hide n seek biscuit

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HIDE n SEEK Biscu it October 4 2011 NIVIKA GUPTA PGDM-1 Marketing Managemen t Assignmen t

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Page 1: Hide n Seek Biscuit

HIDE n SEEK Biscuit

October 4

2011NIVIKA GUPTA PGDM-1

Marketing Management Assignment

Page 2: Hide n Seek Biscuit

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

Page 3: Hide n Seek Biscuit

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

Year2003-04

2004-05

2005-06

2006-07

2007-08

2008-09

Annual Production(Lakh MT)

11.00 12.54 14.29 16.14 17.14 19.5

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

Page 4: Hide n Seek Biscuit

About PARLE

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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.

Page 6: Hide n Seek Biscuit

Market share of PARLE (in %)

Parle’s products

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Biscuits:

Parle-G Hide n Seek Marie Choice Monaco Krack jack

Confectionery:

Melody Mango bite Kachha aam Poppins

About HIDE n SEEK biscuit

Page 8: 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 ice-cream, 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.

Page 9: Hide n Seek Biscuit

· 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 :

Page 10: Hide n Seek Biscuit

1. Product - A choco biscuit hatflirts with your taste buds. Seek out the chocolate chip that aren’t really hidden. And relish the delectable experience as they melt into your mouth.

Product contains:

a) Wheat flourb) Cocoa Solidsc) Sugard) Partially hydrogenerated edible oile) Invert syrupf) Leavening Agents [503(li),500(li)]g) Salt, Emulsifiers [322 or 471 & 481(i)] andh) Dough Conditiners[223]i) Contains permitted natural colors [150b]j) Added flavor(artificial)

2. Pack size and Price:

i. For 25gms- Rs. 5ii. For 50gms- Rs. 8

iii. For 100gms-Rs. 14

3. Place:

Currently Parle has over 33,00,000 distribution outlets

Page 11: Hide n Seek Biscuit

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.

Parle’s 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

 

Page 12: Hide n Seek Biscuit

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

Page 13: Hide n Seek Biscuit

 

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

 

Page 14: Hide n Seek Biscuit

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

 

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Parle overtakes Britannia in Indian biscuit marketDecember 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-Day’s 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 Britannia’s Tiger glucose slipped from 12.2% in 2009-10 to 11.7% in April-September this year, while the share of the third significant player in the category, ITC’s 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.