United Colors Of Benetton Case Study

United Colors Of Benetton Case Study
Throughout this presentation, we will analyze the advertising history of United Colors of Benetton, leading global clothing manufacturer, that can
serve as benchmark for companies wanting to use similar advertising techniques.
I.Company Overview The Benetton Group is one of the biggest clothing retailer/apparel manufacturer in Italy, present in 120 countries through a
network of over 6,000 stores that generated a turnover of в‚¬1.6 billion in 2013 and employs around 6,500 employees. The Italian group's
characteristics, style and design expertise are clearly transmitted through their brands which combined, produce more than 110 million garments per
year.
Brands:
United Colors of Benetton (1965) focused on the retail of casual clothing collections for women, men and children. The product range under this brand
includes clothing, accessories, fragrances and luggage.
Added to Benetton Group's brand portfolio in 1974, Sisley distributes haute couture and avant–garde clothing for younger women and men.
II. Advertising Techniques
UCB's institutional campaigns aim to create an impact in the society and strike the audience permanently. By using primarily magazines and billboards,
the brand involves those uncommon photos in the everyday life, where the audience could be ... Show more content on Helpwriting.net ...
Taking in consideration the fact that Benetton did not launch any product–oriented campaign since 1983; the new creative director, James Mollison has
decided to come back to a significantly more conventional type of advertising. Mollison launched a first product campaign dedicated to adults for the
spring/summer collection (see the two pictures on the left). Indeed, UCB has kept its brand image by continuing to display diversification and thus
promoting melting pot in the society. However we can define this campaign as much more traditional compared to what we have previously
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Zara case study Essay
Coursework Header Sheet
209896–18
Course
OPER1027: Operations Mngt: Proc/Value Ch
Course School/Level
BU/UG
Coursework
Case Study 1
Assessment Weight
25.00%
Tutor
J Whiteley
Submission Deadline
25/11/2013
Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for
assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations
regarding Cheating and Plagiarism.
000718551
Tutor's comments
Grade Awarded___________
For Office Use Only__________
Final Grade_________ ... Show more content on Helpwriting.net ...
There vertical integration allows small batches of produce to be distributed and tested out allow them to save more money and cut inventory

backlogs. Zara maintains a low cost by avoiding outsourcing (where possible) and producing all its merchandise and produce in home soil in Spain.
Also Zara own many fabric dying, cutting and processing equipment that provided Zara added control and flexibility to adopt new trends on demand.
Effectively Zara is able to design and manufacture products as well as deliver them in less than two weeks in contrast to competitors such as Benetton
and H&M which require at least between five weeks and 4 months lead time to fill orders from its retail operations. One major unique characteristic
was that Zara own its in house production which gives Zara the flexibility of quantity, variety, and the frequency of the designs they produce.
Another way there strategy contributors to their success is that they have the capability to keep a significant amount of product in home soil in there
won factories and reserve approximately 85% of their capacity for seasonal adjustments this way they will be able to rapidly respond to unexpected
trends in the industry. Additionally they use foreign factories as many other companies do as cost is much cheaper which allows production to increase
and distrusted accordingly, however for fast fashion items Zara produces in

REPORT ON TOMMY HILFIGER INDIA
A REPORT ON TOMMY HILFIGER BY P.SATYANARAYANA Date: 6/6/2013 TABLE OF CONTENTS Sl.No. CONTENTS 1 Candidate's statement
2 Preface 3 Acknowledgement 4 Objectives of the study 5 Introduction 6 Overview of the Company 7 Profiles of some rivals 8 SWOT Analysis 9
Promotional Activities 10 Learning from SIP 11 Conclusion 12 Bibliography PREFACE In today's trend of cut
–throat competition, Bachelor of
Business Administration (BBA) is sure to have an edge over their counterparts. BBA education brings its students in direct contact with the real
corporate world through industrial training. The BBA program provides its students with an in depth study of various managerial activities that are
performed in any organization. A detailed... Show more content on Helpwriting.net ...
Domestic sales account for 80 per cent. Its overseas buyers include Gap, Wal–Mart and Target. Today, Duke embraces a complete vertically integrated
garment manufacturing plant, with knitting, dyeing, processing, finishing, mercerizing, compacting, embroidery and printing under one roof. Duke
Fashion (India) Ltd pioneered the T–shirt culture, and gradually established several new trends in knitted garments and fabric research. BENETTON
When Benetton was started in 1989 in India, all they found themselves selling were jeans and T–shirts. Benetton now sells 1,500 styles as compared to
the 400 they started with. The в‚¬1.7 billion Italian fashion company had entered India through a joint venture with DCM but now Benetton India is
a wholly owned subsidiary after they broke up a few years back. LEVIS Levi's has excellent brand architecture in place and it is performing well. The
market for denim, especially at the premium end, is growing between 15 and 20 %annually. The four sub–brands are pretty well straddled. It has 30%of
the premium denim market in the country, and about 10 per cent of the overall market across price segments. REEBOK Reebok is the brand for
sportswear – shoes, T–shirts etc. – while Rockport is for a premium range of footwear and apparel marked by 3R's – rugged, refined and relaxed.
Entering India in 1995, Reebok has captured a market share of 50 per cent followed by Nike. SWOT Analysis Strengths

The Consumer Decision Making Model By Howard And Sheth
Consumer decision making process generally involves five stages:
A.Problem Recognition
Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision
process, because without recognizing the need or want, an individual would not seek to buy goods or service.
There are several situations that can cause problem recognition, these include:
Depletion of stock
Dissatisfaction with goods in stock
Environmental Changes
Change in Financial Situation
Marketer Initiated Activities
It's when a person recognizes that she cannot make a call from her mobile phone that's when she recognizes that her phone has been damaged i.e. the
phone has hardware problems ... Show more content on Helpwriting.net ...
Levi Strauss & Co. (LS&CO) was named after its founder Levi Strauss in 1853. Since then the journey of its success has been going on. It has cast its
spell in more than 110 countries. Levis as leading jeans brand has entered into the international parlance and flooding the market with its designer
apparels. Levis products are marketed under various brand names like Levis, Dockers and Levi Strauss Signature.
ITC'S LIFESTYLE RETAILING
ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty
stores. Wills Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening
wear, fashion accessories and Essenza Di Wills– an exclusive range of fine fragrances and bath & body care products for men and women. Wills
Lifestyle has also introduced Wills Signature – designer wear designed by the leading designers of the country.
UNITED COLORS OF BENETTON The United Colors of Benetton (UCB) is changing hues in India. Flush with plans of capturing 80,000 sq ft of

retail space across the country before the year ends, coupled with a stringent fabrication and merchandising exercise, United Colors of Benetton is
aiming to shore up volume and value sales, while also presenting a larger–than–life facet of its retail

Supplying Fast Fashion Essay
Case Study: Supplying Fast Fashion Question: Compare and contrast the approaches taken by H&M, Benetton and Zara to managing their supply
chain. Introduction How often do you purchase new clothes for yourself? How much do you willing to pay for it? In recent year, the business model
of Fashion & garment industry was changed to "Fast Fashion", consumers are looking for high quality design clothing at lower prices. Therefore, more
and more fashion brands understood customer needs then produce chic and aesthetic product with inexperience pricing. Most of the brands also
concerns that the product lifecycle in fashion area is short, especially seasonal cloths with maximum three months only. Nowadays, "fast fashion" brand
business growing is yearly increasing as well as the brand awareness. Definition and main features of Fast Fashion: Purchasing huge amount of raw
materials in order to reduce production cost. Creating new design continuously and aggressively. Avoid over stocks, sellable items never stay longer
than three months. Affordable prices. In following article, we will analysis the similar supply chain practices and market positioning among three
leading "fast fashion" brands: Benetton, Zara and H&M. Supply chain practice: BenettonZaraH&M Raw MaterialsDemand huge... Show more content
on Helpwriting.net ...
All parties were grouped in the same design hall, and then work on prototype making and sharing ideas to each other. While designer also could work
individually through their creation and implement the actual prototype for further discussion, then turn over prototype to final mass production.
However, Zara's market specialist always linked to the retail stores in order to collect end–user reaction and how to improve the new product concept
based on end user feedbacks, after that designers could re–design the products to satisfy customer needs at the initial product design

