Digital Strategic Way Forward

INTRODUCTION
Shan Foods is a global food brand, serving and delighting people for over 3 decades.
It has become a house-hold name synonymous with quality.

MISSION
VISION To establish Shan as
Ensuring a the leading culinary
wholesome brand, offering
experience for authentic traditional
our consumers recipes & home food
around the world solutions, with
relentless focus on
excellence in all we
do
 Way Forward
BUILD STRONG OWNABLE EQUITY
through an
INTERACTIVE WORLD
of cooking while enabling users with options to learn & experience
Authentic Taste
of traditional cuisines with
Shan Recipe Mixes
 BRIEF
OVERVIEW
 BRAND OBJECTIVE

Awareness Talkability Amplification

• Increase the overall • Increase • Enhancing reach of
fan base of Social Engagement on communication
Channels. Social Platforms. streams leading to
increased TOM
• Reach the right • On-ground Digital position & off-take
audience on Activation
Digital.
 DIGITAL OBJECTIVE

To devise a holistic digital strategy for SHAN in order to create

awareness around its values and product offerings, while creating strong
affinity with the brand and obtain strong TOM.
 DIGITAL
LANDSCAPE
 Active Subscriptions
148 Million

Pakistan Total Population: 208 Million Internet Population Smartphone Penetration

55 Million 54 Million

3G/4G

1 OUT OF 7

Pakistani is an active social media user

3G and 4G Users
51 Million
 Key Platforms – Social Media

Facebook Users YouTube Users Instagram Users Snapchat Users Pinterest Users
36 Million 30 Million+ 5.5 Million 1.8 Million+ 500k+

• Used by the masses

• Diverse cross-section of audience across all interests
• Regularly accessed through mobile devices.
• Useful for getting message across, establishing
following, virility & affinity with search engines.
 TRENDS &
FORECASTS
 DIGITAL MARKETING TRENDS 2018
Context will
be the Dedicated spends on
foundation amplifying content
Purchase funnel blown to Rise in
bits popularity of to targeted
From linear purchase path to streaming audiences
Rise of big content services
moving at their pace when &
From interruption to
where they want
interaction
2018 Showcasing
brand
AR & VR
CRM is dead personality will
Customer manages the be essential
The experience
relationship
economy
Think of every
Storytelling will Brands will turn to
interaction as part of
become grounded acquisition to
the user experience Rise of big data in reality jumpstart their
Extract actionable, content marketing
measurable and relevant
insights and behaviors

Marketers should employ aggressive digital tactics of the year 2018 to create an optimum brand experience
and achieve TOM along with offtake
Source: Gartner http://www.gartner.com/smarterwithgartner/top-emerging-trends-in-digital-marketing/
 DIGITAL MARKETING TRENDS 2018
Programmatic ads will become more
Customer testimonials ranked highest human, seamless, efficient and easy to
in Content marketing digest

8 Billion+ YouTube Views

Videos on landing pages
Video posts are 3x more effective increases conversion 8 Billion+ Facebook Video
Views

Consumers prefer
Reaching customer at
permission right place
based WOM
more effective than any & time
marketing marketing message will differentiate brands

Key is providing meaningful and engaging experiences

COMPETITOR
ANALYSIS
RECALL RECALL
Red, Gold, Yellow and Purple Green, White & Red
TAGLINE TAGLINE
Share Food. Share Love Quality, Health & Taste
TG TG
***18yrs to 35yrs ***18yrs to 35yrs
** 36yrs to 55yrs ** 36yrs to 55yrs
CONTENT CONTENT
Engaging, Product Awareness, Campaign Engaging, Product Awareness, Campaign
Based, Functional Based, Functional
Facebook Lifetime Likes Facebook Lifetime Likes
620,822+ 159,379+
Twitter Twitter
17.5k Followers 17.5k Followers
YouTube Subscribers YouTube Subscribers
53K 53K
Instagram Followers Instagram Followers
Inactive Inactive
 SHAN
DIGITAL/SOCIAL AUDIT
 Facebook Lifetime
likes – 537,344

Instagram
1988
YouTube
Subscribers
19K
Twitters
245

INFREQUENT NO CALL TO NON TAILORED

BROADCASTING Minimum UTILITY
POSTS ACTION COMMUNICATION

Estimated Data Similar web

Website Traffic Overview
Search & Traffic Source
UNDERSTANDING
OUR TG

Primary Audience
Age: 18-35 Years
SEC: A,B,C
- Early adopters
- Young mothers, New wives
- Experimental
TARGET AUDIENCE
Secondary Audience Potential Audience
Age: 36 - 55 Years Age: 12 - 18 Years
SEC: A,B,C SEC: A,B,C
- Experienced Cooks - Creative Kids
- Kitchen Masters - Observant and reactive
- Traditionally averse - Tech-savvy
 UNDERSTANDING WHERE TO FOCUS

SPECIALIZATION
The product or features that will
be focused upon
1
SEGMENTATION
3 Identifying the core TG that is
likely to interact with our
initiatives

DIFFERENTIATION 2
Authentic unique qualities and STRATEGY
features that make the product
better than the competitors 4 How we will achieve our
objectives
Focal Points
SHAN Foods is targeted towards women and traditional homemade food
lovers in Pakistan. We can leverage their love for...

