DELVE MBR module 2

OVERVIEW OF THE PROBLEM

Delve is one of the product lines of Shan Foods (Pvt) Ltd. Recently the company
hasnt 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 wasnt associated
with Shan Foods, the logo of Shan foods wasnt 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, Rafhans. 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
isnt 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 hasnt been successful in doing that. Delve is more creamy than
Rafhan but do the people like it creamy or not?
Social Media wasnt 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.
The rate at which brands are accepted and rejected by consumers also should be
studied by Delve, this is because without knowing the pattern of consumer buying,
no product can guarantee a great response. Delve was launched without any
effective back up research.