TOMS case study

Résumé du document

History:

1995 - First entrepreunarial venture: EZLaundry
National door to door campus laundry service

1999 - Mycoskie Media : outdoor billboard company later he sold it to Clear Channel Communications

2002 - After participating to a Reality Show (the amazing race) Blake launched an all reality TV channel called Reality Central

2005 - Drivers ED Direct : Started a green drivers' training school using only hybrid cars

2006 - Vacation to Argentina : Blake witnessed the plight of children of the poverty stricken farmers thus he had an idea…

Why creating TOMS?
In developing countries, many children grow barefoot
Providing them shoes would solve different problems :

-many diseases are soil transmitted
-wearing shoes prevents from getting cuts and sores
-Many times children can't attend school barefoot since shoes are part of their uniform

That is why Blake decided to act but still by doing business

Extraits

[...] We are also members of Textile Exchange and are working with them to support our efforts to use more sustainable materials. You'll find TOMS at sustainability conferences and industry gatherings, sharing best practices within the world of sustainable design and responsible operations. Collaboration with outside experts  to validate our practices or improve them We've engaged third parties to verify our supply chain and to identify risks within it. Supplier auditings  both announced and unannounced audits) - an integral part of our Corporate Responsibility program. [...]

[...] November 2012. Anonymous Future Watch: From Emotional Branding to Human Engagement, Euromonitor. Available from: blog.euromonitor.com, Accessed Mohr, L.A., Webb, D.J., Harris, K.E Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. The Journal of Consumer Affairs, Vol Available from: www.ebscohost.com, Accessed Moreno, L Welfare mix, CSR and social citizenship. [...]

[...] Does the concept has hidden the Brand in consumers mind ? Untitled-2.JPG WOM strategy= well known in the TOMS community +Competition Before they were the only one to one given model so no matter if people rembered the name, but now pb of differentiation as it is the case for every market with competitors How to do when your are not the only one anymore to use the OtO G model < number > Carole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\TOMS-Shoes-LOGO.jpegCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\TOMS-Shoes-LOGO.jpeg IV. [...]

[...] Creation of TOMS Blake decided to make shoes along the local farmer shoe style : alpargata Birth of TOMS (contraction of Tomorrow's shoes) Simple principle : The one for one giving model  The premise : for each pair of shoes sold another is given to a needy child in developping countries images-4.jpegUntitled-2.JPG Carole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\TOMS-Shoes-LOGO.jpegCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\TOMS-Shoes-LOGO.jpeg I. TOMS Nowadays Carole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\toms copy1.jpgCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\toms copy1.jpgCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\toms copy1.jpgCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\toms copy1.jpg In 2011, TOMS hired 160 employees this figure has tripled compared with 2010 Toms doesn't release sales figures but said they have given away 1M pairs of shoes  This lack of transparency stimulates the debate about non-profit or for-profit company Untitled-2.JPG Carole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\TOMS-Shoes-LOGO.jpegCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\TOMS-Shoes-LOGO.jpeg I. [...]

[...] Before I explain these, I will start with a short definition of Corporate Social Responsibility, then define the Approach of CSR at TOMs and finish with the impact. < number > Carole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\TOMS-Shoes-LOGO.jpegCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\TOMS-Shoes-LOGO.jpeg V. Social Welfare Carole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\toms copy1.jpgCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\toms copy1.jpgCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\toms copy1.jpgCarole-Anne\Desktop\SOB\INTERNATIONAL CONSUMER BEHAVIOR\TOMS\toms copy1.jpg Corporate Social Responsibility „ a concept whereby private corporations integrate social and environmental concerns in their intercations with their stakeholders, in particular, and with society in general, on a voluntary basis“ European Commission Untitled-2.JPG There is no clear definition of the term, as it is a very wide and complex concept, but one of the most used definitions was established by the European Commission. [...]