Target Marketing for Toms Shoes - Essay Example

The customers are heavy media customers who are more inclined to use the internet for their buying purposes. These customers are conscious of socially credible and ethical business practices and therefore, prefer the way of operations of Tom’s Shoes. The company follows a One to One model in which it provides shoes to deprived children as a part of the charitable and ethical aspect of the company. Tom’s Shoes was founded with the aim of providing a new pair of shoes to a child for every pair of shoes that is sold by the company.

The charitable component of Tom’s Shoes is an important influencing factor in customer purchase decisions when the customer is buying his/her first pair of shoes from the company. However, the charitable aspect becomes a much low-impact buying factor in case of repeat purchases by the customers. The customer segment including socially conscious buyers is the main target segment for Tom’s Shoes which it taps through word-of-mouth publicity and other promotional tools. These are supported by the charitable aspects of the company. Cause marketing is an important marketing strategy used by Tom’s Shoes to attract the target customer group (Earle 24). Read More