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SUBMITTED TO

PROF. RUPA DESAI

SUMBITTED BY

NAME ROLL NO.

PRAJAKTA MESTRI 77

KALPANA SAINI 101

LOHIT SHETTY 106

SHWETA SHETTY 107

BHAGYASHREE SHINDE 108

LAXMAN TECHCHANDANI 114

SHREYA VICHARE 126

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INDEX

SR NO. TOPIC

1 COMPANY PROFILE

2 PRODUCT PROFILE

3 CONSUMER PROFILE

4 WHY CAKES????

5 MARKETING RESEARCH

6 WHAT ARE CAKES MADE OF???

7 4 P’s

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COMPANY PROFILE :

Modernisation, globalization are words which are coming up in the 21 st

century so the choices, taste, lifestyle, standard of living are changing rapidly.
As people are coming closer and accepting various cultures.
“Live life to the fullest by celebrating every moment” is what our
company always believes. The cakes are the best product that could make a
moment more memorable as young generation always wants something new
and fascinating.
Thus we feel and trust our product that will definitely bring smile on
every individual.

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SHOP NAME PEARL

COUNTRY INDIA
ADDRESS GOKHALE ROAD NEAR THANE STATION
(WEST).
PRODUCT WE OFFER CAKES
ST
YEAR ESTABLISHED 1 AUGUST,2006
BUSINESS TYPE OUTLET
EMPLOYEES 3 CHEFS,5 SALESPRESON, 2 DELIVERY
BOY

OBJECTIVES:

1. CONSUMER EXPECTATIONS
2. MAKING A GREAT PLACE
3. GREAT SERVICE

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C-CLEANLINESS
H-HYGIENE
A-ACCURACY
M-MAINTAINANCE
P-PRODUCT
S-SPEED

Some of the quality control steps we implement are in the following areas:

• Quality Assurance Systems

• Raw Material Quality & Services
• Process Monitoring & Control
• Finished Product Management
• Food Safety (HACCP)
• Good Hygiene Practice (GHP)

So no matter if you see a “PEARL” cake shop sign, you know it's a sign of trust, a sign
that promises world-class quality.

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OUR VISION

• To supply the best quality products with value for money

• To continue being the nation's No. 1 cake brand by extending our presence to all
towns in India and abroad.

• For us, the customer is the valued creamy centre around whose satisfaction all
activities revolve.

• Our delicious world-class quality value-for-money products are the automatic

choice for anyone who wants to Go Ahead and Celebrate

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SWOT ANALYSIS

STRENGTH:-Positive energy, teamwork, consistent quality, freshness of product,

consumer satisfaction, and consumer focus.

WEEKNESS:-Being a perishable product risk of spoilage due to moisture in

atmosphere.

OPPORTUNITIES:-Expansion, Diversification.

THREAT:-competitors. (e.g. MONGINIS)

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PRODUCT PROFILE

PRODUCT : CAKES

NAME OF THE PRODUCT : CREAMIANO

PUNCH LINE : “FOR EVERY OCCASION

A GRAND CELEBRATION”

STANDARD SIZE : ½ KGS

FLAVOURS : CHOCO WITH VANILLA AND DRY

FRUITS

CONSUMER PROFILE

TARGET CUSTOMER : STUDENTS AND RESIDENCE

AGE GROUP : ANY ONE

CLASS : NO CLASS BARRIER

EDUCATION : NOT REQUIRED

LOCATION : THANE DIST.

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CREAMIANO

We are launching our new cake name as creamiano on basis of the survey we have
conducted. The name is a Latin type word that sounds more stylish, creamy, and
mouthwatering that could definitely attract young generation.
It consists of material of best quality and the flavor, appearance that we have given to our
product is totally new.
As per our survey the most demanded products are blackforest,
chocolate so we have decided of making a new cake that will satisfy our customer needs by
every aspect. It will include the delicacies of dry fruits that could pour richness of cashews,
walnut, fresh cream and choc chips.

