Dimisha Rodgers Maureen Sills Irina Attias Fadwa Nita
Dimisha
Rodgers
Maureen Sills
Irina Attias
Fadwa Nita
It all started..
They lost…but..
In 2006…
Brand InventoryTarget CustomerSWOTDistribution ChannelPricingCommunicationCompetitorPOP & POD
Brand ExploratoryCustomer KnowledgeSources of Brand EquityBrand AwarnessBrand MantraCBBE Pyramid
Things Are Happing!EventsCo-BrandingIn the Loop
Recommendations
Brand Inventory
menecofriendly
philanthropy
accessories
children
All occasions
family
womenFor all ages
timeless
Moderately priced
One for one
shoes
sustainable
Targeted to
18-25 years old
Distribution Channel
Englan
d
USA
Cana
da
Netherlands
Pricing
How much do you spend for a pair of shoes on average?
€ 59
€ 65
€ 65
€ 78
€ 39
Communications
€ 65
Parity & Differentiation
Brand Exploratory
comfortable
ethical
campaign /
charity
attractive
moderately
priced
ecofriendly
shoes
summer
community
giving
sustainable
One for One
hipster / city life
Sources of Brand EquityBrand image
Comfort & Casual
Brand mantra
One for one
EssentialMediumNot at all
No Yes0%
10%
20%
30%
40%
50%
60%
70%
80%
72%
28%
TOMS known by name
No Yes0%
10%
20%
30%
40%
50%
60%
70%
80%
75%
25%
TOMS known by logo
Brand
Awareness
Resonance:Lifestyle products
(philantrophy)Consumer loyalty
Customer Based Brand Equity pyramid
Salience: Everyday shoes for all types of occasions and people (ages, genders, styles)One for one -mantra
Judgements:Attractive design for a
good cause
Feelings:Great, guiltless,
socially acceptable, fun & relaxed style
Performance: substantial price quality ratio•Useful, casual, comfort• Everyday style
Imagery: Casual and humanitarian•Young target group 18-25 (”changemakers”)
Things Are Happening!
EventsCelebrity Endorsements
Product PlacementCo-Branding
In the Tabloids
Events
Celebrity
Endorseme
nts
Pretty Little Liars
Make It or Break It
Quest Magazine
Product Placement
Qvest Magazine
ELEMENT THE ROW
Co-Branding
In the Tabloids
ThreatsOpportunities
WeaknessesStrengths
• Strong message• Lifestyle choices
(vegan)
• Limited retail stores
• Low brand awareness
• Lack of visibility
• Pre-existing competition
• Massive shoe market
• Price• Campaign is not
enough
• Potential market extension
• Increasing green consciousness
SW
OT
Recommendations
Internationalize their website
Stress their charity work!
Be more present in the audio visual media ( TV) and also magazines.
QUESTIONS ?
THANK YOU
Refe
ren
ces