HAVAIANAS Fall I - 2011 Integrated Marketing Communications Project MBA 55040.31 – Advertising and Promotional Strategy Miguel Vasconcelos Professor Kim Kropp Table of Contents Introduction 3 Executive Summary 3 Company Information 4 Situation Analysis 4 Target Market 5 Product Benefits 5 Product Positioning 6 Competitive Analysis 6 Marketing Environment 7 Historical Context 8 Industry Analysis 9 Objectives 12 Budgeting 14 Critical Issues – Challenges and Opportunities
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