Marketing proposal from the newly appointed Marketing

Manager

which is the one of the Sri lanka’s strongest brand, locally & internationally which sells
the pure & authentic Ceylon Tea to the world with several years of experience with old fashion
Dilmah approaches. The company was founded in 1988 by Merill J. Fernando as MJF Group of
companies.
 VISION
&
MISSIO
N
 External market environment - PESTEL
 Political
 Economical
 Social
 Technological
 Environmental
 Legal

 Current Internal market environment - SWOT

 Strength
 Weak ness
 Opportunity
 Threats
Market segmentation

 According to the Kotler & Keller market segmentation is the ( Kotler & Keller 2012 ,
P214 ) The Market segmentation is stated as being one of the main elements of modern
marketing and is, as mentioned, the process of dividing the market into several groups
and/or segment based on factors as
 Demographic Factor
 geographic Factor
 psychological Factor
 behavioral Factor
TARGETING
 In case of the Targeting is the second process of the market segmentation once the
marketer has identified the segments it must be decided how many and which customer
groups/segments to target. With respect to the decision to which customer groups or
segments to target the company may choose one or a combination of the following.
 Marketing strategies; mass marketing strategy (undifferentiated marketing), single segment
strategy (differentiated marketing) or multi-segment strategy. Based on above theory this
company is follows the multi segment strategy.
POSITIONING  Once the company has identified the segments and chosen which segment or segments to
target the final step is to decide on, what position it wants to occupy in those segments.
Positioning is concerned with how the customers perceive the products and how it is
defined by the customers in order to maximize the potential benefit to the company. The
result is a persuasive reason why the target market

 Should buy the product or products (Kotler and Keller, 2009, P308).Customers are not
capable of remembering information about each product and thus the consumers organize
the products, services and companies in their minds in order to simplify the
 Buying process. This process happens with or without the help from the companies.
However, the companies are not interested in jeopardizing their products’ position and
therefore it is necessary for the companies to plan positions to gain advantage
Marketing Model porters 5 forces frame work

Threat of New entrants

Rivalry among
Bragaining power of
suppliers existing Bragaining power of buyers
competitors

Threat of substitute product or

service
OBJECTIVE
 Market share

To gain 5% market share to the Dilmah King coconut Tea (Readymade bottles) by August 2019. (1.5 %
from the unique new product launched into familiar market & 0.5% to be gained from the competitors)

 Promotional Objectives

To increase new unique product awareness of the King coconut Tea in Great Brittan by 15 % in august
2019.

 To achieve a 5 %increase of return on capital within august 2019.

 Objective for Branding.

To make Dilmah King Coconut tea the preferred brand for the all ages people in Great Brittan by March
2019.
 PRODUCT PRICE QUANTITY PER UNIT / LKR
Black / Green tea 35% 15.00
King coconut water 65% 65.00
Total Raw material cost 80.00
Marketing Mix Canning ( production cost ) 24.20
Labeling 15.40
Transportation 34.65
Cost of sales 74.25

Total Production Cost 154.25

Mark up @ 55 % 84.84
• 1.2 Pound / Bottle
• Dilma King Coconut Tea • 1.7 USD / Bottle Product Price ( LKR ) 239

Decription Currency Exchange rate Amount

LKR 1 239
PRODUCT PRICE
Price after Mark up GBP 200 1.2
USD 140 1.7

PROMOTION PLACE

• Press Media • United Kingdom

• Television & Radio
• Out door advertising
• Socail Media
Marketing Plan
THANKS