Monginis is an Indian pastry and bakery chain based in Mumbai that was founded in 1958. It sells ready-made and customized cakes, pastries, chocolates, and other goods. While it is a trusted brand, Monginis faces competition from other bakeries and limited geographic reach. However, it has opportunities to expand its offerings and online ordering system. Its strengths include reasonable pricing and customized cakes, while weaknesses include limited advertising. An analysis of its marketing mix, strategies, and the FMCG sector in India was presented.

1. PRESENTED BY-
Debkumar Dalai
MBA18C39
Pune Institute of Business Management

2. SECTORAL INFORMATION
• Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the
Indian economy.
• Revenues of FMCG sector reached US$ 52.75 billion in FY18 and are estimated
to reach US$ 103.7 billion in 2020.
• The government has allowed 100% FDI in food processing and single-brand
retail and 51% in multi-brand retail.
• The rural FMCG market in India is expected to grow to US$ 220 billion by 2025 from
US$ 23.6 billion in FY18.
Source: IBEF Source: IBEF
14%
15%
9%
6%
12%
7%
6%
31%
Worldwide contribution of FMCG
Sector
Automotive
Entertainment
Media
Durables
Healthcare
Telecom
Distribution
FMCG

3. Porter’s 5 force model
Industry
Competitiveness-
High
Barriers to
Entry-
MODEST
Bargaining
power of
customer-
Low
Threat of
Substitutes -
High
Bargaining
power of
suppliers-
MODEST

4. COMPANY INFORMATION
• Founded 1958
• Founder Hussein Khorakiwala
• Monginis is an Indian pastry and bakery chain based in Mumbai with outlets
in different cities in India and Egypt.
• Monginis was ranked 605th among India's most trusted brands and
subsequently, according to the Brand Trust Report 2013.
• Monginis sells ready-made as well as order-made cakes
for catering or carry-out.
• The chain sells both Indian and Western savories’,
including samosas, puffs, cutlets and doughnuts.
Monginis
Cakes
Chocolates
Pastries
Packaged
goodies
Muffins
Bar Cakes
Swiss Roll
Confectioneries
Cookies
Bakersware
Chocolates

5. SWOT analysis
Strengths
•1Monginis is a very popular brand among children and parents alike
2. Reasonable pricing and good quality products
3. Services like home delivery, online booking and delivery of products
•4. Customized cakes for birthdays, weddings or special occasions is a big strength
Weaknesses
•1. Limited advertising and geographic reach of Monginis compared to leading FMCG companies
•2. Perishable goods means limited shelf life which sometimes affects the margins
Opportunities
•1. Monginis can expand in India and abroad
2. Introduction of different and new varieties of cakes
3. Increase the business of toys, candles, and other celebration items
•4. Monginis can emphasize and publicize the online ordering of products or gifts
Threats
•1.Mismanagement of any franchise can affect the brand name adversely
2.Severe competition in the business can affect Monginis' profit margins
3.Increase in cost of raw materials

6. Competitor analysis
FERNS N PETAL
• Annual Revenue- $28.3M
• Estimated Employee- 306
HANG OUT
• Annual Revenue- $25.1M
• Estimated Employee- 198
POONA BAKERY
• Annual Revenue- $27.1M
• Estimated Employee- 310

7. MARKETING STRATEGY
• Anyone who likes to have cakes, generally or
on special occasions
Segmentation
• People from urban semi-urban middle class in
India
Targeting
• As a trusted cake shop, Monginis makes good
quality cakes at affordable prices for any
occasion.
Positioning

8. • Fresh cakes for all
occasions
• Chocolates, pastry
and cake and
chocolates combo.
• Home deliveries,
online booking and
gifting system.
• It has traditional
advertisements on TV
with its ads featuring
various cognitive aspects
like pure vegetarian
cakes with superior
taste.
• The company uses “Zara
chakh k dekho” as the
tagline of its TV ad
campaign
• Price of monginis
cakes is reasonable
as compared to its
competitors.
• Prices of cake vary
on their size.
• On an average a half
kg cake would cost
something around
Rs200.
• Monginis has a
franchise based model
in retail with stores in
most tier-I and major
tier-II cities.
• It has over 700 outlets
all over India with an
average footfall of
1,40,000 customers
daily.
PRODUCT
PRICE
PLACE
PROMOTION
Marketing Mix

9. Strategies
 Focusing more on Digital Branding, Online
Advertising, Communities, Social Media
Frameworks, Mobile, Email Marketing, Videos ,
Web Experiences and Customer Experiences.
 Social media marketing is the way to get engage with
the large no. of peoples.
 The social media marketing is more useful for the
monginis marketing strategies because of Facebook,
about 81859 fans over the platform
 An interactive website which allows online booking of the
products from all across the world to be delivered in parts
of India, where they have presence.
 Website contains all the information and statistics about
the cakes and other products. It also includes the offers
and interactive coupon codes for the offer coupons as well
as discount coupons.

10. CONCLUSION
 Monginis is a very popular brand among children and parents & its available at reasonable
prices.
 Services like home delivery, online booking are the strength of this company as well as
customized cakes for birthdays, weddings or special occasions is a big strength.
 This is the best time for Monginis to launch a new variety of product there exists a strong
demand in market for fruit flavor cakes.
 There exists a demand for promotion of website of monginis as most of customer are nor
aware of online purchase of cake.

11. THANK YOU