Health Togetherness
Women tend to make sure of Women want more and
the health of the entire family more love to hold family
therefore food being an together with
essential driver of health,
women tend to shop the best Happiness
for their loved ones Happiness that comes from
Taste the heart of women who
empower us with smiles and
Tasteless for women is
care
something that doesn't suite.
They seek goodness in Personalization
everything. Being part of the digital age,
women of all ages are more
Recognition into technology
They seek recognition in the
most areas. Its easier to
motivate them when there's
recognition in it. Engaging
Exciting engagements that keeps
them occupied and adds to their
choices, gives them a sense of
achievement and satisfaction
 Adding
TRAVEL value to
tradition
Share
Happiness
cooking
FAMILY
IMPROVE
What do Women LIFETSYLE
KIDS usually spend their Capturing
time in? memories
Health
Shop
THEY ARE LIKELY TO
LOOK FOR
Kitchen OPPORTUNITIES THAT Surfing online
ADD VALUE TO
HOME & FAMILY
 WHY SHAN RECIPE MIXES?

AUTHENTIC APPETIZING

FINE TASTEFUL
PURE
I want to be chef for my
16th birthday party Tailored Story
Telling
Sure, Just recently I installed the chef-mate app
launched by Shan which takes me through all recipes
of different cuisines that has turned me into one
good chef, I suggest you to sign up too

Both I and Ahmed

loved the delicious
chicken biryani you
made at the party
last night, could you
share the recipe
 The Big Idea!
“Har Ghar Ko Banaye Jahaan”
COMMUNICATION
STRATEGY
 PURPROSE TO BE ON DIGITAL
PROPOSED
PLATFORMS CONTENT THEME
2-WAY
COMMUNICATION
Product
Centric
Facebook
Mobile
Posts
Educational
Mass TG
Personalized Videos
AWARENESS
engagement
engagement

Testimonials
Online PR
Blogs
SHARABLE Around
Twitter COMPELLING Festivals
Word of Mouth
Key opinion
leaders, Customer
Outreach awareness
LinkedIn
EDUCATING
Corporate presence,
SEEDING the about which ENGRAINING SHAN
equity building USPs of the digital avenues mixes along with the
product and its can be utilized to beautifully produced
Authenticity purchase or learn video content for
more impulse buying
Medium Owned Paid Earned

• Interactive Online Portal • SEM - Search • Social platforms

Platforms • Mobile Compatible • Display
• Multiple Games • Facebook
• Webisodes • Twitter
• Interactive Stories • Mobile ads
• Gamification (in app advertising)

Give value, get Increased TOM Driving traffic to

Objective
regular usage owned properties

Year long content creation for ongoing interactions and increased time on the
web portal and other branded owned properties. Achieve leadership in
category.
CONTENT
STRATEGY
 KEY COMMUNICATION PHASES

Awareness Acquisition Affinity Advocacy

Who we are? Extend our hand Deliver true value Build advocates
What do we offer? towards a long through customer through engagement

What difference do term, value based support excellence. True success is when
our offerings bring to relationship others talk good about
your life? you
 HOW TO TALK TO OUR TG

Mobile strategy – that’s where they

are most engaged

Be a brand they want Digitally driven customer support and

to associate with payments solutions

Tech-savvy
Women
Let them share
their stories Easy - opt-in to services to meet
their high expectations of
User generated Market with them, convenience
content not to them

Build long term

relationships
 CORE OBJECTIVE

Education

Customer
Listen Support

ALWAYS ON

Integrated
Awareness Communication
to retain
TOM
Fan
acquisition
 PROPOSED CONTENT TYPES
ENGAGEMENT HOOKS Product
Information

Testimonials/
Mobile App Carousels
Videos Competition
competitions

UGC – Capturing the

Recipe Building
Festive

Recipe
Short Videos
Interactive Posts Incentivizing Videos

Tapping relationships Community Activities

Culinary Art Cooking Tips

 SAMPLE
CREATIVES
 CAROUSEL

Enjoy deliciously authentic meal with Shan

Recipe mixes at home

Get Set Bring ingredients together Add Shan Chicken Handi Mix Enjoy nice & tasty meal at
home
 Mobile App
“SHAN Chef-mate at
YOUR Service”

