ENGLISH OVEN

“When an organization is born out of love for making the best, the outcome is
incredible”

COMPANY PROFILE

English oven is premium bread manufactured by MRS BECTOR’S FOOD SPECIALITIES

LTD. which is offering wide varieties of food items like kulcha, bread, buns, etc. that too in
different flavours. It is a premium range of bread which is a perfect blend of selected
ingredients and premium taste. It delivers fresh bakery products to homes, restaurants and
cafes in India. It is the largest bun supplier of over 1 million per day in India.

English oven with a capacity of 180000 bread packs per day caters to the premium segment
in leading metros like Delhi-NCR and MUMBAI. In keeping with their innovation goals they
have installed a large blast freezing individual quick freezing and holding freezers at Greater
Noida facility. For its line of bakery products six strategically located manufacturing units in
Punjab, Himachal Pradesh, Uttar Pradesh, Maharashtra and Karnataka and one upcoming
facility in Indore.

MISSION AND VISION

MRS. BECTOR’S has, from the very start, laid emphasis on the importance of breakfast and
the need for it to be made with the finest, freshest of ingredients. It's a belief that laid the
foundation for the company, making English Oven buns and breads synonymous with great
quality. Continuing to grow on MRS. BECTOR’S values, the company also continues to
empower, touch and win hearts with a firm belief that nothing is impossible.

Evolution: Regional Presence

Over three decades ago, a simple, young housewife from Ludhiana won the heart of Punjab
with her love for baking. She did all of this from her home, set in the middle of lush golden
wheat fields of Punjab. While the beginnings of Mrs. Bector's Food Specialties were humble,
the journey ahead is nothing short of an inspiration. A Lady that started catering to the needs
of her family and friends, now touches the lives of a million people everyday. Today, Mrs.
Bector's English Oven has transformed into a leading brand across the country, winning
appreciation from consumers and industry leaders alike.

Little did Mrs. Bector know that her love for baking that bloomed from her home amidst the
beautiful wheat fields would one day become one of the pioneer organizations in the food
retailing industry. A triumph like this became possible due to Mrs. Bector’s belief in picking
only the finest ingredients that made all her baked breads, a delight indeed! Eventually it
wasn’t too long before the community venerated her art of baking and the magic of breads
baked by her sprinkled everywhere.

As breakfast is the most important meal of the day, Mrs. Bector always believed that it should
be made only with the freshest of ingredients. This is why, one bite of English Oven proves
its uncompromising position as the Pride of the Plate even today. In an industry that
consistently demands services that exceed excellence and expectations, English Oven has
been a true paradigm due to its unmatched quality products, ground-breaking flavours and
fillings, and many other distinguished features. With her aim to craft delicious bread and
spread her love of baking worldwide, Mrs. Bector’s English Oven is the most preferred
consumer brand besides being a leading supplier to brands within the country and across the
world.

COMPETITORS

1. Britannia on national level

2. Perfect on regional level

3. Harvest on regional level

CHALLENGES

Just like any other business, MRS BECTOR’S FOOD SPECIALITIES PVT LTD also faced
certain challenges that are mentioned below:

1. Economic Assistance

The main challenge faced by regional brands is to focus on the short term returns. Brand is a
long term asset, introduction of price, discount or freebie promotion for initial acceptance of
the product may lead to brand dilution and failure in the long run.

2. Effect of Approving

There must be consistency in quality/performance, if not betterment so as to sustain the

growing complexity of International market in terms of Consumer‘s changing tastes and
multiplying competition. The company must continuously innovate and maintain good
customer relations though their consumer touches points, so as to create brand loyalty among
existing users.

3. Emotional Appeal

Emotional appeal is essential to communicate the Brand message. Consider the number of
media options available to consumers-200 or more television channels, Internet, Newspaper,
magazines.

4. Effective Culture

Culture refers to how people in a society interact, what they believe. How they make
decisions and what meanings they attach to certain representations. Cultures are not static,
but develop through intergenerational and interpersonal learning and experience.

5. Economic, Legal and Political conditions

Condition implies the Economic, Legal and Political conditions prevailing in a foreign
market. Law related to Advertising content, product specifications, distribution options, etc.
vary from one country to another. The Economic condition in UK made LG play down its
tagline “Life is Good” in Advertisements due to recent credit crunch.

6. Efficient distribution channel

Formation of distribution channel alliances in a foreign market. A distribution channel

decision is vital and rigid, that it expensive to change, once decision is made.

