The Target Market Of Toms

NIKE Inc. has been the worldwide leader of athletic shoe sales for many years now. The company’s successful brand image combined competition and enablement for the competitive, athletic user. Nike has to modify their brand to a focus of excitement and freedom and not just competitiveness. By collecting and studying an assortment of material we could be able to understand where NIKE is currently placed in the athletic shoe industry compared to their competition, and how they will be able to adjust their brand focus so it can be more effective in the future. These adjustments can help NIKE reach the more casual group of urban runners and ultimately increase the sales forecasts, while still controlling a percentage of the market for athletic shoes.

There are many subcultures around us but there is one that gets people's attention the most. This subcultures is mainly inspired or mainly used by “basketball players and young adults” (Martin). Sneakerheads culture impact on society by giving young adults respect for having “ the latest and limited sneakers” (Martin). The subculture sneakerheads started in the “early 70s and late 80s” (Martin). This trend was “part of Burgeoning B-boy and Hip-Hop movement of N.Y.” (Lammle).

Since 2006, Soles4Souls has been working to get the less fortunate shoes. Shoes is a very important thing, a mile walk to the well to get water without shoes could be a back breaking journey but with shoes it seems to be just another one of the days small tasks. Soles4Souls has also teamed up with Macy’s, they both decided on a goal of giving out 50,000 coats in the year of 2013. They did it and since then Soles4Souls and Macy’s has kept their partnership and have gave out a total of around 130,000 coats nationwide (Home-Soles4Souls). Their organization is located in Nashville, Tennessee where they are ranked 40th out of the top 100 highest populated metro areas according to the National Alliance to End

The co-founder of Toms travels to many different colleges to reach out to peers because he wants the new generations to be concerned and aware with different things. and helping others is one that everyone can do if they cant help by buying a pair they can help by not wearing shoes for 24 hours and that event that is called One Day Without Shoes, is targeted mostly to students because they are the ones with time and its a free advertising by

In this chapter of Tipping Point by Malcolm Gladwell, he talks about rumors, sneakers and the power of translation. Throughout the chapter he kept with the theme of change and the way that things can change over time. The concept of change and shoes throughout this chapter is evident. Gladwell writes, “They expanded their focus to include not just skateboarding but also surfing, snowboarding, mountain biking, and bicycle racing, sponsoring riders in all of those sports and making Arwalk synonymous with active, alternative lifestyle”( Gladwell 194). Many people ask why do they have to produce so much more to compliment everyone in every sport or just for everyday wear? Gladwell explains how companies expanded their mind to appeal to everyone's

Social responsibility as well as social responsible clothing such as Toms, One for One support socially worthy causes that impact the trend of social responsibility. This brand validates social causes and those who lack physical goods and financial donations such as the one for one movement. TOMS shoes come in a variety of styles and color, and promises customers that every pair of shoes they purchase, a pair would go to someone in need. According to Joanne Fritz, “Mycoskie's idea took off to such an extent that TOMS has now expanded into sunglasses, using the same giveback formula, coffee, the purchase of which provides water where it's needed, and TOMS invests in other social entrepreneurial enterprises. in fact, the TOMS giving universe keeps on expanding and now includes nutrition, healthcare, and education.” (Joanne Fritz, 2016)

In the commercial, it talks about “With every pair you purchase, TOMS will give a pair of new shoes to a child in need.” I think every pairs of shoe they gave out to with the help of the organization they were able to distribute to the children that live in different part of the world. The founder of TOM’s shoe, Blake Mycoskie, travels to Argentina, he helps out children by gave them a pair of individual shoes like myself as a viewer was in touch by the fact that there’s people out there actually care about the conditions they live in running low with food and water. Ho uses a different approach to reach out to the viewer who gave him love and support. He wants the customers to get involved and be part of the TOMs program. The kids seem happy;

While the knowledge that many amenities that are expected in America are not remotely available in some regions of Africa is common, shoes usually do not top that list. While many American cities institute laws requiring those in public to wear shoes, some African villages find the concept of footwear foreign. The problem of shoelessness extends beyond just comfort, as foot injuries spread disease, create life long disabilities, and reduce the quality of living for many children. Giving shoes to these children, then, seems like a fitting answer to a desperate situation. Companies built upon that answer such as TOMS shoes, however, end up contributing to impoverished conditions that drive shoelessness rather than reducing it in the long run.

