CASE STUDY OF HOME MADE BAKERY

PROJECT REPORT
(Submitted for the Degree of B.Com. Honours in Accounting & Finance /
Marketing under the University of Calcutta)

Title of the Project

CASE STUDY OF HOME MADE BAKERY

Submitted by

Name of the Candidate : RAJDEEP PAUL

CU Registration No. : 313-1111-0527-20
CU Roll No : 201313-21-0016
Name of the Collage: GURUDAS COLLEGE

Supervised by

Name of the Supervisor : SUMUNA LAMA

Name of the College : GURUDAS COLLEGE

Year of Submission
2023
 ACKNOWLEDGEMENT

I sincerely appreciate the inspiration, support, and guidance of all those people who
have been instrumental in making this project a success. I have taken efforts in this
project. However, it would not have been possible without the kind support and help
of many individuals. I would like to extend my sincere thanks to all of them.

I, RAJDEEP PAUL, the student of GURUDAS COLLEGE, am extremely

grateful to “COLLEGE” for the confidence bestowed in me and entrusting my
project entitled “MARKETING STRATEGIES OF AJIO”.
Moreover, I am thankful to SUMUNA LAMA for reposing confidence on me
to on this dynamic subject and share her vast knowledge for completion of this
project.

My sincere thank to Dr. MAUSUMI CHATTERJEE, Principal of Gurudas College,

foe giving me this opportunity to carry out this project

Date:

(Signature of the student)

 SUPERVISOR’S CERTIFICATE

This is to certify that RAJDEEP PAUL a student of B. Com. Honours in

Accounting & Finance of GURUDAS COLLEGE, PHOOLBAGAN under the
University of Calcutta as worked under my supervision and guidance for her project.
Work and prepared a Project Report with the title “CASE STUDY OF HOMEMADE BAKERY”

The Project Report, which she is submitting, is her genuine and original work to the
best of my knowledge.
Name: SUMUNA LAMA
Place: KOLKATA
Name of the College: GURUDAS COLLEGE, PHOOLBAGAN,
KOLKATA: 700054

Date:

Signature:
 STUDENT DECLARATION

I hereby declare that the project work with the titleCASE STUDY OF HOMEMADE BAKERY by me
for partial fulfilment of the degree of B. Com
Honours in Accounting & Finance under the University of Calcutta is my original
work and has not been submitted earlier to any other University / Institution for the
fulfillment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me. However,
extracts of any literature which has been used for this report has been duly
acknowledge providing details of such literature in the reference.

Place: KOLKATA Signature :

Date: Name:RAJDEEP PAUL

C.U. Registration No.: 313-1111-0527-20

C.U. Roll No.: 201313-21-0016

College Roll No. : 15

 Table of Contents
❖ Chapter- 1
1.Introduction
1.1: Background of study
1.2: Objective of study
1.3: Scope of study
1.4: Source of data
1.4.1: Source of primary data
1.4.2: Source of secondary data
1.5: Limitations of study
1.6: Literature review
1.7: Need of study

❖ Chapter- 2
2. Organization Profile & Industry Profile
2.1: Brand history
2.2: Business model
2.3: Benefits of business model

2.4: Growth

❖ Chapter- 3
3. Analysis of Data
3.1: Gender of respondents
3.2: Age Classification
3.3: Occupation Classification

3.4: Price range of product

3.5: Flavours available

3.6: Availability of sugar free options

3.7: Pros and cons of customisation

3.8: Average budget of orders

3.9: Uniqueness of a home bakery

❖ Chapter- 4
4. Finding, Conclusion, Suggestions & Bibliography
4.1: Finding
4.2: Suggestions
4.2: Conclution
4.3: Bibliography
 Chapter-1

1. Introduction
1.1: Background of study

Home-made bakeries have gained significant popularity in recent years due to their unique charm,
personalized touch, and high-quality baked goods.

This case study examines the operations and success story of a home-based bakery. It explores
the challenges faced by the bakery owner, the strategies implemented to overcome those
challenges, and the factors contributing to the bakery's growth and popularity. By analyzing this
case, we gain insights into the feasibility and potential of a home-based bakery business in today's
competitive market.

