benetton marketing analysis
Marketing communication: Advertising and Promotion
Ethics of “Shock advertising”
Benetton Group by origin was created by the oldest brother of the Italian family Benetton, who turned into a fashion company in 1965, they saw a market for a potential of selling colorful clothing which the concept of the company was built on.
What How is Benetton’s vision?
“Benetton Group is focused on the future. Its story is built on innovation and seeing what ere others fail to see., The Group has always been at the cutting edge: with color, with its revolutionary approach to point of sale, with an absolutely unique production and commercial network and with a universal form of communication, which created both a phenomenon and cultural debate” reference www.benettongroup.com/group/profile/company-vision What are the most basic advertising objectives? Building an image for the product, to get across the idea of the product and communication.
Benetton’s advertising objectives differ from the traditional basic objective of advertising, they cross barriers that most companies are too afraid to cross.
Benetton’s advertising goals are to inform and make the consumers aware of social causes going on worldwide through the youth use of “shock value”. Benetton are is very famous for some of their notorious advertising, for example the “unhate campaign” where it is shown on one of the ads, the pope kissing an Islamic sheik, on another campaign they show friends of diverse backgrounds getting along, such as have created for Benetton stronger brand awareness, although maybe not so positive. Oliviero Toscani (photographer for Benetton) and Luciano decided to create for Benetton a lifestyle brand image to its consumers. Then campaigns were lunched with advertisements that engage its consumers and sparked controversy. Benetton was proud of its shock advertisements it made a statement that the company’s images don’t show a fictitious realty in which consumers will be
Ethics of “Shock advertising”
Benetton Group by origin was created by the oldest brother of the Italian family Benetton, who turned into a fashion company in 1965, they saw a market for a potential of selling colorful clothing which the concept of the company was built on.
What How is Benetton’s vision?
“Benetton Group is focused on the future. Its story is built on innovation and seeing what ere others fail to see., The Group has always been at the cutting edge: with color, with its revolutionary approach to point of sale, with an absolutely unique production and commercial network and with a universal form of communication, which created both a phenomenon and cultural debate” reference www.benettongroup.com/group/profile/company-vision What are the most basic advertising objectives? Building an image for the product, to get across the idea of the product and communication.
Benetton’s advertising objectives differ from the traditional basic objective of advertising, they cross barriers that most companies are too afraid to cross.
Benetton’s advertising goals are to inform and make the consumers aware of social causes going on worldwide through the youth use of “shock value”. Benetton are is very famous for some of their notorious advertising, for example the “unhate campaign” where it is shown on one of the ads, the pope kissing an Islamic sheik, on another campaign they show friends of diverse backgrounds getting along, such as have created for Benetton stronger brand awareness, although maybe not so positive. Oliviero Toscani (photographer for Benetton) and Luciano decided to create for Benetton a lifestyle brand image to its consumers. Then campaigns were lunched with advertisements that engage its consumers and sparked controversy. Benetton was proud of its shock advertisements it made a statement that the company’s images don’t show a fictitious realty in which consumers will be
References: Benetton Group: evolution of communication strategy Benetton Official Website Benetton Strategy Analysis Grade: 80