Team+Toms

Team Members: Rikke T., Mathias, Sara V.

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TOMS summery.

Complete your Executive Summary last, and, as the name implies, this section merely summarizes each of the other sections of your marketing plan. Your Executive Summary will be helpful in giving yourself and other constituents (e.g., employees, advisors, etc.) an overview of your plan. - TOMS strategy is to find the good side in their customers. The way they are doing that, is with a good deal. They tell the customers that if they buy a pair of TOMS,TOMS will give a pair to a child without shoes. In what way the customers know they are making a good deal. With buying TOMS they are being a good person, and in the same time they are giving something to themselves. When TOMS first began selling shoes, the meaning with it all was to help those who couldn’t afford it themselves.

TOMS Marketplace - https://www.youtube.com/watch?v=Q95SQlS9x2o

Gives new shoes to children in need - https://www.youtube.com/watch?v=7MV3HWQHl1s&feature=c4-overview-vl&list=PLCD08A1C9A7C33632



Team Toms = Marketing plan: =

Section 2: [|__TargetTGT -0.59%__] Customers This section describes the customers you are targeting. It defines their demographic profile (e.g., age, gender), psychographic profile (e.g., their interests) and their precise wants and needs as they relate to the products and/or services you offer. Being able to more clearly identify your target customers will help you both pinpoint your advertising (and get a higher return on investment) and better “speak the language” of prospective customers.

-Toms shoes are most popular with young adults; youthful, forward thinking men and women around the ages of 18-29. They expect these people to be creative and who are up to date with and electronic trends, that is the primary targets.

The secondary targets of Toms products are high schools students around the age of 14-18.

They are the younger brother or sister or people who look up to the primary targets.

Section 3: Unique Selling Proposition (USP) Having a strong unique selling proposition (USP) is of critical importance as it distinguishes your company from competitors. The hallmark of several great companies is their USP. For example, FedEx’s USP of “When it absolutely, positively has to be there overnight” is well-known and resonates strongly with customers who desire reliability and quick delivery.

- Toms is known for “one day without shoes”. It includes, that every time you buy a pair of toms, one pair will be given to a child without shoes. That does that many customers only will buy Toms, because they know they help a child. They buy Toms in a good faith. Toms motto is “one for one”.

Section 4: Pricing & Positioning Strategy Your pricing and positioning strategy must be aligned. For example, if you want your company to be known as the premier brand in your industry, having too low a price might dissuade customers from purchasing. In this section of your marketing plan, detail the positioning you desire and how your pricing will support it.

They way TOMS price their shoes may seem a bit unreasonable in the beginning but if you think about it it might actually not be. First of all no it does not cost a big amount to actually make the pair of TOMS but the pricey part come when they said that for every pair of TOMS they sell they will donate a pair to a child in a third world country who does not have a single pair of shoes and to transport all their shoes the long way to the different distributors all over the world and then next to pay all of their workers! To spread the awareness about they who does not have anything in the third world countries they also started their big “One Day Without Shoes”. The price of the average pair of TOMS is rolling in at about $40

Section 5: Distribution Plan Your distribution plan details how customers will buy from you. For example, will customers purchase directly from you on your website? Will they buy from distributors or other retailers? And so on. Think through different ways in which you might be able to reach customers and document them in this section of your marketing plan.

- TOMS doesn't have a store like we know it. You can buy TOMS all over the world. In a normal shoe store, or you can buy it over their website. Most of the customers, buy it over their Website.

Section 6: Your Offers Offers are special deals you put together to secure more new customers and drive past customers back to you. Offers may include free trials, money-back guarantees, packages (e.g., combining different products and/or services) and discount offers. While your business doesn’t necessarily require offers, using them will generally cause your customer base to grow more rapidly.

- TOMS offer is when you buy a pair, they give a pair away to a child without shoes.

Section 7: Marketing Materials Your marketing materials are the collateral you use to promote your business to current and prospective customers. Among others, they include your website, print brochures, business cards, and catalogs. Identify which marketing materials you have completed and which you need created or re-done in this section of your plan.

At TOMS we have first of all got our website which is [|__www.toms.com__]. we do not really use catalogs, brochures or business cards but we are on the other hand active on twitter, facebook, YouTube, Pinterest and Google+ so we can socialize with our already existing customers and new customers.

Section 8: Promotions Strategy The promotions section is one of the most important sections of your marketing plan and details how you will reach new customers. There are numerous promotional tactics, such as television ads, trade show marketing, press releases, online advertising, and event marketing. In this section of your marketing plan, consider each of these alternatives and decide which ones will most effectively allow you to reach your target customers.

Well. The most effective form of promotion or the most effective way to spread a god word is of course the mouth to mouth method. If people have had a really good experience with a product or a company the are more likely to tell and encourage others to go to the same place and do some shopping because of the good experience they got. On the other hand, a bad word spreads on average five times faster than a good word so if someone has experienced something bad they are most likely to tell everyone they know not to go here and not to purchase anything from this particular organisation so you have to watch what you say and do because it could ruin you.