1.2 Objective of the study

• To know the online marketing strategies of the HOMEMADE BAKERY.

• To analyse the promotional strategies of HOMEMADE BAKERY.
• To find the level of satisfaction to the customers of HOMEMADE BAKERY.
• To study the effectiveness of online marketing strategies in increasing the sale of HOMEMADE
BAKERY.

1.3 Scope of study

This study is done with reference to MONARCH ICING. Which helps to understand
about implementation of online marketing strategies for increasing sales of consumable
products by the business.
1.4 Source of data

1.4.1 SOURCE OF PRIMARY DATA

The study makes use of primary data. The primary data collected through
the questionnaire from the 50 customers of MONARCH ICING.

1.4.2 SOURCE OF SECONDARY DATA

The Main sources of secondary data are websites, social media insights etc.

1.5 Limitations of study

Following are the main limitation of the study

o Sample size is very low

o Opinion is based on a particular area
o Respondent’s bias might have influenced

O Some customers were not reachable

o Average response by respondents

1.6: Literature review

The times of India Article (2021) “Those offering homemade products online say that social
media
platforms have helped them reach out to a larger customer base. The increasing demand for
homemade cakes
and pastries and their popularity on social media brought with them their share of controversies.
Those who run bakeries and shops raised objections. To avoid complications we registered with
the food safety commissioner to sell our products."
The Economist (2020) posted a blog on the Daily Chart section ‘Home baking is on rise, Thanks
to coronavirus lockdown’ mentioning the increase in the sale of baking raw materials in India.
The news article from The Times of India (2021) ‘Rise of the Home Bakers’ stated how the
pandemic and use of social media became a blessing for the Home Bakers. The social media has
become a tool for advertisement. The pandemic had a great effect on several lives, thus to manage
the stress and anxiety, people
started to get into baking.
Malika Bhagat (2020) ‘Sweet nothings: Home bakers whip up and deliver delights amid
lockdown’, Ms. Malika Bhagat has mentioned about the home bakers from Delhi who are facing a
tough time to keep the business going on, to cater a high demand with limited reSources / raw
materials. Home bakers offer a special lockdown menu which consists of healthier or keto desserts,
keeping in mind the health and safety of the
customers.
Raisa Bruner (2021) No matter how different their origins, these home bakers are all crafting a
meaningful future through their culinary pursuits. For some, it is a creative way to earn an income
in tough times. For others, it’s a chance to home in on a newfound purpose.
Priyanka P.V and Padma Srinivasan (2015) in her research study identified various factors that
determine the purchase of a product using social media from a customer's point of view. The study
concludes that continuous customer support services will result in improvement of customer
retention. New applications and social platforms will flourish and allow even greater
personalization and real-time, location-based
engagements in media.
Sakshi Singh (2021) ‘The rise of home bakers amid pandemic’, Ms. Sakshi Singh states about how
the lockdown has pushed so many baking enthusiasts to start their own venture and convert their
passion into profession.
1.7: Need of study

As mentioned earlier homemade bakeries that provide deliveries through online platforms have
gained massive popularity during these years of lockdown and quarantine. They have a very
different appeal to the customers who are looking for more personalization and uniqueness on the
cake which are offered by the different brands with their signature handart followed by a very
different business model. These businesses have more personal connect with their benefactors
who are more likely to be retainable and loyal. Such small scale businesses grow through social
media accounts and good word of mouth and are quite interesting to study compared to large
scale baking businesses.
 Chapter- 2
2. Organization Profile & Industry Profile

2.1: Brand history

Monarch icing is a homemade bakery established in 2021 by Poulami Mondal . The bakery was
opened as a hobby and has since grown into a business and a primary source of income.

Since launch they have curated to every customer’s demands by providing them with baked goods
of their choice , flavour , customisation and need.

They have completely satisfied all of their customers needs and brightend every special occasions
that they have served.

