3472 - Karuna Kamble

Shivaji University, Kolhapur BBA Programme 2019
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Chapter 1
Introduction to the study
1.1 Introduction:-
A consumer oriented economy is emerging in India.As a result of market capitalism and
globalization,India has seen a dramatic rise in its middle class and a significant reduction in its
low income, deprived group. Marketing is all about satisfying the customers, its competitors
become loyal to the brand in question.
Since the concept of market segments was first introduced by smith (1956), the process of
dividing markets smaller segments, that is, aggregation of individuals in a market into groups
(segments) that have similar attitudes or seek similar benefits when choosing a brand
(Bagozzi1986) has become an important part of marketing. Depending on the product (or
service) category and the buyer, marketers use variety of criteria for segmentation, such as
consumer needs, characteristics and behaviors.
Definition of marketing: -
“The Activity, a set of institutions, and processes for creating, communicating, delivering
and exchanging offerings that have value for customers, clients, partners and society at
large”.
---American Marketing Association
Segmentation is followed by marketing targeting that is, an evaluation of the attractiveness of

the segments and the selection of specific segments for marketing. For these target segments,
positioning strategies (differentiating the brand from the competition) are developed.
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Shri Venkatesh Mahavidyalaya, Ichalkaranji Page No.1
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STP:-
The important decisions that the marketer has to take to build a strong competitive position can
be summarized as segmenting, targeting & positioning.
Segmenting is followed by market targeting that is, an evaluation of the attractiveness of the
segments for marketing. Segmentation is a process of dividing the market into homogeneous
groups, targeting is a decision. Positioning is a strategic decision which would determine the
success of marketing.
What is Segmentation?
Segmentation is a tool that can help to understand the commonalities send different among
various groups to enable the marketer to identify portions of any market that are different from
one another. Segmentation is critical for developing and channeling marketing, communications
because it could incorporate a variety of attitudinal, behavioral, demographic and lifestyle
information.
What is Targeting?
While segmentation is a process of dividing the market into homogenous groups, targeting is a
decision. The marketer has to decide as to which segment to cater. This decision can be aided
by the segment attractiveness analysis. Segment attractiveness evaluates the segments using the
following parameters:-
1) Market attractiveness
2) Competitive attractiveness
3) Channel attractiveness
4) Internal attractiveness
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What is Positioning?
Positioning is a strategic decision which would determine the success of marketing. It is a

decision of who the company wants to differentiate its product from that of the competitors in
the minds of consumer. So, positioning is more to do with the consumers’ prospective and
about identifying how the brand is preserved by the target group.
1.2 Objectives of the study:-

1. To study the concept of market segmentation, targeting and positioning.
2. To understand the segmentation strategy applied by the organization.
3. To analyze the market position of the organization.
4. To study the target marketing strategy applied by the organization.
5. To study the process of positioning the brand.
1.3 Purpose of the study:-
1. The purpose of choosing the topic is to analyze the segments available in market
2. The Positioning of a product is an essential aspect to maximize sales.
3. Hence, studying of STP will be an interesting way to know about markets in India .
1.4 Research methodology :-

Meaning:
Research methodology is the specific procedures or techniques used to identify, select, process,
and analyze information about a topic. In a research paper, the methodology section allows the
reader to critically evaluate a study's overall validity and reliability. He systematic investigation
into and study of materials and sources in order to establish facts and reach new conclusion.
The Data collection is done by primary as well as secondary sources:-
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1. Primary data
The primary data is collected by a direct visit to bakery, prepare a questionnaire, face to face
communication with staff as well as observation techniques.
2. Secondary data
The secondary data includes information from
a) Bakery websites
b) Records and manuals
1.5 Importance of study

