1. VEJA – TAVA
Lauriane Barrachin
Flore Chambon
Anne-sophie Caramelle

2. Positioning
WHY ? FOR WHOM ?
Be different 18- 30 years old
 Production and distribution
 Trendy people/attracted by fashion
 Different way of distributing
 Care about environment
 Against mass comsumption
REASON TO BUY ?
AGAINST WHOM ?
FASHION/SUSTAINABILITY
 Fago shoes
 Involvement in a cause
 Sneakers brand as
ADIDAS, NIKE, FRED PERRY
 Identify to a group

3. Marketing Mix
 Product :
Made in Brazil
Manufacturing in dignity  Fair trade
Organic cotton (from North Brazil)
Ecological leather
Sole and « V » in wild rubber of Amazonia
A light and comfortable shoes

4. Marketing Mix
 Price : 105 euros
More expensive than competitors
Production and distribution policy (fair trade)
 Environmental actions

5. Marketing Mix
 Place : launched in the
biggest and most fashionable cities
No VEJA stores
 Sold in selected shops (exclusive)
Present on the WEB
 Promotion : not a lot of advertisement
Exclusive product
 Ads : presenting typical customers to give an
identity to the brand

6. Brand System
Brand concept:
 French founders
 Is another worl possible ?
 Fair trade concept
 Fashion and sustainable
Semiotic Invariants Product Experience
 Trendy  Brazilian producers
 Classy  Biologic and ecologic
 Exclusive  Environmental cause

7. Examples of Greenwashing
Pinocchio prize for liar companies
 SNCF : “0% of CO2” = impossible for
trains => Misleading advertising
a real lack of transparency
 Renault/Dacia : “Environment-friendly”
but 172g of CO2 rejected =>
Misleading advertising