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DILMAH TEA

presented by

Vaibhav Balodhi
Priyanka Samtani
Kajal kumari
Kushlender
Subodh Pratap

INTRODUCTION

One of Sri Lankas strongest brand

Founded in1988 by Merrill J.Fernando,as MJF Group of


Companies.

Named after his two sons Dilhan and Malik

Vision

Wanted to bring quality, authenticity and ethics.

Garden fresh, picked and packed at origin.

consumers had a right to know exactly what they were


drinking

PRODUCT ANALYSIS

available -100 countriesincludingEstonia, the


United Kingdom,Turkey,Lithuania,Pakistan,Poland,Russia,
Hungary,Canada,Chile,South Africa,Australia,Indonesia,
JapanandNew Zealand.

pioneered the concepts of unblended tea, garden fresh and


packed at origin

Drew parallels between tea and wine, taking Watte and fine
Ceylon Tea to a new dimension

acknowledges consumers growing awareness of tea,

and growing preference for teas

Marketing Strategy
Differentiating
Target

market for health conscious

Premium
High

Focus Strategy

Products

quality tastes

Unique
Aimed

in the market

at Familiar market

Achievements

One of the eight global brands in the Medinge Groups


2005

McDonalds Restaurants possess two co-branded products.


One is Coca-Cola, the other is Dilmah

Every bag of McDonalds tea in over 20 countries, a Dilmah


logo represents Ceylon Tea

In 2006, over 10,000 underprivileged people in Sri Lanka


benefited from over 100 projects

STP analysis
prefer Tea ,Old Age and youngsters too who shifted to
cofee introduces teacocktails ,tmocktails

Segmentation-

Targeting-

Positioning

upper middle class, Teaholics (demographics 22-30,3060), Luxury Hotels


super premium tea, luxury tea brand , guarantee of

consistency,

Dilmahs USP [definition: Unique Selling Proposition


]

is encapsulated by the tagline,The Single Origin Tea.

Dilmah goes much further, fleshing out their commitment to the


perfect cup in myriad ways.

each box of Dilmah tea contains a folded insert that explains the care
that goes into the sourcing, packing and delivery of every cup of tea

Smart ADVERTISEMENT

SWOT ANALYSIS
Strengths:
1.

Leading brand

2.

Fast growing Economy(online growth).

3.

Growing Population(younger Population).

Weaknesses:
4.

Gender Issues.

5.

Poor supply chain.

6.

Corporation level

Opportunities:
1.
2.

Acquisition
65-70% of population is b/w the
Age of 15-65
3. Growing Digital Marketing

Threats:
1. Competitive
brands(Tetley,Lipton,twinin
gs)
2. High cost of production
3. Change in consumption
patters

REFRENCES

Indian Brand equity Foundation website, www.ibef.com.


Assam times, Community Newspaper

En.wikipedia.org

https://www.marketingresults.com.au/blog/2006/05/02/example-of
-a-well-positioned-business-dilmah-tea
/

http://www.dilmahtea.com/dilmah-story