project on monginis

7/21/2019 Project on Monginis

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A PROJECT REPORT ON ...

WHY MONGINISHAD ADOWNFALL IN SALES

GROUP 11

SHWETA SHENOY .. ROLL NO. :ANITHA FERNANDES .. ROLL NO. :

ELDINE VAZ .. ROLL NO. :

POONAM BHANUSHALI .. ROLL NO. :

YUGANT KARANE .. ROLL NO. : 13


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MONGINIStraces 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.

he shop, located in Mumbai!s "ort area, was a favourite with

Europeans. #un as it was by two $talian brothers, Monginis was

a must at every celebration. Even then Monginis cakes,

pastries and savouries were baked to perfection and were in

great demand.

A !" #$%#& #' &() ...

W*#" #+, &() -,$,+#"!/0 (+ .... 22


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WHAT IS MONGINIS ALL ABOUT ?

COMPANY PROFILE FIRST EVER EVOLVED

CompanyName: M/s.MonginisFoodsPvt. Ltd.

BusinessType:Manufacturer

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

(We Buy:Cookies

!ddress: Shop No. 9, Pritam Estate

pposite Ba!u!hai "ag#ivandas

$adar East, Mum!ai%&'''(&

Brands: Monginis,Pita )ich

CompanyWe"site #$L: htt p*++ .mong in is.net

%&ners'ip Capita)

*ear +sta")is'ed: (9-(

%&ners'ipType: Partnership

Lega) Businessner
http://www.monginis.net/http://www.monginis.net/http://www.monginis.net/


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Monginis is an Indian pastry and bakery chain based in

M!bai" It#s a pre!ier and pop$ar destination %or $o&ers and

connoissers o% a$$ &arieties cakes' choco$ates' pastries and

cookies' (ith a co!!anding and distingished presence in )*

cities arond India"

HISTO+, -

.ar$y in the */th centry' t(o Ita$ian brothers ran a

catering ser&ice in M!bai0s 1ort precinct' (hich (as pop$ar

(ith the city0s .ropean residents" In )234' Monginis catering

(as taken o&er by the 5horaki(a$a %a!i$y' and beca!e Monginis

1oods Li!ited" In )26)' the co!pany adopted the %ranchise !ode$

o% bsiness' (ith a stated e!phasis on $oca$i7ed prodction %or

$oca$ tastes" It a$so !ode$s itse$% on the 8%ood boti9e8 concept'

%ocsing on 9a$ity' presentation and ser&ice" It has thereby

e:panded its brand and reaches across the contry (ith a tota$

(orth o% abot 23/ !i$$ion rpees by */)*"

Monginis ses on$y the ;nest and %reshest ingredientsin its prodcts' (ith insistence on 9a$ity contro$ at e&ery stage

o% prodction' packaging and de$i&ery" Monginis ha&e specia$i7ed

in and gained reno(ned %or csto! !ade persona$i7ed prodcts'

(hich the c$ient can order as per indi&ida$ speci;cations and

tastes' together (ith ni9e !essages' (hich toch the hearts o%

the recipients" Monginis e:pert sta< o% che%s' con%ectioners' and

artist' stri&es %or ongoing creati&ity and csto!er satis%action =(e create the drea! gi%t (hich the c$ient has con>ectred in his


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or her !ind" Monginis is the @e$ebration 5ing# (ith &irta$$y no

pop$ar or specia$ occasion re!aining otside its range" @$ients

ha&e no( beco!e habitated to ce$ebrate (ith Monginis (hether

birthdays' anni&ersaries' (eddings' engage!ents' @hi$dren#s ay'etc" They !ake egg$ess as (e$$ as (ith egg cakes.


I,# #/ I//(4#"!(/

$deas and innovations make it possible for the high-level

excitement to be sustainedinthe brand.

% &ioneers of a fantastic 'ross delivery (ystem which connects

)) manufacturing "ranchisees through an intricate network to

simplify the means so that your beloveds can get a cakedelivered in any part of $ndia ordered from anywhere in the

world.

% A helpline *++-*/*+ attending to customers to assist to

make any 'elebration possible even at a short notice.

% An $nteractive website which allows online bookings of our

products from all across the world to be delivered in parts of

$ndia, where we have a presence.

% &ioneers in the introducing corporate cakes with 'ompany(tructures, logos and &roducts too.