Change Management Research
Running head: CHANGE MANAGEMENT RESEARCH
University of Phoenix
Effective Leadership В– FP International
FP International is a privately held company with 550 employees worldwide and over $100 million in annual sales in 2005. FP International
manufactures packing products such as bubble, air cushions, Kraft paper cushioning and ready–to–use products, polyethylene foam, loose fill made of
100% recycled polystyrene or cornstarch and Kraft/bubble mailers (About FP International, 2007). Arthur Graham is the founder and president of FP.
Graham started the company in 1967; it was called Free–Flow Packaging International at the time, which later was changed to FP international. ... Show
more content on Helpwriting.net ...
The center consisted of 19 organizational partners including Amoco, ATT, Chrysler, EDS, Federal Express, Ford Motor Company, Harley Davidson
Motorcycle Company, Hewlett Packard, IBM, Intel Corporation, Lucent Technologies, Merck and Company, National Semi
–Conductor, Pacific Bell,
Philips, and the Quality Management Network (a consortium of healthcare organizations), Shell Oil Company, Texas Instruments, and US West.
Working in partnership with researchers at MIT, a number of these companies undertook a variety of significant organizational experiments. Through
these experiments have explored building learning capabilities in intact teams, developing new organizational learning infrastructures, transforming the
assumptions and practices of executive leadership, and developing internal learning communities. Over time, some companies have involved thousands
of people in these organizational experiments" (Society of Organizational Learning, 2007). Intel continually transforms itself in the chip manufacturing
market by the interdependent development of the people. Learning, strategy, and competition help to create the opportunities for growth within the
company. With the Intel's continuous learning programs the company is ever growing the new ideas required to take the company forward.
Servant leadership and organizational

Zara Supply Chain Essay
Introduction Zara and Benetton are two of the most notable fashion stores in the world. Remarkable for its products and notable for its exceptional
supply chain management. This report will discusses the supply chain management for Zara and also Benetton which will tackle the areas of supply
chain and their contribution to how the company provides its products to its customers.
Business Background
Zara is a Spanish clothing and accessories retailer that was founded by Rosalia Mera and Amancio Ortega in 1975. It is the leading retail store of the
Inditex group, which is a fashion group who owns multiple brands such as, Massimo Dutti, Uterque, Stradivarius, and Bershka and also pull and Bear.
Amancio Ortega unbolted the first ... Show more content on Helpwriting.net ...
Supply Chain Models
Zara and Benetton's supply chain both share some common components within their supply chain models, but a few distinguishing factors make them
their own. All supply chain models must include planning, designing, maintenance and control of all materials and information in order to
efficiently satisfy its customers' needs and wants (Schroder, 2000). Zara being known for their 'fast fashion' is claimed to take only two weeks to
develop a new product and have shipped to stores, and ready for shelves. Zara is a vertically integrated retailed, meaning that their supply chain is
owned by their company and usually each member of the supply chain produces a different product or service. Unlike other apparel retailers, Zara
controls most of the steps included in their supply–chain, including designing, manufacturing and distribution of the products. Zara uses a just–in–time
(JIT) system, with this model it allows the company to have self–containment throughout the stages of materials, manufacturing, product completion
and distribution.
On the other hand, most of the manufacturing of Benetton is done by the company itself. But the supply side is heavily consisted of 'contractor's –
which are companies owned, or part owned by Benetton employees. Employees that provide services to the factories,

Inditex Strategy
The company that is going to be analyse in this essay is Inditex and particularly Zara, its main brand. Inditex Group is a textile company, the most
important in the Spanish textile sector and one of the most important multinational and one of the most weighty multinationals in Spain.
A Multinational Corporation can be defined as enterprises which own or control production or service facilities outside the country in which they are
based (definition by the UN; Czinkota, 1992; page 298). Inditex can be classified as a multinational since they offer their services in 800 outlets in 25
countries all over the world, although the production is done in Spain, its home country. It also follows some of the appropriate strategies to trade abroad
... Show more content on Helpwriting.net ...
This motivation can arise due to several different aspects and circumstances; as for instance since the customers are gone or the home market is
saturated, the company moves abroad to retain business, or because production costs are cheaper in a foreign country than in the home country, or
even due to a change of host government policies. Or, as in the case of Inditex Group, due to it has become crucial for the company the physical
presence in foreign countries, they have to make sure that their brand names are familiar to these target markets.
Efficiency seeking
The aim is to gain an advantage from operating in more than one economy, so they can profit from all the economies where the company is trading and
at the same time, the company minimises the potential risks that might arise, therefore, for example, Inditex Group follows different strategies
depending on the market they are operating in (Israel! Franchising, Germany! Joint Venture....).
Strategies
Depending on the objectives that company has, it will follow one different strategy, although it is very common to use a combination of different
strategies to move abroad, and particular ones depending on the country the company is moving into.
Inditex Group has always wanted to have the main control in all its operations since its main strategy is the wholly owned subsidiary formula,

Benetton's Corporate Strategy
I.Introduction2 II.Benetton Company2 1.History2 2.The company in figures2 III.Dimension performance of the Group3 1.Five forces framework3
2.Holding3 3.Corporate governance3 4.Corporate culture3 5.Scope of activities3 6.Resources commitment4 7.Corporate social responsibility stance5
IV.Benetton competitive advantages6 1.Value chain6 2.Strategic capabilities6 V.Two future scenarios7 1.SWOT analysis and key drivers7
2.Scenarios7 VI.Strategic recommendations8 VII.Conclusion8 Benetton's corporate strategy I.Introduction Our "Corporate strategy" course aims at
presenting and analyzing ... Indeed, .... Within this framework, we are asked to develop an analysis of one of..... To do... Show more content on
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–Textile (Raw materials, semi–finished products and industrial services), 14% of business share. –Other and unallocated (Sports equipment produced
for third parties) with 2 % of the total business revenue. вћўGeographical coverage Benetton pursues a market development strategy. The Group is
highly present in Italy which represents 49% of its whole activity, Spain and the former Soviet Union area. Benetton has always wanted to develop an
international image. We can summarize its commercial strategy in two words: internationalization and diversification. Concerning the products, it is a
global strategy. There is no real local adaptation or specific products. There is only a seasonal segmentation. 6.Resources commitment вћўBranding The
group has different brands presenting different characteristics and targeting a different public:–United Colors of Benetton : Group's global brand
–Undercolors of Beneton : extension of the Benetton brand (beachwear, underwear, sleepwear) –Sisley : Group's most trend–setting brand –Playlife :
sportswear –Killer Loop : a brand for young adults with a distinctive style вћўCommunication –La fabrica: it is a communication research centre for
design, music, cinema, photography, publishing, etc –Culture and society: the Benetton foundation

Company Analysis: United Colors of Benetton
Company Analysis: United Colors of Benetton 1. Briefly summarize the main features of Benetton's international strategy. Benetton's Philosophy : To
bring the network of the Benetton image– a global brand with a distinctly Italian personality– to the most prestigious shopping zones in major world
capitals. Benetton believes that in this saturated market the customers already have everything they need and they have to be tempted by design,
atmosphere, and by the quality of in–store customer services. A group that strongly believes that customers should have an inspiration for their
purchase. Benetton's International strategy is based on the above philosophy and it can be broadly classified in four different parts. 1.... Show more
content on Helpwriting.net ...
|Year |Net Income/Profit(EUR m) | |2000 |243 | |2001 |163 | |2002 |–10 | |2003 |108 | |2004 |123 | |2005 |112 | [pic] вћў Year 2000 registered highest
profit largely due to the extraordinary income derived from the sale of the formula one team. вћў Though the revenue for Benetton rose in 2001 the net
profit drop by 32% largely due to the unsatisfactory performance of the sports division. вћў 2002 saw all time low net income at –10(EUR m) because
of the sale of sports brands. вћў Year 2003–04 saw substantial improvement in the net income thanks to decisive reduction in fixed costs; overall
efficiency improvement; reduction in labor costs and selling of the sports division. вћў Year 2005 saw a marginal fall in net income because of the
increased costs for expansion of the directly operated commercial network. |Year |Net Debt(EUR m) | |2000 |536 | |2001 |640 | |2002 |615 | |2003 |468 |
|2004