1. STP helps in building good reputation of the firm.
2. To understand different strategy used by the organization
3. To know the survival techniques of organization.
4.To capture market of that particular area.
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Chapter 2
Introduction to the organization
Company Profile
Name of the Company: Monginis bakery Pvt. Ltd, Ichalkaranji
Name of Owner : Sunil Jain
Address : Near Gandhi Putla , Ichalkaranji
Mobile no. : 08087297473
Email : Monginisichalkaranji@gmail.com
Establishment : 1958
No. of workers : above 1000
Shift per day : 1
Working hours : 9 to 6
Competitors : Balaji bakers,Ichalkaranji
Aroma bakers, Ichalkaranji
Chakote bakers , Ichalkaranj
Baker’s Bite, Ichalkaranji
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Introduction to the firm
Monginis Pvt. Ltd is an India n pastry and bakery chain based in Mumbai with outlets in
different cities in India and Egypt. It was founded in 1958by Hussein Khorakiawala. The main
headquarter of the company is established in Mumbai. It consists above 900 stores all around
the world. It has been established in India as well as Egypt. Around 1000 employees work in
this firm. The products for popular are cakes, pastry, chocolates and confectionaries. In the
brand trust report 2012, Monginis was ranked 605th among India ’s most trusted brands and
subsequently, according the brand trust report 2013, Monginis was ranked 541st among India ’s
most trusted brands.
Brief History
Early in the 20th century, two Italian brothers ran a catering service in Mumbai’s fort precinct,
which was popular with the city’s European residents. In 1958, Monginis catering was taken
over by the Khoriakwala family and became Monginis Foods limited. In 1971, the company
adopted the franchise model of business, with a stated emphasis on localized production for
local tastes. It also models itself on the “food boutique” concept, focusing on
quality,presentation and service. It has thereby expanded its brand and reach across the country
with a total worth of about 950 million rupees by 2012.
Products
Monginis sells ready made as well as order made cakes for catering or carry out. Individual
cake slicews are also kept in Monginis stores for dine-in customers. The chain sells both India n
and western savouries, including samosas, puffs, cutlets and doughnuts. Apart from these, snack
foods and breads are sold at Monginis shops. Monginis has a product line for diabetics and
offers themed products during festivals.
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The Egytian brand has called itself a Monginis bakery producing chocolates, cakes, pastries and
oriental sweets. Fast food snacks include more than 50 items. Monginis also produce more than
30 different gateaux
Availability
Monginis also provides accessorized carry out catering, with telephone and internet ordering
options. It counts 1000+ exclusive franchises in total, and atleast one production centre each in
38 cities. Besides Mumbai the company is present in Raipur, Patna, Dapoli, Chiplun,
Ahemdabad, Goa, Hyderabad, Cochin, Indore, Kolkata, Nashik, Pune, Rajkot, Surat, Vadodara,
Bhiwandi, Bhuvaneshwar, etc. It is also present in Alexandria, Cairo and Mansoura in Egypt.
Achievements
In the brand trust report 2012, Monginis was ranked 605th among India ’s most trusted brands
and subsequently, according to the brand trust report of 2013 Monginis was ranked 541st among
the trusted brand in India .
PRODUCT List
1) Cakes & Pastries

2) Snacks
3) Chocolates
4) Savories
5) Cookies
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Organizational structure
Owner / Director
Managing Director
General Manager
Finance Manager Marketing Manager HR Manager Production Sales
Manager Manager Manager Manager Manager
Supervisor Supervisor Supervisor Supervisor Supervisor
Distributor
Retailer
Customer
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Chapter 3
Thereotical background
Introduction
What is Segmentation?
Segmentation is a tool that can help to understand the commonalities snd different among
various groups to enable the marketer to identify portions of any market that are different from
one another. Segmentation I critical for developing and channeling marketing, communications
because it could incorporate a variety of attitudinal, behavioral, demographic and lifestyle
information.
Market Segmentation therefore involves the identification of segmentation variables by which

the market could be divided into homogenous groups.
The process of segmentation is described by:
 Describing the segmentation variables commonly used

