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Domestic Marketing New Delhi 2009 March
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Domestic marketing
Stefan Durwael
New Delhi 20th March 2009
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• Stefan Durwael
• History of Fair Trade marketing
• Role of domestic marketing
• Some examples
• A few suggestions
• Questions?
Overview
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History of Fair Trade marketing
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Breukelen (NL) 1969
From ‘symbolic’ trade to market access
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Leuven (Belgium) 1980
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Christchurch (New Zealand)
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Christchurch (New Zealand)
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Adelaide (Australia)
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Adelaide (Australia)
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Akron (USA)
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Akron (USA)
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Washington (US) - Pangea IFC
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Washington (US) - Pangea IFC
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• 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
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• 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
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Nairobi (Kenya)
Some examples
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Nairobi (Kenya)
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Quito
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Quito
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Quito
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Quito
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Quito
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• 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
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Domestic marketingA powerful tool for poverty
alleviation