PARLE - HIDE & SEEK

Company profile
TYPE – Private limited

TRADED AS – Unlisted company

FOUNDED – 1929

FOUNDER – Chouhan family

HEADQUARTER – Vile parle, Mumbai

OWNER – Vijay, Sarad,Raj Chouhan

NO OF EMPLOYEES – 50500

WEBSITE- www.parleproducts.com
PRODUCTS –
 BISCUITS - Parle-G, Happy Happy,Crackjack,Magix,parle marie,Milano
 SWEET CONFECTIONARY – kismi bar,poppins,mango bite,Londonderry
 SNACKS -Mexitos nachos, parle rusk,parle namkeen

TOTAL TURNOVER
 In the FY 2019, the net profit was rs 410 crores where the net
profit was 355 crores of previous year i.e 21% more profit from
previous year
 Total revenue grow 6.4% YOY to Rs 9030 crores with revenue
from operation alone growing monthly 6% to Rs8780 crores from
previous year
  Parle biscuits pvt. ltd. Has reported a 7% revenue growth at 8487
crores during the financial year 2017-18 against 7922 crores of the
previous fiscal year

BRAND EQUITY
 Last year parle product had done over off 10000 crores turnover .
It launched a first ever umbrella campaign which essential spoke
of almost 20 brands from 50+ in the portfolio.
 Parle 20-20 and parle magix have 1000 crores brand equity each
while KrackJack, Monaco and hide & seek are around 500 crores
each.
 Parle spends over Rs 50 crores on consolidating brand identity
 It studied that while people recognized iconic brands like
Monaco ,Krackjack etc from parle ,they could not relate it back to
the corporate brand of parle products.
 So when parent brand creating more sub brands , the brand
equity of sub brands did not contribute to the equity of parle as a
whole.
 Parle-G is the only product that consumes immediately
connection with the corporate brand parle
 So parle company had launched a campaign during IPL 2017
session named “NAAM TO SUNA HI HOGA” to strengthen the
connection between the mother brand parle to it’s sub brand and
it puts much more impact to create the equal brand equity of sub
brands to it’s parent brand.
 Then parle products launched a new division called “parle platina”
to consolidate and highlights the premium brands that comes
 from the house of parle and link them back to the iconic mother
brand.
 Now the parle premium product and parle normal products have
their own separate brand values
 The equity of parle was created by the product’s brand first that
makes it different from HUL and P&G products
 Parle is famously associated with the mass consumption product
like Parle-G while it’s sub brands Hide & seek and Milano
consumes a different category.
 Parle-G is a mass-tige (mass+prestige) brand and Hide&seek is a
purely prestige brand .
 Now the parle platina products becomes the premium brand for
Parle.

PRODUCT PROFILE (HIDE & SEEK)

PARENT COMPANY – Parle

CATEGORY - Biscuits

SECTOR – Food and Beverages

TAGLINE – TASTY ITNA KI DIL AA JAYE

USP – Chocolate choco chips

 Play a game of Hide & Seek with your taste buds .Indulge in the
mouth -watering delight of india’s best moulded chocolate chips
biscuits ,Hide & Seek .
 Packed with a bounty of chocolate chips ,once you try Hide &
Seek, you will never want any other biscuits again.
 Simply we can say A treat for the mouth and the heart
AVAILABLE IN PRICE – Rs 5, Rs 10,Rs 20,Rs 30, Rs 50

OTHER FLAVOUR AVAILABLE

 Hide and Seek Chocolate Chips

 Hide and Seek Caffe Mocha
 Hide and Seek Choco rolls
 Hide and Seek Black Bourbon Choco
 Hide and Seek Strawberry/creamy Sandwitches
 Hide and Seek Orange Cream Sandwitches

S T P OF PARLE HIDE & SEEK

 SEGMENT – Quality conscious children and adults
 TARGET GROUP – All age group middle and upper class people
 POSITIONING – World’s best molded chocolate chips cookies

SWOT ANALYSIS
STRENGTHS

 Low cost
 Good advertising and Visibility
 Good product quality and packaging
 Celebrity brand ambassadors
 Hide & seek Milano ,premium option and bourbon ,choco rolls
WEAKNESS

 Limited target audience i.e, people who prefer chocolate

 No sugar free version
OPPURTUNITIES

 Tie-up with Corporate/hotel chain

 Sugar free version

THREATS

 Severe threat from wafer and salted snacks segments.

