monginis marketing

8/12/2019 Monginis Marketing

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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 upa 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 theimplication 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.


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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
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two Italian brothers, Monginis was a must at every celebration. Even then Monginis cakes,

pastries and savories 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,

tongue-tickling 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.


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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.

MONGINIS

ABOUT MONGINIS-STORY OF RISING CAKE

COMPANYS PROFILE

MARKETING STRATEGY

COMPANY PROFILE:

Basic Information

Company Name: M/s .Monginis FoodsPvt. Ltd.

Business Type:Manufacturer

Product/Service Cakes, Gateaux,Breads, Burgers, Savouries

(We Buy):Cookies


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Address: Shop No. 9, Pritam Estate

Opposite Babubhai Jagjivandas

Dadar East, Mumbai-400014

Brands: Monginis, Pita Wich

Company Website

URL:

http://www.monginis.net

Ownership &

Capital

Year Established: 1971

Ownership Type: Partnership

Legal Business Owner

FACTORY INFORMATION

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

Factory Location: Off .Link Road,

Opp. City Mall , Andheri (West),

Mumbai- 400053

QA/QC: In House

No. of Production Lines: 8

No. of R&D Staff: 5- 10People

No. of QC Staff: 5- 10People
http://www.monginis.net/http://www.monginis.net/http://www.monginis.net/


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OTHER DETAILS

Core Vision

Values

OUR MISSION, VISION AND VALUES

Quality

Privacy Policy

Terms and Conditions

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.


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Values

Monginis follows a simple "doughnut principle" whereby the customer remains that

valued creamy center 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.

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.


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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.

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.


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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 mess

10.FESTIVAL OCCASION AND IMPORTANT DAY

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


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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 RasGarba), 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.

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


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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.

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 haves hared a lot of special

moments; youve laughed together, cried together, had bothgood times & bad; so go ahead

& celebrate this day.


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Chapter 2

MARKETING STRATEGY

Marketing Strategy

Marketing Mix

Logistics management

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 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


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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.

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

bookingand gifting system.

PRODUCTS

Personalised Birthday Cakes/Pastries and more:

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. Thisis 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.


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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 blueberrycheesecake 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!

Corporate Gifting Ideas

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

give.

- Winston Churchill

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.


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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.

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 a trouble of handling logistics.

It is flexible enough to give you unlimited creativity;

It has ample experience in handling corporate gifting of reputed companies.

Mongins is 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 flavored with dark chocolate or

milk chocolate or with various fruit flavours.

The chain sells both Indian and Western savouries ncluding samosas, cutlets, puffs

and doughnuts. Apart from these, snack foods and breads are also sold at Monginis shops.


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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.

3.Place

Monginis cake shop is present in 12 major cities in India. It has around500 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 7


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Rajkot 1998 10

Nasik 1999 10

Goa 2000 29

Baroda 2000 24

Ahmadabad 2003 19

Surat 2004 14

Orissa 2005 5

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.

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.

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.


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At Mongins is 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


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Monginis Clients

Few of Our valuable and prestigious clients:

1. Indian Railways

2. Titan industries

3. Wipro

4. Tata Group

5. GTL

6. Pantaloon Retail India Ltd.

7. TCS

8. Alkem Laboratories

9. Tata Teleservices

10. Aditya Birla Group

11. Patni Computers

12. WNS

13. Glenmark Pharmaceuticals

14. Kores India Ltd.

15. MGL

16. CGSLCiti Group Services Ltd.

17. Big 92.5 FM

18. Erica Pharmaceuticals

19. Saifee Hospital

20. Mahindra inter trade

21. SAMSUNG electronics

22. LG ELECTRONICS

23. ICICI prudential life insurance

24. Life style international


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LOGISTICS AND ORDERING SYSTEMS

Logistics Management

Ordering system

Low 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 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 whichadds 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 andthey 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.


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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 inthe file

presented separately.