O5,-"!4,

his pro0ect aims at understanding the overall monginis cake

manufacturer in $ndia,

1i2erent product categories in the market,various factors

a2ecting the growth and success of monginis cake in $ndia,the


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challenges and opportunities which the market o2ers and the

changing trends in the monginis-cake.

he pro0ect also covers a brief study of monginis products with

reference to above points.

WHAT I +IMA+, +.S.A+@H GIC. US ?

T*, I/!"!#$ 6+!7#+& +,,#+-* ! 6,+(+7, "( ( #

#/#$&! ( M(/0!/! %!"* +,,+,/-, "( #4,+"!,7,/"

#/ "*,!+ 6(6)$#+!"& !/-$)!/0 +,,#+-* (/ -(/)7,+ (-#',8 6#"+!, ( M(/0!/!..

1. S"#",7,/" ( "*, 6+($,7:he &rimary #esearch

enlightened the downfall of Monginis, with regards to (ales.

9. O5,-"!4, ( "*, +,,#+-*:

o compare various factors in the sale of product with

respect to Monginis. o 3nd out if the e2ect of advertising done by Monginis. o 3nd out price variations. o 3nd out the 4alue added (ervices


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3.1P+!7#+& (5,-"!4,;:5ow should Monginis deliver with

respect to sustainability against the upcoming competitions6

3.9S,-(/#+& (5,-"!4,;:

5ow to rediscover the &roduct impact created amongst the

customers , as compared to the other brands available in

the market 65ow to rede3ne and analy7e the exact downfall of (ales, to

implement the market strategy 6

WHAT I +IMA+, +.S.A+@H GIC. US ?

D" Genera$ +esearch 9estions on pri!ary aspects-

(hould Monginis advertise 6

$s Monginis famous because of advertisements only6

8hat are the other factors other than branding Monginis 6

8hen was the exact downfall of (ales identi3ed 6

8hat must be the reason of the 1ownfall of Monginis 6


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5ow much did the competition a2ect the market of

Monginis

1id price range impact on the (ales of the Monginis

products 6

1id the 9uality of Monginis a2ect the sales of &roducts ?

WHAT I MONGINIS ANSW.+ TO OU+ +IMA+,

EU.+I.S ?

D( &() ,+4, +,* 6+()-" ,4,+&2

:es, all Monginis cake shops, in all cities, o2er only soft

and fresh products delivered daily.


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ift 'ard.


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There are %ar !ore e:pensi&e bakeries co!pared to

Monginis and srprising$y they are doing &ery (e$$

The bying natre o% the cons!er is to be acconted %or

here (hich is changing %ro! ti!e to ti!e"

In today#s day and age' a !id */s=/s indi&ida$ pre%ers agood 9a$ity pastryFbaked prodct and is ready to she$$

those e:tra bcks

PRODUCT VARIATIONS

Monginis de&e$oped so!e ne( &ariations in their prodcts

$ist as recent as */)=)D

Unti$ then they (ere se$$ing the sa!e c$assic pastries and

baked goods (hich (ere top se$$ing ite!s %ro! the $ate)22/s to ear$y *///s

Where as i% (e co!pare the prodct &ariations ost to na!e a %e( (hich

are standard hot ite!s in e&ery $oca$ bakeries disp$ay case

Apart %ro! prodct &ariations (e sho$d a$so consider the

9a$ity o% prodcts so$d b these ot$ets" Monginis has so!e

standard prodcts (ith %resh crea! or btter crea! as the

pastry topping" Where as their co!petitors are se$$ing a$$

types o% toppings %ro! Nte$$aF@rea! @heeseFS(iss

@hoco$ate to na!e a %e(""

WHAT I S.@ONA+, +.S.A+@H GIC. US ?

8e asked consumers about the fre9uency of the purchase of

'akes and pastries , which gave us the analytical report

below ...


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1id the branding of Monginisactually a2ected the (ales of

products 66

5ere is the graphical response of consumers on ;randing of

Monginis .. DD


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most)y on &'at occasion do you eat ca,es

re/uenc0 Percent 1a2id Percent Cumu2ative Percent

1a2id

Birthda0s, 3nniversaries,

Christmas, etc.45 6-.6 6-.6 6-.6

an0time 0ou fee2 (( 54.& 54.& (''.'

7ota2 5& (''.' (''.'

"rom this 9uestion, we see +< respondents i.e. /./=

respondents said that they eat cakes during various occasions

like ;irthdays, Anniversary, and 'hristmas, etc. while only))

respondents said that they eat cakes anytime they feel. his

means that their purchase is occasional and not impulse.


