2011
Marketing Managemen t Assignment
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.
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
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
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.
Parles products
Biscuits:
Parle-G Hide n Seek Marie Choice Monaco Krack jack
Confectionery:
Melody Mango bite Kachha aam Poppins
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.
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.
3.
Place:
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
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