Delve Shan Foods

DELVE – MBR module 2

OVERVIEW OF THE PROBLEM

Delve is one of the product lines of Shan Foods (Pvt) Ltd. Recently the company hasn’t seen much of Sales in this product line due to many reasons. Delve has 3 products, Jelly, Custard and Pudding. It was launched in 2011 and was expected to be a tough competition to Rafhan, however things were not as they were planned. The product failed to an extent that Delve officers had to go and pick up their products from the stores.

The very first problem when launching the product was that it wasn’t associated with Shan Foods, the logo of Shan foods wasn’t there on the packaging of Delve products. The perception of people when trying a Good is very important; It could have capitalized on additional initial sales because of the Shan Logo. Other than that the price of delve was more than its competitors, Rafhan’s. For a completely new brand, the price allowed people to walk over the Delve custard and buy Rafhan Custard which was for rs 15 cheaper when Delve launched. The market activation towards Delve was negligible. As quoted in the section of Current conditions, Delve has a market share of 20%. One issue with the branding is that the target audience isn’t specified. Something which can help them market better using specialized tools.

The brand needs to create awareness in the markets. This can be done by better shelf position or Personal marketing. The people need to know how good the brand is and Delve hasn’t been successful in doing that. Delve is more creamy than Rafhan but do the people like it creamy or not?

Social Media wasn’t taken into consideration when the entire marketing campaign was activated. We cannot ignore that social media has a huge role to play in the promotion of goods and to capture large markets; an efficient social media marketing tool is required, which Delve did not capitalize on.