffin
 - Banana-choco Muffin

 Toasts
- Butter Toast
- Garlic Toast
- Cinnamon Toast
- Honey Wheat Toasties
- Butter Toasties
- Cheese Toasties

 Neubake
- NeuBake Super Slice Chocolate Flavored Loaf
- NeuBake Super Slice Ube Flavored Loaf
- NeuBake Spanish Bread
- NeuBake White Bread
- NeuBake Wheaten Bread

 Delicia
- Delicia Milky Chocolate Spread
- Hazelnut Chocolate Spread
II. SWOT ANALYSIS

Strengths

Top-bread Maker

Gardenia is the top-bread maker which a very strong brand name which accept
by consumer. There are popularity and high customer awareness of the Gardenia brand in
the regional markets.

1. “Category Leader” by Super brands

2. “Most Outstanding Bread Manufacturing in Product Category” by the

Consumer Urion of the Philippines held during its Annual National Consumer Award
(ANCA). This is a special award which significantly to the public and helps as attracting
key demographic customer groups.

Product Innovation and Development

It is a key area that helps Gardenia keep up with changing consumer demands.
Without the help of media advertising, Gardenia still able target the consumer based on
the packaging and the way to present. Also Gardenia is the first company which used G-
lock to ensure the freshness, aroma and taste of the product. G-lock contains important
information that consumers need such as product expired date, production line the bread
was produced and the batch number. In additional, Gardenia prioritizes the quality and
freshness.
Weaknesses

Increase in Cost of Raw Materials

It is difficult for Gardenia to adjust their products prices due to increase in price
of raw materials especially flour and fuel. It results to low consumer purchasing power.

Opportunity

Launch Pedi Cart

Gardenia launch Pedi cart for those people who wants to venture in micro-
entrepreneurship. It gives an opportunity for individuals, families, and others wanting to
have a business. It is also a way to promote their products in the whole world by having a
store in different places.

New Production Line

Gardenia is investing in another new production line adding another 2,000,000

loaves per day capacity. Philippines strengthened its distribution network by expanding
its retail.

Plant Manufacturing Location

Gardenia planned an expansion in south so the management continuously

looking for a suitable plant manufacturing location in Northern Mindanao instead of
Cebu. Expansion is a good thing to reach out more people through the products they
produce. It aims to meet the increased demand of bread.
Threats

Unstable Economy

It is the major threat for Gardenia. It affects the pricing and the consumption of
consumer. A lot of markets offer more variety of bread like the bakery shop or other
related bread company. It lessens the consumption of customers on a specific brand as
they explore more in other stores.
III. PEST ANALYSIS

Political

Businesses are being influenced by the regulations provided by the government;

they are also obliged to obey business related policies just like complying with the tax
requirements. One of the example on how bread businesses including Gardenia affected
by the government is through the increase of the price of sugar, flour and salt which are
products controlled by the government. Because the cost for raw materials increased they
also need to increase the price of the product; such increase in the price cause a decrease
in number of consumers. According to Umali Jr., president of Gardenia Bakeries Inc., the
prices of bread is depending on the prices of flour. The Gardenia expects continue
growing when the political spending and fairly better prices of ingredients.

Economic

The economy of one country has an impact on the businesses, from the suppliers
of raw materials to manufacturing of finished goods and services. Economy growth
especially employment in services sector jobs is driving demand for more convenient and
prepared foods. Gardenia believes that the Gardenia’s success is brought regarding by the
dedication and commitment of each member of the Gardenia family. These dedications
are leading Gardenia to be the no1 in bread industry. During global economic crisis, the
industry had a flat growth but Gardenia continue to grow by two to four percent. Besides,
Gardenia take step further in encouraging micro-entrepreneurship while making Gardenia
bread more widely available conveniently to customer.

Social

The current state of the society influence the products that Gardenia are offering
to its consumer. Over the past few years, rising levels of obesity, heart disease, and
diabetes in the Philippines have rapidly increased consumer interest in healthy and
nutritionally food and government interest in promoting healthier eating and lifestyles.
Given that bread is one of the most preferred food during breakfast, Gardenia created
nutritious products for its consumer as well as breads that can be consumed by those
persons who are not allowed to eat foods with sugar.

