A STUDY ON POTENTIAL LOCATION FOR NEW STORES

BY DEMOGRAPHY & EXPANSION OF BUSINESS IN

REGION OF KOLKATA

Report Submitted by

Name: ABC

Roll: PG/VUOAP01/MBA-IIS

No: XXX

Institute: Bengal Institute of Business Studies

Registration No. : 01953

Company Name: Chocolate Hut

Industry Mentor: Mr. XYZ

This Project is Submitted for the Partial Fulfilment of a Master of Business

Administration from Vidyasagar University
 PREFACE

The report has been prepared as a part of the Summer Internship Programme (SIP), as a part
of the MBA. The report is prepared in the view to include all the details regarding the
project that Icarried out.

This project is done to understand the POTENTIAL LOCATION FOR NEW STORES BY
DEMOGRAPHY & EXPANSION OF BUSINESS IN REGION OF KOLKATA. The target
of this project was to understand the need and benefits of the location to expand the number
of stores from 48 to 100 across targeted locations. This project was also intended to
understand different aspects of the business associated with its products and other B2B
expansion.

The following report deals with the analytical requirement to understand the need to promote
specific product, expanding to said locations and to find the profitability of business. The
study is about how analytics can help find potential demographic segments in wider regions,
to understand the revenue structure of a business and its profitability and help explaining the
needs and requirement through storytelling and visualization.

The study is done with 3 primary resources from CHOCOLATE HUT. The report has
been categorized in various topics stating about the study and analysis done.
Company Certificate
ACKNOWLEDGMENT
 DECLARATION

I hereby declare that the report entitled “A STUDY ON POTENTIAL LOCATION FOR
NEW STORES BY DEMOGRAPHY & EXPANSION OF BUSINESS IN REGION OF
KOLKATA’’ submitted by me for the award of the degree of Master of Business
Administration a record of study done by me and that the project work has not formed the
basis for the award of any Degree, Diploma, Associateship, Fellowship, or other similar
title.

Place: Kolkata

Date: (Signature of the Candidate)

Table of Content

S.No Topics Page

No.

1. Executive Summary 1-2

2. Introduction 3-17

3. Company Profile 18-22

- About Company
- Mission
- Vision
- Journey

4. Industry Overview 23-30

5. Objective of Project 31-33

6. Research Methodology 34-40

7. Data Analysis and Interpretation 41-49

8. Observations and Findings 50-51

9. Suggestion and Conclusion 52-55

10. Bibliography 56

11. Appendix 57-60

 EXECUTIVE SUMMARY

This project report has been written keeping in mind the store expansion and brand expansion
of Chocolate Hut- a part of Silver Drop Bakery line up. It aims first at finding suitable
location to expand across regions of Kolkata and increase number of stores from 48 to 100. It
then sets out to find the highest and lowest amount of product sold by retailers and whether it
is affected by any demographic reason. It also shows the least sold product though profit
margin. At last it suggests various target customers (Café) to introduce new product line up
and improve their reach through improving their website to expand through India.

The project report begins with a brief overview of the product category, targeted customers
and current established stores. It also dwells briefly about the current website which is being
developed.

The project further moves on explaining the procedure of finding the suitable location for
expansion and opening new stores, using analytical tools to find the most amount of product
sold by top retailers, least number of products sold as per profit margin. The objectives were
defined at the beginning of project and why do we need to expand the brand and improve its
website. After stating the objective and reasoning behind them, the actual findings were
executed. These included scrutinizing the existing location and analysing the existing similar
crowd for locations that were later suggested. Website was also well studied to understand
the need of improvement. Suggestions are made on each and every one these aspects and
recommendation for changes were suggested.

This project targeted places where footfall was high such a tourist spot, hospitals, cinema
hall, restaurants, housing complexes etc. Various criteria and segments are pointed out to
select suitable location. We have also tried to analyse why certain places had fewer sales. The
report consists of various visualisation for the readers to understand the findings of the
project. It has helped determine the B2B requirement and scope of improvement for the
business to compete with other established competitors.

The last few pages of this project deal with various ways in which the recommendations were
suggested, what is future scope and how to plan further is mentioned.

This research paper shows the data which was provided by Chocolate Hut that showed sales
data for April 2022 where we could analyse the top selling products and their profit margin.
The research was done with the aim of suggesting potential location to open a new outlet,
create brand awareness and how it can be done, to improve its SEO techniques through
website enhancement and suggest new bakeries where chocolate hut can introduce new
frozen food outlet.

The analysis will help in knowing the strong and the weak point, to understand which product
is the bestselling product and which can be discontinued. Also to understand the need of
customers and how to reach them effectively.
INTRODUCTION
Introduction to Bakery in Kolkata

The Bengali obsession with mishti, meaning sweets, is well-known. In fact, a Bengali without
a sweet tooth is greeted by the community with disbelief and sometimes even horror.

In Bengal, desserts are integral to the way of life. Every Kolkata neighbourhood has its own
sweet stores and recipes for pithe and payesh are passed down generations like heirlooms.
Here, sweets don’t mark the end of a meal — the true-blue Bengali will have sweets at any
hour, from breakfast to midnight snacks.

The capital of West Bengal isn’t just home to traditional Bengali sweets. Kolkata houses a
variety of sweets, founded by the immigrant communities that have lived here for hundreds
of years. While the iconic Flury’s has undergone a makeover in recent years and also opened
branches around the city, newer names like Kookie Jar or the Parisian-style Mrs Magpie have
become new favourites among locals.

The main objective of the project is to lay out a plan for opening a new bakery in Hyderabad.
Even though Kolkata has a plethora of bakeries and restaurants, it is growing very speedily,
and newer areas are being added. A lot of areas which were, a few years ago, in the outskirts
of Kolkata are now an integral part. With the rise of population, the demand for culinary
goods will increase.

Need and Importance

The project covers decision making regarding various aspects of opening a new bakery shops
across regions of Kolkata, which begins by deciding on various factors including the ones
listed below, but not limited to these:

• the products to be sold

• the right pricing for the products
• the location of the bakery
• the ways to leverage existing markets to ensure the success of the bakery
• the marketing strategies for baked goods or introduction of new product line
• the innovation techniques to make the bakery stand out
• the methods of improving reach throughout the country with help of Website
development
 About the Industry

History of Baking

The first instance of baking was people cooked a paste of wild grass grains absorbed with
water on a hot stone, rendering a bread-like product. Afterward, when people aced fire, the
mix was simmered on hot coals, which made bread-production simpler, as it could now be
made whenever fire was made. The Ancient Egyptians prepared bread utilizing yeast, which
they had recently been using to mix beer. Bread heating started in Ancient Greece around 600
BC, prompting the innovation of encased ovens. Baking thrived during the Roman Empire.
Starting around 300 B.C., the baked good cook turned into an occupation for Romans and
turned into a regarded calling since baked goods were viewed as debauched, and Romans
cherished party and festivity. The world’s oldest oven, around 6500 years old, was discovered
in Croatia in 2014. Bread baking began in Ancient Greece around 600 BC. Subsequently,
cakes were frequently cooked particularly for huge feasts, and any cake cook who could
develop new kinds of delectable treats was profoundly valued. Heating strategies improved
with the advancement of an encased preparing utensil and afterward of stoves, making
conceivable thicker prepared cakes or portions. A portion of the impacts of the
microbiologically instigated changes were viewed as attractive, and a progressive obtaining
of authority over the procedure prompted conventional strategies for making raised bread
portions.

