`````History

Garden began in 1926.

During the 80 years, Garden persisted in its paramount values in quality, innovation and advancement. It maintained its production everyday except the occasions in the early stage.

`````Background

2

1 The name of Garden was derived from the Hong Kong Botanical Garden, as the plan of opening a bakery shop was discussed there.

It is a reputable food production corporation in Hong Kong, which produces thousands of food products like bread, cakes and biscuits today.

It has the largest scale and the most advanced equipments in the industry in Hong Kong.

3

`````History

Accident

1932 A great fire at Winter Solstice destroyed the factory. A mistake in the insurance policy resulted in a complete loss. Production was suspended for months.

Development1926

The Garden Company began. Its first shop opened at Lai Chi Kok.

1927First retail branch opened in Central.

1931Central branch move to larger premise at Sham

Shui Po, ran 24 hours per day by using locally produced machinery.

1937 With the outbreak of the Sino-

Japanese War, Garden went into round-the-clock operation for 7

days to produce 90000 kg of Army Cracker.

1938 Operation transferred to the new factory at Castle

Peak Road with larger space of 1400 sq m. The British HK government assigned Garden to be the

major supplier for wartime army bakery goods.

1945Operations returned to normal at the end of the

war.

1947Garden registered as a limited

company.

1949The latest, fully automated biscuit

production machinery was ordered from Britain.

`````History

1941The Castle Peak Road factory was occupied by Japanese Troops and all production materials and facilities were demolished. Production was suspended.

1958The factory at Castle peak Road was further

extended.

1960The first loaf of now famous “Life Bread” introduced new levels of

nutrition, long-lasting freshness and hygienic packaging.

1967Garden’s new product, “Pop

Pan” won a Gold Medal at the International Monde Selection.

1979

Si-si-sic convenience pack was launched.

`````History

1956All machinery was seriously damaged in the wake of the October Riots.

1986Sponsored the making of the world’s largest ever moon cake.

1987Further expanded to the mainland China market and established factory in Dongguan.

1992New machinery was installed in the completely reconstructed Bakery Plant with 50000 sq m in Sham Tseng.

1997It achieved the highly respected ISO 9001 accreditation.

`````History

2001Garden was awarded the “Hong

Kong Top Ten Brand Names Awards” by the Chinese

Manufacturer’s Association of Hong Kong

2002Garden was awarded

“Superbrand” by the Hong Kong Superbrands Council.

`````History

2001Great fire damaged the factory in Sham Tseng seriously.

2006The factory in Sham Tseng emitted flour to the Castle Peak Road accidentally due to the breakdown of machinery.

`````CompanyAsset

Plant:Factory in Sham Tseng with a total area of 70,000 square metersFactory in DongguanFactory in Yang Zhou

Production lines:4 bread production lines on a 24-hour basis8 automated biscuit production lines3 cake production lines of which one is fully computerized

Employees:Over 1200 persons

Main products:Bread• Life Bread• Satellite Bun• Cocktail Bun• Wheat Bread• Sandwich Bread• French baguette• French croissants

Cake• Marbo cake• Chiffon cake• Swiss roll• Walnut cake• Sponge cake

`````CompanyAsset

`````CompanyAsset

Biscuit• Cream crackers• Marie biscuits• Lemon puff• Malkist• Animal biscuits• Gala crackers• Saltine crackers• Wafers• Si-si-sic• Pop-pan• Chocolate fingers• Chicken thins

Snack and Candy

`````CompanyAsset

Certificate:SO9001 certification in 1997

Awards:1967 “Pop Pan” won a Gold Medal at the International Monde Selection1968 “Chicken Thins” won a Silver Medal at the International Monde Selection1981 “Peanut Wafer” won a Gold Medal at the International Monde Selection2001 Hong Kong Top Ten Brand Names Awards

`````Brand Mission

Brand MissionQuality, Innovation, Efficiency

To elevate recognition and reputation by:Efficiency enhancementContinuous innovationAchievement of superior quality

How?Continuous improvement

To satisfy the ever-heightening needs of consumers by:• Practice “Learn, Think, Communicate”• Continuously improve the quality of products• Develop new technologies• Achieve new product values

`````

Brand attitudeThe "baker's face" trademark of Garden is well perceived by the public at large as a symbol of happiness brought about by delicious foods. Garden is regarded as a brand that grows with the local people.

Brand Pilosophy