 Guideline for segmentation
 A decision making approach for segmentation
While there are several variables available for segmentation, a marketer should develop
segments which are meaningful from the company’s point of view. Marketer need to create
segments that are:
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1) Measurable
The marketer should be able to measure the segment in terms of size and/or volume. A
segment which is not measurable would make it difficult for a marketer to plan the
offering for the segment.
2) Accessible
The segment should be accessible by the marketer to serve them and to communicate to
them. Rural markets in India for many years were an attractive market for consumer
goods but they were not accessible due to lack of infrastructure.
3) Substantial
The segment should be large enough to profitably serve them.
4) Actionable
The marketer should be able to develop a marketing the plan to satisfy the needs of the
group. The plan should be such that it benefits that segment only and should not allow
a cross movement of the product or the consumers across the segments.
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Types of Segmentation
1) Geographic
The market is segmented on the basis of the class of the cities like metros,
A class cities and so on. This is done because the use of product is different in different
types of cities. Another reason is that the number of potential users also varies across
different cities.
1) Age
Age is an important factor because the need of product for different age groups is
different in their choice of designs and need requirement.
2) Income
Income based segmentation is done to identify and understood potential buyers having
purchasing power.
3) Occupation
Occupation is also an important basis of segmentation as the need for goods differ
from profession to profession. The segment on the basis of occupation would be:
 Service industry like hotels, airlines, call centres
 Manufacturing firms
 Bankers and investment analysts
 Marketing executives
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4) Psychographic segmentation
Psychographics could also be used while segmenting the market for goods & services
because of the variance in preferences of the consumers according to lifestyle.
What is targeting?
While segmentation is a process of dividing the market into homogenous groups,
targeting is a decision. The marketer has to decide as to which segment to cater. This decision
can be aided by the segment attractiveness analysis. Segment attractiveness evaluates the
segments using the following parameters:
Targeting is practiced in the basis of following factors:-

1) Market attractiveness
 The size of the market and the growth of the segment. Fast-growing segments are more
attractive than smaller and slow-growing segments.
 Adaptability of market segments.
 Consumers’ resources. Marketer needs to find out whether the consumers have the buying
capabilities and identify the availability of credit, and soon, which could facilitate purchase.
2) Competitive attractiveness
 The knowledge of the existence or potential competition in the market segment is important
for deciding the target attractiveness.
 The entry barriers present or likely to be erected would be important for deciding the target
market.
 The impact of the pioneer image on the purchase of the product.
3) Channel attractiveness
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 A segment despite having a good potential and a good competitive advantage may not be
ideal if there is no channel or existing channel cannot be adopted to serve the segment.
4) Internal attractiveness
 A segment is more attractive when the segment’s needs can be met by the firm’s core
competencies.
 Other consideration.
 Organizational goals
Segmentation for mobile phones:
Segment 1 Segment 2 Segment 3 Segment 4
State of mind Convenience Music Status conscious Status

enthusiasts and official
needs
State of being Transporters, Youth and Middle aged Early 20’s, high-
Travel agents, young professionals tech kids
etc. professionals
Mobile option Simple models Personal media Bluetooth – Sophisticated

players (Nokia computer models
E Series ) synchronized
(Motorola
MicroTAC
International
8700 cellular
phone)
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What is positioning?
Positioning is a strategic decision which would determine the success of marketing. It is a

