Download - Shan Delve
By Sara Sultana
MBA HRM
Significant growth during last few years Expansion in portfolio of National foods-
Fruitily, a powdered drink brand Expansion of Shan foods- Contemporary
desserts-Delve Desserts
Shan Foods (Pvt.) Ltd. won one of the most significant awards in the culinary industry, “The Superior Taste” award given by iTQi
International taste and Quality Institute – Brussels
Only food company from Pakistan to ever achieve this landmark.
General Reason:Growth potential of market
Company Reason:Shan wants to convert from Masala
company to A True Foods Company.
Shan researched on many categories for expansion
Discovered that out of Rs. 1.25 billion desserts category, contemporary desserts accounted for Rs. 800 million
Huge demand for Halal jelly both locally and internationally.
The flagship brand of SHAN is thoroughly associated with Masala in popular perception.
Totally new brand Delve for present and future contemporary desserts.
A year spent on packaging to ensure it is modern and of international standard
Blue, yellow and red color makes it stand out on shelf
Locally….Prominent among local brands of National
and Rafhan Internationally……
Reminiscent of Foster Clark packaging
Delve Foster Clark
CompetitorsNational FoodsRafhan (Shan considers a true competitor)
PriceCompetes with both competitors Only sachet is 10 Rupees higher than that
of Rafhan Market
Initially launched in KarachiNow available in 7,000 shops in Karachi
Children between ages of 8 and 14 Mothers Commercial consumption in restaurants
People talk all the time, why not make money out of it!
Also called word of mouth advertising An unpaid form of promotion—oral or
written Satisfied customers tell other people
how much they like a business, product, service, or event.
Give people a reason to talk about your brand, make it easy for conversation to take place
Word-of-mouth is one of the most credible forms of advertising because people who don't stand to gain
personally by promoting something put their reputations on the line every time they make a recommendation
Like weather, can predict it but no control over it
Today it is most effective weapon in the marketing arsenal
Globally companies are investing billions of dollars to harness it.
In Pakistan, more chances for success of WOM Marketing
ReasonWe are more bottom line driven than the
world
Buzz Blog Viral Grassroots Referral programs Cause Marketing Social media marketing
Using high-profile entertainment or news to get people to talk about your brand
Form of hype among consumers, a vague but positive association, excitement, or anticipation about a product or service.
Examples of product with strong marketing buzz upon introduction is Harry Potter
Buzz for Delve
Viral is self-replicating process buzzwords referring to marketing techniques that
use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives such as product sales
Viral promotions may take the form of Video clips Interactive Flash games eBooks Images Even text messages
Marketers should identify individuals with high Social Networking Potential (SNP) Also these individuals have a high probability of being
taken by another competitor Create viral messages that appeal to this segment
of the population.
Suggesting a viral for Delve
Creating blogs and participating in the blogosphere
Spirit of open, transparent communications; sharing information of value that the blog community may talk about.
Suggesting a blog for Delve
Supporting social causes to earn respect and support from people who feel strongly about the cause
Cause marketing for Delve
Delve actively disassociated itself from Shan. Will it work in favor of Delve?
Has Shan become a true foods company by adding Contemporary dessert line?