BRAND MANAGEMENT LIVE PROJECT REPORT

“RASA BAKES BY RUHI”

Interview Transcript

1. Is the company currently developing a marketing strategy for its product offerings?
If so, could you provide details about it? If not, has the company considered creating
one?

Response: Currently, the company has not yet formulated a specific marketing strategy.
The current focus is on establishing a physical store, while the business is presently
operational online. Once the physical store becomes operational, there are intentions to
implement innovative marketing strategies. Furthermore, there are plans to launch a
dedicated website. The company's approach to its business journey has been spontaneous,
adapting as circumstances unfold. As soon as suitable space is secured for the physical
store, the company aims to engage professional designers and marketers.

2. What is your Background and Inspiration for Initiating the Venture?

Response: After studying Hotel Management, I pursued a year-long opportunity with a

USA-based company. However, due to the onset of the COVID-19 pandemic, I returned to India
unexpectedly. During this period, the idea of starting a bakery was not premeditated; it emerged
quite spontaneously. The venture was initiated in 2021.

3. What are the product offerings/ product portfolio of the brand currently?

Response: The brand currently specializes in an assortment of customised cakes,

including cupcakes, bento cakes, pinata cakes, tea cakes, and jar cakes. Our focus is
centered on a comprehensive variety of cake offerings, rather than delving into a broader
range of bakery or pastry items.

4. Is there any mascot that has been decided for the brand yet? If not, is there any
mascot

Response: As of now, our brand has not established a mascot. However, the possibility of
incorporating one is under consideration, potentially alongside the addition of a tagline.
 Although specific ideas for a mascot have not been finalized, we recognize the potential
value such an element could bring to its overall brand identity and equity.

5. Apart from the Instagram platform, is there any platform the brand is working on?
Does the brand have its Website/Application?

Response: No, but we wish to work on a website in the near future.

6. Are you in partnership with swiggy or zomato?

Response: Currently, there isn't a collaboration with Swiggy or Zomato. The reason for
this is their substantial fee of 28% of the generated sales. Presently, the business operates
with just me as the sole workforce. However, once the physical store becomes
operational, the plan is to employ skilled personnel. This expansion in human resources
would enable the brand to handle a larger volume of orders, a considerable jump from the
current approximately 10 orders. While dealing with bulk orders presents challenges,
assistance from family and friends is instrumental. The business primarily operates
through Instagram, although there is uncertainty about extending the brand's reach
beyond Ranchi.

7. Who is the target market (segmentation-wise) for the brand yet? Why is the
remaining target market, or are there some challenges to targeting the potential
market?

Response: As of now, the brand's focus lies exclusively on the premium clientele. The
reason behind this selective approach is that while there exists a demand for more
affordable cakes, Rasa Bakes consciously chooses not to cater to that segment. This
decision is rooted in the uniqueness of the brand's offerings – distinct from the
commonplace – with an emphasis on delivering high-quality products.

8. How does the brand currently position itself into the customer’s mindset?

Response: Rasa Bakes is primarily establishing its presence in customers' minds by

emphasizing quality as its core attribute. The awareness of customers is directed towards
the brand's commitment to delivering premium products. The focus, however, is less on
active marketing and online ordering, and more on the inherent quality of what is offered.
9. What type of business model is it working on currently? ( customers, suppliers,
members of the brand).

Response: The business model at present involves multiple suppliers. These suppliers
source their ingredients from various establishments, reflecting a diversified procurement
approach. We are not inclined towards bulk orders, and this approach affects the
dynamics with suppliers. As there are no fixed rates from suppliers due to the non-bulk
approach, Rasa Bakes pays a higher rate for smaller orders while other bakeries might
avail cheaper raw materials for larger orders. Packaging materials are sourced from
different suppliers as well. Notably, the suppliers do not provide delivery services to our
location due to the absence of bulk orders.

10. Do you have strong Competitors? What are their strategies?

Response: Several home bakers are prominent players, distinguishing themselves with
elevated pricing compared to standard bakeries, a focus on superior quality, personalized
customizations, and leveraging their wealth of experience. In contrast, Rasa's unique
selling proposition (USP) revolves around providing a distinctive experience,
uncompromising quality, and an emphasis on a family-centric approach. Competitors in
the home baker industry strategically position themselves by offering premium products
at higher prices, ensuring exceptional quality, catering to individual preferences, and
capitalizing on industry expertise. We use marketing tactics like Reels and customer
testimonials to differentiate ourselves, but executing digital marketing requires financial
resources and faces challenges due to its solo operation and lack of additional personnel.

