Vishal S S (cbedit@imaws.org)
Technology plays a very important role in the market. Adaptation of these technologies is necessary for growth in the business. Mio Amore, one of the leading brands at Kolkata uses the Modified Atmosphere Packaging technique for their products.
The century-old brand Monginis is owned by Mumbai-based Khorakiwalas and was introduced to Kolkata in 1992 by a local partner. But, owing to disputes, all of the 155 odd Monginis shops were rebranded as Mio Amore in 2015. Monginis boasts to have 650 stores and 16 manufacturing facilities across the country. The name was changed in the eastern part of India and in West Bengal. When it comes to rebranding perspective, the change in name was insisted to avoid any further issues internally. Monginis is still present in the market and is still considered a competitor. Both the brands exist in the market.
Presently, the outlets are subdivided into units in the case of Mio Amore having 3 units at Kolkata serve to 260 outlets there which is the main establishment of Mio Amore. One unit is there in the northern part of Bengal to serve around 32 outlets. And finally another unit at Odisha which is serving 42 outlets.
Franchise
The expected Franchise cost in overall expenditure for owning a Mio Amore ownership will be around twenty Lakhs based on certain factors. The person can approach them by connecting through the toll-free number or through the brand website. The process is made clear on board by making the pipeline clear about the requirements, terms, and conditions. “We are widely present in the city as the customer will be able to see the outlets in every two kilometers at Kolkota, ” said Mr. Goutham Halder, General Manager, Mio Amore,
Covid-19 Pandemic
Pandemic has been hit globally and taken up the changes in the market of sales and distribution. Mio Amore tried a lot to manage during the time of the pandemic. The brand got a partial clearance from the government to operate the franchises because they were selling essential goods like milk products. When the pandemic was at its peak, there was no other option than to shut down the shop. The team of Mio Amore made sure that the goods were moving with the objective of providing fresh items to the consumers.
Demand
The demand keeps on fluctuating on the products every day like at present if we look into it. There has been a festival demand happening. This demand is being studied very frequently through certain analyses and surveys. A proper schedule for dispatching the goods to the specific outlet is maintained on time. The price variations in different states are watched and understood in order to maintain the product price. The products are well screened and monitored for the sale with the proper quality. Regular reviews from the shops as well as the customers are being collected for the understanding the demand. Mio Amare is a cake-driven business, the brand is more present on cakes, then comes to other products like pizzas, burgers, and other items. The cakes present at Mio Amore provide a variety of customized styles. The brand mainly concentrates on customer satisfaction for their demand.
Technology and Machinery
Mio Amore uses the latest technologies like the Modified Atmosphere Packaging technique which is used to maintain the shelflife and freshness of the product for three days. A machine like water jet cutting is used for cake making process. Apart from the technology adaptation of the brand, Mia Amore mostly concentrate on the manual process of making as per the customer’s requirement.
Marketing strategies
Mio Amore uses a kind of both Online and Offline combination of the mix. The content that is used for the online presence a carefully evaluated and concentrated. The followers for the particular brand can be not too high, this can be increased by paid followers. But Mio Amore wants to concentrate more on the content that they release which should engage the audience. More than 99 percent of sales for Mio Amore happen offline because the brand has started its website just six months back. Alternatively, the brand products can be taken from swiggy too. Mio Amore is the highly engaging online segment compared to other bakeries”. Added Goutham.
Expansion Plans
Mio Amo re is looking for an expansion in the nearby states because there is a high potential that is available for the initiative, this expansion plan is still in study and research. The main thing which needs to be identified is the opportunities that are available. Even in the case of West Bengal also there are more cities that are still capable of expansion. “But because of the distance from the units, we are not able to expand it at present”. Added Goutham
New products
Mio Amore always does new product development frequently, or the existing items are being modified from the usual style. During the festival or event the items are updated, even every weekend there will be a special fresh menu in their outlets.
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