1. Bachelor (Hons) In Business Studies
ATHLONE INSTITUTE OF TECHNOLOGY
Marketing Plan
everyone wears it
Lecturer: Brian Toolan
Campa Enrico A00150755
Doronzo Giuseppe A00150759
Marti Giulia A00168075
Palermo Luca A00150769
2011 / 2012

2. Table of Contents
1. INTRODUCTION ...................................................................................................................................... 1
2. SECTOR ANALYSIS .................................................................................................................................. 1
2.1 Market............................................................................................................................................................ 1
2.2 Defining the target segment ................................................................................................................. 1
2.3 Targeting ...................................................................................................................................................... 2
2.4 Notoriety of product ................................................................................................................................ 2
2.5 Product’s attributes and attitude ....................................................................................................... 2
2.6SWOT Analysis ............................................................................................................................................ 3
2.7Positioning .................................................................................................................................................... 3
2.8Sales’ Potential in 3 years ....................................................................................................................... 4
3. MARKETING STRATEGY ....................................................................................................................... 5
3.1 Marketing Goals ......................................................................................................................................... 5
3.2 Communications ....................................................................................................................................... 5
3.3 Basic strategies .......................................................................................................................................... 6
3.4 Strategies year-by-year .......................................................................................................................... 7
4. DISTRIBUTION ........................................................................................................................................ 8
Appendices ..................................................................................................................................................... I
Appendix 1 –Sales’ Potential in 3 years ................................................................................................... I
Appendix 2 - Questionnaire ....................................................................................................................... II
Appendix 3 - Results ..................................................................................................................................... III
Appendix 4 - Budget estimated ................................................................................................................ VI

3. Havaianas Marketing Plan 1
1. INTRODUCTION
Our marketing plan refers to the development phase of the next three years, of the Havaianas flip-
flops, in the Italian market. With quantitative and qualitative methodology of analysis, we have
collected and analyzed data through a questioner (see Appendix 2) in order to create an operative
and strategic plan that will go along with the product towards a prosperous stage of maturity.
2. SECTOR ANALYSIS
2.1 Market
In general consumers, in the summer footwear market, look for a comfortable product, resistant,
functional, practical and ecstatically pretty, all characteristics that Havaianas’ flip-flops seems to
have.
Flip-flops are worn throughout the summer season, mainly on the beach and almost every day or
for every occasion, primarily by females (only 2% of females don’t wear flip-flops, against the 32%
of males – see Appendix 3).
In the beginning flip-flops were lived as footwear especially “for the beach”, nowadays the
situation has changed: we can find flip-flops at the foot of boys and girls also in the city (the 77%
states that in their own city people wear it “on every occasion” – see Appendix 3 - Q3). This shift
justifies also the big offer that has lately overflowed the market about summer footwear.
The flip-flops’ market is divided between a traditional market of reference composed by who uses
the product for the beach, for spare time, for sport and between smaller segments of the market
as the one for surf.
Concerning the distribution channel, from our research, has emerged that it is divided into
products depending on the use to which it is.
When the purchase is purely functional, for example the use on the beach, the favourite place is
mainly the local market that has prices more convenient. When the functionality approaches a
more trendy use and the flip-flops is worn also for hanging out with friends and for spare time, the
favourite places for the purchase are stores of trends and sport.
2.2 Defining thetargetsegment
The highversatility of the productallows usto enterHavaianasin any segment ofthe
marketaccording to the custom, which makesthe consumer, following thus
abehaviouralsegmentationthat takes intoaccount the differentprofilesofconsumersand themanner
of useofflip-flops.
When we talk about "Surf market" it’s referring to all those consumers who, also not practicing
this sport, share with surfers, the way they dress and sometimes even an ideal or a lifestyle.
In recent years, many brands dedicated exclusively to surfing have created a situation of
overcrowding in the supply of flip-flops. This have made us to think about the opportunity for
Havaianas, to regain market is very affectionate, and at the same time, neglected. The strategic
importance ofpaying specialattention tothis markettrendis linked to
thegrouprecognizedas "tribal" of those consumerswho sharea common

