...Teresa Annette Luck Ashford University TOM Shoes One for One OMM615: Strategies: Marketing/Advertising/Public Relations (MOE1409B) Rachana MisrarajAuthor April 07, 2014 Thesis Statements Tom Shoes has an amazing original concept that no other corporation has been able to come close to. This corporation has limited advertisement but advertisement that is very meaningful and has excellent public relations. “One for One” is there tag line, for every pair of shoes they sale they donate to children in third world countries that need shoes. They aim their product marketing to the “hipster crowd”, young adults between ages 13-30 years old. This group is very conscience about the ecosystem, enjoy good coffee, enjoy supporting a good cause, very internet suave, and are committed to style. Toms wants to deliver a message to their customers, “it is more than buying a pair of shoes, it is a lifestyle”. Keywords: Tom Shoes, public relations, advertisement, corporations The beginning of this organization Blake Mycoskie, in 2006 was inspired to make a change, be responsible, help another human, and show compassion, because of the despair he saw in the faces of some children in Argentina. “I was so overwhelmed by the spirit of the South American people-especially those so little and I was instantly struck with deep desire- the responsibility- to do more.” (Mycoskie, 2011) After that trip in 2006, Blake came up with a bit of a risk...
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...business using TOMS as an example. Topics discussed are the environmental, economic, and social responsibilities of TOMS and they affect society. A Socially Responsible Company There are over 100 global trends to watch for in 2012. According to JWT Intelligence, the world's best-known marketing communications brand, the top ten trends will define and shape the future of the world. The number four trend in their video presentation is the rise of shared value. Rather than simply doling out checks to good causes, some corporations are starting to shift their business models, integrating social issues into their core strategies, aiming to create shared value. This concept reflects the growing belief that generating a profit and achieving social progress are not mutually exclusive goals. For example, Philips is collaborating with the Dutch government in a bid to provide affordable, sustainable energy solutions to some 10 million people across 10 sub-Saharan African nations by 2015. (Walter Thompson Company, 2009-2012) Another company demonstrating excellent social responsibility is TOMS. It is the belief of TOMS that they can improve people’s lives through business. They strive to operate with ethical responsibility. “One for One,” the famous slogan from TOMS Shoes, promises a new pair of shoes to a child in need for each pair purchased. The movement was started in 2006, after owner Blake Mycoskie visited Argentina and found the kids had no shoes to protect their...
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...1- According to Blackish Tv Show, Season 2 Episode 1 (The Word), This Episode shows that African American say the N word frequently. Therefore, they pass it on to their children unintentionally. In other words, they do not teach their kids that they should say it everywhere to everyone. But because they say it repeatedly, their generation learn it. However, the society think this word is offensive and should not be said in public. Also, this Episode demonstrates that African Americans do not accept this word from other racial/ethnics. At the end of this Episode, different generations have different views regarding this word. For example, Zoey's friends say the N word to her all the time and she never care about it as her dad. Because...
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...Environmental Scan- Project #1 TOMS Shoes: The One for One Project Kimberly L. Barron Marketing 314 September 17, 2012 “I was so overwhelmed by the spirit of the South American people, especially those who had so little. And I was instantly stuck with the desire- the responsibility- to do more.” (TOMS Shoes. 2012) These are the words of Blake Mycoskie, founder and Chief Shoe Giver of TOMS Shoes on his inspiration for a business that has taken consumers from all different parts of the world by storm and brought them together to help shape the future of an uncountable amount of children. The One for One Project was established to give every consumer the opportunity to help some of our most poverty-stricken communities throughout the world. With each pair of TOMS that is purchased, the company promises to give a child in need a brand new pair of shoes. After participating in the 2002 series of the hit reality TV show, The Amazing Race, Mycoskie decided to go back and revisit each country he had been in while on the show, one of those stops being Argentina. When he completed his graduate studies at Southern Methodist University and returned to Argentina in 2006, he was confronted firsthand with the conditions that members of these communities were living in; communities in such poverty that villagers could not even afford shoes for their children. He saw many non-profit organizations working so hard to help these children, but noticed many flaws in their heartfelt efforts...
