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TOMS Shoes

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by

Andy Chang

on 5 April 2014

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Transcript of TOMS Shoes

MKT 325-– Brand & Product Management
History of TOMS
American footwear company
Santa Monica, California
Created by Blake Mycoskie in 2006
Inspired by traveling to Argentina and realizing that the children there have no shoes
TOMS Brand Resonance Pyramid
Hope
Giving
Future
4P's of TOMS And Competitors
Target Market
Marketing Mix
Price: $54 to $140
Place: Online shop or retailer
Products: Shoes and eyewear
Promotion: Free shipping
Communication Channels
Website
Blog
Direct Mail
Email
Print ads
TV commercial
One for One

With every pair you purchase, TOMS will give a pair of new shoes to a child in need.”


Giving shoes in more than 60 countries
10 million pairs
Helping restore sight in 13 countries
150,000 people
Profitable cause marketing has kept TOMS sustainable

New Marketing Approach-"The Marketplace"
Recommendations
1. Associating the Marketplace to TOMS
Competitors

Professor: Rodrigo Espinosa
Presenters:
Chia-Hao Chang(Andy)
Che-Yu Hsiao (Vivian)
Yu Yoshimura (May)
Chiuwai Mung

Brand Image
Name
“Shoes for Tomorrow”/ Better tomorrow
Logo
Argentine’s national flag
Symbol
Alpargata
Package Design
Unique, simple, and eco-friendly

Fall 2013 MKT-325
Brand and Product Management
Facebook
Pinterest
Twitter
Google+
Youtube
Instagram
TOMS Mental Map

Lifestyle
Devoting in charity
Young
Cultural
Meaningful
Special design
Potential to be a trend
Everyday style
Comfortable
Reasonable price
Casual footwear
Good Cause
2. Opening TOMS retail stores
Thank you!
Questions?
Retail destination of socially conscious brands
product from 3rd party companies
From accessories, apparel
Support the social concern companies
Satisfy consumer demand
Shop by different social concern
Shop by Region and brand
Introduction page of each brand (designer)
Telling stories about the brand
Full transcript