4. Havaianas Marketing Plan 2
passionandexperience, bothin the online world, but alsoin the real worldwith a high numberof
surfclubs, beach partiesand events relatedto the competitions.
2.3 Targeting(see Appendix 3 – Q2)
We believe that the investigations that we have carried out describe that the product is suitable
for everyone, but we wanted to restrict the target to all male and female consumers belonging to
an age range between 16 and 40 years because, in our opinion, the strategies that we propose will
be more accessible.
Within our target we have identified three main categories of consumers:
• Trendy:Individuals who followfashion trends, represented by 10%.It may seem very low,
but we must consider the fact that people do not allow the purchase to be influenced by
fashion.
• Functional: thosethat purchaseout of necessity. In the summer they use the product
mainly to go to the beach, for convenience and because it is easy to wear them. However
during winter season, the use of flip-flops declines because it is mainly used in the
changing rooms, swimming pool or other sports facilities. This category represents the
largest share of the target, represented by 69% and this justifies the position that we will
give to the final product.
• Sceptics: those who doesn’t know why they have bought it, represented by 21%.
2.4 Notoriety of product
In Brazil, the Havaianas’ product is very well known: in terms of spontaneous awareness is second
only to Coca Cola. It is a mass product, a commodity.
In Italy begins its insertion as a basic product, but it quickly becomes the object of worship for
those who get in touch with it. Havaianas seems, in fact, to tend naturally toward fashion. This
may also represent a risk, as characteristic of a "fashion" is to be "temporary" and be forgotten
after a few seasons.
Very important is that from the questioner, has emerged that only the 35% knows the brand, but
we have to say that often they recognize the product, but they do not know the brand.
2.5 Product’s attributes and attitude
The Havaianas’ product presents itself with some key features: it is simple, useful, cheap, for
different occasions, never goes out of fashion, cosy. First of all for customers the elements are
important like the materials used and also the quality (they do not loose their original colour and
do not facilitate the foot sweating).
It’s a product that expresses freedom, which is referred to as “democratic” because it is wearable
among each fellow of any social class (because everyone can wear them, thanks to the affordable
price). It is creative, thanks to the wide range of designs and existing colours; original of its kind
and allow stating our own personality thanks to the selection. It can be considered an “authentic”
product, attached to the place where they are manufactured.

5. Havaianas Marketing Plan 3
2.6 SWOT Analysis
2.7 Positioning
We have detected two possible markets to treat in distinct ways:
Traditional Market
The traditional market refers to
who purchases the product in
the summer for the beach and
leisure time and uses it during
the winter season in the locker
room in the gym and in the
swimming pool.
Havaianas, from our analysis,
we have found to be present in
the market in an undefined
position: the company
indicates it between