THEN NOW
Egyptians were pioneers in baking and the traces of their baking are as old as 2600 B.C.
Egyptians were the one who started baking bread using yeast. The Egyptians developed the
first ovens. In the initial a few centuries after the establishing of Rome, baking stayed a
domestic skill with few changes in processing methods and instrument. Around then
upgrades in heating innovation started to quicken quickly, attributable to the more elevated
level of innovation for the most part. Computerization of blending, moving, forming, aging,
and preparing forms started to supplant group handling with consistent tasks. The
enhancement of bread and other pastry shop nourishments with nutrients and minerals was a
significant achievement of the mid-twentieth century heating industry. The word cake was
derived from the Old Norse word “kaka”. Oxford dictionary traces the word “cake” back to
the 13th century.

ANCIENT OVEN

Bakery’s History in India

As one of the largest segments in the food processing sector in India, the bakery industry
offers huge opportunities for growth, innovation, and job generation. Separated into three
categories, bread, biscuits, and cakes and pastries, the bakery industry reached a market value
of USD 7.22 billion in 2018. As the second largest producer of biscuits after the USA, India
is a key player internationally, and with the entrepreneurial spirit of Indian companies and
individuals it is one of the most exciting regions for the bakery sector.

Changing consumer habits and lifestyle are shaping the bakery industry in India. Part of a
global trend, there is greater demand for healthier products and alternatives, particularly when
it comes to bakery goods which are now more commonly consumed daily as opposed to
being a treat. With high consumption rates, customers want baked goods that are ‘guilt-free’
and are increasingly seeking gluten-free products, or goods made with alternative ingredients
such as multigrain and whole-wheat. Alongside healthier options, millennials in particular are
always seeking new flavours and experiences, making flavour innovation key.

With the recent influx of international cafe and bakery chains, on -the-go food has become
increasingly popular. With hectic lifestyles, Indian consumers are prioritising convenience,
and as breads and biscuits are fast-moving consumer goods (FMCG), bakeries are a go-to
option.

In India, the cake has its origin in a small town in South India. Mampally Babu of Thalassery
is the first baker who established a bakery in India. The Royal Biscuit Factory was the first
bakery in India. There was another bakery in Kolkata, but it catered only to the British.

Trends in Indian Bakery Industry

Organised bakeries in India are utilising social media to provide targeted and cost-effective
marketing. The small local bakery cafes are eschewing traditional marketing to rely on word -
of-mouth recommendations and social media engagement. Tapping into the artisanal market,
smaller bakeries can concentrate on quality over quantity, while larger Indian chains such as
Barista and Mad Over Donuts rely on creating larger quantities but with strong branding and
associated trust.

The rising trend of “natural nutrition”, “healthy living” and “organic products” has
significantly raised the consumers’ demand on whole wheat, light, natural and additive-free
products. With the changing consumer preferences and health consciousness, the bakery
industry is discovering new dimensions. One can have now multigrain bread, brown bread,
sweet bread or even gluten-free bread of one’s choice. And it is not only breads which have
become healthier. The same can be said of biscuits, cakes and pastries.
Another trend that has emerged in recent years is a preference for homemade items. The pure
variety of homemade chocolates that becomes available during festivals points towards the
growing demand for such items in the country.

Challenges faced by the industry

The growth of an industry also brings in its own challenges and the most important of them is
to expand production capacity to meet the new age demands. For example, to meet the
demand for healthier food, bakery store or shop need to invest in making the facilities more
hygienic and also hiring new people with knowledge of such products. Whether the bakery
industry can keep up with the Guidance Document on Food Safety Management System"
delivered by Food Safety and Standards Authority of India (FSSAI). It states the significance
of food establishments to have hygienic surrounding and adequate number and separate
cleanly structured toilets for male and female workers.

Innovating new products is another big challenge for industry in view of increasing
competition in the market. There is also a need to increase awareness about the digital
technologies and convenience of social media platforms that can help bakeries in the
unorganised sector reach a wider market. Currently, the organised bakery segment constitutes
about 62%, whereas the rest 38% belongs to the unorganised bakery segment in the country.

With the arrival of multinational companies who are selling pizzas and burgers, consumers'
tastes are also changing. Many local and international manufacturers have occupied the
market, and competition is intensifying year by year. The states such as Delhi, Maharashtra,
West Bengal, Karnataka, Tamil Nadu, Kerala, Andhra Pradesh and Telangana witnessed
remarkable growth with the rise in local and global players.

Impact of Covid-19 on bakery industry

Unlike most industries, the bakery industry seems to have gained from the Covid -19
pandemic. The pandemic led to a rise in demand for healthy and functional bakery items like
those which consist of multigrain, nuts and other healthy ingredients. Consumers are
purchasing a variety of bakery products that are high on the health quotient, as it has been
seen that people suffering from lifestyle diseases such as diabetes, high blood pressure and
obesity are more prone to the deadly infection

According to a research by Mintel, almost three out of four Indians have put healthy eating as
a higher priority. Accordingly, the consumption pattern of bread saw a major shift from white
breads towards more multigrain, wholegrain, and specialty, ethnic and seeded breads. This
was all due to the consumer’s desire for nutritious and healthier products

At the other end, the pandemic has paved the way for a clean and hygienic environment
inside the factories, too. Proper maintenance of the machines and hygiene control are
important factors in the production of bakery products.

Future of Indian Bakeries

Although there are obstacles which are causing losses, there has been a boom in
entrepreneurial endeavours in the bakery industry in India. Home baking has always been a
popular pursuit, but with new technological innovations individuals have been able monetise
their efforts. Founded by two women, homebakers.co.in provides a network for home bakers,
the majority of whom are female, to promote and sell their products. On a smaller scale, local
What’s App groups have become popular to supply neighbours and locals with baked goods,
which highlights the power of networking technology.
Organised bakeries in India are also utilising social media to provide targeted and cost-
effective marketing. Lacking the large budgets of international chains, local bakery cafes are
eschewing traditional marketing to rely on word-of-mouth recommendations and social
media engagement. Tapping into the artisanal market, smaller bakeries can concentrate on
quality over quantity, while larger Indian chains such as Barista and Mad Over Donuts rely
on creating larger quantities but with strong branding and associated trust.
At every level in the bakery industry in India there are challenges and opportunities. While
the rise of local home bakers is encouraging, there are issues of hygiene practices and
standards, and organised bakeries are also incurring losses due to lack of operational
efficiency and skilled workers.
Despite certain difficulties, the forecast for the Indian bakery industry is positive with a
projected market value likely to exceed USD 12 billion by 2024 expanding at a CARG of
9.3% during 2019 to 2024. Alongside these predictions, India occupies a unique position in
the market as flavour innovation continues to grow in importance on a global scale. Indian
traditions and access to interesting and unusual flavour combinations will allow them to
continue to excel and innovate in this market.

