Introduction On behalf of the Tanzanian Economic Development Initiative (TEDI) and Marvelous Batik, our student group researched and explored concrete ways in which Marvelous Batik can market their products in the U.S. Although certain opportunities, such as trade fairs and large scale retailers, are present at each mode of sale, Marvelous Batik is best positioned to develop positive relations with international fair trade non-profit organizations. These organizations are situated to expand the awareness about an array of fair trade issues, while significantly helping artisans receive a fair wage for their work. In particular, SERRV INTERNATIONAL is an organization that shows great potential for the development of a long term relationship with Marvelous Batik. The following is a report on each marketing path that was researched, along with an analysis of the potential within each market. 1. Large Scale Retailers The Marshall Field’s Example Marshall Field’s is a department store with 62 stores, most of which are located in the Midwest. The store carries clothing, household textiles, beddings, and personal accessories. Marvelous Batik’s more simplistic beddings and household textiles may be able to fit stylistically into this market and may be able to fit a niche at certain stores depending on customer buying patterns at those stores. However, overall the products at this store tend to be high-volume and manufactured by large labels. As a result, most products are modestly priced. For example, place mats typically run $9-$10 each and pillows with decorated cushions are $10-$20. If Marvelous Batik is interested in a partnership with Marshall Field’s, a company representative should send a letter and product pictures to the buyers who are based in Minneapolis, Minnesota (see appendix). Conclusions The examples of largely manufactured goods, high volumes of products, and low prices evident at Marshall Field’s are typical at department stores. These three factors are barriers to a producer like Marvelous Batik. If Marvelous Batik increases its capacity to produce, this reduces one barrier. However, should the volume be high enough for department stores, the prices associated with handmade goods and fair wages may be set too high for department store purchases. This said, some stores may have niche markets accessible to specialty products such as those produced by Marvelous Batik. Basic patterns would be especially marketable at mainstream department stores. Contacting department stores via phone, e-mail, and/or letters will provide a Marvelous Batik representative with information on how to submit product information to the store’s buyers. 2. Stores Specializing in World Goods The Art Gecko Example (see appendix)

Madison’s Art Gecko, with two Madison locations, carries unique goods such as handbags, clothing, and jewelry from many countries, but largely from Nepal. The store’s owner travels to countries around the world and purchases most of the products directly. Marvelous Batik’s products such as handbags, pillowcases, and curtains may fit with the styles available at the store, many of which are handmade. Because the store’s focus is on unique products, zebra, cheetah, and other distinct patterns would be marketable here. However, an intricate, handmade handbag was just $20. The store’s low prices reflect that many of the producers are unlikely to receive a fair wage, and so such a store may not be the best option for Marvelous Batik. The Calabash Example (see appendix) Madison’s Calabash carries handmade African products, many of which come from West Africa. Examples of available goods include pillows, table cloths, and paintings. The store’s owner gets most products from fairs in South Africa that have brought in products from other countries. The owner attends trade fairs (see analysis of Trade Fairs) in the United States to get ideas about possible purchases and less commonly, to buy goods. As the store focuses on products and styles unavailable at standard stores, unique patterns would likely be marketable here. The store’s owner said that store prices include a mark-up that makes the store price twice as high as the cost to the owner, part of which is owner profit and part of which covers shipping. Assuming that this is true, this store’s prices reflect prices that are more consistent with paying a fair wage. Pillow cushions were $50-$65 and table cloths ranged from $52-$64. Additionally, Marvelous Batik’s household textiles fit into this market according to type and style. Therefore, a store of this type may be a good option for Marvelous Batik. Conclusions The two stores researched demonstrate that there is great variety in store prices amongst stores specializing in world goods. In attempting to access these types of stores, it is recommended that a Marvelous Batik representative first determine if the buyers pay producers fair wage prices. Should the stores pay fair prices, a store specializing in world goods is a wonderful option, as it appeals to buyers specifically interested in purchasing handmade goods from around the world. Marvelous Batik’s products, specifically those with unique patterns and colors would be attractive to buyers for these types of stores. The key to making the products available to such buyers may lie in attending U.S. trade fairs (see analysis of Trade Fairs below), utilizing wholesalers based in the United States (see analysis of SERRV below), and/or seeing that products are marketed to buyers in central markets on the African continent. 3. Utilizing Trade Fairs A visit to Calabash suggested that trade fairs would be a good way to promote Marvelous Batik’s products, as buyers frequent those trade fairs. After a bit of information searching, we decided to focus on local art fairs in Wisconsin. Art Fair off the Square (see appendix)