7. Staffing Weaknesses of a Bakery

Your employees are the face of the bakery to your customers and employees are one of the
many problems encountered in bakery business models. Employees who can't answer
questions about ingredients for the breads and cakes, about why your bread is better than the
competitor or why using real cream, eggs and butter creates a superior product, results in lost
sales. Back of the house staff, those mixing and baking the cakes and pies can inadvertently
sabotage a bakery by not paying attention to ingredients and measuring. Baking is a science,
and exact portions are required for the products to turn out consistently delicious. Train the
staff by offering samples of properly prepared products. Post ingredient lists where the sales
staff can easily find them. Test employees on their knowledge, but make it fun rather than
drudgery.

8. Operations and Cleanliness

Bakeries are inspected and graded by county or state health authorities. Those grades are
usually placed where customers can see them. A lower grade impacts the customer's
perception of the quality of your bakery. Serious infractions may cause the bakery to close
until the problem is fixed. Poorly operated bakeries waste ingredients and labour, increasing
expenses and lowering profit margins. Inadequate equipment results in the waste of cakes and
breads not properly baked. Train employees to keep the bakery sparkling at all times. Spot-
check refrigerator and freezer temperatures to make sure they are within allowable variances.
Know what the health codes are and enforce them.

9. Financial Management Processes

A bakery is a business and requires the owner to be a savvy financial manager as well as
knowing the ins and outs of baking. Baked goods are perishable inventory so if you don't sell
the bread today, it has to be marked down tomorrow. However, it still costs the same to bake.
Knowing exactly what your baked goods cost to produce gives you a better idea of what price
to charge for them. If finance isn't your strong point, hire an accountant to set up your
accounting system and show you how to use it, what reports are standard and what the reports
mean.

10. Bakery Marketing Challenges

"Bake it and they will come" doesn't work in real life, only in the movies. You may think that
your baked goods will sell themselves, but unless you let customers know about your bakery,
no one will be eating your pastries. A non-existent marketing plan is a weakness of a bakery.
Use social media to develop a list of friends, groups and followers. Announce specials, new
breads and recipes through the social media sites as well as on your bakery's blog or website.
Create contests to name a new muffin or bagel, awarding the winner a week's free supply.
ENGLISH OVEN STP

1. Segmentation

a. For people who likes to have light breakfast and bakery products.
b. For people who belong to middle class and upper middle class.
c. Niche segmentation for example sweet surprises and active nutrition for people who
like varieties.

2. Targeting

a. Active nutrition - For people who likes to be fit.

b. Western treats - For those who enjoy western taste.
c. Indian indulgence - To enjoy the Indian cuisines.

3. Positioning

a. Active nutrition – Positioning of this product is done as healthy breakfast.

b. Western treats – Positioning is done as western fast food.
c. Indian indulgence – Positioning is done to give a delicious taste of Indian cuisines.
PESTEL ANALYSIS OF ENGLISH OVEN

Political

 Exemption on Customs Duty on Sugar Raw Material Import

Due to the shortage in the production of sugar the deadline for the exemption on customs
duty on raw sugar imports has been extended by the government to April 1, 2011 (Dey, A &
Jha, Dilip K (2010) Duty-free sugar imports extended till April 2011, Business Standard).
Since sugar is a major input in the bakery, the price of sugar highly influences the price of
inputs of the bakery industry. Exemption on customs duty will help in purchasing sugar at
lower cost, which in turn will control the cost of production.

 Incentives to Build Cold Storage Facilities

Wastage of food items due to lack of cold storage facilities lead to a loss of Rs. 500 billion
every year. The government announces schemes and incentives to attract investments in cold
storage warehousing (Union Budget 2010: Cold-storage incentives to attract fresh funds
(2010), The Economic Times). Increase in the number of cold storage facilities would help in
preserving products better and reduce the wastage cost.

Economical

 Globalization

Globalization a universal phenomenon is affecting each and every industry. The world is
coming closer, the communication gap is closing and the businesses are going global. This
can serve as an opportunity to expand the business to a global level but on the other hand
there is a threat of new entrants from international market.

 Requirements for Logistics

Logistics in India suffer due to the poor infrastructure and other limitations. There is a high
demand for sophisticated third party logistics so the domestic logistics service providers are
trying to improve their service. International participation is also expected in the logistics
industry (Pandey, S & Basu, A (2010) Logistics cos ramp up supply chain to meet rising
demand, The Economic Times). Sophiscticated logistics system will help in proper supply
chain management and on time delivery of goods, which help in maintaining the shelf life of
goods on meeting the demand on time.

