...Choose a favorite company and think carefully about how to define its strategy: TOMS a. Defining the industry in which your firm competes. Establish the average economic performance for the industry, and comparative performance for your firm. The US footwear industry is consisted of four basic product categories in the market: casual (52%), athletic (31%), dress and rugged shoes. There is an increased competition, due to larger mergers and acquisitions. The demand for the shoe industry is driven by fashion and demographics. The profits are mostly depending on the design, especially small companies in the industry use more differentiated and superior designs, along with superior marketing. 95 percent of all footwear sold in the U.S is imported. The logistics and the delivery of the products are the most important things for the footwear industry. China has been he main source for imported footwear. The domestic players in the industry are facing a great competition with imported footwear from China and other outsourced countries. However, Toms is one of the companies that completely manufacture the shoes in other countries, so that they are not experiencing any negativity in terms of tariffs. b. Identify key competitors in your firms industry (minimum 2 competitors), and assess the competitive position of your firm and their competition. Key competitors for Toms are Converse and Keds. Both companies are privately owned just like Toms Shoes. The...
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...ANALYSIS 13 Brand Awareness 15 Brand usage 19 Brand consideration 24 BRAND POSITIONING 26 OVERALL POSITIONING ANALYSIS 33 IDEAL PACKAGE 34 WILLINGNESS TO PAY PRICE PREMIUM 36 ANALYSIS OF ADVERTISING MODULE 37 Analysis of Mobilink ad 40 Analysis of Glow by Warid ad 42 Analysis of Telenor ad 44 Overall Advertising Analysis 46 LIFESTYLE ANALYSIS 46 RECOMMENDATIONS 49 REFERENCES 50 APPENDIX 51 LIST OF TABLES Table 1 Kish Social Economic Class Grid 12 Table 2 Mobile Phone Category Analysis 14 Table 3 Mobile Phone Category Analysis across SECs 14 Table 4 Crosstab TOM and SEC 15 Table 5 Crosstab Spontaneous Awareness and SEC 15 Table 6 Crosstab Aided Awareness and SEC 16 Table 7 Crosstab Advertisement Recall and SEC 17 Table 8 Crosstab First Favorite and SEC 17 Table 9 Crosstab Second Favorite and SEC 18 Table 10 Crosstab Brand Recommended and SEC 19 Table 11 Crosstab Brand Ever Used and SEC 19 Table 12 Crosstab past Six Months and SEC 20 Table 13 Crosstab past Three Months and SEC 20 Table 14 Crosstab Brand Used Most Often and SEC 21 Table 15 Crosstab Brand Currently Using and SEC 22 Table 16 Crosstab Previous Brand and SEC 22 Table 17 Crosstab Previous Brand and Age 23 Table 18 Brand Currently Used and SEC 24 Table 19 Crosstab Brand Plan to use in Future and SEC 24 Table 20 Crosstab Brand Plan not to use in Future and SEC 25 Table 21 Brand Market leader and SEC 26 Table 22 Brand for Lively People and SEC 26 Table 23 Trustworthy Brand and SEC...
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...Theme Chart Analysis Using the Grounds Theory approach our group determined and analyzed the common themes on social media surrounding the Toms Shoes brand. We created a Theme chart and a sub-theme chart from the largest theme. These charts can be seen below. The top three themes were 1) Social Justice, which was mainly comprised of soundbites focused on the Toms One For One motto and their positive impact on those less fortunate 2) Style, which was largely focused on the look of the shoes and 3) what we named Purchase/ want, this category was comprised of soundbites in which people were talking about a purchase they had just made or stating that they really wanted to purchase a certain pair, more pairs or every pair of Toms. We have chosen to further discuss a number of the themes seen in the charts below. Theme: One Day Without Shoes The most talked about theme turned out to be Social Justice and a large sub theme of social justice was Toms campaign advertising campaign; One Day Without Shoes. Therefore we began to evaluate the effectiveness of the Toms Shoes campaign “One day without shoes,” which is held every year. This year of 2012 the event was held on April 10th, 2012. We predicted that advertising of the campaign through digital and traditional media would increase brand awareness to customers and therefore show an increase in the online chatter or buzz before the date of campaign. We also expected to see many positive comments and customer participation after...
