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.
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.
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.
This was an Industry project wherein we conducted competitive analysis, user research, prototyping and usability testing as a part of group industry project for Zivame to provide an omnichannel experience to its customers.
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
BRAND IDENTITY COMPARISON BETWEEN RALPH LAUREN AND UNITED COLORS OF BENETTONPOOJA
This presentation provides in depth information regarding how the two brands are different from other .There identity prism,target customer and merchandise
This presentation has been prepared by students of Masters in Fashion Management, NIFT Delhi and describes assortment planning concepts through an example of shopper's stop.
This was an Industry project wherein we conducted competitive analysis, user research, prototyping and usability testing as a part of group industry project for Zivame to provide an omnichannel experience to its customers.
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
BRAND IDENTITY COMPARISON BETWEEN RALPH LAUREN AND UNITED COLORS OF BENETTONPOOJA
This presentation provides in depth information regarding how the two brands are different from other .There identity prism,target customer and merchandise
This presentation has been prepared by students of Masters in Fashion Management, NIFT Delhi and describes assortment planning concepts through an example of shopper's stop.
Week 4 Written AssignmentFor this assignment, students will add.docxlillie234567
Week 4: Written Assignment
For this assignment, students will address the following questions, based on Chapter 7 of their textbook.
1. Create scenarios from research or personal experience to illustrate how each of the following affect a consumer’s motivation to conduct an external search: involvement, perceived risk, perceived costs and benefits, and the consideration set
2. When would a consumer be more likely to conduct an external search by brand rather than by attribute?
3. What variables affect the consumer’s ability to process information in an external search?
Week 3: Written Assignment
Please, read and analyze the case study
Nostalgia Marketing Brings Memories back, located in the folder
Recommended Readings for this Week (Downloadable) and also below.
Write a 4-page essay answering the discussion questions at the end of the case, including a cover and reference page. Essay must be in APA format with at least two (2) citations and references; one can be the textbook.
Nostalgia Marketing Brings Memories Back
Many different marketers, from cat-food manufacturers to insurance firms, are evoking positive memories of the past to capture the imagination of consumers through nostalgia marketing. Whether they’re bringing back old jingles, slogans, images, logos, characters, or brands, marketers want to jolt consumers’ memories. Feeling pressured by today’s fast-paced, high-tech world, many consumers are receptive to familiar ads and products they associate with their younger days and bygone times they remember fondly.
Meow Mix cat food, owned by
Del Monte Foods, recently resumed the use of its decades-old advertising jingle, after a 16-year hiatus. The jingle is a series of “meows” set to a simple tune that plays as viewers watch cats “mouth” the words during the commercials. “The Meow Mix Jingle brings back a sense of nostalgia and is a classic advertising spot that many people can even recite by memory,” explained the brand’s marketing director. The jingle is so memorable that 50 percent of consumers surveyed
before the new ads aired said they had heard the jingle during the previous 18 months, even though it had not been used for more than a decade.
Comic-strip characters from the 1960s are helping
MetLife appeal to consumers who smile when they see Charlie Brown, Snoopy, and other Peanuts characters in the insurance company’s ads and social media posts. Before debuting a new commercial during the Super Bowl, MetLife used its
Facebook page to post “comments” by Peanuts characters. After the game, MetLife posted additional character scenes online to keep the buzz going. Why use nostalgia for Snoopy to market life insurance? “It definitely takes people back, and we wanted to start a dialogue,” says a company executive.
Volkswagen, Audi, and other car companies frequently play on nostalgia for old rock songs to reach target audien.
Biography and career history of Bruno AmezcuaBruno Amezcua
Bruno Amezcua's entry into the film and visual arts world seemed predestined. His grandfather, a distinguished film editor from the 1950s through the 1970s, profoundly influenced him. This familial mentorship early on exposed him to the nuances of film production and a broad array of fine arts, igniting a lifelong passion for narrative creation. Over 15 years, Bruno has engaged in diverse projects showcasing his dedication to the arts.
