...Summary Havaianas is a Brazilian brand of rubber flip-flops and has 80% of the Brazilian flip flop market. Havainas distribute approximately 162 million sandals annually, of which 20% goes to more than 80 countries of the five continents. In addition, Havaianas can be found in more than 200 thousands points of sale (only 1,700 in the United States) and exports reach to 30 million pairs. Last year sales reached U$ 800 million worldwide. The investment in the marketing of the brand is 12% of 13$ of the net income and has kept Havaianas in the grow trajectory. After 51 years and many models later, this simple rubber flip flop has conquered the foot of the Hollywood stars, international magazines and main fashion stores around the world. Product • The idea of the product was inspired by the Zori (Japanese sandals made of rice straw or other plant fibers). • The Havaianas are simple flip-flops with a sophisticate look. They are made out of rubber, which is a natural product and national resource. The sandals ensure comfort and a durable product. • Today the brand sells 23 models on 60 colors of flip-flops worldwide. They are all very similar but with small adjustments for the given public. The most successful model is the original Havaiana Top Brazil, which has a small Brazilian flag on the stripe and is responsible for 64% of the global sales. In Brazil, the Havaianas are also known as the nation footwear, it goes from the janitor until...
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...HAVAIANAS We can find them on the shelves of the most important department stores of the world, like the Galeries Lafayette in Paris, Saks in New York and Harrods in London. They are worn by socialites, famous artists, politicians and at the same time by peasants and poor people living in Brazilian favelas. Without a doubt, they are the most democratic sandals in the world. I am talking about HAVAIANAS, an authentic Brazilian product that once was considered sandals for the poor and now are at the feet of everyone, over 60 countries. Its inspiration is a traditional Japanese thong called Zori that is made with rice straw. This explains why Havainas sole imitates the texture of rice grains. The name Havaianas from Hawaii, because when the brand was created in 1962, famous people used to spend their vacations there. Havaianas at the beginning were not as colourful as we see today. They were all white with only the sides in different colours. They were very cheap at that time, so the company used to sell about 1000 pairs everyday all over Brazil. This success started to be copied, so many imitations started to appear on the market. Havaianas then applied for a patent for its model and launched an advertising campaign with the slogan: “ Havaianas, the originals “. During the 80’s, Havainas used to sell more than 80 million of pairs in Brazil. The sandals were so important to poor people that they were inserted by the government into the list of basic products to live...
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...201410792 * RA: 201410820 * RA: 201410835 * RA: 201410842 * RA: 201410856 * RA: 201410866 icidade, Propaganda e Marketing Prof. João Castanheira Campinas 2014 Campinas 2014 Medida de Marketing: Internacionalização Depois do sucesso com o reposicionamento de marca e das novas linhas, o próximo passo da empresa foi a internacionalização das Havaianas, que passou a ser distribuída em 5 continentes e em mais de 60 países.Mesmo já sendo exportadas deste 1995, as sandálias Havaianas só caíram no gosto do público estrangeiro entre os anos de 2002 e 2004, quando se tornaram mania tanto nacional quanto internacional, ocupando algumas das vitrines mais concorridas do planeta, sendo vendida a um preço médio de 27 dólares. A razão desse elevado preço e por sua produção estar no Brasil, por isso o diretor presidente, Márcio Utsch resiste em querer abrir novas fabricas em outros países. A meta da Havaianas passou a ser elevar mais ainda a sua participação no mercado externo. Como por exemplo em 2007 quando a Havaianas finca definitivamente sua bandeira nos EUA com a sua casa própria em Nova York e em 2008 quando a marca passa a atuar diretamente na Europa, escolhendo a cidade de Madri para abrigar seu próprio escritório e uma equipe de diversas nacionalidades e culturas. Portanto...
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...Jose Netto Marketing Strategy Havaianas Summary Havaianas is one of the most commented successful cases in business. It became famous for its market repositioning, advertisement with celebrities, and increase of portfolio. Havaianas, a Brazilian rubber flip flop, is now the most popular flip-flop in the world as a result of a hard-working change in the Marketing Mix, which exceeded the flip flop conventionality and became a fashion article. The flip-flop Havaianas began to be manufactured in 1962 by Alpargatas. The target market for this flip-flop was the middle class. However, after a period, everyone was using it and the flip flop became too popular, according with Rui Porto, Director of Media and Communication of Alpargatas. The popularity of the product became a problem. In 1980, the widespread use of the flip flop lowered the profitability levels so much that it fitted in the category of commodity. Havaianas flip flop was manufactured only in a single model, the business was running risky and changes in communication would not be enough to modify this scenario. The Alpargatas’ strategy for Havaianas was causing a drastic change in the marketing mix. After the market repositioning strategy was established in 1994, the first step was to create other models of Havaianas. The idea was to create a new line of flip flop with different colors and shapes that would result in product segmentation. After that, the channels of distribution became focused on niche markets, where...
