MARKETING MIX OF MONGINIS

-Bhargavi chavan
FYBBA (S010)
Monginis is a leading bakery and cake retail chain in India. It counts 558 exclusive franchises
in total and at least one production center each, in 38 cities. Besides Mumbai the company is
present in Ahmedabad, Aurangabad, Bangalore, Bhubaneswar, Bhiwandi, Chennai,
Coimbatore, Cuttack, Delhi, Goa, Hyderabad, Indore, Kochi, Kolkata, Nashik, Pune, Palanpur,
Rajkot, Secunderabad, Surat and Vadodara.
Product:
 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 offers around 130 products including baked cakes, pastries and packaged bakery
items like muffins, cookies, chocolates and rolls.
 Monginis has also launched pure vegetarian cakes which are made without the use of eggs
as many households in India prefer vegetarian food.
 Other products of Monginis include party snacks in both vegetarian and non-vegetarian
category.
PRODUCT MIX : MONGINIS
Product width
CAKES CHOCOLATES PASTRIES PACKAGED GOODIES CONFECTIONERIES SAVOURIES

Wedding cake Dry fruit rocks Choco Muffins Cookies Veg snacks
(depth= 4) (depth= 10) (depth= 6) (depth= 6) (depth= 8)
Choco marvel
Photo cakes Mango Bar cakes Chocolates Non veg snacks
Melting sensation
(depth= 3) (depth= 10) (depth= 3) (depth= 7)
Chocolate rocks Butter scotch
3D cakes (depth= 2) Swiss roll
(depth= 4) Inspiration collection (depth= 4)
Blue berry
Other cakes Splendour collection
Mix fruit
(depth= 42) confections (depth= 2)
Festive collections Other
(depth= 9)

Total 53 8 25 20 9 15
depth
length 4 8 6 3 2 2

Consistency: All the products are bakery products so they are closely related.
PRODUCT LEVEL OF A CAKE :
Core benefit : Helps customers to celebrate the happiness in a memorable way. Core product are cake , pastries.
Generic product benefit : Good taste, good quality.
Expected product : Fresh cream , good packaging , affordable prices , use of real products rather than cheaper
substitutes.
Argumented product : free product trial , coupons , offers.
Potential product : some free chocolates with the cake or free candles this might surprise customer .
Place:
• Monginis has a franchise based model 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.
• Major locations include Ahmedabad, Akola, Aurangabad, Belgavi, Bhubaneshwar, 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.
• Apart from India, it also serves in Egypt.
Distribution channel :

Monginis follows both direct and indirect distribution channel .

Direct distribution channel : It doesn’t involve the inclusion of an intermediary and the manufacturer gets in
direct contact with the customer. Through the online website of monginis customers can directly order
preservable food . Franchisees also produce perishable food items like fresh cakes, donuts, burgers ,
sandwiches etc. and sell directly to the customers.

Indirect distribution channel: there are 3 types intensive , selective and exclusive out of which monginis
follows intensive and selective. In intensive distribution channel wholesaler purchases monginis product from
manufacturer in a bulk then retailer purchases from wholesaler and then retailer sales the products to
customers. Here, only preservable products can be sold.
In selective distribution channel manufacturer sends products to franchisees and then they sell to customer.

DIRECT : manufacturer >> customers

INDIRECT :

Intensive : manufacturer >> wholesaler >> retailer >> customer

Selective : Manufacturer >> franchisee >> customer
Price:
• Monginis follows a competitive pricing strategy to beat the local 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 flavors like Pine apple, Black Forest
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.
Promotion:
• Monginis has used media such as TV, print, web, hoardings, etc. to advertise its products. It regularly
comes out with offers on festive occasions.
• 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 and people can
place their orders in a convenient manner.
• Social media platforms like Facebook, Twitter, Pin interest,  Google+ etc. helps to increase traffic to its
website by offering various offers and coupons.
• Recently to promote its cakes and chocolates it came out with a range of a special cakes and chocolates
for all those SSC (Xth Standard) students who passed out this year. The successful boys can be gifted
with a blue coloured basket filled with assorted chocolates and decorated with a Doll (Boy). And,
similarly the girls can be gifted with a pink coloured basket filled with assorted chocolates and
decorated with a Doll (Girl).
Advertisements
. #tast
ethe Taglines
new

Zara chakh ke dekho ..!

ANSOFF MATRIX :
Market penetration :
Selling existing products into existing market to increase market share , to ensure dominance in growing markets ,
drive out local bakeries in mature market .
It includes developing new strategies to encourage more people to choose your product, or to use more of it like
changing opening hours of store, reducing order processing times, offering free gifts etc.

Market development :
Selling current products in a new , unexpected markets by identifying markets in a new geographical locations ,
utilizing new distribution and retail channels , reducing product pricing to cater new market segments.
It is risky as it introduces the product into previously non-existing markets and segments.

Product development :
It involves the process of identifying change in the consumer needs , creating new products through R & D and
launching of new and unique trends, improving quality, review packaging, ask customers for feedback etc.
ex- customized cakes .

Diversification :
It involves introducing new product into new markets by expanding the skills and knowledge that the business
already acquired through experience.
THANK YOU..!