Marketing Strategy Monginies

A PROJECT REPORT ON
MARKETING STRATEGY OF MONGINIS
SUBMITTED BY
SUNNY .V.CHAUDHARY
T.Y.B.M.S.
SEMESTER-V
Roll. No.30
FOR THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES (BMS)

UNIVERSITY OF MUMBAI
UNDER THE GUIDANCE OF
PROF. C. KARUNANIDHI
DNYAN GANGA EDUCATION TRUST DEGREE
COLLEGE OF COMMERCE & SCIENCE
DECLARATION
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
Salve.
The information submitted is true and original to the best of my
knowledge.
Place:
Date:
(SUNNY .V. CHAUDHARY)
CERTIFICATE
I PROF-Karunanidhi certify that the project entitled MARKETING

STRATEGY OF MONGINIS submitted to Mumbai University for Bachelor
Management studies (BMS), is a record of independent research work
carried out by 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)
(Principal)
ACKNOWLEDGEMENT
It gives me pleasure to submit this project to the University of Mumbai
as a part of curriculum of my BMS course.
I take immense pleasure in thanking Prof. Deepak Salve for their
valuable assistance in completion of this project.
I take this opportunity to express my sincere gratitude to Respected
Prof. C. Karunanidhi (BMS Co-ordinator) of DNYAN GANGA EDUCATION
TRUST who simultaneously is my project guide also, without whose
guidance, inspiration and motivation; I could not have completed this project
successfully. I take immense pleasure in thanking them for their valuable
assistance in completion of this project.
Finally, yet importantly, I would like to express my heartfelt thanks to my
beloved parents for their blessings, my friends/classmates for their help and
wishes for the successful completion of this project.
(SUNNY V. CHAUDHARY)
UNDERTAKING
I SUNNY V.CHAUDHARY (Roll No. 30) TYBMS student of DNYAN
GANGA EDUCATION TRUST, have done this project report entitled
I Undertake that I have collected all the data personally for this project
report and my guide is guided me from time to time, it is confirmed that the
project is an original work. The information submitted is true and original to
the best of my knowledge.
Place:
Date:
(SUNNY V.CHAUDHARY)
Executive Summary
Monginis traces its roots back to its humble beginning, to a time when it was a favorite
with the Europeans in Mumbai. Little excuse was needed for the Englishman to pick up
a Monginis cake whenever there was an occasion in his family. A birthday, an
anniversary, a wedding or even tea-time would not be complete without Monginis.
In the 1960s, Monginis was bought over by the Khorakiwala family and after that history
was made. By 1971, the idea of having a nationwide franchise network and reaching out
to customers in their neighborhoods was born.
Today: The 42,000-sq-ft HACCP certified headquarters of Monginis is the place from
where all the yummy stuff emerges from. It is the nationwide headquarters, to which all
manufacturing and cake shop franchisees report. It is the fountainhead of ideas that are
good enough to eat.
For Monginis, the breakthrough came in 1971 when the idea of franchising struck us. It
was a novel idea, wherein there was a perfect marriage of business expansion and
providing opportunities to promising entrepreneurs by making them partners in our
achievements in the form of franchisees.
The project also presents data on types & categories of cakes, savories and
confectionaries and a brief study of monginis cake manufacturer, the biggest player in
the field of cake manufacturer with preference to its presence, market share, product
offerings, marketing strategies, strengths and weaknesses, success factors. Also the
implication of ordering systems, logistics management.
The project also throws light on the preference made by the Indian people in context
with monginis-cake manufacturer,growth,opportunities and strategies adopted for the
growth of monginis cake maufacturing in the lights of available feedback through
questionnaire.
Finally, the project gives information about the story of monginis its products and the
ways in which, Indian consumers and the cake lovers are experiencing, celebrating and
giving an monginis an successful edge.
INDEX
CHAPTERS
1.
PARTICULARS
INTRODUCTION:
Cakes
Monginis: An Introduction
Vision, Core Values, Privacy Policy
Festive Occasion and Important Days
Importance of Candles
2.
48 to 62
ANALYSIS:
63 to 71
Pie diagram
Articles
5.
26 to 47
UNIQUE APPROACHES:
Corporate gifting
Franchise Opportunities
Expansion and Growth Plans
4.
8 to 25
MARKETING STRATEGIES:
Marketing mix
Training sessions and Sales Programs
Competitors of Monginis
3.
PAGE
NO.
CONCLUSION AND SUGESSTIONS:

Bibliography
Annexure
Questionnaire
72 to 78
CHAPTER 1
INTRODUCTION
Monginis traces its roots back to its humble beginning, to a time when it was a favorite
with the Europeans in Mumbai. Little excuse was needed for the Englishman to pick up
a Monginis cake whenever there was an occasion in his family. A birthday, an
anniversary, a wedding or even tea-time would not be complete without Monginis.
The shop, located in Mumbai's Fort area, was a favourite with Europeans. Run as it was
by two Italian brothers, Monginis was a must at every celebration. Even then Monginis
cakes, pastries and savouries were baked to perfection and were in great demand.
In the 1960s, Monginis was bought over by the Khorakiwala family and after that history
was made. By 1971, the idea of having a nationwide franchise network and reaching out
to customers in their neighborhoods was born.
Today: The 42,000-sq-ft HACCP certified headquarters of Monginis is the place from
where all the yummy stuff emerges from. It is the nationwide headquarters, to which all
manufacturing and cake shop franchisees report. It is the fountainhead of ideas that are
good enough to eat.
The Monginis headquarters is also a model bakery with state-of-the-art manufacturing
facilities designed to produce a wide range of cakes, gateaux and pastries, tonguetickling savouries and a variety of any-time snacks. Here quality assurance steps at
each and every stage of the manufacturing process ensure world-class soft n fresh
cakes, snacks and baker's ware.
Monginis headquarters has a well-equipped lab and has gained the HAACP certification
since past 2 years for maintaining and assuring best of the Hygiene and quality
standards of our products and for our customers.
Recently, Monginis commissioned a factory at Bhiwandi near Mumbai admeasuring 6
lakhssq.ft.
Ideas and Innovations

Ideas and innovations make it possible for the high-level excitement to be sustained in
the brand.
Pioneers of a fantastic Cross delivery System which connects 11 manufacturing
Franchisees through an intricate network to simplify the means so that your beloveds
can get a cake delivered in any part of India ordered from anywhere in the world.
A helpline 022-40786702 attending to customers to assist to make any Celebration
possible even at a short notice.
An Interactive website which allows online bookings of our products from all across the
world to be delivered in parts of India, where we have a presence.
Pioneers in the introducing corporate cakes with Company Structures, logos and
Products too.
Objective
This project aims at understanding the overall monginis cake manufacturer in India,
Different product categories in the market,various factors affecting the growth and
success of monginis cake in India,the challenges and opportunities which the market
offers and the changing trends in the monginis-cake.
The project also covers a brief study of monginis products with reference to above
points.
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Birthday Cake story

