Dilmah is a Sri Lankan tea brand founded in 1988, known for promoting the taste of original Ceylon tea and its health benefits, particularly antioxidants. The company employs a differentiated marketing strategy targeting high and middle-class customers, hotels, restaurants, and younger demographics, while emphasizing quality, authenticity, and sustainability. With a varied range of flavors and product selections, Dilmah positions itself as 'the single origin tea', delivering a unique luxury tea experience to its consumers.

2. Dilmah is a Sri Lankan brand of
tea, sold internationally. The
company was founded in 1988 by
Merrill J Fernando. The name
Dilmah was chosen by combining
the first names of Fernando's
sons Dilhan and Malik.

3. KEY
BRAND
LOVE

4. Root Strengths
Core benefit is Dilmah identified as
taste of original Ceylon tea and also
Antioxidants contained in tea good
for the many degenerative diseases
and Dilmah is extensively promoting
these finding
01

5. Competitive
Environment
Dilmah directly compete with
the tea brands call Akbar,
Basilar and the substitutes
such as coffee
02

6. Target
Dilmah follows differentiated marketing
approach and targets different market
segment. Dilmah targeted the hotels and
restaurant segment
Dilmah mainly target high and middle-
class customers and it also targets the
youths and women. 03

7. Insight
Dilmah is promoting its passion for tea
and set of values (authentic, sustainable
business practices, finest quality and
ethics), very innovative and luxury
products for its target segments.
04

8. Benefits
Dilmah has offered various flavors to target
segment as functional benefit and healthy nature
Dilmah has varied product range including a premium selection, a Gourmet Tea
selection, Special Green Teas and Exotic Teas etc. Dilmah is available in different sizes,
different flavors (spicy, mint, sweet.etc.), different strengths (light, medium and strong)
and caffeine levels (medium and caffeine free).
05

9. Emotional and sensory benefits
● Quality, authenticity and ethics and it gives luxury Tea Experience which added
excitement and innovative tea experience.
● Dilmah tea has able to occupy a unique position in the minds of its customer
segments as “The Single Origin Tea”
● Dilmah is showing their commitment for the perfect cup of tea by showing that the
greatcare into the sourcing, packing and delivery of every cup of tea.

10. Values, Beliefs &
Personality
Brand values- Pure Ceylon Tea, Unblended,
Garden Fresh, The Single Origin Tea, Cared for
by a Teamaker Who is Passionate about Tea,
Ethical, Traditional, Finest Quality, Natural, Authentic, The Pioneer, Committed to
Sustainability and to the Future of the Ceylon Tea Industry
Brand Personality :- Sophisticated, Trust
06

11. Reasons to
Believe
Dilmah gives Quality and luxury Tea
Experience which added excitement and
innovative tea experience.
07

12. Discriminator
“The Single Original tea..“
08

13. Essence
As mix of all above mainly dilmah gives
the unique Ceylon tea experience and
Dilmah tea Ceylon has already won the
entire global market with its unique and
traditional flavors with the modern
essence.
09

14. Group No: 07 | Team Mavericks
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