6. Havaianas Marketing Plan 4
functionality and fashion, but in our opinion, even if they have started to move in that direction, it
is still influenced by the fashion factor.
The optimal placement will therefore be that resulting from the effect of opposing forces: the first
induced by marketing’s strategy ad hoc, will push it to functionality, the second will push the
brand on the opposite direction, thanks to the intrinsic value of the product that, as we have said,
tends toward fashion.
Havaianas, with a small part of his own, will go to place itself through the creation of a line
“Limited Edition”, dedicated only to high fashion stores. This strategy will serve to strengthen the
image of Havaianas for the consumer of high economic level. For the company will not be a mere
strategy to increase profit, but a strategy to have a strong visibility against a medium-high target,
which will allow the brand to enter in hotel facilities, spa and other reality of high level, otherwise
for our researches the target will be hard to fulfil.
Surf Market
As we have said, the surf market will show for Havaianas a very special goal. As the “surfer”, for his
purchases tends to apply to specialised shops in the area, but also to the more traditional one, we
cannot speculate to a different placement to the one analyzed previously.
From our research has emerged that those who belong to this segment, although for the most
part very attached to our brand, with the current proliferation of new products have begun to turn
their preferences to the competitors. Therefore the strategy will be focused in being able to
exploit the high level of involvement that surfer reserve to Havaianas without losing the sight of
new and inferior products in terms of quality, but considered the most fashionable.
2.8 Sales’ Potentialin 3 years(see Appendix 1)
First Year
The sale potential for the first year will be determined on the basis of two main parameters. The
first is given from the “physiological” growth rate of the market, while the second one will be the
one inducted by the strategy of communications and promotions that we have scheduled to give
with a wider visibility.
Havaianas with its 400.000 pairs sold reflects adiscrete market share. Assuming an annual increase
in sales of 20% we will have about 80.000 pairs more. To this we add an increase estimated by
market share, induced by the marketing campaign of about 35.000 pairs (+8,8%). We believe that
we cannot point to an achievement greater than this forecast since the first phase of the strategic
plan will be the more delicate and also the slower to be transposed by customers.
So we arrive at designing a sales target for the first year 400.000 + 80.000 + 35.000 = 515.000
(28,8%).
Second Year
At this point we can collect the results induced by the campaign of the first year. The market will
find us to participate in different stores that will go from trendy shops to the sporty ones as well as
clothes’ stores of “surf/skate”. The second will be the year where the sales will reach high level

7. Havaianas Marketing Plan 5
because of the convergence of the two strategies: the longer-term one,about the visibility for the
first year and the one finalised to the expansion of the network of sales for the second year.
Then we can assume a growth of 50% with goals of sales that are around 773.000 pairs.
Third Year
A good sales target for the 3rd year will be to be able to maintain and to reconfirm the massive
volumes of sales of the previous year. The strategic goal is represented by the sales of the so-
called “Limited Edition” to realize in the high fashion shops. Being a limited line, this means that
for no reason the quantity entered in the market has to exceed the preset threshold and the
promise made to retailers.
3. MARKETING STRATEGY
We believe that we should not use advertising on paper or with mass media, and in particular we
will keep unchanged the prices which, ranging between 16 and 24€ will results suitable to be
perceived by consumers of high level of quality.The product won’t be modified over the design
and production phases, taking place in Brazil. The only changes could only regard the possibility to
import other models of the Brazilian’s range and the eventuality to integrate the pack with small
variation.They will be exploited at most all the others instruments made available from the
marketing to reach better the target that we propose. To perform these strategies we have
estimated a budget of the costs involved (see Appendix 4).
3.1 Marketing Goals
First Year - Visibility
• Provide more popularity to the brand in a way that potential buyers can easilyassociate the
brand with the various models.
• Createan emotional bond withthe brandand its history.
Second Year -Distribution
• Developmentof strategies forexpansionof the offer through “Pull” and “Push” strategies.
•Re-proposethemost successful eventsof the previous year.
Third Year-Consolidation and Line Extension
• Meeting the needs of different target users through the creation of exclusive limited edition
lines.
3.2 Communication
The communication and promotion strategy will be the focal point of the first year of Havaianas'
strategy to have more visibility. Havaianas is a product that can be considered "authentic": a long
history, a great deal of continuity, a strong relationship with Brazil, the place of origin of the
product and always visited in the dreams of Italians, natural materials and a process that has
within it elements of almost "craft" that make it meaningful and human history. The product in
Brazil promotes various social campaigns, for that we would resume, as we realize that we cannot

