...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 the campaign. “One Day Without Shoes” is a global event that many people around the world...
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...HISTORY OF COMPANY TOMS Shoes was inspired by a trip to Argentina where Blake Mycoskie saw extreme poverty and health conditions, as well as children walking without shoes. He also noticed that the traditional Argentine alpargata shoe as a simple canvas become apparent as he began seeing it at everywhere whether in cities, farm or even in night club. After discovering the lack of shoes is one of the problem in Argentina, he decide to produce a kind of alpargata for US market with concept for every pair of shoes sold, a pair of shoe free will donate to needy children in developing countries. Mycoskie run his business with concept ‘one for one’- for every pair of shoe sold, a new pair will give away to the shoeless youth around the world. This business model also have dubbed as ‘philanthropic capitalism’. The countries to which the free product are sent have included Argentina, Ethiopia, Haiti, Rwanda and so on. The company uses word-of-mouth strategy for generated its sales, focus on corporate social responsibility. During the first year in business, TOMS sold 10,000 pairs of shoes and since 2006, the company has donated more than 150,000 pairs of shoes to children around the world. The company was self-financed, as Mycoskie sold his online driver education company to support the shoe company’s budgeting. The name TOMS Shoes inspired by concept ‘shoes for tomorrow’. TOMS Shoes become famous when Mycoskie make a deal with owner of smaller local store and they could...
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...TOMS SHOES CREATIVE SOLUTIONS TO MAKE THE WORLD A BETTER PLACE Phillip Leggett Pernell Sullivan MGT 608 August 29, 201 Table of Contents Executive Summary Pg. 1 Introduction Pg. 2 Description of the Organization * Product Market Pg. 3 * Geographic Market Pg. 5 * Profit Model Pg. 5 * Stakeholders Pg. 6 * Competitors Pg. 7 Statement of Problem Pg. 7 Solutions of Problems Pg. 9 Supply Chain Management Diagram Pg. 11 SWOT Pg. 12 Conclusion Pg. 15 References Pg. 16 Executive Summary The international brand TOMS, a shoe company with the disposition to help the less fortunate created by Blake Mycoskie, has formed a business model that to date has been emulated by other shoes companies such as Sketchers. TOMS as a brand is looking to gain a strong foothold with new and existing customers. By targeting men and women 18-24 years old, as well as 25-34 years old, specifically in the United States, TOMS innovative business practices sets out to change the world. Through Mycoskie’s plan, TOMS will actively move forward to define a thriving market within which the brand can prosper. Along the way there has been issues that have arose with the business plan and how much help TOM is doing in their places of interest. By providing free shoes in these impoverished areas any local industry that may have existed prior to the introduction of free international shoes would be affected, therefore...
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...How do you define creativity? What makes something creative? Many questions arise when something is labeled creative. When Blake Mycoskie came up with Toms shoes he was thinking of a creative way to put shoes on people of needs feet and make money at the same time. Toms shoes is a is a for profit organization that donates a pair of shoes to a child in need every time a consumer buys a pair. Toms shoes is considered creative because his idea is novel and appropriate as well as socially acceptable. The product started as a little c and over time became a big c. This is how Sawyer defines creativity. Over the course of this paper I will give you the background of Toms shoes and how it evolved from the little c to big c. So one may ask what makes something creative? Creativity refers to when a person creates a product or a solution that is labeled as new and is valuable. The creator could label the product as new and then society or the person buying the product will label it as novel. Since not all creative people are alike it is hard to justify something creative. It is said that something has to be able to be repeated or tweeked in order to be creative. Things on the little c creativity scale is said to just imply basic functions whereas creative products on the big c level are up for Pulitzer and Nobel prize awards. You can see the difference between the two in that type of analogy. Blake Mycoskie has always had dreams of starting his own businesses and building it...
