Brand Management

Live Project

Group 9
Rasa Bakes by Ruhi
Aashish M061-22
Abhishek M064-22
Shubham Jha M172-22
Millie M090-22
Navjyoti D011-22
Samridhi Mishra D016-22
Rohit Raj Sheoran M104-22
 1. Brand Overview
2. Situation/5C analysis
3. Analysis of Brand positioning

Contents
4. Analysis of brand elements
5. Analysis of brand’s marketing program/4Ps
6. Opportunities for leveraging Secondary
Brand associations
7. Recommendations
8. Tentative Budget allocation
9. Testimonials from the decision maker
Brand overview
Started by Ruhi who had a
background in Hotel Management
Rasa Bakes emerged as a
spontaneous venture in COVID-19
pandemic in 2021
Brand's focus on quality and
premium custom products

Specializes in a variety of cakes

(traditional cakes to innovative
offerings like cupcakes, tea
cakes, and jar cakes)
Unwavering commitment to quality
Dedicated to using high-quality
ingredients
distinct and delightful taste
experience
Industry Analysis
INDUSTRY TRENDS

HEALTH & CUSTOMIZATION &

WELLNESS PERSONALIZATION

ONLINE PRESENCE LOCAL SOURCING

COMPETITION

THE
CAKEWALK CHOLOCATE CAKES N BAKES
DELIGHTS ROOM

COMPETITIVE ENVIRONMENT
Use of Instagram to promote products in Ranchi's local baking sector. RB stands
out with exclusive emphasis on cakes and commitment to uniqueness and
quality. Competitors are also following the trend towards artisanal,
personalised, and health-conscious baked products.
Positioning
RASA TARGETS INDIVIDUALS WITH A MODERATE TO HIGH-INCOME LEVEL WHO
APPRECIATE PREMIUM DESSERTS & AND PEOPLE WHO LOVE DELICIOUS, TOP-
QUALITY DESSERTS AND ARE READY TO PAY A BIT MORE FOR SOMETHING
SPECIAL.

RASA REDEFINES THE DESSERT EXPERIENCE AND IS POSITIONED AS A

PREMIUM BAKERY. RASA CREATES ELEGANT CULINARY ENCOUNTERS IN
ADDITION TO SELLING SWEETS.

RASA CREATES AMAZING CULINARY EXPERIENCES RATHER THAN SIMPLY

OFFERING SUGAR-BASED PRODUCT.

FACTORS

QUALITY-FOCUSED EXCLUSIVITY CUSTOMER LOYALTY

Positioning
POINTS OF DIFFERENTIATION

PRODUCT RANGE QUALITY-FOCUSED EXCLUSIVE POSITIONING

POINTS OF PARITY

TITLE

THE TITLE OF "BEST

DIGITAL PRESENCE LONG-TERM VISION
CAKE SHOP IN RANCHI"
 Situational/5C analysis
COMPANY Custom cakes
Unique selling proposition lies in its commitment to experience,
quality, and a family-oriented approach

COLLABORATORS suppliers who provide a variety of ingredients for its cakes

Brand's focus on quality influences its choice of suppliers

COMPETITORS Home bakers and local bakeries

Physical outlets in more accessible areas

CUSTOMERS Premium clientele that values quality and unique cake offerings
Loyal customer base through word-of-mouth recommendations
and family-oriented approach.
CONTEXT Healthier baked goods, customization, and a strong online
presence
Customization, personalization, and local sourcing of ingredients
Analysis of brand elements
BRAND NAME & LOGO PACKAGING

