Case Study Unilever

Fair trade is a market reactive system that wants to abolish global inhumane acts from child labor, poor working environments, low wages, and healthy working conditions. Fair Trade does not control the prices at a local level the producers

Moreover, (Product) RED uses the INTEGRATED MARKETING COMMUNICATIONS (IMC)technology for its marketing campaign. The IMC involves the utilization of all the elements of the marketing mix, which specifically includes

According to Lyon, Bezaury, & Mutersbaugh (2010), Fair-trade is a “process which helps improve the well-being and economic stability of disempowered farmers, by using certified commodity-chains to foster development”. For the KHC company, Fair-trade is essential because they want to provide and endorse exceptional coffee beans that they are proud to use; that means, “using coffee that is good and fair for both our coffee drinkers and for farmers are essential” (Kicking Horse Coffee, n.d.). In fact, over the past 20 years, Kicking Horse won numerous awards in many categories, including Canada’s Fastest- Growing Companies, Canada’s Top Women Entrepreneurs, Canada's Favourite Fair-trade Product and number 15 Best Workplace in Canada (Kicking Horse Coffee, n.d.).

Unilever, founded in 1929, is an Anglo–Dutch multinational consumer goods company. Its headquarters are in London, England and in Rotterdam, Netherlands as well. It is the world's third-largest consumer goods company as of 2012. It is also one of the oldest multinational companies in the world, its products include food, beverages, cleaning agents and personal care products. And these products are available in 190 countries.

Being an entirely fair trade company means Just Us pays its suppliers from so-called “third world” countries a fair price, including a premium for social welfare, gets into long-term contracts (equal or more then a harvest cycle) with them skipping middlemen who often absorb most of the margin and offers them additional benefits e.g. pre-payment and loans. “The

There are 226 fairtrade certified producer organizations in 74 countries. Moreover, small producer organizations spent 31% of their fairtrade premium on investments supporting productivity or quality of improvements and on plantations, workers spent 26% of their fairtrade premium on education. So Fair Trade starts the path for many other advancements. Some examples of products that are Fair Trade Certified are Stacy’s Pita Chips, Brownie Brittle, and the Whole Foods Market grocery store. There are many Fair Trade Certified companies all over the world, a handful of which include Ben & Jerry’s Ice Cream, Fair Indigo, Fairhills Wine, Green Mountain Coffee Roasters, Theo Chocolate. Blends for Life, and Rishi Tea. All of these products are sold in local grocery stores and food markets. In order to incorporate these products into our daily life we have to make objective decisions and research the specific foods, and products we are buying everyday. By taking the time to find specific products that are Fair Trade Certified we not only benefit the worker we also benefit the environment and ourselves by supporting a morally conscious

Fair Trade is a certification from Fair Trade USA, a non-profit based out of Oakland California, that certifies that the product you are buying has been made with the utmost social and environmental responsibility. I.E. that the manufacturer was not abusing their workers or harming the environment when they make their product. To quote the paper: “As the leading third-party certifier of fair trade products in North America, FT USA’s certification stamp or seal of approval was also more than just a label; it ensured adherence to a rigorous set of standards so that ‘purchases are socially and environmentally responsible.’” As well as: “FT USA’s Fair Trade Certified label was distinctly focused on empowering ‘farmers and workers to fight poverty through trade, and to protect the environment.’”

Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.

Fair Trade’s consumer recognition has tripled in the last five years, proving the company’s sustainability in a global market. As of today, this organization works with more than 800 companies to verify more than 6,000 products as Fair Trade. In 2009, Fair Trade Certified products generated $1.2 billion in retail sales, indicating their large-scale business practices.

“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule”

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

However, with the introduction of new technologies and advances in information technology communication has been completely revolutionised and same has impacted in organisations in there IMC strategies. “For IMC to really take hold, old assumptions must exit, assumptions about the role of advertising and sales promotion, about the organisation of advertising and public relations departments, about agencies and what they do, about the media, and most of all accountability” (Schultz et al. 1994).

From the graph, cocoa farmers are severely underpaid. Under the fairtrade agreement, farmers can now receive a fair price for their cocoa. Whittaker’s has two fairtrade agreements for their dark chocolate, allowing them to paint an ethical picture of their company. This would attract consumers who are concerned about the origins of their food. (Lindsay

To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).

IMC can be defined as an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message (Belch & Belch, 2013). Agencies overcome this challenge by understanding and embracing technology and its effectiveness in solving clients’ problems.