Havaianas

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Havaianas started to produced

1958

Officially Trademarked

1962Shoes of the poor

ImitationThe Genuine ones

1970

Sales started to decrease

1980Crisis caused a

decrease in profit and sales

1994

Aspirational Products

Havaianas Top Launched18 Colors

Premium Price advertisingWearing Sandals by Celebrities

Not Just at Home, all places

Brazilians were surprized to see

celebrities wearing Havainians

2002Stars Walked away

from academy awards ceremony

with a pair of Havaininans

1994

Repositioning

1960 Havaininans exported to Latin American countries.

1990 Increasing number of foreign tourists discovered Havainians. They have

purchased and carried them to their homes.

2007 Havaianians international sales were particularly strong in US, Australia and Latin

America

Brand Strategies

Europea and French

Local entrapeneurs act as importers and distributers+

Utsch established brand strategy which are advertising product and price positioning

1998 World Cup, Havaianas designed with National flag on Brazil on the strip

Make Your Own Havainaians

US Strategy- Guerilla marketing strategy by using the tools of buzzing (New York

buildings)- Successful distrubiton network

Strategy for Asia• Determining the correct markets,• Segmentation (cheap products for this markets)

Strategy for different markets and looking to the future

• What did the company consider while determining penetration strategy to different markets?

• A Question:

• Rich people do care about their personal image too much. Therefore they wouldn’t use a product which has a poor segmentation. What do you think the company did correct to make them ignore it?