Marketing

Interpret Marketing Trends
Assignment 1

Student: Cláudia Rigon
Student No: 00059790T
Lecturers name: Olivia De Bergerac
Date: 15/11/ 2011

MARKETING TRENDS AND DEVELOPMENT PROPOSAL

Presented to:
Havaianas

Presented by:
Cláudia Rigon – Director of Rigon’s Marketing Consulting

Tuesday 15th November 2011
Table of Contents
Authorisation 5
Introduction 5
Proposal Objectives 5
Introduction and Background 6
Business & Research Objectives 7 Business Objective 7 Research Objective 7 7
Terms of Reference 8 Proposed Scope 8 Secondary Research 8 Primary Research 8
Proposed data analysis methods 9
Rationale 9
Methods Proposed to Present Findings 10
Recommendations 10
Limitations 10
Budget 11
Time Schedule 11
Supporting Material 12
Credentials 12
References 13
Bibliography 13
Glossary 13

Authorization
This proposal has being written in order to present the trend by Rigon’s Marketing Consulting (RMC) to Havaianas.
This proposal was made by Claudia Rigon, Director of Marketing Department. She has Masters Degrees in Business and APM Diploma of Marketing.
“Havaianas” is a registered trading name of São Paulo Alpargatas Company S.A.

Introduction
RMC wants to add value to the product Havaianas, and present a differential to the competitors. Something that never been introduced before into the Australian market, based on presuppositions, this project has been developed with the idea to make Havaianas with something more appealing and more fashionable at the same time cultural.
From this background we had the idea to produce one shoe that offers the client beyond the existing varieties and colors. We can offer one product with adornment linked to local culture.
Besides that, we want the consumer doesn’t think in Havaianas as a simple flip flop. We want they see Havaianas as a comfortable and fashion shoes that they can use in everywhere and every time.
With this product, we expect to get the attention of