11. What is the reason behind selecting the logo of the brand and name?

Response: The name "RASA" is derived from Sanskrit, symbolizing flavors, taste, and
aroma. This meaningful choice, provided by a friend, aligns well with the brand's
identity. Despite considering expansion, the name remains unchanged due to its
effectiveness. The logo, crafted by a cousin, features a central shopping bag motif. The
inclusion of golden ribbons signifies the brand's emphasis on premium clientele. The
incorporation of the color dark green embodies growth and elegance.

12. Are they using paying ads to increase their sales or just going with the organically?

Response: Our approach is primarily organic, involving the creation and online
presentation of products. This approach showcases the entirety of our creations and
 highlights our focus on taste and quality. The success of the business is attributed to these
factors rather than paid advertising methods.

13. Do they use any branding on the packaging or just simple packaging at the Point of
sale for now?

Response: Just the logo on the boxed packaging.

14. What does the brand think about the stagnation of sales after some time? How will
you upscale it beyond that stage?

Response: I am planning to expand the business offline, as relying solely on a solo baker
might lead to stagnation for the bakery.

15. Who are their competitors currently available in the market? And How are they
performing better than them?

Response: We are Based in bariatu, but accessibility becomes a challenge for customers
residing in distant areas. Competitors hold an advantage due to their strategic central
locations, resulting in better performance. This competitive edge is expected to diminish
once the bakery brand establishes its offline presence. Our goal is to open 2-3 outlets in
Ranchi by the end of two years.

16. Does the brand leverage user-generated stories to connect with its customers?

Response: Although word of mouth is a potent avenue, commendable endorsements lack

online customer testimonials to substantiate us. Clients affirm our bakery as the finest in
Ranchi, showcasing remarkable loyalty. The brand garners exceptionally loyal customers
who hold it in high regard and regard it as a familial connection. Our devoted customers
display unwavering allegiance, opting exclusively for the brand's offerings. We willingly
endure extended waiting periods to secure their desired products, a testament to the
brand's unique selling proposition centered around customer loyalty.

17. Is there any brand positioning statement for the brand available?
 Response: I am managing the branding, tagline, outlet design, and all related aspects
myself. There's a challenge regarding expansion and real estate, as obtaining land has
been difficult due to the brand's limited establishment in the market. I have plans to open
2-3 outlets within the next year or two. Competition intensified during the lockdown. I
gained insights from YouTube, the Ranchi Institute of Bakery, and Bakery Decoration
classes, which typically cost around 10-20K. Certifications enhance our branding, and I
bring specialized expertise in hotel management from my previous work experience at
Radisson Blu.

Company Overview:
The bakery brand, named "Rasa Bakes" has a unique story behind its inception. Started by Ruhi
who had a background in Hotel Management and gained experience working with a USA-based
company, Rasa Bakes emerged as a spontaneous venture during the challenging times of the
COVID-19 pandemic in 2021. Despite its unplanned origins, the brand's focus on quality and
premium custom products has propelled it to stand out in the competitive bakery market.

Product Offering and Differentiation:

Rasa Bakes specializes in a variety of cakes, ranging from traditional cakes to innovative
offerings like cupcakes, tea cakes, and jar cakes. What sets Rasa Bakes apart from other home
bakers and generic bakeries is its unwavering commitment to quality. While many competitors
may opt for cheaper alternatives, Rasa Bakes remains dedicated to using high-quality ingredients
and emphasizing the premium aspect of its products. This dedication to quality positions Rasa
Bakes as a go-to option for those seeking a distinct and delightful taste experience.
Product Portfolio
Unique Selling Proposition (USP):
Rasa Bakes’ unique selling proposition lies in its threefold approach: experience, quality, and a
strong sense of family orientation. The brand's founder, with a background in Hotel Management
and experience working with a renowned hotel chain, brings a wealth of expertise to the table.
This experience translates into the exceptional quality of the products, providing customers with
an unmatched taste, aroma, and overall experience. Additionally, the brand's family-oriented
approach creates a loyal customer base that values the customized & personalized service and the
sense of belonging Rasa Bakes provides.

