marketing strategy of monginis

A PROJECT REPORT ON

“MARKETING STRATEGY OF MONGINIS”

SUBMITTED BY

VINAY S. BHUSA

T.Y.B.M.S. SEMESTER-V

Roll. No.02

FOR THE DEGREE OF

BACHELOR OF MANAGEMENT STUDIES (BMS)

UNIVERSITY OF MUMBAI

UNDER THE GUIDANCE OF

PROF. C. KARUNANIDHI

PROF.DR.DEEPAK SALVE

SANT GADGE MAHARAJ COLLEGE OF COMMERCE & ECONOMICS,

MUMBAI - 400004.

JANUARY 2012

1MARKETING STRATEGY OF MONGINIS

DECLARATION

I VINAY S. BHUSA (Roll No. 02) TYBMS student of Sant Gadge

Maharaj College of Commerce & Economics declare that the project entitled

“MARKETING STRATEGY OF MONGINIS” is a report carried out by me

under the supervision and guidance of Prof. C. Karunanidhi (BMS Co-

ordinator) & Prof. Deepak Salve.

The information submitted is true and original to the best of my

knowledge.

Place:

Date: (VINAY S. BHUSA)


CERTIFICATE

I PROF-Karunanidhi certify that the project entitled “MARKETING

STRATEGY OF MONGINIS” submitted to Mumbai University for Bachelor

Management studies (BMS), is a record of independent research work carried

out by Vinay S. Bhusa, student of TYBMS Sant Gadge Maharaj College of

Commerce & Economics, under my supervision and guidance.

The information submitted is true and original to the best of my knowledge.

Prof. C. Karunanidhi Dr. K.Y. Shinde

(BMS Co-ordinator) (External Examiner) (Principal)


ACKNOWLEDGEMENT

It gives me pleasure to submit this project to the University of Mumbai

as a part of curriculum of my BMS course.

I take immense pleasure in thanking Prof. Deepak Salve for their

valuable assistance in completion of this project.

I take this opportunity to express my sincere gratitude to Respected

Prof. C. Karunanidhi (BMS Co-ordinator) of Sant Gadge Maharaj College

of Economics & Commerce, who simultaneously is my project guide also,

without whose guidance, inspiration and motivation; I could not have

completed this project successfully. I take immense pleasure in thanking

them for their valuable assistance in completion of this project.

Finally, yet importantly, I would like to express my heartfelt thanks to my

beloved parents for their blessings, my friends/classmates for their help and

wishes for the successful completion of this project.

(VINAY S. BHUSA)


UNDERTAKING

I VINAY S. BHUSA (Roll No. 02) TYBMS student of Sant Gadge

Maharaj College of Commerce & Economics, have done this project report

entitled “MARKETING STRATEGY OF MONGINIS”

I Undertake that I have collected all the data personally for this project

report and my guide is guided me from time to time, it is confirmed that the

project is an original work. The information submitted is true and original to

the best of my knowledge.

Place:

Date: (VINAY S. BHUSA)


Executive Summary

Monginis traces its roots back to its humble beginning, to a time when it was a favorite with the Europeans in Mumbai. Little excuse was needed for the Englishman to pick up a Monginis cake whenever there was an occasion in his family. A birthday, an anniversary, a wedding or even tea-time would not be complete without Monginis.

In the 1960s, Monginis was bought over by the Khorakiwala family and after that history was made. By 1971, the idea of having a nationwide franchise network and reaching out to customers in their neighborhoods was born.

Today: The 42,000-sq-ft HACCP certified headquarters of Monginis is the place from where all the yummy stuff emerges from. It is the nationwide headquarters, to which all manufacturing and cake shop franchisees report. It is the fountainhead of ideas that are good enough to eat.

For Monginis, the breakthrough came in 1971 when the idea of franchising struck us. It was a novel idea, wherein there was a perfect marriage of business expansion and providing opportunities to promising entrepreneurs by making them partners in our achievements in the form of franchisees.

The project also presents data on types & categories of cakes, savories and confectionaries and a brief study of monginis cake manufacturer, the biggest player in the field of cake manufacturer with preference to its presence, market share, product offerings, marketing strategies, strengths and weaknesses, success factors. Also the implication of ordering systems, logistics management.

The project also throws light on the preference made by the Indian people in context with monginis-cake manufacturer,growth,opportunities and strategies adopted for the growth of monginis cake maufacturing in the lights of available feedback through questionnaire.

Finally, the project gives information about the story of monginis its products and the ways in which, Indian consumers and the cake lovers are experiencing, celebrating and giving an monginis an successful edge.


INDEX

CHAPTERS PARTICULARS PAGE NO.

1. INTRODUCTION:

CakesMonginis: An IntroductionVision, Core Values, Privacy PolicyFestive Occasion and Important DaysImportance of Candles

8 to 25

2. MARKETING STRATEGIES:

Marketing mixTraining sessions and Sales ProgramsCompetitors of Monginis

26 to 47

3. UNIQUE APPROACHES:

Corporate giftingFranchise Opportunities

Expansion and Growth Plans

48 to 62

4. ANALYSIS:

Pie diagramArticles

63 to 71

5. CONCLUSION AND SUGESSTIONS:

BibliographyAnnexureQuestionnaire

72 to 78


CHAPTER 1

INTRODUCTION

Monginis traces its roots back to its humble beginning, to a time when it was a favorite

with the Europeans in Mumbai. Little excuse was needed for the Englishman to pick up

a Monginis cake whenever there was an occasion in his family. A birthday, an

anniversary, a wedding or even tea-time would not be complete without Monginis.

The shop, located in Mumbai's Fort area, was a favourite with Europeans. Run as it was

by two Italian brothers, Monginis was a must at every celebration. Even then Monginis

cakes, pastries and savouries were baked to perfection and were in great demand.


http://3.bp.blogspot.com/_IrEMX50vv4k/TCtJXnYDWGI/AAAAAAAAACw/m5eD_OVVm1c/s1600/DSC05351.JPG

In the 1960s, Monginis was bought over by the Khorakiwala family and after that history

was made. By 1971, the idea of having a nationwide franchise network and reaching out

to customers in their neighborhoods was born.

Today: The 42,000-sq-ft HACCP certified headquarters of Monginis is the place from

where all the yummy stuff emerges from. It is the nationwide headquarters, to which all

manufacturing and cake shop franchisees report. It is the fountainhead of ideas that are

good enough to eat.

The Monginis headquarters is also a model bakery with state-of-the-art manufacturing

facilities designed to produce a wide range of cakes, gateaux and pastries, tongue-

tickling savouries and a variety of any-time snacks. Here quality assurance steps at

each and every stage of the manufacturing process ensure world-class soft n fresh

cakes, snacks and baker's ware.

Monginis headquarters has a well-equipped lab and has gained the HAACP certification

since past 2 years for maintaining and assuring best of the Hygiene and quality

standards of our products and for our customers.

Recently, Monginis commissioned a factory at Bhiwandi near Mumbai admeasuring 6

lakhssq.ft.


Ideas and Innovations

Ideas and innovations make it possible for the high-level excitement to be sustained in

the brand.

• Pioneers of a fantastic Cross delivery System which connects 11 manufacturing

Franchisees through an intricate network to simplify the means so that your beloveds

can get a cake delivered in any part of India ordered from anywhere in the world.

• A helpline 022-40786702 attending to customers to assist to make any Celebration

possible even at a short notice.

• An Interactive website which allows online bookings of our products from all across the

world to be delivered in parts of India, where we have a presence.

