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UM PAR, DUAS ALMAS

Index

Meet Oyb

Brazil Background and Brand


Analysis

Media and Retail Strategy

Conclusions and Recomendations

The Oyb Company


Its an Italian brand, that was born
four years ago from a simple idea

The Oybo company produces


amazing and original socks, that
makes every outfit very original

You can buy the socks in the online


shop of the Oybo website and also in
some store in Italy

The Oyb Company

Where we start from? Why Brazil?

PIB

RANKING IN WORLD
ECONOMY

3.8%
Ene-Sep 2015 vs
Ene-Sep 2014

Services
71.9%

Agricultura
5.9%

Tourism
Real State

Engineering

Technology
Royalties and
Licensees

Why Sa Paulo city?


Biggest
Fashionable
7

Fuente: CIA, The World Factbooken lnea, [Consulta 27.07.2016]


https://www.cia.gov/library/publications/the-world-factbook/geos/br.html

Richest

Industry
22.2%
Insurance
and financial
services

And what happened with the clothes and accessorize luxury market?

.
.

50% of the Brazilian population, has


triggered investment in luxury shopping
malls
Designer clothing and footwear
(+24%)

Challenges such as rising costs, a


complicated taxation system, high interest
rates, inflation and a drop in consumer
confidence that directly impact sales

Fuente: Euromonitor Internacional, [Consulta 27.07.2016]


http://www.portal.euromonitor.com/portal/analysis/tab

Swot

Made in Italy
Authentic
Communication
(Salient,
Meanigfull
and
different).
Collection of children
The body size is indifferent
Unisex product

Oyb

Young people
For people who want to be
authentic and different.
Customize products
Find specific store
Create event
Co-Branding with local brand
San Paolo with two road
Use social media and Bloggers

Web
site:
not
complete,
theres no history and its
confused
The price is high
The socks are suitable only
during the winter or for some
special occasion
The socks are pretty long
To many color.

Different cultures in different


regions
Different perception of style
Political and economic crisis
Currency fluctuations
Competitors with lowers prices
Tariffs and hig barriers
Cost of e-commerce
Weather

Competitors

STANCE

HAPPY
SOCKS

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They want to make you rebel,


uncommon and cool
New material, Canvas
The price is less (18$)
Collaboration with Rihanna
Invisible socks
Found in over 40 countries

Partnership with Billionaire boys


club, David Lachapelle, Komono
Collaboration with Rolex
Sold more than 70 countries
They want to provide you with
quality and happiest socks
Underwear for man

Archetype Oyb
Oybo is a revolutionary Brand that enjoy challenging the status quo and motivating others to think differently.
They are unique, colorful and fashionable.

Motivation
Risk & Mastery
Freedom and extravagance

Motto and Goal


Rules are meant to be broken
Revenge or Revolution

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Game-changer:
Initiates radical
innovations that change
the rules of the game
or the realities of the
marketplace

Market segmentation and positioning


Target

CHILDREN

With the same collection


Event for children

COMMON
PEOPLE

New capsule
Mix and match event

ALTERNATIVE
PEOPLE

With the same collection


Mix and match event

Positioning
Online: Social
Offline: Retail
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Offline: Retail

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Promotion: Social and Fair


The new digital ecosystem, offers instantaneousness whats to return on an advantage because is part of new
lifestyle on this time.

ONLINE: Social Media

Facebook

Instagram

Its important for the


brands been here
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Snapchat

OFFLINE: Fairs

San Paulo Prt--Porter

Inspiramais

Fenin Fashion

Mister Oyb for children


Product: new capsule with animals +
Tucano Collection.
Target: children.

Price:
lower
collection.

than

the

italian

Place: Select a store for the child in


So
Paulo
and
e-commerce

Poppy Kids.
Promotion:
Before with fairs.
After the launch with Store event with
marionettes and Video with Mister
Oybo.
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Timeline
Promotion

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Fashion Fair
Social media

Place

Selection children
store
E-commerce
Poppy Kids

Promotion
in store
and social

Marionettes
Video with mister
Oyb

Mister Oyb for children

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Oyb Capsule Line


Product: short socks adapt to brasillian
consumers
Target: people between 18 30 year,
medium Medium High High
socieconomical level .
Price: 26/30 = 93,70/108,30 R$

Place: Retail trhough

Maze

Promotion:
Before the lunch with fairs
After the launch of capsule through
events in Maze store, social media
mix and match party.
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Timeline
Promotion

Place

Promotion
in store
and social
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Fashion Fair
Social media

Selection of the
store.

Social media
Party in store
Mix and match
event with flyerS

Alternative Line
Product: Originaly
Tucano Collection.

Italy

collection

and

Target: people between 18 30 year,


medium Medium High High
socieconomical level ( People that define
themselves like alternative, hipster, among
others).
Price: 26/30 = 93,70/108,30 R$

Place:

Retail

trhough

TRASH

CHICK
Promotion:
Before the lunch with fairs
After the launch of alternative Oyb
with event in store
Social media
Mix and match event.
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Timeline
Promotion

Place

Promotion
in store
and social
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Fashion Fair
Social media

Selection of the
store.

Social media
Party in store.
Mix and match
event with flyers.

Mix and Match event

Event: Mix and Match with


fashion bloggers.
Target:People from media
and fashion world.
Place: Ibirapuera park,
So Paulo.
Promotion: in the store
with promoter and flyers.

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Marketing Budget 2017 Oyb Brazil

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Conclusions

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Aternative people / Children

Same Oyb line + Tucano

Children

Fashion + Fun collection

Common People

Capsule Line: Short socks

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