Professional Documents
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Marketing Plan For Dilmah
Marketing Plan For Dilmah
Dilmah
S. Anushan
Batch 20
Introduction to Dilmah
Current industries :- Beverage industry (both hot and cold)
Opportunity Threat
USA is placed 10 in the per capita Lipton dominate the USA tea market
income in world. Coffee is also emerging the market
85% people consumed iced tea in USA.
while 90% people like strawberry
flavour.
2nd largest tea importer in the world.
Porters Five Forces
• Threat of substitute - Direct substitute – coffee
• Differentiation
• Single origin tea
• Dilmah iced tea is a unique brand
• Health conscious
• Capture young market
Ansoff Matrix
• Diversification
• Dilmah iced tea (Lemon
and strawberry)
• Targeting a new market
segment i.e. younger
generations.
• The new target offers a
new growth potential.
Blue Ocean Strategy
Strategy Canvas -Dilmah Tea
8
Competitors
Dilmah
4
0
Four Action Framework
Eliminated Raised
Created
Reduced
- Value for customers
- Marketing cost and satisfaction
- Differentiated
products
MARKETING PROGRAM
Product
Factor Description
Black tea
Strawberry (Lemon)
Vitamin A
Vitamin D
Ingredients Water
Sugar
Citric Acid
Language English
Pricing strategy for Dilmah’s Iced Tea
Factor Cost (LKR) (500ml)
Tea powder and fruit flavours 150
Distribution commission 45
Five
Fivestar
starhotels
hotels
Restaurants
Restaurants
Teabars
Tea bars
Pharmacy’s
Pharmacy’s
Online
Online
Promotional Strategies For
Dilmah’s Iced Tea
• Social networking sites
• Online advertising (mobile and internet)
• Hyper market and super market
Marketing Budget