1) Présentation de Benetton 1.1 Historique 1935 : Naissance de Luciano Benetton 1955 : Ouverture de son premier atelier avec sa sœur Giuliana. L’idée repose sur l’utilisation des couleurs et des vêtements plus ‘jeunes’. La marque s’appelle ‘Très jolie’. 1963 : Arrivée de son frère‚ Gilberto‚ pour s’occuper des finances Années 60 : - Découverte du procédé pour teindre les pulls après confection et décollage de la marque - Construction d’une usine rapidement trop petite 1964 :
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REPORT BY COMPETENCY GROUP MARKETING STRATEGY OF UNITED COLORS OF BENETTON INDIAN INSTITUTE OF PLANNING AND MANAGEMENT Page 1 IIPM AHMEDABAD REPORT BY COMPETENCY GROUP An Analysis of Marketing Strategy of United Colors of Benetton A report submitted towards the partial fulfillment of the requirements of the two years full-time MBA Degree. Guided By: PROF. PABITRA RANJAN CHAKRAVORTY Submitted By: SHREY GHOSAL STEFFY VELAYUDHAN SANDEEP SINGH BHADAURIA SUMIT TANWAR
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Case study - The Benetton Group The Controversy Continues Problem Identification Benetton‚ the world famous clothing producer‚ once again dives into social issues that the United States may not be ready for. The Italy based group is well known for their shocking world issue advertisements that only bear the company logo. In fact‚ Benetton’s advertisements traditionally do not feature the clothes it sells; only the issues play the lead role. After years of controversy over ads such as AIDS‚ war
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While seeking out a definition for "Marketing"‚ I found the term to consist of "the development‚ pricing‚ distribution‚ and promotion of ideas‚ goods and services" (Dominick‚ 398). Nowadays‚ when we think of marketing strategies‚ we immediately think of advertising‚ why is that? Firstly‚ it is considered as one of the important elements of marketing. Advertising is one of the few elements that tend to roll most of the different aspects of marketing into one. It is a division of the "general promotion
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27‚ 2006 Benetton 1. Do you believe Benetton is sincere in its efforts to promote social causes through its advertising? I do believe that Benetton was making the attempt to promote the social cases that they saw as key contributors to the worlds problems like‚ power‚ sex‚ race‚ and war. The only thing that really strikes me is that Benetton used pictures without captions so it makes it difficult to see which side they are really on if any. The campaigns showed that Benetton had somewhat
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SELF-STUDIES ASSIGNMENT Business Ethics COMPOSITION AND PRESENTATION IB‚ IT groups Self-studies objectives: Express one’s opinion on a chosen ethical issue; Use up-to-date information sources; Express oneself properly orally and in written form. Assignment: Divide into groups of three (one Erasmus student per group). Choose any ethical issue and use the key questions below to help you identify and elaborate on the major ethical problems. Make a list of the groups (also indicate
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BENETTON S.W.O.T. ANALYSIS: STRENGHTS Benetton Group is considered a fully vertical integrated corporation. The company counts with a strong market position. It has a good reputation. Brand is recognized worldwide. It is a world leader in the design‚ manufacturing and marketing of distinctive casual apparel for man‚ women and children. Effective marketing strategy. The group has its own center of research and development: Fabrica. WEAKNESSES High cost structure. Products are overpriced
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What lies Ahead? BENETTON Situational Analysis 2 Benetton Group: Leader in knitwear Leaders in dyeing fabric gaining cost advantage Highest share in Italian market Stagnant growth in current market Diversification and international marketing under consideration Problem Statement 3 To formulate a growth strategy for future sustainment of Benetton Options 4 To market their existing products in other countries of Europe To launch new products in the existing
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segments at once or whether they should pick them off one at a time? In this case‚ Benetton invade all the segments at once around the world. Segmentation looking for doing quite a lot use of the resources‚ however Benetton count on a wide range of resources due to Benetton is a good brand. For this reason‚ Benetton is able to go to all markets around the world. It is an international brand‚ everybody knows Benetton and when they hear or see this brand‚ immediately it is associated to its shock advertisements
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Young People‚ Researchers and Benetton Contest Interpretations of a Benetton Advertisement Picture JANNE SEPPÄNEN In the spring of 1997‚ four Benetton advertisements were placed in front of Finnish candidates for the matriculation examination. One portrayed a nun and a priest kissing‚ another featured a black wolf and a white lamb‚ a third one was a picture of multi-coloured condoms lined up in straight rows‚ and a fourth portrayed a “family of the future”‚ two adults with a child in between
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