1. Brand Audit Report Group #1 Marieke van der Drift – 351060 Claudia Hinten – 302852 Satish Oemraw –303221 FiekeRipping – 311990 Ekaterina Savelyeva –353290 Eve-Marie Tissot– 353292

3. History

4. Architecture

5. Structure

6. Elements

7. Advertisement

8. Comunication

9. Marketing

10. Competition

11. Conclusion

12. First Impression

13. History

14. Architecture

15. Structure

16. Elements

17. Advertisement

18. Comunication

19. Marketing

20. Competition

22. Optimal Positioning

23. Brand Associations

24. Brand Architecture

25. Marketing Mix

27. Survey

28. Brand Awareness

29. Brand Association2

30. First Impression 3

31. Brand History in Brief 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 Havaianasexpasion 4 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

33. Collections5 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

35. TwoProduct Lines

36. Products are related to the Beach and Summer

37. Several Collections

38. Men, Women, Children 6 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

39. Brand Elements Logo – brand name Ads – convey summer, beach, colors, fun, Brazil, exotic nature, relaxation, dreams Packaging – customized packaging Main product: rubber flip flops Product extensions: towels, bags 7 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

40. Brand Advertising Evolution 2000 2011 – campaign “make your own”

41. MarketingMix [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 9 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

42. Main Competitors Price € 100 € 50 € 20 € 10 Sporty Comfortable Fashionable 10 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

44. Brand

45. Frame of reference

46. Point of difference

47. Reason to believe

48. Target Market

49. Brand

50. Frame of reference

51. Point of difference

52. Reason to believeFor 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 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 11 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

53. 12

55. History

56. Architecture

57. Structure

58. Elements

59. Advertisement

60. Comunication

61. Marketing

62. Competition

64. Optimal Positioning

65. Brand Associations

66. Brand Architecture

67. Marketing Mix

69. Survey

70. Brand Awareness

71. Brand Association13

72. Survey Statistics 14 109 Participants - 40 % and 60 % 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

73. Brand Awareness– Depth 15 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

74. Brand Awareness - Breadth 16 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

75. Brand Frame of Reference According to 82 respondents that know Havaianas brand + 17 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

76. Brand Associations [Havaianas] 82 respondents who know the brand 18 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

77. Brand Associations [ Points of Difference, Points of Parity ] 19 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

78. Brand Associations- Competitors [ Birkenstock ] 80 respondents who know the brand 20 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

79. Brand Associations - Competitors [ Reef] 50 respondents who know the brand 21 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

80. Brand Associations - Competitors [Ipanema] 12 respondents who know the brand 22 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

82. History

83. Architecture

84. Structure

85. Elements

86. Advertisement

87. Comunication

88. Marketing

89. Competition

91. Optimal Positioning

92. Brand Associations

93. Brand Architecture

94. Marketing Mix

96. Survey

97. Brand Awareness

98. Brand Association23

99. 3Cs of Marketing Universal Truth: lack of time leading to stress, need of relaxation Consumer POD: Colour, quality, price premium, Trendy, Comfortable and Brazilian heritage Reef: Surfing Birkenstock: Comfortable Ipanema: Style/ girls Competition Company 24 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

101. Brand

102. Frame of reference

103. Point of difference

104. Reason to believe

105. Target Market

106. Brand

107. Frame of reference

108. Point of difference

109. Reason to believe25 Optimal Positioning 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

110. Optimal Brand Associations Relaxation POD!? Brand identity Timeless For every occasion 26 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

111. Product Extension & Brand Architecture 27 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

112. OptimalMarketing 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 28 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

113. Sales Funnel - Communication No Need, Price 75%* 54%* 41%* Awareness Consideration Purchase Loyalty * Estimation/ percentages based on Survey 29 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

114. Brand Communication - Laddering 30 1. Brand Inventory 2. Brand Exploratory 3. Recommendations

115. Thank you for your attention!