Marketing strutegy for Tod's brand

Marketing project for Tod’s Selezneva Elizaveta

Background • In the late 1920s Dorino Della Valle began a shoemaking business.

• In the early 80s Diego Della Valle turned a family business into a factory.

• Firs success was with JP Tod’s driving shoes.

• Later began to expand there

market in handbag, luggage, accessorizes (now clothing).

• Now it’s a group of brands: Tod’s, Hogan, Fay

Products • Shoes • Bags • Accessorizes: - Belts - Bracelets - Wallets - Sunglasses - Key holders • Clothes

Philosophy • The brand defining itself as an italian casual luxury.

• Made for daily life.

• High price policy.

• Works in collaboration with brands such as Ferrari, artists and architectures launching its collections.

Communication • Easy to use web site: - Videos - Images - Tod’s lounge • Has a book «Italian touch»

• In boutiques good and friendly service.

Society • Customer: - with high income - appreciate comfort and classic design - demanding - meticulous - 22-55 ages

• Attitude: the luxury and high level of quality brand.

• The wish to be the one of an upper society.

Competitors Luxury

• Hogan • Prada • Salvatore Ferragamo

Classic

Modern

• Gucci Accessible

The idea • Cosmetic for feet and hands

- Cream - Soap - Scrub • Which has relaxing affect.

Why? • Easy to sell.

• Doesn’t need

independed advertising campaign.

• Cheap and easy to produce.

Benefits • Increase income.

• Enlarge the quantity of customers.

• Make customers feel that the brand takes care of there health.