UNIVERSITY OF MUMBAI

PROJECT REPORT ON
OVERVIEW OF CAKE INDUSTRY

IN PARTIAL FULFILMENT FOR BACHELOR OF MANAGEMENT

STUDIES
2015-16

PROJECT GUIDE
ASSISTANT PROFESSOR RUCHIKA BASSI

SUBMITTED BY:
KARAN RAWAT
ROLL NO: 4156

SPECIALISATION
IN
GENERAL

MAHATMA EDUCATION SOCIETY

PILLAI COLLEGE OF ART, SCIENCE & COMMERCE
NEW PANVEL

UNIVERSITY OF MUMBAI
MAHATMA EDUCATION SOCIETY
PILLAI COLLEGE OF ART, SCIENCE & COMMERCE
NEW PANVEL

CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the work entered in this journal is the work of KARAN RAWAT,
TYBMS, has successfully completed a project report on OVERVIEW OF CAKE

INDUSTRY , terms of the year 2015-16, in the college as laid down by the college authority.

____________________

____________________

Internal Guide

External Guide

(RUCHIKA BASSI)

____________________
BMS Coordinator
(PRERNA SHARMA)

Date of Submission:

DECLARATION

I, KARAN RAWAT , STUDENT OF TYBMS, MAHATMA EDUCATION SOCIETYS

PILLAI COLLEGE OF ARTS, COMMERCE AND SCIENCE, hereby declare that I have
completed the project report on OVERVIEW OF CAKE INDUSTRY in the academic
year 2015-16.
The information submitted by me is true and original to the best of my knowledge.

ACKNOWLEDGEMENT

I would like to express my gratitude and sincere thanks to my Project Guide Prof. Ruchika Bassi,
Pillai College of Arts, Science and Commerce, for instilling confidence in me to carry out this
study and extending valuable guidance and encouragement from time to time, without which it
would not have been possible to undertake and complete this project.
I also wish my appreciation to our Principal Mrs. Daphne Pillai and the Chief Co-ordinator of
BMS Prof. Prerna Sharma and Vice-Principal Mr. Kutty, for their kind co-ordination and support.
I would like to thank my colleagues Mr. Vinay Kumar, Mr. Rahul Navlani and Mr. Bhaskaran
Menon for their valuable comments and suggestions for making this a memorable experience for
me.
I would also like to thank my parents and my friends, who have stood by me whenever needed
and to those without whom this task wouldnt have been accomplished.

INDEX
CHAPTERS
1.

PARTICULARS
INTRODUCTION:
Cakes
Monginis:AnIntroduction
Vision,Core Values,PrivacyPolicy
Festive OccasionandImportantDays
Importance of Candles

2.

48 to 62

ANALYSIS:
Pie diagram
Articles

5.

26 to 47

UNIQUE APPROACHES:
Corporategifting
Franchise Opportunities
ExpansionandGrowthPlans

4.

8 to 25

MARKETING STRATEGIES:
Marketing mix
TrainingsessionsandSalesPrograms
Competitorsof Monginis

3.

PAGE
NO.

63 to 71

CONCLUSIONANDSUGESSTIONS:
Bibliography
Annexure
Questionnaire

72 to 78

Executive Summary

Monginis traces its roots back to its humble beginning, to a time when it was a favorite with the
Europeans in Mumbai. Little excuse was needed for the Englishman to pick up a Monginis cake
whenever there was an occasion in his family. A birthday, an anniversary, a wedding or even teatime would not be complete without Monginis.
In the 1960s, Monginis was bought over by the Khorakiwala family and after that history was
made. By 1971, the idea of having a nationwide franchise network and reaching out to customers
in their neighborhoods was born.
Today: The 42,000-sq-ft HACCP certified headquarters of Monginis is the place from where all
the yummy stuff emerges from. It is the nationwide headquarters, to which all manufacturing and
cake shop franchisees report. It is the fountainhead of ideas that are good enough to eat.
For Monginis, the breakthrough came in 1971 when the idea of franchising struck us. It was a
novel idea, wherein there was a perfect marriage of business expansion and providing
opportunities to promising entrepreneurs by making them partners in our achievements in the
form of franchisees.
The project also presents data on types & categories of cakes, savories and confectionaries and a
brief study of monginis cake manufacturer, the biggest player in the field of cake manufacturer
with preference to its presence, market share, product offerings, marketing strategies, strengths
and weaknesses, success factors. Also the implication of ordering systems, logistics
management.
The project also throws light on the preference made by the Indian people in context with
monginis-cake manufacturer,growth,opportunities and strategies adopted for the growth of
monginis cake maufacturing in the lights of available feedback through questionnaire.
Finally, the project gives information about the story of monginis its products and the ways in
which, Indian consumers and the cake lovers are experiencing, celebrating and giving an
monginis an successful edge.

