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PROJECT REPORT
ON
“COMPETITIVE ADVANTAGES OF MONGINIS”

A PROJECT SUBMITTED TO

UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF THE

DEGREE OF BACHELOR OF MANAGEMENT STUDIES (BMS)
BY

FURKAN AHMED

T.Y.B.M.S:-1

UNDER THE GUIDANCE OF

MR. DHANASHREE BHUTE

PATUCK-GALA COLLEGE OF COMMERCE & MANAGEMENT

SANTACRUZ (E), MUMBAI– 400 055
2021-2022
 CERTIFICATE

This is to certify that FURKAN AHMED ATIQUE AHMED

SHAFIYA has worked and duly completed his Project Work for
the degree of BACHELOR OF MANAGEMENT STUDIES
(BMS). And his project is entitled, “COMPETITIVE
ADVANTAGES OF MONGINIS” under my supervision

I further certify that the entire work has been done by the learner
under my guidance and that no part of it has been submitted
previously for any Degree or Diploma of any University.

It is his own work and facts reported by his personal findings and
investigations.

--------------------------------------------------------------

MR. DHANASHREE BHUTE

Name and signature of project guide

Seal of the College

 DECLARATION
I the undersigned Miss / Mr. FURKAN AHMED here by, declare that the work
embodied in this project work titled “COMPETITIVE ADVANTAGES OF
MONGINIS”, forms my own contribution to the research work carried out under the
guidance of MR. DHANASHREE BHUTE is a result of my own research work and
has not been previously submitted to any other University for any other Degree/
Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

----------------------------------
FURKAN AHMED

ROLL NO: - 1

Certified by:-
-------------------------
Name and signature of the
guiding teacher
 ACKNOWLEGDEMENT

To list who all have helped me is difficult because they are so numerous, and the
depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the UNIVERSITY OF MUMBAI for giving me chance
to do this project.

I would like to thank my Principal, DR. MEETA PATHADE for providing the
necessary facilities required for the completion of this project.

I take this opportunity to thank our Coordinator, MRS. BYSHI PANIKAR for her
moral
Support and guidance

I would also like to express my sincere gratitude towards my Project Guide, MR. FURKAN
AHMED .Lastly, I would like to thank each and every person who direct or indirectly helped me in
the completion of the project especially my PARENTS AND PEERS who supported me
throughout my project.
 TABLE OF CONTENT
CHAPTER PAGE NO
CONTENTS

I 1.1 Introduction 6

1.2 Objectives 7

1.3 Research methodology 7

1.4 Core vision and values 8

II 2 Marketing Strategies 9

2.1 Types of cosmetic product 10

2.2 Findings 16

2.3 Suggessson And Recomandtaions 19

2.4 Celebrity Marketing 28

2.5 Brand name 34

2.6 Development Of Cosmetic Industry 39

2.7 Lakme & Loreal Safety & use 45

2.8 The Major Product & Services Offered 53

By Lakme & Loreal & Its Competitors
2.9 Product Mix Of Loreal & Lakme 56

2.10 Customer Behaviour 63

II Case Study 76
I
I Conclusion 77
V

V Bibliography 78

5
 1.1 INTRODUCTION
Monginis is an Indian multinational pastry and bakery chain based in Mumbai with outlets in
different cities in India and Egypt. In 2019, Monginis was ranked 648th among India's most trusted
brands according to the Brand Trust Report 2019, a study conducted by Trust Research Advisory, a
brand analytics company

.
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
Khorakiwala family, and became Monginis Foods Private 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
.
Monginis is a number 1 brand in India and has a very extensive network of more than 500
exclusive cake shops across 12 major cities in India, additional to coverage of over 15,000 retailers
selling Monginis branded products. It became a truly international brand in the year
1991, when it entered Egypt, Today it is one of the leading bakery brands in Egypt and has a
presence in Cairo and Alexandria With over 35 exclusive shops in addition to a number of retailers
selling Monginis branded products on non-exclusive basis. A specialist in making Cakes begins
right from selecting right quality ingredients in precise quantities. Blending them together 10 the
best of knowledge and baking to the level of perfection the soft and moist sponge _so made is then
sumptuously layered and coated with cream flavored with dark Chocolate or milk chocolate or with
various fruit flavors .These flavors are used either alone or in various combinations to give the best
possible mouth feel to the cake. The lovely birthday cakes can even be delivered anywhere in 12
prominent cities in India where Monginis has presence.