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

The first icing was made from a boiled composition of the finest available sugar, egg
whites and various flavors. It was then poured on the cake, which was put back into the
oven for a while. The cake was soon crowned with a hard, glossy, ice-like covering.
Molded cakes and fancy icing was hugely popular in Victorian times. The art of baking
cakes progressed through the ages, and it was not until the middle of the 19th century
that the modern cakes as we now know it was born. The taste and appearance was
enhanced with extra-refined white flour and baking powder (instead of yeast).
MONGINIS
ABOUT MONGINIS-STORY OF RISING CAKE

COMPANYS PROFILE
MARKETING STRATEGY
12
About Monginis: The Story of the Rising Cake

Monginis is a major Indian pastry, cake and general bakery chain, based in 11
Indian cities like Mumbai, Kolkata, Hyderabad and Cairo, the Capital of Egypt. The
Monginis brand name originated over 100 years ago, when 2 Italian brothers set up a
catering firm in south Mumbai.
Monginis catering service including cakes, pastries and savories were in great demand.
To the last detail, complete with a wedding cake it was Monginis that breathed life and
fun into the European wedding in Mumbai. After it was bought over by the Khorakiwalas
in 1960s, the brand has remarkably grown to become the national leader in cakes.
In 1971, for the first time in India, a plan of having an exclusive franchise cake shop was
conceptualized. Mr. H.T. Khorakiwala, the founder president of national association if
bakery industry, who spear headed the operations, realized that to grow it was
necessary to focus on production standards and distribution. The retail management
was best left to the shop owners who were in a better position to offer personalized
services to the customer.
The success of the first franchise cake shop sparked off a getting up of a chain of
franchise cake shops all across India, which is nearing the 500 mark. Monginis has
emerged as one of the largest food store in India. At the sprawling 150,000 sq. feet
combined manufacturing facilities in Mumbai and its twin city Thane. The organization
today owns the state of art manufacturing facilities to produce a whole range of cakes
and bakery products both Owen fresh and supplied daily to all cake shops.
13
COMPANY PROFILE:
Basic Information
Company Name:
Business Type:
Product/Service
(We Buy):
Address:
Brands:
M/s. Monginis Foods Pvt. Ltd.

Manufacturer
Cakes,
Gateaux,
Savouries
Cookies
Shop No. 9, Pritam Estate
Opposite Babubhai Jagjivandas
Dadar East, Mumbai-400014
Monginis, Pita Wich
Company Website URL:
http://www.monginis.net
Ownership & Capital

Year Established:
1971
Ownership Type:
Partnership
Legal
Breads,
Business Owner
14
Burgers,
FACTORY INFORMATION
Factory Size:
Factory Location:
30,000-50,000 square meters
Off.
Link
Road,
Andheri(West),
Mumbai - 400 053
QA/QC:
No. of Production Lines:
No. of R&D Staff:
No. of QC Staff:
15
In House
8
5 - 10 People
5 - 10 People
Opp.City
Mall,
OTHER DETAILS
Core Vision
Values
Quality
Privacy Policy
Terms and Conditions
16
Core Vision
Every organization operates itself with a vision in their mind so that the activities
of each and every person involved with the organization leads to same direction. The
core vision of Monginis is as follows:
1. To help people celebrate their happiness and make those moments memorable in
their lives.
2. All Monginis products and services shall be offered with the same
love,
care
and affection as if; they were meant for the most beloved person (or a family
member).Creating value-for-money products without compromising on quality in terms
of taste or appearance.
3. Good intentions in dealing with one another amongst the stakeholders (shareholders,
suppliers, employees, franchisees, dealers and consumers) breed (or yield) good
products and services.
4. Our vision is to become a national cake company with one thousand Monginis cake
shops through forty manufacturing franchisee units spread over the metro cities of India.
17
Values
Monginis follows a simple "doughnut principle" whereby the customer remains that
valued creamy centre around whose satisfaction all activity revolves.
1. We shall make products, keeping in mind the feelings of the end consumer in mind,
be it son, daughter, father, mother and make the products with the same love and
affection as it were made for a family member. We strongly believe that good intentions
breed good products.
2. Value for money: We shall offer consistently value for money products.
3. Fairness: We shall be fair in all dealings with the stake holders (shareholders,
suppliers, employees, franchisees, dealers, consumers).
4. Monginis shall constantly
strive to
build strong relationships based on
understanding each other and mutual cooperation;

5. We shall value and respect the contribution of all Monginites from workers to senior
level managers, suppliers, service providers, franchisees and dealers.
6. Excellence: We shall constantly innovate and maintain excellence in our day-today
work and in the quality of the goods and services we provide.
18
Privacy Policy
Monginis Foods Pvt. Ltd. does not sell, trade, or rent our personal information.
1. When Monginis Foods Pvt. Ltd. uses other agents, contractors, corporations or
business partners to perform services on its behalf or as part of a joint promotion,
Monginis Foods Pvt. Ltd. will ensure that this entity protects the user's personal
information in a manner, which is consistent with the aforementioned statement.
2. Monginis Foods Pvt. Ltd. may provide aggregate statistics about their customers,
sales, traffic patterns and elated site information to reputable agents.
3. Contractors, corporations or business partners, but these statistics will include no
personally identifying information.
4. An industry standard for encryption over the Internet, to protect the Data. When we
type in sensitive information such as credit card details, it will be automatically
converted into codes before being securely dispatched over the Internet.
5. If we make an online booking with Monginis Foods Pvt. Ltd., they will record our
personal details. Our data may be used for the following purposes: accounting,
billing and audit, credit or other payment card verification, security, administrative
and legal
purposes, systems testing, maintenance and development, customer
relations and to help them in any future dealings with us, for example by identifying
our requirements and preferences.
19
QUALITY
ISO 22000: 2005 Food safety management system certified organization.
Monginis Foods Pvt. Ltd is now an ISO 22000: 2005 food safety management
system certified organization. We were certified by SAI GLOBAL, and the
registration covers production and supply of cakes, pastries, cookies, chocolates
and savories. Monginis Foods Pvt. Ltd has a well devised food safety policy which
penetrates to the root level and ensures food safety and security to the customers.
Monginis was awarded HACCP certification in 2005.
20
Terms and Conditions

