ent le nimfas

8/2/2019 ENT Le Nimfas

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TEAM PIONEERS

L E O G E O R G E M E E N U P I L L A I

S A M S O N S J O H N F A A I Q U N I S H A D V N

PRESENTS


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Alchemist

4/29/2012 TEAM PIONEERS

when you really

want something

,

all the

universe

conspires in

helping

you to achieve it

.


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Le NimfasJoy of togetherness


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Public Relations & Product Creativity


MEENU PILLAI


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Company Introduction

Le Nimfas cake shop,is a creation of fivebeautiful minds who wanted the

people of their hometown toexperience and taste best quality cakes

which was not existing in their life.They embarked on a brainstorming

journey which created this exclusivecake shop

Le Nimfas sells a wide range of pastries and

unique dainties and drinks. We striveto provide quality and truly superior

products



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VISION

Le Nimfas vision is to be the best cakeshop for celebration of life, food anddrinks in India



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Mission

To delight the customers by providing

world-class taste, quality, service andartful presentation of cakes in a chic

and tranquil ambience, to share and

spread the joy of togetherness



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Our Ideologies

Honesty & Integrity

Reliability

Creativity & Innovation

Uniqueness



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Major Players In India

Caf Coffee Day

Starbucks

Sweet Chariot

Monginis cake shop La Patisserie

Daily Bread

Petalsngifts- Online only

Other family bakeries



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Growth of Industry

Growth curve

50 per cent profits on certainproducts

30-50 per cent annually

Generates Rs 10,000 crore

22% penetration in the urban market



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Key Driving Factors The need-based category caters to

products like bread and biscuits

It varies from breads to pastries, cakes,pizza and puffs

The connoisseur category will coverproducts like specialised pastries and

cakes

Changes in lifestyles and rising travelopportunities



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Products and Service

Pastries Cakes & Slices

Dainties

Drinks

Fresh Salad



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PastriesPremium Cakes



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Wedding cakes

Traditional

Contemporary

Chocolate Novelty



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Celebration Cakes

Children

Women

Men Corporate



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Chocoholics



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Seasonal & Cupcakes



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Dainties, Drinks & Salads

Dainties:

Sandwich- Veg & Non Veg

Burger buns

Hot dogs

Drinks:

Breezes

Smoothies

Salads: Veg & Non Veg4/29/2012 TEAM PIONEERS


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Competitive Advantage

Five professional & strong willed

minds behind the project

Uniqueness in the product line

Best quality at an affordable price



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Management team

Meenu Public Relations & Product

Creativity

Leo Technical Advisor & Supplies

Nishad Logistics & Distribution

Samson Production, HumanResources

Faaiqu Strategy & Marketing4/29/2012 TEAM PIONEERS


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Distribution strategy...

NISHAD

Logistics & Distribution


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Single product

category focus

Patented recipe

Superior technology integrated

production

Excellent

management team

and staff

State of art

owned caf

Virtual cake shop

Best quality products

Excellent caf ambience


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Lack of expertise in theindustry among the

management



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Peoples disposal

income is increasing.

Change in peoples

spending behavior

Peoples imitationtendency is

increasing.

Brand importance is

not visible in the

market for our

specific product

category

Exclusivity option to

our distributer

Change in lifestyle


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Existing players may imitate our technology

zero switching costs for customers


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Bargaining

power of

suppliers

Threat

from

existingplayers

Threat from new entrantsThreat from substitute

goods

Bargaining

power of

buyers


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Key strategies forexecution


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Strategiesagainst

competitionand newentrants

Aggressive salepromotion

Patenting ouringredients

Regular productmodifications and

new additions toproduct variants Co branding with

our partners andproviding anexclusivity

options

Superior productcustomization



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Strategies against bargaining power

of suppliers

Maintain goodpersonal

relationship

Regular orderpayments on

time.



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Strategies against bargaining power

of customers

Providing uniquequality, taste anddesign so thatbuyers are attractedtowards the brand

Providing goodambiance

consistency inbringing upinnovative cupcakes, flavoredcool drinks andother products



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Highlights of our website

Menu

Online club registration

Connect us with social

media pages

Share customer

experience

Share us with your

friends and relatives.



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Web Contd...

Gift your dear one.

Make your crazy recipe

application

Design your dream cake

Campaigns on building

up a cake culture



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LEO GEORGE

Technical Advisor & Supplies4/29/2012 TEAM PIONEERS

PRODUCTION STRATEGIES


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Production

membership

SmallOutlet

Other

BakeryDistribution

Online

Le Nimfas

Business Flow chart


Incomplete , Under construction


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Technology

Cake baking using separate machine

Owen with a capacity of 20kg

Freezer or cooler with capacity of 6 feet

Powdering & Icing Dispenser

Printing photo on cake



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Vendors Required

Flour

Sugar

Glucose

Essence

Fruits

Color

Chocolate

Egg

Edible Ink

Packing materials

Knife

Greeting cards


Q lit M


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Quality Measures

Good quality raw materials

Primary processing in production unit

Proper packaging, handling, transport and warehouse

system for perishables and specified raw materials

Maintenance of food quality during post-processing

preservation

Educating the employees on standards and regulations

for quality control


Additi l M


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Additional Measures

Refrigerated truck

Refrigerated storage

Inventory

Finished Products

Unique Packing

Edible Ink


C biliti


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Capabilities Online ordering system & payment

system

Ordering possible through famousbakery chains

Strong Distribution Network

Experts who have experience in the

field

Door to Door service


Q alit in Cafe


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Quality in Cafe

Hygiene

Usage of hand gloves

Refrigerated & heating display system

Quality service by the staff

Air condition in the cafe



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SAMSON S JOHNProduction, Human Resources



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DriverAsst. ChefAsst. Chef

Master ChefMaster Chef

HelperHelper

LEOFAAIQUSAM

Helper

MEENUNISHAD

Caf WorkerCaf Worker

Deliver Boy

BOARD OF DIRECTORS ORG CHART

NOT COMPLETE*



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How much is the liking towards cakes

in general?

