INTRODUCTION

TOMS Shoes is a company based in Santa Monica, California. The company is a for profit, that also operates as a non- profit subsidiary.

Created by Blake Mycoskie in 2006 after traveling to Argentina and realizing that the children their have no shoes
As of September 2010, TOMS has given over one million pair of new shoes to children in need

INTRODUCTION CONTINUED
One for One With every pair you purchase , TOMS will give a new pair of shoes to a child in need Creating sustainable business by turning customers into benefactors rather than depending on fundraising support Holding big events each year which many people participate. One of their big events is called A Day without shoes, In this event many people go without shoes for a day.

BACKGROUND FACTS
Product description (4Ps) Product TOMS shoes sells shoes mostly. In 2011, they have started to sell eye wear product. Price TOMS Shoes average $40-$140 a pair. Place sell mostly online, can also find them at Nordstrom, Journey, and Zumiez.

Promotion No advertise on T.V, but big in social Media. Over 2 million followers over Twitter, Facebook, Google +, and other Social Media.

MARKET DESCRIPTION
COMPETITORS Nike Adidas

Sketchers
Converse Vans

MARKET DESCRIPTION
STRENGTH Strong brand image, easily recognizable . Great use of social media: Inform customers and fans via facebook, twitter, website blogs and videos. Expanding into different styles such as the wedges, and boots. Creating a new retail format.

MARKET DESCRIPTION
WEAKNESSES No TOMS retail stores and limited retail distribution. No main stream advertising.

Criticism that TOMS hurts local business in other countries.

MARKET DESCRIPTION
OPPORTUNITIES AND THREATS Opportunities Expansion of brand image and retail outlets New shoe designs and styles TOMS joining up with Nordstrom Threats Imitators looking to compete with TOMS (Sketchers BOBS)

CUSTOMER BASE DESCRIPTION

Target Market Young Teens to Early Adults who want to make a statement Youth and Vegan shoes

Young People are a huge driving force Help start TOMS movement One Day Without Shoes Campus clubs and internships Over 500,000 friends Facebook and Twitter

WHAT ARE WE TRYING TO EXPLORE

We want to know if they are interested in donating these pair or using the profit money on training camps to improve the society outside the U.S. Brand loyality. Raise Awareness. Our ultimate goal in this project is to raise awareness by setting up training programs instead of giving away shoes, because giving away shoes does not help the undeveloped countries because many of them already own shoes. By setting up training camps people will learned the skill needed and more jobs will be provided thus increasing GDP to their countries and will increase our GNP, GDP as well.

ASPECT OF 4PS WE NEED TO IMPROVE ON

PROMOTION TOMS Shoes promotion is probably their biggest weakness. They rely heavily on word of mouth. We are hoping to improve by : Having TV advertising to letting people know the different ways TOMS shoes is contributing towards undeveloped countries on social media sites. Hosting more social events. Using the profit money to build training camps towards the country. These training camps will make shoes for their country and will give some profit back to TOMS Shoes

RESPONSE TO COMPETITION
We use survey to find out what method people prefer : 1. donating shoes 2. contribute to training camps With the result we get from survey, we are hoping to sell more shoes than other shoe companies; by giving away options it will expand the customer base. They will have

the power of which two options they prefer. By doing this more people should be
interested because they will know their money will go to something they prefer, as a result profit can be made.

DATA
We formulated our survey by looking up information about TOM Shoes online.

They were many questions we thought of doing the survey, but we limited ourselves to
a few question, so that the people we survey interest will stay. At the end we narrow ourselves to seven questions for our survey.

SURVEY QUESTIONS

Age Group Under 15 15-18 19-21 22-25 26-39 40+ Total

25 20 15 10 5 0
Under 15 15-18 19-21 22-25 26-39

Male 6 11 0 1 1 1 20

Female 4 2 1 1 6 9 23
Male
Female

40+

Total

Marital Status Under 15 15-18 19-21 22-25 26-39 40+

10 8 6 4 2

Single 9 8 1 2 2 1

Married 0 1 0 0 3 8

Other 1 4 0 0 2 1

Single Married Other

0 Under 15 15-18 19-21 22-25 26-39 40+

Annual Income Under 15 15-18 19-21 22-25 26-39 40+

16 14 12 10 8

<$15K 15 8 1 1 5 4

$15K-$49K 0 1 0 1 1 3

$50K+ 0 4 0 0 1 3

<$15K $15K-$49K $50K+

6
4 2 0 Under 15 15-18 19-21 22-25 26-39 40+

How Important When Perchasing Information Color Style Price Brand Trendiness Very Important 29 33 34 18 14 Somewhat Important 11 8 7 11 7 Not At All Important 3 1 0 13 10

Where Did You Hear About TOMS SHOES (Checks) News Paper/Magazine Internet Radio Friends/Family Store Advertisement Never Heard of Them

10 14 4 31 15 8

RESULT
Statement Strongly Agree Agree Don't know Disagree Strongly Disagree

I would be willing to pay more for my shoes/glasses since it would benift others.

18

12

I feel it is a good idea that TOMS offers help to those in need.

25

16

I feel it is a good idea to offer training assistance to those in need so they may learn to help sustain their self.

15

22

30 25 20 15 10 5 0 Strongly Agree Agree Don't know Disagree Strongly Disagree

I would be willing to pay more for my shoes/glasses since it would benift others. I feel it is a good idea that TOMS offers help to those in need. I feel it is a good idea to offer training assistance to those in need so they may learn to help sustain their self.