Marketing Strategy:
Currently operating primarily through Instagram, Rasa Bakes’ marketing strategies are in a
nascent stage. The brand's online presence serves as a showcase for its delectable creations,
relying on organic growth and word-of-mouth recommendations. While not heavily engaged in
digital marketing, the brand has explored strategies like Reels and customer testimonials. Future
plans include launching a website to expand the online presence and connect with a wider
audience.

Future Plans and Expansion:

Rasa Bakes’ expansion plans include opening physical outlets, which could help the brand
overcome the limitations of being a one-person operation and cater to a broader customer base.
The brand envisions 2-3 outlets in Ranchi over the next few years, which would also facilitate
the introduction of bakery classes. This expansion aligns with the brand's mission to provide both
top-quality products and creative learning experiences.

Rasa Bakes’ is a bakery brand that has risen from humble beginnings to carve a niche in the
market through its unwavering commitment to quality, a unique blend of experience and
family-oriented service, and an evolving approach to marketing and expansion. As the brand
continues to grow, it aims to not only delight taste buds but also empower others through creative
bakery classes and further establish itself as a premium destination for confectionery delights.
Industry Analysis

The bakery industry operates within the broader food and beverage sector, catering to consumer
demand for baked goods and confections. It encompasses a diverse range of products, from bread
and pastries to cakes and cookies. The industry thrives on evolving consumer preferences,
emphasizing quality, taste, and visual appeal.

Industry Trends
A. Health & Wellness: The demand for healthier baked goods has grown as a result of rising
health awareness, leading to an increase in gluten-free, vegan, and organic alternatives.
Consumers are prepared to spend more for artisanal, high-quality baked goods that provide a
distinctive flavour profile and offer an healthy substitute.

B. Customization & Personalization: As customers want personalised touches, custom cakes

and pastries, often purchased for special occasions, are becoming more and more popular.

C. Online Presence: With social media and online platforms playing a critical role in contacting
clients and boosting sales, the digital era has altered bakery enterprises.

D. Local Sourcing: Customers that care about the environment value products made using
locally sourced, sustainable ingredients.

Rasa Bakes Competition

A. Cakewalk Delights: Like Rasa Bakes, Cakewalk Delights mostly uses Instagram to do
business. Their focus on handcrafted cakes and imaginative designs fits with the current trend of
customised sweets.

B. The Cholocate Room: The Chocolate Room is a well-known brand in India because to its
exquisite chocolate selections and welcoming café atmosphere. Due to its well-known name and
wide selection of products, it is a standout competitor in the dessert and cake-based market,
drawing clients looking for more special experiences.

C. Cakes N Bakes: Rasa has significant competition from "Cakes N Bakes" since they provide
good quality baked goods throughout Ranchi. Cakes N Bakes has a reputation for delivering
consistently diverse and quality baked products in Ranchi, which makes it a one-stop-shop for
various baked delights.

Competitive Environment
Rasa Bakes and other competitors are using Instagram to promote their products in Ranchi's
local baking sector. While many businesses use the same online selling method, Rasa Bakes
stands out because to its exclusive emphasis on cakes and commitment to uniqueness and
quality. Competitors are also following the trend towards artisanal, personalised, and
health-conscious baked products, demonstrating how customers' tastes are changing.

Brand Positioning Analysis

Rasa targets individuals with a moderate to high-income level who appreciate premium for
desserts & people who love delicious, top-quality desserts and are ready to pay a bit more for
something special. It redefines the dessert experience and is positioned as a premium bakery.
Rasa creates elegant culinary encounters in addition to selling sweets. Rasa creates amazing
culinary experiences rather than simply offering sugar-based product.

Rasa Bakes’s brand's positioning is supported by its consumer interaction strategy, mostly based
on referrals from friends and family and organic growth. Personal recommendations turn happy
customers into brand enthusiasts, creating an organic marketing machine that strengthens Rasa's
reputation for excellence. The persuasive claim that the company is the "best cake shop in
Ranchi" piques interest and strengthens the brand’s uniqueness.

Factors
A. A quality-focused approach: Rasa stands apart because of its persistent commitment to
producing superior baked products. Their emphasis on utilising high-grade ingredients and
careful preparation helps to create an impression of excellence and quality.

