Tom's shoes Essay Example | Topics and Well Written Essays - 250 words

Tom's shoes - Essay Example These customers are conscious about 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 found with the aim of providing a new pair of shoes to a child for every pair of shoes that is sold from the company. The charitable component of Tom’s Shoes is an important influencing factor of customer purchase decision 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 ma rketing is an important marketing strategy used by Tom’s Shoes to attract the target customer group (Earle