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...HAVAIANAS Fall I - 2011 Integrated Marketing Communications Project MBA 55040.31 – Advertising and Promotional Strategy Miguel Vasconcelos Professor Kim Kropp Table of Contents Introduction 3 Executive Summary 3 Company Information 4 Situation Analysis 4 Target Market 5 Product Benefits 5 Product Positioning 6 Competitive Analysis 6 Marketing Environment 7 Historical Context 8 Industry Analysis 9 Objectives 12 Budgeting 14 Critical Issues – Challenges and Opportunities 14 Strategy/Tactics/Execution/Integration/IMC Campaign 15 Copy-Message strategy/Creative brief 18 Media Plan 21 Branding 22 Product and packaging recommendations 23 Pricing recommendations 23 Distribution recommendations 23 Public Relations recommendations 24 Sales Force recommendations 24 Differentiation 24 Timeline 25 Expected Outcomes/Results/Evaluation/Future Considerations 25 Appendices 26 Media Plan 26 Budget 27 Timeline 27 Works Cited 28 Introduction The product that is going to be discussed in this IMC Project is the Havaianas Sandals which is a Brazilian originated rubber flip flop that now is sold in the shelves of fancy department stores, such as Saks Fifth Avenue, Bergdorf Goodman, Galleries Lafayette, and Via Spiga, all over the world. The brand started as being a popular footwear for all Brazilians to wear and then in less than four decades of existence, the brand became a fashion icon and today is worn by millionaires and...
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...com/essay-on/Marketing-And-Value-Havaianas-And/29819 Marketing And Value : Havaianas And Dukky In: Business and Management Marketing And Value : Havaianas And Dukky ASSESSED WORKING PROJECT HAVAIANAS & DUKKY(Chick-Fil-A) Marketing and Value 2010 Marketing Action 1: Havaianas Campaign History The history of Havaianas started in the earliest 20's, when Scotsman Robert Fraser arrived in Brazil and began manufacturing flip flops based on the traditional zori sandals, a Japanese product. At that time, sandals were very different. It was only in 1958 that Havaianas that we know today were designed with rubber. That was the birth of the trademark Havaianas (1962) In the 1960s, Havaianas were sold at small, neighbourhood stores for a low price, displayed between house cleaning products and were purchased exclusively by the lower classes. That kind of product exposition and public turned Havaianas known as “chinelos de pobre” (poor man’s flip flops). The style of the product wasn’t elaborated. The model was basic and it was available only in a limited range of colours (4 colours), even though the products were strong, durable, comfortable and cheap. And that was what made Havaianas so popular in Brazil. Indeed, one year after had been launched more than 13,000 pairs were produced every day The success made raise the interest of other companies and imitations of Havaianas began to appear in the 70’s. To respond to this movement, the company launched a campaign called “Havaianas: As Legítimas”...
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...ASSESSED WORKING PROJECT HAVAIANAS & DUKKY(Chick-Fil-A) Marketing and Value 2010 Marketing Action 1: Havaianas Campaign History The history of Havaianas started in the earliest 20's, when Scotsman Robert Fraser arrived in Brazil and began manufacturing flip flops based on the traditional zori sandals, a Japanese product. At that time, sandals were very different. It was only in 1958 that Havaianas that we know today were designed with rubber. That was the birth of the trademark Havaianas (1962) In the 1960s, Havaianas were sold at small, neighbourhood stores for a low price, displayed between house cleaning products and were purchased exclusively by the lower classes. That kind of product exposition and public turned Havaianas known as “chinelos de pobre” (poor man’s flip flops). The style of the product wasn’t elaborated. The model was basic and it was available only in a limited range of colours (4 colours), even though the products were strong, durable, comfortable and cheap. And that was what made Havaianas so popular in Brazil. Indeed, one year after had been launched more than 13,000 pairs were produced every day The success made raise the interest of other companies and imitations of Havaianas began to appear in the 70’s. To respond to this movement, the company launched a campaign called “Havaianas: As Legítimas” (Havaianas: the Legitimate Ones) embodied by a famous Brazilian humorist, Chico Anysio. It was in 1988 that sales started to decline, going...
