Monginis

The Study of Marketing Mix of Monginis and its Impact on its Customers
CHAPTER I
INTR !"CTI N
A#out 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. he Monginis brand name originated o!er 1"" years ago, #hen $ Italian brothers set up a catering firm in south Mumbai. Monginis catering ser!ice including cakes, pastries and sa!ouries #ere in great demand. o the last detail, complete #ith a #edding cake it #as Monginis that breathed life and fun into the European #edding in Mumbai. %fter it #as bought o!er by the Khoraki#ala&s in 1'("&s, the brand has remarkably gro#n to become the national leader in cakes.
In 1')1, for the first time in India, a plan of ha!ing an e*clusi!e franchise cake shop #as conceptuali+ed. Mr. H. . Khoraki#ala, the founder president of national association if bakery industry, #ho spear headed the operations, reali+ed that to gro# it #as necessary to focus on
,roduction standards and distribution. he retail management #as best left to the shop o#ners #ho #ere in a better position to offer personali+ed ser!ices to the customer.
he success of the first franchise cake shop sparked off a getting up of a chain of franchise cake shops all across India, #hich is nearing the -"" mark. Monginis has emerged as one of the largest food store in India. %t the spra#ling 1-",""" s.. feet combined manufacturing facilities in Mumbai and its t#in city hane. he organi+ation today o#ns the state of art manufacturing facilities to produce a #hole range of cakes and bakery products both /#en fresh and supplied daily to all cake shops % pioneering step #as the franchising of manufacturing operations across the cities of India. Monginis reali+ed, at the outset, that the culture and tastes of people differed from state to state and e!en from same cities in the same state. Hence Monginis opted for gro#th through the franchise route #here the manufacturing operations are o#ned and managed by the franchisee. hese franchises hail from that particular city and #ho understand the habit and taste better.
%&ECTI'E
( THE ST"!)
E!ery project or acti!ity is al#ays incomplete #ithout clear objecti!es. /bjecti!es are a necessary re.uirements foe starting any study or #ork and to be set up and properly planned in a pre0organi+ed manner. /bjecti!es are the thing one is trying to acti!e a reach or capture and #hich is actual 1 real* 1. o identify elements #hich customers notice #hen he enter in monginis at different location $. 2. o identify touch points those alters e*perience of a customer. o list do#n touch points that changes across the shops e!en if the demographics are same. 3. -. o recogni+e points that moti!ates a sales person in store to #ork harder. o compare !arious aspects #hich leads to underperformance of sales person (. o find out solutions in order to bring about uniformity
NEE!
( THE PR &ECT
4eed of the study is mostly for the strategies for success of monginis in commencing year and making the people feel better, as s#eets helps in distressing people in today5s hectic schedule
o understand #hy consumers are attracted to#ards monginis outlets o understand, ho# consumers, based on their consumer in!ol!ement type hold different perception about brand and it5s the brand personality association.
SC PE
( THE PR &ECT
16 here is an opportunity for Monginis to make its presence felt in the malls #hich no#0a0days becoming a strategic location for such kind of products. $6 7etting more !arieties in their product range by proper market research. 26 More ser!ices can be added to boost sales further and make the brand name stronger in the mind of the customers. 36 ,romoting the online system properly by targeting corporates, 48Is, etc. -6 7etting in more customi+ation options #ould be good for the customers.
RESEARCH METH ! + ,)
Research pro#-em$. o find out points #hich a customer consciously or unconsciously notice in different shops of monginis Research approach$. 9ualitati!e as #ell as .uantitati!e approach fir this research. but the stress #as basically .ualitati!e approach Research design$. his study falls under applied research category and as it contains both .ualitati!e and .uantitati!e approach it5s a descripti!e research. Research instrument$. aking care of the parameters .uestionnaire #as designed for studying touch points and ser!ice points of monginis store #hile pamphlets or menu card #as suppose to be collected for study of price points !ata co--ection$. In order to get ma*imum, information #ith minimum effort from customers !erbatim format #as selected to ans#er open ended .uestion #hich formed a major part of .uestionnaires
+IMITATI NS
( THE PR &ECT
E!ery attempt #ill be taken to obtain the error and meaningful result but as nothing in this #orld is 1"": perfect u belie!e that there e*ist a chance for error on account of follo#ing limitations0
he duration of practical training #as just eight #eeks. o maintain secrecy, the company people do not pro!ided actual figures he recommendations are the outcome of an analysis made indi!idually. he sample customers or sales person comments may not be resemble to entire population of consumers
CHAPTER II
C MPAN) PR (I+E
%asic information
Company 4ame; >usiness ype; ,roduct1?er!ice @Ae ?ell6; ,roduct1?er!ice @Ae >uy6; %ddress; >rands; 4umber of Employees; Company Aebsite B8=;
M1s. Monginis <oods ,!t. =td. Manufacturer Cakes, 7ateau*, >reads, >urgers, ?a!ouries ,astries, 4amkeens, ,ackaged Cakes, Aafers, Cookies > 1 (", /ff. =ink 8oad, /,,. City Mall, %ndheri @A6 , Monginis, ,ita Aich 1"1 0 -"" ,eople http;11###.monginis.net
/nership 0 Capita-
Cear Established; /#nership ype; =egal 8epresentati!e1>usiness /#ner;
1')1 ,artnership >usiness /#ner
10
Trade 0 Market
Main Markets; otal %nnual ?ales Dolume;
?outheast %sia B?E1" Million Million
B?E-"
(actory Information
<actory ?i+e; <actory =ocation; 9%19C; 4o. of ,roduction =ines; 4o. of 8GH ?taff; 4o. of 9C ?taff;
2","""0-",""" s.uare meters /ff. =ink 8oad, /pp.City Mall, %ndheri@Aest6, Mumbai 0 3"" "-2 In House F - 0 1" ,eople - 0 1" ,eople
11
THER !ETAI+S
Mission
o help people e*press their happiness in a memorable #ay %ll our products and ser!ices shall be offered #ith the same lo!e, care and affection as if, they #ere meant for the most belo!ed person.
12
Core 1ision
1.
o help people celebrate their happiness and make those moments memorable in
their li!es.
$. %ll Monginis products and ser!ices shall be offered #ith the same lo!e, care and affection as ifI they #ere meant for the most belo!ed person @or a family member6.Creating !alue0for0money products #ithout compromising on .uality in terms of taste or appearance.
2. 7ood intentions in dealing #ith one another amongst the stakeholders @shareholders, suppliers, employees, franchisees, dealers and consumers6 breed @or yield6 good products and ser!ices.
13
The Study of Marketing Mix of Monginis and its Impact on its Customers 3. /ur !ision is to become a national cake company #ith one thousand Monginis cake shops through forty manufacturing franchisee units spread o!er the metro cities of India.
'a-ues
1. Ae shall make products, keeping in mind the feelings of the end consumer in mind, be it son, daughter, father, mother and make the products #ith the same lo!e and affection as it #ere made for a family member. Ae strongly belie!e that Jgood intentions breed good products $. Dalue for money; Ae shall offer consistently !alue for money products.
14
The Study of Marketing Mix of Monginis and its Impact on its Customers 2. <airness; Ae shall be fair in all dealings #ith the stake holders @shareholders, suppliers, employees, franchisees, dealers, consumers6. 3. Monginis shall constantly stri!e to build strong relationships based on understanding each other and mutual cooperationI -. Ae shall !alue and respect the contribution of all Monginites from #orkers to senior le!el managers, suppliers, ser!ice pro!iders, franchisees and dealers. (. E*cellence; Ae shall constantly inno!ate and maintain e*cellence in
15
R,ANI2ATI N CHART
%oard of !irectors
Managing !irector
perations Managers
Marketing Managers
(inance Managers
HR Managers
Sr* Executi1e
Executi1e
16
%ENE(ITS ,I'EN %) THE C MPAN)