A user friendly app that will allow the customer to

experience and learn the most authentic traditional
recipes from a single window where they can engage,
shop and maintain their cooking calendars.
SHAN e-Store
On-Ground Digital Experience
Focus on digitizing in-store experiences and connecting them to other digital platforms

Interactive SHAN Digital

Express Counter
Enables Customer to self bill their grocery at Shan
Billing Express Line and enjoy convenience along with
retain TOM and trigger customer impulse to initiate
offtake through attached point of sale

48
 Enhance & Retain TOM

The World of SHAN,

Where TRADITION & TASTE MEET TO GREET
Moving on with an intention to fill the gap, SHAN plan meet & greet
gathering for those who live in different villages where the actual
tradition of the Nation set its mark.

Shan will choose different villages with scenic beauty and set a
gathering with ambiance set as per the local culture practiced in the
region.

Food cooked and served will be as per the culture with the use of Shan
Recipe Mixes

Benefits:
• Increased Distribution Channel
• Frequent purchases
• TOM, PR Endorsements, Enhanced brand advocacy & affinity
 Shan Food
wants to strengthen the
PARENT CHILD BOND
by tapping on the idea of the first ever digital
only cooking show at Masterclass Kitchen
Studio
where they transform their cooking!
FINANCIALS
 SERVICES DETAILS
SERVICE DETAILS
Retainer Based Commission Based Project Based
Client Servicing Media Function Website Design and
Strategy Function • Strategy Development
• Digital Media Strategy • Planning Mobile App Design and
• Social Media Strategy • Buying Development
• Creative Strategy • Execution & Any other engagement
• Content Strategy Optimization outside retainer services
Graphic Design • Reporting Video Development
Social Media Management, Moderation beyond committed scope
Social and Web Listening (via 3rd party tool)
Reporting & Analytics
Video Content Development
• Concept and Ideation
• Script and storyboard
• CC Video Studio facility
• Shoot at CC Location
• Full Audio and Video Editing
• 2D Animation
 RETAINER & TEAM STRUCTURE
SERVICE DETAIL TEAM STRUCTURE

Proposed Plan
i. Social Media Management hourly moderation from 10:00AM to 6:30PM
(Monthly Retainer) during business days
ii. One moderation round between 9:30PM to 11PM during business Days
iii. 1 Moderation round on both Saturday and Sunday
iv. 1 FOC Video of up to 30 second duration per month (worth PKR
50,000/-) 1. Account Manager
v. Up to 5 Posts per week on Facebook 2. Strategy Services
vi. Up to 5 Posts per week on Instagram 3. Content Writer
vii. Up to 5 posts per month on Twitter 4. Social Media Executive
viii. Up to 1 Video per month on pre-approved scripts 5. Graphic Designer
ix. YouTube Management
x. Pinterest & Snapchat handle management

xi. Results Expected:

xii. Monthly Response Rate: 85% at any point in time on Facebook
xiii. Response Time: Under 1 hour during business Hours
 SOCIAL MEDIA MONTHLY RETAINER FEE

Items Details
i. Monthly Social Media Retainer
ii. Please refer to “Service Details Slide” for the scope
PKR. 175,000/-
of services that fall under monthly retainer
(excluding all applicable taxes)
iii. The monthly retainer model is for a shared team
structure
i. All costs are excluding all applicable taxes
ii. The retainer is for the scope of services mentioned in the “Service Details Slide”
iii. Upon successful completion of relationship and performances, the Monthly Retainer will be subject to a
15% Increase.
iv. The quoted price is valid for a 30 Day Period from the date of submission of the proposal.
 WEBSITE DEVELOPMENT COST

Items Details
Website (Ecommerce Enabled Micro site) – A Detailed PKR. 350,000/-
Scope of work will be shared separately. (excluding all applicable taxes)
i. All costs are excluding all applicable taxes
ii. The retainer is for the scope of services mentioned in the “Service Details Slide”
iii. Upon successful completion of relationship and performances, the Monthly Retainer will be subject to a 15%
Increase.
iv. The quoted price is valid for a 30 Day Period from the date of submission of the proposal.
 MEBSITE MEDIA COMMISSIONS BREAKDOWN

Total Annual Spending Media Commission

Between USD 60,000 to USD 100,000 12%

USD 100,001 to USD 150,000 9%

USD 150,001 and above 8%

i. Creative Ad Execution and development will be charged separately as per the rate card provided
ii. Commission cost will exclude all applicable taxes
iii. Media commission will be billed on a monthly basis.
Thank You!