PRINCIPLES AND PRACTICE OF MARKETING (MKT420)

REPORT ON MARKETING MIX (4P’s)

GARDENIA
(BREAD COMPANY)

AND

MASSIMO
(BREAD COMPANY)

PREPARED BY

NAME AND STUDENT ID : NURUL FARIHA ADDINA (2021533999)

: AMER FIKRI BIN AHMAD (2021319865)
: ROZI BIN DAHLAN (2021950065)
: MOHD SHARILL REZA BIN ROSLI (2021352709)
: ZULAILA FITRI BINTI YUSOP (2021507875)
: AHMAD AFIQ BIN NORIZAM (2021903939)

FACULTY & PROGRAMME : BACHELOR OF BUSINESS ADMINISTRATION IN

HUMAN RESOURCES
SEMESTER :2

PREPARED FOR

NOR MARINI MOHTAR

SUBMISSION DATE

30th JAN 202

1. INTRODUCTION

The purpose of this report is to identify the marketing mix for both company which are Massimo
and Gardenia company. The four Ps of marketing are the most important aspects of selling a
product or service. They are a good or service's product, price, place, and promotion. The four
Ps, often known as the marketing mix, are influenced by both internal and external elements
in the broader corporate environment, and they interact heavily. Both of these companies
(Massimo & Gardenia) use the 4 Ps to identify key business factors such as what customers
want from them, how their product or service meets or fails to meet those needs, how their
product or service is perceived in the world, how they differentiate themselves from their
competitors, and how they interact with their customers.

2. MARKETING MIX OF COMPANY MASSIMO

Background

The Italian Baker Sdn. Bhd. is a Malaysian bakery business based in Selangor that has been
operating as Massimo since March 21, 2011. It is a completely owned subsidiary of Federal
Flour Mills Bhd. Within the Italian word, massimome denotes "maximum." Its bread is branded
with the Italian flag's colours of green, white, and red. Massimo is happy to provide its
customers with healthful bread prepared with Italian love. They ensure that each slice, from
taste to texture to flavour, adheres to the Massimo brand's specific grades of grandeur and
heritage, because they think that not all bread is created equal. The goodness of the Massimo
loaf delights all, and they've found their way into Malaysians' hearts and homes all around the
country.

Marketing Mix

• Products:

Massimo is a company that makes products such as cream rolls and plain bread.
Massimo offers a wide range of products, including Massimo Sandwich Loaf, Massimo
Sandwich Loaf with Wheat Germ, Massimo Fine Wholemeal Loaf, Massimo 100 percent
Whole Wheat Loaf, Massimo Cream Rolls, Massimo Chiffon, and others. Customers'
 favourite cream roll series has five flavours: chocolate-cream, blueberry-vanilla, coffee-
vanilla, and strawberry-vanilla filling. Massimo's distinctive selling points are the main
ingredients Wheat Germs and Wheat Aroma in most of the products Massimo warrants
the highest and freshest quality in all ingredients used to offer the customer wholesome
goodness in every product with the true passion of traditional Italian baking method that
ensures the authenticity of the bread taste.

• Price:

Massimo sells their products in affordable price for citizen to buy it. For instance, Sandwich loaf
( Rm2.40), Sandwich loaf with wheat germ (Rm 2.65),Whole wheat loaf 100%( Rm 3.50),Cream
roll duetto ( 0.85 )and Cake chiffon (Rm 1.05). Massimo’s products sold in cities such as
supermarkets and hypermarkets. Massimo implemented a cost-based pricing method to
establish the prices of Massimo bread since this technique is often used in many firms that
manufacture in large quantities, such as textiles and food products. The cost-based pricing
method requires the organisation to utilise its costs to determine a price floor and cap. The floor
and ceiling prices are the lowest and highest costs for a certain product or service, and they
are used to determine the pricing range.

• Place/ Distribution:

Massimo used a one level distribution channel, in which one middleman exists between the
maker of products and services and the customers. In this case, the manufacturer sells the
items to merchants, who then sell the goods to customers. Massimo Italian Ted Baker, for
example, distributes the goods from the producer to the merchants, who then pass it on to the
client. The advantage of adopting a single level distribution channel is that it reduces stock
holding costs and makes it easier to expand geographical reach.

• Promotion:

a. Advertising: The most successful medium for promoting Massimo sausages buns is
through television advertising. The rationale for choosing TV advertisements is that
they can reach all segment audiences more broadly and quickly. The television
channels that will be utilised include TV1, TV3, and Astro.

b. Online/interactive marketing: In order to attract the interest of customers, Massimo

 sausages bun will use internet advertising via its YouTube channel and pop-up links.
People nowadays are significantly online users, thus internet marketing will be an
efficient technique to sell Massimo bread.

c. Sales promotion: In order to meet Massimo bread's sales targets. Massimo has a
sales promotion in which every three purchases of bread will result in one free, and
every first date of the month will result in a 60 cents discount, bringing the price
down to RM 1.20. Another promotional activity is collaborating with AEON, KK mart,
and Giant to promote the monthly discount of Massimobread and publishing it in the
SUN newspaper and The Star magazines. This method is used to boost sales and
develop consumer loyalty to a brand.
3. MARKETING MIX OF COMPANY GARDENIA

Background

Gardenia Food Industries (Gardenia) is a Malaysian multinational corporation that was created
in 1969 in East Malaysia. Gardenia was developed by Horatio Scy Slocumm, an International
Executive Service Corps employee from the United States. Mr. Slocumm, who has 35 years
of baking expertise with America's largest bakery company. Gardenia was finally born after 45
years of struggle. Gardenia is currently one of Malaysia's most well-known bread brands. In
1986, Gardenia created its first loaf of bread. Within four years, Gardenia has risen to the top
of the bakery industry, with a brand recall rating of 99 percent and an 80 percent top-of-mind
recall rate. Gardenias expands its product line throughout time, gradually improving and
eventually becoming the greatest.

