Marketing Plan

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BS122 PRINCIPLES OF MARKETING
SCHOOL OF BUSINESS. UNIVERSITY OF NOTRE DAME. SYDNEY CAMPUS

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1.0 Executive Summary

2.0 ContenTs Page 1. Introduction 2. Review of Macro-Environment 3. Review of Micro-Environment 4. SWOT Analysis 5. Objectives 6. Segmentation, Target Market Selection and Positioning Statement 7. Product Strategy 8. Pricing Strategy 9. Place Strategy 10. Promotion Strategy 11. Action Plan 12. Control Plan 13. Conclusion

3.0 Introduction

4.0 Macro-Environment FACTORS
4.1. Political And Legal Factors * Representative and strong democratic government – Australia’s political system elects a representative government that involves people electing their representatives to the parliament. Additionally, Australia has a strong democratic setup that is alike at all levels. * Protests against carbon tax – On July 1, 2012 The Gillard government’s carbon tax came into effect. There were demonstrations in Sydney with more than 1000 protestors gathering at Belmore Park to voice their opposition the day it was implemented. * Policy to boost the economy - According to a joint announcement made by the Minister for Financial Services and Superannuation and Minister of Immigration and Citizenship in May 2012, The government is planning to introduce a new fast tracked visa program in order to attract foreign investors. * Good relations with other nations - The Gillard government has always tried to maintain good relations with other nations such as China. The Australian China Business Council was formed in order to endorse business and trade between China and Australia. China is Australia's largest trading partner and the biggest source of growth of Australian resource exports. As a result, a free trade agreement (FTA) was signed between Australia and China to deliver a boost to the increasing trade between the two countries. * Asylum seekers and humanitarian issues – The department of immigration has confired that more than 7,000 asylum seekers landed in the country during the time of January 2010–April 2011. The mandatory detention of asylum seekers in two detention centres is a reason for concern because there have been increasing instances of suicides, riots, and depression among the detainees.

4.2. Economic Factors: * Dynamic services sector – The Service sector is considerably larger than forestry, agriculture, fishing, and mining. Listing assets worth A$4.3tn in December 2011. This is the reason as to why it is such an important contributor to Australia’s economic activity. * Impact of the carbon tax on the manufacturing sector - A carbon tax has been implemented as of July 1, 2012. It is expected that the full impact of the carbon tax will be faced by the manufacturing sector. Many manufacturing professionals fear that the additional carbon tax on raw materials may result in the loss of competitive edge over other international companies that are currently exempted from such tax. The initial cost is proving to be a huge burden for many firms. * Skilled labor shortages – There are many industries in Australia that are facing shortages of skilled labour and therefore are looking to immigration to fill these gaps. * Economic growth - According to MarketLine forecasts, it is expected that the Australian economy will expand by 3.5% in 2012. It will perform better compared to other developed economies in the next two years. It has also been predicted that the rate of unemployment will remain as low as 5.02% in 2012 and 4.98% in 2013 * Increasing investments triggering inflation fears - Control of inflation is crucial to the performance of any economy because when it increases at a moderate pace it brings economic growth, but when it increases at a rapid rate, it affects the economy adversely. An increasing rate of inflation implies a potential threat for investors as it reduces real savings and investment returns. Under such circumstances the rush of new investments into the country, which has exceeded government forecasts and those of the Reserve Bank of Australia, has renewed fears of inflation in the economy.

4.3. Socio-Cultural And Demographic Factors * High human development - Australia has scored very well on human development through good levels of healthcare, education, and income. ( * Poor rural healthcare - Australia provides healthcare through the universal public health system, Medicare, under which healthcare is provided free of charge. The Royal Flying Doctor Service provides medical evacuation and primary healthcare to rural and remote communities in the country. * Low poverty level - Between 1990 and 2008, the percentage of the population living on less than $1 a day declined from 2.0% to 1.5%, while the population living on less than $2 a day declined from 4.0% to 3.1%. * Demographic challenge - The small population growth rate and the increase in the aging population, presents a challenge for the government. With more than 14% of Australia above the age of 65, the country’s aging population will continue to rise in the next few years.

