MARKETING ASSIGNMENT

ON HIDE AND SEEK

BISCUIT
BY: MANAV
Click to edit Master
AGGARWAL
subtitle style
ROLL NO: 28
MEB II SEM
SUBMITTED TO: DR. VIGNA OZA

4/18/12
 COMPANY HISTORY:
P – PERFECT

A – ATTRACTIVE

R – RELISHING

L - LEARNING

E - EATABLE
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 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
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 PRODUCTS OF PARLE:
Biscuit Goodies:

Parle-G Hide & Seek

Kackjack Hide & Seek Milano
Magix Digestive Marie
Monaco Parle Marie
Kreams Milk Shakti
Parle 20-20 cookies Goldenarcs
Nimkin Kreams Gold
Chox Monaco Jeera
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 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

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 MY PRODUCT

HIDE AND
SEEK
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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
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children and adults alike. It is
 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
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 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
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 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
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 AD AGENCIES PROMOTING
HIDE AND SEEK
• Caramel Pictures

• Ashishkarya's
channel

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MARKETING MIX OF HIDE AND
SEEK
PRODUCT MIX:

Parle Products began

manufacturing biscuits in 1939

Parle G: high nutritional value and

international quality; Variants:
Magix and Milk Shakti

Marie
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• 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
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• 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

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– Hide n seek : Jeep Ad
• 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
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 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
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 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
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portfolio. As partof its marketing
 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
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 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
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and Mumbai. It's a happy situationthough,'' says
 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
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 Ad description:
• 2nd ad: fight film
In 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.
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 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.
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 • THANK YU

4/18/12