The document provides information about Benetton Group and its operations in India. Some key points:
- Benetton is an Italian clothing company operating in over 120 countries with over 6000 stores worldwide. In India, it has over 400 employees and 130 retail stores.
- The company produces clothing under several brands like United Colors of Benetton, Sisley, Playlife and Killer Loop. It focuses on quality, style and passion in its products.
- In India, Benetton follows strategies like visual merchandising, theme-based purchasing, retail marketing initiatives and training programs to engage customers and employees.
- The company aims to create a sense of belonging for employees through various celebration,
Luciano Benetton, founder of Benetton, believes advertising should communicate a company's values rather than solely sell products. Benetton's ads pursue social and humanitarian themes like racial integration and AIDS awareness. The United Colors of Benetton logo emphasizes its uniqueness through a stylized knot and wordmark. Benetton has over 6,000 stores worldwide producing 130 million garments annually with a focus on quality apparel in its brands like United Colors of Benetton and Sisley. In India, Benetton has grown at an average annual rate of 56% since 2004 and has the largest store network of any fashion brand across 52 cities.
This document provides an overview and analysis of the brand identity of United Colors of Benetton (UCB). It discusses the company's history and founding in Italy in 1965. It also examines elements of UCB's brand identity like its name, logo, and slogan. Additionally, it analyzes UCB's brand personality and positioning through its use of controversial advertising campaigns featuring social and political issues. While these campaigns generated controversy, they also strengthened UCB's brand image as unconventional and aligned with progressive causes. However, this strategy may not be effective in more conservative markets. Overall, the document performs a comprehensive examination of how UCB has built and communicated its brand identity over time.
United colors of Benetton case study on communications.Nivedita Godbole
This document provides an overview and analysis of Benetton's business communications and advertising strategy. It discusses Benetton's background as a global brand focused on social issues and cultural diversity. The advertising philosophy aims to stimulate discussion through controversial campaigns. The target market is upper middle class, trendy individuals aged 20-29. Media used includes magazines, billboards, and social media to reach a global audience. Print is used for its long lifespan and universal impact. Billboards inform those without internet access. Social media builds the brand image. Benetton's colorful logo and palette aim to represent independence, friendliness and simplicity.
United Colors of Benetton is a large European clothing manufacturer known for its colorful apparel. It was established in 1965 in Italy and has since expanded to over 120 countries. The brand sells clothing, accessories, footwear and fragrances. It uses a portfolio approach with its main brand being United Colors of Benetton and sub-brands including Sisley, Playlife, and Undercolors. The brand is known for its provocative advertising campaigns and social causes around anti-discrimination and micro-credit.
How United Colors of Bennetton conducts its social responsibilty by using shocking images in its advertising campiagns, which is appraisable but is subjected to criticism at the same time.
Undercolors of Benetton is a brand extension of Benetton that features underwear, beachwear, sleepwear, and accessories. It offers a wide selection of basic colors along with the latest fashion trends each season. Benetton understands branding and advertising well, using shocking campaigns with social and political messages to promote its colorful, casual style. Undercolors aims to increase Benetton's market share in the underwear category by opening its own stores and keeping collections fresh through seasonal updates.
Luciano Benetton, founder of Benetton, believes advertising should communicate a company's values rather than solely sell products. Benetton's ads pursue social and humanitarian themes like racial integration and AIDS awareness. The United Colors of Benetton logo emphasizes its uniqueness through a stylized knot and wordmark. Benetton has over 6,000 stores worldwide producing 130 million garments annually with a focus on quality apparel in its brands like United Colors of Benetton and Sisley. In India, Benetton has grown at an average annual rate of 56% since 2004 and has the largest store network of any fashion brand across 52 cities.
This document provides an overview and analysis of the brand identity of United Colors of Benetton (UCB). It discusses the company's history and founding in Italy in 1965. It also examines elements of UCB's brand identity like its name, logo, and slogan. Additionally, it analyzes UCB's brand personality and positioning through its use of controversial advertising campaigns featuring social and political issues. While these campaigns generated controversy, they also strengthened UCB's brand image as unconventional and aligned with progressive causes. However, this strategy may not be effective in more conservative markets. Overall, the document performs a comprehensive examination of how UCB has built and communicated its brand identity over time.
United colors of Benetton case study on communications.Nivedita Godbole
This document provides an overview and analysis of Benetton's business communications and advertising strategy. It discusses Benetton's background as a global brand focused on social issues and cultural diversity. The advertising philosophy aims to stimulate discussion through controversial campaigns. The target market is upper middle class, trendy individuals aged 20-29. Media used includes magazines, billboards, and social media to reach a global audience. Print is used for its long lifespan and universal impact. Billboards inform those without internet access. Social media builds the brand image. Benetton's colorful logo and palette aim to represent independence, friendliness and simplicity.
United Colors of Benetton is a large European clothing manufacturer known for its colorful apparel. It was established in 1965 in Italy and has since expanded to over 120 countries. The brand sells clothing, accessories, footwear and fragrances. It uses a portfolio approach with its main brand being United Colors of Benetton and sub-brands including Sisley, Playlife, and Undercolors. The brand is known for its provocative advertising campaigns and social causes around anti-discrimination and micro-credit.
How United Colors of Bennetton conducts its social responsibilty by using shocking images in its advertising campiagns, which is appraisable but is subjected to criticism at the same time.
