Evolution of Communication Strategy
Benetton Group: Evolution of Communication Strategy
This case was written by Senthil Ganesan with the help of Vamsi Krihna Thota, ICRAI Knowledge Center. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.
The case was compiled from published sources.
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© 2003, ICFAI Knowledge Center, Hyderabad, India The purpose of advertising is not to sell more. It’s to do with institutional publicity, whose aim is to communicate the company 's values (...) We need to convey a single strong image, which can be shared anywhere in the world.
- Luciano Benetton, Founder and Chairman1
When Life magazine makes a cover about war, it makes the cover to inform, but also to sell the magazine and to sell the advertising pages inside the magazine -- Chivas Regal and all the others. So Time magazine and all the others make a cover to inform and to sell. To do what I do, I do that to sell but also to inform. And as soon as you inform, people point a finger at you and say, "You are exploiting!" No. It 's the people who don 't even inform [who are exploiting]. I don 't care about the rejection; I 'm not afraid to be rejected. Actually, it 's a big honor in this world
- Oliviero Toscani, Benetton Creative Director and Photographer (1982 – 2000)2 Benetton Group*: Evolution of Communication Strategy Introduction
Benetton, the Italian retailer was engaged in the manufacturing and distribution of clothing, undergarments, shoes, cosmetics and accessories. Benetton also licensed its brand name to various manufacturers of sunglasses, stationery, cosmetics, linens, watches, toys, steering wheels, golf equipment, designer condoms and
This case was written by Senthil Ganesan with the help of Vamsi Krihna Thota, ICRAI Knowledge Center. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.
The case was compiled from published sources.
______________________________________________________________________________
© 2003, ICFAI Knowledge Center, Hyderabad, India The purpose of advertising is not to sell more. It’s to do with institutional publicity, whose aim is to communicate the company 's values (...) We need to convey a single strong image, which can be shared anywhere in the world.
- Luciano Benetton, Founder and Chairman1
When Life magazine makes a cover about war, it makes the cover to inform, but also to sell the magazine and to sell the advertising pages inside the magazine -- Chivas Regal and all the others. So Time magazine and all the others make a cover to inform and to sell. To do what I do, I do that to sell but also to inform. And as soon as you inform, people point a finger at you and say, "You are exploiting!" No. It 's the people who don 't even inform [who are exploiting]. I don 't care about the rejection; I 'm not afraid to be rejected. Actually, it 's a big honor in this world
- Oliviero Toscani, Benetton Creative Director and Photographer (1982 – 2000)2 Benetton Group*: Evolution of Communication Strategy Introduction
Benetton, the Italian retailer was engaged in the manufacturing and distribution of clothing, undergarments, shoes, cosmetics and accessories. Benetton also licensed its brand name to various manufacturers of sunglasses, stationery, cosmetics, linens, watches, toys, steering wheels, golf equipment, designer condoms and
Bibliography: 6. Henry Giroux, “Benetton: buying social change,” Business & Society Review (1974), Spring 1994.