...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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...IMBA article: http://irps.ucsd.edu/assets/001/503691.pdf http://www.slideshare.net/KathrynWatts/toms-shoes-28792436 https://www.behance.net/gallery/2855131/TOMS-Shoes-Media-Plan-Campaign On April 10th thousands of people around the world ditched their footwear for TOMS Shoes annual “One Day Without Shoes;” a campaign aimed at showing the impact a pair of shoes can have on a child’s life. It is heavily rooted in social media – supporters share experiences by Tweeting the #withoutshoes hashtag. AOL, a Simply Measured customer, partnered with TOMS to build online momentum leading up to 4/10. For us data geeks, AOL’s use of social media analytics was particularly interesting – both as a rally call for consumers and a as way to message results internally and externally. Looking at the data from these efforts serves as great case study for measuring and communicating social media analytics. Using Social Media Metrics as a Rally Call AOL created excitement around a social media metric – reach – asking consumers to help distribute the #withoutshoes messages to over 1,000,000 people before April 10th. By reporting reach each day of the campaign, AOL set a collective goal and communicated the impact to participants. At Simply Measured, we tend to think about social media programs like a megaphone. You put content in and when things work well, your messages get amplified. In this instance, AOL aligned their campaign goals around this amplification in a way that compelled consumers...
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...Shoes for Tomorrow By: Melanie Helgeson http://tomsshoes.com Introduction Blake MyCoskie established TOMS Shoes in May of 2006. (Fortune, 2008) MyCoskie competed on the second season of the hit show The Amazing Race, where he traveled to Argentina. There he met many children and adults who could not afford to buy shoes, he was troubled by this fact and wanted to do something about it. He traveled back to Argentina for vacation and it was then that he decided he would start a shoe business, but not an ordinary shoe business. He decided that for every shoe that was sold another shoe would be donated to a child in need. It was then that MyCoskie’s “One for One” marketing plan was created. (Time, 2007) Situation Analysis Product/Service Description http://tomsshoes.com The product that TOMS provides is an alpargata shoe. They are a form of shoes worn by Argentina farmers. These shoes are known for being very breathable because of their lightweight canvas top and leather insole. (http://www.wordnik.com/words/) They are slip-on as well as resilient, which helps in the fighting of podoconiosis, also known as “Mossy Foot”. This is a foot disease many people obtain from not wearing shoes while working in heavy soil. Fungus gets into the pores on the bottom of the foot and ends up destroying the lympathatic system (the tissue that fights against bacteria). TOMS is working to fight the disease and help bring shoes to people in need. (http://tomsshoes.com) TOMS has used its...
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...and Product Consumption Paper for Toms Beverly Clarkson MKT/431 November 1, 2015 Glenna Twing RUNNING HEAD: ETHICS AND PRODUCT CONSUMPTION PAPER Ethics and Product Consumption Paper for Toms Toms is a business started on helping others less fortunate. Blake Mycoskie, who is the founder and owner of Toms, decided to help one by one, with “One for One.” This is the slogan he adopted. With this approach, he started an organization that provides a pair of shoes for a child. Tom’s shoes begin it first of six pillars of the marketing code, honesty. Honesty When Mycoskie decided to implement his plan, several boutiques in Los Angeles, agreed to sell the shoes. Later his idea was picked up by the Los Angeles Times, who ran his article about his business idea. In just one weekend he had $88,000 in orders. After two years, of being established, Toms had made over $9.6 million in revenue. The integrity of Mycoskie that he would send free shoes to children in other countries says a lot of the honesty of Tom’s shoes. “One for One” is the main focus...
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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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...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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...Toms Shoes- Case Study ------------------------------------------------- Table of Contents 1. Executive Summary……………………………………………………....3 2. Situation Analysis .....................................................................................4 3. Analysis of case issues using marketing theory 3.1. The trends in the marketing environment …………………….. 5 3.2. Creating value for customers.......................................................6 3.3. Fitting in with the changing marketing environment...................7 4. Conclusion...........………………………………………………………....8 5. References………………………………………………………………...9 1. Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes...
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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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...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...
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...especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyze the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes company under current market environment. Toms is a shoes company that gives a new pair of shoes to a child in need for every pair of shoes a customer purchases. The company was founded in 2006 by an American entrepreneur who inspired to start a shoes company after his visit to Argentina where he saw shoes giving movement by non-profit organizations. Tom’s shoes have captured the hearts and mind of many customers because its strategies and well executed actions and the company is gradually growing in relatively short period of time. Introduction to the company and industry In 2006, American traveler Blake Mycoskie assisted children in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One Mycoskie's main reason is a disease called podoconiosis, a debilitating and disfiguring disease. Also known as "Mossy Foot", Podoconiosis is a form of elephantiasis that affects the...