Marketing mix

• Products:

Gardenia created a range of breads, such as the BreakthrWaffle, Twiggies, and a variety of
flavours, to appeal to a number of age groups, as Gardenia segregated them in the early
stages. Gardenia, for example, makes Squiggles, Twiggies, Toas'tem, Fluffy Buns, and Quick
nibbles, which are mostly targeted at children and teens because to their sweet flavour and
include chocolate, vanilla, and other sweet taste ingredients. Gardenia also produces Delicia,
which is marketed mostly to adults. Gardenia does this by offering such products at a lesser
price and mostly using wheat as the primary material, resulting in lower prices and promotions.

• Price:

When it comes to determining the price of bread, Gardenia Bakeries uses competition-based
pricing. Competition-based pricing involves determining a price based on the cost, price,
strategic, and marketing offers of rivals. When Gardenia Bakeries decides on a pricing for a
certain type of bread, such as Butterscotch, Breakthru, Delicia, Twiggies, and so on. Gardenia
will compare the product value to the cost of the product. The price must be set somewhere
between the price ceiling and the price floor.

• Place/ Distribution:

Gardenia has the capacity to produce 700 million loaves, cakes, and buns in Malaysia, making
it the largest wholesale bakery in South East Asia. The demand for Gardenia has skyrocketed,
and as a result, little warehouses have sprouted up around the country. The bread will be
delivered to tiny warehouses early in the morning. These modest warehouses will hold loaves
in the early morning and deliver them to stores in the afternoon or evening. Trucks will transport
the bread from local stores to the retailers. This is an indirect sale to clients in which the loaves
are delivered to a small warehouse before being delivered to customers. However, there are
direct truck deliveries when the loaves are sent directly to businesses from Gardena to nearby
outlets and shops.
• Promotion:

A successful promotion is important to the company's growth. There are several methods for
promoting a product;

a. Advertising Gardenia employed to advertise their products. Gardenia promotes its

products through different media such as television, radio, and newspapers. Gardenia
relies heavily on television advertising to sell new items since it provides a high level of
mass marketing coverage.

b. Radio: Gardenia also employed radio to remind current clients about their products
because it is a low-cost medium.

c. Newspapers: An efficient means for companies to promote or advertise their new products
since they provide good local market coverage and may reach a specific target population.
 4. DISCUSSION AND CONCLUSION

Any marketing initiative that uses online platform and the internet via linked devices like as mobile
phones, personal computers, or the Internet of Things is referred to as digital marketing (IoT). Common
digital marketing strategies revolve around disseminating a brand message via search engines, social
media, apps, email, and websites. As a consumer moves down the sales funnel, digital marketing
frequently focuses on contacting them with increasingly conversion-oriented messaging sent across
numerous media. Marketing teams should ideally be able to track the role that each of these messages
and/or channels plays in achieving their final goal.

From this report, we can see Gardenia Bread Company promotes their products on online
platforms such as youtube, Facebook Fans Page, Corporate Blog, and official website. Nowadays, the
majority of individuals own a smartphone, tablet, laptop, desktop, and a variety of other devices. They
may readily access these social networking sites over the Internet by merely touching on their
smartphone. Gardenia uses YouTube to broadcast its existing and new items through videos. Gardenia
has also set up a Facebook Fans Page for her fans. Gardenia also established their own official website
.which contains information such as contact information, company background, product information,
and so on.

While for Massimo Bread company, they use online platform through Youtube channel and
pop links advertising to increase client interest. This is because so many people now use the internet,
online marketing will be an efficient tool to advertise Massimo bread. This company also set up a
corporate blog to advertise their products. A corporate blog is a blog that is created and utilised by an
organisation, business, or other entity to achieve its organisational objectives. Massimo uses a blog to
offer information about their goods, advertise them because it is free, and it allows them to engage with
their consumers and exchange comments that might help them improve the quality of their products.

As a conclusion, in our opinion, Gardenia Bread Company is a company with superior online
marketing mix. This is because their company have several online platform to advertise their products
compared to Massimo Bread Company which only focuses more through advertising on Tv . So we
choose Gardenia where they provide online platforms such as youtube, Facebook Fans Page,
Corporate Blog, and official website. By doing so, consumers learn more about Gardenia items, which
may pique their interest in buying or acquiring the products. Addition to that, through the website,
consumers can look for or find the products that they like or prefer among the various types of products
that Gardenia offers.
5. REFERENCES
• Fardhiyanti, G. (2016, June 15). marketing decision making. Academia.
https://www.academia.edu/26173303/marketing_decision_making
• A. (2021a, September 21). Gardenia Marketing Plan. Academia Nerds.
https://academianerds.com/gardenia-marketing-plan/
• Talib, N. (2020). Nurul Safiqah Binti Sebeli (2020967947) - Marketing Environment.
StuDocu. https://www.studocu.com/my/document/universiti-teknologi-mara/principles-
and-practice-of-marketing-mix/nurul-safiqah-binti-sebeli-2020967947-marketing-
environment/14719762
6. APPENDICES (if any)