This new product will give tough competition to various products of ‘MONGINIS’

REASONS: our various strength of the products likes;

1. QUALITY
2. FRASHNESS
3. REASONABLE PRICE
4. TASTE
5. HYGENIC
6. PACKAGING

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WHY CAKES?????

The cake is most favorable product in the market as it is a consumable item.

The demand of the product is very good as it has become the as eating a food so it is
rightly to be said as “OCCASSION TO EK BAHANA HAI HUME TO SIRF CAKE
KHANA HAI”.

Quality

Our product has high quality. Raw materials used for the production of product are of
standard quality, which on process leads to a better quality of output.

Hygiene

Our product and our outlet maintain an excellent hygiene.

a. Cleanliness: There is daily and proper cleaning done in our outlet.

b. Processing: Machinery used to prepare cakes are properly maintain, cleaning is done
properly before production.

c. Workers: Chef keeps hygiene by wearing cloves, apron, chef caps etc.

d. Display and storing places: They are displayed in a glass shelf’s, which are cleaned
regularly.

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MARKETING RESEARCH
According to Philip Kotler, “Marketing research is the systematic design, collection,
analysis and reporting of data and findings relevant to a specific marketing situation
facing the company.”

Marketing research is concerned with marketing studies of specific marketing problems

and opportunities. In other words it helps in finding out and solving marketing problems. It
is a key to the evolution of successful marketing strategies and programs.

Our marketing research is mainly based on Thane. For research we took a sample of 100
students out of which only 100 responded as students were good to provide us the
information. We visited Thane College as JOSHI BEDEKAR. As our main targets were
the student’s approaches. On the basis of survey we have collected the information and
analyzed below we have provided the chart.

Q.1 Do you eat cakes?

Do you purchase cakes?

120

96
100

80
percentage

Yes
60
No
40

20
4
0
Yes No

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Q2. Do you prefer it occasionally or usually?

when prefer cakes.

Usually
27%

occassionally
73%

Q3. Different flavors in the market?

FLAVOURS

2%
1% 6% Vanilla
33% Choclate
20%
Pineapple
Black Forest
Coconut
12% Dry Fruits
Others
28%

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Q.4 For which factors do you give more preference?

FACTORS

PRICE
PACKING 13%
29%

QUALITY
36%
QUANTITY
22%

Q.5 what is most considerable factors our competitor have?

COMPETITORS FACTORS CONSIDERED

PACKING 58%

QUALITY 73%

PRICE 15%

REPUTATION 66%

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What are CAKES made of?????

Different cakes have different recepies as we can say different qualities in the
cakes and our existing product was also a cake so we have decided to launch a new
product on the basis survey we have made.

EXISTING CAKE

NAME: CHOCOLATE, PINEAPPLE,BUTTERSCOTCH, MAWA.

QUANTITY: DEPENDS (500 GMS,ETC)

PRICE: MIN 150/-

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NEW CAKE

NAME: CREAMIANO

QUANTITY: MIN 500GM

PRICE:145/-

MARKETING MIX

4 P’s of the marketing which consist of PRODUCT, PRICE, PLACE, and

PROMOTION. This is very much essential for launching the new product, by considering
all these points it would be beneficial for us.

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PRODUCT
An object or a service that is mass produced or manufactured on a large scale with
a specific volume of units. A typical example of a mass produced service is the hotel
industry. A less obvious but ubiquitous mass produced service is a computer operating
system. Typical examples of a mass produced objects are the motor car and the
disposable razor.

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A product is the core of any marketing mix.

Quality:

Our product has high quality. Raw materials used for the production of product are
of standard quality, which on process leads to a better quality of output.

Quantity:

Quantity of cakes depends on the product range.

Hygiene:

Our product and our outlet maintain an excellent hygiene.

a. Cleanliness: There is daily and proper cleaning done in our outlet.

b. Processing: Machinery used to prepare cakes are properly maintain, cleaning is done
properly before production.

c. Workers: Chef keeps hygiene by wearing cloves, apron, chef caps etc.

d. Display and storing places: They are displayed in a glass shelfs, which are cleaned
regularly.

