Brand audit report   havaianas
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Brand audit report havaianas

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  • (Recall and Recognition)
  • Red  PODBlue  POP

Brand audit report   havaianas Brand audit report havaianas Presentation Transcript

  • Brand Audit Report
    Group #1
    Marieke van der Drift – 351060 Claudia Hinten – 302852 Satish Oemraw –303221
    FiekeRipping – 311990 Ekaterina Savelyeva –353290 Eve-Marie Tissot– 353292
  • Agenda
    [Brand Inventory]
    [Brand Inventory]
    • First Impression
    • History
    • Architecture
    • Structure
    • Elements
    • Advertisement
    • Comunication
    • Marketing
    • Competition
    • Conclusion
    • First Impression
    • History
    • Architecture
    • Structure
    • Elements
    • Advertisement
    • Comunication
    • Marketing
    • Competition
    • Conclusion
    [Recommendations]
    • 3C’s of Marketing
    • Optimal Positioning
    • Brand Associations
    • Brand Architecture
    • Marketing Mix
    • Communication
    [Brand Exploratory]
    • Literature Review
    • Survey
    • Brand Awareness
    • Brand Association
    2
  • First Impression
     
    3
  • Brand History in Brief
    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 Havaianasexpasion
    4
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Architecture
    Branded House
    One brand for all products
    No separate brands for:
    • Products
    • Collections
    5
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Structure
    • OneBrand
    • TwoProduct Lines
    • Products are related to the Beach and Summer
    • Several Collections
    • Men, Women, Children
    6
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Elements
    Logo – brand name
    Ads – convey summer, beach, colors, fun, Brazil, exotic nature, relaxation, dreams
    Packaging – customized packaging
    Main product: rubber flip flops
    Product extensions: towels, bags
    7
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Advertising Evolution
    2000
    2011 – campaign “make your own”
  • MarketingMix
    [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
    9
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Main Competitors
    Price
    € 100
    € 50
    € 20
    € 10
    Sporty
    Comfortable
    Fashionable
    10
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Positioning
    • Target Market
    • Brand
    • Frame of reference
    • Point of difference
    • Reason to believe
    • 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
    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
    11
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • 12
  • Agenda
    [Brand Inventory]
    • First Impression
    • History
    • Architecture
    • Structure
    • Elements
    • Advertisement
    • Comunication
    • Marketing
    • Competition
    • Conclusion
    [Recommendations]
    • 3C’s of Marketing
    • Optimal Positioning
    • Brand Associations
    • Brand Architecture
    • Marketing Mix
    • Communication
    [Brand Exploratory]
    • Literature Review
    • Survey
    • Brand Awareness
    • Brand Association
    13
  • Survey Statistics
    14
    109 Participants - 40 % and 60 %
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Awareness– Depth
    15
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Awareness - Breadth
    16
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Frame of Reference
    According to 82 respondents that know Havaianas brand
    +
    17
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Associations
    [Havaianas] 82 respondents who know the brand
    18
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Associations
    [ Points of Difference, Points of Parity ]
    19
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Associations- Competitors
    [ Birkenstock ] 80 respondents who know the brand
    20
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Associations - Competitors
    [ Reef] 50 respondents who know the brand
    21
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Associations - Competitors
    [Ipanema] 12 respondents who know the brand
    22
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Agenda
    [Brand Inventory]
    • First Impression
    • History
    • Architecture
    • Structure
    • Elements
    • Advertisement
    • Comunication
    • Marketing
    • Competition
    • Conclusion
    [Recommendations]
    • 3C’s of Marketing
    • Optimal Positioning
    • Brand Associations
    • Brand Architecture
    • Marketing Mix
    • Communication
    [Brand Exploratory]
    • Literature Review
    • Survey
    • Brand Awareness
    • Brand Association
    23
  • 3Cs of Marketing
    Universal Truth:
    lack of time leading to stress, need of relaxation
    Consumer
    POD: Colour, quality, price premium, Trendy, Comfortable and Brazilian heritage
    Reef: Surfing
    Birkenstock: Comfortable
    Ipanema: Style/ girls
    Competition
    Company
    24
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • 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
    25
    Optimal Positioning
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Optimal Brand Associations
    Relaxation
    POD!?
    Brand identity
    Timeless
    For every occasion
    26
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Product Extension & Brand Architecture
    27
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • OptimalMarketing 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
    28
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Sales Funnel - Communication
    No Need, Price
    75%*
    54%*
    41%*
    Awareness
    Consideration
    Purchase
    Loyalty
    * Estimation/ percentages based on Survey
    29
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Brand Communication - Laddering
    30
    1. Brand Inventory
    2. Brand Exploratory
    3. Recommendations
  • Thank you for your attention!