Types of Baked Goods

Bread
There’s nothing like taking a loaf of fresh yeast bread out of the oven. Just the enticing scent
alone makes one of the world’s most celebrated foods worth baking! From a handful of
ingredients—at its most basic flour, yeast, water, and salt—to the finished product.

Cakes
Layer cakes, cupcakes, snack cakes, roulades, and even cheesecakes—the cake category is
vast. Most cakes are often classified into two categories: whether they contain fat, such as
butter or oil (shortened cakes) or whether they contain little or no fat (unshorten or foam
cakes).
Candy
Candy and confections range from chewy nougat and pralines to fudge, caramel, and toffee.
The thing they share in common is sugar, and how that sugar is handled determines the
category that candies fall into. There are essentially two categories of candies: crystalline or
non-crystalline. Candies that are crystalline contain crystals in their finished form, like nougat
and fudge, whereas no crystalline candies don’t contain crystals (think lollipops and
caramels).

Chocolate Confections
Chocolate is one of the most beloved ingredients in baking, and a true passion for many of us,
especially when it comes to candy and confections. From cocoa to milk chocolate to
bittersweet, understanding the different types of chocolate and when and how to use them can
make or break your finished product.
Cookies
Whether you call them “cookies,” “biscuits,” or even “koekie,” cookies are loved the world
over. They can be dropped, sliced, moulded, rolled and cut, baked into bars, sandwiched with
fillings, and decorated with colourful icings. They can range from simple to elaborate, an
after-school snack or essential to your family’s holiday traditions.

Custard
Custards are thick, rich, creamy desserts typically made from eggs and milk or cream. They
can be sweet or savoury and flavoured loads of different ways. Made on the stovetop or
baked, they range from cheesecake and flan to ice cream, pastry cream, and even lemon
curd.
Frosting, Icings, etc
Frostings, icings, fillings, buttercreams, and glazes all add a finishing touch to our baked
goods, whether you are covering a carrot cake with a thick layer of cream cheese frosting,
pouring chocolate glaze over a custard-filled layer cake, or coating cookies with lemon icing.
Frostings, icings and buttercream are not only used to finish a dish but can be used as filling
along with curds, custards, jam and whipped cream.

Frozen Desserts
Is there anything better than a big scoop of creamy ice cream on a hot summer’s day? While
ice cream might be the hands-down favourite, frozen desserts, in myriad forms—from gelato,
frozen yogurt, sorbet and granite to semi freddo, frozen soufflés, and ice cream cakes, pies,
and sandwiches—capture our hearts. Better yet, the flavours of frozen desserts are limited
only by our imagination.

Gluten-Free
From pies to pastries, cookies to cakes, any baked good can be made gluten -free if you know
what ingredients are available, understand techniques specific to this type of baking, and have
great recipes at your disposal.

Low-Fat / Reduced-Fat
Baked goods can be successfully lowered in fat, and still taste good if you know Sarah's
secrets and tips, After all, she wrote the book on healthy baking back in 1999 (The Healthy
Oven Baking Book, Doubleday, 1999).

Pastry
From the simplest pie and tart dough to more complex laminated doughs like croissant,
Danish, puff, and phyllo, this is a broad category of bread-type baked goods that can be sweet
or savory. Although they share a brief list of ingredients—flour, some kind of fat, water or
another liquid, and often, salt—they can be intimidating in technique.

Pies and Tarts

Buttery, flaky, toothsome, tender, crisp: these are all words that can describe the most
ethereal pie or tart crust. This relatively thin dough is used to envelope a sweet or savory
filling and can take many different forms—lattice-topped double crust pies, hand pies, open-
faced fresh fruit tarts, crostatas to name a few.

Pudding
The word “pudding” can be used to describe a whole range of sweet and savory dishes, from
soft and smooth chocolate pudding and frothy citrus mousse to eggy bread pudding and cake-
like steamed Christmas pudding. They are generally divided into types based on how they are
prepared: baked, boiled, steamed, or chilled.

Quick-Breads
Berry muffins, banana bread, streusel-topped coffeecake, cinnamon-sugar doughnuts, and
flaky buttermilk biscuits...what do these all have in common? They are quick breads, or
baked goods that have a bread- or cake-like consistency and rely upon chemical leaveners
such as baking soda and baking powder—rather than yeast—for their rise.

Special Diets
Whether you need delicious baking recipes that are gluten-free, low-fat or reduced-
fat, vegan or vegetarian, sugar free, and more, we’ve got you covered.

Savoury
Bakery and baked goods categories like bars, breads (bagels, buns, rolls, biscuits and loaf
breads), pizza, snack cakes, and tortillas.

Wedding / Assorted Cakes

Traditionally, wedding cakes or assorted customized are elaborately decorated and tiered
multi-layer cakes made to celebrate the big day like birthday, wedding or any other big
occasion. However, today some celebrations are breaking tradition, and serving all sorts of
special desserts, from tiers of cupcakes, platters of beautiful cookies, or even displays of
chocolate, fruit, and/or cheese.
Types of Bakeries in India

Retail Bakery

This type of bakery sells directly to consumers. They are storefront bakeries, where goods
will be on display and customers can pick what they want to purchase. You will have to
provide excellent customer service and hire front-of-the-house and back-of-the-house staff.

Wholesale Bakery

Instead of selling to walk-in customers, wholesale bakeries sell to businesses such as

restaurants, hotels, grocery stores, coffee shops, and other bakeries. They don’t have
storefronts and solely concentrate on producing baked goods.

Bakery Service Style

Your bakery service styles will largely depend on the types of baked goods you plan to sell.
There are many serving styles to choose from and to determine which to pick, you’ll want to
ask yourself a few questions.

• What type of foods do my target customers prefer?

• What will make me stand out from the competition?
• What are my baking strong suits?
• What type of food do I want to sell?

Types of service bakeries are following:

Café Bakery

A cafe bakery sells pastries, sandwiches, and other quick bites along with a variety of
caffeinated beverages. You can choose to give table service or simply have customers pick up
their orders at the counter. The only difference between a coffee shop and cafe bakery is that
coffee drinks will be the featured selling item rather than cakes or cookies.
Home Bakery

Home bakeries allow you to bake goods from the comfort of your own home. Keep in mind
that you must seek the appropriate permits to start a home bakery, so it’s important to
research everything you need before setting up your business. This type of establishment
functions best as a wholesale business type, where you’ll be servicing corporate institutions
or restaurants.