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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 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

programmers 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 s to develop communication

skills of the staff in order to sell the products to the customers with respect and politeness.


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Monginis Annual Meet/Celebration

Monginis holds an Annual Meet or Celebration Party every year during the period ofMarch 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 andsuggestions 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.


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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.


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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, savories, European style chocolates, gateauxs and tea time

favorites 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 exoticand premium

cakes, gateauxs and other bakery products. The flavours and variety ofcakes 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.


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CHAPTER 3

SOME UNIQUE APPROACHES

Monginis to enter Health Food Segment

Corporate Gifting

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 contributea 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.

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



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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 runit in accordance with the

Franchisor's system

Why Franchising?

In India's emerging boom market, there are hundreds of successful product andservices and an equal number of unsuccessful ones. India offers lot of potential for the

franchising community. Apart from Indians being very 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.

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,

brandawareness, training expertise and marketing support of the franchisor.


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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.

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.


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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 50more shops

by the end of this year, to our current number of 558 shops in 38 cities.

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.


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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.


CITY Year of Establishment No. of Cake Shops

Mumbai 1972 165

Kolkata 1991 115

Pune 1995 48

Hyderabad 1996 7

Rajkot 1998 10

Nasik 1999 10

Goa 2000 29

Baroda 2000 24

Ahmadabad 2003 19

Surat 2004 14

Orissa 2005 5

Now Monginis, 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.


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EXPANSION PLANSS

Monginis plans 50 outlets by end this year

Ready to Eat Segment

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 year2010. 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.

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
http://www.monginis.net/http://www.monginis.net/http://www.monginis.net/


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percent year-on-year. Besides, the cake major is also ready to extend itsportfolio 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.

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.


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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 theinternal 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 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.

3)Being a franchise business it has limited control over the location of the store.

Hence some of its stores are not strategically located.


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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

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 detail

related to Monginis. It has recent updates of Monginis in various newspapers ,videos,

links, photographs of cakes (various designs and shapes) etc.


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CHAPTER 4

ANALYSIS

Table no.1

1. No of visitors visiting Monginis?

Mode Regular Switch to others

No of visitors 38 62

From the above table no.1 and figure no.1 it is concluded that that 62% are regularcustomers and rest of 38% switch to other cake shops.

Regular

38%

Switch to other

62%

0% 0%

Figure 1


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Table no.2

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

Event Birthdays Anniversaries Festivals Important days Without Occasion

No of visitors 24 7 10 5 33

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.

Birthdays

30%

Anniversaries9%

Festivals

13%

Important days

6%

Without Occasion

42%


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Table no.3

2. What attracts you to a Monginis Shop?

Particular Brand name Quality Price Taste

No of visitors 20 27 21 23

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.

Brand name

22%

Quality

30%

Price

23%

Taste

25%


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Table No.4

3. Favorite category of Product?

Items Cakes & Pastries Savories Confectionaries Chocolates

No of visitors 54 21 20 5

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.

51%

25%

19%

5%

Cakes & Pastries Savories Confectionaries Chocolates


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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

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.

Yes

36%

No

64%


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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.

CUSTMOR RELATIONSHIP MANAGEMENT:


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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 toaffordable 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


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WEBILOGRAPHY

www.monginis.net

www.marketing91.com

news.franchiseindia.com

www.franchisebusiness.in

bakerybazar.blogspot.com

http://www.monginis.net

http://yummycakes.blogspot.com
http://www.monginis.net/http://www.monginis.net/http://www.marketing91.com/http://www.marketing91.com/http://www.franchisebusiness.in/http://www.franchisebusiness.in/http://www.monginis.net/http://www.monginis.net/http://yummycakes.blogspot.com/http://yummycakes.blogspot.com/http://yummycakes.blogspot.com/http://www.monginis.net/http://www.franchisebusiness.in/http://www.marketing91.com/http://www.monginis.net/


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