1 / 22

TOMS Shoes

TOMS Shoes. An Audit of Brand Equity Colleen Ritchie . Rhianne Makovec . Anna Pitera . Kristina Gontcharova . Erin Bennett. Janet Yockers. Agenda. Review of Toms Equity pyramid. Brand Positioning Target Markets. Brand positioning pop and pod. TOMS Shoes.

naiara
Download Presentation

TOMS Shoes

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. TOMS Shoes An Audit of Brand Equity Colleen Ritchie . RhianneMakovec. Anna Pitera. Kristina Gontcharova. Erin Bennett. Janet Yockers

  2. Agenda

  3. Review of Toms Equity pyramid

  4. Brand PositioningTarget Markets

  5. Brand positioning pop and pod TOMS Shoes

  6. Brand Architecture/ Products TOMS Branded House Line Extensions Brand Extensions

  7. Channels Primary Source • Nordstorms • Nieman Marcus • Whole Foods • Urban Outfitters-Niche • 180 boutiques

  8. Communication Web-Based Marketing

  9. Toms Key Marketing actions

  10. 2009 “One for One” Viral video campaign

  11. Evaluation 2009 “One for One” Campaign

  12. 2010 “One-Millionth Shoe” AT&T Partnership • http://www.youtube.com/watch?v=Ay7xrXBa7Zo

  13. EvaluationAT&T “One-Millionth Shoe” “This campaign allows TOMS to do something new and exciting that engages the members of our community and not only connects them to the brand” – Blake Mycoski

  14. 2010 “One Day Without Shoes” Event

  15. Evaluation“One Day Without Shoes”

  16. 2010 Holiday Campaign

  17. Evaluation 2010 Holiday Campaign

  18. Recommendation 1: “Comfort your sole”

  19. Recommendation 2:Flagship Stores

  20. Recommendation 3:Expanded target market

  21. Review of Toms Equity pyramid

  22. Questions

More Related