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Bachelor (Hons) In Business StudiesATHLONE INSTITUTE OF TECHNOLOGY           Marketing Plan                       everyone...
Table of Contents1. INTRODUCTION ............................................................................................
Havaianas Marketing Plan      1   1. INTRODUCTIONOur marketing plan refers to the development phase of the next three year...
Havaianas Marketing Plan      2passionandexperience, bothin the online world, but alsoin the real worldwith a high numbero...
Havaianas Marketing Plan   3   2.6 SWOT Analysis   2.7 PositioningWe have detected two possible markets to treat in distin...
Havaianas Marketing Plan      4functionality and fashion, but in our opinion, even if they have started to move in that di...
Havaianas Marketing Plan     5because of the convergence of the two strategies: the longer-term one,about the visibility f...
Havaianas Marketing Plan     6bring out of this country only the light-heartedness, joy, but we must also address the more...
Havaianas Marketing Plan     7Bear &Havaianas Surf TeamWe have seen as the surf market presents singular peculiarity and p...
Havaianas Marketing Plan      8   •    Bibione Beach Volleyball:The event takes place in Bibione, a beach town near Venice...
Havaianas Marketing Plan      9Operative Strategy: Also if we don’t assume an active strategy regarding the distribution, ...
Havaianas Marketing Plan      10of the order (forexample with an order of 750 pairs you will be entitled for 250 gadgets)....
Havaianas Marketing Plan   IAppendicesAppendix 1 –Sales’ Potentialin 3 years             1000000             900000       ...
Havaianas Marketing Plan   IIAppendix 2 - Questionnaire   Gender :                                                     Age...
Havaianas Marketing Plan   IIIAppendix 3 – Results   For a total of 374 email questionnaire these charts show the results ...
Havaianas Marketing Plan   IV     Q 2 - Why did you buy a pair of flip-flops?(This chart represent the subdivision of the ...
Havaianas Marketing Plan   V          Q 4 - Do you know the Havaianas Brand?                                              ...
Havaianas Marketing Plan   VIAppendix 4 – Budget estimated     BASIC STRATEGIES     Web Responsible                       ...
Havaianas Marketing Plan   VIISubdivisionWorkStudents           ID number   PercentageCampa Enrico       A00150755   25%Do...
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Marketing plan

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Marketing plan

  1. 1. Bachelor (Hons) In Business StudiesATHLONE INSTITUTE OF TECHNOLOGY Marketing Plan everyone wears it Lecturer: Brian Toolan Campa Enrico A00150755 Doronzo Giuseppe A00150759 Marti Giulia A00168075 Palermo Luca A00150769 2011 / 2012
  2. 2. Table of Contents1. INTRODUCTION ...................................................................................................................................... 12. SECTOR ANALYSIS .................................................................................................................................. 1 2.1 Market............................................................................................................................................................ 1 2.2 Defining the target segment ................................................................................................................. 1 2.3 Targeting ...................................................................................................................................................... 2 2.4 Notoriety of product ................................................................................................................................ 2 2.5 Product’s attributes and attitude ....................................................................................................... 2 2.6SWOT Analysis ............................................................................................................................................ 3 2.7Positioning .................................................................................................................................................... 3 2.8Sales’ Potential in 3 years ....................................................................................................................... 43. MARKETING STRATEGY ....................................................................................................................... 5 3.1 Marketing Goals ......................................................................................................................................... 5 3.2 Communications ....................................................................................................................................... 5 3.3 Basic strategies .......................................................................................................................................... 6 3.4 Strategies year-by-year .......................................................................................................................... 74. DISTRIBUTION ........................................................................................................................................ 8Appendices ..................................................................................................................................................... I Appendix 1 –Sales’ Potential in 3 years ................................................................................................... I Appendix 2 - Questionnaire ....................................................................................................................... II Appendix 3 - Results ..................................................................................................................................... III Appendix 4 - Budget estimated ................................................................................................................ VI