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

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

These important days are celebrated by each and every one with great excitement and
enthusiasm. People never stop celebrating, especially birthdays. Its once in a year
occasion, which no one wants to skip. The joy of sharing happiness is simply irresistible.
Monginis have come up with the widest variety of birthday cakes.
Wedding is one of the most important days of one's life and cakes have become an
integral part of this joyous celebration. Special wedding cakes, like the ones in the
wedding cake special range by Monginis, make the occasion even more special.
Monginis, a leader in Cakes offers wedding cakes like bashful blush; Indian wedding
theme; Lilac cascade and ecstasy in ivory. These are the most popular wedding cake
variants which can be customized as per the customers requirement.
23
Festivals
Festivals like Christmas, Easter, and Raksha Bandhan are incomplete without
sweetness. To make such festivals more delightful and add sweetness to such days
Monginis is always the right choice. Cakes in various shapes and designs for example
Santa Claus cake, Xmas Tree cake for Christmas; Easter egg shape for Easter
celebrations, Rakhi shaped cake showing a feeling of warmth between a brother-sister
relationship.
Friendship Day
Human beings flock together and have always valued the importance of friends in their
lives. To celebrate this noble feeling it was deemed fit to have a day dedicated to friends
and friendship. This beautiful idea of celebrating Friendship Day was joyfully accepted
by Monginis.
This Friendship Day, share the sweetness of your friendship with the latest range of
Cakes especially designed for this memorable occasion. Monginis has introduced Rose
for a Friend Cake. Throughout the year, you & your friends have shared a lot of special
moments; youve laughed together, cried together, had both good times & bad; so go
ahead & celebrate this day.
24
IMPORTANCE OF CANDLES
Why Candles?
Happy Birthday Jingle
Why Candles?
This tradition is attributed to the early Greeks, who placed lit candles on cakes to make
them "glow like the moon". They believed the smoke emanating from candles carried
their wishes and prayers to Gods. The range of candles available today is immense and
innovative. Simple or fancy, the common factor is that people usually make a silent
wish before blowing out candles on their birthday cake. It is believed that blowing them
all out in a single breath signals that the wish will come true, and that the person will
enjoy good luck in the coming year.
Happy Birthday Jingle

The very popular, 100-year-old 'Happy Birthday to You' song has become an
indispensable part of birthday celebrations across the world. Today, the Guinness Book
of World Records recognizes 'Happy Birthday to You' as one of the three most popular
songs in the English language the other two being 'Auld Lang Syne' and 'For He's a
Jolly Good Fellow.'
The Birthday Song is popular all over the world and has been translated into dozens of
languages. However, the English version is most popular, and is even sung in places
where English is not a primary language. The copyright of the song has been extended
several times and is now not due to expire until at least 2030. It therefore follows that
one cannot use the "Happy Birthday to You" lyrics for profit without paying royalties.
25
Chapter 2
MARKETING STRATEGY
Marketing Strategy
Marketing Mix
Logistics management
Social Networking Sites
26
Marketing Strategies
Ushering in the summer, Monginis Foods Ltd. is planning to roll out a slew of marketing
and promotional initiatives to promote its existing as well as new products. As a part of
marketing strategy, Monginis is planning to enhance its brand visibility at their outlets by
setting up special Monginis lollipops but this attempt proved to be a failure.
In addition the company is also planning to focus on school promotions to promote
its existing range of bar cakes and slice cakes in the Indian market place. Monginis is
targeting 600 schools to reach out to children. The promotion campaign will involve 3
steps. One, schools will be enrolled and approached. Second, schools will be given an
opportunity to visit Monginis bakery for an entire day. Third, Monginis will host drawing
contests and quiz contests.
Monginis has launched Monginis Brownies priced at Rs.5 at all Monginis cake shops.
They have also come up with Monginis Khari in a mid-sized pack priced Rs.20. They
are also planning to introduce new exotic varieties in fresh cream cakes targeted at Sec
A&B priced between Rs. 100 and Rs.300 soon.
In order to position Monginis as a strong cake brand which offers benefits of being soft
and fresh, the company had come up with a television commercial in the year 2006-07.
On a regular basis, it advertises through the print media. According to Mr. Jagdeep
Kapoor, MD, Samita Marketing Consultants Pvt. Ltd.; the brand marketing strategy
consultants for Monginis, the objective is to build Monginis brand with a clear target of
1000 franchise cake shops.
27
Recently, Monginis started digital marketing and are getting a good response. Monginis
have become very active in the cyber world by online advertising through reputed
portals like yahoo, rediff, sify, etc. and even by using social networking sites like
Facebook, Orkut, etc. On mobiles, they have started an SMS push on relevant
occasions and even started forwarding SMS birthday wishes to their loyal set of
consumers on their birthdays.
Marketing Mix of Monginis

1. Product:
Monginis has wide range of products; their main product being fresh cakes for all
occasions. Monginis also has chocolates, pastry and cake and chocolates combo in
their product line. It also sells packaged cakes which are available at their stores and
also at other retail stores. Monginis also has different kind of breads and a variety of
snacks for dine-in customers in veg and non-veg variety. It has also started home
deliveries and online booking and gifting system.
PRODUCTS
Personalised Birthday Cakes/Pastries and more:
28
Every area has a new hangout, a cake shop! The cake shops differ in variety, quality,
price and more. The oldest known brand of cakes is Monginis. This is brand which owns
the maximum number of outlets in the city. Some of the flavours of Monginis include:
Black Forest, Dutch truffle, Butterscotch and Pineapple are some of the popular
choices. The range starts from Rs.150 for half kilo cakes and so on. There are a variety
of cakes one could choose from for their kids special day. To mention a few cakes, of
fancy shapes like alphabets, numerals and cartoons.
The other famous cake shops are Ribbons & Ballons, Merwans, Birdys, Cakes & More,
Croissants and more. The cakes can range from a minimum of Rs.150/ and go up till an
approximate of Rs.1500 too. A kilo of blueberry cheese cake is a total hit the season.
For kids, cartoon characters like Mr.Bean, Doremon, Ben10 etc are charged somewhere
in the same figures. They have the most delicious array of cream cakes, fresh fruit
cakes and a variety of fancy cartoon-shaped cakes. At Rs.400 a kilo for the fancy cakes,
it definitely is value for money. The new fantasies of personalised cakes are 'Photo
Cakes'. An imprint of the image of your loved ones or your child on the cake is a hit
amongst children. These could range of an approximate Rs.500 a kilo. Check out the
list of cake shops below to know more and block it for your love, your child!
29
Party Preparations/Kid's Birthday Party Requirements/Event Organisers:

