You are on page 1of 79






Roll. No.30








I SUNNY .V. CHAUDHARY (Roll No. 30) TYBMS student of Dnyan
Ganga Edu.Trust 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
The information submitted is true and original to the best of my






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 SUNNY V.CHAUDHARY, student of TYBMS DNYAN GANGA
EDUCATION TRUST under my supervision and guidance.
The information submitted is true and original to the best of my knowledge.

Prof. C. Karunanidhi
(BMS Co-ordinator)

Dr. K.Y. Shinde
(External Examiner)




I could not have completed this project successfully. inspiration and motivation. I take this opportunity to express my sincere gratitude to Respected Prof. CHAUDHARY) MARKETING STRATEGY OF MONGINIS 4 . I would like to express my heartfelt thanks to my beloved parents for their blessings. Karunanidhi (BMS Co-ordinator) of DNYAN GANGA EDUCATION TRUST who simultaneously is my project guide also. C. Deepak Salve for their valuable assistance in completion of this project. Finally. without whose guidance. yet importantly.ACKNOWLEDGEMENT It gives me pleasure to submit this project to the University of Mumbai as a part of curriculum of my BMS course. (SUNNY V. my friends/classmates for their help and wishes for the successful completion of this project. I take immense pleasure in thanking Prof. I take immense pleasure in thanking them for their valuable assistance in completion of this project.

30) TYBMS student of DNYAN GANGA EDUCATION TRUST. it is confirmed that the project is an original work.CHAUDHARY (Roll No.UNDERTAKING I SUNNY V. Place: Date: MARKETING STRATEGY OF MONGINIS (SUNNY V.CHAUDHARY) 5 . The information submitted is true and original to the best of my knowledge. 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.

The project also presents data on types & categories of cakes. the project gives information about the story of monginis its products and the ways in which. savories and confectionaries and a brief study of monginis cake manufacturer. the breakthrough came in 1971 when the idea of franchising struck us. It is the fountainhead of ideas that are good enough to eat. the biggest player in the field of cake manufacturer with preference to its presence. logistics management. Monginis was bought over by the Khorakiwala family and after that history was made. an anniversary. marketing strategies.growth. Indian consumers and the cake lovers are experiencing. It is the nationwide headquarters. Also the implication of ordering systems. 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. strengths and weaknesses. success factors. market share. For Monginis.000-sq-ft HACCP certified headquarters of Monginis is the place from where all the yummy stuff emerges from. The project also throws light on the preference made by the Indian people in context with monginis-cake manufacturer. Finally. A birthday. celebrating and giving an monginis an successful edge. It was a novel idea.opportunities and strategies adopted for the growth of monginis cake maufacturing in the lights of available feedback through questionnaire. the idea of having a nationwide franchise network and reaching out to customers in their neighborhoods was born. to a time when it was a favorite with the Europeans in Mumbai.Executive Summary Monginis traces its roots back to its humble beginning. Today: The 42. a wedding or even tea-time would not be complete without Monginis. Little excuse was needed for the Englishman to pick up a Monginis cake whenever there was an occasion in his family. product offerings. MARKETING STRATEGY OF MONGINIS 6 . By 1971. In the 1960s. to which all manufacturing and cake shop franchisees report.

26 to 47 UNIQUE APPROACHES: Corporate gifting Franchise Opportunities Expansion and Growth Plans 4. Privacy Policy Festive Occasion and Important Days Importance of Candles 2. PAGE NO. Core Values. PARTICULARS INTRODUCTION: Cakes Monginis: An Introduction Vision. 8 to 25 MARKETING STRATEGIES: Marketing mix Training sessions and Sales Programs Competitors of Monginis 3.INDEX CHAPTERS 1. 48 to 62 ANALYSIS: 63 to 71 Pie diagram Articles 5. CONCLUSION AND SUGESSTIONS: Bibliography Annexure Questionnaire MARKETING STRATEGY OF MONGINIS 72 to 78 7 .

was a favourite with Europeans. 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 wedding or even tea-time would not be complete without Monginis. A birthday.CHAPTER 1 INTRODUCTION Monginis traces its roots back to its humble beginning. located in Mumbai's Fort area. an anniversary. MARKETING STRATEGY OF MONGINIS 8 . The shop. Monginis was a must at every celebration. Run as it was by two Italian brothers. Even then Monginis cakes. pastries and savouries were baked to perfection and were in great demand.

000-sq-ft HACCP certified headquarters of Monginis is the place from where all the yummy stuff emerges from. The Monginis headquarters is also a model bakery with state-of-the-art manufacturing facilities designed to produce a wide range of cakes. It is the nationwide headquarters. Today: The 42. to which all manufacturing and cake shop franchisees report. Monginis commissioned a factory at Bhiwandi near Mumbai admeasuring 6 lakhssq. It is the fountainhead of ideas that are good enough to eat. By 1971. Here quality assurance steps at each and every stage of the manufacturing process ensure world-class soft n fresh cakes. tonguetickling savouries and a variety of any-time snacks. Recently.In the 1960s. the idea of having a nationwide franchise network and reaching out to customers in their neighborhoods was born. 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. snacks and baker's ware. gateaux and pastries.ft. Monginis was bought over by the Khorakiwala family and after that history was made. MARKETING STRATEGY OF MONGINIS 9 .

various factors affecting the growth and success of monginis cake in India. • A helpline 022-40786702 attending to customers to assist to make any Celebration possible even at a short notice. where we have a presence. • An Interactive website which allows online bookings of our products from all across the world to be delivered in parts of India.the challenges and opportunities which the market offers and the changing trends in the monginis-cake. Different product categories in the market. The project also covers a brief study of monginis products with reference to above points. • 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. 10 MARKETING STRATEGY OF MONGINIS . • Pioneers in the introducing corporate cakes with Company Structures.Ideas and Innovations Ideas and innovations make it possible for the high-level excitement to be sustained in the brand. logos and Products too. Objective This project aims at understanding the overall monginis cake manufacturer in India.