Technological

Gardenia using state-of-the-art-bread manufacturing plant is capable in making

6000 loaves of bread per hour or nearly 150000 loaves per day. It is the equipment that is
almost untouched by human hands. Therefore, it ensures providing safe and high quality
bread product. The new plants keep to current Good Manufacturing Practices (cGMP),
and follow the highest globally-accepted food quality and safety standards through the
international Organization for Standardization (ISO) and as well as Hazard Analysis
Critical Point (HACCP). By applying technology on their production Gardenia were able
to provide to their customers fresh products everyday.
IV. MAJOR COMPETING PRODUCTS

Gardenia Bakeries Philippines Incorporated is known for their various bakery

products, including loaves, buns and toasts, and snack cakes which are distributed by
supermarkets, groceries, convenience store, and variety stores. During the continuous
operation of Gardenia in the Philippines the company encountered a lot of competitors
who are providing similar products.

The following are the major competitors of Gardenia:

Lemon Square

Lemon Square is a privately owned

family business based in the Philippines, founded
by the husband and wife partnership of Mr. Errol
Vergel De Dios and Mrs. Nina Vergel De Dios.
Together they manage and lead a workforce of
above 500 employees, all highly skilled men and women, dedicated to deliver premium
baked products. Their modern facility is located at Meycauayan, Bulacan, it allows them
to produce high quantity and high quality baked treats. The products that Lemon Square
offers are snack cakes, bread and pastries, cereal snacks, special cakes and rolls, cookies
and brownies and assorted cakes.

Marby Food Ventures

Marby Food Ventures is a pioneering company

in the Filipino baking industry, wholly made and owned
by Filipinos, for the Filipino. Since 1970s, the company
has provided baked products viewed as the benchmark
of quality by the bakery industry, and affordable and accessible to the average household,
turning the Marby name into a household name all over the country. At a time when
breads were sold in bakery and sari-sari store along residential areas, Marby proprietors
pioneered an innovative, flexible marketing strategy delivery service. Its overall
production comes from a massive manufacturing plant in Bulacan, operating 24 hours
daily. The products that Marby offer include breads, pastries, biscuits and hopia.

MLM Foods Inc.

MLM Foods Inc. is one of the prime food

suppliers serving high-quality bread in the Philippines
since 1985. Its bakery plant are located at Muntinlupa
City. Being in the food industry for more than 25 years,
MLM Foods Inc. has a contract manufactured for both medium scale food providers and
major fast food chains and restaurants. MLM Foods Inc. distributes its own retail breads
to major Mercury Drug convenience stores ans Tropical Hut Supermarkets within great
Manila area. The products the company offers are breads, pastries, round cakes, cake
rolls and wedding cakes. The company offer their bread products under the brands
Fortune, Fortune Deli Cafe, and Basta Hot Pandesal.

Goldilocks Bakeshop, Inc.

Goldilocks Bakeshop is a bakeshop chain

based in the Philippines, which produces and
distributes Philippine cakes and pastries. Goldilocks
started in 1966 as a small bakeshop in Makati which
transformed into a global enterprise today.
Goldilocks now has 250 stores in the Philippines
and overseas. The products they offer are different types of breads, cakes, pastries and
pies, and sweets.
Red Ribbon Bakeshop, Inc.

Red Ribbon Bakeshop Inc. Is a

Philippine food company which maintains a
fast-food and bakery chain under the trade
name “Red Ribbon”. It started on 1979 as a
hobby-induced business in Quezon City, it is
then expanded into a proudly filipino-owned and professionally run business. Red Ribbon
has grown to over 370 outlets in the Philippines. The company is one of the biggest and
fastest growing bakeshops in the Philippines and has taken part in every Filipino’s special
moments. The products they are offering are round cakes, square cakes, pastries and roll
cakes.
V. PRICING

Price is an element in the marketing mix, considered an essential element, that is

basically the amount or value that a customer pays to purchase products and services. It
determines the firm’s profitability; help shape the perception of the buyers toward the
products and services, build customer relationship and creating customer value. It
depends on costs of production, segment targeted, ability of the market to pay, supply -
demand and a host of other direct and indirect factors. Gardenia Bakeries is using
competition-based pricing when setting price of bread.