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...Ginny Roady Mr. Moes 5 April 2012 Consumer Marketing Project TOMS When it comes to choosing the proper footwear I have come very accustom to TOMS shoes. I started becoming interested in TOMS about four years ago when one of my friends went on a trip and brought me home a pair. I loved them, they were extremely comfortable and I felt so neat wearing them, mostly because the people I hung out with at the time wore them and I always wanted a pair. TOMS was still relatively new to the world when I started wearing them. Blake Mycoskie founded TOMS in 2006 after taking a trip to Argentina and seeing the vast amount of children walking around without shoes. These people were experiencing devastating poverty and weak health conditions. Mycoskie left Argentina and couldn’t shake the feeling that he needed to do something to help. That’s where the journey for a new hope began. The traditional shoes that the lucky few Argentines wear is called alpargata and Mycoskie’s idea was to take that traditional shoe and reinvent it. The other part of his idea was to make every pair of shoe that was sold to a new pair to give to a child in need. Mycoskie was not new to the business world; before TOMS he had five other businesses that he grew into success. Although he wasn’t a rookie the first year still wasn’t easy. At first Mycoskie was only trying to sell on a small scale out of his apartment in California. He had his close friends and family at his side spreading the word and even purchasing...
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...TOMS Public Relations Plan 3025 Olympic Avenue - Suite C Santa Monica, CA 90404 www.TOMS.com Presented by: Averi Ahsmann May 10, 2011 IMC 740 Table of Contents Executive Summary……………….2 Situation Analysis………………….3 Product & Service Analysis……4-5 Target Market Analysis………...6 Distribution Network…………...7 Competitive Analysis………..….8-9 Current Financial Situation….10 Historical Results……………….11-13 Macroenvironment……………..14 SWOT……………………………..15 Objectives & Issues……………...16 Financial Objectives Marketing Objectives Critical Issues Marketing Strategy Target Markets…………………17-18 Positioning……………………...19 Marketing Mix………………….20 Marketing Research…………..21 Creative Strategy………………..22 Creative Brief Overall MC Strategy………….….23 PR Strategies & Tactics…..….…24-27 Schedule…………………………..28 Budget……………………………..29 Measurement & Evaluation…...30 Conclusion………………………..30 Works Cited………………………31-32 Executive Summary As an international brand, TOMS is looking to gain a strong foothold with new and existing customers by targeting men and women 18-24 years old, as well as 25-34 years old, specifically in the United States. Through this plan, TOMS will actively move forward to define a thriving market within which the brand can prosper. With extensive primary and secondary research, TOMS will accurately define and target challenges that they face. With this information, new objectives will be proposed for the TOMS brand that will define and reflect the market trends, which will in turn resonate...
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...Innovation in the Fashion Industry: A Study of Four Cases 1 Table of Content Introduction Page 3 Page 3 Page 3 Page 5 Page 6 Page 6 Page 8 Page 10 Page 12 Page 13 Page 14 The history of fashion Major trends and developments in fashion Company Selection Analysis of the Companies House of Einstein Zara Fragile TOMS Conclusion Teamwork References Appendix 2 Introduction The history of fashion In order to fully understand where the fashion industry stands today in terms of organizational forms and strategies, we first look at the transformation this industry has gone through. This paragraph will analyze the changes that have occurred in the fashion apparel industry in the past century. We will also discuss some of the major trends that are visible in the fashion industry today. Up until the 1960s, the fashion industry was roughly divided into two groups. First there were firms which were based on mass production, with low costs and standardized styles that did not change frequently (Bhardwaj & Fairhust, 2010). During this time, a large group of consumers was less sensitive to fashion and had a preference for practical, basic apparel. Secondly there was the luxury fashion industry, which originated in France. A small group of French traditional players set up a special ...