WHAT IS MONGINIS BEST FOR 22


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0

2

4

6

8

10

12

14

16

12

34

11

15

5

3n!ber o% responses

A/#$&"!-#$ >0)+, #& ....

re/uenc0 Percent 1a2id Percent Cumu2ative Percent

1a2id

cakes (( 54.& 54.& 54.&

pastries (8 &&.( &&.( -6.8

other snacks 8 (&.- (&.- 9(.4

none of these 5 . . (''.'

7ota2 5& (''.' (''.'


Parent Company Monginis Cake Shop

Category Cake Shops Chain

Sector Food and Beverages


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Tagline/ Slogan

What are you celebrating today?; To help people express their happiness in

memorable way

USP Fresh and delicious cakes at aordable price

STP

Segment !nyone who likes to have cakes" generally or on special occasions

Target Group #eople $rom urban semi%urban middle class

Positioning !s a trusted cake shop" that makes good &uality cakes at aordable prices $any occasion'

SWOT Analysis

Strength

(' ! very popular brand among children and parents alike

)' *t has +,, retail $ranchises in approx -, cities in *ndia

.' /easonable pricing

-' Services like home delivery" online booking and delivery o$ products

0' Founded around 0, years ago

Weakness

('1uality issues because o$ $ranchise business

)'2ess variety o$ cakes compared to competitors

.'3ery less advertisement and promotion

Opportunity

('4xpand in *ndia and abroad

)'*ntroduction o$ dierent and new varieties o$ cakes

.'*ncrease the business o$ toys" candles" and other celebration items

-' 4mphasi5e and publici5e the online ordering o$ products or gi$ts

Threats

('6ismanagement o$ any $ranchise can aect the brand name adversely

)'Severe competition in the business

.'*ncrease in cost o$ raw materials

Competition

Competitors ('Birdys

)'7ang out


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.'6erwans

-'Sweet Chariot

0'2ocal cake shop owners

RECENT SURVEY BASED


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19/33

"#",

,-(+#"!(/

("/, #/

6(/0!/,+,*/,

,#& #4#!$#!$!"&

-+,#7&

$#&,+ ( -#',?6#"+&

#7!#/-, ( ()"$,"

-)"(7,+ ,+4!-,

(,+ "*,& 6+(4!,

()"$," /,#+& &()+

*(7,8 %(+'6$#-,8

,"-.


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A66+(=!7#",$& #7,


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A sudden increase in the 'ake variant dealer shops gave the

options to the cake consumers to pull the distinctive and

di2erence of opinions , with respect taste, cost and service .

8hen it comes to the competition, the consumers made life

tough for Monginis, as there as no Monopoly in this 3eld of

(ales .. DD

#esearch found the surprising analysis of drop down , with

regards to the sales of products delivered by Monginis ... DD

H#4, # $((' #" "*, /(. ( 6,+-,/"#0, !/ ",+7 (

-(/)76"!(/ ( C#', #/ P#"+!, ....

GRAPHICAL ANALYSIS WITH COMPETITOR MARKET


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21%

44%

15%

3%

9%

6%3%

Monginis

Ribbons and Balloons

Birdy's

Hangout

Mr!ans

"!t #$ariot

o&al &a s$o(s

ot$rs

M(/0!/! #!$, "( , (/ TOP ,!/0 "*, 7(" $($ +#/

"( -(/)7,+

9. VALUE ADDED SERVICE

5ow does Monginis manage to deliver good value while

making good money6 5ere is paraphrasing what

Hhorakiwala said over a long freewheeling conversation

having a good team at the top which has been with us for


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+* years. (uppliers almost act as partners and are not

changed so often.

Employees never had a strike. $ndians are some of the

easiest people to deal with. hey are so exploited that ifyou treat them with respect they will return that respect.

At the plants, industrial relations is handled by not very

high level oIcials. here was one instance when some

local politicians tried to implicate us in an environmental

issue. $t is the workers who chased them away.J

B)" ....$n 'omparison, there is a lot more to add in the

4A( with the upcoming competition K

1. M,+%#/ (,+ -(76$,7,/"#+& #--,(+!, %!"*

"*, 6,-!>- !, ( -#', #/ #7()/" (

6)+-*#,.

9. B!+&@ *# "#+", %!"* "*, +,, -()6(/ %!"*

"*, !-()/" (/ /,=" 6)+-*#,.

3. R!(/ #/ B#$$((/ *# 6+()-, # L($"&

B(/) (/ "*, -(/)7,+ %!"* "*, +,0)$#+

6)+-*#,8 !/ "*, (+7 ( 6(!/"8 %*!-* %#

!-(/"!/), $#",+.

