Domestic marketing

Stefan Durwael

New Delhi 20th March 2009

• Stefan Durwael

• History of Fair Trade marketing

• Role of domestic marketing

• Some examples

• A few suggestions

• Questions?

Overview

History of Fair Trade marketing

Breukelen (NL) 1969

From ‘symbolic’ trade to market access

Leuven (Belgium) 1980

Christchurch (New Zealand)

Christchurch (New Zealand)

Adelaide (Australia)

Adelaide (Australia)

Akron (USA)

Akron (USA)

Washington (US) - Pangea IFC

Washington (US) - Pangea IFC

• Many N. FTO’s focus on food

• S. disappointed about market access

• N. misses drive, tools, contacts

• Mainstream market is far away

• Domestic marketing still limited

Marketing developments

• S middle class… purchasing power, interest

• Opportunities, especially for small producers

• Reduces dependence on N. FTO’s

• More environmental sustainable

• Direct contact… feedback

Domestic marketing

Nairobi (Kenya)

Some examples

Nairobi (Kenya)

Quito

Quito

Quito

Quito

Quito

• Start by analyzing the needs of the customer

• The customer needs a broad/deep assortment

• Create a common image/message/PR etc.

• Possibilities for resource mobilization

• Capacity building for staff

A few suggestions

Domestic marketingA powerful tool for poverty

alleviation

Questions?

Stefan Durwael

stefan@fairehandel.nl

Skype: sdurwael