For this “Evaluation of Product” project, we have chosen “Gardenia Jumbo 600 Enriched White Bread” This bread is presently sold in all outlets and supermarkets in Singapore. It is selling at $1.80. In this project, we will discuss the product’s features
and do the SWOT Analysis of this product.
Gardenia was established in 1978 with the help of American master baker Horatio “Sye” Slocumm. Gardenia introduced different kinds of bread: Sandwich Bread (white, wholemeal…); Specialty Bread (corn, hearty wholemeal…); Fruit Loaves (banana walnut, California raisin…); Variety Buns (hamburger, hot dog…); Filled Buns (chocolate, vanilla…). Our most favorite sandwich bread is Jumbo 600. Gardenia introduced this bread to satisfy the customer need of Jumbo package of bread. It is retailing at $1.80 and it is distributed island-wide.
STRENGTHS: considered 4 Ps
First of all, Jumbo 600 has net weight of 600 grams. It is big and has more servings. Talking about ingredients, Jumbo 600 is enriched with vitamins, minerals, high protein flour, purified water, fine granulated sucrose, pure vegetable shortening, skimmed milk powder, common salt, dextrose, baker’s yeast, dough conditioners, and yeast nutrients. Jumbo 600 contains no cholesterol, artificial flavoring or coloring. Jumbo 600 provides the extra goodness and nourishment for everyday healthy life. Jumbo 600 is good for all people (elderly, kids…)
Gardenia guarantees that Jumbo 600 exceeds the minimum requirements of Singapore Food Regulations. And they also guarantee the quality and freshness of Jumbo 600. Jumbo 600 also has other certificates such as ISO 9002 proving the quality of the product and the “halal” stamp stating that the Muslims can eat this bread. About the package, on this bread package, consumers can find all the nutrition information, ingredients, guarantees, the contact information, stamps and certificates. The consumers can easily know about the product by just looking at the package. The package has bright and contrast colors (red, blue and white). These three colors represent the American flag showing the appreciation for the American baker Horatio “Sye” Slocumm. There is also the barcode so that the producer can keep track of stocks.
Jumbo 600 is selling at $1.80. It comes in a big package of 600 grams. And there are not many brands having this big package. With the good quality and quantity, its price is competitive.
Jumbo 600 is retailed at most outlets and supermarkets (Fairprice, Carrefour, Shop n Save…)
“Gardenia. So good, You can even eat it on its own!” is the company slogan showing that the bread is very good even eaten without any other dishes.
How do they make the bread?
a) Computerized weighing system: The exact amount of ingredients is weighed by computer.
b) Sponge stage: Mixing the primary ingredients to form the sponge.
c) Fermentation: The sponge is fermented for 4 hours.
d) Dough stage: Mixing other ingredients to form the bread dough.
e) Dough dividing: The dough is divided into required weight.
f) Dough rounding: Each piece of dough is kneaded to form a layer of skin to trap CO2
g) Automatic check weighing: The dough then goes through the check weigher to ensure the correct weight.
h) Intermediate proofing: The dough is left to “relax” for about 10 minutes.
i) Moulding: The dough is shaped and placed into the baking pans.
j) Automatic lidding: The pans are lidded to give the bread the rectangular shape.
k) Final proofing: The yeast is allowed to rise for about 1 hour.
l) Baking: The loaves are baked to right color and texture for about 20 minutes. The temperature is about 200oC-300oC.
m) Automatic delidding and depanning: The lids are separated from the pans and the bread loaves are removed from the pans.
n) Bread cooler: The loaves are left to cool for about 1 hour.
o) Automatic slicing and bagging: The loaves are sliced and bagged in Gardenia packaging.
p) Daily delivery: The loaves are placed on trays and delivered fresh to all retail outlets.
How do they distribute the bread?
Gardenia distribution staffs start preparing very early in the morning. The bus will begin at 3:00 am. Their staffs check the record sheet to confirm the quantity of the bread required by the retail outlets that day. The bread trays are stacked into the truck and start their round. They deliver the bread to most retail outlets such as supermarkets, petrol kiosks, and provision shops around the island everyday. At the same time, they retrieve all the previous day unsold bread. Gardenia has an extensive network distribution all over Singapore.
Jumbo 600 has short expired day (5 days). The package is a little bit confusing because of the color arrangement and too many words.
Jumbo 600 is able to be consumed since the price is competitive and the quantity is big enough for more people. The nutrition of the bread provides a healthy lifestyle for people. The outlets selling this product can increase their market shares.
There is competition of bread since there are different brands in the market. The competition is aggressive since all brands have good quality and cost.
Take Sandwich Bread of Hawaii Bakery as a competitor. It is baked by Hawaii Bakery & Food Industries in Malaysia and distributed in Singapore by Hawaii Bakery Sales and Services. This bread is selling at $1.20. The net weight is 550 grams. However, its expired day is shorter, only 3 days. On the package, there is also the Healthy and Balanced Food Pyramid giving more information about nutrition to consumers.
Since it is fast and convenient to eat bread, and nowadays, time is so precious to everybody, people may tend to eat more bread and less fruits. And it is not good and balanced for their health.
Gardenia Enriched White Bread Jumbo 600 and other bread have been well sold in the market. Gardenia has spent much money on advertisement and promotion for its products. To maintain profit of the company and keep satisfying the customer needs, Gardenia should always do more promotion and innovation by increasing the expired day, making the package recyclable to protect the environment, giving free samples for new bread, special promotion with the same price, more advertisement and promotion, etc. Day by day, the slogan “Gardenia. So good. You can even eat it on its own” appears in all customers’ minds and Gardenia will become the market leaders in the bread-making industry.