Supply Chain Case Study: Zara And Benetton
Zara and Benetton Case Study
1. Introduction
Today the globalized fashion industry is characterized by wide spread supply chains where the design of a product can be made in one country,
manufactured in another and then sold in a third. Fast fashion is a concept used by some of the companies operating in this industry, Benetton and Zara
are two of the biggest players utilizing the strategy, although in various ways.
2. Supply Chain structure
Both Benetton and Zara have supply chain models based upon a degree of vertical integration that allows them to exercise more control since some of
the manufacturing takes place in their own factories. Zara and Benetton buy fabric in very high volume, which provide to suppliers or their own
factories ... Show more content on Helpwriting.net ...
SWOT Analysis
Zara:
StrengthWeakness
Quick response , high flexibility, short production cycle (SC vertically integrated)
High variety of products
Wide range of design per year
High service level
Have a well–established brand name worldwide
Their supply chain management is extremely low cost as well as most of their processes like operations, manufacturing are all vertically integrated
Unlike other retailers they handle all their processes as well as follow Just in Time system (Value Chain Management)
Extremely trendy, well designed and fast delivery of new productsVertical integration increase the risk inside of the SC
Higher cost of production and design costs
Low opportunities to improve
Quality not equivalent to price
They use an unusual strategy of no advertisements
Target segment is not extremely consumer loyal and might go for cheaper and newer collections
Opportunity

Ucb Cvp Analysis Essay
1.0How do the formats of the income statements shown on pages 33 and 50 of Benetton's annual report differ from one another (disregard everything
beneath the line titled "income from operations")? Which expenses shown on page 50 appear to have been reclassified as variable selling costs on
page 33?
A.The income statement shown on page 33 exclusively shows the contribution margin. This format is used for internal company analysis. Benetton has
chosen to show it as a part of annual report. The variable costs (Distribution and Transport costs, Sales commission) are clubbed together. This format is
called the contribution format.
The income statement on page 50 shows the variable costs and fixed costs more clearly. It has broken down the ... Show more content on
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Also, CM ratio = 696/ 1859 = 0.374
Hence, Break even point (2003) = 464/0.374 = 1240.64 (million Euros)
For 2004, Fixed expenses = 436 (in million в‚¬). Also, CM ratio = 653/ 1686 = 0.387
Hence, Break even point (2003) = 436/0.387 = 1126.61 (million Euros) 20032004
Fixed Costs(in million в‚¬)464436
CM Ratio0.3740.387
Break even point(in million в‚¬)1240.641126.61
The numbers in 2003 and 2004 are different for the following reason:
1.Fixed costs in 2004 are lower that of 2003 and contribution margin ratio is higher in 2004 than that of 2003. Hence, the break even point is lower
for 2004.
2.The reverse is the case in 2003.
4.0What sales volume would have been necessary in 2004 for Benetton to attain a target income from operations of в‚¬300 million?
Sales required = (Fixed Costs + Target Profit) / CM ratio = (436+300)/0.387 = 1901.81 (in million в‚¬) 2004
Fixed Costs (in million в‚¬)436
Target profit(in million в‚¬)300
CM Ratio0.387

Sales required(in million в‚¬)1901.81
5.0Compute Benetton's margin of safety using data from 2003 and 2004. Why do your answers for the two years differ?
Margin of safety = Actual Sales – Breakeven sales In 2003,
Actual sales = 1859 (in million в‚¬) and Break even sales = 1240.64 (in million в‚¬) Hence, Margin Of Safety (2003) = 618.36 (in million в‚¬) In
2004, Actual sales = 1686 (in million в‚¬) and Break even sales = 1126.61(in million в‚¬) Hence,

Tibor Kalman Research Paper
Tibor Kalman Being brought into the world in 1984 and quickly meeting his grave at the age of 50, Tibor Kalman was still able to make his mark
in the design world. According to a biography written by Steven Heller, a journalist for AIGA, Tibor Kalman was essentially a "design legend"
during his short time as a designer. Starting off as a NYU drop out not long after starting university, he quickly came up in the world by first
becoming a manager at Barnes & Nobel as well as the Alliance of Graphic arts. This later blossomed into something that was more long term when
Tibor joined forces with two women known as Liz Trovato and Carol Bokuniewicz. The trio then set out to opening up the M & Co. According to a
blog made specifically about graphic designers, "the company dealt with various clients including Talking Heads, and provided a wide range of
solutions" to their customers. (thesis)These solutions bring one to one of the many works Kalman... Show more content on Helpwriting.net ...
According to AIGA, "Tibor helped produce a series of controversial advertisements focusing on AIDS, racism, refugees, violence, and warfare that
carried the Benetton logo". A blog made about famous graphic designers, an article named "Tibor Kalman", also explains that Kalman was
allegedly the "commander in chief" when Colors was created. One of his designs that will be shown blow was seen as one of his starting points in
the business. This piece was interesting because of how he tackles the taboo of AIDS, and shows how we need to except that it is a problem. This
issue was also published in 1994 when AIDS first broke out in an epidemic in the United States of America. It also shows many forms of hierarchy, as
well as alignment as one turns each page. The hierarchy can be seen in how Kalman grouped the information on each of the pages, and alignment is
definitely shown on the front color to make someone pick up the

Zara Case Study
ZARA Case Assignment 1. With which international competitor listed in the case is it most useful to compare Inditex's financial performance? What
do comparisons indicate about Inditex's operating economics? Why? There are 3 key international competitors mentioned in the case: The Gap,
H&M and Benetton. The Gap's production was internationalized with more than 90% of it outsourced outside of the United States. Its stores,
however, were US centric. Therefore, The Gap's strategy was to own most of its stores, while outsourcing all production. The same was the case with
H&M. Benetton on the other hand had a completely different business model; it had invested relatively heavily in production, but licensed its
stores to... Show more content on Helpwriting.net ...
* Zara was able to design, produce and deliver finished goods into its stores in 4–5 weeks in the case of new products and 2 weeks for modifications, as
opposed to traditional industry average of 6 months for design and 3 months for manufacturing. * This quick response system, enabled Zara to reduce
the working capital intensity and facilitated continuous manufacturing of new merchandise; thus giving Zara an edge over competition throughout
peak seasons. * Zara's management, as well as staff and IT advancements, helped it track customer preferences which were then used to keep
production consistent with demand. * Zara spent just 0.3% of its revenues on advertising, keeping expenses low. * Zara was able to successfully
create an atmosphere of scarcity and opportunity in its retail stores thus encouraging customers to return more often for shopping (e.g. Zara customers
shopped 17 times a year at Zara stores, as compared to the industry average of 3–4). This also allows the company to sell more items at full prices, thus
reducing the percentage of items sold at the marked down price as compared to other competitors. Such distinct features of the Zara business model
which adds value to almost every aspect of the value chain, makes Zara stand apart from the competition and improve

