Havaianas Marketing Strategy Report

This report examines Havaianas' marketing strategies, focusing on its target market evolution from low-income families to high-profile consumers. It discusses influencing pre-purchase decisions through online and offline information dissemination, managing post-purchase experiences through feedback mechanisms, and designing promotional strategies leveraging social media and consumer lifestyles. The report details various marketing communication strategies to engage younger consumers, including student media, text advertising, campus representatives, cause support, short social media ads, interactive games, and flyer distribution. Finally, it compares Havaianas' approach to other brands, highlighting the importance of brand value over price competition and the effectiveness of its strategies across different income levels.

Flip-flop Story of Havaianas
Marketing – Consumer Behaviour | Individual Assignment

Part #1
Introduction
Havaianas is largest seller of flip-flops. The company is from Brazil. The inspiration of the
company’s product came from Japanese zōri sandals. The company can be referred as the first
mass producer of this product. In this discussion, the various aspects of the company will be
discussed such as the target market of Havaianan, ways the company can sue to influence the
identified target segment’s pre-purchase evaluation of alternatives and its customers’ post-
purchase stages, communication strategies the company can use, and the strategy to design the
promotional strategies to attract the target audience.
The target market of the company was low income family in the initial period of the growth. The
price of the product was not beyond $5. However, the emerging competitors in the market started
to eat away the market share of Hawaianas. Thereafter, the company moved on to the high
profile customer segment by improving upon its branding strategies and product positioning. The
high profile customers with deep pocket are the current main focused customer segment of the
company. However, the company has not stopped producing low priced flip-flops for the low
income consumers. It can be stated that the target market of the customers belongs to all the age
group of customers and of almost all income level.
The company can influence the pre-purchase decision of the target segment in various ways. The
customers move through information search for the product whenever they decide to buy the
product. The company can provide information to the customers at this stage through the use of
online and offline medium. The company can advertise on social media, or it can present the
information through offline medium. The customers might find the information provided by the
company useful in making the decision. The company can handle the post-purchase of the
company by asking them for the feedback or any concern that can be used to improve upon the
current marketing and product development activities or solve their issues. This will help in
increasing the customer satisfaction level.
The company can use the personality and lifestyle of the customers in designing the promotional
activities to appeal the target audience. At present the market has seen greater use of the online
medium; therefore, the company can amply use this medium to attract the customers. The social
media has become the integral part of the lifestyle and personality of the current consumers. The
consumers are spending their time online more than other medium. Therefore, targeting the
customers on this channel would be more beneficial. The current target customers of the
company use social media to track their favorite products, services or celebrities. Therefore, the
inclusion of online promotional strategies into the plan would be beneficial.
Consumer socialization refers to the process where the young people gains the abilities that allow
them to act as the consumers in the market. These can be certain skills, knowledge, and attitudes.

Mentioned below are the five marketing communication strategies that can be utilized to appeal
the young consumers for the company:
- Using Student Media: There are various college newspapers that can be utilized to
advertise the product. Moreover, the company can advertise the product through the radio
channels. The use of these mediums will be cheaper for the company and it will give the
company direct-reach to the young consumers.
- Using Text Advertisement: The young generation is more deeply engaged in reading the
text from the cell phones such as receiving text messages from their friends and families
and from current smartphone applications such as Whatsapp and Facebook. The company
can use these medium to reach directly to these young consumers based on the internet
use and profiling.
- Sending Campus Representatives: The Company can also send its representatives to the
colleges to promote the brand to the young consumers. It should be ensured that the
promotion must not look like old school thing and must be attractive to the young
generation. The company can conduct DJ nights – if allowed by the college
administration – within the allowed hours to create a fun environment and subtly
advertise or promote the product.
- Supporting a Cause: The Company can support the cause that is favored the young
generation. This will attract the young generation towards them.
- Making quick social media ads: It is evident that the majority of the young generation has
less attention span and, therefore, the company can make short interesting videos that can
attract the attention of the young people.
- Being Interactive: The Company can engage in online games and allow prize winnings.
This can attract the young customers.
- Listening to them: Understanding what young consumers want will help the company
implement the strategies accordingly.
- Using Flyers: The Company can distribute flyers in bars, coffee shops but not in a loud
manner. The company can place flyers on the coffee tables that can be picked by the
people if found interesting.
The company has tried to consider right target market that is the high income class based on the
brand development. It can be stated here that the company’s strategy to play on brand value is
more durable than playing on price in the low priced market. Moreover, the company’s low
income target customers have developed good appreciation for the product and it is liked very
much at all levels.
Conclusion
The company needs to improve its marketing and promotion strategy after the change in the
main target market of the company. As stated above, the implementation of new strategies such

as ample utilization of online medium such as Facebook, Whatsapp, Twitter, and various famous
blogging channels can be beneficial for the company.
Part #2
Brand Slogan Segmentation Strategy Promotion Strategy
DeBeers A diamond is
forever
Two customers types:
- Jewelry chains like
Tiffany (B2B)
- Low to High income
individual consumers
(B2C)
Media advertisements,
print campaigns.
Nescafe Coffee at its
best
- Students (15-23) Busy
lifestyle, ambitious,
light users
- Professionals (23-31)
Western lifestyle,
regular use
- Occupation (46-60)
Hard worker, regular
users
Online and offline ads:
Social media, tv
commercials, print ads
Heinz Beanz Meanz
Heinz
- 15-65 years, female
and male, low income,
low level of education
- 15-65 years, female
and male, high
income, high level of
education
Offline media, tv and
radio commercials,
newspaper and
magazine ads
KFC Finger lickin’
good
- Young and middle
aged consumers with
average to above
income level
Social media, bill
boards, flyers, print ads
(magazine)
Nike Just do it Young generation, energetic,
looking forward
Magazine, TV,
Newspapers, Social
Media
Onida TV Neighbour’s
envy, owner’s
pride
Middle class families with
average to above income
TV, newspapers,
magazine
L’Oreal Because you’re
worth it
-Women aged 24-45 TV ads and social media

Intel Intel Inside Computer manufacturers and
buyers
TV, Print, Online
Burger King Have it your
way
Young generation Social media, TV ads
and newspapers
GE We bring good
things to life
Above average income
customers
TV ads and print ads,
fewer social media ads
Calvin Klein Between love
and madness
lies Obsession
Young and middle aged
consumers
TV ads and print ads,
fewer social media ads
HSBS The world’s
local bank
Income earners who like to
save, loan takers
TV ads, online,
magazines, newspapers
Pears Soap Preparing to be
a beautiful
lady
Female TV ads, magazines,
newspapers
Kit Kat
chocolate
Have a break,
have a kitkat
Young generation Magazine, TV,
Newspapers, Social
Media
McDonald’s I’m lovin’ it Young generation Magazine, TV,
Newspapers, Social
Media
Head &
Shoulders
I never knew
you had
dandruff
Young generation, middle
aged people
Online and offline ads:
Social media, tv
commercials, print ads
Domestos Kills Germs
Dead
Housewives TV ads, magazines,
newspapers
Disneyland The happiest
place on Earth
Parents, Kids Magazines, newspaper,
online
Thomas Cook Don’t just
book it.
Thomas Cook
it.
Travellers, Young and old
generation with more free
time
Magazines, newspaper,
online
Continental
Airlines
We Really
Move Our Tail
For You
Travellers, Business class Magazine, TV,
Newspapers, Social
Media
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