Bakeys Edible Cutlery was established in 2010 in India as an alternative to disposable plastic cutlery. Their edible spoons come in various flavors and aim to reduce plastic pollution. Their marketing channels include social media platforms like Facebook and Instagram, television commercials on environmentally-friendly channels, print ads in magazines focused on sustainability issues, and sponsoring green events. Their communication mix emphasizes that the cutlery is edible, helps reduce plastic waste that pollutes the environment, and their founder received an award for the innovative product.

1. Running head: Marketing Channels and Communication Mix 1
Marketing Channels and Communication Mix
Kaylee Swearingen
10/9/16

2. 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).

3. 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.

4. 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).

5. 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/