TOMS S HOES

I NTRODUCING T OMS  Commercial (30sec)   Ellen Show (3min)  A A

M ISSION S TATEMENT H IGHLIGHTS  One for One  “With every pair you purchase, TOMS will give a new pair of shoes to a child in need”  Creating sustainable business by turning customers into benefactors rather than depending on fundraising support  Environmentally friendly designs: made of local and recyclable products

T ARGET M ARKET  Young Teens to Early Adults who want to make a statement  Youth and Vegan shoes  Young People are a huge driving force  Help start TOMS movement  One Day Without Shoes  Campus clubs and internships  Over 500,000 friends Facebook and Twitter

C OMPETITORS  Sketchers  Simple Shoes  Sanuk  Converse  Vans

S TRENGTHS  Strong brand image, easily recognizable  Great use of social media: Inform customers and fans via facebook, twitter, website blogs and videossocial media  Shoes and limited merchandise for men, women, and children  Expanding into different styles such as the botas, wedges, and boots  Creating a new retail format

W EAKNESSES  No TOMS retail stores and limited retail distribution distribution  No main stream advertising  Criticism that TOMS hurts local business in other countries

O PPORTUNITIES AND T HREATS  Opportunities  Expansion of brand image and retail outlets  New shoe designs and styles  TOMS joining up with Nordstrom  Threats  Imitators looking to compete with TOMS (Sketcher’s BOBS)

T OM ’ S M ARKETING M IX

P RODUCT

P ROMOTION

P RICE

P LACE

Y OUR T URN  Old Spice (30sec)  gUE gUE  Product  Place  Price  Promotion

R ESOURCES  Toms. (2010). Retrieved from  The Point Weekly. (2010). Retrieved from  TOMS shoes vs Sketchers BOBS. (2010). Retrieved from  Sanuk. (2010). Retrieved from  Simple shoes. (2010). Retrieved from  The entrepreneurs. (2009, March 23). Retrieved from  Toms planbook. (2009, May 11). Retrieved from Plansbook-