4.4. Technological Factors * National Broadband Network - In Australia, business driven by online shopping and e-commerce is at a high level, with more than 5 million households having access to the Internet. The country has also launched the National Broadband Network (NBN) project to deliver high-speed broadband to 93% of Australian homes, schools, and businesses through fibre-optic cables, with speeds of up to 100 megabits per second (Mbps) * Low levels of productivity - Australia’s productivity level in R&D is still considerably below those of countries like the US, the UK, and several other OECD countries. During 2002–10 R&D expenditure did not show any signs of improvement, with the rate hovering around 1.5% of GDP. * High wage costs – In Australia, wage costs are very high in contrast to many other countries. The average annual salary paid to a researcher in Australia is $80,572, as compared to $3,956 in China and $11,526 in India.
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* Strong business environment - According to the World Bank’s Doing Business 2012 rankings, the country was ranked 15th among 183 countries. The 2012 indicator shows that the number of days required to start a company in Australia is two, compared to the OECD average of 5.6. * Hurdles for investment – Regardless of a number of liberalization measures, there are still restrictions that obstruct investment in the country. The Foreign Investment Review Board shows that more than 50 Chinese state-owned companies withdrew investment proposals between November 2007 and January 2011. * New consumer law - The Australian Consumer Act 2011 is considered to be the greatest change Australia has seen in legislation in 25 years. According to this act, a single national consumer law will be applicable in all jurisdictions of the country. * Raising the Bar Bill - The Intellectual Laws Amendment (Raising the Bar) Act 2012 is considered to be the most significant change in the Australian patent law procedure in the last 20 years. The law is an outcome of a number of proposals that are the result of evaluating the Australian patent system over the last 10 years. * Lengthy permits process - The country still has a very lengthy construction permit process. According to the World Bank’s Doing Business 2012 report, Australia was ranked 42nd with regard to acquiring or dealing with construction permits, which takes 15 procedures and 147 days. This could act as an impediment to foreign investment.

4.5. Natural Environment Factors

* Tight environmental policies - Environmental administration and regulation is taken very seriously in Australia. In mid-2007, for example, the Department of Environment and Conservation suspended lead shipments from Esperance, a private shipping port in Australia, due to pollution of the seas with lead that killed thousands of birds in the area * Rising pollution levels – The increasing pollution levels are causing environmental instability in Australia. The devastation of native vegetation is the primary cause of land degradation, salinity, and declining water quality in the country. It is also the biggest reason as to why Australia is losing biodiversity. * Kyoto Protocol - Australia has committed itself to meeting its Kyoto Protocol target and has set a goal of reducing greenhouse gas emissions by 60% from 2000 levels by 2050, and by 5% before the end of 2020. This is considered by some to be too little, given the currently high level of pollution in the country. * Climate-related disasters - The risk that Australia is facing from the environment is considered to be the most severe by Australian weather experts, with climate change being the most immediate risk. This has resulted in storms and floods in a number of regions and the losses by the Federal Treasury were estimated to be around A$8.98bn ($9bn).

5.0 Micro-Environment FACTORS

5.1. General Industry or Product Category Trends * The tea category in Australia has many segments and sub segments including tea, coffee, dressings, seasonings, flavourings, herbs, spices, yeast, yeast extracts, ice, honey, salt and prepared meals. Although these are not direct competitors to tea they are still considered to be incorporated within the industry * In 5 years the tea and coffee industry is estimated to increase revenue by 2.4% per annum This gives Dilmah an opportunity to increase their market share as the industry as a whole will be increasing revenue. * Tea consumption declined from 1.2 kilograms to 0.9 kilograms per capita, resonating a decrease of 60% * As obesity has emerged as Australia’s most concerning health apprehension, people will look towards healthier alternatives within the industry, giving Dilmah and opportunity to create a health range of black teas. * The industry life cycle is in the mature stage equalling well established products and brands * With Dilmah being sold in supermarkets as Woolworths and Coles brand loyalty and brand awareness will increase. * Key success factors included: access to niche markets, ability to adapt to change, economies of scale, supply contracts for key imputes and ability to pass on cost increases. * Unilever Australia (holdings) PTY LMD is a owner of Dilmah’s number one threat in Lipton. This company holds 5.2% market share of the entire tea, coffee and other food manufacturing industry in Australia

Opportunities | Threats | * Majority of tea consumption happens inside the home, opening up a change to bring a range of “T-bars” where tea is encouraged to be drank outside the home (very successful overseas) * Concentration in this industry is low so there are not that many competitors to compete against. | |

5.2 Competitor Review and Analysis
Competitor 1: Lipton Australia

Market Share * Lipton has a 26 per cent market share in the $290 million Australian tea market.