. B+(%/!, P(!/" C#', *(6 *# ")+/, )6 %!"*

F!/ &()+ "(+, -(/-,6" %*,+, -(/)7,+ (

/(" /,, "( ,#+-* (+ "*, *(6.

3. PRODUCT VARIATION

V#+!,"& ( P+()-" !//(4#"!(/ $#-', & M(/0!/!

Monginis developed some new variations in their products

list as recent as +*)


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ntil then they were selling the same classic pastries and

baked goods which were top selling items from the late

)*s to early +***s

8here as if we compare the product variations o2ered by

its competitors then it is mind boggling. he new cropped

up local bakeries sell everything from cheese cakes,

"rench pastries, 1anish baked goods, American cookies,

souNOs, mousses to a variety of spiced@herbed breads

and garlic breads to name a few. hese are 0ust to name a

few which are standard hot items in every local bakeriesdisplay case

Apart from product variations we should also consider the

9uality of products sold b these outlets. Monginis has

some standard products with fresh cream or butter cream

as the pastry topping. 8here as their competitors are

selling all types of toppings from Putella@'ream

'heese@(wiss 'hocolate to name a few..

T*, +#/0, ( 6+()-" %!"* "*, +#/

B+AN +ANG. O1 +OU@TS

M)*+,*," -((ro 150 to 1/5

(rodu&ts

R,BB)*" -*B-))*"

-bo 400 (rodu&ts

B,R," -((ro 280 to 300

(rodu&tsBR)*, ),*" -((ro 250 to 280

(rodu&tsMR-*" -((ro 220 to 250

(rodu&ts


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. BRANDING THIS IS PENDING .. P$,#, # ! &()

*#4, #/& !,# ;

W*& M(/0!/! #!$, !/ "*, #--)+#", +#/!/0 (

6+()-" 222

. PRICE

M(/0!/! (, (,+ *!0*,+4#$), #', !",7 )"

# # +#/ !" (, /(" ,,' "( 6(!"!(/ !",$ #

6+,7!)7

Monginis! business in eastern $ndia is run through twoseparate operations -- industrial ?long-life products and

retail ?the fresh stu2 you get in the shops. 8hile ai7oon

Hhorakiwala is the ma0ority partner, Arnab ;asu ?the two

are long-term associates is the director who set up the

business in eastern $ndia in )). oday, Monginis in

eastern $ndia has a turnover of above #s


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paid nearly all the taxes coming from the bakery business

in the state.J Hhorakiwala has a thing about paying taxes

and claims it makes as much business sense as

maintaining multiple books of accounts has its own costs.

J8e are very un-$ndian in some ways.J

Monginis! pursuit of its brand attributes, while making

money is best illustrated by the story of its #s-< cupcake.

$t was introduced in +*** and still sells at that price but a

lot has happened in between. hirteen years ago, most of

the e9uivalent local products were priced at #s +.=* and

Monginis actually o2ered a far-better packaged product

with a longer shelf life which was costlier and aspirational.

8ith it, Monginis introduced the uni9ue format of the

single-serve packed cake, which was Hhorakiwala!s idea.

$n a few years! time there were many competitors o2ering

the same


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is from, it does not do to say that it is Monginis. (o where

does the brand go from here6

8e keep monitoring consumer trends and the pricingambiance. ;ut we do not care for the chatterati, its upper-

class values. Monginis represents my personality and

ethos -- 9uality at a2ordable prices.

WHAT @AN B. TH. 1.ASIBL. SOLUTIONTO

IN@+.AS. TH. SAL.S O1 MONGINIS ?

1. INVESTMENT ON RIGHT BRANDING OF PRODUCT

SOCIAL MEDIA

T*, ," %#& "( +#/ # 6+()-" %!"* # $,#" -(" +#/

7#+',"!/0 ! (/, "*+()0* S(-!#$ /,"%(+'!/0 !", $!',

F#-, B((' 8 T%!"",+ ,"- ...

S,-(/$&8 )!/0 "*, M,!# C(/4,+#"!(/ $!', W*#"#668

L!/,8 A66$!-#"!(/ A8 Y() T), R($$(4,+ ,"-.

PRINT MEDIA

T*, 7,!# +#/!/0 -(7, )6 ,-(/ ," !/ ",+7 (

-("8 %!"* "*, *!0*,+ #7()/" ( !/4,"7,/" %!"* +,6,-""( "*, !, ( (+' ( +#/!/0 "&$, ),.

