Tom's Analysis
Strategic Consumer Insights In Fashion
Tom’s VS Bob’s
Andrea Wright
LIM College
Abstract
The object of this paper is to recognize the consumer behavior and the social marketing strategies on the Tom’s brand. Then I am going to compare it to the sketchers Bob’s brand, and explain the strengths and weaknesses of their company compared to Tom’s.
Tom’s VS Bob’s
Tom’s is a company based in California that operated a non-profit branch informally known as Friends of Toms. The company was founded in 2006 by Blake Mycoskie, an entrepreneur from Arlington, Texas. Tom’s classic shoe is inspired by a traditional Argentine alpargata shoe which sits atop a rubber sole. (Cook 2009) They are made in a variety of styles, colors, designs, and fabrics. As far as demographics, Tom’s products are targeted for men, women, and children ages 13-30. As far as psychographics, or aspects of style and personality, Tom’s is targeted at the media-savvy, those interested in art in music, those who care about social causes, and the middle class.
Social marketing can be described as “techniques that marketers normally employ to encourage positive behavior and discourage negative activities.” (Solomon 2012) …show more content…
I think this is due to promotion and branding. Solomon describes brands as having “personalities” created by advertising, packaging, branding, and other marketing strategies. (Solomon 2012) Promotional wise, Tom; is way ahead of the game. Tom’s is sold in stores, comes out with lines seasonally, and teams up with many popular brands to come out with special lines. While Bob’s only had point-of-sale signage explaining the brand when they first started. They have since gained a full website. But their presence is much less than Tom’s. They are often described as knock-offs of the Tom’s
Tom’s VS Bob’s
Andrea Wright
LIM College
Abstract
The object of this paper is to recognize the consumer behavior and the social marketing strategies on the Tom’s brand. Then I am going to compare it to the sketchers Bob’s brand, and explain the strengths and weaknesses of their company compared to Tom’s.
Tom’s VS Bob’s
Tom’s is a company based in California that operated a non-profit branch informally known as Friends of Toms. The company was founded in 2006 by Blake Mycoskie, an entrepreneur from Arlington, Texas. Tom’s classic shoe is inspired by a traditional Argentine alpargata shoe which sits atop a rubber sole. (Cook 2009) They are made in a variety of styles, colors, designs, and fabrics. As far as demographics, Tom’s products are targeted for men, women, and children ages 13-30. As far as psychographics, or aspects of style and personality, Tom’s is targeted at the media-savvy, those interested in art in music, those who care about social causes, and the middle class.
Social marketing can be described as “techniques that marketers normally employ to encourage positive behavior and discourage negative activities.” (Solomon 2012) …show more content…
I think this is due to promotion and branding. Solomon describes brands as having “personalities” created by advertising, packaging, branding, and other marketing strategies. (Solomon 2012) Promotional wise, Tom; is way ahead of the game. Tom’s is sold in stores, comes out with lines seasonally, and teams up with many popular brands to come out with special lines. While Bob’s only had point-of-sale signage explaining the brand when they first started. They have since gained a full website. But their presence is much less than Tom’s. They are often described as knock-offs of the Tom’s