Toms Presentation
November 9, 2022 | Author: Anonymous | Category: N/A
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Mary O’Rourke, Emma Colburn, Samantha Gil, Monica Tham, and Isabella Verrilli
Agenda Situational Analysis and SOT! SOT! Monica Sur"ey Results # Marketin$ Goals and Ob%ecti"es! Mary Marketin$ Strate$y! Emma Marketin$ &ro$ram! Sam 'inancial &ro%ection! Isabella
Mission Statement
e’re in business to hel( im(ro"e li"es) ith e"ery (roduct you (urchase, TOMS *ill hel( a (erson in need) One for One.+
Situational Analysis lake Mycoskie Shoe desi$n based o-- o- Ar$entine al(ar$ata shoe .ead/uarters! Santa Monica, CA
'actory 0ocations and here TOMS $i"es
SWOT Stren$ths! Charity ork to bene-it
eakness! O(erations! unsure o- the
children around the *orld Commitment to satis-action satis-action
*orkin$ conditions 4esi$n! sim(le to recreate
1223 &artnershi(s
SWOT O((ortunities! TOMS could increase their marketin$ (resence to attract ne* customers5 -or e6am(le ha"in$ a stron$er social media (resence and ad"ertisements
Threats! &romotion! TOMS has 7ero ad"ertisin$ bud$et5 %ust *ord o- mouth 8uality doesn’t match the (rice 9soles *ear out, no su((ort:
Brand Prestige
Customer Satisfaction
Advertising
Marketing Goals and Obectives To increase customer satis-action by ;< in the ne6t -iscal year) To maintain TOMS sim(listic desi$n, but im(ro"e durability and /uality To sell at least =22,222 more (airs o- TOMS this year than in the (re"ious year
T!e Classic "edefined
Current Target Market Men # *omen a$es 1;5;2 >.i(, socially in"ol"ed indi"iduals? o- the middle class@ Com-ort # trend &ossible ne* market! Adults ;23 *ith an interest in charity charity,, /uality, # and -ashion
Strategy# $m%rove &uality
Points of 'ifference TOMS S!oes
BOBS by Skec!ers
'irst mo"er ad"anta$e
Can be seen as a knocko--
One -or One cam(ai$n
4onates shoes to ;23 countries
Trendlabel
More res(ected -or other shoes 9sneakers:
Can"as and cotton
Can"as *ith rubber soles
Glued to$ether
Se*n to$ether
&rice! BD
&rice! B
Positioning Statement >'or men and *omen a$es 1;5;2, the TOMS classic rede-ined shoe best (ro"ides com-ort and trend *ith its ori$inal desi$n, im(ro"ed /uality, and One -or One charity cam(ai$n)@
Marketing Program Classic, Slide5on Shoe &ricin$ Variations and Strate$ies Tar$et and Skimmin$ Skim min$ Communication Strate$ies 1223 (artnershi(s
Manu-acturer
Online
Retailer
Consumer
&urchase
'actory
oat
TruckFee(
Child Recei"es
Our Marketing Plan Create Ad"ertisin$ ud$et -or the ne* shoe &rime TV et*orks! MTV, V.1, AC 'amily illboards in e* En$land
0imited Edition (acka$in$ .oliday (acka$in$ Contests
Advertising Budget TV Commercials =2 sho*in$s at B,222 (er sho*in$ H B=22,222 illboards =2 throu$hout e* En$land area at B12,222 -or *eeksH B=22,222 Total H B1,222,222
Cost of S!oes Broken 'o(n $54 retail price (one pair) $27 wholesale price (two pairs) $15 - $17.50 landed cost (two pairs)
$54 retail price (one pair)
$7.50 - $9 landed cost per pair
$20-$23 landed cost (two pairs) $10- $11.50 landed cost per pair
$27 wholesale price (two pairs)
$36 Profit $31 Profit
)inancial Proection
e need to sell ;,1;2 (airs o- shoes to break e"en
Monitoring and Control Customer Satis-action Sur"ey ●Customer 0oyalty ●Re"enues ●
Works Cited htt(!***)toms)comone5-or5one5en Chu(ka, J) 921;, 9 21;, Fuly 1:) ; Thin$s Ko Kou u 4onLt Jno* About TOMS) Retrie"ed October ;, 21, -rom htt(!-inance)yahoo)comblo htt(!-inance)yahoo)comblo$sbreakout;5thin$s5don5t5kno* $sbreakout;5thin$s5don5t5kno*5toms51;2=N1 5toms51;2=N1)html )html htt(!boss)blo$s)nytimes)com2 htt(!boss)blo$s)nytimes)com21;2;1/uestionin$5the5to 1;2;1/uestionin$5the5toms5shoes5model5-or5socia ms5shoes5model5-or5social5enter(riseP(h(H l5enter(riseP(h(Htrue#Pty true#Pty (eHblo$s#PrH2 htt(!a"erima)-iles)*ord(ress)com211 htt(!a"erima)-iles)*ord(ress)com 2112toms5(r5(lansbook)(d 2toms5(r5(lansbook)(d- -
htt(!in"estin$)business*eek)comresearchstocks(ri"atesna(shot)as( htt(!in"estin$)business*eek)comresearchstocks( ri"atesna(shot)as((ri"ca(IdH=1= (ri"ca(IdH=1=D1DD D1DD
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