Abstract:
Shan embodies the perfect combination of quality, taste and convenience. Shan has a progressive
outlook and constantly looks to improve and re-vitalize itself through innovative and most
modem product offerings. Shan is young and energetic which sets itself high benchmarks willing
to inspire and lead its consumers towards achieving newer heights in quality and taste. This
personality can be easily reflected in the customer feedback about the brand. The Delve Desserts
range currently offers several flavors of custard and jelly and one pudding variant. The idea was
to create a line of products that could compete on an international scale, were totally halal and
superior in flavor to the range of contemporary desserts offered by Rafhan and National Foods.
Advertising agency of Shan is “contact Plus” the segment adopted by Delve comprises of
“Desert Lovers” i.e. those who enjoy having high quality dessert. The brand mantra being
“simply wow” depicting that Delve is all about enriched & redefined taste and Quality.
Respondent of the study were: House wives, Children, Wholesalers and retailers.
The company focused on primary customers through cooking & entertainment TV channels and
in case of children through cartoon channels. However the ad was aired on following TV
channels: GEO, ARY and HUM.