So for the perfect look now! Most of the gift shops or even kirana stores sell the stack of
streamers, balloons etc. It is a big NO-NO to buy from them. Reason being there are
various stores now who would sell you cost qualitative products. It would be wiser to
choose from thier lot and plan a wholesome birthday for your little one. Party Hunterzz,
a store in Mumbai is famous for the entire elegant as well as wicked shopping decor you
would need for a birthday. For a teenager's neon theme party you would find ample
variety of neon glasses, light tiaras, badges with beam lights etc. The Party Shop at
Crawford Market is a good deal to buy the stuff too. It is like a one stop shop for your
party needs.
The place a variety of balloons, streamers, face masks , party caps and birthday
banners, disposable plates and glasses, birthday candles and paper napkins. Party
decor is one the most required item in a birthday, unless people like us suggest you to
go for personlised theme event birthday organisers. Mentioned below are some of the
best ones who organise birthdays from the range of Rs.3000 to a whooping of Rs. 2.5
lakhs! So bacha parties look out for them and suggest your mummas and papas to hire
them. For parents, get rid of the event planning tension and be at ease at your little
naughty one's birthday!
30
Return Gifts/Memorable:
Some of the most replicated gifts like tiffin boxes, piggy banks, stationery kits, puzzles,
pencil pouches and much more! There are so many other articles like play art, shopping
vouchers,funskool gifts, monopoly, chart area and other board games which With the
mind boggling range available in the market, it is indeed very difficult to choose the
perfect return gift for your little ones special guests. The best thing is to buy in bulk!
The Party Shop in Crawford Market, offers many return gift options like fancy pencil sets
(Rs.10-20), crayons / paint sets (Rs.35-80), water bottles (Rs.90 onwards) and wrist
watches (Rs.95 onwards) and so on. Premsons Bazaar also offers a variety at
competitive rates. Pick up fancy straws, funny glasses, puzzles, pouches, slings bags
between price ranges of Rs. 35-200.
For teenagers, personalised mugs, photo-frames, T-shirts etc are an added delight for
the youth gifting. Though, these are well recieved here than given by teenagers as
return gifts. It would be too kiddish right chicas? So either way considers the options for
gifting. These gifts range between Rs.100 and Rs.200.
31
Corporate Gifting Ideas
We make a living by what we get. We make a life by what we give.

- Winston Churchill
32
A quote is apt especially in a corporate setting. Corporate gifting is an

investment in relationships which are vital for future any organization.
And, what other better article to strike a right chord than gifting food
consumables. Because, as the popular saying goes, the way to
mans heart is through the stomach.
A recent survey by American Express revealed that almost half of
corporate gift selections are now food-related, replacing the flowers
and gift cards that have dominated earlier.
Flexibility, choice and the near-universal appeal of indulgent foods
allow businesses to easily find a custom solution that invokes a
positive feeling and a sense of bonding in recipients.
Corporate Gifting Occasions

Birthdays / Anniversaries:
Logo Cake
People are most receptive and are happy on their birthdays / anniversaries. Its
a landmark in their lives. There cannot be any other better timing to approach
them than these.
33
Why Cakes for Corporate Gifting?
Cakes are strongly associated with celebrations and happy moments;

If organization is targeting birthdays / anniversaries for gifting, then there
cannot be a better gift than the Cake to create an everlasting impression;

For festive occasions like Xmas / New Year, cake is the most appropriate gift.
Last but not the least; it stands out in a clutter of gifts one receives on popular
occasions.
Why Monginis Cakes for Corporate Gifting?
Monginis is no. 1 Cake brand in India.

It is ISO 22000 certified company;
It is committed to making personalized deliveries across 37 cities in India and
saves you atrouble of handling logistics.

It is flexible enough to give you unlimited creativity;
It has ample experience in handling corporate gifting of reputed companies.
Logo Cake - Different Ideas
34
Monginis Products At A Glance

Monginis sells itself as "The Cake Shop ", producing ready-made as well as ordermade cakes for catering and carry-out. Individual cake slices are also kept in Monginis
stores for dine-in customers. Be it chocolate cakes or cakes in general, Monginis has
mastered the art of making cakes over a period of time. A specialist in making cakes
begins right from selecting right quality ingredients in precise quantities, blending them
together to the best of knowledge and baking to the level of perfection. The soft and
moist sponge so made is then sumptuously layered and coated with cream flavored with
dark chocolate or milk chocolate or with various fruit flavours.
The chain sells both Indian and Western savouries including samosas, cutlets, puffs
and doughnuts. Apart from these, snack foods and breads are also sold at Monginis
shops. Monginis has a product line for diabetics, and offers themed products during
Diwali, Christmas, Easter, EID and other festivals.
Fast food Snacks include more than 50 items like Burgers, Pizzas, Patties,
Cornato (bread cone with garlic chicken), Cornizza (veg version), Hotdog & so on.
Monginis produce more than 30 different gateaux primarily in round, square and heart
shape both in egg and eggless category. Monginis has cakes in regular, premium and
super premium segments in which Black forest, truffle Dutch premium Shimmer and
premium Zanzibar are most popular cake family among customers.
2. Price
Price of Monginis cakes is reasonable as compared to its competitors. The prices of
cakes vary on their size. On an average a half kg cake would cost something around
200 and it goes up to a 1000 depending on the size and the flavor.
35
3. Place
Monginis cake shop is present in 12 major cities in India. It has around 500 retail outlets
or franchise all over India. All the cities have a production unit from which the goods are
supplied daily. Goods which are unsold are taken back by the company and are given
away in charity if in consumable condition or else destroyed.
Manufacturing Franchisee Network
CITY
Year of Establishment
No. of Cake Shops
Mumbai
1972
165
Kolkata
1991
115
Pune
1995
48
Hyderabad
1996
Rajkot
1998
10
Nasik
1999
10
Goa
2000
29
Baroda
2000
24
Ahmadabad
2003
19
Surat
2004
14
Orissa
2005
Now Monginis, after launching its 4th successful Bake Shop in Hyderabad is all set to
open the same in other cities. In the Bake Shop, customers will be able to view freshly
baked products coming out of the oven and cakes decorated in their presence.
36
4. Promotion:
Monginis has used media such as TV, print, web, hoardings, etc. to advertise its
products. It regularly comes out with offers on festive occasions.
Recently to promote its cakes and chocolates it came out with a range of a special
cakes and chocolates for all those SSC (Xth Standard) students who passed out this
year. It has also planned for chocolate baskets for the boys and girls. The successful
boys can be gifted with a blue coloured basket filled with assorted chocolates and
decorated with a Doll (Boy). And, similarly the girls can be gifted with a pink coloured
basket filled with assorted chocolates and decorated with a Doll (Girl).
BRAND MONGINIS
Monginis is a leading brand of cakes in India. Generations have grown celebrating their
birthdays with Monginis cakes and thus it has become synonymous with the Cakes.
Making cakes is an art which Monginis has acquired over a long period of time but
converting it into a viable business model was an icing on the cake. Today, brand
Monginis stands tall on certain basic values like consistent quality, continuous
innovation, value-for-money offerings and availability closest to the consumers.
37
At Monginis follows a principle of creating brand ambassadors. Brand ambassadors are

