Dilmah Marketing Plan
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BS122 PRINCIPLES OF MARKETING
SCHOOL OF BUSINESS. UNIVERSITY OF NOTRE DAME. SYDNEY CAMPUS
LECTURER:
BRAND NAME:
DATE OF SUBMISSION:
TEAM MEMBERS:
Student id and full name
1.0 Executive Summary
2.0 Contents Page 1. Introduction 2. Objectives 3. Segmentation, Target Market Selection and Positioning Statement 4. Product Strategy 5. Pricing Strategy 6. Place Strategy 7. Promotion Strategy 8. Action Plan 9. Control Plan 10. Conclusion
3.0 Introduction
This report will provide an overview of the hot beverage industry, particularly black tea, with focus on a main brand in Australia, Dilmah. Dilmah holds approximately 10% of the current market share in Australia, due to other brands joining the market, and pre-existing ones being strongly marketed. Consequently, there is a need for action to be taken to reposition the brand, which will be discussed in this report. Dilmah will aim to increase its market share by 1.5%, starting November 1 2013, to November 1 2014 ..............
Include Introduction from Part A. Then add summary of the SWOT Analysis of key brand strengths and weaknesses with key opportunities and threats. Conclude with implications for the marketing plan going forward
4.0 Macro-Environment Factors
4.1. Political and Legal Factors * The carbon tax, which was implemented in 2012, could result in consumers absorbing some cost increases in the price of their goods; as a result their disposable income will be decreased. * The labor government has maintained strong relations with other countries, such as through the formation of the Australian China Business council, which promotes business trade between Australia and China, who is Australia’s largest trading partner. Australia’s good relations with china are particularly valuable due to china’s swift economic growth, which will help Australia prosper as well.
4.2. Economic Factors: * Although tea is a luxury item, it is
| |
BS122 PRINCIPLES OF MARKETING
SCHOOL OF BUSINESS. UNIVERSITY OF NOTRE DAME. SYDNEY CAMPUS
LECTURER:
BRAND NAME:
DATE OF SUBMISSION:
TEAM MEMBERS:
Student id and full name
1.0 Executive Summary
2.0 Contents Page 1. Introduction 2. Objectives 3. Segmentation, Target Market Selection and Positioning Statement 4. Product Strategy 5. Pricing Strategy 6. Place Strategy 7. Promotion Strategy 8. Action Plan 9. Control Plan 10. Conclusion
3.0 Introduction
This report will provide an overview of the hot beverage industry, particularly black tea, with focus on a main brand in Australia, Dilmah. Dilmah holds approximately 10% of the current market share in Australia, due to other brands joining the market, and pre-existing ones being strongly marketed. Consequently, there is a need for action to be taken to reposition the brand, which will be discussed in this report. Dilmah will aim to increase its market share by 1.5%, starting November 1 2013, to November 1 2014 ..............
Include Introduction from Part A. Then add summary of the SWOT Analysis of key brand strengths and weaknesses with key opportunities and threats. Conclude with implications for the marketing plan going forward
4.0 Macro-Environment Factors
4.1. Political and Legal Factors * The carbon tax, which was implemented in 2012, could result in consumers absorbing some cost increases in the price of their goods; as a result their disposable income will be decreased. * The labor government has maintained strong relations with other countries, such as through the formation of the Australian China Business council, which promotes business trade between Australia and China, who is Australia’s largest trading partner. Australia’s good relations with china are particularly valuable due to china’s swift economic growth, which will help Australia prosper as well.
4.2. Economic Factors: * Although tea is a luxury item, it is
Bibliography: * (MarketLine, 2012 ‘Australia, in-depth pestle insights’) * (Marketline, 2012 ‘Hot drinks in Australia’) * (http://www.foodprocessing.com.au/news/58616-The-rise-and-rise-of-breakfast-drinks, 2013, ‘The rise and rise of breakfast drinks) * ( BIS Shrapnel, 2012 ‘Coffee takes over as the dominant hot beverage in Australia) * Dilmah. 2013. Accessed 23/03/13. http://www.dilmah.com.au * http://www.twinings.com.au/ , 2013) * Unknown. (March 2012). Hot Drinks in Australia. Available: http://www.euromonitor.com/hot-drinks-in-australia/report. Last accessed 25/3/13. [ 4 ]. MarketLine, 2012 ‘Australia, in-depth pestle insights [ 5 ] [ 6 ]. MarketLine, 2012 ‘Australia, in-depth pestle insights Illawarra Mercury, 2005 Unknown. (March 2012). Hot Drinks in Australia. Available: http://www.euromonitor.com/hot-drinks-in-australia/report. Last accessed 25/3/13.