PGDM MARKETING (2019-2021)

BRAND MANAGEMENT: INDIVIDUAL ASSIGNMENT

Submitted to:
Prof. Rajeev Kamble

Submitted by:
Mukul
201911023
Section - AB1
Brand: Hide & Seek
Sector: Confectionery
Company: Hide & Seek is the brand of Parle Products Private Limited
Founder: Mohanlal Dayal Chauhan, Chauhan family
Vision: To be the leaders in their business domain.
Mission: Maintaining high quality, introducing new and innovative products, reaching every part
of India, remaining customer-centric, constantly upgrading our knowledge and skills.
Tagline/ Slogan: Tasty itna ki dil aa jaye
Brand overview: First of its kind chocolate chip cookies in India, Hide & Seek was launched in
1996, best known today for its rich chocolaty experience. Hide and seek falls under the premium
segment, which is growing at 15-20 per cent for the company. The Hide N Seek biscuit is a kind
of thin, flat-baked sweet biscuit, made by Parle Foods and sold.
Hide N Seek is Chocolate Chip Cookie version. Small chocolate chips 'cover' within the biscuit.
Such cookies don't cloy for just the perfect amount of sugar. It's big on the taste of chocolate,
which certainly goes down well with both adults and babies. Typically it is 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. Hide n 'Hunt' is from Parle 's home. Yummy chocolate chips used in the
biscuits. Hidden n 'Find is quadrangular. A single slice of biscuit is used to push the chocolate
cream in place, allowing the quantity of biscuits in a pack even more space for benefit over the
other two. Biscuits with triangular ridges and tiny chocolate chip lined grooves. Even to add to
this chocolate it is well balanced with the biscuit retaining at the same time the crispness of the
biscuits. These chocolate chips are the ones I enjoy these biscuits for, to be quite frank. While it
can't take my affection for the yummy Bourbons opposed to the traditional 'Bourbon' & 'True
Nature' tastes, now where can these two triumph over Hide n' Search. Easy, both contain a Pretty
bit 'more chocolate than Hi de n' Try. Yet Parle's Hide n' Seek has yet another game to watch.
There the typical cream of fresh butter biscuits is supplemented by strong chocolate chips.
Packaging: Wax-coated packaging made from biaxial polypropylene pulp It costs 10paise / unit
for packaging.
Hide & Seek range includes: Hide & Seek Classic Chocolate Chip, Hide & Seek Caffe Mocha,
Hide & Seek Black Bourbon (Choco + Vanilla), Hide & Seek Creme Sandwiches, Hide & Seek
Choco Rolls
Competitive advantage: Enjoys backing of Parle Products. Recently it launched new flavours
and is promoting them through various advertisements. A lot of competitive competition was
seen in the luxury biscuits segment, with firms like Britannia and ITC introducing fresh and
creative items. "In the luxury biscuits market there is a lot of activity occurring. "While growth
in mass products has plateaued, premium products are growing at over 20 per cent year-on-year.
We are looking at a share of premium products in turnover to grow to 15 per cent in 2-3 years
from less than 10 per cent at present," said Parle Products' Deputy Marketing Manager Shalin
Desai. Britannia Bourbon and Chocochip Cookies are major competitiors

Of late, the premium biscuits category witnessed a lot of competitive action, with companies
such as Britannia and ITC launching new and innovative products. "There is a lot of action
happening in the premium biscuits segment. We have corrected our portfolio and introduced new
brands. There is focus on premium products," noted Mr. Desai.Parle accounts for 35 percent of
the total Rs 25,000-crore biscuit market in India. Its premium product brands include Milano,
Simply Good, Happy Happy and Hide and Seek while the mass brands are Parle G, Parle Marie,
KrackJack and Monaco, among others.Mr. Desai said the company will leverage on modern
retail trade channels to increase distribution reach of its premium products."We are trying to lay
more emphasis on modern trade for our premium products. It's a more relevant channel,"The
biscuits major will focus on its existing range of products to consolidate its market position over
the next 1-2 years rather than launching new items.
USP: Chocolate Chip Biscuits
Positioning: Targeted quality conscious children and adults for all age groups middle and upper
class people and positioned itself as world’s best molded chocolate chip cookies.
Communication strategy is to portray any tough game and compare it with the easy game of
finding hidden chocolate chips in our product. Which is why, we named it `Hide & Seek' in the
first place.'
It's to be noted that with the launch of `Hide & Seek' Parle had forayed into the premium
segment for the first time. Over the last few decades, Parle had targeted all its products at the
masses. With this launch, Parle is now ready to take on biscuits rival Britannia in the premium
segment. Currently, the company has over 20 products in its brand portfolio. As part of its
marketing initiative, the company will also be launching a host of ground level mobile
promotions across the nation. ``In our communications, we have positioned the product as a `fun'
biscuit which is targeted at the youth. We will take mobile vans to various colleges across the
country. And we 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.
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.
Parle Hide & Seek enjoys low cost, good advertising and visibility along with product quality
and packaging. Three Different flavors are promoted through celebrity brand ambassadors, but
has limited target audience i.e. people who prefer chocolate, has no Sugar Free version. There
are threats from wafer and salted snacks segment and similar biscuit categories and chocolates It
launched ‘Cheeselings’ in 1956, ‘Krack Jack’ (India’s first sweet and salty biscuit) in 1972,
‘Hide & Seek’ (molded choco-chip cookies which were a result of 9 years of R&D), the popular
‘20-20 cookies’ in 2008.
The year 2011 was an important year for Parle as it became the largest-selling brand of biscuits
in the world. Recently, Parle launched new division ‘Parle Platina’ – to handle its range of
premium products and also enters the Pulses category with its brand ‘Fresh Harvest’.
Hide & Seek was launched in India in 1998. Although there were certain variants of Hide &
Seek like orange flavour, only chocolate flavour survived. Later Parle tried with butter and
cashew variant to fight Britannia Good Day brand but failed miserably. Now Parle is
concentrating on Chocolate Hide & Seek.
Hide & Seek is positioned as a premium snack cookie. The cookie market is estimated to be
around 500 crore in the 5000 crore biscuit market. With ITC tasting success with Sunfeast and
the dislodging of Parle from Premium market of biscuits, Parle is trying out the celebrity game.
Covid-19 disruptions: Company logged record sales of its Parle-G biscuits in April and May
during the lockdown, but the premium sector has not seen such growth.