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Tom's brand audit
- 1. Group 6: Sonia Herman, Stella Kim, Sean Nelson, Chengcong Sun
- 2. Intro: Who We are. What we do.
- 3. Intro: Who We are. What we do.
- 4. Current brand positions Feminine fashion Socially responsible Philanthropic brand Seasonal wear Good canvas shoes quality
- 5. Target Audience Primary: environmentally conscious male and female who are fashionable, college students (age 19-24) Secondary: environmentally conscious male and female who are fashionable, high school students (age 14-18)
- 6. Our Campaigns The Gift of Shoes The Gift of Sight The Gift of Water The Gift of Safe Birth The Gift of Kindness
- 7. The Gift of Shoes
- 8. The Gift of Sight
- 9. The Gift of Water
- 10. The Gift of Safe Birth
- 11. The Gift of Kindness
- 12. Main Issue: Market to Male Consumers More Effectively Current Situation: Feminine brand perception High quality male product lines with lagging sales Goals: Increase male product sales by 15% in 1 year (August 2017) Change brand perception to gender neutral company
- 13. New Strategic Plan 1. Logo 2. Expanding Marketing Campaign 3. Twitter 4. Target Cultural Influences 5. Celebrity Endorsement
- 15. Strategic Plan: Logo Modifying Our Logo ● Rebrand male product line under new Toms Flag ● Green portrays social responsibility and growth ● Darker color gives product line more masculinity ● Similar enough to keep positive associations
- 16. Strategic Plan: Expanding Our Marketing Campaign Save Our Boys
- 17. Pick your own Donation North America: My Brother’s Keeper Alliance Asia: International Labor Organization South America: The World Bank to protect low income soccer players Africa: giving circumcisions to boy’s in needs
- 18. Strategic Plan: Twitter Need Some Changes in Twitter
- 19. Strategic Plan: New Twitter Ideas
- 20. Strategic Plan: Celebrity Endorsement Featuring Brad Pitt Social Media: Twitter TV advertisement Philanthropy Events: #withoutshoes
- 21. Strategic Plan: Cultural Influences Target cultural influencers ● Hire college students as brand ambassadors, targeting those specifically involved in Greek life, student clubs, and/or athletics ● Brand ambassadors hold events and distribute swag and merchandise ● Give free product to male fashion bloggers in exchange for reviews
- 22. Questions?
Editor's Notes
- Stella
- Stella *Tell story how it all started (TOMS’ one for one) It all started from this one trip. In 2006, Blake Mycoskie, who is now the founder of TOMS, and his friends had a trip to Argentina, and they found kids with no shoes, so he decided to create shoes to help them. Now TOMS has grown and we are trying to help more kids in other countries such as Cambodia, Haiti, South Africa, USA, and etc,. We partner with humanitarian and health organizations around the world. They help us give shoes year after year, and provide shoes to the same children as they grow
- Stella
- Cic F: strong feminine brand image with their most profitable products, canvas shoes, which is more popular in female group although TOMS both provide female and male versions. Many male though Toms have an iconic female shoes no matter in their official website and Twitter so they are feeling not targeted to buy. S: One for One programs and TOMS animal initiative to partner with nonprofit animal conversations to increase people’s awareness to protect the global animals around fo the world. So that also the reason why toms is a philicanthropic brand to help people to improve their lives and provide the needs that want.
- Cici
- Stella Right now TOMS have 5 on going campaigns.
- Stella With every pair of TOMS shoes you purchase, TOMS will give pair of shoes to a person in need.
- Stella With every pair of TOMS eyewear you purchase, TOMS will provide a person in need with a eye exam by trained medical professionals, and then they will receive the treatment they need. These treatments include prescription glasses, sight-saving surgery, and medical treatment.
- Stella With every bag of TOMS Coffee you purchase, TOMS will provide one week of clean water, 140 liter, to a person in need. We work with Giving Partners who have expertise in water, sanitation and hygiene to help create sustainable water systems in 7 countries from the same regions where we source our coffee beans.
- Stella With every TOMS bags you purchase, TOMS will help provide a safe birth by providing clean birth conditions and skilled attendants. (Mention that it is female focused philanthropy)
- Stella With every TOMS StandUp Backpack you purchase, TOMS will help prevent bullying by training school staff and crisis counselors.
- Sean
- Sean
- Sonia Already had female focused campaign: the gift of safe birth Pick your own donation, on top of One for One campaign, 25% of the money that people spend for every purchase of a pair of shoes will go towards our Save Our Boys campaign. More connection for the consumers and charities
- cici NA: benefiting young minority men developing mentoring relationship, education in laws and violences, improving their graduation rates, and other skills so they can be prepared for college. Asia:Child labor is a big issues for young boys in a lot of Asian countries like they are forced to use sharp tools, spray hazardous chemical, So work with ILO to try protecting and strengthening the law in all over the world. Souch America: soccer players earn less than $650 per month and also they are facing difficulty to exercising their labor rights and claiming their insurances
- Sonia (twitter problem: feminine aesthetic)
- Sonia