PR Campaign
PR Campaign of
Fair Trade
Lee Lok Lam, Fion
10562280
Media and cultural studies
Middlesex University (Hong Kong)
Situation research & analysis
Fair Trade Hong Kong, it is a non-profit association Which set up in 2008. It assembles all of the Fair Trade’s store in Hong Kong. A nd officially joined Fair trade International in 2012.
In 2012, Fair Trade Hong Kong Although it hold different activitie s to promote “Fair Trade” to different hierarchies recent years, th e result is not outstanding.
So, I would like to help Fair Trade Hong Kong, to promote the con cept of Fair Trade to the public. Also, increase the donations ,cust omer engagement, public awareness of its.
SWOT ( Internal )
Strengths
•
•
•
•
All of Fair Trade’s products are organic
(e.g Clothes 100% made by cotton )
Some of the Fair Trade’s products are handmade, it is unique
Give public a high class’s image? (new high class pretending high class)
The brand’s image is positive and righteousness
Weaknesses
•
•
•
•
•
Public might feel the Fair Trade’s product expensive
The product maybe be not active
Fair Trade is not know well in Hong Kong
There were not enough promotion of Fair Trade
Cannot ensure all the products’ quality are unanimous
SWOT (External)
Opportunities
• Make Fair Trade to be one of the popular topic between teena gers and middle class adult
• More and more people focus on the quality and healthy rece ntly year in Hong Kong
• Hong Kong people are sympathetic (most of the producer are from the third world)
• Protect environment is one of the things that public’s concern
• Fair Trade is popular in West’s country
• Cooperate with international company (e.g Starbucks) to enha nce our reputation and their image
SWOT (External)
Threats
• There are many same type products that cheaper and delicate
• Will Fair Trade suppressed by other company?
• There not enough money to disseminate Fair Trade
10 Fair Trade principles (prescribed by WFT
O* )
1. Creating Opportunities for Economically
Fair Trade
Lee Lok Lam, Fion
10562280
Media and cultural studies
Middlesex University (Hong Kong)
Situation research & analysis
Fair Trade Hong Kong, it is a non-profit association Which set up in 2008. It assembles all of the Fair Trade’s store in Hong Kong. A nd officially joined Fair trade International in 2012.
In 2012, Fair Trade Hong Kong Although it hold different activitie s to promote “Fair Trade” to different hierarchies recent years, th e result is not outstanding.
So, I would like to help Fair Trade Hong Kong, to promote the con cept of Fair Trade to the public. Also, increase the donations ,cust omer engagement, public awareness of its.
SWOT ( Internal )
Strengths
•
•
•
•
All of Fair Trade’s products are organic
(e.g Clothes 100% made by cotton )
Some of the Fair Trade’s products are handmade, it is unique
Give public a high class’s image? (new high class pretending high class)
The brand’s image is positive and righteousness
Weaknesses
•
•
•
•
•
Public might feel the Fair Trade’s product expensive
The product maybe be not active
Fair Trade is not know well in Hong Kong
There were not enough promotion of Fair Trade
Cannot ensure all the products’ quality are unanimous
SWOT (External)
Opportunities
• Make Fair Trade to be one of the popular topic between teena gers and middle class adult
• More and more people focus on the quality and healthy rece ntly year in Hong Kong
• Hong Kong people are sympathetic (most of the producer are from the third world)
• Protect environment is one of the things that public’s concern
• Fair Trade is popular in West’s country
• Cooperate with international company (e.g Starbucks) to enha nce our reputation and their image
SWOT (External)
Threats
• There are many same type products that cheaper and delicate
• Will Fair Trade suppressed by other company?
• There not enough money to disseminate Fair Trade
10 Fair Trade principles (prescribed by WFT
O* )
1. Creating Opportunities for Economically