...marketing strategies TOMS was founded in 2006 by Blake Mycoskie, inspired by a trip to Argentina where he saw extremepoverty and health conditions, as well as children walking without shoes. at’s when he recognized the tradi-tional Argentine alpargata shoe as a simple, yet revolutionary solution. e traditional shoe is normally a casual at, that usually have a canvas or cotton fabric upper and exible sole mad of rope or rubber material molded tolook like rope. Worn by Argentine farmers for hundreds of years, alpargatas were the inspiration for the classicstyle of TOMS. Mycoskie quickly set out to reinvent the alpargata for the U.S. market with a simple goal: to showhow together, we can create a better tomorrow by taking compassionate action today. Mycoskie considered sustainability when creating TOMS, in that by starting a business rather than acharity would help his impact last longer. In Mycoskie’s speech at the Second Annual Clinton Global Initiative,he recalled that children without shoes were not only susceptible to health risks, but were also not allowed toattend school. He noted one particular disease, Podoconiosis (also known as “Mossy Foot”), which is a soil-transmitted diseased caused by walking in silica-rich soil and a ects the lymphatic system of the lower legs. esimple solution of shoes, miniaturizes health risks such as this. According to the TOMS Shoes web page, thereare over one billion people at risk for soil-transmitted diseases around the world...
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...HAVAIANAS Fall I - 2011 Integrated Marketing Communications Project MBA 55040.31 – Advertising and Promotional Strategy Miguel Vasconcelos Professor Kim Kropp Table of Contents Introduction 3 Executive Summary 3 Company Information 4 Situation Analysis 4 Target Market 5 Product Benefits 5 Product Positioning 6 Competitive Analysis 6 Marketing Environment 7 Historical Context 8 Industry Analysis 9 Objectives 12 Budgeting 14 Critical Issues – Challenges and Opportunities 14 Strategy/Tactics/Execution/Integration/IMC Campaign 15 Copy-Message strategy/Creative brief 18 Media Plan 21 Branding 22 Product and packaging recommendations 23 Pricing recommendations 23 Distribution recommendations 23 Public Relations recommendations 24 Sales Force recommendations 24 Differentiation 24 Timeline 25 Expected Outcomes/Results/Evaluation/Future Considerations 25 Appendices 26 Media Plan 26 Budget 27 Timeline 27 Works Cited 28 Introduction The product that is going to be discussed in this IMC Project is the Havaianas Sandals which is a Brazilian originated rubber flip flop that now is sold in the shelves of fancy department stores, such as Saks Fifth Avenue, Bergdorf Goodman, Galleries Lafayette, and Via Spiga, all over the world. The brand started as being a popular footwear for all Brazilians to wear and then in less than four decades of existence, the brand became a fashion icon and today is worn by millionaires and...
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...Marketing Tom’s shoes and the One-for-One model Elizabeth Cardamone June, 2014 Abstract The main product that has created a distinction for Tom’s shoes in the business world is the alpargata, a shoe worn by Argentine farmers since the 16th century when they arrived from Spain. The alpargata became known as “the common man” shoe due its comfortable nature and inexpensive price (Kat, 2012). The shoe’s sole is made of rubber or fiber threads like hemp and features a canvas top for breathability. When Toms began in 2006 by founder Blake Mycoskie, he was in Argentina when he learned about this particular shoe. Many people could not afford shoes but the ones that could wore them to protect their feet from a foot fungus known as Podoconiosis or “Mossy foot.” According to the World Health Organization this foot disease is characterized by a large swelling of the legs and feet making it impossible for people to walk or carry out daily activities (2014). Tom’s classic shoe is the backbone for continued success and in order to sell the alpargata in the U.S it was improved upon with a more durable sole and offers a variety of colors and themes for a modernized market. However, what distinguishes Tom’s from the competitors is not just a newer version of a historic shoe but the business model it is built on. Blake Mycoskie was emotionally determined to give back to people who could not afford shoes after being in Argentina and with that, the one-for-one model was born. With every pair...
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...Marketing Tom’s shoes and the One-for-One model Elizabeth Cardamone June, 2014 Abstract The main product that has created a distinction for Tom’s shoes in the business world is the alpargata, a shoe worn by Argentine farmers since the 16th century when they arrived from Spain. The alpargata became known as “the common man” shoe due its comfortable nature and inexpensive price (Kat, 2012). The shoe’s sole is made of rubber or fiber threads like hemp and features a canvas top for breathability. When Toms began in 2006 by founder Blake Mycoskie, he was in Argentina when he learned about this particular shoe. Many people could not afford shoes but the ones that could wore them to protect their feet from a foot fungus known as Podoconiosis or “Mossy foot.” According to the World Health Organization this foot disease is characterized by a large swelling of the legs and feet making it impossible for people to walk or carry out daily activities (2014). Tom’s classic shoe is the backbone for continued success and in order to sell the alpargata in the U.S it was improved upon with a more durable sole and offers a variety of colors and themes for a modernized market. However, what distinguishes Tom’s from the competitors is not just a newer version of a historic shoe but the business model it is built on. Blake Mycoskie was emotionally determined to give back to people who could not afford shoes after being in Argentina and with that, the one-for-one model was born. With every pair...
