MARKETING ASSIGNMENT ON HIDE AND SEEK BISCUIT

BY: MANAV AGGARWALROLL NO: 28MEB II SEM

SUBMITTED TO: DR. VIGNA OZA

COMPANY HISTORY:P – PERFECT

A – ATTRACTIVE

R – RELISHING

L - LEARNING

E - EATABLE

G - GENUINE

CONTINUE….• Parle Product’s fame and familiarity is undeniable. Considering

its extensive reach, the brand Parle is known and recognized by everyone. Over the years, Parle’s sweets and biscuits have become a household name. From kids to adults, everyone loves and cherishes these treats. It gives us great pleasure to see our consumers enjoy and embrace Parle products on daily basis. Our confectioners and chefs have the utmost authority at Parle. Had it not been so, the beginning of Parle would have been quite different.

In 1929 a small company by the name of Parle products emerged in British dominated India. The goal was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. Although, the company knew that it wouldn’t be an easy task, they decided to take the brave step. A small factory was set up in the suburbs of Mumbai to manufacture confectionery products. A decade later this factory was upgraded to manufacture biscuits as well. Since then, the Parle name has spread in all directions and has won international fame. Parle has been sweetening the lives of people all over India and abroad.

PRODUCTS OF PARLE:Biscuit Goodies:

Parle-G Hide & SeekKackjack Hide & Seek MilanoMagix Digestive MarieMonaco Parle MarieKreams Milk ShaktiParle 20-20 cookies GoldenarcsNimkin Kreams GoldChox Monaco Jeera

Snacks :

Musst Bites JeffsCheeslings Musst stix & Musst ChipsSixer Sixer Zeera

CONTINUE….Sweats :

• Melody Kismi Gold

• Mango Bite Orange Candy

• Kaccha Mango Xhale

• Poppins 2 in 1 Éclair

• Kismi Toffee Golgappa

• Kisme Toffee Bar Melody Softee

• Mazelo Pale Lites

MY PRODUCT

HIDE AND SEEK

DESCRIPTION OF HIDE AND SEEK

• 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 chocolatey flavour, 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.

PACKGING OF HIDE AND SEEK

• Packaging : Wax coated packaging to bi-

axially oriented polypropylene paper

Packaging cost 10paise/unit Different sizes :

25gms,44gms,93.5gms,231gms, 462gms,577.5 gms,1kg

PROFILE OF HIDE AND SEEK

• Hide n’ Seek’ comes from the house of Parle. Yummy chocolate chips embedded in the biscuits. Hide n’ Seek are square shaped

• The work of two biscuits to press the chocolate cream in between is done by a single piece of biscuit, thus giving the quantity of biscuits in a pack some more room for advantage over the other two. biscuits with diagonal ridges and small grooves filled with chocolate chips.

• To add to this chocolate is also blended well with the biscuit preserving the crispness of the biscuits at the same time. To be very honest, these chocolate chips are the ones I love these biscuits for.

• Though it cannot win over my love for the yummy Bourbons as compared to the classic tastes of ’Bourbon’ & ’Pure Magic’ Now where do these two win over Hide n’ Seek. Simple, these two contain a little’ bit of more chocolate than Hi de n’ Seek.

• But Parle’s Hide n’ Seek has a different game to play. Here the classic cream from traditional cream biscuits is replaced by solid chocolate chips. Thus

CONTINUE….• At first sight, Hide and Seek seems slightly

different from other biscuits. The cover is extremely good looking, but the packing itself is not at all great. the biscuits have no protection and are broken when you open the packet. When you first taste it, it seems to be extremely delicious. But then, just when you started to want more, the taste becomes too much and it is much too chocolate. I’m not saying that chocolate is bad. Its just that this has an overdose of chocolate. Its main competitor - Good Day Chocolate Chip - is leaps and bounds ahead of it. Hide and Seek is good for only the first few times of tasting.

AD AGENCIES PROMOTING HIDE AND SEEK

•Caramel Pictures

•Ashishkarya's channel

•O&M

MARKETING MIX OF HIDE AND SEEKPRODUCT MIX:

Parle Products began manufacturing biscuits in 1939

Parle G: high nutritional value and international quality; Variants: Magix and Milk Shakti

Marie with Digestive Marie

Orange, Mango, Pineapple & Elaichi

Parle’s Hide & seek: chocolate chip biscuits; premium segment

• PLACE MIX:

• The extensive distribution network, built over the years, is a major strength for Parle Products. Parle biscuits & sweets are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500

• Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers & retailers. Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution network

• Parle biscuits and confectionaries are fast gaining acceptance in international markets also: Abu Dhabi, Africa, Dubai, South America and Sri Lanka, even sophisticated markets like USA & Australia

• PROMOTION MIX:

• They have relied on the entertaining advertising campaigns on television and in print

• Some of them being– Krackjack: Reunion– Digestive Marie: Anti Marie – Hide n seek : Jeep Ad – Hide n seek : Bus stop, Mobile– Parle g: Smart Kids

• Kajol and Hritik Roshan as the Brand Ambassadors

• The Parle marketing philosophy emphasizes catering to the masses. We constantly endeavour at designing products that provide nutrition & fun to the common man

o Corporate family day; Based on the premise that 'Happiness is togetherness‘ the campaign invites everyone to celebrate world family day, with their favourite biscuits

