DIGITAL MARKETING PLAN

Digital Marketing Plan TOMS Shoes

Executive Summary

TOMs is operating in a market which is already dominated by “designer brands” and brands for the middle and lower classes which have an already established customer base. However, since its conception in 2007, TOMs has managed to break into the UK market, largely through online advertising and reach the target audience with its philanthropic message. The shoe market in UK can therefore be called a highly competitive and fast moving market, although, due to its smart CRM strategy, TOMs has been experiencing a rise in sales almost annually. However, it is currently a relatively small operation, its needs to build better resources if it hopes to stay afloat in the UK market, and maintain its brand image after the “excitement” of charity starts fading away for its customers (http://tomsshoes.com, 2012).

Table of Contents

Executive Summary2

Introduction4

Key Issues4

Organisation Vision, Mission and Values4

Vision5

Values5

TOMS Vision & Mission5

Mission5

SOSTAC5

Situation Analysis5

Learning's from last year6

External Environmental Analysis6

Social6

Technological7

Economic8

Political8

Market Overview9

Current Target Markets in UK10

Competition10

SWOT Analysis of TOMs12

Internet Based TOWS Analysis for TOMs14

Organisation& Marketing Objectives16

Strategy and Tactics16

Targeting and Segmentation:17

Positioning17

Branding Strategy17

Representation Online18

Content Based Strategy18

Activity Plan18

RACE Framework and the Four Ps19

Product20

Price21

Placement22

Promotion22

Social Media Targets: for TOMS “Glitter” Line23

Further Tools for Digital Marketing24

Digital Marketing Plan TOMS Shoes

Introduction

In 2006, TOMs emerged as a “philanthropic” business, however, it had one unique selling point, that it was a for profit organisation which donated a pair of shoes for every sale. The founder, Blake MyCoskie was a part of the reality TV show “The Amazing Race” during which he travelled to Argentina and saw poor children who could not even afford to buy shoes. From there on, he decided to start a shoe business where, for every pair bought by a customer, he would give away a shoe to a child in need. His “One for One” marketing plan was thus conceived (http://tomsshoes.com, 2012).

Key Issues

TOMs has expanded its portfolio to include many kinds of canvas or comfortable slip on shoes along with apparel and eye wear. However, this aim of this marketing plan is to devise a way where the TOMs “glitter” line can be marketed online to target the audience in UK. Although they have an effective digital marketing plan where they are actively advertising on social media websites like Facebook, LinkedIn, Twitter etc, to bring up their existing “glitter” line in the UK market, they need to adopt more aggressive marketing strategies based upon their underlying “Cause Related Marketing” strategy (http://tomsshoes.com, 2012). As Chaffey (2012), a successful digital marketing strategist has said, “the challenge for marketers is to assess which innovations are most relevant to their organisation and to seek to gain advantage through introducing then to a company such that the digital marketing techniques integrate effectively with traditional marketing communications” (Chaffey, 2012, pp 7), therefore, this marketing plan will follow the principle stated above.

Organisation Vision, Mission and Values

Their aim is to fight the foot disease in countries like Argentina by spreading awareness about it and the poverty rate in such ...