TOMS shoes
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TOMS Shoes was founded in 2006 by Blake Mycoskie after discovering that children in Argentina did not have shoes. The company's premise is that for every pair of shoes purchased, TOMS will donate a pair of shoes to a child in need. Since 2006, TOMS has donated over 1 million pairs of shoes to children around the world. TOMS uses social media platforms like Facebook, Twitter, and YouTube to spread awareness of its mission and keep people updated on its work.
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Toms company presentation, slide share
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.
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Toms Shoes is a US-based company founded in 2006 by Blake Mycoskie to address the lack of shoes among children in Argentina. For every pair of shoes sold, Toms donates a pair to a child in need. Toms operates on a "One for One" model of corporate social responsibility, having donated over 60 million pairs of shoes to children in over 64 countries. In addition to shoes, Toms programs provide safe drinking water, eye exams, and medical care to communities around the world.
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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.
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Story of an amazing entrepreneur. About TOMS shoe of Blake Mycoskie. He is giving one pair of shoe free to needy after selling a pair in shop.
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Blake Mycoskie founded TOMS shoes in 2006 after taking a trip to Argentina and seeing children without shoes. The TOMS business model involves giving a pair of shoes to a child in need for every pair sold. Since then, TOMS has expanded to provide eyewear and clean water in addition to shoes. In 2014, Mycoskie sold 50% of TOMS to gain funding to further grow the product lines and social missions of the company. TOMS relies on word-of-mouth marketing and social media to promote its mission-driven brand.
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Toms company presentation, slide share
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.
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Toms Shoes is a US-based company founded in 2006 by Blake Mycoskie to address the lack of shoes among children in Argentina. For every pair of shoes sold, Toms donates a pair to a child in need. Toms operates on a "One for One" model of corporate social responsibility, having donated over 60 million pairs of shoes to children in over 64 countries. In addition to shoes, Toms programs provide safe drinking water, eye exams, and medical care to communities around the world.
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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.
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注：（本PPT部分内容是为大学生所设计。）
更新信息请联系：stanfordivyguo@gmail.com
欢迎转载，请尊重版权 Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Blake Mycoskie started TOMS shoes in 2006 with the "One for One" model, pledging to donate a pair of shoes to a child in need for every pair sold. Over 1 million children have received shoes through TOMS shoe drops in 28 countries. TOMS has expanded beyond shoes to also provide eye care. Through viral marketing campaigns, celebrity endorsements, and stylish yet affordable shoes, TOMS promotes its mission while becoming a profitable company.
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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.
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Blake Mycoskie founded TOMS Shoes in 2006 after witnessing children in Argentina without shoes. The company's business model is to donate a pair of shoes to a child in need for every pair sold. This "One for One" model aims to be economically sustainable while also improving lives. TOMS uses low-cost marketing primarily through word-of-mouth and keeps expenses low. By 2010, TOMS had donated over 1 million pairs of shoes across 20 countries and expanded its product line while maintaining its social mission.
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TOMS Shoes was founded in 2006 by Blake Mycoskie to address the lack of shoes available to children in developing countries. For every pair of shoes sold, TOMS donated a pair of shoes to a child in need. This "One for One" model aimed to be economically sustainable while also improving society. TOMS experienced rapid growth through word-of-mouth marketing and partnerships. By 2010, TOMS had donated over 1 million pairs of shoes across 20 countries and expanded its product line while maintaining its social mission.
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Blake Mycoskie founded Toms Shoes as a social entrepreneurship venture. While visiting Argentina, Mycoskie noticed many children without shoes and got the idea for Toms, which donates one pair of shoes for every pair sold. Toms has donated over 1 million pairs of shoes to people in need. As a social entrepreneur, Mycoskie uses his business to solve social problems by providing shoes for children who cannot afford them.
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TOMS is a company founded in 2006 that follows a one-for-one business model where for each product sold, one product is donated to someone in need. The company was started by Blake Mycowskie after witnessing children without shoes in Argentina. TOMS has since expanded beyond shoes and now partners with organizations to provide eyecare, water purification systems, and support for safe childbirth. The company utilizes social media, brand ambassadors, and awareness days to promote its mission and engage customers. While critics argue TOMS model does not address root causes of poverty, the company has positively impacted many lives through its donations.
