Professional Documents
Culture Documents
GROUP 11
SHWETA SHENOY ..
ANITHA FERNANDES ..
ROLL NO. :
ROLL NO. :
ELDINE VAZ ..
ROLL NO. :
POONAM BHANUSHALI ..
ROLL NO. :
YUGANT KARANE ..
ROLL NO. : 13
CompanyName:
BusinessType:
Product/Service
(We Buy):
Address:
Brands:
CompanyWebsite URL:
M/s.MonginisFoodsPvt. Ltd.
Manufacturer
Cakes, Gateaux,Breads,Burgers,Savouries
Cookies
Shop No. 9, Pritam Estate
Opposite Babubhai Jagjivandas
Dadar East, Mumbai-400014
Monginis,Pita Wich
http://www.monginis.net
1971
OwnershipType:
Partnership
Legal
BusinessOwner
Local bakeries
Gourmet eateries
Sweet marts with better product varieties
Specialized French/German bakeries
Online bakeries (Storefronts operating solely through their
websites/facebook page)
PRICE VARIATIONS
Percent
Valid Percent
Cumulative Percent
23
67.6
67.6
67.6
11
32.4
32.4
100.0
Total
34
100.0
100.0
Christmas, etc.
15
16
14
11
12
10
8
6
number of responses
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
cakes
11
32.4
32.4
32.4
pastries
15
44.1
44.1
76.5
other snacks
14.7
14.7
91.2
none of these
8.8
8.8
100.0
34
100.0
100.0
Total
Category
Sector
Tagline/ Slogan
What are you celebrating today?; To help people express their happiness in a
memorable way
USP
Segment
Target Group
Positioning
As a trusted cake shop, that makes good quality cakes at affordable prices fo
any occasion.
SWOT Analysis
1. A very popular brand among children and parents alike
2. It has 600 retail franchises in approx 40 cities in India
3. Reasonable pricing
4. Services like home delivery, online booking and delivery of products
Strength
Weakness
Opportunity
Threats
Competitors
1.Birdys
2.Hang out
3.Merwans
4.Sweet Chariot
5.Local cake shop owners
in
in
in
in
a week or more
two weeks
a month
six months
Q5.
Monginis
not
least
impor
impor
tant
tant
very
neut impor
impor
ral
tant
tant
taste
decoration
softness and
sponginess
freshness
easy availability
creamy
layers of cake/pastry
ambiance of outlet
customer service
offers they provide
outlets nearby your
home, workplace,
etc.
yes
no
Q8. What do you think about the price of Monginis
products, with respect to other Brands ?
Lower
Higher
Approximately same
Q9. What do you think about the quality of Monginis
products, with respect to other Brands ?
Better
Worse
Standard
Better
Worse
Standard
Female
Male
Q13. Age
18 to 23
24 to 29
30 and above
Student
Working
HSC
Graduation
Post Graduation
1. COMPETITION
With reference to the stats, Monginis failed to sustain in the
market, with the introduction of the competitors.
Monginis, who once had a hold of customers, as to When it
comes to cake, its Monginis has now failed to sustain the
consumers on the basis of taste, price and brand loyalty.
The introduction of competitors like Birdies and Ribbons &
Balloons had eaten up the market, by the strength of product
quality along with the proper strategy branding.
6%
3%
21%
9%
Monginis
Ribbons and Balloons
3%
Birdy's
Hangout
Merwans
Sweet Chariot
15%
44%
Until then they were selling the same classic pastries and
baked goods which were top selling items from the late
1990s to early 2000s
Where as if we compare the product variations offered by
its competitors then it is mind boggling. The new cropped
up local bakeries sell everything from cheese cakes,
French pastries, Danish baked goods, American cookies,
souffls, mousses to a variety of spiced/herbed breads
and garlic breads to name a few. These are just to name a
few which are standard hot items in every local bakeries
display case
Apart from product variations we should also consider the
quality of products sold b these outlets. Monginis has
some standard products with fresh cream or butter cream
as the pastry topping. Where as their competitors are
selling all types of toppings from Nutella/Cream
Cheese/Swiss Chocolate to name a few..
The range of products with the brands
BRAND
RANGE OF PRODUCTS
MONGINIS
RIBBONS AND
BALLOONS
BIRDIES
BROWNIE POINTS
MERWANS
paid nearly all the taxes coming from the bakery business
in the state." Khorakiwala has a thing about paying taxes
and claims it makes as much business sense as
maintaining multiple books of accounts has its own costs.
"We are very un-Indian in some ways."
SOCIAL MEDIA
The best way to brand a product with a least cost brand
marketing is done through Social networking sites like
Face Book , Twitter etc ...
Secondly, using the Media Conversations like Whatsapp,
Line, Application Ads, You Tube Rollovers etc.
PRINT MEDIA
The media branding comes up second best in terms of
cost, with the higher amount of investment with respect
to the size of fork of branding styles used.
Daily food magazines, News Paper Ads considering the
column cost, Banners, Pamplets etc can be effective to
introduce the re-designed products.
LOUD BRANDING
www.wikipedia.com
www.monginis.net
http://www.sndtonline.in/moodle/
www.googleimages.com
www.surveymonkey.com
References
http://www.mbaskool.com/brandguide/food-and-beverages/2600-monginis-cakeshop.html
http://www.monginis.net/customer-service/faqs/