TOMS Shoe Integrated Marketing Communications Plan Essay

TOMS Shoe Integrated Marketing Communications Plan - Essay Example The marketing objectives of the company is to increase the purchase of TOMS shoe among the youth including college students, those who have recently graduated and in general those below the age of 35 years. In addition, the company in its objectives aims at increasing its market share by 20% in the next 3 years by aggressive marketing using advertisements and other outlined promotional techniques. The communication objectives of the company are geared towards increasing by 30% the target audience that is aware of our products during the first year of implementation. It is also the company communication objective to increase the traffic on our website by 40% in the first year of operation. Further the communication objectives of the company are directed towards increasing the number of customers by 15% in the first year. The ultimate objective of the company communication is to increase our overall presence in social networking sites operating in the country and the globe at large.Pre vious research conducted on marketing to the youth has yielded some less positive results. Marketers consider this group as the hardest one to reach. The marketing initiatives will have to be both convincing and interactive with the prospect of dialogue between the company and the youth in a bid to getting feedback on the quality of the products and also on the nobility of its objectives.   The strength of TOMS shoe is that it has a noble cause attached to its marketing initiatives.  ... The ultimate objective of the company communication is to increase our overall presence in social networking sites operating in the country and the globe at large. 1.2 Challenges Previous research conducted on marketing to the youth has yielded some less positive results. Marketers consider this group as the hardest one to reach. The marketing initiatives will have to be both convincing and interactive with the prospect of dialogue between the company and the youth in a bid to getting feedback on the quality of the products and also on the nobility of its objectives. 2. Situational analysis SWOT Analysis The strength of TOMS shoe is that it has a noble cause attached to its marketing initiatives. The fact that one shoe bought will lead to another being donated to African poor is bound to elicit support from the young people who are the target for the designs of shoes to be marketed. The marketing initiative will ensure that customers will spread the goodwill message to others and in turn will create long time loyalty to the brand. One weakness that the brand has is that it is new. Therefore, it will face stiff competition from the already established brands. The brand will also be under immense scrutiny due to the cause that it will further and customers will want to reassurance that what the company preaches to do is what it actually does. This will require additional capital in reassurance of customers. An opportunity presented by this initiative is that it is the first of its kind and therefore may elicit support for the cause in people who always desired to be charitable but could not have had the opportunity to be. The greatest threat to the