Integrated Digital Marketing Strategy for Dark Woods Coffee

This report discusses the macro and micro market environment of Dark Woods Coffee, potential market segments, and a plan to target each segment through digital marketing communication mediums. It also evaluates the chosen digital marketing communication mediums and reflects on the skills developed during the research.

BSc (Hons) Business Management Top up
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
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Table of Contents
Introduction...........................................................................................................4
An analysis of Dark Woods Coffee’s macro and micro market environment .4
Dark Woods Coffee’s potential market segments............................................5
An explanation of the plan to target each segment through digital marketing
communications mediums ...............................................................................6
An outline and critical evaluation of chosen digital marketing
communications mediums................................................................................7
A reflection of the main skills that I have developed from this module...........8
Conclusion............................................................................................................8
References...................................................................................................................9
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Introduction
The collection of activities which are performed by business organizations in order to
influence the people to buy their products and services are known as marketing. Those
marketing activities which involve the use of digital channel is known as digital marketing.
Below mentioned report is based on Dark Wood Coffee which is a UK based company
established in 2013. They are working as wholesaler as coffee roaster and supplying coffee to
several cafes, restaurants, coffee shops and many more (Aswani, R and et.al., 2018). The
main purpose of making this report is to evaluating the strengths and weaknesses of
marketing communication elements produced and reflection on the skills developed during
this research.
An analysis of Dark Woods Coffee’s macro and micro market environment
Coffee is found as a drink which is highly preferred by the people. The taste of coffee
is depend on the coffee beans. Dark Wood Coffee is a wholesaler of coffee beans working in
the United Kingdom. There are many environmental factors which affect the operations of
business organizations. These factors have been analyses by applying PESTLE which is a
marketing tool used by the organizations for the purpose of analyzing the micro and macro
environmental factors. PESTLE stands for Political, economic, social, technological, legal
and environmental factors. PESTLE analyses of Dark Wood Coffee is given below:
 Political factor- It determines the government policy which has the impact
organization. The factors includes the political stability, taxation policies,and trade
polices. The business of the coffee is highly dependent on the international trade.
The trade relationship among countries which produces and consume determines
the final price of beverage which impacts sales of Dark Wood Coffee (Baena, V.,
2019).
 Economic factor- There are various factors such as interest rates, foreign exchange
rate, inflation rate which affects the organization and its profitability. The growing
incomes impacts on the consumer spending which consumes more tea, coffee. The
Dark Wood Coffee is able to produce high quality coffee grounds. With the
inflation the prices rises which decreases the purchasing power of consumers and
leads to less sales (Bowman, J.M., 2021).
 Social factor- The emerging trends are identified and focus on social environment.
The marketer understands the customers needs and wants which includes the
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factors such as cultural trends, attitude change, education level etc. The consumers
are more health conscious as they make healthy choices and leads to more
spending. The coffee contains he large amount of caffeine which consumers
consume to improve their mood, sleep. The other factor is fair trade it is an
international movement seeks to compensate with the farmers for produce.
 Technological factor- The rate of technological innovation and development is
considered which affects the market. The factors involved are automation, research
and development, technology. The Dark Wood Coffee involves genetic engineering
at genetic level to improve the yield, taste, shelf-life etc. It helps the producer in
generating larger profits. The Dark Wood Coffee makes the use of coffee specific
appliances such as coffee grinders, drip machines to make the consumption of
coffee easy (Childers, C.C and et.al., 2019).
 Legal factor- The organization is required to be aware of the changing legislation
which impacts on the business operations. There must be and understanding of the
legal laws and required to comply with them. The Dark Wood Coffee follows the
food standards as it comes under the food and drink regulations.
 Environmental factor- The factors are related to the influencing of the surrounding
which includes the factors such as climate, recycling procedures, waste disposal
etc. The unsustainable farming process result in deforestation and other factors such
as use of pesticides, fertilizers affects the farming.