The product pricing of Gardenia is as follows:

PRODUCT NET WEIGHT PRICE

WHITE BREADS
Classic White Bread - Regular
600g P64.00
Slice
Classic White Bread - Regular
400g P46.75
Slice
Classic White Bread - Thick Slice 600g P64.00
HEALTH BREADS
High Fiber Whole Wheat Bread 600g P76.00
High Fiber Whole Wheat Bread 400g P57.50
Slim & Fit Wheaten Bread 350g P61.50
High Fiber Wheat Raisin Loaf 600g P100.50
High Fiber Wheat Raisin Loaf 400g P73.50
Wheat Cranberry Loaf 370g P72.50
FLAVORED BREADS
California Raisin Loaf 400g P69.50
Chocolate Chip Loaf 400g P65.00
Double Delights Ube & Cheese
400g P65.00
Loaf
Double Delights Choco And
400g P65.00
Mocha Loaf
Double Delights Strawberry and
400g P65.00
Blueberry Loaf
Amazing Black Forest Loaf 400g P75.00
 Amazing Butterscotch Loaf 400g P75.00
PANDESAL & BUNS
Premium Pandesal 350g P39.00
Soft Delight Pandesal 300g P37.00
Whole Wheat Pandesal 350g P49.00
Cheese Buns 250g P46.00
California Raisin Buns 300g P54.00
Hamburger Buns 330g P37.00
FILLED BUNS
Cheese Pimiento Cream Roll 50g P10.00
Pizza Cream Roll 50g P10.00
Butter Sugar Cream Roll 50g P10.00
Chocolate Cream Roll 50g P10.00
Cookies N' Cream Cream Roll 50g P10.00
Choco Strawberry Cream Roll 50g P10.00
Rocky Road Cream Roll 50g P10.00
Chocolate Fun Bun 80g P14.75
Ube Fun Bun 80g P14.75
Peach Mango Fun Bun 80g P14.75
POCKET SANDWICH
Cheese Filled White Bread 50g P12.00
Strawberry Pastillas Filled White
50g P12.00
Bread
Peanut Butter Filled White Bread 50g P12.00
Chocolate Filled White Bread 50g P12.00
SNACK CAKES
Twiggies Yellow Cake 160g P40.00
Twiggies Pink Cake 160g P40.00
Twiggies Choco-Brown Cake 160g P40.00
Chocolate Muffin 30g P19.50
Blueberry Muffin 30g P19.50
Banana Choco Muffin 30g P19.50
TOASTS
Butter Toast 600 g P95.00
Garlic Toast 600g P95.00
Cinnamon Toast 600g P95.00
 Honey Wheat Toasties 300g P52.00
Butter Toasties 300g P52.00
Cheese Toasties 300g P52.00
NEUBAKE
Neubake White Bread 450g P37.00
Neubake Super Slice White 300g P30.00
Neubake Wheaten Bread 300g P36.00
Neubake Super Slice Chocolate
300g
Flavored Loaf
Neubake Super Slice Ube
300g
Flavored Loaf
Neubake Spanish Bread 150g
DELICIA
Delicia Hazelnut Chocolate
200g P99.00
Spread
Delicia Milky Chocolate Spread 200g P97.00
VI. MARKETING STRATEGIES

The Gardenia Bakeries advertises its products through various media:

 Television advertising was used to promote their new products as it has a great
number of market coverage.
 Radio was used to remind current customers about the products with a low cost.
 Newspaper is an effective way to encourage people to patronize Gardenia
products as it offers good local market coverage and has the ability to reach
specific target market.

The Gardenia Bakeries advertises its products through various social media apps:

 YouTube was used to announce its present and new products through creating
videos.
 Facebook Fan Page had been created to increase their brand and online visibility.
It is because the simple “like” and “comment” action on the post will
automatically be seen in other’s Facebook feed which helps to spread out the
information and brand to user’s friends.
 Corporate blog was used to give information about their products, promote since
it is free-of-charge, and it allows creating a connection between the customers and
received a feedback which can be used to improve the quality of the product.
 Official website was also set up and contains information like contact
information, company background, products information, and many more.
Through this, customers can easily take a look or find the products they want.