8. Havaianas Marketing Plan 6
bring out of this country only the light-heartedness, joy, but we must also address the more
problematic aspects such as the condition of children, poverty and exploitation environment in
which the Italians have always been very sensitive.It also seems important to reconnect to a
particular segment that has known for more than ten years the quality of Havaianas and
appreciates the values: the world of surfing.
We have differenced our strategies in "Basic Strategies", which encompasses the entire range of
the three years, and "Strategies year by year” that will be focused on every single year.
3.3 Basic strategies
Social Network
In the core of our proposals for Havaianasit doesn’t have to be missed a free advertise offered by
social networks like Facebook and Twitter. It will be important to create a direct relationship with
the consumer, through tweets (short twitter posts) and comments on Facebook, communicative,
and certainly more in line with the requirements of the post-modern Internet surfer, and
especially expected to visit the site.
Social networks have become a way of communication B2C, and more importantly C2B, C2C and
even B2B. It will also be a fundamental meaning for the publication of events, Havaianas'
partnerships (for example the one with the world of surfing), and social initiatives.We also thought
about two contests on the website in the first two years.
The users to participate in various competitions must register by communicating their e-mail.
This will allow the company to create a large agenda of contacts through which it can
communicate the dates of events, promotional events and news of any kind in order to create a
direct line to the most loyal.
P.A.: Must be provided a person who thinks to the Internet sector in a fast, effective and unique
way because users are not willing to tolerate long delays, inefficiency and lack of answers to their
complaints.
Initiativesfor social
Since Havaianas in Italy is already involved in social work, what we recommend is to advertise
these initiatives through the website, with a special section up to date on what is being
undertaken, charity events, achievements, the projects to undertake, the funds collected.
Among other possible initiatives to be undertaken suggesting collaboration with UNICEF in the
"AdottaunaPigotta". From the 8th of December to the 24th of the month of each year, in fact, in
over 500 Squares in Italy, it is sold the Pigotta: a rag doll, present in all cultures of the world,
UNICEF will let package it by ordinary people, but also to designers and artists in special editions.
The funds raised are used to implement vaccination programs in countries in the South of the
World.
The manufacturing cost of the doll is extremely low because it is made of poor materials and
waste. Havaianas could, in our opinion, make a limited number of these dolls (such as 200 pieces),
dressed in typical Brazilian costumes and with our flip-flops at the foot.This would allow the
company to be active even in the winter season.

9. Havaianas Marketing Plan 7
Bear &Havaianas Surf Team
We have seen as the surf market presents singular peculiarity and precisely of these
considerations, it provides a strategy that will be repeated over a three years time.
Our idea should be the one to offer a project of Co-Marketing with Bear surfboards, one of the
emerging company in the Italian surf.
The Bear Company organizes a surf team who travels around Italy to participate to the four
competitions of the Italian circuit to which provides surf’s boards.
Our suggestion is to create a partnership with them receiving a strong visibility compared to an
accessible cost both in monetary and time spent terms.
• The Bear Surfboards could create a web page on their website about the Havaianas
collaboration.
• At the same time on the Havaianas website we could add a link that brings you on their
website.
• The new bus (provided by Bear Surfboards) used for transfers will have on each side the
Havaianas logo and also for the athletes are going to be provided t-shirts, sweatshirts, hats
and surf’s boards designed by Bear &Havaianas and they will obviously have the flip-flops
at their foot.
• A professional photographer will follow the team and the photos taken will be shared from
both companies.
3.4 Strategiesyearbyyear
3.4.1 First Year
Havaianas’ Event on the beach
Among the events planned for the first year we offer participation in a sporting event, with a
strong impact among the youth audience, on the Beach Volleyball, a discipline that in recent years
has enjoyed a great success.
The choice of this event is motivated by the strong link between sport (beach volley), beach (pitch)
and Brazil (more representative Team). The target to which we refer to is not absolutely a "Niche",
because the subjects participating in these events can both be professional athletes and also
amateurs, all sharing the desire to have fun, to socialize, to spend the whole days on the beach.
In a sport that requires being on the beach for several hours moving from one beach to another,
the use of our flip-flops becomes crucial, with comfort and ease of cleaning.
These types of events are a privileged channel to enter the gym: it is considered that the vast
majority of those who participate in beach volley tournaments are those who are engaged in
winter sports indoors and then they can lead our flip-flops in the locker rooms of the gyms.
Beach Volley Tournaments
Among the majority of national character tournaments we plan to be present as a main sponsor of
the two biggest events of the summer beach volley:

