Show & Tell 1

SHOW AND TELL

HAVAIANAS

Jenny Liu MART 434 - Competitive Strategy

 The Start
  Grupo Alpargatas – 3rd April, 1907.
1962 1970 1980

• The birth of • Slogan: • Havaianas

Havaianas “Havaianas, =
• Zori as legitimas” Commodity
• “As únicas
que não • PROBLEM!!!
deformam,
não têm
cheiro e não
soltam as
tiras”

2
Show & Tell
 The Challenge
  Havaianas = Commodity
  Style
  Very simple
  Straps: approximately 6 different colors
  Intern part: white
  Sales:
  Place: neighborhood stores, small establishments
  Sale: 1000/day
  Problem:
 Certificate of poverty
  Imitations

HOW TO CHANGE THIS SITUATION???

Show & Tell

3
 Strategy Change
  Revitalization of the brand.
 Increase in the portfolio: Focus on variety.
 Havaianas Top, Havaianas Surf, Havaianas Brasil.
 Increase the final price and margin.
  Market Segmentation
 Point of sale display:
 different models according to its target.
 Instead of large baskets with the mixed
pairs, created a display to enhance the
product and facilitate choice.

Show & Tell

4
 Strategy Change
  Different Communication
 Focuson the customer
 Famous people advertising

 Send sandals to journalists specialized in fashion every

3 months.
 Resulted
in subjects in magazines such as Elle, Vogue and
Cosmopolitan.
 Samples of Havaianas sandals with Swarovski crystals
for nominees for the Oscar 2003.
 Havaianas sponsored surfing championships in Hawaii.

Show & Tell

5
 Strategy Change
  Partnership
 Refusal to sell their products at Wall Mart

 H.Stern
 Swarovski

 MTV in France

Show & Tell

6
 Successful history
1990 1994 - 1998 2000

•  Communication •  Created new •  Havaianas

totally designs spreads
changed •  Havaianas abroad
•  “Havaianas. Top •  Articles in
Todo mundo •  Havaianas important
usa” baby magazines
•  Famous •  Havaianas and
people, for the newspapers
advertising. World cup:
small
Brazilian
flags on the
strap

Show & Tell

7
 Successful history

2003 - 2004 2006 - 2008 2009

•  Havaianas •  Havaianas •  “Espaço

has been part Slim : brand Havaianas” in
of the Oscars. icon. Sao Paulo:
Exclusive •  Brand’s exclusive
models are international products,
given to the expansion’s customization
nominees. second stage. and new
•  Partnership •  Presence in products.
with jeweler Europe
H. Stern. (Madrid).
•  “A pair of
sandals that
is a jewel”.

Show & Tell

8
 Today
  Occupy shelves of upscale department stores
 Saks Fifth Avenue.
 Bergdorf Goodman in New York.

 Galleries Lafayette in Paris.

 Via Spiga in Milan.

  French designer Jean-Paul Gaultier chose

Havaianas to wedge the models who paraded his
summer collection.

9
Show & Tell
 Today
  Adorns millionaires:
 Actresses:
Julia Roberts and Sandra Bullock
 Supermodels: Naomi Campbell and Kate Moss.

  With customization: can cost 100 pounds (almost

500 dollars).
  International sales of

Havaianas grow by around

50% per year
  Reached 80 countries.

10
Show & Tell
 “Espaço Havaianas”

11
Show & Tell
 Other products

Show & Tell

12
 References
  Blecher, Nelson. A brasileira que construiu uma marca global. Exame; 2006.
  Correa, Cristiane. Pé lá fora. EXAME; 2003.
  Morgado, Mauricio – Havaianas: do Brasil para o Mundo; 2010.
  Neotti, Carolina; Oliari, Deivi Eduardo; Azevedo, Leandro Xavier. As
Relações Públicas na Construção de Marcas: O Caso Havaianas. Uniasselvi;
2005.
  http://www.havaianas.com
  http://www.alpargatas.com.br
  http://www.scribd.com/doc/20089990/Trabalho-Academico-Case-
Havaianas

Show & Tell

13
 References
14

THANK YOU!!!

Show & Tell