THE FAIR TRADE

AND
“MADE IN DIGNITY”
LABELS

DENİZ AKSOY
TUĞBA AYDIN
OUTLINE

INTRODUCTION TO THE FAIR TRADE

MARKETING STATEGY
SWOT
SOCIAL RESPONSIBILITIES AND ETHICS
RECOMMENDATIONS
CONCLUSION
INTRODUCTİON TO FAİR TRADE

Fair trade is an organized social movement and market-based

approach that aims

• To help producers in developing countries

• Make better trading conditions
• Promote sustainability.
• The movement advocates the payment of a higher price to
producers as well as higher social and environmental standards.
• Exports from developing countries to developed countries,

Generally handicrafts, coffee, cocoa, sugar, tea, bananas, honey,

cotton, wine, fresh fruit, chocolate, flowers and gold.
STRUCTURES OF FAİR TRADE
 Producer organisations
 Fair Trade importing organisations
 Worldshops
 Fairtrade labelling initiatives
 MEMBERS OF FAİR TRADE
 Fairtrade Labeling Organizations International (FLO)
 FLO is an umbrella organization that unites Labeling Initiatives in 21
countries and Producer Networks representing Fairtrade Certified Producer
Organizations in Central and South America, Africa and Asia.
 Fair Trade Federation (FTF)
 FTF is an association of fair trade wholesalers and retailers whose members
are fully committed to providing fair wages and good employment
opportunities to economically disadvantaged artisans and farmers worldwide.
 World Fair Trade Organization (WFTO)
 WFTO works to improve the livelihoods and well being of disadvantaged
producers by linking and promoting Fair Trade Organizations, and speaking
out for greater justice in world trade.
 TransFairUSA
 TransFair USA is one of twenty members of the Fairtrade Labeling
Organization (FLO) and the only third-party certifier of Fair Trade products
in the United States.

http://www.globalgoodspartners.org/index.cfm/fairtrade
 FAİR TRADE LABELLİNG
The international standards which must be met to obtain a Fairtrade
label on a product are set by FLO – Fairtrade Labelling Organisations
International.

FLO is made up of 24 organisations, with its headquarters in Bonn,

Germany, and carries out the following:

 Sets international Fairtrade standards

 Supports Fairtrade producers
 Coordinates global Fairtrade strategy
 Promotes trade justice

http://www.fairtradefacts.com/organisations/fairtrade-labelling
FAİRTRADE LABELLİNG
INİTİATİVES
FAİR TRADE - PRODUCER
COUNTRİES

http://www.izon.co.nz/7-Trade-Aid.htm
FAİR TRADE - WORLDSHOPS

Trade 2007: new facts and figures from an ongoing success story, page 13
FAİR TRADE – SUPERMARKETS
SELLİNG FAİR TRADE PRODUCTS

Trade 2007: new facts and figures from an ongoing success story, page 14
FAİR TRADE – İN BELGIUM

Fair Trade 2007: new facts and figures from an ongoing success story, page 64,124
FAIR TRADE IN IRELAND

Fair Trade 2007: new facts and figures from an ongoing success story, page 81,124
FAİR TRADE İN UK

Fair Trade 2007: new facts and figures from an ongoing success story, page 105,124
FAİR TRADE LABELLİNG
Awareness of countries
Country Awareness

Belgium %54

Ireland %53

UK %70

Trade 2007: new facts and figures from an ongoing success story
THE FAIR TRADE MARKETING
PROCESS

Unlike the traditional marketing process, The Fair Trade’s marketing process
starts with identifying the market failures that damage suppliers.
THE FAIR TRADE MARKETING MIX
THE FAIR TRADE MARKETING PRİCING
AND IMPACTS
The prices are premium levels because of the; expensive producer costs,
quality and the social premium (10%)

The prices are roughly same in the different countries because of the direct
and centralized pricing.
THE FAIR TRADE CONSUMERS AND
RESPONSES
THE FAIR TRADE DISTRIBUTION
CHANNEL
THE FAIR TRADE MARKETING
COMMUNICATION CHANNELS

The main focus for Fair Trade in the UK has been annual Fair Trade
Forthnight event held in every March. It brings the retailers and campaign
groups together to prensent them the goods. This event is successful both
for raising the awareness and increasing the sales.
THE FAIR TRADE MARKETING
COMMUNICATION -FORTHNİGHT
THE FAIR TRADE MARKETING
COMMUNICATION – CELEBRİTY
THE FAIR TRADE MARKETING COMMUNICATION –
SPONSORSHİP AND CELEBRİTY
THE FAIR TRADE MARKETING
COMMUNICATION -NEWSPAPER
THE FAIR TRADE MARKETING
COMMUNICATION -CATALOGUES
SWOT - STRENGTHS & WEAKNESSES
SWOT - OPPORTUNİTİES & THREATS
SOCİAL RESPONSİBİLİTİES AND
ETHİCS

We believe we can end poverty and injustice, as part of a global

movement for change.
OXFAM
SOCİAL RESPONSİBİLİTİES AND
ETHİCS
SOCİAL RESPONSİBİLİTİES AND
ETHİCS
SOCİAL RESPONSİBİLİTİES AND
ETHİCS
SOCİAL RESPONSİBİLİTİES AND
ETHİCS
SOCİAL RESPONSİBİLİTİES AND
ETHİCS
 Agriculture
 Climate change
 Education
 Emergency response
 Gender justice
 HIV and AIDS
 Health
 Natural resources
 Peace & security
 Trade

http://www.oxfam.org/en/about/issues
CONCLUSİON
RECOMMENDATIONS - STRATEGİES
… Engagements with both global and local private
companies (Nero, Kahve Dünyası etc.)…

Fair trade can derive the benefit from the products

attractiveness for the other chain stores and while doing
it increases the revenue, penetration and awareness.

… Impact Measurements in order to build the ideal

marketing strategy and mix (especially in PRICING) …

If Fair Trade can measures the impacts clearly it can be

possible to balance the costs and they can prefer to
increase the sales while decreasing the prices.
RECOMMENDATIONS - STRATEGİES
… Linking consumer awareness to action by promotion
activities …

Only 1 of 3 people recognizes the Fair Trade and 40% of

them understand what does it mean and much less of
them purchase. It can be evaluate as a marketing
research problem.
… Building the unique Fair Trade Brand by shortening
the certification process and agreements …

There are several brands on Fair Trade’s products and it

confuses consumers. If Fair Trade establish a worldwide
unique brand, it can increase the trust level of the
consumers.
RECOMMENDATIONS - STRATEGİES
… Increasing Flexibility in Fair Trade Standarts to
Capture More Market Segments …

Fair Trade has got a strong and wide distribution channel

and can use it’s channels to sell some cheaper high
quality products and goes on contributing the social life
more with the profits of those products .
THANK YOU