not the celebrities who advertise the brand for money but common people who after
experiencing its products get satisfied and share their experiences with their near and
dear ones. Product innovation is a hallmark of Monginis. In this ever-changing world,
the Cake designs, flavours and recipes keep changing. Monginis has a strong product
development team which keeps a tab on the current trends and keeps making
necessary alterations or develops new products altogether.
A tight control over the costs without letting the quality deteriorate is a skill acquired by
the management team of Monginis through its experience of over 25+ years. The cost
advantage gained is then translated in the form of value for money products for the end
consumers.
Both physical and psychological accessibility for the consumers comes to a brand after
years of hard work and personal attention. And Monginis strongly believes that the
consumer should reach to its products without much effort and he / she should feel
comfortable while entering and dealing in its shops. Monginis sales staff is adequately
trained in such a way that they not only sell the products but also make the consumers
comfortable. They also do a considerable missionary work of educating the consumers
on cakes.
"Most Admired Retail Food Chain - Metros" Awards 2009-2010
Monginis wins Award "Most Admired Retail Food Chain - Metros" By Shoppers
Consumer Insights Retail Asia Congress 2009-2010. Award Received by Mr. Kumail
Khorakiwala - Joint MD Monginis Foods Pvt. Ltd.
38
Monginis Clients
Few of Our valuable and prestigious clients:
1. Indian Railways
13. Glenmark Pharmaceuticals
2. Titan industries
14. Kores India Ltd.
3. Wipro
15. MGL
4. Tata Group
16. CGSL Citi Group Services Ltd.
5. GTL
17. Big 92.5 FM
6. Pantaloon Retail India Ltd.
18. Erica Pharmaceuticals
7. TCS
19. Saifee Hospital
8. Alkem Laboratories
20. Mahindra inter trade
9. Tata Teleservices
21. SAMSUNG electronics
10. Aditya Birla Group
22. LG ELECTRONICS
11. Patni Computers
23. ICICI prudential life insurance
12. WNS
24. Life style international
39
40
LOGISTICS AND ORDERING SYSTEMS
Logistics Management
Ordering system
How a retailer places order through Net?
41
LOGISTICS MANAGEMENT
Logistics is the management of the flow of goods, information and other resources
between the point of origin and the point of consumption in order to meet the
requirements of consumers (frequently, and originally, military organizations). Logistics
involves the integration of information, transportation, inventory, warehousing, material
handling, and packaging, and occasionally security. Logistics is a channel of the supply
chain which adds the value of time and place utility.
Logistics management is that part of the supply chain which plans, implements and
controls the efficient, effective forward and reverse flow and storage of goods, services
and related information between the point of origin and the point of consumption in
order to meet customer and legal requirements.
The backbone of any business is logistics. Monginis receives orders from the retail
shops in the night a day before and all the products are manufactured
throughout the night and the shops are supplied through company vans by early
morning. All the products need to be delivered within a span of 1 3 hours time and
they follow the rule ferociously. All their vans are insulated and even carry insulated
shippers.
Some of the vans are refrigerated, which ply on the long routes. A single van generally
covers 3 to 4 Monginis shopsorders so that they can deliver the orders on time without
any delays.
They have a set of guidelines for logistics and their staff in the shops. They are well
trained on these aspects and these guidelines are strictly followed. They also conduct
surprise audits, just to ensure that the quality of the supply chain is maintained.
42
ORDERING SYSTEM
As mentioned in the earlier topic of logistics about when the retail shops place their
orders for the next day it is equally important to know how their ordering system
functions.
Initially Monginis retail shops had to follow the telephonic ordering system.
In this method they were provided a telephone help line number. The head of the retail
shop have a checklist of items which contained all the items which Monginis prepares.
The person has to place orders in different categories of cakes, pastries, savories, and
namkeens etc. as per their requirements for the next day.
This required manual efforts and was very time consuming method of order placing as
the person has to name each and every item he requires. Also there were chances of
mistakes being committed because of certain communication barriers which could lead
to losses both to the bakery and the retail shop. To replace this method they came up
with the fax system for placing orders. The fax system of placing order was practiced for
a long period when the need for more innovation was required now with increasing
use of technology and innovation in every sector, Monginis has also come with a
modern method for placing orders called as
E-orderin, this method involves placing orders through net. It involves use of the most
popular and appreciated way of communication that
is internet. This method can be
much relied upon for quick placements of orders and does not involve any tedious task.
Under this method, every Monginis retail shop has to load a Dealer Software provided
by Monginis in their computers. This software provides all the necessary facilities for
placing order like for example the time of order, any particular shape for a cake, proper
weights available in each category etc.
A proper diagrammatic representation of how E-ordering functions is shown in the file
presented separately.
43
TRAINING SESSIONS AND MONGINIS ANNUAL MEET
Training sessions
Annual get-to-gather
Training Sessions
Monginis known for its excellent services with which it treats all its customers is the
result of the excellent training sessions that are regularly conducted by Monginis for
both the owners as well as the staff that is appointed by them. These sessions take
place in the form of presentations by head of departments or senior manager or by any
important person holding an authority at a higher position. The person owing a Monginis
franchisee is expected to attend the meetings and seminars regularly as and when
scheduled by Monginis so as to improvise their service quality and attract more and
more customers and satisfy them in order to turn customer retention into customer
loyalty towards their products.
The training needs more of on the job training which is provided in their model shops,
where most of their successful franchisees train the new franchisees. Monginis sales
team provides directions throughout the training programme and keeps providing
additional inputs wherever required. Apart from extensive training to franchisees before
the shop opens, they also provide a lot of support after the shop opens till it stabilizes, in
44
terms of operations. They are also made aware about the rising competition in Bakery
line and how they can come up with innovative ways and ideas of displaying their
products.
The owner of the shop wishes to see his staff working the same way and with same
dedication as he works to earn profit. Sales staffs are given training through regular
sales programmes about how to display the products well, how to sell the product and
also simultaneously make advertisement for their other products. For eg: when a staff
member is selling a cake to a customer he should also ask or advertise or convince the
customer to buy candles or a knife with it. The basic aim of these training is to develop
communication skills of the staff in order to sell the products to the customers with
respect and politeness.
Monginis Annual Meet/Celebration

Monginis holds an Annual Meet or Celebration Party every year during the period of
March or April in which it invites all the dealers of Monginis of that particular city where
the party is held. The main objective of this get-to-gather is to bring all the dealers close
to each other, know each other well, so that Monginis can function as one big united
family.
The party usually starts in the evening. Different varieties, shapes, weights of cakes of
various designs or characters are displayed for the dealers to take a look at those as
they arrive at the party. New variations, introductions in savouries and cakes are
informed to the dealers, introduced by the Monginis bakery. Dealers are also given
samples to taste and suggestions are expected from them. This is followed by a small
conference meeting by the dealers, head of departments and the top management of
Monginis in which important discussions are made. It also consists of the growth report
about Monginis as a whole.
45
COMPETITORS
Birdys
Brownie Point
Ribbons and Balloons
The Bakery Line is one of the most upcoming businesses today because of the reason
that children are born every minute and people will not stop celebrating their birthdays.
Monginis, a very well-known brand in this business has gone as far away from the time
it first started its operations. There is intense competition among leading cake shops of
the town. Some of the competitors which Monginis has are
Birdys, Brownie Point, Ribbons and Balloons, Denish Cake shop etc.
46
BirdyS
Birdys is Indias gourment chain of Bakery and Pastries shops with 18 franchised
outlets, at present,spread across the city.The fast growing neighborhood
hangout
chain of cake shops create one appetizing idea after another from traditional to
exotic recipes. Stuffed wholesome breads, savouries, European style
chocolates,
gateauxs and tea time favourites are just a few of irresistible products available.
The outlets are catered to from a state-of-the-art production facility where premium
ingredients of highest quality are prepared by experienced teams.
Brownie Point
Brownie point was started by Manish Khanna after returning from the US. He is one of
the first to come up with a concept of serving Confectionery, Cakes & Deserts. Shaped
cakes like Children's Shaped Cakes, Wedding Cakes, Desserts Cakes, Desserts,
Brownies, Cheese Cakes, Picture Cakes Mousses etc, less than 1 roof. Catering to a lot
of Bollywood Royalty like, John Abraham, Ajay Devgan, Akshay Kumar & Family, Hritik
Roshan, Dimple Kapadia, Poonam Dhillon, Sajid- Wajid, Nausheen Ali Sardar etc.
Brownie Point is the ultimate resource for all of your party, wedding and event planning
needs. Find Special Desserts, Cakes, Mousses, Pie, Quiche, Puffs, Burgers,
Sandwiches, Croissants, Rolls and more.
Ribbons and Balloons

