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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.