Chp1:-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 teatime would not be complete without Monginis.
The shop, located in Mumbai's Fort area, was a favourite with Europeans. Run as it was by two
Italian brothers, Monginis was a must at every celebration. Even then Monginis cakes, pastries
and savouries were baked to perfection and were in great demand.

In the 1960s, Monginis was bought over by the Khorakiwala family and after that history was
made. By 1971, the idea of having a nationwide franchise network and reaching out to customers
in their neighborhoods was born.
Today: The 42,000-sq-ft HACCP certified headquarters of Monginis is the place from where all
the yummy stuff emerges from. It is the nationwide headquarters, to which all manufacturing and
cake shop franchisees report. It is the fountainhead of ideas that are good enough to eat.
The Monginis headquarters is also a model bakery with state-of-the-art manufacturing facilities
designed to produce a wide range of cakes, gateaux and pastries, 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 standardsof our
products and for our customers.
Recently, Monginis commissioned a factory at Bhiwandi near Mumbai admeasuring 6 lakhssq.ft.

Ideas and Innovations

Ideas and innovations make it possible for the high-level excitement to be sustained in the brand.
Pioneers of a fantastic Cross delivery System which connects 11 manufacturing Franchisees
through an intricate network to simplify the means so that your beloveds can get a cake delivered
in

any

part

of

India

ordered

from

anywhere

in

the

world.

A helpline 022-40786702 attending to customers to assist to make any Celebration possible

even at a short notice.
An Interactive website which allows online bookings of our products from all across the world
to be delivered in parts of India, where we have a presence.
Pioneers in the introducing corporate cakes with Company Structures, logos and Products too.
Objective

To study the overall monginis cake manufacturer in India,

To study different product categories in the market,
To study various factors affecting the growth and success of monginis cake in India,
To study the challenges and opportunities which the market offers
To study the changing trends in the monginis-cake.

The project also covers a brief study of monginis products with reference to above points.

Birthday Cake story

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

Progress, a Sweet Progress

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

ABOUT MONGINIS-STORY OF RISING CAKE

COMPANYS PROFILE
MARKETING STRATEGY

About Monginis: The Story of the Rising Cake

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

Chp 2:-Research Methodology

Primary data, by contrast, are collected by the investigator conducting the research. Primary data
is original research data in its raw form, without any analysis or processing. This data provides a
wealth of information for researchers.
Secondary data is data collected by someone other than the user. Common sources of secondary
data for social science include censuses, organizational records and data collected through
qualitative methodologies or qualitative

CompanyName:
BusinessType:

M/s.MonginisFoodsPvt. Ltd.
Manufacturer
7

Product/Service
(We Buy):
Address:
Brands:
CompanyWebsite URL:

Cakes, Gateaux,Breads,Burgers,Savouries
Cookies
12, Bhakti Avenue CHS Ltd 38 HP Petrol Pump
Sector 46A Nerul Navi Mumbai
Monginis,Pita Wich
http://www.monginis.net

Ownership & Capital

Year Established:

1971

OwnershipType:

Partnership

Legal

BusinessOwner

Chp3:-Conceptual Framework

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

which are vital MARKETING STRATEGY

1.
2.
3.
4.

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 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.

10

Recently, Monginis started digital marketing and are getting a good response. Monginis have
become very active in the cyber world by online advertising through reputed portals like yahoo,
rediff, sify, etc. and even by using social networking sites like Facebook, Orkut, etc. On mobiles,
they have started an SMS push on relevant occasions and even started forwarding SMS birthday
wishes to their loyal set of consumers on their birthdays.