Benetton Thesis Statement
Figure 2: "We On Death Row" [Photograph], (2000) from http://www.theguardian.com/fashion/gallery/2011/nov/17
/benettons–most–controversial–advertsAfter the launch of this campaign, newspapers all over the United States of America attacked Benetton's use of
death row inmates, claiming it shows glaring indifference and disrespect for the victims and their families (Chandler, 2000; Chiem, 2000; Hughes,
2000) and claiming that it has brought back painful memories (Hughes, 2000). Sears, who had formed a contract with Benetton for that time,
immediately pulled Benetton clothing from all of its stores, in order to heed to the demands of their discontented customer base (LA Times, 2000).
Additionally, the US Press seems to be the most opposed to the... Show more content on Helpwriting.net ...
Their posters and all other ads show different, new and uncensored aspects and perspectives of life. In reality, this should not impact people negatively
unless these very people wish to close themselves off from the world's affairs. Furthermore, these advertisements have also succeeded with the
important goal of instilling and invoking strong emotions, which results in them staying in people's minds for a longer period of time, whether it was
a positive or negative reaction. Conveying a message and leaving a long–lasting memory is indeed the main purpose for advertising. Therefore, shock
advertising, in this case, works very well. On the one hand, they encourage debates and discussion around the social and political issues they portray
and on the other, they encourage debates and discussions about the suitableness of advertising as a medium to express political and social

Case Study On Print Advertising
INTRODUCTION
The purpose of this analytical research portfolio is to discuss and examine about contemporary print advertising, in terms of its theoretical approaches
such as textual structures, branding, reliance on celebrity endorsements and the pleasures that it offers to consumers (refer to Slide 3). In this essay
however, I will elaborate specifically on a particular print advertisement from the company 'Sisley', which is commonly advertised in women's fashion
magazines and on how Semiotics and Signs is prevalent with regards to its advertising (Samuel Shane 2017).
CASE STUDY ON SISLEY'S PRINT ADVERTISEMENT
Established in Paris 1968, the French apparel brand 'Sisley' began with their revolutionary Denim collection. Then in 1974 the ... Show more content on
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The advertisement drew ire as it featured women snorting thin, white clothing off a surface, with the caption "Fashioin Junkie" just below its 'Sisley'
brand in the middle of the ad (refer to Slide 8 and Annexes). The play on the words "Fashioin Junkie" suggests the combination of 'Fashion' and
'Heroin' in one word, together with the reinforcement of the word 'Junkie', to imply that the models are the image of the combined slogan. The ad hit
the fashion industry especially hard, as models have always been associated with cocaine use, due to its appetite suppressing qualities. And as the two
thin models in the advert suggest, it further implies the desired figure to attain regardless of the costs involved. Although the advertisement appears at
first glance to be somewhat glamorous and glossy, this fuels the suggestion of glamorising drug use as a posh, desirable, high–society trait. The
attractive eye–makeup too, enhances the look of the effect in drug use, as it implies the after–effects of regular substance abuse and further reinforces
the heroin link. The negative impact of the entire print advertisement, represented the link between the Sisley fashion label, together with model–thin
figures and heroin drug abuse, in order to attain a desirable image set by the brand and society, amongst the young, urban and professional audience.
"Fashioin Junkie" may have initially been intended as a 'shock–and–awe' campaign, as is common with most Benetton Group ads, but has since
backfired tremendously on the brand and as well as the fashion industry as a consequence, for its severe lack of tact, taste and ethical values (refer to
Slide

Michael Bierut Research Paper
If I were a graphic designer, which graphic designer from the history of art would I be like? I would be most like Michael Bierut. Bierut was born
sometime during 1957 in Cleveland, Ohio. During his early years living in Ohio, graphic design was not widely taught to young people but this
didn't stop Michael. With his love of his love of art, music, and drawing Bierut's first began designing album covers. Wanted to learn more Michael
took to the library a poured over the only two design books the library had at the time. At this point he was hooked on graphic design he then went on to
study graphic design at the University of Cincinnati's College of Design, Architecture, Art and Planning. During his time at University of Cincinnati
Bierut

The Company ' United Colors Of Benetton
The Company 'United Colors of Benetton,' is an Italian based firm that focuses on clothing and contentious advertising. It has spread almost
everywhere globally, and offers the old and young, stylish fashion and combined colors (Dubini, 1997, p. 15). Benetton spends huge sums of money in
by the operation and promotion, advertising, and purchasing the most recent styles. The Benetton group exists in one hundred and twenty countries
worldwide. Its core business is fashion, dedicated to quality and style. There exist about 6,000 stores all over the globe, which provides the high
quality products and customer service (Maguire, 2003, p. 28).
In 1965 Benetton commenced as a petite knitwear factory in Ponzano, by Luciano Benetton and his ... Show more content on Helpwriting.net ...
Benetton's major competitors include: Inditex, H&M and GAP (Maguire, 2003, p. 16). The three firms' are Benetton's competitors because they target
similar consumer segment in the marketing environment. Evidently, its competitors in the market do not exist exactly in the same industry since
Inditex and Benetton produce fabrics, clothing, retail fashion goods, and design, while H&M designs and retails its own goods and GAP just retails.
There exists a highly competitive marketing environment; however, Benetton strategically shapes the entire marketing mix, to remain on top of their
game, in relation to the business and marketing environment. By definition, the marketing mix is a commercial tool applied in marketing. It is crucial
when shaping a brand 's offer or product, and often linked with product, price, place and promotion (Bowman & Gatignon, 2010). The firm's core
business is clothing line, with a robust brand name such as: 'Sisley', 'United Colours of Benetton,' 'Undercolours of Benetton,' and also 'Play life'. Their
products entail menswear, women's wear, underwear and children's wear.
A product is one of the elements of the marketing mix; a product in business terms is anything offered in a market to meet a need or want (Bowman
&Gatignon, 2010). According to the concept of total product, there exist three stages of a good or product. The main product appears in the centre of
the whole product. It is seen as a basis group

Kyocera Essay
1. Would Kyocera be a good company to work for? Why or why not?
I feel that Kyocera would be a great company to work for. I believe that the company practices not only to the firms business but its employees as
well. This is the very least I can say about companies in America. Everyday you turn on the T.V you hear about mass layoffs and ethics not be
pursued correctly in our country. I think that Kyocera should be a model firm that all businesses should admire and strive to be after. Just the simple
facts that Mr. Inamori would stay late working at his own business are phenomenal, and a practice should be rewarded.
2. Is Inamori's leadership style linked to Kyocera's core competencies? Why or why not?
Yes, I believe it is ... Show more content on Helpwriting.net ...
Do you think Americans would respond differently than Europeans? Why or why not?
Both of the ad campaigns for "We, On Death Row", and earlier controversial campaigns of the 1990's where advertisements that were sometimes
disturbing and received a lot of criticisms from their audiences, but were still very influential. The earlier ads of the company focused more on world
issues, while the "Death Row" ads focused more on the issues that are in the United States alone, and that's our prison system.
Yes, I think the Europeans and Americans would have a different response because Europeans come across as more liberal in the fact and matters
regarding social issues. Americans sometimes appear more rigid and easily offended because they care more about the well being and image of our
country.
3.There is a saying in the marketing world that "there is no such thing as bad publicity." Does that apply in the Benetton case?
Yes, that statement very well applies to the Benetton case. Even though this company is best known for its controversial campaigns and advertisements,
this company has still been a staple and a well known name in not only the clothing marketing industry, but in the product marketing industry as a
whole.
I believe if they marketed their products like other companies, they too would be lost in the limelight of thousands of other

International Business Entry Modes
Introduction An international entry mode is an institutional agreement necessary for the entry of a company's products, technology and human capital
into a foreign country or market. The reluctance of firms to change entry modes once they are in place, and the difficulty involved in doing so, make
the mode of entry decision a key strategic issue for firms operating in today's rapidly internationalizing market place. The choice of mode will depend
on internal characteristics (eg firm size, international experience) and external characteristics (eg the sociocultural distance between the host country
and the home country) as well as the trade–off between desired mode characteristics (risk adverse, control and flexibility). The diagram... Show more
content on Helpwriting.net ...
Contract manufacturing– where manufacturing is contracted to an external foreign partner provides a low risk and potentially low cost mode of entry.
Benetton and Ikea are a good example of companies who successfully rely on a contractual network of small overseas manufacturers. Benetton has over
80% of its production outsourced to 450 contractors (located in low cost production countries such as India and China). As a result of the money saved
on labour, Benetton can sell products 20% cheaper, helping it to maintain a low cost position in comparison to competitors. Of course, this method may
not be appropriate for every company as there is a loss of knowledge and intellectual property rights, and the transaction costs involved must also be
considered. Licensing differs from contract manufacturing in that more value chain functions have been transferred to the licensee. In outsourcing
production and downstream activities a licensor firm can concentrate on its core competences and therefore will remain technologically superior in its
product development– for example Apple licenses its brand to manufacturers of accessory products, and the BBC licenses rights to broadcast TV
shows around the world. However a lack of control over licensor operations and therefore quality may lead a company to use franchising (a sub variant
of licensing) in which the franchisor gives a right to the franchisee against a

