October 4

HIDE n SEEK Biscuit

2011
Marketing Managemen t Assignment

NIVIKA GUPTA PGDM-1

HIDE n SEEK Biscuit

The Hide N Seek biscuit is a kind of small, flat-baked sweet biscuit, manufactured and marketed by Parle Foods. Hide N Seek is a version of the Chocolate chip cookie. Little chips of chocolate 'hide' in the biscuit. With just the right amount of sweetness, these biscuits don't cloy. It is heavy on the chocolaty flavor, which definitely goes down well with children and adults alike. It is usually made with melted chocolates or cocoa powder and a chemical leavener such as baking powder. Hide N Seek comes in nice packaging and cost around Rs.15. Recent addition to the range of Hide N seek biscuits are Orange and coffee.

Biscuit Industry: India

The total production of biscuits in India is estimated to be around 30 lakh MT, the organized sector accounts for 65% and the unorganized sector accounts for 35% of the total industry volume. The organized sector is valued at above Rs 8000 crores. The biscuit industry is estimated to grow over 15-17% in the next few years. The per capita consumption of biscuits in India is 2.0 kg. India is ranked 3rd after US and China amongst the global biscuits producers. The export of biscuits is approximately 17% of the annual production, the export of sweet biscuits for year 2007-08 was Rs 145.93 Cr and for year 2008-09(April-Dec) was Rs 280 Cr, the major exporting regions were Haiti, Angola, USA, Ghana, UAE. The imports are not significant amount as compared to the total consumption. The penetration of biscuits in urban and rural market is 85% and 55% respectively. The Biscuit industry employs almost 3.5 lakh people directly and 30 lakh people indirectly.

The organized biscuit manufacturing industries annual production Year 200304 200405 12.54 200506 14.29 200607 16.14 200708 17.14 2008-09 19.5

Annual Production(Lakh 11.00 MT)

Main Categories of Biscuits : Glucose, Marie, Sweet, Salty, Cream & Milk. Glucose biscuits accounts for more than 50% of the total biscuit market value, Parle G dominate this market with more than 60% share followed by Britannia and ITC

About PARLE Established in 1929

1st brands- Parle Glucose and Parle Monaco

Market leaders in many products Won acclaim at MONDE selection since 1970 35% share of total biscuit market 15% share of total confectionery market 14 manufacturing units for biscuits and 5 manufacturing units for confectionery Annual turnover 2000crores It has provided the product to mass at afordable range.

Market share of PARLE (in %)

Parles products

Biscuits:
Parle-G Hide n Seek Marie Choice Monaco Krack jack

Confectionery:
Melody Mango bite Kachha aam Poppins

About HIDE n SEEK biscuit

Crushed Hide N Seek The biscuits are crushed either with hand or by placing them in a cloth and pounding them with a hammer for a few seconds. The latter procedure tends to impart a finer crushed product than the former. Powdered Hide N Seek You may powder the biscuits in a dry grinder or by placing them between a cloth or plastic and pounding them with hammer. They may be powdered fine or coarsely as per the recipe requirements. Culinary uses Hide and seek biscuits are usually enjoyed as a snack with a cold or hot beverage Chocolate biscuits may form a base for a chocolate pudding or a chocolate pie. Try crumbling these biscuits over Vanilla or Chocolate icecream, or over custard. Dip the chocolate biscuits in honey or place jam in between the biscuits to enjoy it as a dessert. How to store The Hide and seek biscuits should be stored in an air tight container. Do not commit the mistake of storing them with other strongly flavoured biscuits like pineapple or orange cream. These flavours will overpower the subtler taste of Hide N Seek.

Health Benefits Biscuits provide a quick source of carbohydrate thus keeping hunger away. Chocolate biscuits, made with whole wheat or oats are rich source of B complex vitamins and dietary fibre.

Marketing Mix of Hide n Seek

The 4Ps are as follows:

1.

Product- A choco biscuit hatflirts with your taste buds. Seek out
the chocolate chip that arent really hidden. And relish the delectable experience as they melt into your mouth.

Product contains:

a) Wheat flour b) Cocoa Solids c) Sugar d) Partially hydrogenerated edible oil e) Invert syrup f) Leavening Agents [503(li),500(li)] g) Salt, Emulsifiers [322 or 471 & 481(i)] and h) Dough Conditiners[223] i) Contains permitted natural colors [150b] j) Added flavor(artificial)

2.

