Digital Marketing Portfolio for Dark Woods Coffee

This portfolio explores the digital marketing strategies adopted by Dark Woods Coffee in their operations. It includes a PESTEL and SWOT analysis, STP, marketing mix, and portfolio methods such as email marketing and online advertising. The portfolio aims to provide insights into how Dark Woods Coffee attracts and retains customers through effective digital marketing practices.

Digital marketing
Portfolio

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Digital Marketing Frameworks and strategies.......................................................................3
Portfolio methods adopted in integrated digital marting for dark woods coffee ............................7
Email marketing ....................................................................................................................7
Online advertising .........................................................................................................................10
Facebook...............................................................................................................................11
Instagram..............................................................................................................................13
Twitter Curated Feed .........................................................................................................14
Conclusion.....................................................................................................................................16
References .....................................................................................................................................17

Introduction
Integrated digital marketing is the process that used by the companies in order to
engaging their customer with the organisation operations more effectively through digital tools
and techniques. In addition to attract the vast number of public towards the company operations,
businesses combines various part of marketing communication which facilitate in the developing
the effective pathway as well as creates more advocacy and loyalty in between the targeted
audiences. In addition to this DWC is being taken into the consideration. In addition to this
digital marketing portfolio will be developed for the respected company in order to cater the
more audiences.
The Dark wood coffee is a specialist coffee roaster company which roast the finest
coffee, supply wholesale, retail and food services coffee. The mentioned company was
established in 2013 with the headquarter in Huddersfield, West Yorkshire (Panda, and et. al.,
2020). In addition to this the mentioned company holds a beautiful Victorian space, as well as
holds a many year of experience in the related field. In addition to this an effective digital
portfolio will be developed by adhering the company functions to influence and aware the
customer towards company product. Moreover, the respected follows the online advertising,
Twitter curated Feed and Email marketing portfolio method to enhance business operations.
Main Body
Digital Marketing Frameworks and strategies
PESTEL analysis
Political- After the scenario of Covid-19 the UK government has took the number initiative in
order to enhance the business operations of organisation such as offering loans on low interest
rate. Hence, such practice could lead in expanding the business operations.
Economic- The GDP growth is getting on track, as the per capital income of individual is
increasing which is a good sign for the organisation to perform well in their operational
functions.
Social- The people of UK loves the authentic and organic coffee. In regard to this the respected
organisation offers the wide range of slow and medium roast coffee beans could fulfil their
requirement

Technological- The mentioned organisation perform its operational functions in the highly
competitive market. Therefore it is mandatory for the organisation to adopt modern tools and
techniques to reduce its operational cost in order to get the competitive advantage in such highly
competitive market.
Environmental- The government of UK implied the environmental laws and regulation in their
region in order to reduce the carbon footprint. All these laws applied on the operational industry
and FMCG sector too. Hence, these laws should need to be address by the mentioned
organisation.
legal- There are number of employee laws that deploy by the mentioned government ofr the
organisation such as minimum wages law, employee rights law etc. hence, in breaches in these
laws could impact the brand image of organisation.
SWOT
Strength
 Wide Variety of products- The
mentioned business has the wide
variety of product according to their
customer taste such as Lamplight,
Crow-tree, Arboretum.
 Quality Taste- The mentioned
company wins the number of awards
such as Great taste award that are
judged by the wide range of food
lovers. In addition to this Dark wood
coffee won golden forks award twice
for their great taste (Our Awards,
2022).
Weaknesses
 Imitable product- The mentioned
company product can be easily imitable
from their competitors. Which is a
major weakness for the respected
organisation.
 Cost disadvantage- all the products of
darkwoods coffee are labelled with
high prices.
Opportunity
 Expansion- The respected business
has the opportunity to expand their
market in the new region by their
existing highly demand product.
Threats
 highly competitive market- The
mentioned business offers their services
in the highly competitive market.
Companies like Carvan coffee roasters ,

 Strengthen online channels- By the
use new technologies and digital tool
such as google analytical, web
customisation and digital marketing
practises can assist the mentioned
business to develop more customer
interference practises.
Assembly Coffee is the main
competitors of mentioned business.
They have the ability to manipulate the
existing market of respected firm
thorough their operational activity.
 Rising prices of Raw coffee beans- In
the UK, due to high inflation rate,
prices of Raw coffee beans are also
increasing. Hence, due to such factor
the operational cost of mentioned
company could be impacted. Hence, it
will directly impact the price of the
final product.
STP
Segmentation
Basis Target customer
Demographic Income- middle and high income
occupation- employees, professional
Geographic Region- UK
age- teenager to adult
Behavioural Loyalty- Hard core loyalty
Benefits- Enjoying high quality of coffee
User status- Active user
Psychographic Social class- middle and upper class
Lifestyle- Aspirer
Targeting- The mentioned business Targeted all of the above mentioned segment through the
effective marketing strategies. In addition to this, Dark wood coffee offers the high quality of
coffee at a justified price in order to cater the middle and high income individual. In regard to