The Gardenia Bakeries advertises its products through:

 Sales promotion is also a way used to promote their products. Last October 2003,
Gardenia organized a campaign which customers are needed to collect 4 empty
packaging of the Gardenia original classics white bread to redeem one free load of
Gardenia original classics white bread. At the end of the day, this campaign was
 successful in spreading awareness for the public and it results to an increase in the
sales of Gardenia.
 Gardenia used public relation to promote its products and make their brand
visible. Public relation means establishing good relationship with the company’s
various publics by exchanging favors publicity and builds up good corporate
image. For example, Gardenia had been actively engaged in charitable events.

Since 1991, Gardenia has opened their doors to the public for visiting to share
their journey, desires, and development with the customers. In the present time, Gardenia
had been welcome guests and takes them on a personal tour in their factory. Gardenia
also gives their fresh bread over charitable organizations. By doing this, Gardenia is not
only serving the public but they are also getting their image well recognized too.
 VII. CORPORATE SOCIAL RESPONSIBILITIES (CSR)

The following are some of the activities that Gardenia has done or is still doing
to contribute economic, social and environmental benefits for all stakeholders:

1. SENDING AID FOR CALAMITY VICTIMS

 Provided Assistance to Victims of Habagat

During the height of the southwest monsoon rains (“Habagat”) that

inundated most parts of Metro Manila and other areas in Luzon, Gardenia, in
partnership with Department of Social Welfare and Development (DSWD),
quickly responded to aid the victims by promptly sending a truckload of loaf
breads to deeply-affected evacuation centers in August 7.

 Response Agad in Brgy. Kapasigan, Pasig City

January 12, 2018 - Gardenia Bakeries Philippines, Inc., together with

Philippine Red Cross - Pasig Chapter, provided breads to families affected
by fire in Brgy. Kapasigan, Pasig City.
  Gardenia sends more aid to Typhoon Yolanda Survivors

Gardenia sent help to victims of Super Typhoon Yolanda which heavily

damaged some parts of the Visayas region. Gardenia was able to donate more
than 36,000 loaves and toast products from Cebu and Laguna plant. With this
substantial amount of breads, Gardenia reached affected victims from
Tacloban and evacuees of Tacloban from Cebu naval base, Mindoro, Cebu,
Samar, Leyte, Capiz, Iloilo, Antique and Negros thru and together with ABS-
CBN Sagip Kapamilya Foundation, Rotary Club of Mactan, Philippine Red
Cross, GMA Kapuso Foundation, Solar News and various charitable groups
and individuals.

 Gardenia Donates to Bohol Quake Victims

Gardenia Bakeries Philippines, Inc., the country’s leading bread

manufacturing company expressed sympathy to victims of the recent
earthquake tragedy in Bohol. In partnership with General Milling Corporation
in Cebu, Gardenia-Cebu donated more than 3000 loaves thru and together
with Red Cross Philippines and Rotary Club of Mactan.
 “I Shared Bread” Campaign
On its third straight year, the company encourages the value of sharing with
the ‘I Shared Bread’ campaign incorporated every Happy Bread Day fair
celebrated every October. Every loaf purchased during the event is equivalent to
three loaves donated to two charities and to Bohol quake victims. Gardenia was
able to collect a total of 3,791 G-locks equivalent to 11,373 loaves that were
donated to the three beneficiaries.

 Gardenia Responded To Victims of Typhoon Yolanda

In response with the wrath of Super Typhoon Yolanda, Gardenia is in

continuous communication with various charitable groups for donations and relief
operations.
Gardenia donated more than 7,500 fresh loaves recently thru the Philippine
Red Cross, ABS-CBN Sagip Kapamilya Foundation, GMA Kapuso Foundation
and Rotary Club of Mactan in Cebu. Breads were already distributed [and some
are still for distribution in] in heavily affected areas like Tacloban, Samar, Leyte,
Bogo, Cebu, Isabel, Ormoc and evacuees sheltered in Navy.
2. CARING FOR THE ENVIRONMENT

 Environment recognition
The Laguna Lake Development Authority (LLDA) awarded Gardenia for
being one of the compliant companies on the 6th cycle of the Public Disclosure
Program for Laguna de Bay Region Good Environmental Performance (LdBR-
GEP) based on Gardenia’s business performance from 2010 to 2012 with
regards to its achieving wastewater effluents better than applicable standards
and compliance with LLDA regulatory requirements.
 Waste management activities
Gardenia also strictly implements recycling and waste segregation
programs. The company also uses liquefied petroleum gas in its baking
process, and a Waste Water Facility that treats water before it is discharged
into the sewers. All delivery trucks undergo regular maintenance to reduce air
pollution.