The Fascinating World of Bats: Unveiling the Secrets of the Nightthomasard1122
The Fascinating World of Bats: Unveiling the Secrets of the Night
Bats, the mysterious creatures of the night, have long been a source of fascination and fear for humans. With their eerie squeaks and fluttering wings, they have captured our imagination and sparked our curiosity. Yet, beyond the myths and legends, bats are fascinating creatures that play a vital role in our ecosystem.
There are over 1,300 species of bats, ranging from the tiny Kitti's hog-nosed bat to the majestic flying foxes. These winged mammals are found in almost every corner of the globe, from the scorching deserts to the lush rainforests. Their diversity is a testament to their adaptability and resilience.
Bats are insectivores, feeding on a vast array of insects, from mosquitoes to beetles. A single bat can consume up to 1,200 insects in an hour, making them a crucial part of our pest control system. By preying on insects that damage crops, bats save the agricultural industry billions of dollars each year.
But bats are not just useful; they are also fascinating creatures. Their ability to fly in complete darkness, using echolocation to navigate and hunt, is a remarkable feat of evolution. They are also social animals, living in colonies and communicating with each other through a complex system of calls and body language.
Despite their importance, bats face numerous threats, from habitat destruction to climate change. Many species are endangered, and conservation efforts are necessary to protect these magnificent creatures.
In conclusion, bats are more than just creatures of the night; they are a vital part of our ecosystem, playing a crucial role in maintaining the balance of nature. By learning more about these fascinating animals, we can appreciate their importance and work to protect them for generations to come. So, let us embrace the beauty and mystery of bats, and celebrate their unique place in our world.
Understanding the Mahadasha of Shukra (Venus): Effects and RemediesAstro Pathshala
The Mahadasha of Shukra (Venus) is one of the most significant periods in Vedic astrology. Shukra is known as the planet of love, beauty, wealth, and luxury. Its Mahadasha can bring about profound changes in an individual's life, both positive and negative, depending on its placement and condition in the natal chart.
What is Shukra Mahadasha?
Mahadasha is a planetary period in Vedic astrology that affects various aspects of an individual's life for a specific number of years. The Mahadasha of Shukra lasts for 20 years and is known to bring a period of significant transformation. Shukra is associated with pleasures, creativity, relationships, and material comforts. During its Mahadasha, these areas of life tend to get highlighted.
At Affordable Garage Door Repair, we specialize in both residential and commercial garage door services, ensuring your property is secure and your doors are running smoothly.
MRS PUNE 2024 - WINNER AMRUTHAA UTTAM JAGDHANEDK PAGEANT
Amruthaa Uttam Jagdhane, a stunning woman from Pune, has won the esteemed title of Mrs. India 2024, which is given out by the Dk Exhibition. Her journey to this prestigious accomplishment is a confirmation of her faithful assurance, extraordinary gifts, and profound commitment to enabling women.
Care Instructions for Activewear & Swim Suits.pdfsundazesurf80
SunDaze Surf offers top swimwear tips: choose high-quality, UV-protective fabrics to shield your skin. Opt for secure fits that withstand waves and active movement. Bright colors enhance visibility, while adjustable straps ensure comfort. Prioritize styles with good support, like racerbacks or underwire tops, for active beach days. Always rinse swimwear after use to maintain fabric integrity.
2. Founder‟s Thought
Luciano Benetton : "The purpose of advertising
is not to sell more. It's to do with institutional
publicity, whose aim is to communicate the
company's values. We need to convey a single
strong image, which can be shared anywhere in
the world.”
Oliviero Toscani pursues this : "I am not here
to sell pullovers, but to promote an image"...
Benetton's advertising draws public attention
to universal themes like racial integration, the
protection of the environment, Aids...
4. Meaning Of United Colors Of Benetton Logo
Stylized knot of yarn with word Benetton printed
under it, contained within a dark green rectangle
shows that brand deals in apparels and has a
style statement which differentiates it from other
brands. It emphasizes its principal and most
important characteristic - uniqueness.
5. 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
Undercolors of Benetton undergarments
6.
7. India Overview
Benetton is in India since
1992, through a licensee, but
since Dec 2004, they 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.
8. India Overview Contd…
Retail Area – Over 250000 sq. ft.
Average Store Size – 1500 sq. ft.
No. of Stores with 20 million Plus
turnover – 24%.