decision of who the company wants to differentiate its product from that of the competitors in
the minds of consumer. So, positioning is more to do with the consumers’ prospective and
about identifying how the brand is preserved by the target group.
Stages of positioning
1. Generic positioning :-
This is the first stage of positioning. This occurs when a new product is introduced. As a new
product would be competing with other product categories, the new product should be
positioned on functional benefits or consumer needs.that is, to make a new product attractive to
the consumer, the product should show that it is satisfying a functional or consumer need better
than the competitor. For example, mineral water at its introduction was compiting with other
sources of water, so it had to position itself as satisfying the need of hygiene and convience
better than the other option.
2. Perceived quality positioning
In the introductory phase, the product is differentiated from other product categories. However,
as the product starts getting accepted and new brand enter the market, they also would be
claiming to satisfy the same set of needs. So, consumers would develop the micro positioning.
3. Attribute positioning :-
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When several brands are perceived similarly on the quality/price, the consumers need to further
differentiate the brands. That is, if few brands perceived to be in the premium category (high
perceived benefit and high perceived sacrifice), the new positing would have to differenciate the
brands within the premium category.
4. Emotional positioning
When physical attributes becomes similar, there is a need to move predominately to intangible
attributes, which would evoke the emotional feeling of an individual during purchase of the
brand. It takes into account the fact that the consumer looks for emotional and social benefit
during purchase.
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Chapter 4
Data analysis and interpretation
1.1 Table showing consumption of bakery products that the customers mostly use.
Particulars No. of respondents Percentage of respondents
Cakes 25 50
Cookies 10 20
Chocolates 7 14
Savories 2 4
Snacks 6 12
Total 50 100
Graphical representation:
Data interpretation:
The above graph indicates that 50% of people mostly consume cakes & pasteries, 20% consume
cookies,14% of customers buy chocolates and 4% and 12% buy savories and snacks.
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1.2 Table showing opinion of customer regarding the choice of products of bakery

Quality 28 56
Price 8 16
Packaging 10 20
All of the above 4 8
Total 50 100
Graphic representation:-
The above graph indicates that 56% of respondants invest in a product on the basis of
quality, 16% on price, 20% on packaging and 8% prefer all of the above option.
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1.3Table showing sources from which the customers came to know about the bakery.

Advertisement 16 32
Social media 0 0
Relatives &
21 42
friends
Other sources 13 26
Total 50 100
The above graph shows that 32% of consumers get to know about the bakery through
advertisement, 40% through relatives and friends while 26% through other sources.
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1.4Table showing opinion of customers on the quality of product
Excellent 34 68
Good 16 32
Average - 0
Poor - 0
Total 50
Data Interpretation:
The above graph explains that 68% of customers think as the quality of products as excellent
while 32% rated them as good.
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1.5Table showing ratings of customer for each products :-

a) Cakes
Excellent 44 88
Good 6 12
Average 0
Poor 0
Total 50 100
The above graph indicates that 88% of consumers feel that the cakes are excellent and 12% feel
that they are good.
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b) Cookies
Excellent 28 56
Good 7 14
Average 15 30
Poor - 0
Total 50 100
The above graph explains that 56% of customers feel that cookies of bakery are excellent, 14%
think they are good and 30% feel that they are average.
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c) Chocolates
Excellent 37 74
Good 9 18
Average 4 8
Poor 0
Total 50
Graphical representation
The above graph indicates that 74% of customers feel that chocolates are excellent while
18% and 8% remarked them as good and average.
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d) Savories
Excellent 10 20
Good 33 76
Average 7 14
Poor 0 0
Total 50
The above graph explains that 20% feel that savories are excellent while 76% and 14% feel that
they are good and average.
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e) Snacks
Excellent 42 84
Good 6 12
Average 2 4
Poor 0 0
Total 50
The above graph shows that 84% of customers have remarked the snacks as excellent, 12%
as good and 4% as poor.
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1.6 Table showing opinions of customer regarding that the products are priced according to
their quality
Yes it’s true 50 100

