Académique Documents
Professionnel Documents
Culture Documents
for Dilmah
S. Anushan
Batch 20
Introduction to Dilmah
Current industries :- Beverage industry (both hot
and cold)
Dilamh is a family owned business which was Founded in 1988
The Founder :- Merrill J. Fernando
Opportunity Threat
USA is placed 10 in the Lipton dominate the USA
per capita income in tea market
world. Coffee is also emerging
85% people consumed the market in USA.
iced tea 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
4
Competitors
3 Dilmah
0
Four Action Framework
Eliminated Raised
- Conveniences
- Unfair trade
- Selling tea in bulk - Consumer awareness
on the health benefits
quantities at low prices
of tea.
- Intermediaries
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 Dilmahs Iced Tea
Fivestar
Five starhotels
hotels
Restaurants
Restaurants
Teabars
Tea bars
Pharmacys
Pharmacys
Online
Online
Promotional Strategies
For Dilmahs Iced Tea