Blake Mycoskie started TOMS Shoes in 2006 after seeing children in Argentina without shoes. For each pair of shoes purchased, TOMS donates a pair of shoes to a child in need as part of their "One for One" model. Many children in developing countries grow up without shoes, putting them at risk for disease and injury and making it difficult to attend school. TOMS shoes have become popular among college and high school students in part because buying a pair also helps children, and the company hasn't spent money on traditional advertising.
About Toms company and its social contribution and its background, non-profit company based in Los Angeles . Company designs markets shoes as well as eyewear, coffee apparel handbags. Founded in 2006, founders are Blake Mycoskie and Alejo Nitti. Number of Employees are 500.
Toms SWOT presentation created as a joint effort by classmates of Professor Richmond's Social Media Marketing class of Florida International University.
Presentation of the strategy and analysis of TOMS Shoes. It studies how they gain competitive advantage, how they sustain it and the need for corporate social responsibility
About Toms company and its social contribution and its background, non-profit company based in Los Angeles . Company designs markets shoes as well as eyewear, coffee apparel handbags. Founded in 2006, founders are Blake Mycoskie and Alejo Nitti. Number of Employees are 500.
Toms SWOT presentation created as a joint effort by classmates of Professor Richmond's Social Media Marketing class of Florida International University.
Presentation of the strategy and analysis of TOMS Shoes. It studies how they gain competitive advantage, how they sustain it and the need for corporate social responsibility
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This version has been updated to include new slides showing the complexity of the supply chain beyond a simple product.
nike company presentation (nike diversification strategy ) follow me on on instagram @abhasduaxx like share subscribe, hope you like this and enjoy the presentation.
thank you
Lotte India project report including company profile, swot analysis, pestle analysis, 4As, 4Ps, 4Cs, Competitors and Survey done on customer satisfaction and feedback through questionnaire.
Supply Chain 101 The Journey of a T-Shirt (Updated)Tim Aumann
Using a t-shirt as an example, shows the entire supply chain from planning to customer delivery. Can be used in conjunction with the NPR Planet Money series on the manufacturing of a t-shirt.
This version has been updated to include new slides showing the complexity of the supply chain beyond a simple product.
nike company presentation (nike diversification strategy ) follow me on on instagram @abhasduaxx like share subscribe, hope you like this and enjoy the presentation.
thank you
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Case 4.2 TOMS’ One-for-One Business Model Is it Sustainable for t.docxzebadiahsummers
Case 4.2 TOMS’ One-for-One Business Model: Is it Sustainable for the Future?
• Web: www.toms.com • Facebook: TOMS • Twitter: @TOMS
Bruce R. Barringer, Oklahoma State University
R. Duane Ireland, Texas A&M University
Introduction
In 2005, Blake Mycoskie, a serial entrepreneur, needed a break. After starting 5 companies in 12 years, he traveled to Argentina looking for some time to relax. He met some expatriates who were doing social work in villages on the outskirts of Buenos Aires and asked if he could tag along. In one village in particular, he noticed that most of the children didn’t have shoes. He stopped a few of the kids to look at their feet and saw cuts, abrasions, and infections. He knew the villagers were poor and couldn’t afford to buy their children shoes and wondered what he could do to help. He also knew there was an inexpensive shoe in Argentina called the alpargata. What would be the best way to provide poor Argentinean children alpargata shoes?
Mycoskie thought about starting a charity but felt the charity model wouldn’t work. He envisioned himself asking his family and friends for contributions, and knew they would contribute once, or twice, or maybe even several times. But it would be hard to continue to ask. What he needed was an approach that would sustain itself by selling a product that people needed to buy anyway. The approach Mycoskie came up with he later dubbed “one-for-one.” He would create a for-profit business to sell alpargata shoes, and for every pair sold he’d donate a pair to a child in need.
Mycoskie returned to the United States and set up shop in Santa Monica, California. He started TOMS with no shoe industry experience. The company was originally called Shoes for Tomorrow but was quickly shortened to TOMS. To get started, Mycoskie went from one retail store to another with his unique business idea. A few Los Angeles boutiques agreed to sell the shoes. His first break came when the Los Angeles Times ran an article about his business. To Mycoskie’s surprise, the article spurred $88,000 in orders in a single weekend.
