CLIENT George Fox School of Business Fair Seven: Using Fair Trade Marketing Projects to Teach Seven Principles of Marketing CBFA 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 Strategy Pricing Strategy Distribution Strategy Promotion Strategy*-- Positioning

Presentations Papers

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. 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 Sepich Rubrics and Syllabus