Kinder Fest. According to food historians. 11 MARKETING STRATEGY OF MONGINIS . in swaddling cloth. A later tradition of birthday cakes started in Germany in the middle ages. This special birthday cake later re-emerged in Germany during children's birthday celebrations a.Birthday Cake story History of Birthday Cakes Cakes date back to ancient times. Sweetened bread dough made in the shape of baby Jesus. The ancient Greeks made round or moon-shaped honey cakes or bread and offered it at the temple of Artemis: The Moon Goddess. This was sweeter than the ubiquitous coarse. was used to commemorate his birthday. ancient Egyptians were the first to show evidence of advanced baking skills.a.k. bread-like cake. however. they were very different then. Germans also baked another special kind of layered cake called Geburtstagorten.

MONGINIS  ABOUT MONGINIS-STORY OF RISING CAKE  COMPANY’S PROFILE  MARKETING STRATEGY 12 MARKETING STRATEGY OF MONGINIS . glossy. a Sweet Progress The first icing was made from a boiled composition of the finest available sugar. The art of baking cakes progressed through the ages. The cake was soon crowned with a hard. which was put back into the oven for a while. egg whites and various flavors. Molded cakes and fancy icing was hugely popular in Victorian times.Progress. 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). ice-like covering. It was then poured on the cake.

complete with a wedding cake it was Monginis that breathed life and fun into the European wedding in Mumbai. the Capital of Egypt. who spear headed the operations. Monginis catering service including cakes. At the sprawling 150. The retail management was best left to the shop owners who were in a better position to offer personalized services to the customer. based in 11 Indian cities like Mumbai. Hyderabad and Cairo. Monginis has emerged as one of the largest food store in India. for the first time in India. To the last detail. The Monginis brand name originated over 100 years ago. The success of the first franchise cake shop sparked off a getting up of a chain of franchise cake shops all across India. After it was bought over by the Khorakiwala‘s in 1960‘s. the founder president of national association if bakery industry. cake and general bakery chain. which is nearing the 500 mark. Mr. H. Khorakiwala. a plan of having an exclusive franchise cake shop was conceptualized.T. 13 MARKETING STRATEGY OF MONGINIS . 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. Kolkata. feet combined manufacturing facilities in Mumbai and its twin city Thane. pastries and savories were in great demand. realized that to grow it was necessary to focus on production standards and distribution.About Monginis: The Story of the Rising Cake Monginis is a major Indian pastry. when 2 Italian brothers set up a catering firm in south Mumbai. the brand has remarkably grown to become the national leader in cakes. In 1971.000 sq.

Ltd. Pita Wich Company Website URL: http://www. Gateaux. Manufacturer Cakes. Business Owner 14 MARKETING STRATEGY OF MONGINIS Ownership & Capital Year Established: 1971 Ownership Type: Partnership Legal Breads. Savouries Cookies Shop No. Pritam Estate Opposite Babubhai Jagjivandas Dadar East. . Monginis Foods Pvt.COMPANY PROFILE: Basic Information Company Name: Business Type: Product/Service (We Buy): Address: Brands: M/s. 9. Mumbai-400014 Monginis.monginis.

of QC Staff: 15 MARKETING STRATEGY OF MONGINIS In House 8 5 .10 People Opp. of Production Lines: No. of R&D Staff: No. Mumbai . Link Road.400 053 QA/QC: No.10 People 5 .City Mall.000-50. .FACTORY INFORMATION Factory Size: Factory Location: 30. Andheri(West).000 square meters Off.

OTHER DETAILS      Core Vision Values Quality Privacy Policy Terms and Conditions 16 MARKETING STRATEGY OF MONGINIS .

dealers and consumers) breed (or yield) good products and services. employees. 3. 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. 4. The core vision of Monginis is as follows: 1.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. To help people celebrate their happiness and make those moments memorable in their lives. franchisees. All Monginis products and services shall be offered with the same love. 2. suppliers. 17 MARKETING STRATEGY OF MONGINIS . care and affection as if.Creating value-for-money products without compromising on quality in terms of taste or appearance. they were meant for the most beloved person (or a family member). Good intentions in dealing with one another amongst the stakeholders (shareholders.

service providers. daughter. 3. franchisees. employees. keeping in mind the feelings of the end consumer in mind. We shall make products. consumers). father.Values Monginis follows a simple "doughnut principle" whereby the customer remains that valued creamy centre around whose satisfaction all activity revolves. We shall value and respect the contribution of all Monginites from workers to senior level managers. be it son. 18 MARKETING STRATEGY OF MONGINIS . dealers. 5. mother and make the products with the same love and affection as it were made for a family member. 1. suppliers. franchisees and dealers. Fairness: We shall be fair in all dealings with the stake holders (shareholders. Monginis shall constantly strive to build strong relationships based on understanding each other and mutual cooperation. suppliers. We strongly believe that good intentions breed good products. 2. 4. Value for money: We shall offer consistently value for money products. Excellence: We shall constantly innovate and maintain excellence in our day-to. work and in the quality of the goods and services we provide.

to protect the Data. maintenance and development. 3. traffic patterns and elated site information to reputable agents. may provide aggregate statistics about their customers. Our data may be used for the following purposes: accounting. trade. corporations or business partners to perform services on its behalf or as part of a joint promotion. 4. systems testing. but these statistics will include no personally identifying information.Privacy Policy Monginis Foods Pvt. An industry standard for encryption over the Internet. will ensure that this entity protects the user's personal information in a manner. which is consistent with the aforementioned statement. Monginis Foods Pvt. does not sell. security. administrative and legal purposes. Monginis Foods Pvt. 1. credit or other payment card verification. 5. it will be automatically converted into codes before being securely dispatched over the Internet. If we make an online booking with Monginis Foods Pvt. they will record our personal details. for example by identifying our requirements and preferences. When Monginis Foods Pvt. When we type in sensitive information such as credit card details. uses other agents. contractors. 19 MARKETING STRATEGY OF MONGINIS . Ltd. customer relations and to help them in any future dealings with us. corporations or business partners.. Ltd. sales. or rent our personal information. Ltd. Ltd. Contractors. 2. Ltd. billing and audit.

Monginis was awarded HACCP certification in 2005. pastries. Monginis Foods Pvt. We were certified by SAI GLOBAL. Ltd has a well devised food safety policy which penetrates to the root level and ensures food safety and security to the customers. and the registration covers production and supply of cakes. cookies.QUALITY ISO 22000: 2005 Food safety management system certified organization. Ltd is now an ISO 22000: 2005 food safety management system certified organization. 20 MARKETING STRATEGY OF MONGINIS . chocolates and savories. Monginis Foods Pvt.

