The marketing example refers with the develop with the Italian market of Havaianas flip-flops Information of Item In Brazil Havaianas method well known (second only to Coca Cola). 2 weeks . mass industry product, a commodity Flip flops features: ¢ ¢ ¢ ¢ ¢ ¢ Secure Durable Out of fashion Practical Visually beautiful Affordable Two Droits Markets A traditional segment like beach, leisure time and sport A niche part, the search market Key Marketing Challenges In Italy among consumers only 12. 5% indicated Havaianas because first brand of flip flops designed Find the right market segment with the competitors Communicate to customers the important features, technical and emotional, of the product Aimed towards The product fits everyone, but especially for consumers aged coming from 16 to 40 In this range we certainly have identified 3 main buyers categories ¢ Trendy: ¢ Functional: ¢ Not interested: 10% 74% 15% Swot Analisys OPTION , Size of the goal , Capacity to create traditional connections having a product abundant in meanings , Ability to enter niche markets
STRENGTHS , Versatility of the product , High Quality (natural materials) , Wide range of models -Possibility of limited Models Product HAZARDS -Competition indirect and seite an seite importation of goods with low cost (China) -No barriers to entry -Risk of becoming a passing style brand -Existence of direct competitors that also produce clothing lines DISADVANTAGES , Poor presence in a few markets , Low company awareness , It’s lacking the belief of the top quality of the merchandise by the client , Seasonality , Not necessarily considered a technical product
Traditional Marketplace Positioning Market Positioning-Competitors ¢ Reef, the industry leader, provides a marketing strategy targeted at consumers significantly sophisticated which will seem to communicate a feeling of continuous research and need of something more distinctive ¢ Sundek leverages its development of summer clothing to also promote footwear and flipflops ¢ As flip-flops for the pool, locker room and sports on the whole brands including Nike , Adidas provide an higher level of technicality If we consider the Havaianas as a shoe for a particular date or generally for living the city, then this competition is to use brands such as D, G, Gucci, Prada Market Positioning-Havaianas Havaianas can be on the market in a situation straddling Operation and Trend (impossible to get Reef) into a point fewer “evolved” of its immediate competitor The trend factor intended for Havaianas is the ability to sell off a cheap product that capture the customers together with the history, the sense of freedom as well as the possibility expressing yourself the guidelines that, since the beginning, distinguish this product
Surf Marketplace Market PositioningCompetitors The opponents, althougth with different placements, stands on the left side of the table planning to attract consumers with their ability to perceive the technical qualities of the merchandise There are also in this context brands such as Awesome that are focused more to products of high quality and formally suitable for sport Others (in the area at the bottom left) that link instead, quite indistinct between them, to follow along with the fashion possibly at the expenditure of the even more technical features Market PositioningHavaianas
Havaianas instead focuses the strategy in being able to exploit the high degree of engagement that viewers reserve to this brand which is the main characteristic that differentiates it from competitors In the surfing universe Havainas is usually an “object of worship now deeply rooted inside the tradition and attractiveness on this sport in fact it is from this which the brands attracts its marketplace power Promoting Goals Produce an psychological bond with the brand as well as history Provide more reputation to the brand so that homebuyers can easily relate the brand with various models
Company Philosophy Remarkable capabilities that the product needs to create a bond between the customer and Brazil, the place of origin from the product and destination of dreams of Italians Havaianas is actually a product which can be considered “true: a long history, a great deal of continuity (the attributes have remained largely unchanged over time) Natural components and a procedure that has within just it components almost “craft” (examples of the are the conforms made? simply by hand) making it meaningful and rich of story to share with
Marketing Pursuits Havaianas Disco-Bus Twinsbros , Havaianas Surf Team Site Website At the heart of our plans for Havaianas there is the modification of the current website in order to create a direct relationship while using consumer and a sense of membership rights Build a section dedicated to occasions and get-togethers with a photo gallery which shows all connected to the world of Havaianas and its”lifestyle Website “Party on Havaianas.
it ¢ The user, in order to participate in several competitions, must enroll conversing his email-based.
This will allow the organization to create a large agenda of contacts through which it can talk the schedules of situations, promotions and news of any kind in order to create a immediate line for the most dedicated. For people authorized, there will be an extra advantage: will probably be sent simply by e-mail invites for the various parties which will be printed and presented with the entrance for any chance to enter for free “Testimonial for Havaianas ” ¢ The customers will send their very own photos together with the more strange use that they may make with the flip-flops.
One of the most bizarre and original will probably be published on the webpage, with the opportunity to be commented on by all users, and the earning photo can become the icon for the communication marketing campaign of Havaianas in the pursuing year “Twinsbros , Havaianas Surf Team The TwinsBros Factory has its headquarters in Livorno(Italy) and is organized specifically for the production of high quality surfboards The initial goal from the collaboration should be to create a set of surfboards and material competition sponsored Havaianas The second is sponsor a team of surfers that will turn Italia to participate the events of the Italian language circuit Twinsbros , Havaianas Surf Team Return in terms of visibility: ¢ Will be published a banner Havaianas. it on the home-page of the web page twinsbros. net ¢ Will be published a banner of TB , Havaianas surf team on the two main Italian browse portals (surfdome. it , surftolive. com) ¢ Will probably be published content articles accompanied by photos on the same websites above and magazines like Surfer Magazine, SurfUP , SurfNews ¢ Strong awareness in the target audience present at the competition with the distribution of gadgets Havaianas Disco-Bus The project includes a disco-bus which will during the summer season will turn to the most famous places of the italian summer night life (Riccione, Milano Marittima, Porto Cervo, etc … ) It will be deprived of the seats and designed with the logo “Havaianas” in and outside to be able to produce a solid visual effect on the viewer The ambiance will be tipically brazilian with theme-parties, music, cocktails and various kinds of gizmos provided