Premium Essay

Havaianas Summary

In: Other Topics

Submitted By zehnetto10
Words 324
Pages 2
Jose Netto
Marketing Strategy
Havaianas Summary

Havaianas is one of the most commented successful cases in business. It became famous for its market repositioning, advertisement with celebrities, and increase of portfolio. Havaianas, a Brazilian rubber flip flop, is now the most popular flip-flop in the world as a result of a hard-working change in the Marketing Mix, which exceeded the flip flop conventionality and became a fashion article.
The flip-flop Havaianas began to be manufactured in 1962 by Alpargatas. The target market for this flip-flop was the middle class. However, after a period, everyone was using it and the flip flop became too popular, according with Rui Porto, Director of Media and Communication of Alpargatas. The popularity of the product became a problem. In 1980, the widespread use of the flip flop lowered the profitability levels so much that it fitted in the category of commodity. Havaianas flip flop was manufactured only in a single model, the business was running risky and changes in communication would not be enough to modify this scenario. The Alpargatas’ strategy for Havaianas was causing a drastic change in the marketing mix. After the market repositioning strategy was established in 1994, the first step was to create other models of Havaianas. The idea was to create a new line of flip flop with different colors and shapes that would result in product segmentation. After that, the channels of distribution became focused on niche markets, where each point of sale received a different model, according to its target market. Lather then, the product display in retail outlets was modified to enhance the product and facilitate the choice instead of big baskets of mixed pairs.
The last change, but not less important, was the communication. The communication focus changed of how the product was, e.g. a flip flop made by a soft rubber,...

Similar Documents

Premium Essay

Havaianas Business Model

...Summary Havaianas is a Brazilian brand of rubber flip-flops and has 80% of the Brazilian flip flop market. Havainas distribute approximately 162 million sandals annually, of which 20% goes to more than 80 countries of the five continents. In addition, Havaianas can be found in more than 200 thousands points of sale (only 1,700 in the United States) and exports reach to 30 million pairs. Last year sales reached U$ 800 million worldwide. The investment in the marketing of the brand is 12% of 13$ of the net income and has kept Havaianas in the grow trajectory. After 51 years and many models later, this simple rubber flip flop has conquered the foot of the Hollywood stars, international magazines and main fashion stores around the world. Product • The idea of the product was inspired by the Zori (Japanese sandals made of rice straw or other plant fibers). • The Havaianas are simple flip-flops with a sophisticate look. They are made out of rubber, which is a natural product and national resource. The sandals ensure comfort and a durable product. • Today the brand sells 23 models on 60 colors of flip-flops worldwide. They are all very similar but with small adjustments for the given public. The most successful model is the original Havaiana Top Brazil, which has a small Brazilian flag on the stripe and is responsible for 64% of the global sales. In Brazil, the Havaianas are also known as the nation footwear, it goes from the janitor......

Words: 620 - Pages: 3

Free Essay

Owl for Paper Formatting

...4/11/2016 Purdue OWL Welcome to the Purdue OWL This page is brought to you by the OWL at Purdue ( When printing this page, you must include the entire legal notice at bottom. Contributors:Elyssa Tardiff, Allen Brizee. Summary: This resource describes why outlines are useful, what types of outlines exist, suggestions for developing effective outlines, and how outlines can be used as an invention strategy for writing. Four Main Components for Effective Outlines Ideally, you should follow the four suggestions presented here to create an effective outline. When creating a topic outline, follow these two rules for capitalization: For first­level heads, present the information using all upper­case letters; and for secondary and tertiary items, use upper and lower­case letters. The examples are taken from the Sample Outline handout. Parallelism—How do I accomplish this? Each heading and subheading should preserve parallel structure. If the first heading is a verb, the second heading should be a verb. Example: I. CHOOSE DESIRED COLLEGES II. PREPARE APPLICATION ("Choose" and "Prepare" are both verbs. The present tense of the verb is usually the preferred form for an outline.) Coordination—How do I accomplish this? All the information contained in Heading 1 should have the same significance as the information contained in Heading 2. The same goes for the subheadings (which should be less significant than the headi......

