Gardenia Market Segmentation

Topics: Baking, Manufacturing, Marketing Pages: 7 (1988 words) Published: September 9, 2012

Our objective is to serve consumers with the best quality assortment of great-tasting bakery and related food and beverage products, with world-class manufacturing facilities and an efficient nationwide distribution network, thereby providing a fair return on shareholder investments Vision

Their vision is to become the premier company in the baking industry and the related food and beverage industry, known and emulated for our best quality products that delight the consumer. It is the pride of every employee, investor, trade partner and stakeholder.


Gardenia's roots go back to Singapore where, in 1978, it began as a humble in-store bakery. Increasing demand led to the opening of Gardenia's first-commercial bakery at Pandan Loop in March 1983. Gardenia has since been the market leader in Singapore and has expanded its operations in Asia to countries such as Malaysia and Thailand with the latest in the Gardenia chain of bakeries here in the Philippines.

It all began in 1997, QAF Limited through Gardenia International Pte. Ltd. established Gardenia Bakeries Philippines Inc. and started construction of its bakery plant in Laguna International Industrial Park (LIIP), Biñan, Laguna.

Gardenia Philippines started its operations in 1998 with the state-of-the-art bread factory rated as one of the most modern large scale bread manufacturing facility in the country. Its major, highly-automated equipment come from the best bakery equipment suppliers from Germany, Holland, UK and USA making it the leading manufacturing company in the Philippines.

Over the years, Gardenia has gained wide acceptance and is now considered as the most widely distributed loaf brand, reaching many parts of the country. Gardenia has been awarded with International Organization for Standardization ISO 9001: 2000 certifications from 2003 to 2009 and has now upgraded to ISO 9001:2008 in compliance with Quality Management System and certification for product quality excellence. This assures that consumers only get the highest quality products in the market. Moreover, Gardenia is HACCP (Hazard Analysis and Critical Control Point) certified since 2003 to present—proof of the company’s adherence to the systematic approach in the identification, evaluation, and control of food safety standards. From 2004-2010, Gardenia was accorded Superbrands status by Superbrands Ltd., an independent authority and arbiter on branding. This, on the other hand, re-affirms that Gardenia has met the stringent criteria of market dominance, longevity, goodwill, customer loyalty and overall market acceptance. Another notable award is the Annual National Consumers’ Award (ANCA) as the “Outstanding Bread Manufacturer” for five straight years. These are some testaments which prove that Gardenia provides only the best products for Filipino consumers. Location and Facilities

Gardenia Bakeries Philippines, Inc. is located in Gardenia cenre, Star Avenue. Laguna International Industrial Park, Mamplasan Biñan, Laguna Philippines. Gardenia’s facility is very organized and the machineries are well placed. The lay out design of the machineries is well-planned and is in order with the processes of the products. Gardenia encourage opportunity for business growth because its location is very suited for manufacturing businesses. Their state-of-the-art bread manufacturing plant is capable of making 6,000 loaves of bread per hour or nearly 150,000 loaves per day, almost doubling its production capability. The new plant’s increased capacity enables the bread-manufacturing giant to deliver more freshly-baked breads to more households, marking another milestone for the company since it began operating in the country. With this plant makes bread-manufacturing process in the Philippines a notch higher. Using the latest and high technology equipment to make the breads practically untouched by human hands, the company is...
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