No it’s not -
Can’t say -
Total 50 100
Grapical representation:-
The above graph indicates that 100% of respondants feel that Products are priced according to
the quality.
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1.7Table showing satisfaction level of customers for the service given by bakery
Satisfied 41 82
Extremely satisfied 6 12
Slightly satisfied 3 06
Not satisfied - 0
Total 50
The above graph expains that 82% of respondants are satisfied with the service given by the
bakery while 12% and 6% respond as extremely satisfied and slightly satisfied.
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1.8 Table showing view of customers when they were asked that which bakery comes to their
mind when it comes to buying cakes
Balaji 18 36
Aroma 4 8
Monginis 14 28
Ayenger’s 6 12
Baker’s bite 8 16
Total 50
Graphical representation:-
The above graph shows that 28% of respondants' first priority is Monginis when it comes to
buying cakes while 36% chose Balaji Bakers, 8% chose Aroma Bakery, 12% chose
Ayenger's Baker and 16% go for Baker's bite.
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1.9 Table showing range of products that the consumers have tasted of the firm
Cakes 50 100
Cookies 24 48
Snacks 16 32
Savories 11 22
Chocolates 27 54
Total 50
Graphical representation:-
The above graph indicates that 100% of the respondants have tasted cakes from the bakery
while 48% of them have tasted cookies, 32% of them have tasted snacks, 22% have tasted
savories and 54% have tasted chocolates.
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1.10 Table showing opinion of customers on other bakery products except birthday cakes
Excellent 6 12
Good 33 66
Average 11 22
Poor - 0
Total 50
The above graph explains that 66% of respondants think that Products except birthday cakes are
good while 22% and 12% feel that they are average and Excellent.
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1.11 Table showing opinions of the customer about the atmosphere they feel while entering the
bakery
Excellent 46 92
Good 4 8
Average 0 0
Poor 0 0
Total 50
The above graph explains that 92% of people feel very comfortable with the attire and
atmosphere of the bakery while 8% feel it is good.
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1.12 Table showing satisfaction towards bakery
Yes 41 82
No 0 0
Little 9 18
Can’t say 0 0
Total 50
The above graph shows that 82% of respondants have expressed satisfaction towards the bakery
while 18% of them are slightly satisfied.
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1.13 Table showing number of customers visit to the bakery
Daily 22 44
Once in a week 18 36
Twice a week 4 8
Once in a month 6 12
Total 50
The above graph indicates that 44% of customers visit the bakery on daily basis, while 36% of
them once in a week and 12% & 8% once in a month and twice a week.
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Chapter 5
Findings and observations
1. It was found that most of the customers choose the product on the basis of the quality.
(Refer Table No. 4)
2. It was noticed that, prefer qualitative aspect of the product. (Refer Table No.4 )
3. It was observed that, cakes have the maximum sales and other products of bakery
comparatively have less sales. (Refer Table No. 5)
4. It was found that the customers are impressed by the quality of the cakes. (Refer Table No.
5. It was found that the customers are quite satisfied with the products of the bakery. (Refer
Table No.7 )
6. It was noticed that, tendency to buy products other than cakes is less. (Refer Table No. 10)
7. It was observed that, when the customers were asked about their first preference to buy
cakes, a very less response for the bakery was observed due to high competition. (refer table
no.9 )
8. It was noticed that, a wide variety of products are supplied by the bakery. (Refer Table No.
9. It was found that the customers are aware about the products through relatives & friends.
(Refer Table No. 3)
10. It was found that customers show their satisfaction towards the bakery.(Refer Table No. 12)
11. It was noticed that prices of the products are found to be reasonable. (Refer Table No. 6 )
12. It was observed that the customers are satisfied by the service given by the bakery. (Refer
Table No. 7 )
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Chapter 6
Suggestions & Conclusion
Conclusion:-
In today’s world segmentation targeting and positioning has become a third wheel
in marketing industry. Getting an opportunity to understand STP from moniginis
bakery, Ichalkaranji proved to be an essential way to explore the industries.
Monginis Bakery, Ichalkaranji is a well known and popularized for its bakery
products all around the world. Overall it was a great experience to study STP with
the help of this firm.
Suggestions
1) It is suggested that, quality of savouries and cookies should be improved.

