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    Show and Tell: Havaianas

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    Havaianas began in Brazil in 1962 as a simple sandal brand selling commodity sandals. By the 1980s, it faced challenges as a commodity facing low prices and imitation brands. To address this, Havaianas revitalized its brand with new product lines, increased prices, used market segmentation, celebrity endorsements in communication, and partnerships. This successful transformation strategy led to international expansion and presence in high-end stores. Havaianas is now a global brand adorning celebrities and millionaires with customizations costing over $500.

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    Show and Tell: Havaianas

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    83 views14 pages
    Havaianas began in Brazil in 1962 as a simple sandal brand selling commodity sandals. By the 1980s, it faced challenges as a commodity facing low prices and imitation brands. To address this, Havaianas revitalized its brand with new product lines, increased prices, used market segmentation, celebrity endorsements in communication, and partnerships. This successful transformation strategy led to international expansion and presence in high-end stores. Havaianas is now a global brand adorning celebrities and millionaires with customizations costing over $500.

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    Havaianas began in Brazil in 1962 as a simple sandal brand selling commodity sandals. By the 1980s, it faced challenges as a commodity facing low prices and imitation brands. To address this, Havaianas revitalized its brand with new product lines, increased prices, used market segmentation, celebrity endorsements in communication, and partnerships. This successful transformation strategy led to international expansion and presence in high-end stores. Havaianas is now a global brand adorning celebrities and millionaires with customizations costing over $500.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    83 views14 pages

    Show and Tell: Havaianas

    Uploaded by

    api-26043015
    Havaianas began in Brazil in 1962 as a simple sandal brand selling commodity sandals. By the 1980s, it faced challenges as a commodity facing low prices and imitation brands. To address this, Havaianas revitalized its brand with new product lines, increased prices, used market segmentation, celebrity endorsements in communication, and partnerships. This successful transformation strategy led to international expansion and presence in high-end stores. Havaianas is now a global brand adorning celebrities and millionaires with customizations costing over $500.

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    You are on page 1of 14

    Show & Tell 1

    SHOW AND TELL


    HAVAIANAS

    Jenny Liu MART 434 - Competitive Strategy


    The Start
      Grupo Alpargatas – 3rd April, 1907.
    1962 1970 1980

    • The birth of • Slogan: • Havaianas


    Havaianas “Havaianas, =
    • Zori as legitimas” Commodity
    • “As únicas
    que não • PROBLEM!!!
    deformam,
    não têm
    cheiro e não
    soltam as
    tiras”

    2
    Show & Tell
    The Challenge
      Havaianas = Commodity
      Style
      Very simple
      Straps: approximately 6 different colors
      Intern part: white
      Sales:
      Place: neighborhood stores, small establishments
      Sale: 1000/day
      Problem:
     Certificate of poverty
      Imitations

    HOW TO CHANGE THIS SITUATION???

    Show & Tell


    3
    Strategy Change
      Revitalization of the brand.
     Increase in the portfolio: Focus on variety.
     Havaianas Top, Havaianas Surf, Havaianas Brasil.
     Increase the final price and margin.
      Market Segmentation
     Point of sale display:
     different models according to its target.
     Instead of large baskets with the mixed
    pairs, created a display to enhance the
    product and facilitate choice.

    Show & Tell


    4
    Strategy Change
      Different Communication
     Focuson the customer
     Famous people advertising

     Send sandals to journalists specialized in fashion every


    3 months.
     Resulted
    in subjects in magazines such as Elle, Vogue and
    Cosmopolitan.
     Samples of Havaianas sandals with Swarovski crystals
    for nominees for the Oscar 2003.
     Havaianas sponsored surfing championships in Hawaii.

    Show & Tell


    5
    Strategy Change
      Partnership
     Refusal to sell their products at Wall Mart

     H.Stern
     Swarovski

     MTV in France

    Show & Tell


    6
    Successful history
    1990 1994 - 1998 2000

    •  Communication •  Created new •  Havaianas


    totally designs spreads
    changed •  Havaianas abroad
    •  “Havaianas. Top •  Articles in
    Todo mundo •  Havaianas important
    usa” baby magazines
    •  Famous •  Havaianas and
    people, for the newspapers
    advertising. World cup:
    small
    Brazilian
    flags on the
    strap

    Show & Tell


    7
    Successful history

    2003 - 2004 2006 - 2008 2009

    •  Havaianas •  Havaianas •  “Espaço


    has been part Slim : brand Havaianas” in
    of the Oscars. icon. Sao Paulo:
    Exclusive •  Brand’s exclusive
    models are international products,
    given to the expansion’s customization
    nominees. second stage. and new
    •  Partnership •  Presence in products.
    with jeweler Europe
    H. Stern. (Madrid).
    •  “A pair of
    sandals that
    is a jewel”.

    Show & Tell


    8
    Today
      Occupy shelves of upscale department stores
     Saks Fifth Avenue.
     Bergdorf Goodman in New York.

     Galleries Lafayette in Paris.

     Via Spiga in Milan.

      French designer Jean-Paul Gaultier chose


    Havaianas to wedge the models who paraded his
    summer collection.

    9
    Show & Tell
    Today
      Adorns millionaires:
     Actresses:
    Julia Roberts and Sandra Bullock
     Supermodels: Naomi Campbell and Kate Moss.

      With customization: can cost 100 pounds (almost


    500 dollars).
      International sales of

    Havaianas grow by around


    50% per year
      Reached 80 countries.

    10
    Show & Tell
    “Espaço Havaianas”

    11
    Show & Tell
    Other products

    Show & Tell


    12
    References
      Blecher, Nelson. A brasileira que construiu uma marca global. Exame; 2006.
      Correa, Cristiane. Pé lá fora. EXAME; 2003.
      Morgado, Mauricio – Havaianas: do Brasil para o Mundo; 2010.
      Neotti, Carolina; Oliari, Deivi Eduardo; Azevedo, Leandro Xavier. As
    Relações Públicas na Construção de Marcas: O Caso Havaianas. Uniasselvi;
    2005.
      http://www.havaianas.com
      http://www.alpargatas.com.br
      http://www.scribd.com/doc/20089990/Trabalho-Academico-Case-
    Havaianas

    Show & Tell


    13
    References
    14

    THANK YOU!!!

    Show & Tell

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