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.
[...] 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”. [...]
[...] What is the 331BUS Marketing Communication Student: Vincent Foucault Module Leader: Julia Tyrrel Page 3 of 17 Benetton Group's advertising campaigns, an expression of our time interest to create publicities without emphasizing directly products or the Benetton companies? What does Benetton want to do? What is its goal? 331BUS Marketing Communication Module Leader: Julia Tyrrel Page 4 of 17 Student: Vincent Foucault Benetton Group's advertising campaigns, an expression of our time Situation The environmental analyses of Benetton are resumed in the SWOT analysis. [...]
[...] 331BUS Marketing Communication Module Leader: Julia Tyrrel Page 12 of 17 Student: Vincent Foucault Benetton Group's advertising campaigns, an expression of our time Action Plan. Men: It is the photographer James Mollisson, from the communication society Fabrica, who created the campaign. But, the first shock advertising was launched by O Toscani who decided that the company turns to advertisement featuring not products but photos that stimulated thinking. Olivier Toscani James Mollisson This new campaign is launched and supported by a photographic exposition in the Natural History Museum in London with the participation of Jane Goddall. [...]
[...] 331BUS Marketing Communication Module Leader: Julia Tyrrel Page 14 of 17 Student: Vincent Foucault Benetton Group's advertising campaigns, an expression of our time Control If we admit that the effectiveness can be measured by criteria of sale, Benetton would have succeeded as it doped its sales in 2005. The group carried out a turnover in nine months rising from almost to 1,29 billion euros against 1,25 billion one year earlier. 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. [...]
[...] The second point very important in the tactic of the advertising is the Benetton logo: ‘United Colors of Benetton. The weight of a logo All the Benetton campaign is based on the promotion of a public image registered in the social. The slogan of the brand, United Colors of Benetton, is revealing advertising strategy: to adapt 331BUS Marketing Communication Student: Vincent Foucault Module Leader: Julia Tyrrel Page 11 of 17 Benetton Group's advertising campaigns, an expression of our time itself what surrounds us and which goes. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