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TOMS is a company that donates a pair of shoes to a child in need for every pair sold. The document discusses TOMS' nonprofit partnerships that help causes like Alzheimer's research, hunger relief, and environmental conservation. It also describes TOMS' "One Day Without Shoes" event where people walk barefoot to raise awareness of children without shoes, and encourages students to become campus representatives to host TOMS events and spread their message.
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Toms Shoes was founded in 2006 by Blake Myocoskie, who was inspired by the traditional Argentine alpargata shoe. The company operates under a "One for One" model, where for every pair of shoes sold, Toms donates a pair of shoes to a child in need. Toms uses a three-pronged public relations approach including traditional media, social media, and events. Through word of mouth and public relations efforts, Toms has grown exponentially from selling 10,000 pairs in its first year to distributing over 1 million pairs expected in 2010, positioning itself as one of the most recognizable shoe brands in the world.
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1) The outdoor industry is facing a wave of growth from millennial female consumers. While women's participation in outdoor recreation has grown in recent years, most companies take a superficial "shrink it and pink it" approach to marketing to women.
2) To effectively attract female consumers, companies need to design products that are both functional and fashionable for women. They also need to provide experiences like women-only outdoor classes to engage customers.
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设计思维 | Design Thinking
设计思维，以人为本的创新方法论。适用于产品，生活创新。重要的并非流程本身，而是潜在的思考方式，让我们更加适从于快速变化的世界。
注：（本PPT部分内容是为大学生所设计。）
更新信息请联系：stanfordivyguo@gmail.com
欢迎转载，请尊重版权 Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
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• 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.
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Blake Mycoskie founded TOMS Shoes in 2006 after witnessing children in Argentina without shoes. The company's business model is to donate a pair of shoes to a child in need for every pair sold. This "One for One" model aims to be economically sustainable while also improving lives. TOMS uses low-cost marketing primarily through word-of-mouth and keeps expenses low. By 2010, TOMS had donated over 1 million pairs of shoes across 20 countries and expanded its product line while maintaining its social mission.
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TOMS Shoes was founded in 2006 by Blake Mycoskie to address the lack of shoes available to children in developing countries. For every pair of shoes sold, TOMS donated a pair of shoes to a child in need. This "One for One" model aimed to be economically sustainable while also improving society. TOMS experienced rapid growth through word-of-mouth marketing and partnerships. By 2010, TOMS had donated over 1 million pairs of shoes across 20 countries and expanded its product line while maintaining its social mission.
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Blake Mycoskie founded Toms Shoes as a social entrepreneurship venture. While visiting Argentina, Mycoskie noticed many children without shoes and got the idea for Toms, which donates one pair of shoes for every pair sold. Toms has donated over 1 million pairs of shoes to people in need. As a social entrepreneur, Mycoskie uses his business to solve social problems by providing shoes for children who cannot afford them.
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TOMS is a company founded in 2006 that follows a one-for-one business model where for each product sold, one product is donated to someone in need. The company was started by Blake Mycowskie after witnessing children without shoes in Argentina. TOMS has since expanded beyond shoes and now partners with organizations to provide eyecare, water purification systems, and support for safe childbirth. The company utilizes social media, brand ambassadors, and awareness days to promote its mission and engage customers. While critics argue TOMS model does not address root causes of poverty, the company has positively impacted many lives through its donations.
TOMS: Get Involved
TOMS is a company that donates a pair of shoes to a child in need for every pair sold. The document discusses TOMS' nonprofit partnerships that help causes like Alzheimer's research, hunger relief, and environmental conservation. It also describes TOMS' "One Day Without Shoes" event where people walk barefoot to raise awareness of children without shoes, and encourages students to become campus representatives to host TOMS events and spread their message.
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TOMS Shoes was founded in 2006 by Blake Mycoskie with a "One for One" business model where for every pair of shoes sold, the company would donate a pair of shoes to a child in need. The company grew rapidly through word-of-mouth promotion and celebrity endorsements. By 2010, TOMS had donated over 1 million pairs of shoes across 20 countries and expanded its product line while maintaining fair labor standards in its factories. The founder emphasized spreading awareness of the company's mission through public speaking to inspire other entrepreneurs.
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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 ...
CASE 12TOMS Shoes in 2016 An Ongoing Dedication to Social Respons.docx
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.