D#!$& (( 7#0#!/,8 N,% P#6,+ A -(/!,+!/0 "*,

-($)7/ -("8 B#//,+8 P#76$," ,"- -#/ , ,,-"!4, "(

!/"+()-, "*, +,,!0/, 6+()-".

LOUD BRANDING


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T*, "#/ #$(/, *(#+!/08 "!, )6 %!"* "*,

T+#/6(+"#"!(/ 4,*!-$, *(#+!/08 T,$,4!!(/

#4,+"!,7,/" ,"- -(7, )6 %!"* "*, 7(" ,,-"!4, 8

)" 6(-'," $,#!/0 +#/!/08 #0#!/" "*, 0)#+#/",,

-*#/0, !/ "*, +,)$".

MOUTH TO MOUTH BRANDING

T!$$ #",8 "*, 7(" ()/ +#/!/0 ! (/, %!"* "*,

%(+ ( 7()"*.

9. INTRODUCTION OF NEW ARRIVALS

THIS IS PENDING AS WELL .. P$,#, # ! &()

*#4, #/& !,# (+ ,$, ! %!$$ >/!* "*! 6#+" ... ;

3. FOCUS ON VALUE ADDED SERVICES

Corporate Gifting Ideas


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W, 7#', # $!4!/0 & %*#" %, 0,". W, 7#', # $!, &

%*#" %, 0!4,.

W!/"(/ C*)+-*!$$

W*& C#', (+ C(+6(+#", G!"!/02

'akes are strongly associated with celebrations and

happy momentsQ

$f organi7ation is targeting birthdays @ anniversaries for

gifting, then there cannot be a better gift than the 'aketo create an everlasting impressionQ

"or festive occasions like RSmas @ Pew :ear, cake is the

most appropriate gift. Last but not the leastQ it stands out in a clutter of gifts

one receives on popular occasions.

W*& M(/0!/! C#', (+ C(+6(+#", G!"!/02

Monginis is no. ) 'ake brand in $ndia.

$t is $(B ++*** certi3ed companyQ


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$t is committed to making Fpersonali7edG deliveries

across


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Bver time, by identifying your customersS shopping patterns,

you can learn how to reward your best customers and keep

your brand top of mind with occasional customers, ultimately

converting them to fulltime patrons. 8hether you have a chain

of cupcake shops or 0ust a single store, Hick;ackSs relationship

management solution can arm you with the valuable tools you

need to watch your sales rise.

A good customer loyalty program can be the icing on the cake

when it comes to customer satisfaction. $t is an easy way for

small businesses to show their personal side and remain

competitive in spaces dominated by big business.

$n todaySs mobile era, coste2ective rewards programs are 0ust

as fruitful as the ones put in place by bigger players.

'ustomer retention programs are not 0ust for big brand name

players. hey can provide many bene3ts for small businesses,

such as increasing sales, helping them stand out and

developing a stronger relationship with their customersand

technology is making it easier and cheaper than ever before tolaunch one.

. PRICING

M(/0!/! /,, "( +,"+)-")+, -("!/0 ..

I *#4, "#" +,$#", "( "*! 6#+" ... S( %!$$ -(76$,", "*!

& 7&,$ ... B)" ) 0)& -#/ # "( !" # %,$$ ...

!!!.!ii(dia.&o

!!!.onginis.nt $tt(7!!!.sndtonlin.inoodl
http://www.wikipedia.com/http://www.monginis.net/http://www.sndtonline.in/moodle/http://www.wikipedia.com/http://www.monginis.net/http://www.sndtonline.in/moodle/


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!!!.googliags.&o !!!.suryony.&o

Rrn&s

$tt(7!!!.basool.&obrandguidood:and:brags2600:onginis:&a:

s$o(.$tl

$tt(7!!!.onginis.nt&ustor:sri&a;s
http://www.googleimages.com/http://www.surveymonkey.com/http://www.mbaskool.com/brandguide/food-and-beverages/2600-monginis-cake-shop.htmlhttp://www.mbaskool.com/brandguide/food-and-beverages/2600-monginis-cake-shop.htmlhttp://www.monginis.net/customer-service/faqs/http://www.googleimages.com/http://www.surveymonkey.com/http://www.mbaskool.com/brandguide/food-and-beverages/2600-monginis-cake-shop.htmlhttp://www.mbaskool.com/brandguide/food-and-beverages/2600-monginis-cake-shop.htmlhttp://www.monginis.net/customer-service/faqs/

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