Marketing Mix of Monginis

1. Product:
Monginis has wide range of products; their main product being fresh cakes for all occasions.
Monginis also has chocolates, pastry and cake and chocolates combo in their product line. It also
sells packaged cakes which are available at their stores and also at other retail stores. Monginis
also has different kind of breads and a variety of snacks for dine-in customers in veg and non-veg
variety. It has also started home deliveries and online booking and gifting system.
PRODUCTS
Personalised Birthday Cakes/Pastries and more:

11

Every area has a new hangout, a cake shop! The cake shops differ in variety, quality, price and
more. The oldest known brand of cakes is Monginis. This is brand which owns the maximum
number of outlets in the city. Some of the flavours of Monginis include: Black Forest, Dutch
truffle, Butterscotch and Pineapple are some of the popular choices. The range starts from Rs.150
for half kilo cakes and so on. There are a variety of cakes one could choose from for their kids
special day. To mention a few cakes, of fancy shapes like alphabets, numerals and cartoons.
The other famous cake shops are Ribbons & Ballons, Merwans, Birdys, Cakes & More,
Croissants and more. The cakes can range from a minimum of Rs.150/ and go up till an
approximate of Rs.1500 too. A kilo of blueberry cheese cake is a total hit the season. For kids,
cartoon characters like Mr.Bean, Doremon, Ben10 etc are charged somewhere in the same
figures. They have the most delicious array of cream cakes, fresh fruit cakes and a variety of
fancy cartoon-shaped cakes. At Rs.400 a kilo for the fancy cakes, it definitely is value for money.
The new fantasies of personalised cakes are 'Photo Cakes'. An imprint of the image of your loved
ones or your child on the cake is a hit amongst children. These could range of an approximate
Rs.500 a kilo. Check out the list of cake shops below to know more and block it for your love,
your child!

12

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

So for the perfect look now! Most of the gift shops or even kirana stores sell the stack of
streamers, balloons etc. It is a big NO-NO to buy from them. Reason being there are various
stores now who would sell you cost qualitative products. It would be wiser to choose from thier
lot and plan a wholesome birthday for your little one. Party Hunterzz, a store in Mumbai is
famous for the entire elegant as well as wicked shopping decor you would need for a birthday.
For a teenager's neon theme party you would find ample variety of neon glasses, light tiaras,
badges with beam lights etc. The Party Shop at Crawford Market is a good deal to buy the stuff
too. It is like a one stop shop for your party needs.

The place a variety of balloons, streamers, face masks , party caps and birthday banners,
disposable plates and glasses, birthday candles and paper napkins. Party decor is one the most
required item in a birthday, unless people like us suggest you to go for personlised theme event
birthday organisers. Mentioned below are some of the best ones who organise birthdays from the
range of Rs.3000 to a whooping of Rs. 2.5 lakhs! So bacha parties look out for them and suggest
your mummas and papas to hire them. For parents, get rid of the event planning tension and be at
ease at your little naughty one's birthday!

13

Return Gifts/Memorable:
Some of the most replicated gifts like tiffin boxes, piggy banks, stationery kits, puzzles, pencil
pouches and much more! There are so many other articles like play art, shopping
vouchers,funskool gifts, monopoly, chart area and other board games which With the mind
boggling range available in the market, it is indeed very difficult to choose the perfect return gift
for your little ones special guests. The best thing is to buy in bulk! The Party Shop in Crawford
Market, offers many return gift options like fancy pencil sets (Rs.10-20), crayons / paint sets
(Rs.35-80), water bottles (Rs.90 onwards) and wrist watches (Rs.95 onwards) and so on.
Premsons Bazaar also offers a variety at competitive rates. Pick up fancy straws, funny glasses,
puzzles, pouches, slings bags between price ranges of Rs. 35-200.

For teenagers, personalised mugs, photo-frames, T-shirts etc are an added delight for the youth
gifting. Though, these are well recieved here than given by teenagers as return gifts. It would be
too kiddish right chicas? So either way considers the options for gifting. These gifts range
between Rs.100 and Rs.200.

14

Corporate Gifting Ideas

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

- Winston Churchill

15

a.

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

b.

