A marketing plan for TOMS Philippines

“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 on...

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Main Author: Fernandez, Julio
Format: text
Language:English
Published: Animo Repository 2012
Online Access:https://animorepository.dlsu.edu.ph/etd_bachelors/18031
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Institution: De La Salle University
Language: English
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spelling oai:animorepository.dlsu.edu.ph:etd_bachelors-185442021-11-13T03:54:02Z A marketing plan for TOMS Philippines Fernandez, Julio “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. 2012-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_bachelors/18031 Bachelor's Theses English Animo Repository
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
description “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.
format text
author Fernandez, Julio
spellingShingle Fernandez, Julio
A marketing plan for TOMS Philippines
author_facet Fernandez, Julio
author_sort Fernandez, Julio
title A marketing plan for TOMS Philippines
title_short A marketing plan for TOMS Philippines
title_full A marketing plan for TOMS Philippines
title_fullStr A marketing plan for TOMS Philippines
title_full_unstemmed A marketing plan for TOMS Philippines
title_sort marketing plan for toms philippines
publisher Animo Repository
publishDate 2012
url https://animorepository.dlsu.edu.ph/etd_bachelors/18031
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