The Effect Of Explicit Sexualstimuli On The Brand Name Recall
While research found that explicit sexualstimuli does not adversely affect brand name recall among 18–to–26 year oldstudents, such stimuli was found
to exert a negative effect on messagecomprehension among this population segment when there is a substantialvolume of information available for
processing (Severn, Belch, and Belch,199 , pp. Do the advertisements that you have seen that includedmembers of the opposite sex make you want to
do anything in particular? Did the advertisements that included members of theopposite sex make you think differently about that sex than you
havethought before seeing the advertisements? Ethnographic interviews are largely unstructured. 174–175). Do you read magazines?2. These effects
will not be identified to thesubjects through the phrasing of the questions. 6. LITERATURE REVIEW Sexual innuendo is widely used inmagazine
advertising (Hatfield,1992, pp. 48–56) found that the use of sexual innuendo in magazine advertising waseffective in relation to all population
segments. The effects ofsexual embedding on responses to magazine advertisements. Ridley. Journal ofAdvertising, 14(2), 48–56. T. Less wink and
nudge. Belch, & Michael A. 12. INTRODUCTION This research describes a proposal to identify the effects of sexualinnuendoes in advertising in
magazines on pre–teens, teenagers, and youngadults, and to compare the effects on pre–teens and teenagers with theeffects on young adults. 14–22).
New Statesman &Society, 6, 33–34. 26–31), however,

Benetton Group Essay
Benetton Group is a worldwide fashion brand, located in Treviso, Italy. The real name originates from the Benetton family who founded the business in
1965. Because the 1980s Benetton has launched various shock–advertising campaigns that contain whipped–up controversy and stimulated debate.
These group of stunning adverts have helped Benetton gain recognition and reputation and be a worldwide fashion large. Various messages and themes
have been found in these campaigns, but the key idea has always been focused on controversial social issues, that concern socially conscious
individuals at that time the business releases the campaigns. In the centre 1980s, world–renowned photographer Olivero Toscani designed for Benetton
the to begin his multiracial... Show more content on Helpwriting.net ...
The plan, in Sept 2012 that was launched, centers around a contest where unemployed teenagers can gain EUR5,000 to use a project which has a
positive effect on their community. It really is reinforced by posters depicting close–ups of (entirely attractive) teenagers, with captions like "Valentina,
30, non–lawyer from Italy." The competition was also recognized by some TV advertisements centered on the problem of lack of employment and an
comprehensive social media advertising. Benetton explained the way the campaign "presents an authentic family portrait of today's population by
positively tackling an up–to–date problem, that of youngsters non–employment and the actual conflict between decades, in order showing it in a fresh
light and create value for the huge human being capital of teenagers." The basic aims of advertising are to secure, develop, innovate and create adverts
to market a product. That is done by informing, persuading, and reminding customers of something. Advertising builds brand equity, the advertising
goals of Benetton aren't to market more but converse the company's beliefs. Benetton targets politics and cultural issues. Benetton centered on
undertaking corporate

Inditex International Expansion
How Inditex became global: from local to global
Established in 1975 in A CoruГ±a (North – Eastern Spain) by Amancio Ortega, Inditex has grown rapidly to become one of the largest fashion
retailers in the whole world competing with the American Gap and the Swedish Hennes & Maurizt (H&M). "In addition to Zara, the largest of its retail
chains, Inditex has another seven commercial formats: Bershka, Stradivarius, Massimo Dutti, Oysho, Pull and Bear, Skhuaban and Zara Home (all of
the targeting different age and disposable income segments). The group also includes more than a hundred companies associated with different textile,
manufacturer, infrastructure and distribution businesses" (Inditex 2006 p.2). Inditex is listed since 23 May 2001 ... Show more content on
Helpwriting.net ...
Both competitors couldnВґt grow together in such a competitive market, hence it would have affected to BenettonВґs market share. Besides, no suitable
premises (more than 1500 square meters) were found (Blanco and Salgado 2004). Amancio Ortega decided to pull back and wait for the precise
moment. That happened in 2001, when Zara opened its first store in the main fashion district of Milan as a result of a venture with the local firm
Gruppo Percassi. However, Inditex decided to hold 51% ownership stake with the objective of buying the whole stake in a future as they have done
with the Japanese partner Bigi (Blanco and Salgado 2004). Other remarkable venture Inditex has developed has been with the German retailer Otto
Versand to expand in northern Europe and specially Germany and overseas, Reitman's has been the partner company to enter the Canadian market. The
reason being for these ventures is that Inditex needed to succeed local partnerВґs knowledge of the host countryВґs competitive conditions as well as
culture, knowhow and relations with the government (Hill 2007). However, there are always major disadvantages such as the Benetton venture that led
to conflicts and battles for the control between both firms. Moreover, Inditex risks giving control of its technology to its partner.
Franchising has been the ultimate strategy to enter into markets which did not present

Benetton Brouhaha
Marketing 601 Assignment 1 Benetton Brouhaha Benetton Brouhaha Is Benetton's approach to advertising as depicted in "Benetton Brouhaha" more
strategic or structural in nature? The purpose of this paper is to practice critical thinking by applying elements of reasoning to the article "Benetton
Brouhaha". The question I will answer: "Is Benetton's approach to advertising as depicted in the article more strategic or structural in nature?" I will
approach this question by applying critical thinking concepts with an eye to the established Elements of Reasoning as they apply to the case. I will
analyze the "Benetton Brouhaha" by looking at concepts, theories, definitions, axioms, laws, principles, and models; specifically by applying... Show
To put it in another way; as society expects more from corporations, the activities from the frontier quadrant, those that companies do to be socially
responsible above and beyond what they are required to do, shift to the lower foundation quadrant and become norms and laws. It's important to note
that activities in the instrumental–civil foundation add to shareholder and stakeholder value. Frontier Quadrants–Intrinsic The top two quadrants of the
matrix are called the strategic and structural frontiers. Taken together they comprise the upper level and are called the frontier–intrinsic or voluntary
activities. Activities here are defined by Martin to be those that have a negative or not immediately apparent positive effect on shareholder value. He
goes on to say that activities in the strategic quadrant may increase shareholder value and become instrumental (move to the choice quadrant of the
foundation) by generating positive reactions from customers, employees, or legal authorities. It's important to understand that actions in the upper–left
strategic quadrant are by choice of corporation management as part of profit–making strategy. Over time, these socially responsible activities can move
to the civil foundation as other companies imitate the actions and as customers come to expect the behavior as it becomes the norm. It's important to