  3. 3. Havaianas Marketing Plan 1 1. INTRODUCTIONOur marketing plan refers to the development phase of the next three years, of the Havaianas flip-flops, in the Italian market. With quantitative and qualitative methodology of analysis, we havecollected and analyzed data through a questioner (see Appendix 2) in order to create an operativeand strategic plan that will go along with the product towards a prosperous stage of maturity. 2. SECTOR ANALYSIS 2.1 MarketIn general consumers, in the summer footwear market, look for a comfortable product, resistant,functional, practical and ecstatically pretty, all characteristics that Havaianas’ flip-flops seems tohave.Flip-flops are worn throughout the summer season, mainly on the beach and almost every day orfor every occasion, primarily by females (only 2% of females don’t wear flip-flops, against the 32%of males – see Appendix 3).In the beginning flip-flops were lived as footwear especially “for the beach”, nowadays thesituation has changed: we can find flip-flops at the foot of boys and girls also in the city (the 77%states that in their own city people wear it “on every occasion” – see Appendix 3 - Q3). This shiftjustifies also the big offer that has lately overflowed the market about summer footwear.The flip-flops’ market is divided between a traditional market of reference composed by who usesthe product for the beach, for spare time, for sport and between smaller segments of the marketas the one for surf.Concerning the distribution channel, from our research, has emerged that it is divided intoproducts depending on the use to which it is.When the purchase is purely functional, for example the use on the beach, the favourite place ismainly the local market that has prices more convenient. When the functionality approaches amore trendy use and the flip-flops is worn also for hanging out with friends and for spare time, thefavourite places for the purchase are stores of trends and sport. 2.2 Defining thetargetsegmentThe highversatility of the productallows usto enterHavaianasin any segment ofthemarketaccording to the custom, which makesthe consumer, following thusabehaviouralsegmentationthat takes intoaccount the differentprofilesofconsumersand themannerof useofflip-flops.When we talk about "Surf market" it’s referring to all those consumers who, also not practicingthis sport, share with surfers, the way they dress and sometimes even an ideal or a lifestyle.In recent years, many brands dedicated exclusively to surfing have created a situation ofovercrowding in the supply of flip-flops. This have made us to think about the opportunity forHavaianas, to regain market is very affectionate, and at the same time, neglected. The strategicimportance ofpaying specialattention tothis markettrendis linked tothegrouprecognizedas "tribal" of those consumerswho sharea common
  4. 4. Havaianas Marketing Plan 2passionandexperience, bothin the online world, but alsoin the real worldwith a high numberofsurfclubs, beach partiesand events relatedto the competitions. 2.3 Targeting(see Appendix 3 – Q2)We believe that the investigations that we have carried out describe that the product is suitablefor everyone, but we wanted to restrict the target to all male and female consumers belonging toan age range between 16 and 40 years because, in our opinion, the strategies that we propose willbe more accessible.Within our target we have identified three main categories of consumers: • Trendy:Individuals who followfashion trends, represented by 10%.It may seem very low, but we must consider the fact that people do not allow the purchase to be influenced by fashion. • Functional: thosethat purchaseout of necessity. In the summer they use the product mainly to go to the beach, for convenience and because it is easy to wear them. However during winter season, the use of flip-flops declines because it is mainly used in the changing rooms, swimming pool or other sports facilities. This category represents the largest share of the target, represented by 69% and this justifies the position that we will give to the final product. • Sceptics: those who doesn’t know why they have bought it, represented by 21%. 2.4 Notoriety of productIn Brazil, the Havaianas’ product is very well known: in terms of spontaneous awareness is secondonly to Coca Cola. It is a mass product, a commodity.In Italy begins its insertion as a basic product, but it quickly becomes the object of worship forthose who get in touch with it. Havaianas seems, in fact, to tend naturally toward fashion. Thismay also represent a risk, as characteristic of a "fashion" is to be "temporary" and be forgottenafter a few seasons.Very important is that from the questioner, has emerged that only the 35% knows the brand, butwe have to say that often they recognize the product, but they do not know the brand. 2.5 Product’s attributes and attitudeThe Havaianas’ product presents itself with some key features: it is simple, useful, cheap, fordifferent occasions, never goes out of fashion, cosy. First of all for customers the elements areimportant like the materials used and also the quality (they do not loose their original colour anddo not facilitate the foot sweating).It’s a product that expresses freedom, which is referred to as “democratic” because it is wearableamong each fellow of any social class (because everyone can wear them, thanks to the affordableprice). It is creative, thanks to the wide range of designs and existing colours; original of its kindand allow stating our own personality thanks to the selection. It can be considered an “authentic”product, attached to the place where they are manufactured.
