The document outlines a marketing plan to increase awareness of TOMS shoes among 18-25 year olds. The objectives are to increase website traffic, educate consumers on TOMS' giving model, and boost awareness of their product lines beyond basic alpargatas. The target customer is a 20 year old college student who cares about sustainability and social issues. TOMS promises comfortable, stylish shoes while donating portions of profits. The plan aims to boost key metrics through influencer marketing and ads on social media. A secondary target of fashionable 30+ year olds is also identified.
2. Objectives
● To increase TOMS awareness with the 18-25 year old demographic
● To re-educate the consumer on TOMS giving portion of their company
● To increase awareness of TOMS different types of shoes
● Increase traffic to the website
● Have social media influencers post about TOMS
● Social Media Ads
3. Customer Profile
Katie Kingsmore● 20 year old finance major at LMU
● In Pi Phi and participates on their
executive board
● Stylish and fashion forward
● Spends her time staying active
● Enjoys spending time outdoors
● Cares about the environment
● Sustainable
● Socially conscious
5. Reasons to Believe
● Sustainable products
● Donates shoes to those in need
● Takes on political issues
● Online reviews say TOMs are comfortable
● Portions of profits donated
6. Desired Actions
● Increase website traffic by 15% in the next 6 months
○ Specifically to the products and giving portion of the website
● Increase click throughs by 20% of media influencers’ posts and media paid-for
ads
● Increase awareness of different products other than the alpargatas by 15%
7. Next-Best-Option
● 30ish year old Marketing
professor at Loyola Marymount
University
● He is the perfect customer for
TOMS because…
○ he is constantly on his feet
while teaching
○ is extremely outdoorsy and
outgoing
○ is all around a hip and youthful
man
Julian St. Clair
8. Pros and Cons
PROS:
- Was the original target audience
- Now having kids can pass on brand loyalty
- They have the ability to spend money
- More prone to go outside and be socially
interactive
- More socially aware
CONS:
- Not the target market Toms wants right
now
- Younger people will assume that this brand
is only meant for older adults
- Shoes are too expensive for not doing one-
to-one
11. Positioning Statements
Target Audience: Gen Z, Millennials
Category: men and women shoes
Benefits: comfortable, youthful, stylish and charitable
Attributes: quality, look, feel and the philanthropic aspect
Target Audience: men and women aged 30 and up, who are fashion forward
Category: men and women shoes
Benefits: comfortable, durable, and charitable
Attributes: fit, ability to adapt to everyday life, and philanthropic aspect
12. Target Audience #1
● 18 - 25 year old men and women
● In school or recently graduated, entering the workforce
● Some experience with college life (2+ years or more)
● Socially Conscious
● Service Oriented
● Trendy
● Wanting a shoe that delivers comfort and style
13. Target Audience #2
● 30+ years old Men and Women
● Parents with younger kids
● Wanting a shoe for both workplace and social life
● Eco-friendly
● Needs durability
● Dependable
14. BCG Analysis
● Cow: Women’s shoes (older aged women
now, trying to make younger women and
men)
● Star: shoes
● Question: gun violence movement they
just started
● Dog: accessories, Tom’ coffee business
15. PEST Analysis
P- Push for gun control, environmental water regulations, climate change,
government shutdown
E- Tariff war with China, Higher taxes, Minimum wage increase,
S- Younger generations are big on company logos and brand loyalty, Companies
advertising on social media, media influencers, More people care about taking a
stance on important political issues,
T- New Samsung Phone, Social media gives people new way to get their news,
google glasses, Smart homes
16. SWOT Analysis
Strengths: Giving back aspect, sustainable products, Used to have high brand
awareness, In a variety of retail stores,
Weaknesses: Low brand awareness now, little advertisement, similar designs to
more well established brands, social media post about social awareness and not
about products, too many different giving back campaigns.
Opportunities: Gun violence campaign, bringing awareness to different
philanthropic campaigns they have
Threats: Other companies that do one-to-one or sell shoes in the same price point.
Well established brands with customer loyalty to that brand. Brands copying their
style
increase awareness of Toms different types if shoes because 75% of the 18-25 year olds haven't bought them in three years
we increase awareness with the 75% by having social media influencers post
People are unaware the shift away from the one-for-one model so we want to make sure the consumer is fully aware of this change so they don’t feel as if they were being lied too when purchasing shoes.
Many people are unaware of the newer styles of shoes so we want to show that TOM’s has more than just the original shoe design because we believe that the wider shoe range will appeal to more buyers.
We want consumer to revisit the website to be able to see that what TOM’s is up to now and also look at the new products.