The Fashion ConsumerвЂ™s Attitude Towards the...
DISSERTATION PROJECT
The Fashion Consumer's attitude towards the fashion/lifestyle brands adopting CSR as a part of their business strategy
Author: Anjali Saini
Fashion Marketing (2009–11)
PEARL ACADEMY OF FASHION
AIM OF THE PROJECT
After all the harm that man has done to the planet Earth, the time has come for mankind to protect himself and the planet from further destruction and
to save the planet. To solve this purpose, there is much talk about Corporate Social Responsibility (CSR) today. As Indian apparel/fashion and retail
industry is one of the major sectors that contribute to the GDP, it has become their job to work for the society and give back what they have taken
from the people and the planet. ... Show more content on Helpwriting.net ...
Thus, this project studies the requirement of CSR in fashion/lifestyle industry and its effects on the Indian fashion consumers. Most of the consumers
today are concerned about the environmental issues but is it possible for these customers to be fashionable and environment friendly at the same time?
Research Methodology
Behavior of different class of customers has been studied. The survey was done with the help of questionnaires and semi–structured interviews with the
customers of Fabindia, Body Shop, Nike, Benetton and Marks & Spencer. For collection of secondary data, various books, journals, papers and
articles were referred.
Findings
The research showed that, CSR of fashion brands mostly affect higher income group of customers who are educated, working and concerned to
environment and society but not necessarily. All the customers of brands are concerned towards the society but there is a lot of difference in being
concerned and having positive response to green apparels/products in fashion consumers. Customers tend to buy other products related to CSR but not

the fashion products. Their attitude changed when they got to know about the CSR activities of their preferred brands but there is no change in their
buying behavior of the fashion products as compared to other products.
Recommendations
For these results, it is recommended, CSR should be adopted by all fashion/lifestyle brands, whether as core business value

United Colors Of Benetton Advertising Analysis
1.12 Prominent companies using Shock advertising
United Colors of Benetton:
United Colors of Benetton is one of the world's biggest brands focussing not just on the clothing industry but also sells other kinds of merchandise
such as luggage, accessories and perfumes. Their first store opened in Italy in 1968. The Group soon transformed into a global company with around
6500 stores across 120 in the world. The brand name and slogan of the company –'All the Colors of the World' is also a strong statement which
signifies their motivation to unite different races and signify global racial unity. This has been one of their most important philosophies which they
have stood by through all their campaigns.
United Colors of Benetton have been most renowned for their controversial advertising campaigns. It was like they almost set the stage for shock
advertising which was slowly followed by many others. Over the years they have effectively marketed their clothes across various racial, cultural, and
religious boundaries. The brand has almost become synonymous with 'shockvertising'. ... Show more content on Helpwriting.net ...
In a way, Benetton tries to challenge reality to its extreme. The brand's campaigns have aroused several ethical concerns since many claim that
they've gone overboard with their campaigns. The brand was the brains behind the concept of shock advertising. Olivero Toscani of United Colors of
Benetton was the brains behind this idea because he believed that it was high time for viewers to see the reality and not just the painted images of
reality. His opinion was that it is essential to show viewers images that may even be shocking so that they become aware of the happenings in the

Benetton Advertising Strategy Analysis
In 2011 fashion powerhouse United Colours of Benetton (Benetton) launched a worldwide campaign, in an attempt to tackle the cultural hatreds that
has permeated the globe. Under the name UnHate; Benetton embarked on an advertising strategy that would later prove to create un–paralelled
discourses that would ripple through continents from the White House in USA to The Vatican in Italy. The campaigns' impact across the globe
centered largely on it's choice of unconventional advertising methods; utilizing often controversial imagery, which lead to consumer and industry
reactions bordering 'uproar' around the Ponzano Veneto Company. Benetton then, and now continues to argue that "hatred comes in many forms" and
views fashion as a global medium,... Show more content on Helpwriting.net ...
The Group has a consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work: these values are
reflected in the the strong, dynamic personality of the brands United Colors of Benetton and Sisley. Communication Benetton's 'universal
communication has accompanied the Group's global expansion. In comparison to Benettons competitors who's marketing strategies generally advocate
adapting their advertising to suit different areas when exporting; , Benetton, on the contrary adopts a single, universal message that can be understood
by all consumers in the face of the numerous differences and diversities that exist in consumers across the globe Social Commitment One of the
cornerstones of Bennetons vision is to ensure economic growth is sustained along with certain key overiding influences, such as social commitment,
competitiveness, care for the environment, business and ethics. The people – their moral values, daily input and desire to look to the future and be the
best – are central to every plan the Group makes and action it

Benetton Family
Company History: Benetton Group S.p.A.
Company Perspectives:
Today the Benetton Group is present in 120 countries around the world. Its core business is clothing: a group with a strong Italian character whose
style, design expertise and passion are clearly seen in the United Colors of Benetton and the more fashion–oriented Sisley brands, and in sportswear
brands Playlife and Killer Loop. The Group produces over 110 million garments every year, over 90% in Europe.
Key Dates:
1955: Giuliana and Luciano Benetton buy their first knitting machine and begin selling Giuliana's woolen sweaters.
1965: The Benetton family forms a partnership, Maglificio di Ponzano Veneto dei Fratelli Benetton.
1972: The company introduces a new ... Show more content on Helpwriting.net ...
Production at the company was also unique. In 1972 Luciano introduced a time– and money–saving production technique. By dyeing assembled
garments made of unbleached wool rather than batches of yarn before knitting, manufacturing time was trimmed and Benetton could produce garments
upon demand, which minimized the need to maintain an extensive inventory.
To produce many sweaters at reduced cost and financial risk, Benetton took advantage of an old Italian cottage industry. Benetton farmed out
labor–intensive production––knitting and sewing––to small, family–owned companies (many owned in whole, or part, by Benetton management)
throughout northeast Italy. Employing advanced technology, these companies allowed Benetton to manufacture in response to increased market
demand both domestically and abroad with reduced financial risk. About 80 percent of production was farmed out to 450 subcontractors who
employed about 20,000 workers in the Veneto region. The remaining 20 percent of value–added, capital–intensive production––quality control and
cutting and dyeing––was performed in house. By 1983 Benetton payments for contract work equaled nearly six times the labor expense for work
performed in its factories, according to the Harvard School of Business.
Benetton's early success is attributable as much to Luciano's genius, as to the Italian and local business

Zara Internationalization Analysis
ZARA–Internationalization Analysis When it comes to internationalization strategies, ZARA is the perfect case to look at. By putting in practice a
set of different strategies, ZARA has accomplished great positioning worldwide and is one of the most recognized brands in the apparel market.
Listed below are the main internationalization strategies ZARA has used to become one of the leading clothing brands in the world. Operating Filial
When ZARA first started opening stores outside of Spain, at the end of the 1980's and beginning of the 1990's, they looked for markets that resembled
the Spanish market, had a minimum level of economic development and would be relatively easy to enter. The entry into the market would be decided
by a... Show more content on Helpwriting.net ...
The marketing mix that emerged there was applied to other stores in the country as well. Pricing was also part of this market based mix. However if
a decision was taken to enter a particular market, customers effectively bore the extra cost of supplying it from Spain. ZARA had historically market
local currency for all the countries in which it operated on each garments price tag. The higher prices outside did imply a somewhat different
positioning for ZARA overseas, particularly in emerging markets. For example in Spain about 80% of the citizens can afford ZARA. It's different in
Latin–American countries like Mexico for cultural and economic reasons because the average income in Mexico is $3000 compared to $14000 in
Spain. The Mexican people who buy in ZARAare the upper class and the middle class, which is the class that knows fashion that is accustomed to
buying in Europe, or in the United states. In Mexico ZARA's are targeting 14 million inhabitants compared to 35–36 million in Spain, but 14 million is
more than enough to put in a network of stores there. Differences in positioning also affected the stores which products were sold and ZARA's overall
image. For example in South America, ZARA's products had to present a high–end rather than a mid–market image and it was emphasized that they
were "made in Europe". However, the image