Undercolors of Benetton is a brand extension of Benetton that features underwear, beachwear, sleepwear, and accessories. It offers a wide selection of basic colors along with the latest fashion trends each season. Benetton understands branding and advertising well, using shocking campaigns with social and political messages to promote its colorful, casual style. Undercolors aims to increase Benetton's market share in the underwear category by opening its own stores and keeping collections fresh through seasonal updates.
This document provides an analysis of the United Colors of Benetton clothing brand. It discusses the company's history and founding in Italy in 1965. Key events in Benetton's expansion are noted such as opening international stores in the 1960s-1980s and sponsoring Formula One racing. The document focuses on Benetton's unique institutional ad campaigns created under Olivero Toscani that featured controversial images addressing social issues like racism, AIDS, and refugees. While generating debate, these ads brought attention to important topics but also faced criticism. The strengths, weaknesses, and effects of Benetton's shock advertising approach are examined.
The document outlines a new brand campaign for fashion retailer Benetton Group. It introduces the agency team working on the campaign and provides background on Benetton's history, clients, and competitive advantages. It then analyzes Benetton's challenges in the UK market and identifies an insight around "new families" being underrepresented. The strategic approach is to create a brand identification between Benetton and new families. The creative concept shows various new family configurations modeling Benetton clothes with the tagline "United Love, United Clothes." A multi-channel media plan is proposed across TV, print, outdoor, digital and PR.
Nivea is a global skin- and body-care brand owned by German company Beiersdorf. It started in 1911 and now presents 14 product categories in 150 countries. Nivea has market leadership in skin cream, body lotion, facial cleaning, and facial skin care categories in many countries. Beiersdorf extended the Nivea brand to different product categories to increase market share, fulfill customer needs, achieve worldwide uniform appearance, and reduce costs. While umbrella branding provides brand strength and awareness, it also risks diluting the core brand and negatively impacting sales if sub-brands fail.
1) Nivea is a global skin care and body care brand owned by German company Beiersdorf that was started in 1911.
2) It has grown to become the largest skincare brand in the world through expanding its product lines, maintaining quality, and adapting to local cultures globally.
3) Moving forward, Nivea will focus on strengthening its brands, innovating, expanding in emerging markets like China and India, and acquiring other skin and beauty care brands.
Nivea was established in 1882 by Paul C. Biersdorf as a medical plaster brand, and was named "Nivea" in 1911 to mean snow in Latin. It has since grown into a global skin care brand owned by Beiersdorf, present in over 150 countries with 15% of the global skin care market in 1990. Nivea adopted an umbrella branding strategy, extending its product categories and brand globally to increase brand equity and tap new consumers, though this posed risks of brand dilution if not managed well. The brand's marketing emphasizes mass advertising and appeals to the upper strata through a personality of trust and love while always keeping the brand young and linked to its consumer base.
The document analyzes key challenges facing United Colors of Benetton (UCB) including the collapse of boundaries from globalization, rising customer expectations, and the speed of change. It discusses UCB's major competitors like Zara, Gap, and H&M. While UCB has a wide global presence in 120 countries, competitors have adopted UCB's 1980s style and can translate trends to stores faster. UCB also relies heavily on franchises rather than owning stores directly. The economic outlook remains tough, particularly in Europe which is important for UCB's business.
Uniqlo is a major Japanese clothing retailer looking to increase sales, awareness, and engagement in Thailand. They developed a multi-pronged digital marketing campaign called "Unistore" featuring an online store (Unistore), a virtual waiting line game (Uniqueue), partnerships on social media platforms like Line, and a daily outfit planning mobile app (Uniday). The goals are to drive more people to the online store, increase social sharing and buzz, and ultimately grow transactions both online and in physical stores. A variety of paid, owned, and earned media will be used over several months to launch and promote the various initiatives.
Nivea Marketing Plan for MBA (vinod bobade)Vinod Bobade
The document summarizes Nivea Visage's Career Enhancement Program for 2016. It lists the group members and provides an overview of Nivea Visage as a skin care brand owned by Beiersdorf. It discusses Nivea Visage's products, segmentation targeting younger consumers, and marketing strategies including pricing, placement, and promotional activities like product sampling and social media marketing. The document also includes a SWOT analysis and recommendations to help Nivea Visage adapt to emerging markets while maintaining its brand image.
Uniqlo uses a direct marketing approach, selling products exclusively through its own retail stores and online store. It focuses on basic apparel like shirts, pants, and outerwear made from high-quality materials. Uniqlo promotes through digital advertising, sales promotions, and public relations campaigns. It prices competitively based on similar products from rivals like Zara, H&M, and Gap. Overall Uniqlo aims to appeal to a wide customer base with affordable, high-performance casual clothing.
(1) Nivea was established in 1882 in Germany as a manufacturer of medical plasters and introduced its first skin care cream in 1911. (2) As the market leader, Nivea sets prices that competitors will follow or undercut. (3) Nivea gathers consumer feedback directly, through research companies, and by testing products with consumers to implement market research into its products.
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
This powerpoint presentation contains a detailed case study of Nivea brand which is mentioned in chapter 13- Setting Product Strategy, Page-426-427 of Philip Kotler's book on Marketing Management.
- Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany in 1890 which originally focused on adhesives before expanding into lotions.
- Nivea produces over 500 skincare products across many sub-brands like Nivea Visage, Nivea Creme, and Nivea for Men targeted at different age groups and markets.
- Nivea emphasizes natural ingredients, recyclable packaging, and avoids animal testing with over 98% of ingredients in Nivea Creme being natural.