We almost do not use television advertisements but we use social media like facebook and twitter.

Section 9: Online Marketing Strategy Like it or not, most customers go online these days to find and/or review new products and/or services to purchase. As such, having the right online marketing strategy can help you secure new customers and gain competitive advantage. The four key components to your online marketing strategy are as follows: 1. One of the biggest keywords at TOMS is probably charity. Doing good things for others is a very big part of the company. The company is mainly known for the whole “buy one, give one.” It is basically if you buy a pair of TOMS they donate a pair of TOMS to a child in a third world country who does not have any shoes at all. Not only is TOMS a fashionable shoe but you can buy a pair and get a good conscience afterwards because it is a bit like helping a charity and getting something out of it yourself. 2. Well. We do have a banner with sliding images with ideas for Christmas presents and other picture advertisements. 3. We do not really use online advertisements. 4. We use a lot of social network. A way that that could attract customers could be if someone bought our product and they had a good experience with it they could share it with us and then if someone were thinking of maybe becoming a new customer they could go on to all of these different social medias where we are active (and have linked at the bottom of toms.com) and they could read about all the good things some of our other customers say. Another thing with social media is that we can post and do a lot of stuff to be active with our customers like we can post news about anything such as sales, special charities, new collections or just anything that is happening of new things for TOMS and it allows people to keep up with the news and learn stuff about us that they maybe did not know to begin with.
 * 1) Keyword Strategy: identify what keywords you would like to optimize your website for.
 * 2) Search Engine Optimization Strategy: document updates you will make to your website so it shows up more prominently for your top keywords.
 * 3) Paid Online Advertising Strategy: write down the online advertising programs will you use to reach target customers.
 * 4) Social Media Strategy: document how you will use social media websites to attract customers.

Section 10: Conversion Strategy Conversion strategies refer to the techniques you employ to turn prospective customers into paying customers. For example, improving your sales scripts can boost conversions. Likewise increasing your social proof (e.g., showing testimonials of past clients who were satisfied with your company) will nearly always boost conversions and sales. In this section of your plan, document which conversion-boosting strategies you will use.

we use a lot of social media at TOMS to communicate and socialize with our customers and that way they can respond to us about their possibly newly purchased products and if they have a question or a complaint our social media profiles allows us to answer and communicate and eventually straighten some things out if there has been a misunderstanding.

[|__https://www.facebook.com/toms__] [|__https://twitter.com/TOMS__] [|__http://www.youtube.com/toms__] [|__http://www.pinterest.com/toms__] [|__https://plus.google.com/+TOMS/posts#+TOMS/posts__]

Section 11: Joint Ventures & Partnerships Joint ventures and partnerships are agreements you forge with other organizations to help reach new customers or better monetize existing customers. For example, if you sold replacement guitar strings, it could be quite lucrative to partner with a guitar manufacturer who had a list of thousands of customers to whom it sold guitars (and who probably need replacement strings in the future). Think about what customers buy before, during and/or after they buy from your company. Many of the companies who sell these products and/or services could be good partners. Document such companies in this section of your marketing plan and then reach out to try to secure them.

- TOMS don’t have any partnerships with other business.

Section 12: Referral Strategy A strong customer referral program could revolutionize your success. For example, if every one of your customers referred one new customer, your customer base would constantly grow. However, rarely will you get such growth unless you have a formalized referral strategy. For example, you need to determine when you will ask customers for referrals, what if anything you will give them as a reward, etc. Think through the best referral strategy for your organization and document it.

-Toms is very good at getting customer by that the customers is talking about the toms products, it is also one of the big way Toms is advertising it product is about good reputation and that the customers want to come back to toms shoes, and that will bring more new customers to the market.

Section 13: Strategy for Increasing Transaction Prices While your primary goal when conversing with prospective customers is often to secure the sale, it is also important to pay attention to the transaction price. The transaction price, or amount customers pay when they buy from you, can dictate your success. For example, if your average customer transaction is $100 but your competitor’s average customer transaction is $150, they will generate more revenues, and probably profits, per customer. As a result, they will be able to outspend you on advertising, and continue to gain market share at your expense. In this section of your plan, think about ways to increase your transaction prices such as by increasing prices, creating product or service bundles/packages, and so on.

-Toms is more about making a difference in the world than out run it competitors. Toms is so popular that they have a lot of customers and their products is pretty expensive so they are making a good profit.

Section 14: Retention Strategy Too many organizations spend too much time and energy trying to secure new customers versus investing in getting existing customers to buy more often. By using retention strategies such as a monthly newsletter or customer loyalty program, you can increase revenues and profits by getting customers to purchase from you more frequently over time. Identify and document ways you can better retain customers here.

- Like we said before Toms is doing this thing about buying one pair of shoes and Toms gives a pair of new shoes to a child in need. That give the customer that they have done something good. they also have this Affiliate program. Once part of our affiliate program, you will have the opportunity to generate revenue by placing TOMS links and banners on your site.