Marketing communication plan: United Colors of Benetton

Thèmes abordés

United Colors of Benetton, Benetton, prêt-à-porter, publicité choc, Inditex, Hennes&Mauritz, Gap

Résumé du document

United Colors of Benetton (UCB) was selected to achieve a successful integrated marketing communications plan. UCB is The Benetton Group's most famous brand. UCB is an Italian fashion brand that sells internationally men's, women's, children's, babies' clothes, and lingerie. Well known for their shocking advertisement campaigns and colourful and casual clothes. During the last 40 years Benetton has become a real myth in the fashion world and in the marketing industry. This integrated marketing communication plan will be developed for Benetton in order to enhance the brand image.

-External environment of the fashion industry

The global fashion industry is very complicated as there are several companies that compete in different areas such as clothing, footwear and accessories. The global fashion industry is dependent on the trends that keep the consumers buying, driven by the need to wear the latest vogue. In addition, the fashion industry is divided into four tasks: design, production, sales and distribution. To determine the competitive rivalry within the fashion industry we will be carefully looking at "Porters 5 Forces" analysis.

Extraits

[...] These objectives will allow the marketing communication plan to be effective and will elaborate a media plan accordingly. These points will have to be as precise as possible and measurable. Objectives have to be SMART: Specific, Measurable, Achievable, Realistic and Timed and follow the AIDCA model. To bring brand awareness to a higher level from 10 to 30% from the beginning of the campaign. To enhance the worldwide image and attitudes to Benetton (which is not very popular in London and tends to be negative regarding the shocking adds) To obtain of the market share in the tablet industry during the period of time that the tablets will be sold (from April 2012 to end of August). [...]

[...] Publicity To introduce a new product on the market, especially when it links fashion and technology, the most influential way is to use publicity. It is more credible to the consumer and it increases brand awareness. Therefore Benetton will use the Olympic Games as a starting point to promote their new tablet. Billboards or outdoor advertising The advertisements will be posted on panels in public places which enable us to reach a high percentage of the population. This media creates awareness and is quite easy to organise, the effectiveness of the outdoor advertisements is based on the choice of the locations. [...]

[...] Figure Sales forecasts 2013 Turnover % (2010-2013) Between January and October 2011 according to the figures of lesoir- echos.com (2011): HP had of the market on a market of 1,2 million tablets Samsung Asus Motorola Acer According to the article by Ben Bajarin in the Time Techland (2011) the overall tablet industry is growing at a rapid pace. The sales will increase rapidly and the majority will clearly be ipads. The tablet is a maturing segment and may well represent the future of computing. The market is full of computer and phone brands. With restricted space in stores and the difficulty of competing with the market leader, Apple, all brands are constantly fighting to achieve a place on the market, figure 3. [...]

[...] Considering the customers' profile, they are 15 to 35 years old and mainly males. According to the site Actutic (2011), the majority of tablet users bought them because of the entertainment features. Indeed 84% of people have a tablet because of its "play" aspect for internet browsing for electronic communications for easy access to information and 61% for online books. However the current customer profiles is slowly changing according to the Nielson company (December 2011), the figures are gently moving and altering the tendencies. [...]

[...] Available at : [Accessed November 21st] Hitha Prabhakar How the Fashion Industry is Embracing Social Media. Mashable Entertainment [online] February 13th 2010. Available at: [Accessed the 21st of November] Hubert,2011. La notoriété des sponsors des Jeux Olympiques de Londres 2012.Sportsmarketing [online] 19th October 2011.Available at : Accessed 8th November 2011. Lucas Le profil type du possesseur de tablettes et de liseuses évolue aux Etats-Unis.Tabletttactile.net [online] 28th December 2011. Available at: Accessed 3rd December 2011 Vinz Le marché des tablettes en chiffres selon Gartner. Tabletttactile.net [online] 5th December 2011. [...]