A Message Without Words Essay
Select one (1) of the picture ads from the Benetton advertisement images document, located in the online course shell. Assume you are the project
lead at Benetton. You and your team are tasked with revitalizing a social conscious campaign to address a world issue Benetton wants to draw
attention to. Craft a message for this image and its appeal to the public on behalf of Benetton. The message selected for revitalizing a social conscious
campaign to address a world issue that Benetton wants to draw attention to is, adoption and racial tolerance. Benetton wants people to realize that
many children go without a real home or parents to love them and never get a real chance at childhood. They may have to live in orphanages, group
homes or... Show more content on Helpwriting.net ...
For these reasons, Benetton has decided to support this cause and use their bold, controversial ad campaign and social media network tools, to draw
attention to such a worthy cause. Benetton also likes to stir controversy and believes that through this campaign they can address that adoption should
be colorblind. This is the reason for this particular image to be
used. It is strong and quite an attention getter.
We want to use marketing techniques to reach single, young men and women, as well as, couples. The marketing campaign will need to work well
and be effective enough to reach singles and couples, who want a baby and are unable to have one or want to add to their existing families. Because
this campaign is for a nonprofit, instead of selling a product, we will be trying to get people to take action. We must translate the concepts of for–profit
marketing for financial reward to nonprofit marketing or "social marketing". "Social marketing is defined as using marketing concepts and techniques
to achieve specific behavioral goals for social good" (Miller, 2010).
This researcher believes that a marketing plan really is a set of questions that once answered reveal the actual integrated marketing communications
package. The marketing plan is a made up of topics and then the questions to address each topic. The elements of our marketing plan are as follows:
1. Marketing Goals – in this phase we define what we need to do or want to

Benetton
Benetton – History and Present Structure
When Luciano and Giuliana Benetton, both grown up under the harsh conditions of war and post war Italy, founded Benetton group in 1965, they
probably did never dream that one day their company would among the most famous in the fashion industry. Yet, 34 years later, Benetton is present in
120 countries and Edizione Holding, the holding company of the family is now making a yearly turnover of XXX billion Lira[1]. Not at least due to
their controversial advertising campaigns which sparked strong reactions around the world, from outright ban to art awards, Benetton has become
known worldwide.
After the opening their first store in 1968 with a surface ... Show more content on Helpwriting.net ...
In 1992, these activities were bundled in a separate division, called Benetton Sportssystem. The production of sports equipment was supplemented by
the production of sports wear, the aim being to provide the customer with both the equipment and the clothing, thus realizing synergies from the
existing textile manufacturing facilities[5]. Benetton Sportssystem is the fastest growing division of Benetton group and it already represent 21,3% of
turnover[6]. With 55% of its sales realised in North America, it is also much less focused on Europe[7].
While Benetton Sportssystem was still in connection with its original business, in the 1990s Benetton diversified into areas which were rather far from
it, like retailing or the restaurant business. The acquisition of shares in Autogrill, world leader in catering services for travelers, and GS Gruppo, leader
in the Italian food distribution sector, left the Benetton family with 700 supermarkets, 21 hypermarkets and over 650 restaurants, producing a combined
turnover of more than 13,000 billion Lira (more than three times the turnover of the actual Benetton group)[8]. Reasons for this diversification into
areas remote from their core business might be found in the wish to take advantage of the privatization of national industries presently in progress in
Italy and to profit from the

Reconciling Ethics in the Global Market
Reconciling Ethics in the Global Market
Values, morals, and ethics are three interrelated concepts that influence the decisions in our personal lives. Values are usually acquired throughout
childhood, based on experiences and influenced by many sources including parents, teachers, media, religious affiliations and many other factors.
Morals are developed throughout a person's life, as he or she acquires personal beliefs of right and wrong, (Walker, 2001). Ethics are standards of
conduct that indicate how individuals ought to behave when faced with difficult situations. These standards are based primarily on values and
principles about what is right or wrong. Secondary factors can also affect ethical behavior, and these include differences ... Show more content on
Helpwriting.net ...
Add campaigns for example, if not tailored correctly for their marketing recipients can result in controversy, as was the case of United Colors of
Benetton when in 2000 released an ad featuring pictures and interviews with death row inmates. The campaign was criticized for being sick, cynical
and for glamorizing murderers, despite Benetton's claims that it was an "innovative mode of corporate communication." (Taylor, 2000)
Sometimes product localization is not enough to break into the foreign markets because their cultural differences or ethical values are so marked that
the regular product would not be acceptable. A company needs to be prepared to introduce new and radical products that cater and adjust to the local
culture. Conducting market research analysis before embarking in business in a new area is one way to know and understand the needs of the potential
customers. A successful international business must respect the cultural, religious, and other beliefs of other countries when deciding on new product
lines.
An example of a successful approach to introducing new product lines to cater and adjust to different cultures is McDonalds. The company did
research in China and changed their product lines to offer less menu selections and new teriyaki flavored menu items. In Saudi Arabia, McDonalds
closes five times a day for Muslim prayers and does not server pork. In India McDonald's has radically modified

The United Colours Of Benetton
The definition of a brand has evolved over the years, giving it a variety of meanings. Williams (2000) defines it as 'a combination of names,
slogans, logos, product design, packaging, advertising and marketing that together give particular products or services a physical, recognisable form'.
Another definition describes a brand as 'a form of 'crystallised knowledge' (Arvidsson 2005 p. 7). Brands can also use as a strategy to differentiate
themselves from competitors, to potentially encourage the consumer to recognise and purchase their goods. Hart and Murphy (1998) points out that
'people have used brands and marks to distinguish products since the earliest times, dating back to 2000 BC'. According to research owners of cattle,
slaves, timber and crockery would burn or brand they produce using markings or symbols, using a hot rod iron. The term branding originates from the
Old Norse "Brand", which means to burn (Kurtuldu, 2008).
The United Colours of Benetton is clothing company, especially known in the 1980s for its flamboyant advertising campaigns which communicated
social issues of the time. In the earlier years, Benetton used standard forms of traditional advertising. However, in 1983 Benetton collaborated with
creative director Olivier Toscani who would transform the brand's image forever. Their advertisements have proven to shock and mentally stimulate the
viewer; as well as develop public consciousness.
Being a particularly conventional clothing company Benetton

Marketing and Ethics (United Colors of Benetton) Essay
Often regarded as a leader in the multinational marketing industry, United Colors of Benetton continues to face the challenge of effectively marketing
clothes across racial, cultural, and religious borders. Renowned for using social issued–themed pictures to promote its brand, Benetton has strayed from
traditional marketing techniques to provide customers with an idea of the many issues that plaque societies from continent to continent. This unique
approach has been met with extreme emotions, and people have both praised and damned the Benetton advertisements. Although the advertisements
often are considered controversial, photographs that feature such images as human suffering and sexual organs continue to ... Show more content on
Helpwriting.net ...
Maintaining Luciano Benetton's ability to transform "sweaters into messages, shirts into signs, and jeans into signifiers," the company sought out an
artist, not an advertiser who respected the rules of traditional marketing . Benetton hired Oliviero Toscani, a photographer who has earned recognition
from his edgy photography style. Toscani chose to use print and poster as his media, a very unusual advertising decision for a clothing company. In
addition, because television advertisements historically have cost retailers up to 62% of their advertising budgets, Benetton initially refused to
promote itself on television. They later agreed to do so only on specific networks outside of Italy, such as MTV in the U.S.2
At the heart of Toscani's basic advertising and marketing strategy was what he often referred to as a "communications strategy" based on the
diversity–focused slogan integrated into the United Colors of Benetton Campaigns. With this theme of unification, Toscani chose to transform
advertising into "news," paying close attention to current events.2 Because Benetton's clothes were sold around the world, the expenses incurred to
tailor campaigns to specific national markets would have been enormous. To reduce these high costs, Toscani attempted to bring the world's markets
together by using a single advertisement that would appeal to many cultures, races,