Pack size and Price:

i. For 25gms- Rs. 5 ii. For 50gms- Rs. 8 iii. For 100gms-Rs. 14

3.

Place:

Currently Parle has over 33,00,000 distribution outlets

Today, the great strength of Parle products is the extremely

widespread distribution network. Even at the remotest place you can but parle-g biscuit or sweet from the local grocer. It has taken years to make this extensive networks. Parles sales force started with one salesman in Bombay and some agents in few other cities. Soon biscuits and sweets were being sent by rails to Calcutta, Delhi, Karachi, Madras and other major cities. As production increased, distribution was amplified.

4.

Promotion:
The Tag Line says- TASTY ITNA KI DIL AA JAE

Advertisement through Televisions and Signboard Current Brand Ambassador- Hrithik Roshan

COMPETITORS to Hide n Seek biscuit can be :

Major Players

Britannia Industries Ltd. : Net sales for FY 2008-09 are Rs 3,112.2 Cr. For FY 07-08 biscuits recorded sales of Rs. 2,329.9 Cr. Key Products Tiger, Good Day, Bourbon, 50-50, Treat, Milk Bikis, Marie Gold, NutriChoice, Timepass, Little Hearts

Surya Food & Agro Ltd : Manufacturing & selling of biscuits under brand Priyagold. Company has three plants located in Greater Noida, Lucknow & Surat. They also outsource some of our requirements to another plant located in Hyderabad. Capacities have reached 1, 50,000 MT p.a. Key Products : Classic Cream , Butter Bite ,Kids Cream ,Bourbon ,Big Boss ,Marie Lite ,Magic Gold ,CNC ,Cheese Cracker ,Snacks Zig Zag ,Don ,Coconut Crunch ,Cheez Bit Classic Salt ,Chatpata

ITC Ltd : In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeast with a current market share of ~10% is now clearly established as a credible third brand. Key Products : Sunfeast Milky Magic ,Sunfeast Marie Light ,Sunfeast Golden Bakery ,Sunfeast Dark Fantasy ,Sunfeast Dream Cream ,Sunfeast Snacky ,Sunfeast sweet 'n salt ,Sunfeast Nice ,Sunfeast Benne Vita Flaxseed Biscuits

,Sunfeast Special

Anmol Biscuits Ltd : Anmol is a popular brand of eastern & northern region, having manufacturing facilities in W.B & U.P. Key Products : Lemon Mazaa , Funfill Choco Vanilla , Yummy - Milk Cream , Tip Top Kajoo Kurkure Masala, Coconutty , Thin Arrowroot , Marie,2 in 1, Butter Bake , Cream Cracker , Dil Khush , Dream Lite , E-Time , Funfill Orange , Funfill Rich Chocolate ,Golmol ,Jadoo ,Marie Time , Snackles ,Milk Made

Parle overtakes Britannia in Indian biscuit market

December 6, 2010 According to A.C Nielson, Parle has overtaken Britannia in the biscuits market which is Rs 11,000 plus in terms of revenue. Parle has close to 45% share of the biscuits market while Britannia has 38% share. For years, these two companies were tied in market share with 35 % share each. The advantages which parle has had is its better distribution in the rural market along with competitive pricing. Definitely 2 measures which give it competitive advantage. On the other hand, Britannia increased its pricing which subsequently reduced its volume thereby affecting its market share. Nielsen data shows that Good-Days share dropped from 31.6% in 2009-10 to 27.8% in the April-September period, while Parle share increased from 11.3% to 17.9% during the same period. Parle also managed to push its share in the Rs 3,312-crore glucose biscuit segment where Parle G now accounts for more than three-fourths of the category. The share of Britannias Tiger glucose slipped from 12.2% in 2009-10 to 11.7% in AprilSeptember this year, while the share of the third significant player in the category, ITCs Sunfeast glucose, remained constant at 8.8% . In salted crackers, Britannia Time Pass is the only major brand that lost share, to 10.6% in the first half of current fiscal from 11.3% in the whole of last year, the Nielsen data shows. However, analysts also feel that the data can be misleading currently as Nielson has a lag time in reporting as a result of which Britannia which has been gaining market share rapidly in the past three months might again be neck to neck with Parle lets keep watching.