  5. 5. Havaianas Marketing Plan 3 2.6 SWOT Analysis 2.7 PositioningWe have detected two possible markets to treat in distinct ways:Traditional MarketThe traditional market refers towho purchases the product inthe summer for the beach andleisure time and uses it duringthe winter season in the lockerroom in the gym and in theswimming pool.Havaianas, from our analysis,we have found to be present inthe market in an undefinedposition: the companyindicates it between
  6. 6. Havaianas Marketing Plan 4functionality and fashion, but in our opinion, even if they have started to move in that direction, itis still influenced by the fashion factor.The optimal placement will therefore be that resulting from the effect of opposing forces: the firstinduced by marketing’s strategy ad hoc, will push it to functionality, the second will push thebrand on the opposite direction, thanks to the intrinsic value of the product that, as we have said,tends toward fashion.Havaianas, with a small part of his own, will go to place itself through the creation of a line“Limited Edition”, dedicated only to high fashion stores. This strategy will serve to strengthen theimage of Havaianas for the consumer of high economic level. For the company will not be a merestrategy to increase profit, but a strategy to have a strong visibility against a medium-high target,which will allow the brand to enter in hotel facilities, spa and other reality of high level, otherwisefor our researches the target will be hard to fulfil.Surf MarketAs we have said, the surf market will show for Havaianas a very special goal. As the “surfer”, for hispurchases tends to apply to specialised shops in the area, but also to the more traditional one, wecannot speculate to a different placement to the one analyzed previously.From our research has emerged that those who belong to this segment, although for the mostpart very attached to our brand, with the current proliferation of new products have begun to turntheir preferences to the competitors. Therefore the strategy will be focused in being able toexploit the high level of involvement that surfer reserve to Havaianas without losing the sight ofnew and inferior products in terms of quality, but considered the most fashionable. 2.8 Sales’ Potentialin 3 years(see Appendix 1)First YearThe sale potential for the first year will be determined on the basis of two main parameters. Thefirst is given from the “physiological” growth rate of the market, while the second one will be theone inducted by the strategy of communications and promotions that we have scheduled to givewith a wider visibility.Havaianas with its 400.000 pairs sold reflects adiscrete market share. Assuming an annual increasein sales of 20% we will have about 80.000 pairs more. To this we add an increase estimated bymarket share, induced by the marketing campaign of about 35.000 pairs (+8,8%). We believe thatwe cannot point to an achievement greater than this forecast since the first phase of the strategicplan will be the more delicate and also the slower to be transposed by customers.So we arrive at designing a sales target for the first year 400.000 + 80.000 + 35.000 = 515.000(28,8%).Second YearAt this point we can collect the results induced by the campaign of the first year. The market willfind us to participate in different stores that will go from trendy shops to the sporty ones as well asclothes’ stores of “surf/skate”. The second will be the year where the sales will reach high level
  7. 7. Havaianas Marketing Plan 5because of the convergence of the two strategies: the longer-term one,about the visibility for thefirst year and the one finalised to the expansion of the network of sales for the second year.Then we can assume a growth of 50% with goals of sales that are around 773.000 pairs.Third YearA good sales target for the 3rd year will be to be able to maintain and to reconfirm the massivevolumes of sales of the previous year. The strategic goal is represented by the sales of the so-called “Limited Edition” to realize in the high fashion shops. Being a limited line, this means thatfor no reason the quantity entered in the market has to exceed the preset threshold and thepromise made to retailers. 