Final presentation Monginis
- 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