Nivea is one of the most recognized skin and beauty care brands worldwide. It was introduced in 1911 and is now available in over 200 countries. The document discusses Nivea's brand elements, marketing strategies known as the "Four P's", and its successful "Beauty is" campaign. It also presents a SWOT analysis and concludes with discussion questions about potential expansion opportunities and ethical considerations.
This document discusses Pampers' business in China from 1998 to the present. It summarizes Pampers' growth phases in China and identifies challenges it now faces with decreasing sales. It analyzes Chinese consumer preferences and the market potential for Pampers. It recommends that Pampers target the middle-high market with new high-quality products priced between local and Japanese brands. It also suggests promotion strategies focusing on education and celebrity endorsements.
Nivea's marketing strategy focused on product expansion and geographic expansion. They developed over 500 products to target all customer segments and age groups globally. Nivea also strengthened their brand image through their "Beauty is..." campaign promoted through above and below the line advertising. This campaign helped connect Nivea to consumers and better respond to their needs worldwide.
Nivea is a global skin care brand owned by German company Beiersdorf. Founded in 1882, Nivea focuses on product innovation and international expansion. It has a wide range of products for all ages and gender. Nivea applies strategies like point of difference, continuous innovation, and creating universal sub-brands. It uses various marketing techniques including direct mail, event sponsorships, and non-traditional approaches. The target market consists of middle-class consumers of all ages. Through brand extensions and celebrity endorsements, Nivea maintains its position as a leader in the facial care market globally.
The document discusses factors that influence luxury handbag brands and consumers. It notes that luxury brands must differentiate themselves through quality, craftsmanship, style, limited production, and marketing. Celebrities also play a large role in influencing fashion trends and purchase intent. The increase in new luxury consumers has allowed brands to expand their price ranges to attract different consumer segments while maintaining prestige. Future research on luxury handbags could evaluate marketing strategies, socioeconomic influences on purchase intent, and test hypotheses through surveys and focus groups to better understand how brands can appeal to consumers.
United Colors of Benetton (UCB) is an Italian clothing brand known for its unique branding and marketing strategies. Some key points:
- Founded in 1965 in Italy and now has a presence in over 120 countries with over 6,500 stores worldwide.
- Known for its unique and impactful advertising campaigns featuring controversial social issues.
- Measures of brand equity show UCB has high brand differentiation through its distinctive style and use of color but lower brand awareness compared to competitors like Pepe Jeans.
- Customer surveys found UCB is seen as an expensive but affordable brand with high perceived quality though some felt it lacked differentiation from other brands.
- UCB does not currently rank
This document provides a report on a proposed billboard advertisement for the United Colors of Benetton brand. It begins with an introduction to the brand and its history of provocative advertising campaigns. It then outlines the report contents and provides background on Benetton's core values, history, situation analysis including market research, competitors, and opportunities to improve its brand image. The report proposes developing a new billboard campaign with a different approach than past controversial ads to help boost the brand's awareness and sales.
This document provides an analysis of the United Colors of Benetton clothing brand. It discusses the company's history and founding in Italy in 1965. Key events in Benetton's expansion are noted such as opening international stores in the 1960s-1980s and sponsoring Formula One racing. The document focuses on Benetton's unique institutional ad campaigns created under Olivero Toscani that featured controversial images addressing social issues like racism, AIDS, and refugees. While generating debate, these ads brought attention to important topics but also faced criticism. The strengths, weaknesses, and effects of Benetton's shock advertising approach are examined.
The document outlines a new brand campaign for fashion retailer Benetton Group. It introduces the agency team working on the campaign and provides background on Benetton's history, clients, and competitive advantages. It then analyzes Benetton's challenges in the UK market and identifies an insight around "new families" being underrepresented. The strategic approach is to create a brand identification between Benetton and new families. The creative concept shows various new family configurations modeling Benetton clothes with the tagline "United Love, United Clothes." A multi-channel media plan is proposed across TV, print, outdoor, digital and PR.
Nivea is a global skin- and body-care brand owned by German company Beiersdorf. It started in 1911 and now presents 14 product categories in 150 countries. Nivea has market leadership in skin cream, body lotion, facial cleaning, and facial skin care categories in many countries. Beiersdorf extended the Nivea brand to different product categories to increase market share, fulfill customer needs, achieve worldwide uniform appearance, and reduce costs. While umbrella branding provides brand strength and awareness, it also risks diluting the core brand and negatively impacting sales if sub-brands fail.
1) Nivea is a global skin care and body care brand owned by German company Beiersdorf that was started in 1911.
2) It has grown to become the largest skincare brand in the world through expanding its product lines, maintaining quality, and adapting to local cultures globally.
3) Moving forward, Nivea will focus on strengthening its brands, innovating, expanding in emerging markets like China and India, and acquiring other skin and beauty care brands.
Nivea was established in 1882 by Paul C. Biersdorf as a medical plaster brand, and was named "Nivea" in 1911 to mean snow in Latin. It has since grown into a global skin care brand owned by Beiersdorf, present in over 150 countries with 15% of the global skin care market in 1990. Nivea adopted an umbrella branding strategy, extending its product categories and brand globally to increase brand equity and tap new consumers, though this posed risks of brand dilution if not managed well. The brand's marketing emphasizes mass advertising and appeals to the upper strata through a personality of trust and love while always keeping the brand young and linked to its consumer base.
