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United colors of Benetton case study on communications.
1. Business communications: Case study
By Nivedita Godbole (roll no.11)
Ramdeobaba college of engineering & management
Second semester, MBA Integrated
2.
3. Overview of presentation
● Background of the organization
● Advertising philosophy
● Brand analysis
● Market and audience analysis
● Media rationale
● Colour palette and logo.
8. Founder’s thought:
“Communication should never be commissioned from outside the company,
but conceived from within its heart.”
- Luciano Benetton
● Concentrated more on social issues in the past.
● Recently, the unhate foundation, in 2017 raised a social issue regarding
women empowerment, called as “united by half”.
● People get a feeling of getting united by wearing benetton.
11. •Global brand
•Cultural and racial diversity
•Unique identity in a crowded market place
•Stimulate conversation on controversial social issues
•One campaign that would reach a global audience
13. •Targets both men and women
•Between the ages of 20-29 years old
•Economically upper middle class market
•Trendy and fashion forward
•Independent and creative
15. •Print (magazines and billboards)
•Digital (social media campaign linking to existing
Benetton website)
16. Print
COLORS MAGAZINE
● Established in 1991
● A method of communication that is universal
● Reaches the greatest possible number of people with a strong, immediate impact.
17. Billboards
Communication vehicle :
The main advantage of billboard advertising is long life. also, the billboard’s benefit
is that a brand can use billboards to inform people who do not have computers or
access to the internet.
18. Digital : social media .
The history of Benetton is built on innovation – seen in its bright colors,
● Benetton is present on Instagram, Facebook, etc.
● Medium of communication , that leads generation and further, builds the
image of the brand.
21. United colors of benetton is all about colors, it attributes a large amount of
brightness and bravery. The brand offers a broad variety of effortless clothing to its
customers which could be formed in their favourite hues.
Logo:
A green background gives us a feeling of nature, self-respect, and well-being, a
great choice of colour to represent the brand.
Represents :
Independence, friendliness, attentiveness, simplicity, extravagance and elegance.
Shows customer’s characteristics who are “Benetton”.