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...of Saving International Feet TOMS Shoes Bergan Crane John Dabbs Reynaldo Nunez Group 3 February 24, 2011 MGT 3371 INTRODUCTION TOMS Shoes It is often assumed, after the past decade of scandalous CEOs and selfish executives, that the perspective of today’s “businessman” is one who strives to cultivate a small empire of affluence and happiness, private jets and vacation homes. The world is shown each and every day how the malicious business practices of one person can easily translate to the disintegration of the whole corporation. However, in rare instances, a businessman like Blake Mycoskie, the creator of TOMS Shoes, arrives on the scene and what he shows the world is that big business, and a big heart, can go hand in hand. TOMS Shoes was created in January of 2006 by Blake Mycoskie after an inspirational trip to Argentina gave Mycoskie an idea that was the foundation for both a business, and a charitable cause. That idea is what is now more commonly associated as TOMS motto, “One for One” (http://www.toms.com/our-movement). The TOMS concept is for every pair of shoes purchased from their company, one pair is provided to less fortunate children in locations around the globe. TOMS, headquartered in Santa Monica, California, has tested and excelled at the dual mission business model of being a for-profit company which is centered on giving. Creator and “Chief Shoe Giver”, Blake Mycoskie says of the TOMS company, “Giving is what fuels...
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...his native Florence. Though his vision for the brand was inspired by London, and the refined aesthetic of English nobility he had witnessed while working in the Savoy Hotel, his goal on returning to Italy was to ally this classy sensibility with the unique skills of his native Italy. Specifically, with the master craftsmanship of local Tuscan artisans. 1930s Within a few years, the label enjoyed such success the sophisticated international clientele on vacation in Florence thronged to Gucci’s bottega, seeking the equestrian-inspired collection of bags, trunks, gloves, shoes and belts. Many of Guccio’s Italian clients were local horse-riding aristocrats, and their demand for riding gear led Gucci to develop its unique Horsebit icon - an enduring symbol of the fashion house and its increasingly innovative design aesthetic. 1940s Faced with a shortage of foreign supplies during the difficult years of Fascist dictatorship in Italy, Gucci began experimenting with atypical luxury materials, like hemp, linen and jute. One of its artisans’ most subtle innovations was burnishing cane to create the handle of the new Bamboo Bag, whose curvy side was inspired by a saddle’s shape. An ingenious example of “necessity as the mother of invention”, the bamboo became the first of Gucci's many iconic products. A favorite of royalty and celebrities alike, the bag with burnished handle remains a huge favorite today. 1950s During...
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...Business Paper #2 In a capitalist environment, one's purchases can often be described as “voting,” and can attest to that person's character and personality. The Values, Attitudes and Lifestyles (VALS-2) are a psychographic research method which was developed around this concept and attempts to divide consumers into eight archetypal categories which describe their patterns of consumption. These categories include innovators, thinkers, believers, achievers, strivers, experiencers, makers and survivors. The innovator is the success story. He has the highest income of all and makes purchases based on an image of sophistication. Just as many success stories, the innovator's value of personal development often drives them to various intellectual activities, creating a very well-informed and politically active social persona with a high amount of social and financial resources. This produces an optimistic and self-confident archetype, which is involved in various organizations and is also very outgoing and open to change. These are the leaders in our business and government. As a consumer, the innovator prefers products which reflect good taste and character and their open-mindedness makes them very receptive to new ideas, technologies and products. However, cutting-edge products often come at a risk. Experience in the market, as well as a drive towards intellectual pursuit makes innovators very skeptical of advertising. The thinker is one who values education and...
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...Section: HBR CASE STUDY Rose Partyware's largest retail customer has decided to create a private-label line of party goods-and wants Rose to manufacture it. Should Rose put its efforts behind its own brand instead? TOM ROSE hated to go to a meeting with ice cream on his pants. But Rose Partyware's after-school party-a monthly gesture of goodwill to the local community and, not incidentally, a field trial for products the company was developing- had confirmed his suspicions that one of the new ice-cream bowls was just too shallow. The five-year-old who had demonstrated that fact had been sitting right next to him. So here he was getting ready to listen to a major presentation, with paper towels in his hands. "Go ahead, Cassie," Tom said to his marketing director. "It'll dry or harden--or something. Thankfully, it's my last meeting of the day!" He could tell that Cassie Martin was excited about the presentation she was going to make to the top management team. Tom had personally recruited her about a year ago to spearhead the biggest strategic initiative in Rose's history: the launch of a branded line of party ware. In fact, it was the first time a company in the party goods industry had contemplated a branding effort, at least in the 30 years Rose had been in business. Party Lines Rose manufactured a wide variety of paper goods- plates, bowls, cups, napkins, tablecloths, favors, crepe-paper streamers, and so forth- for birthday and holiday parties and other social...