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...Havaianas is one of the most commented successful cases in business. It became famous for its market repositioning, advertisement with celebrities, and increase of portfolio. Havaianas, a Brazilian rubber flip flop, is now the most popular flip-flop in the world as a result of a hard-working change in the Marketing Mix, which exceeded the flip flop conventionality and became a fashion article. The flip-flop Havaianas began to be manufactured in 1962 by Alpargatas. The target market for this flip-flop was the middle class. However, after a period, everyone was using it and the flip flop became too popular, according with Rui Porto, Director of Media and Communication of Alpargatas. The popularity of the product became a problem. In 1980, the widespread use of the flip flop lowered the profitability levels so much that it fitted in the category of commodity. Havaianas flip flop was manufactured only in a single model, the business was running risky and changes in communication would not be enough to modify this scenario. The Alpargatas’ strategy for Havaianas was causing a drastic change in the marketing mix. After the market repositioning strategy was established in 1994, the first step was to create other models of Havaianas. The idea was to create a new line of flip flop with different colors and shapes that would result in product segmentation. After that, the channels of distribution became focused on niche markets, where each point of sale received a different model, according...
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...The brand started of a thought in the mind of the founder Blake Mycoskie which was ignited in his mind when he saw poor children from the villages of Argentina who were totally bare feet. Due to this reason, these children usually got infected by certain diseases which were present in the soil. Blake felt the danger the children were facing and hence created a company around the whole concept of social entrepreneurship. The design of the shoes is enough to make you stand out of the crowd. The idea of the design of the shoes is derived from traditional Argentinean alpargata shoes, which are widely used by the local farmers. Due to their immense comfort ability, the brand is using them as their premier design format. On the other hand they are also a perfect gift for a child in need which not only provide him maximum comfort but also protects him from the germs present in the soil and ground. The instant you wonder concerning toms river pest control, a person will almost certainly think of most of the prices resulting from it. Internet sites are commonly used to determine a carrier, in contrast it is quite hard to make up for the significance of a personal reference.For you to get the biggest value out of your money you might need to become inclined to analyze the state. There are actually so many areas that may have an effect on your individual consideration. The overall idea regarding this kind of topic has seen an adjustment through time in respect of precisely how culture recognizes...
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...TOMS Toms es una empresa basada en la venta de zapatos o también llamadas alpargatas, que tiende a querer llegar al público alrededor del mundo , no solo por un tema monetario o de moda , sino que la marca va más alla del lucro y del posicionamiento de venta . Toms es una empresa que trata de influir positivamente en las vidas de sus compradores y afiliados de forma humanitaria y cambiar su forma de ver el mundo. Todos nos preguntamos de qué manera podría una empresa cambiar el parecer de un simple cliente que tan solo está haciendo compra de un producto. El mensaje que Toms quiere transmitir no es el típico de “COMPRA MÁS”, “SOMOS LA MEJOR MARCA”, sino de “COMPLACERLOS ES UNA NECESIDAD, AYUDAR ES UN DEBER” Mostrar al mundo que todo lo que aportamos se puede reflejar en la sociedad y en lo más importante, nuestro futuro que son los niños de ahora. Se promueven de una manera inusual y poco convencional, porque no invierten en marketing y publicidad, ya que ellos creen y han comprobado que cuando se trata de una buena causa con algo que tenga buena calidad la voz corre muy rápido, simplemente tienen tiendas, una página web y lo demás son mensajes de boca a boca que se transmite la gente. Este es un caso muy interesante y a la vez difícil de analizar. La historia comienza en el 2006, cuando el estadounidense Blake Mycoskie (30 años para ese entonces) vino a la Argentina a pasear y aprender a jugar al polo con un amigo argentino. En su estadía pasó por el norte del país...
