Chapter 2 PROJECT PROFILE

2.1 Product Name PEPPERIDGE FARM

2.2 Product Classification
Pepperidge Farm take the time to make every cookie, pastry, cracker and loaf of the bread the best way they know how by using simple, good ingredients like real fruit filling baked into cookies, 100% whole grains baked into Whole Grain breads, and real cheddar cheese baked into Goldfish crackers. It’s the little things that make simple food taste special, they belief in doing things right.

2.3 Product Range 

2.3.1 Cookies
Somewhere warm, homey and delicious. You can visit those delectable places every time you bite into a Pepperidge Farm Cookie. The recipes have been crafted with care by real bakers, and are baked with an abundance of real, quality ingredients.
• Types: - American Collection Cookies - Milano Cookies
- Milano Melts Cookies - Milano Slices Cookies - Brussels Cookies
- Geneva Cookies
- Tahiti Cookies
- Pirouette Rolled Wafers - Cookie Favorites
- Sweet & Simple
- 100 Calorie Pouches
- Tim Tam Cookie

2.3.2 Crackers & Chips

Pepperidge Farm uniquely crunchy crackers are always baked and are seasoned twice for an explosive taste every time! Whether you want a buttery cracker to go with toppings, or a crunchy, flavor-packed snack all on its own, they have got the perfect cracker for you.

• Types: - Jingos! Crackers
-  Cracker Chips 
-  Cheese Crips 
-  Pretzel Thins 
-  Wheat Crisps 
-  Golden Butter Crackers 
-  Cracker Favorites 
-  Harvest Wheat Crackers 

2.3.3 Fresh Breads& Rolls

Pepperidge Farm Fresh Breads & Rolls rediscover the joy of a perfect sandwich, with fresh, soft and delicious bread baked with an uncompromising passion. All of the 100% whole grain breads are low in saturated fat, a good source of fiber, and certified by the American Heart Association.

• Types: - Goldfish Bread
- Whole Grain Breads
- Small Slice Breads - Farmhouse Breads - Variety Breads
- Deli Flats
- Bagel Flats
- Light Style Breads
- Very Thin Breads
- White Sandwich Breads
- Italian Breads
- Sandwich Buns
- Dinner Rolls
- RYE & Pumpernickel Breads
- Hearth – Baked Style Breads - Party Breads
- Breads For Weight Management

2.3.4 Fresh Breads & Rolls
• Types: - Stone Baked Artisan Dinner Rolls - Texas Toast
- Premium Toast & Bread - Garlic Bread

2.3.5 Desserts & Puff
• Types: - Cookie Cakes - 3-Layer Cakes
- Puff Pastry & Turnovers

2.3.6 Meals & Accompaniments
• Types: - Croutons - Stuffing

2.3.7 Goldfish Crackers
• Types: - Goldfish Crackers In Bags - Goldfish Crackers In Boxes
- Goldfish Crackers In Cartons
- Goldfish Crackers In Multi-packs
- Flavor Blasted Goldfish Crackers
- Goldfish Crackers In 100 Calorie Pouches - Goldfish Grahams
- Goldfish Crackers In Grab & Go Containers

2.4 Product Characteristics

2.4.1 Cookies
Pepperidge Farm Cookies is somewhere warm, homey and delicious. You can visit those delectable places every time you bite into a Pepperidge Farm Cookie. The recipes have been crafted with care by real bakers, and are baked with an abundance of real, quality ingredients.

List of Products:
i. American Collection Cookies - Chocolate Chunk Cookies

Pepperidge Farm 10

- Soft Baked Cookies

ii. Milano Cookies

iii. Milano Melts Cookies
iv. Milano Slices Cookies 
v.  Brussels Cookies 
vi. Geneva Cookies 
vii. Tahiti Cookies 
viii. Pirouette Rolled Wafers 

ix. Cookie Favorites

x. Sweet & Simple
xi. 100 Calorie Pouches 
xii. Tim Tam Cookie 

2.4.2 Crackers & Chips

Pepperidge Farm uniquely crunchy crackers are always baked and are seasoned twice for an explosive taste every time! Whether you want a buttery cracker to go with toppings, or a crunchy, flavor-packed snack all on its own, they have got the perfect cracker for you.