3. MARKETING STRATEGYWe believe that we should not use advertising on paper or with mass media, and in particular wewill keep unchanged the prices which, ranging between 16 and 24€ will results suitable to beperceived by consumers of high level of quality.The product won’t be modified over the designand production phases, taking place in Brazil. The only changes could only regard the possibility toimport other models of the Brazilian’s range and the eventuality to integrate the pack with smallvariation.They will be exploited at most all the others instruments made available from themarketing to reach better the target that we propose. To perform these strategies we haveestimated a budget of the costs involved (see Appendix 4). 3.1 Marketing GoalsFirst Year - Visibility• Provide more popularity to the brand in a way that potential buyers can easilyassociate thebrand with the various models.• Createan emotional bond withthe brandand its history.Second Year -Distribution• Developmentof strategies forexpansionof the offer through “Pull” and “Push” strategies.•Re-proposethemost successful eventsof the previous year.Third Year-Consolidation and Line Extension• Meeting the needs of different target users through the creation of exclusive limited editionlines. 3.2 CommunicationThe communication and promotion strategy will be the focal point of the first year of Havaianasstrategy to have more visibility. Havaianas is a product that can be considered "authentic": a longhistory, a great deal of continuity, a strong relationship with Brazil, the place of origin of theproduct and always visited in the dreams of Italians, natural materials and a process that haswithin it elements of almost "craft" that make it meaningful and human history. The product inBrazil promotes various social campaigns, for that we would resume, as we realize that we cannot
  8. 8. Havaianas Marketing Plan 6bring out of this country only the light-heartedness, joy, but we must also address the moreproblematic aspects such as the condition of children, poverty and exploitation environment inwhich the Italians have always been very sensitive.It also seems important to reconnect to aparticular segment that has known for more than ten years the quality of Havaianas andappreciates the values: the world of surfing.We have differenced our strategies in "Basic Strategies", which encompasses the entire range ofthe three years, and "Strategies year by year” that will be focused on every single year. 3.3 Basic strategiesSocial NetworkIn the core of our proposals for Havaianasit doesn’t have to be missed a free advertise offered bysocial networks like Facebook and Twitter. It will be important to create a direct relationship withthe consumer, through tweets (short twitter posts) and comments on Facebook, communicative,and certainly more in line with the requirements of the post-modern Internet surfer, andespecially expected to visit the site.Social networks have become a way of communication B2C, and more importantly C2B, C2C andeven B2B. It will also be a fundamental meaning for the publication of events, Havaianaspartnerships (for example the one with the world of surfing), and social initiatives.We also thoughtabout two contests on the website in the first two years.The users to participate in various competitions must register by communicating their e-mail.This will allow the company to create a large agenda of contacts through which it cancommunicate the dates of events, promotional events and news of any kind in order to create adirect line to the most loyal.P.A.: Must be provided a person who thinks to the Internet sector in a fast, effective and uniqueway because users are not willing to tolerate long delays, inefficiency and lack of answers to theircomplaints.Initiativesfor socialSince Havaianas in Italy is already involved in social work, what we recommend is to advertisethese initiatives through the website, with a special section up to date on what is beingundertaken, charity events, achievements, the projects to undertake, the funds collected.Among other possible initiatives to be undertaken suggesting collaboration with UNICEF in the"AdottaunaPigotta". From the 8th of December to the 24th of the month of each year, in fact, inover 500 Squares in Italy, it is sold the Pigotta: a rag doll, present in all cultures of the world,UNICEF will let package it by ordinary people, but also to designers and artists in special editions.The funds raised are used to implement vaccination programs in countries in the South of theWorld.The manufacturing cost of the doll is extremely low because it is made of poor materials andwaste. Havaianas could, in our opinion, make a limited number of these dolls (such as 200 pieces),dressed in typical Brazilian costumes and with our flip-flops at the foot.This would allow thecompany to be active even in the winter season.