`````Brand

Philosophy

Brand Philosophy1. Dedication

Garden invests heavily in:-the research and development of product-acquiring advanced technologies and production equipments

2. Internationally Acclaimed Quality

-In 1997, Garden achieved the ISO9001 certification. -It demonstrates that Garden, with its well-organized and modern standards, management and operation system is a globally acclaimed food manufacturer.

`````

3. Long-standing Capabilities

Scientific management:

•Completed various production procedures with the most sophisticated equipments

•Computerized automation is integrated in all the processes from production to packaging.

Brand Philosophy

`````

Direct competitor: EDO pack

A Korean company,with its main business in retail and instant foods, especially confectionery, beverage and ice cream.

Market Competitors

`````

Direct competitor: Maxim’s Cake

Bakery chain stores in Hong Kong. It has the largest scale compared with others in the local industry.

Market Competitors

`````

Indirect competitor: Four Seas

Food manufacturer producing variety of food likes snacks, biscuits and convenient noodle. Its target market is Hong Kong and China.

Market Competitors

`````

Market Competitors

Edo pack Maxim’s cake Four Seas

Brand Definition

Diversification of products and rigid in quality

Quality, service, value, creativity and convenience

-Provide superior and delicious food-Enhance quality life

Strategy

Nutritious, reliable source of ingredient, quality

Fresh, fitness, hygienic and innovation in varieties

Variety, packaging and quality

Target audience

Teenagers and office ladies Office ladies

Children and teenager

`````

Market Competitors

Edo pack Maxim’s cake Four Seas

DistributionSupermarkets, department stores and groceries

Over 160 branches, 7-11, all MTR stations

ParknShop, 7-11, groceries and Okashiland(零食物語)

Implementation

-Diversify the product line and improve product quality

-Japanese words on the package: catch teenagers’ advocating of Japanese goods

-Attract female consumers:1. Use a heart-shaped leaf with pink color as the logo2. Emphasize the  “low fat, high nutrition” of its product

-Strict quality control: the brand has achieve number of awards, i.e.「全國質量信得過食品」,「質量信得過企業」,「連續榮獲香港Q嘜優質產品標誌証書逾10年」,「新鮮衛生檢定食品安全甲級獎狀」

`````

Market Competitors

Edo pack Maxim’s cake Four Seas

Implementation

-Emphasize the sources of ingredient is from foreign country

-Continuously promote new products

-Freshness:Products are produced everyday-Portion pack

-packaged with cartoons to attract children

`````Target

Audiences

2

1

3

Teenages

Kids

Housewifes

People who concern about health

Office ladies

`````Target

Audiences

5

4

`````Target

Audiences

1 Teenagers

Trendy Teenagers Pop Star Mobile Phone

‣Print

`````Target

Audiences

1 Teenagers

Guitar Teenagers Motorcycle Polaroid

‣TVC

`````Target

Audiences

2 Housewives

Children House Pot School Bag

‣Print

`````Target

Audiences

2 Housewives

Children Home Healthy

‣TVC

`````Target

Audiences

3 Kids

Exercise Book Game Cartoon

‣Print

`````Target

Audiences

3 Kids

School Bag Cartoon Bear

‣Print

`````Target

Audiences

4 Office Ladies

Relax in office Love Story Movie Credit card

‣Print

`````Target

Audiences

4 Office Ladies

Office Office Ladies

‣TVC

`````Target

Audiences

5 People who concern about health

Vegetables Yoga Healthy

‣Print

Massage Chair

`````Target

Audiences

5 People who concern about health

Vegetables Yoga Healthy

‣Print

‣Supermarket‣Convenience store‣Grocery‣Restaurant

`````Marketing

Mix

1 Place

Hamburger BunSpaghetti Chocolate Cake Base

`````Marketing

Mix

2 Promotion‣Magazine‣Newspaper‣Web‣Supermarket‣Radio‣TV‣Bus shelter‣Bus body‣Roadshow‣MTR

`````Marketing

Mix

2 Promotion‣Event‣Coupon‣Free Movie Ticket

`````Marketing

Mix

3 Price‣Resonable Price