On account of unforeseen circumstances like floods / natural calamity / etc. 5. for any reason will be treated as cake delivered. Hence. local taxes and transaction fees. 6. 9. All deliveries will be executed between 12 noon . Orders are accepted from around the world. 8. There will not be any refund of money in case of incorrect recipient's shipping address / telephone number. 2. 7. The delivery service may be withdrawn. Product price mentioned is inclusive of delivery charges. along with a gift card for personalized messages. no additional charges are applicable to the product.6 pm. All cakes are delivered in boxes. We deliver cakes only in our defined cities shown in the store locator. Unavailability of the recipient. 3.Terms and Conditions 1. 21 MARKETING STRATEGY OF MONGINIS . 4. for deliveries only in select cities of India. Lead time for deliveries is 3 working days.

Christmas. Looking at the speed at which the city was progressing. Every state in India is famous for its festivals it celebrates. workers. Teachers Day. anniversaries. Ahmedabad is also called Karnavati and Amdavad. Friendship Day. 22 MARKETING STRATEGY OF MONGINIS . Monginis has 180 exclusive cake shops in Mumbai alone spread across the length and breadth and covering virtually every part of the city. Bhaidooj. Navaratri (Festival of Ras Garba). etc. They come from diverse ethnic backgrounds and speak over a dozen tongues. You just name the occasion and Monginis will give you the signal “ Go Ahead Celebrate”. flavour and texture to the Great Mumbai Melting Pot. variety of shape and in different sizes. Children‘s Day. teachers and clerks . Ahmedabad is famous for its diversified culture and various festivals such as Uttrayan (Festival of Kites). Holi. Valentine‘s Day. adding colour. Today Monginis has 17 exclusive cake shops in Ahmedabad. Sankranti.all living cheek-by-jowl in soaring skyscrapers and sprawling slums. Fifteen million people live in Mumbai . film-stars. Fathers Day. Monginis felt a need to be present there and began its operations in the year 2003.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. artists. Easter. New Year Day.industrialists. Mother’s Day. and Rathyatra (Festival of Lord Jagannath). house warming ceremony or for any other occasion like Rakshabandhan. In the city of Ahmedabad cake shop of Monginis means a treasure of cakes made with exotic flavours. Mumbai a commercial capital of India is also home to Monginis.

Birthdays and Anniversaries These important days are celebrated by each and every one with great excitement and enthusiasm. make the occasion even more special. Wedding is one of the most important days of one's life and cakes have become an integral part of this joyous celebration. especially birthdays. Monginis have come up with the widest variety of birthday cakes. People never stop celebrating. It‘s once in a year occasion. Special wedding cakes. Lilac cascade and ecstasy in ivory. Indian wedding theme. The joy of sharing happiness is simply irresistible. 23 MARKETING STRATEGY OF MONGINIS . a leader in Cakes offers wedding cakes like bashful blush. These are the most popular wedding cake variants which can be customized as per the customer‘s requirement. which no one wants to skip. like the ones in the wedding cake special range by Monginis. Monginis.

Throughout the year. you & your friends have shared a lot of special moments. 24 MARKETING STRATEGY OF MONGINIS . Easter. share the sweetness of your friendship with the latest range of Cakes especially designed for this memorable occasion. Friendship Day Human beings flock together and have always valued the importance of friends in their lives.Festivals Festivals like Christmas. had both good times & bad. X‘mas Tree cake for Christmas. Monginis has introduced Rose for a Friend Cake‘. you‘ve laughed together. so go ahead & celebrate this day. 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. Rakhi shaped cake showing a feeling of warmth between a brother-sister relationship. cried together. and Raksha Bandhan are incomplete without sweetness. 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. Easter egg shape for Easter celebrations. This Friendship Day.

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 English version is most popular. and that the person will enjoy good luck in the coming year. Today. 25 MARKETING STRATEGY OF MONGINIS . The copyright of the song has been extended several times and is now not due to expire until at least 2030. the common factor is that people usually make a silent wish before blowing out candles on their birthday cake. However. It therefore follows that one cannot use the "Happy Birthday to You" lyrics for profit without paying royalties. who placed lit candles on cakes to make them "glow like the moon". It is believed that blowing them all out in a single breath signals that the wish will come true.' The Birthday Song is popular all over the world and has been translated into dozens of languages. Happy Birthday Jingle The very popular. Simple or fancy. 100-year-old 'Happy Birthday to You' song has become an indispensable part of birthday celebrations across the world. and is even sung in places where English is not a primary language. They believed the smoke emanating from candles carried their wishes and prayers to Gods. The range of candles available today is immense and innovative.IMPORTANCE OF CANDLES  Why Candles?  Happy Birthday Jingle Why Candles? This tradition is attributed to the early Greeks.

Chapter 2 MARKETING STRATEGY     Marketing Strategy Marketing Mix Logistics management Social Networking Sites 26 MARKETING STRATEGY OF MONGINIS .

schools will be enrolled and approached. The promotion campaign will involve 3 steps. 27 MARKETING STRATEGY OF MONGINIS . it advertises through the print media. the company had come up with a television commercial in the year 2006-07. Monginis Foods Ltd. Monginis will host drawing contests and quiz contests.5 at all Monginis cake shops. As a part of marketing strategy. One. They are also planning to introduce new exotic varieties in fresh cream cakes targeted at Sec A&B priced between Rs. the brand marketing strategy consultants for Monginis. In order to position Monginis as a strong cake brand which offers benefits of being soft and fresh. Samita Marketing Consultants Pvt.300 soon. is planning to roll out a slew of marketing and promotional initiatives to promote its existing as well as new products. Ltd. Monginis is targeting 600 schools to reach out to children.. the objective is to build Monginis brand with a clear target of 1000 franchise cake shops. On a regular basis.20. 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. 100 and Rs.Marketing Strategies Ushering in the summer. Jagdeep Kapoor. Third. Monginis has launched Monginis Brownies priced at Rs. schools will be given an opportunity to visit Monginis bakery for an entire day. MD. They have also come up with Monginis Khari in a mid-sized pack priced Rs. According to Mr. 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. Second.

