Monginis - a premier and popular destination for lovers and connoisseurs of all varieties cakes, chocolates, pastries and cookies, with a commanding and distinguished presence in 12 cities around India and 2 in Egypt. 22-Jul-11 2 INTRODUCTION
MISSION OF THE ENTERPRISE 22-Jul-11 3 “TO HELP PEOPLE EXPRESS THEIR HAPPINESS IN A MEMORABLE WAY ” All our products and services shall be offered with the same love, care and affection as if, they were meant for the most beloved person.
ACHIEVEMENTS 22-Jul-11 4 Monginis has spread its wings across exclusive 521 outlets Using 1,25,000 sq. ft. of retail space Over 20,000 non exclusive dealers selling the brand A daily footfall of 75000 customers Large organized retailers like Big Bazaar, More, Spencer’s, Dmart, Star Bazaar, Reliance.
MARKETING INSTRUMENTS 22-Jul-11 5 Monginis Gift Coupons and Corporate Gift Prompt and efficient delivery service Online buying facilities www.monginis.net Free home delivery with assorted gifts Retail and Franchise outlet all around the near by location. Co-branding with major retail giants across India Offers on festive occasions
MARKETING MIX MONGINIS 22-Jul-11 6 PRODUCT: 1:Fresh cakes for all occasions 2:Chocolates, pastry and cake and chocolates combo 3:Packaged cakes. 4:Different kind of breads and a variety of snacks for dine-in customers . 5:Home deliveries and online booking and gifting system.
MARKETING MIX MONGINIS 22-Jul-11 7 PRICE: 1:Price of Monginis cakes is reasonable as compared to its competitors. 2:The prices of cakes vary on their size. 3:On an average a half kg cake would cost something around 200Rs and it goes up to a 1000Rs depending on the size and the flavor.
MARKETING MIX MONGINIS 22-Jul-11 8 PLACE: 1: Monginis cake shop is present in 12 major cities in India. 2: Around 500 retail outlets or franchise all over India. 3:Goods which are unsold are taken back by the company and are given away in charity if in consumable condition or else destroyed
MARKETING MIX MONGINIS 22-Jul-11 9 PROMOTION: 1: Monginis has used media such as TV, print, web, hoardings, etc. 2: It regularly comes out with offers on festive occasions. 3: Special cakes and chocolates for all those SSC (10th Standard) 4:The successful boys can be gifted with a blue colored basket filled with assorted chocolates and decorated with a Doll (Boy). 5: Girls can be gifted with a pink colored basket filled with assorted chocolates and decorated with a Doll (Girl).
SWOT ANALYSIS OF MONGINIS 22-Jul-11 10 STRENGTHS OF MONGINIS 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.
SWOT ANALYSIS OF MONGINIS 22-Jul-11 11 WEAKNESS OF MONGINIS 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) Monginis is not promoting its products aggressively.
SWOT ANALYSIS OF MONGINIS 22-Jul-11 12 OPPORTUNITIES OF MONGINIS 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.
SWOT ANALYSIS OF MONGINIS 22-Jul-11 13 THREATS OF MONGINIS 1) Monginis has threat from its competitors such as Birthdays, Hang Out etc. 2) Cadburys and McDonalds are also a threat to it because they are also positioning their products on the lines of celebration. 3) Mithai Mate is a latest venture in the world of online gifting of sweets which is also a competitor to Monginis.
22-Jul-11 14 MARKETING STRATIGIES NEED TO WORK ON FEWER VARIETIES IN THE RANGE OF CAKES
MARKETING STRATIGIES 22-Jul-11 15 SUBDUE THE OF LACK OF CONSISTENCY IN QUALITY BY EITHER INCREASING THE INVENTORY OR CUSTOMIZED THEIR SUPPLIER AND MAKING THEM ANCILLARY UNITS.
MARKETING STRATIGIES 22-Jul-11 16 MAKING AGGRESSIVE BRAND PROMOTION BY DOING ATL & BTL ACTIVITIES.
MARKETING STRATIGIES 22-Jul-11 17 MAKING USE OF ERP TO CONTROL THE SALES OF VARIOUS OUTLETS AND STORES ACROSS THE INDIA AND GLOBE
MARKETING STRATIGIES 22-Jul-11 18 NEED TO GLOBALIZE MORE BY MAKING EXPORT QUALITY PRODUCT.
MARKETING STRATIGIES 22-Jul-11 19 PROMOTING THE ONLINE SYSTEM PROPERLY BY TARGETING CORPORATES, NRIS, ETC.
22-Jul-11 20 MARKETING STRATIGIES USING THE TAG LINE “What are you celebrating today?”