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 from 88 million of units to 65 millions in a specific moment. Thus, Havaianas decided to develop a research, in which discovered that the sandals were being used by high income groups, but only inside home, never outside, because they were embarrassed to wear them out.

Actions
After perceiving that the sales were decreasing, it became obvious for Havaianas that it was time to change. And