The Challenges of Marketing Fair Trade - Wynne, Sandy
The Challenges of Marketing Fair Trade - Wynne, Sandy
The Challenges of Marketing Fair Trade - Wynne, Sandy
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
13. What marketing challenges do you feel <strong>Fair</strong> <strong>Trade</strong> should address? Please<br />
check all that you feel are applicable.<br />
Consumer confusion: over terminology, over multiple product labels (72%)<br />
Brand positioning for <strong>Fair</strong> <strong>Trade</strong> (what values motivates buyers) (22%)<br />
Concerns related to: Is <strong>Fair</strong> <strong>Trade</strong> really fair? (61%)<br />
Lack <strong>of</strong> consumer awareness <strong>of</strong> <strong>Fair</strong> <strong>Trade</strong> (67%)<br />
Local versus <strong>Fair</strong> <strong>Trade</strong> perceived conflicts such as the Domestic <strong>Fair</strong> <strong>Trade</strong><br />
campaigns (33%)<br />
Lack <strong>of</strong> new products (more <strong>Fair</strong> <strong>Trade</strong> teas, c<strong>of</strong>fees, chocolates, etc) (39%)<br />
Lack <strong>of</strong> products that meet your critera/standards (quality, taste, etc) (17%)<br />
Lack <strong>of</strong> new product lines (greeting cards, clothing, cosmetics, etc) (22%)<br />
Concerns related to certification process (50%)<br />
How to display <strong>Fair</strong> <strong>Trade</strong> products (a separate section or with non <strong>Fair</strong> <strong>Trade</strong><br />
related similar products, shelf space, stand alone displays) (33%)<br />
<strong>Fair</strong>washing or the “halo affect” – companies with controversial business practices<br />
and/or dealing with a small number <strong>of</strong> <strong>Fair</strong> <strong>Trade</strong> products (33%)<br />
Other ideas/suggestions: ___ (11% -Providing education, Brochures, Posters,<br />
Pricing)<br />
14. Do you support one universal (used by all countries) Mark for all <strong>Fair</strong> <strong>Trade</strong><br />
Certified products?<br />
Yes (39%) No (22%) Not sure (39%) Not applicable (0)<br />
15. Do you see retailers treating <strong>Fair</strong> <strong>Trade</strong> certified products the same as other<br />
products when it comes to mark ups?<br />
Yes (72%) No (0) Not sure (22%) Not applicable (6%)<br />
16. If the answer to # 17 is “No”, what is the markup for <strong>Fair</strong> <strong>Trade</strong>?<br />
Less than non <strong>Fair</strong> <strong>Trade</strong> products (0) More than non <strong>Fair</strong> <strong>Trade</strong> products (0)<br />
Both less and more (0) Not sure (0)<br />
17. Does the absence <strong>of</strong> the <strong>Fair</strong> <strong>Trade</strong> logo on some <strong>Fair</strong> <strong>Trade</strong> Certified<br />
products affect sales <strong>of</strong> those products? (While they are entitled to use the logo,<br />
not all companies do so)<br />
Yes (28%) No (11%) Not sure (61%)<br />
<strong>The</strong> following questions are related to fairly traded products.<br />
18. If you deal with fairly traded products, can those products currently be<br />
certified for distribution in the United States?<br />
Yes (33%) No (6%) Not sure (44%) Not applicable (17%)<br />
19. If you deal with fairly traded products that are not certifiable, have you<br />
asked Trans<strong>Fair</strong> USA to get them Certified?<br />
Yes (0) No (50%) Not sure (17%) Not applicable (33%)<br />
85
Change language