Preview

Havaianas

Good Essays
Open Document
Open Document
1116 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Havaianas
Our marketing case study refers at the develop of the Italian market of Havaianas flip-flops

Description of Product
In Brazil Havaianas product is well known (second only to Coca Cola). It’s a mass market product, a commodity

Flip-flops features:
• • • • • • Comfortable Durable Out of time Practical Aesthetically beautiful Cheap

Two Mains Markets

A traditional segment like beach, leisure and sport

A niche segment, the surf market

Main Marketing Problems
In Italy among consumers only 12.15% indicated Havaianas as first brand of flip flops designed
Find the right market segment considering the competitors Convey to consumers the important attributes, technical and emotional, of the product

Targeting
The product is suitable for everyone, but especially for consumers aged from 16 to 40

In this range we have identified three main consumers categories • Trendy: • Functional: • Not interested: 10% 75% 15%

Swot Analisys
OPPORTUNITY
- Width of the target - Ability to create authentic connections with a product rich in meanings - Ability to enter niche markets

STRENGTHS
- Versatility of the product - High Quality (natural materials) - Wide range of models -Possibility of limited Editions Product

THREATS
-Competition indirect and parallel importation of products with low cost (China) -No barriers to entry -Risk of becoming a passing fashion brand -Existence of direct competitors that also produce clothing lines

WEAKNESSES
- Poor presence in some markets - Low brand awareness - It’s absent the perception of the quality of the product by the consumer - Seasonality - It is not considered a technical product

Traditional Market Positioning

Market Positioning-Competitors
• Reef, the market leader, has a marketing strategy aimed at consumers increasingly sophisticated which seem to communicate a feeling of continuous research and need of something more distinctive

• Sundek leverages its production of summer clothing to

You May Also Find These Documents Helpful

  • Good Essays

    Holey Soles Case Study

    • 1547 Words
    • 7 Pages

    Growing fashion consciousness- Customers look for shoes that are light, comfortable, warm, durable and that look cute which varies from the traditional customer preference of cost effective and durable.…

    • 1547 Words
    • 7 Pages
    Good Essays
  • Satisfactory Essays

    Sales, Customer views on product and brand name and competitors product and brand name, Product attributes, Brand image, Competitors, Consumers and potential consumers, Buyers, Business to business customers, quality, pricing, distribution, communication tactics, target market, opportunities…

    • 409 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Determine what customer group(s) is likely to purchase the product with justification for your response.…

    • 261 Words
    • 1 Page
    Satisfactory Essays
  • Satisfactory Essays

    | - Might be hard to find in certain areas- Hard to offer low prices for a product that needs a high return because of the cost to manufacture it…

    • 714 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Str-581 Week 4

    • 1400 Words
    • 6 Pages

    Ability to establish brand recognition, find niche, reduce price, solidify strong distribution relations, and develop new channels…

    • 1400 Words
    • 6 Pages
    Good Essays
  • Satisfactory Essays

    BUS 620 Week 3 DQ 2

    • 421 Words
    • 2 Pages

    Marketing Segmentation . What are the different levels of market segmentation? Synthesize the segmentation strategies that manufacturers of personal comp...…

    • 421 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    T-Mobile - Stp

    • 1963 Words
    • 8 Pages

    In fact, both customer groups are of the paramount importance for the company since they will definitely constitute the overwhelming majority of the company’s customers. What is more important, these two groups will readily order and buy innovations introduced by the company that will facilitate the company’s development and market expansion. Nevertheless, either customer group has its own specificities, which the company has to take into consideration while developing its marketing strategy.…

    • 1963 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    Marketing plays a major part in sustaining and having happy customers. Bringing in new products that appeal to the nature of such a wide audience allows the company to stay in tune with their target audience and it has allow them to rebuild in a way that is even greater than before (Fulgoni,…

    • 1343 Words
    • 6 Pages
    Good Essays
  • Powerful Essays

    Sippican Case

    • 1552 Words
    • 7 Pages

    • High quality • Unique design • Loyal customer base • Major supplier • High volumes • Commodities • Major presence • Customized • Various types…

    • 1552 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    In order for companies to be successful when attempting to market a product, they have to know what it is the customer needs and identify the reasons why a customer will use that product. These are known as the “qualifying and determining dimensions” of a product (Cannon, McCarthy, & Perreault, 2010). I will explain what qualifying and determining dimensions are and how efforts to segment the mass market based on a few demographic dimensions may be disappointing.…

    • 474 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Birds Eye Target Market

    • 468 Words
    • 2 Pages

    Identification and evaluation of viable target market (where to compete) and positioning strategies (how to compete) for this product.…

    • 468 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    successful historic product; large variety; broad locations; lower price point; good packaging and store displays; focus on group purchase and discounts offered for high-volume orders…

    • 1269 Words
    • 6 Pages
    Powerful Essays
  • Satisfactory Essays

    > Consequently, Havaianas's sales suffered, dropping 35 per cent in 1993 to 65 million pairs. The loss in sales forced the Alpargatas management to radically change the way it thought about the simple rubber flip-flops. It was clear that Havaianas needed a marketing push and could no longer survive as just a commodity.…

    • 525 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Havainas_Summary Case

    • 361 Words
    • 2 Pages

    The new market environment forced Havaianas to think about adapting new strategies. It released several versions of sandals and increased its advertising campaign as well. Initially Havaianas possessed only one model of flip-flops with 5 different colors and now, new product lines were created with the objective to target a higher-income population. They also wanted to reach specific audiences: children, women and surfers. Also the advertising campaigns were intensified.…

    • 361 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Marche shoe district

    • 976 Words
    • 3 Pages

    The national Association of Italian Footwear Manufacturers (ANCI) explains ”The success of the footwear sector in Italy is linked to an enterprising spirit and to the structure of the sector. The structure is a ”web” of raw material suppliers, tanneries, components, accessories, machinery manufacturers, model makers and designers. This has resulted in a territorial concentration of firms and the formation of shoe manufacturing districts such as Marche, Tuscany, Venetia and Lombardy. The leading position of the Italian shoe industry is due to superior product quality and high levels of innovation”. The Marche shoe district is the largest concentration of producers of shoes and accessories in Europe. There are more than 3000 shoe firms, almost 500 shoe components firms and more than 100 leather firms employing almost 50 000 workers, with combined sales of over €3 billion. The district is export-oriented, with more than 75 % of production going abroad – mainly to Germany, the USA, Russia and increasingly to Asia, including China.…

    • 976 Words
    • 3 Pages
    Good Essays

Related Topics