Competitive Advantage * World number one manufacturer and exporter of teabags accounting for over 57% of the country’s total exports of teabags. * May 2012, Lipton Black tea was announced as 100% Rainforest Alliance certified.

Current Target Market and Positioning * Lipton’s primary target market are main grocery buyers of tea, predominately adult females and their families * Lipton’s secondary target market are consumers who want sustainable products * Lipton then opens their target market and positioning to any tea drinker

Current Product Strategy * Lipton uses the bright visual colour of yellow in their packaging of their black tea. This bright colour has become iconic and is what differentiates Lipton from other tea competitors on the shelf. * All of Lipton’s black tea is Rainforest Alliance Certified, and this is shown through the Rainforest Alliance Certified logo on Lipton packaging.

Current Price Strategy * Averages around $4.55 for a box of 100 tea bags and is sold in most supermarkets and grocery stores in Australia. This pricing is higher than most competitors on the market.

Current Place Strategy * Unilever uses private distributors to distribute Lipton Black tea products. There are different private distributors in each state within Australia * Sold in major supermarkets eg: (Coles, Woolworths, IGA) as well as private, independent grocery stores.

Recent Promotion Strategy * In the 1980s Lipton was promoted as a family friendly global brand, through their ‘dunking’ ad campaign. * Lipton campaign of ‘Drink Positive’ is being used to promote the product as a health product showing the health benefits of drinking black tea. * “Pick your tea with care – we do” is a new advertising campaigned based on environmental sustainability and their product being Rainforest Alliance Certified. * Social media is used to promote existing and new products. This has become popular for consumer especially on Facebook, as consumers have direct contact with Lipton to voice questions and concerns.

Opportunities | Importance(Rating 1-5) | Threats | Importance(Rating 1-5) | Lipton has a 26 per cent market share in the $290 million Australian tea market. | 4 | Averages around $4.55 for a box of 100 tea bags and is sold in most supermarkets and grocery stores in Australia. This pricing is higher than most competitors on the market | 3 | Sold in major supermarkets eg: (Coles, Woolworths, IGA) as well as private, independent grocery stores. | 4 | | |

Competitor 2: Twinings Australia

Market Share * Twinings has a forecasted growth of +2.6%

Competitive Advantage * Twinings differentiates their product to be at a higher standard than most other Tea companies in the market. This is represented through there British stigma marketing. * Twinings has a wide range of black tea products, seventeen in total. This gives Twinings a competitive advantage, as they are able to penetrate a larger part of the tea market in Australia. This also allows for Twinings to dominate supermarket shelves with their wide product range * Twinings is the founder and member of the Ethical Tea Partnership formed in 1997

Current Target Market and Positioning * Twinings Australia primary target market is a middle aged demographic of females 35 – 55 years. Twinings second target are married couples, usually without children. * Twinings Australia is positioned highly as a prestigious brand that represents class and wealth.

Current Product Strategy * Twinings has a wide black tea product range, with 17 in the market. * All black tea is from a tea bag, with little to no fresh black tea leaves being sold. * Each black tea is sold in a number of different size boxes, from 10 tea bags to 100 tea bags. * The release of the ‘Australian Afternoon Tea’ has increased popularity of Twinings in Australia and has given Twinings a competitive edge. * Twinings has the iconic colour of red and gold to distinguish their products in the market. Colour is an important strategy of getting consumers to quickly distinguish between products.

Current Price Strategy * Averages around $10.00 for a box of 100 tea bags. One of the highest prices for black tea in the current Australian market.

