Study of Marketing Mix of Monginis

The Study of Marketing Mix of Monginis and its Impact on its Customers
CHAPTER I
1
INTRODUCTION
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 savouries 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.
2
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
A pioneering step was the franchising of manufacturing operations across the cities of
India. Monginis realized, at the outset, that the culture and tastes of people differed from
state to state and even from same cities in the same state. Hence Monginis opted for
growth through the franchise route where the manufacturing operations are owned and
managed by the franchisee. These franchises hail from that particular city and who
understand the habit and taste better.
3
OBJECTIVE OF THE STUDY
Every project or activity is always incomplete without clear objectives. Objectives are a
necessary requirements foe starting any study or work and to be set up and properly
planned in a pre-organized manner. Objectives are the thing one is trying to active a reach
or capture and which is actual / real.
1. To identify elements which customers notice when he enter in monginis at

different location
2. To identify touch points those alters experience of a customer.
3. To list down touch points that changes across the shops even if the
demographics are same.
4. To recognize points that motivates a sales person in store to work harder.
5. To compare various aspects which leads to underperformance of sales

person
6. To find out solutions in order to bring about uniformity
4
NEED OF THE PROJECT
Need of the study is mostly for the strategies for success of monginis in
commencing year and making the people feel better, as sweets helps in
distressing people in todays hectic schedule
To understand why consumers are attracted towards monginis outlets
To understand, how consumers, based on their consumer involvement type hold

different perception about brand and its the brand personality association.
5
SCOPE OF THE PROJECT
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
RESEARCH METHODOLOGY
Research problem:-
To find out points which a customer consciously or unconsciously notice

in different shops of monginis
Research approach:-
Qualitative as well as quantitative approach fir this research. but the stress
was basically qualitative approach
Research design:-
This study falls under applied research category and as it contains both
qualitative and quantitative approach its a descriptive research.
Research instrument:-
Taking care of the parameters questionnaire was designed for studying

touch points and service points of monginis store while pamphlets or
menu card was suppose to be collected for study of price points
Data collection:-
In order to get maximum, information with minimum effort from

customers verbatim format was selected to answer open ended question
which formed a major part of questionnaires
7
LIMITATIONS OF THE PROJECT
Every attempt will be taken to obtain the error and meaningful result but as
nothing in this world is 100% perfect u believe that there exist a chance for
error on account of following limitations-
The duration of practical training was just eight weeks.
To maintain secrecy, the company people do not provided actual figures
The recommendations are the outcome of an analysis made individually.
The sample customers or sales person comments may not be resemble to entire
population of consumers
8
CHAPTER II
9
COMPANY PROFILE
Basic information
Company Name: M/s. Monginis Foods Pvt. Ltd.

Business Type: Manufacturer
Product/Service (We Sell): Cakes, Gateaux, Breads, Burgers, Savouries
Product/Service (We Buy): Pastries, Namkeens, Packaged Cakes,
Wafers, Cookies
Address: B / 60, Off. Link Road, OPP. City Mall,
Andheri (W) ,
Brands: Monginis, Pita Wich
Number of Employees: 101 - 500 People
Company Website URL: http://www.monginis.net
Ownership & Capital
Year Established: 1971

Ownership Type: Partnership
Legal
Representative/Business
Owner: Business Owner
10
Trade & Market
Main Markets: Southeast Asia

Total Annual Sales Volume: US$10 Million - US$50
Million
Factory Information
Factory Size: 30,000-50,000 square meters

Factory Location: Off. Link Road, Opp.City Mall,
Andheri(West), Mumbai - 400 053
QA/QC: In House
No. of Production Lines: 8
No. of R&D Staff: 5 - 10 People
No. of QC Staff: 5 - 10 People
11
OTHER DETAILS
Mission
To help people express their happiness in a memorable way
All our products and services shall be offered with the same love, care and
affection as if, they were meant for the most beloved person.
12
Core vision
1. To help people celebrate their happiness and make those moments memorable in
their lives.
2. All Monginis products and services shall be offered with the same love, care and
affection as if; they were meant for the most beloved person (or a family
member).Creating value-for-money products without compromising on quality in
terms of taste or appearance.
3. Good intentions in dealing with one another amongst the stakeholders

