Understanding Consumers- Cake

Business in Jamshedpur by
Nuggets
Group-3
Anil Kumar
Chandrasekhar Mishra
Jaydeep Bagchi
Manoj Kumar

Business Problem
Nuggets Bakeries & Confectionaries, having a chain of
outlets in different locations of Jamshedpur wants to
increase the Sales of Cakes (above Rs 350/pound) by
10% in the Jamshedpur town.

Research Problems :
To understand the consumer buying behavior &
Preferences in buying cakes (above Rs 350/pound)
in Jamshedpur
To understand the distribution pattern & the
marketing mix

Road Map Ahead:

Management decision problem Increase the sale of
Cakes
Marketing research problem - Understanding the
Consumers demand & buying behavior
Study the marketing strategy of close competitors

Research approach :(i)

(ii)
(iii)
(iv)
(v)

Literature review Any historical facts .

Collecting data from Primary & secondary sources
Analysis of data
Findings
Recommendation

Market Analysis Summary

Nuggets focus is on meeting the demand of a regular

local resident customer base, as well as a significant
level of Parties in the Hotels accross Jamshedpur.
Market Segmentation
focuses on the middle- and upper-income markets.
These marketsegmentsalso consume the majority of
coffee
and Bakery products.

Methodology
Research Methodology

Data Source : Primary &

Secondary
Research Approach : Survey
Method

Data Collection Techniques

Sampling UnitConsumers/Outlets
Sample Size- 10
Sampling- Random sampling
Data Collection InstrumentSurvey Questionnaires

Possible Limitation of the Study

Data collected from secondary

sources was sometimes not
consistent with actual field level
data & from other sources
The information to be collected
from the consumers & the shop
keepers based on the personal
interviews , may not be
satisfactory /consistent

Brief - About Jamshedpur

State : Jharkhand
Industrial Town
Culture : Cosmopolitan
Urban Population : 13,37,131 as per 2011 census
Males : 52.1% & Female: 47.9%
Literacy Rate : Average 85.94%(Higher than national
avg of 74%)
High employment & Income level

Consumers Need in
Market(Jamshedpur)
Jamshedpur is a cosmopolitan and Industrial Town
having high Disposable Income but limited scope of
entertainment hence in house celebrations /Parties
in the Hotel are growing.
People want tasty cakes
Healthy & hygienic
Different Flavors
Customized Design & Decorations
Different Sizes
Price Ranges
Delivery Services

Competition Analysis

Brubeck: Focused to High Income groups

Relish: Middle to High Income groups
Red Cherry: Low to Middle Income groups
Howrah Bakery: low to Middle Income groups

Nuggets is also placed within Middle to High Income

group of Buyers

THANK YOU