Dilmah Marketing Plan

5133 Words May 22nd, 2013 21 Pages
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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. 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
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This shows that that Australia has been successful in reducing poverty. * A risk to the state of the economy in the future is the increase in aging population, with 14% above 65 (ref). This will lead to higher demand for pensions and increased aged care spending, which will challenge the government and the stability of the economy.

* For DSP recipients aged under 35 with work capacity of eight or more hours a week, the government plans to provide extra focus to maximize their social and economic participation through interviews with Centrelink to build capacity leading to employment. The budget also includes A$42.5m ($43.9m) for additional Communities for Children services as part of Building Australia’s Future Workforce package.- hve to explain more or take out * 4.4. Technological Factors
The future implementation of the national broadband network will provide better internet access particularly to remote areas. However it’s unlikely to benefit the city, and will provide a large strain on the country’s budget, through the building and marketing of the network. Thus it will most likely have a negative effect on the economy, which could impact the potential of taxes and consumer income. * There is a low level of productivity in Australia’s R&D, which is much lower than other countries such as US and Uk. ‘Low expenditure

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