  9. 9. Havaianas Marketing Plan 7Bear &Havaianas Surf TeamWe have seen as the surf market presents singular peculiarity and precisely of theseconsiderations, it provides a strategy that will be repeated over a three years time.Our idea should be the one to offer a project of Co-Marketing with Bear surfboards, one of theemerging company in the Italian surf.The Bear Company organizes a surf team who travels around Italy to participate to the fourcompetitions of the Italian circuit to which provides surf’s boards.Our suggestion is to create a partnership with them receiving a strong visibility compared to anaccessible cost both in monetary and time spent terms. • The Bear Surfboards could create a web page on their website about the Havaianas collaboration. • At the same time on the Havaianas website we could add a link that brings you on their website. • The new bus (provided by Bear Surfboards) used for transfers will have on each side the Havaianas logo and also for the athletes are going to be provided t-shirts, sweatshirts, hats and surf’s boards designed by Bear &Havaianas and they will obviously have the flip-flops at their foot. • A professional photographer will follow the team and the photos taken will be shared from both companies. 3.4 Strategiesyearbyyear 3.4.1 First YearHavaianas’ Event on the beachAmong the events planned for the first year we offer participation in a sporting event, with astrong impact among the youth audience, on the Beach Volleyball, a discipline that in recent yearshas enjoyed a great success.The choice of this event is motivated by the strong link between sport (beach volley), beach (pitch)and Brazil (more representative Team). The target to which we refer to is not absolutely a "Niche",because the subjects participating in these events can both be professional athletes and alsoamateurs, all sharing the desire to have fun, to socialize, to spend the whole days on the beach.In a sport that requires being on the beach for several hours moving from one beach to another,the use of our flip-flops becomes crucial, with comfort and ease of cleaning.These types of events are a privileged channel to enter the gym: it is considered that the vastmajority of those who participate in beach volley tournaments are those who are engaged inwinter sports indoors and then they can lead our flip-flops in the locker rooms of the gyms.Beach Volley TournamentsAmong the majority of national character tournaments we plan to be present as a main sponsor ofthe two biggest events of the summer beach volley:
  10. 10. Havaianas Marketing Plan 8 • Bibione Beach Volleyball:The event takes place in Bibione, a beach town near Venice, in three distinct events: May, June, and September. • Kiklos Beach Volleyball:Thiseventistakingplace on the mostknown and touristic place in the Riviera Romagnola (AdriaticCoast), with the samescheduleof the theBibioneevent.Havaianas with its sun and fun spirit fits well within this event. We suggest its presence as apartner of the event with the possibility of high visibility in an attractive village of great touristvalue. To support this point we suggest the participation of Havaianas in Kikloss tournament,following a sharp tourism in the Adriatic Riviera in the summer.This will mean to be present among the sponsors of the tournament that will appear, with its ownbrand, on technical material, advertising and various gadgets.Internet StrategyThe expected contest for the first year is called: ‘Cattura le tueHavaianas’.The consumer will send his own picture in the weirdest way that you can use the Havaianas flip-flops: the most bizarre and original will be published on the website, with the possibility to becommented form all users, and the winning picture well as becoming the image for thecommunication campaign for Havaianas of the following year is going to win a trip for two peoplefor a week long in Brazil. 3.4.2 Second and Third yearConcerning the Havaianas events they will be replicated also in the second and third year.Internet Strategy for the second yearThe contest for this year is called: ‘Disegna le tueHavaianas’.The consumer will be invited to draw his ownHavaianas: he/she can create the weirdest fantasythat could describe his way of being, without changing the shape of the flip-flops, he could justchange an existing one. The best drawings will be published on the website and the best exemplarwill be made as limited edition the following year carrying on the name of the winner who couldbecome an external design for Havaianas in Italy. 4. DISTRIBUTIONFrom our research has emerged that Havaianas is distributed nation-wide, in particular in themiddle and southern Italy. In the beginning the Havaianas product was distributed only in highfashion shops, nowadays we can find them in sports and high fashion shops.Our distribution politics will be divided as follows: 4.1 First YearOur goal this year will mainly focus on the increase in demand from the consumer more than inincreasing in supply. We will than restrict on keeping the product in areas where already exists,trying to increase the informative aspect and the communication, which concern it on every level.At the same time we will prepare the strategy for next year.