Competitors

Such small scale home made businesses mostly compete against larger name brands like:

• Mio amore

•Monginis

•Kreamz

•Cake for it
 2.2 Business model

O2O Business Model of Homemade bakery “MONARCH ICING”

O2O business model, also known as the online-to-offline business model, is the one that is
dedicated to offline businesses. This business model aims to focus on marketing physical stores on
online
marketplaces. Any e-commerce business that wants to make use of the O2O business model
needs to develop a website to market the offerings.
Marketing Strategies used by Monarchicing Business Model
The homemade bakery business model is a highly successful one that needs to make use of
specific marketing
strategies. Some of these strategies used include
▪ Social Media: Social networking sites like Facebook, Twitter, and Instagram offer a
marketing approach to advertise products and services.

▪ Artificial Intelligence: Monarch icing also makes use of artificial intelligence to track and
analyze the behavior of customers. This further enables Monarch icing to make sure that it
improves its services and products as per the needs of the customers.

▪ Offers and Discounts: To gain customers and retain them, it provides offers and
discounts on its products. The offers and discounts are very attractive and this not only
increases the sales of the products but also ensures that the customers keep returning
to the platform.

2.3: Benefits of business model

The O2O business model used by MONARCH ICING offers several benefits that include

▪ Improves the reach of the business.

▪ The model gives enough time and choice to check for products online.
2.4 GROWTH

Ever since it’s establishment in 2021, MONARCH ICING has grown exponentially. They have been
the caterers at major events like the premiere of Pathaan for example and other weddings and
celebratory events. They also provide hefty discounts on bulk orders and provide regular
discounts to recurring customers. Thus, through their marketing, and service MONARCH ICHING
has retained a majority of its loyal customer base, and step foot into serving major commercial
events, and has been the preferred choice over name brand bakeries.
 Chapter-3

3. Analysis of Data
3.1 Gender Respondent
Table No. 1

GENDER NO. OF RESPONDENT PERCENTAGE

Male 35 70%

Female 15 30%

TOTAL 50 100%

(Source, Primary Data)

Chart 3.1

INTERPRETAITON;
The table shows that 35 respondents are male and remaining 15 respondents are female.
3.2 Age Classification
Table No. 3.2

AGE NO. OF RESPONDENT PERCENTAGE

Below 20 12 24%

20-25 15 30%

25-30 10 20%

30-35 8 16%

Above 35 5 10%

TOTAL 50 100%

(Source, Primary Data)

Chart 3.2

INTERPRETATION;
The table shows that 12 respondents are below 20 age, 15 respondents are 20-25 age, 10
respondents are 25-30 age, 8 respondents are 30-35 age and 5 respondents are above35 age.
3.3: Occupation Classification

Table N0. 3.3

OCCUPATION NO. OF RESPONDENT PERCENTAGE

Student 23 46%

Service 12 24%

Self Employed 15 30%

TOTAL 50 100%

Chart 3.3

INTERPRETATION;
The table shows the 23 respondents are student, 12 respondents are worked in service and 15
respondents are self-employed
3.4: Price range of product

.What should be the price range of home made cake?

RANGE NO. OF RESPONDENTS PERCENTAGE

600 20 40%

800 16 32%

1000 14 28%

TOTAL 50 100%

Pricing

600 800 1000

INTERPRETATION;
The Pie chart shows the 20 respondents are prefer 600 range, 16 respondents are prefer 800
range, and 14 respondents are prefer 1000 range
3.5: Flavours available

. How many flavour varieties home bakery should have?

FLAVOURS NO. OF RESPONDENTS PERCENTAGE

HAZELNUT PRALINE 18 36%

COFFE TOFFE 12 24%

RASMALAI 20 40%

TOTAL 50 100%

Flavours

36% HAZELNUT
40%
COFFE TOFFE
RASMALAI

24%

INTERPRETATION;
The pie chart shows the 18 respondents are prefer hazelnurt, 12 respondents are prefer coffe
toffee and 20 respondents are prefer rasmalai.
3.6: Availability of sugar free options

. Should Home bakeries provide sugar free cakes?

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

YES 40 80%

NO 10 20%

TOTAL 50 100%

20%

YES
NO

80%

INTERPRETATION;
The pie chart shows the 40 respondents are Yes, and 10 respondents are No
3.7: Pros and cons of customisation

.Do you agree about the fact that home bakeries are expensive because of their great care
and attention to details?