Ever since I was an 11-year-old prepubescent child, I have been in love with sneakers. Now we aren’t just talking any type of sneakers that you would wear on any normal day. No. I am talking the high-class stuff. Those Air Jordans that you see in a glass case in some fancy sneaker store in the middle of New York City. I took a huge liking to these sneakers, falling in love with each pair that I had owned. As I got older, to my surprise, I found that there wasn’t a small group of people on Long Island that were exactly like I am with sneakers, but instead a gigantic population across the world. I found that there were

I read this article which was about sneakers culture. The article was created by Patrick Johnson and Staff Writer. This article benefits people who are new to the sneaker culture or who is trying to get into the sneaker game. It tells you what you’re getting yourself into and what addiction people have over some shoes. It benefits companies too because the companies are making their money and they don’t care if you get hurt or end up getting arrested.

TOMS sets the best example of corporate responsibility and cause marketing. With every customers’ purchase, TOMS extends his help to people in need in more than 70 countries around the globe. One of the ways TOMS makes a positive social impact is by providing brand new shoes to children in need. They have donated more than 60 million pairs of new shoes according to its website. Another reason TOMS is making such a great positive social impact is by supporting treatments for some of the most common vision issues, such as prescription glasses, sight-saving surgery, and medical treatment, through customers’ purchases of any of TOMS’s eyewear products. Patients with lower resources are able to receive a full eye exam and diagnostic. Those patients

TOMS operates in much the same manner. They make an affordable basic shoe that is also eco-conscious with its materials choice and source. They have a program called “TOMS gives back” where again for every pair you buy they donate a pair to someone in a developing nation who would otherwise not have them. They further their reach by giving to children who don’t have shoes and in their country can’t attend school without them due to health concerns.

TOMS Shoes is a most philanthropic company; they are a for – profit business with a very big heart. The company was founded by Blake Mycoskie in 2006. Mycoskie established the company after he witnessed extreme poverty in several countries including Argentina as a contestant of the “Amazing Race Contest” on CBS Television. During this event he noticed villagers young and old who could not even afford a single pair of shoes. In early 2002 he discovered the comfortable and unique farm shoe worn by the locals known as the “Aspartate”. (TOMS.com) Mycoskie fashioned a shoe after this style, one that was versatile, durable yet classic and cozy and had them manufactured in Argentina. Then Mycoskie returned to the United States armed with the shoes and a worthy mission. His mission and unique business proposal included calling on retail stores to sell his TOMS shoes, then for every pair of TOMS sold he would donate a pair of TOMS to a child in need. A Los Angeles boutique, American Rag, believed in the story behind the shoe and became Mycoskie’s first retail customer. “To his surprise, that weekend garnered him $88,000 in orders. Two years after officially establishing TOMS Shoes, the business had “$9.6 million in revenue.” (TOMS.com)

a. What process elements do you believe are critical to ensure your organization understands the target market and its needs today and remains knowledgeable and informed about trends as your business grows and technology and market forces change the market? Are there specific tools (e.g. CRM, big data tools) that should be part of your firm’s toolkit? If so, explain what value they bring, how they fit into your process, and way they are worth the investment of time, money, and mind share during the critical startup phase.

Since 2006, when the TOMS Shoes was founded, their ‘one for one’ business model has been widely embraced or criticized by different companies and the consumers. While, Blake Mycoskie, the founder of TOMS Company, was on trip to Argentina in 2006, he witnessed the extreme poverty and poor health conditions. After countersigning children walking barefoot, it dramatically heightened Blake’s awareness. Consequently, after witnessing those events, Mycoskie came up with a simple and innovating plan to create a for-profit business with a philanthropic component. Consequently, Blake created TOMS company with a unique principal and business model referred to ‘One for One’. TOMS ‘One for One’ is a unique business model, where for every pair of shoes purchased TOMS donates a pair of shoes to children in need in developing or underdeveloped countries. The company’s name ‘TOMS’ generated from the word ‘TOMORROW’, which was the original concept of the company, ‘shoes for tomorrow’.