<or Employee; 7ets %de.uate Aages, Kob ?ecurity, Impro!ed Aorking
Conditions and Increased ,ersonal and Kob ?atisfaction. ,ro!ide ,ro!ident <und o he Aorkers ,ro!ide 8etirement <und %t he ime /f =ea!ing he Company ,ro!ide >onus o he Aorkers /nce In %n Cear Making Increments o he Aorkers In ?alary Help ?ummer rainee o He!elop ,roject %nd %lso Help hem o 7et /!erall Kno#ledge /f Marketing.
17
CHAPTER .III
18
THE RETICA+ %AC3,R "N!
Products 4ua-ity Pri1acy Po-icy Terms and Conditions
19
Monginis Products at a ,-ance
Monginis sells itself as L he Cake ?hop L, producing ready.made as /e-- as order. made cakes for catering and carry0out. Indi!idual cake slices are also kept in Monginis stores for dine0in customers. >e it chocolate cakes or cakes in general, Monginis has mastered the art of making cakes o!er a period of time. % specialist in making cakes begins right from selecting right .uality ingredients in precise .uantities, blending them together to the best of kno#ledge and baking to the le!el of perfection. dark chocolate or milk chocolate or #ith !arious fruit fla!ours. he chain sells both Indian and 5estern sa1ouries including samosas, cutlets, puffs and doughnuts. %part from these, snack foods and #reads are also sold at Monginis shops. Monginis has a product line for diabetics, and offers themed products during Hi#ali, Christmas, Easter, EIH and other festi!als. (ast food Snacks include more than -" items like >urgers, ,i++as, ,atties, Cornato @bread cone #ith garlic chicken6, Corni++a @!eg !ersion6, Hotdog G so on. Monginis produce more than 2" different gateau* primarily in round, s.uare and heart shape both in egg and egg-ess category. Monginis has cakes in regular, premium and super premium segments in #hich >lack forest, truffle Hutch premium ?himmer and premium Man+ibar are most popular cake family among customers he soft and moist sponge so made is then sumptuously layered and coated #ith cream fla!oured #ith
20
4ua-ity
IS
66777$ 6778 (ood safety management system certified organi9ation*
Monginis <oods ,!t. =td is no# an I?/ $$"""; $""- food safety management system certified organi+ation. Ae #ere certified by ?%I 7=/>%=, and the registration co!ers production and supply of cakes, pastries, cookies, chocolates and sa!ouries. Monginis <oods ,!t. =td has a #ell de!ised food safety policy #hich penetrates to the root le!el and ensures food safety and security to the customers. Monginis #as a#arded H%CC, certification in $""-.
21
Pri1acy Po-icy
Monginis <oods ,!t. =td. does not sell, trade, or rent our personal information. a. Ahen Monginis <oods ,!t. =td. uses other agents, contractors, corporations or business partners to perform ser!ices on its behalf or as part of a joint promotion, Monginis <oods ,!t. =td. #ill ensure that this entity protects the userNs personal information in a manner, #hich is consistent #ith the aforementioned statement.
b.
Monginis <oods ,!t. =td. may pro!ide aggregate statistics about their customers, sales, traffic patterns, and related site information to reputable agents,
c.
Contractors, corporations or business partners, but these statistics #ill include no personally identifying information.
d.
%n industry standard for encryption o!er the Internet, to protect the Hata. Ahen #e type in sensiti!e information such as credit card details, it #ill be automatically con!erted into codes before being securely dispatched o!er the Internet.
e.
If #e make an online booking #ith Monginis <oods ,!t. =td., they #ill record our personal details. /ur data may be used for the follo#ing purposes; accounting, billing and audit, credit or other payment card !erification, security, administrati!e and legal purposes, systems testing, maintenance and de!elopment, customer relations and to help them in any future dealings #ith us, for e*ample by identifying our re.uirements and preferences.
22
Terms and Conditions
1.
,roduct price mentioned is inclusi!e of Heli!ery Charges, =ocal product.
a*es and
ransaction <ees. Hence, 4/ %HHI I/4%= CH%87E? are applicable to the
$.
/rders are accepted from around the Aorld, for deli!eries only in ?elect Cities of India.
2. 3. -. (.
=ead ime for deli!eries is 2 Aorking Hays. %ll deli!eries #ill be e*ecuted bet#een 1$ 4oon 0 ( ,M. Bna!ailability of the recipient, for any reason #ill be treated as cake deli!ered. here #ill not be any refund of money in case of incorrect recipientNs ?hipping %ddress 1 elephone 4umber.
).
/n account of unforeseen circumstances like <loods 1 4atural Calamity 1 etc. the Heli!ery ?er!ice may be #ithdra#n.
F. '.
Ae deli!er cakes only in our defined cities sho#n in the store locator. %ll cakes are deli!ered in bo*es, along #ith a gift card for personali+ed messages.
23
(ESTI'E
CCASI N AN! IMP RTANT !A)S
%irthdays and Anni1ersaries (esti1a-s (riendship !ay
Monginis has something to offer for e!ery important day in a person&s life . ,eople trust Monginis #hene!er they think of gifting cakes to their near and dear ones for their birthdays, anni!ersaries, house #arming ceremony or for any other occasion like 8akshabandhan, >haidooj, Christmas, ?ankranti, Easter, Holi, <ather5s Hay, Mother5s Hay, <riendship Hay, eachers Hay, Children&s Hay, Dalentine&s Hay, 4e# Cear Hay, etc. Cou just name the occasion and Monginis #ill gi!e you the signal :,o Ahead Ce-e#rate;* E!ery state in India is famous for its festi!als it celebrates.
24
%irthdays and Anni1ersaries
hese important days are celebrated by each and e!eryone #ith great e*citement and enthusiasm. ,eople ne!er stop celebrating, especially birthdays. It&s once in a year occasion, #hich no one #ants to skip. he joy of sharing happiness is simply irresistible. Monginis ha!e come up #ith the #idest !ariety of birthday cakes. Aedding is one of the most important days of oneNs life and cakes ha!e become an integral part of this joyous celebration. ?pecial #edding cakes, like the ones in the #edding cake special range by Monginis, make the occasion e!en more special. Monginis, a leader in Cakes offers #edding cakes like bashful blushI Indian #edding themeI =ilac cascade and ecstasy in i!ory. hese are the most popular #edding cake !ariants #hich can be customi+ed as per the customer&s re.uirement.
25
(esti1a-s
<esti!als like Christmas, Easter, and 8aksha>andhan are incomplete #ithout s#eetness. o make such festi!als more delightful and add s#eetness to such days ree cake for ChristmasI Easter egg shape for Easter Monginis is al#ays the right choice. Cakes in !arious shapes and designs for e*ample ?anta Claus cake, O&mas relationship. celebrations, 8akhi shaped cake sho#ing a feeling of #armth bet#een a brother0sister
(riendship !ay
Human beings flock together and ha!e al#ays !alued the importance of friends in their li!es. o celebrate this noble feeling it #as deemed fit to ha!e a day dedicated to friends and friendship. his beautiful idea of celebrating <riendship Hay #as joyfully accepted by Monginis. his <riendship Hay, share the s#eetness of your friendship #ith the latest range of Cakes especially designed for this memorable occasion. Monginis has introduced P8ose 3 % <riend Cake&. hroughout the year, you G your friends ha!e shared a lot of special momentsI you&!e laughed together, cried together, had both good times G badI so go ahead G celebrate this day.
26
S ME "NI4"E APPR ACHES
Corporate ,ifting (ranchise Expansion and ,ro/th P-ans
27
C RP RATE ,I(TIN,
Customi+e Monginis cakes #ith your esteemed corporate logo and build good#ill #ith your patrons, associates and customers. Aith corporate spending, an increasing number of hours at the #orkplace and happily making themsel!es "at home" in office, lines bet#een the personal and professional #orld ha!e blurred. <riends and office colleagues are the norm and the boss is no longer the tyrannical monster but an approachable senior #ho belie!es in the open0door policy. Cou can also strengthen relations #ith clients, customers and partner #ith home0baked s#eet indulgence the Monginis smorgasbord. Monginis is the ideal partner to surprise the ones #ho matter the most and make those moments memorable #ith them.
28
(RANCHISE 5hat is franchising<
<ranchise is a time tested method of manufacturing and selling goods and ser!ices by a contractual license #hich can be categori+ed into Q ,ermitting the <ranchisee to manufacture and market the goods under and established brand, e*pertise and good#ill of the <ranchisor #ith complete operational guidance. ,ermit the <ranchisee shop to sell the products and run the business under obligation to run it in accordance #ith the <ranchisorNs system
Manufacturing franchisee net/ork
CIT)
)ear
f Esta#-ishment
No*
f Cake Shops
Mum#ai 3o-kata Pune Hydera#ad RaCkot Nasik ,oa %aroda Ahmada#ad Surat rissa CairoEEgyptF
=>?6 =>>= =>>8 =>>@ =>>B =>>> 6777 6777 677D 677A 6778 =>>D
=@8 ==8 AB ? =7 =7 6> 6A => =A 8 D8
4o# Monginis, after launching its 3th successful >ake ?hop in Hyderabad is all set to open the same in other cities. In the >ake ?hop, customers #ill be able to !ie# freshly baked products coming out of the o!en and cakes decorated in their presence*
29
EGPANSI N P+ANS
Monginis p-ans 87 out-ets #y end this year Ready.to.Eat Segment
30
Monginis p-ans 87 out-ets #y end this year
31
%fter a recent store launch in Indore, Mumbai0based leading bakery chain, Monginis no# plans to open -" more outlets across the country by end of the year $"12. he company also plans to double its retail distribution from the current retail net#ork of 1-,""" stores across the country. Elaborating on the MonginisN e*pansion plan, Moher Khoraki#ala, CMH of Monginis ,!t. =td, said, J%fter Indore, the cities #here #e are planning to roll out our e*clusi!e cake shops are Kanpur, =uckno#, 8aipur, Chennai and >angalore. Ae are currently looking out for suitable franchising partners for these locations and it #ill take some time for us to decide on Monginis &manufacturing franchisee. <or opening ne# stores, on an a!erage, Monginis is looking at the locations #ith the minimum carpet area of $"" s. ft. J%part from opening more storesI our strategic business unit @?>B6 is setting ambitious plans for the retail distribution e*pansion.
oday, our packaged products are being retailed in the retail outlets of limited number of cities and #e #ish to increase our distribution in the retail net#ork of all the metro cities and other de!eloping to#ns. he retail e*pansion plan in!ol!es appointing more number of distributors and retailers, he added. In addition to traditional and modern trade channels, the company is also acti!e on on0 line trade. 8ecently, it has launched an e0commerce site, ///*monginis*netH #here customers can easily place their orders. J7oing by the changing con!enience0dri!en shopping habits among customers, #e feel that the online business is !ery important, said Khoraki#ala.
32
The Study of Marketing Mix of Monginis and its Impact on its Customers Monginis marked a turno!er of 8s $13 crore in the last fiscal and has set a target to achie!e fi!e percent of this turno!er in the ne*t t#o years only through its online business. <urther, through its retail e*pansion, company e*pects to gro# at the rate of o!er $" percent year0on0year. >esides, the cake major is also ready to e*tend its portfolio into ready0to0eat @8 E6 foods segment.
Monginis to enter :ready to eatI segment$ a ne/ di1ision
E*tending its franchise beyond cakes, the Mumbai0based Monginis <oods is planning to enter the Pready to eat segmentN. Aith its net#ork of -""0plus stores across the country, the 8s $3"0crore cakes major are ready to e*tend its portfolio into ne# categories. Ahile the ready0to0eat segment may be cro#ded at the moment #ith big players such as I C, there can still be room for one more player. Monginis intends introducing mainstream products in this segment and #ill set up a ne# manufacturing unit for the same. %lmost t#o decades ago, Monginis had e*perimented in ready0to0eat segment but did not fare #ell then. JAe #ill re.uire a separate plant #ith different technology for entering the segment as it is unlike the cakes segment,NN Mr.Khoraki#ala said.
% separate di!ision is e*pected to be floated #ithin the company for the ne# segment. JAe #ill be e*tending the brand name of Monginis to the ready0to0eat segment and there #ill be a range of heat and ser!e products such as !egetable kormas and paneer. Considering that #e already ha!e our stores, it #ill easier to introduce these products as there are ready footfalls in such outlets,NN said Mr.Khoraki#ala. >esides, it Aeb site also offers both inter0city and intra0city deli!eries and doubles up as an additional distribution channel for the company.
33
34
Marketing Strategy Marketing Mix Socia- Net/orking Sites
MAR3ETIN, STRATE,IES
Bshering in the summer, Monginis <oods =td. is planning to roll out a sle# of marketing and promotional initiati!es to promote its e*isting as #ell as ne# products. %s a part of marketing strategy, Monginis is planning to enhance its brand !isibility at their outlets by setting up special Monginis lollipops but this attempt pro!ed to be a failure. In addition the company is also planning to focus on school promotions to promote its e*isting range of bar cakes and slice cakes in the Indian market place. Monginis is
35
The Study of Marketing Mix of Monginis and its Impact on its Customers targeting ("" schools to reach out to children. he promotion campaign #ill in!ol!e 2 steps. /ne, schools #ill be enrolled and approached. ?econd, schools #ill be gi!en an opportunity to !isit Monginis bakery for an entire day. dra#ing contests and .ui+ contests. Monginis has launched Monginis >ro#nies priced at 8s.- at all Monginis cake shops. hey ha!e also come up #ith Monginis Khari in a mid0si+ed pack priced 8s.$". hey are also planning to introduce ne# e*otic !arieties in fresh cream cakes targeted at ?ec %G> priced bet#een 8s. 1"" and 8s.2"" soon. In order to position Monginis as a strong cake brand #hich offers benefits of being soft and fresh, the company had come up #ith a tele!ision commercial in the year $""(0"). /n a regular basis, it ad!ertises through the print media. %ccording to Mr.KagdeepKapoor, MH, ?amita Marketing Consultants ,!t. =td.I the brand marketing strategy consultants for Monginis, the objecti!e is to build Monginis brand #ith a clear target of 1""" franchise cake shops. 8ecently, Monginis started digital marketing and are getting a good response. Monginis ha!e become !ery acti!e in the cyber #orld by online ad!ertising through reputed portals like yahoo, rediff, sify, etc. and e!en by using social net#orking sites like <acebook, /rkut, etc. /n mobiles, they ha!e started an ?M? push on rele!ant occasions and e!en started for#arding ?M? birthday #ishes to their loyal set of consumers on their birthdays hird, Monginis #ill host
MAR3ETIN, MIG
( M N,INIS*
1. Product; Monginis has #ide range of productsI 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 #hich are a!ailable at their stores and also at other retail stores. Monginis also has different kind of breads and a
36
The Study of Marketing Mix of Monginis and its Impact on its Customers !ariety of snacks for dine0in customers in !eg and non0!eg !ariety. It has also started home deli!eries and online booking and gifting system.
6. Price; ,rice of Monginis cakes is reasonable as compared to its competitors. he