List of Products:

1. Jangos! Crackers
   
2. Cracker Chips
   
3. Cheese Crisps 
4. Pretzel Thins
5. Wheat Crisps 
6. Golden Butter Crackers 
7. Cracker Favorites 
8. Harvest Wheat Crackers

2.4.3 Breakfast
Pepperidge Farm breakfast are always add a little spice to your morning with Mexican Scrambled Eggs on a whole wheat English muffin. Besides that, you can enjoy the satisfying taste of sweet cinnamon. Three of swirl breads are 80 calories per slice.

List of Products:
i. Swirl Breads

ii. English Muffins

iii. Bagels

2.4.4 Fresh Breads & Rolls
Pepperidge Farm Fresh Breads & Rolls rediscover the joy of a perfect sandwich, with fresh, soft and delicious bread baked with an uncompromising passion. All of the 100% whole grain breads are low in saturated fat, a good source of fiber, and certified by the American Heart Association.

List of Products:

1. Goldfish Bread
   
2. Whole Grain Breads
   
3. Small Slice Breads 
4. Farmhouse Breads
5. Deli Flats
6. Bagel Flats
7. Light Style Breads
8. Very Thin Breads 
9. White Sandwich Breads 
10. Italian Breads 
11. Sandwich Buns 
12. Dinner Rolls 
13. RYE & Pumpernickel Breads 
14. Hearth – Baked Style Breads 
15. Party Breads 
16. Breads For Weight Management 

2.5 Distribution

The Pepperidge Farm cookies are distributed indirect to the consumer where they have to purchase the products in some hypermarket. Below is the list of hypermarket:

• AEON
• Cold Storage

2.6 Product Life Cycle

2.7 The Brand

Pepperidge Farm is a brand of cookies founded in Connecticut in 1937 by Margaret Rudkin, and since then has maintained a reputation for making great cookies. Besides that, Pepperidge farm is one of the few national companies that mass market distinctive cookies.
Nowadays, Milano cookies have primarily been marketed towards adults, as an indulgence food.The Milano cookie is a high-quality “sandwich” cookie, with two oval cookie wafers sandwiching delicious chocolate. The original Milano cookie featured dark chocolate, later versions are contained milk chocolate, or chocolate and various flavors.
Besides that, Pepperidge Farm’s also offeringsa spectrum of exciting and adventurous flavors for those who seek to snack, which include fresh bread and rolls, stuffing mix, ready- made crouton, and frozen puff pastry, as well as cookies and crackers, are also sold through Campbell’s.

2.8 Brand Image and Implication

Pepperidge Farm isa new brand that starts to emerge into Malaysia’s market. Currently Pepperidge Farm only available in a few hypermarkets. To bring up the brand, Pepperidge Farm need to improve it availability and to advertise in order to attract consumers.

2.9Strength and Weakness Strength

• Strength

• Fast and well-organized services:
  The customer doesn’t have to queue up too long because of the cookies is ready in pack. It is very comfortable.
  
• Variety of choices :
  They have a lot of choices cookies.
  
  
• Weakness
  

• Lack of stock in Malaysia
  
• Without their own counters
  

2.10Advantages and Disadvantages

Advantages	Disadvantages
Good Choice for urban lifestyle Simple and easy to carry around Light food but satiate Don’t have to queue up too long	Just few hypermarkets can buy. Lack of stock in Malaysia The variety of stock in Malaysia is less.

2.11Unique Selling Point (USP)

Pepperidge Farm is something about homemade freshly baked bread or cookies with simple and good ingredients that simply makes people smile.

2.12Promotional History and Advertising Schedule

April 17, 2013
Pepperidge Farm Honors U.S. Military with $25,000 Donation to Fisher House and Creation of Specially-Designed Packages of Goldfish® Crackers
March 18, 2013
Pepperidge Farm Launches Fun New Milano® Cookie Ad Campaign
January 28, 2013
Pepperidge Farm and Culinary Expert Gail Simmons Team Up on Winning Game Day- Ready Recipes
January 3, 2013
Pepperidge Farm Launches Jingos!TM Snack Crackers
November 19, 2012
Goldfish® Brand Celebrates 50 Years of Smiles with Macy's Thanksgiving Day Parade® Float and New E-Commerce Site

2.13Positioning Statement
The biggest commitment for Pepperidge Farm is quality. Pepperidge Farm focus in producing quality product with simple, natural and good ingredient.