Case Activity: A Plan for Fair Trade Mojo Fair Trade Mojo, a chain of coffee hou

Question

Case Activity: A Plan for Fair Trade Mojo Fair Trade Mojo, a chain of coffee houses, conducted market research and found that college students would be an excellent audience for its product and services. The research emphasized one challenge: half of the students know what fair trade means, but nearly all (82 percent) agreed/strongly agreed that fair trade deserves their business. To this end, Fair Trade Mojo has contacted your public relations firm and asked you to develop a comprehensive plan that does two things: (1) creates brand awareness, including an understanding of what fair trade coffee is, among college students and (2) increases walk-in business at their local stores in college towns

Explanation / Answer

Timeline: 10 months

The plan would be divided into two parts:

1. First six months: Tapping the major colleges for generating brand awareness.

Target would be to sign agreements with the canteens of top five colleges of a town so that they start selling the fair trade coffee in their canteens. They shall be convinced to purchase Fair Trade Mojo's merchandise and awarded certain incentives or for doing business above a certain threshold. For the first day, students can be provided with free samples.

2. Later months: Increasing walk-in business at the local stores.

Once the fair trade coffee is popular among the targeted college students, the students shall be given some exciting offers ( Buy 1 get 1, New flavors), which can be availed only at the local stores of Fair Trade Mojo and not at the college canteens. They shall also be rewarded with additional discount coupons if they get along with them the students from other colleges/ schools not having the fair trade coffee facility at their canteens.

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