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Havaianas

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Publicidade, Propaganda e Marketing
Laboratório de Publ * Amanda Cardoso * Gabriel Neves * Juliana Lima * Lucas Angrisani * Marina Xavier * Rafaela Borges * Amanda Cardoso * Gabriel Neves * Juliana Lima * Lucas Angrisani * Marina Xavier * Rafaela Borges * RA: 201410792 * RA: 201410820 * RA: 201410835 * RA: 201410842 * RA: 201410856 * RA: 201410866 * RA: 201410792 * RA: 201410820 * RA: 201410835 * RA: 201410842 * RA: 201410856 * RA: 201410866 icidade, Propaganda e Marketing
Prof. João Castanheira
Campinas
2014
Campinas
2014

Medida de Marketing:

Internacionalização

Depois do sucesso com o reposicionamento de marca e das novas linhas, o próximo passo da empresa foi a internacionalização das Havaianas, que passou a ser distribuída em 5 continentes e em mais de 60 países.Mesmo já sendo exportadas deste 1995, as sandálias Havaianas só caíram no gosto do público estrangeiro entre os anos de 2002 e 2004, quando se tornaram mania tanto nacional quanto internacional, ocupando algumas das vitrines mais concorridas do planeta, sendo vendida a um preço médio de 27 dólares. A razão desse elevado preço e por sua produção estar no Brasil, por isso o diretor presidente, Márcio Utsch resiste em querer abrir novas fabricas em outros países. A meta da Havaianas passou a ser elevar mais ainda a sua participação no mercado externo. Como por exemplo em 2007 quando a Havaianas finca definitivamente sua bandeira nos EUA com a sua casa própria em Nova York e em 2008 quando a marca passa a atuar diretamente na Europa, escolhendo a cidade de Madri para abrigar seu próprio escritório e uma equipe de diversas nacionalidades e culturas. Portanto nota-se que as sandálias Havaianas souberam ocupar um espaço vazio na mercado mundial, pois não havia nenhuma marca global de sandálias, e em um ambiente externo elas passam o valor de um produto de luxo para o consumidor, por ser importado e por ser diferenciado. Assim, a medida de internacionalização já vem sendo concluída e com o resultado superior ao esperado pela empresa.

Medida de Propaganda:

Comerciais com Artistas

Depois de 2004, as Havaianas decidiram reposicionar sua marca, mudando de um produto mais simples destinado a classe C, a um produto mais sofisticado, com a intenção de atrair clientes das classes sociais mais elevados. Eles utilizaram artistas famosos, por exemplo, para aumentar o valor da marca. As temáticas das propagandas também mudaram, as cenas se passam em praias ensolaradas, com artistas famosos e utilizando de técnicas de humor, tudo isso para atingir um público mais jovem.
Artistas globais como Fernanda Lima, Cléo Pires, Rodrigo Santoro, Débora Seco, Luana Piovani e Reynaldo Giannechini foram utilizados na gravações dos comerciais da marca como uma estratégia de propaganda para alavancar as vendas e agregar valor a marca.

Medida de Publicidade:

Da Paraíba, ao Oscar

Desde o lançamento dos modelos monocromáticos, as sandálias já ganharam estampas, salto, tiras mais finas e, mais recentemente, viraram tênis. Lançada há cerca de 2 anos, a linha de modelos fechados surgiu de olho no mercado externo.

Nos últimos anos, além dos pontos de venda em supermercados e lojas próprias, as Havaianas têm apostado na expansão das franquias. A marca soma hoje 219 franquias, sendo que 77 unidades foram abertas em um ano. Além disso, a empresa espera aumentar suas vendas pela internet.

Além disso os produtos também apareceram no Oscar, onde os artistas recebem um par de chinelos como brinde. Isso tudo contribui para que a marca circule por ai nos pés de pessoas importantes, aumentando assim a sua publicidade.

BibliografiaHSM Management 48 Janeiro-Fevereiro 2005
Site Institucional Havaianas Alpargatas. Acesso em 03/2014
HSM Management 48 Janeiro-Fevereiro 2005
Site Institucional Havaianas Alpargatas. Acesso em 03/2014

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