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. their main product being fresh cakes for all occasions. etc. On mobiles.Recently. PRODUCTS Personalised Birthday Cakes/Pastries and more: 28 MARKETING STRATEGY OF MONGINIS . Monginis have become very active in the cyber world by online advertising through reputed portals like yahoo. sify. Monginis also has chocolates. rediff. 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. and even by using social networking sites like Facebook. Product: Monginis has wide range of products. Monginis started digital marketing and are getting a good response. It has also started home deliveries and online booking and gifting system. Monginis also has different kind of breads and a variety of snacks for dine-in customers in veg and non-veg variety. Marketing Mix of Monginis 1. Orkut. etc.

Bean. Some of the flavours of Monginis include: Black Forest.500 a kilo. Birdys. Ben10 etc are charged somewhere in the same figures. Croissants and more. a cake shop! The cake shops differ in variety. it definitely is value for money. Check out the list of cake shops below to know more and block it for your love. The other famous cake shops are Ribbons & Ballons. fresh fruit cakes and a variety of fancy cartoon-shaped cakes. There are a variety of cakes one could choose from for their kid’s special day. your child! 29 MARKETING STRATEGY OF MONGINIS .400 a kilo for the fancy cakes. Dutch truffle. At Rs. Doremon. The cakes can range from a minimum of Rs. of fancy shapes like alphabets. They have the most delicious array of cream cakes. For kids. A kilo of blueberry cheese cake is a total hit the season. The new fantasies of personalised cakes are 'Photo Cakes'. Butterscotch and Pineapple are some of the popular choices. cartoon characters like Mr. These could range of an approximate Rs. numerals and cartoons.150 for half kilo cakes and so on. The oldest known brand of cakes is Monginis. The range starts from Rs.150/ and go up till an approximate of Rs. This is brand which owns the maximum number of outlets in the city. Cakes & More. An imprint of the image of your loved ones or your child on the cake is a hit amongst children. quality.Every area has a new hangout. Merwans.1500 too. To mention a few cakes. price and more.

balloons etc. For parents.3000 to a whooping of Rs. streamers. It would be wiser to choose from thier lot and plan a wholesome birthday for your little one. Party decor is one the most required item in a birthday.5 lakhs! So bacha parties look out for them and suggest your mummas and papas to hire them. The place a variety of balloons. It is like a one stop shop for your party needs. It is a big NO-NO to buy from them. light tiaras. Party Hunterzz. Mentioned below are some of the best ones who organise birthdays from the range of Rs. unless people like us suggest you to go for personlised theme event birthday organisers. disposable plates and glasses.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. For a teenager's neon theme party you would find ample variety of neon glasses. party caps and birthday banners. a store in Mumbai is famous for the entire elegant as well as wicked shopping decor you would need for a birthday. 2. badges with beam lights etc. birthday candles and paper napkins. The Party Shop at Crawford Market is a good deal to buy the stuff too. get rid of the event planning tension and be at ease at your little naughty one's birthday! 30 MARKETING STRATEGY OF MONGINIS . Reason being there are various stores now who would sell you cost qualitative products. face masks .

shopping vouchers. chart area and other board games which With the mind boggling range available in the market. photo-frames.10-20). pencil pouches and much more! There are so many other articles like play art. crayons / paint sets (Rs. It would be too kiddish right chicas? So either way considers the options for gifting. these are well recieved here than given by teenagers as return gifts.funskool gifts.100 and Rs. funny glasses. monopoly. slings bags between price ranges of Rs. piggy banks. Though.35-80). personalised mugs. 35-200. Premsons Bazaar also offers a variety at competitive rates. Pick up fancy straws. it is indeed very difficult to choose the perfect return gift for your little one’s special guests. water bottles (Rs. 31 MARKETING STRATEGY OF MONGINIS . pouches. puzzles. These gifts range between Rs. For teenagers. The best thing is to buy in bulk! The Party Shop in Crawford Market.Return Gifts/Memorable: Some of the most replicated gifts like tiffin boxes.200.95 onwards) and so on. stationery kits. puzzles. T-shirts etc are an added delight for the youth gifting. offers many return gift options like fancy pencil sets (Rs.90 onwards) and wrist watches (Rs.

Corporate Gifting Ideas “We make a living by what we get.Winston Churchill 32 MARKETING STRATEGY OF MONGINIS . We make a life by what we give.” .

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. There cannot be any other better timing to approach them than these. It’s a landmark in their lives. as the popular saying goes. And. A quote is apt especially in a corporate setting. Corporate gifting is an investment in relationships which are vital for future any organization. replacing the flowers and gift cards that have dominated earlier.  A recent survey by American Express revealed that almost half of corporate gift selections are now food-related. Because. what other better article to strike a right chord than gifting “food consumables”.  Flexibility. “the way to man’s heart is through the stomach”. Corporate Gifting Occasions  Birthdays / Anniversaries:  Logo Cake People are most receptive and are happy on their birthdays / anniversaries. 33 MARKETING STRATEGY OF MONGINIS .

It has ample experience in handling “corporate gifting” of reputed companies. Why “Monginis Cakes” for Corporate Gifting?    Monginis is no. It is ISO 22000 certified company.Different Ideas 34 MARKETING STRATEGY OF MONGINIS . it stands out in a clutter of gifts one receives on popular occasions. If organization is targeting birthdays / anniversaries for gifting. For festive occasions like X’mas / New Year. cake is the most appropriate gift. 1 Cake brand in India. It is flexible enough to give you unlimited creativity.Why “Cakes” for Corporate Gifting?   Cakes are strongly associated with celebrations and happy moments. Logo Cake . It is committed to making “personalized” deliveries across 37 cities in India and   saves you atrouble of handling logistics. then there   cannot be a better gift than the Cake to create an everlasting impression. Last but not the least.

