MALAYSIAN BREAD WARSGROUP 3

* Abbey Ng Hooi Hoon (1100921)*Benjamin Choo (1100238) Beh Qin Ying (1100881) Chong Kay Wen (1100879) Eng Chien Ting (1100843) Kalaipriya (1100417)*Koay Yuan Lin (0900693)*Lim Chai Siah (1100907)Marennie Tan Yee Thour (1100908)Soo Pei Yee (1000380)*Yvonne Ng (1000202)

1. Provide an analysis of the Gardenia brand. What factors shape perceptions of the brand in the eyes of consumers?• The Gardenia brand bread is classified as

consumer products under product classification since the breads are product that bought by ultimate consumers for personal consumption (Kurtz and Boone, 2012).

• convenient product • frequently purchase items that consumers very

familiar with• well-respected reputation in the bread industry

Factors that shape the customers’ perspective.

•Taste of the bread•Price•available at many places•the presence of Gardenia in the Malaysian

market as the bread of choice over the decades

2. What brand problems did the Massimo brand create for the Gardenia brand?

The Massimo brand creates 3 problems for the Gardenia Brand:

1. Pricing2. Quality3. Negative word-of-mouth

communication

3. How might social media affect perceptions of both the Gardenia and Massimo brands?

•Social media create highly interactive platforms which individuals and communities share, co-create, discuss, and modify user-generated content.

•In Asian perspective, social media highly impact on business activities; it can be positive impact or negative impact.

•Facebook is one of the core media to convey the message to the audience with in the short time period.

•A person implemented bread experiment to test the amount of preservatives presence for the bread. (23th Sep 2013)

•After 1 week, Facebook showed 1280 of likes, 118 comments and 3341 of shares.

•People who hear the recommendation will be more likely to consider the brand for purchase and predisposed to like it.

•The more they know and trust the person making the recommendation, the stronger the influence on their attitudes and behavior will be. 

•A positive comment from a friend we trust, a positive review from someone we don’t know online, or an endorsement by an expert in a magazine, will all help shape our pre-existing predisposition toward the brand.

•So, it will direct impact on reputation of Gardenia and Massimo as well as the sales.

4. Do you think the efforts by Robert Kuok were the most effective ways to launch the brand? Defend your answer.

•Yes, though it is a combination of efforts:

1. FFM flour to make Massimo bread.2. Price .3. Taste Test.

5. Going forward, what tactics would you use to maintain and build the Massimo brand?

•Focusing on quality▫Federal Flour Mills is Massimo’s

supplier.

•Online media▫Connecting with younger customer.

•Niche marketing▫Focusing on wheat germ bread.