Key Elements of Marketing Plan


The marketing plan of an organization is the most important factor in order to develop the likelihood of developing an active presence in the market. Therefore, this part of the report is liable to be supported through an analysis of the 4P of marketing mix of an organization that is Dilmah. The Dilmah is one of the most recognized tea brand in the Sri Lanka that has produced an expansion of their market is different regions that considers about 100 countries all over the world. Therefore, the discussion on the marketing plan of the organization is held to be enabling the enrichment of the content of the report.

4P of marketing mix

  • Product

The product of the organization that is Dilmah is one sole product that is tea. The organization is a tea brand that has expanded in different areas of the country. This is implacable on the terms of definite identity that can be reflected through the production of the tea as well as their processing in order to deliver the right product in the market in the right time (Huang and Sarigöllü, 2014). The product has been chosen on the structure to the right approach where smaller units have been taken into consideration. Here, the market sector has been taken into the stances where the brand name is one of the most important factors. This has affected the product policy of Dilmah under the marketing plan of Dilmah. Besides, the product has also been designed in order to comply it with the market need and the demands.

  • Price

The pricing sector of the organization that is Dilmah has been kept with complete compliance with the market structure where the products are to be sold. Therefore, the pricing strategy under the marketing plan of the organization have been done through a consideration of the providing the right value to the price. Therefore, the satisfactions of the consumer as per the compliance to the quality and the price have been taken into consideration by Dilmah to grow effective business in the global market (Mix and Brand, 2017). The tea estate maintenance have also been taken into consideration in order to fund effective procedures of functioning in production and processing as well as packaging of the tea.

  • Place

In order to define the place of putting the products in the market the organization that is Dilmah has been considered an effective market segmentation. Of the segments in the market has been found to be reflective on the stances to gather the priority that can be produced customer wise (Fan et al. 2015). Therefore, the customers or the consumers in each consecutive market have been focused on in order to develop an inclusion of all the target market while placing their product in the market. The pricing strategy on the other hand, is effective to deliver a market integration strategy of the organization that is Dilmah. On the other hand, the organization has also produced a focus on the target market that also includes the rural sector within the target market (Hanssens et al. 2014). Therefore, this has helped the organization to develop an understanding of the right attitude that they should put up to consider different market where they can establish their products within.

  • Promotion

Promoting a product has been one of the most important aspects for the organization that is Dilmah when they commenced with the business in the first stance. This is usually important in order to make the public aware about the presence or the products under the name of a brand in the market. The brand name of Dilmah has now been highly effective where the need of the promotion in the organization is to advertise about the new products as well as the special offers that Dilmah at time provides in the market to encourage the customers to remain loyal to the organization. The promotional stances that have been out into use by Dilmah are both the electronic as well as paper media (Grönroos, 2007). However, the inclusion of the modern technology has been found to be highly adored in the organization where the internet and the social media have been put into action to promote the tea products of Dilmah. The organization has also produced an individual website that has contributed in the promotional stances of the organization in the global market. Besides, the promotional stances have also been included in the organization through having their presence in the various social media platforms.

Impact of internet and social media on marketing mix

The modern functioning of the internet has evolved to bring about an effective stature in the target market sector. The organization that is Dilmah has also set up an important functioning in the internet that ahs immensely helped in developing the marketing mix. The organization has prepared itself to bring about an effective presence in the market through the internet. Various kinds of promotion have been considered in the organization to develop an interim presence in the global media as well as the global market (Erdoğmuş and Cicek, 2012). The organization that is Dilmah has taken the advantage of the virtual likeliness of the modern population to spread the messages that it intends to spread in the market. On the other hand, the social media promotion has also helped in developing the instances that are likely to be affective in gathering the feedbacks from the external as well as external stakeholders of the organization. This includes the suppliers, the employees as well as the customers who are liable to provide their comments in the feedback section provided in the company website as well as the different social media platforms (Chen et al. 2011). Different areas in the marketing stances has developed the 24/7 presence of the organization in the market, hence, increasing their availability among the customers (Lipsman et al. 2012).


Therefore, it can be understood from the above discussion that the performance of Dilmah in the internet and the social media site has been found to essential as well as contributing to marketing mix as it helps in promoting the products.


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Grönroos, C., 2007. Keynote paper From marketing mix to relationship marketing-towards a paradigm shift in marketing. Management decision35(4), pp.322-339.

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Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer, New York, NY.

Lipsman, A., Mudd, G., Rich, M. and Bruich, S., 2012. The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising research52(1), pp.40-52.

Mix, M. and Brand, C.B., 2017. Marketing Management.