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

c.

dominated earlier.
Flexibility, choice and the near-universal appeal of indulgent foods allow businesses
to easily find a custom solution that invokes a positive feeling and a sense of bonding
in recipients.

Corporate Gifting Occasions

1. 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.

16

Why Cakes for Corporate Gifting?

Cakes are strongly associated with celebrations and happy moments;
If organization is targeting birthdays / anniversaries for gifting, then there cannot be a
better gift than the Cake to create an everlasting impression;
For festive occasions like Xmas / New Year, cake is the most appropriate gift.
Last but not the least; it stands out in a clutter of gifts one receives on popular occasions.

Why Monginis Cakes for Corporate Gifting?

Monginis is no. 1 Cake brand in India.
It is ISO 22000 certified company;
It is committed to making personalized deliveries across 37 cities in India and saves
you atrouble of handling logistics.
It is flexible enough to give you unlimited creativity;
It has ample experience in handling corporate gifting of reputed companies.

Logo Cake - Different Ideas

17

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 flavored with dark chocolate or milk chocolate or with various fruit flavours.
The chain sells both Indian and Western savouries including samosas, cutlets, puffs and
doughnuts. Apart from these, snack foods and breads are also sold at Monginis shops.
Monginis has a product line for diabetics, and offers themed products duringDiwali, 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.

18

3. Place
Monginis cake shop is present in 12 major cities in India. It has around 500 retail outlets or
franchise all over India. All the cities have a production unit from which the goods are supplied
daily. Goods which are unsold are taken back by the company and are given away in charity if in
consumable condition or else destroyed.
Manufacturing Franchisee Network
CITY

YearofEstablishment

No. ofCake Shops

Mumbai

1972

165

Kolkata

1991

115

Pune

1995

48

Hyderabad

1996

Rajkot

1998

10

Nasik

1999

10

Goa

2000

29

Baroda

2000

24

Ahmadabad

2003

19

Surat

2004

14

Orissa

2005

Now Monginis, after launching its 4th successful Bake Shop in Hyderabad is all set to open the
same in other cities. In the Bake Shop, customers will be able to view freshly baked products
coming out of the oven and cakes decorated in their presence.

19

4. Promotion:
Monginis has used media such as TV, print, web, hoardings, etc. to advertise its products. It
regularly comes out with offers on festive occasions.
Recently to promote its cakes and chocolates it came out with a range of a special cakes and
chocolates for all those SSC (Xth Standard) students who passed out this year. It has also
planned for chocolate baskets for the boys and girls. The successful boys can be gifted with a
blue coloured basket filled with assorted chocolates and decorated with a Doll (Boy). And,
similarly the girls can be gifted with a pink coloured basket filled with assorted chocolates and
decorated with a Doll (Girl).

BRAND MONGINIS
Monginis is a leading brand of cakes in India. Generations have grown celebrating their
birthdays with Monginis cakes and thus it has become synonymous with the Cakes. Making
cakes is an art which Monginis has acquired over a long period of time but converting it into a
viable business model was an icing on the cake. Today, brand Monginis stands tall on certain
basic values like consistent quality, continuous innovation, value-for-money offerings and
availability closest to the consumers.

20

At Monginis follows a principle of creating brand ambassadors. Brand ambassadors are not the
celebrities who advertise the brand for money but common people who after experiencing its
products get satisfied and share their experiences with their near and dear ones. Product
innovation is a hallmark of Monginis. In this ever-changing world, the Cake designs, flavours
and recipes keep changing. Monginis has a strong product development team which keeps a tab
on the current trends and keeps making necessary alterations or develops new products
altogether.

A tight control over the costs without letting the quality deteriorate is a skill acquired by the
management team of Monginis through its experience of over 25+ years. The cost advantage
gained is then translated in the form of value for money products for the end consumers.

Both physical and psychological accessibility for the consumers comes to a brand after years of
hard work and personal attention. And Monginis strongly believes that the consumer should
reach to its products without much effort and he / she should feel comfortable while entering and
dealing in its shops. Monginis sales staff is adequately trained in such a way that they not only
sell the products but also make the consumers comfortable. They also do a considerable
missionary work of educating the consumers on cakes.
"Most Admired Retail Food Chain - Metros" Awards 2009-2010
Monginis wins Award "Most Admired Retail Food Chain - Metros" By Shoppers
Consumer Insights Retail Asia Congress 2009-2010. Award Received by Mr. Kumail
Khorakiwala - Joint MD Monginis Foods Pvt. Ltd.

