RMS CASE STUDY:

MY KIND OF CAKES
AKHIL CHAUDHARY PGP/05/005
RAHUL SARDAR PGP/05/035
LAL RAMDINA PGP/05/027
VIMAL BIJORIA PGP/05/050
1. WHAT WERE THE SUCCESS FACTORS FOR
MKOC IN ITS INITIAL YEARS?
• Uniqueness
• Customization
• Theme cakes
• Niche in the category of providing non standard cakes
• Innovation

• Customer Service
• Fantastic customer experiences
• CRM
• Sensitized and trained staff
• Wholesome experiences

• Marketing Mix
2. WHAT SERVICE EXPECTATIONS DO CUSTOMERS
HAVE OF CAKE SHOPS SUCH AS MKOC? HOW DID
THESE EXPECTATIONS DEVELOP?
• Customization of cakes only through Mr. Kapoor. The trust developed led to
this.
• Small sized triple decker cake. The customers got all the requests accepted
which led to this requests.
• Photography. People noticed his skill and requested him to cover their events
for them.
3. DISCUSS THE IMPORTANCE OF CUSTOMER
RELATIONSHIP MANAGEMENT (CRM) FOR
COMPANIES SUCH AS MKOC.
Businesses such as MKOC running on a single bricks and mortar store it becomes
extremely important to incorporate CRM into its management strategy.
• Helps retaining the customers
• Enhance customization or the entire experience itself
This becomes a vital tool for the business as the customers eventually start expecting
certain customized services. For the business to remember the preferences of each
individual customer this is an extremely important tool as it connects the sales, data base,
the customer services and other important aspects of the business.
4. SUGGEST A LOYALTY PROGRAM FOR MKOC
AND LIST THE ADVANTAGES AND
DISADVANTAGES OF THE SUGGESTED PROGRAM.
As the research showed that on an average the loyal customer visits the store 6-7
times a month. The customers can be rewarded on the basis of same.
1 point per order (of minimum price 150)
Accumulation of 10 points will make a customer eligible for a free customizable cake.
• This will increase the number of visits per customer and cut into competition’s
market share
• But this will have its fixed costs and reduced margins