Havaianas: A Brazilian Brand Goes Global

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Case

Reference no. IMD-5-0748

Subject category: Marketing

Authors: Dominique Turpin; Tania Naomi Konishi

Published by: Institute for Management Development (IMD)

Originally published in: 2009

Version: 17.03.2009

Length: 19 pages

Data source: Field research

Topics: Brazil; Global brands; Marketing

Share a link: https://casecent.re/p/89314

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Abstract

In January 2008, Marcio Luiz Simoes Utsch, President and CEO of Sao Paulo Alpargatas SA, and his management team are looking at how to turn Havaianas, a leading brand in rubber flip flops, into a major global brand. Learning objectives: the case looks at how a Brazilian footwear company is trying to build a global brand in a highly competitive industry.

Location:

Brazil, worldwide

Industry:

Shoes, footwear

Size:

2007 revenues approx, USD800 million

Other setting(s):

2008