MKOC

About MKOC
• My Kind Of Cakes was started by Sparsh Kapoor in 2011 in
Ghaziabad.
• His family was in bakery business since 1954 which was started by
his grandfather and was later managed by his father and elder
brother.
• His mother also had baking skill and with her help, Sparsh learned
the art of baking and later with her help he started his own
venture MKOC.
• The key mantra for Kapoors in their business was that ”a customer
should never go unhappy” which was also adopted by Sparsh.
• The key value propositions of his business were the uniqueness of
the cakes and customer services.
 Promotion
Product Major Clientele of MKOC were the
• Word of mouth publicity
• Theme based cakes and Dry
• Facebook page students, teachers and staff of IMT
cakes
• Placards Ghaziabad which was at a distance of
• Decorations, disposable plates
and other party items making it 2km.
a onestop destination
• Photography service
Kapoor also tied up with the canteen of
IMT.
Marketing
Mix
Place Price The major competitors MKOC had were:
• In a tiny lane in Ghaziabad • High quality product at • Dunkin’ Donut
• Not a prominent place reasonable price • Mr. Brown Bakery
• Minimum cost for two people
• Donald’s Pastry Shop
was INR 150. Much lower than
competitors • Bakes N Cakes
• Frequent Bakes
• Sir John Bakery Cafe
 Brand Benefits
• Onestop destination
for party products,
Home delivery and
Brand Audience photography services Brand Personality
• Teenagers and • Innovative,
youngsters Contemporary and
young

Brand Offering Brand Value

• Unique and
customized cakes
Brand • Customer should
never go unhappy
based on themes
MKOC
Success Factors

• Kapoor offered unique cakes which were available in all shapes and sizes.
• While other bakeries denied to bake a certain type of cake because of small size,
Kapoor made it even for 500 gm cakes.
• Kapoor was very respectful towards customers and often used to give them small
portion of some specialties without any charges. With such gestures, customers
generally end up buying something.
• Kapoor regularly touched with his customers via emails, Facebook and mobile
apps such as WhatsApp.
• He also gave free coupons, discounts and other prootions on the special days.
What service expectations do customers
have of cake shops such as MKOC? How
did these expectations develop?

• Consumers expects convenience from cake

shops; that’s why home delivery gives a
competitive advantage.
• They expect creative and personalized cakes
to suit their storyline.
• Customers love the gestures like birthday
messages, small freebies
• Customers appreciate exclusivity like theme
cakes, unique designs in small size
• Customer demand wholesome experience
& service, for instance part arrangements
Customer
Relationship

Unique Flexible Courteous

Designs Sizes staff

Door Photography
Party and
Delivery arrangements Facebook
Promotion
 Customer
Personalization Convenience Engagement & Brand Loyalty
satisfaction

Repeat Reach and Higher

Increase in
purchase by Word-of- Revenue &
Customer base
customer base Mouth Profits
 LOYALTY PROGRAM

 Student Discounts
 Discounts to host parties in the store
 Offers like buy one get one free
 Loyalty points when the referred customer
purchases
 Party planning along with the photography
 Loyalty points to like and follow bakery social
media handles
Advantages Retention of Attract new Higher cart Better customer
customers customers value interaction

Disadvantages Unsustainable Competitors can Its just an Extra cost for his
model in the long replicate it extension of customers
run services Kapoor is
offering for free
Thank You