21

Monginis Clients
Few of Our valuable and prestigious clients:

1. Indian Railways

13. Glenmark Pharmaceuticals

2. Titan industries

14. Kores India Ltd.

3. Wipro

15. MGL

4. Tata Group

16. CGSL Citi Group Services Ltd.

5. GTL

17. Big 92.5 FM

6. Pantaloon Retail India Ltd.

18. Erica Pharmaceuticals

7. TCS

19. Saifee Hospital

8. Alkem Laboratories

20. Mahindra inter trade

9. Tata Teleservices

21. SAMSUNG electronics

10. Aditya Birla Group

22. LG ELECTRONICS

11. Patni Computers

23. ICICI prudential life insurance

12. WNS

24. Life style international

22

LOGISTICS MANAGEMENT
Logistics is the management of the flow of goods, information and other resources between the
point of origin and the point of consumption in order to meet the requirements of consumers
(frequently, and originally, military organizations). Logistics involves the integration of
information,

transportation, inventory, warehousing, material handling, and packaging, and

occasionally security. Logistics is a channel of the supply chain which adds the value of time and
place utility.
Logistics management is that part of the supply chain which plans, implements and controls the
efficient, effective forward and reverse flow and storage of goods, services and related
information between the point of origin and the point of consumption in order to meet customer
and legal requirements.
The backbone of any business is logistics. Monginis receives orders from the retail shops in the
night a day before and all the products are manufactured throughout the night and the shops
are supplied through company vans by early morning. All the products need to be delivered
within a span of 1 3 hours time and they follow the rule ferociously. All their vans are
insulated and even carry insulated shippers.
Some of the vans are refrigerated, which ply on the long routes. A single van generally covers 3
to 4 Monginis shopsorders so that they can deliver the orders on time without any delays.
They have a set of guidelines for logistics and their staff in the shops. They are well trained on
these aspects and these guidelines are strictly followed. They also conduct surprise audits, just to
ensure that the quality of the supply chain is maintained.

23

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.

24

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.
25

The owner of the shop wishes to see his staff working the same way and with same dedication as
he works to earn profit. Sales staffs are given training through regular sales programmes about
how to display the products well, how to sell the product and also simultaneously make
advertisement for their other products. For eg: when a staff member is selling a cake to a
customer he should also ask or advertise or convince the customer to buy candles or a knife with
it. The basic aim of these training is to develop communication skills of the staff in order to sell
the products to the customers with respect and politeness.

Monginis Annual Meet/Celebration

Monginis holds an Annual Meet or Celebration Party every year during the period of March or
April in which it invites all the dealers of Monginis of that particular city where the party is held.
The main objective of this get-to-gather is to bring all the dealers close to each other, know each
other well, so that Monginis can function as one big united family.
The party usually starts in the evening. Different varieties, shapes, weights of cakes of various
designs or characters are displayed for the dealers to take a look at those as they arrive at the
party. New variations, introductions in savouries and cakes are informed to the dealers,
introduced by the Monginis bakery. Dealers are also given samples to taste and suggestions are
expected from them. This is followed by a small conference meeting by the dealers, head of
departments and the top management of Monginis in which important discussions are made. It
also consists of the growth report about Monginis as a whole.

26

Chp 4:- Companys Profile

BasicInformation
CompanyName:
BusinessType:
Product/Service
(We Buy):
Address:
Brands:
CompanyWebsite URL:

M/s.MonginisFoodsPvt. Ltd.
Manufacturer
Cakes, Gateaux,Breads,Burgers,Savouries
Cookies
12, Bhakti Avenue CHS Ltd 38 HP Petrol Pump
Sector 46A Nerul Navi Mumbai
Monginis,Pita Wich
http://www.monginis.net

Ownership & Capital

Year Established:

1971

OwnershipType:

Partnership

Legal

BusinessOwner

27

FACTORY INFORMATION
FactorySize:

FactoryLocation:

QA/QC:
No.of ProductionLines:
No.of R&DStaff:
No.of QC Staff:

30,000-50,000square meters

Off. LinkRoad, Opp.CityMall,Andheri(West),

Mumbai- 400053

InHouse
8
5- 10People
5- 10People

28

OTHER DETAILS

Core Vision
Values
Quality
Privacy Policy
Terms and Conditions

29

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.

