INTRODUCTION OF DELVE BY SHAN FOODS

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.