Marketing as it would relate to TOMS shoes

Questions as they relate to marketing:

a. Describe the attributes of TOMS shoes products or service in detail.

b. Describe the pace at which TOMS will move through the product life cycle and the factors that will impact its movement. How will the product life cycle impact the marketing of TOMS shoes products or service?

c. Identify the positioning and differentiation strategies for TOMS shoes.

d. Identify the appropriate pricing strategy that TOMS currently uses for its product or service.

e. What are the appropriate place and promotional strategy that are used in the development of the strategic marketing plan?

1) Develop an initial sales promotion schedule.

2) Create an advertising plan.

3) Identify public relations opportunities for the product/service.

f. What is the impact of channel management decisions on the marketing of TOMS shoes? What are the current or appropriate distribution channels for which TOMS products or service and address costs in terms of placement, shipping, and middlemen?

http://www.tomsshoes.com/?gclid=CPzyyff-iJoCFYZM5QodF0jRGA

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...f the vegan shoes. This is the introductory phase. The price will be high, the variety will be limited and few distributors will carry these shoes. During the growth stage, the communication of TOMS will be to build brand preferences, the price will continue to be high, new features will be added to the shoes and distribution will be backed by trade discounts. During maturity, TOMS will differentiate its vegans from those of its competitors, there will be discounts, newer channels will be used and the new features will be added to the shoes. Finally, in the decline stage, TOMS will support its brand, the price will be lowered to sell off stocks, there will be fewer places where vegans will be available and the variety of vegan footwear available will be reduced.

c. Identify the positioning and differentiation strategies for TOMS shoes.

TOMS has been positioned as shoes that help you do charity. This is a unique positioning that competitors that give large sums of money for charity cannot match. TOMS has already distributed 150,000 shoes free in countries where there are poor children. In addition, TOMS is also positioned as an environmentally friendly shoe and a vegan shoe. When compared to other large shoe makers this is a unique positioning. Consider the case of large shoe companies like Nike, their reputation is sullied for exploiting indigent workers in third world countries.
The differentiation strategy of TOMS is to make shoes that support charity and shoes that are environmentally friendly. Vegan is a differentiation strategy that makes shoes without leather.

d. Identify the appropriate pricing strategy that TOMS currently uses for its product or ...