World is increasingly buying “online” and toddy one can order virtually anything from within the
comforts of his or her home or office. Monginis has successfully married a concept of buying the
cakes online with its core strengths of making yummy cakes and delivering them promptly to the
places wherever required. One can order cakes of one choice by logging on its website
www.monginis.net

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 1.2 OBJECTIVES

Monginis prides itself on bringing forth the best of baked goods and cakes in local communities. Join
hands with us and step into the world of business with the backing of an experienced and streamlined
network of 1000+ strong stores all over India!

Monginis says creating exceptional cakes is our way of life, and our customers and partners are the focus
of everything that we do. Our unwavering commitment to both our customers, franchise partners &
distributors is the key to our success in the future. We are dedicated to creating a dynamic environment,
conducting ourselves with the highest integrity for every component in our value chain: our customers,
suppliers, team members, and franchise partners. By acting in the best interest of everyone along our value
chain, we are able to ensure our company's sweet success

Objectives to study

 To identify elements which customers notice when he enter in monginis at different location
 To identify touch points those alters experience of a customers
 To list down touch points that changes across the even if the demographic are the same
 To recognize points that motivates a sales person in store to work hard
 To compare various aspects which leads to underperformance of a sales person
 To find out solutions in order to bring about uniformity

1.3 Research and methodology

Research problems
 To find out points which a customer consciously or unconsciously notice in different shops of
monginis
Research approach
 Qualitative as well as quantitative approach has been used for this research. But the stress was
basically qualitative approach
Research design
 This study falls under applied research category and as it contain both qualitative and quantitative
approach it a descriptive research
.

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 1.4 Core vision
Every organization operates with a vision in their mind so that the activities of each and every person
involved with the organization leads to same direction. The core vision of Monginis is as follows:

1. To help people celebrate their happiness and make those moments memorable in their lives.

2. All Monginis products and services shall be offered with the same love, care and affection as if; they
were meant for the most beloved person (or a family member).Creating value-for-money products without
compromising on quality in terms of taste or appearance.

3. Good intentions in dealing with one another amongst the stakeholders (shareholders, suppliers,
employees, franchisees, dealers and consumers) breed (or yield) good products and services.

4. Our vision is to become a national cake company with one thousand monginis cake shops through forty
manufacturing franchisee units spread over the metro cities of India

Values

Monginis follows a simple “doughnut principle” whereby the customer remains that valued creamy
Centre around whose satisfaction all revolves.

1. We shall make products, keeping in mind the feelings of the end consumer in mind, be it son, daughter,
father, mother and make the products with the same love and affection as it were made for a family
member. We strongly believe that good intentions breed good products.

2. Value for money: We shall offer consistently value for money products.

3. Fairness: We shall be fair in all dealings with the stake holders (shareholders, suppliers, employees,
franchisees, dealers, consumers).

4. Monginis shall constantly strive to build strong relationships based on understanding each other and
mutual cooperation;

5. We shall value and respect the contribution of all Monginites from workers to senior level managers,
suppliers, service provider, franchisees and dealers

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 2. Marketing Strategies

Ushering in the summer, Monginis Foods Ltd. is planning to roll out a slew of marketing and promotional
initiatives to promote its existing as well as new products. As a part of marketing strategy, Monginis is
planning to enhance its brand visibility at their outlets by setting up special Monginis lollipops but this
attempt proved to be a failure. In addition the company is also planning to focus on school promotions to
promote its existing range of bar cakes and slice cakes in the Indian market place. Monginis is targeting
600 schools to reach out to children. The promotion campaign will involve 3 steps. One, schools will be
enrolled and approached. Second, schools will be given an opportunity to visit Monginis bakery for an
entire day. Third, Monginis will host drawing contests and quiz contests.

Monginis has launched Monginis Brownies priced at Rs.5 at all Monginis cake shops. They have also
come up with Monginis Khari in a mid-sized pad (priced Rs.20. They are also planning to introduce new
exotic varieties in fresh cream cakes targeted at Sec A&B priced between Rs. 100 and Rs.300 soon.
In order to position Monginis as a strong cake brand which offers benefits of being soft and fresh, the
company had come up with a television commercial in the year 2006-07. On a regular basis, it advertises
through the print media. According to Mr. JagdeepKapoor, MD, Samita Marketing Consultants Pvt. Ltd.;
the brand marketing strategy consultants for Monginis, the objective is to build Monginis brand with a
clear target of 1000 franchise cake shops