  11. 11. Havaianas Marketing Plan 9Operative Strategy: Also if we don’t assume an active strategy regarding the distribution, they aregoing to be carried out a series of actions in order to prepare the field for the Trade Relations thatare going to be consolidated next year.It is going to be created a central database of all the retailers to be able to manage all the emailcontacts, information’s and reserved news. We will show, in a non-commercial way, the Havaianasworld, which is being created, making us feel always to the others more active. You will have toaddress a “unique” treatment to our faithful clients with arrangement of a web page dedicated tothe Relationship Online: this virtual space, which is going to be accessible only with a specialpassword, is representing a fundamental relationship between importers and retailers. 4.2 Second YearThe distribution, this year, will be the main focus so we will have to converge all efforts of thecompany. Our aim will be to increase the distribution capacity of "coddling" retailers throughtechniques that, as we shall see later, will share strategies on "Push" and "Pull".We will bring Havaianas where they are fewer(South Italy), preferring the trendy shops andresorts, and sports of the provincial capitals. As for the high-class shopping, well just deploy theproduct where it is already in use, as these will be the subjects of a subsequent policy.Approaching the product to the world of surfing, beach volley and sports in general, the goal is todistribute the product in a widespread manner in the Havaianas shops specializing in clothing-footwear and accessory equipment for these activities. In these environments, however, we wouldnot want to go with the whole range of models, but with those who we believe have features thatare more suited to the sports world, and consequently be able to seasonally adjust the sales: werefer to traditional, brazil, style, top, and surfing. The models with patterns that resemble morethe heat, colour and fun will be dedicated exclusively to summer trade (such as high). Thesepresuppose a selection, although not rigid, about the stores that will sell various models ofHavaianas.We will try to implement a commercial and personal loyalty program aimed to retailers. Thechoice, in fact, is to pay particular attention to the shopkeepers, awareness that these are thefront line of Havaianas for the end customer.Requests features to the retailer will be mandatory:interpersonal skills, courtesy, quick response times. Just as we must ensure that: after-salesservice, fulfilment of the terms and delivery time. Our motto will be to satisfy the retailer as wellas we wish that they would satisfy who goes to buy our flip-flops.Operational Strategy "Pull"Channel Information: We propose the creation of a magazine/catalogue that contains all modelsof flip-flops, and those already present in Italy, and those that are not imported into our countryto give the possibility to amplify the offer, which allow orders differing in kind. The catalogue alsohas illustrated the events and everything that deals with the world and philosophy of Havaianas.Sales promotions: Retailers who order more than 750 pairs will be given the opportunity to jointhe activity of promotion. For a limited time (e.g.From the 20th of May to the 20th of June)Havaianasis committed to send for free to stores a quantity of gadgets (bracelets, rings, keychains) and accessories (handbags, bags with rhinestones and logo or gift packs) in the size of 1/3
  12. 12. Havaianas Marketing Plan 10of the order (forexample with an order of 750 pairs you will be entitled for 250 gadgets). Retailerswill offer the gadgets as a prize direct to consumers. It s clear that such promotions will help tocreate in-store traffic and improve the rotation on the shelves. This mechanism can be used onlyseasonally to avoid creating situations of near-permanent promotion (promotional spiral) thatcould damage the image of the brand and could change the buying behaviourof the consumer.Operational Strategy"Push"Discounts for re-sellers:Discountson reaching acertain amountpurchasedin order to pushretailerstoincreasethe order.Adverting space for resellers:Wewill givean opportunity for allretailersto participateactively intheeventscalendar intheir province. Havaianaswill make availablespacesonposters,leaflets, flyersandon theinsideof the structure thatwill hostthe eventon whichthe retailerwill be abletoadvertiseusingthe nameor logoof the store.Of courseeverything isfree.We want tohighlighthow the adoptions of strategies such as those mentioned abovewill, indirectly, a sort ofprotection from thephenomenon ofillegalimportation. In the long run, infact, itwill tendtowards a situation of equilibrium in which, for the retailer, the purchase ofparallelimportsfrom the market of flip-flops, no longer representa way to savea few dollars, butwillprovea wasteof the manyadvantagesofferedby our company. 4.3 Third YearThis year, we will propose a line of limited luxury edition for high fashion shop, while keeping allother previous policies. In this area, we will focus on a selective distribution characterized bylimited availability and higher prices in selected stores. From our research in fashion stores wehave found that they are very interested in the traditional line of Havaianas because, while notallowing them to a good profit margin, it sells very well by exerting a strong recall function andvisibility of the store to an atypical target. Retailers seem excited to be selling special versions ofHavaianasthat can only be found in their shops and in limited editions. There are many whobelieve that it might give rise to a phenomenon of "collecting".As seenin thepositioningof the third year, the logicwill be topush the producton the market witha"push" strategyin orderto createfertile groundto go to theconquest ofthereality ofabove-averagelevelthat does notseem toappreciatetodaythequality of theproduct and giveweight tothosefeaturesthat make it uniqueand "authentic" in its kind. Withthis latest initiativeHavaianaswillindeed bea productcross-worn bypeople of everysocial class.Operational Strategy:The third yearwe will see uson the marketwith a strategy ofmanagementandmaintenance ofwhat has been acquiredso far,and oneaimed on creatinganextensionlinethrough theso-called"limitededition"to achievegoalsof image anddifferentiationofdemand, asseen previously. Thelimited editionlineshas to be allocatedto theexclusiveshopsoffashionthat willbe threein an edition of2000 pieceseach. One of thesewill beimplementedaccordingto the modeldesigned by thewinner of the "Disegna le tueHavaianas".