• Pioneers in the introducing corporate cakes with Company Structures, logos and

Products too.

Objective

This project aims at understanding the overall monginis cake manufacturer in India,

Different product categories in the market,various factors affecting the growth and

success of monginis cake in India,the challenges and opportunities which the market

offers and the changing trends in the monginis-cake.

The project also covers a brief study of monginis products with reference to above

points.


Birthday Cake story

History of Birthday Cakes

Cakes date back to ancient times; however, they were very different then. According to

food historians, ancient Egyptians were the first to show evidence of advanced baking

skills. The ancient Greeks made round or moon-shaped honey cakes or bread and

offered it at the temple of Artemis: The Moon Goddess.

A later tradition of birthday cakes started in Germany in the middle ages. Sweetened

bread dough made in the shape of baby Jesus, in swaddling cloth, was used to

commemorate his birthday. This special birthday cake later re-emerged in Germany

during children's birthday celebrations a.k.a. Kinder Fest. Germans also baked another

special kind of layered cake called Geburtstagorten. This was sweeter than the

ubiquitous coarse, bread-like cake.


Progress, a Sweet Progress

The first icing was made from a boiled composition of the finest available sugar, egg

whites and various flavors. It was then poured on the cake, which was put back into the

oven for a while. The cake was soon crowned with a hard, glossy, ice-like covering.

Molded cakes and fancy icing was hugely popular in Victorian times. The art of baking

cakes progressed through the ages, and it was not until the middle of the 19th century

that the modern cakes as we now know it was born. The taste and appearance was

enhanced with extra-refined white flour and baking powder (instead of yeast).

MONGINIS

ABOUT MONGINIS-STORY OF RISING CAKE

COMPANY’S PROFILE

MARKETING STRATEGY


About Monginis: The Story of the Rising Cake

Monginis is a major Indian pastry, cake and general bakery chain, based in 11

Indian cities like Mumbai, Kolkata, Hyderabad and Cairo, the Capital of Egypt. The

Monginis brand name originated over 100 years ago, when 2 Italian brothers set up a

catering firm in south Mumbai.

Monginis catering service including cakes, pastries and savories were in great demand.

To the last detail, complete with a wedding cake it was Monginis that breathed life and

fun into the European wedding in Mumbai. After it was bought over by the Khorakiwala‘s

in 1960‘s, the brand has remarkably grown to become the national leader in cakes.

In 1971, for the first time in India, a plan of having an exclusive franchise cake shop was

conceptualized. Mr. H.T. Khorakiwala, the founder president of national association if

bakery industry, who spear headed the operations, realized that to grow it was

necessary to focus on production standards and distribution. The retail management

was best left to the shop owners who were in a better position to offer personalized

services to the customer.

The success of the first franchise cake shop sparked off a getting up of a chain of

franchise cake shops all across India, which is nearing the 500 mark. Monginis has

emerged as one of the largest food store in India. At the sprawling 150,000 sq. feet

combined manufacturing facilities in Mumbai and its twin city Thane. The organization

today owns the state of art manufacturing facilities to produce a whole range of cakes

and bakery products both Owen fresh and supplied daily to all cake shops.


COMPANY PROFILE:

Basic Information

Company Name: M/s. Monginis Foods Pvt. Ltd.

Business Type: Manufacturer

Product/Service Cakes, Gateaux, Breads, Burgers, Savouries

(We Buy):Cookies

Address: Shop No. 9, Pritam Estate Opposite Babubhai Jagjivandas Dadar East, Mumbai-400014

Brands: Monginis, Pita Wich

Company Website URL: http://www.monginis.net

Ownership & Capital

Year Established: 1971

Ownership Type: Partnership

Legal Business Owner


FACTORY INFORMATION

Factory Size: 30,000-50,000 square meters

Factory Location: Off. Link Road, Opp.City Mall, Andheri(West),

Mumbai - 400 053

QA/QC: In HouseNo. of Production Lines: 8No. of R&D Staff: 5 - 10 PeopleNo. of QC Staff: 5 - 10 People


OTHER DETAILS

Core Vision

Values

Quality

Privacy Policy

Terms and Conditions


Core Vision

Every organization operates itself with a vision in their mind so that the activities

of each and every person involved with the organization leads to same direction. The

core vision of Monginis is as follows:

1. To help people celebrate their happiness and make those moments memorable in

their lives.

2. All Monginis products and services shall be offered with the same love, care

and affection as if; they were meant for the most beloved person (or a family

member).Creating value-for-money products without compromising on quality in terms

of taste or appearance.

3. Good intentions in dealing with one another amongst the stakeholders (shareholders,

suppliers, employees, franchisees, dealers and consumers) breed (or yield) good

products and services.

4. Our vision is to become a national cake company with one thousand Monginis cake

shops through forty manufacturing franchisee units spread over the metro cities of India.


Values

Monginis follows a simple "doughnut principle" whereby the customer remains that

valued creamy centre around whose satisfaction all activity revolves.

1. We shall make products, keeping in mind the feelings of the end consumer in mind,

be it son, daughter, father, mother and make the products with the same love and

affection as it were made for a family member. We strongly believe that good intentions

breed good products.

2. Value for money: We shall offer consistently value for money products.

3. Fairness: We shall be fair in all dealings with the stake holders (shareholders,

suppliers, employees, franchisees, dealers, consumers).

4. Monginis shall constantly strive to build strong relationships based on

understanding each other and mutual cooperation;

5. We shall value and respect the contribution of all Monginites from workers to senior

level managers, suppliers, service providers, franchisees and dealers.

6. Excellence: We shall constantly innovate and maintain excellence in our day-today

work and in the quality of the goods and services we provide.


Privacy Policy

Monginis Foods Pvt. Ltd. does not sell, trade, or rent our personal information.

1. When Monginis Foods Pvt. Ltd. uses other agents, contractors, corporations or

business partners to perform services on its behalf or as part of a joint promotion,

Monginis Foods Pvt. Ltd. will ensure that this entity protects the user's personal

information in a manner, which is consistent with the aforementioned

statement.

2. Monginis Foods Pvt. Ltd. may provide aggregate statistics about their customers,

sales, traffic patterns and elated site information to reputable agents.

3. Contractors, corporations or business partners, but these statistics will include no

personally identifying information.

4. An industry standard for encryption over the Internet, to protect the Data. When we

type in sensitive information such as credit card details, it will be automatically

converted into codes before being securely dispatched over the Internet.

5. If we make an online booking with Monginis Foods Pvt. Ltd., they will record our

personal details. Our data may be used for the following purposes: accounting,

billing and audit, credit or other payment card verification, security, administrative

and legal purposes, systems testing, maintenance and development, customer

relations and to help them in any future dealings with us, for example by identifying

our requirements and preferences.


QUALITY

ISO 22000: 2005 Food safety management system certified organization.

Monginis Foods Pvt. Ltd is now an ISO 22000: 2005 food safety management

system certified organization. We were certified by SAI GLOBAL, and the

registration covers production and supply of cakes, pastries, cookies, chocolates

and savories. Monginis Foods Pvt. Ltd has a well devised food safety policy which

penetrates to the root level and ensures food safety and security to the customers.

Monginis was awarded HACCP certification in 2005.


Terms and Conditions

1. Product price mentioned is inclusive of delivery charges, local taxes and

transaction fees. Hence, no additional charges are applicable to the product.

2. Orders are accepted from around the world, for deliveries only in select cities of

India.