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...Janice Carrillo PUR 4106 TOMS Backgrounder TOMS, a for-profit company, sells and designs shoes based on the Argentine alpargata design as well as eyewear. TOMS is behind the idea One for One, a global movement where the company donates a pair of TOMS to a child in a developing country when a pair of TOMS is sold, also; when the company sells a pair of eyewear, part of the profit is used to save or restore the eyesight for people in developing countries. It was founded in 2006 by president and co-founder, Blake Mycoskie. Mycoskie first traveled to Argentina when he competed in the second season of “The Amazing Race” with his sister. He returned to Argentina in early 2006 for vacation and noticed that local polo players were wearing a simple slip-on canvas shoe constructed of rubber. Later on in his trip, Mycoskie decided to do some volunteer work in the outskirts of Buenos Aires, and he witnessed the hardships children without shoes faced. He realized that the lack of shoes was not only a problem in Argentina, but also in other developing countries; therefore, he decided to develop his own style of alpargata in the North America market, with the hopes that when one pair of shoes was sold, one would be given to an underprivileged child. Mycoskie presented his idea to various Argentine shoe manufacturers and created the company TOMS. Originally, he made 250 pairs of shoes. In May 2006, the company began to sell its shoes. An article written in the Los Angeles Times helped...
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...HISTORY OF COMPANY TOMS Shoes was inspired by a trip to Argentina where Blake Mycoskie saw extreme poverty and health conditions, as well as children walking without shoes. He also noticed that the traditional Argentine alpargata shoe as a simple canvas become apparent as he began seeing it at everywhere whether in cities, farm or even in night club. After discovering the lack of shoes is one of the problem in Argentina, he decide to produce a kind of alpargata for US market with concept for every pair of shoes sold, a pair of shoe free will donate to needy children in developing countries. Mycoskie run his business with concept ‘one for one’- for every pair of shoe sold, a new pair will give away to the shoeless youth around the world. This business model also have dubbed as ‘philanthropic capitalism’. The countries to which the free product are sent have included Argentina, Ethiopia, Haiti, Rwanda and so on. The company uses word-of-mouth strategy for generated its sales, focus on corporate social responsibility. During the first year in business, TOMS sold 10,000 pairs of shoes and since 2006, the company has donated more than 150,000 pairs of shoes to children around the world. The company was self-financed, as Mycoskie sold his online driver education company to support the shoe company’s budgeting. The name TOMS Shoes inspired by concept ‘shoes for tomorrow’. TOMS Shoes become famous when Mycoskie make a deal with owner of smaller local store and they could...
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...Project Scenario: You are a member of the ‘Global Strategy Team’ in a Firm planning for growth through global expansion. Your team has been asked to consider expanding into “new” international markets. You must prepare a report explaining the motives of internationalisation, the current strategies and how the expansion would fit into the firm’s global expansion plan. The second stage would be to choose a potential market and assess its prospects. You must then make suggestions as to the best means of entering that market and the appropriate organisation structure to manage the global expansion. Requirements: You are required to prepare a report of 2,000 words that addresses the theoretical and practical problems associated with the Board’s decision to expand overseas. Suggestions: 1. Choose a local company with which you are familiar, looking up its basic details on the company website, as well as other sources like the The EDGE, Malaysian Business, Wall Street Journal, financial Times and Fortune websites. You may also want to look at the industry by searching the Library’s statistics collection. 2. Choose a market to-date that has NOT been exploited by your company. a. What is the theory that best explain the motives of internationalisation? b. What is the justification of entering that particular market? c. What strategy (international, localisation, global or transnational) is most appropriate? d. What are the recommendations: i. The appropriate entry mode including...
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...Entrepreneur Biography: Blake Mycoskie (20%) Course: ENT 526 Submitted to: Sean Wise Submitted on: Thursday, November 11th 2010 Student Number: 500328745 Blake Mycoskie – Biography Blake Mycoskie is a serial and social entrepreneur who is best known for his most recent and most successful venture TOMS shoes. He possesses the many characteristics of an entrepreneur and it is clear he was born to lead. Background Blake Mycoskie is a serial entrepreneur who is continually developing businesses to provide solutions for the pains he experiences in life. A serial entrepreneur is someone who has brought more than one business to success (Wise 2010). Blake Mycoskie identifies with this term because he has created and brought multiple businesses to greatness. In total he has started five companies, four of which are still an ongoing success. First, he created EZ laundry, a laundry service for university students that involves their laundry being picked up, washed and delivered back to their houses (“Blake Mycoskie” 2008). Once the company took off and began to grow Blake Mycoskie realized his potential and his passion for entrepreneurship. He eventually sold his portion of the company to his business partner and began an advertising business inspired by the “larger than life” billboards throughout Hollywood. The company, Mycoskie-Media Outdoor, was a Texas based advertising company. They offered a service that painted large ads on the sides of buildings, which served...
