2.

0 MAIN CONTENT

In this part, we will be explaining our main content which is market segmentation, market

targeting, and positioning for Gardenia Bakery (KL) Sdn Bhd.

2.1 Market Segmentation

Market segmentation is different groups of consumers which is identified by companies to

fulfill their consumers’ needs and wants and increase their profit. The groups were classified into

four groups which are demographic, psychographic, geographic, and behavioral. This market

segmentation allows you to focus your marketing on customer groups.

2.1.1 Demographic Segmentation

The group of consumers who have attributes such as gender, age, income, occupation,

family size, race, religion, marital status, and education is classified as demographic.

a. Age

Gardenia will be focused on age. Gardenia divided their segment into kids market,

teenagers market, and adults market. So, Gardenia offers diversities of their products to the kids

market, the teenagers market, and the adults market respectively. Kids and teenagers are more

likely to like the sweet taste and they are like to eat simple food such as waffles like Gardenia

Delicia Fresh Egg Vanilla, flavored loaves of bread like Gardenia Amazing Butterscotch Loaf,

and et cetera.

b. Income

Gardenia will be focused on income. Gardenia is focusing on the B40 category and the

M40 category to put their product price. The B40 category is a household income is not exceed

RM 4850.00 per month while the M40 category is a household income is not exceed RM 10

970.00 per month in Malaysia in 2021. So, Gardenia put cheap prices on their products to

encourage their main customers to buy them. For example, The lowest price Gardenia offer is

RM 1.00 for Gardenia Quick Bite Cream roll while the highest price Gardenia offer is RM 5.00

for Gardenia Delicia Butterscotch.

c. Religion

Gardenia will be focused on religion. The majority of Malaysian citizens are Muslim. They

need Halal foods because religion matters. Gardenia is focusing on Halal requirements for Islam

consumers. The Muslims couldn’t eat Haram food such as pork, liquor, and et cetera.
So,
Gardenia needs to make research and development on its product for fulfilling Muslim food

criteria. As a result, Gardenia produces Halal products for Muslim customers and gets the Halal

certificate to put on their product. These methods will fulfill the Muslim customers’ demand.

d. Family size

Gardenia will be focused on family size. Normally, households in Malaysia are 4 people to

8 people for each family. So, Gardenia should have provided their bread in family size as well to

satisfy their consumers. Gardenia provides bread in family size such as Classic White Bread –

Regular Slice 600g, Classic White Bread – Thick Slice 600g, High Fiber Whole Wheat Bread

600g, High Fiber Wheat Raisin Loaf 600g, and et cetera.

2.1.2 Psychographic Segmentation

The group of consumers who have attributes such as lifestyles, social class, and hobbies is

classified as psychographic.

a. Lifestyle

Gardenia will be focused on lifestyle. Nowadays, awareness about a healthy diet is

increasing among adult people. After the survey Gardenia made, it provides their healthy product

which is wholegrain such as Gardenia 100% Wholegrain, and Gardenia Canadian Purple Wheat

– can reduce the risk of diabetes.

b. Social class

Gardenia is focusing on the middle-class and lower-class. The lower-class is a person’s

income does not exceed RM 4850.00 per month as known as B40 while the middle-
class

person’s income does not exceed RM 10 970.00 per month known as M40 in Malaysia in 2021.

So, Gardenia put cheap prices on their products to encourage their main customers to buy them.

For example, The lowest price Gardenia offer is RM 1.00 for Gardenia Quick Bite Cream roll

while the highest price Gardenia offer is RM 5.00 for Gardenia Delicia Butterscotch.

c. Hobbies

Gardenia is focusing on hobbies like traveling and hiking. Consumers with those hobbies

need simple food during they are doing the hobbies. During hiking or traveling, they quite

difficult to make their main dish for themselves. So, Gardenia makes their bread simple to eat for

their consumers to fulfill the demand. Gardenia provides simple bread with various flavors such

as Vanilla Cream Roll, Corn Cream Roll, Chocolate Cream Roll, and et cetera.
2.1.3 Geographic Segmentation

The group of consumers who have attributes such as country and location as geographic.

a. Country

Gardenia is focusing on the county with its citizens who like bread. Gardenia recognizes

citizens of Malaysia like bread, so, Gardenia open their 5 factories in Malaysia to maximize their

sales and minimize their cost. Gardenia’s factories in Malaysia are one of the reasons why

Gardenia products are so cheap in Malaysia.

b. Location

Gardenia is focusing on the residential area. In this area, many of Gardenia’s consumers

will be there. The residential area has a supermarket and grocery shop because people need

necessity items for living. So, Gardenia is doing their best to supply its daily baked bread to all

supermarkets like Aeon Big, grocery shops like 99 SpeedMart, and et cetera. It is increasing its

ability to deliver its product by making a relationship with local grocery stores as many as its can

and frequently maintenance its transportation such as lorries to avoid any delay delivering the

bread.

2.1.4 Behavioral Segmentation

The group of consumers who have attributes such as benefits sought.

a. Benefit sought

Malaysian like fresh bread and high-quality bread. So, Gardenia provides daily fresh bread

and high-quality bread to fulfill demand from Malaysia. The methods Gardenia uses to improve

their product are import raw materials such as cocoa powder, vegetable fats, and et cetera. Next,

Gardenia will train their employees to make sure the bread is high-quality.