Mumbai, May 3: Here's a summer treat for kids from Monginis Foods Limited.Cashing in on the holiday season, Monginis has launched a new range ofproducts called `Nice Cream' in Mumbai. Targeted at the youth segment, thenew range includes cakes, desserts and gateaux.``Within two weeks, we willbe rolling out the new range across the nation. The range is positioned as`summer delight with natural fruit-based cakes'", informs Zoher Khorakiwala,chairman, Monginis Foods Limited.As for the rationale behind the new launch, explains Khorakiwala: ``This isan attempt to increase the consumption of cakes during summer. With our newrange, we want to create excitement around the brand. The consumption ofcakes is pretty low in summer.'' To announce the launch, the company will belaunching a nationwide print campaign on May 15, 2000. As part of itsmulti-pronged marketing strategy, the confectionery major has recentlystarted selling its products on the Net.``Just log on to -www.monginisfoods.
com-and place your order. Currently, we have over 232 franchise cake shopsacross the country. Our vision is to increase the number to 1,000 in thenext three years,''adds Khorakiwala. In a bid to promote the new range, thecompany also plans to launch a `Gift a cake campaign' on the Net, saysJagdeep Kapoor, the company's marketing consultant.
As part of its offline marketing strategy, the company has recently tied upwith Coca-Cola India.``This tie- up offers us mutual brand buildingopportunities. At our cake shops, you can now buy coke. To promote bothbrands, we will be launching a host of joint promotions very soon,'' informsKhorakiwala.
Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.