3. Lead time for deliveries is 3 working days.

4. All deliveries will be executed between 12 noon - 6 pm.

5. Unavailability of the recipient, for any reason will be treated as cake delivered.

6. There will not be any refund of money in case of incorrect recipient's shipping

address / telephone number.

7. On account of unforeseen circumstances like floods / natural calamity / etc. The

delivery service may be withdrawn.

8. We deliver cakes only in our defined cities shown in the store locator.

9. All cakes are delivered in boxes, along with a gift card for personalized messages.


FESTIVE OCCASION AND IMPORTANT DAYS

Birthdays and Anniversaries

Festivals

Friendship Day

Monginis has something to offer for every important day in a person‘s life . People trust

Monginis whenever they think of gifting cakes to their near and dear ones for their

birthdays, anniversaries, house warming ceremony or for any other occasion like

Rakshabandhan, Bhaidooj, Christmas, Sankranti, Easter, Holi, Fathers

Day, Mother’s Day, Friendship Day, Teachers Day, Children‘s Day, Valentine‘s Day,

New Year Day, etc. You just name the occasion and Monginis will give you the signal

“Go Ahead Celebrate”.

Every state in India is famous for its festivals it celebrates.

Ahmedabad is also called Karnavati and Amdavad. Ahmedabad is famous for its

diversified culture and various festivals such as Uttrayan (Festival of Kites), Navaratri

(Festival of Ras Garba), and Rathyatra (Festival of Lord Jagannath). Looking at the

speed at which the city was progressing, Monginis felt a need to be present there and

began its operations in the year 2003. Today Monginis has 17 exclusive cake shops in

Ahmedabad. In the city of Ahmedabad cake shop of Monginis means a treasure of

cakes made with exotic flavours, variety of shape and in different sizes.

Fifteen million people live in Mumbai - industrialists, film-stars, artists, workers, teachers

and clerks - all living cheek-by-jowl in soaring skyscrapers and sprawling slums. They

come from diverse ethnic backgrounds and speak over a dozen tongues, adding

colour, flavour and texture to the Great Mumbai Melting Pot. Mumbai a commercial

capital of India is also home to Monginis. Monginis has 180 exclusive cake shops in

Mumbai alone spread across the length and breadth and covering virtually every part of

the city.


Birthdays and Anniversaries

These important days are celebrated by each and every one with great excitement and

enthusiasm. People never stop celebrating, especially birthdays. It‘s once in a year

occasion, which no one wants to skip. The joy of sharing happiness is simply irresistible.

Monginis have come up with the widest variety of birthday cakes.

Wedding is one of the most important days of one's life and cakes have become an

integral part of this joyous celebration. Special wedding cakes, like the ones in the

wedding cake special range by Monginis, make the occasion even more special.

Monginis, a leader in Cakes offers wedding cakes like bashful blush; Indian wedding

theme; Lilac cascade and ecstasy in ivory. These are the most popular wedding cake

variants which can be customized as per the customer‘s requirement.


Festivals

Festivals like Christmas, Easter, and Raksha Bandhan are incomplete without

sweetness. To make such festivals more delightful and add sweetness to such days

Monginis is always the right choice. Cakes in various shapes and designs for example

Santa Claus cake, X‘mas Tree cake for Christmas; Easter egg shape for Easter

celebrations, Rakhi shaped cake showing a feeling of warmth between a brother-sister

relationship.

Friendship Day

Human beings flock together and have always valued the importance of friends in their

lives. To celebrate this noble feeling it was deemed fit to have a day dedicated to friends

and friendship. This beautiful idea of celebrating Friendship Day was joyfully accepted

by Monginis.

This Friendship Day, share the sweetness of your friendship with the latest range of

Cakes especially designed for this memorable occasion. Monginis has introduced Rose

for a Friend Cake‘. Throughout the year, you & your friends have shared a lot of special

moments; you‘ve laughed together, cried together, had both good times & bad; so go

ahead & celebrate this day.


IMPORTANCE OF CANDLES

Why Candles?

Happy Birthday Jingle

Why Ca ndl es?

This tradition is attributed to the early Greeks, who placed lit candles on cakes to make

them "glow like the moon". They believed the smoke emanating from candles carried

their wishes and prayers to Gods. The range of candles available today is immense and

innovative. Simple or fancy, the common factor is that people usually make a silent

wish before blowing out candles on their birthday cake. It is believed that blowing them

all out in a single breath signals that the wish will come true, and that the person will

enjoy good luck in the coming year.

Happy Birthday Jingle

The very popular, 100-year-old 'Happy Birthday to You' song has become an

indispensable part of birthday celebrations across the world. Today, the Guinness

Book of World Records recognizes 'Happy Birthday to You' as one of the three most

popular songs in the English language the other two being 'Auld Lang Syne' and 'For

He's a Jolly Good Fellow.'

The Birthday Song is popular all over the world and has been translated into dozens of

languages. However, the English version is most popular, and is even sung in places

where English is not a primary language. The copyright of the song has been extended

several times and is now not due to expire until at least 2030. It therefore follows that

one cannot use the "Happy Birthday to You" lyrics for profit without paying royalties.


Chapter 2

MARKETING STRATEGY

Marketing Strategy

Marketing Mix

Logistics management

Social Networking Sites


Marketing Strategies

Ushering in the summer, Monginis Foods Ltd. is planning to roll out a slew of marketing

and promotional initiatives to promote its existing as well as new products. As a part of

marketing strategy, Monginis is planning to enhance its brand visibility at their outlets by

setting up special Monginis lollipops but this attempt proved to be a failure.

In addition the company is also planning to focus on school promotions to promote

its existing range of bar cakes and slice cakes in the Indian market place. Monginis is

targeting 600 schools to reach out to children. The promotion campaign will involve 3

steps. One, schools will be enrolled and approached. Second, schools will be given an

opportunity to visit Monginis bakery for an entire day. Third, Monginis will host drawing

contests and quiz contests.

Monginis has launched Monginis Brownies priced at Rs.5 at all Monginis cake shops.

They have also come up with Monginis Khari in a mid-sized pack priced Rs.20. They

are also planning to introduce new exotic varieties in fresh cream cakes targeted at Sec

A&B priced between Rs. 100 and Rs.300 soon.

In order to position Monginis as a strong cake brand which offers benefits of being soft

and fresh, the company had come up with a television commercial in the year 2006-07.

On a regular basis, it advertises through the print media. According to Mr. Jagdeep

Kapoor, MD, Samita Marketing Consultants Pvt. Ltd.; the brand marketing strategy

consultants for Monginis, the objective is to build Monginis brand with a clear target of

1000 franchise cake shops.


Recently, Monginis started digital marketing and are getting a good response. Monginis

have become very active in the cyber world by online advertising through reputed

portals like yahoo, rediff, sify, etc. and even by using social networking sites like

Facebook, Orkut, etc. On mobiles, they have started an SMS push on relevant

occasions and even started forwarding SMS birthday wishes to their loyal set of

consumers on their birthdays.

Marketing Mix of Monginis

1. Product:

Monginis has wide range of products; their main product being fresh cakes for all

occasions. Monginis also has chocolates, pastry and cake and chocolates combo in

their product line. It also sells packaged cakes which are available at their stores and

also at other retail stores. Monginis also has different kind of breads and a variety of

snacks for dine-in customers in veg and non-veg variety. It has also started home

deliveries and online booking and gifting system.

