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The Oxfam marketing strategy

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on 16 December 2013

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Transcript of The Oxfam marketing strategy

The Oxfam marketing strategy
I. Presentation
II. Oxfam marketing mix
Oxfam' s goal is to end injustice of poverty

Oxfam adapts its marketing mix to achieve its goal by:

providing guarantee to customers
selling product at low prices
re-using resources such as second hand products
being in many major events

I. Presentation of Oxfam
I.A. History
I.B. Oxfam’s vision
I.C. Activities

II. Oxfam marketing mix
II.A.Product policy
II.B. Price policy
II.C. Place policy
II.D. Promotion policy

Oxfam was formed in 1995 to reduce poverty and injustice

Oxford Committee for Famine Relief in 1942

Oxfam international is a confederation of 17 organizations

I.A. History
I.B. Oxfam' s vision
live equitably and free from the injustice of poverty
social protection should underpin anti-poverty strategies in all countries
Incomes should not be at the expense of people’s human rights and well-being
Poverty reduction should not rob the next generation

I.C. Activities
Oxfam' s initial concern was the provision of food

Oxfam’ s program is focused on 3 points:

development work
humanitarian work
Advocacy and popular campaigning

II.A. Product policy
Oxfam receives and sells second hand products

Oxfam refund policy provides guarantees in case of bad choices or problem with a book

Products should have interior and exterior features
II.B. Price policy
Each category has a single price

Oxfam uses psychological prices or price acceptance

£0.99, £1.99, £2.99 : encourages the customer to leave the change in the donation box

II.C. Place policy
The Oxfam suppliers are its customers.

2 types of channel distribution:

In store: each store has a stock but some products flow between shops

Online: it allows an increase in the catchment area

II.D. Promotion policy
Communication strategy based on three axes:

In store: merchandising, discount periods

Out store: sporting events, festivals

Online: websites, social networks

How does Oxfam adapt its marketing strategy to fight poverty?
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