prices of cakes !ary on their si+e. /n an a!erage a half kg cake #ould cost something around $"" and it goes up to a 1""" depending on the si+e and the fla!our
D* P-ace; Monginis cake shop is present in 1$ major cities in India. It has around -""
retail outlets or franchise all o!er India. %ll the cities ha!e a production unit from #hich the goods are supplied daily. 7oods #hich are unsold are taken back by the company and are gi!en a#ay in charity if in consumable condition or else destroyed
A* Promotion; Monginis has used media such as D, print, #eb, hoardings, etc. to
ad!ertise its products. It regularly comes out #ith offers on festi!e occasions. 8ecently to promote its cakes and chocolates it came out #ith a range of a special cakes and chocolates for all those ??C @Oth ?tandard6 students #ho passed out this year. It has also planned for chocolate baskets for the boys and girls. he successful boys can be gifted #ith a blue coloured basket filled #ith assorted chocolates and decorated #ith a Holl @>oy6. %nd, similarly the girls can be gifted #ith a pink coloured basket filled #ith assorted chocolates and decorated #ith a Holl @7irl6
37
"SE
( S CIA+ NET5 R3IN, SITES ( R MAR3ETIN,
Monginis is !ery acti!e on one of the most popular social net#orking site today follo#ed by large group of people i.e. <acebook. Monginis regularly updates its <acebook account #ith latest ne#s about Monginis, ne# products, ne# inno!ations etc. Monginis is follo#ed by thousands of follo#ers on <acebook #hich pro!ides Monginis to be an effecti!e marketing tool for its products. he <acebook account named P>rand Monginis <oods &has a large amount of details related to Monginis. It has recent updates of Monginis in !arious ne#spapers, !ideos, links, photographs of cakes @!arious designs and shapes6 etc.
+ ,ISTICS AN!
R!ERIN, S)STEMS
38
+ogistics Management rdering system
Ho/ a retai-er p-aces order through Net< +ogistics management