The document analyzes key challenges facing United Colors of Benetton (UCB) including the collapse of boundaries from globalization, rising customer expectations, and the speed of change. It discusses UCB's major competitors like Zara, Gap, and H&M. While UCB has a wide global presence in 120 countries, competitors have adopted UCB's 1980s style and can translate trends to stores faster. UCB also relies heavily on franchises rather than owning stores directly. The economic outlook remains tough, particularly in Europe which is important for UCB's business.
Uniqlo is a major Japanese clothing retailer looking to increase sales, awareness, and engagement in Thailand. They developed a multi-pronged digital marketing campaign called "Unistore" featuring an online store (Unistore), a virtual waiting line game (Uniqueue), partnerships on social media platforms like Line, and a daily outfit planning mobile app (Uniday). The goals are to drive more people to the online store, increase social sharing and buzz, and ultimately grow transactions both online and in physical stores. A variety of paid, owned, and earned media will be used over several months to launch and promote the various initiatives.
Nivea Marketing Plan for MBA (vinod bobade)Vinod Bobade
The document summarizes Nivea Visage's Career Enhancement Program for 2016. It lists the group members and provides an overview of Nivea Visage as a skin care brand owned by Beiersdorf. It discusses Nivea Visage's products, segmentation targeting younger consumers, and marketing strategies including pricing, placement, and promotional activities like product sampling and social media marketing. The document also includes a SWOT analysis and recommendations to help Nivea Visage adapt to emerging markets while maintaining its brand image.
Uniqlo uses a direct marketing approach, selling products exclusively through its own retail stores and online store. It focuses on basic apparel like shirts, pants, and outerwear made from high-quality materials. Uniqlo promotes through digital advertising, sales promotions, and public relations campaigns. It prices competitively based on similar products from rivals like Zara, H&M, and Gap. Overall Uniqlo aims to appeal to a wide customer base with affordable, high-performance casual clothing.
(1) Nivea was established in 1882 in Germany as a manufacturer of medical plasters and introduced its first skin care cream in 1911. (2) As the market leader, Nivea sets prices that competitors will follow or undercut. (3) Nivea gathers consumer feedback directly, through research companies, and by testing products with consumers to implement market research into its products.
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
This powerpoint presentation contains a detailed case study of Nivea brand which is mentioned in chapter 13- Setting Product Strategy, Page-426-427 of Philip Kotler's book on Marketing Management.
- Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany in 1890 which originally focused on adhesives before expanding into lotions.
- Nivea produces over 500 skincare products across many sub-brands like Nivea Visage, Nivea Creme, and Nivea for Men targeted at different age groups and markets.
- Nivea emphasizes natural ingredients, recyclable packaging, and avoids animal testing with over 98% of ingredients in Nivea Creme being natural.
Nivea is one of the most recognized skin and beauty care brands worldwide. It was introduced in 1911 and is now available in over 200 countries. The document discusses Nivea's brand elements, marketing strategies known as the "Four P's", and its successful "Beauty is" campaign. It also presents a SWOT analysis and concludes with discussion questions about potential expansion opportunities and ethical considerations.
This document discusses Pampers' business in China from 1998 to the present. It summarizes Pampers' growth phases in China and identifies challenges it now faces with decreasing sales. It analyzes Chinese consumer preferences and the market potential for Pampers. It recommends that Pampers target the middle-high market with new high-quality products priced between local and Japanese brands. It also suggests promotion strategies focusing on education and celebrity endorsements.
Nivea's marketing strategy focused on product expansion and geographic expansion. They developed over 500 products to target all customer segments and age groups globally. Nivea also strengthened their brand image through their "Beauty is..." campaign promoted through above and below the line advertising. This campaign helped connect Nivea to consumers and better respond to their needs worldwide.
Nivea is a global skin care brand owned by German company Beiersdorf. Founded in 1882, Nivea focuses on product innovation and international expansion. It has a wide range of products for all ages and gender. Nivea applies strategies like point of difference, continuous innovation, and creating universal sub-brands. It uses various marketing techniques including direct mail, event sponsorships, and non-traditional approaches. The target market consists of middle-class consumers of all ages. Through brand extensions and celebrity endorsements, Nivea maintains its position as a leader in the facial care market globally.
The document discusses factors that influence luxury handbag brands and consumers. It notes that luxury brands must differentiate themselves through quality, craftsmanship, style, limited production, and marketing. Celebrities also play a large role in influencing fashion trends and purchase intent. The increase in new luxury consumers has allowed brands to expand their price ranges to attract different consumer segments while maintaining prestige. Future research on luxury handbags could evaluate marketing strategies, socioeconomic influences on purchase intent, and test hypotheses through surveys and focus groups to better understand how brands can appeal to consumers.
United Colors of Benetton (UCB) is an Italian clothing brand known for its unique branding and marketing strategies. Some key points:
- Founded in 1965 in Italy and now has a presence in over 120 countries with over 6,500 stores worldwide.
- Known for its unique and impactful advertising campaigns featuring controversial social issues.
- Measures of brand equity show UCB has high brand differentiation through its distinctive style and use of color but lower brand awareness compared to competitors like Pepe Jeans.
- Customer surveys found UCB is seen as an expensive but affordable brand with high perceived quality though some felt it lacked differentiation from other brands.
- UCB does not currently rank
This document provides a report on a proposed billboard advertisement for the United Colors of Benetton brand. It begins with an introduction to the brand and its history of provocative advertising campaigns. It then outlines the report contents and provides background on Benetton's core values, history, situation analysis including market research, competitors, and opportunities to improve its brand image. The report proposes developing a new billboard campaign with a different approach than past controversial ads to help boost the brand's awareness and sales.
