Digital Marketing Strategies for Dark Woods Coffee: A Report

This report examines the digital marketing strategies of Dark Woods Coffee, a wholesale coffee supplier based in the Pennines. It begins with an introduction to digital marketing and the company's background. The main body of the report analyzes internal and external factors affecting the business using SWOT and PESTEL analyses, identifies market segments, and proposes a digital marketing plan. The report covers display advertising, search engine optimization (SEO), and pay-per-click (PPC) marketing. A critical evaluation of the chosen digital marketing communication mediums is provided, followed by a reflection on the research process. The report concludes with a summary of the findings and references.

Dark wood coffee report
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Analysis the internal and external factors that effect the business of Dark Woods Coffee's.3
P2 Market segments of Dark Woods Coffee's............................................................................5
P3 A plan to target different segments with the help of digital marketing communication
mediums......................................................................................................................................6
P4 Critical evaluation of the chosen digital marketing communication mediums......................7
P5 Reflection...............................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Digital marketing is one of the crucial tool which is used by marketers as the online
promotional channel and it includes email marketing, social media marketing and many more. It
is a marketing strategy which helps organisations in identifying and analysing the appropriate
advertising medium in order to increase the awareness among the people (Confos and Davis,
2016). Dark woods coffee was established in year 2013 and is dealing in roaster coffee. The
company is situated in Pennines and is known as wholesale supplier of coffee. They are mainly
supplying coffee in cafes, shops and hotels and have established their brand name in market by
providing good quality products. The topics covered in the report are internal and external
factors which effect the operations of business, dark woods coffee's market segment through
digital marketing and determination of digital marketing communication.
MAIN BODY
P1 Analysis the internal and external factors that effect the business of Dark Woods Coffee's
Coffee has become one of the essential and daily mainstay beverage in the life's of
human. The coffee industry is in demand and is able to capture large area of marketplace. There
are various factors in the environment which effect the operations of coffee industry and need to
be considered by the them in order to obtain success in the business. With the helps of SWOT
and PESTEL analysis the various external and internal factors are been identified by the
company.
SWOT Analysis
Strength-
 Dark wood coffee has helps in the coffee research and this research has helped in
decision making as company known each and every thing regarding coffee production
and climate.
 The company with the help of small farmers grow the crops and also try to minimise their
waste as they use them as fossil fuel (Bala and Verma, 2018).
Weakness-
 The company is facing problem in the production of coffee as the chemicals which are
used in the coffee production are harmful for health and has effect on the climate.
Opportunity-
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 The people are becoming more health concessions so they are preferring green tea. Thus
its a great opportunity for Dark woods coffee to expand its product range by introducing
green tea range in its business (Ryan, 2014).
 The use of electric vehicles insight of fuel based vehicles will helps in building good
image of company as they are using eco friendly methods in its business.
Threats-
 The production of coffee cause harm to soil as it removes all the soil nutrients. The
government may take action against it and it will have impact on the growth of business.
PESTEL Analysis
Political factors- The political factors need to be considered by the Dark wood coffee as
it is dealing in trade activities. The rules and restrictions related to trading and the proper trade
agreements need to be formulated by them with the countries in which they are functioning.
Environmental factors- It is very important for Dark wood coffee to take measures for
environment protection as the production of coffee is harmful for soil and it damages it.
Moreover with the increasing living standards of people they are demanding high quality coffee
so company should take correct directions and should follow sustainable process.
Social factor- The social factors such as preferences, attitude, behaviour, etc effect the
operations of business. The customers are highly dependent on coffee hence, it is a favourable
situation for Dark woods coffee for the growth of business (Kaufman and Horton, 2014).
Technological factors- The company is using technology in its production activities as
with the help of latest technology based machines the work become easy and innovative.
Moreover, they are making their product packaging attractive and it can be reused as they are
using recycling materials.
Economical factors- Dark woods coffee is the supplier of coffee so they need to consider
the economic factors such as tax, distribution of income and many more while trading in
different countries. Thus these factors effect the sales and profit volume of the company.
Legal factors- The company need to follow all the conditions and standards related to
food as they are dealing in food and beverages sector.
P2 Market segments of Dark Woods Coffee's
Dark woods coffee is one of the known supplier of high quality premium coffee and has
won the award in year 2015 as its taste is liked by people. The company has established its brand
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name in marketplace with its good quality product as it is counted in top 50 food products in the
UK market. With the increasing level standards of people they are providing high quality coffee
and is considered as one of the luxuries food item.
Market segmentation
Market segmentation is defined as the process of dividing the market into different
sections according to the similarities and dissimilarities (Piñeiro-Otero and Martínez-Rolán,
2016). In context of Dark woods coffee it is essential to consider the segmentation in order to
formulate strategies for the smooth functioning of company and to obtain desire results.
Basically company is having business with other countries so the segmentation on the bases of
demographic and geographic is essential so that any confusion don't take place and it helps in
making and implement ion of business strategies. The factors which need to be considered in
demographic and geographic segmentation are gender, income level, size of market, area and
many more. On the bases of demographic segmentation they are considering and targeting
people of age group 18-40 and these age group people prefer and love coffee. The company is
targeting people on the bases of there spending capabilities that is high earning youngster and
families they are considering. On the bases of gender they are targeting both males and females.
In context of coffee industry the psycho-graphic segmentation is based on the modern lifestyle of
people and on the education level of people. On the bases of geographic segmentation the
company is considering market area of UK.
Target market
The company identifies and evaluates the different segments of the market and identifies
the areas(segments) for which they need to formulate the strategies in order to get better results.
