Copy of Bakey's Edible Cutlery

Advanced Marketing Management

BUSN 6150

Market Measurement

Competition

Social Impact

Conclusion

Importance to consumers that products they purchase be environmentally friendy

• Competitor analysis
• Target market: Hospitals, commercial airlines, small restaurants and food trucks.
• Demand and supply potential
• Growth potential

• Understanding the concept of social impact

• Consumer behaviour and environmentally friendly product

• Discourage Greenwashing

• Change in business market trends

• Overall social influence on Edible Cutlery

• Edible cutlery would support the already existing trend of environmental consciousness making positive impacts in the food and overall health environment.

• Economic, technological, cultural and environmental changes all have great effects on available demand for edible cutlery, and since the market consists of diverse age groups, race and consumers with different level of incomes and a relatively low amount of competition, edible cutlery promises to be a major market leader in terms of customer satisfaction as well as an overall environmentally friendly product

• Since this is a new product in a relatively new market there are no competoitors but they exist some

potential future competitions in the form of;

• Marushige Seika K.K. Japanese company that introduced edible tableware’s which have been selling

online since 2007.

• Foodie spoon is founded by Kim and Scott Holsten, a specialist in consumer product development, sales

and marketing.

• Edible Spoon maker a machine that can be used to produce edible spoons created by Anatoliy

Omelchenko, a Brooklyn based designer.

Marketing Segmentation

Selective Demand

PRIMARY DEMAND

PRODUCT MARKET STRUCTURE AND RELEVANT MARKET

• Demographic: ages, race, gender, income and consumer preferences

For example: population between twenty to forty even we can diverse a group for children.

• Psychographic: attitudes, lifestyles and character traits of the population.

• Behavioral: consumer decision-making patterns, their usage, and behaviors.

• BC pay attention for environment protection.

• Residents in BC highly conscious on protect the environment.

• Enterprise let the consumer understand the benefit of the spoon:

Eaten after finishing the food

Decompose quickly

Free of preservatives

Shelf life of about three years.

Natural

• All six categories will highly impact Primary Demand
• Each of these factors are co-dependent
• First Mover Advantage

• Edible Cutlery is a New Avenue
• Focus would be on Economical as well as Environmental
• Technology and Culture play a major role as well
• More Machinery = More Production
• “Go Green Movement”
• Research and Development

Environmental

Economical

Technological

Impact of PEST + C Analysis

• The company has now bought new machinery so as to produce enough products to meet the growing demands.

• Canadians produce the highest amounts of waste in the world
• “Canada must promote economic growth without further degrading the environment”
• Eco-Friendly
• Disposable
• No Preservatives
• No Chemicals
• Uses hot and boiled water
• Pest Management
• Decomposes between 3-7 days
• Vegan Friendly
• “Decomposition is an essential process in every ecosystem”

• Curretnly, the company sells 100 spoons for INR 275 that is approximately 5.5 CDN.
• Bakeys products are cheaper than the other competetive products available in the market.
• Moreover, Narayana plans to make it as inexpensive as plastic cutlery.
• Kickstarter campaing's aim was $20,000 and as on April 17, 2016 they have raised $278,874

Introduction

Pest Analysis

Roadmap

Bakey's Edible Cutlery

Purpose

The purpose of our presentation is to analysis the marketing environment of Bakeys in Canada, B.C.

Changing The Way of The World

• Introduction
• Pestel Analysis
• Impact and Implications
• Product Market structure and relevant Market
• Primary Demand
• Selective Demand
• Segmentation
• CompetitionMarket Measurement
• Conclusion

Bakeys Background:

• Bakeys established in 2011 by Narayana Peesapaty in Hyderabad, India.

• Bakeys Foods Private Limited has gained importance for its edible cutlery.

• Cutleries are made from Jowar (sorghum) blended with rice and wheat flours.

• The main goals of Narayana are:

• To reduce the usage of plastic cutlery.

• To decrease the water demands by farmers in India.

• Bakeys has employed 9 women from lower income groups for making the spoons.

• Bakeys provides different flavored spoons.

Presented by :

• Agbeyeke Efe
• Bansari Nagori
• Divanshu Gupta
• Lila Alhmis
• Olakunle Payne
• Steffi Thomas
• Yingqiong Wu

Objectives

Political Factors for PEST：

• Political circumstance of a nation influences the economic monetary setting
• Changes in regulation
• Political stability
• Mitigation of risk

• PEST analysis.

• Its impact and implication which will show how the market for Bakey’s edible cutlery in Canadian market will be successful.