=ogistics is the management of the flo# of goods, information and other resources bet#een the point of origin and the point of consumption in order to meet the re.uirements of consumers @fre.uently, and originally, military organi+ations6. =ogistics in!ol!es the integration of information, transportation, in!entory, #arehousing, material handling, and packaging, and occasionally security. =ogistics management is that part of the supply chain #hich plans, implements and controls the efficient, effecti!e for#ard and re!erse flo# and storage of goods, ser!ices and related information bet#een the point of origin and the point of consumption in order to meet customer and legal re.uirements. he backbone of any business is logistics. Monginis recei!es 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 !ans by early morning. %ll the products need to be deli!ered #ithin a span of 1 Q 2 hours time and they follo# the rule ferociously. %ll their !ans are insulated and e!en carry insulated shippers. ?ome of the !ans are refrigerated, #hich ply on the long routes. % single !an generally co!ers 2 to 3 Monginis shops &orders so that they can deli!er the orders on time #ithout any delays. hey ha!e a set of guidelines for logistics and their staff in the shops. hey are #ell trained on these aspects and these guidelines are strictly follo#ed. hey also conduct surprise audits, just to ensure that the .uality of the supply chain is maintained.
rdering system 39
%s mentioned in the earlier topic of logistics about #hen the retail shops place their orders for the ne*t day it is e.ually important to kno# ho# their ordering system functions. Initially Monginis retail shops had to follo# the telephonic ordering system. In this method they #ere pro!ided a telephone help line number. he head of the retail shop ha!e a checklist of items #hich contained all the items #hich Monginis prepares. he person has to place orders in different categories of cakes, pastries, sa!ouries, and namkeens etc. as per their re.uirements for the ne*t day. his re.uired manual efforts and #as !ery time consuming method of order placing as the person has to name each and e!ery item he re.uires. %lso there #ere chances of mistakes being committed because of certain communication barriers #hich could lead to losses both to the bakery and the retail shop. o replace this method they came up #ith the fa* system for placing orders. he fa* system of placing order #as practiced for a long period #hen the need for more inno!ation #as re.uired 4o# #ith increasing use of technology and inno!ation in e!ery sector, Monginis has also come #ith a modern method for placing orders called as E0ordering. his method in!ol!es placing orders through net. It in!ol!es use of the most popular and appreciated #ay of communication that is internet. his method can be much relied upon for .uick placements of orders and does not in!ol!e any tedious task. Bnder this method, e!ery Monginis retail shop has to load a Healer ?oft#are pro!ided by Monginis in their computers. his soft#are pro!ides all the necessary facilities for placing order like for e*ample the time of order, any particular shape for a cake, proper #eights a!ailable in each category etc. % proper diagrammatic representation of ho# E0ordering functions is sho#n in the file presented separately.
TRAININ, SESSI NS AN! M N,INIS ANN"A+ MEET
40
Training sessions
Annua- get.to.gather
41
Training Session
Monginis kno#n for its e*cellent ser!ices #ith #hich it treats all its customers is the result of the e*cellent training sessions that are regularly conducted by Monginis for both the o#ners as #ell as the staff that is appointed by them. hese 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. he person o#ing a Monginis franchisee is e*pected to attend the meetings and seminars regularly as and #hen scheduled by Monginis so as to impro!ise their ser!ice .uality and attract more and more customers and satisfy them in order to turn customer retention into customer loyalty to#ards their products. he training needs more of on0the0job training #hich is pro!ided in their model shops, #here most of their successful franchisees train the ne# franchisees. Monginis sales team pro!ides directions throughout the training programme and keeps pro!iding additional inputs #here!er re.uired. %part from e*tensi!e training to franchisees before the shop opens, they also pro!ide a lot of support after the shop opens till it stabili+es, in terms of operations. hey are also made a#are about the rising competition in >akery line and ho# they can come up #ith inno!ati!e #ays and ideas of displaying their products. he o#ner of the shop #ishes to see his staff #orking the same #ay and #ith same dedication as he #orks to earn profit. ?ales staffs are gi!en training through regular sales programmes about ho# to display the products #ell, ho# to sell the product and also simultaneously make ad!ertisement for their other products. <or eg; #hen a staff member is selling a cake to a customer he should also ask or ad!ertise or con!ince the customer to buy candles or a knife #ith it. he basic aim of these training is to de!elop communication skills of the staff in order to sell the products to the customers #ith respect and politeness.
42
Monginis Annua- MeetJCe-e#ration