 Environment conservation practices

Gardenia participated in a tree planting activity in Cebu in cooperation

with the Pollution Control Association of the Philippines Central Visayas, in
support of the National Greening Program. An initial 100 trees were already
planted out of the targeted 1000 trees within one year.
 Seed Planting

Binan, Laguna – Fifty volunteer employees joined Gardenia’s annual tree

planting activity held recently in Brgy. Cansuso, Cavinti, Laguna.
Gardenia employees planted 2,000 seedlings of guyabano and narra trees
across the forest landscape of Brgy. Cansuso. Foresters from Department of
Environment and Natural Resources (DENR) – Provincial Environment and
Natural Resources Office (PENRO) Laguna provided the seedlings and
assisted the employees.
The tree planting activity was conducted through DENR-PENRO’s
National Greening Program, integrated with the updated Philippine Master
Plan for Forestry Development (2016-2028), which aims to have 6.8 million
hectares of existing forests protected, conserved and sustainably managed in 10
years.
Since 2014, Gardenia has been active in participating and investing in the
sustainable management and protection of existing forests not just through
tree-planting activities but also in tree-caring programs.
3. CREATIVE WAYS OF USING G-LOCK

Gardenia is the first in the country to use the unique resealable and reusable
plastic clip called G-lock which seals in the bread´s freshness. The G-lock is easy
to use and consumer-friendly as it contains all of the vital information such as the
expiration date and suggested retail price. In addition, it serves as a 7-day color
guide to freshness referring to the day the bread was produced—tan is the G-lock
color for Monday, orange for Tuesday, yellow for Wednesday, blue for Thursday,
green for Friday, red for Saturday and white for Sunday.

But apart from keeping consumers guaranteed that they only get the freshest
breads, this G-lock is also reusable in different creative ways. Here are some DIY
creative ways of using G-lock.

 Wire Holder
 Mug Placemat
 Wire Labels
 Key Tag
 Box / Organizer
4. NUTRITION AND WELLNESS CAMPAIGN
 Nutrition Assistance Program (NAP)

To help address the problems of elementary school children coming to

school hungry, which result to low performance in class, Gardenia launched
the Nutrition Assistance Program (NAP) with various public schools. The
program aims to educate the less privileged school children about the
importance of eating a well-balanced breakfast meal, thereby lessening
malnutrition amongst public elementary schools in Luzon, and eventually in
the entire country. In 2013, almost 6,000 students benefited from this health
advocacy initiative which included a feeding program.
Gardenia supplied breads every day for three months to more than
1,000 students who were evaluated by the school with severely-wasted
nutritional status, and monitored their health condition. At the end of the
three-month monitoring, results showed that undernourished students were
found to have an improved health status.
 Bringing Nutrition to Less-Fortunate School Children
 As Gardenia's way of extending gratitude to customers, partners, and
stakeholders who grew with them over the last 15 years, the company
recently conducted its nutrition assistance program starting with Southville
5A Elementary School in Binan, Laguna. The first phase of Gardenia's
feeding program benefited thousands of public school students. This program
aims to introduce to young students the importance of proper nutrition and the
habit of eating a well-balanced breakfast in order to perform sound in school.

This 2013, Gardenia will continue to extend the nutritional assistance in

order to help improve the health status of the participating students. The
company will do this to selected public elementary schools in
CALABARZON and other areas as well, with the goal of bringing nutrition
closer to the less fortunate children.

5. SPONSORSHIPS AND CHARITY SUPPORT

 Support to Tuloy sa Don Bosco Foundation

Gardenia continues to support the Tuloy sa Don Bosco Foundation by
giving employment opportunities to underprivileged and abandoned street
children, some of whom were former drug addicts, thieves and snatchers, and
victims of child abuse. Gardenia trains staff from Tuloy to assist in the in-
house bread store of the Laguna plant. The company also provides on-the-job
training in engineering and production for qualified graduates of Tuloy.
Gardenia is consistent in donating breads to various foundations and
depressed community groups. In its Daily Bread program this year, Gardenia
donated approximately 10,000 loaves every week to 40 regular beneficiaries.
 Outreach Program