10. Havaianas Marketing Plan 8
• Bibione Beach Volleyball:The event takes place in Bibione, a beach town near Venice, in
three distinct events: May, June, and September.
• Kiklos Beach Volleyball:Thiseventistakingplace on the mostknown and touristic place in the
Riviera Romagnola (AdriaticCoast), with the samescheduleof the theBibioneevent.
Havaianas with its sun and fun spirit fits well within this event. We suggest its presence as a
partner of the event with the possibility of high visibility in an attractive village of great tourist
value. To support this point we suggest the participation of Havaianas in Kiklos's tournament,
following a sharp tourism in the Adriatic Riviera in the summer.
This will mean to be present among the sponsors of the tournament that will appear, with its own
brand, on technical material, advertising and various gadgets.
Internet Strategy
The expected contest for the first year is called: ‘Cattura le tueHavaianas’.
The consumer will send his own picture in the weirdest way that you can use the Havaianas flip-
flops: the most bizarre and original will be published on the website, with the possibility to be
commented form all users, and the winning picture well as becoming the image for the
communication campaign for Havaianas of the following year is going to win a trip for two people
for a week long in Brazil.
3.4.2 Second and Third year
Concerning the Havaianas events they will be replicated also in the second and third year.
Internet Strategy for the second year
The contest for this year is called: ‘Disegna le tueHavaianas’.
The consumer will be invited to draw his ownHavaianas: he/she can create the weirdest fantasy
that could describe his way of being, without changing the shape of the flip-flops, he could just
change an existing one. The best drawings will be published on the website and the best exemplar
will be made as limited edition the following year carrying on the name of the winner who could
become an external design for Havaianas in Italy.
4. DISTRIBUTION
From our research has emerged that Havaianas is distributed nation-wide, in particular in the
middle and southern Italy. In the beginning the Havaianas product was distributed only in high
fashion shops, nowadays we can find them in sports and high fashion shops.
Our distribution politics will be divided as follows:
4.1 First Year
Our goal this year will mainly focus on the increase in demand from the consumer more than in
increasing in supply. We will than restrict on keeping the product in areas where already exists,
trying to increase the informative aspect and the communication, which concern it on every level.
At the same time we will prepare the strategy for next year.