Words: 1193 - Pages: 5

Premium Essay

Vbd Management

.... Introduction – You need to outline to your CEO the aim of report, the issue in focus (a quick summary from your brief), what management functions /theories are going to be covered, and how the issue is going to be addressed. 2. Defining and framing the Issue –You need to identify the underlying reasons why the issue has arisen in the first place (the ‘why’? question). As part of this, you will need to frame the issue in relation to the current practices with management functions (including supporting theory/theories) that may have contributed to the issue. You should include some consideration of any relevant environmental factors (internal/external) that may have influenced the issue. 3. Addressing the Issue – You need to show how you will address the underlying reasons that have contributed to the issue by outlining changes to the existing practices with the identified management functions (the ‘how’? question). Your arguments need to be supported with reference to theory/theories that endorse the new approach. 4. Conclusion – You need to provide a summary and evaluation of the key findings of the report. You may choose to identify some limitations and/or assumptions associated with the findings that reader of the report should be aware of. 5. Recommendations – You need to provide no less than two and no more than three recommendations on the courses of action that the business ‘should’ undertake. These recommendations should clearly and succinctly outline a......

Words: 338 - Pages: 2

Free Essay

Pd Coursework

...Westminster International University in Tashkent, Academic year 2013-14, Semester 1 Module name Personal Development CW weighting 40% Submission deadline TW12-13 Sem.One CW format (individual/group) Individual CW number and title CW 2 Oral presentation CW checks the learning outcomes 1- prepare documents about themselves, reflecting the personal development of a student (such as a portfolio, an action plan); 2- set goals for further improvement based on individual reflective learning; 4- communicate in writing and orally; 6- deliver a presentation Oral Presentation You will need to prepare an individual oral presentation. The Oral Presentation task will test your ability to communicate information in oral form supporting it with visual aids such as Power Point slides, posters, etc. The presentations will take place in TW 12-13 of semester one. Each presentation will last 5-6 minutes. It will consist of an introduction, the main body and a conclusion and will be followed by questions from the audience. You will be assessed on 1. quality of the content, 2. ability to structure the material, 3. interaction with the audience using body language and eye contact and dealing with questions appropriately 4. quality of visual aids. Prepare a presentation which is based on the topic “My personal learning from research on Mass Media in Uzbekistan” You need to follow the steps below: 1 Westminster International University in Tashkent, Academic year 2013-14, Semester...

Words: 1402 - Pages: 6

Free Essay

Mission Command

...results to be attained, not how they are to achieve them. CDRs use orders to provide direction and guidance that focus the forces activities on the achievement of the main objective, set priorities, allocate resources, and influence the situation. 6. Accept prudent risk – a deliberate exposure to potential injury or loss when the commander judges the outcome in terms of mission accomplishment as worth the cost. PRESENTATION OUTLINE / SLIDES A. Intro, purpose, references, procedure/outline 1. Greeting (poised and confident) 2. Purpose (BLUF) – relevant, focused, clear, concise, stating thesis 3. References (current and meaningful) 4. Procedure and outline, logical, posted or embedded throughout the brief B. Quick summary of events leading to battle. C. Analysis of mission command from one side of the battle – four of the 6 principles of mission command D. Quick description of the battles outcome on how the mission affected that outcome. E. Significance of this analysis. 1. Para B-E body of Mission Analysis paper 2....

