Toms Branding
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This was my teams visual aid that we used to show Branding for Toms Shoes in the 2012 Summer
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Toms Branding
- 4. In 2006…
- 6. Brand Inventory Target Customer SWOT Distribution Channel Pricing Communication Competitor POP & POD Brand Exploratory Customer Knowledge Sources of Brand Equity Brand Awarness Brand Mantra CBBE Pyramid Things Are Happing! Events Co-Branding In the Loop Recommendations
- 9. Targeted to 18-25 years old
- 11. Pricing How much do you spend for a pair of shoes on average? € 59 € 65 € 65 € 78 € 39
- 12. Communications
- 13. € 65
- 16. comfortable ethical campaign / charity attractive moderately priced ecofriendly shoes summer community giving sustainable One for One hipster / city life
- 18. Brand mantra One for one Essential Medium Not at all
- 19. 72% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% No Yes TOMS known by name 75% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% No Yes TOMS known by logo
- 20. Resonance: Lifestyle products (philantrophy) Consumerloyalty CustomerBasedBrandEquitypyr amid Salience: Everydayshoes for alltypes of occasions and people (ages, genders, styles) One for one -mantra Judgements: Attractive design for a goodcause Feelings: Great, guiltless, socially acceptable, fun&relaxe dstyle Performance:substantialpricequa lityratio •Useful, casual, comfort •Everydaystyle Imagery:Casual and humanitarian •Young targetgroup 18-25 (”changemakers”)
- 21. Things Are Happening! Events Celebrity Endorsements Product Placement Co-Branding In the Tabloids
- 22. Events
- 24. Pretty Little LiarsMake It or Break ItQuest Magazine Product Placement Qvest Magazine
- 26. In the Tabloids
- 27. ThreatsOpportunities WeaknessesStrengths • Strong message • Lifestyle choices (vegan) • Limited retail stores • Low brand awareness • Lack of visibility • Pre-existing competition • Massive shoe market • Price • Campaign is notenough • Potential market extension • Increasing green consciousness SWOT
- 28. Recommendations
- 32. Stress their charity work!
- 33. Be more present in the audio visual media ( TV) and also magazines.
- 34. QUESTIONS ?
- 35. THANK YOU
- 36. References
Editor's Notes
- Blake and his siter participated to the second season of the amamzingrac
- They didn’t make it to the final and then he decided to take a holiday..to Argentina!
- He was surprised to see how many children didn’t have shoes!!
- Why shoes? Prevent soil transmitted disease ( e.gpodoconiosis), prevent painful injuries, also allow children to go to school ( if you don’t have shoes you cant attend schoo+ need to walk to far away schooll)
- Product related attributes
- Why: after doing our own reaserch we found out that TOMS has succeded into attracting its desired taget marketWhy this particular group? Generation Y is a socially conscious bunch: volunteerism went up 25% from 2002 to 2005 and feelings of civic responsibility is the highest in 25 years. Socially conscious brands have seen a steady growth over the last decade, as Generation Y graduates from allowance to income.ALSO since TOMS is doing most of their advertising and PR through Facebook and that’s the age group which uses it the mostALSO young peoplelike their individuality and want to show it= they paint their plain white canvas Toms as they desire
- Found in main retail stores like nordstrom and neimanmarcus and journey’s. Smaller retail chain stores in western Europe
- http://www.joinred.com/Toms main competitor is converseshoesbecuasetheyhavebeenaround for generations and fromoursurvyeaboutwhichcharitywasmorerecongonizable, converse (red) had the mostvotes. Continuing with the converse brand, it is popular with the same market as Toms and they can be found in almost every store. (PRODUCT) RED Chuck Taylor All Star Hi Top Shoe Converse will contribute a portion of the profits from the purchase of every red-colored Chuck Taylor All Star shoe to the Global Fund to help eliminate AIDS.
- Points of Differentation: What makes toms unique is the fact that they do not partner with any other charitable organization, that they have their own charity. All purchases goes towards charity, that is why the shoes are priced quit high, to cover the cost of a pair that is going to be given out. When you search toms on google, their charity and what they are doing to rise awareness of their cause is not far from the name. What also makes them diferent is becuase they advertise as a community, in their pictures, print ads, vedios, getting the retailers involdedPoints of Parity: They are also confertable and in the same price range of their competetor, converse and as the same as converes, the ability to find shoes that express your own individualilaty.
- Beingperceived as comfortable is a truebenefitsince 78% of the respondentsconsideredcomfort to beone of the mostimportantattributes of shoes
- 32total. EuropeanmainlyTOMS is notyetknown in Europe --- alsosomethingthey’veidentifiedbythemselves.
- Promotionaleventsmainly in USA (also UK, Spain…)One daywithoutshoes (since 2008)
- Not your typical product placement, as you don’t see a LABEL. As TOMS is quite unique in the design they are, this is the only way to view the shoes as a product placement. Unfortunately, TOMS does not have much in the way of product placement but many stars are seen wearing them. http://coolspotters.com/brands/toms-shoes/and/tv-shows/pretty-little-liars#medium-1647107
- Price – threathavingtwosides. People can look at it as a qualityfactor and otherscan look at it as an overpricedshoe.Someviewersviewed the business idea of one for onenotbeingenough to help reducepoverty. Originally, Blake Mycoskie started the company as he heard that the children in these countries could not go to school unless they wore shoes.
- Local designer as a partner: a marimekko toms??