  13. 13. Havaianas Marketing Plan IAppendicesAppendix 1 –Sales’ Potentialin 3 years 1000000 900000 800000 700000 Sales 600000 2% 500000 50 % 400000 28,8 % 300000 0 1 2 3 Years
  14. 14. Havaianas Marketing Plan IIAppendix 2 - Questionnaire Gender : Age: 1 Do you use flip-flops? a. Yes b. No If you have aswered No go to the third question. 2 Why did you buy a pair of flip-flops? a. Because it’s fashion b. Because it’s fuctional. c. I don’t know why. 3 Are flip-flops used on different occasions in your town? a. Yes b. No 4 Do you know the Havaianas Brand? a. Yes b. No If you have aswered Yes to the previous question continue the questionnaire. 5 Do you own a pair of Havaianas flip-flops? a. Yes b. No
  15. 15. Havaianas Marketing Plan IIIAppendix 3 – Results For a total of 374 email questionnaire these charts show the results of our market analisys: Gender 48% Female 52% Male Q1 - Do you use flip-flops? 16% Yes No 84% Male Female 2% 32% Yes Yes 68% No 98% No
  16. 16. Havaianas Marketing Plan IV Q 2 - Why did you buy a pair of flip-flops?(This chart represent the subdivision of the 84% that use flip flops) 21% Sceptics 10% Fashion 69% Functional Q 3 - Are flip-flops used on different occasions in your town? 23% Yes No 77%
  17. 17. Havaianas Marketing Plan V Q 4 - Do you know the Havaianas Brand? 35% Yes No 65% Q 5 - Do you own a pair of Havaianas flip-flop? (Question linked to the previous answer) 21% No Yes 79%The 79% that has a pair of Havaianas represents the 28% of all respondents.
  18. 18. Havaianas Marketing Plan VIAppendix 4 – Budget estimated BASIC STRATEGIES Web Responsible 18000 € Initiatives for social 200 rag dolls x 5 € 1000 € Bear & Havaianas Surf Team: Clothing 1000 € Gadgets 500 € Photographer 8 days x 150 € 1200 € Total 21700 € FIRST YEAR STRATEGIES: Basic strategies 21700 € Beach Volley Tournament: Sponsor package 9000 € Photo Contest ‘Cattura le tue Havainas’: Travel award in Brazil 2500 € Total 33200 € SECOND YEAR STRATEGIES: Basic strategies 21700 € Distribution: Catalogs 2000 units x 1,50 € 3000 € Gadgets for retailers 30000 units x 0,50 € 15000 € Discounts for retailers* 20000 € Total 59700 € THIRD YEAR STRATEGIES: Basic strategies 21700 € Distribution 38000 € Limited Editions Catalogs 1000 units x 1,50 € 1500 € Total 61200 € TOTAL 154100 € * Assuming that 200 retailers could make an order of 250 flip flops, they will receive a discount of 5% for the next 100 flip flops ordered. In regard of a flip flop average price of 20 € we can forecast this cost for the company:200 x 100x (20 € x 5 %) = 20000 €
  19. 19. Havaianas Marketing Plan VIISubdivisionWorkStudents ID number PercentageCampa Enrico A00150755 25%Doronzo Giuseppe A00150759 25%Marti Giulia A00168075 25%Palermo Luca A00150769 25% Total 100%

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