Key Elements of Marketing Plan


The marketing plan of an organization is the most important factor 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 4 P's of the marketing mix of the organization that is Dilmah. Dilmah is one of the most recognized tea brands in Sri Lanka that has produced an expansion of its market in different regions that considers about 100 countries all over the world. Therefore, the discussion on the marketing plan of the organization is held to enable the enrichment of the content of the report.

4 P's of Marketing Mix


The product of the organization, 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 in terms of definite identity that can be reflected through the production of the tea as well as their processing to deliver the right product in the market at 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 to comply with the market need and the demands.


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


To define the place of putting the products in the market the organization that is Dilmah has been considered an effective market segmentation. The segments in the market are reflective of 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 developing the inclusion of all the target markets while placing their product in the market. The pricing strategy, on the other hand, is effective in delivering a market integration strategy for 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 markets where they can establish their products.


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 to make the public aware of the presence of the products under the name of a brand in the market. The brand name of Dilmah has now been highly effective where the need for promotion in the organization is to advertise the new products as well as the special offers that Dilmah at a time provides in the market to encourage the customers to remain loyal to the organization. The promotional stances that have been put into use by Dilmah are both electronic as well as paper media (Grönroos, 2007). However, the inclusion of modern technology is highly adored in the organization where the internet and social media have been put into action to promote the tea products Dilmah. The organization has also produced an individual website that has contributed to 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 on various social media platforms.

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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, Dilmah has also set up an important function on the internet that has 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, Dilmah has taken 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, social media promotion has also helped in developing instances that are likely to be effective in gathering feedback 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 on the company website as well as the different social media platforms (Chen et al. 2011). Different areas in the marketing stances have 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 on the internet and the social media site is essential as well as contributing to the marketing mix as it helps in promoting the products. Choose 'Assignment Help' for more.


Chen, Y., Fay, S. and Wang, Q., 2011. The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), pp.85-94.

Erdoğmuş, İ.E. and Cicek, M., 2012. The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, pp.1353-1360.

Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.

Grönroos, C., 2007. Keynote paper From marketing mix to relationship marketing-towards a paradigm shift in marketing. Management decision, 35(4), pp.322-339.

Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014. Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), pp.534-550.

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 Research, 52(1), pp.40-52.

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

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