Bakeys Cutlery: An Innovative Sustainable Product
(5 pages of text)
Case (Pub Mat)
Bakeys Cutlery was launched in India in 2010, after the founder had spent years researching how edible cutlery could counteract the damaging effects of plastics on our health and the environment. In 2017, the challenges the founder faced in the domestic market included the high prices of the cutlery, compared with plastic cutlery, and low environmental awareness. Response to the company was positive in international markets, but how could the founder become successful in his home country?
The case can be used in graduate-level marketing management classes on sustainability marketing, or the stages of new product development. It can also be used to teach the basics of sustainable development and the 3Ps (people, planet, and profit). The case aims to help students understand viable 21st-century marketing theories, including the challenges of new product development and the importance of addressing consumer issues such as price concerns and environmental awareness when introducing an eco-friendly product to the market. After working through the case, students will have a better understanding of
- new product development;
- sustainable development and the triple bottom line, commonly referred to as the 3Ps; and
- sustainability marketing.
Accommodation & Food Services
India, Small, 2017
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