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Current Trends Of Management
Prepared for: Mz Priyanka Das
Prepared by: Date:
Ankit Sachdeva Ty D 3187
21st Dec 2011
I AM MAD AND I AM MAD ABOUT DONUTS
The combination of doughnuts and coffee makes the perfect on-the-go snack everywhere. Now, if youre craving for this sugar dusted ring, Mad Over Donuts at the Inorbit Mall in our very own Viman Nagar is the next stop. Located at the food court of this huge mall, its unlikely that you will miss this saffron and brown counter, with its colorful display of donuts.
A lot of details have gone into the project. There is the secret mix developed by a team of PhDs.
Being the new snack sensation in town I decided to base my assignment on this Franchise. Set up by Delhi-based Lokesh Bharwani along with Singapore based companys debut outlet. With starting price of Rs 25 and Rs 30 in April 2008, its popular demand or craving provided the Franchise the luxury to raise their prices to Rs 45 +. While you place your order you can watch the donuts come onto the conveyer belt through this eaterys open kitchen.
Vision To get everyone falling madly in love with great donuts, just like the way it has won the hearts of folks in its land of origin, America. Mission To share our love for donuts with one and all.
Its our mission at Mad Over Donuts to make donut-devouring a global movement of love, transcending borders and overcoming all language and cultural differences. We call it donut domination. We welcome all who share this passion to join us as our franchisees. Simply contact us at franchise@madoverdonuts.com if you share the passion.
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Their Website:
The Assignment:
Visit any Franchise and collect information about how the store deals with the different affecting:
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1. Consumer Decision Making
2. Market Segmentation of the Store
3. Location Strategy
4. Merchandise Management
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I had the privilege to meet the Manager, the Head Chef and a trainee regarding the above topics. The findings were as follows:
1.Consumer Decision Making:
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2.Market Segmentation: Definition: The process of defining and subdividing a large homogenous market into
clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.
M.O.D attracts more of couples and college going students, which make the most of their sales. As per the information given On a weekday sale is upto 500-600 donuts, whereas on weekends the sales shoots upto 1100 donuts.
Geographic:As far as geographic segmentation is concerned M.O.D has opened up itself in a very upcoming area, Viman Nagar has developed itself in 2 years drastically. Two new malls have been opened up, M.O.D being in one of them.
Demographic:-
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M.O.D has started itself in a way where all age group of people can go and enjoy. Donuts are soft, sugarfree, sweet, tasty and mad. As colleges being nearby students tend to go to the malls to eat and have M.O.Ds for dessert. Even couples who go out for a date think it is a good way to sit in the food court and have something such as donuts. Couples:- 50% Children:- 15% Old People:- 5% Married:- 5% College Crowd:- 25%
Behavioral:People go to M.O.D for occasions like birthdays, celebration, and treats.
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It is more of a user status also as other students go and have donuts at M.O.D, one tends to go and atleast try what the other is having.
3. Location strategy:
In the mall, M.O.D has opened itself in a very prime location. As a cinemax movie ends and people exit the theaters the first thing they see is M.O.D. after an entertaining movie people tend to go to M.O.D and have a donut or two (as said by Pooja the trainee over there).
As M.O.D is in a corner, seating space is a lot over there. None of the food counters in the food court have music available, but M.O.D. has that also to attract more people. It is more of a soothing music to the ears and people like it while having their donuts.
The best strategy they have is that M.O.D. is in the food court. Another food counter called Cookie Man is placed on the ground floor. People who come for lunch or dinner go straight to the food court where the M.O.D. is placed.
As M.O.D. is placed in a corner, its presence is unique and there is no other food counter near it. So people can see it from a distance and decide thats the place they want to have desserts from.
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M.O.D. has opened in Inorbit mall, Pune which is a very known mall in Mumbai. People living in Pune have been to Inorbit Mumbai and they like going to the same place if it has opened up in their own city.
There biggest crowd puller is students and couples from Symbiosis and ISBM college. As the colleges are also in Viman Nagar students go to Inorbit mall for lunch, dinner, movies, shopping and everyone knows about M.O.D.
The Inorbit mall itself is situated in a very good position, it is on the nagar road which is the highway going towards Hadapsar and Magarpatta City. People tend to stop at Inorbit mall to eat or rest for a while.
4.
Merchandise Management:
Donuts come in two forms- Ring Donuts - Filled Donuts Ring Donuts also known as rings of desire come in 17 flavors i. ii. iii.
iv.
Midnight Beauty The Original Sin Almond Einstein CINNA Ster
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v. vi. vii.
M.O.D- My Original Donut Coco Loco Mama Mia
viii. Cereal Killer ix. x. xi.
xii.
Carameltz Go Man-go Rainbow Surprise A-Maize-ing Chaat
xiii. Its Greek To Me xiv. xv. xvi. Dark Knight Mint-a-million Color Me Bad
xvii. Nuts Over Donuts
Filled Donuts also known as filled with passion which comes in 12 flavors i. The Blush Factor ii. Perk Me Up iii. Black And White Bavarian iv. Berrylicious v. Double Trouble
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vi. Nutty Buddy vii.Cool Blue Ice viii.The Apple Dream
ix. Burstin
Orange
x. Black Forest Beauty xi. Lemon Sunshine
xii.Hazzle
Dazzle
Apart from the donuts M.O.D also serves hot and cold coffees to make the donuts taste even better. M.O.D has 8 types of hot coffees and 3 types of cold.
Conclusion:
M.O.D also comes out with different offers according to the seasons. Like for winters they have come out with new flavors, which they call as winter special or Christmas special and have an offer of buying 2 donuts and a hot coffee specially made for winters to make you feel warm.
At the end of the day one can say, from a single shop in Delhi to a well known national Franchise M.O.D has taken its marketing tools seriously!
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Every aspect and variable has been taken into consideration, however there is always room for perfection.