Dark Woods Coffee’s potential market segments
The Dark Wood Coffee will concentrate on the customer segments of coffee shops,
restaurants, hotels and cafes. It is a wholesale coffee roaster provided to the customers. The
market segmentation of the Dark Wood Coffee helps the customers in the purchase of coffee
to prepare and sale of coffee. The restaurants and cafes purchases the coffee and espresso to
serve their retail customers. The segmentation is done on the basis of demographic,
geographic, behavioral and psychographic. In the segmentation it targets to the men and
women who consumes the coffee (Dasgupta, S. and Grover, P., 2019). It targets to the age
group of 18-25 which prefers high caffeine and the age group 30-60 prefers premium and
express with half the caffeine. The 64% coffee is consumed in the breakfast, 28% between
meals and 8% in other meals. The 35% of customers drink sweetened or plain black coffee
and 65% drinks by adding sweetener or creamer. The target market segment focus on the
customer segments of restaurants, hotels, cafes and coffee shops. These all are the attractive
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consumer segment as they have the constant need for coffee. It provides the high quality
coffee. He purchasing pattern of the customer is based on the convenience, cost, and quality.
It targets to the middle and upper class of customers. In the positioning strategy to target the
most valuable customer it is analyzed how to position the product. The unique selling
proposition is identified. The positioning facilitates the brand to get through the mind of the
target consumer. The Dark Wood Coffee faces competition from the several competitors
such as Pumphreys coffee, TRUTH coffee roasting etc. It has won multiple great taste awards
being named with the top 50 food products in the UK. It also open the doors for the pop-up
cafe days and events. It sources and roast the finest coffee from the world supplying
wholesale, retain and food service coffees. It also provides the machines, brewing and other
cafe equipment, training and support (Ferrell, O.C. and Ferrell, L., 2020).
An explanation of the plan to target each segment through digital marketing
communications mediums
The digital marketing helps in targeting the specific segment of the customer base and
is interactive. The digital marketing takes the use of internet, mobile devices, social media, to
reach consumers. It is a new way of approaching to customers and understanding their
behavior. The digital marketing communication refers to the different marketing channels
which focuses on how business communicates the message in desired market. The digital
communication helps in promoting the brand of Dark Woods Coffee’s. The digital
communication is the process of connecting people across online channels. The digital
marketing plan is the document which outlines the marketing goals by comprising of
strategies, channels, budget of company. The digital marketing plan helps in understanding
the target audience and their needs to adjust the sales model. With the help of plan the
resources can be utilized in efficient way. There are various ways through which the
messages of Dark Woods Coffee’s can be communicate to the target audience (Kadekova, Z.
and Holienčinova, M., 2018).
Content writing- The content writing helps in attracting the customers attention,
educates the newcomers, and fostering leads. The potential customers are educated by
providing them relevant content, guidance through sales funnel regarding the coffee
availability. The content can be presented in the form of articles, reviews, newsletters,
webinars etc.
Advertising- It is a paid form of communication from an identified sponsor directed
towards group rather than individual which draws the attention to ideas, goods and services.
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The advertisement related to the brand is delivered through thew media of television, radio,
and internet. It helps in finding the large customer base and revenue stream is expanded of
the Dark Woods Coffee’s. It also leads to increases in traffic to the websites.
Social media marketing- It involves the usage of different social media channels
such as Twitter, Facebook, Instagram to connect the audience. The social media helps in
building the brand and boots sales. It also increases the traffic on websites of Dark Woods
Coffee’s. It facilitates two-way communication to encourage the user participation, feedback
(Kittelberger, D. and Allramseder, L.S., 2019).
To create the marketing plan first the brand is outlined which involves the pros and
cos of the business to sell the product effectively to the customers. The segment is targeted
and product is developed to satisfy their needs. After this before entering into the market the
goal is established defining the tasks, and means of achieving them. The digital marketing
strategy is created and budget is prepared. The company uses various communication
mediums to promote the product and to reach customers.
