A marketing plan for TOMS Philippines

• Main Author: Fernandez, Julio
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18031
• Institution: De La Salle University

“For every pair of shoes purchased, TOMS will give a pair of new shoes to a child in need.” This is the basic concept Blake Mycoskie started with in his idea of TOMS shoes which was eventually brought in the Philippines by Dimples La O‟. TOMS is also proud to say that the Philippines is the only country wherein TOMS sells and gives shoes. However, although TOMS‟ Unique Selling Proposition is very well made and fits the giving culture of the Filipino people, the brand still lacks brand and advocacy awareness. Based on this general issue, the group proposes various marketing strategies for the company which is comprised of advertising, sales promotions and public relations campaigns. The proposed marketing campaigns will be reached using the concept of “Organic Advertising”, which is a free or cost efficient, earthy and chic - the very element of TOMS. These campaigns are targeted for 18-26 year olds for the Primary Target Market, and 13-17 year olds for the Secondary Target Market, both male and female under classes A, B and Upper C. Objectives for the first year are 1) to increase market awareness of the One for One Movement by 30%, 2) to increase market share by 1% of the target market, 3) to increase sales by 20%, and 4) to heavily progress in social media. All these will be achieved by having an initial investment of P5,278,064, and is expected to have a net P7,532,500 by the end of the first year.