• Monaco: Rakshabandhan; This campaign promotes the festival of raksha bandhan by highlighting the light humour of brother-sister interaction

• Monaco: extra-light; With interesting visual variation this campaign communicates that Monaco is extra light and just right for those lighter moments

• PRICE MIX:

• The biscuits industry now has two clear models. Parle products play the low price game at all varieties of biscuits from glucose to cream

• Essentially, Parle plays a high volume, low margin game. But Sunfeast looks at a two-

pronged strategy. High margins in cream variants and volumes from the Marie and Glucose segments

• For instance, cream biscuits from Sunfeast cost Rs 10 for 100 grams. Parle, however, only charges Rs 5 for its cream variants. Except for Hide & Seek, all of Parle's products lie in the price range between Rs 4 and Rs 6 for 100 gram packs

• In Glucose and Marie, the companies have little choice. As there is little differentiation, consumers are extremely price sensitive. But these segments are important. Marie and the popular glucose varieties make up for nearly 55 per cent of the Rs 4,000 crore biscuits segment

• Glucose and Marie variants straddle price points of Rs 4-6 (for 100 grams)

• Parle's shares in terms of volume is 38.4 per cent; ITC's Sunfeast has a 6.7 per cent share. In terms of value Parle has a 31.3 per cent share and ITC's 6.3 per cent

• Biscuits have always been a low margin, high volume game. Parle have very high volumes and can easily afford to lower their margins. Sunfeast too may have to drop its prices to be in the reckoning

CAMPAIGN OF AD AGENCY:• Mumbai, Jan 17: Come January 20, 2000 and the

Rs 750-crore Parle ProductsLtd is set to announce the national launch of `Hide & Seek' with amulti-crore adblitz that includes a series of press advertisements,television commercials and outdoor media campaigns.

• Buoyed by the initial success of its new launch, Parle is currently rollingout Hide & Seek biscuits across the nation. Targeted at the youth, the newproduct was initially launched in Mumbai in August 1999. Following thesuccess of the product in Mumbai, the biscuit major launched the new brandin Delhi in September 1999.

CONTINUE….• It's to be noted that with the launch of `Hide & Seek' Parle

had forayedinto the premium segment for the first time. Over the last few decades,Parle had targeted all its products at the masses. With this launch, Parleis now ready to take on biscuits rival Britannia in the premium segment.Currently, the company has over 20 products in its brand portfolio. As partof its marketing initiative, the company will also be launching a host ofground level mobile promotions across the nation. ``In our communications,we have positioned the product as a `fun' biscuit which is targeted at theyouth. We will take mobile vans to various colleges across the country. Andwe plan to host many games, quiz shows there. The theme will be `look forsolutions' which is in tune with our brand name,'' explains Nishi Suri,vice-president, client servicing, O&M Advertising.

CONTINUE…..• Created by O&M, the national advertising

campaigns will highlight the USP ofthe product: a biscuit which has `hidden' chocolate chips in it. As for itsmedia strategy, the agency will be releasing the print campaign comprisingfive press advertisements in all leading dailes and magazines across thenation. Says Bobby Pawar, creative director, O&M: ``Our communicationstrategy is to portray any tough game and compare it with the easy game offinding hidden chocolate chips in our product. Which is why, we named it`Hide & Seek' in the first place.'

CONTINUE….• `` Want to play an easier game? Try Hide & Seek''

runs the headlline of theprint campaign that displays different difficult sports like bull fights. Tosupport the print campaign, the company will also be launching a newtelevision commercial, that has taken a humourous route to reinforce thepositioning of the brand. ``The idea is to convey that here is a game thatyou can play with your taste buds,'' adds Pawar. Directed by Prasun Pandey,a noted adfilm maker, the commercial shows how a heavyweight champion isbeaten by a simple game of `hide and seek', in a humourous way. According toPuri, the company had originally planned to launch its national campaign inthe first week of January 2000. ``But we had to postphone our campaignshedule due to the acute shortage of stock. The projection of the nationallaunch has been surpassed between Delhi and Mumbai. It's a happy situationthough,'' says Suri.

• In a bid to woo the youth the company has also plans to host manyyouth-based events across the country in the near future.

AD DESCRIPTION:• 1st ad is HIDE & SEEK commercial: In the ad here it is creatively

described the desire or need of hide and seek biscuit through dance. Ad agency has described in an attractive manner so that customer understands the feelings of Hide and seek. Also here in this ad the desire for having hide and seek is created therefore the co actor don’t knw how to dance though also dance for having hide and seek.

Ad description:• 2nd ad: fight filmIn this ad also hrithik roshan has

been there for promoting hide and seek. In this ad a story has been placed for creating a desire of hide and seek. One girl has fighting with the help of hrithik roshan for saving herself . Hide and seek is shown in the ad firstly shown in the hands of hrithik and gets a idea of making a girl fighting and saving her.

Ad description:• 3rd ad This is the ad giving attention on

the new flavor of hide and seek that is coffee and choco chips. Hrithik has been doing again the ad for hide and seek promoting new flavor of hide and seek and also the line “ MADE WITH BEST CHOCALATES “ is described so that customers are attracted to it.

•THANK YU