University of Maryland University College

Principles of Marketing

Professor April E. Bailey

TOMS Shoes Written Assignment #1

By

Eduardo A. Flores
1. The video suggests that TOMS shoes are primarily bought and valued by a younger generation. Discuss how each of the following generational groups might react to TOMS shoes: the baby boomers, Generation X, and the Millennials

Considering the present economic instability, the sense of environmental responsibility and the inner maturity carried by the 78 million plus baby boomers, I believe TOMS shoes would have a very proactive response from this generational group (Baby Boomers) as far as consumption is concerned. I believe it could work both ways, they might purchase them as gifts to a younger family member or they might like a model and purchase it for themselves, either way is the “One for One” marketing strategy that motivates their sense of giving (shoes) that ultimately nurtures the enjoyment of helping others while they help themselves saving some extra money. According to the textbook, Principles of Marketing 14th Edition, one study showed that boomers, on average, see themselves 12 years younger than they actually are. And rather than viewing themselves as phasing out, they see themselves as entering new life phases. “Today’s boomer’s think young no matter how old they are.” This supports the idea that boomers could adapt with easiness to TOMS shoes since they see themselves in a juvenile way and TOMS shoes are primarily targeted to young individuals, and bought and valued primarily by the younger generations. In the other hand Generation X it’s a less materialistic, higher quality group of individuals, who are looking for the next experience but faces the greater economic pressures of baby boomers. Generation X, 40 plus