this, its wide range of coffee beans offers the light, medium and dark coffees to their customer to
form the loyal base.
positioning- The mentioned organisation using the effective digital marketing practices in order
to highlight their range of products in the operational market. In regard to this they uses the
various social media sites such as Instagram, Facebook and twitter that assist them to highlight
their practices in their segmented potential market. Moreover, the respected business uses the
premium pricing strategy to positioned their product In the competitive market.
Marketing Mix
Marketing mix refers to the set of actions and tactics that used by the organisation in
order to highlight their product In the operational market. In regard to this there are four Ps
which are product, price place, promotion. These are the four essential factor that plays one of
the vital role in marketing a product or service in the Target market. Therefore, below are the
highlights of these four Ps on the context of the mentioned organisation functions.
Product- The mentioned organisation has the wide range of coffee product that comes under an
attractive packaging. Moreover, all its brews are made from high quality of coffee beans that
offers the vest experience to their customer. In addition to this, the mentioned company uses the
tin boxes that assist them in order to make their product more attractive (Enter the Darkwoods,
2022).
Price- The respected organisation uses the premium pricing strategy in their business functions
in order to cater the target audiences. In addition to this they offer the quality of product that
justified their prices. Hence, it assist the mentioned business to form the loyal customer base for
their coffee products.
Place- The mentioned organisation offers their products through their official websites. In
addition to this the mentioned business delivers its product in all over the UK to generate the
maximum number of customer towards their operational functions
Promotion- The mentioned businesses host the number of brewery events to highlight their high
quality of practices in the wide range of potential customer. Moreover, they also uses the social
media marketing in their operational functions in order to advertise their product in the vast
number of customers.

Portfolio methods adopted in integrated digital marting for dark woods coffee
Email marketing
Email marketing is one of the effective process that can be adopted by the companies in
Their operations. In addition to this it rely on high ROI as well as widely underutilized by the
businesses as well as have the higher chances of 20 % of opening of email. Therefore, by
determining the mentioned marketing strategy the respected business can easily attracts the vas
number of customer towards their operational functions (Schneider, and et. al., 2018).
Email Marketing- 1
Campaign message- DWC welcomes club members first and happily you are one Of the selected
one.
The dark wood coffee is welcoming you to become one of the valuable member with our comm
unicity. By subscribing to our membership programs you can avail various offers, which only
provided to the members. In instance you can prior book a table of your choice for eliminating
the last time rush as well as can convey your special demand in regard to hosting a business party
or your loved ones birthdays. In addition to this there are number of benefits which can be
experienced thorough adding yourself with us (Peter, and Dalla Vecchia, 2021).
Benefits
 Various events and festivals are celebrates by us on regular basis. All the updates of these
events and function can easily delivered to you by subscribing to our membership
programs.

 Special offers and discounts are provided by us which can't be refused easily. On our
brand anniversary we provides rewards and discount coupons to our wide range of coffee.
As these coupons mainly offers to all our valuable customer. Moreover, you can also earn
rewards point on every purchases through our company. These loyalty points further can
be redeemed to your future billing.
Email marketing- 2 (Deliver information about new products range)
By offering the information about the new product range assist the mentioned
organisation to develop the interest in the customer for its new and exclusive range of coffee
products. Hence, below are the justified practices that insures the company to develop sales ratio
in the marketing.
Subject- Explore our wide range of coffee ranges which informs our blending and roasting
philosophy.

Core Range
our yellow range of coffee bags are exclusive and used high grades of coffee beans. All
these bags were developed under the perfect brewing method, which offers a perfect taste on a
justified prices. In addition to this below are the brief discussion of these ranges which shows
the speciality of each coffee pack (Symitsi, Markellos,and Mantrala, 2022).
Crow Tree (Roast level- Dark)
The crow tree coffee is develop by high altitude Arabicas, with the use of effective
roasting processes a perfect coffee were created which creates bold yet refined flavours. All our
coffee beans were directly sourced from the farmers which are connected with the Cafe
Femenino project. The mentioned organisation working in empowering the women producer the
dominant industry.
Arboretum espresso(Roast level- light)
The mentioned product range is one of the lightest espresso which deliver to our loyal
customer. The respected coffee can be sweat and vibrant in milk as well as juicy when consume
black.

