Tom Shoes Essay

315 Words2 Pages
Question : Did TOMS Shoes first scan the marketing environment in creating its strategy,or did it create it strategy and fit the strategy to the environment? Does this matter? TOMS Shoes created its strategy to fit to the environment and the changing social environment as internet becomes one of the most active market place for marketers, customer, and competitors nowadays. This changing social environment also cultivate the word-of-mouth marketing in this new market place. Word-of-mouth strategy is the one of strategy that considerably lower costs for TOMS Shoes. So that, Toms Shoes can save millions of money from expensive advertisement such as on TV. Besides that, the other one strategy that made the company become successful is by annual events called “one day without shoes”. There were 250,000 people participated in the event involved 1,600 events in 2010.The events intended for raise awareness about the children without shoes and remind their suffering consequences of walking in barefoot. “One day without shoes” gives a big success to TOMS Shoes company as well as get the media attention. So that, when the media make a coverage, in the same time, the company get free advertisement for TOMS Shoes brand. TOMS also organized to form ‘TOMS campus clubs’ in different campus. This club was built for create bond between students and the company. This program allow the participating students to develop valuable experience in marketing, promotions, networking and others. TOMS ‘one for one ‘ strategy, that they will donate the shoes to needy children also encourage individuals with volunteerism. About 62.8 million people volunteered for an organization at least once between September 2009 and September 2010.TOMS also able to laverage the marketing segment by its strategy. TOMS effectively use media as a medium to communicate with customer and all

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