PRODUCTS

Personalised Birthday Cakes/Pastries and more:


Every area has a new hangout, a cake shop! The cake shops differ in variety, quality,

price and more. The oldest known brand of cakes is Monginis. This is brand which owns

the maximum number of outlets in the city. Some of the flavours of Monginis include:

Black Forest, Dutch truffle, Butterscotch and Pineapple are some of the popular

choices. The range starts from Rs.150 for half kilo cakes and so on. There are a variety

of cakes one could choose from for their kid’s special day. To mention a few cakes, of

fancy shapes like alphabets, numerals and cartoons.

The other famous cake shops are Ribbons & Ballons, Merwans, Birdys, Cakes & More,

Croissants and more. The cakes can range from a minimum of Rs.150/ and go up till an

approximate of Rs.1500 too. A kilo of blueberry cheese cake is a total hit the season.

For kids, cartoon characters like Mr.Bean, Doremon, Ben10 etc are charged

somewhere in the same figures. They have the most delicious array of cream cakes,

fresh fruit cakes and a variety of fancy cartoon-shaped cakes. At Rs.400 a kilo for the

fancy cakes, it definitely is value for money. The new fantasies of personalised cakes

are 'Photo Cakes'. An imprint of the image of your loved ones or your child on the cake

is a hit amongst children. These could range of an approximate Rs.500 a kilo. Check

out the list of cake shops below to know more and block it for your love, your child!


Party Preparations/Kid's Birthday Party Requirements/Event Organisers:

So for the perfect look now! Most of the gift shops or even kirana stores sell the stack of

streamers, balloons etc. It is a big NO-NO to buy from them. Reason being there are

various stores now who would sell you cost qualitative products. It would be wiser to

choose from thier lot and plan a wholesome birthday for your little one. Party Hunterzz,

a store in Mumbai is famous for the entire elegant as well as wicked shopping decor you

would need for a birthday. For a teenager's neon theme party you would find ample

variety of neon glasses, light tiaras, badges with beam lights etc. The Party Shop at

Crawford Market is a good deal to buy the stuff too. It is like a one stop shop for your

party needs.

The place a variety of balloons, streamers, face masks , party caps and birthday

banners, disposable plates and glasses, birthday candles and paper napkins. Party

decor is one the most required item in a birthday, unless people like us suggest you to

go for personlised theme event birthday organisers. Mentioned below are some of the

best ones who organise birthdays from the range of Rs.3000 to a whooping of Rs. 2.5

lakhs! So bacha parties look out for them and suggest your mummas and papas to hire

them. For parents, get rid of the event planning tension and be at ease at your little

naughty one's birthday!


Return Gifts/Memorable:

Some of the most replicated gifts like tiffin boxes, piggy banks, stationery kits, puzzles,

pencil pouches and much more! There are so many other articles like play art, shopping

vouchers,funskool gifts, monopoly, chart area and other board games which With the

mind boggling range available in the market, it is indeed very difficult to choose the

perfect return gift for your little one’s special guests. The best thing is to buy in bulk!

The Party Shop in Crawford Market, offers many return gift options like fancy pencil sets

(Rs.10-20), crayons / paint sets (Rs.35-80), water bottles (Rs.90 onwards) and wrist

watches (Rs.95 onwards) and so on. Premsons Bazaar also offers a variety at

competitive rates. Pick up fancy straws, funny glasses, puzzles, pouches, slings bags

between price ranges of Rs. 35-200.

For teenagers, personalised mugs, photo-frames, T-shirts etc are an added delight for

the youth gifting. Though, these are well recieved here than given by teenagers as

return gifts. It would be too kiddish right chicas? So either way considers the options for

gifting. These gifts range between Rs.100 and Rs.200.


Corporate Gifting Ideas

“We make a living by what we get. We make a life by what we give.”

- Winston Churchill


A quote is apt especially in a corporate setting. Corporate gifting is an

investment in relationships which are vital for future any organization.

And, what other better article to strike a right chord than gifting “food

consumables”. Because, as the popular saying goes, “the way to

man’s heart is through the stomach”.

A recent survey by American Express revealed that almost half of

corporate gift selections are now food-related, replacing the flowers

and gift cards that have dominated earlier.

Flexibility, choice and the near-universal appeal of indulgent foods

allow businesses to easily find a custom solution that invokes a

positive feeling and a sense of bonding in recipients.

Corporate Gifting Occasions

Birthdays / Anniversaries:

Logo Cake

People are most receptive and are happy on their birthdays / anniversaries. It’s

a landmark in their lives. There cannot be any other better timing to approach

them than these.


Why “Cakes” for Corporate Gifting?

Cakes are strongly associated with celebrations and happy moments;

If organization is targeting birthdays / anniversaries for gifting, then there

cannot be a better gift than the Cake to create an everlasting impression;

For festive occasions like X’mas / New Year, cake is the most appropriate gift.

Last but not the least; it stands out in a clutter of gifts one receives on popular

occasions.

Why “Monginis Cakes” for Corporate Gifting?

Monginis is no. 1 Cake brand in India.

It is ISO 22000 certified company;

It is committed to making “personalized” deliveries across 37 cities in India and

saves you atrouble of handling logistics.

It is flexible enough to give you unlimited creativity;

It has ample experience in handling “corporate gifting” of reputed companies.

Logo Cake - Different Ideas


Monginis Products At A Glance

Monginis sells itself as "The Cake Shop ", producing ready-made as well as order-

made cakes for catering and carry-out. Individual cake slices are also kept in Monginis

stores for dine-in customers. Be it chocolate cakes or cakes in general, Monginis has

mastered the art of making cakes over a period of time. A specialist in making cakes

begins right from selecting right quality ingredients in precise quantities, blending them

together to the best of knowledge and baking to the level of perfection. The soft and

moist sponge so made is then sumptuously layered and coated with cream flavored with

dark chocolate or milk chocolate or with various fruit flavours.

The chain sells both Indian and Western savouries including samosas, cutlets, puffs

and doughnuts. Apart from these, snack foods and breads are also sold at Monginis

shops. Monginis has a product line for diabetics, and offers themed products during

Diwali, Christmas, Easter, EID and other festivals.

Fast food Snacks include more than 50 items like Burgers, Pizzas, Patties,

Cornato (bread cone with garlic chicken), Cornizza (veg version), Hotdog & so on.

Monginis produce more than 30 different gateaux primarily in round, square and heart

shape both in egg and eggless category. Monginis has cakes in regular, premium and

super premium segments in which Black forest, truffle Dutch premium Shimmer and

premium Zanzibar are most popular cake family among customers.

2. Price

Price of Monginis cakes is reasonable as compared to its competitors. The prices of

cakes vary on their size. On an average a half kg cake would cost something around

200 and it goes up to a 1000 depending on the size and the flavor.


3. Place

Monginis cake shop is present in 12 major cities in India. It has around 500 retail outlets

or franchise all over India. All the cities have a production unit from which the goods are

supplied daily. Goods which are unsold are taken back by the company and are given

away in charity if in consumable condition or else destroyed.

Manufacturing Franchisee Network

CITY Year of Establishment No. of Cake Shops

Mumbai 1972 165

Kolkata 1991 115

Pune 1995 48

Hyderabad 1996 7

Rajkot 1998 10

Nasik 1999 10

Goa 2000 29

Baroda 2000 24

Ahmadabad 2003 19

Surat 2004 14

Orissa 2005 5

Now Monginis, after launching its 4th successful Bake Shop in Hyderabad is all set to

open the same in other cities. In the Bake Shop, customers will be able to view freshly

baked products coming out of the oven and cakes decorated in their presence.


4. Promotion:

Monginis has used media such as TV, print, web, hoardings, etc. to advertise its

products. It regularly comes out with offers on festive occasions.