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...challenging thing you have photographed so far? 3. What inspires you currently? 4. What do you really think about Photoshop? 5. Can you name a photographer who has had a lot of influence on your style? 6. What are the best colors to wear for a family photo and why? 7. Do you prefer color or black and white photographs? 8. Do use film at all ? 9. Is there a camera brand and or model number you prefer? 10. Do you prefer natural or artificial light? 11. Do you plan to exhibit your work in a gallery or have you already? 12. Do you think it should be legal to take a street photo of strangers and profit off of it? 13. What cool people have you had the chance to photograph so far? 14. What would you suggest someone do if they get their portrait taken in a studio and don't like the photos they receive at all? 15. What do you think of every tom,dick, and harry with a smart phone claiming they are a photographer just because their phones can take decent photographs without having any experience using a camera manually? 16. What type of photographs do you enjoy taking the most? 17. What is your favorite photograph? Tell me about it. 18. Do you have any educational background in photography? 19. They say you never stop learning, what is something you are still trying to learn in photography? 20. Have you achieved all of your goals so far as a...
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...IMBA article: http://irps.ucsd.edu/assets/001/503691.pdf http://www.slideshare.net/KathrynWatts/toms-shoes-28792436 https://www.behance.net/gallery/2855131/TOMS-Shoes-Media-Plan-Campaign On April 10th thousands of people around the world ditched their footwear for TOMS Shoes annual “One Day Without Shoes;” a campaign aimed at showing the impact a pair of shoes can have on a child’s life. It is heavily rooted in social media – supporters share experiences by Tweeting the #withoutshoes hashtag. AOL, a Simply Measured customer, partnered with TOMS to build online momentum leading up to 4/10. For us data geeks, AOL’s use of social media analytics was particularly interesting – both as a rally call for consumers and a as way to message results internally and externally. Looking at the data from these efforts serves as great case study for measuring and communicating social media analytics. Using Social Media Metrics as a Rally Call AOL created excitement around a social media metric – reach – asking consumers to help distribute the #withoutshoes messages to over 1,000,000 people before April 10th. By reporting reach each day of the campaign, AOL set a collective goal and communicated the impact to participants. At Simply Measured, we tend to think about social media programs like a megaphone. You put content in and when things work well, your messages get amplified. In this instance, AOL aligned their campaign goals around this amplification in a way that compelled consumers...
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...the CEO of Toms Confectionery Group, was looking down at the frozen fountain in the courtyard by Toms’ headquarters outside Copenhagen. Designed in 1962 by the famous Danish architect Arne Jacobsen, the headquarters, like the company, was an iconic piece of Danish history. For decades, Toms had been a Danish household name and local market leader within the confectionery industry. Today, however, it was time to look ahead. Toms, like most other companies, had gone through the financial crisis with a solid focus on the cost base. However, as a small player in the global confectionery industry, the company could only go so far with cost cutting alone. Instead, Toms needed to make a thorough analysis to capture the opportunities that lay ahead. That morning, Møller had called together his management team to discuss Toms’ fiveyear strategy for the chocolate confectionery business under the following headline: In the spring of 2012, Toms took a significant step forward by acquiring the German chocolate company Hanseatische Chocolade GmbH. Overnight, Toms added sales of 360 million Danish kroner. However, the management team agreed that this was only the first step in Toms’ path. As Møller and the management team watched the day’s first truckload of cocoa beans approach the factory loading dock, they began reflecting on the past, present and future of Toms as a chocolate confectionery company. How should Toms profitably grow its chocolate confectionery business? Toms’ ambition...
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...How different in cosmetics advertising between Thailand and the United Kingdom? All businesses have to do the advertising promoted their brand and products. Many companies have their own marketing department, whereas some use outsource marketing service for create the advertising. This method helps the company to reduce the cost (Johnson, 1997). The marketing technical of each company use the different strategy that the most appropriate for the company. Hence, each company has their own vehicle to do the advertising strategy. In terms of the cosmetic industry, the companies use the advertisements in different ways. The companies are choosing the marketing strategy suitable for the product and customer. The advertising is the main strategy to competition with the competitors in the same type of product. Comparing the two countries, Thailand and the United Kingdom are totally different culture, vision and attitudes of customer, trends and people appearance (Sheth, Mittal, Newman, 1999). Therefore, the companies have to create the different advertising for response customer satisfactions in each country even the company use a vast of budget. However, it is valuable for the huge feedback of the customer and sales are increase. This essay will discuss the different cosmetics advertising between two countries, Thailand and the United Kingdom have difference factors for create the advertising to launch into these two countries. Currently, there are many of advertising categories...
