BAKEYS EDIBLE CUTLERY

Kaylee Swearingen

About Bakeys Edible Cutlery • Edible cutlery based out of India• Introduced to reduce plastic pollution• Narayanna Peesapty – 2015 Wellspun Renewables’ Green Hero • Made from millet instead of rice • Multiple special order flavors:

• Hot n’ spicy • Onion and tomato • Garlic • Original • Sugar • Ginger

Target Market• Millennials • Green Consumers – specifically resource conservers • Indian immigrants and Indian Americans

Product Appeal• To Millennials and Green Consumers

• Edible cutlery option• Reduces plastic pollution• Helps save the world

• Indians • Supporting Indian products• Made from traditional Indian ingredients

Pricing• Premium Pricing Strategy

• Early in product cycle • Offering benefits competitors cannot

• Sets of 24 at a price of $19.44 which is $0.81 per spoon• Current prices are 100 spoons for $4.13 which is $0.04 per spoon

Marketing Channels • Social Media

• Facebook, Twitter, LinkedIn, Instagram • Television

• Animal Planet, National Geographic, Planet Green, Sundance, Science, and PBS

• Publications • ClimateWire, GreenWire, E-The Environmental Magazine, and The Green

Economist • Events

• Earth Day, World Wildlife Day, World Ocean Day, and Clean up the World

Communication Mix • The three must knows:

• Edible cutlery option with many flavors • Reduces plastic pollution, saving the world• The owner was awarded and founder was the 2015 Wellspun

Renewables’ Green Hero

Why Go Global • Increase the number of buyers by entering the United States • Country Screening

• Sociocultural nuances• Consumer behavior• Country economic and technological infrastructure• Trade regulations • Marketing strength and ability

References • Cohen, H. (2014, February 21). 30 Millennial Demographics You Need [Charts] - Heidi Cohen. Retrieved September 25, 2016, from

http://heidicohen.com/30-millennial-demographics-chart/ • Maguire, A. (2015). 6 Different Pricing Strategies: Which Is Right for Your Business? Retrieved October 02, 2016, from

http://quickbooks.intuit.com/r/pricing-strategy/6-different-pricing-strategies-which-is-right-for-your-business/ • 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/ • About Us. (n.d.). Retrieved September 10, 2016, from http://www.bakeys.com/about-us/ • Are Millennials Environmentally Friendly? (2015, July 01). Retrieved September 25, 2016, from http://www.carbonxprint.com/are-

millennials-environmentally-friendly/ • Ottman, J. (2010, February 5). A Smart Way to Segment Green Consumers. Retrieved September 25, 2016, from

https://hbr.org/2010/02/a-smart-way-to-segment-green-c

References • Zong, J., & Batalova, J. (2015, May 6). Indian Immigrants in the United States. Retrieved September 25, 2016, from

http://www.migrationpolicy.org/article/indian-immigrants-united-states

• Why Edible Cutlery. (n.d.). Retrieved September 10, 2016, from http://www.bakeys.com/why-edible-cutlery/

• Green Generation: Millennials Say Sustainability Is a Shopping Priority. (2015, November 5). Retrieved September 10, 2016, from http://www.nielsen.com/us/en/insights/news/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority.html

• Kingkade, T. (2013, November 6). 5 Reasons Millennials Are Going To Save The World (We Hope). Retrieved September 10, 2016, from http://www.huffingtonpost.com/2013/11/05/millennials-save-the-world_n_4174079.html

• Rayapura, A. (2014, March 11). Millennials Most Sustainability-Conscious Generation Yet, But Don't Call Them 'Environmentalists' Retrieved September 10, 2016, from http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/aarthi_rayapura/millennials_most_sustainability_conscious

• Conerly, B. (2015, January 6). Economic Forecast 2015-2017. Retrieved October 12, 2016, from http://www.forbes.com/sites/billconerly/2015/01/06/economic-forecast-2015-2017/2/#6077b39c770f

•  India | United States Trade Representative. (n.d.). Retrieved October 12, 2016, from https://ustr.gov/countries-regions/south-central-asia/india#

• Kerin, R. A., & Peterson, R. A. (2010). Strategic marketing problems: Cases and comments.

• Upper Saddle River, NJ: Prentice Hall.

• Pole, J., Link, A. S., Winther, O. O., Naisbitt, J., Robinson, E. E., & O'Neill, W. L. (2016, August 22). United States - Strengths and weaknesses. Retrieved October 12, 2016, from https://www.britannica.com/place/United-States/Strengths-and-weaknesses