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?