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... unique product design Reference No: 001153 Key Ideas TOMS shoes are the harbinger of what has been christened as the ‘one to one movement’- for every shoe a customer buys, TOMS donates a pair to a child in need. Going beyond corporate philanthropy, TOMS has integrated the spirit of positive world impact in the very heart of its business, making it a truly sustainable model. Innovation The organization’s undying commitment to help the children around the world and its unique shoe design form a potent combination that uses the force of business for generating societal benefit. The novelty of the product resides in an improvisation on the design of traditional Argentinean rope-soled shoes called ‘alpargata’ to reflect the needs of the American market. Alpargata are light-weight and resilient slip-on shoes with a breathable canvas top and soft leather insole, traditionally worn by Argentinean workers. Craftsmen in Argentina and China are enlisted to produce a more durable rubber-soled version of this canvas shoe. The shoes are a unique slip-on design comprised of clean lines and lightweight fabrics in vibrant colors and prints. These are sold through some of the best stores in retail with many celebrities using and appreciating the product. The multiplicity of colors, design, fabrics and categories of shoes resulted in the organization bagging the coveted ‘People’s Design Award’ from the Cooper-Hewitt National Design Museum. In what the organization calls ‘shoe drops’...
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...How do you define creativity? What makes something creative? Many questions arise when something is labeled creative. When Blake Mycoskie came up with Toms shoes he was thinking of a creative way to put shoes on people of needs feet and make money at the same time. Toms shoes is a is a for profit organization that donates a pair of shoes to a child in need every time a consumer buys a pair. Toms shoes is considered creative because his idea is novel and appropriate as well as socially acceptable. The product started as a little c and over time became a big c. This is how Sawyer defines creativity. Over the course of this paper I will give you the background of Toms shoes and how it evolved from the little c to big c. So one may ask what makes something creative? Creativity refers to when a person creates a product or a solution that is labeled as new and is valuable. The creator could label the product as new and then society or the person buying the product will label it as novel. Since not all creative people are alike it is hard to justify something creative. It is said that something has to be able to be repeated or tweeked in order to be creative. Things on the little c creativity scale is said to just imply basic functions whereas creative products on the big c level are up for Pulitzer and Nobel prize awards. You can see the difference between the two in that type of analogy. Blake Mycoskie has always had dreams of starting his own businesses and building it...
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...Publicidade, Propaganda e Marketing Laboratório de Publ * Amanda Cardoso * Gabriel Neves * Juliana Lima * Lucas Angrisani * Marina Xavier * Rafaela Borges * Amanda Cardoso * Gabriel Neves * Juliana Lima * Lucas Angrisani * Marina Xavier * Rafaela Borges * RA: 201410792 * RA: 201410820 * RA: 201410835 * RA: 201410842 * RA: 201410856 * RA: 201410866 * RA: 201410792 * RA: 201410820 * RA: 201410835 * RA: 201410842 * RA: 201410856 * RA: 201410866 icidade, Propaganda e Marketing Prof. João Castanheira Campinas 2014 Campinas 2014 Medida de Marketing: Internacionalização Depois do sucesso com o reposicionamento de marca e das novas linhas, o próximo passo da empresa foi a internacionalização das Havaianas, que passou a ser distribuída em 5 continentes e em mais de 60 países.Mesmo já sendo exportadas deste 1995, as sandálias Havaianas só caíram no gosto do público estrangeiro entre os anos de 2002 e 2004, quando se tornaram mania tanto nacional quanto internacional, ocupando algumas das vitrines mais concorridas do planeta, sendo vendida a um preço médio de 27 dólares. A razão desse elevado preço e por sua produção estar no Brasil, por isso o diretor presidente, Márcio Utsch resiste em querer abrir novas fabricas em outros países. A meta da...
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...Kristen Forrest Ms. Tubergen W131 26 November 2012 TOMS Shoes TOMS shoes is a company that designs and sells shoes based on the Argentine alpargata design. When TOMS sells a pair of shoes, Friends of TOMS, a non-profit subsidiary of TOMS shoes, donates a pair to a child in need. TOMS shoes appears to be a trend and not a fad due to the fact that sales of these shoes have increased each year since TOMS began in 2006. Many fashion statements start off as fads and catch on because they are something new, but TOMS shoes has outlived the fad stage and has presented itself as a worthwhile trend. Due to the “One for One” movement, and the charitable nature of TOMS shoes, consumers have realized the long lasting effects of buying a pair of TOMS shoes. Therefore, TOMS is a worthwhile trend and not a novel fad. TOMS shoes appears to be an important trend due to the charitable nature it portrays. Since its birth TOMS shoes has sold and donated over one million pairs of shoes in 25 different countries. Over 500 different stores sell TOMS shoes recognizing the significance of this trend. Social media, in the form of Facebook, reports that TOMS fan base is growing at a rate of 28,000 per month. Conditions that allow TOMS to exist and continue as a trend center around first and foremost the designers continuing to make shoes that are fashionable that people want to buy. Secondly, poverty still exists, children still need shoes and people like helping those in need. Lastly, Blake...
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