1.1 Introduction
Pepperidge Farm,one of the world-leading brands in cookies industry, rank in the top 2 percent of brands worldwide in brand equity. Well know with its delicious and high quality cookies. Margaret Rudkin, the founder of Pepperidge Farm and mother for three children, discovers one of her sons has an allergy to breads that contain preservatives and artificial ingredients. With that motive in mind, establish delicious whole-wheat loaf that contained only natural ingredients without preservative. Encouraged by her family and her son’s doctor, begins her business in 1937.
Begin with bread as the company main product and start interested in cookies bakery after a trip to Belgium and discover the delicious and delicate cookies. In 1955, Pepperidge Farm launches its first distinctive line European-style cookies. Maintaining the core value of producing good quality and good ingredients products, the company expands its product line from bread to cookies then to pastry and cracker. Some of them sell over 45 countries in the world.
Today, Pepperidge Farm sells over 12 types of cookies with different flavor, example of cookies are Chocolate Chunk Cookies, Soft Baked Cookies, Milano Cookies, Brussels Cookies, Geneva Cookies and Tahiti Cookies.Also more than 6 types of cracker such as Cracker Chips, Cheese Crips, Pretzel Thins and so on. All of them have different targeting market, and they also come with various packaging to suit different consumers requirement. Malaysia is still a young market for Pepperidge Farm because of its higher price also availability only at some hypermarket such as Jusco, but Malaysian getting more concern
with healthier and better quality food, premium cookies seem to have high potential in
Malaysia’s cookies market.
Start from 1937 until today, Pepperidge Farm has changed time to time with the product they have. But they is one thing they never change, which is the commitment to the quality of their product. It’s a tradition for Pepperidge Farm began with their founder until today, it’s the proudly they going to continues to maintain. Also one of their brand image that bring their company go further, stronger and continue to sustain.
Start from 1937 until today, Pepperidge Farm has changed time to time with the product they have. But they is one thing they never change, which is the commitment to the quality of their product. It’s a tradition for Pepperidge Farm began with their founder until today, it’s the proudly they going to continues to maintain. Also one of their brand image that bring their company go further, stronger and continue to sustain.
1.2 Problem Statement and Issues
Pepperidge Farm’s cookies are relatively expensive compared to other brands.This causes their cookies are less favorable to consumer. As the side affect, Pepperidge Farm is not well known in Malaysia. Besides that, lack of promotion and advertisement also one of the factor.The availability of Pepperidge Farm cookies only in few hypermarket also causes it not well know in the market.
Out at the market, there are many different brands selling similar product with different price, packaging, and flavor, such as Munchy and Julie’s. This causes Pepperidge Farm in a more difficult situation with their premium cookies.
1.3 Objectives and Aims 1.3.1 Objectives:
Pepperidge Farm’s cookies are relatively expensive compared to other brands.This causes their cookies are less favorable to consumer. As the side affect, Pepperidge Farm is not well known in Malaysia. Besides that, lack of promotion and advertisement also one of the factor.The availability of Pepperidge Farm cookies only in few hypermarket also causes it not well know in the market.
Out at the market, there are many different brands selling similar product with different price, packaging, and flavor, such as Munchy and Julie’s. This causes Pepperidge Farm in a more difficult situation with their premium cookies.
1.3 Objectives and Aims 1.3.1 Objectives:
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-‐ To study the market place of the product.
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-‐ To create a series of advertisement such as billboard, bus stop, newspaper and etc.
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-‐ To create promotional strategy such as TV Commercial, Online contest, and Exhibition booth.
1.3.2 Aims
- To re-introduce the product.
- To increase the popularity of the product
