f
PROJECT REPORT
ON
“COMPETITIVE ADVANTAGES OF MONGINIS”
A PROJECT SUBMITTED TO
UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF THE
DEGREE OF BACHELOR OF MANAGEMENT STUDIES (BMS)
BY
FURKAN AHMED
T.Y.B.M.S:-1
UNDER THE GUIDANCE OF
MR. DHANASHREE BHUTE
PATUCK-GALA COLLEGE OF COMMERCE & MANAGEMENT
SANTACRUZ (E), MUMBAI– 400 055
2021-2022
CERTIFICATE
This is to certify that FURKAN AHMED ATIQUE AHMED
SHAFIYA has worked and duly completed his Project Work for
the degree of BACHELOR OF MANAGEMENT STUDIES
(BMS). And his project is entitled, “COMPETITIVE
ADVANTAGES OF MONGINIS” under my supervision
I further certify that the entire work has been done by the learner
under my guidance and that no part of it has been submitted
previously for any Degree or Diploma of any University.
It is his own work and facts reported by his personal findings and
investigations.
--------------------------------------------------------------
MR. DHANASHREE BHUTE
Name and signature of project guide
Seal of the College
DECLARATION
I the undersigned Miss / Mr. FURKAN AHMED here by, declare that the work
embodied in this project work titled “COMPETITIVE ADVANTAGES OF
MONGINIS”, forms my own contribution to the research work carried out under the
guidance of MR. DHANASHREE BHUTE is a result of my own research work and
has not been previously submitted to any other University for any other Degree/
Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.
----------------------------------
FURKAN AHMED
ROLL NO: - 1
Certified by:-
-------------------------
Name and signature of the
guiding teacher
ACKNOWLEGDEMENT
To list who all have helped me is difficult because they are so numerous, and the
depth is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the UNIVERSITY OF MUMBAI for giving me chance
to do this project.
I would like to thank my Principal, DR. MEETA PATHADE for providing the
necessary facilities required for the completion of this project.
I take this opportunity to thank our Coordinator, MRS. BYSHI PANIKAR for her
moral
Support and guidance
I would also like to express my sincere gratitude towards my Project Guide, MR. FURKAN
AHMED .Lastly, I would like to thank each and every person who direct or indirectly helped me in
the completion of the project especially my PARENTS AND PEERS who supported me
throughout my project.
TABLE OF CONTENT
CHAPTER PAGE NO
CONTENTS
I 1.1 6
Introduction
1.2 7
Objectives
1.3 7
Research methodology
1.4 8
Core vision and values
II 2 9
Marketing Strategies
2.1 SOCIAL AND INTERNT MARKETING 10
2.2 16
Marketing mix of monginis
2.3 19
Product and Price
2.4 28
Place and Promotion
2.5 34
People and Physical evidence
2.6 Development Of Cosmetic Industry 39
2.7 Lakme & Loreal Safety & use 45
2.8 The Major Product & Services Offered 53
By Lakme & Loreal & Its Competitors
2.9 Product Mix Of Loreal & Lakme 56
2.10 Customer Behaviour 63
II Case Study 76
I
I Conclusion 77
V
V Bibliography 78
5
1.1 INTRODUCTION
Monginis is an Indian multinational pastry and bakery chain based in Mumbai with outlets in
different cities in India and Egypt. In 2019, Monginis was ranked 648th among India's most trusted
brands according to the Brand Trust Report 2019, a study conducted by Trust Research Advisory, a
brand analytics company
.
Early in the 20th century, two Italian brothers ran a catering service in Mumbai's Fort precinct, which
was popular with the city's European residents. In 1958, Monginis catering was taken over by the
Khorakiwala family, and became Monginis Foods Private Limited. In 1971, the company adopted the
franchise model of business, with a stated emphasis on localized production for local tastes. It also models
itself on the "food boutique" concept, focusing on quality, presentation and service. It has thereby
expanded its brand and reach across the country with a total worth of about 950 million rupees by 2012
.
Monginis is a number 1 brand in India and has a very extensive network of more than 500
exclusive cake shops across 12 major cities in India, additional to coverage of over 15,000 retailers
selling Monginis branded products. It became a truly international brand in the year
1991, when it entered Egypt, Today it is one of the leading bakery brands in Egypt and has a
presence in Cairo and Alexandria With over 35 exclusive shops in addition to a number of retailers
selling Monginis branded products on non-exclusive basis. A specialist in making Cakes begins
right from selecting right quality ingredients in precise quantities. Blending them together 10 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 flavors .These flavors are used either alone or in various combinations to give the best
possible mouth feel to the cake. The lovely birthday cakes can even be delivered anywhere in 12
prominent cities in India where Monginis has presence.