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...Analysis of case issues using marketing theory 3.1. The trends in the marketing environment …………………….. 5 3.2. Creating value for customers.......................................................6 3.3. Fitting in with the changing marketing environment...................7 4. Conclusion...........………………………………………………………....8 5. References………………………………………………………………...9 1. Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes company under current market environment. Toms is a shoes company that gives a new pair of shoes to a child in need for every pair of shoes a customer purchases. The company was founded in 2006 by an American entrepreneur who inspired to start a shoes company after his visit to Argentina...
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...TOMS SHOES CREATIVE SOLUTIONS TO MAKE THE WORLD A BETTER PLACE Phillip Leggett Pernell Sullivan MGT 608 August 29, 201 Table of Contents Executive Summary Pg. 1 Introduction Pg. 2 Description of the Organization * Product Market Pg. 3 * Geographic Market Pg. 5 * Profit Model Pg. 5 * Stakeholders Pg. 6 * Competitors Pg. 7 Statement of Problem Pg. 7 Solutions of Problems Pg. 9 Supply Chain Management Diagram Pg. 11 SWOT Pg. 12 Conclusion Pg. 15 References Pg. 16 Executive Summary The international brand TOMS, a shoe company with the disposition to help the less fortunate created by Blake Mycoskie, has formed a business model that to date has been emulated by other shoes companies such as Sketchers. TOMS as a brand 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, TOMS innovative business practices sets out to change the world. Through Mycoskie’s plan, TOMS will actively move forward to define a thriving market within which the brand can prosper. Along the way there has been issues that have arose with the business plan and how much help TOM is doing in their places of interest. By providing free shoes in these impoverished areas any local industry that may have existed prior to the introduction of free international shoes would be affected, therefore...
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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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...Entrepreneurial Leadership Todd L. Mead April 16th, 2012 Entrepreneurial Leadership Entrepreneurs are at the heart of the American private enterprise system. Although the US operates under a modified capitalism economic structure where the US government regulates business to a certain extent through rules, regulations and monetary policies, it lies within our basic liberty and freedom to take a good idea and turn it into a safe and legal service or product that meets the needs and wants of consumers with minimal governmental interference. Without entrepreneurs, or the restriction of entrepreneurial growth, the US would or could become a socialistic or even communistic state where its citizens would rely on the government to provide them with their basic needs, including employment. Without entrepreneurs technology advances would be stagnant. Entrepreneurs take great risks. But it’s the road that leads to the rags-to-riches dream and keeps America on top of the business world. Pioneering capitalists and entrepreneurial leaders didn’t have the advantage of being able to study business geniuses and learn their leadership styles and how they would approach methods leading to business success. They were the geniuses that paved the road for the way we do business today. Thanks to those first pioneers and others that followed through the industrial revolution and beyond, today we have many business giants we can study to get an idea what it takes to be a successful entrepreneur...
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...of Saving International Feet TOMS Shoes Bergan Crane John Dabbs Reynaldo Nunez Group 3 February 24, 2011 MGT 3371 INTRODUCTION TOMS Shoes It is often assumed, after the past decade of scandalous CEOs and selfish executives, that the perspective of today’s “businessman” is one who strives to cultivate a small empire of affluence and happiness, private jets and vacation homes. The world is shown each and every day how the malicious business practices of one person can easily translate to the disintegration of the whole corporation. However, in rare instances, a businessman like Blake Mycoskie, the creator of TOMS Shoes, arrives on the scene and what he shows the world is that big business, and a big heart, can go hand in hand. TOMS Shoes was created in January of 2006 by Blake Mycoskie after an inspirational trip to Argentina gave Mycoskie an idea that was the foundation for both a business, and a charitable cause. That idea is what is now more commonly associated as TOMS motto, “One for One” (http://www.toms.com/our-movement). The TOMS concept is for every pair of shoes purchased from their company, one pair is provided to less fortunate children in locations around the globe. TOMS, headquartered in Santa Monica, California, has tested and excelled at the dual mission business model of being a for-profit company which is centered on giving. Creator and “Chief Shoe Giver”, Blake Mycoskie says of the TOMS company, “Giving is what fuels...
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