When I first entered TOMS official website, the first thing I saw was their movement for social responsibility: “With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One.” http://www.toms.ca/our-movement?icid=ca-home-022012_106
To add onto Vivien Lee’s blog about TOMS, I agree that TOMS One for One marketing strategy is value-based and sustainable. https://blogs.ubc.ca/yuseelee/2012/01/15/markeing-blog1-the-one-for-one-campaign-of-toms/#content However, I would also argue that TOMS succeeded due to segmenting the consumer market based on attitudes and beliefs within behavioural. By targeting the consumer market based on beliefs and attitudes towards social responsibility and business ethics, TOMS utilizes a more meaningful and effective strategy to differentiate themselves from other shoe retailers. I believe TOMS chose to position their product offerings based on image and the product itself. In addition, TOMS image has been developed to be a compassionate company that supports children in Third World countries. Furthermore, through product positioning, TOMS has created shoes that are not only comfortable but also unique, differentiating themselves from other shoes such as Tennis or running shoes. Through their positioning strategy, the company has created the right competitive advantage, promoting the differences of importance, distinctiveness, and superiority.
In order to survive in such a saturated and competitive market, TOMS must continue to develop their brand by creating profitable customer relationships who thus become brand ambassadors. One method that TOMS has implemented in their brand development strategy is through line extension and brand extension. Having sustained a socially responsible brand of TOMS to their customers, the company has creating more market offerings through line extension by developing different types of shoes. Furthermore, through brand extension, the company has extended their brand to other types of products such as sunglasses. TOMS truly has created a comprehensive marketing strategy in order to stay relevant in the shoe industry by building a respected brand.[youtube]https://www.youtube.com/watch?v=Z95pUfYSvbQ[/youtube]