Monginis holds an %nnual Meet or Celebration ,arty e!ery year during the period of March or %pril in #hich it in!ites all the dealers of Monginis of that particular city #here the party is held. he main objecti!e of this get0to0gather is to bring all the dealers close to each other, kno# each other #ell, so that Monginis can function as one big united family. he party usually starts in the e!ening. Hifferent !arieties, shapes, #eights of cakes of !arious designs or characters are displayed for the dealers to take a look at those as they arri!e at the party. 4e# !ariations, introductions in sa!ouries and cakes are informed to the dealers, introduced by the Monginis bakery. Healers are also gi!en samples to taste and suggestions are e*pected from them. his is follo#ed by a small conference meeting by the dealers, head of departments and the top management of Monginis in #hich important discussions are made. It also consists of the gro#th report about Monginis as a #hole. %fter the meeting the program of presenting certificates and re#ards takes place. he dealer #ho has performed the best among all Monginis franchises is gi!en Certificate for the 4o.1 ?hop. here are also some other re#ards and cash pri+es to be gi!en for dealers ha!ing good ambience in their shop, good sales staff and for the gro#th of the business. he Chairman and the Managing Hirector then presents a speech about the gro#th, e*pansion plans and progress and about ne# arri!als. he last session of the party is the dinner. %fter the dinner e!ery dealer is presented a gift as a token of remembrance.
43
C MPETIT RS
%irdy;s %ro/nie Point Ri##ons and %a--oons

