Shah MD. Faisal(12RM9)
UNITED COLORS OF BENETTON
Europe’s largest clothing manufacturer that
combines color, quality and fashion.
UNITED COLORS OF BENETTON
Founder Luciano Benetton
Core Product Apparels
First Store Italy
Came to India 1991
• World wide 120 countries
• In India 45 Cities
Total Revenue 2.032 Billion Euros
• PRODUCT- clothing, accessories, footwear,
• PLACE- The brand is present in high street
mega stores as well as outlets in malls across
• PROMOTION- print ads, internet, signage
• PRICE- Rs. 500- Rs. 10,000
4P’s OF THE BRAND
UCB has a combination of independent
characteristics which are colorful, stylish,
UCB has a personality. We identify the brand
as Fun loving, Fashionable and creative.
The brand has its own culture. It is a trendy
brand. Brand’s energy is Innovation.
UCB has good relationship. It is a social and
reliable. Confirmity also exists in the brand
Brand reflects a customer’s image. The brand
reflects that the customer is young and wear’s
Brand tells that it is youth oriented.
The brand is quite Extrovert.
Positioning of Benetton
Positioning Philosophy at Benetton….
“Communication should not be commissioned from outside the
company, but conceived from within its heart.”
The Benetton logo…
• Stylized knot of yarn with word Benetton printed under it in the dark
green rectangle signifies that the brand deals in Apparel.
• A style statement that differentiates it from the other brands.
• Emphasises its principles and most important characteristic uniqueness.
• Larger than life image.
• Theme specific.
• Endorsement of ordinary
people, no celebrity
• United: Models involved are
chosen above there racial
• Known for sponsorship of a number of sports.
• Provocative and original "United Colors" publicity
• Ads were created that contained striking images
unrelated to any actual products being sold by the
Campaign against racial discrimination
Efficient use of micro-credit.
Food for life campaign.
All these positioned the company as a social conscious marketer….
• Portfolio roles:
UCB is a Strategic Brand.
Dominant Brand in its category with good
sales and profit.
• Product defining roles:
Benetton is an umbrella brand with 5 Sub
brands. Providing products for Men, Women
and kids section.
• Brand Structure:
Segment ( men, women and kids.)
Product ( clothing, footwear and accessories.)
Quality ( premium)
Design ( Modern and Stylish.)
Stylized knot of yarn with word Benetton printed under it contained
within a dark green rectangle shows that the brand deals in apparels
and has a style statement which differentiates its brand from another
brands. It emphasizes its principal and most important characteristic:
• The Benetton Group followed the Product Brand
Strategy in case of Sisley and Playlife.
• Brands like Sisley and Playlife have their own
unique identity and have their unique positioning
in the market.
• Where as for United Colors of Benetton and
Undercolors of Benetton it has used the umbrella
Benetton can have a tagline for its brand so it can
make a better positioning in the mind of
They should work on media ads because
customers can understand better about the
• Brand Endorsement:
Specially in India, UCB should prefer a celebrity
Benetton should upgrade their logo. They can
change the theme (i.e. green) to colourful.
This will give a freshness to the brand.
Increase the depth of the accessories in their
They should promote their sub- brands (
Playlife) in a better way.