TOMS is a shoe company founded by Blake Mycoskie who, after visiting Argentina and seeing children walking barefoot, putting themselves in danger of getting cuts and being vulnerable to diseases and infections, was inspired to start TOMS. TOMS is famous for their motto “With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One”. Knowing this, customers are more inclined to buy these products because they feel like they are giving back and find comfort knowing that they are providing the means of transportation for one child.

This type of marketing strategy works quite well because the brand is able to give customers an incentive to buy their products. Consumers get a feeling of satisfaction knowing that they are helping others. Because of this, they are able to disregard the price, even though the price one pays for TOMS is overpriced considering the fabric and quality of the shoe itself. TOMS bases its company on social responsibility and allows its customers to spend money with a good conscience. Buying TOMS means more than buying another pair of shoes. It means you are giving someone else a better future.

Articles: http://www.huffingtonpost.com/2013/03/20/questioning-the-toms-shoe_n_2915003.html

http://planetforward.ca/blog/toms-shoes-redefining-social-responsibility/

Can having too many different donuts be hurting Tim Hortons? According to new chief executive officer of Tim Hortons, Marc Caira, the donut and coffee are offering too many selections of donuts, which are slowing down the service. Not only that, but they need to put in place more signature and unique items to separate themselves from other competitors like McDonald’s. Caira believes that what is needed in the chain is “streamline offerings”, innovation to coffee and other products, and healthier and alternative beverages for those who do not drink coffee. By eliminating the vast selection of items they offer, Caira thinks that they will be able to provide quicker and better customer service.

Innovating and differentiating their products from their competitors can really be to their advantage. By doing this, they are establishing points of difference and this enables them to distinguish themselves from their rivals. At the same time, Tim Hortons does risk losing customers who are dissatisfied with new items or due to the decrease in the various donuts they currently offer. Although innovation can lead to success, one must also consider the risks that they face.

Article: http://www.theglobeandmail.com/report-on-business/tim-hortons-vows-faster-service-to-fend-off-rivals/article14357952/ 

In today’s world, it seems impossible to reach the youth market without the use of marketing through social media. Not only are they more vulnerable to influence from the media but they are also the fastest growing target market, ranging from the ages of 18-24. Brands are developing new marketing strategies to engage these consumers and to appeal to them with social media content that makes the users of these social networks feel inclined towards purchasing the brand. Considering studies that show 81% of people under 25 sleeping next to their smartphones, we see how much social media might affect a person in their way of everyday thinking.

Engaging with the youth market through social media is vital to every brands marketing strategy. Nowadays, kids are on social networking sites 24/7 and the easiest way for a brand to reach their target market is to advertise where the kids are the most. Over the past decade, brands and companies have been forced to adopt new strategies to follow this evolution of technology. Mobile and social marketing continues to grow in an effort to influence the youth target market through the ads that they see everyday they spend on their devices.

Article: http://www.theglobeandmail.com/report-on-business/small-business/sb-marketing/advertising/three-back-to-school-marketing-campaigns-that-got-it-right/article13898841/