My Kind

Of Cakes
C A S E S T U D Y A N A LY S I S

BY GROUP-9
Case Background
• My Kind Of Cakes is a cake boutique located in Ghaziabad, India. It had carved a niche of its business with
its unique bakery products, quality food, and excellent service offered at a reasonable price.

• Within five years of opening, the business had grown in net worth from Rs.7.2 million in 2012 to Rs. 19.5
million in 2016.

• In January 2017, the owner of the cake shop pondered his strategies for achieving his target revenue of 50
million by 2020.

• The owner wondered if he should expand geographically and open franchises in nearby towns or if he
should increase his product range. Should he build a digital platform to increase awareness of his brand or
launch a loyalty program to strengthen MKOC's customer relationships?
• Since he had also been asked to photograph special occasions such as baby showers, he wondered whether
he should add theme photography to MKOC's offerings.
Success Factors of MKOC
• Home-Delivery:
• MKOC offered Home-Delivery of products within 30 minutes for a minimum order of Rs.200. This became a significant
success factor for MKOC.
• Uniqueness:
• Exclusively Baked Customized Products.
• Theme Cakes & Storyline Depiction.
• Presentation through Consumer Inputs.
• Unique Designs in Small Sizes.

• Customer Service:
• Order-Placing Experience.
• Remembering & Recognizing Customers.
• Trained Staff for Customer Experience.
• Service Special Dishes as Compliment.
• Ordering before arriving through MKOC Cards.
• Regular Improvement through Feedbacks.
Customer Expectations from MKOC
• Customization:
• Customers’ expectation of customization was only through Mr. Kapoor. They didn’t place orders if Mr.
Kapoor was not available.
• Small size cake customization & triple layered small cakes had an impact on customers, and they feel
like their requests are fulfilled, So they continue to expect the same from MKOC.

• Quality:
• Quality standards set by Mr. Kapoor for MKOC has remained with customers and they expect the same
quality across the products.

• Extended Services:
• Mr. Kapoor’s passion for Photography, allowed him to provide photography services to customers and
cover their major events. Whenever customers approached him for theme cakes, they also expected him
to cover their events.
Importance of CRM for MKOC
• MKOC CRM Activities:
• MKOC was constantly in touch with its customer through various social media platforms and informed
them about special offers at MKOC.
• MKOC also used to send birthday & anniversary greetings to nearly 7000 customers through
WhatsApp. Manager personally greeted regular customers on various occasions.
• It also had sent special cakes to selected customers & offered special discounts for parties.

• All these activities helped MKOC retain their customers for long period.

• The Competition was very tough in the given region with alternatives available for customer across
different ranges from budget to luxury. Though MKOC provided to a great customer experience,
maintaining a good relationship with customers is crucial for MKOC’s growth
Loyalty Program for MKOC
• An appropriate Loyalty Program for MKOC, given the customer base, would be a “Tiered” Loyalty
Program.

• Tiered Loyalty Program:

• In this program, customer would accumulate points through their purchases at MKOC.
• A customer’s status as an advocate for brand would increase as they accumulate more points.
• Based on the tiers, the customer would be eligible for different offers, early access to new products,
free gifts, and voting rights.
• Customers, based on the tiers, would also be made a brand representative and would be published on
social media platforms.

• This program will be able to increase customers’ loyalty towards the brand and would instil brand values in
the customers.
Thank
You!