Marketing Research
Conclusion
The purpose of this research is to identify whether Dilmah should continue the current campaign or modify the campaign. The result from the secondary research and primary qantative research show the total black tea sales has great increased about 13% from 2008 – 2009 which is a fantastic result in the world economic recession period of time. Dilmah has market share of 29% which is the highest share of one brand.
Dilmah target customer is traditional family and age is from middle to mature group. The Larry report says their customers are satisiftied with the freshest and finest tea quality and consumers agreed Dilmah has achieved the goal of tea quality. The main tea market are in Auckland 51% in 2009, Wellington and Canterburry.
From primary research findings, female has higher purchasing tea percentage than male and the age group is 36 and more.
People who are employeed as income earner less than 20 hours is recall seeing the TV advertising.
Dilmah doesn’t have the top of mind brand awareness for the age group 36-45 but it is mostly recognized by the age group 26-35.
Dilmah issues
Bell is a very strong competitetor of Dilmah in black tea market as they have a very close market share percentages over years from 2005 to 2009. Bell is more reconigized at the age group of 35 – 46 by 94% (193) but the age group of 18 – 25 and 46 and over still have 67% and 61% top of mind brand awareness for Bell. The 58% of age group 26 – 35 has top of mind brand awareness for Dilmah and the 33% of age group 18 – 25 has top of mind brand awareness for Dilmah.
59% of male and 64% female all reconigized Bell but 39% male and 13% female know Dilmah as top of mind brandawareness. 66% of less 20 hrs knows Bell but 15% knows Dilmah. 61% of non employeed knows Dilmah…but which they might not be the main group who purchase tea normally in the household. 32% of 35 – 46 who purchased tea
Be to café last 4 weeks:
Female purchased tea more $704,000
The purpose of this research is to identify whether Dilmah should continue the current campaign or modify the campaign. The result from the secondary research and primary qantative research show the total black tea sales has great increased about 13% from 2008 – 2009 which is a fantastic result in the world economic recession period of time. Dilmah has market share of 29% which is the highest share of one brand.
Dilmah target customer is traditional family and age is from middle to mature group. The Larry report says their customers are satisiftied with the freshest and finest tea quality and consumers agreed Dilmah has achieved the goal of tea quality. The main tea market are in Auckland 51% in 2009, Wellington and Canterburry.
From primary research findings, female has higher purchasing tea percentage than male and the age group is 36 and more.
People who are employeed as income earner less than 20 hours is recall seeing the TV advertising.
Dilmah doesn’t have the top of mind brand awareness for the age group 36-45 but it is mostly recognized by the age group 26-35.
Dilmah issues
Bell is a very strong competitetor of Dilmah in black tea market as they have a very close market share percentages over years from 2005 to 2009. Bell is more reconigized at the age group of 35 – 46 by 94% (193) but the age group of 18 – 25 and 46 and over still have 67% and 61% top of mind brand awareness for Bell. The 58% of age group 26 – 35 has top of mind brand awareness for Dilmah and the 33% of age group 18 – 25 has top of mind brand awareness for Dilmah.
59% of male and 64% female all reconigized Bell but 39% male and 13% female know Dilmah as top of mind brandawareness. 66% of less 20 hrs knows Bell but 15% knows Dilmah. 61% of non employeed knows Dilmah…but which they might not be the main group who purchase tea normally in the household. 32% of 35 – 46 who purchased tea
Be to café last 4 weeks:
Female purchased tea more $704,000