Social Media Havaianas CaseEssay Preview: Social Media Havaianas CaseReport this essayINTERNATIONAL BUSINESS CLASS1)Explain Havaianas international success based on Brazil’s country image and marketing strategy.The brand had to adapt to the preferences of the rest of the world’s consumers, and that represented a challenge. So Havaianas thought that they should increase its catalogue with products adapted to cooler climates.The image strategy is to show that even a simple rubber flip flops could make the difference showing sofistication.This also showed the brazilian standard of living, with a poor design 2)Identify other aspects that could be explored by Alpargatas in marketing the Havaianas brand in Europe as a whole, and in your country in particular.In Europe, in the countries where the climate is colder, some people may wish the temperatura was warmer, so the sensation of having a brazilian typical flip flops may give the feeling of a tropical climate. So campaigns suggesting this sensation may succeed.In Spain, my country, Alpargatas could suggest by marketing campaigns similitudes between Spain and Brazil, making the Spanish consumer identify himself with the Brazilian culture as if his own culture was so similar to the Brazilian’s. Facts like the climate, the party spirit, the beach, etc.
3)Identify a brand from your country which has a potential to build upon your country image to underpin its internationalization.Agatha Ruiz de la Prada.Is an spanish clothes, complements, perfume etc. brand. It’s colourful style represents the spanish happiness, party-liked lifestyle and positive attitude.4)SummaryThe case explains an important way of differentiation for your product. Havaianas represents Brazil, so this helps the brand to create an instant image in your head of the product that they are selling, which makes Havaianas being known around the world. It also shows many different marketing strategies about how a small company with simple ideas grows and expands its market to the rest of the world by adjusting to the different consumer  tastes, country situation, etc.
Avery Rafi, BSF:Havaianas, brand-name, image is the essence of branding. This means the brand is very well known in your country and that you do not need to worry about a label. Here is a short quote from an article that the team published earlier on the internet:
As I have already mentioned, with Havaianas we know that people are looking at brands with much higher quality, have more depth to them and they are also looking at brands of brands which are strong in their own right and also in other categories like fashion and the arts, which have similar aspects, and that is really why people feel it is important that we focus on developing the brand and creating an understanding of why what they are. Havaianas and other brands also have to have a very strong idea within the context of the brand. This, it is why brands have to have positive image and feel that the Havaianas will help grow our country’s image with this.
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