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...likes to spend his time with coloured people, which in Maycomb is not acceptable. In order to give people a reason to hate him, he must act drunk. This is not right! Finally, Maycomb is a racist town. Atticus even calls racism “a disease”. Due to the fact that Tom Robinson was black, they found him guilty in court. It is not right for an honest man who is black, to win a trial in Maycomb and also other places during this time in history. No matter how genuine that man may be he can’t win because the colour of his skin. It is a disappointment that Tom lost. Especially since he lost against Bob Ewell!! Bob Ewell is a dishonest drunk, who beats his children, and everyone in the town knows about it, and yet Tom is still found guilty of a crime he didn’t commit. All because a dishonest man beat his daughter, was a ‘black’ man found guilty and later died unnecessarily. This death affected the black community and the Finch family (Atticus, Jem and Scout). Tom died because no one stepped into his shoes and saw what he has to deal with on a daily basis because of the colour of his skin. In conclusion, before you criticize a person using rumours, race, addictions, or just not knowing them by person, step into their shoes and see what life is like from their perspective. And maybe then, and only then, would you be able to truly empathize with that person. Ask yourself, “Would I still judge that person?” ...
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...of written history. Wherever or whenever someone differs from the norm too much, people have a tendency to move in like a pack of hyenas. What is it that causes people to act this way? Is it insecurity? Is it fear? Whatever prejudice is at its core, it makes people lose control. They give up individual thought to be part of the group. Maybe they feel safer. But there is one thing that causes this mob mentality to fall apart: empathy. If someone puts themselves in another person’s shoes, looks through their eyes,...
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...94 Part Two | Understanding the Marketplace and Consumers Assignment No. 3 I.A.Mir VIDEO Case TOMS Shoes Principles of Marketing on how TOMS executes its strategy within the constantly changing marketing environment. After viewing the video featuring TOMS Shoes, answer the following questions about the marketing environment: “Get involved: Changing a life begins with a single step.” This sounds like a mandate from a nonprofit volunteer organization. But in fact, this is the motto of a for-profit shoe company located in Santa Monica, California. In 2006, Tom Mycoskie founded TOMS Shoes because he wanted to do something different. He wanted to run a company that would make a profit while at the same time helping the needy of the world. Specifically, for every pair of shoes that TOMS sells, it gives a pair of shoes to a needy child somewhere in the world. So far, the company has given away tens of thousands of pairs of shoes and is on track to give away hundreds of thousands. Can TOMS succeed and thrive based on this idealistic concept? That all depends 1. What trends in the marketing environment have contributed to the success of TOMS Shoes? 2. Did TOMS Shoes first scan the marketing environment in creating its strategy, or did it create its strategy and fit the strategy to the environment? Does this matter? 3. Is TOMS’ strategy more about serving needy children or about creating value for customers? Explain. COMPANY Case Target: From “Expect...
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...Sustainability Assessment of Nike Shoes Andrew Derrig Jake Stocker Luke Warren Pearson King Ethan Tinson Ellen Winston For Sustainability Science ENVS 195, Fall 2010, Dr. Saleem H. Ali Introduction and Justification In Greek, Nike means “victory” and since the beginning of the company in 1972, victory has been a term that has represented many things about the Nike brand. The Nike corporation produces athletic shoes, apparel, equipment and accessories that can be found in distributors in over 170 countries worldwide, it sponsors many professional and college level sports teams and has grown to be one of the largest athletic apparel corporations in the world. In the early „70s they started out manufacturing running shoes featuring innovative new technology that increased traction and made the shoe lighter as a whole. (Nike, 2010) Since then the Nike brand has taken off and become more than simply successful, it is infamous though for a few different reasons. The Nike name, generally linked to success and wealth, first got into trouble in the early „90‟s when footage of sweatshop and child labor in their factories was broadcast on international television, smearing their name across the globe. (Beder, 2002) In 1998 cofounder and CEO Phil Knight even recognized that the Nike name and product “has become synonymous with slave wages, forced overtime, and arbitrary abuse.”(Levenson, 2008) Since those dark days however, Nike has made a concerted effort to both improve their reputation...