 Similar biscuits categories .
 Chocolates

COMPETITORS OF COMPANY
 Nestle pvt . Ltd.
 Mondelez international
 Lotte India
 Mother’s diary
 Britannia

COMPETITORS OF HIDE & SEEK

 INTRA COMPETITORS
 Happy Happy
 Good day
 INTER COMPETITORS
 Lotte chocopie
 Britannia bourbon
 Britannia choco chips cookies
 Boasting of a 40% share in the India Biscuits industry and 17% in
the Indian confectionery industry.

MARKET SHARE

 As per current information Hide and Seek market share about

70% in its category.
 Parle product eyes 50% of market share in one year with its
product.
 Through this parle platina brands the company acquired 6% of the
total biscuit market.

CHANNELS OF DISTRIBUTION
 If the stock of the product finishes in the store ,Retailor put a
order to the supplier/Distributors according to his requirement.
 Distributors/suppliers also approaches to retailors with their
different skim to convince him to sell their product.
 As parle hide & seek is a premium product and more acceptable
among customers , it’s demand always active in all session.
 But in festive session like Diwali,Holi,Durga puja,Rakhsa bandhan,
Valentine days, the demand for this product is more.
 CHANNEL OF DISTRIBUTION

STEP 1 – Manufacturing unit of parle – product at various

location
Step 2 –
Step 3 – Wholesaler and distributors
Step 4 – Transportation to next level
Step 5 – Retailers : Small shop/customer
Step 6 – Product in mall
Step 7 – Procurement :customers
DAMAGE SETTLEMENT PROCESS
TYPES OF WESTAGE:-
There are 2 types of wastage in factory
 First is the waste material fallen on ground
Such waste material is of 1% which is marginal and
acceptance , goes into waste.
 Second types of waste are biscuits collected in tray of the multi
pack wrapping machine.
Since these biscuits are broken they are not packed and
sold to the customer but collected in other tray and sold as
broken pieces and sold for less price for cattle feeding.
Loose biscuits:-
 On the stalking table one to two rows of baked are kept aside for
selling it as loose biscuit.
 They are normally assumed to be damaged biscuits but they are
not damaged or broken but company keep such loose packets of
biscuits to sell it to the local people for marginal rate Rs 33/kg.

DAMAGE SETTLEMENT PROCESS IN RETAIL SHOP

 If the products come along over expiry date to the retailor, they
simply return it to the distributors.
 If the products come with breakage or with any type of hamper
,the retailors returns it to the distributors.
 If any type of hamper or breakage occour after delivery to the
retailor , distributors refuses to take it back.
COMMONLY ASKED QUESTIONS TO RETAILOR
 Is parle Hide & seek available in your shop? If Yes then
 What is the demand for hide & seek in this market and also in
your shop?
 What is the margin of profit of Hide & seek?
 In your point view , which are the competitors of parle Hide &
seek?
 As per your sources, what is the channel of distribution of parle
products?
 Which segments of people are your target customers?
 Which segment of people love this product?
 If you get the expiry product , what do you do with the expiry
products?
 If you get the damaged or tampered products , what do you d
with the products?
 What is eagerness of the customers to buy this particular
product?
 Is there any insurance or compensation skim can be claimed,if any
type of harm occoured to the product?
 In your point of view , what should be the changes happen for the
particular product?
 Is there any disputes arises for the product among customers?
 What makes you enthusiastic to sell this products despite of other
products?
 Is there any discount or promo skim available for the best
seller/retailors?
 Overally are you full satisfied to selling this product?