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TOMS Shoes

TOMS Shoes. Introducing Toms. Commercial (30sec) http://www.youtube.com/watch?v=7-kwe5PXfSE Ellen Show (3min) http://www.youtube.com/watch?v=57TOTx5UEpA. Mission Statement Highlights. One for One “With every pair you purchase , TOMS will give a new pair of shoes to a child in need”

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TOMS Shoes

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  1. TOMS Shoes

  2. Introducing Toms • Commercial (30sec) • http://www.youtube.com/watch?v=7-kwe5PXfSE • Ellen Show (3min) • http://www.youtube.com/watch?v=57TOTx5UEpA

  3. Mission Statement Highlights • One for One • “With every pair you purchase , TOMS will give a new pair of shoes to a child in need” • Creating sustainable business by turning customers into benefactors rather than depending on fundraising support • Environmentally friendly designs: made of local and recyclable products

  4. Target Market • Young Teens to Early Adults who want to make a statement • Youth and Vegan shoes • Young People are a huge driving force • Help start TOMS movement • One Day Without Shoes • Campus clubs and internships • Over 500,000 friends Facebook and Twitter

  5. Competitors • Sketchers • Simple Shoes • Sanuk • Converse • Vans

  6. Strengths • Strong brand image, easily recognizable • Great use of social media: Inform customers and fans via facebook, twitter, website blogs and videos • Shoes and limited merchandise for men, women, and children • Expanding into different styles such as the botas, wedges, and boots • Creating a new retail format

  7. Weaknesses • No TOMS retail stores and limited retail distribution • No main stream advertising • Criticism that TOMS hurts local business in other countries

  8. Opportunities and Threats • Opportunities • Expansion of brand image and retail outlets • New shoe designs and styles • TOMS joining up with Nordstrom • Threats • Imitators looking to compete with TOMS (Sketcher’s BOBS)

  9. Tom’s Marketing Mix

  10. Product

  11. Promotion

  12. Price

  13. Place

  14. Your Turn • Old Spice (30sec) • https://www.youtube.com/watch?v=owGykVbfgUE • Product • Place • Price • Promotion

  15. Resources • Toms. (2010). Retrieved from http://www.toms.com/our-movement • The Point Weekly. (2010). Retrieved from http://blogs.pointloma.edu/thepointweekly/2009/09/28/toms-shoes-not-the-right-fit/ • TOMS shoes vs Sketchers BOBS. (2010). Retrieved from http://www.digitalmomblog.com/2010/09/13/toms-shoes-copied-by-skechers/ • Sanuk. (2010). Retrieved from http://www.sanuk.com • Simple shoes. (2010). Retrieved from http://www.simpleshoes.com • The entrepreneurs. (2009, March 23). Retrieved from http://www.cnbc.com/id/29840096/TOMS_Shoes_%C2%A0_A_List_Appeal? • Toms planbook. (2009, May 11). Retrieved from http://www.scribd.com/doc/15201237/-TOMS-Plansbook-

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