HOW HAVAINAS BECAME A GLOBAL BRAND 1) What are the needs and wants associated with Havaianas’ marketing strategy? The first want is to be a basic holiday sandal that everybody has to have . That’s why it’s important to keep the same price, in this way everybody is able to buy it. Thay also want to be considerate as a sandal which can be wear in all circumstances. One of needs is to stay the sandal’s reference in Brazil but also all over the world. That’s why to show celebrities wearing the shoes was relevant.
To stay the reference, the marketing strategy needed to increase variety of models. But Havaianas is above all a brazilian brand, and Havaianas is, for lots of people, the brand which represent at best Brazil. 2) What are the company’s core brand value? The company’s core brand value is to be considerate as THE BEST brailian’s brand. That is to say, when someone come to Brazil he wants to buy havaianas because it is the brazilian reference brand. 3) Which macroenvironment did influence the most on the havaianas’ marketing strategy?
Explain briefly your answer. The macroenvironment which influence the most on the havaianas’ marketing strategy is the globalization. In fact, thanks to the globalization, the world gets smaller and there are more and more competidor in every market. For Havaianas, lots of brand wanted to take the dominant place. So the brand had to keep ameliorating its product, that’s why they added more colors and launched an advertising compaign showing celebrities wearing the shoes.
They had to stay the leader and for it, they had to continue to innovate all the time. 4) Considering the new positioning of the company, how can you describe its consumers’ characteristics? (cultural, social and personal characteristics). Alpargatas’ management decided to re-position the brand as a fashion item : Havaianas has become a luxury brand. We can say consumers of havaianas can be almost all the population except the really poor people in the class E because of the price that it can be expensive.
According to the Maslow Pyramid, the act of fashionable is in the fourth or the third floor (respectively self – Esteem and Belonging). We can say that Brazilian try to develop a kind of community about fashion with havaianas it’s the current trend in Brazil and in the world. The only need is to put tong to have free foot, people want quality and no sweat but a lot of brand can offers this. 5) Considering the new positioning of the company, which source of information has became the most important for Havaianas’ consumers?
Havaianas has become a fashion brand, that’s why the source of information whis has become the most important for it is all the source about stars. (magazine, Tv show.. ) 6) If you have to describe the Havaianas’ postioning in just one word or an expression, which one will you use and why ? FASHION. 7) What are Havaianas’ point of difference ? Havaianas is 20% about fashion 80% about marketing. People in Brazil buy generally 3 pairs of tong each year’s it’s in general havaianas and Ipanema. Havaianas is not really a product with a large differentiation with other brand.
All the aspect of this tong is about Marketing. Why Havaianas and no Ipanema? Just because of the image of the brand : Havaianas’ tong is more fashion than Ipanema, and this only tkanks to the marketing. 8) How does a brand such as Havaianas can grow and stay fresh its positioning in the market ? The most important for the brand to keep its leader’s postion is to stay innovating. They have to be better than their competidor and to try to be more innovating than them. It’s important for them to stay in consumer’s mind the leader.