30

Values
Monginis follows a simple "doughnut principle" whereby the customer remains that valued
creamy centre around whose satisfaction all activity revolves.
1. We shall make products, keeping in mind the feelings of the end consumer in mind, be it son,
daughter, father, mother and make the products with the same love and affection as it were made
for a family member. We strongly believe that good intentions breed good products.
2. Value for money: We shall offer consistently value for money products.
3. Fairness: We shall be fair in all dealings with the stake holders (shareholders, suppliers,
employees, franchisees, dealers, consumers).
4. Monginis

shall

constantly

strive to

build strong relationships based on

understanding each other and mutual cooperation;

5. We shall value and respect the contribution of all Monginites from workers to senior level
managers, suppliers, service providers, franchisees and dealers.
6. Excellence: We shall constantly innovate and maintain excellence in our day-to- day work and
in the quality of the goods and services we provide.

31

Privacy Policy
Monginis Foods Pvt. Ltd. does not sell, trade, or rent our personal information.
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.

Monginis Foods Pvt. Ltd. may provide aggregate statistics about their customers, sales,
traffic patterns and elated site information to reputable agents.
Contractors, corporations or business partners, but these statistics will include no
personally identifying information.
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.
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.

32

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.

33

Terms and Conditions

Product price mentioned is inclusive of delivery charges, local taxes and

transaction fees. Hence, no additional charges are applicable to the product.

Orders are accepted from around the world, for deliveries only in select cities of
India.

Lead time for deliveries is 3 working days.

All deliveries will be executed between 12 noon - 6 pm.

Unavailability of the recipient, for any reason will be treated as cake delivered.

There will not be any refund of money in case of incorrect recipient's shipping

address / telephone number.

On account of unforeseen circumstances like floods / natural calamity / etc. The
delivery service may be withdrawn.

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.

34

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.

35

BirdyS
Birdys is Indias gourment chain of Bakery and Pastries shops with 18 franchised outlets, at
present,spread across the city.The fast growing neighborhood hangout chain of cake shops
create one appetizing idea after another from traditional to exotic recipes. Stuffed wholesome
breads, savouries, European style chocolates, gateauxs and tea time favourites are just a
few

of irresistible

products

available.

The outlets are catered to from a state-of-the-

artproduction 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.

36

SWOT Analysis
SWOT

analysis is

a strategic

planning method

used

to

evaluate

the

Strengths, Weaknesses, Opportunities and Threats involved in a project or in a business venture.

It involves specifying the objective of the business venture or project and identifying the internal
and external factors that are favorable and unfavorable to achieve that objective. A SWOT
analysis may be incorporated into the strategic planning model.

Strengths:
1) Monginis

Foods Pvt. Ltd.

has

there for a long

been

time almost

for

to

decades.
2)
has
all

It

has

good coverage; it

around

500 retail stores

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.

37

Weakness
1) Monginis has fewer varieties in the range of cakes as compared to its competitors.
2) There have been cases of lack of consistency in quality because of Monginis being a franchise
business.
3) Being a franchise business it has limited control over the location of the store.
Hence some of its stores are not strategically located.

Opportunities
1. There is an opportunity for Monginis to make its presence felt in the malls which now-adays 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

Monginis has threat from its competitors such as Birdys, Hang Out, Merwans, etc.
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

Chp5:-Data Collection& Analysis

38

1) What is your gender?

A) Male- 64
B) Female-36

Gender

Female; 36%

Male; 64%

INTERPRETATION:
Out of the total respondents, 64% of the respondents were Male and 36 % of the respondents
were female.

2)What is your age?

Below 18- 20
39

 18-30 - 40
30-50 - 35
Above 50 - 5

Age

Above 50; 5%
Below 18; 20%
30-50; 35%

18-30; 40%

INTERPRETATION :
Most of the respondents were between the age group of 30-50 followed by 18-30 and the least
being Above 50.

