CINNABON-WORLD’S FAMOUS CINNAMON ROLLS

Presenting by Bulu ChowdaryDanish HaswareJawad RumaniMohammed MuneerSadrey Alam khanSrikanthSukumar

Cinnabon is a chain of American baked goods

Stores and kiosks  The company serves fresh, aromatic, oven-

hot cinnamon rolls and cupcakes, as well as a variety of other baked goods and specialty beverages. 

It is a worlds famous cinnamon rolls are the freshest ,most delicious cinnamon rolls you’ll never eat. Once you’ve tasted one you will realize that nothing else even comes closer.

The main reason for their aromatic taste is they used the recipes discovered in the cassia trees, high in the mountains of Indonesia.

About Cinnabon

History and it’s growth

It was founded in 1985.

The first cinnabon store was opened at federal way, Washington in Sea Tec mall.

It’s head quarters is in Sandy Springs, Georgia

Cinnabon 1st franchise store operated in august 1986 in Philadelphia.

 In 1991, the first Cinnabon store outside a mall was opened in Detroit metropolitan Wayne county airport university Cinnabon stores today can also be found in military bases, universities, rapid stations, casinos, and amusement parks.

In July 2009 there are 750 cinnabon stores operating in 30 countries.

As on now they are having 1113 outlets in 53 countries with 530 outlets operating only in united states of America.

Cinnabon is the first bakery to open a store in Libya on July 24 2012.

Achievements

• Cinnabon Egypt received a two prestigious awards in 2006 at focus brand international conference.

The 1st award was the highest international sales award for the year 2005-2006.

The 2nd was the international franchise of the year 2006 .

In 2006 they launches more aromatic & flavorful blend of coffee.

In 2008 they launched a online store featuring a variety of products and gift sets.

Best bakery competitor for the year 2010.

Best comparable sales award (2nd place) in 2010.

• The company's signature item is a large cinnamon roll. • In 2005,Cinnabon opened its first bakery in Iraq.• In the same year it launched Chillattas, a line of blended

frozen beverages available in fruit.• In 2006 ,Launches new blend of richer, more aromatic,

and more flavourful blend of coffee.• Recently they entered into a pizza market.• The tied up with dominos and released a new product

named pizzabon.

Development

Cinnabon in India

Wadhawan Hospitality Private Limited (WHPL) introduced Cinnabon bakeries in India.

The company agreed to setup 150 Cinnabon bakeries in India over a period of 10 years

The first Cinnabon bakery is opened in New Delhi at the DLF Place mall on September 8 2009.

They are targeting locations such as airports, college cafés and high streets to open Cinnabon bakeries in major hubs and enter the tier I and II cities shortly. 

High Price

Low Price

High Quality

Low quality

Positioning Map

Variables Requirements

Demographic areaAirports,malls,universities,

amusement parks

Density 100-500ft

Population 50000+

Age Above 6-65+

Gender Male, female

Income $5000-$5000+ per month

loyalty High

Segmentation variables of Cinnabon

Marketing Mix Strategy of Cinnabon

Product Description

Baked GoodsClassic Rolls, Caramel Pecanbons, Minibons,

CinnaPacks, Cinnabon Stix

Speciality Beverages MochaLatta Chills, and

Chillattas, Cinnabon’s line of frozen blended beverages

Grocery GoodiesCinnabon Cream of Wheat, Nuts, Candle, Swirl Bagels, Grands with Cinnamon etc.

Cup CakesChocolate

Passion, Vanilla Bliss and Red Velvet

Discounting used by Cinnabon is seen in the retail packsCustomer purchases four or six rolls for a smaller per unit costLargest mistake in the pricing strategy exhibits itself in the

absence of benchmarkingCinnabon managers truly do not care about the pricing

structures of competitors

Pricing Strategy

5oz Cinnabon = $1.499oz Cinnabon = $1.99

While,

Place Distribution

Advertisement; Brochures; Point of Sales (POS) materials; Product Sampling; Event Sponsorship.

Promotion Strategy

Cinnabon places its stores in high traffic locations such as malls, airports, and grocery stores;

Cinnabon implemented a freestanding bakery at the World Trade Center, which reports that 80% of sales come prior to 10 a.m.;

Typical leases call for rent equal to five percent of sales.

Community involvement

One in 8 women are suffering from breast cancer in the world.

It is one of the most commonly diagnosed cancer and one of the leading causes of death in women.

Cinnabon wants to help eradicate the breast cancer by donating funds to the

NATIONAL BREAST CANCER FOUNDATION. It includes their staff, guests and their partners.Their motto is

Help for todayHope for tomorrow.

Cinnabon begins campaign to send “hugs from homes” to troops overseas.

It raises more than $56000 for troops overseas.