Art fair off the Square is a yearly event located in downtown Madison along Martin Luther King Junior Boulevard and on the Monona Terrace Convention Center Esplanade. This is a showcase for about 140 exhibitors, and the two-day event includes live music, refreshments and children's entertainment. We inquired with them concerning Marvelous Batik’s situation and products to see if their fair would be appropriate. We were told although the products would be suitable for the fair, the artist had to be a Wisconsin resident and be present in order to participate in this event, so Art Fair off the Square is not a viable option. The Grapevine (see appendix) The Grapevine is a directory of art and craft shows, festivals and events. It provides exhibitors with all the information they would need to know about an event. Some of the information included is the types of media accepted, space fees, jury fees, deadlines, and who to contact for applications. We inquired with them about Marvelous Batik’s products and were told that some of the shows will accept Marvelous Batik’s merchandise. If Marvelous Batik is interested, a Marvelous Batik’s representative should look for shows that allow imported items or giftware. If the shows specify “handcrafted” that means the individual should be present selling the item. Further information, which can be found on their website, requires a subscription which is $25/ year for a quarterly publication. Conclusions We did search on trade fairs on international goods but they are large scale and none of them are located in Wisconsin. Additionally, many trade fairs require the artist to be present. If Marvelous Batik or TEDI decides to promote Marvelous Batik’s products in trade fairs, a subscription to The Grapevine is a good place to start.

4. Fair Trade Organizations

Marvelous Batik’s International Federation of Alternative Trade (IFAT) certification positions it to work with many different fair trade non-profit organizations.

Most fair trade organizations are doing much if not all of their business over the internet. The internet is a good option for Marvelous Batik, due to its convenience in connecting business and organizations around the globe. Fair trade organizations are the best option because they would provide the best price for the product. For example, one of these online stores carries scarves from $19 to $45 and bags from $35 to $60. Many of the organizations that we looked into were feasible, but in order to move forward in any of these areas, several sites indicated that Marvelous Batik would need to meet certain criteria in order to become one of their vendors. The following is a description of four of the organizations that we looked into, what they require, and how Marvelous Batik would benefit from working with them.

www.eShopAfrica.com This is a fair trade e-commerce website based in Accra, Ghana, West Africa. Their aim is to find new markets for traditional African artisans.

• In addition to the fair trade guidelines that the other sites covered, eShopAfrica’s goal is to not to force artisans to overproduce, thus disturbing quality.

• While they currently only carry products from several African countries, they are adding artisans constantly. These artisans have biographies and pictures that are featured on the site.

• This site was contacted as to how Marvelous Batik could become involved in the organization. As of this date they have yet to respond.

www.globalexchange.org This is "an international human rights organization dedicated to promoting environmental, political and social justice. One of the activities that they are involved in are reality tours. One such tour is entitled “Culture, Ecotourism and Sustainable Development” and features Tanzania. As an online store, Global Exchange is a member of the Fair Trade Federation, and here customers can shop by region or by product.

• A majority of its purchasing is done through wholesalers who are members of the Fair Trade Federation, therefore the site recommends that we seek assistance from one of these groups. (see appendix)

• An online store, as well as three other stores on the West Coast, provide an outlet for sales.

• In order to go further, Marvelous Batik would need to arrange either a face to face appointment at one of the stores, or can send photos or a catalogue of the products via e-mail or U.S. postal mail. (This can be just a series of photos of products with a pricelist that includes size and color options.)

www.worldofgood.com World of Good brings beautiful handcrafted products from cooperatives, NGOs and nonprofits in developing countries to the U.S. market with the aim of promoting fair trade and reinvesting the profits to better the communities from which they come. This mission statement coincides well with what Marvelous Batik is all about.

• This site benefits the artisans it works with by providing long-term trade relationships and helping to providing financial and technical assistance to producers whenever possible.

• Through this website there is a direct link called "create a connection" which asks viewers to share information about artisans that could benefit from exposure to the U.S. market. Through this link we emailed the site and asked information as to how Marvelous Batiks could get involved with their organization.

• In order to make the connection, this organization would need a link to Marvelous Batik's IFAT membership, as well as a product catalog with prices.