Recently to promote its cakes and chocolates it came out with a range of a special

cakes and chocolates for all those SSC (Xth Standard) students who passed out this

year. It has also planned for chocolate baskets for the boys and girls. The successful

boys can be gifted with a blue coloured basket filled with assorted chocolates and

decorated with a Doll (Boy). And, similarly the girls can be gifted with a pink coloured

basket filled with assorted chocolates and decorated with a Doll (Girl).

BRAND MONGINIS

Monginis is a leading brand of cakes in India. Generations have grown celebrating their

birthdays with Monginis cakes and thus it has become synonymous with the Cakes.

Making cakes is an art which Monginis has acquired over a long period of time but

converting it into a viable business model was an icing on the cake. Today, brand

Monginis stands tall on certain basic values like – consistent quality, continuous

innovation, value-for-money offerings and availability closest to the consumers.


At Monginis follows a principle of creating brand ambassadors. Brand ambassadors are

not the celebrities who advertise the brand for money but common people who after

experiencing its products get satisfied and share their experiences with their near and

dear ones. Product innovation is a hallmark of Monginis. In this ever-changing world,

the Cake designs, flavours and recipes keep changing. Monginis has a strong product

development team which keeps a tab on the current trends and keeps making

necessary alterations or develops new products altogether.

A tight control over the costs without letting the quality deteriorate is a skill acquired by

the management team of Monginis through its experience of over 25+ years. The cost

advantage gained is then translated in the form of value for money products for the end

consumers.

Both physical and psychological accessibility for the consumers comes to a brand after

years of hard work and personal attention. And Monginis strongly believes that the

consumer should reach to its products without much effort and he / she should feel

comfortable while entering and dealing in its shops. Monginis sales staff is adequately

trained in such a way that they not only sell the products but also make the consumers

comfortable. They also do a considerable missionary work of educating the consumers

on cakes.

"Most Admired Retail Food Chain - Metros" Awards 2009-2010

Monginis wins Award "Most Admired Retail Food Chain - Metros" By Shoppers

Consumer Insights Retail Asia Congress 2009-2010. Award Received by Mr. Kumail

Khorakiwala - Joint MD Monginis Foods Pvt. Ltd.


Monginis Clients

Few of Our valuable and prestigious clients:

1. Indian Railways

2. Titan industries

3. Wipro

4. Tata Group

5. GTL

6. Pantaloon Retail India Ltd.

7. TCS

8. Alkem Laboratories

9. Tata Teleservices

10. Aditya Birla Group

11. Patni Computers

12. WNS

13. Glenmark Pharmaceuticals

14. Kores India Ltd.

15. MGL

16. CGSL – Citi Group Services Ltd.

17. Big 92.5 FM

18. Erica Pharmaceuticals

19. Saifee Hospital

20. Mahindra inter trade

21. SAMSUNG electronics

22. LG ELECTRONICS

23. ICICI prudential life insurance

24. Life style international



LOGISTICS AND ORDERING SYSTEMS

Logistics Management

Ordering system

How a retailer places order through Net?


LOGISTICS MANAGEMENT

Logistics is the management of the flow of goods, information and other resources

between the point of origin and the point of consumption in order to meet the

requirements of consumers (frequently, and originally, military organizations). Logistics

involves the integration of information, transportation, inventory, warehousing,

material handling, and packaging, and occasionally security. Logistics is a channel of

the supply chain which adds the value of time and place utility.

Logistics management is that part of the supply chain which plans, implements and

controls the efficient, effective forward and reverse flow and storage of goods, services

and related information between the point of origin and the point of consumption in

order to meet customer and legal requirements.

The backbone of any business is logistics. Monginis receives orders from the retail

shops in the night a day before and all the products are manufactured

throughout the night and the shops are supplied through company vans by early

morning. All the products need to be delivered within a span of 1 – 3 hours’ time and

they follow the rule ferociously. All their vans are insulated and even carry insulated

shippers.

Some of the vans are refrigerated, which ply on the long routes. A single van generally

covers 3 to 4 Monginis shops‘orders so that they can deliver the orders on time without

any delays.

They have a set of guidelines for logistics and their staff in the shops. They are well

trained on these aspects and these guidelines are strictly followed. They also conduct

surprise audits, just to ensure that the quality of the supply chain is maintained.


ORDERING SYSTEM

As mentioned in the earlier topic of logistics about when the retail shops place their

orders for the next day it is equally important to know how their ordering system

functions.

Initially Monginis retail shops had to follow the telephonic ordering system.

In this method they were provided a telephone help line number. The head of the retail

shop have a checklist of items which contained all the items which Monginis prepares.

The person has to place orders in different categories of cakes, pastries, savories, and

namkeens etc. as per their requirements for the next day.

This required manual efforts and was very time consuming method of order placing as

the person has to name each and every item he requires. Also there were chances of

mistakes being committed because of certain communication barriers which could lead

to losses both to the bakery and the retail shop. To replace this method they came up

with the fax system for placing orders. The fax system of placing order was practiced for

a long period when the need for more innovation was required now with increasing

use of technology and innovation in every sector, Monginis has also come with a

modern method for placing orders called as

E-orderin, this method involves placing orders through net. It involves use of the most

popular and appreciated way of communication that is internet. This method can be

much relied upon for quick placements of orders and does not involve any tedious task.

Under this method, every Monginis retail shop has to load a Dealer Software provided

by Monginis in their computers. This software provides all the necessary facilities for

placing order like for example the time of order, any particular shape for a cake, proper

weights available in each category etc.

A proper diagrammatic representation of how E-ordering functions is shown in the file

presented separately.


TRAINING SESSIONS AND MONGINIS ANNUAL MEET

Training sessions

Annual get-to-gather

Training Sessions

Monginis known for its excellent services with which it treats all its customers is the

result of the excellent training sessions that are regularly conducted by Monginis for

both the owners as well as the staff that is appointed by them. These sessions take

place in the form of presentations by head of departments or senior manager or by any

important person holding an authority at a higher position. The person owing a Monginis

franchisee is expected to attend the meetings and seminars regularly as and when

scheduled by Monginis so as to improvise their service quality and attract more and

more customers and satisfy them in order to turn customer retention into customer

loyalty towards their products.

The training needs more of on the job training which is provided in their model shops,

where most of their successful franchisees train the new franchisees. Monginis sales

team provides directions throughout the training programme and keeps providing

additional inputs wherever required. Apart from extensive training to franchisees before

the shop opens, they also provide a lot of support after the shop opens till it stabilizes, in


terms of operations. They are also made aware about the rising competition in Bakery

line and how they can come up with innovative ways and ideas of displaying their

products.

The owner of the shop wishes to see his staff working the same way and with same

dedication as he works to earn profit. Sales staffs are given training through regular

sales programmes about how to display the products well, how to sell the product and

also simultaneously make advertisement for their other products. For eg: when a staff

member is selling a cake to a customer he should also ask or advertise or convince the

customer to buy candles or a knife with it. The basic aim of these training is to develop

communication skills of the staff in order to sell the products to the customers with

respect and politeness.

Monginis Annual Meet/Celebration

Monginis holds an Annual Meet or Celebration Party every year during the period of

March or April in which it invites all the dealers of Monginis of that particular city where

the party is held. The main objective of this get-to-gather is to bring all the dealers close

to each other, know each other well, so that Monginis can function as one big united

family.

