Toms Shoes, a company

 TOMS

 Facts:

1. TOMS Shoes, a company that would match every pair of shoes purchased with a pair of new shoes for a child in need. One for One.

2. “I said if we sell a pair of shoes today, we can give away a pair tomorrow and we’ll call them 'tomorrow's shoes,'” Mycoskie explains.

3. 3 things bout TOM’s:

http://finance.yahoo.com/blogs/breakout/3-things-don-t-know-toms-134605971.html

1) TOMS has no advertising budget

2) TOMS donations are the highest quality products

3) TOMS donates new shoes when kids grow out of their old pair

 Figures:

Latest news: TOM GROUP (02383) has dropped 5.366%. The last price is HK$1.94

2014-02-28 11:27:00

 Project (One for One)

http://www.toms.com/tomsCountrySelector/tomsCountrySelector.html?tomsCountrySelector=/

 Awareness: If you want to go fast, go alone. If you want to go far, go together.

 Covering countries:

 Brief: finding a Chinese region where the people has no shoes. Use “one for one” strategy to open the new market in china - a pretty big market.

 Targeted region: 四川省大凉山地区和贵州省毕节地区 Liangshan region of Sichuan Province and the Bijie region of Guizhou Province

 Marketing justification (what helps it make sense)

 A kind of value- go far, go together, tipically in this cruel world, we have to deal with a lot of thing together.

 A new control system from social enterprise, for example, how to make sure that the shoes are suitable for the one that want to send the shoes.(pretty important!!!)

 Culture

– be sensitive about one’s reputation, which can attact a lot of people’s attention, typically rich people.

– Chinese students hope to join in the worlds students’ group, owning or learning this kind of culture can make them attractive.(not sure!!)

 The super big market in China helps this project makes sence

 Some advices for SP(sales promotions)

 Connect this “one for one” strategy with students, provide them with some chances to be a real

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