Current Place Strategy * Distributed in Australia by AB Food & Beverages Australia Pty Ltd. * Sold in major supermarkets eg: (Coles, Woolworths, IGA) as well as supermarket websites, sold in local grocery stores, sold online at www.twinings.com.au

Recent Promotion Strategy * Twinings have used famous faces and opinion leaders as a strategy for promoting their black tea product range. A recent example of this was in a 2012 ad campaign featuring Nigella Lawson. * Recently Twinings is doing a special offer of free shipping on their online orders for orders of $150. * In 2012 Twinings launched a new advertising campaign “Twinings, Gets you back to you”, which is aimed at their female consumers promoting purity and understanding who the consumer really is. Opportunities | Importance (Rating 1 – 5) | Threats | Importance (Rating 1 – 5) | Twinings has a wide range of black tea products, seventeen in total. | 4 | Averages around $10.00 for a box of 100 tea bags. One of the highest prices for black tea in the current Australian market. | 4 | Sold in major supermarkets eg: (Coles, Woolworths, IGA) as well as supermarket websites, sold in local grocery stores, sold online at www.twinings.com.au | 3 | Twinings Australia primary target market is a middle aged demographic of females 35 – 55 years. Twinings second target are married couples, usually without children | 3 | Twinings have used famous faces and opinion leaders as a strategy for promoting their black tea product range. A recent example of this was in a 2012 ad campaign featuring Nigella Lawson. | 3 | Twinings Australia is positioned highly as a prestigious brand that represents class and wealth. | 2 | Twinings is the founder and member of the Ethical Tea Partnership formed in 1997 | 4 | | |

Competitor 3: Moccona

Market Share

Competitive Advantage * Coffee already has a competitive advantage in the hot beverage market with 65% market share

Current Target Market and Positioning * Focuses on a middle aged age demographic of 25 – 35 years, with primary gender being women * The product is positioned to be an exotic, luxury good due to the locations used in Moccona’s ad campaigns * Product range is positioned as being luxurious and romantic

Current Product Strategy * Wide range of instant coffee, from their Classic Range to their Gourmet Range.

Current Price Strategy * Averages around $25 for a 400g container of Moccona coffee.

Current Place Strategy * Sold in all leading supermarkets in Australia eg: (Coles, Woolworths IGA) and supermarkets online shopping websites. Is also used in café’s and events where instant coffee in necessary. * Sold in bulk in selected stores eg: (Officeworks) * Sold online on Moccona’s website

Recent Promotion Strategy * Moccona focuses on their customer’s self-esteem needs (as shown in Maslow’s Hierarchy). This is represented through the descriptive words of, indulge and lust * The product is positioned to be an exotic, luxury good due to the locations used in Moccona’s ad campaigns. In current ad campaigns, it is set in known romantic European destinations (for example, Rome). This entices the customer to purchase their product due to their want of wanting a taste of an exotic experience that is shown in the ad campaign * Current television promotional advertisement focuses on their product enhancing romantic relationships between males and females. Resulting in the product being positioned as an exotic good

Opportunities | Importance (Rating 1 -5) | Threats | Importance (Rating 1-5) | The product is positioned to be an exotic, luxury good due to the locations used in Moccona’s ad campaigns | 4 | Averages around $25 for a 400g container of Moccona coffee | 3 | Moccona focuses on their customer’s self-esteem needs (as shown in Maslow’s Hierarchy). This is represented through the descriptive words of, indulge and lust | 4 | Focuses on a middle aged age demographic of 25 – 35 years, with primary gender being women | 2 |

5.3 CLIENT’S Product/Brand Review

* Owner of Dilmah tea has a brand that is sold direct to the customer therefore maximizing profits * Dilmah tea is Sri Lanka’s leading exporting product accounting for 21% of the country’s total exports of tea * The range of Dilmah’s tea is extensive with over 30 different kinds of black tea alone * The price of tea for Dilmah ranges with the different type of tea available, a pack of 100 tea bags can be bought for $4.84 * In 2010, the company reported a post tax profit of 4.7 million dollars (converted from Sri Lankan Rupee) * Dilmah has opened a range of “T-Bars” overseas and has 65 already opened with a planned 200 and 2 in Australia by 2015 * Dihan Fernando, who runs Dilmah with his brother, says that the quality of the tea translates into profit margins 40 precent higher than those competing against him. * Dilmah have introduced a ‘high tea challenge’ to Australia, which gives the chance for consumers and professionals alike to compete in a competition that ‘puts the tea back in high tea’. * Merelli has established the most integrated family tea business in the world with plantations (ownership and investment), printing and packaging, import and distribution of equipment and materials for the industry. * Dilmah has maintained a competitive advantage through recent years by standing by their philosophy to make the highest quality tea handpicked from the ground, where as competitors are looking at more efficient ways to produce their product, thus compromising quality. * Merrill Fernando (owner of Dilmah tea) has established a foundation under his name, which helps with education, accommodation and health care for his workers and their children. * Dilmah possesses 12 percent of the Australian market share for tea, while the brand leader Lipton has 18 percent. * Dilmah supplies tea to a major global corporation in McDonalds, which suggests that Dilmah’s tea is of the highest quality as McDonalds have extreme quality standards. Strengths compared to other brands | Weaknesses compared to other brands | * Iconic advertising with logo on all McDonalds cups of tea. * Second highest market share in Australia * Focus on high quality rather than high efficiency. | * Doesn’t appeal to younger market, and some older people |