130 plus Exclusive Stores.
Selling more than 2.5 million garments a
year.
13. Stellar Performance in Indian Market
NORTH INDIA
• 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.
14. Entering Core India
Benetton is not just a brand for the metros; they are also
present in Tier II & Tier III Cities.
16. Other Fashion Cities
Mega stores in Tier-2 towns with carpet area in excess of
4000 sq.ft. e.g. Dehradun, Amritsar, Jaipur positioned as
“THE FASHION DESTINATION” in that city.
Mall Road, Amritsar Tonk Road, Jaipur Rajpura Road, Dehradun
These stores have shown results 30% above expectation -
shows the customer‟s trust and acceptance of Benetton.
17. Fashion @ Small Towns
Even towns like
Nasik, Kolhapur, Aurangabad, Mysore, Mangalore
have shown very impressive performances.
18. 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
19. 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 brand recall.
• UCB are also trying to make that happen in India, and the
windows change constantly, with the seasons, with new
merchandise and on special occasions.
20. Visual Merchandising- In-Store Visuals
• Larger than life.
• Theme specific.
• Endorsement of ordinary people, no
celebrity involved.
• United: above racial origin of model.
21. UCB sells Fashion, not garments!
• Plays a very important role because UCB don‟t believe in
selling „one‟ piece but a complete ensemble.
• In other words, UCB don‟t see themselves as sellers of
clothes but as fashion leaders who strives to uplift the young
and the restless.
22. Competitors
International National
Victoria‟s secret Jockey, Hanes
Gap Numero Uno
Tommy Hilfiger Tommy Hilfiger
Wrangler Wrangler
23. Advertising Idea
United color of
Benetton carries
“A Big Idea” as a
concept.
Grab attention by
shocking images.
A distinct image.
Draw people attention
towards issues like
racial abuse.
Position the company
as a social conscious
marketer.
24. Building Value For The Brand
The process of building value for UNITED
COLORS OF BENETTON follows three phases: -
The cycle of difference.
The cycle of reality.
The cycle of free speech and the right to
express it.
25. The Cycle Of Difference
In this cycle, the word “different” became a
close controversy.
Benetton learned that attempt to bring
different individuals together can lead to
conflict instead of happiness and euphoria.
By acknowledging these differences and
prohibitions, the brand appeared more
involved.
26. The Cycle Of Reality
After equality and the exaltation of
differences, Benetton turned to the reality
of what is common to all and shared by
humankind.
In 1991, during the Gulf
War, this image was created, a
photo of a war cemetery.
Benetton answered with a birth, the
famous image of a newborn baby still
attached to the umbilical cord.
Photos of real, high-
drama situations: -
A man dying of AIDS,
A car on fire.
27. The Cycle of Free Speech and Right
to Express it
Through its alliance with non-profit associations,
institutions, and large international organizations,
Benetton proved that a “different” use of advertising was
indeed possible and seen as the creation of value and soon
came in fashion catalogues.
For the sixth World AIDS Day, on
December 1st 1993, an enormous
pink condom, 22 meters high and
3.5 meters wide, was placed on the
obelisk in the Place de la Concorde
in Paris.
All the daily and magazine press featured this image
that has become a symbol of the fight against AIDS.
28. Advertising Campaigns
2001, Volunteers in Colors:
Benetton communication campaign,
a special issue of COLORS and a
concert, in collaboration with UN
Volunteers to celebrate the
International Year of Voluntary
Work.
2003, Food For Life:
The campaign highlighted the problem of
hunger, which is still the greatest
humanitarian emergency around the world.
2004, James & Other Apes:
Through this initiative, Benetton
continued its exploration of
diversity, extending it from the variety of
human races to embrace the living beings
that are our closest cousins.
29. 2008, Africa Works:
Benetton chose to support
and promote this important
project because, unlike
traditional acts of solidarity, it
offers tangible support to
small local entrepreneurs
through the efficient use of
micro-credit.
This project effectively promotes the new
face of Africa.
33. RECOMMENDATIONS
Instead of shock advertising, it should go
for more consumer friendly advertising.
More TV Advertisement.
Self cannibalization.
Crowd sourcing.