he >akery =ine is one of the most upcoming businesses today because of the reason that children are born e!ery minute and people #ill not stop celebrating their birthdays. Monginis, a !ery #ell0kno#n brand in this business has gone as far a#ay from the time it first started its operations. here is intense competition among leading cake shops of the to#n. ?ome of the competitors #hich Monginis has are >irdy&s, >ro#nie ,oint, 8ibbons and >alloons, Henish Cake shop etc.
44
%irdy;s
>irdy&s is India&s gourmet chain of >akery and ,atisserie shops #ith 1F franchised outlets, at present, spread across the city. he fast gro#ing Pneighbourhood hangout &chain of cake shops create one appeti+ing idea after another from traditional to e*otic recipes. ?tuffed #holesome breads, sa!ouries, European style chocolates, gateau*&s and tea time fa!ourites are just a fe# of irresistible products a!ailable. highest .uality are prepared by e*perienced teams. he outlets are catered to from a state0of0the0art production facility #here premium ingredients of
%ro/nie point
>ro#nie ,oint #as started by Manish Khanna after returning from the B?. He is one of the first to come up #ith a concept of ser!ing Confectionery, Cakes G Heserts. ?haped cakes like ChildrenNs ?haped Cakes, Aedding Cakes, Hesserts Cakes, Hesserts, >ro#nies, Cheese Cakes, ,icture Cakes Mousses etc., less than 1 roof. Catering to a lot of >olly#ood 8oyalty like, Kohn %braham, %jay He!gan, %kshay Kumar G <amily, Hritik 8oshan, Himple Kapadia, ,oonam Hhillon, ?ajid0Aajid, 4ausheen %li ?ardar etc. >ro#nie ,oint is the ultimate resource for all of your party, #edding and e!ent planning needs. <ind ?pecial Hesserts, Cakes, Mousses, ,ie, 9uiche, ,uffs, >urgers, ?and#iches, Croissants, 8olls and more.
Ri##ons and %a--oons

8ibbons and >alloons is another famous chain of cake shops making e*otic and premium cakes, gateau*&s and other bakery products. he fla!ours and !ariety of (1 Cakes are totally different from those of Monginis. ?ome of the products of 8ibbons and >alloons are Chocolate Mousse, Ahite bread, >ro#n bread, 7arlic bread, English crunch cookies, Deg and 4on0!eg Croissant etc. hey ha!e their franchises at some of the posh areas of the city like >andra, ,o#ai, ?antacru+ and others.
45
!ATA ANA+)SIS 0 INTERPRETATI N Ta#-e no*=