Gardenia shared a day of fun games and prizes to the kids of Girl's
home at Marikina City. This is part of Gardenia's strong Corporate Social
Responsibility efforts to make a difference in the society.
The outreach program was composed of fun games and intermission
numbers. Numerous games were done to the delight of the children.
Laughters and cheers filled the room as the children tried to win the games. In
return, the children and staff of Girl's Home presented many creative
intermission numbers to entertain Gardenia volunteers. They danced moved
energetically with modern songs and sang with their angelic little voices.
Gardenia volunteers distributed meals during lunch time. Prizes were
also given to the winners of the games.
In behalf of Gardenia, HR Manager Olive Tan handed over to Girl's
Home school supplies and gift packs for the children.
VIII. CONCLUSION

Being a staple food, bread is one of the most consumed foods not just by
Westerners, but the whole world, that even Filipinos, who are “rice lovers”, still can’t live
a single day without bread – it is everyone’s go-to food. And with the Philippines’ high
bread consumption, it is a good thing that Gardenia found ways on how they could cater
the huge need for breads and pastries without sacrificing the quality of their products.

Using advanced technology and high-maintenance machines, Gardenia has

lived up to their saying “Masarap kahit walang palaman” in which they bake breads that
are not only eaten to satisfy people’s hunger but because people just eat it for the taste of
its own. Also, it is a good thing that Gardenia takes into consideration the freshness,
quality, condition, and nutrition in each of the almost 6000 breads they produce per hour.
In fact, Gardenia strictly follows its international policy of keeping only fresh stocks on
the store shelves. Moreover, Gardenia played well in segmenting their consumers into
two main categories: Psychographic - a qualitative methodology used to describe
consumers on psychological attributes, and Demographic - relating to the structure of
populations, as this made them know and understand the desires of people of all ages (for
different kinds of bread) and gave them the idea on how they would be able to assist all
of them. Hence, aside from their world-famous “tasty”, they also have a wide range of
products like wheat breads, flavoured breads, cakes, toasts, and sandwiches. In addition
to that, what made Gardenia become the leading and fastest growing bread brand in the
Philippines is their capability to give-back to people. Giving scholarships to unfortunate
children, helping victims of typhoon and other calamities, and promoting environmental
activities – the list goes on for Gardenia’s Corporate Social Responsibilities (CSR).

It is never easy to have a product that would mark in the minds of the
majority. But, with Gardenia holding its pride of providing excellence in delivering
quality breads using world-class standards, they paved their way to the top.
IX. Recommendation

Gardenia has been known as a top bread-maker in the Philippines, all thanks
to their effective marketing and productions strategies. However, more and more bakery
shops have been offering a wide variety of breads due to technological developments and
modernizations. Therefore, it is a must for Gardenia to always hold up to its pride of
producing high-quality breads while experimenting and innovating new stuffs to offer to
the market. They must also keep up with the trends in other to maintain their strong hold
to their consumers. Thru this, they will get a strong hold on their current consumers or
gain loyalty from them. Also, with today’s increasing inflation rate, goods are highly
affected and raw materials cost more than what it used to be. Baking ingredients, such as
flour and sugar, became pricy constraining Gardenia to raise their product prices – it is
given. But, this matter must be explained or presented well to their patrons so that they
would understand the sudden surge of their products’ price, and also, the said issue must
not be used by Gardenia to fraudulently increase their prices. To end, Gardenia should
continue holding campaigns and activities that are beneficial both for them and to the
people so as to sustain their good image to the public
X. REFERENCES

https://www.gardenia.com.ph/products
https://www.honestbee.ph/en/groceries/stores/ro_binsons/departments/8018/categories/41
747
https://www.gardenia.com.ph
https://www.ukessays.com/essays/management/management-in-the-food-processing-
industry.php
https://www.gardenia.com.ph/news/csr
https://annmacapanas.weebly.com/company-industry-forecast.html
http://www.ijhssi.org/papers/v5(12)/version-2/D5120202430.pdf
https://businessmirror.com.ph/2016/01/21/gardenia-eyes-p5-billion-net-sales-this-year/
https://annmacapanas.weebly.com/company-overview-products-and-services.html
https://www.gardenia.com.sg/aboutus.aspx
https://www.wheninmanila.com/behind-the-softness-of-gardenia-a-world-class-
manufacturing-bread-plant/