40

3) How likely are you going to buy our products again?

Likely - 72
Unlikely 28

Product

Unlikely; 28%

Likely; 72%

INTERPRETATION
72% of the respondents are likely to buy the product again.

41

4) Do you like monginis products ?

A) Yes-72
B) No-28

Product

No; 28%

Yes; 72%

INTERPRETATION:
72% of the respondents like monginis product.

42

5) How often do you eat monginis cakes ?

A)
B)
C)
D)
E)

Everyday
Two - Three times a week
Once a week
Twice a month
Once a month or less

Sales

Two-Three times a week; 2% Once a week; 8%

Once a month or less; 50%

Twice a month; 40%

INTERPRETATION:
Most of the respondents had a purchase period margin of once a month followed by respondents
who bought products once in 2 month whereas there was none who bought the products daily.

43

6) What kind of monginis products are the popular?

Pastries
Donuts
Sandwich
Cakes

Product

Sandwich; 20%
Cakes; 30%
Donuts; 10%

Pastries; 40%

INTERPRETATION:

The majority of the respondents preferred monginis for their pastery and cakes over dounut and
sandwich.

44

7) In what occasions do people usually buy our cakes?

A)
B)
C)
D)

Family gathering
Festivals
Weddings
Birthdays

Family gathering; 15%

Birthdays; 35%
Festivals; 15%

Weddings; 35%

45

INTERPRETATION:
Most of the respondents bought our cakes for birthdays and wedding

8) What is your preference criteria while you choose a cake or dessert in monginis shop ?
A)
B)
C)
D)

Packaging
Price
Taste
Design of the product

Sales

Packaging; 10%
Design; 29%

Price; 33%

Taste; 29%

INTERPRETATION:
46

Most of the respondents were concerned with the price of the product and taste while they
purchase the product.

9) How likely would you try a monginis cake which is brand new to market ?

Likely
Unlikely

Column1

Unlikely; 32%

Likely; 68%

INTERPRETATION:

47

Most been a disappointment when it comes to the cake business. Of the respondents were likely
to try the new variety of cakes, as the company has never

10) What will attract you to buy monginis products in a new monginis shop?
A)
B)
C)
D)

Clean and clear in shop environment

Nice in shop services
Convenient location
Other

other; 15%
Clean environment; 28%

location; 25%

Shop service; 32%

INTERPRETATION
Most of the respondents preferred clean environment as a major factor and location was also an
important factor

48

11) Do you think price of Monginis products bothers pockets of its customers?
A) Yes
B) No

Yes; 36%

No; 64%

Yes

No

INTERPRETATION:
The price of the company did not bother the respondents as the products were very affordable.

49

12) No of visitors visiting Monginis ?

A) Regular
B) Switch to other

50

Regular; 38%

Switch to other; 62%

INTERPRETATION
From the above table no.1 and figure no.1 it is concluded that 62% are regular customers and rest
of 38% switch to other cake shops.
51

52

13) Do you prefer fresh cakes products or pre-packed products?

A)
B)

Pre-packed products
Fresh baked products

Sales

Pre packed; 19%

Fresh baked; 81%

INTERPRETATION
Most of the respondents preferred freshly baked goods

53

14) How much are you willing to spend on per item that you buy from monginis?
A) Rs 25 Rs 35
B) Rs 45 Rs 60
C) Rs 70 Rs 90
D) Rs 100 Above

Sales

Rs 25 - Rs 35; 10%
Rs 100 Above; 28%

Rs 45 - Rs 60; 41%
Rs 70 - Rs 90; 21%

INTERPRETATION:
Most of the buyers bought the mid-range product that priced between rs 45-60 follwed by a price
range of 70-90.

15) How well does Monginis compete against other cake industries?

54

Exce

llent
Sign
ifica

ntly
Poor
ly

Poor; 25%

Excellent; 25%

Significant; 50%

INTERPRETATION:
The respondents thought that it was right up there with other brands.

55

16) Do you prefer an in-store bakery or a high-street independent cake shop?

A)
B)

In-store bakery
High-street independent cake shop

Column1

High-street independent cake shop; 25%

In-store Bakery; 75%

INTERPRETATION:
Most of the respondents preferred in store bakery rather than high street independent bakery

56

Q.17 What type of cake do you prefer?