Current brand elements can evolve to encompass the

FUTURE CONSIDERATIONS
new aspects of the business
Future plans for a tagline and website
Analysis of brand’s marketing program/4Ps
PRODUCT
Product Variety: Rasa Bakes
offers various custom cakes,
including cupcakes, bento
cakes, pinata cakes, tea
cakes, and jar cakes. The
product line is centred on a
selection of cakes that may
be ordered for various
events and customer
preferences.
Quality: The brand
highlights product quality as
a key characteristic. One
important component of its
product strategy is its
dedication to providing
high-quality goods.
PRICE
Pricing Strategy: Although
the interview doesn't go into
specifics, it seems that Rasa
Bakes targets affluent
customers. This suggests a
premium price approach,
which is probably justified
by the brand's dedication to
employing premium
ingredients and offering a
distinctive flavour profile.
Value Proposition: The
company wants to satisfy
clients that value premium
quality and are prepared to
pay more for it.
PLACE
Distribution Channels: A
larger audience can be
reached thanks to an online
presence, yet customers
who want to visit a bakery in
person can do so in the real
location.
Geographic Reach: Due to
its location, the company
states that it is difficult to
reach clients in far-off
places. As the business
grows and more stores are
opened in Ranchi, this might
be solved.
PROMOTION
Brand Story: The brand can
benefit from its distinctive
origin story, which includes
the founder's experience in
hotel administration and the
pandemic-related
spontaneity of its birth.
Online Presence: The brand
largely uses Instagram for
business, promoting itself
naturally. Its web visibility
can be further improved by
utilising user-generated
content and client reviews.
Offline Expansion
 Opportunities for leveraging
Secondary Brand associations
COLLABORATION BRAND ASSOCIATION
WITH LOCAL TEA,
COFFEE SHOPS,
OR RESTAURANTS WORKSHOPS
AND CLASSES
THEMED ITEMS
CUSTOMER
WOMEN-CENTRIC TESTIMONIALS

PACKAGING HEALTH-CONSCIOUS
PRODUCTS
LOCAL CELEBRITIES
Recommendations
GENERAL BASED ON CATEGORY BASED ON SURVEY
RECOMMENDATIONS EXPANSION
Changing the
Offline Marketing Category Expansion
background logo color
Have a strong online (Bakery Classes)
Brand identity- A Baker
presence Website Creation & E-
as an ideal mascot.
Create an online commerce Integration
Increase visibility
ordering system Recruit skilled and
More staff for more
Increase customer certified pastry chefs or
collaboration
engagements bakers as instructors
Collaboration with Utilize the current
other event customer base to
management platforms promote bakery classes
or counterparts for Maintain a safe and
cross-promotion hygienic learning
environment
Tentative Budget allocation
1. OFFLINE MARKETING: INR 199,500

2. WEBSITE DEVELOPMENT: INR 16,000.

3. FOOD DELIVERY COLLABORATOR: "SWIGGY AND ZOMATO IMPOSE A

SIGNIFICANT FEE OF 28% ON THE TOTAL SALES GENERATED.

4. LOGO AND MASCOT: INR 10,500.

5. BAKERY CLASSES: INR 130,000 ONE TIME & INR 60,000 PER MONTH

TOTAL INVESTMENT WOULD RANGE FROM:

A. OFFLINE MARKETING: INR 199,500
B. WEBSITE DEVELOPMENT: INR 16,000
C. LOGO AND MASCOT: INR 10,500
D. BAKERY CLASSES: INR 130,000 ONE-TIME SETUP COST & AND INR 60,000 PER
MONTH

TOTAL: INR 416,000

Testimonials from the decision maker
Need of the hour to open an offline store in downtown Ranchi.
Needs a proper offline store with more number of personnel under her wing to fulfil
more orders efficiently
No inventory of general flavours or designs are made and stored. With proper
infrastructure and team, it would be made possible
To increase brand recall, a brand mascot will be used once the store is set up.
A strong facebook page will be developed with active postings in groups related to
Ranchi will be made.
Advertisement through offline mode.
more number of orders= can cover the cost of tie ups with food delivery apps like
Zomato, Swiggy.
We will collect customer testimonials and post their videos which will enable them to
understand the taste and quality of our products.
Thank
you