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Case Study: Dilmah Tea

744 Words3 Pages

Task 1
Company Summary
Company name, size and the type of the organization
Dilmah Tea Founded by Mr. Merrill J. Fernando is among the leading tea manufacturing firms in the world. Dilmah is a multinational company that has market presence in 102 countries. Headquarter is located in Sri Lanka, it also has operations in Australia, New Zealand, Netherland, South Africa and United Kingdom. Dilmah has over 1000 employees in Sri Lanka. Product portfolio and customer base
Company product portfolio exceeds 200 products. Dilmah produces an umbrella of products ranging from Premium selection which is designed for everyday enjoyment, a Gourmet and Boutique Tea selection which targets high end customers, Special Green Teas targeting health conscious individuals …show more content…

As at 2014, Dilmah holds 0.4% of the global tea market. Main competitors include Lipton which holds 8.2% of the global market share, Twinings and Ahmed which hold 2.8% and 1.9% of the global market shares respectively. Other information
With the objective of reaching a wider audience through online marketing, Dilmah has decided to invest in a mobile friendly online shops. Currently 6%-10% of online sales are generated from mobile devices. Since mobile visitors have tripled within the last 6 months Dilmah expects this number to significantly increase within the next 2 years. Dilmah is planning to invest in a mobile App, improve mobile site and drive traffic to the site and the app using mobile campaigns.
My role is to next 12 months , ensure that keep improving customer journey ,convert huge convert &the touch point trough out this journey & ensure all digital assets are optimize to reduce friction & to facilitate purchase & advocacy. My focus would be on improving the conversion rate and there by improve returns while maintain the same ad …show more content…

This enables drawing in more visitors to the site by minimizing the bounce rate of visitors. It involves certain procedures for testing and monitoring specific headlines or images and ascertaining which of the content on the page helps to convert the visitors of the website into customers. It is a structured, Systematic , continues(never ending process) series of tool kits & the collection of analysis of both qualitative(info about quality) & quantitative data (base on numbers)
This never ending process is helped to discover, quantify and prioritize issues which can be turn into hypothesis to derive opportunities (Lead, revenue , profitability, customer satisfaction) The main point of attendance is afford to improve the conversion rate of the site, people and process get involved with settings the tests & reviewing the results through KPI and tools .I strongly suggest my Company Dilmah review majority optimization process against Craig Sullivan’s majority model.
• Helps You Understand Your Customers Better
When you understand your customers, conversion optimization allows you to develop buyer personas for your online store which helps you understand who you’re marketing

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