Marketing strategy of MOD.(Mad over Donut)

1. Product & Brand
Management
Mad Over Donuts
Kaushal R Dubey 9/28/14 Prof .Nikhil Ubale

2. About MOD
Mad Over Donuts started off as a tiny donut brand in Singapore with big plans to make the
world go, well…Mad Over Donuts. Our mission is to serve the best donuts this planet has ever
known.
In the year 2010 THE Mirah Group, owner of restaurant chains Rajdhani and Falafels, has
picked up one-third stake in Mad Over Donuts (MOD), a donut chain operating in India and
owned by Singapore-based Pragati Ventures, for an undisclosed amount.
MOD Believes
We believe your donuts should taste great every time and we source the highest quality
ingredients from around the globe to give you that Love at First Bite!®experience.
We believe in freshness and make our donuts fresh throughout the day.
We believe in something for everybody and have dozens of flavours to pick from including
glaze, fruit, chocolate and even savoury & spicy donuts.

3. Marketing Strategy:
 Weekly offers i.e. Walk in every Thursday and buy 3 donuts and get Donuts free.
 Few outlets of MOD have started offering Coffee and few more offers on them.
 The kids get attracted towards the balloons and they drag their parents to the store for
MOD.
Range of Donuts: Each donuts has a different variation, flavour and quality so the range
starts from Rs.25/-
The combo packof 1 dozen consists of all Flavour (12) which costs Rs.225/-
Segment: People who want to have donuts.
Target Group: Kids and Youth

4. Positioning: As India’s very own donut chain serving wide variety of fresh and tasty
donuts.
SWOT Analysis of MOD
Strength: Wide variety of Donuts – ringed and filled donuts.
Popular for its Quality.
India’s first donut chain.
Presence in Mumbai, Delhi, Pune, Chennai and Panaji with more than 30
locations and expanding.
A well-recognized brand.
Weakness: Competition from the entry of International giants like Dunkin Donuts and
Krispy Kreme means less market share.
Low reach with less branches.
Donuts is a new snack for many countries, so it will require time to get popular.
Opportunity: Expansion throughout the country.
Keep adding newer flavours to donuts.
Increase in the disposable income of India.
Most of the population in India is young and open to western fast food.
Increase reach through online market.
Advertise and market aggressively to reach out to the customers.
Introduce Online ordering and delivery and also via phone.
Sponsorships and tie-ups.
Threats: Entry and expansion of global donut makers like Krispy Kreme and Dunkin
Donuts.
Inflation.
Economic Instability.
Conclusion: MOD is the most preferred brand as of now in India and famous in
Youth due to less advertising from the competitors MOD has a nice advantage
and good market share. The donuts which MOD Offers are fresh.