Patties. Monginis has mastered the art of making cakes over a period of time. Pizzas. puffs and doughnuts. Apart from these. Fast food Snacks include more than 50 items like Burgers. Monginis produce more than 30 different gateaux primarily in round. 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. blending them together to the best of knowledge and baking to the level of perfection. The chain sells both Indian and Western savouries including samosas. Price Price of Monginis cakes is reasonable as compared to its competitors. A specialist in making cakes begins right from selecting right quality ingredients in precise quantities. truffle Dutch premium Shimmer and premium Zanzibar are most popular cake family among customers. EID and other festivals. Individual cake slices are also kept in Monginis stores for dine-in customers. and offers themed products during Diwali. Christmas. 35 MARKETING STRATEGY OF MONGINIS . Cornizza (veg version).Monginis Products At A Glance Monginis sells itself as "The Cake Shop ". Monginis has a product line for diabetics. premium and super premium segments in which Black forest. The prices of cakes vary on their size. Be it chocolate cakes or cakes in general. Cornato (bread cone with garlic chicken). cutlets. producing ready-made as well as ordermade cakes for catering and carry-out. Hotdog & so on. snack foods and breads are also sold at Monginis shops. Monginis has cakes in regular. 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. Easter. square and heart shape both in egg and eggless category. 2.

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.3. Place Monginis cake shop is present in 12 major cities in India. All the cities have a production unit from which the goods are supplied daily. after launching its 4th successful Bake Shop in Hyderabad is all set to open the same in other cities. 36 MARKETING STRATEGY OF MONGINIS . customers will be able to view freshly baked products coming out of the oven and cakes decorated in their presence. In the Bake Shop. It has around 500 retail outlets or franchise all over India. Goods which are unsold are taken back by the company and are given away in charity if in consumable condition or else destroyed.

BRAND MONGINIS Monginis is a leading brand of cakes in India. 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. print. to advertise its products. brand Monginis stands tall on certain basic values like – consistent quality. It regularly comes out with offers on festive occasions. Today. value-for-money offerings and availability closest to the consumers. similarly the girls can be gifted with a pink coloured basket filled with assorted chocolates and decorated with a Doll (Girl).4. continuous innovation. Promotion: Monginis has used media such as TV. hoardings. 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). 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. 37 MARKETING STRATEGY OF MONGINIS . And. web. Generations have grown celebrating their birthdays with Monginis cakes and thus it has become synonymous with the Cakes. etc.

Ltd. Award Received by Mr. 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. 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.Metros" By Shoppers Consumer Insights Retail Asia Congress 2009-2010. Kumail Khorakiwala .Joint MD Monginis Foods Pvt. Monginis sales staff is adequately trained in such a way that they not only sell the products but also make the consumers comfortable. "Most Admired Retail Food Chain . 38 MARKETING STRATEGY OF MONGINIS . Both physical and psychological accessibility for the consumers comes to a brand after years of hard work and personal attention. In this ever-changing world. 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. 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. Product innovation is a hallmark of Monginis.At Monginis follows a principle of creating brand ambassadors. They also do a considerable missionary work of educating the consumers on cakes. flavours and recipes keep changing. the Cake designs. The cost advantage gained is then translated in the form of value for money products for the end consumers.Metros" Awards 2009-2010 Monginis wins Award "Most Admired Retail Food Chain .

SAMSUNG electronics 10.Monginis Clients Few of Our valuable and prestigious clients: 1. TCS 19. 5. WNS 24. Pantaloon Retail India Ltd. CGSL – Citi Group Services Ltd. ICICI prudential life insurance 12. Life style international 39 MARKETING STRATEGY OF MONGINIS . Indian Railways 13. Glenmark Pharmaceuticals 2. Tata Teleservices 21. 18. Aditya Birla Group 22. Tata Group 16. Kores India Ltd. MGL 4. GTL 17. Titan industries 14. 3. Mahindra inter trade 9.5 FM 6. Alkem Laboratories 20. Big 92. Wipro 15. Patni Computers 23. Saifee Hospital 8. Erica Pharmaceuticals 7. LG ELECTRONICS 11.


LOGISTICS AND ORDERING SYSTEMS  Logistics Management  Ordering system  How a retailer places order through Net? 41 MARKETING STRATEGY OF MONGINIS .

All the products need to be delivered within a span of 1 – 3 hours’ time and they follow the rule ferociously. transportation. and originally. and occasionally security.LOGISTICS MANAGEMENT Logistics is the management of the flow of goods. A single van generally covers 3 to 4 Monginis shops‘orders so that they can deliver the orders on time without any delays. and packaging. effective forward and reverse flow and storage of goods. material handling. Logistics is a channel of the supply chain which adds the value of time and place utility. They have a set of guidelines for logistics and their staff in the shops. implements and controls the efficient. Some of the vans are refrigerated. All their vans are insulated and even carry insulated shippers. inventory. They also conduct surprise audits. 42 MARKETING STRATEGY OF MONGINIS . The backbone of any business is logistics. warehousing. just to ensure that the quality of the supply chain is maintained. They are well trained on these aspects and these guidelines are strictly followed. services and related information between the point of origin and the point of consumption in order to meet customer and legal requirements. Logistics management is that part of the supply chain which plans. Logistics involves the integration of information. information and other resources between the point of origin and the point of consumption in order to meet the requirements of consumers (frequently. 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. military organizations). which ply on the long routes.

every Monginis retail shop has to load a Dealer Software provided by Monginis in their computers. Under this method. as per their requirements for the next day. Initially Monginis retail shops had to follow the telephonic ordering system. this method involves placing orders through net. 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.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. The head of the retail shop have a checklist of items which contained all the items which Monginis prepares. any particular shape for a cake. pastries. proper weights available in each category etc. savories. To replace this method they came up with the fax system for placing orders. The person has to place orders in different categories of cakes. A proper diagrammatic representation of how E-ordering functions is shown in the file presented separately. It involves use of the most popular and appreciated way of communication that is internet. This software provides all the necessary facilities for placing order like for example the time of order. This method can be much relied upon for quick placements of orders and does not involve any tedious task. Monginis has also come with a modern method for placing orders called as E-orderin. In this method they were provided a telephone help line number. 43 MARKETING STRATEGY OF MONGINIS . and namkeens etc. 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. 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.

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. Apart from extensive training to franchisees before the shop opens. where most of their successful franchisees train the new franchisees. The training needs more of on the job training which is provided in their model shops. they also provide a lot of support after the shop opens till it stabilizes. in 44 MARKETING STRATEGY OF MONGINIS . 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. Monginis sales team provides directions throughout the training programme and keeps providing additional inputs wherever required. 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.

