presentation on united colors of benetton by cbs students

Happy-Nest:Rahul guptaNeha dahiyaSandeep singh

Founders thought

Luciano Benetton : "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.“

Oliviero Toscani pursues this : "I am not here to sell pullovers, but to promote an image"... Benetton's advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids...

ADVERTISING PHILOSOPHY

“communication should not be commissioned from outside the company, but conceived from within its heart.”

:Luciano Benetton’s

• Advertising campaign • The company adopted the slogan as its actual

logo

Brands

Segmentation

Casual United Colors of Benetton

Glamour oriented Sisley

Leisurewear brand Playlife.

Postioning UCB captures desired image and postioning

•Product ( colorful character)

•User consideration ( diversity of people who wear it)

•Athletics brand

•Leisure brand

CompetitorsInternational National

Victoria’s secret Jockey, Hanes

Gap Numero Uno

Tommy Hilfiger Tommy Hilfiger

Wrangler Wrangler

Advertising Idea• United color of Benetton

carries “A Big Idea” as a concept.– Grab attention by shocking images– A distinct image– Draw people attention towards issues like racial abuse– Position the company as a social conscious marketer

Building Value For The BrandThe process of building Value for the brand

(UNITED COLORS OF BENETTON) follows three phases.

• The cycle of difference

• The cycle of reality

• The cycle of free speech and the right to express it

The Cycle Of Difference

• In this cycle, the word “different” became a close cousin of “controversial.”

• Benetton learned that attempt to bring different individuals together can lead to conflict instead of happiness and euphoria.

By acknowledging these differences and prohibitions, the brand appeared more involved.

The Cycle Of reality• After equality and the exaltation of differences,

Benetton turned to the reality of what is common to all and shared by humankind.

In 1991, during the Gulf War, this image was created, a photo of a war cemetery.

Benetton answered with a birth, the famous image of a newborn baby still attached to the umbilical cord.

Photos of real, high-drama situations: a man dying of AIDS, a car on fire

The Cycle of Free speech and Right to Express it

• Through its alliance with non-profit associations, institutions, and large international organisms, Benetton proved that a “different” use of advertising was indeed possible and seen as the Creation of value and was soon came in fashion catalogues.

For the sixth World AIDS Day, on December 1st

1993, an enormous pink condom, 22 meters high and 3.5 meters wide, was placed on the obelisk in the Place de la Concorde in Paris.

All the daily and magazine press featured the image that has become a symbol of the fight against AIDS.

Advertising Campaigns2001, Volunteers in Colors:

Benetton communication campaign, a special issue of COLORS and a concert, in collaboration with UN Volunteers to celebrate the International Year of Voluntary Work.

2003, Food For Life:

The campaign highlighted the problem of hunger, which is still the greatest humanitarian emergency around the world.

2004, James & Other Apes:

Through this initiative, Benetton continued its exploration of diversity ,extending it from the variety of human races to embrace the living beings that are our closest cousins.

2008, Africa Works: Benetton chose to support and promote this important project because, unlike traditional acts of solidarity, it offers tangible support to small local entrepreneurs through the efficient use of micro-credit.

This project effectively promotes the new face of Africa.

Media Selection

• Magazines

• Internet

• Newspaper

• Television

Appeals• Emotions

•Fear

•FUN

Promotional tools•Sponsorships

Public relation:

Exhibitions: OS

Social Network: FacebookTwitterDiggFlickrYouTubeVimeoDelicious

RECOMMENDATIONS

• Instead of shock advertising it should go for

more consumer friendly advertising

• More TV Advertisement

• Self cannibalization

• Crowd sourcing

THANK YOU!