(shareholders, suppliers, employees, franchisees, dealers and consumers) breed (or
yield) good products and services.
4. Our vision is to become a national cake company with one thousand Monginis
cake shops through forty manufacturing franchisee units spread over the metro cities
of India.
Values
13
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
14
ORGANIZATION CHART
BOARD OF
DIRECTORS
Managing Director
Operations Marketing Finance HR Managers

Managers Managers Managers
Sr. Executive
Executive
15
BENEFITS GIVEN BY THE COMPANY
For Employee: Gets Adequate Wages, Job Security, Improved Working

Conditions and Increased Personal and Job Satisfaction.
Provide Provident Fund To The Workers
Provide Retirement Fund At The Time Of Leaving The Company
Provide Bonus To The Workers Once In An Year
Making Increments To The Workers In Salary
Help Summer Trainee To Develop Project And Also Help Them To Get Overall
Knowledge Of Marketing.
16
CHAPTER -III
17
THEORETICAL BACKGROUND
Products
Quality
Privacy Policy
Terms and Conditions
18
Monginis Products at a Glance
Monginis sells itself as "The Cake Shop ", producing ready-made as well as order-
made cakes for catering and carry-out. Individual cake slices are also kept in Monginis
stores for dine-in customers. Be it chocolate cakes or cakes in general, Monginis has
mastered the art of making cakes over a period of time. A specialist in making cakes
begins right from selecting right quality ingredients in precise quantities, blending them
together to the best of knowledge and baking to the level of perfection. The soft and
moist sponge so made is then sumptuously layered and coated with cream flavoured 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
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 savouries. 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
Privacy Policy
Monginis Foods Pvt. Ltd. does not sell, trade, or rent our personal information.
a. 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.
b. Monginis Foods Pvt. Ltd. may provide aggregate statistics about their customers,
sales, traffic patterns, and related site information to reputable agents,
c. Contractors, corporations or business partners, but these statistics will include no