Fast forward to today. TOMS is now an international brand. Its one-for-one model has been expanded to include shoes, eyewear, coffee, and bags. As of early 2017, TOMS had given away 60 million pairs of shoes in 75 countries, had helped restore sight for 400,000 people in 13 countries, and has helped provide over 335,000 weeks of safe water in 6 countries. The one-to-one model has been tweaked some, but the intention is the same. TOMS still gives away a pair of shoes for every pair it sells. Eyewear was added in 2011. Rather than donating a pair of glasses for every pair its sells, TOMS donates an equivalent amount of money that is used for sight-saving measures, such as eye surgery, medical treatment, or a new pair of prescription glasses. Coffee was added in 2014, under the “TOMS Roasting Company” brand. For every bag of coffee that’s sold, TOMS Roasting Company works with its Giving Partners to.
CASE 12TOMS Shoes in 2016 An Ongoing Dedication to Social Respons.docxannandleola
CASE 12TOMS Shoes in 2016: An Ongoing Dedication to Social Responsibility
Margaret A. Peteraf
Tuck School of Business at Dartmouth
Sean Zhang and Meghan L. Cooney
Research Assistants, Dartmouth College
While traveling in Argentina in 2006, Blake Mycoskie witnessed the hardships that children without shoes experienced and became committed to making a difference. Rather than focusing on charity work, Mycoskie sought to build an organization capable of sustainable, repeated giving, where children would be guaranteed shoes throughout their childhood. He established Shoes for a Better Tomorrow, better known as TOMS, as a for-profit company based on the premise of the “One for One” Pledge. For every pair of shoes TOMS sold, TOMS would donate a pair to a child in need. By mid-2016, TOMS had given way over 50 million pairs of shoes in over 70 different countries.1
As a relatively new and privately held company, TOMS experienced consistent and rapid growth despite the global recession that began in 2009. By 2015, TOMS had matured into an organization with nearly 500 employees and almost $400 million in revenues. TOMS shoes could be found in several major retail stores such as Nordstrom, Bloomingdale’s, and Urban Outfitters. In addition to providing shoes for underprivileged children, TOMS also expanded its mission to include restoring vision to those with curable sight-related illnesses by developing a new line of eyewear products. For an overview of how quickly TOMS expanded in its first seven years of business, see Exhibit 1.2
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
Total Employees
470
450
400
320
250
72
46
33
19
4
Thousands of Pairs of Shoes Sold
25,000
10,000
7,250
2,700
1,300
1,000
230
110
50
10
EXHIBIT 1
TOMS’ Growth in Employees and Sales, 2006–2015
Source: PrivCo, Private Company Financial Report, “TOMS Shoes, Inc.,” created April 18, 2016.
Company Background
While attending Southern Methodist University, Blake Mycoskie founded the first of his six startups, a laundry service company that encompassed seven colleges and staffed over 40 employees. Four startups and a short stint on The Amazing Race later, Mycoskie found himself vacationing in Argentina where he not only learned about the alpargata shoe originally used by local peasants in the 14th century, but also witnessed the extreme poverty in rural Argentina.
Determined to make a difference, Mycoskie believed that providing shoes could more directly impact the children in these rural communities than delivering medicine or food. Aside from protecting children’s feet from infections, parasites, and diseases, shoes were often required for a complete school uniform. In addition, research had shown that shoes were found to significantly increase children’s self-confidence, help them develop into more active community members, and lead them to stay in school. Thus, by ensuring access to shoes, Mycoskie could effectively increase children’s access to education and foster community ac.
TOMsMKTG 434 Group ProjectSpring 2015R.docxedwardmarivel
TOMs
MKTG 434 Group Project
Spring 2015
Rajit Sandhu, Andrea Garzouzi, Donaldson Whigan, Ramadhanya Hunaina, Raveena Cheema, Judy Chen, Tommy Lam, Evan Calip
(Work on the cover page together- maybe add in the picture we’re using to represent us)
ADVERTISING PLAN
TOMS had huge success in it’s early life of the business. It’s recent decline in popularity in the last few years can be attributed due to the larger mysteries of TOMS never fully answering when they first started selling their shoes. It’s teenage and college audience from before are now are more mature and socially conscious which led them to ask questions about the organization. Questions such as:
· What kind of shoes does TOMS actually donate?