World is increasingly buying “online” and toddy one can order virtually anything from within the
comforts of his or her home or office. Monginis has successfully married a concept of buying the
cakes online with its core strengths of making yummy cakes and delivering them promptly to the
places wherever required. One can order cakes of one choice by logging on its website
www.monginis.net
6
1.2 OBJECTIVES
Monginis prides itself on bringing forth the best of baked goods and cakes in local communities. Join
hands with us and step into the world of business with the backing of an experienced and streamlined
network of 1000+ strong stores all over India!
Monginis says creating exceptional cakes is our way of life, and our customers and partners are the focus
of everything that we do. Our unwavering commitment to both our customers, franchise partners &
distributors is the key to our success in the future. We are dedicated to creating a dynamic environment,
conducting ourselves with the highest integrity for every component in our value chain: our customers,
suppliers, team members, and franchise partners. By acting in the best interest of everyone along our value
chain, we are able to ensure our company's sweet success
Objectives to study
To identify elements which customers notice when he enter in monginis at different location
To identify touch points those alters experience of a customers
To list down touch points that changes across the even if the demographic are the same
To recognize points that motivates a sales person in store to work hard
To compare various aspects which leads to underperformance of a sales person
To find out solutions in order to bring about uniformity
1.3 Research and methodology
Research problems
To find out points which a customer consciously or unconsciously notice in different shops of
monginis
Research approach
Qualitative as well as quantitative approach has been used for this research. But the stress was
basically qualitative approach
Research design
This study falls under applied research category and as it contain both qualitative and quantitative
approach it a descriptive research
.
7
1.4 Core vision
Every organization operates 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
Values
Monginis follows a simple “doughnut principle” whereby the customer remains that valued creamy
Centre around whose satisfaction all 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 provider, franchisees and dealers
8
2. 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 pad (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. JagdeepKapoor, 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
Recently monginis started digital marketing and are getting 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. On mobile they have stated an SMS push on
relevant occasion and even started forwarding SMS birthday wishes to their loyal set of customer on their
birthdays
9
2.1 Social media marketing
Social media platforms like Facebook, Twitter, Pin interest, Google+ etc... To increase traffic to its
website. Social media is the promotional platform for co.
A mobile application is the best way to catch more peoples and promote the website through mobile app
and increase selling ideas with the application. it helps to reach more peoples as well as easily to customize
for peoples.
The social media marketing is more useful for the monginis marketing strategies because of Facebook.
Facebook is the biggest social media marketing way to promote your brand, to catch more no. of peoples,
to get more engagements, feedbacks and much more. Social media marketing with the Facebook is more
helpful for the brand includes the Facebook’s reachability, feedbacks and engagements. Also useful to
reach the peoples by their interests and behaviors, the Facebook helps to get the people’s birthdays to reach
them and promote the brand. It is biggest social marketing way to get engage with the large no. of peoples.
Facebook is the most engaging platform for the brand and it witness about 81859 fans over the platform.
Internet marketing
An interactive website which allows online booking of the products from all across the world to be
delivered in parts of India, where we have presence. The 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.
Internet marketing includes e mail marketing is for the better way to feedback and conversations through
the consumers and dealers as well , it helps website selling and orders , deals , offers , discounts etc. E
mail marketing is better useful for the re-targeting customers and stay connected to the website, email
marketing is re targeted on the occasions of festivals, birthdays, parties, anniversaries, big ceremony’s etc.
Built a high performing team delivering on Product, SEO and Web Analytics.
On Page Optimization, Off-Page Optimization by maximizing the visibility of client sites in the digital
10
space, through the management through Keyword research, Competitor Analysis, Meta Tag Creation,
Developing the Website.
Marketing mix of monginis
Marketing Strategy of Monginis analyses the brand with the marketing mix framework which covers the
4Ps (Product, Price, Place and Promotion). There are several marketing strategies like product innovation,
pricing approach, promotion planning etc. These business strategies, based on Monginis marketing mix,
help the brand succeed.
Monginis marketing strategy helps the brand/company to position itself competitively in the market and
achieve its business goals & objectives.
Let us start the Monginis Marketing Strategy & Mix to understand its product, pricing, advertising &
distribution strategies:
11
Monginis Product Strategy:
Monginis is a leading bakery and cake retail chain in India. The main products offered by Monginis in its
marketing mix are fresh cakes which are baked for all occasions based on the demand. The cakes are made
to order and can be customized by the customers according to their preferences and tastes into specialized
designer cakes. The company has recently launched 3D and live cakes which combine the tried and
popular tastes with new cutting-edge technology.
Monginis also offers around 130 products including baked cakes, pastries and packaged bakery items like
muffins, cookies, chocolates and rolls. Its menu has a varied line of products under the categories of cakes,
pastries, packaged goodies, confectioneries and savories. Monginis has also launched pure vegetarian
cakes which are made without the use of eggs as many households in India prefer vegetarian food.
