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Rethink Mycoskie Mission Statement

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TOMS’ sought to “build an organization capable of sustainable, repeated giving, through which children of need would be guaranteed shoes throughout their childhood”. Soon after, they adopted another mission which was to restore vision to those with curable sight related illnesses. To be able to provide all these gifts to the children, TOMS needed to have strong sales and make people want to get involved. To do this, Mycoskie knew he really had to sell the story behind his mission, not just the shoe. He did a fantastic job of “building on a simple slogan that effectively communicated his goal” and “championed his personal experiences passionately and established deep and lasting relationships with customers”. This lead TOMS to provide shoes to over 10 million children with exponential growth …show more content…

This business model was located in a targeted niche market that desired a certain image. To thrive in this niche market, advertising campaigns became the most successful competitive weapon to gain market share and TOMS had one that truly was unique. The ability to make consumers feel like they are truly making a charitable effort and being responsible allowed them to better compete with large incumbents like Nike. TOMS was able to get away from the mainstream advertising and allow a more grassroots approach after their initial growth spurt. The consumers of TOMS products are some of the best salespeople because they feel like they need to tell the story of TOMS. This story makes people feel more connected to the brand and increases loyalty. Repeat purchases due to the connection these consumers feel to the brand really separates themselves and leads to their great competitive advantage. Without the consumer feeling like the truly made an impact and being able to share their story, TOMS wouldn’t be as successful as they

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Of course, this was not enough to beat their rival Reebok, but was sure the beginning of this up and coming brand. They also promote sports such as tennis, golf or football, Nike has always signed the top player in each of these fields to promote that line of sportswear. Tiger Woods is a great example of this in which at the time, helped a new lighter golf shoe that attracted many to switch to the Nike brand. All these spokespersons using the “Swoosh” logo on their sportswear and claiming to follow their dreams and “Just Do It”. When you look at it closely, what better way to influence a target group of people than through someone else, and using the most highly profile celebrities and sports figures to accomplish this.

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