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...novel, Scout thinks little of what Atticus says and refuses to believe any justification for how Miss Caroline treated her earlier in the day. However, Scout quickly becomes reminded of this lesson time and time again. At the climax of the novel, Atticus justifies Bob Ewell’s reaction of the court proceedings as “some kind of comeback(Lee 292)” when putting himself in Ewell’s shoes. Scout begins to relax, but is not reassured completely by Atticus’ explanation of Bob Ewell’s bland threats. Scout finally truly understands this coming of age lesson when putting herself in Boo Radley’s...
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...To begin with, I am going to be characterizing Atticus. One reason he is an understanding person is because he puts himself in other people's shoes. Atticus tries to understand why the Radley’s are so shy and quiet. He does not comment on how they do not ever come out, he thinks that if they want to come out they will come out. The Radley’s have never bothered Atticus, so he does not bother them. When he thinks about the Radley’s he tries to understand their point of view, maybe they do not want to come out because of the rumors people have created about them. During the process of this court case Atticus is getting a better understanding of how the Radley’s feel. He is starting to understand how it feels to be judged by the townspeople, and...
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...“To Kill a Mocking Bird”: Teaching Tolerance Through Empathy Mary Ellyn Fogarty December 8, 2012 America in the mid 1950’s and 1960’s was undergoing a profound social metamorphosis. Events such as, in 1954, the Brown v. Board of Education of Topeka, Kansas, with the Supreme Court ruling public school segregation illegal, which many believe sparked the civil rights era, in 1956 Rosa Parks refuses to give up her seat on a bus to a white man, “precipitating the Montgomery bus boycott, led by Martin Luther King Jr.” (To Kill a Mockingbird: Civil Rights Era, 2012), in 1957 federal troops were sent to Little rock Arkansas to protect nine African American students who were going white high school, per the court ordered desegregation of school, were challenging and for some forcing the way in which Americans lived, their beliefs and their treatment of African Americans that had been indoctrinated into their consciousness from the time they were born and many did not understand why this treatment was inappropriate, prejudice and unconstitutional. For some these changes were viewed as not an intrusion or criticism of their way of life but as...
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...Marketing Plan Oliberté International Marketing MIB Front - Team 4 I. Executive Summary II. Concept Statement A. Company Background and Mission B. Products and Services C. Business Model: Sustainability and Uniqueness D. Strategic Intention E. Marketing F. Risk Analysis G. Differentiation H. Evaluation: Factor of success III. Situation Analysis A. Industry Analysis 1. Industry overview 2. Porter five forces 3. Market size 4. Position in the market life cycle 5. Available distribution structure, plus attitudes and practices 6. PESTEL 7. Risk Analysis B. Firm Analysis 1. Brief history of the company and stage of internationalization 2. SWOT Analysis 3. Stakeholder Analysis 4. Product Development and Product Extension 5. Pricing and Financial Policy 6. Internet and E-commerce 7. Organizational Structure C. Competitor Analysis 1. Competitive Positioning: Direct and Indirect Competitors 2. Market Share Distribution 3. Future Competition – Direct and Indirect Competitor 4. Barriers to Entry 5. Competitive Advantages D. Customer Analysis 1. Who are your customers? 2. What do customers want/need? 3. What must be done to satisfy their wants and/or needs? 4. What is the size of the market? 5. What is the growth profile? IV. Strategic Marketing Decision A. Marketing Scope B. Marketing Goals 1. Successfully launch and market the expansion of the product offer 2 Marketing Plan Oliberté International Marketing MIB Front - Team 4 2. Successfully launch and market the...
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