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. know each other well. 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. head of departments and the top management of Monginis in which important discussions are made. 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. Dealers are also given samples to taste and suggestions are expected from them. This is followed by a small conference meeting by the dealers. 45 MARKETING STRATEGY OF MONGINIS .terms of operations. Different varieties. how to sell the product and also simultaneously make advertisement for their other products. New variations. introduced by the Monginis bakery. shapes. 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 owner of the shop wishes to see his staff working the same way and with same dedication as he works to earn profit. It also consists of the growth report about Monginis as a whole. The main objective of this get-to-gather is to bring all the dealers close to each other. 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. Sales staffs are given training through regular sales programmes about how to display the products well. The party usually starts in the evening. introductions in savouries and cakes are informed to the dealers. so that Monginis can function as one big united family.

Monginis. There is intense competition among leading cake shops of the town. a very well-known brand in this business has gone as far away from the time it first started its operations. Ribbons and Balloons. Some of the competitors which Monginis has are Birdy‘s. Denish Cake shop etc.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. Brownie Point. 46 MARKETING STRATEGY OF MONGINIS .

Ajay Devgan. The outlets are catered to from a state-of-the-art production facility where premium ingredients of highest quality are prepared by experienced teams. Find Special Desserts. savouries. Pie. Veg and Non-veg Croissant etc. Wedding Cakes.Birdy’S Birdy‘s is India‘s gourment chain of Bakery and Pastries shops with 18 franchised outlets. Nausheen Ali Sardar etc. gateaux‘s and other bakery products. Powai. Some of the products of Ribbons and Balloons are Chocolate Mousse.The fast growing neighborhood hangout‘ chain of cake shops create one appetizing idea after another from traditional to exotic recipes. Catering to a lot of Bollywood Royalty like. Garlic bread. Burgers. He is one of the first to come up with a concept of serving Confectionery. Brownies. Hritik Roshan.spread across the city. Brown bread. Desserts Cakes. Picture Cakes Mousses etc. Cakes. Cakes & Deserts. Dimple Kapadia. Poonam Dhillon. Rolls and more. Sandwiches. Sajid. 47 MARKETING STRATEGY OF MONGINIS . Santacruz and others. gateaux‘s and tea time favourites are just a few of irresistible products available. wedding and event planning needs. less than 1 roof. Desserts. They have their franchises at some of the posh areas of the city like Bandra. Mousses. Croissants. Puffs. at present. Brownie Point is the ultimate resource for all of your party. Shaped cakes like Children's Shaped Cakes.Wajid. Stuffed wholesome breads. Ribbons and Balloons Ribbons and Balloons is another famous chain of cake shops making exotic and premium cakes. Brownie Point Brownie point was started by Manish Khanna after returning from the US. Cheese Cakes. Quiche. Akshay Kumar & Family. John Abraham. European style chocolates. The flavours and variety of cakes are totally different from those of Monginis. White bread. English crunch cookies.

Generally. 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. a brand known for its lip smacking cakes. 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.CHAPTER 3 SOME UNIQUE APPROACHES  SSC Students celebrate with Monginis  Monginis to enter Health Food Segment  Corporate Gifting SSC Students celebrate with Monginis Monginis. 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. 48 MARKETING STRATEGY OF MONGINIS .

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.Especially. which address health concerns. similarly the girls can be gifted with a pink coloured basket filled with assorted chocolates and decorated with a Doll (Girl). As per Virendra Ghole. For the deserving ones Monginis has thought of a yummy strawberry mousse garnished with chocolate decorations on top. Marketing Head. And. The successful boys can be gifted with a blue coloured basket filled with assorted chocolates and decorated with a Doll (Boy). As starters. are optimistic about its future growth. Health Foods though contribute a small segment in the food industry. Monginis. So. Monginis Foods Pvt. We will be selling our health foods through our exclusive shops. People are becoming health conscious and we are exploring new products. said. 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. marketing manager. Ltd (India). and a select A ‘class retail shops. high-fibre cookies and low-calorie ready-to-eat items Virendra Ghole. modern trade. 49 MARKETING STRATEGY OF MONGINIS . This year. Monginis to enter Health Food Segment Monginis. we are looking at low-fat. Monginis has also planned for chocolate baskets for the boys and girls. a bakery chain plans to foray into the health food segment.

Now Monginis offers you a franchise to operate the market with time tested and repeatedly proven management concepts and marketing techniques. franchising as a way of doing business has been well accepted. there are hundreds of successful product and services and an equal number of unsuccessful ones.S. expertise and goodwill of the Franchisor with complete operational guidance.FRANCHISE OPPORTUNITIES        What is franchising? Why Franchising? Reasons to select a Monginis Franchise.000 franchises currently operate throughout the United States.A. 50 MARKETING STRATEGY OF MONGINIS . More than 540. every 17 minutes. India offers lot of potential for the franchising community. generating nearly 60% of all retail sales. 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. Apart from Indians beingvery entrepreneurial. a franchise business opens in the United States. In the U. 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. Monginis seeks Franchisees Requirements for acquiring a new Monginis Franchisee Application Form Manufacturing Franchisee Network 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. However.

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. Systems Sales skills of your Field Staff Shop sales skills and shop management  Training in Production Processes on the shop floor. reputation. infrastructural requirements.  Minimum risk in the selection of right machinery and equipments with proper installation and start up. internal decor.  Guidelines on various aspects for starting a Franchisee manufacturing unit including site selection. like selection of location.  Initial training provided at the Monginis Headquarters in the areas of – Finance.  Taxation. It is a system where you are in a business for yourself.Franchise system offers financial independence and the chance to own an independent business. 51 MARKETING STRATEGY OF MONGINIS . A Monginis franchise enables you to purchase the experience. specifications. operational manuals etc. but not all by yourself. estimation of project cost. expansion programs. parameters for assessing the potential of business in the area etc. training of dealer salespersons etc. You have the support and backing of a much larger and successful organization behind you.  Popularity of brand ensures short lead time and good sales response from day one. product recipe. related government formalities.  Access to new formulations. shop infrastructure.  Assistance and time to time guidance in the stage wise completion of franchise unit. brand awareness. training expertise and marketing support of the franchisor.  Complete guidance regarding opening of franchise shops.

