DILMAH Marketing Strategy for IFBM students.pptx

A presentation on the marketing strategy of Dilmah Tea Company in Sri Lanka

1. DILMAH MARKETING STRATEGIES

2. About DILMAH: Founded by Merril J. Fernando in 1988 It is a global giant in the tea industry They follow six principles known as “the six pillars of Dilmah ’’ It has a net worth of $500 million It is available in about 100 countries (Dilma-sustainability-report 2017)

3. Definitions of Marketing: Marketing is products that don’t come back and consumers that do. Steve Dawson – President, Walkers Shortbread Inc. Marketing is helping your customers understand how much they need something they never knew they needed. Doreen Moran – Digital Strategist. (Heidi Cohen,2020)   Self definition of marketing: Marketing can basically be defined as the process of attracting customers towards a certain product, emphasizing the importance and utility of it along the process. Marketing is the process by which a firm profitably translates customer needs into revenue. Mark Burgess – Managing Partner, Blue Focus Marketing. Marketing is building your brand, convincing people that your brand (meaning your product/service/company) is the best and protecting the relationships you build with your customers. Marjorie Claymen – Director of Client Development, Clayman Advertising, Inc.

4. Importance of Marketing to DILMAH Marketing is an effective way of engaging customers. This gives them a sense of belonging. Marketing helps to build and maintain the Company’s reputation by effectively meeting the expectations of its customers… Marketing helps to build a relationship between DILMAH and its Customers which ensures having a loyal customer base. Marketing is a communication channel used to inform Customers and create brand awareness.

5. Importance of Marketing to DILMAH Marketing helps to boosts sales by putting DILMAH ’s products on the radar and increasing the chances of wide-spread sales. Marketing aids in providing insights about the Business to the target audience. Marketing helps DILMAH to maintain relevance by appealing to their retained customers. Marketing creates revenue options and encourages penetration into new markets.

6. Socially acceptable and environmentally friendly marketing (Dilma-sustainability-report 2017) Spreading awareness among people about the benefits of Dilmah –Ceylon tea through social media features. Making donations to charities or taking actions on environmental causes creates a good impression on Dilmah –Ceylon tea and ensures consumers social acceptance and reinforces eco-friendly business practices.   Green marketing is a trend in the market. Because people desire to choose eco- friendly products for healthier living. So printing a recycle pattern in the tea product and on the advertisements creates a conscious on eco-friendly. This creates a positive impact on the public.  

7. Socially acceptable and environmentally friendly marketing (Contd.)   Building goodwill among your target audience by making donations to charities and engaging in social activities might seem showing off the product's good deeds but isn't. You are letting people know that your business delivers on their promises rather than just words. (Dilma-sustainability-report 2017) Acting on stage play regarding environmentally friendly and keeping healthier living by drinking Dilmah –Ceylon tea .

8. Significance of enhancing customer satisfaction By enhancing customer satisfaction the Dilmah –Ceylon tea’s brand name economically sounds in the environment. The satisfaction of customers demands it increases Dilmah –Ceylon tea’s revenue as well as it helps to increase the number of new customers. It is important in a business to satisfy customers in order to make your customers more loyal and eventually turn them into brand ambassadors. Customer satisfaction reduces negative comments on the company.

9. Significance of enhancing customer satisfaction (Contd.) Customer satisfaction is the best indicator of how likely a customer will make a purchase in the future. Customer satisfaction is a factor which helps you to stand out of the competition of your rival beverage products. The way of satisfying a customer is by reducing the cost of the Dilmah –Ceylon tea and increasing the quality and quantity of the tea. This may attract more customers and gets good feedback.