How can companies use ethical branding to help them promote major exports? The case of the DILMAH Tea- Sri- Lanka

By

ABSTRACT

In the current economic scenario, a number of companies around the globe are searching for marketing techniques that would help them in increasing their market share. A company can apply numerous strategies and increase their market share. In this research study, we have critically evaluated that how can a company utilize the tool of branding, i.e. ethical branding, to make a positive impact on their exports. A company has to follow ethics while they are developing and implementing their marketing strategies. This can have a hugely positive impact on the sales of a company. We had chosen the DILMAH Tea Company as a case study and gathered data through both primary and secondary methods. We used a questionnaire as a primary research tool. We had discovered that the tool of ethical marketing had a positive impact on the reputation of DILMAH Tea.

DECLARATION

I Priyanthi Jayawardane hereby acknowledge that this work is my own and does not any way reflect other papers submitted to any other institutions. This work is not a copy of any previous studies apart from sections where an appropriate reference has been done.

Signed Date ______________

ACKNOWLEDGEMENT

I should thank my supervisor Ms.Heather Davi for her guidance and continued support in helping me complete this dissertation.

I am grateful to Ms.Heather Davi without whose encouragement this study would never been possible.

My profound gratitude also goes to Mr.Hussen Mohamed whose teaching has had a major influence on my academic studies and helped develop my interests in consumption and cultural studies.

Last but not the Least, My sincere thanks to my friends and family for their support and encouragement during my Masters programme.

TABLE OF CONTENTS

ABSTRACTII

DECLARATIONIII

ACKNOWLEDGEMENTIV

LIST OF FIGURESVII

CHAPTER 01 INTRODUCTION1

1.1 Introduction1

1.2 Background of the study1

1.3 Aim and objectives of the research study2

1.4 Research Questions2

1.5 Conceptual and Theoretical Framework2

1.7 Significance of the Study3

1.8 Overview of the dissertation3

1.9 Overview of DILMAH4

CHAPTER 2: LITERATURE REVIEW5

2. 1 Ethics in marketing5

2.2 Ethical branding5

2.3 Ethics and Branding Strategy6

2.4 Branding Ethics and Customer Response7

2.5 Consumerism7

2.6 Brand preference8

2.7 Reputation management and exports9

2.8 Conclusion10

CHAPTER 3 METHODOLOGY11

3.1 Introduction11

3.2 Research tool utilized11

3.3 Overview of Primary Research Approach12

3.4 Justification of research tool12

3.5 Participants of the research13

3.6 Overview of Qualitative and Primary Research Approaches13

3.7 Overview of the Mixed Method Research Approach14

3.8 Justification of the mixed methodology approach14

CHAPTER 4: DISCUSSION AND ANALYSIS16

4.1 Brief overview16

4.2 Data Analysis17

4.2.1 Question number 117

4.2.2 Question number 218

4.2.3 Question number 319

4.2.4 Question number 4:20

4.2.5 Question number 521

4.2.6 Question number 623

4.2.7 Question number 724

4.2.9 Question number 926

4.3 Summary26

4.4 DILMAH Tea and ethical branding27

4.5 Ethical Branding, Corporate Reputation and exports29

REFERENCES32

APPENDIXES38

Appendix A38

Appendix C40

Appendix D41

Appendix E: Personal Development Plan45

Skills before this MBA/Dissertation45

Skills Acquired During MBA/Dissertation45

How will the acquired skills support my Goals?46

LIST OF FIGURES

FIGURE 121

FIGURE 222

FIGURE 323

FIGURE 424

FIGURE 525

FIGURE 627

FIGURE 728

FIGURE 829

FIGURE 930

FIGURE 1032

FIGURE 1135

CHAPTER 01 INTRODUCTION

1.1 Introduction

In the current economic environment, most countries around the globe are searching for marketing techniques that would help them in increasing their market share. DILMAH was started in the early 1980's as a family run ...