Lamplight Decaf (Roast level- medium)
Our Lamplight coffee is developed by the use of Swiss water method. Through the
mentioned process all the harsh chemicals and caffeine is eliminated. It is infused with rich fruit
cake flavours which could be a ideal option for health concern audiences who want to eliminate
caffeine (Mat Izam, 2021).
Advantages of Email marketing
 cost effective- The cost of mentioned promotional practises is way much cheaper than
other marketing strategies. Hence, by adopting the mentioned process the mentioned
business can easily attracts the customer towards their operational functions. In regard to
this there are no media space costs, advertising and printing fees which make it more cost
effective for the business function.
 Scalable- Through the mentioned process the mentioned company van cater the large
audiences that can be converted into loyal ones. In addition to this by implying the
strategic marketing practices through email can influence the customer as well as can
support in embrace the overall sales.
 Flexible design- the mentioned marketing techniques does not follow a particular
format. Hence, by the mentioned practice the mentioned business can even spends plain
message, graphics or attached file according to its business requirement
Email marketing measures
 Open rate of the sent email should be around 25% through the inclusion of sent and
bounced email.
 Should focus on unsubscribe rate which should not be declined from 3% in a annual
year.
Online advertising
Online advertising is the process that used by the companies in their operational functions
by the use of internet. By the use of mentioned practices company's product and services are
promoted on different social media platforms which are briefly highlighted in the discussion on
the context of respected company operations (Lo, and Fang, 2018).

Facebook
The mentioned social media site is one of the biggest social networking site which
connects the large number of audiences with each other. The respected site was founded by Mark
Zuckerberg in 2004. the respected company slowly transformed its operational processes and
became first priories for organisation to promotes its product on such mentioned site.
Suitability campaign on Facebook
we follows the sustainable practises in our operational functions in order to reduce the landfill.
We separate al the wastage in order to enhance the recycling. All our “Chaffs ” deployed in the
form of Fertilizer as well as bin bags are developed through the grain pro Bags. We are the first
one who uses the complete recycle aluminium tins in our operational functions as well as our
coffee pods can be recyclable easily at home (Childers, Lemon, and Hoy, 2019).
Saving on the menu Campaign

To all our followers who liked and share our post to their colleagues as well as imply the
story on their profile can took take the advantage by getting the special discount offers on our
wide range of coffee products. Around 20 % of discount can be availed on our official web page.
In addition to this customers can took the advantage of mentioned offer on our restaurants too.
The offer is applicable on the complete range of our menu. Hence, whoever indulged with our
operational functions take the benefits of these offers (andoval-Almazan, and Valle-Cruz, 2018).
Steps to enhance the post reach to greater audiences
 Using Hashtags (# saves earth, # sustainable approaches)- By the use of mentioned
process the respected business can easily make their post more visible and searchable
among the vast number user. Hence, by the use of above mentioned hashtags the
respected company can easily increase the likelihood that can deployed the more chances
of customer reach.
 Promotion of company page with Facebook Ads- By the use of paid Facebook Ads
large range of customer can be easily cater of the particular locality that can be converted
into a consumers. Facebook effective Ad manager will show the ads to massive
audiences.
 Book now button- By the implication of book now button on Facebook, can enable
the direct window from the mentioned social site to company's widget by simply
clicking on “Book Now” button from the company profile. Hence, the mentioned
process will assist the respected company to from more effective customer
relationship

 Adding Facebook link in Email Marketing- As discussed in the above discussion
in which an effective email marketing practises were highlighted. Hence, by adding
the Facebook link in these post can enhance the respected company reach even more
further.
Instagram
The mentioned company was founded in 2010. by Kevin and Systrom and Mike Kriger in
2010. later on the respected social media site in 2012 was acquired by the Facebook. The
mentioned company has the wide range of customer rush on their app. Hence,by developing the
effective marketing strategies customers are attracted towards the mentioned company
operations. In addition to this below are the some practises that adopted by the company in order
to enhance the customer reach.
 Eye pleasing Instagram profile- The mentioned company uses the automated tools
techniques in developing the attractive Instagram profile. By performing the mentioned
functions all post on the company profile are deployed more strategically in order to cater
the large audiences towards the company profile. Moreover, the respected organisation
also deployed their official webpage link, through by simply clicking it can shift the page
to the official one. In addition to this the respected organisation also uploads the user
generated posts on their profile in order to develop the more loyal relationship.

