Presentation on United Colors of Benetton by CBS students

Happy-Nest:
Rahulgupta
Nehadahiya
Sandeepsingh

Founders thought
LucianoBenetton : "The purpose of advertising is not to sell more. It's to do with institutional publicity, whose aim is to communicate the company's values .We need to convey a single strong image, which can be shared anywhere in the world.“
OlivieroToscani pursues this : "I am not here to sell pullovers, but to promote an image"... Benetton's advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids...

ADVERTISING PHILOSOPHY
“communication should not be commissioned from outside the company, but conceived from within its heart.”
:Luciano Benetton’s

Advertising campaign
The company adopted the slogan as its actual logo

Brands

Segmentation
Casual United Colors of Benetton
Glamour oriented Sisley
Leisurewear brand Playlife.

Postioning
UCB captures desired image and postioning
Product ( colorful character)
User consideration ( diversity of people who wear it)
Athletics brand
Leisure brand

Competitors

Advertising Idea
United color of Benetton carries “A Big Idea” as a concept.
Grab attention by shocking
images
A distinct image
Draw people attention
towards issues like racial abuse
Position the company as
a social conscious marketer

Building Value For The Brand
The process of building Value for the brand (UNITED COLORS OF BENETTON)follows three phases.
The cycle of difference
• The cycle of reality
• The cycle of free speech and the right to express it

The Cycle Of Difference
In this cycle, the word “different” became a close cousin of “controversial.”
Benetton learned that attempt to bring different individuals together can lead to conflict instead of happiness and euphoria.
By acknowledging these differences and prohibitions, the brand appeared more involved.

The Cycle Of reality
After equality and the exaltation of differences, Benetton turned to the reality of what is common to all and shared by humankind.
In 1991, during the Gulf War, this image was created, a photo of a war cemetery.
Benetton answered with a birth, the famous image of a newborn baby still attached to the umbilical cord.
Photos of real, high-drama situations: a man dying of AIDS, a car on fire

The Cycle of Free speech and Right to Express it
Through its alliance with non-profit associations, institutions, and large international organisms, Benetton proved that a “different” use of advertising was indeed possible and seen as the Creation of value and was soon came in fashion catalogues.
For the sixth World AIDS Day, on December 1st 1993, an enormous pink condom, 22 meters high and 3.5 meters wide, was placed on the obelisk in the Place de la Concorde in Paris.
All the daily and magazine press featured the image that has become a symbol of the fight against AIDS.

Advertising Campaigns
2001, Volunteers in Colors:
Benetton communication campaign, a special issue of COLORS and a concert, in collaboration with UN Volunteers to celebrate the International Year of Voluntary Work.
2003, Food For Life:
The campaign highlighted the problem of hunger, which is still the greatest humanitarian emergency around the world.
2004, James & Other Apes:
Through this initiative, Benetton continued its exploration of diversity ,extending it from the variety of human races to embrace the living beings that are our closest cousins.

2008, Africa Works:
Benetton chose to support and promote this important project because, unlike traditional acts of solidarity, it offers tangible support to small local entrepreneurs through the efficient use of micro-credit.
This project effectively promotes the new face of Africa.

Media Selection
Magazines
Internet
Newspaper
Television

Appeals
Emotions
Fear
FUN

Promotional tools
Sponsorships
Public relation:
Exhibitions: OS
Social Network:
Facebook
Twitter
Digg
Flickr
YouTube
Vimeo
Delicious

RECOMMENDATIONS
Instead of shock advertising it should go for more consumer friendly advertising
More TV Advertisement
Self cannibalization
Crowd sourcing

THANK YOU!

Presentation on United Colors of Benetton by CBS students

by Sandhir Sharma

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Presentation on United Colors of Benetton by CBS students Presentation Transcript