B. Exclusivity: Rasa focuses on cakes, cupcakes, and jar cakes, giving it a distinctive advantage.
This specialised strategy maintains an air of exclusivity and draws customers looking for unique
pleasures.

C. Customer Loyalty: Positive word-of-mouth endorsements and the title of "best cake shop in
Ranchi" attest to Rasa's effective engagement approach.

Points of Differentiation
Rasa's exclusive focus on cakes and associated delights gives it a unique marketing opportunity.

A. Specialised Product Range: Unlike traditional bakeries, Rasa's specialised portfolio of

Cakes, cupcakes and Jar cakes demonstrates its commitment to mastering a certain expertise.

B. A quality-focused approach: Rasa stands apart because of its persistent commitment to

producing superior baked products. Their emphasis on utilising high-grade ingredients and
careful preparation helps to create an impression of excellence and quality.
C. Exclusive Positioning: Rasa's deliberate choice to target a certain customer base that prefers
exclusivity strengthens its distinct position in the market. The decision to avoid the menu
expansion is a crucial point of difference.

Points of Parity
A. The title of "Best Cake Shop in Ranchi": The title of "best cake shop in Ranchi" attests to
Rasa's effective engagement approach. It also demonstrates the skilled Rasa is at retaining
clients. It doesn’t simply create delicious cakes; but also provides its clients with a sense of
exclusivity. This occurs as a result of Rasa's emphasis on making its customers really happy,
which leads to customer referrals.

B. Digital Presence: Having a digital presence Rasa's primary interaction platform is Instagram.
Like other Bakery, Rasa understands the value of a digital presence.

C. Long-Term Vision: The desire to build more locations illustrates a similar objective with
other bakeries looking to extend and diversify their reach.

Brand Identity
Rasa is all about making amazing desserts that are super special. They use the best ingredients
and make every dessert with a lot of care. They want customers to feel like they are experiencing
something fancy and delicious. Rasa treats its customers like family, and they are known for
being the best at what they do.

Brand Image
Rasa is known as the place to go for top-quality desserts that taste amazing. Customers think of it
as a special and exclusive bakery. They see Rasa as a brand that cares a lot about making
delicious treats, and they trust it to deliver the best.

BRAND ELEMENTS
A. Brand Name:
The name "Rasa" holds a significant meaning derived from Sanskrit, translating to "flavor,"
"taste," and "aroma." This choice of name aligns perfectly with the core essence of a bakery,
where flavors and aromas play a vital role in creating delightful experiences for customers. The
name is not only meaningful but also unique, helping the brand stand out and become memorable
among its target audience. The name Rasa Bakes was a suggestion to Ruhi from a very dear
friend. Ruhi has decided to preserve the name and remains dedicated to the cultural identity of
her brand.

B. Logo:
The logo of Rasa Bakes is thoughtfully designed, reflecting the brand's values and aspirations.
The logo features a shopping bag at the center, symbolizing the bakery's dedication to delivering
an exceptional bakery shopping experience. The addition of golden ribbons adds an element of
luxury, speaking to the premium clientele that Rasa Bakes aims to serve. The incorporation of
dark green color signifies growth, wealth and elegance, aligning with the brand's vision for
expansion and its commitment to quality.

C. Tagline:
While a tagline has not been finalized yet, the intention to incorporate one indicates the brand's
aspiration to enhance its brand equity. A well-crafted tagline can succinctly capture the essence
of Rasa Bakes’ offerings and values, leaving a lasting impression on customers.

D. Packaging:
The packaging of Rasa Bakes’ products features the logo prominently. This not only helps in
brand recognition but also reinforces the premium image of the brand. The boxed packaging
further adds a sense of care and thoughtfulness, making customers feel like they're receiving a
special treat. The packaging becomes a visual representation of the brand's commitment to
quality and its dedication to creating delightful moments for customers.
E. Theme and Visual Identity:
While specific details about the visual theme aren't provided, the information suggests a focus on
elegance, growth, and premium quality. The dark green color used in the logo reflects these
values and could potentially extend into the visual identity of the brand. Consistency in using this
color along with other elements like fonts, graphics, and imagery can help create a cohesive and
recognizable visual identity that resonates with the brand's values.