personally identifying information.
d. 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.
e. 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.
21
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.
22
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.
23
Birthdays and Anniversaries
These important days are celebrated by each and everyone 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.
24
Festivals
Festivals like Christmas, Easter, and RakshaBandhan 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 4 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.
25
SOME UNIQUE APPROACHES
Corporate Gifting
Franchise
Expansion and Growth Plans
26
CORPORATE GIFTING
Customize Monginis cakes with your esteemed corporate logo and build goodwill with
your patrons, associates and customers. With corporate spending, an increasing number
of hours at the workplace and happily making themselves "at home" in office, lines
between the personal and professional world have blurred. Friends and office colleagues
are the norm and the boss is no longer the tyrannical monster but an approachable senior
who believes in the open-door policy.
You can also strengthen relations with clients, customers and partner with home-baked
sweet indulgence the Monginis smorgasbord. Monginis is the ideal partner to surprise the
ones who matter the most and make those moments memorable with them.
27
FRANCHISE
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
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
Cairo(Egypt) 1993 35
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.
28
EXPANSION PLANS
Monginis plans 50 outlets by end this year
Ready-to-Eat Segment
29
Monginis plans 50 outlets by end this year
30
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 2013. The company
also plans to double its retail distribution from the current retail network of 15,000 stores
across the country. Elaborating on the Monginis' expansion plan, Zoher Khorakiwala,
CMD of Monginis Pvt. Ltd, said, After Indore, the cities where we are planning to roll
out our exclusive cake shops are Kanpur, Lucknow, Raipur, Chennai and Bangalore.
We are currently looking out for suitable franchising partners for these locations and it
will take some time for us to decide on Monginis manufacturing franchisee.
For opening new stores, on an average, Monginis is looking at the locations with the
minimum carpet area of 200 sq ft. Apart from opening more stores; our strategic
business unit (SBU) is setting ambitious plans for the retail distribution expansion.
Today, our packaged products are being retailed in the retail outlets of limited number of
cities and we wish to increase our distribution in the retail network of all the metro cities
and
other developing towns. The retail expansion plan involves appointing more number of
distributors and retailers, he added.
In addition to traditional and modern trade channels, the company is also active on on-
line trade. Recently, it has launched an e-commerce site, www.monginis.net, where
customers can easily place their orders. Going by the changing convenience-driven
shopping habits among customers, we feel that the online business is very important,
said Khorakiwala.
31
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 experimented 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.
Besides, it Web site also offers both inter-city and intra-city deliveries and doubles up as
an additional distribution channel for the company.
32
33
Marketing Strategy
Marketing Mix
Social Networking Sites
MARKETING STRATEGIES
Ushering in the summer, Monginis Foods Ltd. is planning to roll out a slew of marketing
and promotional initiatives to promote its existing as well as new products. As a part of
marketing strategy, Monginis is planning to enhance its brand visibility at their outlets by
setting up special Monginis lollipops but this attempt proved to be a failure.
In addition the company is also planning to focus on school promotions to promote its
existing range of bar cakes and slice cakes in the Indian market place. Monginis is
targeting 600 schools to reach out to children. The promotion campaign will involve 3
34
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.JagdeepKapoor, MD, Samita Marketing Consultants Pvt. Ltd.; the brand marketing
strategy consultants for Monginis, the objective is to build Monginis brand with a clear
target of 1000 franchise cake shops.
Recently, Monginis started digital marketing and are getting a good response. Monginis
have become very active in the cyber world by online advertising through reputed portals
like yahoo, rediff, sify, etc. and even by using social networking sites like Facebook,
Orkut, etc. On mobiles, they have started an SMS push on relevant occasions and even
started forwarding SMS birthday wishes to their loyal set of consumers on their birthdays
MARKETING MIX OF MONGINIS.
1. Product: Monginis has wide range of products; their main product being fresh cakes
for all occasions. Monginis also has chocolates, pastry and cake and chocolates combo in
their product line. It also sells packaged cakes which are available at their stores and also
at other retail stores. Monginis also has different kind of breads and a variety of snacks
for dine-in customers in veg and non-veg variety. It has also started home deliveries and
online booking and gifting system.
35
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 flavour
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
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)
USE OF SOCIAL NETWORKING SITES FOR MARKETING
36
Monginis is very active on one of the most popular social networking site today followed
by large group of people i.e. Facebook. Monginis regularly updates its Facebook account
with latest news about Monginis, new products, new innovations etc. Monginis is
followed by thousands of followers on Facebook which provides Monginis to be an
effective marketing tool for its products.
The Facebook account named Brand Monginis Foods has a large amount of details
related to Monginis. It has recent updates of Monginis in various newspapers, videos,
links, photographs of cakes (various designs and shapes) etc.
LOGISTICS AND ORDERING SYSTEMS
Logistics Management
Ordering system
How a retailer places order through Net?
Logistics management
Logistics is the management of the flow of goods, information and other resources
between the point of origin and the point of consumption in order to meet the
37
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 management is that part of the supply chain which plans, implements and
controls the efficient, effective forward and reverse flow and storage of goods, services
and related information between the point of origin and the point of consumption in order
to meet customer and legal requirements.
The backbone of any business is logistics. Monginis receives orders from the retail shops
in the night a day before and all the products are manufactured throughout the night and
the shops are supplied through company vans by early morning. All the products need to
be delivered within a span of 1 3 hours time and they follow the rule ferociously. All
their vans are insulated and even carry insulated shippers.
Some of the vans are refrigerated, which ply on the long routes. A single van generally
covers 3 to 4 Monginis shops orders so that they can deliver the orders on time without
any delays.
They have a set of guidelines for logistics and their staff in the shops. They are well
trained on these aspects and these guidelines are strictly followed. They also conduct
surprise audits, just to ensure that the quality of the supply chain is maintained.
Ordering system
As mentioned in the earlier topic of logistics about when the retail shops place their
orders for the next day it is equally important to know how their ordering system
functions.
Initially Monginis retail shops had to follow the telephonic ordering system.
In this method they were provided a telephone help line number. The head of the retail
shop have a checklist of items which contained all the items which Monginis prepares.
The person has to place orders in different categories of cakes, pastries, savouries, and
namkeens etc. as per their requirements for the next day.
38
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-ordering. This method involves placing orders through net. It involves use of the most
popular and appreciated way of communication that is internet. This method can be much
relied upon for quick placements of orders and does not involve any tedious task.
Under this method, every Monginis retail shop has to load a Dealer Software provided by
Monginis in their computers. This software provides all the necessary facilities for
placing order like for example the time of order, any particular shape for a cake, proper
weights available in each category etc.
A proper diagrammatic representation of how E-ordering functions is shown in the file