Arbitrage Factor Costs
1. Define arbitrage factor costs Arbitrage factor costs are costs that an MNE suffers when the company cannot resolve the issues without arbitration.
These costs factors can injure a company in various ways, from time and funds to the loss of competitive advantages. 2. "Today's challenge is to build
transnational organizations that can sense an emerging consumer trend in one country, link it to a new technology or capability it has in another,
develop a creative new product or service in a third, then diffuse that innovation rapidly around the world". With this in mind, identify a company who
has demonstrated this ability including a brief description of each step they took. Benetton is a perfect example of a company that was able to... Show
Zara, is using the best from both and using the knowledge to its advantage. Zara is being locally responsive by making communication from
customers all the way up to designers and production managers as easy and quickly as possible. This allows for market needs and opportunities to be
identified quickly and produced centrally. By keeping information central they use the knowledge of being locally responsive to develop ideas at the
center and disperse them as needed. 6. Define the center–for–global process. In the center–for–global process, companies risk market sensitivity for
efficiency; therefore, companies learned to develop three capabilities for the central–to–global process to work: I.Incorporate Inputs of subsidiaries into
centralized activities a.In order for a global company to be more locally responsive, it must allow for local managers of subsidiaries to have more input
in central activities. II.Ensuring that all functional tasks are linked to market needs a.Develop systems through which value adding functions like
marketing, R&D, and production can be integrated with the different foreign subsidiaries. This will allow for central activities to be "regulated and
directed" towards market needs. III.Integrating value chain functions by the transfer of responsibilities a.The transfer responsibilities from one value
adding function to the next will ensure that there is an integration of knowledge. This integration

Gender Roles
For decades' women have been fighting for their equal rights in every aspect of their life. It refers to a lot of ideas, methodologies which focus
towards support for all kind of gender and sex equality for women. In the past women have been criticized in every field of work just for their
gender, but the time is changing now and people are changing with it. Women wants their half of what they deserve, they have been overpowered for
far too long now. There is no denial to that women are still struggling to takes their place as equals in the society and this world is not going to be a
better place until women and men are treated as equal. United Color of Benetton posted a one–minute short ad just before International Women's...
Show more content on Helpwriting.net ...
It is belief that in Indian wedding groom is supposed to carry a sword with him, the reason behind this ritual is that men were considered the provider
of the house, he was considered as the protector of the family and the key word which is perfectly suited for this portrayal is gender roles which means
the roles and behaviors considered culturally appropriate for women and men. This belief of sword carried by only groom was completely
contradicted in this video when both bride and groom were holding swords in their hand portraying that both are the protectors of the family and both
should treat each other equally for a successful marriage. Another thing that caught my attention from the video is that there was a couple eating in a
restaurant and after their meal when the waiter brought the bill he went straight to the guy and expected him to pay, because there has always been
this belief that men pays whenever they go out on a date just because they are men this a perfect example of sexism. In the video she is the one who
pays her half as the voiceover says "Our half of the give". By this interpretation they want to convey the message that women are independent,
self–reliant and can take care of themselves. Another key word that relates to this video is comparable worth which means a method of evaluating jobs
that are

Fast Fashion In The 19th Century
Over the past decades the textile industry has changed immensely. Throughout the early 19th century fashion was the one thing that determined the
worthiness of someone and how much money they earned. The rich wore top hats and the poor wore tatted clothing that hardly fit. Since then, the
textile industry has become more knowledgeable about the environmental issues as well as more ethical and sustainable ways to produce clothing. The
term 'Fast fashion' was developed in the U.S in the 1980's however, it wasn't called fast fashion it was called 'quick response' then the term 'fast fashion'
came about in the late 1990s and the first part of the 21st century. This term my class and I have been assigned an assignment about fast fashion. I have
... Show more content on Helpwriting.net ...
"No"
"Yeah I guess everyone is in a way"
"Yes– brands like SES, Avocado."
"Yes. Everyone is."
"Yes"
"In some instances, just because I dislike having to pay a lot my clothes, however, I like the designer labels too, e.g. Doc Martens"
"Yes, if you have ever bought anything from target you are."
When I asked if the teens would still go and buy clothing if they knew it was from a sweat shop 63% said "No" however, 27% said yes and as one
anonymous teen stated
"If people no longer brought the clothes the makers would not get any money and therefore the wage would be even lower because they would have
less to pay with"
Which is true to an extent but the question still remains, what really is an ethical way for clothing to be made? Who puts the line between
unethicality and ethicality ? What is the minimum wage that a seamstress should be paid? Safia Minney is founder and CEO of Fair Trade and
sustainable fashion label People Tree. Safia has turned a lifelong interest in environment, trade and social justice issues into an award winning social
business. Safia shared he beliefs of an unethical

Case Study On Sisley
MESSAGES IN SISLEY'S ADVERTISEMENT– THE STUDY OF SCIENCE AND SEMIOTICS.
Submitted to
Management Development Institute of Singapore
In conjunction with
University of Sunderland
In partial fulfilment of the requirement for the award of
Bachelor of Arts (Honours) in Media, Culture and Communication (Top–Up)
Supervised by: Mr. Fuadi Rahmat
For: Professor Julia Knight
Name: Samuel Shane Singh Dhillon
Class No: BCCE51704A
NRIC/Student Pass: S7936648Z
Date: 8th September 2017
CONTENTS
IntroductionPage 3
Case Study on Sisley's Print Advertisement Page 3
Semiotics and Signs in AdvertisingPage 3
Critical Discourse AnalysisPage 6

Conclusion Page 6
BibliographyPage 8
AnnexesPage ... Show more content on Helpwriting.net ...
Saussure saw a sense of purpose that comes when there is an association or relationship between the forms of a Marker with an idea. Whereby a
Marker is a meaningful sound or graffiti that is a mental picture or concept. Semiotics creates a meaning which the object, not only contains the
complex information, but also carries emotional impact for the audience. Human senses will catch the signal and then pull the impression to the brain,
which leads to a conclusion of subjective meanings, depending on the perspective of each audience (Desamba 2011). Semiotics is an investigation into
how meaning is created and how meaning is communicated. Its origins lie in the academic study of how signs and symbols, both visual and linguistic,
create meaning (Signsalad n.d.). Our actions and thoughts, or what we do automatically, are often governed by a complex set of cultural messages and
conventions, dependent on our ability to interpret them instinctively and instantly. For instance, when we see the different colours of a traffic light, we
automatically know how to react to them. We know this without even thinking about it. But this is sign which has been established by cultural
convention over a long period of time and which we learn as children, requiring a great deal of unconscious cultural knowledge to understand its
meaning. Everyone is a Semiotician,

Fashion Junkies Essay
Alycia Griffin
Professor Michael Bedsole
English 101
16 September 2012
Fashion Junkie
Every company wants to have fresh ideas for their ad campaigns, to draw in their audience. Sisley attempted to draw the consumer in using an
advertisement that depicted two women participating in illicit behaviors. The advertisement may have been considered humorous, had it not been so
vulgar. Sisley's attempt at reeling the consumer in resulted in an effect that definitely caught the eyes of their targeted audience, but not in a way that
could be considered positive. Is fashion, an addictive and destructive vice, destroying its intended and targeted audience; the consumer? In 2007, the
fashion line, Sisley, whose parent company is United Colors of ... Show more content on Helpwriting.net ...
For some people fashion actually is an addiction. Some people lose all their money in an effort to stay up to date with the latest trends. This is where
the cocaine laced Chase Bank credit card comes in. Most people are aware of the phrase "Get it on credit." Sisley stressed the point that even if you
don't have money in your own possession, their product is so spectacular that it is worth maxing out your credit cards. The fact that cocaine is known
as the "rich kid drug" further supports Sisley's effort at trying to make it seem like their clothes are addictive. Furthermore, the fact that cocaine is
known as the "rich kid drug" might even give the consumer an idea that the product is expensive. They even went so far as to use the credit card to cut
the lines of cocaine, which also correlates the drug culture and fashion industry.
This is a fashion advertisement, but Sisley fell short in their effort to sell their actual clothing line. There's a dark nature of the advertisement which
overpowers the clothing. At first glance, you notice nothing of what they have on. You might notice what the girl on the left is wearing simply
because she has a nipple slipping out of her dress and doesn't seem to care whether it noticeable or not. If you actually took a decent look at what the
two ladies were wearing, you could see that their outfits were actually very tasteful and well put together. Most garments considered high fashion that
are seen on runways are fashionable, but in

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