F. Other Brand Elements:

The brand's emphasis on family orientation, experience, and quality can be reflected in various
touchpoints. This could include customer interactions, social media content, and the in-store
experience once physical outlets are established. Incorporating customer testimonials and stories
that highlight the unique connection and loyalty Rasa Bakes builds with its customers can
strengthen the brand's emotional appeal.
G. Future Considerations:
As Rasa Bakes plans to expand and potentially introduce bakery classes, these brand elements
can evolve to encompass the new aspects of the business. For instance, the visual identity for
bakery classes could incorporate elements that evoke creativity and learning, while still
maintaining consistency with the overall brand theme.
"Rasa Bakes" has strategically developed its branding elements to align with its core values of
quality, experience, and family orientation. From the meaningful name to the carefully designed
logo and future plans for a tagline and website, the brand is poised to create a strong and
memorable brand identity that resonates with its premium clientele and sets it apart in the
competitive bakery market.

Category Expansion
If they are seeking a delightful way to expand their bakery business, they should consider
venturing into baking classes. This category extension not only diversifies their offerings but also
builds a stronger rapport with their customers. Sharing the secrets of their delicious creations can
create a loyal community of bakers while boosting their revenue. It's a recipe for success that
combines their expertise in baking with the joy of teaching others.

Analysis of the brand's marketing program/4Ps

1. Product:
○ Product Variety: Rasa Bakes offers a diverse range of custom cakes, including
cupcakes, bento cakes, pinata cakes, tea cakes, and jar cakes. The product
portfolio is focused on a variety of cake offerings, catering to different customer
preferences and occasions.
○ Quality: The brand emphasizes the quality of its products as a core attribute. The
commitment to delivering premium products is a key aspect of its product
strategy.
2. Price:
○ Pricing Strategy: While the interview doesn't provide specific pricing details, it
suggests that Rasa Bakes caters to a premium clientele. This indicates a premium
pricing strategy, likely justified by the brand's commitment to using high-quality
ingredients and delivering a unique taste experience.
○ Value Proposition: The brand aims to provide value to customers who appreciate
premium quality and are willing to pay a higher price for it.
3. Place:
 ○ Distribution Channels: Currently, the brand operates primarily online, with plans
to establish a physical store in the future. Online presence allows for broader
reach, while the physical store will cater to customers looking for an in-person
bakery experience.
○ Geographic Reach: The brand mentions a challenge in reaching customers in
distant areas due to its location. This could be addressed as the brand expands and
opens multiple outlets in Ranchi.
4. Promotion:
○ Brand Story: The brand's unique backstory, with its founder's background in
hotel management and the spontaneous nature of its inception during the
pandemic, can be leveraged in promotional efforts. This story adds authenticity
and a personal touch to the brand.
○ Online Presence: The brand primarily operates through Instagram, using organic
methods for promotion. Leveraging customer testimonials and user-generated
content can further enhance its online presence.
○ Offline Expansion: The plan to establish physical stores can be a significant
promotional strategy, as it allows for in-person customer engagement and
visibility.
○ Customer Loyalty: Rasa Bakes seems to have a strong base of loyal customers
who endorse the brand. Leveraging this customer loyalty can be a powerful
promotional tool.
○ Future Marketing Plans: The brand expresses the intention to engage
professional designers and marketers once the physical store is operational. This
suggests a potential shift toward more structured marketing efforts.

Here are some specific recommendations for the brand:

● Create a website and launch an online store. This will make it easier for customers to
order cakes and learn more about the brand.
● Partner with food delivery platforms like Swiggy and Zomato. This will allow the brand
to reach a wider audience and provide a more convenient way for customers to order
cakes.
● Run targeted marketing campaigns on social media. This will help the brand reach its
target market and promote its products.
● Attend local events and festivals. This is a great way to get exposure for the brand and
generate new customers.
● Offer discounts and promotions. This can help attract new customers and encourage
repeat business.
By following these recommendations, Rasa Bakes can continue to grow and succeed in the
competitive bakery market.

In addition to the above, here are some other things that the brand can do to improve its
marketing:

● Develop a brand positioning statement that clearly articulates the brand's unique value
proposition.
● Create a strong visual identity for the brand, including a logo, branding, and packaging
that are consistent with the brand's positioning.
● Invest in content marketing to create and share high-quality content that will attract and
engage potential customers.
● Use social media to connect with potential customers and build relationships.
● Attend industry events and conferences to network with other businesses and learn about
new trends.