Benetton faces declining global fashion spending and increased competition. To defend its market share against competitors like Inditex and H&M, Benetton could refocus on its core apparel business, reduce subcontractors and move some production to lower-cost areas. It could also integrate forward by owning strategic shops to improve customer relationships and flexibility. Additionally, Benetton could recapture its brand spirit through original marketing focused on colors and products, and expand its product line and brand portfolio through targeted new lines and socio-economic groups.
The document summarizes the advertising philosophy and campaigns of the clothing brand United Colors of Benetton. The founders believed advertising should communicate company values rather than solely sell products. Benetton's ads drew attention to social issues like racial integration and AIDS. They used shocking images to spark discussion. The brand positioned itself as socially conscious through alliances with non-profits. Campaigns highlighted problems like hunger and supported projects in Africa. Benetton conveyed its message of diversity through controversial ads that promoted discussion.
Benetton developed an innovative dual supply chain model that allowed for both push and pull operations. Under the push model, 80% of orders followed a traditional 7 month lead time production process. The pull model made up 20% of orders and allowed for flash collections and reorders with a faster 5 week lead time based on customer preferences. Key aspects of Benetton's supply chain included transparency between partners, low inventories through payment terms and high initial seasonal orders, and using a combination of push and pull strategies. When expanding to the US market, Benetton faced challenges of high initial investment costs, stronger competition, and cultural differences in preferences.
Assortment Planning - United Colors of BenettonDelwin Arikatt
This document summarizes a graduation project report for developing an assortment plan for United Colors of Benetton outlets in Delhi, India. The report analyzes sales data from Spring/Summer 2012 and 2013 seasons to understand consumer preferences. It also studies competitors' product offerings and Spring/Summer 2014 fashion trends. Based on this research, the report proposes assortment plans tailored for five Benetton stores in Delhi, with the goal of increasing sales by 30% for the Spring/Summer 2014 season. Key activities included a literature review on assortment planning, analyzing past sales data, competitor assessments, and developing store-specific merchandise budgets and product recommendations.
United Colors of Benetton is an Italian fashion company founded in 1965 that operates worldwide. It owns several clothing brands including United Colors of Benetton, Sisley, Playlife, Killer Loop, and American college style. The company promotes diversity and human rights through its multiracial advertising campaigns and partners with organizations focused on social issues. It is currently owned primarily by Edizione Holding S.p.A. and has seen annual revenue growth in recent years.
The document lists locations including Duomo in Milan, Paris, Tel Aviv, and New York without context. It appears to be referencing a 2011 Benetton campaign called "UNHATE" that featured photographs taken in these cities, though no details are given about the purpose or message of the campaign. The document simply lists locations and ends abruptly.
The Most Controversial Campaigns of Benetton by Photographer Oliviero Toscanimaditabalnco
Oliviero Toscani transformed Benetton as its creative director from 1982 to 2000, removing the foundations of advertising with his campaigns that were sometimes moving, often controversial, and almost always memorable.
Benetton Group is a global fashion brand based in Italy that operates over 6,000 stores worldwide. It is known for provocative advertising campaigns promoting social issues and for sponsoring sports events. Notable campaigns include "United Colors" promoting diversity, "UNHATE" against discrimination, and partnerships with organizations like UN Women and the World Food Programme. While successful in marketing, Benetton faces challenges from intense competition and has received some criticism over factory conditions.
The Benetton Group is a global fashion company present in 120 countries that produces over 150 million garments per year. It operates around 6,000 stores worldwide under brands like United Colors of Benetton, Sisley, and Playlife. Founded in 1965 in Italy, Benetton is known for its colorful apparel and provocative advertising campaigns.
The Benetton campaign aims to raise awareness of entrepreneurial opportunities in Africa by promoting the Birima micro-credit program in Senegal, which supports entrepreneurs. Photographer James Mollison's portraits show everyday Africans and their tools, representing an Africa that uses employment to fight poverty. The campaign slogan is "Microcredit Africa Works" and was developed by Benetton's communication research center, Fabrica. It uses outdoor, print, online and event marketing with the goal of assisting solidarity organizations and showing how individual pledges can create social change.
Benetton Group S.p.A.: Raising Consciousness and Controversy with Global Adve...Kimbo Ras
A Case Analysis in International Marketing, MGT 155
Department of Agribusiness Management and Entrepreneurship, College of Economics and Management, University of the Philippines Los Banos
College, Laguna
Design by Kimbo Ras, 2015
Benetton operates with a dual supply chain model that balances efficiency and speed. The sequential supply chain focuses on minimizing costs and optimizing efficiency through logical sequencing of activities. The integrated planning system allows for rapid response by optimizing R&D, design, production, and sales in parallel. Benetton also operates an internal TV system called Benetton TV that provides real-time updates and order processing to its commercial partners.
Benetton is an Italian fashion brand present in 120 countries. It is known for provocative advertising campaigns created by Oliviero Toscani featuring controversial images related to social and political issues. Some of the campaigns depicted victims of war and violence, death row inmates, and images promoting racial and religious tolerance. The campaigns aimed to spark dialogue around important social issues but also generated significant controversy. Benetton's use of provocative advertising positioned the brand as socially aware but was also criticized for exploiting tragic events for commercial purposes.
Benetton began using controversial advertising campaigns in the 1980s under Creative Director Oliviero Toscani to promote social issues and the company's image as socially conscious. The campaigns progressed through three phases - promoting diversity, depicting reality, and advocating for free speech. While successful in drawing attention, the campaigns also resulted in protests and lawsuits. Benetton continues using advertising to highlight social issues but recommends focusing campaigns more on customers.