Social

 Need for Healthy Eating Habits

Studies say that Indians are more prone to Coronary Artery Disease (CAD), which is the
major independent risk factor causing Cardiovascular diseases, due to the smaller caliber
arteries found in Indians. Indians more prone to heart disease. (The Times of India). This
suggests that Indians should move towards more healthy food and diet. This could be a new
area to explore for English oven with its new health associated products like Active nutrition
and wholesome brown bread.

Technological

 New Age Packaging

The new packaging systems help in protecting food from micro-organisms by creating shelter
layer. It uses new technologies like oxygen scavenging function, atmosphere control,
biodegradability etc. and is low cost (Han, J Packaging Innovations, Bakers Journal). The
packaging technology helps in preserving food for longer by protecting them from micro-
organisms with the help of new technologies, thus resulting in longer shelf life of the food.
The advantage of low cost packing and longer shelf life could be very beneficial for the
company in increasing its profit margin.

Environmental

 Change in the Climatic Conditions

Climate plays an important role in the agriculture process. The change in the rainfall pattern
has been a matter of concern now in India. The agriculture sector in areas which are monsoon
dependent suffered badly due to the change in the rainfall pattern. The sector suffered a huge
loss in terms of total output (Bhosale, J (2009) Farmers worried over climate disturbances,
The Economic Times). The loss in crop will affect the input supply and this might delay or
cause problems in the production. So the industry might not be able to meet the demands
resulting in the loss of customers.

Legal

 Raising the Norms for the Probiotic Food

There is a need for setting the standards for probiotic food. Clinical tests should be conducted
on the probiotic foods before they could reach the market for sale. The Indian Council of
Medical and Research has submitted the proposal for the same to the government (Das, S
(2009) Probiotic food likely to come under clinical trial ambit, The Financial Express). Strict
norms will help in raising the quality standards but on the other hand the cost and time of
production might subsequently increase.
MILESTONE ACHIEVED

MRS BECTOR, a housewife from Ludhiana, a home set in the middle of lush golden wheat
fields in Punjab, has become the largest supplier of buns in India to reputed quick service
restaurants chains such as hard castle restaurant PVT LTD (MC’ DONALDS India) and
BURGER KING INDIA PVT LTD. English oven has 8% of market share in bread segment.
Company has a strong distribution network in India and globally in the general trade and the
modern trade segment. As of June 30, 2018, Company distributed their biscuits across 11
states in India, through a widespread network of 135 super-stockists and 570 distributors. The
breads are sold through over 9,000 retail outlets situated in Delhi NCR region and
Maharashtra. Company has distribution tie-ups with reputed retail chains in India and they
are the largest suppliers of biscuits to Canteen Stores Department of Government of India
(“CSD”).

In Ludhiana, CREMICA Foods' managing director, AKSHAY BECTOR is a man in a hurry.

The three-decade old family business, which makes an assortment of foods including sauces,
condiments and snacks raised $15 million in June this year from RABO Equity Advisors and
is tripling its distribution network, adding a new food park and manufacturing unit and
expects to be a 1,000cr rupees company by 2020.
 S.W.O.T. ANALYSIS
STRENGHTS
1. It is well recognized brand in Delhi-
NCR and Mumbai.
2. It is made up of finest and freshest
ingredients which makes it a
preference for the consumsers.
3. Good quality healthy food with
strong distribution network.
4. It is the largest supplier of bread to
some of the top quick service
restaurants like mc’donalds and
burger king.
OPPORTUNITIES
1. English oven can extend its product
line.
2. Global expansion can be done by
introducing itself in the untapped states
and countries.
3. Advertising English oven in a more
effective way that can attract more and
more customers.
4. It can increase efficiency in logistics
and distribution with the help of
technology.
WEAKNESSES
1. The product line is limited to a few
products like breads and buns.
2. Presence only in the regional markets.
3. Poor technologies in India as
compared to current international
technologies.
4. Strong competition from other
regional and national brands like
perfect (Regional) and Britannia
(National).
THREATS
1. Threats from companies like perfect
and harvest at regional level and
Britannia at the national level.
2. Rise in the cost of raw materials.
3. Economic slowdown in the country.
4. Consumer perception that indulgent
products compromise on health.
REFERENCES

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