Presentation

by,
• Kavindu
• Nipuni
• Hashini
• Tharushi
• Udith
Core Concepts
of Marketing
&
Their
Application in
Dilmah
Core Concepts of Marketing & Their Application in
Dilmah
Marketing revolves around a few core concepts: Customer
orientation, integrated marketing, customer value, and the aim
to build long-term customer relationships.

• Customer Orientation
Dilmah is deeply oriented towards its consumers, producing
high-quality, single-origin tea that is ‘picked, perfected and
packed’ at the source. This allows them to meet the demand for
honesty and authenticity in the products they consume.

• Integrated Marketing
Dilmah successfully distinguishes itself by pioneering 'single-
origin tea' and maintains a fully integrated production process.
This enhances brand coherence and helps to communicate a
clear, consistent message to customers.
Core Concepts of Marketing & Their Application in
Dilmah
• Customer Value
Dilmah offers consumers a unique product with superior quality,
thus providing significant customer value. The company's
commitment to sustainability and ethical production further
increases this value.

• Building Long-term Customer Relationships

The brand has been successful in building trust and loyalty by
constantly innovating while preserving the tradition of Ceylon
Tea. Their global distribution network has also helped maintain
and strengthen their customer relationships
 SWOT
ANALYSIS
 SWOT Analysis
Strengths

• Uniqueness of single-origin tea

• Full integration across the value
chain
• Strong brand reputation
• Commitment to ethical
production and sustainability
 SWOT Analysis
Weaknesses

• Dependability on Sri Lankan tea

gardens and factories
• Potential lack of diversity in
flavor profiles compared with
blended teas
• May be Lack of Factory
Equipment’s and Techniques
 SWOT Analysis
Opportunities
• Growing global demand for ethically
produced, and Organic and Healthy
Products
• High-quality tea; potential for further
innovation and expansion in the tea
gastronomy and mixology sector;
expansion into emerging markets.
• Making New trends, Social media has lot
of power to make social trends
 SWOT Analysis
Threats

• Intense local competition

• Changing environmental conditions
affecting tea quality and production,
potential for political instability
affecting production or distribution.
• Hierarchy of the tea market has lot of
whales
 Analysis of
Competitive
Sri Lankan
Market
Analysis of Competitive Sri Lankan Market
Dilmah faces a stiff competition in the Sri Lankan market due to the ubiquity of other tea
brands and customer loyalty to these brands. However, Dilmah has navigated this
competition through product differentiation, i.e., by offering high-quality, single-origin tea.
They've marketed this selling point extensively, and it has helped them to gain a competitive
edge. Their commitment to sustainability and ethical production also sets them apart in an
increasingly conscientious consumer market.

Examples :
• Ever Green Group of companies
• Brooke bond (laogi)
• Watawala kahata

But Nowadays Dilmah has the most enormous and recognized market on world wide.
 Influence of
Culture, Politics,
Legal Structure,
and Technology
 Influence of Culture, Politics, Legal Structure, and
Technology
• Culture - The cultural importance of tea in Sri Lanka provides Dilmah with an enthusiastic
customer base but also poses the challenge of penetrating established tea habits and
preferences.

• Politics - and Legal Structure: Political stability is crucial for smooth operations. Any political
upheaval could disrupt Dilmah's value chain. Likewise, legal regulations around land use,
labor laws, and export taxes, among others, will undoubtedly impact Dilmah's operations.

• Technology - Technology can benefit Dilmah through advancements in tea production,

packaging, distribution, and marketing. For example, digital marketing can help them reach a
global audience more effectively, and innovative production techniques could increase yield
or improve quality. However, adapting to and investing in new technologies is a complex and
potentially costly process.