Marketing Plan

Type
Essay

Pages
8

Word Count
2060

School
black hills state university

Course
Mark0350

Kallie Carey

Professor Weber

Marketing BADM 370

28 November 2018

Dark Canyon Marketing Plan

Coffee is something that catches on quite quickly through marketing channels.

A marketing channel is the people, organizations, and activities necessary to transfer the

ownership of goods from the point of production to the point of consumption. It is the way

products and services get to the end-user, the consumer, and is also known as a distribution

channel. Dark Canyon coffee is very popular here in South Dakota and surrounding states.

However, their marketing strategy is quite old school. However, they do have a social media

presence on Facebook, Instagram, and Linked in but their online following is quite small for

such a thriving business. Their Facebook page is their main media presence with approximately

1.9K followers. Through social media, they reach the customer basis by advertising and

supporting the other small businesses that carry their products.

Marketing channels are the ways that goods and services are made available for use by

the consumers. All goods go through channels of distribution, and your marketing will depend on

the way your goods are distributed. The route that the product takes on its way from production

to the consumer is important because a marketer must decide which route or channel is best for

his particular product. Purchases are made by the retailer from the manufacturer and then the

retailer sells the merchandise to the consumer. Manufacturers that specialize in producing

shopping goods prefer this method of distribution. With Dark Canyon coffee, the company

creates the product, advertises it, and customers or retailers will buy it directly from them. This

channel is very effective, because Dark Canyon has established a strong bond with their

customers and the businesses that carry their products.

Dark Canyon also has a channel in many other aspects rather than just social media and

wholesale partnerships. For example, they use Direct response marketing. It is another type of

distribution channel. Direct response includes a variety of communications vehicles such as

postcards, sales letters, email marketing and television direct response infomercials. When you

use direct response marketing, it's important to have a call-to-action. For instance, infomercials

often start by showcasing a common problem, then illustrating how the product or service solves

that problem. Direct response marketing can be an affordable way for companies to reach

potential customers. Dark Canyon does this within their newspaper ads and also their radio ads.

The next channel they use that is very strong is Public relations which is a broad