...Competitive Analysis 6 Marketing Environment 7 Historical Context 8 Industry Analysis 9 Objectives 12 Budgeting 14 Critical Issues – Challenges and Opportunities 14 Strategy/Tactics/Execution/Integration/IMC Campaign 15 Copy-Message strategy/Creative brief 18 Media Plan 21 Branding 22 Product and packaging recommendations 23 Pricing recommendations 23 Distribution recommendations 23 Public Relations recommendations 24 Sales Force recommendations 24 Differentiation 24 Timeline 25 Expected Outcomes/Results/Evaluation/Future Considerations 25 Appendices 26 Media Plan 26 Budget 27 Timeline 27 Works Cited 28 Introduction The product that is going to be discussed in this IMC Project is the Havaianas Sandals which is a Brazilian originated rubber flip flop that now is sold in the shelves of fancy department stores, such as Saks Fifth Avenue, Bergdorf Goodman, Galleries Lafayette, and Via Spiga, all over the world. The brand started as being a popular footwear for all Brazilians to wear and then in less than four decades of existence, the brand became a fashion icon and today is worn by millionaires and famous people. The change also affected the prices of the product; depending on the model, the price for one pair can reach more than U$ 100.00 (Mundo das Marcas ¶ 1). For this IMC it will be planned a brand campaign that has as main goal to advertise the brand in the United States in order to increase the awareness and then, the exports not...
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...arrived in Brazil and began manufacturing flip flops based on the traditional zori sandals, a Japanese product. At that time, sandals were very different. It was only in 1958 that Havaianas that we know today were designed with rubber. That was the birth of the trademark Havaianas (1962) In the 1960s, Havaianas were sold at small, neighbourhood stores for a low price, displayed between house cleaning products and were purchased exclusively by the lower classes. That kind of product exposition and public turned Havaianas known as “chinelos de pobre” (poor man’s flip flops). The style of the product wasn’t elaborated. The model was basic and it was available only in a limited range of colours (4 colours), even though the products were strong, durable, comfortable and cheap. And that was what made Havaianas so popular in Brazil. Indeed, one year after had been launched more than 13,000 pairs were produced every day The success made raise the interest of other companies and imitations of Havaianas began to appear in the 70’s. To respond to this movement, the company launched a campaign called “Havaianas: As Legítimas” (Havaianas: the Legitimate Ones) embodied by a famous Brazilian humorist, Chico Anysio. It was in 1988 that sales started to decline, going from 88 million of units to 65 millions in a specific moment. Thus, Havaianas decided to develop a research, in which discovered that the sandals were being used by high income groups, but only inside home, never outside, because...
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...arrived in Brazil and began manufacturing flip flops based on the traditional zori sandals, a Japanese product. At that time, sandals were very different. It was only in 1958 that Havaianas that we know today were designed with rubber. That was the birth of the trademark Havaianas (1962) In the 1960s, Havaianas were sold at small, neighbourhood stores for a low price, displayed between house cleaning products and were purchased exclusively by the lower classes. That kind of product exposition and public turned Havaianas known as “chinelos de pobre” (poor man’s flip flops). The style of the product wasn’t elaborated. The model was basic and it was available only in a limited range of colours (4 colours), even though the products were strong, durable, comfortable and cheap. And that was what made Havaianas so popular in Brazil. Indeed, one year after had been launched more than 13,000 pairs were produced every day The success made raise the interest of other companies and imitations of Havaianas began to appear in the 70’s. To respond to this movement, the company launched a campaign called “Havaianas: As Legítimas” (Havaianas: the Legitimate Ones) embodied by a famous Brazilian humorist, Chico Anysio. It was in 1988 that sales started to decline, going from 88 million of units to 65 millions in a specific moment. Thus, Havaianas decided to develop a research, in which discovered that the sandals were being used by high income groups, but...
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...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 until the President, since it is affordable for every class. Market • It holds 80% of the Brazilian sandals market. • It sells around...
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