A. Chocolate
B. Mix-Fruit
C. Cheesecakes

Sales

Cheesecakes; 30%
Chocolate; 45%

Mix-Fruit; 25%

INTERPRETATION:
Most of the respondents were likely to buy chocolate cake over other variety of cakes

57

Q.18 Do you giving Discounts to customers will result in Brand loyalty for our company?
A. Yes
B. No

Sales

No; 18%

Yes; 82%

INTERPRETATION
Most of the respondents were interested to buy more products from the shop as discount played a
important role

58

19) Which packaging material would you prefer?

A)
B)
C)

Plain paper
Cardboard Box with a plastic window
Plastic

Sales

Plastic; 10% Plain Paper; 10%

Cardboard Box; 80%

INTTERPRETATION:
Most respondents preferred cardboard box with a window as a packaging material.

59

20) Is the packaging important for you?

A)
B)

Yes
No

38%
Yes
No

62%

INTERPRETATION:
Packaging didnt matter to the majority respondents.

60

Analysis Report
There was a mixed reaction of the people as per their variant choices but as per my analysis I
found that majority of the people were eager about Monginis coming up with some kind of
Health Drink may be fruit juices etc.
Other category that was focused upon was Sugar-free products for diabetic people. Some other
choices mentioned by people surveyed were more varieties in Savories, Macaroni products,
French Fries and White and Brown Breads.
CUSTOMER RELATIONSHIP MANAGEMENT

61

62

What kind of Gifting Programmes Monginis can handle?

Monginis can create a special bonding between you and your Customers / Clients.

Monginis can cater to your Shareholders and win them over.

63

Monginis can also help you in keeping your Employees happy.

Monginis can also handle the prestigious Corporate Special occasions.

64

65

Chp6:-CONCLUSION AND SUGGESTIONS

Finally from the project I have got a complete idea about Monginis and how well it has been
successful in maintaining its hold on this tough market competition. Every business in todays
market situation is surrounded by number of challenges and competitors but how a company
deals with them is very important. Even while facing tough competition Monginis is able to
maintain its products prices to affordable level is a major achievement.
Monginis has come a long way in Bakery Business. Monginis offers a franchise to operate the
market with time tested and repeatedly proven management concepts and marketing techniques.
A Monginis franchise enables one to purchase the experience, reputation, brand awareness,
training expertise and marketing support of the franchisor.
Even customer confidence and value is quite efficiently acquired by Monginis through its
practices.
Thus Monginis punch-line rightly says, Go Ahead Celebrate

66

WEBSOURCES

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

67

BILIOGRAPHY
1. Berrys ultimate cake book
2. Chefs choice
3. Mumbai foodie
4. Food Fiesta
5. Hunger Cries

68

QUESTIONNAIRE ON MONGINIS

Name: ________________________________________
Age: __________

Occupation: ___________________

1. Are youaregularMonginis-visitor or youswitchtoother cake shopsalso?

Regular

Switchtoothers

2. Onwhatoccasionsdoyouprefer goingtoa MonginisShop?

Birthdays

Anniversaries

Festivals

ImportantDays Evenwithoutanyoccasion

3. Whatattractsyoutoa MonginisShop?
Brandname

Price

Quality

Taste

4. Whatisyour mostfavorite categoryof product?

Cakes&Pastries

Savories

Confectioneries

Chocolate

5. Doyouthinkprice ofMonginisproductsbotherspocketsof itscustomers?

69

Yes

6.

No

Monginisdoesnotcomeupwithmuchadvertisement,butmakingagood

business.

Doyouthinkitshouldadvertise itselfonTV?
Yes

No

7. Doyoufind anydifficultyinlocatinga MonginisShop?

Yes

No

8. DoyouthinkMonginishasa threatfromother competitorsinitsline?

Yes

No

If yes, from whom?

Ans:
9. DidyoufeelthatMonginisfeltTheHeatofRecession?
Yes

No

10.If youwere givenanopportunitytosay,whatother productcategory(s) wouldyoulike

Monginistointroduceother thanthe existingones?

Ans:

Thank you

70

71