Ribbons and Balloons is another famous chain of cake shops making exotic and
premium cakes, gateauxs and other bakery products. The flavours and variety of cakes
are totally different from those of Monginis. Some of the products of Ribbons and
Balloons are Chocolate Mousse, White bread, Brown bread, Garlic bread, English
crunch cookies, Veg and Non-veg Croissant etc. They have their franchises at some of
the posh areas of the city like Bandra, Powai, Santacruz and others.
47
CHAPTER 3
SOME UNIQUE APPROACHES
SSC Students celebrate with Monginis
Monginis to enter Health Food Segment
Corporate Gifting
SSC Students celebrate with Monginis

Monginis, a brand known for its lip smacking cakes, has come out with a range of a
special cakes and chocolates for all those SSC (Xth Standard) students who will be
passing out this year.
Generally, all the students work very hard to cross this important milestone in their lives
and the parents acknowledge their achievement by rewarding them with exciting gifts.
This year parents have yet one more choice for gifting their children can think of
rewarding their children with delicious cakes and chocolates from Monginis.
48
Especially, for this occasion Monginis has planned for delicious Dutch Chocolate cakes
made with a pure dark chocolate and garnished with a decoration of balloons made of
jelly. For the deserving ones Monginis has thought of a yummy strawberry mousse
garnished with chocolate decorations on top.
This year, Monginis has also planned for chocolate baskets for the boys and girls. The
successful boys can be gifted with a blue coloured basket filled with assorted
chocolates and decorated with a Doll (Boy). And, similarly the girls can be gifted with a
pink coloured basket filled with assorted chocolates and decorated with a Doll (Girl).
So, this year all the parents can treat their children with scrumptious offerings from
Monginis and reward them with what they like and relish the most.
Monginis to enter Health Food Segment

Monginis, a bakery chain plans to foray into the health food segment. As per Virendra
Ghole, Marketing Head, Monginis Foods Pvt. Ltd (India), Health Foods though
contribute a small segment in the food industry, are optimistic about its future growth.
We will be selling our health foods through our exclusive shops, modern trade, and a
select A class retail shops. People are becoming health conscious and we are exploring
new products, which address health concerns. As starters, we are looking at low-fat,
high-fibre cookies and low-calorie ready-to-eat items Virendra Ghole, marketing
manager, Monginis, said.
49
FRANCHISE OPPORTUNITIES
What is franchising?
Why Franchising?
Reasons to select a Monginis Franchise.
Monginis seeks Franchisees
Requirements for acquiring a new Monginis Franchisee
Application Form
What is Franchising?
Franchise is a time tested method of manufacturing and selling goods and
services by a contractual license which can be categorized into Permitting the
Franchisee to manufacture and market the goods under and established brand,
expertise and goodwill of the Franchisor with complete operational guidance. Permit the
Franchisee shop to sell the products and run the business under obligation to run it in
accordance with the Franchisor's system
Why Franchising?
In India's emerging boom market, there are hundreds of successful product and
services and an equal number of unsuccessful ones. India offers lot of potential for the
franchising
community. Apart from
Indians beingvery
entrepreneurial,
franchising as a way of doing business has been well accepted.

Now Monginis offers you a franchise to operate the market with time tested and
repeatedly proven management concepts and marketing techniques.
In the U.S.A. it has been estimated that over 80% of new business fail in the first five
years because they operate on a basis of trial and error method. However, every
17 minutes, a franchise business opens in the United States. More than 540,000
franchises currently operate throughout the United States, generating nearly 60% of all
retail sales.
50
Franchise system offers financial independence and the chance to own an independent
business. It is a system where you are in a business for yourself, but not all by yourself.
You have the support and backing of a much larger and successful organization behind
you. A Monginis franchise enables you to purchase the experience, reputation, brand
awareness, training expertise and marketing support of the franchisor.
Why should one select a Monginis Franchise?

On selecting a Monginis franchisee one becomes the immediate beneficiary of
trademark and goodwill associated with them and acquired over more than 35
years.
Guidelines on various aspects for starting a Franchisee manufacturing unit
including site selection, estimation of project cost, infrastructural requirements,
related government formalities, parameters for assessing the potential of
business in the area etc.
Minimum risk in the selection of right machinery and equipments with proper
installation and start up.
Assistance and time to time guidance in the stage wise completion of franchise
unit.
Popularity of brand ensures short lead time and good sales response from day
one.
Complete guidance regarding opening of franchise shops, like selection of

location, shop infrastructure, internal decor, training of dealer salespersons etc.
Access to new formulations, product recipe, specifications, expansion programs,
operational manuals etc.
Initial training provided at the Monginis Headquarters in the areas of Finance,
Taxation, Systems Sales skills of your Field Staff Shop sales skills and shop
management
Training in Production Processes on the shop floor.
51
Training on the job extends even after unit starts operations, with key company
persons remaining there to weed out the teething problems and assist you in
ensuring quality standard.
52
MONGINIS SEEKS FRANCHISE
A Monginis franchise in Galleria Mall of Hiranandani Gardens, Powai.