Words: 421 - Pages: 2

Free Essay

Business Plan

...Consulting Case Memo -- Outline Executive Summary While this section appears first, it should actually be the last thing you write. * The executive summary should be no more than one page. * Executive summaries are not “introductions.” They do not provide background. * Everything discussed in the executive summary should be explained in greater detail in the body of the memo. * If the only thing someone reads is your executive summary, your reader should have a good understanding of the problem, your proposal, the most important cost(s), and the most important benefit(s). Problem Statement Identify the problem in business terms. State clearly why the owner, president, or CEO should care about addressing the problem you’ve identified. Proposed Solution Identify the one most important action the company or organization needs to take to address the problem. Be as specific as possible in describing your solution. Costs of the Proposal Be as inclusive as possible when thinking about costs. Consider things like opportunity costs and the impact of the proposed change on the organization’s culture in addition to the more obvious financial costs. Identify every possible objection to your proposal. Why hasn’t the company already taken this step? The quickest way to have your recommendation rejected is to hear an objection to which you must reply, “I hadn’t thought of that.” Benefits of the Proposal How will your specific proposal address the problem......

Words: 293 - Pages: 2

Free Essay

Acct601 Accounting Capstone - Term Paper Templates

...Author name [Pick the date] Include who you prepared the paper for, who prepared the paper, and date submitted. [Type the abstract of the document here. The abstract is typically a short summary of the contents of the document. Type the abstract of the document here. The abstract is typically a short summary of the contents of the document.] Table of Contents 1. Executive Summary. 1 2. Introduction. 1 III. Review of Literature. 1 1. Analysis. 1 2. Recommendations. 1 3. Summary and Conclusions. 1 VII. Appendix x. 1 VIII. References. 1 List the main ideas and section of your paper and the pages in which they are located. The illustrations should be included separately. Make sure that you have page numbers in your paper and list the page number(s) in the table of contents for the page where the appropriate section starts. Helpful Notes: Prepare an outline of your paper before you go forward. The outline is due at the end of Week 5 – which is also the first draft of your paper. Complete a first draft and then go back to edit, evaluate, and make any changes required. You can use example like graphs, diagrams, photographs, flowcharts, maps, drawings, etc. to help clarify and support the written part of your report. I. Executive Summary Use a header titled with the name of your project. Explain what you found, how you researched your topic, and what you...

Words: 702 - Pages: 3

Free Essay


...3/17/14 Document- Letter of transmittal (one page = D) D- Table of contents D- Executive Summary Introduction (background & scope)+ Findings + Conclucluions (and/ or recommendations) + (+ IFC =D or more) D- References Letter of transmittal -Authorization (Dr Zlack) -Preview of report & conclusion -Goodwill closing Table of Contents __________ …… 2 ___________...... 3 Align the contents with the numbers correctly. That’s the hardest part. Executive Summary -An “abstract” of report (search academic abstract) Introduction -purpose (problem) *-scope & limitations -Preview of the report organization Scope= What we did do (in the research) Limitations= what we did not do (….) Rules for Graphs * Must be introduced in the text ( in the paragraphs) ----- as you can see from figure 5 see graph 3 * - must be title * must have a legend Speech- Delivery Eye Contact 1. Attention 2. Connection (rapport) 3. Credibility * 4. Confidence Don’t mention do not! Always say Didn’t shouldn’t wouldn’t etc. (catch someone lying) 1 look at everyone 2 Refrain from looking at things 3 Do not read Oral Communication Do’s 1 do have sufficient volume 2 Have a conversational pace 3 Do have vocal variety ( do not memorize) Don’ts 1 Don’t apologize 2 Don’t curse Nonverbal -Posture - Gesture -Attire * Professional or plain * No logos (accessories (limited) ) * No Hats ...

Words: 263 - Pages: 2

Premium Essay

D Department of Choice Chocolate

...Good and poor examples of executive summaries This is a GOOD example from an Accounting & Finance assignment. Footnote Executive Summary This report provides an analysis and evaluation of the current and prospective profitability, liquidity and financial stability of Outdoor Equipment Ltd. Methods of analysis include trend, horizontal and vertical analyses as well as ratios such as Debt, Current and Quick ratios. Other calculations include rates of return on Shareholders Equity and Total Assets and earnings per share to name a few. All calculations can be found in the appendices. Results of data analysed show that all ratios are below industry averages. In particular, comparative performance is poor in the areas of profit margins, liquidity, credit control, and inventory management. The report finds the prospects of the company in its current position are not positive. The major areas of weakness require further investigation and remedial action by management.Recommendations discussed include:  improving the average collection period for accounts receivable·   improving/increasing inventory turnover·   reducing prepayments and perhaps increasing inventory levels The report also investigates the fact that the analysis conducted has limitations. Some of the limitations include: forecasting figures are not provided nature and type of company is not known nor the current economic conditions data limitations as not enough information is provided or enough......