An outline and critical evaluation of chosen digital marketing communications mediums
There are various marketing communication tools available and effectively used to
promote the brand of the Dark Woods Coffee’s. It is a wholesale coffee roster dealing in the
specialty coffee supplying to coffee shops, cafes, restaurant and hotels. The content writing
helped the Dark Woods Coffee’s to present the content in useful way by conveying the
important information and educated related to product. The company can use this to have
target audience growth, high customer engagement etc. The content writing build relationship
and sales is boosted. The benefit can be it creates the brand awareness, trust and loyalty. The
cost is less and increases the traffic on websites (Micheaux, A. and Bosio, B., 2019). The
drawback is it is time consuming and requires the skills to establish effective content. It is
tricky to develop the ideas for the new topic. The advertisement is the communication of idea
or product to a large number of people which can be used by the Dark Woods Coffee’s as
effective communication medium. The advertisement has the benefit in boosting sales and
targets the customers by spreading promotional message regarding the product. A sense of
credibility is created and consumers are educated. To have the advertisement for the product
of the company it is very expensive which is the drawback and leads to one-way
communication. The Dark Woods Coffee’s uses the social medium marketing as a digital
communication medium to target the audience at large (Richardson, N., 2019). It leads to the
direct connection with the audience and gets the valuable insight of the customers. It provides
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the customer satisfaction creating awareness regarding the product which is an advantage for
the company. The social media marketing has the disadvantage of putting business in risk as
it enables to study competitors strategy. It is has difficulty in creating share-worthy content
(Sharma, R and et.al., 2018).
A reflection of the main skills that I have developed from this module
From the above this module I have learned many skill which helped me in the
personal development and got to know about the company and its products. It developed my
communication and learning to perform more efficiently. I have developed the critical
thinking skill by analysis all the available facts and creating the logical connection between
ideas. The critical thinking helped me in the effective communication and enabled the ability
of problem solving. This skill can be applied in any situation related to planning and analysis.
From the critical thinking skill I can enhance my language and presentation skill to think
clearly. The other skill I developed is research skill which is the ability to search, evaluate
and using the present information that is relevant to the particular topic. In this skill I
searched on the marketing topic, communication mediums that a company uses which
enhanced by research. The research skill provides the solution for the problem and the tasks
are completed efficiently.
Conclusion
The conclusion has been made that digital marketing is very important with the rise of
new technology as it helped the companies in the various ways. In the digital communication
strategy it has made numerous of advancement and improvements. The Dark Wood Coffee
wholesale the coffee roaster which targets the customers and supply to restaurants, coffee
shops. It helped in targeting the customers at large and providing the information. In this it
discussed the micro and macro environment and the targeted segments. The company also
uses several digital communication mediums to create the awareness such as social media
marketing, advertising etc. A reflection on the skill is also provided which I have developed
from this module
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References
Aswani, R and et.al., 2018. Detection of spammers in twitter marketing: a hybrid approach
using social media analytics and bio inspired computing. Information Systems
Frontiers, 20(3), pp.515-530.
Baena, V., 2019. Global marketing strategy in professional sports. Lessons from FC Bayern
Munich. Soccer & Society, 20(4), pp.660-674.
Bowman, J.M., 2021. Digital Marketing and the Culture Industry: The Ethics of Big
Data (Doctoral dissertation, University of Arkansas).
Childers, C.C and et.al., 2019. # Sponsored# Ad: Agency perspective on influencer marketing
campaigns. Journal of Current Issues & Research in Advertising, 40(3), pp.258-274.
Dasgupta, S. and Grover, P., 2019. Impact of digital strategies on consumer decision journey:
special. Academy of Marketing Studies Journal, 23(1), pp.1-14.
Ferrell, O.C. and Ferrell, L., 2020. Technology challenges and opportunities facing marketing
education. Marketing Education Review, 30(1), pp.3-14.
Kadekova, Z. and Holienčinova, M., 2018. Influencer marketing as a modern phenomenon
creating a new frontier of virtual opportunities. Communication Today, 9(2).
Kittelberger, D. and Allramseder, L.S., 2019. The digital strategy: The guide to systematic
digitization of the company. In Performance Management in Retail and the
Consumer Goods Industry (pp. 123-136). Springer, Cham.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-
driven marketing as a service. Journal of Marketing Education, 41(2), pp.127-140.
Richardson, N., 2019. Sustainable marketing planning. Routledge.
Sharma, R and et.al., 2018. The future scope of netnography and social network analysis in
the field of marketing. Journal of internet commerce, 17(1), pp.26-45.
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