toms shoes final

7/27/2019 TOMS Shoes Final

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INTRODUCTION

TOMS Shoes is a company based in Santa Monica, California.

The company is a for profit, that also operates as a non- profitsubsidiary.

Created by Blake Mycoskie in 2006 after traveling to Argentina and

realizing that the children their have no shoes

As of September 2010, TOMS has given over one million pair of

new shoes to children in need


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INTRODUCTION CONTINUED

One for One

With every pair you purchase , TOMS will give a new pair of shoes to a childin need

Creating sustainable business by turning customers into benefactors ratherthan depending on fundraising support

Holding big events each year which many people participate.

One of their big events is called A Day without shoes, In this event

many people go without shoes for a day.


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BACKGROUND FACTS

Product description (4Ps)

Product TOMS shoes sells shoes mostly. In 2011, they have started to sell eye wear

product.

Price

TOMS Shoes average $40-$140 a pair.

Place sell mostly online, can also find them at Nordstrom, Journey, and Zumiez.

Promotion

No advertise on T.V, but big in social Media. Over 2 million followers overTwitter, Facebook, Google +, and other Social Media.


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MARKET DESCRIPTION

COMPETITORS

Nike

Adidas

Sketchers

Converse

Vans


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MARKET DESCRIPTION

STRENGTH

Strong brand image, easily recognizable . Great use of social media: Inform customers and fans via facebook,

twitter, website blogs and videos.

Expanding into different styles such as the wedges, and boots.

Creating a new retail format.


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MARKET DESCRIPTION

WEAKNESSES

No TOMS retail stores and limited retail distribution.

No main stream advertising.

Criticism that TOMS hurts local business in other countries.


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MARKET DESCRIPTION

OPPORTUNITIES AND THREATS

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 (Sketchers BOBS)


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CUSTOMER BASE DESCRIPTION

Target Market

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


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WHAT ARE WE TRYING TO EXPLORE

We want to know if they are interested in donating these pair or using

the profit money on training camps to improve the society outside theU.S.

Brand loyality.

Raise Awareness.

Our ultimate goal in this project is to raise awareness by setting up

training programs instead of giving away shoes, because giving away

shoes does not help the undeveloped countries because many of themalready own shoes. By setting up training camps people will learned the

skill needed and more jobs will be provided thus increasing GDP to

their countries and will increase our GNP, GDP as well.


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ASPECT OF 4PS WE NEED TO IMPROVE ON

PROMOTION

TOMS Shoes promotion is probably their biggest weakness. They rely

heavily on word of mouth.

We are hoping to improve by :

Having TV advertising to letting people know the different ways TOMSshoes is contributing towards undeveloped countries on social media sites.

Hosting more social events.

Using the profit money to build training camps towards the country. These

training camps will make shoes for their country and will give some profitback to TOMS Shoes


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RESPONSE TO COMPETITION

We use survey to find out what method people prefer :

1. donating shoes

2. contribute to training camps

With the result we get from survey, we are hoping to sell more shoes than

other shoe

companies; by giving away options it will expand the customer base. Theywill have

the power of which two options they prefer. By doing this more people

should be

interested because they will know their money will go to something they

prefer, as a

result profit can be made.


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DATA

We formulated our survey by looking up information about TOM Shoes

online.

They were many questions we thought of doing the survey, but we limited

ourselves to

a few question, so that the people we survey interest will stay. At the end

we narrow

ourselves to seven questions for our survey.


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SURVEY QUESTIONS


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Male Female

6 4

11 20 1

1 1

1 6

1 9

20 23

40+

Total

26-39

Age Group

Under 15

15-1819-21

22-25

0

5

10

15

20

25

Under 15 15-18 19-21 22-25 26-39 40+ Total

Male

Female


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Single Married Other

9 0 1

8 1 41 0 0

2 0 0

2 3 2

1 8 140+

Marital Status

Under 15

15-1819-21

22-25

26-39

0

2

4

6

8

10

Under 15 15-18 19-21 22-25 26-39 40+

Single

Married

Other


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Not At All

Important29 11 3

33 8 1

34 7 0

18 11 13

14 7 10

10

14

4

31

15

8

News Paper/Magazine

Internet

Radio

Store Advertisement

Never Heard of Them

Friends/Family

How Important When Perchasing

Where Did You Hear About TOMS SHOES (Checks)

Color

Style

Brand

Trendiness

Price

Information Very

Important

Somewhat

Important


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Statement Strongly Agree Agree Don't know Disagree Strongly Disagree

I would be willing to pay more

for my shoes/glasses since it

would benift others.8 18 12 3 2

I feel it is a good idea that

TOMS offers help to those in need. 25 16 2 0 0

I feel it is a good idea to offer training assistance to

those in need so they may learn

to help sustain their self.15 22 5 1 0

RESULT


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0

5

10

15

20

25

30

Strongly

Agree

Agree Don't know Disagree Strongly

Disagree

I would be willing to paymorefor my shoes/glasses sinceitwould benift others.

I feel it is a good idea

thatTOMS offers help to those inneed.

I feel it is a good idea tooffer training assistance tothose in need so they maylearnto help sustain their self.

toms shoes final

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