Words: 824 - Pages: 4

Free Essay

Paper for Success

...Executive Summary: Organizational Focus & Goals Derron Venerable University of Phoenix HRM/326 MARIBEL HINES September 15, 2014 Introduction The purpose of an Executive Summary is articulate a full report with the least amount of words possible depending on the size and nature of the issue. In most cases executive summaries serve as a report for executives who do not have the time to read the full report; therefore, the summary will give the executive the information that he or she needs to understand the objective, the issue(s), and the plan(s) in place to solve the issue(s). The following summary is focusing on an on-going overtime issue that one of the company’s branches is having. Focus and Goals The current focus at this particular location is to complete the daily task in the fastest most efficient safest way possible. The goals are to minimize or combine the current routes, run the routes from the closet point to the furthest and create a benchmark for each driver to attempt to meet in a safe but efficient manner. The research states that if the routes are done in a sequence form from the closet point to...

Words: 706 - Pages: 3

Free Essay

Part a

...MATH533 Given: AJ DAVIS is a department store chain, which has many credit customers and wants to find out more information about these customers. A sample of 50 credit customers is selected with data collected on the following five variables: 1. LOCATION (Rural, Urban, Suburban) 2. INCOME (in $1,000's – be careful with this) 3. SIZE (Household Size, meaning number of people living in the household) 4. YEARS (the number of years that the customer has lived in the current location) 5. CREDIT BALANCE (the customers current credit card balance on the store's credit card, in $). Each variable was individually considered. Location: A categorical variable, with 3 subcategories, which are; Urban, Suburban and Rural. The frequency distribution and Bar chart are given as follows: Frequency Distribution: | | Location | Frequency | | Urban | 22 | | Suburban | 15 | | Rural | 13 | | | | |   From the frequency distribution and bar chart, it is clear that the maximum number of customers belongs to the urban sub-category (44%), followed by those in the suburban sub-category (30%).  Only 26% of the customers belong to the rural sub-category. The next variable considered is Size. It is a quantitative variable. The measures of central tendency, variation and other descriptive statistics have been calculated for this variable and are shown below: Frequency Table | Value | Frequency | Frequency % | 1 | 8 | 16.00 | 2 | 7 |......

Words: 639 - Pages: 3

Premium Essay

Nadel V. Burger King

...1. What court decided the case in the assignment? (2 points). Trial court made the decision 2. According to the case, what must a party establish to prevail on a motion for summary judgment? (3 points) a. In the case of Nadel et at v. Burger King Corp. & Emil Inc., “the trial court granted the motions of both defendants for summary judgment”. 3. Briefly state the facts of this case, using the information found in the case in LexisNexis. (5 points) b. The facts of this case are that Christopher Nadel suffered from second degree burns to his right foot after being burned by hot coffee ordered from a Burkger King drive-thru. Christopher was seated in middle front seat between his father, Paul and Grandmother, Evelyn. Evelyn received a burn to her right leg when tasting her coffee and it was too hot. Christopher’s second degree burns resulted when Evelyn was placing her coffee down and Paul pulled into the street. On behalf of Christopher, the Nadels sued the owner of Burger King for product liability and failure to display hot warning labels. The owner of Burger King and Burger King Corp. moved for summary judgment which the trial court granted. Burger King stated they were immune to product liability because they aren’t the manufacturer, seller, or supplier of the faulty cups. 4. According to the case, why was this not a case of negligent infliction of emotional distress, and what tort did the court approve? (5 points) c. This is not a negligent......

