brand audit report havaianas

Group #1 Marieke van der Drift – 351060 Claudia Hinten – 302852 Satish Oemraw – 303221

Fieke Ripping – 311990 Ekaterina Savelyeva – 353290 Eve-Marie Tissot – 353292

Brand Audit Report

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Agenda

• First Impression• History• Architecture• Structure• Elements

• Advertisement

• Comunication• Marketing• Competition• Conclusion

[Brand Inventory]

[Brand Exploratory]

• Literature Review• Survey • Brand Awareness• Brand Association

• First Impression• History• Architecture• Structure• Elements

• Advertisement

• Comunication• Marketing• Competition• Conclusion

[Brand Inventory]

[Recommendations]• 3C’s of Marketing• Optimal Positioning• Brand Associations• Brand Architecture• Marketing Mix• Communication

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First Impression

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1962 The birth of Havaianas (in Brazil)

1970 Creation of slogans

1990 “Havaianas. Everyone wears them.”

1994 Introduction of the “Havaianas Top”

1997 Creating fashion trends

1998 World cup in France > new style of Havaianas

2000 – now Havaianas expasion

Brand History in Brief

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

Brand Architecture

Branded House

One brand for all products

No separate brands for:

• Products

• Collections

1. Brand Inventory 2. Brand Exploratory 3. Recommendations 5

• One Brand

• Two Product Lines

• Products are related to the Beach and Summer

• Several Collections

• Men, Women, Children

Brand Structure

1. Brand Inventory 2. Brand Exploratory 3. Recommendations 6

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Logo – brand name

Ads – convey summer, beach, colors, fun, Brazil, exotic nature, relaxation, dreams

Packaging – customized packaging

Main product: rubber flip flopsProduct extensions: towels, bags

Brand Elements

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

Brand Advertising Evolution

2011 – campaign “make your own”

2000

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Marketing Mix[Price] Premium - Flip Flops [€20- €30 and more for special collections]

- Towels [€40]- Shoes [€30- €75]

[Product]Two product Lines - Footwear [Flip Flops, Sneakers]

- Accessories [Towels, Bags, Gadgets]

[Distribution]POS’s - General (web)shops [Large Collection]

- Department Stores [Large Collection]- Havaianas Flagship Stores [Full Collection]

[Promotion]Advertisement- TV ads

- Internet [YouTube, Social Media, Website]- Magazines [For example ‘Juice’ and Fashion Magazines]- Billboards- Guerrilla Marketing

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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Main Competitors

Price

€ 10

€ 20

€ 50

€ 100

Sporty Comfortable Fashionable

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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For everyone seeking relaxation

,

is the brand for summer sandals

to provide simplicity, enjoyment

and physical comfort because of

its Brazilian heritage and

product material and color

• Target Market

• Brand

• Frame of reference

• Point of difference

• Reason to believe

For everyone seeking

relaxation ,

is the brand for summer sandals

to provide simplicity, enjoyment

and physical comfort because of

its Brazilian heritage and product

material and color

Brand Positioning

• Target Market

• Brand

• Frame of reference

• Point of difference

• Reason to believe

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

12

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Agenda

• First Impression• History• Architecture• Structure• Elements

• Advertisement

• Comunication• Marketing• Competition• Conclusion

[Brand Inventory]

[Brand Exploratory]

• Literature Review• Survey • Brand Awareness• Brand Association

[Recommendations]• 3C’s of Marketing• Optimal Positioning• Brand Associations• Brand Architecture• Marketing Mix• Communication

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Survey Statistics

109 Participants - 40 % and 60 %

< 20 20-25 25-35 35-55 > 550%

10%20%30%40%50%60%70%80%

Participants Nationality

OthersIta

lyRussi

a

Canada

Germany

France

Netherlands

0%

10%

20%

30%

40%

50%

Participants Age Range

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

15

Nike

Adidas

Converse

UGGsPuma

Vans

Louboutin

Jimmy C

hooPrad

a

Van Bommel

Birkensto

ckEc

co

Panto

fola d'O

ro

Havaia

nas

58%

37%

22%16% 13% 13% 9% 7% 7% 7% 6% 6% 6% 3%

Shoe brands recall

Havaia

nas

Birkensto

ck

AdidasReef

Nike

O'Neill

Hilfige

rPuma

Vans

33%

10% 9%

4% 3% 3% 2% 2% 2%

Summer shoe brands recall

Brand Awareness – Depth

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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Brand Awareness - Breadth

Once More than Once Never

35%23%

42%

Have you ever bought Havaianas’ products?

Yes No

75%

25%

Do you know the Brand Havaianas?

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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According to 82 respondents that know Havaianas brand

Brand Frame of Reference

89%

10%1%

+

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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Brand Associations[ Havaianas ] 82 respondents who know the brand

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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[ Points of Difference, Points of Parity ]

Brand Associations

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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[ Birkenstock ] 80 respondents who know the brand

Brand Associations - Competitors

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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[ Reef] 50 respondents who know the brand

Brand Associations - Competitors

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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Brand Associations - Competitors[ Ipanema ] 12 respondents who know the brand

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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Agenda

• First Impression• History• Architecture• Structure• Elements

• Advertisement

• Comunication• Marketing• Competition• Conclusion

[Brand Inventory]

[Brand Exploratory]

• Literature Review• Survey • Brand Awareness• Brand Association

[Recommendations]• 3C’s of Marketing• Optimal Positioning• Brand Associations• Brand Architecture• Marketing Mix• Communication

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3Cs of Marketing

Consumer

CompanyCompetition

Universal Truth: lack of time leading to stress, need of relaxation

POD: Colour, quality, price premium, Trendy, Comfortable and Brazilian heritage

Reef: SurfingBirkenstock: ComfortableIpanema: Style/ girls

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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For everyone seeking relaxation

,

is the brand for footwear for

every occasion which provide

timeless simplicity, enjoyment

and physical comfort because of

its Brazilian heritage and

product diversity

For everyone seeking relaxation

,

is the brand for footwear for

every occasion which provide

timeless simplicity, enjoyment

and physical comfort because of

its Brazilian heritage and

product diversity

• Target Market

• Brand

• Frame of reference

• Point of difference

• Reason to believe

• Target Market

• Brand

• Frame of reference

• Point of difference

• Reason to believe

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

Optimal Positioning

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Optimal Brand Associations

POD!?

Brand identity

Relaxation

Timeless

For every occasion

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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Product Extension & Brand Architecture

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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Optimal Marketing Mix[Price] Premium- Flip Flops [€20- €30 and more for special collections]

- Shoes [€30- €180] - Price stretching due to line extension

[Product]Product line - Broader choice of Footwear [Flip Flops, Sneakers….]

- Accessories

[Distribution]POS’s - General (web)shops [Large Collection]

- Department Stores [Large Collection]- Havaianas Flagship Stores [Full Collection]

[Promotion]Advertisement- TV ads

- Internet [YouTube, Social Media, Website]- Magazines [For example ‘Juice’ and Fashion Magazines]- Billboards- Guerrilla Marketing

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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Sales Funnel - Communication

Awareness Consideration Purchase Loyalty

75%* 54%* 41%*

* Estimation/ percentages based on Survey

No Need, Price

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

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Brand Communication - Laddering

ColorWide

product range

Timeless for every

location

Rubber Flip Flop

Flexible and comfortable Relaxation

1. Brand Inventory 2. Brand Exploratory 3. Recommendations

Thank you for your attention!