presented separately.
TRAINING SESSIONS AND MONGINIS ANNUAL MEET
39
Training sessions
Annual get-to-gather
Training Session
40
Monginis known for its excellent services with which it treats all its customers is the
result of the excellent training sessions that are regularly conducted by Monginis for both
the owners as well as the staff that is appointed by them. These sessions take place in the
form of presentations by head of departments or senior manager or by any important
person holding an authority at a higher position. The person owing a Monginis franchisee
is expected to attend the meetings and seminars regularly as and when scheduled by
Monginis so as to improvise their service quality and attract more and more customers
and satisfy them in order to turn customer retention into customer loyalty towards their
products.
The training needs more of on-the-job training which is provided in their model shops,
where most of their successful franchisees train the new franchisees. Monginis sales team
provides directions throughout the training programme and keeps providing additional
inputs wherever required. Apart from extensive training to franchisees before the shop
opens, they also provide a lot of support after the shop opens till it stabilizes, in terms of
operations. They are also made aware about the rising competition in Bakery line and
how they can come up with innovative ways and ideas of displaying their products.
The owner of the shop wishes to see his staff working the same way and with same
dedication as he works to earn profit. Sales staffs are given training through regular sales
programmes about how to display the products well, how to sell the product and also
simultaneously make advertisement for their other products. For eg: when a staff member
is selling a cake to a customer he should also ask or advertise or convince the customer to
buy candles or a knife with it. The basic aim of these training is to develop
communication skills of the staff in order to sell the products to the customers with
respect and politeness.
Monginis Annual Meet/Celebration
41
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.
After the meeting the program of presenting certificates and rewards takes place. The
dealer who has performed the best among all Monginis franchises is given Certificate for
the No.1 Shop. There are also some other rewards and cash prizes to be given for dealers
having good ambience in their shop, good sales staff and for the growth of the business.
The Chairman and the Managing Director then presents a speech about the growth,
expansion plans and progress and about new arrivals.
The last session of the party is the dinner. After the dinner every dealer is presented a gift
as a token of remembrance.
COMPETITORS
42
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.
Birdys
43
Birdys is Indias gourmet chain of Bakery and Patisserie shops with 18 franchised
outlets, at present, spread across the city. The fast growing neighbourhood 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 61
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.
44
DATA ANALYSIS & INTERPRETATION
Table no.1
1) No of visitors visiting Monginis?
Mode Regular Switch to others

