Importers and retailers are important secondary customers to pursue. Target Consumers TransFair should target specialty coffee consumers. TransFair must also target institutional consumers, such as universities, churches, government agencies, non-profit organizations and socially responsible businesses. Brand Image Highest quality coffee available. Independent certification by an established, international organization.
Consumers gain a more direct relationship with family farmers.
Pricing Most gourmet coffee consumers are willing to pay more for fairly traded coffee that helps small farmers. Competitive Strategy TransFair must compensate for its relatively high cost by delivering substantially higher benefits than its competitors. TransFair must offer an aggressive marketing partnership with its licensees that helps them get into new channels and boost sales. Strategic Alliance Possibilities To be able to deliver the relative customer benefits promised above, TransFair must form strategic alliances with grassroots organizations that can educate and mobilize consumer-activists. Local and national religious organizations, NGOs, consumer activist groups, farmer and farmworker organizations, solidarity organizations, environmental groups, student associations and SRB groups are all potential strategic allies of the fair trade initiative.