The party usually starts in the evening. Different varieties, shapes, weights of cakes of

various designs or characters are displayed for the dealers to take a look at those as

they arrive at the party. New variations, introductions in savouries and cakes are

informed to the dealers, introduced by the Monginis bakery. Dealers are also given

samples to taste and suggestions are expected from them. This is followed by a small

conference meeting by the dealers, head of departments and the top management of

Monginis in which important discussions are made. It also consists of the growth report

about Monginis as a whole.


COMPETITORS

Birdy’s

Brownie Point

Ribbons and Balloons

The Bakery Line is one of the most upcoming businesses today because of the reason

that children are born every minute and people will not stop celebrating their birthdays.

Monginis, a very well-known brand in this business has gone as far away from the time

it first started its operations. There is intense competition among leading cake shops of

the town. Some of the competitors which Monginis has are

Birdy‘s, Brownie Point, Ribbons and Balloons, Denish Cake shop etc.


Birdy’S

Birdy‘s is India‘s gourment chain of Bakery and Pastries shops with 18 franchised

outlets, at present,spread across the city.The fast growing neighborhood hangout‘

chain of cake shops create one appetizing idea after another from traditional to

exotic recipes. Stuffed wholesome breads, savouries, European style chocolates,

gateaux‘s and tea time favourites are just a few of irresistible products available.

The outlets are catered to from a state-of-the-art production facility where premium

ingredients of highest quality are prepared by experienced teams.

Brownie Point

Brownie point was started by Manish Khanna after returning from the US. He is one of

the first to come up with a concept of serving Confectionery, Cakes & Deserts. Shaped

cakes like Children's Shaped Cakes, Wedding Cakes, Desserts Cakes, Desserts,

Brownies, Cheese Cakes, Picture Cakes Mousses etc, less than 1 roof. Catering to a lot

of Bollywood Royalty like, John Abraham, Ajay Devgan, Akshay Kumar & Family, Hritik

Roshan, Dimple Kapadia, Poonam Dhillon, Sajid- Wajid, Nausheen Ali Sardar etc.

Brownie Point is the ultimate resource for all of your party, wedding and event planning

needs. Find Special Desserts, Cakes, Mousses, Pie, Quiche, Puffs, Burgers,

Sandwiches, Croissants, Rolls and more.

Ribbons and Balloons

Ribbons and Balloons is another famous chain of cake shops making exotic and

premium cakes, gateaux‘s and other bakery products. The flavours and variety of cakes

are totally different from those of Monginis. Some of the products of Ribbons and

Balloons are Chocolate Mousse, White bread, Brown bread, Garlic bread, English

crunch cookies, Veg and Non-veg Croissant etc. They have their franchises at some of

the posh areas of the city like Bandra, Powai, Santacruz and others.


CHAPTER 3

SOME UNIQUE APPROACHES

SSC Students celebrate with Monginis

Monginis to enter Health Food Segment

Corporate Gifting

SSC Students celebrate with Monginis

Monginis, a brand known for its lip smacking cakes, has come out with a range of a

special cakes and chocolates for all those SSC (Xth Standard) students who will be

passing out this year.

Generally, all the students work very hard to cross this important milestone in their lives

and the parents acknowledge their achievement by rewarding them with exciting gifts.

This year parents have yet one more choice for gifting their children can think of

rewarding their children with delicious cakes and chocolates from Monginis.


Especially, for this occasion Monginis has planned for delicious Dutch Chocolate cakes

made with a pure dark chocolate and garnished with a decoration of balloons made of

jelly. For the deserving ones Monginis has thought of a yummy strawberry mousse

garnished with chocolate decorations on top.

This year, Monginis has also planned for chocolate baskets for the boys and girls. The

successful boys can be gifted with a blue coloured basket filled with assorted

chocolates and decorated with a Doll (Boy). And, similarly the girls can be gifted with a

pink coloured basket filled with assorted chocolates and decorated with a Doll (Girl).

So, this year all the parents can treat their children with scrumptious offerings from

Monginis and reward them with what they like and relish the most.

Monginis to enter Health Food Segment

Monginis, a bakery chain plans to foray into the health food segment. As per Virendra

Ghole, Marketing Head, Monginis Foods Pvt. Ltd (India), Health Foods though

contribute a small segment in the food industry, are optimistic about its future growth.

We will be selling our health foods through our exclusive shops, modern trade, and a

select A ‘class retail shops. People are becoming health conscious and we are

exploring new products, which address health concerns. As starters, we are looking at

low-fat, high-fibre cookies and low-calorie ready-to-eat items Virendra Ghole, marketing

manager, Monginis, said.


FRANCHISE OPPORTUNITIES

What is franchising?

Why Franchising?

Reasons to select a Monginis Franchise.

Monginis seeks Franchisees

Requirements for acquiring a new Monginis Franchisee

Application Form


What is Franchising?

Franchise is a time tested method of manufacturing and selling goods and

services by a contractual license which can be categorized into Permitting the

Franchisee to manufacture and market the goods under and established brand,

expertise and goodwill of the Franchisor with complete operational guidance. Permit the

Franchisee shop to sell the products and run the business under obligation to run it in

accordance with the Franchisor's system

Why Franchising?

In India's emerging boom market, there are hundreds of successful product and

services and an equal number of unsuccessful ones. India offers lot of potential for the

franchising community. Apart from Indians beingvery entrepreneurial,

franchising as a way of doing business has been well accepted.

Now Monginis offers you a franchise to operate the market with time tested and

repeatedly proven management concepts and marketing techniques.


In the U.S.A. it has been estimated that over 80% of new business fail in the first five

years because they operate on a basis of trial and error method. However, every

17 minutes, a franchise business opens in the United States. More than 540,000

franchises currently operate throughout the United States, generating nearly 60% of all

retail sales.

Franchise system offers financial independence and the chance to own an independent

business. It is a system where you are in a business for yourself, but not all by yourself.

You have the support and backing of a much larger and successful organization behind

you. A Monginis franchise enables you to purchase the experience, reputation, brand

awareness, training expertise and marketing support of the franchisor.

Why should one select a Monginis Franchise?

On selecting a Monginis franchisee one becomes the immediate beneficiary of

trademark and goodwill associated with them and acquired over more than 35

years.

Guidelines on various aspects for starting a Franchisee manufacturing unit

including site selection, estimation of project cost, infrastructural requirements,

related government formalities, parameters for assessing the potential of

business in the area etc.

Minimum risk in the selection of right machinery and equipments with proper

installation and start up.

Assistance and time to time guidance in the stage wise completion of franchise

unit.

Popularity of brand ensures short lead time and good sales response from day

one.


Complete guidance regarding opening of franchise shops, like selection of

location, shop infrastructure, internal decor, training of dealer salespersons etc.

Access to new formulations, product recipe, specifications, expansion programs,

operational manuals etc.

Initial training provided at the Monginis Headquarters in the areas of – Finance,

Taxation, Systems Sales skills of your Field Staff Shop sales skills and shop

management

Training in Production Processes on the shop floor.

Training on the job extends even after unit starts operations, with key company

persons remaining there to weed out the teething problems and assist you in

ensuring quality standard.


MONGINIS SEEKS FRANCHISE

A Monginis franchise in Galleria Mall of Hiranandani Gardens, Powai.

Monginis, a Mumbai based leading bakery chain, is all set to open 50 new outlets via

the franchise route by the end of 2010. The company also plans to double its retail

distribution from the current retail network of 15,000 stores across the country. As told

to Abha Garyali of Franchise India Holdings Limited (FIHL) by

Virendra Ghole, Marketing Head, Monginis, We have set a target of adding 50 more

shops by the end of this year, to our current number of 558 shops in 38 cities.