No of visitors 19 31
Fig no.1
From
the above table no.1 and figure no.1 it is concluded that 31 are regular customers and rest
of 19 switches to other cake shops.
45
Table no.2
2. No of visitors preferring to go a Monginis shop on occasions?
Event Birthdays Anniversarie Festivals Important Without

s days Occasion
No of visitors 24 7 10 5 33
Fig no.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.
46
Table no.3
3. What attracts you to a Monginis Shop?
Brand name Quality Price taste
No. of visitors 20 27 21 23
Fig no.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, and 23 because
of taste.
47
Table no.4
4. Favourite category of Product?
Items Cakes & pastries Savouries Confectionaries Chocolates

No of visitors 30 17 12 4
Fig no.4
From the above table no.4 and figure no.4 it is concluded that 30 of visitors prefer cakes
and pastries, 17 prefer savouries, 12 confectionaries, and 4 chocolates.
48
Table no.5
5. Do you think price of Monginis products bothers pockets of its customers?
Opinion Yes No
No of people answered 18 32
Fig no. 5
From the above table no.5 and figure no.5 it is concluded that 32 of customers do not
bother their pockets while buying a Monginis product and 18 do bother.
Ans: 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 Savouries, Macaroni
products, French Fries and White and Brown Breads.
49
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 favourable and unfavourable to achieve that
objective. A SWOT analysis may be incorporated into the strategic planning model.
50
Strengths
1) Monginis Foods Pvt. Ltd. has been there for a long time almost for 4 to 5 decades.
2) It has good coverage; it has around 500 retail stores all over India.
3) Has acquired a name in the world of bakery, food processing and packaged foods
industry.
4) It has recently started offering home delivery and online booking and delivering
system.
5) Prices of their products are quiet reasonable as compared to its competitors.
Weakness
1) Monginis has fewer varieties in the range of cakes as compared to its competitors.
2) There have been cases of lack of consistency in quality because of Monginis being a
franchise business.
4) Being a franchise business it has limited control over the location of the store. Hence
some of its stores are not strategically located.
Opportunities
51
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.
Threats
1) Monginis has threat from its competitors such as Birdys, Hang Out, Marwans, etc.
2) Cadburys and McDonalds are also a threat to it because they are also positioning their
products on the lines of celebration.
52
CHAPTER IV
53
CONCLUSION
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.
Some scope must be taken to solve plastic bag problems as it is creating embarrassing
situation for sales persons to ask fir charge of plastic carry bag.
Monginis can use this opportunity to declare as a green supportive brand like Pepsi
And others and communicate this message well by providing eco friendly bags.
54
SUGGESTIONS
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
55
BIBLIOGRAPHY
The books and articles concerned for the accomplishment of the project are as below:
1. Mary Berry's Ultimate Cake Book by merry berry, 2006
2. Cakes and Pastries by Christian Teubner, Jacques Charrette, Hannelore Blohm Hearst
Books, 1985
3. Cupcake Kit: Recipes, Liners, and Decorating Tools for Making the Best Cupcakes!
By Elinor Livens (Feb 4, 2009)
4. Martha Stewart's Cupcakes: 175 Inspired Ideas for Everyone's Favourite Treat by
Martha Stewart Living Magazine (Jun 2, 2009)
56
WEBILOGRAPHY
www.monginis.net
www.marketing91.com
news.franchiseindia.com
www.franchisebusiness.in
bakerybazar.blogspot.com
ANNEXURE
57
Questionnaire and its Analysis
For the purpose of better understanding about Monginis I conducted a questionnaire

which included some basic questions about Monginis in order 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
vasind,(West)
kalyan (west)
The analysis is presented in form of Diagrammatic and Graphical representations.