5C Situation Analysis
Rasa Bakes is a bakery brand that positions itself as a provider of premium, unique, and
high-quality cakes. With its focus on experience, quality, and a family-oriented approach, the
brand aims to establish a strong presence in the competitive bakery market by catering to a
discerning premium clientele.

● Company: Rasa Bakes is a premium bakery brand that specializes in custom cakes,
including cupcakes, tea cakes, jar cakes, and more. The brand's unique selling proposition
lies in its commitment to experience, quality, and a family-oriented approach. The
company's founder has a background in Hotel Management and has gained valuable
experience working with a renowned hotel chain. Rasa Bakes is currently operating as a
solo venture, focusing on delivering high-quality products to a premium clientele. The
brand's expansion plans include opening physical outlets and potentially offering bakery
classes in the future.

● Customers: Rasa Bakes targets a premium clientele that values quality and unique cake
offerings. The brand's customers are seeking distinct and flavorful cake experiences for
special occasions and personal enjoyment. These customers are willing to invest in
artisanal and personalized baked goods that offer a premium taste and presentation. The
brand has garnered a loyal customer base through word-of-mouth recommendations and
its family-oriented approach.

● Collaborators: Rasa Bakes collaborates with suppliers who provide a variety of

ingredients for its cakes. The brand's focus on quality influences its choice of suppliers,
 even though it doesn't pursue bulk orders. Collaborations with professional designers and
marketers are anticipated for enhancing the brand's physical store and marketing
strategies in the future.

● Competitors: Rasa Bakes operates in a competitive landscape with other home bakers
and local bakeries. Competitors focus on offering higher-priced, premium baked goods
with customization options and superior quality. While some competitors have a central
advantage due to their location, Rasa Bakes plans to overcome this by establishing
physical outlets in more accessible areas.

● Context: The bakery industry is experiencing trends such as a growing demand for
healthier baked goods, customization, and a strong online presence. Health-conscious
consumers are seeking gluten-free, vegan, and organic alternatives. Customization and
personalization are driving the demand for unique cakes and pastries for special
occasions. The digital era has transformed bakery businesses, with online platforms
playing a crucial role in reaching and engaging customers. The local sourcing of
ingredients aligns with customers' environmental concerns.

Opportunities for leveraging secondary brand associations

There are various methods to use secondary brand linkages to our company's advantage:

Collaboration with Local Tea, Coffee Shops, or Restaurants: To provide baked goods as
desserts or speciality items, collaborate with nearby cafés or restaurants. In addition to
broadening our audience, this will also link our brand with well-known players in the food
business.

Brand Association: Usage of items like Chinia kela from Hazipur, Lichi from Muzaffarpur,
Guava from Tekari, and Malda mango from Digha Patna to establish brand connections and
emphasise the usage of these regional components in your products. This links our brand to the
quality and legacy of the area.

Local Celebrities: It might be quite beneficial to collaborate with regional celebrities or social
media influencers to market your bakery. A well-known person's followers are more inclined to
believe our brand is trustworthy if they post about our delectable cakes or cookies.

Workshops and Classes: Conduct baking classes in association with neighbourhood centres or
renowned chefs. This can support the association of our brand with subject-matter knowledge.
Customer Testimonials: Gather and display testimonials from happy clients, particularly if they
are well-known members of your neighbourhood. Get your bakery mentioned in regional
publications or blogs as well. The prominence of our brand can increase as a result of this media
relationship.

Themed Items: Create unique themed things by collaborating with regional festivals or
holidays. Offer limited-edition goods that correspond with specific sporting events, for instance.

Women-Centric: Since the bakery is owned by a woman, think about collaborating with NGOs,
women's empowerment initiatives, or female-driven companies. On your social media, highlight
the accomplishments of local women entrepreneurs, farmers, or professions to draw in
like-minded clients.

Packaging: Our products gain a special, local touch when they are packaged in handcrafted or
creative packaging manufactured by local artists.