 Training on the job extends even after unit starts operations. 52 MARKETING STRATEGY OF MONGINIS . with key company persons remaining there to weed out the teething problems and assist you in ensuring quality standard.

We have set a target of adding 50 more shops by the end of this year. Monginis.MONGINIS SEEKS FRANCHISE A Monginis franchise in Galleria Mall of Hiranandani Gardens. The company also plans to double its retail distribution from the current retail network of 15. Marketing Head. Powai. is all set to open 50 new outlets via the franchise route by the end of 2010. Monginis. As told to Abha Garyali of Franchise India Holdings Limited (FIHL) by Virendra Ghole.000 stores across the country. 53 MARKETING STRATEGY OF MONGINIS . a Mumbai based leading bakery chain. to our current number of 558 shops in 38 cities.

one time franchisee fee of Rs 25. A franchisee has to pay a consolidated amount of Rs 8 to 10 lakhs which is not much.000.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. they are very demanding. Monginis are into boutique chocolate segment. they always keep their focus on cakes. when it comes to investment of time and dedication. because they know for sure that the level of involvement‘ of the franchisee makes or breaks the business. computer. As far as bakery products are concerned. it is still growing. 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. To become Monginis‘ franchisee one should own a shop at high visibility/high traffic (pedestrian traffic) location. when compared with the renowned brands of the stature of Monginis. Monginis have specifications laid down for doing the interiors of the shops. The company has appointed an architect. So far as chocolate market is concerned. architect’s fee of Rs 25. air conditioners. A person invests his money with a view to earn profits from the work he performs.000. Similarly for acquiring a Monginis Franchisee there are some basic requirements which a person needs to follow. An aspiring franchisee has to pay one time security of Rs one lakh which is refundable and non-interest bearing. who is responsible for maintaining the look and feel of the shops and for faultless execution. So far as cakes market is concerned. But. etc. cost of the interiors including counters. 54 MARKETING STRATEGY OF MONGINIS . They ask for 100 per cent time and dedication of the franchisee. we have a panel of interior contractors. and there is a lot of potential for further growth also. The counters and equipments are supplied by the company approved vendors.

after launching its 4th successful Bake Shop in Hyderabad is all set to open the same in other cities. In the Bake Shop. 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. 55 MARKETING STRATEGY OF MONGINIS .Manufacturing Franchisee Network CITY Year of Establishment No. 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 56 MARKETING STRATEGY OF MONGINIS .

Mumbai based leading bakery chain. said. The retail expansion plan involves appointing more number of distributors and retailers. Ltd. Zoher Khorakiwala. Monginis is looking at the locations with the minimum carpet area of 200 sq ft. The company also plans to double its retail distribution from the current retail network of 15.Monginis plans 50 outlets by end this year After a recent store launch in Indore. 57 MARKETING STRATEGY OF MONGINIS . he added. Today.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. Elaborating on the Monginis' expansion plan. 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. For opening new stores. Lucknow. the cities where we are planning to roll out our exclusive cake shops are Kanpur. on an average.000 stores across the country. After Indore. Monginis now plans to open 50 more outlets across the country by end of the year 2010. Apart from opening more stores. our strategic business unit (SBU) is setting ambitious plans for the retail distribution expansion. CMD of Monginis Pvt.

the Mumbai-based Monginis Foods is planning to enter the ready to eat segment'. it will easier to introduce these products as there are ready footfalls in such outlets. While the ready-to-eat segment may be crowded at the moment with big players such as ITC. 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. it has launched an e-commerce site. through its retail expansion. Monginis intends introducing mainstream products in this segment and will set up a new manufacturing unit for the same. company expects to grow at the rate of over 20 percent year-on-year. Further. 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. We will require a separate plant with different technology for entering the segment as it is unlike the cakes said Khorakiwala. Khorakiwala. Considering that we already have our stores.In addition to traditional and modern trade channels. Monginis had dabbled in ready-to-eat segment but did not fare well then. Monginis to enter ‘ready to eat' segment: A New Division Extending its franchise beyond cakes. Almost two decades ago. Recently. we feel that the online business is very important.'' said Mr. the cake major is also ready to extend its portfolio into ready-to-eat (RTE) foods segment. the Rs 240-crore cakes major are ready to extend its portfolio into new categories. where customers can easily place their orders. www. 58 MARKETING STRATEGY OF MONGINIS . Going by the changing convenience driven shopping habits among customers.monginis.'' Mr. the company is also active on online trade. Besides. Khorakiwala said. With its network of 500-plus stores across the country. A separate division is expected to be floated within the company for the new segment. there can still be room for one more player.

he said. 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.Besides. 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. 59 MARKETING STRATEGY OF MONGINIS .

5) Prices of their products are quiet reasonable as compared to its competitors. 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. 4) It has recently started offering home delivery and online booking and delivering system. 2) It it has good coverage. has around retail stores 500 all over India. Ltd. A SWOT analysis may be incorporated into the strategic planning model.SWOT Analysis SWOT analysis is a strategic planning method used to evaluate the Strengths. food processing and packaged foods industry. Opportunities and Threats involved in a project or in a business venture. Strengths: 1) Monginis Foods Pvt. 60 MARKETING STRATEGY OF MONGINIS . has there for a long been time almost for 4 to 5 decades. Weaknesses. 3) Has acquired a name in the world of bakery.

Use of Social Networking Sites for Marketing 61 MARKETING STRATEGY OF MONGINIS . 4) Promoting the online system properly by targeting corporates. 5) Getting in more customization options would be good for the customers. Merwans. 2) Cadburys and McDonalds are also a threat to it because they are also positioning their products on the lines of celebration. etc. 6) Using the tag line what are you celebrating today? More effectively. 2) There have been cases of lack of consistency in quality because of Monginis being a franchise business. Threats 1) Monginis has threat from its competitors such as Birdys. Hang Out. 3) More services can be added to boost sales further and make the brand name stronger in the mind of the customers.Weakness 1) Monginis has fewer varieties in the range of cakes as compared to its competitors. 2) Getting more varieties in their product range by proper market research. 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. Hence some of its stores are not strategically located. 3) Being a franchise business it has limited control over the location of the store. NRIs. etc.