The questionnaire is as follows
58
QUESTIONNAIRE ON MONGINIS
Name:
Age:
Occupation:
1. Are you a regular Monginis-visitor or you switch to other cake shops also?
A) Regular B) Switches to others
2. On what occasions do you prefer going to a Monginis Shop?
A) Birthdays D) Anniversaries
B) Festivals E) Important Days
C) Even without any occasions
3. What attracts you to a Monginis Shop?
A) Brand Name C) Quality
B) Price D) Taste
59
4. What is your most favourite category of product?
A) Cakes & Pastries C) Savouries
B) Confectioneries D) Chocolate
5. Do you think price of Monginis products bothers pockets of its customers?
A) Yes B) No
6. Monginis does not come up with much advertisement, but making a good
business. Do you think it should advertise itself on TV?
A) Yes B) No
7. Do you find any difficulty in locating a Monginis Shop?
A) Yes B) No
60
8. Do you think Monginis has a threat from other competitors in its line?
A) Yes B) No
If yes, from whom?

Ans: ____________________________________________
9. Did you feel that Monginis felt The Heat of Recession?
A) Yes B) 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.
61
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 varieties," says Sandeep Sewal, Cookie Man senior vice-
president( retail), which has bagged orders from nearly 300 companies this year.
The Khorakiwala-owned cake shop Monginis is offering attractive hampers comprising

cookies, chocolates and cakes. "As cakes are perishable items, we are expecting last
minute orders," says Virendra Ghole, marketing head, Monginis. Despite sugar prices
shooting up in recent months, Monginis is ready for the sudden spike in the number of
customers at its 488 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, 2010
62
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

Thursday, Sep 24, 2010
63
Thanking you
64

Study of Marketing Mix of Monginis

Uploaded by

Copyright:

Available Formats

Study of Marketing Mix of Monginis

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Study of Marketing Mix of Monginis

Uploaded by

Copyright:

Available Formats

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

About Monginis: The Story of the Rising Cake

OBJECTIVE OF THE STUDY

1. To identify elements which customers notice when he enter in monginis at

2. To identify touch points those alters experience of a customer.

4. To recognize points that motivates a sales person in store to work harder.

5. To compare various aspects which leads to underperformance of sales

6. To find out solutions in order to bring about uniformity

NEED OF THE PROJECT

To understand why consumers are attracted towards monginis outlets

To understand, how consumers, based on their consumer involvement type hold

SCOPE OF THE PROJECT

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

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

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

To find out points which a customer consciously or unconsciously notice

Taking care of the parameters questionnaire was designed for studying

In order to get maximum, information with minimum effort from

LIMITATIONS OF THE PROJECT

The duration of practical training was just eight weeks.

To maintain secrecy, the company people do not provided actual figures

The recommendations are the outcome of an analysis made individually.

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

Ownership & Capital

Year Established: 1971

Trade & Market

Main Markets: Southeast Asia

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

To help people express their happiness in a memorable way

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

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

6. Excellence: We shall constantly innovate and maintain excellence in

Operations Marketing Finance HR Managers

BENEFITS GIVEN BY THE COMPANY

For Employee: Gets Adequate Wages, Job Security, Improved Working

Provide Provident Fund To The Workers

Provide Retirement Fund At The Time Of Leaving The Company

Provide Bonus To The Workers Once In An Year

Making Increments To The Workers In Salary

Monginis Products at a Glance

ISO 22000: 2005 Food safety management system certified organization.

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

Terms and Conditions

1. Product price mentioned is inclusive of Delivery Charges, Local Taxes and

3. Lead Time for deliveries is 3 Working Days.

4. All deliveries will be executed between 12 Noon - 6 PM.

7. On account of unforeseen circumstances like Floods / Natural Calamity / etc. the

FESTIVE OCCASION AND IMPORTANT DAYS

Birthdays and Anniversaries

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

Birthdays and Anniversaries

Festivals like Christmas, Easter, and RakshaBandhan are incomplete without

SOME UNIQUE APPROACHES

Expansion and Growth Plans

Manufacturing franchisee network

CITY Year Of Establishment No. Of Cake Shops

Monginis plans 50 outlets by end this year

Monginis plans 50 outlets by end this year

Monginis to enter ready to eat' segment: a new division