Running head: Marketing Channels and Communication Mix 1

Marketing Channels and Communication Mix

Kaylee Swearingen

10/9/16

MARKETING CHANNELS AND COMMUNICATION MIX 2

Bakeys Edible Cutlery was established in 2010 in Hyderabad, Andhra Pradesh, India as

an alternative to disposable cutlery (About us). Bakeys spoons can be sweet or savory to be a

tasty match for whatever meal you are having with specialty flavors including hot n’ spicy, onion

and tomato, garlic, original, sugar and ginger (Olewitz, 2016). Bakeys is built on the ideal of

being the alternative to plastic cutlery which pollutes many landfills of the world. Plastic

pollution is extensive and Bakeys is offering an edible option which reduces waste.

Marketing Channels

Marketing channels connect the company to the target market. These channels make the

product or service available to consumers. The effectiveness of a marketing and communication

strategy is determined by the ability the channels to convert into sales. The marketing channels

that will be used for Bakeys Edible Cutlery are social media, television commercials, publication

print ads and finally sponsoring and hosting events (Kerin and Peterson, 2010).

Social Media

Social media is important for consumers who want to be online with their favorite brands

but social media is also important for search engine results. But the top social platforms that

Bakeys would use are Facebook, Twitter, LinkedIn, Instagram. Facebook is the #1 social

networking platform for marketers with 73 percent of marketers is very effective for marketing

purposes (DeMers, 2015). Facebook is also the top site for social media referral traffic (DeMers,

2015). Twitter is a great opportunity for companies to get feedback from their consumers,

connect with consumers and sending out coupon codes and promotions (Lee). Instagram is the

most engaging social platform which does not use an algorithm which guaranteed to consumers

to see it (Cohen, 2015).

MARKETING CHANNELS AND COMMUNICATION MIX 3

Television Commercials

Bakeys Edible Cutlery will run 15-second to 30-second television advertisements that

would run on channels that green and environmentally friendly channels which include: Animal

Planet, National Geographic, Planet Green by the Discovery Channel, Sundance Channel,

Science Channel, and PBS. These channels have television shows that engage the green

consumers, animal loving consumers and people who are about saving the environment.

Publication Print Advertisements

Even though people can print is dead, it is not. There are many publications that are still

very effective with a great reach. Since Bakeys Edible Cutlery is for environmentally friendly

consumers and green consumers, the magazines and newspapers also offer digital editions or

digital only. These are the publications which Bakeys Edible Cutlery would run full size, full

page ads in publications that matter to Bakeys’s target market. These publications include

ClimateWire, GreenWire, E-The Environmental Magazine, and The Green Economist (List of

Environmental Periodicals).

Events

Bakeys will also sponsor or host events that matter to Bakeys’s target marketing. The

events that matter the most for Bakeys to be involved with are Earth Day, World Wildlife Day,

World Ocean Day, and Clean up the World.

MARKETING CHANNELS AND COMMUNICATION MIX 4

Communication Mix

The three things consumers need to know about the Bakeys are: (1) this cutlery is an

edible option that has flavors for any meal, (2) this cutlery helps reduce plastic waste, and (3)

this cutlery was awarded the 2015 Wellspun Renewables’ Green Hero.

Bakeys Edible Cutlery is an edible cutlery option that has many flavors that work all

meals. Bakeys spoons can be sweet or savory to be a tasty match for whatever meal you are

having with specialty flavors including hot n’ spicy, onion and tomato, garlic, original, sugar and

ginger (Olewitz, 2016).

Reducing plastic waste is the most important and key point for Bakeys Edible Cutlery.

Plastic pollution is extensive. Americans discard more than 30 million tons of place per year and

only 8 percent of it gets recycled (The Movement). Plastic wrecks our ground water by being in

landfills that bury this plastic and then fills the ground water full of toxic chemicals and then

flows into lakes and rivers (The Movement). Plastic pollution pollutes our beaches, kills wildlife,

contaminates the marine food web and leads to the massive garbage in the world’s oceans

(Upstream).

The final note for consumers to know is that Bakeys Edible Cutlery has an award

winning founder, Narayana Peesapaty, His edible cutlery has been such a break-through that he

was selected as the 2015 Wellspun Renewables’ Green Hero (Why Edible Cutlery).

MARKETING CHANNELS AND COMMUNICATION MIX 5

References

Cohen, J. (2015, May 5). Eight Reasons All Brands Should Be On Instagram. Retrieved October

09, 2016, from http://www.forbes.com/sites/jennifercohen/2015/05/05/8-reasons-all-

brands-should-be-on-instagram/

DeMers, J. (2015, June 26). Top 10 Reasons Your Brand Needs To Be On Facebook. Retrieved

October 09, 2016, from http://www.forbes.com/sites/jaysondemers/2015/06/26/top-10-

reasons-your-brand-needs-to-be-on-facebook/#59f6121d2d94

Lee, A. (n.d.). 10 Reasons Why Your Business Should Use Twitter. Retrieved October 09, 2016,

from http://askaaronlee.com/10-reasons-why-your-business-should-use-twitter/

List of environmental periodicals. (n.d.). Retrieved October 09, 2016, from

https://en.wikipedia.org/wiki/List_of_environmental_periodicals

Olewitz, C. (2016, March 31). To reduce plastic waste, this Indian startup thinks we should start

using edible spoons. Retrieved September 10, 2016, from

http://www.digitaltrends.com/cool-tech/edible-cutlery-protect-environment-india/

THE MOVEMENT. (n.d.). Retrieved September 10, 2016, from

http://www.plasticpollutioncoalition.org/the-movement/

Upstream. (n.d.). Retrieved September 10, 2016, from http://upstreampolicy.org/issues/plastic-

pollution-and-marine/