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...Shoes for Tomorrow By: Melanie Helgeson http://tomsshoes.com Introduction Blake MyCoskie established TOMS Shoes in May of 2006. (Fortune, 2008) MyCoskie competed on the second season of the hit show The Amazing Race, where he traveled to Argentina. There he met many children and adults who could not afford to buy shoes, he was troubled by this fact and wanted to do something about it. He traveled back to Argentina for vacation and it was then that he decided he would start a shoe business, but not an ordinary shoe business. He decided that for every shoe that was sold another shoe would be donated to a child in need. It was then that MyCoskie’s “One for One” marketing plan was created. (Time, 2007) Situation Analysis Product/Service Description http://tomsshoes.com The product that TOMS provides is an alpargata shoe. They are a form of shoes worn by Argentina farmers. These shoes are known for being very breathable because of their lightweight canvas top and leather insole. (http://www.wordnik.com/words/) They are slip-on as well as resilient, which helps in the fighting of podoconiosis, also known as “Mossy Foot”. This is a foot disease many people obtain from not wearing shoes while working in heavy soil. Fungus gets into the pores on the bottom of the foot and ends up destroying the lympathatic system (the tissue that fights against bacteria). TOMS is working to fight the disease and help bring shoes to people in need. (http://tomsshoes.com) TOMS has used its...
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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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...business using TOMS as an example. Topics discussed are the environmental, economic, and social responsibilities of TOMS and they affect society. A Socially Responsible Company There are over 100 global trends to watch for in 2012. According to JWT Intelligence, the world's best-known marketing communications brand, the top ten trends will define and shape the future of the world. The number four trend in their video presentation is the rise of shared value. Rather than simply doling out checks to good causes, some corporations are starting to shift their business models, integrating social issues into their core strategies, aiming to create shared value. This concept reflects the growing belief that generating a profit and achieving social progress are not mutually exclusive goals. For example, Philips is collaborating with the Dutch government in a bid to provide affordable, sustainable energy solutions to some 10 million people across 10 sub-Saharan African nations by 2015. (Walter Thompson Company, 2009-2012) Another company demonstrating excellent social responsibility is TOMS. It is the belief of TOMS that they can improve people’s lives through business. They strive to operate with ethical responsibility. “One for One,” the famous slogan from TOMS Shoes, promises a new pair of shoes to a child in need for each pair purchased. The movement was started in 2006, after owner Blake Mycoskie visited Argentina and found the kids had no shoes to protect their...
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...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 companies’ main revenues are coming...
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...BUSINESS AS AN AGENT OF WORLD BENEFIT Title: TOMS Shoes: From Soul to Sole Organization: TOMS Shoes Date: Thursday, June 19, 2008 Region of Impact: South America Themes: Human Empowerment, Human Health Keywords: One to one movement, shoes, unique product design Reference No: 001153 Key Ideas TOMS shoes are the harbinger of what has been christened as the ‘one to one movement’- for every shoe a customer buys, TOMS donates a pair to a child in need. Going beyond corporate philanthropy, TOMS has integrated the spirit of positive world impact in the very heart of its business, making it a truly sustainable model. Innovation The organization’s undying commitment to help the children around the world and its unique shoe design form a potent combination that uses the force of business for generating societal benefit. The novelty of the product resides in an improvisation on the design of traditional Argentinean rope-soled shoes called ‘alpargata’ to reflect the needs of the American market. Alpargata are light-weight and resilient slip-on shoes with a breathable canvas top and soft leather insole, traditionally worn by Argentinean workers. Craftsmen in Argentina and China are enlisted to produce a more durable rubber-soled version of this canvas shoe. The shoes are a unique slip-on design comprised of clean lines and lightweight fabrics in vibrant colors and prints. These are sold through some of the best...
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...Case Briefing Shelly Sydney PA 105-1 Professor Tippens 09/21/10 Travelers Ins. Co. v. V. Zang, 341 So 2d 88 (La. Ct. App. 1977) FACTS: Mr. and Mrs. Zang lived at their residence for four years. During their time there they experienced some difficulties with the electric range. On of the difficulties is when the burners were on the “off” position they would still heat up. On many occasions Mrs. Zang informed the owner of the situation, and he sent one of his men to work on the stove. About three weeks prior to the fire Mrs. Zang received a shock from the left rear burner. She also informed the owner about this issue and he sent a man to work on it. The day of the fire Mrs. Zang left a pan filled with cooking oil on the stove in preparation for dinner. After checking to ensure the stove was off, she left to pick up her husband from work. They returned about 30-45 minutes later to find their kitchen on fire. The trial judge found that Mrs. Zang left grease on a burner that was not on and due to the faulty workings of the stove it caught ignited. ISSUES: The owner-lessor and the lessee seek to recover from each other property damage as a result of a fire at the residence. HOLDING: The court ruled that the owner was responsible for the appliance, not the tenant. The trial judge found that Mrs. Zang left grease on a burner that was not on and the grease probably ignited due to faulty problems with the stove, which was the responsibility of the owner...