In context of Dark woods coffee they are focusing on targeting the educated section of
population and the people with high income level as they are more concern to buy and consume
premium quality goods and services (Levy and Gvili, 2015). They are charging high as they are
providing premium quality coffee to its customers.
Positioning
The company want to create the inclusive brand image of its business in the marketplace.
The coffee is been preferred and liked by the people and is on high demand so company has wide
scope in the marketplace.
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P3 A plan to target different segments with the help of digital marketing communication
mediums.
With the advancement in the technology the use of digital mediums by the marketers is in
trend as customers are also shifting from offline modes to online modes of communication. Due
to this the traditional marketing is becoming out dated and its use in promotional activities has
reduced. The most commonly used advertising mediums are social media marketing, email
marketing, search engine optimization and many more (Girchenko and Kossmann, 2017). These
mediums have adverse effect on the thoughts and the buy decisions of the customers.
 Display advertising- It is the most simple and convert way of communicating ideas and
products as it includes animated and static advertisement. In context of Dark woods
coffee they are using this advertising tool in its promotional activities. They are using
display ads on the most popular pages of the company website so that they able to attract
more number of people. Mainly this method is used in those cases where behaviour and
attitude of customers are identified and is based on the search list of customers. This
method is most effective as people are using online platforms to buy their desire
products. As company is using this tool and it is providing good results to them as with
the use of visual content they are able to aware and attract more number of people.
 Search engine optimization- This tool is very helpful in this digitalize world as it helps
in increasing the traffic on the website. It is a cost saving tool as it helps in generating
organic traffic with minimum expenses. With the use of SEO the company attract the
more number of people towards its product and more number of people visit the company
website. Basically the conversion rate is quite high in case of SEO. This is one of the
effective and efficient way of advertising as the sales is based on the search lists of the
customers (Girchenko and Ovsiannikova, 2016). The search of customers helps in
determining the keywords which company need to use in order to increase its traffic on
online platforms.
 Pay per click marketing- These are basically the paid promotional strategy used by
organisation in order to attract the large number of customers. The platforms used for
paid advertisement are google, face-book, you tube and many more. These social
platform are mostly used by the people that is high number of people are involved in
social media and it will be the best platform for company to use. With the use of pay per
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click method it attracts the large number of customers. Moreover they can observe the
actions of customers with the use of various tools such as google adwords, etc. With the
use of these tools company can formulate new strategy according to the prevailing
situations in the marketplace.
P4 Critical evaluation of the chosen digital marketing communication mediums.
The identification and evaluation of digital marketing communication will help the
company in understanding the prevailing conditions in the market and provides support in
improving the performance of business.
The display advertising helps the Dark woods coffee in attracting the customers as it is
most effective and popular method used by business organisations. With the help of display ads
company provides full information to people which is easy to be understand by them (Boelsen-
Robinson, Backholer and Peeters, 2015). The high income group people will get attracted to the
product when the product is satisfying their needs and requirements.
Search engine optimisation is providing great support to Dark woods coffee as it leads to
generation of organic traffic and is cost effective. The cost and expenses are vary less while
using this strategy and has the abilities to attract the large market area. Proper implementation of
SEO strategies provide effective results to the company. This tool help in enhancing the brand
image of company as with its implementation the company can rank itself in the list of top ten in
the search engines.
The pay per click is the most expensive and effective method of advertising used by Dark
woods coffee company. With the help of this strategies they come to know their position in the
marketplace that what type of customers are considering them (Ištvanić, Crnjac Milić and Krpić,
2017). According to the results they can take corrective measures and formulate new strategies in
order to increase its sales volume.
P5 Reflection
I am glad that I get the chance to conduct the research on the topic Integrated Digital
Marketing strategies of Dark woods coffee. From the study I come to know that in this advanced
business environment digitalization play important role in the functions of the organisation. The
skill which I come to develop while studying is that it is necessary to have broad understanding
of various digital marketing methods and techniques in order to get the effective and desires
results from promotional activities. I'm able to gain knowledge about various digital marketing
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mediums and its importance in the business activities. I have learned the importance of online
and offline marketing as well as how digital search helps in identifying and analysing various
tools and strategies which can provide effective results.
CONCLUSION
From the above study it has been concluded that is use of digital platforms helps in
marketing the products and services of company and helps in accomplishing desire results. There
are various digital marketing tools which are used by organisations in advertising its products
and services. The proper implementation of strategies helps in achieving desire results. Moreover
it is the easiest and simplest way by which company can use to create awareness among people
regarding its existence in marketplace.
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REFERENCES
Books & Journals
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Ryan, D., 2014. The best digital marketing campaigns in the World II. Kogan Page Publishers.
Kaufman, I. and Horton, C., 2014. Digital marketing: Integrating strategy and tactics with
values, a guidebook for executives, managers, and students. Routledge.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Levy, S. and Gvili, Y., 2015. How credible is e-word of mouth across digital-marketing
channels?: the roles of social capital, information richness, and interactivity. Journal of
Advertising Research. 55(1). pp.95-109.
Girchenko, T. and Kossmann, R., 2017. Implementation and development of digital marketing in
modern banking business. European Cooperation. 12(19). pp.68-85.
Girchenko, T. and Ovsiannikova, Y., 2016. Digital Marketing and its Role in the Modern
Business Processes. European Cooperation. 11(18). pp.24-33.
Boelsen-Robinson, T., Backholer, K. and Peeters, A., 2015. Digital marketing of unhealthy foods
to Australian children and adolescents. Health promotion international. 31(3). pp.523-
533.
Ištvanić, M., Crnjac Milić, D. and Krpić, Z., 2017. Digital marketing in the business
environment. International journal of electrical and computer engineering systems.
8(2.). pp.67-75.
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