It has recent updates of Monginis in various newspapers. Monginis regularly updates its Facebook account with latest news about Monginis. photographs of cakes (various designs and shapes) etc. 62 MARKETING STRATEGY OF MONGINIS .e.Monginis is very active on one of the most popular social networking site today followed by large group of people i. Facebook. The Facebook account named Brand Monginis Foods‘has a large amount of details related to Monginis. Monginis is followed by thousands of followers on Facebook which provides Monginis to be an effective marketing tool for its products. videos. new innovations etc. new products. links.

CHAPTER 4 ANALYSIS Table no.1 1. No of visitors visiting Monginis? Mode Regular Switch to others No of visitors 38 62 63 MARKETING STRATEGY OF MONGINIS .

Figure 1 Regular.1 and figure no.1 it is concluded that that 62% are regular customers and rest of 38% switch to other cake shops. 38% Switch to other. 64 MARKETING STRATEGY OF MONGINIS . 62% From the above table no.

Table no.2

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

No of visitors

Birthdays Anniversaries Festivals Important days Without Occasion





Birthdays; 30%
Without Occasion; 42%

Anniversaries; 9%
Important days; 6% Festivals; 13%

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?


Brand name




No of visitors





Taste; 25%

Brand name; 22%

Price; 23%

Quality; 30%

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?


Cakes & Pastries








No of visitors

Cakes & Pastries



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.4 it is concluded that32% of customers do not bother their pockets while buying a monginis product and 18% do bother. 36% No. 64% Figure 5 From the above table no.4 and figure no. 68 MARKETING STRATEGY OF MONGINIS . Do you think price of Monginis products bothers pockets of its customers? Opinion Yes No No of people answered 36 64 Yes.5 4.

French Fries and White and Brown Breads. Some other choices mentioned by people surveyed were more varieties in Savories. Other category that was focused upon was Sugar-free products for diabetic people. CUSTOMER RELATIONSHIP MANAGEMENT 69 MARKETING STRATEGY OF MONGINIS .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. Macaroni products.

Monginis can cater to your “Shareholders” and win them over. 2. Monginis can create a special bonding between you and your Customers / Clients. 70 MARKETING STRATEGY OF MONGINIS .What kind of “Gifting Programmes” Monginis can handle? 1.

3. Monginis can also help you in keeping your Employees happy. Monginis can also handle the prestigious Corporate Special occasions. 4. 71 MARKETING STRATEGY OF MONGINIS .


Thus Monginis punch-line rightly says.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. training expertise and marketing support of the franchisor. reputation. Even customer confidence and value is quite efficiently acquired by Monginis through its practices. brand awareness. 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. 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. Even while facing tough competition Monginis is able to maintain its product‘s prices to affordable level is a major achievement. “Go Ahead Celebrate…” 73 MARKETING STRATEGY OF MONGINIS . A Monginis franchise enables one to purchase the experience.   bakerybazar. Mary Berry's Ultimate Cake Book by merry BILIOGRAPHY  http://www.2006 74 MARKETING STRATEGY OF MONGINIS www.WEBILOGRAPHY www.

The questionnaire is as follows: 75 MARKETING STRATEGY OF MONGINIS . The questionnaire was conducted in the geographic area of Mumbai. The locations of research. in particular are  CLARE.RAOD( BUYCULLA)  MUMBAI CENTRAL The analysis is presented in form of Diagrammatic and Graphical representations.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 sample size of the questionnaire is 50.

Are you a regular Monginis-visitor or you switch to other cake shops also? Regular Switch to others 2. What attracts you to a Monginis Shop? Brand name Price Quality Taste 4. On what occasions do you prefer going to a Monginis Shop? Birthdays Anniversaries Festivals Important Days Even without any occasion 3.QUESTIONNAIRE ON MONGINIS Name: ________________________________________ Age: __________ Occupation: ___________________ 1. What is your most favorite category of product? Cakes & Pastries Savories Confectioneries Chocolate 76 MARKETING STRATEGY OF MONGINIS .

If you were given an opportunity to say. Do you think price of Monginis products bothers pockets of its customers? Yes No 6. what other product category(s) would you like Monginis to introduce other than the existing ones? Ans: Thank you… 77 MARKETING STRATEGY OF MONGINIS . from whom? Ans: 9.5. Do you find any difficulty in locating a Monginis Shop? Yes No 8. but making a good business. Monginis does not come up with much advertisement. Did you feel that Monginis felt The Heat of Recession‘? Yes No 10. Do you think Monginis has a threat from other competitors in its line? Yes No If yes. Do you think it should advertise itself on TV? Yes No 7.

" says Virendra Ghole. "The pack is customized and can include up to seven premium varieties of chocolates and chocolate-dipped cookies." admits Ghole. which has bagged orders from nearly 300 companies this year. Despite sugar prices shooting up in recent months. The Khorakiwala-owned cake shop Monginis is offering attractive hampers comprising cookies." says Sandeep Sewal. "We are not increasing our pricing though our margins are under pressure at the moment. Further. apart from other varities.200. "As cakes are perishable items. Monginis is ready for the sudden spike in the number of customers at its 07 outlets across the country. seem to be in favour with the festival crowds.Articles issued by various Newspapers CHOCOLATE AND COOKIES SCORES OVER MITTHAI AND DRYFRUITS Crunchy cookies. we are expecting last minute orders. especially those that are well packaged. Its gift packs range anywhere between Rs 150 and Rs 1. marketing head. Cookie Man says that 30% of its turnover comes from Deepavali sales. chocolates and cakes. Monginis expects a 15%-20% rise over daily sales during the three days preceding Diwali. The Times of India Oct 15. Monginis. Cookie Man senior vicepresident( retail). 2011 78 MARKETING STRATEGY OF MONGINIS .

we are introducing cookies and chocolates.DIWALI SALES According to Virendra Ghole. marketing. head. The Financial Express Sep 24. it hopes to increase number of exclusive Monginis stores from 440 to 600. By the end of the current fiscal. since health conscious Indians are moving away from consuming mithais. Monginis Foods. 2011 79 MARKETING STRATEGY OF MONGINIS . Monginis hopes to achieve a 25% sales growth this Diwali compared to the same period last year.