Brand audit report havaianas

10,109 views

Published on

Published in: Business

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 />

×