Requirements for acquiring a new Franchisee

Any person who wants to start a new business or acquire a new franchisee has to know

very well every minute detail about the particular firm or company. In today‘s

competitive and advanced world there are chances that a new entrant may face many

difficulties to survive in the market or he may even have to quit the market. A person

invests his money with a view to earn profits from the work he performs.

Similarly for acquiring a Monginis Franchisee there are some basic requirements which

a person needs to follow. So far as cakes market is concerned, it is still growing, and

there is a lot of potential for further growth also. So far as chocolate market is

concerned, Monginis are into boutique chocolate segment. As far as bakery products

are concerned, they always keep their focus on cakes.

To become Monginis‘ franchisee one should own a shop at high visibility/high traffic

(pedestrian traffic) location. An aspiring franchisee has to pay one time security of

Rs one lakh which is refundable and non-interest bearing, one time franchisee fee of

Rs 25,000, architect’s fee of Rs 25,000, cost of the interiors including counters, air

conditioners, computer, etc. A franchisee has to pay a consolidated amount of Rs 8 to

10 lakhs which is not much, when compared with the renowned brands of the stature of

Monginis. But, when it comes to investment of time and dedication, they are very

demanding. They ask for 100 per cent time and dedication of the franchisee, because

they know for sure that the level of involvement‘ of the franchisee makes or breaks

the business.

Monginis have specifications laid down for doing the interiors of the shops.

The counters and equipments are supplied by the company approved vendors.

The company has appointed an architect, who is responsible for maintaining the look

and feel of the shops and for faultless execution; we have a panel of interior contractors.



CITY Year of Establishment No. of Cake Shops

Mumbai 1972 165

Kolkata 1991 115

Pune 1995 48

Hyderabad 1996 7

Rajkot 1998 10

Nasik 1999 10

Goa 2000 29

Baroda 2000 24

Ahmadabad 2003 19

Surat 2004 14

Orissa 2005 5

Now Monginis, after launching its 4th successful Bake Shop in Hyderabad is all set to

open the same in other cities. In the Bake Shop, customers will be able to view freshly

baked products coming out of the oven and cakes decorated in their presence.


EXPANSION PLANS

Monginis plans 50 outlets by end this year

Ready to Eat Segment


Monginis plans 50 outlets by end this year

After a recent store launch in Indore, Mumbai based leading bakery chain; Monginis

now plans to open 50 more outlets across the country by end of the year 2010. The

company also plans to double its retail distribution from the current retail network of

15,000 stores across the country. Elaborating on the Monginis' expansion plan, Zoher

Khorakiwala, CMD of Monginis Pvt. Ltd, said, After Indore, the cities where we are

planning to roll out our exclusive cake shops are Kanpur, Lucknow,Raipur, Chennai and

Bangalore

We are currently looking out for suitable franchising partners for these locations

and it will take some time for us to decide on Monginis‘ manufacturing franchisee. For

opening new stores, on an average, Monginis is looking at the locations with the

minimum carpet area of 200 sq ft. Apart from opening more stores; our strategic

business unit (SBU) is setting ambitious plans for the retail distribution expansion.

Today, our packaged products are being retailed in the retail outlets of limited number of

cities and we wish to increase our distribution in the retail network of all the metro cities

and other developing towns. The retail expansion plan involves appointing more number

of distributors and retailers, he added.


In addition to traditional and modern trade channels, the company is also active on on-

line trade. Recently, it has launched an e-commerce site, www.monginis.net, where

customers can easily place their orders. Going by the changing convenience driven

shopping habits among customers, we feel that the online business is very important,

said Khorakiwala.

Monginis marked a turnover of Rs 214 crore in the last fiscal and has set a target to

achieve five percent of this turnover in the next two years only through its online

business. Further, through its retail expansion, company expects to grow at the rate of

over 20 percent year-on-year. Besides, the cake major is also ready to extend its

portfolio into ready-to-eat (RTE) foods segment.

Monginis to enter ‘ready to eat' segment: A New Division

Extending its franchise beyond cakes, the Mumbai-based Monginis Foods is planning to

enter the ready to eat segment'. With its network of 500-plus stores across the country,

the Rs 240-crore cakes major are ready to extend its portfolio into new categories.

While the ready-to-eat segment may be crowded at the moment with big players such

as ITC, there can still be room for one more player. Monginis intends introducing

mainstream products in this segment and will set up a new manufacturing unit for the

same.

Almost two decades ago, Monginis had dabbled in ready-to-eat segment but did not

fare well then. We will require a separate plant with different technology for entering the

segment as it is unlike the cakes segment,'' Mr. Khorakiwala said.

A separate division is expected to be floated within the company for the new segment.

We will be extending the brand name of Monginis to the ready-to-eat segment and

there will be a range of heat and serve products such as vegetable kormas and paneer.

Considering that we already have our stores, it will easier to introduce these products as

there are ready footfalls in such outlets,'' said Mr. Khorakiwala.


http://www.monginis.net/

Besides, it Web site also offers both inter-city and intra-city deliveries and doubles up as

an additional distribution channel for the company.

Monginis is also planning to expand its operations to new markets in the African

continent in countries such as Tanzania and Kenya. We intend setting up manufacturing

units in these countries in partnership with local partners as we have to make products

to suit the palette of these countries, he said.


SWOT Analysis

SWOT analysis is a strategic planning method used to evaluate the

Strengths, Weaknesses, Opportunities and Threats involved in a project or in a

business venture. It involves specifying the objective of the business venture or project

and identifying the internal and external factors that are favorable and unfavorable to

achieve that objective. A SWOT analysis may be incorporated into the strategic

planning model.

Strengths :

1) Monginis Foods Pvt. Ltd. has been there for a long time almost for 4 to 5 decades.

2) It has good coverage; it has around 500 retail stores all over India.

3) Has acquired a name in the world of bakery, food processing and packaged foods

industry.

4) It has recently started offering home delivery and online booking and delivering

system.

5) Prices of their products are quiet reasonable as compared to its competitors.


Weakness

1) Monginis has fewer varieties in the range of cakes as compared to its competitors.

2) There have been cases of lack of consistency in quality because of Monginis being a franchise business.

3) Being a franchise business it has limited control over the location of the store.

Hence some of its stores are not strategically located.

Opportunities

1) There is an opportunity for Monginis to make its presence felt in the malls which

now-a-days becoming a strategic location for such kind of products.

2) Getting more varieties in their product range by proper market research.

3) More services can be added to boost sales further and make the brand name

stronger in the mind of the customers.

4) Promoting the online system properly by targeting corporates, NRIs, etc.

5) Getting in more customization options would be good for the customers.

6) Using the tag line what are you celebrating today? More effectively.

Threats

1) Monginis has threat from its competitors such as Birdys, Hang Out, Merwans,

etc.

2) Cadburys and McDonalds are also a threat to it because they are also

positioning their products on the lines of celebration.


Use of Social Networking Sites for Marketing

Monginis is very active on one of the most popular social networking site today followed

by large group of people i.e. Facebook. Monginis regularly updates its Facebook

account with latest news about Monginis, new products, new innovations etc.

Monginis is followed by thousands of followers on Facebook which provides Monginis to

be an effective marketing tool for its products.

The Facebook account named Brand Monginis Foods‘has a large amount of details

related to Monginis. It has recent updates of Monginis in various newspapers, videos,

links, photographs of cakes (various designs and shapes) etc.


