brand audit report havaianas
TRANSCRIPT
Group #1 Marieke van der Drift – 351060 Claudia Hinten – 302852 Satish Oemraw – 303221
Fieke Ripping – 311990 Ekaterina Savelyeva – 353290 Eve-Marie Tissot – 353292
Brand Audit Report
2
Agenda
• First Impression• History• Architecture• Structure• Elements
• Advertisement
• Comunication• Marketing• Competition• Conclusion
[Brand Inventory]
[Brand Exploratory]
• Literature Review• Survey • Brand Awareness• Brand Association
• First Impression• History• Architecture• Structure• Elements
• Advertisement
• Comunication• Marketing• Competition• Conclusion
[Brand Inventory]
[Recommendations]• 3C’s of Marketing• Optimal Positioning• Brand Associations• Brand Architecture• Marketing Mix• Communication
3
First Impression
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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 Havaianas expasion
Brand History in Brief
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
Brand Architecture
Branded House
One brand for all products
No separate brands for:
• Products
• Collections
1. Brand Inventory 2. Brand Exploratory 3. Recommendations 5
• One Brand
• Two Product Lines
• Products are related to the Beach and Summer
• Several Collections
• Men, Women, Children
Brand Structure
1. Brand Inventory 2. Brand Exploratory 3. Recommendations 6
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Logo – brand name
Ads – convey summer, beach, colors, fun, Brazil, exotic nature, relaxation, dreams
Packaging – customized packaging
Main product: rubber flip flopsProduct extensions: towels, bags
Brand Elements
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
Brand Advertising Evolution
2011 – campaign “make your own”
2000
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Marketing Mix[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
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Main Competitors
Price
€ 10
€ 20
€ 50
€ 100
Sporty Comfortable Fashionable
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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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
• 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
Brand Positioning
• Target Market
• Brand
• Frame of reference
• Point of difference
• Reason to believe
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Agenda
• First Impression• History• Architecture• Structure• Elements
• Advertisement
• Comunication• Marketing• Competition• Conclusion
[Brand Inventory]
[Brand Exploratory]
• Literature Review• Survey • Brand Awareness• Brand Association
[Recommendations]• 3C’s of Marketing• Optimal Positioning• Brand Associations• Brand Architecture• Marketing Mix• Communication
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Survey Statistics
109 Participants - 40 % and 60 %
< 20 20-25 25-35 35-55 > 550%
10%20%30%40%50%60%70%80%
Participants Nationality
OthersIta
lyRussi
a
Canada
Germany
France
Netherlands
0%
10%
20%
30%
40%
50%
Participants Age Range
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Nike
Adidas
Converse
UGGsPuma
Vans
Louboutin
Jimmy C
hooPrad
a
Van Bommel
Birkensto
ckEc
co
Panto
fola d'O
ro
Havaia
nas
58%
37%
22%16% 13% 13% 9% 7% 7% 7% 6% 6% 6% 3%
Shoe brands recall
Havaia
nas
Birkensto
ck
AdidasReef
Nike
O'Neill
Hilfige
rPuma
Vans
33%
10% 9%
4% 3% 3% 2% 2% 2%
Summer shoe brands recall
Brand Awareness – Depth
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Brand Awareness - Breadth
Once More than Once Never
35%23%
42%
Have you ever bought Havaianas’ products?
Yes No
75%
25%
Do you know the Brand Havaianas?
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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According to 82 respondents that know Havaianas brand
Brand Frame of Reference
89%
10%1%
+
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Brand Associations[ Havaianas ] 82 respondents who know the brand
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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[ Points of Difference, Points of Parity ]
Brand Associations
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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[ Birkenstock ] 80 respondents who know the brand
Brand Associations - Competitors
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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[ Reef] 50 respondents who know the brand
Brand Associations - Competitors
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Brand Associations - Competitors[ Ipanema ] 12 respondents who know the brand
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Agenda
• First Impression• History• Architecture• Structure• Elements
• Advertisement
• Comunication• Marketing• Competition• Conclusion
[Brand Inventory]
[Brand Exploratory]
• Literature Review• Survey • Brand Awareness• Brand Association
[Recommendations]• 3C’s of Marketing• Optimal Positioning• Brand Associations• Brand Architecture• Marketing Mix• Communication
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3Cs of Marketing
Consumer
CompanyCompetition
Universal Truth: lack of time leading to stress, need of relaxation
POD: Colour, quality, price premium, Trendy, Comfortable and Brazilian heritage
Reef: SurfingBirkenstock: ComfortableIpanema: Style/ girls
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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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
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
Optimal Positioning
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Optimal Brand Associations
POD!?
Brand identity
Relaxation
Timeless
For every occasion
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Product Extension & Brand Architecture
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Optimal Marketing 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
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Sales Funnel - Communication
Awareness Consideration Purchase Loyalty
75%* 54%* 41%*
* Estimation/ percentages based on Survey
No Need, Price
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
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Brand Communication - Laddering
ColorWide
product range
Timeless for every
location
Rubber Flip Flop
Flexible and comfortable Relaxation
1. Brand Inventory 2. Brand Exploratory 3. Recommendations
Thank you for your attention!