The document lists various United Colors of Benetton corporate gift items including watches, headphones, bags, clothing, and accessories. Prices range from Rs. 1099/- for a gym bag to Rs. 5499/- for a strolley bag. The gift items are intended as corporate gifts and promotions.
Benetton is a global fashion brand founded in Italy in 1965. It has grown to have around 6,000 stores worldwide generating $1.6 billion in annual sales. Benetton controls its entire supply chain from production to sales through 900 subcontractors. It pioneered a vertically integrated "fast fashion" model and was early to source from Asia to reduce costs. Benetton's marketing strategy focuses on consistent brand imaging across stores and provocative advertising campaigns designed by Oliviero Toscani to generate buzz. The company produces garments using modern automated factories in Italy and other European countries.
History graphic design - print • photo • digital • 3 dProductz
Graphic Design by Peter Craycroft 1985 - 2016 - The cutting edge of exhibit and retail design build 1985-2016. In this brief visual history I first take the opportunity to acknowledge and to thank the many, many wonderful people who have inspired me, counseled me and worked so very hard beside me to create great work. www.productz.biz provides links to many amazing people pictured here. The images speak for themselves.
United Colors of Benetton (UCB) is extending its brand into underwear, beachwear, and sleepwear collections. UCB is a globally recognized brand known for its bright colors and provocative advertising campaigns that bring attention to social issues. The brand aims to target trendy men and women ages 20-29 looking for casual yet fashionable styles. UCB competes with brands like Zara, Gap, and H&M and will promote its new underwear line using social media to build awareness and drive market share growth in the underwear category.
Pantaloon Retail (India) Limited is a large Indian retailer with over 1,000 stores across 71 cities employing 35,000 people. It operates in multiple retail formats for value and lifestyle segments. Kishore Biyani is the MD and CEO. The company uses a marketing mix of products at affordable prices across India, competitive pricing strategies, widespread store locations, and promotions through various media. Pantaloon's supply chain, customer relationship management, and merchandise management allow it to adapt to changing consumer behavior. It offers a wide range of products categorized by gender and type. Store layout, visual merchandising, and interior and exterior design are used to attract customers.
Kishore Biyani founded Future Group in 1987 and led the company's expansion into multiple retail formats. Future Group now operates various retail chains like Big Bazaar and Food Bazaar across India. It has over 12 million square feet of retail space and employs over 30,000 people. In addition to retail, Future Group engages in financial services, brands, real estate, logistics, and media through its six verticals. The company aims to deliver everything to every Indian consumer profitably.
Shoppers Stop and Wills Lifestyle are two major retail chains in India. Shoppers Stop has over 28 outlets across the country and offers a wide range of international and domestic brands of apparel, accessories, cosmetics and home products. Wills Lifestyle has over 150 exclusive brand outlets and shop-in-shops that offer formal wear, casual wear, designer collections and accessories. Both retailers aim to provide customers with a premium shopping experience but Shoppers Stop carries a broader product range while Wills Lifestyle focuses on the fashion segment.
Pantaloons is one of India's largest fashion retail chains. It operates over 12 million square feet of retail space in 71 cities across India. Pantaloons focuses on 'fresh fashion' and offers trendy collections for young consumers. Stores carry a wide variety of apparel and accessories for men, women, and kids. Pantaloons follows a free form store layout with categories arranged departmentally across multiple floors. It aims to provide affordable prices through strategies like offering branded products at 10% less than MRP. Customer loyalty programs and gift vouchers are used to engage customers and drive repeat visits.
Pantaloon Retail is India's leading retailer operating multiple retail formats across value and lifestyle segments. It operates over 12 million square feet of retail space across over 1000 stores in 73 cities. Originally founded in 1987, Pantaloon Retail houses numerous private label and national brands across fashion, food, electronics and general merchandise through stores like Big Bazaar, Central, Pantaloons, Food Bazaar and more. The company follows strategies like low prices, wide availability, and promotions to drive growth across India.
This presentation gives the brief idea about four P's which are products,price,place and promotion of any commodity to be sold. I am concentrating on cloth brands.
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Department Stores
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Description:
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2. The Benetton Group
• Present in 120 countries around the world
• More than 6000 retail stores worldwide
• Produces around 130 million garments every year
• Offers high quality customer services and generates a total turnover of over 2 billion
euro
• Core business is clothing with a strong Italian character whose style, quality and
passion are clearly seen in its brands.
– The casual United Colors of Benetton
– The fashionable Sisley
– Playlife leisurewear
– Killer Loop street-wear
3. United Colors of Benetton
• A clothing group with a strong Italian character
whose:
– Style
– Quality
– Passion
are clearly seen in its brands
4. Our Brands-Undercolors
• An extension of the Benetton
brand, featuring underwear,
beachwear and sleepwear
collections, as well as accessories
for women, men and children
• A wide selection of recurring basic
colors is enriched every season
with the latest trends
• Available in its own chain of stores
which now has more than 500
locations in thirty countries and in
selected Benetton Shops
5. Our Brands-Sisley,Playlife & KillerLoop
• This is the Group’s most • Benetton’s leisurewear
trend-setting brand, at the • A brand with a
label strong "Street"
forefront of fashion.
connotation
• Collections for men and dedicated to young
• Season after season, its women offer a casual people,
bold, forceful collections yet sporty look
full of fashion ideas set designed to provide
the trends for young, maximum comfort,
dynamic women and men freedom of use, • Killer Loop has
unrestricted by any become an icon for
• It’s lines of clothing have single sporting a dynamic lifestyle
an image and taste much discipline. thanks to its
sought after in choice of assertive clothing
fabrics, colors and and footwear
• Footwear and ranges
cutting. accessories complete
the collection reflecting
• Its creative artists and the latest trends
sales team concentrate
their efforts on its image
and on strong-impact
advertising campaigns.
