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

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  1. Situation
  2. Objectives
    1. Marketing Objectives
    2. Communication Objectives
    3. Target Market
  3. Strategy
    1. Pull or Push?
    2. Positioning
  4. Tactic
    1. A different way
    2. The weigh of a logo
  5. Action Plan
  6. Control

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. [...]


[...] With anthropological rigor, the portraits by James Mollison invite us to reflect on the fundamental issues of humankind, mirrored in the enigmatic gaze of the species closest to us in the evolutionary chain The absence of the product is besides partially responsible for such a situation: contrary to traditional publicity, the advertiser occupies a prevalent place here: communication but in a company communication. one is not in a product 331BUS Marketing Communication Module Leader: Julia Tyrrel Page 9 of 17 Student: Vincent Foucault Benetton Group's advertising campaigns, an expression of our time It is obvious that these publicities play on the two tables: commercial publicity, humane campaign. 331BUS Marketing Communication Module Leader: Julia Tyrrel Page 10 of 17 Student: Vincent Foucault Benetton Group's advertising campaigns, an expression of our time Tactic. [...]

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