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...1. World Balance * When my boy started with his schooling, one of the things he needs is a white rubber shoes. I enrolled him in Virgen del Pilar School which is being run by the Sisters of Charity of Saint Anne. They want to teach kids simplicity so aside from "no jewelries and colorful accessories" their rubber shoes for their PE subject needs to be plain white, no colorful ones. It's been a practice to us to buy altogether all their school needs so we spent half day in the mall to get done with everything. Inside the department store, there's this wide display of kids' shoes so we let him pick his fave. I think my kid has a great choice. He chose this white World Balance rubber shoes that can be easily wear by kids like him. All he needs to do is wear his socks and slide his feet on to the holes and presto, he is off to go to school. The bottom of the shoes is great. It protects him from slipping and his feet can relax on the soft pad of it. His first school year is done and I don't see much change on the shoes. Great buy indeed. * Some of their Casual Shoes seems to be durable. Very comfy too, and well thought off in terms of comfort. Also a bonus it looks real good. * beautiful.. cyempre! * When I was in high school, any kid who wore World Balance shoes would be labelled as baduy and be subjected to ridicule so imported brands like Adidas, Reebok and Nike were THE shoes to wear to keep up with the crowd. * Yes, your right its cheap in price and materials...
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...Introduction to Marketing Carl Loraine Cruz – 20154176 Task 1: The organization that I am going to work for is New Raven Manufacturing Co. Ldt.. New Raven Manufacturing Co. Ldt is a Spanish clothing corporation and manufacturer that is owned by a Filipino business woman. I am going to concentrate on the organization's product or brand name Nuevo Ropa, and I am going to compare this product to Stickeez, a printing company here in Dubai, United Arab Emirates. Here’s brief information about the products that I am going to use: Nuevo Ropa means new clothing in Spanish. We chose this word because it is unique and it sounds fabulous. This is the new and easy way to trend yourself and build a new appearance that will wow everybody. With the help of Nuevo Ropa, we change the old you, to a more fabulous you. FUN, because DIY is all about the satisfaction and creation of new things. That's what Nuevo Ropa is all about. Do it yourself and that’s what makes us different and unique from other clothing companies. We are unique and our system that you made from raw materials lovingly finished provides enjoyment and satisfaction that no other clothing store will ever give. Nuevo Ropa is all about you. Stickeez is a T-shirt printing business here in Dubai which is owned by a Filipino Graphic Designer. It launched last 2012. They’re printing on 100% Cotton shirt, with a wide variety of logos and designs from their series collections to choose from. Stickeez also accepts your own...
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...Farm Rio Atividade Monitorada: Visita ao PDV, análise de posicionamento, marketing mix e segmentação. FGV-EAESP ÍNDICE 1. Introdução ........................................................................................................................................................................... 3 2. Análise da marca ............................................................................................................................................................... 4 2.1 Mix de Produtos ......................................................................................................................................................... 4 2.2 Preços ............................................................................................................................................................................. 5 2.3 Localização ................................................................................................................................................................... 5 2.4 Apresentação .............................................................................................................................................................. 6 2.5 Atendimento ................................................................................................................................................................ 6 2.6 Comunicação .......................................................................................
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...L E BRÉSIL : POURQUOI SON ÉCON O MI E S’ ESSOUFFLET-ELLE ? Fayada Alice, Bonuso Thomas, Bouvier Adeline Exposé d’économie LEA 1 Le Brésil : Pourquoi son économie s’essouffle-t-e$e ? 1 TABLE DES MATIÈRES Introduction 4 I. Emergence du Brésil 6 1. Emergence économique 6 Secteur primaire 6 Secteur secondaire 8 Secteur tertiaire 8 2. Emergence sociale Développement d’une classe moyenne 10 10 Consommation à crédit 11 3. Emergence politique 12 Nationale 12 Internationale 12 II. Essoufflement du Brésil 13 1. Essoufflement au niveau national 13 Consommation en baisse&investissement faible 13 Insécurité & inégalités 14 Corruption 17 2. Essoufflement au niveau international 18 Crise économique 18 Pressions exterieures 19 Environnement & écologie 19 III. Perspectives d’avenir Le Brésil : Pourquoi son économie s’essouffle-t-e$e ? 20 2 1. Evénements à venir 20 La coupe des confédérations en 2013 20 La coupe du monde de footba$ en 2014 20 Les jeux olympiques en 2016 20 2. Mesures à prendre 21 Développer les in&astructures 21 Réduire l’insécurité 21 L’impact estimé de ces événements sur le pays 21 Conclusion 22 Bibliographie 23 Le Brésil : Pourquoi son économie s’essouffle-t-e$e ? 3 INTRODUCTION Chronologie du Brésil avec quelques dates importantes. Le Brésil est un pays d’Amérique...