Need and Importance of Data Analysis

A business cannot survive without analyzing its data. Assuming said data is readily available
and well organised, this internal analysis will go a long way toward making your business
function smoothly and more efficiently. Here are some of the possible benefits.
Predict customer trends and behaviours

Data is essential when it comes to understanding the needs and wants of the customer.
Business textbooks will tell you that the customer is the main element in every business
activity, and an absence of an understanding of this customer can create inefficiency in your
business. Predicting the trends and behavior of the customer can help with resource
allocation, while building products that are truly in demand. It is imperative to keep up with
the trends to sustain your business in the competitive marketplace.

Increase business productivity

Internal data analysis will help determine which departments, divisions, and even people, are
consuming the most resources, and at what cost. Measure customer service time, email
response time, sales cycle conversion rate, and… well, honestly there are a thousand and one
metrics that can help you yield higher productivity for your business.

Break a macro picture into a micro one

Never mind the big bad global economy, even your little district or city's competitive
marketplace can be overly complex. Calm down. Data will help you identify what’s important
and what’s not, and break down difficult, often larger-than-life problems into small micro-
tasks that can be more easily tackled.

Who Is Using Data Analytics?

Data analytics has been adopted by several sectors, such as the travel and hospitality industry,
where turnarounds can be quick. This industry can collect customer data and figure out where
the problems, if any, lie and how to fix them. Healthcare is another sector that combines the
use of high volumes of structured and unstructured data and data analytics can help in making
quick decisions. Similarly, the retail industry uses copious amounts of data to meet the ever-
changing demands of shoppers.
COMPANY PROFILE
Silver Drop Profile

It is a parent company which has its manufacturing units at Kolkata, West Bengal. There are
two sub brands- Chocolate Hut and Design My Cake. It has a daily sale of 5000 pcs across all
stores. It not only has its own brand but it is a leading player in B2B market. Top partners for
Silver Drop are various restaurants, cafes, bakeries, shops, educational institutions, corporate
offices etc. The company is the only exclusive partner for Inox and its brand in Kolkata.

It has reach outside West Bengal where it delivers cake all over the country and in more than
20 countries as well.

Manufacturing Unit Kolkata

Brands Chocolate Hut and Design My

Cake
Daily Sales 5000 pcs all stores

Market B2B

Target Customer Restaurants, Cafes, Bakeries,

Shops, Educational Institutions,
Corporate Offices
Delivery PAN India and 20+ countries

Staff 80 People

Factory Area 4000 sq ft

Certificate ISO 22000:2018

Company’s Journey

Chocolate Hut was setup in the year 1991 by Anil Agarwal who is the founder of Silver
Drop. It opened many stores across Kolkata and started opening franchises by giving supplies
to various bakeries and cake retailers. In the year 2005, Chocolate Hut added Barista as their
first client in corporate sector. Later after 2 years in 2007, the company expanded and opened
a new commissary in Jaipur.

In the year 2015, Mr.Rahul Agarwal opened a new brand- Design My Cake which is
exclusive to online buying and ordering customised cakes across India. Later Silver Drop
added Inox, Cinepolis & PVR as major corporate clients. In the year 2021, they came up with
the Idea of introducing frozen food technology to bakeries where they would sale ready to eat
food.

Vision and Mission

The company’s Vision is to become the first choice of the consumers among all other
bakeries and established brands across India. While their Mission statement includes to help
their customers experience joy, pride and wellbeing with their products. The brand should
lead in quality, service and innovation by fulfilling the needs of their channel partners and
consumers.
Core Values

Customer First

Silver Drop as a company will always help their customers by understanding their needs and
putting their requirements before the company’s. They encourage teammates to lead make
customer centric decisions. They will help their customers, associates and communities they
serve reach their full potential because they believe success will ultimately determine ours.

Integrity & Commitment

The company will strive to do what is right, even if no is looking. They will give the quality
as promised to the customers. They will manufacture products using the highest level of
hygiene.

Growth

The company will go out of the way to explore opportunities of growth and take informed
and quick decisions regarding implementation. They strive to create positive work
environment by building a spirit of cooperative effort among individuals and departments and
enable employees to be the best they can be at work and in life.

Sub Brands of Silver Drop

Silver Drop has 2 sub brands- Chocolate Hut and Design My Cake.

Chocolate Hut

Franchises Outlet Kolkata and Greater Kolkata- 45 nos

Customer segment Lower and Middle class
Shop Area 80-200 sqft
Products Baked, Beverages, and Buscuits
Sales 2000 pcs/ day
Price Range Quick bites from Rs 7 to Rs 45
Cakes from Rs 90 to Rs 350

Chocolate Hut has 45 retail franchises outlet across Kolkata and Greater Kolkata. The price
range for quick snacks like patties, burgers, rolls etc ranges from Rs 7 to rs 45 whereas the
cakes ranges from Rs 90 to Rs 350 which carters the hunger of lower and middle class
segment. Each store ranges from 80-200 sqft shop at high street. Apart from the regular
baked items, chocolate hut also sells cold drinks, hot coffee and biscuits. Daily sales at all the
stores is approx. 2000 pc daily.

Design My Cake.In

Customer Segment Upper and Upper Middle Class

Store size 120- 1000 sqft
Products Baked, Beverages, Mocktails
Price Range Quick Bite Rs 45-75
Cakes Rs 400-800
Delivery PAN India and International

Design My Cake is online retails store which has delivery putlet in PAN India and
Internationally in more than 20 countries. The price range for quick snacks like patties,
burgers, rolls etc ranges from Rs 45 to 75 whereas the cakes ranges from Rs 400 to 800
which carters the hunger of upper and upper middle class segment. Each store ranges from
120 to 1000 sqft shop at high street. Apart from the regular baked items, chocolate hut also
sells cold drinks, hot coffee, mocktails and biscuits.

Statistics of Silver Drop

• Staff strength of more than 80 employees

• 48 stores of Chocolate Hut
• 2 stores of Design My Cake
• Web presence at www.designmycake.in
• Delivering food to over 120 points every day
• Fleet of 6 fulltime vehicles for delivery all over Kolkata
• Delivery location from Belur to Garia & Madhyamgram to Behala
• Manufacturing over 5000 pcs per day
• Deliver 366 Days a year
• Each day all deliveries are completed by 11 am across all of Kolkata
• Touching lives of over 8000 people daily
OVERVIEW OF INDUSTRY
Recent Years

Black Forest cake, chocolate croissants, cream rolls, truffle boats, choco cubes and brownies.
..the lit grew sweeter and longer as people stress-bake to beat pandemic blues since beginning
of Covid-induced lockdowns last to last years. The new “home-bakers” kept going, but it was
no cakewalk for the industry. To keep business afloat amid strict contact and hygiene norms,
companies pulled out all the stops- from blister packs to temperature-controlled vans for
doorstep delivery and new strategies- to keep the “bread rolling”

The results showed; there was a gradual improvement in sales since December 2020 and
currently business has almost returned to pre-pandemic levels.