 Work with F&B influencers- Food bloggers, stylist as well as food photographer could
play one of the vital role in reaching the large audiences, as they are the expert of the
niche market. In addition to this by hiring these experts can assist the organisation in
order to develop more effective content by using their extraordinary skills.
 strategic post when audiences are active- One of the important aspect to upload the
content on right time when audiences are active. In regard to this the mentioned company
uses the social analytical tools such as HubSpot and Sprout Social in order to enhance the
company reach to their targeted customer more effectively and strategically. Hence by
adhering the identified time slots assist the mentioned company towards performing the
more effective function.
 use Instagram live- Through Instagram live companies can easily shares the details of
their upcoming events or launching new products in the operational market. In regard to
this the mentioned company performs the live sessions in which their events details as
well as discounts regard to the product were derived in between their followers.
Some of the challenges that deploy under the mentioned marketing strategy are:
 Time consuming- In order to maintain the campaign effectiveness in the operational
market required time. It is time consuming as well as required focuses on each activity of
customers. Hence, any wrong insights as well as negative comments can impact the
business sales as well as create the more complexions in the organisation functions.
 Time commitment- in order to ensure the effectiveness of mentioned marketing plan it
is mandatory to regular updates the webpage and ensure to upload reliable data and
information in regard to the upcoming scenario of the operational market.
Twitter Curated Feed
Twitter is a well known social networking site that used by the user in order to post and
interact with the medium of messages which is known as “tweets.” all the registered user can
retweet, post as well as can like the other individual or organisation post whereas unregistered
can only see the activity such as reading the post which are publicly available. In addition to this
for creating the more effective twitter curated feeds, it is essential to understand the chronology
of the respected site. Hence, through the use effective techniques an reliable insights can be
adopted that further can be deployed in developing the more customer intrinsic curated feed. In

regard to this below are the some practises that need to adhere in forming the effective
campaigns.
 It is essential to understand the preference of existing customers in order to deploy the
more effective campaign according to their preferences. In addition to this by performing
the mini campaigns from long form content can assist the company in order to share the
valuable content through which traffics can be drives towards the company campaigns.
 By the use of twitter polls and question scenario can assist the organisation in order to
develop the more effective functions which can used in forming the effective
engagement. In addition to this by encouraging the audiences towards sharing the opinion
, thoughts and needs could be used in developing the more intrinsic value in the
organisation operations. Asking their feedbacks and reposting their answers will assist in
in developing the more effective relation with the audiences. Hence, by addressing their
concern the mentioned organisation can attract the customer towards their operational
functions.

 In addition to the above discussion the mentioned company need to address all the
queries and issues regard to the company functions more strategically. As it develops the
more effective brand image of responsible in the operational market. Hence, the direct
communication with the people issues can develops effective function as well as attracts
the more customer base towards the company functions.
There are some challenges in regard to maintaining the customer relationship an
engagement on the mentioned webpage. In regard to this the competitiveness in the operational
market is increasing rapidly so on the performing techniques. In addition to this the changes in
the technologies and marketing tools are also evolving rapidly. Hence, in order to perform the
effective functions it is mandatory to maintain the development as well as adhere the platform
issues timely in order to reduce the failure of campaigns (Borges-Tiago, Tiago, and Cosme,
2019).
Conclusion
From the analysis of above discussion it is clearly Stated that integrated digital marketing
tools plays one of the vital role in catering the market more efficiently. In regard to this
according to the company function an effective marketing portfolio were derived that includes
the number of platforms such as Facebook ,Instagram, email marketing as well as Twitter
moreover, a well designed marketing campaigns were created that deploys the various digital
tools and techniques in order to perform the more efficient functions in the operational market.

References
Books and Journals
Panda, and et. al., 2020, July. NivaDuck-A Scalable Pipeline to Build a Database of Political
Twitter Handles for India and the United States. In International Conference on Social
Media and Society (pp. 200-209).
Schneider, and et. al., 2018. Digital food activism. London: Routledge.
Peter, and Dalla Vecchia, 2021. The digital marketing toolkit: a literature review for the
identification of digital marketing channels and platforms. New Trends in Business
Information Systems and Technology, pp.251-265.
Symitsi, Markellos,and Mantrala, 2022. Keyword Portfolio Optimization in Paid Search
Advertising. European Journal of Operational Research.
Mat Izam, 2021. ENT 530 Social Media Portfolio: Obsess Cosmetics.
Lo, and Fang, 2018. Facebook marketing campaign benchmarking for a franchised
hotel. International Journal of Contemporary Hospitality Management.
Childers, Lemon, and Hoy, 2019. # Sponsored# Ad: Agency perspective on influencer
marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3),
pp.258-274.
Sandoval-Almazan, and Valle-Cruz, 2018, May. Facebook impact and sentiment analysis on
political campaigns. In Proceedings of the 19th annual international conference on
digital government research: governance in the data age (pp. 1-7).
Borges-Tiago, Tiago, and Cosme, 2019. Exploring users' motivations to participate in viral
communication on social media. Journal of business research, 101, pp.574-582.
Online
Our Awards, 2022. [Online] Available Through:<https://darkwoodscoffee.co.uk/awards>
Enter the Darkwoods, 2022 . [Online] Available Through<https://shop.darkwoodscoffee.co.uk/>