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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.