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Packaging:

Cakes are packed in our standard packs depending upon the sizes. Firstly the
cakes are placed over a tray and then inside a cardboard box for convenient handling.

PRICING

Introduction

Pricing is undoubtedly one of the most important decisions areas of marketing.

Price and sales volume together decide the revenue or profits of any business. As the

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sale volume is in itself is dependent on price, pricing really becomes the key to the
revenue of the business.

Importance of pricing

Companies can resort to two broad strategies routes – the price route and non
price route. Those who take to the non price route concentrate on elements like product,
distribution, advertisement, personal selling and sales promotion. In their marketing
strategy. They try to meet the competitors on the non price front rather than non price.
Some other firms attached great important to pricing and believe that they can always
break costumers brand loyalty by a lower price.

The interesting point is that pricing is an important decision area, whether the firms
takes to the price route on the non price route in its marketing strategy.

Pricing acquire its important on account of yet another consideration – it is a risky area of
decision in marketing management. Mistake s in pricing decisions seriously affects the
firm, its profits, growth and future.

NEW PRODUCT: CREAMIANO

PRICE: FOR 500 GM
145/-

PROMOTIONAL STRATEGIES

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As the product of the company depends upon the different strategies to make its market
demands so the promotional strategies that we are following are:

Any paid form of non-personal presentation and promotion of

ideas, goods, or services by an identified sponsor. Advertising helps in the promotion of the
product in the market.Examples: Print ads, radio, television, brochures and catalogs, signs, in-
store displays, posters, and banner ads. Therefore the advertisements made by our outlet are
published in television, radio, newspapers, banners etc. The TV commercial is generally
considered the most effective mass-market advertising format and this is reflected by the high
prices TV networks charge for commercial airtime during popular TV events. Advertisements are
also made on all the radio stations and also published in the ‘times of India’ newspaper. Banners
are also displayed in many areas to attract the customers.

Benefits of advertising to our outlet:

• Awareness: One of the main benefits of advertising is to create awareness of the product.
Thus it creates awareness among the people and may help in promoting the sales.
• Complete product knowledge: Advertising helps to inform about the product and also
induces the target audience to buy it.

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• Increase in demand: As people come to know about the product and also its features then
there may be increase in the demand of that product.
• Increase in sales : Due to advertising the demand is increased . This increase in demand
may create an increase in the sales.

Incentives designed to stimulate the purchase or sale (demand) of

a product, usually in the short term. Examples: Coupons, discounts, schemes, contests, product
samples, and exhibitions. The outlet provides with various sales promotion as follows:

Discount offers : Popularly known as price off, the manufacturer offers a discount off the list
price on each unit purchased by the retailer. Thus to promote our sales, the outlet provides
discount for the customers.

Product samples : Here the free quantity of product is given to the customers. We are generally
using this strategy as we are launching a new product in the market. This tool works efficiently
when the product is unique and different.

Schemes : many new schemes will be provided to promote the sales. Schemes like 20% discount
on any of the special occasion, special schemes for the students, one on one free product, etc.

WE PROVIDE GIFTS LIKE BALLONS,DECORATIVE ARTICLES DURING BIRTHDAYS AND

SPECIAL OCCASION.

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Many forms: Telephone marketing, direct mail, online

marketing, etc.; Four distinctive characteristics: Nonpublic, Immediate, Customized,
Interactive; Well-suited to highly-targeted marketing efforts when deciding upon your
unique marketing communications mix, you should also consider the Product Life
Cycle

PLACE

Place represents the location where a product can be purchased. It is often

referred to as the distribution channel. It can include any physical store as well as virtual
stores on the Internet.

The place we have chosen is Thane.

1. As the residence and students approach is good.

2. Nearby station for easy accessibility for people to have it anytime.

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CONCLUSION

Working on this project was a great

experience where we actually applied over
creativity, group co-ordination, time
management which is going to help us in
our professional as well as personal life.

Apart from this it also helped us to acquire

knowledge regarding various strategies
which are taken into consideration while
launching a new product.

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