TEAM PIONEERS

PRESENTS

LEO GEORGE MEENU PILLAI S A M S O N S J O H N FA A I Q U N I S H A D V N

when you really want something , all the universe conspires in helping you to achieve it.
Alchemist

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Le Nimfas
Joy of togetherness

Public Relations & Product Creativity

MEENU PILLAI

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Company Introduction
Le Nimfas cake shop, is a creation of five beautiful minds who wanted the people of their hometown to experience and taste best quality cakes which was not existing in their life. They embarked on a brainstorming journey which created this exclusive cake shop Le Nimfas sells a wide range of pastries and unique dainties and drinks. We strive to provide quality and truly superior products
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VISION
Le Nimfas vision is to be the best cake shop for celebration of life, food and drinks in India

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Mission
To delight the customers by providing world-class taste, quality, service and artful 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

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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 certain products 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 cover products like specialised pastries and cakes Changes in lifestyles and rising travel opportunities
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Products and Service

Pastries Cakes & Slices Dainties

Drinks Fresh Salad

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Pastries
Premium 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 Veg

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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, Human Resources Faaiqu Strategy & Marketing
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Distribution strategy... NISHAD Logistics & Distribution

Excellent caf ambience

State of art owned caf

Single product category focus

Excellent management team and staff

Patented recipe

Best quality products

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Virtual cake shop

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Superior technology integrated production

Lack of expertise in the industry among the management

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Brand importance is not visible in the market for our specific product category

Change in peoples spending behavior

Peoples imitation tendency is increasing.

Exclusivity option to our distributer

Peoples disposal income is increasing.

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Change in lifestyle

Existing players may imitate our technology

zero switching costs for customers

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Bargaining power of suppliers

Threat from existing players

Threat from new entrants

Threat from substitute goods

Bargaining power of buyers

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Key strategies for execution

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Regular product modifications and new additions to product variants Patenting our ingredients

Co branding with our partners and providing an exclusivity options

Aggressive sale promotion

Strategies against competition and new entrants

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Superior product customization

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Strategies against bargaining power of suppliers

Maintain good personal relationship

Regular order
payments on time.

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Strategies against bargaining power of customers

Providing good ambiance

consistency in bringing up innovative cup cakes, flavored cool drinks and other products

Providing unique quality, taste and design so that buyers are attracted towards the brand
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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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PRODUCTION STRATEGIES
LEO GEORGE Technical Advisor & Supplies
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Business Flow chart

Production Le Nimfas Distribution Other Bakery Small Outlet

Online

membership 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 Chocolate Egg Edible Ink

Essence
Fruits

Packing materials
Knife

Color
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Greeting cards

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
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Additional Measures
Refrigerated truck

Refrigerated storage
Inventory Finished Products

Unique Packing Edible Ink

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Capabilities
Online ordering system & payment system Ordering possible through famous bakery chains

Strong Distribution Network

Experts who have experience in the field Door to Door service
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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 JOHN
Production, Human Resources
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BOARD OF DIRECTORS ORG CHART

SAM FAAIQU LEO NISHAD MEENU

Master Chef

Master Chef

Asst. Chef

Asst. Chef

Driver

Caf Worker

Caf Worker

Helper

Helper NOT COMPLETE*

Helper Deliver Boy

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How much is the liking towards cakes in general?

Most favorite Favorite Like it Its good Its OK 3% 15% 15%

34%

33%

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What type of cake do you prefer?

13% 3% 3% 39%

Plum cake

Fruit cake
Sponge cake Chocolate cake Cream cake Vanilla cake

16%

10%

Cheese cake 16%

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When do you usually buy cakes?

40

30
20 10 0 Series1

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How often do you go to a Caf?

12 12 10 8 6 4 2 0
Everyday 4 times a month 3 times a month
Series1

9 6 5

0
2 times a month Once a month

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What are you most concerned about in a Caf?

Series1

Taste Convenience
Quality Affordable Ambience
5

6 1
8

12

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Which of the following Caf item do you prefer?

2% 8% 17% 33%

Cup Cakes Pastries Brownies

19% 21%

Trufles

Dessert Cakes
Pudding

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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?

38%
Give improtance to brand No impotance to brand 62%

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Which aspects will you prefer the most while buying a cake?
14 12

10

Axis Title

Series1
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Taste 13

Quality 6

Price 7
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Shop 5

Art on the cake 1

How much are you willing to pay for a good quality pastry of 1.5 kg of your favorite flavor?
Above 1200rs 1000rs - 1200rs 700rs - 1000rs 500rs - 700rs Below 500rs

5
Series1

10

15

20

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Are you aware of a concept of Cake Art?

28%

Yes No
72%

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Would you prefer a cake with an art on it?

28%

Yes No
72%

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How much are you willing to pay extra for a cake with an art on it?
Below 50rs 150rs - 200rs 50rs - 100rs 200rs - 250rs 100rs - 150rs Above 250rs

0% 4% 4%

18%

39%

35%

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Marketing Strategies

Faaiqu Strategy & Marketing

Segmentation
ECONOMIC SEGMENTS

UPPER MIDDLE CLASS

PREMIUM

UPPER PREMIUM

Kerala EKM
Palarivattam Kakkanad Road
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Kerala
Cafe Retailers

Residential
Apartments Housing colonies Independent Homes Clubs/ Associations
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Commercial
Private companies Schools/ Colleges

Other Bakerys

Maternity hospitals
I T companies

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Placement in Market
Full service

Le Nimfas
Differentiating our service and products, we will focus on being known as a provider of unique cakes cake art and at low costs and high quality

Retailing

Manufacturing

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Market Structure

SUBSTITUTE PRODUCTS Sweet shops Home made preparation Cookies, Biscuits BUYERS Corporate offices Restaurants Residential customers Other bakerys

SUPPLIERS
Farmers Manufacturers Other vendors Distributors Semi Wholesalers

INDUSTRY COMPETITORS Many

POTENTIAL ENTRANTS Existing Industry competitors Small regional players

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BRAND STRATEGY
Brand personality Brand logo, (Baby, family) Differentiation (Customize)

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Marketing Mix Elements

Product

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
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Pac kag ing

Innovative and contemporary (Innovative Box) Long life and attractive ( Impulse purchases )
Price

Single piece pastries, brownies box

Market above pricing Prices varies according to the weights and types of cakes and other products
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Distribution
Internet marketing D to D services

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Promotion (IMC Mix)

Planning to integrate students and Mothers under Business model Mailers to corporate clients

Local TV channel
Marketing through malls and retails Attractive brochures, posters, college membership 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 the counter, 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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