· Who gets the extra pair of shoes?
· How does this affect the economy wherever TOMS donates?
These questions are enough to determine the consumer into believing that TOMS is not as immaculate as they might’ve thought, essentially taking away the biggest attraction of buying TOMS.
Another problem surrounding TOMS is that their advertising and marketing strategy is severely limited to their efforts online and on social media. Very little priority and funds are spent on advertising mediums besides the Internet, and in fact, it was not until November 2013--seven years after the company’s founding that they finally launched their first paid media campaign. As a result of their lack of marketing activity offline, as well as the deployment of only five flagship stores (all of which are domestic), brand awareness is restricted largely to the West Coast of the United States. If TOMS are to sustain itself as a profitable business and combat its declining popularity, it can no longer rely merely on its Internet following.
Advertising Objective
As comfortable as these shoes may be, what initially grew their fan base was the heart of the company. TOMS lost sight of that and in return has been declining in popularity. So much that even though the general public is familiar with the brand, it is not as common for them to own a pair of TOMS. TOMS managed to raise awareness by the “One Day Without Shoes” Campaign, an annual event, where they encouraged everyone to go without shoes for a day out of the year. TOMS also created a website that included a countdown, allowing customers to register and participate. They partnered with Microsoft Advertising in 2010, which allowed them to connect with its target market. Through this, they were able to reach 55% of their target market online. The event awareness increased with each channel of advertising. The company must learn to utilize an eclectic mix of advertising mediums. These include print, TV, radio, outdoor, and sponsorships to expand their presence. TOMS employs charitable operations in over 75 countries, but they sell their products in only 30 countries. Their message and mission is one that is genuine, convincing, and noble, but it doesn’t reach nearly enough people. By ex ...
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2. WHY DID I PICK I recently bought my first pair of TOMS this summer. TOMS Shoes is a great company, which is also very charitable. I like what they are trying to achieve. My favorite shoe brand.
3. In 2006, American traveler Blake Mycoskie befriended children in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Blake returned to Argentina with a group of family, friends and staff later that year with 10,000 pairs of shoes made possible by TOMS customers.
4. Many children in developing countries grow up barefoot. Whether at play, doing chores or going to school, these children are at risk: •A leading cause of disease in developing countries is soil-transmitted diseases, which can penetrate the skin through bare feet. Wearing shoes can help prevent these diseases, and the long-term physical and cognitive harm they cause. •Wearing shoes also prevents feet from getting cuts and sores. Not only are these injuries painful, they also are dangerous when wounds become infected. •Many times children can't attend school barefoot because shoes are a required part of their uniform. If they don't have shoes, they don't go to school. If they don't receive an education, they don't have the opportunity to realize their potential.
5. FACTS: Colors&Logo: baby blue and white, the Argentinean Flag. Focus group: young adults, male or female. Usually from ages 19-24 The TOMS mission of giving shoes has attracted other brands, resulting in unique and successful collaborations. Examples of these collaborations are with Ralph Lauren and Element Skating Company.
12. WHY ARE COOL TOMS are comfortable and look good on your feet. TOMS are in style with college and high school age groups. TOMS offer a direct cause, knowingly, when you buy a shoe you are giving one. TOMS ARE SWEET.
13. HOW ARE DIFFERENT Most college campuses have TOMS club. TOMS haven’t spent a dime on advertising. Buying TOMS is a charitable cause. Every Tuesday is TOMS day. TOMS have several projects frequently, for example On April 8, 2010, TOMS hosted the 3rd annual One Day Without Shoes. The company challenged people worldwide to go a day without shoes in order to raise awareness for the millions of children who go without shoes every day. Over 250,000 people across the globe went barefoot on April 8 in support of TOMS One Day Without Shoes.
14.
15. Closing statement TOMS Shoe company is mainly for good cause. Their motto is One For One. TOMS have given one million pairs of shoes to children in need since September 2010. If one were to start a TOMS club they would gain valuable experience in marketing, event planning, promotions, viral marketing, and leadership and ultimately receive a letter of recommendation.
