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.

1. Business communications: Case study
By Nivedita Godbole (roll no.11)
Ramdeobaba college of engineering & management
Second semester, MBA Integrated

3. Overview of presentation
● Background of the organization
● Advertising philosophy
● Brand analysis
● Market and audience analysis
● Media rationale
● Colour palette and logo.

4. Benetton’s Background.

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7. Advertising philosophy

8. Founder’s thought:
“Communication should never be commissioned from outside the company,
but conceived from within its heart.”
- Luciano Benetton
● Concentrated more on social issues in the past.
● Recently, the unhate foundation, in 2017 raised a social issue regarding
women empowerment, called as “united by half”.
● People get a feeling of getting united by wearing benetton.

10. Brand analysis

11. •Global brand
•Cultural and racial diversity
•Unique identity in a crowded market place
•Stimulate conversation on controversial social issues
•One campaign that would reach a global audience

12. Market and audience
analysis.

13. •Targets both men and women
•Between the ages of 20-29 years old
•Economically upper middle class market
•Trendy and fashion forward
•Independent and creative

14. Media rationale

15. •Print (magazines and billboards)
•Digital (social media campaign linking to existing
Benetton website)

16. Print
COLORS MAGAZINE
● Established in 1991
● A method of communication that is universal
● Reaches the greatest possible number of people with a strong, immediate impact.

17. Billboards
Communication vehicle :
The main advantage of billboard advertising is long life. also, the billboard’s benefit
is that a brand can use billboards to inform people who do not have computers or
access to the internet.

18. Digital : social media .
The history of Benetton is built on innovation – seen in its bright colors,
● Benetton is present on Instagram, Facebook, etc.
● Medium of communication , that leads generation and further, builds the
image of the brand.

20. Colour palette &
the logo.

21. United colors of benetton is all about colors, it attributes a large amount of
brightness and bravery. The brand offers a broad variety of effortless clothing to its
customers which could be formed in their favourite hues.
Logo:
A green background gives us a feeling of nature, self-respect, and well-being, a
great choice of colour to represent the brand.
Represents :
Independence, friendliness, attentiveness, simplicity, extravagance and elegance.
Shows customer’s characteristics who are “Benetton”.

22. Thank-you.