16 4o of !isitors !isiting MonginisR Mode 4o of !isitors 8egular 1' <ig no.1 ?#itch to others 21
<rom the abo!e table no.1 and figure no.1 it is concluded that 21 are regular customers and rest of 1' s#itches to other cake shops.
46
Ta#-e no*6
$. 4o of !isitors preferring to go a Monginis shop on occasionsR E!ent >irthdays %nni!ersarie s ) <esti!als 1" Important days Aithout /ccasion 22
4o of !isitors $3
<ig no.$
<rom the abo!e table no.$ and figure no.$ it is concluded that $3 of customers prefer monginis on occasion of birthday, ) of customers prefer on occasion of anni!ersary, 1" of customers prefer monginis on festi!als, - on important days and 22 of customers prefer monginis e!en #ithout any occasion.
47
Ta#-e no*D
2. Ahat attracts you to a Monginis ?hopR
>rand name 4o. of !isitors $"
9uality $) <ig no.2
,rice $1
taste $2
<rom the abo!e table no.2 and figure no.2 it is concluded that $" of !isitors are attracted of the brand name, $) of !isitors because of .uality, $1 because of price, and $2 because of taste.
48
Ta#-e no*A
3. <a!ourite category of ,roductR Items 4o of !isitors Cakes G pastries ?a!ouries 2" 1) <ig no.3 Confectionaries 1$ Chocolates 3
<rom the abo!e table no.3 and figure no.3 it is concluded that 2" of !isitors prefer cakes and pastries, 1) prefer sa!ouries, 1$ confectionaries, and 3 chocolates*
49
Ta#-e no*8
-. Ho you think price of Monginis products bothers pockets of its customersR /pinion 4o of people ans#ered Ces 1F <ig no. 4o 2$
<rom the abo!e table no.- and figure no.- it is concluded that 2$ of customers do not bother their pockets #hile buying a Monginis product and 1F do bother. %ns; here #as a mi*ed reaction of the people as per their !ariant choices but as per my analysis I found that majority of the people #ere eager about Monginis coming up #ith some kind of Health Hrink may be fruit juices etc. /ther category that #as focused upon #as ?ugar0free products for diabetic people. ?ome other choices mentioned by people sur!eyed #ere more !arieties in ?a!ouries, Macaroni products, <rench <ries and Ahite and >ro#n >reads.
50
S5 T ANA+)SIS
S5 T ana-ysis is a strategic planning method used to e!aluate the Strengths, 5eaknesses, pportunities, and Threats in!ol!ed in a project or in a business !enture. It in!ol!es specifying the objecti!e of the business !enture or project and identifying the internal and e*ternal factors that are fa!ourable and unfa!ourable to achie!e that objecti!e. % ?A/ analysis may be incorporated into the strategic planning model.
51
Strengths
16 Monginis <oods ,!t. =td. has been there for a long time almost for 3 to - decades. $6 It has good co!erageI it has around -"" retail stores all o!er India. 26 Has ac.uired a name in the #orld of bakery, food processing and packaged foods industry. 36 It has recently started offering home deli!ery and online booking and deli!ering system. -6 ,rices of their products are .uiet reasonable as compared to its competitors.
5eakness
16 Monginis has fe#er !arieties in the range of cakes as compared to its competitors. $6 here ha!e been cases of lack of consistency in .uality because of Monginis being a franchise business. 36 >eing a franchise business it has limited control o!er the location of the store. Hence some of its stores are not strategically located.
pportunities 52
The Study of Marketing Mix of Monginis and its Impact on its Customers 16 here is an opportunity for Monginis to make its presence felt in the malls #hich no#0a0days becoming a strategic location for such kind of products. $6 7etting more !arieties in their product range by proper market research. 26 More ser!ices can be added to boost sales further and make the brand name stronger in the mind of the customers. 36 ,romoting the online system properly by targeting corporates, 48Is, etc. -6 7etting in more customi+ation options #ould be good for the customers.
Threats
16 Monginis has threat from its competitors such as >irdy5s, Hang /ut, Mar#an5s, etc. $6 Cadburys and McHonalds are also a threat to it because they are also positioning their products on the lines of celebration.
53
CHAPTER I'
54
C NC+"SI N
<inally from the project I ha!e got a complete idea about Monginis and ho# #ell it has been successful in maintaining its hold on this tough market competition. E!ery business in today&s market situation is surrounded by number of challenges and competitors but ho# a company deals #ith them is !ery important. E!en #hile facing tough competition Monginis is able to maintain its product&s prices to affordable le!el is a major achie!ement. ?ome scope must be taken to sol!e plastic bag problems as it is creating embarrassing situation for sales persons to ask fir charge of plastic carry bag. Monginis can use this opportunity to declare as a green supporti!e brand like ,epsi %nd others and communicate this message #ell by pro!iding eco friendly bags.
55
S",,ESTI NS
Monginis has come a long #ay in >akery >usiness. Monginis offers a franchise to operate the market #ith time tested and repeatedly pro!en management concepts and marketing techni.ues. % Monginis franchise enables one to purchase the e*perience, reputation, brand a#areness, training e*pertise and marketing support of the franchisor. E!en customer confidence and !alue is .uite efficiently ac.uired by Monginis through its practices. hus Monginis punch0line rightly says, ,o Ahead Ce-e#rateK
56
%I%+I ,RAPH)
he books and articles concerned for the accomplishment of the project are as belo#; 1. Mary Berry's Ultimate Cake Book by merry berry, 2006 2. Cakes and Pastries by Christian Teubner, a!"ues Charrette, #annelore Blohm #earst Books, 1$%& '. Cu(!ake )it* +e!i(es, ,iners, and -e!oratin. Tools /or Makin. the Best Cu(!akes0 By 1linor ,i2ens 34eb 5, 200$6 5. Martha 7te8art's Cu(!akes* 19& :ns(ired :deas /or 12eryone's 4a2ourite Treat by Martha 7te8art ,i2in. Ma.a;ine 3 un 2, 200$6
57
5E%I+ ,RAPH)
www.monginis.net www.marketing91.com news.franchiseindia.com www.franchisebusiness.in bakerybazar.blogspot.com
58
ANNEG"RE
4uestionnaire and its Ana-ysis
<or the purpose of better understanding about Monginis I conducted a .uestionnaire #hich included some basic .uestions about Monginis in order to kno# ho# #ell the customers are used to Monginis brand
he .uestionnaire #as conducted in the geographic area of Mumbai. he sample si+e of the .uestionnaire is -". he locations of research, in particular are !asind,@Aest6 kalyan @#est6
he analysis is presented in form of Hiagrammatic and 7raphical representations. he .uestionnaire is as follo#s
59
4"ESTI NNAIRE
N M N,INIS
4ame; %ge; /ccupation;
1. %re you a regular Monginis0!isitor or you s#itch to other cake shops alsoR
%6 8egular
>6 ?#itches to others
$. /n #hat occasions do you prefer going to a Monginis ?hopR
%6 >irthdays >6 <esti!als
H6 %nni!ersaries E6 Important Hays
C6 E!en #ithout any occasions
2. Ahat attracts you to a Monginis ?hopR
%6 >rand 4ame >6 ,rice
C6 9uality H6 aste
60
3. Ahat is your most fa!ourite category of productR
%6 Cakes G ,astries >6 Confectioneries
C6 ?a!ouries H6 Chocolate
-. Ho you think price of Monginis products bothers pockets of its customersR
%6 Ces
>6 4o
(. Monginis does not come up #ith much ad!ertisement, but making a good business. Ho you think it should ad!ertise itself on DR %6 Ces >6 4o
). Ho you find any difficulty in locating a Monginis ?hopR
%6 Ces
>6 4o
61
F. Ho you think Monginis has a threat from other competitors in its lineR
%6 Ces If yes, from #homR
>6 4o
%ns$ LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
'. Hid you feel that Monginis felt P he Heat of 8ecession&R %6 Ces >6 4o
1". If you #ere gi!en an opportunity to say, #hat other product category@s6 Aould you like Monginis to introduce other than the e*isting onesR
%ns;SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS
hank CouT.
62
ARTIC+ES ISS"E! %) 'ARI "S NE5SPAPERS