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

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

CITY
Year of Establishment
No. of Cake Shops
Mumbai
1972
165
Kolkata
1991
115
Pune
1995
48
Hyderabad
1996
Rajkot
1998
10
Nasik
1999
10
Goa
2000
29
Baroda
2000
24
Ahmadabad
2003
19
Surat
2004
14
Orissa
2005
Now Monginis, after launching its 4th successful Bake Shop in Hyderabad is all set to
open the same in other cities. In the Bake Shop, customers will be able to view freshly
baked products coming out of the oven and cakes decorated in their presence.
55
EXPANSION PLANS
Monginis plans 50 outlets by end this year

Ready to Eat Segment
56
Monginis plans 50 outlets by end this year
After a recent store launch in Indore, Mumbai based leading bakery chain; Monginis
now plans to open 50 more outlets across the country by end of the year 2010. The
company also plans to double its retail distribution from the current retail network of
15,000 stores across the country. Elaborating on the Monginis' expansion plan, Zoher
Khorakiwala, CMD of Monginis Pvt. Ltd, said, After Indore, the cities where we are
planning to roll out our exclusive cake shops are Kanpur, Lucknow,Raipur, Chennai and
Bangalore
We are currently looking out for suitable franchising partners for these locations
and it will take some time for us to decide on Monginis manufacturing franchisee. For
opening new stores, on an average, Monginis is looking at the locations with the
minimum carpet area of 200 sq ft. Apart from opening more stores; our strategic
business unit (SBU) is setting ambitious plans for the retail distribution expansion.
Today, our packaged products are being retailed in the retail outlets of limited number of
cities and we wish to increase our distribution in the retail network of all the metro cities
and other developing towns. The retail expansion plan involves appointing more number
of distributors and retailers, he added.
57
In addition to traditional and modern trade channels, the company is also active on online trade. Recently, it has launched an e-commerce site, www.monginis.net, where
customers can easily place their orders. Going by the changing convenience driven
shopping habits among customers, we feel that the online business is very important,
said Khorakiwala.
Monginis marked a turnover of Rs 214 crore in the last fiscal and has set a target to
achieve five percent of this turnover in the next two years only through its online
business. Further, through its retail expansion, company expects to grow at the rate of
over 20 percent year-on-year. Besides, the cake major is also ready to extend its
portfolio into ready-to-eat (RTE) foods segment.
Monginis to enter ready to eat' segment: A New Division

Extending its franchise beyond cakes, the Mumbai-based Monginis Foods is planning to
enter the ready to eat segment'. With its network of 500-plus stores across the country,
the Rs 240-crore cakes major are ready to extend its portfolio into new categories.
While the ready-to-eat segment may be crowded at the moment with big players such
as ITC, there can still be room for one more player. Monginis intends introducing
mainstream products in this segment and will set up a new manufacturing unit for the
same.
Almost two decades ago, Monginis had dabbled in ready-to-eat segment but did not
fare well then. We will require a separate plant with different technology for entering the
segment as it is unlike the cakes segment,'' Mr. Khorakiwala said.
A separate division is expected to be floated within the company for the new segment.
We will be extending the brand name of Monginis to the ready-to-eat segment and
there will be a range of heat and serve products such as vegetable kormas and paneer.
Considering that we already have our stores, it will easier to introduce these products as
there are ready footfalls in such outlets,'' said Mr. Khorakiwala.
58
Besides, it Web site also offers both inter-city and intra-city deliveries and doubles up as
an additional distribution channel for the company.
Monginis is also planning to expand its operations to new markets in the African
continent in countries such as Tanzania and Kenya. We intend setting up manufacturing
units in these countries in partnership with local partners as we have to make products
to suit the palette of these countries, he said.
59
SWOT Analysis
SWOT
analysis is a strategic
planning method
used to
evaluate
the
Strengths, Weaknesses, Opportunities and Threats involved in a project or in a

business venture. It involves specifying the objective of the business venture or project
and identifying the internal and external factors that are favorable and unfavorable to
achieve that objective. A SWOT analysis may be incorporated into the strategic planning
model.
Strengths:
1) Monginis
Foods Pvt. Ltd.
has
there for a long
been
time almost
for
to
decades.
2)
It
it
has
good coverage;
has
around
retail stores
500
all over India.
3) Has acquired a name in the world of bakery, food processing and packaged foods
industry.
4) It has recently started offering home delivery and online booking and delivering
system.
5) Prices of their products are quiet reasonable as compared to its competitors.
60
Weakness
1) Monginis has fewer varieties in the range of cakes as compared to its
competitors.
2) There have been cases of lack of consistency in quality because of Monginis being a
franchise business.
3) Being a franchise business it has limited control over the location of the store.
Hence some of its stores are not strategically located.
Opportunities
1) There is an opportunity for Monginis to make its presence felt in the malls which
now-a-days becoming a strategic location for such kind of products.
2) Getting more varieties in their product range by proper market research.
3) More services can be added to boost sales further and make the brand name
stronger in the mind of the customers.
4) Promoting the online system properly by targeting corporates, NRIs, etc.
5) Getting in more customization options would be good for the customers.
6) Using the tag line what are you celebrating today? More effectively.
Threats
1) Monginis has threat from its competitors such as Birdys, Hang Out, Merwans,
etc.
2) Cadburys and McDonalds are also a threat to it because they are also
positioning their products on the lines of celebration.
Use of Social Networking Sites for Marketing
61
Monginis is very active on one of the most popular social networking site today followed
by large group of people i.e. Facebook. Monginis regularly updates its Facebook
account with latest news about Monginis, new products, new innovations etc.
Monginis is followed by thousands of followers on Facebook which provides Monginis to
be an effective marketing tool for its products.
The Facebook account named Brand Monginis Foodshas a large amount of details
related to Monginis. It has recent updates of Monginis in various newspapers, videos,
links, photographs of cakes (various designs and shapes) etc.
62
CHAPTER 4
ANALYSIS
Table no.1
1. No of visitors visiting Monginis?
Mode
Regular
Switch to others
No of visitors
38
62
63
Figure 1
Regular; 38%
Switch to other; 62%
From the above table no.1 and figure no.1 it is concluded that that 62% are regular
customers and rest of 38% switch to other cake shops.
64
Table no.2
1.
No of visitors preferring to go a Monginis shop on occasions?
Event
No of visitors
Birthdays Anniversaries Festivals Important days Without Occasion

24
10
33
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.
65
Table no.3
2. What attracts you to a Monginis Shop?
Particular
Brand name
Quality
Price
Taste
No of visitors
20
27
21
23
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.
66
Table No.4
3. Favorite category of Product?
Items
Cakes & Pastries
Savories
Confectionaries
Chocolates
54
21
20
No of visitors
Cakes & Pastries

Confectionaries
Savories
Chocolates
5%
19%
51%
25%
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.
67
Table No.5
4.
Do you think price of Monginis products bothers
pockets
of its customers?
Opinion
Yes
No
No of people answered
36
64
Yes; 36%
No; 64%
Figure 5
From the above table no.4 and figure no.4 it is concluded that32% of customers do not
bother their pockets while buying a monginis product and 18% do bother.
68
Analysis Report
There was a mixed reaction of the people as per their variant choices but as per my
analysis I found that majority of the people were eager about Monginis coming up with
some kind of Health Drink may be fruit juices etc.
Other category that was focused upon was Sugar-free products for diabetic people.
Some other choices mentioned by people surveyed were more varieties in Savories,
Macaroni products, French Fries and White and Brown Breads.
CUSTOMER RELATIONSHIP MANAGEMENT
69
What kind of Gifting Programmes Monginis can handle?