SWOT Analysis

Strength

Bakery Products
A variety of baked food items in your bakery shop plays a significant role in attracting the
attention of customers. You have to make sure that your shop is offering all the basic bakery
products like pumpkin bread, crackers, pita, pandesal, bread, biscuits, sourdough, soda bread,
cornbread, pretzels, kalakukko, and others. The more products you add to your portfolio, the
easier it would be for you to satisfy the needs of customers.

Art Design
Perhaps you would have noticed various types of cream designs on birthday cakes, pastries,
cookies, and others products. Such unique artistic designs add value to the bakery products
and make them better presentable. Time has changed now, people don’t want just food
products, and they want better-looking food items. Most importantly, it provides you a
competitive edge in the market.

Equipment
If you’re a bakery shop, then it’s necessary for you to have all the baking equipment and
kitchen tools. Like sieve, fine-mesh, chef knife, rolling pins, paring knife, kitchen scissors,
square/rectangular baking pan, whisk, pie plates, pastry brush, wire rack, metal turner, muffin
pan, rubber spatula, baking sheet, wooden spoon, hand mixer, spoons, measuring cups, and
many others.

Having all the tools and equipment is one thing, and skillfully making use of all of those tools
and equipment is a completely different thing. Therefore, it’s significant to learn the usage of
various tools efficiently.

Big Orders
You should develop contacts with big hotels and restaurants and offer them the service of
immediate delivery of bakery items whenever they need it. Make sure that you have
sufficient workforce and expertise to deliver various orders on time. It means quick access to
the raw material, an efficient supply chain network, and speedy food process capabilities.

Skilled Staff
The thing that matters at the end of the day is the skilled workforce and experienced staff.
They would help your business in many ways like the preparation of better quality products,
less wastage, and increased customer satisfaction. That’s why it’s important that you should
pay attention to the training and development of the skill/expertise of your employees.

Weakness

Far off Bakery Location

Having a bakery shop in the crowded food street or the busy market is a great competitive
edge. It comes in the form of the high rental cost and not every new business is in a position
to afford such a location. If you’re a new shop owner, then you would prefer a low rent and
easily available shop out of the market than a high cost and difficult to buy a shop. However,
the downside is that the growth rate of out-of-market shops is very low.

New in the Market

It takes a lot of time for a new business to win the trust of customers and earn the reputation
of being an established brand in the market. If a bakery shop has started its operations, then
you should consider investing a lot of resources in the marketing and promotion of your
business. However, it may seem a costly option, but this is the only you have got to reach
new customers.

High Price
Factors like high fuel prices, strict SOPs, costly transportation, and supply chain have
increased the overall price of the final product. When the production cost and various other
direct/indirect costs increase, then bakery shop owners have to increase the retail price in
order to meet the expenses. However, customers don’t like the increase in the price of daily
food items, because they buy it casually every day.

Opportunities

Product Expansion
You should conduct market research and check the feasibility of various bakery products that
has a potential for growth. After that, you should add all of those products to your portfolio,
and advertise them by using various channels. If you have done everything correctly, then it
would help you to attract new customers to your shop.

Diet Trends
Bakery food products contain a high level of oil and sugar. Both ingredients cause high
cholesterol levels, high BP (blood pressure), obesity, and cardiac attack. Gen Z and
millennials have shifted their attention towards healthier products.

If you’re in the bakery shop business, then you should produce less oily and low sugar
products in order to make the bakery products healthier. Such steps would allow you to target
the health and diet-conscious customer market.

Bakery School
If your bakery shop is processing big orders and you need more working hands to finish the
work quickly. You should advertise for trainees without pay, it would be a win -win situation
for both parties. It allows you to get more workers at a lower cost and finish the work on
time, and the trainees would get an opportunity to have work experience and learn on the
job.
Threats

Competitors
If you’re a small business owner, then you would have to face competition from the worlds’
leading chain brands. Those brands spend billions of dollars on the marketing and promotion
of their products and services. They have established a large database of loyal customers, and
it would be very difficult to change the minds of those customers.

YouTube and Social Media Platforms

Another worth-mentioning threat of a bakery business is YouTube and other social media
platforms Instagram and Facebook. A lot of cooking experts and newbies share their recipes
with their subscribers and followers and encourage views to try these recipes at home.

Economic Recession
The pandemic of covid-19 has caused the worldwide global economic recession to leave
millions of people unemployed. The buying power of the ordinary working class has declined
significantly, and they have tightened their spending on everything. Resultantly, the sales of
bakery shop owners have declined during and after the pandemic.

Safety Regulations
You have to follow the safety and health regulations for the production of bakery products.
Since it’s a food business, the production process and quality of food matters a lot to the
customers. You should set high standards for your bakery regardless of the visit of food
authority members; it would show your commitment to the business you are in.

Indian Market Outlook

The Indian bakery market stood at a value of nearly USD 7.60 billion in 2020. The market is
further estimated to grow at a CAGR of 8.5% between 2021 and 2026 to reach a value of
USD 12.39 billion by 2026. The Indian bakery market is being supported by the thriving
biscuits and cookies industry in the region.
The biscuits and cookies industry in India accounts for nearly 72% of the sales in the Indian
bakery market. In comparison to other baked FMCG products, the penetration of cookies and
biscuits is quite high in both the urban and rural areas owing to their affordable price and
cholesterol-free nature. Currently, India is the world's largest biscuit consuming nation,
which will be worth nearly USD 4.65 billion by FY 2020. The region enjoys a comparative
advantage in manufacturing, with an abundant supply of primary ingredients, which supports
the growth of the industry in the region.

East and North India are the regions with the highest consumption rate of biscuits and
cookies in the country. Maharashtra and West Bengal, being the most industrially developed
states, hold the highest rate of biscuit consumption. The top four players in the biscuits and
cookies market are Parle Products, Britannia, ITC, and Surya Food and Agros, where
Britannia and Parle together account for 61% of the total market share.

