Академический Документы
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Культура Документы
October 2016
Developed with the invaluable participation of
Antonio Toms Parsons & Cinthia Fehling
Present industrial models are analysed from an environmental and social perspective, including
mitigating actions, sought mainly through donations. Present market rules on these as-pects are
revised and the question: Can a different conception by found and applied? is addressed.
Can a scheme where the concept of quality, today circumscribed to materials and work-manship,
can be extended to the origin of raw material, quality of work, workers, and the final destination of
profit, be found and put to work? Propitiating recycled or recyclable, caring for the environment,
promoting regional economies and devoting most of final sale profit for social purposes.
We found that a scheme where well-paid work in developing countries, conducive to im-proving
their living conditions, recovering waste from the automotive industry to manufacture and
develop a high quality product by international standards, is possible. This scheme includes
achieving a competitive price and obtaining a profit that enables to finance one of the world wide
fastest growing NGOs (TECHO), and reinvest in the development and growth of the project.
We redefine the pillars of the market, paving the way to the future, in what we call a COMPLETE
QUALITY CYCLE: A company scheme that understands quality as the care of each of its value
chain links.
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CONTENTS
INTRODUCTION
THE CHALLENGE
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REFERENCES
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1 INTRODUCTION
1.1
2 THE CHALLENGE
How can this massive consumer goodwill be brought together efficiently, and pave the way
towards a clean industry with well payed workers, without disturbing consumers day to day
activities?
2.1
Breakthrough Strategies
We can keep on building companies, willing to handout donations written off their tax bills, in
an unfruitful effort to repair the damage that they have caused, ending up being once again a
marketing strategy.
Does this address the root of the problem?
Competing for the future means thinking and acting in new and unconventional ways. It requires
identifying how the future will be different, understanding what these differences will mean to
consumers, mobilizing a company to position itself advantageously in that new environment
and getting to the future before any competitors do.
We may not live for hundreds of years, but the products of our creativity (but what our creativity
produce) can leave a legacy long after we are gone.
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Are we competing for a market share in the existing market place? Are we only donating tax
deductible amounts, in an industry well known for price mark up? Or are we willing to stand up
and compete for the right to shape the structure of the markets of the future? Can we redefine
the business, and together with NGOs create a massive movement? We must understand that
the future is not an extrapolation of the past.
A UNIQUE IDEA: Can we shuffle, and deal again, redefining priorities and participants, creating
a company, in a water proof win- win partnership scheme, with an NGO? Implying that for
every production unit sold the NGO will receive the primary financial benefit, allowing a minor
balance for company and project growth? More than two-thirds of the markup redirected to
social assistance. This revolutionary concept ensures needy people, in different parts of the
world, to benefit from this business. What makes it work even better is the fact that a buyer will
feel good in the knowledge that his purchase has actually helped the needy. This, at a first glance,
may seem evolutionary, but will prove to be revolutionary, and will get us to the future before
our competitors without risk.
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We envision nature including people. We believe that fighting poverty isnt just about charity, but
about justice and equality. Helping families gain the skills they need to reach their full potential.
Allowing them to develop small-scale artisan businesses and preserving the environment by
using recycled materials.
Companies that can be organized aiming at an ample objective, including an NGO that shall
receive the primary financial benefit from every sale made. This will allow the NGO to become a
truly sustainable organization, rather than a charity dependent on fundraising for support. The
goal is clear, eradicating poverty, and improving environments related to the industry, and, for
each buyer, his purchase is an important step towards this goal. So buyers are the echelon that
complete this Cycle, and they`ve found a way to help in a noble cause, without affecting their
daily routine. The buyer has stepped forward and committed to social change.
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These are the people who stood in line for six hours to buy an iPhone when they first came out,
when they could have bought one off the shelf the next week. They didnt do it because the
technology was so great; they did it for themselves. Its because they wanted to be first.
People dont buy only what we do; they buy why we do it, and what we do simply proves what we
believe. In fact, people will do the things that prove what they believe. The reason why a person
buys an iPhone in the first six hours, and stands in line for these six hours, is because of what
they believe about the world, and how they wanted everybody to see them: They were first.
The goal is not just to sell to high quality products; the goal is to sell to people who believe what
we believe. The goal is not just to hire people who need a job; its to hire people who believe what
we believe. If you hire people just because they can do a job, theyll work for our money, but if
they believe what we believe, theyll work with, and their efforts will be greater.
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5.2
In late 2015 an agreement with TECHO was signed. TECHO provides LEAFs exclusive apparel
industry, with visibility and an attractiveness that will allow growing in ABC1 market share.
Through the LEAF initiative where you stand, the consumer will buy shoes and simultaneously
join in a noble cause becoming real benefactors. This will allow TECHO to become a truly
sustainable NGO, rather than a charity dependent on fundraising for support. These customers
will become lifelong people committed to social change.
This initiative, driven by a vocation for high product quality and social concern, naturally led to
further improvement in the all-around concept of excellence, going deeper and wider, including
all echelons in the chain of production, marketing and consumers.
Following these concepts LEAF believes in the importance of empowering local economy
by employing local artisans and crafters rather than working with Asian factories. Including
recycled rubber in soles, as LEAF is working on, will enable the reduction of the number of
used tires discarded in landfills. At present, LEAF works with local artisans to manufacture
environmentally beneficial products, starting out with 100% recycled sole.
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5.3
5.4
TECHO leverage
As mentioned, TECHO is very popular with ABC1 age group, and since they are brand loyal it is
hopeful they will purchase and get interested in LEAF shoes.
Our product is sold at a competitive price, but with higher quality. It is easy to anticipate gaining
10% of that market within the first year.
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Up to 200K young ABC1 people have helped TECHO in the past 5 years. Over the time, they
grow in responsibilities, university, jobs, and can-not continue their activities with the NGO
cause. Even so, most of them continue going to malls, and keep on buying footwear, at 40 -150
US dollars.
These young people will find themselves linked to social commitment with the LEAF campaign.
In their own shopping malls, they will find the possibility of buying quality footwear and helping
TECHO as well. With only 1% of these young people buying our espadrille we will be selling
40,000 pairs per month.
With these prices, LEAF is communicating that their product is affordable and that the consumer
is getting their moneys worth. The retail price contributes to the companys overall strategy
because for a minimum of $55 the consumer is essentially buying one pair of shoes and helping
a family in need.
With more than one and a half million fans across the continent, TECHO became the fastest
growing NGO in the world. Its human capital is young and young-adult upper classes by 80%.
This represents a potential ABC1 market. These young volunteers are not clients of TECHO.
These young-adults are fans.
A small difference, which results in loyalty.
With the above slogan, together with a product that is already familiar to them, but of higher
quality. Undoubtedly, 90% would be willing to pay more for their pair of LEAF knowing the final
destination of their money, rather than keep on buying the one they used to.
LEAF are individual to each customer. The brand is more than just a brand, its more than its
mission, it is a lifestyle. People who buy LEAF dont just buy them for their quality, they buy
into the lifestyle, and they live the LEAF brand. When consumers purchase LEAF products it is
representative of who they are and what they stand for. This in turn, will build the LEAF brand
into a culture and a lifestyle.
In 2014 LEAF movement was born, a brand that for every sale, made TECHO the primary
financial beneficiary, in order to overcome extreme poverty in slums. In this way LEAF begins to
project its unique business model.
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