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.
[...] So, we will apply a similar communication strategy for the Benetton tablet. The Benetton tablet will be at the cutting-edge of technology, with a high- definition screen. The tablet will be sold worldwide in the Benetton boutiques, through the operator's shops and on their web site from the beginning of April to the end of August, at the end of the Summer Olympic Games. The price of the tablet will be £499. The partnership between Benetton and LG will be characterized by an innovative approach, with no compromise in terms of style, design and new technologies. [...]
[...] This integrated marketing communication plan is developed for Benetton in order to enhance the brand image. I. Situation Analysis a) 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 4 tasks: design, production, sales and distribution. [...]
[...] Sales promotion will help enhance the worldwide image and attitudes towards Benetton. • Direct marketing This will be put in place to communicate directly with the target customers and will be supported and driven by a precise database. The main advantage is the fact that we are able to communicate internationally. III. Tactics a) Organizing an integrated marketing communications plan In order to achieve a creative and successful campaign for the Benetton Touchpad, we will need 10 months to put everything in place. [...]
[...] Conclusion This marketing communication plan which promotes a partnership with LG was developed only after analyzing the market environment for Benetton and their competitors. A Benetton branded tablet built by LG based upon Benetton's sponsorship of the 2012 Olympic Games will be used to promote Benetton's brand image. The plan has specific measurable objectives and a well-defined budget. This integration will address directly Benetton's target customer base and builds upon Benetton's previously successful experience of sports sponsorship events. References ABC Netmarketing, 1997 – 2011. [...]
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