7. Benetton India Pvt. Ltd
• Based In Gurgaon
– Employees strength of over 400 people
• Manufacturing
• Sourcing
• Wholesale
• Retail
8. India
Overview
• Benetton is in India since 1992,
through a licensee, but since Dec
2004 we have become a 100%
subsidiary of Italy
• Avg. growth rate in India since
2004, year on year is 56 %
• Expansion through multi-format
strategy
• UCB has the largest network for a
fashion retail brand in the country
across 52 cities.
• Launched Sisley in Oct 2006 in
India.
• Launched UnderColors in Oct
2007
• Launched Playlife in March 2008
9. India-Overview
• Retail Area – Over 250000 sq. ft
• Average Store Size – 1500 sq. ft
• No. of Stores with 20 million Plus turnover – 24%
• Like to like store business growth (YTD 2008) – 36%
• 130 plus Exclusive Stores
• Selling more than 2.5 million garments a year
11. Megastores in the region – India, Mumbai
Mumbai Megastore
11,000 sq feet
2 Floors
Menswear
Womenswear
Childrenswear
Undercolors
12. Megastores in the region – India, Delhi
Delhi Megastore
7000 sq feet
3 Floors
Menswear
Womenswear
Childrenswear
13. Megastores in the region – India, Bangalore
Bangalore Megastore
10000 sq feet
3 Floors
Menswear
Womenswear
Childrenswear
14. Megastores in the region – India, Chandigarh
Chandigarh Mega store
10000 sq feet
4 Floors
Menswear
Womenswear
Childrenswear
15. Stellar Performance in Indian
NORTH INDIA market
• UCB South Extension is the highest revenue grosser among single
brand retail stores
• At Rs. 134/sq. ft UCB Khan market is the highest. It is closely followed
by UCB Defence Colony @ Rs. 116/sq. ft
WEST INDIA
• UCB Megastore at Linking Road, Mumbai is credited for developing the
high street and the highest turnover
• UCB Inorbit Malad at Rs. 135 / sq. ft. is amongst the highest sales per
sq. ft. in the fashion apparel category.
SOUTH INDIA
• UCB Forum Bangalore does highest turnover for a single brand in the
mall
EAST INDIA
• Shillong is the biggest Single brand store in the North East region
• South City Kolkata does the highest turnover for a single brand
17. Mega Store In Lucknow
Recently launched its 3rd store in Lucknow
- area of 3200 Sq ft., with exciting VM & a
wide range of merchandise for adults & kids.
18. Other Fashion Cities -
Mega stores in Tier-2 towns with carpet area in excess of 4000 sqft e.g.
Dehradun, Amritsar, Jaipur positioned as “THE FASHION DESTINATION” in
that city.
These stores have shown results 30% above expectation.
- Shows the customer’s trust and acceptance of Benetton.
Mall Road, Amritsar
Tonk Road, Jaipur
Rajpura Road, Dehradun
19. Fashion @ Small Towns
Even towns like Nasik, Kolhapur, Aurangabad, Mysore,
Mangalore have shown very impressive performances
20. Current Business Plan-Our Retail
strategy
• A well designed retail strategy suited to the Indian consumers.
• This was based on:
– Visual Merchandise
– Merchandise planning
– Retail Marketing activities
– Training & Development
– Scaling the business model
21. Visual Merchandising –treat for the eyes!
• One of the only brands to represent
“merchandise thematically”
• International standards and look guides are
followed with respect to :
– Folding
– Tabletops
– Browsers
– In-store displays
• Coordinated merchandize display
– Consistency across stores
22. Visual Merchandising-Concept
16 years of design evolution
The store design team is engaged in
researching new materials and processes for
retail interiors and creating new ambience for the
Global market, offering them not only practical
and modern experience but also maximum
comfort to the target audience
NEW TWINS 2
23. Visual Merchandising- Window
Designs
Innovative window display
• In the fashion capitals of the world, the Windows of fashion brands are kept lit at
night, attracting passers by and reinforcing both visibility and brands recall
• We are trying to make that happen in India, and our windows change constantly, with
the seasons, with new merchandise and on special occasions.
24. Visual Merchandising- In-store
visuals
• Larger than life
• Theme specific
• Endorsement of ordinary people, no celebrity involved.
• United: above racial origin of model.
25. We sell Fashion, not garments!
In store visual merchandising
• Plays a very important role because we don’t believe in selling ‘one’ piece but a
complete ensemble
• In other words we don’t see ourselves as sellers of clothes but as a fashion leaders
who strives to uplift the young and the restless.
26. Visual Merchandising- Fashion
Windows
Our windows not just reflect the change but herald it..
• Whenever the merchandise changes every Window seeks to tell a story and it must look
beautiful enough that even a casual passer by is tempted to enter our store.
27. Visual Merchandising- In-store
display
Flexible fixture ensure creative display……
• Our fixtures are designed to be flexible, so that we have enough scope to create
small collections with our stores or promote a particular range
28. Visual Merchandising- Color
coordinated merchandise
Creating a wall is like a work of art……
• In store merchandising is not just about color coordination but about creating a space
where a customer feels comfortable and seeks to try (and buy) an entire set of
clothes.