Case study of TOMS Shoes Company.docx
TOMS Shoes Company was founded in 2006 by Blake Mycoskie with a "One for One" business model where for every pair of shoes sold, the company donated a pair of shoes to a child in need. The company grew rapidly using word-of-mouth marketing and celebrity endorsements. By 2010, TOMS had donated over 1 million pairs of shoes globally and expanded its product line while maintaining fair labor standards in factories. The CEO ensured strong leadership while allowing him to travel and promote the mission of the company.
Case study of TOMS Shoes Company.docx
TOMS Shoes is a for-profit company founded in 2006 that follows a "One for One" business model where for every pair of shoes sold, the company donates a pair of shoes to a child in need. The company's founder, Blake Mycoskie, was inspired to start the company after visiting Argentina and seeing children without shoes. TOMS uses low-cost marketing strategies and relies on word-of-mouth promotion from customers, volunteers, and celebrity endorsements to grow its social enterprise. By 2010, TOMS had donated over 1,000,000 pairs of shoes globally and had 85 employees plus many volunteers supporting the company's mission.
Toms Shoes Presentation
Toms Shoes was founded in 2006 by Blake Mycoskie, who was inspired by the traditional Argentine alpargata shoe. The company's unique business model is "One for One," where for every pair of shoes sold, Toms donates a pair of shoes to a child in need. Toms uses a three-pronged public relations approach including traditional media, social media, and events. Some key events include "One Day Without Shoes" and "Shoe Drop." Since its inception, Toms has seen tremendous growth and success, distributing over 1 million pairs of shoes annually relying on word-of-mouth and its public relations strategy.
Psy 305 project
Blake Mycoskie founded Toms Shoes in 2006 after visiting Argentina and witnessing children without shoes. The company's business model is to match every pair of shoes purchased with a pair given to a child in need. Mycoskie was inspired to help children attend school and prevent disease, as soil-transmitted diseases can penetrate the skin of bare feet. Toms has now given over one million pairs of shoes to children through partnerships around the world.
Tomsshoes
Blake Mycoskie founded TOMS Shoes in 2006 after seeing children in Argentina without shoes. TOMS matches every pair of shoes purchased with a pair donated to children in need. TOMS produces comfortable and fashionable shoes at reasonable prices and donates shoes to help children walk safely, prevent foot injuries, and go to school.
TOMS Shoes Notes
Toms is a shoe company founded in 2006 that donates a pair of shoes to a child in need for every pair sold. The document proposes several digital marketing strategies to improve Toms' social media presence, increase customer engagement, and boost sales. These include giving the founder a larger voice on social media, creating a mobile app for customers to connect and share photos, offering online coupons, enabling customization on their website, improving search engine optimization, and measuring success through analytics and increased revenue. The strategies would be implemented over time according to a budget and with consideration of brand recognition.
Toms Pr Plans book
TOMS Public Relations Plan outlines strategies to target new customers aged 18-34 in the United States. Through primary and secondary research, TOMS will define challenges and propose new brand objectives that resonate with the target audience. TOMS will utilize various promotional and PR strategies, such as their annual "One Day Without Shoes" event, to communicate their message that purchasing TOMS supports their mission of providing shoes to children in need. The plan includes sections on situation analysis, target markets, competition, marketing mix, and PR tactics.
Philanthropy_TOMS
Blake Mycoskie founded TOMS shoes in 2006 after discovering that many children in Argentina lacked shoes. TOMS' business model matches every pair of shoes purchased with a pair donated to a child in need. Originally focusing on footwear donations, TOMS has expanded its mission and now also addresses vision needs. Partnering with the Seva Foundation, TOMS donates eye exams, glasses, and surgeries to help restore sight in Nepal, Tibet, and Cambodia for every pair of TOMS sunglasses sold.
Citizenship stage 2 josh
Blake Mycoskie was inspired to start TOMS after visiting Argentina and seeing firsthand how many children lacked shoes. This led to poor health and infections. He founded TOMS with a "One for One" model where for every pair of shoes sold, TOMS would donate a pair of shoes to a child in need. While this helped many people, it also took time away from Mycoskie's family and business as he traveled often. His goal with TOMS was to help provide shoes and eyeglasses to poor children around the world.
Titas footwear Case Study by MAGNE Consulting
Titas Footwear – A brand more than a decade old, popular amongst the mass yet with no Social Connect….
