Toms Branding
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Transcript of Toms Branding
![Page 1: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/1.jpg)
Dimisha
Rodgers
Maureen Sills
Irina Attias
Fadwa Nita
![Page 2: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/2.jpg)
It all started..
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They lost…but..
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In 2006…
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Brand InventoryTarget CustomerSWOTDistribution ChannelPricingCommunicationCompetitorPOP & POD
Brand ExploratoryCustomer KnowledgeSources of Brand EquityBrand AwarnessBrand MantraCBBE Pyramid
Things Are Happing!EventsCo-BrandingIn the Loop
Recommendations
![Page 7: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/7.jpg)
Brand Inventory
![Page 8: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/8.jpg)
menecofriendly
philanthropy
accessories
children
All occasions
family
womenFor all ages
timeless
Moderately priced
One for one
shoes
sustainable
![Page 9: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/9.jpg)
Targeted to
18-25 years old
![Page 10: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/10.jpg)
Distribution Channel
Englan
d
USA
Cana
da
Netherlands
![Page 11: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/11.jpg)
Pricing
How much do you spend for a pair of shoes on average?
€ 59
€ 65
€ 65
€ 78
€ 39
![Page 12: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/12.jpg)
Communications
![Page 13: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/13.jpg)
€ 65
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Parity & Differentiation
![Page 15: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/15.jpg)
Brand Exploratory
![Page 16: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/16.jpg)
comfortable
ethical
campaign /
charity
attractive
moderately
priced
ecofriendly
shoes
summer
community
giving
sustainable
One for One
hipster / city life
![Page 17: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/17.jpg)
Sources of Brand EquityBrand image
Comfort & Casual
![Page 18: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/18.jpg)
Brand mantra
One for one
EssentialMediumNot at all
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No Yes0%
10%
20%
30%
40%
50%
60%
70%
80%
72%
28%
TOMS known by name
No Yes0%
10%
20%
30%
40%
50%
60%
70%
80%
75%
25%
TOMS known by logo
Brand
Awareness
![Page 20: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/20.jpg)
Resonance:Lifestyle products
(philantrophy)Consumer loyalty
Customer Based Brand Equity pyramid
Salience: Everyday shoes for all types of occasions and people (ages, genders, styles)One for one -mantra
Judgements:Attractive design for a
good cause
Feelings:Great, guiltless,
socially acceptable, fun & relaxed style
Performance: substantial price quality ratio•Useful, casual, comfort• Everyday style
Imagery: Casual and humanitarian•Young target group 18-25 (”changemakers”)
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Things Are Happening!
EventsCelebrity Endorsements
Product PlacementCo-Branding
In the Tabloids
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Events
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Celebrity
Endorseme
nts
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Pretty Little Liars
Make It or Break It
Quest Magazine
Product Placement
Qvest Magazine
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ELEMENT THE ROW
Co-Branding
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In the Tabloids
![Page 27: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/27.jpg)
ThreatsOpportunities
WeaknessesStrengths
• Strong message• Lifestyle choices
(vegan)
• Limited retail stores
• Low brand awareness
• Lack of visibility
• Pre-existing competition
• Massive shoe market
• Price• Campaign is not
enough
• Potential market extension
• Increasing green consciousness
SW
OT
![Page 28: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/28.jpg)
Recommendations
![Page 29: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/29.jpg)
![Page 30: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/30.jpg)
![Page 31: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/31.jpg)
Internationalize their website
![Page 32: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/32.jpg)
Stress their charity work!
![Page 33: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/33.jpg)
Be more present in the audio visual media ( TV) and also magazines.
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QUESTIONS ?
![Page 35: Toms Branding](https://reader035.fdocuments.us/reader035/viewer/2022081420/5591cc071a28ab37678b4622/html5/thumbnails/35.jpg)
THANK YOU
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Refe
ren
ces