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Brand Audit Report<br />Group #1 <br />Marieke van der Drift  –  351060  	Claudia Hinten  –  302852	Satish Oemraw  –303221...
Agenda<br />[Brand Inventory]<br />[Brand Inventory]<br /><ul><li> First Impression
 History
 Architecture
 Structure
 Elements
 Advertisement
 Comunication
 Marketing
 Competition
 Conclusion
 First Impression
 History
 Architecture
 Structure
 Elements
 Advertisement
 Comunication
 Marketing
 Competition
 Conclusion</li></ul>[Recommendations]<br /><ul><li> 3C’s of Marketing
 Optimal Positioning
 Brand Associations
 Brand Architecture
 Marketing Mix
 Communication</li></ul>[Brand Exploratory]<br /><ul><li> Literature Review
 Survey
 Brand Awareness
 Brand Association</li></ul>2<br />
First Impression<br /> <br />3<br />
Brand History in Brief<br />1962 The birth of Havaianas (in Brazil)<br />1970 Creation of slogans<br />1990 “Havaianas. Ev...
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Brand audit report havaianas

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  • Transcript of "Brand audit report havaianas"

    1. 1. Brand Audit Report<br />Group #1 <br />Marieke van der Drift – 351060 Claudia Hinten – 302852 Satish Oemraw –303221<br />FiekeRipping – 311990 Ekaterina Savelyeva –353290 Eve-Marie Tissot– 353292<br />
    2. 2. Agenda<br />[Brand Inventory]<br />[Brand Inventory]<br /><ul><li> First Impression
    3. 3. History
    4. 4. Architecture
    5. 5. Structure
    6. 6. Elements
    7. 7. Advertisement
    8. 8. Comunication
    9. 9. Marketing
    10. 10. Competition
    11. 11. Conclusion
    12. 12. First Impression
    13. 13. History
    14. 14. Architecture
    15. 15. Structure
    16. 16. Elements
    17. 17. Advertisement
    18. 18. Comunication
    19. 19. Marketing
    20. 20. Competition
    21. 21. Conclusion</li></ul>[Recommendations]<br /><ul><li> 3C’s of Marketing
    22. 22. Optimal Positioning
    23. 23. Brand Associations
    24. 24. Brand Architecture
    25. 25. Marketing Mix
    26. 26. Communication</li></ul>[Brand Exploratory]<br /><ul><li> Literature Review
    27. 27. Survey
    28. 28. Brand Awareness
    29. 29. Brand Association</li></ul>2<br />
    30. 30. First Impression<br /> <br />3<br />
    31. 31. Brand History in Brief<br />1962 The birth of Havaianas (in Brazil)<br />1970 Creation of slogans<br />1990 “Havaianas. Everyone wears them.”<br />1994 Introduction of the “Havaianas Top”<br />1997 Creating fashion trends<br />1998 World cup in France > new style of Havaianas<br />2000 – now Havaianasexpasion<br />4<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    32. 32. Brand Architecture<br />Branded House<br />One brand for all products<br /> No separate brands for: <br /><ul><li> Products
    33. 33. Collections</li></ul>5<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    34. 34. Brand Structure<br /><ul><li>OneBrand
    35. 35. TwoProduct Lines
    36. 36. Products are related to the Beach and Summer
    37. 37. Several Collections
    38. 38. Men, Women, Children </li></ul>6<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    39. 39. Brand Elements<br />Logo – brand name<br />Ads – convey summer, beach, colors, fun, Brazil, exotic nature, relaxation, dreams <br />Packaging – customized packaging<br />Main product: rubber flip flops<br />Product extensions: towels, bags<br />7<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    40. 40. Brand Advertising Evolution<br />2000<br />2011 – campaign “make your own”<br />
    41. 41. MarketingMix<br />[Price] <br />Premium - Flip Flops [€20- €30 and more for special collections]<br /> - Towels [€40]<br /> - Shoes [€30- €75]<br />[Product]<br />Two product Lines - Footwear [Flip Flops, Sneakers] <br /> - Accessories [Towels, Bags, Gadgets]<br />[Distribution]<br />POS’s - General (web)shops [Large Collection]<br /> - Department Stores [Large Collection]<br /> - Havaianas Flagship Stores [Full Collection]<br />[Promotion]<br />Advertisement - TV ads<br /> - Internet [YouTube, Social Media, Website]<br /> - Magazines [For example ‘Juice’ and Fashion Magazines]<br /> - Billboards<br /> - Guerrilla Marketing <br />9<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    42. 42. Main Competitors<br />Price<br />€ 100<br />€ 50<br />€ 20<br />€ 10<br />Sporty<br />Comfortable<br />Fashionable<br />10<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    43. 43. Brand Positioning<br /><ul><li>Target Market
    44. 44. Brand
    45. 45. Frame of reference
    46. 46. Point of difference
    47. 47. Reason to believe
    48. 48. Target Market
    49. 49. Brand
    50. 50. Frame of reference
    51. 51. Point of difference
    52. 52. Reason to believe</li></ul>For everyone seeking relaxation , <br />is the brand for summer sandals to provide simplicity, enjoyment and physical comfort because of its Brazilian heritage and product material and color<br />For everyone seeking relaxation , <br />is the brand for summer sandals to provide simplicity, enjoyment and physical comfort because of its Brazilian heritage and product material and color<br />11<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    53. 53. 12<br />