To gain the target market of 18-25 year olds we believe that social media is the best and most direct way to reach this target as well as the use of influencers to show how the shoes can be styled and that other “influential” people like and are willing to actually wear TOM’s.
For many of us in our group presentation, we haven’t seen an ad for TOM’s on any social media platform so we want to increase TOM’s exposure on platforms like Instagram, Twitter, Snap, and Facebook.
She fits TOMS target market because of her age, fashion sense, love for the outdoors and staying active, and her socially conscious lifestyle.
Danielle
Eco Friendly - TOM’s is known for its commitment to being a sustainable company and giving back so keeping this is a brand promise is really important because it’s a major draw to people who choose to live and support companies that are eco-friendly.
Many online sources (reddit, etc.) show previous TOM’s customers saying that they believe TOM’s are really comfortable.
Uniquely stylish - 36% of 18-25 year olds would probably not buy a shoe over a brand they are loyal to and 30% of 18-25 year olds would definitely not buy a shoe over a brand they are loyal to.
Portions of profits donated - Many people are unaware that TOM’s has stopped the one-for-one model and we feel it is important to make sure that the customer is informed that they no longer does that but that they still are continuously donating shoes.
Socially Conscious - Again TOM’s is known for being socially aware (new gun violence campaign) as well as many other giving programs that they have. Many are not aware of the programs beyond the shoe giving model so we want to show that TOM’s does more than just give shoes.
Hannah
As more people are becoming aware of the negative effects of climate change there is a greater push from consumers to buy from companies that are doing their part to be sustainable.
TOM’s donates shoes to those in need which was their huge breakthrough into the market and how we hope to make future consumers choose TOM’s over other brands.
Gun violence campaign and other issues that the 18-25 year old market are very passionate about.
Hannah
Unique limited edition shoe for the gun violence
Based upon recommendations influencers will be paid to post pictures of Toms shoes and forms of their giving aspect to increase brand awareness and customer clicking
Through the use of social media influencer and paid adv we want to showcase other shoes rather than the original 1 for 1 shoe
Jelani
30ish years old
Constantly moving around while teaching (comfort is essential)
Hip and youthful (aware of trends)
Adventurous and outgoing (skydiving)
Aware of current societal issues (socially conscious)
Jelani
PROS
Current 30ish year olds were the original target audience
If loyal to the brand, would likely pass down that sense of loyalty to their own children
More likely to be out and interacting with others (technology consumes 18-25 year olds lives to a higher degree that 30+)
Likely more aware of social issues and changes within society
CONS
Not the target market TOMS is currently looking for
If targeted to older adults, younger demographics may believe the shoes are solely for the older crowd
Shoes are a bit pricey for there to no longer provide one-to-one service
Chose Gen Z because they are the target market that TOM’s would like to capture next. We believe the shoe designs need to be youthful since the market is younger as well as unique because brand loyalty is incredibly high with this age demographic. This group is very into wearing brand names but only if that brand is seen as a “cool” and innovative brand (Nike, Adidas, Fila, Vans, etc.) without those markers this demographic probably doesn’t want to wear branded apparel or shoes. In order to get that market to buy TOM’s we believe that they need a more unique design so they can stand out on their own.
Second market is 30 and up because they are the ones still buying TOM’s. The current designs are more tailored to their choice of style as they are more simple and similar to other brands on the market now. This demographic puts more emphasis on charitable acts by companies when it comes to the buying decision. They are also more likely to pay more for shoes than the gen z market.
18-25 year old demographic is what TOMS is wanting to reach, focus on young professionals and those with some college education. 75% of the 18-25 year old demographic that was surveyed hasn’t bought a pair of TOMS in 3+ years
Target people who are socially conscious and are service oriented, while still being trendy and looking for a shoe that delivers comfort as well.
Target audience TOMS already has, they were the 18-25 year old demographic when TOMS first started and grew with the company
Possibly parents who can pass on brand loyalty, want shoes that function for home and the workplace, that offer style and comfort.
Care about the environment, so this demographic want shoes that are friendly for our environment.
They care about shoes that are durable and dependable.
Gabby
Based upon the variety of shoes TOMs carries a variety of shoes that are similar to shoes that brands like Nike, Adidas, Aldo, and Steve Madden carry.
Tom’s is centered and most effective with comfort and price.
Nike is very expensive but also very comfortable.
Steve Madden is inexpensive but also not the most comfortable shoe.
Aldo is expensive while being comfortable.
This shoes that Tom’s is the best for price, while still being comfortable out of all these brands.