11. Havaianas Marketing Plan 9
Operative Strategy: Also if we don’t assume an active strategy regarding the distribution, they are
going to be carried out a series of actions in order to prepare the field for the Trade Relations that
are going to be consolidated next year.
It is going to be created a central database of all the retailers to be able to manage all the email
contacts, information’s and reserved news. We will show, in a non-commercial way, the Havaianas
world, which is being created, making us feel always to the others more active. You will have to
address a “unique” treatment to our faithful clients with arrangement of a web page dedicated to
the Relationship Online: this virtual space, which is going to be accessible only with a special
password, is representing a fundamental relationship between importers and retailers.
4.2 Second Year
The distribution, this year, will be the main focus so we will have to converge all efforts of the
company. Our aim will be to increase the distribution capacity of "coddling" retailers through
techniques that, as we shall see later, will share strategies on "Push" and "Pull".
We will bring Havaianas where they are fewer(South Italy), preferring the trendy shops and
resorts, and sports of the provincial capitals. As for the high-class shopping, we'll just deploy the
product where it is already in use, as these will be the subjects of a subsequent policy.
Approaching the product to the world of surfing, beach volley and sports in general, the goal is to
distribute the product in a widespread manner in the Havaianas shops specializing in clothing-
footwear and accessory equipment for these activities. In these environments, however, we would
not want to go with the whole range of models, but with those who we believe have features that
are more suited to the sports world, and consequently be able to seasonally adjust the sales: we
refer to traditional, brazil, style, top, and surfing. The models with patterns that resemble more
the heat, colour and fun will be dedicated exclusively to summer trade (such as high). These
presuppose a selection, although not rigid, about the stores that will sell various models of
Havaianas.
We will try to implement a commercial and personal loyalty program aimed to retailers. The
choice, in fact, is to pay particular attention to the shopkeepers, awareness that these are the
front line of Havaianas for the end customer.Requests features to the retailer will be mandatory:
interpersonal skills, courtesy, quick response times. Just as we must ensure that: after-sales
service, fulfilment of the terms and delivery time. Our motto will be to satisfy the retailer as well
as we wish that they would satisfy who goes to buy our flip-flops.
Operational Strategy "Pull"
Channel Information: We propose the creation of a magazine/catalogue that contains all models
of flip-flops, and those already present in Italy, and those that are not imported into our country
to give the possibility to amplify the offer, which allow orders differing in kind. The catalogue also
has illustrated the events and everything that deals with the world and philosophy of Havaianas.
Sales promotions: Retailers who order more than 750 pairs will be given the opportunity to join
the activity of promotion. For a limited time (e.g.From the 20th of May to the 20th of June)
Havaianasis committed to send for free to stores a quantity of gadgets (bracelets, rings, key
chains) and accessories (handbags, bags with rhinestones and logo or gift packs) in the size of 1/3

12. Havaianas Marketing Plan 10
of the order (forexample with an order of 750 pairs you will be entitled for 250 gadgets). Retailers
will offer the gadgets as a prize direct to consumers. It 's clear that such promotions will help to
create in-store traffic and improve the rotation on the shelves. This mechanism can be used only
seasonally to avoid creating situations of near-permanent promotion (promotional spiral) that
could damage the image of the brand and could change the buying behaviourof the consumer.
Operational Strategy"Push"
Discounts for re-sellers:Discountson reaching acertain amountpurchasedin order to pushretailersto
increasethe order.
Adverting space for resellers:Wewill givean opportunity for allretailersto participateactively in
theeventscalendar intheir province. Havaianaswill make availablespacesonposters,leaflets, flyers
andon theinsideof the structure thatwill hostthe eventon whichthe retailerwill be ableto
advertiseusingthe nameor logoof the store.Of courseeverything isfree.
We want tohighlighthow the adoptions of strategies such as those mentioned above
will, indirectly, a sort ofprotection from thephenomenon ofillegalimportation. In the long run, in
fact, itwill tendtowards a situation of equilibrium in which, for the retailer, the purchase ofparallel
importsfrom the market of flip-flops, no longer representa way to savea few dollars, butwill
provea wasteof the manyadvantagesofferedby our company.
4.3 Third Year
This year, we will propose a line of limited luxury edition for high fashion shop, while keeping all
other previous policies. In this area, we will focus on a selective distribution characterized by
limited availability and higher prices in selected stores. From our research in fashion stores we
have found that they are very interested in the traditional line of Havaianas because, while not
allowing them to a good profit margin, it sells very well by exerting a strong recall function and
visibility of the store to an atypical target. Retailers seem excited to be selling special versions of
Havaianasthat can only be found in their shops and in limited editions. There are many who
believe that it might give rise to a phenomenon of "collecting".
As seenin thepositioningof the third year, the logicwill be topush the producton the market witha
"push" strategyin orderto createfertile groundto go to theconquest ofthereality ofabove-average
levelthat does notseem toappreciatetodaythequality of theproduct and giveweight to
thosefeaturesthat make it uniqueand "authentic" in its kind. Withthis latest initiativeHavaianaswill
indeed bea productcross-worn bypeople of everysocial class.
Operational Strategy:The third yearwe will see uson the marketwith a strategy ofmanagement
andmaintenance ofwhat has been acquiredso far,and oneaimed on creatingan
extensionlinethrough theso-called"limitededition"to achievegoalsof image anddifferentiationof
demand, asseen previously. Thelimited editionlineshas to be allocatedto theexclusiveshopsof
fashionthat willbe threein an edition of2000 pieceseach. One of thesewill beimplemented
accordingto the modeldesigned by thewinner of the "Disegna le tueHavaianas".