Challenge : To create a customer connect, a platform of interaction through Facebook, generating buzz. To take the brand to today’s youth. Thus the target was young, more fashion-forward customers who are fond of fresh & unexpected web experience
MAGNE Consulting Pvt. Ltd worked alongside to get Titas footwear’s Social Media Presence off the ground. From starting with zero to little & now many conversation through Facebook we created few cohesive strategy in order to grow their Online Fan base.
Strategies : 1. Creating a Voice for the Brand – #Chotu Ki Kahaani ( Personalizing the Brand )
2. For a Cause – #Ek Jodi Juta (Securing future of lesser privileged children)
3. Online/Offline Integration Campaign ( FIFA FEVER & Wheel of Freedom)
4. Showcasing Titas Production & Product Strength – #Titas Tales
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CASE 12TOMS Shoes in 2016 An Ongoing Dedication to Social Respons.docx
CASE 12TOMS Shoes in 2016 An Ongoing Dedication to Social Respons.docx
TOMS shoes
- 1. TOMS Shoes Amy Ginther December 2, 2010
- 3. Founded in 2006 by Blake Mycoskie after traveling in Argentina.
- 7. Interns (Agents of Change)
- 8. No shoes for a day
- 9. Buy a Pair!
- 11. Collaborations Element Skateboards Rugby by Ralph Lauren Bergdorf Goodman Neiman Marcus Nordstrom AT&T http://www.youtube.com/watch?v=Ay7xrXBa7Zo&feature=related
- 12. Changing a life begins with a single step…
- 13. Sites Used http://nonprofitshoppingmall.com/mall-guide/ http://www.vanityfair.com/online/daily/2009/11/toms-shoes-debut-at-bergdorf-goodman.html http://www.toms.com http://www.facebook.com/tomsshoes?ref=ts http://www.helium.com/items/1651516-toms-shoes-marketing-on-youtube
Editor's Notes
- I spent my 2006 summer in Guatemala and a month of that time was spent working in an orphanage. I was in correspondence with people down there before I went and they told me the children need shoes. Over the course of a couple months I purchased a few shoes as well as ask for donations from my church and school. In all I brought about 50 pairs of shoes down; I wish I could have brought so much more.
- His name is Blake, not Tom. The TOMS name comes from TOMORROW, he wants to create shoes for tomorrow. They are modeled after the alpargata shoe that is native to Argentina. He noticed this shoe when he went down there to play polo. 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.
- Mycoskie was a contestant on the Amazing Race. He used those connections as well as his “rich friend” connections to get the word out about his business venture.One for One. Mycoskie returned to Argentina with a group and 10,000 pairs of shoes made possible by TOMS customers. As of September 2010, TOMS has given over one million pairs of new shoes to children in need through Giving Partners around the world.
- Website: The movement behind the product is in the upper left corner, 1st thing to see on the site.The story of the company is on right side. It is a video of Mycoskie telling the TOMS story.
- So at TOMS, we have Agents of Change who are critical in pushing forward a movement we all believe in very muchCampus ProgramsCreative/DesignEvent PlanningE-CommerceFinanceOnline MarketingRetail MarketingSocial MediaTOMS Shoes GivingHelp raise awareness of the impact a pair of shoes can have on a child’s life by going without shoes on April 5, 2011. Over 250,000 people went without shoes in 2010 and over 1,600 events took place around the globe.
- Target Demographic: 17-28 years old.Achieve awareness by that demographic by advertising to them using Facebook, Twitter, and YouTube. These are all free services, of course there are some premiums bought, but he is able to keep his costs low.YouTube has close to 2billion views, making it a good place to put videos up of what he is doing. Keeps people updated on drops as well.Mycoskie visits college campuses, recruits interns, and spreads his message. People want to be associated with good things.
- Element Skateboards has issued limited edition TOMS + Element shoes as well as a One for One skateboard. With every skateboard purchased, one will be given to a child at the Indigo Skate Camp in Durban, South Africa. Ralph Lauren sold co-branded Polo Rugby TOMS, giving a matched pair with every pair sold.Neiman Marcus and Bergdorf Goodman have created a special line with special materials to be sold in their stores. They have the same concept, but more expensive materials. Nordstrom sells the shoes you can buy online in their stores.
- TOMS now spends more on advertising than they did in the past, but they mostly rely on collaborations with companies willing to spend money. They are a Nonprofit looking to add something to the world. They had over 9million in profits in 2009, which led them to have the ability to give so much this year.