Case study: KOALA – SHOPPING FOR A BETTER WORLD

CONTEXT

Koala group, the first fair trade retailer that enter the market in Romania. "You want more than simple shopping. You want to buy responsibly and ethically. You want to hold a trade fair and to be sure the product you bought respect nature and the environment."- this quote defines the intention of positioning of products Koala. A positioning as well targeted as it is difficult to implement.

STRATEGY

Considering the uniqueness and novelty of the concept of fair trade products sell in Romania - we marched on a strategy aimed to develop first of all the appetite for the category of such products, promoting fair trade principles.
We expanded the transmission area of the message and promotion products through a website and an online presentation.
But our work does not stop there, it continues through regular updating of the information on the site, because the company always have a fresh image and appealing for customers.

OBTAINED RESULTS

Through the approached strategy we were able to identify the concept Koala with fair trade movement in Romania but also the promotion of its principles among consumers. Steps taken to promote Fair Trade Koala products were successful at the level of the company, which is particularly pleased with the results.