Conclusions Based on the information collected from these sites as well as that from several others not specifically mentioned, either World of Good or Global Exchange would be good choices for an internet market. World of Good would be great in that they would work directly with Marvelous Batik. This would cut out a middle person that may add costs as

well as communication delays. In addition, World of Good would work with Marvelous Batik and provide assistance beyond market expansion to further benefit the company. One drawback is that this company doesn’t sell many of the household items that Marvelous Batiks produces. For this reason Global Exchange might be the better option, as they carry more of a variety of goods.

SERRV INTERNATIONAL The organization that holds the most promise in the fair trade area is SERRV International and their Greater Gift program. SERRV is a non-profit alternative trade and development organization and was a founding member of IFAT. Their website states: “Our mission is to promote the social and economic progress of people in developing regions of the world by marketing their products in a just and direct manner. Our goal is to alleviate poverty and empower low-income people though trade training and other forms of community support as they work to improve their lives.” A Greater Gift markets fairly traded handcrafts and foods from around the world though a network of alternative and natural food stores, churches, nonprofit groups, a direct mail catalog and an online store (see appendix). They partner with more than 90 groups of artisans and farmers in 35 countries. SERRV maintains an invaluable network of marketing potential for Marvelous Batik. They are a retailer through their Greater Gift stores, but also a wholesaler, helping to further expand fair trade goods and provide increasing opportunity for their producers. In addition to purchasing and marketing products, SERRV works with producers to assist them in becoming economically self sufficient through product design, training, information, technical assistance and market access. Our group has been in contact with SERRV since the beginning of the semester. This organization presents an especially great opportunity for Marvelous Batik because SERRV is looking to move into Tanzania, a country in which SERRV has not yet made connections. We have filled out the preliminary forms that SERRV has requested. SERRV currently is waiting for a list of products, prices and accompanying pictures from Marvelous Batik. Marvelous Batik or TEDI should continue this process to move into a working relationship with SERRV. (See contact info-appendix) Final Conclusion After researching various markets, we believe that while Marvelous Batik may be able to find success by marketing to department stores, at trade fairs, and in specialty stores, international fair trade non-profit organizations provide the best option for Marvelous Batik. We believe that these organizations hold enormous potential and suggest that Marvelous Batik and TEDI follow up on the connections that have been established with these organizations to date.

APPENDIX Marshall Field’s Attn: Buyer Linens 700 Nicollet Inn Mall Minneapolis, MN 55402 U.S.A. Ph: 1-800-MFIELDS Art Gecko Contact Person: Nosheen 507 State St. Madison, WI USA Ph: (608)280-8053 1725 Monroe St. Madison, WI USA Ph. (608)251-6775 E-mail: artgeckoshop@yahoo.com Calabash Contact Person: Leah Kessel 2608 Monroe Street Madison, WI 53711 U.S.A. Ph: (608)233-2640 Fax: (608)233-8001 Art Fair off the Square http://www.artcraftwis.org/afos.html The Grapevine http://www.grpvne.com/)

eShopAfrica

www.eShopAfrica.com fax: 00233 21 779869

eShopAfrica Ltd PO Box C-857 Cantonments Accra, Ghana West Africa

Global Exchange (Main Office)

www.globalexchange.org

• 2017 Mission Street #303 (at 16th Street) • San Francisco CA 94110 • 800-497-1994 415-255-7296

Marketing, Craft Buying, Accounting: Tex Dworkin: 415-553-4411 General Questions: Storemaster: 800-505-4410

World of Good

world of good 2680 Bancroft Way Berkeley, CA 94704 510.868.1016 (v) 510.868.0948 (f) info@worldofgood.com www.worldofgood.com

SERRV INTERNATIONAL Susan Chase SERRV International /Producer Relations 122 State St Suite 600 Madison, WI. 53703 USA www.serrv.org TEL: (608)255-0440, FAX:(608)255-0451

Developmental Assistance Organizations

• The Fair Trade Federation www.fairtradefederation.org • Aid to Artisans www.aid2artisans.org • Crafts Center www.craftscenter.org • International Federation for Alternative Trade www.ifat.org • Fair Trade Resource Network www.fairtraderesource.org • European Fair Trade Association (EFTA) www.eftafairtrade.org/efta.asp

Recommendations on Importing from Tanzania http://instruction.bus.wisc.edu/teggert/environmentalstrategy/studentprojects/2004-Haba-Na-Haba.pdf

Accessing the U.S. Market:

Recommendations for Marvelous Batik and the Tanzanian Economic Development Initiative

April 25, 2005

A Research Project from the University of Wisconsin – Madison Environmental Studies 400 / General Business 765

Developed by Alex Grace, Abby Sawyers, Owen Li, & Brynna Larsen