    54. 54. Agenda<br />[Brand Inventory]<br /><ul><li> First Impression
    55. 55. History
    56. 56. Architecture
    57. 57. Structure
    58. 58. Elements
    59. 59. Advertisement
    60. 60. Comunication
    61. 61. Marketing
    62. 62. Competition
    63. 63. Conclusion</li></ul>[Recommendations]<br /><ul><li> 3C’s of Marketing
    64. 64. Optimal Positioning
    65. 65. Brand Associations
    66. 66. Brand Architecture
    67. 67. Marketing Mix
    68. 68. Communication</li></ul>[Brand Exploratory]<br /><ul><li> Literature Review
    69. 69. Survey
    70. 70. Brand Awareness
    71. 71. Brand Association</li></ul>13<br />
    72. 72. Survey Statistics<br />14<br />109 Participants - 40 % and 60 % <br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    73. 73. Brand Awareness– Depth<br />15<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    74. 74. Brand Awareness - Breadth<br />16<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    75. 75. Brand Frame of Reference<br />According to 82 respondents that know Havaianas brand<br />+<br />17<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    76. 76. Brand Associations<br />[Havaianas] 82 respondents who know the brand<br />18<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    77. 77. Brand Associations<br />[ Points of Difference, Points of Parity ]<br />19<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    78. 78. Brand Associations- Competitors<br />[ Birkenstock ] 80 respondents who know the brand<br />20<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    79. 79. Brand Associations - Competitors<br />[ Reef] 50 respondents who know the brand<br />21<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    80. 80. Brand Associations - Competitors<br />[Ipanema] 12 respondents who know the brand<br />22<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    81. 81. Agenda<br />[Brand Inventory]<br /><ul><li> First Impression
    82. 82. History
    83. 83. Architecture
    84. 84. Structure
    85. 85. Elements
    86. 86. Advertisement
    87. 87. Comunication
    88. 88. Marketing
    89. 89. Competition
    90. 90. Conclusion</li></ul>[Recommendations]<br /><ul><li> 3C’s of Marketing
    91. 91. Optimal Positioning
    92. 92. Brand Associations
    93. 93. Brand Architecture
    94. 94. Marketing Mix
    95. 95. Communication</li></ul>[Brand Exploratory]<br /><ul><li> Literature Review
    96. 96. Survey
    97. 97. Brand Awareness
    98. 98. Brand Association</li></ul>23<br />
    99. 99. 3Cs of Marketing<br />Universal Truth: <br />lack of time leading to stress, need of relaxation<br />Consumer<br />POD: Colour, quality, price premium, Trendy, Comfortable and Brazilian heritage<br />Reef: Surfing<br />Birkenstock: Comfortable<br />Ipanema: Style/ girls <br />Competition<br />Company<br />24<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    100. 100. For everyone seeking relaxation , <br />is the brand for footwear for every occasion which provide timeless simplicity, enjoyment and physical comfort because of its Brazilian heritage and product diversity <br />For everyone seeking relaxation ,<br />is the brand for footwear for every occasion which provide timeless simplicity, enjoyment and physical comfort because of its Brazilian heritage and product diversity <br /><ul><li>Target Market
    101. 101. Brand
    102. 102. Frame of reference
    103. 103. Point of difference
    104. 104. Reason to believe
    105. 105. Target Market
    106. 106. Brand
    107. 107. Frame of reference
    108. 108. Point of difference
    109. 109. Reason to believe</li></ul>25<br />Optimal Positioning<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    110. 110. Optimal Brand Associations<br />Relaxation<br />POD!?<br />Brand identity<br />Timeless<br />For every occasion<br />26<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    111. 111. Product Extension & Brand Architecture<br />27<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    112. 112. OptimalMarketing Mix<br />[Price] <br />Premium - Flip Flops [€20- €30 and more for special collections]<br /> - Shoes [€30- €180]- Price stretching due to line extension<br />[Product]<br />Product line - Broader choice of Footwear [Flip Flops, Sneakers….]<br /> - Accessories<br />[Distribution]<br />POS’s - General (web)shops [Large Collection]<br /> - Department Stores [Large Collection]<br /> - Havaianas Flagship Stores [Full Collection]<br />[Promotion]<br />Advertisement - TV ads<br /> - Internet [YouTube, Social Media, Website]<br /> - Magazines [For example ‘Juice’ and Fashion Magazines]<br /> - Billboards<br />- Guerrilla Marketing <br />28<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    113. 113. Sales Funnel - Communication<br />No Need, Price<br />75%*<br />54%*<br />41%*<br />Awareness<br />Consideration<br />Purchase<br />Loyalty<br />* Estimation/ percentages based on Survey<br />29<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    114. 114. Brand Communication - Laddering<br />30<br />1. Brand Inventory<br />2. Brand Exploratory<br />3. Recommendations<br />
    115. 115. Thank you for your attention!<br />
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