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...Porcini’s Pronto: “Great Italian cuisine without the wait!” In January 2011 Tom Alessio, marketing vice president at Porcini’s, Inc., of Boston, was pondering issues raised by a potential expansion of his company’s restaurant business. The domestic market for full-service chain restaurants was nearing its saturation point at both in-city and shopping mall locations. The big chains were looking overseas for growth, but as a small regional player, Porcini’s had neither the resources nor brand power to pursue that option. It needed a domestic avenue for growth. Alessio had persuaded Porcini’s senior executives to consider opening limited-menu outlets, Porcini’s “Pronto,” to serve interstate highway travelers. Most competitors serving this market were fast-food or low-end outlets. Alessio believed that Pronto could offer a quality difference that travelers would value, but the challenges were substantial. Could Pronto’s profitably provide a limited selection of Porcini’s standard menu at moderate prices without jeopardizing the company’s reputation for excellent food? Could it maintain Porcini’s famously high service standards? Could it profitably break into a market occupied by established competitors? Food and service quality were only two aspects of the challenge. Porcini’s—a slow-growing, privately held enterprise—would need to roll out its new restaurants quickly in order to establish itself as a powerful brand. With limited capital and access to prime real estate sites, however,...
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...to become a millionaire, he built his career on embodying the classic Uncle Tom. Through his work in dozens of films, he played black face on numerous occasions. Even if he was not wearing the mask, he represented the worst of stereotypes. (Padgett, Kevin….. Stepin Fetchit) Unfortunately, Stepin’s case was not unique. Another black actor by the name of William Henry Lane or by his stage name of “Master Juba” was a tap dancer who like many others, were required to perform with blackface. After years of successful performance, he finally earned the “permission” to perform without the blackface getup (Coleman, Christina) With many blacks participating in the theatre, and later film industries with these obscene roles, it showed the interesting form of American production style. Unbound, this type of systemic racism, unique to America, represents how bound our collective ideals align closer with those of a slave-owning plantation master than many Americans would personally admit. The minstrelsy’s were not just a crowd favorite in the south. Notable abolitionist like Mark Twain and Abraham Lincoln attended such shows. Not only that, but spectators believed they enjoyed these shows in the decades leading up to the Civil War (Kelley, Blair). The concept of black face was such a resonating statement to many, so it was incorporated into many facets of everyday society. Black face actors pushed certain brands of cigarettes and pancake mix. Songs line, “Camptown Races” and “Someone’s In...
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...MARKETING STRATEGY OF DOMINOS PIZZA SUBMITTED BY HEMANTA DAS ROLL- F-028 SUBMITTED TO PROF. AJAY PANDIT 1 COMPANY PROFILE DOMINO’S PIZZA Domino's Pizza is an international fast food pizza delivery corporation. It was founded by Tom Monaghan. There are currently about 8,500 corporate and franchised stores in 55 countries, including all 50 US states. It was the second-largest pizza chain behind Pizza Hut in the United States. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. Domino’s continued to grow and in 1978 opened its 200th store. On May 13, 1983, Domino's opened its first international store, in Winnipeg, Canada. That same year, Domino's opened its 1,000th store overall, and by 1995 Domino's had 1,000 international locations. In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital, Inc. for about $1 billion and ceased being involved in day-to-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer. Involved in day-to-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer. In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois and its 3,000th international store in Panama City, making 8,000 total stores for the system. Also that the Domino's Pizza store in Tallaght, Dublin, Ireland, became...
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...iOS have dominated the market despite Microsoft’s efforts to increase their popularity—and ultimately their demand. Underlying reasoning for Microsoft’s shortfalls in the cellular industry were unclear at first. Predicted problems included Microsoft’s absence when the smartphone craze arose, and their inability to effectively market their competitive advantage over the competition. Today, Microsoft owns only roughly 4% of the U.S. smartphone market share (Lella.). Based on research, our group wanted to know what should be done to recover Microsoft’s awareness in the smartphone industry as a competitive smartphone operating system. Research objectives were aimed at discovering college students’ general perspectives concerning smartphone brands, and the major motives for students to purchase Android or iOS based smartphones. The last research objective was designed to learn the reasoning for Microsoft’s low popularity in the cellular market, and what could potentially be done to produce more demand. Executive Summary – Results After conducting research, the results coincided with the predictions. In general, consumers did not have negative or distorted views of Microsoft OS based smartphones. Instead, they grew to love the operating system most popular with their friends or family. Similar to Microsoft’s saturated presence in the PC world, Android and iOS acquired large market shares by not only entering the market first but also with competitive products. College students...
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