2) It is suggested that, increase in promotional activities will help to spread
awareness of products in competitive market environment.
3) It is suggested that, the firm can promote sales by various discounts, offers
and vouchers so that customers can get access to products other than cakes.
4) It is suggested that, they can provide credit facility to maintain a long term
relationship with their regular customers.
5) It is suggested that, the organization should also conduct a survey and give a
chance to the customers to share their feedbacks, reports and views.
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Chapter 7
Bibliography
Reference book:-
Marketing Management : A decision making approach by Pingali Venugopal.
Websites:-
www.monginis.net
www.youtube.com
www.google.com
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Appendix
Questionnaire
Name:-
Age:-
Address:-
1. How often do you use Monginis bakery?
a) Daily b) once in a week c) twice in a week d) once in a month
2. Which product you often use?
a) Cakes b) cookies c) chocolates d) savories e) snacks
3. How are you attracted to buy products of organization?
a) Quality b) price c) packaging d) all of the above
4. How do you feel about the quality of product?
a) Slightly good b) extremely good c) Slightly poor d) extremely poor
5. How do you come to know about the bakery?
a) Advertisement b) social media c) relatives & friends d) others
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6. Are you satisfied as a customer?
a) Yes b) No
7. Rate the following products.
Cakes - Excellent Good Poor
Cookies - Excellent Good Poor
Snacks - Excellent Good Poor
Chocolates - Excellent Good Poor
Savories - Excellent Good Poor
8. Do you feel that the ‘products are priced according to the quality’?
a) Yes it’s true b) No it’s not c) Can’t say
9. Are you satisfied with the service given by bakery?
a) Satisfied b) slightly satisfied c) extremely satisfied d) less satisfied
10.Tick on the following products you have tasted so far.
Cakes Pastries Cookies Savories
Snacks Chocolates
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11.How do you feel about the atmosphere of bakery?
a) Excellent b) good c) average d) poor
12.How do you feel about the products except cakes?
a) Excellent b) good c) average d) poor
13.Are you satisfied with the online services of bakery?
a) Yes b) No c) A little d) can't say
===============================================================

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Shivaji University, Kolhapur BBA Programme 2019

Introduction to the study

Segmentation is followed by marketing targeting that is, an evaluation of the attractiveness of

Positioning is a strategic decision which would determine the success of marketing. It is a

1.2 Objectives of the study:-

1.3 Purpose of the study:-

1.4 Research methodology :-

The Data collection is done by primary as well as secondary sources:-

1.5 Importance of study

Introduction to the organization

Name of the Company: Monginis bakery Pvt. Ltd, Ichalkaranji

Name of Owner : Sunil Jain

Address : Near Gandhi Putla , Ichalkaranji

Mobile no. : 08087297473

No. of workers : above 1000

Shift per day : 1

Competitors : Balaji bakers,Ichalkaranji

Aroma bakers, Ichalkaranji

Chakote bakers , Ichalkaranj

Baker’s Bite, Ichalkaranji

Introduction to the firm

1) Cakes & Pastries

Finance Manager Marketing Manager HR Manager Production Sales

Manager Manager Manager Manager Manager

Supervisor Supervisor Supervisor Supervisor Supervisor

Market Segmentation therefore involves the identification of segmentation variables by which

The process of segmentation is described by:

 Describing the segmentation variables commonly used

Targeting is practiced in the basis of following factors:-

Segmentation for mobile phones:

Segment 1 Segment 2 Segment 3 Segment 4

State of mind Convenience Music Status conscious Status

Mobile option Simple models Personal media Bluetooth – Sophisticated

Positioning is a strategic decision which would determine the success of marketing. It is a

2. Perceived quality positioning

Data analysis and interpretation

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

1.4Table showing opinion of customers on the quality of product

Particulars No. of respondents Percentage of respondents

1.5Table showing ratings of customer for each products :-

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

Yes it’s true 50 100

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

Particulars No. of respondents Percentage of respondents

1.12 Table showing satisfaction towards bakery

Particulars No. of respondents Percentage of respondents

1.13 Table showing number of customers visit to the bakery

Particulars No. of respondents Percentage of respondents

Findings and observations

Suggestions & Conclusion

1) It is suggested that, quality of savouries and cookies should be improved.

Marketing Management : A decision making approach by Pingali Venugopal.