Market Segmentation

Baking refers to the process of cooking food by dry heat in an oven, hot ashes or on hot
stones. Baked goods or bakery products include items such as, bread, cookies, biscuits, rolls,
cakes, cupcakes, pies, tarts, sweet rolls, coffeecakes, doughnuts, and refrigerated bakery
products. Baked goods, such as bread, provide many nutrients that are vital for the health.
Bread and biscuits are some of the popular products among other baked goods. On the basis
of products, the Indian bakery market is divided into:

Cakes and Pastries

o Packed Cupcakes
o Pastries
o Muffins
o Layer Cakes
o Donuts
o Swiss roll
o Others
Rusk
Biscuit
o Cookies
o Cream Biscuits
o Glucose Biscuits
o Marie Biscuits
o Non-Salt Cracker Biscuits
o Salt Cracker Biscuits
o Milk Biscuits
o Others
Bread
o Sandwich Breads
o Hamburgers
o Croissants
o Others

On the basis of distribution channel, the market is categorised into:

Convenience Stores
Supermarkets and Hypermarkets
Independent Retailers
Artisanal Bakeries
Online
 Others

Market Analysis

The Indian bakery market is being driven by the growing demand for biscuits and cookies,
rapid advancement in technology, and the increasing population in the region. In the food
processing industry, bakery, which is also a traditional activity holds an important place.
Bakery products have become the preferred consumer choice due to their high nutrient value
and affordability and are an item of huge consumption in the region. With the fluctuating
eating habits of people due to their busy lifestyle, coupled with the rising demand for
Western taste, bakery products have gained huge popularity. The emergence of a female
working population is further contributing significantly to the growth trajectory of the Indian
bakery market.

With the increasing consumer demand for new and healthy food options, the industry is
further experiencing fortification of bakery products to satiate the appetite of the health-
conscious people. The launch of healthy products in the bakery segment is increasing and is
gaining popularity at a high rate. The growing penetration of bakery chains is further
triggering the growth of the industry in the region.
Bakery products like bread and biscuits are quite popular among millennials due to their
convenient and affordable nature. Further, the growing use of online platforms in the region
is enhancing the 'click and collect' trend, with millennials ordering baked goods online. This
still is an untapped market in the region and is expected to create huge revolution in the
future, thus, aiding the Indian bakery market further.
OBJECTIVE OF THE PROJECT
1. To understand the performance of Chocolate Hut in established retail franchises in general
and with specific reference to location.

2. To examine and evaluate various factors that influence the bakery business in Kolkata with
regards to location, pricing, demography, sales and profit, website reach.

3. To evaluate the most sold and least sold products, focusing on developing marketing
strategies to promote the brand.

4. To report the findings analyzed from the data provided and primary research and present
the results of the same through visualisation.
RESEARCH METHODOLOGY
According to Saunders et al. (2012), research is an activity that is carried out to discover a
systematic solution to a problem in order to gain information. As a result, this is classified as
a study since the goal is to learn more about the attitude-intention link in the Swedish online
grocery industry. In order to describe the study and how it will be done, it is necessary to
understand the difference between method and methodology. The collection of theories that
will be used to conduct the study is referred to as methodology, and it encompasses research
strategy, philosophy, approach, and procedure. Method refers to the collection of techniques
and processes that will be used to perform the research, or how data will be obtained
(Saunders et al., 2012). When gathering primary data, this study will employ a quantitative
approach. However, the notions of methodology will be further discussed below in order to
completely comprehend the process of choosing.

• Research Strategy

A research strategy is a plan of action that is implemented to achieve a research aim. The goal
of an explanation research strategy is to show how one phenomenon is linked to another
(Saunders et al., 2012). An explanatory technique was developed for this study based on the
research question "Does customers' positive sentiments impact the choice to purchase
groceries online?" and the testing of the Theory of Planned Behaviour. An explanatory study
technique assists in explaining and analyzing the links between the variables of the Theory of
Planned Behaviour inside the online grocery industry and provides an explanation that can be
generalized in theory later on (Saunders et al., 2012).

• Research Philosophy

Knowledge of the proper research philosophy is essential for doing research in a manner that
is consistent with the aim and research strategy. The philosophy of realism was chosen for
this study. It is regarded to be the most consistent theory for doing explanatory and
quantitative research with the goal of reaching a generalizing conclusion. Because of its
objectivity in how the world is experienced, realism is a philosophical perspective connected
with scientific investigation. It asserts that reality is unaffected by human thoughts and
opinions (Saunders et al., 2012). Furthermore, because the metrics are numerical in character,
this research is appropriate for practical philosophy.
Knowledge, according to realism, is obtained from observable occurrences and genuine facts
derived from reliable evidence. The quantitative approach used in this study allows for the
collection of a huge quantity of data, allowing the phenomena to be seen (Saunders et al.,
2012). Furthermore, according to the realism principle, data collecting explanations should be
done in context. To do this, the survey employed in this study will include statements that
inform respondents of the context in which their decisions should be made. All claims will be
made in the context of online grocery shopping and e-commerce for the purposes of this
study. According to realism, the researchers' evaluation of the data would be biased because
of their cultural experiences and preferences (Saunders et al., 2012). As a result, while
analysing the acquired data, it is critical to evaluate the deformation in order to provide the
most comprehensive explanation feasible.

Why is a research methodology important?

A research methodology gives research legitimacy and provides scientifically sound findings.
It also provides a detailed plan that helps to keep researchers on track, making the process
smooth, effective and manageable. A researcher's methodology allows the reader to
understand the approach and methods used to reach conclusions.

Having a sound research methodology in place provides the following benefits: Other
researchers who want to replicate the research have enough information to do so. Researchers
who receive criticism can refer to the methodology and explain their approach. It can help
provide researchers with a specific plan to follow throughout their research. The
methodology design process helps researchers select the correct methods for the objectives.

It allows researchers to document what they intend to achieve with the research from the
outset.

Types of research methodology

When designing a research methodology, a researcher has several decisions to make. One of
the most important is which data methodology to use, qualitative, quantitative or a
combination of the two. No matter the type of research, the data gathered will be as numbers
or descriptions, and researchers can choose to focus on collecting words, numbers or both.
Here are the different methodologies and their applications:

Qualitative

Qualitative research involves collecting and analyzing written or spoken words and textual
data. It may also focus on body language or visual elements and help to create a detailed
description of a researcher's observations. Researchers usually gather qualitative data through
interviews, observation and focus groups using a few carefully chosen participants.

This research methodology is subjective and more time-consuming than using quantitative
data. Researchers often use a qualitative methodology when the aims and objectives of the
research are exploratory. For example, when they perform research to understand human
perceptions regarding an event, person or product.

Quantitative

Researchers usually use a quantitative methodology when the objective of the research is to
confirm something. It focuses on collecting, testing and measuring numerical data, usually
from a large sample of participants. They then analyze the data using statistical analysis and
comparisons. Popular methods used to gather quantitative data are:

Surveys

- Questionnaires
- Test
- Databases
- Organizational records

This research methodology is objective and is often quicker as researchers use software
programs when analyzing the data. An example of how researchers could use a quantitative
methodology is to measure the relationship between two variables or test a set of hypotheses.
Mixed-method

This contemporary research methodology combines quantitative and qualitative approaches

to provide additional perspectives, create a richer picture and present multiple findings. The
quantitative methodology provides definitive facts and figures, while the qualitative provides
a human aspect. This methodology can produce interesting results as it presents exact data
while also being exploratory.

