Topics: Marketing, Target market, Marketing strategy Pages: 19 (3759 words) Published: April 18, 2014

Marketing Plan
Viviana Rozo


TOMS Shoes is a shoe company for profit based in Santa Monica, California. The company designs and sells lightweight shoes for charity, stating that for every shoe sold, a pair of shoes is donated to a needy child. Its founder Blake Mycoskie originally started the company in 2006 after witnessing several Argentine girls collecting shoes to help the needy. TOMS Shoes was founded on a simple premise: With every pair you purchase, TOMS will give a new pair of new shoes to a child in need. One for One. Using the purchasing power of individuals to benefit the greater good is what we’re all about. The TOMS mission transforms our customers into benefactors, which allows us to grow a truly sustainable business rather than depending on fundraising for support (TOMS). Mycoskie decided to change the current model of charity, creating a for-profit company with which part of their income would be spent in the donation of shoes instead of advertising. Mycoskie believes that this method of charity would be more sustainable, which would create more awareness and more donated shoes. Since then, TOMS still stands by his humble origins, claiming the mission statement: "For every pair of shoes you purchase, TOMS will give a pair to a needy child one by one.” Given the philosophy that Toms shoes has managed since its inception, the idea is increase sales of TOMS shoes, in cities of Colombia such as Bogota, Bucaramanga and Medellin, projects and thus attaching Toms shoes philosophy that has established with different groups of students (men and women 18-24 years old, as well as 25-34 years old) who are looking to continually develop character and social activities to help the community. The strategy of selling these shoes would generate financial resources to support various community activities. These places are looking to open by the end of 2014 , where the sales strategy will result through the promotional campaign aimed at all kinds of public, adults, youth , children, since these three places no restriction of access to public although who will be located within the university campus .

With this information, new objectives will be proposed for the TOMS brand that will define and reflect the market trends, which will in turn resonate with the target audience. TOMS will reach the target audience through various promotional and public relations strategies and tactics. With this campaign, TOMS hopes to speak to their audience and let them know… It's more than just buying a pair of shoes. It's a lifestyle.


The product is an economic, tangible, consumer and durable good. Specialty, since it has unique characteristics and identifications which the brand apart from the competition. The target audience is universal and unisex, as our range includes the categories: Children - Pre-teens – Young people - Adults Industrial Sector

Footwear industry, commonly consumed by the rural public. Our brand offers open to massive and urban market. Conduct a promotional campaign aimed at our target audience in the cities of Bogota , Bucaramanga and Medellin , Colombia for school start time of 2015.

Financial Objectives:
Increase sales to young adults by 25% within one year
Increase repeat purchases by 15% within one year

Marketing Objectives:
Increase brand awareness with consumers by 30% within one year •Increase brand interaction by 15% within one year
Socio- Cultural: the target audience will find comfort in our product characteristic of the shoe, the availability of sizes and differentiation in our Style and design of the treated fabrics and prints.

Price: the price policy that applied was based on an analysis of the production costs, fixed costs and a profit margin at 25% effort . Also according to the values ​​that the market offers.

Product: to have a competitive advantage through this, it is necessary from a concept to...
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