CH/C/=% E %4H C//KIE? ?C/8E? /DE8 MI H%I %4H H8C<8BI ?
Crunchy cookies, especially those that are #ell packaged, seem to be in fa!our #ith the festi!al cro#ds. Cookie Man says that 2": of its turno!er comes from Heepa!ali sales. Its gift packs range any#here bet#een 8s 1-" and 8s 1,$"". L he pack is customi+ed and can include up to se!en premium !arieties of chocolates and chocolate0dipped cookies, apart from other !arieties,L says ?andeep ?e#al, Cookie Man senior !ice0 president@ retail6, #hich has bagged orders from nearly 2"" companies this year. he Khoraki#ala0o#ned cake shop Monginis is offering attracti!e hampers comprising cookies, chocolates and cakes. L%s cakes are perishable items, #e are e*pecting last minute orders,L says Direndra 7hole, marketing head, Monginis. Hespite sugar prices shooting up in recent months, Monginis is ready for the sudden spike in the number of customers at its 3FF outlets across the country. LAe are not increasing our pricing though our margins are under pressure at the moment,L admits 7hole. <urther, Monginis e*pects a 1-:0$": rise o!er daily sales during the three days preceding Hi#ali.
.The Times of India /ct 1-, $"1"
63
!I5A+I SA+ES
%ccording to Direndra 7hole, head, marketing, Monginis <oods, J?ince health conscious Indians are mo!ing a#ay from consuming mithais, #e are introducing cookies and chocolates. Monginis hopes to achie!e a $-: sales gro#th this Hi#ali compared to the same period last year. >y the end of the current fiscal, it hopes to increase number of e*clusi!e Monginis stores from 33" to ("".
.The (inancia- Express hursday, ?ep $3, $"1"
64
Thanking you
65

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The Study of Marketing Mix of Monginis and its Impact on its Customers

A#out Monginis$ The Story of the Rising Cake

Cear Established; /#nership ype; =egal 8epresentati!e1>usiness /#ner;

1')1 ,artnership >usiness /#ner

Main Markets; otal %nnual ?ales Dolume;

?outheast %sia B?E1" Million Million

%ENE(ITS ,I'EN %) THE C MPAN)

THE RETICA+ %AC3,R "N!

Products 4ua-ity Pri1acy Po-icy Terms and Conditions

Monginis Products at a ,-ance

66777$ 6778 (ood safety management system certified organi9ation*

Terms and Conditions

,roduct price mentioned is inclusi!e of Heli!ery Charges, =ocal product.

ransaction <ees. Hence, 4/ %HHI I/4%= CH%87E? are applicable to the

CCASI N AN! IMP RTANT !A)S

%irthdays and Anni1ersaries (esti1a-s (riendship !ay

%irthdays and Anni1ersaries

S ME "NI4"E APPR ACHES

Corporate ,ifting (ranchise Expansion and ,ro/th P-ans

(RANCHISE 5hat is franchising<

Manufacturing franchisee net/ork

=@8 ==8 AB ? =7 =7 6> 6A => =A 8 D8

Monginis p-ans 87 out-ets #y end this year Ready.to.Eat Segment

Monginis p-ans 87 out-ets #y end this year

Monginis to enter :ready to eatI segment$ a ne/ di1ision

Marketing Strategy Marketing Mix Socia- Net/orking Sites

6. Price; ,rice of Monginis cakes is reasonable as compared to its competitors. he

( S CIA+ NET5 R3IN, SITES ( R MAR3ETIN,

+ogistics Management rdering system

Ho/ a retai-er p-aces order through Net< +ogistics management

TRAININ, SESSI NS AN! M N,INIS ANN"A+ MEET

Monginis Annua- MeetJCe-e#ration

%irdy;s %ro/nie Point Ri##ons and %a--oons

Ri##ons and %a--oons

!ATA ANA+)SIS 0 INTERPRETATI N Ta#-e no*=

2. Ahat attracts you to a Monginis ?hopR

>rand name 4o. of !isitors $"

9uality $) <ig no.2

www.monginis.net www.marketing91.com news.franchiseindia.com www.franchisebusiness.in bakerybazar.blogspot.com

4uestionnaire and its Ana-ysis

he analysis is presented in form of Hiagrammatic and 7raphical representations. he .uestionnaire is as follo#s

4ame; %ge; /ccupation;

>6 ?#itches to others

$. /n #hat occasions do you prefer going to a Monginis ?hopR

%6 >irthdays >6 <esti!als

H6 %nni!ersaries E6 Important Hays

C6 E!en #ithout any occasions

2. Ahat attracts you to a Monginis ?hopR

%6 >rand 4ame >6 ,rice

3. Ahat is your most fa!ourite category of productR

%6 Cakes G ,astries >6 Confectioneries

-. Ho you think price of Monginis products bothers pockets of its customersR

). Ho you find any difficulty in locating a Monginis ?hopR

%6 Ces If yes, from #homR

ARTIC+ES ISS"E! %) 'ARI "S NE5SPAPERS

.The Times of India /ct 1-, $"1"

.The (inancia- Express hursday, ?ep $3, $"1"

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