13. Havaianas Marketing Plan I
Appendices
Appendix 1 –Sales’ Potentialin 3 years
1000000
900000
800000
700000
Sales
600000
2%
500000
50 %
400000
28,8 %
300000
0 1 2 3
Years

14. Havaianas Marketing Plan II
Appendix 2 - Questionnaire
Gender : Age:
1 Do you use flip-flops?
a. Yes
b. No
If you have aswered No go to the third question.
2 Why did you buy a pair of flip-flops?
a. Because it’s fashion
b. Because it’s fuctional.
c. I don’t know why.
3 Are flip-flops used on different occasions in your town?
a. Yes
b. No
4 Do you know the Havaianas Brand?
a. Yes
b. No
If you have aswered Yes to the previous question continue the questionnaire.
5 Do you own a pair of Havaianas flip-flops?
a. Yes
b. No

15. Havaianas Marketing Plan III
Appendix 3 – Results
For a total of 374 email questionnaire these charts show the results of our market analisys:
Gender
48% Female
52%
Male
Q1 - Do you use flip-flops?
16%
Yes
No
84%
Male Female
2%
32%
Yes Yes
68%
No 98% No

16. Havaianas Marketing Plan IV
Q 2 - Why did you buy a pair of flip-flops?
(This chart represent the subdivision of the 84% that use flip flops)
21%
Sceptics
10%
Fashion
69%
Functional
Q 3 - Are flip-flops used on different occasions
in your town?
23%
Yes
No
77%

17. Havaianas Marketing Plan V
Q 4 - Do you know the Havaianas Brand?
35%
Yes
No
65%
Q 5 - Do you own a pair of Havaianas flip-flop?
(Question linked to the previous answer)
21%
No
Yes
79%
The 79% that has a pair of Havaianas represents the 28% of all respondents.

18. Havaianas Marketing Plan VI
Appendix 4 – Budget estimated
BASIC STRATEGIES
Web Responsible 18000 €
Initiatives for social 200 rag dolls x 5 € 1000 €
Bear & Havaianas Surf Team:
Clothing 1000 €
Gadgets 500 €
Photographer 8 days x 150 € 1200 €
Total 21700 €
FIRST YEAR STRATEGIES:
Basic strategies 21700 €
Beach Volley Tournament:
Sponsor package 9000 €
Photo Contest ‘Cattura le tue Havainas’:
Travel award in Brazil 2500 €
Total 33200 €
SECOND YEAR STRATEGIES:
Basic strategies 21700 €
Distribution:
Catalogs 2000 units x 1,50 € 3000 €
Gadgets for retailers 30000 units x 0,50 € 15000 €
Discounts for retailers* 20000 €
Total 59700 €
THIRD YEAR STRATEGIES:
Basic strategies 21700 €
Distribution 38000 €
Limited Editions Catalogs 1000 units x 1,50 € 1500 €
Total 61200 €
TOTAL 154100 €
* Assuming that 200 retailers could make an order of 250 flip flops, they will receive a
discount of 5% for the next 100 flip flops ordered. In regard of a flip flop average price
of 20 € we can forecast this cost for the company:200 x 100x (20 € x 5 %) = 20000 €

19. Havaianas Marketing Plan VII
SubdivisionWork
Students ID number Percentage
Campa Enrico A00150755 25%
Doronzo Giuseppe A00150759 25%
Marti Giulia A00168075 25%
Palermo Luca A00150769 25%
Total 100%