Words: 332 - Pages: 2

Free Essay

Finanace Quiz

...Rahi Patel 2/18/2014 FIN 230: Quiz 1 1A) how many elements does the data contain? 7 1B) how many variables are in the data set? 3 1C) which variables are quantitative and which are categorical? Size is categorical and Median income and Unemployment are quantitative. 2A) Compute the average income for the sample. Average=57,500 2B) Compute the average unemployment rate for the sample. Average=8.4 2C) What percentage of the towns in the sample are small towns? 3/7*100=42.8% 3A) How many variables are in the data set? 4 3B) which variables are categorical and which are quantitative? Exchange is categorical and Market cap, P/E ratio, and Gross profit margin are all quantitative. 3C) what is the average P/E Ratio for the sample. Average=22.16 or 22.2 3D) Show a frequency diagram for P/E using the following intervals. I answered it on Excel. 4A) Construct a frequency distribution. Answer in Excel 4B) Construct a relative frequency distribution. Answer in Excel 4C) Construct a cumulative frequency distribution. Answer in Excel 4D) Construct a relative cumulative frequency distribution. Answer in Excel 4E) What proportion of waiting times is below 46 minutes? Answer in Excel 5A) compute the mean, median and mode of the data set. Mean=7.5, Medican=7.250, and Mode=5,7,8 5B) What is the first quartile? Q1=5.125 5C) What is the third quartile? Q3= 9.750 6A) Compute the mean, variance, and SD for gasoline prices. Answer in Excel 6B) Compute the range and......

Words: 402 - Pages: 2

Free Essay

Nadel Et Al V Burger King Corp

...prevail on a motion for summary judgment? (3 points) Emil moved for summary judgment, claiming that no genuine issue of material fact existed. BK also moved for summary judgment and pointed to evidence in the depositions that appellants knew the coffee was hot and that coffee was purchased and served as a hot beverage. It also contended under the circumstances that Evelyn's and Paul's actions were intervening, superseding causes precluding any actionable negligence on its part. 3. Briefly state the facts of this case, using the information found in the case in LexisNexis. (5 points) Christopher Nadel received second degree burns from coffee spilling on his right foot purchased at Burger King by his grandmother Evelyn Nadel. The Nadel’s brought suit against Burger King and franchise owner Emil, Inc, for product liability for a defectively designed product and for failure to warn of the dangers of handling a liquid served as hot as their coffee. The court granted both the Burger King owner and Burger King Corporation request for motion of summary of judgments. The Nadel’s appealed. The court affirmed in part and reversed in part. The summary judgment was wrongly granted on the products liability and related punitive damage claims. Issues of fact remained as to whether the coffee was defective due to the heat at which it was served and whether an adequate warning existed. Because the alleged failure to warn involved a product, not premises, summary judgment was......

Words: 1465 - Pages: 6

Premium Essay

Mgmt 520 Weekly Assignments

...MGMT 520 Weekly Assignments Click Link Below To Buy: Or Visit MGMT 520 Week 2 Assignment Administrative Regulations Pick an administrative agency of either the federal or a state government. Find where the current and proposed regulation changes for that agency are located on the Internet (i.e., the Federal Register or the State Administrative Agency website.) is a good place to begin your research. Pick one proposed regulation change currently under consideration (if you find one that has already closed out but interests you, you can use that instead) and write the following regarding it: 1. State the administrative agency that controls the regulation. Explain why this agency and your proposed regulation interests you (briefly). Will this proposed regulation affect you, or the business in which you are working? If so, how? Submit a copy of the proposed regulation along with your responses to these five questions. The proposed regulation can be submitted as either a separate Word document (.doc) or Adobe file (.pdf). This means you will submit two attachments to the Week 2 Dropbox: (a) a Word document with the questions and your answers, and (b) a copy of the proposed regulation you used for this assignment. (10 points) 2. Describe the proposal/change. (10 points) 3. Write the public comment that you would submit to this proposal. If the proposed regulation......

Words: 1632 - Pages: 7