TOMS Shoes PR CampaignTable of ContentsSituation Analysis 2Critical Issues 2Main Issue 3Campaign Objective 3Objectives 3References 4TOMS Shoes was founded by Blake Mycoskie in 2006 based on the simple line: One for One. For every pair of shoes purchased, TOMS will donate a new pair of shoes to a child in need. TOMS' mission statement translates into using the purchasing power of every consumer to benefit the common good of the world. TOMS' mission statement transforms consumers into benefactors and allows TOMS to develop a sustainable business that involves for-profit giving. Situation Analysis Although TOMS is a widely distributed and well-known brand, the brand sits within a business model that is easily copied and the product is easily imitated. This allows other brands and companies to profit from the ideas launched by TOMS. This also allows consumers who had never heard of TOMS to turn to the competition thinking that TOMS was a "counterfeit" rather than the original. This may be due to a lack of consumer awareness and sales. TOMS faces a direct copy of BOBS from Skechers and, therefore, risks losing sales and market share to the company. While TOMS has been around longer, BOBS was created and supported by a well-known brand already well established in the footwear market (Kuchle, 2012). TOMS also lacks ads and endorsements. Opponent brands regularly advertise and benefit from partnerships or celebrity endorsements, but TOMS chooses to focus on word of mouth, social media, and use traditional media marketing sparingly. Many consumers are wondering if TOMS is truly interested in the cause or if they are looking to differentiate themselves in a saturated brand manner...... middle of paper...... April 2011). Shoes for Business: The unintended consequences of doing good. The Harvard Crimson. Retrieved from: http://www.thecrimson.com/article/2011/4/27/shoes-local-toms-pair/ Kuchle, M. (August 2012). Bobs Vs. Toms... Don't believe everything you're told. Happy for the city. Retrieved from: http://merryabouttown.com/bobs-vs-toms-dont-believe-everything-youre-told/Staff. (January 9, 2013). TOMS vs BOBS – A classic shoe dilemma. A day of peace. Retrieved from: http://odop.ethran.com/toms-vs-bobs-a-classic-shoe-dilemma/TOMS. (2014). Home One for One Movement. TOMS Shoes. Retrieved from: http://www.toms.com/Torelli, C.; Monda, A.; Kaikati, A. (February 2012). Doing evil while doing good: corporate social responsibility and branding concepts. Journal of Consumer Research. Flight. 38, n° 5 pages 948-963. Retrieved from: http://www.jstor.org/stable/10.1086/660851