5.4 Customer Analysis

6.0 SWOT Analysis
Key Strengths: * Dilmah supplies tea to a major global corporation in McDonalds, which suggests that Dilmah’s tea is of the highest quality as McDonalds have extreme quality standards. * With Dilmah being sold in supermarkets as Woolworths and Coles brand loyalty and brand awareness will increase. * Dilmah has maintained a competitive advantage through recent years by standing by their philosophy to make the highest quality tea handpicked from the ground, where as competitors are looking at more efficient ways to produce their product, thus compromising quality. * The range of Dilmah’s tea is extensive with over 30 different kinds of black tea alone * Second highest market share in Australia * High brand awareness as Dilmah was considered in the consideration set for all consumers. * Black Tea has scientifically * Dihan Fernando, who runs Dilmah with his brother, says that the quality of the tea translates into profit margins 40 precent higher than those competing against him * Ageing demographic increases tea sales as older Australians are more likely to drink tea.

Key Weaknesses: * Tea consumption declined from 1.2 kilograms to 0.9 kilograms per capita, resonating a decrease of 60 percent * Dilmah is not resinating with females aged 35-50 as they lean towards twinning’s * Lipton, Bushells and Tetley all were found to be cheaper than Dilmah per 100 tea bags * Dilmah has limited brand loyal customers as they don’t have a clear target market.

* Changing in packaging makes it hard to locate in supermarkets. * As discovered in the consumer analysis the tea bag itself has design flaws as the holding tab for dunking is not secure in some cases, as a result the tea bag can malfunction. * Lack of advertising
Key Opportunities: * Australia has maintained strong relations with other counties this allows for expansion. * The state of the economy will determine the pricing strategy can adopt. * Create a brand image that will be able to withstand time and be easily recognisable. * Opportunity to sponsor public events to increase product awareness. * Possibility of targeting a specific target market rather than focusing on the whole market. * Opportunity to increase sales in the winter period * Consideration set amongst all consumers included Dilmah suggesting there is potential for Dilmah to become the market leader. * Introduce ‘t-bars into Australia as they have been proven to be successful overseas * No cognitive dissonance was recorded meaning they are more likely to be satisfied and therefore repurchase Dilmah * Chance to advertise to television and radio more as not much has been done already * targeting the dilmah target market in supermarkets as they purchase tea on a weekly basis with the rest of their grocery shopping. * As obesity has emerged as Australia’s most concerning health apprehension, people will look towards healthier alternatives within the industry, giving Dilmah and opportunity to create a health range of black teas. * As a promotional opportunity compare black tea against coffee comparing health benefits * Position dilmah close to twinnings giving the brand a higher quality image. * Hire highly influential people for example celebrities in promoting the product.

Key Threats: * The risk that Australia is facing from the environment is considered to be the most severe by Australian weather experts, with climate change being the most immediate risk. This is a threat to the tea industry, as production will be majorly affected if environmental disasters such as floods or fires occur. * Rivalry from other tea brands such as Lipton, twinning’s and a moccona * Competitors such as Lipton are showing there cooperate responsibility as their tea is rainforest alliance certified * Coffee already has a competitive advantage in the hot beverage market with 65% market share * Competitors with more eye catching packadging that may appeal to a wider audience. * Products like lipton, bushells and tetly were found to be cheaper per 100 tea bags, because dilmah is priced higher they are threatened by competitors with cheaper products. * In store promotion can change consumers minds and influence them to buy different brands. * Competitors have higher brand awareness, especially in advertising as their advertisements are highly recognisable and memorable. * Celebrities featuring in competitors advertisements * Competitors taking full advantage of current technologies
6.1 Implications for the marketing plan going forward

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