Benetton: Advertising Strategies

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Tutorial with students from the Strategic Marketing Summer School 2013 at Imperial College London.

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Benetton: Advertising Strategies

  1. 1. © Imperial College Business School Tutorial: Benetton Strategic Marketing – SUMMER SCHOOL 2013 1 Promotional Marketing to Consumers
  2. 2. © Imperial College Business School Today’s Session 2 What we are going to cover… • Three things from last week’s lecture on promotional advertising? • What is advertising? • Benetton Case Study Analysis: – Evolution of the Benetton Advertising Campaigns – Any Publicity is Good Publicity? – Did it work?
  3. 3. © Imperial College Business School Last week’s Lecture 3 Key Marketing Concepts • Three things from last week’s lecture on promotions? – Mapping ‘Promotion’ onto the Product Life Cycle – The Basic Economic Function of Advertising (Cuaresma & Stoeckl, 2012) – Push vs. Pull?
  4. 4. © Imperial College Business School The World of Advertising 4 Making You Feel Happy? http://www.youtube.com/watch?v=tOQfBdCT-AI
  5. 5. © Imperial College Business School Advertising vs. Marketing 5 What’s the difference?
  6. 6. © Imperial College Business School Case Study Analysis 6 Evolution of the Benetton Ad Campaigns • Quickly describe the evolution of Benetton’s ad campaigns from 1955 to present day? • How did Benetton pioneer a new era of advertising ?
  7. 7. © Imperial College Business School Case Study Analysis 7 How did Benetton pioneer a new era of advertising?
  8. 8. © Imperial College Business School Case Study Analysis 8 Evolution of the Benetton Ad Campaigns Death Row Campaign (2000)
  9. 9. © Imperial College Business School Case Study Analysis 9 A new era in Advertising? • Take a look at Benetton’s print adverts, what is a common theme here? • Why did Benetton adopt this controversial advertising strategy? GROUP DISCUSSION: • Did it work? Critically comment on the controversies associate with Benetton’s campaigns. Do you think it was a wise move to eliminate the product from the advertisement?
  10. 10. © Imperial College Business School Case Study Analysis 10 Any Publicity is Good Publicity? • Do you think Benetton’s advertising strategy was aimed only at creating scandal and controversies? Can this strategy be justified by the fact it resulted in free publicity for the company? GROUP DISCUSSION: • Consider other companies/brands which have adopted a similar strategy. How was it effective (or not)?
  11. 11. © Imperial College Business School PR vs Advertising 11 What is the difference?
  12. 12. © Imperial College Business School Current Benetton Campaigns 12 ‘Unemployee of the Year’ Advert http://www.youtube.com/watch?v=zKZ3w_Vg4o8 • How has Benetton changed its advertising strategy following its delisting as a publically traded company in 2012? • Who is it targeting? How has it addressed concerns about lack of consumer focus? • Has Benetton lost its controversial character or has it found the right balance, preserving its brand values?
  13. 13. © Imperial College Business School Interested in Advertising? 13 WPP Fellowship Scheme • WPP is the largest advertising network in the world. • The Marketing Fellowship is a three year rotation, across different markets (USA, China, Brazil) and in different areas (media sales, creative, digital) • 1,500 applications, 15 fellows • Deadline: November 2013

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