TOMS Shoes Consumer Insight
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Transcript of TOMS Shoes Consumer Insight
CONSUMER INSIGHT & ACCOUNT PLANNING
Final Project
INTRODUCTION
TOMS makes casual canvas shoes and was founded in 2006 by Blake Mycoskie. Mycoskie founded the company with the goal to match every pair of TOMS purchased with a new pair given to a child in need. Last September TOMS sold their 1,000,000th pair of shoes
Explorator y Investigated dialogue about our brand on blogs, comments,
and on Twitter In store observation in Urban Outfitters and Neiman Marcus Interviewed a sales associate at Urban Outfitters Quantitative An online survey hosted on surveymonkey.com and
distributed on Facebook. 98 responses, primarily college students between 18 and 24 years old
Qualitative 2 in-depth interviews with TOMS owners 3 in-depth interviews with non-TOMS owners Focus group, 6 participants.
METHODOLOGY
Our target is the 18-24 demographic, primarily college students and recent graduates
Shoppers can sometimes justify spending beyond their means if the purchase amplifies one’s sense of status.
CONSUMER AND THE CATEGORY
Cause Marketing Eco-friendliness Pop-up Retail Hipster Culture Online Retail
TRENDS
TOMS users to be predominantly female aged 18-24 with some college education They are very heavy media consumers and receive most of their news/information from the Internet They are heavy music listeners concerned about socially conscious business practices
CONSUMER AND TOMS
Nonusers’ primary reason to not purchase differs significantly by gender
Consumers are unaware of TOMS’ wide selection of styles TOMS’ charitable component is a strong initial influencer
when buying a first pair, but becomes less critical for repeat buyers
The charitable aspect set aside, TOMS shoes are often seen as overpriced.
KEY FINDINGS
TOMS’ One for One model helps consumers to justify the brand’s high price point.
Nonusers question the durability of TOMS but owners vouch for it.
Not all trust the significance of the charitable aspect.
KEY FINDINGS CONT.
KEY FINDINGS ABOUT COMPETITORS
PERCEPTUAL MAPS
Consumers are widely unaware of the wide range of shoe styles offered by TOMS
although TOMS produces shoes for both men and women, both genders see TOMS as appropriate only for female wearers
Non-owners typically assume TOMS to have poor durability, considering the predominantly soft materials in their build
ISSUES AND OPPORTUNITIES
Business challenge Low awareness of brand, unpopular with men
Communication objectives We are developing this communication effort in order to show the
depth of styles that appeal to men.
Brand essence Rational - TOMS makes comfortable shoes that are easy to wear
and last a long time. Emotional - TOMS are cool and stylish and by buying TOMS you
can make a difference in someone’s life.
CREATIVE BRIEF
Target Audience The target audience is male college students aged 18-24, urban, big
consumers of media and music. Key Insight Men currently aren’t aware of the many different styles TOMS makes that would
appeal to them. Big Idea
TOMS has a shoe style for every guy. Motivating Support Points
TOMS has a diverse set of styles for men beyond the traditional alpargata. The shoes are cool, versatile and perfect for everyday wear.
Current Response TOMS are shoes for girls. They don’t really make shoes that fit my style.
Desired Response TOMS has many different styles of shoes, some of which I see myself wearing.
Executional Considerations The various men’s styles will be shown in a visually driven print and outdoor
campaign. The campaign will also be extended using social media and non-traditional media
to raise men’s awareness of the brand.
CREATIVE BRIEF
THANK YOU