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

catering to individuals seeking exceptional quality, unique flavors, specific designs, and

complete customization.

Ms. Rachana has witnessed a significant shift in consumer behavior over the past five years,
observing a marked migration from cake shops to handcrafted, customized cakes. This trend

reflects a desire for personalized creations, driven by a preference for direct interaction with

the baker and a deeper connection to the product. Today's consumers increasingly seek
"allied services" – an experience transcending mere product acquisition.

This shift extends to the realm of health-conscious
consumers. A burgeoning market exists for sugar-free

and keto desserts, as fitness enthusiasts and individuals
adhering to specific diets crave options that indulge their

taste buds without compromising their health goals.

Athletes, bodybuilders, and fitness enthusiasts alike seek
out Ms. Rachana's creations, often willing to pay a

premium for sugar-free and keto-friendly treats.

Figure 5 Bento Cakes

The Chameleon Effect: How products change colors for different markets
Ms. Rachana's entrepreneurial journey exemplifies the power of product adaptation in the

dynamic cake industry. Recognizing the diverse preferences within the vast custom cake
market, she strategically introduced variations to cater to specific customer segments and

expand her network.

Bento Cakes: Capitalizing on the K-drama craze in India, Ms. Rachana pioneered the

introduction of bento cakes in Pune. These bite-sized treats, popularized in South Korean
bakeries, addressed the portability and affordability needs of college students and couples

seeking intimate celebrations. Launching "Cake My Day" as the first Pune cakery offering
bento cakes, Ms. Rachana's targeted Instagram advertising yielded 2-4 orders per day,

fostering a loyal customer base and boosting revenue.

Cake Jars: Recognizing the rising trend of "Instagrammable" treats, Ms. Rachana adapted

the visually appealing cake jar concept. These jars gained popularity mainly for their

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