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

YES 47 94%

NO 3 6%

TOTAL 50 100%

PROS AND CONS

6%

YES
NO

94%

INTERPRETATION;
The pie chart shows the 47 respondents are Yes, and 3 respondents are No
3.8: Average budget of orders

. Do you agree that home bakery are pocket friendly too because they provide
the lowest pound of cake?

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

YES 25 50%

NO 25 50%

TOTAL 50 100%

YES
NO

50% 50%

INTERPRETATION;
The pie chart shows the 25 respondents are Yes and 25 respondents are No
3.9: Uniqueness of a home bakery

What is the most unique part that a home baker can provide but a local cake
shop can’t?

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

FRESHNESS 3 6%

PRESERVATIVE FREE 2 4%

UNIQUE CUSTOMISATION 5 10%

ALL OF THE ABOVE 40 80%

TOTAL 50 100%

Sales

6%
4%
10% FRESHNESS
PRESERVE
UNIQUE
ALL
80%

INTERPRETATION;
The pie chart shows the 3 respondents are prefer Freshness, 2 respondents are prefer Preservative
free , 5 respondents are prefer unique, and 40 respondents are prefer All of the above.
 Chapter- 4

4. Finding, Conclusion, Suggestions & Bibliography.

4.1: Finding

1. The majority 57% of respondents are Male.

2. The majority 50% of respondents are from the age group of 21-30.

3. The majority 71% of respondents are from the educational level of UG.

4.The most 48% of respondents use online food frequently.

5. The most 44% of respondents have income below 10000.

6. The majority 76% of respondents are in favour of online food order over offline.

7. The majority 72% of respondents are aware of online shopping through social media
4.2: Suggestions

• After conducting the study, I suggest that it is important for the home bakers to use
social media for
•capturing consumers for their product.
Home bakers need to update their product and bring creativity in order to survive in
this competitive market.
• Twitter and Facebook are providing a lot of opportunities for business account
holders it is suggestable for the home bakers should make use of this.

4.2: Conclution

At last we can say that Home Baking Business is on trend and it is important for the homemakers
who earn and become financially independent. Home bakers should be encouraged.

In this research paper we study about the rise of home bakers, their growth and the opportunities
available for them in starting their business and promoting them. Social media greatly help the
home bakers in the business.

The study conclude that Instagram has been the recent trend to catch more customer for the
business since it has not yet started providing any facilities for the business account holder the
growing business will make facilities available for the business holders.
4.3: Bibliography

1. Rise of the home bakers(2021) The Times of India . 2021. "Rise Of The Home
Bakers." City News -Kochi News, January 02. Theresa,
https://www.google.com/amp/s/m.timesofindia.com/city/kochi/rise-of-the-home-
bakers/amp_articleshow/80058662.cms
2. The Economist. 2020. "Home baking is on the rise, thanks to coronavirus
lockdowns." Daily Chart, April 08.https://www.economist.com/graphic-
detail/2020/04/08/home-baking-is-on-the-rise-thanks-to-
coronavirus-lockdowns
3. Bhagat Mallika, 2020. “Sweet nothings: Home Bakers whip up and deliver
delights a mid lockdown.”Hindustan Times>Lifestyle, May 07
https://www.cnbc.com/2020/03/27/coronavirus-why-everyone-is-baking-their-way-
through-the-pandemic.html
4. Raisa Bruner 2021 "How Home Bakers Have Found Sweet Success During the
Pandemic"
https://time.com/5944075/home-bakery-success-covid-19/

5. Priyanka P.V and Padma Srinivasan, From a Plan to Generating Revenue: How is
Social Media Strategy Used to Generate Business in the Retail Industry in India?
International Journal of Marketing and Technology, Vol 5, Issue 3, pp: 62-74
https://ro.uow.edu.au/dubaipapers/488

6. Singh Sakshi(2021) “the rise of home bakers amid pandemic” . Hospitality World
from the Economic Times>Operations>Food, May 17