15%

34%33%

15%

3%

Most favorite Favorite Like it Its good Its OK



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What type of cake do you prefer?

39%

16%10%

16%

3%

3%

13%Plum cake

Fruit cake

Sponge cake

Chocolate cake

Cream cake

Vanilla cake

Cheese cake



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When do you usually buy cakes?

Series1

0

10

20

30

40



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How often do you go to a Caf?

0

2

4

6

8

10

12

Everyday 4 times a

month

3 times a

month

2 times a

month

Once a

month

0

9

65

12

Series1


Wh d b


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What are you most concerned about

in a Caf?

Ambience

Affordable

Quality

Convenience

Taste

12

5

8

1

6

Series1


Whi h f h f ll i C f i d


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Which of the following Caf item do

you prefer?

2%

33%

21%

19%

17%

8%

Cup Cakes

PastriesBrownies

Trufles

Dessert Cakes

Pudding


Do you typically get branded (Icing cream) cakes that


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Do you typically get branded (Icing, cream) cakes that

you recognize and familiar with or do you buy anything

that is available?

62%

38%

Give improtance to brand

No impotance to brand


Whi h t ill f th t


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Which aspects will you prefer the most

while buying a cake?

Taste Quality Price Shop Art on the cake

Series1 13 6 7 5 1

0

2

4

6

8

10

12

14

AxisTitle



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How much are you willing to pay for a good

quality pastry of 1.5 kg of your favorite flavor?

0 5 10 15 20

Below 500rs

500rs - 700rs

700rs - 1000rs

1000rs - 1200rs

Above 1200rs

Series1


A f t f C k A t?


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Are you aware of a concept of Cake Art?

28%

72%

Yes

No


W ld f k ith t


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Would you prefer a cake with an art on

it?

72%

28%

Yes

No


H h illi t t


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How much are you willing to pay extra

for a cake with an art on it?


4%

18%

35%

39%

0% 4%

Below 50rs 50rs - 100rs 100rs - 150rs

150rs - 200rs 200rs - 250rs Above 250rs


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Marketing Strategies

Faaiqu

Strategy & Marketing

S t ti


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Segmentation


ECONOMIC SEGMENTS

UPPER MIDDLE CLASS PREMIUM UPPER PREMIUM

Kerala

EKMPalarivattam Kakkanad Road

l


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Residential Commercial Other Bakerys

Kerala

Cafe Retailers

Apartments

Housing colonies

Independent Homes

Clubs/ Associations

Maternity hospitals

Schools/ Colleges

Private companies

I T companies


Pl t i M k t


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Placement in Market


Manufacturing

Retailing

Full service

Differentiating our

service and products,

we will focus on being

known as a provider of

unique cakes cake art

and at low costs andhigh quality

Le Nimfas

M k t


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Market

Structure


SUPPLIERSFarmers

ManufacturersOther vendors

Distributors

Semi Wholesalers

INDUSTRY

COMPETITORS

Many

BUYERS

Corporate

officesRestaurants

Residential

customers

Other bakerys

SUBSTITUTE

PRODUCTS

Sweet shops

Home madepreparation

Cookies, Biscuits

POTENTIALENTRANTS

Existing Industry

competitors

Small regional

players


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BRAND STRATEGY

Brand personality

Brand logo, (Baby, family)

Differentiation (Customize)


Marketing Mix Elements


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Marketing Mix ElementsProduct

Le Nimfas Pastries, cakes & slices, dainties, drinks,

fresh Salad & More

Raw materials : Sourced from all over the country

Use of Technology to upgrade quality

Customization


Packaging


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Packaging

Innovative and contemporary (Innovative Box)

Long life and attractive ( Impulse purchases )

Pr ice

Single piece pastries, brownies box

Market above pricing

Prices varies according to the weights and typesof cakes and other products


i ib i


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Distribution

Internet marketing

D to D services


Promotion (IMC Mix)


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Promotion (IMC Mix)

Planning to integrate students and Mothersunder Business model

Mailers to corporate clients

Local TV channel

Marketing through malls and retails

Attractive brochures, posters, collegemembership discount coupons



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Brand Extension

Caf business to cash in on its brand image

A class apart

Unique recipe

Exquisite ambience

Core focus on ambience, taste, hygiene, quality



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Cafe

Less than 1000 sqft

Timing : 10:00 To 9:00

Student crowd, couple crowd, single at thecounter, other

Big cake @ the center

Customization - Seasoned & Theme + General



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Caf contd...

Pink, Ivory, Red & white colors

Lite music & Aroma

Mugs, Keychain, T-shirt, Small Toys, Bags, Caps Draw a cake and win prices

Expected crowd in one hour : 23 people

Couch, Round and Square



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Questions


??????


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ent le nimfas

Documents