Brief introduction
Toms Shoes is a company based in the United States of America with a market capitalisation of $5 million Dollars (USD) as of 2014 . The organisation differentiates itself through community outreach programs where any purchase of shoes by a customer goes towards providing shoes for those less fortunate in over seventy countries. Tom’s Shoes works in conjunction with existing aid organisations who incorporate donations by Tom’s shoes into their existing programs. Toms shoes uses the image of giving as a key marketing tactic and uses this tactic in a similar manner throughout its product lines including Eyewear and Coffee; providing medical eye treatment to individuals and safe drinking water. Tom’s Shoes uses the ideology …show more content…
A key point of difference which is presented to the consumer by Toms shoes is that with every purchase of a product the wider community benefits. The competing firms offer one off promotions to support a cause, Toms continually supports the wider community through its multiple causes. While the brands competing with Toms offer a wide range of products all of a similar nature Toms markets its product as one to support the community and this being its key marketing strategy. competing on the level of emotional attachment to the consumer rather than on a brand known simply for quality, social group or activity as is presented by competing firms. …show more content…
Favorability = Brand loyalty displayed through facebook page, consumers commenting how they have 50 pairs etc…
However, there are blogs expressing how viable the campaign is and questioning the authenticity of their charitable activities
Uniqueness = not the only shoe brand that promotes a one for one campaign - sketchers Bobs also do souls4soles
Conclusion nayrah
SWOT analysis; clearly identify key marketing challenges Recommendations (addressing the identified key marketing challenges and realistic suggestions)
Strengths:
Strong brand passion and loyalty
Ethical and socially conscious core of business - philanthropic growing brand large distribution - online and retail outlets
One day without shoes campaign
Weakness:
Low brand awareness - compared to other competitors (vans, sketchers, converse)
Low brand equity
Minimal Advertising
Very specific target market: 18 - 29 year old
Opportunities:
Create jobs
Increase ethical and socials awareness
Partnership with other retailers (to expand) potentially Myer
Consumer trend towards social responsibility
Expand market
Threats:
Consumers pessimistic about quality and if social claims are true - sob story
SImilar competitors (BOBS) also offering shoe, soles4souls
Cheap imitations in Australian Markets - Kmart / Big
Toms Shoes is a company based in the United States of America with a market capitalisation of $5 million Dollars (USD) as of 2014 . The organisation differentiates itself through community outreach programs where any purchase of shoes by a customer goes towards providing shoes for those less fortunate in over seventy countries. Tom’s Shoes works in conjunction with existing aid organisations who incorporate donations by Tom’s shoes into their existing programs. Toms shoes uses the image of giving as a key marketing tactic and uses this tactic in a similar manner throughout its product lines including Eyewear and Coffee; providing medical eye treatment to individuals and safe drinking water. Tom’s Shoes uses the ideology …show more content…
A key point of difference which is presented to the consumer by Toms shoes is that with every purchase of a product the wider community benefits. The competing firms offer one off promotions to support a cause, Toms continually supports the wider community through its multiple causes. While the brands competing with Toms offer a wide range of products all of a similar nature Toms markets its product as one to support the community and this being its key marketing strategy. competing on the level of emotional attachment to the consumer rather than on a brand known simply for quality, social group or activity as is presented by competing firms. …show more content…
Favorability = Brand loyalty displayed through facebook page, consumers commenting how they have 50 pairs etc…
However, there are blogs expressing how viable the campaign is and questioning the authenticity of their charitable activities
Uniqueness = not the only shoe brand that promotes a one for one campaign - sketchers Bobs also do souls4soles
Conclusion nayrah
SWOT analysis; clearly identify key marketing challenges Recommendations (addressing the identified key marketing challenges and realistic suggestions)
Strengths:
Strong brand passion and loyalty
Ethical and socially conscious core of business - philanthropic growing brand large distribution - online and retail outlets
One day without shoes campaign
Weakness:
Low brand awareness - compared to other competitors (vans, sketchers, converse)
Low brand equity
Minimal Advertising
Very specific target market: 18 - 29 year old
Opportunities:
Create jobs
Increase ethical and socials awareness
Partnership with other retailers (to expand) potentially Myer
Consumer trend towards social responsibility
Expand market
Threats:
Consumers pessimistic about quality and if social claims are true - sob story
SImilar competitors (BOBS) also offering shoe, soles4souls
Cheap imitations in Australian Markets - Kmart / Big