Q. 10. Case study - Compulsory seen Founded by a professor and entrepreneur M. Mahadevan with a humble beginning in 1989. Hot Brands was offe the first bakery chains to disrupt the baking industry, bringing freshly baked breads to the retail marker B. through baking facilities, customers were drawn to the brand just by the smell of freshly baked gopus Even though began in Chennai it spread to whole South India and also went global from there. They grew by the concept of adding partners to the food chain to sell their products. Selecting the partners was strictly based on quality and marketing capability apart from financial stability. With more than 3 decades of baking experience, backed by a highly skilled team of world class confectioners, bakers and pastry chefs, Hot Breads has built around the passion and product ownership. From 2021 onwards they have started new online cake shop. By choosing from various varieties exhibited in the e-brochure baked products will be at the customer's door step. Another concept like make your own cake concept also brought out by this company. Here you can choose the ingredients and the product will be delivered either to you or to whom to be gifted by sharing the address. Tie up with courier agencies has also been done to see the products reach the customer without any damage and reach fast so as the freshness will remain After the success of the above, they have formed another retail company Advantage Foods Pvt Ltd. (AFPL) in the organised Food & Beverage sector. AFPL has ties to over 150+ retail F&B outlets across multiple formats such as bakeries, cafes, fine dining restaurants and cloud kitchens. Questions: 1) Explain the concept of franchising based on the above case? 2) What are the e-commerce models practiced by this company? 3) What is the Network Marketing concept you have understood from this case? 4) What e-retailing practice is adopted and what personalised customer experience they offer? 2