Types of sampling design in research methodology

When creating a sample design, a researcher decides from who or what they'll collect data.
They also choose the techniques and procedures they'll use to select items or individuals for
the sample. There are several types of sample design that fall into two main categories:

Probability sampling

This sampling method uses a random sample from the pool of people or items you're
interested in, called the population, and is random or chance sampling. Every person or item
in the population has an equal chance of being selected. Using this method is the best way to
get a truly representative sample, and researchers can generalize the study's results to the
entire population.

Nonprobability sampling

Nonprobability sampling is not random, as the researcher deliberately selects people or items
for the sample. Researchers also refer to this method as deliberate sampling, judgment
sampling or purposive sampling. Every person or item in the population doesn't have an equal
chance of being selected, and the results are typically not generalizable to the entire
population.
Factors to consider when choosing a research methodology

Here are some factors to consider when choosing a research methodology:

The research objective: Consider the research project objective. When researchers know what
information they require at the end of the project to meet their objectives, it helps them select
the correct methodology and research method.

Significance of statistics: Another factor to consider is whether you require concise, data -
driven research results and statistical answers. Or whether the research questions require an
understanding of reasons, perceptions, opinions and motivations.

Nature of the research: If the aims and objectives are exploratory, the research will probably
require qualitative data collection methods. However, if the aims and objectives are to
measure or test something, the research will require quantitative data collection methods.

Sample size: How big does the sample need to be to answer the research questions and meet
the objectives? The sample size can determine your data-gathering methods, such as whether
to use in-person interviews or smaller samples or online surveys for larger ones.

Time available: If there are time constraints, consider techniques like random or convenience
sampling and tools that allow for data collection in a few days. If there's more time available
for data collection, in-person interviews and observations are possible.
Problem Statement

Analyse the various potential location in Kolkata and their potential footfall to ease the
opening of a new bakery and leverage this heavily existing competition to Chocolate Hut’s
leverage. The project should be able to answer the below question:

• what kind of location should be considered?

• what products are to be sold?
• the right pricing for the products
• how to leverage existing markets to ensure the success of the bakery
• marketing strategies for baked goods
• innovation techniques to make your bakery stand out
• how to keep your business relevant and growing, once opened?
• increase B2B connections for frozen food.

Hypothesis

1. H0: There is no significant difference between gender, age group and visiting time
at the bakery or café.
2. H0: There is no significant difference between gender, age group and hours spent
at the bakery or café.
3. H0: There is no significant difference between gender, age group and consumer
preference of baked goods.
4. H0: There is no significant difference between gender, age group and preference
of the ideal bakery type.
5. H0: There is no significant difference between gender, age group and money spent
per person by consumers at a bakery
6. There is no significant difference between gender, age group and visiting
frequency at the bakery or café.
Data sources

Primary data

The study is mainly based on primary data, which is obtained through open and commercial
sources. The open sources include excel data of sale from different retailers for a month
which includes their most and least sold products and their pricing. The commercial sources
include leaflet of the selling cost to retailers of chocolate hut. The location study is only
based on primary data, which is obtained through canvassing a structured plan and
assumption of footfall according to the location and present bakery sales.

Secondary data

The secondary data is sourced from open-source platforms; such as google map which gives
an insight of the same data but for deciding new location.

SCOPE OF STUDY

• This study is completely conducted for Chocolate Hut and its Website.
• The study is composed of real data of Chocolate Hut and it retail franchises in
Kolkata.
• This study is based on realistic and time bounding setting.
• This study is completely conducted for business expansion in Kolkata only.
• This study is based on research made online through google maps for location.

PERIOD OF STUDY

The study is intended to cover 1 month sales and revenue of Chocolate Hut in Kolkata
conducted for month April.

SAMPLING- METHOD, THECHNIQUE, SIZE

Purposive random sampling method from non-probability sampling methods will be used for
the present study. It involves the researcher using their judgement to select a sample that is
most useful to the purposes of the research.

Convenience random sampling method, an easy and inexpensive method from non-
probability sampling methods will be used for the present study.
Sample Size – Market sample is composed of 100 bakeries in Kolkata located in different
regions, of different types and selling wide variety of baked goods. It consisted of various
B2B options.

Statistical and other qualitative tests used for the study

1. Profit Margin

2. Descriptive analysis

Tools used for analysis

The following tools and technologies were used to collect and present the data in various
forms such as

tabular, graphs, pie charts and histogram.

1. Google sheet

2. Microsoft Excel

3. Power BI

4. Microsoft word

Study Limitations

2. Chocolate Hut is in its emerging stage, with a lot of old bakeries with higher ratings
despite upcoming newer bakeries with better products.

3. The location took from google map might not be available to open a new store or there
might be some constraints in that area to open new store.

4. The location cannot determine the exact footfall of customers. The data of population of
certain locations might be inappropriate and totally based on guess.
5. The data provided to work on was only of 1 month and hence it was difficult to determine
the consistent performance of the top retailers.

6. Due to time and financial constraints, the sample size has been restricted and with the use
of convenience sampling method, but there is no way to tell if the sample is representative of
the population, so it can’t produce generalizable results.
DATA ANALYSIS AND INTERPRETATION
1. Analysis of potential location with reference to existing location by the sales
Analysis –

The excel sheet consists of sales for the month of April’22 for 88 retailers who take supplies
from Chocolate Hut. The analysis of suggested location was done on the current retailers
present in that location and the amount of sales generated from these locations.

The analysis was done on google maps where we determined different key factors such as
restaurants, presence of other competitors, housing society, school, movie halls and hospitals
where the footfall is potentially heavy due to the said factors.

Interpretation-

It seen that the places where most number of sales took place were the places where
attractions like restaurants, tourist places, cinema halls. Also there were schools which
attracted children to visit bakeries more. One of the most selling places was inside a very
popular and populous railway station and hence because of the heavy footfall in the railway
station and need of the travellers, the sales boosted up.
2. Analysis of Top Sold Menu in comparison with Amount and Quantity sold

Analysis- There are 269 products from which we have got 27 top products in regards to the
quantity sold with comparison of the amount generated.

Interpretation-

It is seen from the above chart that Chicken patties is the most selling product. It is also
observed that the revenue generated from selling the products are much higher than the
quantity sold. This interprets that the price of the products are relatively higher which helps in
achieving such amount of revenue.
3. Analysis of top Retailers and Quantity sold

Analysis- There are total 89 retailers from which we can see 30 top retailers who have sold
the most amount of products.

Interpretation – We can see that Neelam Food centre has the most selling amount of product
for the month of April. We can also see that the amount and quantity are at par with each
other that means they have sold all kind of good within different price ranges. There are some
of the retailers whose amount are more than the quantity sold that means they might have
sold more goods within the upper price range.
4. Analysis of products by profit margin percentage

Analysis – In the above pie chart, we can see that the amount and percentage of the profit are
shown for different products sold by different retailers.