Health-conscious Products: A collaboration with or accreditation from a well-known

organisation dedicated to health and wellbeing might boost the brand's reputation if our bakery
specialises in vegan or healthy products.
Survey Results:
RECOMMENDATIONS FOR TAGLINES GIVEN BY RESPONDENTS

Give your tongue some Rasa

Feel the Elegance in your bite
Aap batayein hum pakayein
Sweetness that suits you
Tailored Treats, Unforgettable Eats
Your Taste, Your Treat, Your Way!
You Say, We Make
Crafted Delights, Tailored to Your Taste
Creating Confections, Your Way/Tailored Temptations, Just for You
Bake your taste
Making ranchi sweet with one cake at a time
Your Dessert, Your Design
You make it, we bake it
You Wish We Bake
Making your Sweet Dreams come True
Deluxe Desserts, Designed For You
You name it, we bake it!
From Dough to Delight, We Get it Just Right!
Bake an art.
Bake and make your own cake

GENERAL RECOMMENDATIONS

1. Offline Marketing: Utilize offline marketing strategies such as flyers, posters, and local
advertising to reach potential customers who may not be active online.
2. Have a strong online presence. Currently they are present only on instagram, they also
should have well, other active social media accounts. The website should be easy to
navigate and have a great UI for a good experience.
3. Though they will have a physical store in Ranchi, by then they should create an online
ordering system to save time and increase productivity.
4. Designed website.This includes having a well-designed website, active social media
accounts, and an online ordering system.
5. The content should be informative, engaging, and relevant to your target audience. For
the engagement part, they can share a few recipes, baking tips and behind the scenes
photos and videos via instagram posts/ reels. According to an article published by
Businesswire brands earn nearly 40% more engagement with reels compared to other
instagram content formats.
6. After hiring more staff,collaborate with other event management platforms or
counterparts to cross-promote each other. This will increase the awareness by WOM.

RECOMMENDATIONS BASED ON CATEGORY EXPANSION

1. Category Expansion (Bakery Classes): They should consider expanding their course
offerings to include a variety of bakery classes designed for different skill levels, from
novice to expert, and introducing specialized courses in cake decorating, pastry creation,
bread baking, and dessert artistry to broaden their appeal.
2. Website Creation & E-commerce Integration: Integrate an e-commerce system into a
website, allowing for seamless online ordering and secure payment processing for their
products, and explore potential collaborations with food service providers like Zomato,
Swiggy etc to expand reach.
 3. Recruit skilled and certified pastry chefs or bakers as instructors to guarantee top-notch
teaching, and emphasize the credentials and proficiency of the instructors to establish
confidence among prospective students.
4. Utilize the current customer base to promote bakery classes via social media, the website,
and email newsletters, while also launching promotional initiatives, discounts, or bundled
offerings for individuals enrolling in multiple classes to stimulate interest and
participation.
5. Maintain a safe and hygienic learning environment in compliance with health and safety
regulations. Establish partnerships with local culinary schools and food-related
enterprises for increased visibility, collect student feedback for ongoing class
enhancements, and contemplate issuing certificates of completion to boost the credibility
of the bakery classes.

RECOMMENDATIONS BASED ON SURVEY

1. According to the survey results, it is recommended that Rasa consider changing the
background logo color from green to blue, silver, or brown, as these colors were
perceived as more elite or premium by respondents.
2. Brand identity -mascot
3. According to our primary research, the online availability of the product is the second
most important factor (57.1%) after reviews (82.1%). So if Rasa bakes by Ruhi makes its
presence on the other platforms that are more known to the public like food delivery
apps, this can increase their brand awareness. Currently they are not in the collaboration
with any of this because there is no staff. As they increase the staff they can go for it.
4. They can have a Mascot representing them. According to a survey a cute cartoon baker
would be the most relatable for their brand.

Tentative Budget Allocation

1. Offline Marketing: INR 199,500

Pamphlet: INR 10,250
Pamphlet Designing, Pamphlet printing, Distribution of QUANTITY COST 10250
Pamphlet

Pamphlet- Size A5 90 GSM glossy finish @8000 per 8000 8000 =8000

Distribution of Pamphlet (7 locations including Nayasarai 9 9x250

(IIM Ranchi), Ashok Nagar, Lalpur, Harmu, Bariatu, =2250
Kantatoli, Hatia)

Banner: INR 39,250

Banner Designing, Banner printing, Placement QUANTITY COST 39250
of banners

Banners- Size 6x3 with eyelets @10 for 4, star 50 with 4 (6x3x15x50)+(50
flex material @15 per sqft eyelets x10) =14000

Banner Size 10x15 with iron frame, star flex 1 55x10x15 =8250
material @55 per sqft

Standee (6x3 @1500) 10 1500x10 =15000

Transportation and placement 2000

Auto Ads: INR 150,000

Ad Designing, Ad printing, Placement of Ads QUANTITY COST 150000

Ad Size 18x36 @300 per auto 500 300x500

=150000

2. Website Development: INR 16,000

A consultant from Fiverr is offering to create a three-page website for a fee of USD 189 or INR
15,600-16,000. This website will include three distinct pages: a Landing Page, a Home Page, and
an Interior Page.
The consultant's fee of USD 189 or INR 15,600-16,000 covers the creation of these three web
pages, ensuring that Rasa Bakes's website has a professional and functional online presence.

