Case Study on Fudge with Fortune presented on February 2014

1. COOPER’s
“FUDGE WITH FORTUNE”

2. CONTENT
1. INTRODUCTION
2. ORIGIN
3. STRATEGIC ADVANTAGE
4. ANALYSIS
5. STRATEGY TO GROW & SUSTAIN

3. 1. COOPER’s a small shop selling
Fudges & Chikki’s in Lonavala
( between Mumbai & Pune) in
Maharashtra, INDIA.
2. Small store with no branches or
expansion has continued to be
patronized by it’s loyal customers
& remain the best FUDGE store in
LONAVALA since several decades.
INTRODUCTION

4. ORIGIN
• Cooper’s the FUDGE STORE was established 75 year’s back by Mr. NOSHIR
COOPER who shifted from MUMBAI to LONAVALA & is the pioneer to sell
FUDGE’s in LONAVALA.
• Today it is run by Ms. RASHANA IRANI grand niece of Mr. NOSHIR COOPER.
• Family run business & three generations down has been able to sustain itself so
well, maintain the quality of the products & continue to enjoy the loyalty of it’s
customer’s.
• COOPER’s follow a routine practice since years with respect to its working
hours, shop remains open only till the stocks lasts.
• Fresh hot FUDGE in the morning & exhausting it in the same day clearly
indicates the demand for COOPER’s FUDGE.

5. • LOCATION
• UNIQUE MERCHANDISE
STRATEGIC ADVANTAGE
• CUSTOMER LOYALTY
• GOODWILL•PRICING

6. • Size does not matter if your products have enough to attract customer is what
one can observe at Cooper’s just 180 sq. ft. store always flooded with
customer’s who struggle to park their vehicles near LONAVALA Station.
• What makes Cooper’s FUDGE so special ?
• It’s secret recipes of Cooper’s which they have maintained over more than 7 decades.
• Price escalations has not affected Coopers in two ways –
1. They need not increase their production to compensate the price.
2. They have maintained the same quality over the years.
• Inspite of recent presence of Lonavala Square, Triose Plaza, Cream Centre,
KFC, McDonald and others, it can be rightfully observed that none of the above
mentioned places draw a huge crowd as is seen at Cooper’s strategic location.
ANALYSIS

7. • Cooper’s doesn’t want to compromise on anything that comes as a hindrance in
the maintenance of the store.
• Low cost, low wage bill of around 10 people working, limited service and fixed
price is also one of the reasons for Coopers to sustain.
• An increase in the number of people visiting Lonavala and commuters to Pune
and beyond will enable Cooper’s growth and it is certain that the customers are
likely to get repeated once they have tasted the Cooper’s fudge.
STRATEGY

8. THANK YOU

9. GNVS Institute of Management
GTB Nagar, Sion Koliwada (E),
Mumbai 400 037.
Tel : 022-2401 3273, 2403 0054,
Mobile : + 91 81089 79137, 98201 02938
Tele Fax : 91-022-24030054
Email : gnvsiom@gmail.com
Website : www.gnvsiom.org
CONTACT:
Mobile: 9870551111
Email: ketanvira@rediffmail.com
Prof. KETAN VIRA
(Associate Professor)
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