Monginis also has a fun bakery theme activity park called Mongiland in Thane, Maharashtra where kids
can learn to bake and have a fun filled time. It is a space dedicated to cakes and children where they can
have birthday parties and fun-filled educative experiences. Other products of Monginis include party
snacks in both vegetarian and non-vegetarian category and breads
12
Monginis Price/Pricing Strategy:
Monginis follows a competitive pricing strategy to beat the local unorganized competitor bakeries. The
prices of basic cakes are in the low range and they go up with increased specializations and charge high
premiums for Live and 3D cakes.
The price of 500gm Monginis cakes usually vary from Rs.300 to 350 for basic flavor’s like Pine apple,
Black Forest, Hazelnut etc. Live and 3D cakes weigh around 4kgs and above and are priced between
Rs.3300 to Rs.4400 while wedding cakes are priced around Rs.6300-Rs.7000. Designer cakes and
customized cakes having pictures on them vary from Rs.700 to Rs.1850 depending on the design and
weight of the cake. Pastries are priced between Rs.30-Rs.80, while mini pastries are just for Rs.17. Other
packaged products like muffins, sliced cakes and rolls vary from Rs.5 to Rs.80 based on their quantity and
composition
13
Monginis Place & Distribution Strategy:
Monginis has a franchise based model in retail with stores in most tier-I and major tier-II cities. Its
products are also available online on Monginis’s website. It has over 700 outlets all over India with an
average footfall of 1,40,000 customers daily. Major locations include Ahmedabad, Akola, Aurangabad,
Belgavi, Bhubaneswar, Delhi, Goa, Hyderabad, Kolhapur, Mumbai, Nashik, Navi Mumbai, Odisha,
Palanpur, Palghar, Patna, Pune, Raigad, Raipur, Rajasthan, Rajkot, Ratnagiri, Solapur, Surat, Thane,
Vadodara and Virar. Apart from this, the long shelf life packaged products like cookies, muffins,
chocolates and sliced cakes are available in over 10,00,000 outlets nation-wide which shows a strong
marketing mix place strategy. It also has a prominent presence in malls, supermarkets and at railway
stations. Monginis follows franchise based model for production as well with around 15 manufacturing
franchisees located mostly in Maharashtra, Gujarat, Patna, Goa, Chhattisgarh, Odisha and Telangana
Monginis Promotion & Advertising Strategy:
The promotional and advertising strategy in the Monginis marketing strategy is as follows:
Monginis is a well-established brand in Indian Sweets and Bakeries industry and has a huge visibility
owing to the widely spread presence in every locality and it promotes using various promotional channels.
It has traditional advertisements on TV with its ads featuring various cognitive aspects like pure vegetarian
cakes with superior taste as well as the affective aspect of family’s togetherness as a result of Monginis
cake. The company uses “Zara chakh k dekho” (just taste it) as the tagline of its TV ad campaign. On
digital platform, the company maintains a website where all of its products are listed extensively and
people can place their orders in a convenient manner. The Mongiland fun destination also serves as a
promotional gimmick for kids who wish to have Monginis cakes after visiting the place. Apart from these,
word-of-mouth and retail promotion work as the most important promotional tools for the company.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of
Monginis.
14
People:
Monginis has more than 5000 employees across the country and a core team of professionals having 10-30
years of industry experience. They employ domain experts and people who want to learn be updated with
the latest technologies in the field. Monginis focuses on team work with the leaders mentoring large teams
under them, who in turn mentor teams under them.
People at Monginis work very hard to make sure that the brand is a success. Since the company follows a
franchise model and has direct customer interaction with them, it needs to ensure that they are taking their
brand image forward and giving the end customer a Monginis experience. They attract the Retail
Franchisee with benefits like the brand credibility of Monginis, low entry risk and a consistent and assured
return on investments. Other contributors in the chain include manufacturing franchisee, distributors and
super stockiest and the company ensures that all of them have the same drive and same passion for food as
the Monginis brand
Physical Evidence:
Monginis is an ISO-22000-2005 and HACCP certified company. It was awarded the I Mint Most Admired
Retail Food Chain in 2010. The award was given for Shoppers & Consumer Insights. Monginis brand was
awarded as India’s No.1 Cake Brand in 2014 and Most Trusted Brand in Cakes category in 2015.
It got a plethora of awards in 2016 for its excellence including the Franchise Award for Franchisor of the
Year in Bakery & Café segment, the Majestic Five Continents Awards for Quality & Excellence, Food &
Grocery Brand of the year in the bakery category, Indian Power Brand in cakes category, Indian
Restaurant Awards and Best National Bakery & Confectionery Chain of the Year. Apart from all the
accolades, Monginis also is deeply involved in various CSR activities. It is the member of National Skill
Development Council of India and promotes baking science and culinary training as a part of curriculum in
various college using their state of the art facilities. The company is also helping to make the planet
greener by using solar panels, ovens with electric burners to avoid carbon emission, ETP and ATP plants
15
for waste management and plating trees. They also use green air conditioners where the body heat is used
in the boilers to reduce thermal waste.
16
