Abstract
We chose to conduct our study on the case of the Brazilian company: Havaianas. The famous flip flop producer, who sells sandals for beach-wear, with the Brazilian flag on it. We will create a marketing plan to understand where we can export our product profitably outside Brazil.
The Havaianas are inspired by the Japanese ancestor the Zori, and were created in 1962. The name Havaianas, Portuguese for Hawaiians, was a tribute to America's glamorous holiday destination. The addictive nature of these flip flops is largely due to a 42-year old secret rubber formula, which makes them butter-soft, bouncy, flexible and durable.
The idea for the new sandal was so simple, that its success spread like wild-fire. In less than a year, Sao Paulo Alpargatas was making five pairs of Havaianas every second; which adds up to 125 million pairs per year. Since their launch, 2.2 billion pairs of Havaianas sandals have been produced and sold throughout the world. If the sandals were laid end to end, they would go around the world 50 times. In Brazil, Havaianas are loved and worn by all personalities from the average citizen to celebrities. Since being introduced to the United States, Havaianas have created an unprecedented cult following. Now referred to as the "best rubber sandal in the world," Havaianas can be seen in the pages of the hottest fashion and sport magazines, strutting down the runways at New York Fashion Week and featured at red carpet events. Stylish Americans, including top athletes, rock stars and celebrities demanded the butter-soft comfort of these inexpensive flip flops, leading to the availability of Havaianas at the most chic retailers and surf boutiques nationwide.