1. Monginis can create a special bonding between you and your Customers /
Clients.
2. Monginis can cater to your Shareholders and win them over.
70
3. Monginis can also help you in keeping your Employees happy.
4. Monginis can also handle the prestigious Corporate Special occasions.
71
72
CHAPTER 5
CONCLUSION AND SUGGESTIONS

Finally from the project I have got a complete idea about Monginis and how well it has
been successful in maintaining its hold on this tough market competition. Every
business in todays market situation is surrounded by number of challenges and
competitors but how a company deals with them is very important. Even while facing
tough competition Monginis is able to maintain its products prices to affordable level is
a major achievement.
Monginis has come a long way in Bakery Business. Monginis offers a franchise to
operate the market with time tested and repeatedly proven management concepts and
marketing techniques. A Monginis franchise enables one to purchase the experience,
reputation, brand awareness, training expertise and marketing support of the franchisor.
Even customer confidence and value is quite efficiently acquired by Monginis
through its practices.
Thus Monginis punch-line rightly says, Go Ahead Celebrate
73
WEBILOGRAPHY
www.monginis.net
www.marketing91.com
news.franchiseindia.com
www.franchisebusiness.in
bakerybazar.blogspot.com
http://www.monginis.net
http://yummycakes.blogspot.com
BILIOGRAPHY
1. Mary Berry's Ultimate Cake Book by merry berry,2006
74
ANNEXURE
Questionnaire and Analysis
For the purpose of better understanding about Monginis I conducted a questionnaire
which included some basic questions about Monginis inorder to know how well the
customers are used to Monginis brand.
The questionnaire was conducted in the geographic area of Mumbai. The sample size
of the questionnaire is 50.
The locations of research, in particular are
CLARE- RAOD( BUYCULLA)
MUMBAI CENTRAL
The analysis is presented in form of Diagrammatic and Graphical representations. The
questionnaire is as follows:
75
QUESTIONNAIRE ON MONGINIS
Name: ________________________________________
Age: __________
Occupation: ___________________
1. Are you a regular Monginis-visitor or you switch to other cake shops also?
Regular
Switch to others
2. On what occasions do you prefer going to a Monginis Shop?

Birthdays
Anniversaries Festivals
Important
Days Even without any occasion
3. What attracts you to a Monginis Shop?

Brand name
Price
Quality
Taste
4. What is your most favorite category of product?

Cakes & Pastries
Savories
Confectioneries
Chocolate
76
5. Do you think price of Monginis products bothers pockets of its customers?

Yes
No
6. Monginis does not come up with much advertisement, but making a good
business. Do you think it should advertise itself on TV?
Yes
No
7. Do you find any difficulty in locating a Monginis Shop?

Yes
No
8. Do you think Monginis has a threat from other competitors in its line?
Yes
No
If yes, from whom?

Ans:
9. Did you feel that Monginis felt The Heat of Recession?
Yes
No
10. If you were given an opportunity to say, what other product category(s)
would you like Monginis to introduce other than the existing ones?
Ans:
Thank you
77
Articles issued by various Newspapers

CHOCOLATE AND COOKIES SCORES OVER MITTHAI AND DRYFRUITS
Crunchy cookies, especially those that are well packaged, seem to be in favour with the
festival crowds. Cookie Man says that 30% of its turnover comes from Deepavali sales.
Its gift packs range anywhere between Rs 150 and Rs 1,200. "The pack is customized
and can include up to seven premium varieties of chocolates and chocolate-dipped
cookies, apart from other varities," says Sandeep Sewal, Cookie Man senior vicepresident( retail), which has bagged orders from nearly 300 companies this year.
The Khorakiwala-owned cake shop Monginis is offering attractive hampers comprising
cookies, chocolates and cakes. "As cakes are perishable items, we are expecting last
minute orders," says Virendra Ghole, marketing head, Monginis. Despite sugar prices
shooting up in recent months, Monginis is ready for the sudden spike in the number of
customers at its 07 outlets across the country. "We are not increasing our pricing though
our margins are under pressure at the moment," admits Ghole. Further, Monginis
expects a 15%-20% rise over daily sales during the three days preceding Diwali.
The Times of India
Oct 15, 2011
78
DIWALI SALES
According to Virendra Ghole, head, marketing, Monginis Foods, since health conscious
Indians are moving away from consuming mithais, we are introducing cookies and
chocolates. Monginis hopes to achieve a 25% sales growth this Diwali compared to the
same period last year.
By the end of the current fiscal, it hopes to increase number of exclusive Monginis
stores from 440 to 600.
The Financial Express
Sep 24, 2011
79

Marketing Strategy Monginies

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A PROJECT REPORT ON

MARKETING STRATEGY OF MONGINIS

FOR THE DEGREE OF

BACHELOR OF MANAGEMENT STUDIES (BMS)

UNDER THE GUIDANCE OF

MARKETING STRATEGY OF MONGINIS

I SUNNY .V. CHAUDHARY (Roll No. 30) TYBMS student of Dnyan

MARKETING STRATEGY OF MONGINIS

(SUNNY .V. CHAUDHARY)

I PROF-Karunanidhi certify that the project entitled MARKETING

Dr. K.Y. Shinde

MARKETING STRATEGY OF MONGINIS

MARKETING STRATEGY OF MONGINIS

MARKETING STRATEGY OF MONGINIS

MARKETING STRATEGY OF MONGINIS

CONCLUSION AND SUGESSTIONS:

MARKETING STRATEGY OF MONGINIS

MARKETING STRATEGY OF MONGINIS

MARKETING STRATEGY OF MONGINIS

Ideas and Innovations

Birthday Cake story

Progress, a Sweet Progress

ABOUT MONGINIS-STORY OF RISING CAKE

About Monginis: The Story of the Rising Cake

M/s. Monginis Foods Pvt. Ltd.

Company Website URL:

Ownership & Capital

30,000-50,000 square meters

build strong relationships based on

understanding each other and mutual cooperation;

purposes, systems testing, maintenance and development, customer

Terms and Conditions

FESTIVE OCCASION AND IMPORTANT DAYS

Birthdays and Anniversaries

Happy Birthday Jingle

Marketing Mix of Monginis

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

Corporate Gifting Ideas

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

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

Corporate Gifting Occasions

Why Cakes for Corporate Gifting?

Cakes are strongly associated with celebrations and happy moments;

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

Why Monginis Cakes for Corporate Gifting?

Monginis is no. 1 Cake brand in India.

saves you atrouble of handling logistics.

Logo Cake - Different Ideas

Monginis Products At A Glance

No. of Cake Shops

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

13. Glenmark Pharmaceuticals

14. Kores India Ltd.

16. CGSL Citi Group Services Ltd.

17. Big 92.5 FM

6. Pantaloon Retail India Ltd.

18. Erica Pharmaceuticals

19. Saifee Hospital

20. Mahindra inter trade

21. SAMSUNG electronics

10. Aditya Birla Group

11. Patni Computers

23. ICICI prudential life insurance

24. Life style international