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...especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyze the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes company under current market environment. Toms is a shoes company that gives a new pair of shoes to a child in need for every pair of shoes a customer purchases. The company was founded in 2006 by an American entrepreneur who inspired to start a shoes company after his visit to Argentina where he saw shoes giving movement by non-profit organizations. Tom’s shoes have captured the hearts and mind of many customers because its strategies and well executed actions and the company is gradually growing in relatively short period of time. Introduction to the company and industry In 2006, American traveler Blake Mycoskie assisted children in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS, 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 Mycoskie's main reason is a disease called podoconiosis, a debilitating and disfiguring disease. Also known as "Mossy Foot", Podoconiosis is a form of elephantiasis that affects the...
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...People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes company under current market environment. Toms is a shoes company that gives a new pair of shoes to a child in need for every pair of shoes a customer purchases. The company was founded in 2006 by an American entrepreneur who inspired to start a shoes company after his visit to Argentina where he saw shoes giving movement by non-profit organizations. Toms shoes has capture hearts and mind of many customers because its strategies...
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...Environmental Scan- Project #1 TOMS Shoes: The One for One Project Kimberly L. Barron Marketing 314 September 17, 2012 “I was so overwhelmed by the spirit of the South American people, especially those who had so little. And I was instantly stuck with the desire- the responsibility- to do more.” (TOMS Shoes. 2012) These are the words of Blake Mycoskie, founder and Chief Shoe Giver of TOMS Shoes on his inspiration for a business that has taken consumers from all different parts of the world by storm and brought them together to help shape the future of an uncountable amount of children. The One for One Project was established to give every consumer the opportunity to help some of our most poverty-stricken communities throughout the world. With each pair of TOMS that is purchased, the company promises to give a child in need a brand new pair of shoes. After participating in the 2002 series of the hit reality TV show, The Amazing Race, Mycoskie decided to go back and revisit each country he had been in while on the show, one of those stops being Argentina. When he completed his graduate studies at Southern Methodist University and returned to Argentina in 2006, he was confronted firsthand with the conditions that members of these communities were living in; communities in such poverty that villagers could not even afford shoes for their children. He saw many non-profit organizations working so hard to help these children, but noticed many flaws in their heartfelt efforts...
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...TOMS Part 1: In 2006, American traveler Blake Mycoskie assisted children in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS, 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 Mycoskie's main reason is a disease called podoconiosis, a debilitating and disfiguring disease. Also known as "Mossy Foot", Podoconiosis is a form of elephantiasis that affects the lymphatic system of the lower legs According to the TOMS Shoes website, there are over one billion people at risk for soil-transmitted diseases around the world, and shoes can help prevent them. Mycoskie emphasizes that his company's goal is to not only give shoes, but to also educate others on the importance of wearing shoes. The consumer is more likely to choose TOMS over another brand because they, the consumers, are not only getting a pair of shoes or eyewear for them self, but they are also getting one for a child in need or helping someone regain sight . By doing so consumers fulfill their need of helping the community. TOMS provides value to the brand by creating a simple, comfy, trendy and stylish eyewear or shoes to wear as well as creating social awareness for the consumers. Toms have created a great costumer’s relationship by listening to their costumers and having different designs and textures of the shoes. As the brands grows they have manage to fulfill their consumer’s individual styles by...
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... TOMS Shoes Written Assignment #1 By Eduardo A. Flores 1. The video suggests that TOMS shoes are primarily bought and valued by a younger generation. Discuss how each of the following generational groups might react to TOMS shoes: the baby boomers, Generation X, and the Millennials Considering the present economic instability, the sense of environmental responsibility and the inner maturity carried by the 78 million plus baby boomers, I believe TOMS shoes would have a very proactive response from this generational group (Baby Boomers) as far as consumption is concerned. I believe it could work both ways, they might purchase them as gifts to a younger family member or they might like a model and purchase it for themselves, either way is the “One for One” marketing strategy that motivates their sense of giving (shoes) that ultimately nurtures the enjoyment of helping others while they help themselves saving some extra money. According to the textbook, Principles of Marketing 14th Edition, one study showed that boomers, on average, see themselves 12 years younger than they actually are. And rather than viewing themselves as phasing out, they see themselves as entering new life phases. “Today’s boomer’s think young no matter how old they are.” This supports the idea that boomers could adapt with easiness to TOMS shoes since they see themselves in a juvenile way and TOMS shoes are primarily targeted to young...
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