CLIENT George Fox School of Business Fair Seven: Using Fair Trade Marketing Projects to Teach Seven Principles of Marketing CBFA 2011 Best Practices Debora.

CLIENTGeorge Fox School of Business

Fair Seven: Using Fair

Trade Marketing Projects to

Teach Seven Principles of MarketingCBFA 2011

Best Practices

Debora Sepich, Assistant Professor Marketing and Management

What is the Fair Trade Project?•Why did it start?•How Does it fit into the overall curriculum?•Why is it necessary?

How is the project Incorporated and the “Fair Seven” taught?

First: Research---Lit Reviews

Fair Trade Research Paper

Second: Target Market

Define a Target Market to Serve

Survey: Qualitative and Quantitative Research Surveys about Target market

Four P’s

Product StrategyPricing StrategyDistribution StrategyPromotion Strategy*--Positioning

PresentationsPapers

Problems we have noticed…

• Many juices today are unhealthy, loaded with sugars and artificial ingredients

• Farmers throughout the world are not being paid a fair amount

JURASSIC JUICE, INC.

Our solution?

• Fair Trade juice

• Made from all natural ingredients

• Paying farmers reasonable amounts for their work

JURASSIC JUICE, INC.

Brand• Mission Statement

Jurassic Juice is dedicated to providing high quality juice made exclusively from fair trade

fruits. We aim to improve the lives of farmers while giving parents and children

healthy alternatives to other drink

products. We promise to put our customers first by offering a variety of flavors,

using only natural ingredients, and

getting kids excited to be healthy.

JURASSIC JUICE, INC.

4 P’s of Marketing Place

− Elementary schools− Grocery stores

• Promotion− Facebook− Schools

− Commercials− Websites− Coupons

• Product− Healthy juice− Kid friendly • Price

−$4.49 for an 8 pack of

juice boxes

− $5.49 for a 3 liter jug

JURASSIC JUICE, INC.

Position in the Market• High end, nutritious juices for kids

• Wide variety of flavors

as company

progresses

• Fair Trade

JURASSIC JUICE, INC.

Survey Results• Most parents usually have juice in their

house for their kids. If they don’t, it is generally because it is unhealthy.

• Most parents buy large jugs for their home and juice boxes to send to school.

Small bot-tles

Juice boxes Large jugs Frozen Cans

0

5

10

15

20

25

JURASSIC JUICE, INC.

Target Market

• Kids at ages ranging from 5 to 12

• Mothers of those

children

• Schools

JURASSIC JUICE, INC.

Board of Directors

Ruth Carey

Wilson Zehr

E. Walter Van Valkenburg

Michael Smolak

JURASSIC JUICE, INC.

Because when there were dinosaurs, there was no high

fructose corn syrup.JURASSIC JUICE,

INC.

Why does this work?• Focus on Key Marketing Concepts•Keep it Fun•Keep it Creative•Team focus/individual expression•Research/Real World• In class/homework balance• Learn to manage team dynamics• Projects Junior and Seniors –Stakes are higher hope to see even more creative, more energy in the projects.

Debora [email protected]

503-577-9436

Rubrics and Syllabus