Interpretation - As we can see, the top products sold are the one which are uniformly giving
the top profit margin that is more than 6 % with revenue of 1.85 K for a month. The top
selling products constitutes of most of the revenue generated for most of the retailers.
5. Calculation if Profit in Rs and Gross Margin Percentage
Analysis- The excel sheet shows the calculation of profit and gross margin with the help of
selling price to the retailers and the selling price to the final customers.

Interpretation- We can see that most of the products are giving a profit above 20% and
which means they are the most profitable. The is no relation between the price and the
quantity sold from the above data. There are few products which cost more than average but
are in most selling list and there are certain products which do not cost more but are not
preferred by the customers.
The sales of product depends on the customers’ food preference and the taste of the product.
6. Analysis of least sold products and revenue generated

Analysis- The table shows least sold products with the amount of revenue generated for all
the retailers together.

Interpretation- The products consist of non-baking products such as plastic bags and
candles. That means these are some of the products which customer might not prefer to but
because of their personal choices. We can see that the price of the product is relatively low
and hence we can say there is no direct relation of price and sales in this case.

These are the products which do not give revenue and have a profit margin of less than 1%
OBSERVATION AND FINDINGS
Observations-

1. From the analysis, the ideal bakery location for most of the bakeries are near
hospitals, schools and restaurants. So, ideally one should open a café or bakery near
those places

2. Observing the sales data provided, most of the consumers like to eat quick snacks
like patties and rolls. Reason behind it is the busy and fast schedule of the office goers
or even students.

3. Many of the retailers focus more on selling quick snacks rather than focusing on
sellingmore of cakes or products which are for specific occasions.

4. The products which are most in demand do not have any relation with pricing strategy.
The demand solely depends on customer’s personal choice and taste of the product. There
are few products such as cakes and other assorted desserts which depends on specific
occasion like birthday, wedding etc as well.

5. From the analysis part, it was observed that most of the respondents paid between
200-600 rupees per person on their visit to any bakery. It was observed that the amount
which is generated as revenue is much higher than the quantity sold for that particular
product. Hence, customers are willing to spend more if the taste and quality of the product is
maintained.

6. From the analysis, it is observed that the majority of the customers are non -vegetarian
and most of the products sold which generates higher revenue are non-vegetarian products.

7. From the market research, most of the bakeries are present in Sealdah, AJC Bose Road
and Southern Kolkata. So, a person keens on opening a new bakery should choose a location
apart from these but not very far either.

8. It can be found out that the most demanded locations already have a lot of
established competitors.

9. There are few locations where the footfall is high but due to lack of proper
infrastructure there is no existing completion such as near Techno-India college.

10. From the data, it can be observed that there is no age barrier for products sold in
bakeries. There is scope of B2B extension in frozen food line in different cafes as this is an
upcoming demand.
Findings-

1. Chocolate Hut still lacks in branding and it is not yet at par with it other competitors like
Mio Amore or Monginis.

2. The pricing at which Chocolate Hut sells its products to retailer are slightly cheaper than
its competitors which is an advantage.

3. It does not have much stores with the same of chocolate hut but it sells its products to local
shops who sell their product under a local name.

4. Chocolate Hut have still not associated with any food delivering service.

5. Silver drop’s ‘Design My Cake’ do not have a proper SEO to promote its website.

6. Many of the customers are not aware of the existence of the brand as there is no marketing.
CONCLUSION AND RECOMMENDATIONS
Suggestions for Website for Design My Cake-

1. the colour has to change and it needs to be appealing colour combinatons that we would like to
advise are-
2. customer login button where customer can login and from the data recieved we can capture
the data and send them advertisements and customised offers.

3. lot of blank area in the website, which needs to be filled up either with product catalogue
or some advertisement about the product or attractive coupons or available locations ,
followed by a zip code query where user can check if we deliver in that area or not.

4. a feature can be added where whenever the cursor is placed above certain popular product,
a mouthwatering gif pops up about the product which will be appealing to the customer
where they can get the idea about the texture and feel of the product.

5.search button can be made more prominent and centralized , suggested positioning would
be in the middle just adjacent to the sorting button.

6. visual effects- Products have inconsistent animation patterns which should be avoided.
while we can in place show the products in a well plated way.

7. all the top products can have starred reviews along with the number of people engaged in
the voting of those stars.

8. top right corner there's a time given for operational hours , we would suggest that it can be
simplified to open - with a green themed indicator , or closed with a red themed indicator,
since operational hours details are already repeated in the bottom right space.

9. transaction modes can be added (if available) like UPI, googlpay, phonepe, paytm etc.

10. call me back option - for interested customers who want to order in bulk and want to
know about the pricing in detail.
11. customer care option - right bottom corner with a customer care employee logo.
Overall Suggestions-

• Initiation of Events Like- One particular day of the week can be discount day.
• Temporary outlets outside mall to propagate Chocolate Hut Brand.
• Billboard Ad Campaign around the areas of populous areas in Kolkata
• Availability on Swiggy or Zomato
• Silver Drop should enhance their website and start Search Engine Optimization
and consider marketing.
Conclusion-

Kolkata already has a plethora of bakeries and cafes and so it offers a very tough competition
to the new bakers. But with right research, marketing techniques and other strategies, one can
use this to their advantage. As established earlier, South Kolkata and other areas like office
building, schools, railway station and other attractions are key locations for opening a new
bakery. Given the covid-19 situation, it is ideal to open a bakery offering home delivery
options to reduce costs and limit risks. For the product catalogue, it can be observed a very
strong preference for cakes and pastries, and in savoury it is patties, so having a wide variety
of those can be helpful in letting the bakery stand out from others. The product catalogue
must also contain varieties of pies and tarts, part from offering savory goods to relieve the
consumers of all the sugar taste. Offering tea and coffee or other beverages, such as
milkshakes or mocktails can be very inexpensive ways of adding new products to catalogue.
To stay relevant in these tough times, one must employ the usage of social media platforms
and food delivery platforms.

The focus should also be on enhancing marketing and branding and create brand awareness
through website and SEO.
Bibliography-

https://ijcrt.org/papers/IJCRT21X0006.pdf

https://www.thebetterindia.com/94746/nahoums-bakery-new-market-kolkata/

https://anybodycanbake.com/history-of-baking/

https://www.alamy.com/stock-photo/making-baking-history-historical.html

https://www.linkedin.com/pulse/indias-bakery-industry-report-sunil-goenka/

https://www.figlobal.com/india/en/visit/news-and-updates/rise-bakery-industry-india-all-
levels.html

https://www.craftybaking.com/learn/baked-goods

https://www.restaurantware.com/blog/post/what-type-of-bakery-should-you-open/

https://www.marketingtutor.net/swot-analysis-of-a-bakery-business/

https://timesofindia.indiatimes.com/city/kolkata/bake-with-a-bang/articleshow/88497360.cms

https://www.expertmarketresearch.com/reports/indian-bakery-market
APPENDIX