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...The Impact of Facebook Addiction on Academic Performance of Filipino Students Mart Anthony D. dela Peña Comm2 – C2 Mrs. Noemi Agner March 15, 2012 The Impact of Facebook Addiction on Academic Performance of Filipino Students Thesis Statement: Although Facebook has offered various benefits to the Philippine society, its addiction has become a major problem on the academic performance of Filipino students. Outline: I. The History of Facebook II. Facebook as a Social Network A. Facebook Profile 1. Facebook Photos 2. Facebook Groups 3. Facebook Events 4. Facebook Developers 5. Facebook Notes B. Facebook Chat and Messaging III. Facebook Addiction A. Facebook Addiction Defined B. Causes andNature of Facebook Addiction C. Status of Facebook Addiction in the country IV. Impact of Facebook Addiction on Academic Performance ofFilipino Students V. Ways in Minimizing Facebook Addiction in the Philippines The Impact of Facebook Addiction on Academic Performance of Filipino Students Facebook has paved the way for a faster, more comfortable and efficient social interaction.Even though many social networking sites preceded it,Facebook is the current biggest social networking sitewith over six hundred million users worldwide and it has an annual growth of 45.2% (Inside Facebook gold, June 2011).In addition, it has more than 28 million users in the Philippines which ranks no. 8 in Facebook...
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...National Economics University International Bachelor Degree Project Report Marketing Mix 4PS Analysis of The coffee bean and tea leaf in Hanoi Hanoi, August, 2015 Table of Contents Table of Contents 2 Table of Figures 3 ACKNOWLEDGEMENT 4 I. Introduction 5 1. Background 5 2. Rationale 5 3. Research questions 5 4. Research methods 6 II. Literature review 7 1. The coffee bean and tea leaf 7 2. Marketing mix 4Ps 8 III. Major finding 10 1. Product 10 2. Price 13 3. Place 15 4. Promotion 16 IV. Conclusion 19 Appendix 20 1. References 20 2. Questionnaire 20 Table of Figures Figure 1 Customers' opinion about the choice in menu 10 Figure 2 The Coffee bean and tea leaf food 11 Figure 3 The frequency of using extra foods and cakes 12 Figure 4 The average of price 13 Figure 5 Customers' attitude about price 14 Figure 6 The most popular The coffee bean and tea leaf in Hanoi 15 Figure 7 The reasons making customers chose each coffee shop 16 Figure 8 The ways people know about the coffee bean and tea leaf 17 Figure 9 Sales promotion strategy 18 ACKNOWLEDGEMENT In this assignment, I was given help and suggestion from a lot of people. Firstly, I would like to give my special gratitude to our instructor – M.s Pham Phuong Lan for providing me many suggestions...
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...1. Introduction 1.1 Purpose The purpose of this report is to apply our understanding of retail promotion and branding concepts to the brand, Terra Plana. The report also aims to include recommendations to further improve the brand. 1.2 Scope The report looks into 5 main analysis of Terra Plana – 1) Market Segmentation, 2) Target Market, 3) Brand Positioning, 4) Terra Plana brand meaning, vision and promise, and lastly 5) Recommendations of Promotion Mix. These investigations will aid in helping to build the brand and create brand awareness in Singapore successfully. 1.3 Research Methodology Thorough research on Terra Plana through the use of websites, newspaper articles, brochures, and useful blogs etc. In addition to that, we also made trips down to the physical store at 69@Haji in an attempt to get a better understanding of the brand. Unfortunately though, our various visits were futile as the store was never opened and no contact number was made available to us to contact the store owners. As such, information could only be gathered from outside the store front. 1.4 Background Information Since 2003, Terra Plana Shoes makes a variety of sustainable shoes fitting into one of three concepts – 1) 21st Century Artisan - Exemplified by the core of the Terra Plana range. It combines an understanding of classic shoe making with modern technologies and recycled materials. 2) Recycled - Terra Plana teamed up with Anti Apathy (Eco-awareness organization) to...
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...RETAIL PLAN ROBINSONS MAGNOLIA A Final Paper Presented to the Marketing Department De La Salle University In partial fulfillment Of the course requirements .in MARKRET. Del Carmen, Michelle Felizardo, Miguel Moynihan, Danny Tan, Miya Yatco, Jethro August 28, 2013 A. Assessment of the Mall Retail Audit by Classification *See Appendix A Target Market Description This mall caters to a demographic of young professionals with an age ranging from 23-30 both male and female genders either single or newlyweds in the B and C socioeconomic classes. they are the dominant demographic that the mall caters to this is reinforced by the abundance of the available condominiums within the area making the mall and the area around it a mixed use development. this ensures the inevitability of the residents of these condos, which will most likely be yuppies due to the “condo living” nature of these residences, will definitely buy from nowhere else but robinsons magnolia since it is just simply convenient to do so. Although the mall is situated in an area with quite a number of educational establishments such as LSGH and it gets a lot of visits from students that are in the area it is really still the yuppies that bring in the most business since they are the ones that have the most purchasing power. any revenue produced from the students is usually either on impulse such as an after final exam binge or the fact that it is really just the nearest place to make a purchase so the mall also leverages...
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