benetton case group 1

8/3/2019 Benetton Case Group 1

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UNITED COLORS OFBENETTON

PRESENTED BY:THE ASPIRANTS GROUP 1 MEMBERS: MINTI HARYANI (04)PANKAJ JAIN (05)VIBHUTI MEHTA (08)

EBIN VARKEY (11)



ABOUT THE COMPANY

Benetton - Italian retailer manufacturing anddistributing clothing, undergarments, shoes,cosmetics and accessories.

It was started in 1955 by the Benetton family (consisting of three brothers – Luciano, Gilberto,Carlo and a sister - Guiliana) in a small Italian town.



The Benetton family Luciano Benetton



HISTORY

1960s - The idea of color

1965 - The Benetton Group is established.



1970s - A business model making thedifference: unique, flexible and innovative.

• 1980s - Benetton communication campaigns:known all over the world.



1990s - A global company present in 120countries.

•2000s - Benetton grows with the market:over 150 million garments produced every

year and distributed in around 6,000contemporary stores.



Benetton’s communication strategy

• Benetton’s communications always carried a

‘big idea’ that focused on a social or apolitical issue.

• It used ‘shocking images’ in the context ofadvertising to grab the attention of its

audience.



• Benetton used its communication to take astandpoint on such social and political issues affecting the world and forced thepublic to take a positive action.

• This strategy gave Benetton a distinct

image – a competitive edge.



SOME CAMPAIGNS



Benetton’s advertising objectives

Purpose of advertising was not to sell morebut to:

• To create and unconventional way ofadvertisement to stand out of the crowd

• To create a single strong distinctive

corporate image

• To encourage action on social and politicalissues



BEFORE 2000

Ads had no image of the product

It positioned Benetton as a caring, sociallyresponsible brand with the interest of societyat heart.

But in the mind of critics Benetton was acontroversial brand.



• It used strong visuals that can make alasting impact in the minds of the people.

• In its all Ads there was no copy, just theBenetton Logo



It also used images that were an attempt to

break down the social barrier of indifferencesurrounding the topic of racism.



• Ads were creative that grabs attention at asingle glance

• The company's controversial ads have won

awards and United Colors of Benetton hasbecome the third most recognized brand in

the world-following Coca-Cola andMcDonald's



Ethical View Point

Benetton has been always committed toethical values

Respect minorities

Supports human rights



Problems with its Ads

• Ads are controversial and gives rise topublic resentment

• Morality and ethics of the ads arequestionable

• The company has faced a lot ofproblems tied to its marketing practices



Caused Sears to canceled an exclusive $100million contract to sell a line of Benetton clothes



Most of the advertising is irrelevant to theproducts/services sold by the company

The ads evoke strong emotions thatsometimes cannot be control or that areunwelcome by viewers



• Offended consumers may avoid Benetton’s

products that can affect sales

• Controversies may gradually affect the brandimage

• Withdrawn ads - waste of advertisingbudget



Return to conventional Ads



OUR VIEW POINT

• Social causes can be touched withoutcontroversies

• If Benetton would like to make a social impactor fight what they view as injustices in othercountries, they could approach a different

manner in being socially involved, besidestotally going against the grain.



This way they are not throwing all their eggsinside one basket and Benetton would notbe risking consumers for political views.

benetton case group 1

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