CHAPTER 4

ANALYSIS

Table no.1

1. No of visitors visiting Monginis?

Mode Regular Switch to others

No of visitors 38 62

From the above table no.1 and figure no.1 it is concluded that that 62% are regular customers and rest of 38% switch to other cake shops.


Regular38%

Switch to other62%

Figure 1

Table no.2

1. No of visitors preferring to go a Monginis shop on occasions?

Event Birthdays Anniversaries Festivals Important days Without Occasion

No of visitors 24 7 10 5 33

Birthdays30%

Anniversaries9%Festivals

13%

Important days6%

Without Occasion42%

Figure 2

From the above table no.2 and figure no.2 it is concluded that 24% of customers prefer Monginis on occasion of birthday, 7% of customers prefer on occasion of anniversary,

10 % of customers prefer monginis on festivals, 5% on important days and 33% of customers prefer monginis even without any occasion.


Table no.3

2. What attracts you to a Monginis Shop?

Particular Brand name Quality Price Taste

No of visitors 20 27 21 23

Brand name22%

Quality30%Price

23%

Taste25%

Figure 3

From the above table no.3 and figure no.3 it is concluded that 20% of visitors are

attracted of the brand name, 27% of visitors because of quality, 21% because of price,

23% because of taste.


Table No.4

3. Favorite category of Product?

Items Cakes & Pastries Savories Confectionaries Chocolates

No of visitors 54 21 20 5

51%

25%

19% 5%

Cakes & Pastries Savories Confectionaries Chocolates

Figure 4

From the above table no.4 and figure no.4 it is concluded that 54% of visitors prefer

cakes and pastries, 21% prefer savories, 20% confectionaries, 5%chocolates.


Table No.5

4. Do you think price of Monginis products bothers pockets

of its customers?

Opinion Yes No

No of people answered 36 64

Yes36%

No64%

Figure 5

From the above table no.4 and figure no.4 it is concluded that32% of customers do not

bother their pockets while buying a monginis product and 18% do bother.


Analysis Report

There was a mixed reaction of the people as per their variant choices but as per my

analysis I found that majority of the people were eager about Monginis coming up with

some kind of Health Drink may be fruit juices etc.

Other category that was focused upon was Sugar-free products for diabetic people.

Some other choices mentioned by people surveyed were more varieties in Savories,

Macaroni products, French Fries and White and Brown Breads.

CUSTOMER RELATIONSHIP MANAGEMENT


What kind of “Gifting Programmes” Monginis can handle?

1. Monginis can create a special bonding between you and your Customers / Clients.

2. Monginis can cater to your “Shareholders” and win them over.


http://2.bp.blogspot.com/_N7T_2QxXxi4/TKHTM8uORQI/AAAAAAAAACI/OraiqB9CLYc/s1600/Picture11.png

3. Monginis can also help you in keeping your Employees happy.

4. Monginis can also handle the prestigious Corporate Special occasions.



http://1.bp.blogspot.com/_N7T_2QxXxi4/TKHTkjaj1YI/AAAAAAAAACc/UIl9q25idmQ/s1600/Picture10.png

http://2.bp.blogspot.com/_N7T_2QxXxi4/TKHUilB0HkI/AAAAAAAAACk/ttHr_VG6DOo/s1600/Picture15.png

CHAPTER 5

CONCLUSION AND SUGGESTIONS

Finally from the project I have got a complete idea about Monginis and how well it has

been successful in maintaining its hold on this tough market competition. Every

business in today‘s market situation is surrounded by number of challenges and

competitors but how a company deals with them is very important. Even while facing

tough competition Monginis is able to maintain its product‘s prices to affordable level is

a major achievement.

Monginis has come a long way in Bakery Business. Monginis offers a franchise to

operate the market with time tested and repeatedly proven management concepts and

marketing techniques. A Monginis franchise enables one to purchase the experience,

reputation, brand awareness, training expertise and marketing support of the franchisor.

Even customer confidence and value is quite efficiently acquired by Monginis

through its practices.

Thus Monginis punch-line rightly says, “Go Ahead Celebrate…”


WEBILOGRAPHY

www.monginis.net

www.marketing91.com

news.franchiseindia.com

www.franchisebusiness.in

bakerybazar.blogspot.com

http://www.monginis.net

http://yummycakes.blogspot.com

BILIOGRAPHY

1. Mary Berry's Ultimate Cake Book by merry berry,2006


http://yummycakes.blogspot.com/


http://www.franchisebusiness.in/

http://www.marketing91.com/


ANNEXURE

Questionnaire and Analysis

For the purpose of better understanding about Monginis I conducted a questionnaire

which included some basic questions about Monginis inorder to know how well the

customers are used to Monginis brand.

The questionnaire was conducted in the geographic area of Mumbai. The sample size

of the questionnaire is 50.

The locations of research, in particular are

CLARE- RAOD( BUYCULLA)

MUMBAI CENTRAL

The analysis is presented in form of Diagrammatic and Graphical representations. The

questionnaire is as follows:


QUESTIONNAIRE ON MONGINIS

Name: ________________________________________

Age: __________ Occupation: ___________________

1. Are you a regular Monginis-visitor or you switch to other cake shops also?

Regular Switch to others

2. On what occasions do you prefer going to a Monginis Shop?

Birthdays

Anniversaries Festivals Important

Days Even without any occasion

3. What attracts you to a Monginis Shop?

Brand name Quality

Price Taste

4. What is your most favorite category of product?

Cakes & Pastries Savories

Confectioneries Chocolate


5. Do you think price of Monginis products bothers pockets of its customers?

Yes No

6. Monginis does not come up with much advertisement, but making a good

business. Do you think it should advertise itself on TV?

Yes No

7. Do you find any difficulty in locating a Monginis Shop?

Yes No

8. Do you think Monginis has a threat from other competitors in its line?

Yes No

If yes, from whom?

Ans:

9. Did you feel that Monginis felt The Heat of Recession‘?

Yes No

10. If you were given an opportunity to say, what other product category(s)

would you like Monginis to introduce other than the existing ones?

Ans:

Thank you…


Articles issued by various Newspapers

CHOCOLATE AND COOKIES SCORES OVER MITTHAI AND DRYFRUITS

Crunchy cookies, especially those that are well packaged, seem to be in favour with the

festival crowds. Cookie Man says that 30% of its turnover comes from Deepavali sales.

Its gift packs range anywhere between Rs 150 and Rs 1,200. "The pack is customized

and can include up to seven premium varieties of chocolates and chocolate-dipped

cookies, apart from other varities," says Sandeep Sewal, Cookie Man senior vice-

president( retail), which has bagged orders from nearly 300 companies this year.

The Khorakiwala-owned cake shop Monginis is offering attractive hampers comprising

cookies, chocolates and cakes. "As cakes are perishable items, we are expecting last

minute orders," says Virendra Ghole, marketing head, Monginis. Despite sugar prices

shooting up in recent months, Monginis is ready for the sudden spike in the number of

customers at its 07 outlets across the country. "We are not increasing our pricing though

our margins are under pressure at the moment," admits Ghole. Further, Monginis

expects a 15%-20% rise over daily sales during the three days preceding Diwali.

The Times of India

Oct 15, 2011


DIWALI SALES

According to Virendra Ghole, head, marketing, Monginis Foods, since health conscious

Indians are moving away from consuming mithais, we are introducing cookies and

chocolates. Monginis hopes to achieve a 25% sales growth this Diwali compared to the

same period last year.

By the end of the current fiscal, it hopes to increase number of exclusive Monginis

stores from 440 to 600.

The Financial Express

Sep 24, 2011
