Benetton Group's advertising campaigns, an expression of our time

Résumé du document

Benetton was founded in an Italian town in 1955 by Luciano Benetton and his brothers and sister. The first store was opened in 1969. Today, the Benetton Group is present in 120 countries around the world, and is engaged in the manufacturing and distribution of clothing, undergarments, shoes, cosmetics and accessories. Benetton has also licensed its brand name for a number of products like sunglasses, stationery, cosmetics, linens, etc. The group's principal brands include United Colors of Benetton (UCB), Sisley, PlayLife, Nordica, Prince, Rollerblade, and Killer Loop. The Group produces over 110 million garments every year, over 90% of which are manufactured in Europe. Its retail network of 5,000 stores around the world is increasingly focused on large floor-space points of sale offering high quality customer services, and now generates a total turnover of 1.9 billion euros.

Extraits

[...] But the net income appears in fall of 14% over the first nine months of the year, because of a significant investment's effort has been to intend a new marketing strategy. However, with the advertising strategy “billboards”, other more qualitative elements must also be taken into account (public image, notoriety . Unfortunately, it remains difficult to measure them. Some retailers criticized Benetton's strategy: are talking about two different arenas here. If Benetton wanted to underwrite some cause, we'd be supportive. [...]

[...] 331BUS Marketing Communication Module Leader: Julia Tyrrel Page 7 of 17 Student: Vincent Foucault Benetton Group's advertising campaigns, an expression of our time Strategy Pull or Push? It is a pull strategy because Benetton targets directly its actual and future customers. But the special character of the advertisement could include a push strategy. Indeed, as the campaign targets every people and the distribution strategy is to sell by dealers, Benetton can find future distributors in the public. Through their universal impact, they have succeeded in attracting the attention of the public and in standing out amid the current clutter of images. [...]

[...] 331BUS Marketing Communication Module Leader: Julia Tyrrel Page 6 of 17 Student: Vincent Foucault Benetton Group's advertising campaigns, an expression of our time All campaigns are launched in the countries where Benetton is settled. Benetton has a global communication strategy al around the world. The people target: Benetton's original targets are young people: teenagers and young adults but it wants to reach within customers of all ages. Luciano Benetton said that “low-priced collections of sweatshirts, polo shirts and denim, a newly expanded product category, have done well in stores with younger customers”. [...]

[...] Silvano Cassano is the new textil manager for Benetton. He could be give a new breath for the company. Weaknesses Benetton have many different ranges and brand names associated to them. This can become confusing for the consumer and may lead to dilution of the brand. They also had a sports equipment business that has recently been sold to re-concentrate the focus on clothing lines. Its Formula1 sponsorship costs a lot of money for the company too. Opportunities Fashion trends differ from country to country. [...]

[...] Unlike most advertisements which centre on a company's product or image, Benetton's advertising campaigns create social and political issues. The company tries more to “communicate” to the world about these issues rather than to clothes. The company strives to promote itself as a socially responsible business, by supporting social organizations and discussing moral issues in its print campaigns throughout the world. Benetton is promoting itself as a “life style accessory” and not as a clothing brand. Benetton's campaign is ambiguous because it mixes advertising executive kinds, journalistic and humane. [...]