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Dimisha
Rodgers
Maureen
Sills
Irina
Attias
Fadwa
Nita
It all started..
They lost…but..
In 2006…
Brand Inventory
Target Customer
SWOT
Distribution Channel
Pricing
Communication
Competitor
POP & POD
Brand Exploratory
Cus...
Brand Inventory
menecofriendly
philanthropy
accessories
children
Alloccasio
ns
family
womenFor allages
timeless
Moderately
priced
One for
...
Targeted to
18-25 years old
Distribution Channel
Pricing
How much do you spend for
a pair of shoes on average?
€ 59
€ 65
€ 65
€ 78
€ 39
Communications
€ 65
Parity & Differentiation
Brand Exploratory
comfortable
ethical
campaign /
charity
attractive
moderately
priced
ecofriendly
shoes
summer
community
giving
sustainable
...
Sources of BrandEquity
Brandimage
Brand mantra
One for one
Essential
Medium
Not at all
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
TOM...
Resonance:
Lifestyle products
(philantrophy)
Consumerloyalty
CustomerBasedBrandEquitypyr
amid
Salience: Everydayshoes for ...
Things Are Happening!
Events
Celebrity Endorsements
Product Placement
Co-Branding
In the Tabloids
Events
Ben
Affleck
Lenny
Kravitz
Hanson
Pretty Little LiarsMake It or Break ItQuest Magazine
Product Placement
Qvest Magazine
In the Tabloids
ThreatsOpportunities
WeaknessesStrengths
• Strong message
• Lifestyle choices (vegan)
• Limited retail stores
• Low brand ...
Recommendations
Internationalize their website
Stress their charity work!
Be more present in the audio visual
media ( TV) and also magazines.
QUESTIONS ?
THANK YOU
References
Toms Branding
Toms Branding
Toms Branding
Toms Branding
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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

Toms Branding

  1. 1. Dimisha Rodgers Maureen Sills Irina Attias Fadwa Nita
  2. 2. It all started..
  3. 3. They lost…but..
  4. 4. In 2006…
  5. 5. 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
  6. 6. Brand Inventory
  7. 7. menecofriendly philanthropy accessories children Alloccasio ns family womenFor allages timeless Moderately priced One for one shoes sustainable
  8. 8. Targeted to 18-25 years old
  9. 9. Distribution Channel
  10. 10. Pricing How much do you spend for a pair of shoes on average? € 59 € 65 € 65 € 78 € 39
  11. 11. Communications
  12. 12. € 65
  13. 13. Parity & Differentiation
  14. 14. Brand Exploratory
  15. 15. comfortable ethical campaign / charity attractive moderately priced ecofriendly shoes summer community giving sustainable One for One hipster / city life
  16. 16. Sources of BrandEquity Brandimage
  17. 17. Brand mantra One for one Essential Medium Not at all
  18. 18. 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
  19. 19. 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”)
  20. 20. Things Are Happening! Events Celebrity Endorsements Product Placement Co-Branding In the Tabloids
  21. 21. Events
  22. 22. Ben Affleck Lenny Kravitz Hanson
  23. 23. Pretty Little LiarsMake It or Break ItQuest Magazine Product Placement Qvest Magazine
  24. 24. In the Tabloids
  25. 25. 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
  26. 26. Recommendations
  27. 27. Internationalize their website
  28. 28. Stress their charity work!
  29. 29. Be more present in the audio visual media ( TV) and also magazines.
  30. 30. QUESTIONS ?
  31. 31. THANK YOU
  32. 32. References
  • CarmenLozada3

    Aug. 4, 2016
  • yahyayamin

    Oct. 13, 2015

This was my teams visual aid that we used to show Branding for Toms Shoes in the 2012 Summer

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