There are THREE (3) questions in this section. Answer ALL questions in the Answer Booklet. Good Taste Bakeries While bread still plays a central part in the Malaysian diet (eaten by 97% of adults in 2020), sales have remained static in recent years. However, within the overall market for Bread and Baked goods, demand has increased for premium (e.g. freshly baked breads) and specialty products. Bread production is divided into three different categories: 1. Plant bakers 2. In-store bakers 3. Craft Bakeries Plant bakers include companies such as English Bakeries (with brands such as Wheatis and Father's Pride), Friendly Bakeries (who produce Queensmill, Rollinson and Sunny brands) and Good Taste Bakeries (who have headquarters in Shah Alam and produce a wide range of products under the umbrella family name brand). Plant Bakers turnover and market share% In 2020 RM %share Good Taste 565 29 English Bakeries 434 22 Friendly Bakeries 363 19 Others 569 30 (includingown- label) TOTAL 1931 100 Craft bakers include the large number of small specialist local and regional high street suppliers. There is strong competition amongst the major plant bakers, who all have well known and established brands. The added pressure from retailer in-store bakeries has meant that the plant bakers have had to focus on promotional activities, new product development and innovation (e.g., savoury breads, gluten free ranges and other 'healthier' positioned loaves, pitta style breads etc.). Good Taste' growth in recent years - to its current market leadership position - has been partly due to product development but also due to the success of its advertising which developed brand values. Good Taste has used TV, radio, press and outdoor (posters and billboards) to reinforce positive attitudes towards bread consumption. The Good Taste website supports the branding and identity values of the advertising, but is essentially just a 'showcase' for the business. Since 2009, all the plant bakers have reduced media spend. A tough consumer environment has been blamed. In 2020 a little over RM19million was spent on media, of which Good Taste accounted for 27%. An important aspect of Good Taste marketing communications is its use of PR to develop the image of the company and bread generally. For example, their annual support of the Federation of Bakers is regarded as a worthwhile activity. The creative content of much of the advertising for bread is based on quality, freshness, taste and a 'traditional positioning. Good Taste have used humour in the past to centre on the association between the traditional family values of the company and the place of bread in consumer family lives. The association between humour and likeability is seen as important. For example, one well-known advert showed a young boy with his mother, visiting the ducks on the village pond. The mother opens a plastic bag and hands her son some bread crusts, with the seeming intention of feeding the gathering ducks. Both the boy and the mother proceed to eat the crusts, much to the noisily expressed annoyance of the ducks. Other adverts have included members of the actual Good Taste family in typical family situations - an attempt to improve 'source credibility'. The overall aim was to build memorable brand images through frequency of exposure. Recently there has been some internal discussion concerning the ideal media spend for 2021 and the way in which Good Tastes" marketing communications should develop. With competition intensifying between the own-label seotor and branded goods, Good Tastes' feels it needs to re-engage with consumers to ensure sales growth and maintain an emotional attachment. Marketing Communications have a significant impact on consumer decision making processes. Using the purchase of a car as an example, examine the sequence used and likely influences on consumers when making a decision to purchase a car. Use theoretical models to demonstrate your understanding and to assess the impact that Marcoms may have (20 marks) There are THREE (3) questions in this section. Answer ALL questions in the Answer Booklet. Good Taste Bakeries While bread still plays a central part in the Malaysian diet (eaten by 97% of adults in 2020), sales have remained static in recent years. However, within the overall market for Bread and Baked goods, demand has increased for premium (e.g. freshly baked breads) and specialty products. Bread production is divided into three different categories: 1. Plant bakers 2. In-store bakers 3. Craft Bakeries Plant bakers include companies such as English Bakeries (with brands such as Wheatis and Father's Pride), Friendly Bakeries (who produce Queensmill, Rollinson and Sunny brands) and Good Taste Bakeries (who have headquarters in Shah Alam and produce a wide range of products under the umbrella family name brand). Plant Bakers turnover and market share% In 2020 RM %share Good Taste 565 29 English Bakeries 434 22 Friendly Bakeries 363 19 Others 569 30 (includingown- label) TOTAL 1931 100 Craft bakers include the large number of small specialist local and regional high street suppliers. There is strong competition amongst the major plant bakers, who all have well known and established brands. The added pressure from retailer in-store bakeries has meant that the plant bakers have had to focus on promotional activities, new product development and innovation (e.g., savoury breads, gluten free ranges and other 'healthier' positioned loaves, pitta style breads etc.). Good Taste' growth in recent years - to its current market leadership position - has been partly due to product development but also due to the success of its advertising which developed brand values. Good Taste has used TV, radio, press and outdoor (posters and billboards) to reinforce positive attitudes towards bread consumption. The Good Taste website supports the branding and identity values of the advertising, but is essentially just a 'showcase' for the business. Since 2009, all the plant bakers have reduced media spend. A tough consumer environment has been blamed. In 2020 a little over RM19million was spent on media, of which Good Taste accounted for 27%. An important aspect of Good Taste marketing communications is its use of PR to develop the image of the company and bread generally. For example, their annual support of the Federation of Bakers is regarded as a worthwhile activity. The creative content of much of the advertising for bread is based on quality, freshness, taste and a 'traditional positioning. Good Taste have used humour in the past to centre on the association between the traditional family values of the company and the place of bread in consumer family lives. The association between humour and likeability is seen as important. For example, one well-known advert showed a young boy with his mother, visiting the ducks on the village pond. The mother opens a plastic bag and hands her son some bread crusts, with the seeming intention of feeding the gathering ducks. Both the boy and the mother proceed to eat the crusts, much to the noisily expressed annoyance of the ducks. Other adverts have included members of the actual Good Taste family in typical family situations - an attempt to improve 'source credibility'. The overall aim was to build memorable brand images through frequency of exposure. Recently there has been some internal discussion concerning the ideal media spend for 2021 and the way in which Good Tastes" marketing communications should develop. With competition intensifying between the own-label seotor and branded goods, Good Tastes' feels it needs to re-engage with consumers to ensure sales growth and maintain an emotional attachment. Marketing Communications have a significant impact on consumer decision making processes. Using the purchase of a car as an example, examine the sequence used and likely influences on consumers when making a decision to purchase a car. Use theoretical models to demonstrate your understanding and to assess the impact that Marcoms may have (20 marks)