3. Food delivery collaborator: "Swiggy and Zomato impose a significant fee of 28% on the
total sales generated. To address this, one approach is to consider adjusting the selling prices of
products offered through Swiggy and Zomato."

4. Logo and Mascot: INR 10,500

A consultant from Fiverr is offering to create a logo and Mascot from USD130 or INR
10,000-10,500. This website will include Mascot and Logo development.

5. Bakery Classes: INR 130,000 one time & INR 60,000 Per month
A rough breakdown of potential costs
Space Rental: Renting a suitable space for conducting bakery classes could range from INR
15,000 to INR 20,000 per month.

Equipment and Supplies: Acquiring baking equipment, utensils, ovens, mixers, and ingredients
for teaching purposes can require an initial investment of INR 80,000 to INR 1,00,000.

Instructors: Hiring experienced baking instructors or chefs to conduct classes is a significant

ongoing expense, with instructor fees typically ranging from INR 20,000 to INR 25,000 per
month.

Course Material and Curriculum Development: Designing course materials, recipes, and
curriculum can incur costs of INR 10,000 initially.

Utilities and Miscellaneous Expenses: Utilities like electricity, water, and internet, as well as
miscellaneous expenses, can add up to INR 10,000 per month.

Certification Costs: There will be expenses related to certification design and printing, which can
be around INR 250 per certification. Initial investment could be around INR 12,500 for 50
students.

Insurance: Considering liability insurance is advisable to protect against any unforeseen

incidents. Annual insurance costs can range from INR 15,000- INR 10,000.

Furniture and Decor: Setting up a comfortable and aesthetically pleasing environment for
students may require an investment upto INR 20,000.
Operational Expenses: Additional operational costs for maintaining the facility, cleaning, and
regular maintenance can amount to INR 10,000 per month.

The initial setup cost may range from INR 120,000 to INR 130,000, and monthly operational
expenses can vary from INR 55,000 to INR 60,000. These figures are can fluctuate depending on
the location, scale, and specific offerings of the bakery classes.

Total investment would range from:

A. Offline Marketing: INR 199,500
B. Website Development: INR 16,000
C. Logo and Mascot: INR 10,500
D. Bakery Classes: INR 130,000 one time setup cost & INR 60,000 Per month

Total: INR 416,000

Testimonial from the decision-maker -

● Sharing the above recommendations with Chef Ruhi Singh (the owner of the Rasa Bakes
by Ruhi), she agreed to the points that it is the need of the hour to open an offline store in
downtown Ranchi.
● She agrees that she needs a proper offline store with more number of personnel under her
wing to fulfil more orders efficiently.
● Presently, the cakes are made to order because each order is customized as per the
customer. No inventory of general flavours or designs are made and stored. With proper
infrastructure and team, it would be made possible. To train the required team, she needs
space and set up which will be possible with the store. She also plans to have short term
courses and certifications for bakers of different levels.
● To increase brand recall, a brand mascot will be used once the store is set up.
● A strong facebook page will be developed with active postings in groups related to
Ranchi will be made. It will be merged with the instagram page so that both the pages can
reach out to a good number of audience.
● Presently our mode of orders is only Instagram and Whatsapp, we will advertise more
through offline mode.
● The offline store will also be able to fulfil more order which can cover the cost of tie ups
with food delivery apps like Zomato, Swiggy.
● Since people find reviews as one of the most important factors while online ordering of
cake, we will collect customer testimonials and post their videos which will enable them
to understand the taste and quality of our products.
SUBMITTED BY GROUP 09

Aashish M061-22

Abhishek M064-22

Shubham Jha M172-22

Millie M090-22

Navjyoti D011-22

Samridhi Mishra D016-22

Rohit Raj Sheoran M104-22