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
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