Topics: Marketing, Flip-flops, Sandal Pages: 6 (1116 words) Published: November 23, 2012
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

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

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

-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

- 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 also sell footwear and flipflops

• As flip-flops for the pool, locker room and sports in general brands such as Nike & Adidas provide an higher level of technicality

• If we consider the Havaianas as a sandal for a night out or generally for living the city, then the competition is with brands such as D&G, Gucci, Prada

Market Positioning-Havaianas

Havaianas is on the market in a position straddling Functionality and Fashion (impossible for Reef) to a point less "evolved" of its direct competitor

The fashion factor for Havaianas is the ability to sell a cheap product that capture the customers with the history, the sense of freedom and the possibility to express yourself which are the guidelines that, since the beginning, distinguish this product

Surf Market

Market PositioningCompetitors
The competitors, althougth with different placements, stands on the left side of the table aiming to attract customers with their ability to perceive the technical characteristics of the product There are also in this context brands such as Cool that are oriented more to products of high quality and technically suitable for sport Others (in the area at the bottom left) that link instead, quite indistinct between them, to follow the fashion even at the expense of the more technical characteristics

Market PositioningHavaianas
Havaianas instead focuses its strategy in being able to exploit the high degree of involvement that surfers reserve to this brand and this is the main feature that differentiates it from competitors

In the surfing world Havainas is an “object of worship” now deeply rooted in the tradition and attractiveness of this sport and it is from this that the brands draws its market power

Marketing Goals

Create an emotional bond with the brand and its history Provide more popularity to the brand so that potential buyers can easily associate the brand with various models

Brand Philosophy
Extraordinary capabilities that this...
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