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