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Benetton: is it necessary to shock to sell?

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  1. Introduction
  2. Changes in the luxury sector
  3. The luxury of exclusive and accessibility
  4. Origin and history - Luxury
    1. History of luxury
    2. Product specifications of Luxury
    3. A perfect product
    4. Attractive packaging
    5. A strategic price
    6. A distribution study
  5. An elitist voluntary communication
  6. The causes of this change include the following - democratization of the sector
    1. The financial causes
    2. The sociological causes
    3. The causes related to innovation
  7. The paradoxes through the 4Ps
    1. Price Paradox
    2. Product Paradox
    3. Paradox of distribution
    4. communication paradox
  8. Luxury in the 21st Century
  9. The exclusive luxury of the People
  10. The new luxury
  11. Focus on the brand
    1. Presentation
    2. All attributes
    3. All benefits
    4. The set of values
    5. A culture
    6. A personality
    7. A user profile
  12. The luxury brand
  13. The dangers
    1. The first danger comes from consumer products
    2. The second danger comes from the proximity between the management of luxury and the mass distribution
    3. The third and last danger for the overexposure and trivialization of luxury
  14. The evolution of marketing strategies of luxury
  15. Tools
    1. The extension of the range, the variation
    2. The line extension, diversification
    3. From co-branding to masstige
    4. The accessorization of luxury
  16. Marketing Mix
    1. The product
    2. The price
    3. Distribution
    4. Communication
  17. Internet and luxury
  18. Investing networks of influence
    1. internet: luxury and affinity
  19. Consumer expectations
  20. The Internet media at a glance
    1. Internet is
  21. Investments of luxury growing on the web
  22. Internet users in the high income group
  23. Luxury and the internet
  24. Rules to follow
  25. Understanding social media
  26. Differences in methods of traditional Media
  27. Writing for social media
  28. According to the Social Media Guide, to be forceful with social media, you must
  29. Types of Social Media
    1. Social networks
  30. The value of social networks for luxury brands
  31. Major social networks
    1. Facebook
    2. LinkedIn
    3. Service
    4. MySpace
  32. Facebook, the first social network
  33. Attracting fans on my Facebook page
  34. Communities of content
  35. The main communities
    1. Sharing
    2. Share videos and photos
    3. Document sharing
  36. YouTube, one of the most visited of the world
    1. Example Campaign
    2. The microblogs
  37. A few statistics
  38. Here are some examples of what he can do on Twitter
  39. Luxury brands increasingly present on twitter
  40. Blogs, the new mouthpiece of luxury
  41. Which blogs are targeted?
  42. Blogs: often the source of a buzz
  43. What is the buzz
  44. What is the trash attitude?
    1. The trash today
    2. Trash and luxury
  45. A new approach, glam trash
  46. The example of the glam-trash of the Louis Vuitton
  47. Measure the effectiveness of its campaign
  48. Follow the buzz
  49. How to measure the phenomenon of buzz?
    1. Google Alerts
    2. Google Blogsearch
    3. Google trends
    4. Wikio
    5. Technorati
    7. MonitorThis
    8. Samepoint
  50. Social Mention (Alerts and Social Mention)
    2. TweetScan (and email alerts Twitter)
    3. Tweetbeep
  51. Twitrratr
    1. Twitter Search
  52. ROI measurement of the commitment of my brand in social media
  53. The measure of progress
  54. Application on Twitter
  55. Measurement tools from the Social Media Guide
  56. Measurement tools of engagement
  57. Illustration: Louis Vuitton BITCH
  58. Analyze
  59. The perfume market
  60. Competition
  61. SWOT
  62. Aims
  63. Targets
  64. Positioning
  65. The 4 Ps
  66. Budget Analysis
  67. Conclusion

"You recognize me?" This sentence is well known, and refers to Benetton advertising campaigns of the 1980s. At that time, Luciano Benetton, the company magnate, was quick to get on stage to personally sell his clothes. Thus, this Italian brand has always focused on originality to get noticed. But increasingly, advertisements of Benetton turned to scandal.

Oliviero Toscani, a publicist for the brand, connected many campaigns that were all the more controversial than the other and raised issues of resounding debates. The strategy of the firm thus raises the issue of ethics. Are we right to do anything on advertising? What are the limits that are not to be exceeded?

After a brief history of advertising at Benetton, seeing the big dates, times and great scandals of the firm, we will see if these controversies are really effective in studying the pros and cons of the arguments and the consequences of public opinion on the economy of this Italian brand.

The key dates in the history of Benetton are 1972, when the agency, El Dorado was entrusted with the brand communication for Benetton. The display put up by the agency was the most exclusive. In 1982, photographer Oliviero Toscani began his work in collaboration with Benetton. Through him, the brand gained a great reputation.

Benetton adopted the name ?United Colors of Benetton' in 1985. Soon after that, in 1987, the brand ?World of Benetton Jeans' was born. 1989 saw the invention of the drawing of the mark. A simple small green cartel with the words ?United Colors of Benetton?, became the logo of the brand.

From 1990 onwards, the advertising campaigns would not present any more clothes. They not only bragged about the product, but wanted to create a brand image. In 1992, Benetton began their ?reality commercials?, which dealt with various themes such as irrigation, race, ecology, AIDS, religion, sport, travel, war and health etc. Over the following years, numerous scandals erupted over the brand advertisements that only managed to shock. Oliviero Toscani left the brand in 2000. He was replaced by a young British photographer, James Mollison.

Tags: Benetton, Luciano Benetton, United Colors of Benetton, Oliviero Toscani, advertising by Benetton, James Mollison

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