“As part of the marketing strategy, we are planning to enhance the brand visibility for Monginis at our outlets by setting up special Monginis lollipops. In fact, Monginis lollipops is a signage of Monginis in the shape of a lollipop,” says Mr Khorakiwala.
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. “We are targeting 600 schools to reach out to children. The promotional campaign will involve three steps. One, schools will be enrolled and approached, second, schools will be given an opportunity to visit Monginis factory for an entire day,” he adds.
According to Mr Khorakiwala, this promotional campaign will continue from April 2002 to March 2003. “As a third step, we will host drawing contests and quiz contests. We have recently launched ‘Monginis Brownies’ priced at Rs 5 at all our cake shops in Mumbai.”
The company recently launched ‘Monginis Khari’ in a mid-sized pack priced at Rs 20. Further, the company also plans to introduce new exotic varieties in fresh cream cakes targeted at SEC A & B priced between Rs 100 and Rs 300, soon, says Mr Khorakiwala.
In order to position ‘Monginis’ as a strong cake brand which offers the benefit of being soft and fresh, the company recently released a television commercial. On a regular basis, the company advertises through the print media, according to Mr Khorakiwala.
Informs Mr Khorakiwala: “Monginis has grown 614 per cent in the past five years and is about to touch Rs 100 crore by 2003-end, through strong marketing initiatives. We also have products at a large number of price points to ensure maximum availability.”
According to Mr Jagdeep Kapoor, managing director, Samsika Marketing Consultants Pvt Ltd—the brand marketing strategy consultants for Monginis— the objective is to build the Monginis brand with a clear target of 1,000 franchise cake shops.
“From a level of 37 a few years ago, it has crossed 300 cake shops. Monginis has already set up many cake shops in west and east. Now, these cake shops are being set up in the North also. Thus, manufacturing franchisees for Monginis have grown from one to 12 in the past few years,”informs Mr Kapur.
According to Mr Khorakiwala: “Sales and distribution marketing initiatives have worked well with the brand’s expansion into new areas like Pune, Nashik, Goa, Baroda, Rajkot, Kolkata and Hyderabad”.