Public Relation activities of UCB

1. UNITED COLORS OF BENETTON
Submitted By: Krishnav Ray Baruah

2. Introduction
Benetton Group is a global fashion brand,
based in PonzanoVeneto, Italy. The name
comes from the Benetton family who founded
the company in 1965. Benetton has a network
of about 6,000 stores in the main
international markets. The stores generate a
total turnover of 1.6 billion Euros (2014). The
Group has a network of over 6,000 stores
around the world.

3. Marketing : UCB
• The company is known for sponsorship of a number of
sports, and for the provocative and original "United
Colors" publicity campaign.
• In autumn 2011, Benetton launched its new worldwide
communication campaign, an invitation to the leaders
and citizens of the world to combat the "culture of
hatred", and created the UNHATE Foundation. This
campaign was created as the group’s corporate social
responsibility strategy and not as a cosmetic exercise.
The Benetton Group “seeks to contribute to the
creation of a new culture against hate”

4. Benetton's ‘Unemployee of the Year' Campaign
• United Colors of Benetton is following up its controversial "unhate"
press ads that featured political leaders kissing, with a global
campaign based around a "unemployee of the year" competition
• The 'unemployee of the year' campaign includes a TV ad that
features four young adults, tagged as "Neets" (Not in Education,
Employment or Training) searching for a job with dignity despite the
stigma attached to unemployment.
• The creative has been designed to draw attention to the brand's
"unemployee of the year" competition, which is inviting
unemployed people between the ages of 18 and 30 to submit
outlines of projects that will have a concrete social impact on their
community.

5. UCB's Global Campaign for the UN International Day for the
Elimination of Violence Against Women
• A group of men 'stoning' a woman with flower petals: this is
the powerful and surprising symbol-image of the new
campaign by United Colors of Benetton in support of UN
Women, the United Nations agency that promotes gender
equality and empowerment of women, on occasion of the
UN International Day for the Elimination of Violence
Against Women, on November 25.
• The goal of the campaign by United Colors of Benetton,
devised and created by Fabrica, is also to advocate
international awareness of the need for concrete actions to
support women and prevention programs, beginning with
efforts to promote an education for young men and women
that develops a culture based on recognition, respect for
difference and equal opportunities.

6. About UNHATE Foundation
The UNHATE Foundation, desired and founded by Benetton Group,
seeks to contribute to the creation of a new culture against hate,
building on Benetton’s underpinning values. The core principles
through which the Foundation operates are: the fight against hate
and discrimination in all its forms; the support of new generations,
where youth are the main actors and beneficiaries of concrete
projects, communication campaigns and education activities; the
dissemination of the social impact of Art, as the key tool of the
Foundation in its activities against hate and discrimination.UNHATE
Foundation is another important step in Benetton Group’s
corporate responsibility strategy: a contribution that will have a real
impact in the international community, involving a variety of
stakeholders: the new generations, institutions, international
organizations and NGOs, civil society and the general public.

7. FOOD FOR LIFE Campaign
• The global communication campaign for 2003,
co-developed by United Colors of Benetton and
the World Food Programme, the United Nations
frontline agency in the fight against global
hunger, re-establishes hunger as the world’s most
fundamental problem, since it is largely
overlooked by both media and public opinion.
• Benetton is investing more than 15 million euro
in over 30 countries for its 2003 campaign. This is
part of a wider communication project on food,

8. SWOT Analysis
STRENGTHS
1. They are a worldwide known brand
2. UCB have sponsored many well know events like Formula 1 as well as
Volleyball events
3. They are known for their good quality fabric and designs
4. They work in tangent with many other brands with their company
5. Their clothes have international style that combines energy, colour and
practicality
6. Branding and marketing campaigns have always generated to a lot of
visibility

9. Weaknesses
1. Stiff competition means market share
growth is limited
2. Some controversial ad campaigns caused
problems

10. Opportunity
1. Online Retail is gaining a lot of importance
2. Young designers and well developed
collections
3. Explore the unexplored markets

11. Threats
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

12. Criticisms
• PETA launched a boycott campaign against Benetton for
buying wool from farmers who practiced mulesing.
Benetton has since agreed to buy non mulesed wool and
has further urged the wool industry to adopt the PETA and
Australian Wool Growers Association agreement to end
mulesing.
• On April 24, 2013 the eight-story Rana Plaza commercial
building collapsed outside Dhaka that housed one of the
factories where Benetton makes its clothing. At least 1,130
people died. Benetton first denied reports linking
production of their clothing at the factory, but clothes and
documents linked to Benetton were discovered at the
disaster site. Protests included shutting down Benetton's
flagship Oxford Street store in London

13. Conclusion
Benetton Group is one of the best-known fashion companies in the
world, present in the most important markets with a network of
over 6,000 stores; a responsible group that plans for the future and
lives in the present, with a watchful eye to the environment, to
human dignity, and to a society in transformation. 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 strong, dynamic personality of the brands United
Colors of Benetton and Sisley. United Colors of Benetton's
commitment to social issues has always been central for the brand
that, through its communications campaigns and collaborations
with leading non-profit organizations, makes the public reflect on
social issues of universal relevance.

14. THANK YOU