• Our stores aren’t static tableaus and we strive to change the look and feel of our
stores every ten-fifteen days to give even loyal customers a change.
29. Merchandise planning
• International merchandise designs from Italy
• A complete range that is customized to Indian market,
keeping the Italian characteristic intact
• Theme based purchase
• Widest color palette
• The range is moving from selling basics to fashion
30. Retail marketing initiatives
• We have used a multi-pronged
strategy to reach out to our
customers by using various media
channels like:
– Press Ads
– Outdoor
– In-store communication
– Advertorial campaigns
– Customised festive offerings
– Effective PR through fashion
shows
31. Magazine ADs
To announce new season launch, Press Ads were released in F&L and M magazine.
Dealer panels are not used for the Magazine Ads which are released across India.
32. News paper ADs
To announce new season launch, Press Ads were released in regional newspapers.
While releasing Ads in regional newspapers, local store addresses are mentioned.
33. New store Opening
ADs
Advertising to announce launch of a new store in the city
35. Outdoor
To announce the new season i.e. Spring Summer ’08 outdoor advertising was done at
some strategic sites in in various regions of India. In hoardings local dealer panels are
used without telephone numbers.
36. Retail marketing initiatives
Direct Marketing Initiative
• We have introduced a customer centric and experiential
based loyalty program for India
• It is unique in many ways:
– For the first time in India there is a loyalty card
classified on profile
• Teenagers
• Adults
• Kids
– Not a points based program!
– Focus is on the experiences and not on the value
37. Scaling the business model
• We have followed a multi-pronged expansion strategy to scale
our business
• We have segmented our stores currently in five formats for
retail in Indian market
– Maxi stores – Over 7500 sq ft
– Mega stores - 5001 - 7500 sq ft
– Medi - 2,001 - 5,000 sq ft
– Mini - 1,001 - 2,000 sq ft
– Micro – Below 1000
• The new Benetton megastores carry complete casual
womenswear, menswear, childrenswear and underwear
collections, as well as a wide selection of accessories, offering
a full range of Benetton style and quality
38. Scaling the business model
• Recently Launched PLAYLIFE - Benetton’s leisurewear label across major cities.
• To scale the growth we have entered into master franchisee agreement with:
– TRENT LTD (A TATA Group Company) for all Sisley stores in India
• India team is now handling operations for SAARC, South East Asia and Australia
39. System Review and Improvements
• Critical evaluation of business process flows resulting into improvements in standard
operating practices affecting Operations across all functions in the organisation.
• Review and Change of POS solution leading to improvements in system based
internal controls.
• Self evaluation of back end ERP solution leading to improvments and efficiencies in a
fast growing business across geographies in India and Asia Pacific
• Focus on Budgeting and Review processes and rationalisation of operations and
improve efficiencies to focus on cost reduction and bottom line on an expanding
Topline
41. Training & development initiatives
• The recruitment process aims to hire the right fit
personnel with the brand fit
• Management Trainees are recruited from NIFT, who are
also absorbed as Asst. Managers after successful
completion of planned training of one year.
• There is focus on customer service through directed
training & development initiatives
• The front end team is trained through
– Formal classroom trainings and on the job trainings
• Being a fashion and customer centric brand, training is
imparted to front end sales team on:
• Brand Information, Range Planning
• Fabric knowledge, Season themes
• Styles & Fits, Loyalty program
• Customer selling skills
• Follow-ups and assessments are done through:
• Quizzes, Phone audits
• Mystery shopper
42. Training Conducted
• Management Skills Workshop for 22 young Executives
• Product Development and Forecasting Workshop
• Vendor / Supplies Management – Building a Strategic
partnership
• Creating and managing Fashion Brands
• Global growth strategies with Verne Harnish
• Conference on State of Corporate Fraud Control in India
• Fast Fashion Workshop
• Disney Leadership Workshop
• Compensation and Benefits Workshop
• Eco friendly textiles – Current Trends
50. A Sense Of Belongingness To Benetton
Family
The Top Management of the
Benetton Group like Mr.
Luciano Benetton, other
family members and the
Group CEO, on their visits
to India, have a one to one
interaction with every
Benetton employee.
51. A Message Of Belongingness Even To Spouses Of The Employees
On Women’s Day, special
flowers and gift vouchers
were given to all women
working with Benetton as
well as female spouses of
employees
Gift hampers
are sent to employees for
their new borns
52. Fusion Of Body And Mind
Use of Indian traditions of driving the mind and body
towards brilliance through yoga; instant body toning
through regular gym sessions, ensure the employees’
Health and fitness
53. Reinforcement For Higher Goals
Collective celebrations
are organized to share
landmark achievements
of the organization
On achievement of 150 doors in
India
54. Enhancing The Feeling Of Traditional Festivity
Santa & his
Xmas Band
X Mas
Celebrations
55. Collective Prayers For Benetton’s Success
Diwali Puja
at office
The newest and the
oldest member of
the organization
perform the Puja
ritual
Diwali Celebrations
56. Making A Conscious Effort Of Inculcating A Spirit Of Camaraderie
Through Frolic Filled Team Games
Valentine's Day
@
Benetton
58. Inducing An Environment Of Sporty Competition
Inter-departmental
cricket matches are
organized quarterly
Employees are also
encouraged to
participate in Intra-
company
tournaments for
cricket and other
sports.
59. Only when people feel good about themselves
can they deliver good results