FAIRTRADE TOWN INITIATIVE AS A MARKETING TOOL - Polish Journal of Management Studies

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FAIRTRADE TOWN INITIATIVE AS A MARKETING TOOL

Abstracts > Vol 5

FAIRTRADE TOWN INITIATIVE AS A MARKETING TOOL
Marcin Jasiński


Abstract:
Fairtrade Town (FTT) campaign was initially launched in 2000 in English town of Garstand in order to promote Fairtrade products. After ten years of performing and more than 1000 places awarded with the title, FTT could now be perceived as beneficial not only to the disadvantaged producers from the underdeveloped countries, but also to the places themselves. The aim of this article is to present the FTT initiative as a marketing tool, which could affect the image of the places and give them additional value and distinctiveness in the eyes of different target markets, such as citizens, tourists or new residents. The article presents examples of how the FTT title can create additional value to the places and become a part of the city
s marketing message.

Keywords:
Fair Trade, Fairtrade Town, city marketing, destination image
JEL Codes: R11, R50


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Summary

A growing number of consumers consider now factors other than price in their purchase decisions, being concerned about a broad spectrum of issues ranging from the environment and animal welfare to societal concerns including human rights . One of the important aspects of ethical consumption is the support of disadvantaged producers from underdeveloped countries, who have limited access to the global trade system and therefore their incomes are very low. Fair trade movement aims to improve the situation of farmers in the developing world. Fairtrade brand over the last 20 years has become the most recognizable ethical brand worldwide and its sales and awareness of the brand are still growing.
Fairtrade town is an example of grassroots initiative intended to promote Fairtrade. Since Garstang declared itself the first Fairtrade town in 2000, over 1000 communities in three continents have decided to fulfil the criteria and to join the initiative. FTT could be perceived as a beneficial not only to the disadvantaged producers from underdeveloped countries but also to the areas themselves. Examples of Garstand, Bristol, and Cardiff show that FTT can influence city
s image and become a newsworthy item of information communicated inside and outside of the place.
In the era of increased competition between the cities to attract different target markets, such as new residents, students or tourists, FTT status could be also perceived as a marketing tool which can bring additional value to a place. FTT initiative has its own visual identity system and high potential of mobilization among the locals. Fairtrade brand is widely recognized and supported by consumers in many developed countries. For this reasons, FTT title can be an additional asset for a city, influencing its image, recognition and values that different target markets associate with the place. This aspect can be especially considered in the countries where there is a limited number or even no FTT yet and the title can become a part of a unique selling proposition (USP) for a place distinguishing it from others competing for the same, limited resources.


INICJATYWA MIASTA SPRAWIEDLIWEGO HANDLU JAKO NARZĘDZIE MARKETINGU TERYTORIALNEGO

Abstrakt: Kampania Miasta Sprawiedliwego Handlu (Fairtrade Town FTT) po raz pierwszy została zainicjowana w angielskim mieście Garstand w 2000 r. w celu promocji produktów marki Fairtrade. Po 10 latach funkcjonowania i objęciu ponad 1000 miejsc tym tytułem, FTT może być postrzegany nie tylko jako inicjatywa przynosząca korzyści znajdującym się w niekorzystnej sytuacji producentom z krajów nierozwiniętych, ale także dla samych miejsc noszących ów tytuł. Celem artykułu jest przedstawienie inicjatywy FTT jako narzędzia marketingowego, które może wpłynąć na wizerunek miejsca i dostarczyć mu dodatkowych walorów i elementów wyróżniających w oczach różnych grup docelowych, takich jak turyści oraz aktualni i potencjalni mieszkańcy. Artykuł prezentuje przykłady w jaki sposób tytuł FTT może dostarczyć dodatkowych walorów miejscom oraz stać się elementem komunikacji marketingowej miasta.


 
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