Page 324 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

hack used by her. She always knew that she needed an Instagram page for the business, so

she had already created an account 6 months back, making it a food blogging page, named-
The Hunger Tales, Pune. She kept on posting blogs on the page trying to crack Instagram's

algorithm, and soon she had gained 2000 organic followers on the page with genuine
follower engagement. She knew it was the right time and converted this food blogging page

into a business page.

Search Engine Optimization-The venture did not have a website but its Instagram page
served the purpose and brought approximately up to 90% of orders. Ms. Rachana made a

very smart move in optimizing the search results on Instagram. Whenever someone searched
for cake brands in Pune, she wanted Cake My Day to pop up first. She did this by simply

adding 'Pune' to the username: @cakemyday_pune. This smartly optimized the search results
and brought more visitors to the page. And once people came on the page, they would spend

hours just looking at all the cakes. Some of her clients have personally admitted it to her.

Such an amazing attempt she successfully made to manage her social media profile.

But this wasn't enough as people would not always use Instagram directly to look for cake

shops in Pune as it was just a sea of the bigger ocean, Google! Making use of all the free
resources, a Google Business profile was opened that Brought Cake My Day to Google

searches without actually having a website and also
Figure 4 Google Business Profile redirected visitors to the Instagram page.

Cake Industry:

The cake industry flourishes, driven by a confluence of innovation, creativity, and
sustainability. Bakers push boundaries, experimenting with novel flavors, designs, and

ingredients to cater to an increasingly diverse clientele.
This personalized approach, fueled by the growing

demand for bespoke creations for special occasions,

propels the industry forward.

Within this huge market, various consumer segments

dictate varying preferences. Some seek mass-produced
cakes solely for ceremonial cake-cutting. Others

gravitate towards higher-quality mass-produced options

for regular celebrations, with upscale offerings targeting
the affluent. Home bakers and custom cake artists like Ms. Rachana fill a unique niche,

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