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.

1. SHALU MITRUKA, PGP30101, BRAND MANAGEMENT

2. BRAND
EXTENSION

3. ABOUT UCB
• Tagline: All colors of the world
• USP: Perfect combination of fashionable sweater clothing which is extremely trendy
• Sector: Lifestyle and Retail
• Category: Apparels

4. Segmentation, Targeting and Positioning
SEGMENT: Clothing which is a combination of adventure as well as innocence
TARGET: People with Medium to high purchasing power and a chic attitude
POSITIONING: Stylish clothes with an adventurous and innovative touch

5. SWOT ANALYSIS
1. They are a worldwide known brand
2. They are known for their good quality fabric
and designs
3. They work in tangent with many other brands
with their company
4. Their clothes have international style that
combines energy, colour and practicality
1. Stiff competition means market share
growth is limited
2. Some controversial ad campaigns
caused problems
1.Online Retail is gaining a lot of importance
2.Young designers and well developed
collections
3.Explore the unexplored markets
1.Consumer switching is on a high
2.There are a huge amount of high end
fashion stores which are their competitors
3.Price wars with other brands in similar
segments
Strengths Weakness
ThreatsOpportunities

6. PRODUCT

7. Product
Undercolors of Benetton is 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.
UNDERWEARBEACHWEAR SLEEPWEAR

8. Product

9. Product

10. COLOURS

11. KEY TO SUCCESS

12. Arguably Benetton understands the significance of branding and advertising better than
any other European company.
Benetton’s bright-coloured clothing may seem a safe bet now, but it was less safe
when the company started in the 1960s without any market research. Such courage
has spilt over into Benetton’s advertising campaigns.
Benetton is a brand with a cultural significance. Its advertising campaigns have had soft
and hard political and social messages, giving the brand a status and power its clothing
ranges alone could not provide
KEY TO SUCCESS

13. Colors of Benetton has an international style that combines color, quality and fashion.
Each season the collections offer a total look for everyday, for work and for leisure, in the
city and outdoors.
Style of United Colors of Benetton is casual and provocative (in terms of colour)
Globally-recognized brand with over 50 years of history, strong social concerns and
sustainable company policy, wide product lines for different audiences (women,
men, kids, accessories, etc)
BRAND DNA
POSITIONING
COLORS
KIND OF
ADVERTISING
TARGET
MARKET
Very Colorful way of thinking. Bright and intensive colors of wide range
Shocking advertising, attracting attention to social causes (racism, AIDS, starvation, etc)
Trendy people who look for casual style and well-recognized brands. They would never
buy clothes from new unknown designer and prefer to buy fashion created by the
experts at the affordable price.
BRAND SUCCESS

14. COMPETITORS
• Offer lingerie and underwear collections for men and women in-store as well as in specially dedicated
underwear store under brand name
• Increasing the surface of it underwear sections for the last few seasons
• Seasonally and weekly updated collection attract customers attention and make profits grow, that is why
Benetton took decision to extend its brand portfolio and launch Undercolors of Benetton, which aim is to
drive away market share of Zara, Gap and H&M in underwear market.

15. COMPARISON WITH COMPETITORS

16. COMPARISON WITH COMPETITORS

17. TARGET SEGMENT
• Targets both Men and Women
• Age 20-29 years old (Now kids too)
• Economically upper middle class
• Trendy and fashion forward
• Independent and creative

18. PRICE

19. Price
High end premium product with price as
compared to other competitors

20. PLACE

21. Undercolors is available in its own chain of stores which now has more than 500
locations in thirty countries and in selected Benetton Shops.
Place

22. PROMOTION

23. CHANNEL OF PROMOTION
As the underwear fashion field is expanding fast, but still pretty new, companies promote their
brands and new collections via social networks and youtube, what permit to cut expenses.

24. BUILDING VALUE FOR THE BRAND
The process of building brand for the products follows 3 phases:
1) The cycle of difference
2) The cycle of realty
3) The cycle of free speech and the right to express it

25. PROMOTION STRATEGY
Emotions Fear
Fun

26. SHOCK ADVERTISEMENT

27. SOCIAL CONCERN ADVERTISEMENT

28. SOCIAL CONCERN ADVERTISEMENT

29. 46%
3%
27%
15%
2% 0%
7%
Benetton Group, 2012
46%
4%
26%
16%
2% 0%
6%
Benetton Group, 2011
MARKET SHARE

30. FINANCIALS

31. THANK YOU 