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UNITED COLORS OF BENETTON – COMPANY PROFILE
The Benetton Group was found in 1965 by Luciano, Giuliana, Gilberto and
Carlo, all members of the Italian family Benetton. The first store opened in
1968 in Belluno, Italy, nowadays the company has 5500 stores spread over
120 countries. The Benetton Group works in the business of fashion with five
different brands: United Colors of Benetton (UCB), Undercolors of Benetton,
Sisley, Killer Loop and Playlife.
United Colors of Benetton is the biggest brand, working not only in textile
industry but also with all kinds of merchandise, from accessories, luggage
and perfumes to home products. UCB is also the brand with more sales in to
the company. United Colors of Benetton offer clothes for adults and children,
as well as pre-natal. Under Colors of Benetton is an extension of UCB and
provides underwear, beachwear and sleepwear; it has nearly 500 stores
worldwide, but is also sold in some UCB stores. In May 2005 UCB signed a
contract with Selective Beauty to ensure the distribution of a new product,
United Colors of Benetton perfumes on perfumeries and leading department
stores. Next step for UCB is another extension of the brand on a line of
cosmetics and body care to be distributed worldwide in UCB stores. The
name of the brand: SkinColors of Benetton.
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Up to now, Benetton’s distinctive positioning was essentially based on ads
featuring disturbing images. Benetton’s advertising used to convey the
idea that buying one of its garments would contribute to racial
understanding and the welfare of humanity. Its overall advertising strategy
was composed of two types of campaigns: product-specific and corporate.
Product-specific campaigns highlighted Benetton’s collections and were
hence seasonal. Corporate campaigns were undertaken once in 12-18
months and showcased larger issues affecting the world.
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RESEARCH METHODOLOGY
Analytical research design will be adopted in this study. The purpose of choosing analytical
design is to analyze the behaviour on the basis of primary data.
SURVEY: It is a systematic collection of data from respondents.
SURVEY TECHNIQUE: This research is conducted by getting a questionnaire filled by the
target group or population chosen.
For this research study, the primary data is collected through questionnaire The primary data is
collected by getting the questionnaire filled by that part of the population which have shopped or
are likely to shop from the brand.
The research uses structured – undisguised questionnaire. This questionnaire is framed with a set
of both open end as well as close-ended questions, and also has used several rating scales to elicit
responses with regard to the objective of the study.
SAMPLE FOR RESEARCH: Male and Female members of the population
SAMPLE SIZE: 50
SAMPLE DESIGN: Convenience sampling
Convenience sampling is a non- probability sampling technique that attempts to obtain a sample
of convenient elements. The selection of sampling units is left primarily to the interviewer.
Often, respondents are selected because they happen to be in the right place at the right time.
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SAMPLE QUESTIONNAIRE
As a part of my project, I need to gather information from you. The information provided by
you will be kept confidential and will be used for academic purpose only.
1. Age
a) Below 16 b) 16-25
c) 26-35 d) above 35
2. Gender
a) Male b) Female
3. How often do you purchase/shop for clothes?
a) twice a month
b) once a month
c) once in 2 months
d) once in 3 months
4. How much approximately do you spend on one purchase trip?
a) Less than Rs.1500
b) Rs. 1500- Rs. 3000
c) Rs. 3000- Rs. 4500
d) More than Rs. 4500
5. Do you know about United Colors of Benetton?
a) Yes b) No
6. How do you know about United Colors of Benetton?
a) Internet
b) Word of mouth (relatives, friends)
c) Others (specify)
____________________________
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7. Have you visited a United Colors of Benetton store to shop?
a) Yes b) No
8. What do you prefer buying from United Colors of Benetton?
a) Casual Wear
b) Formal Wear
c) Occasion Wear
9. How do you perceive United Colors of Benetton as a brand?
a) Quality clothing
b) Value for money
c) Hi-fashion clothing
d) Practical clothing
10. Which of the following brands do you consider the closest competitor to United Colors of
Benetton?
a) Esprit
b) Mango
c) Marks and Spencer
d) Tommy Hilfiger
e) Levis
11. Do you compare the prices of United Colors of Benetton with its competitors before
buying?
a) Yes b) No
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12. Since United Colors of Benetton does not advertise itself, do you think it needs to start
advertising?
a) Yes, it needs to advertise to maintain its market share
b) Maybe, since competition is growing
c) No, it can maintain its market share without it
13. Please rate your satisfactory level with United Colors of Benetton based on the following
features. (Highly satisfied-5, Satisfied- 4, Normal-3,Poor- 2,Very poor- 1)
a) Price
b) Quality
c) Availability of sizes and colors
d) Style
e) Comfort
Thank you for your co-operation.
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4%
88%
8%
0%
below 16
16-25
26-35
above 35
42%
58%
male
female
14%
50%
20%
16%
Twice a month
Once a month
Once in 2 months
Once in 3 months
ANALYSIS
1. Age
2. Gender
3. How often do you purchase/shop for clothes?
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18%
46%
26%
10%
Less than Rs.1500
Rs.1500-Rs.3000
Rs.3000-Rs.4500
More than Rs.4500
100%
0%
Yes
No
2%
82%
16% Internet
Word of mouth (relatives,friends)
Others
4. How much approximately do you spend on one purchase trip?
5. Do you know about United Colors of Benetton?
6. How do you know about United Colors of Benetton?
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100%
0%
Yes
No
72%
8%
20%
Casual Wear
Formal Wear
Occasion Wear
42%
8%
46%
4%
Quality clothing
Value for money
Hi-fashion clothing
Practical clothing
7. Have you visited a United Colors of Benetton store to shop?
8. What do you prefer buying from United Colors of Benetton?
9. How do you perceive United Colors of Benetton as a brand?
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48%
2%4%
26%
20% Esprit
Mango
Marks and Spencer
Tommy Hilfiger
Levis
46%
54%
Yes
No
20%
52%
28% Yes
Maybe
No
10. Which of the following brands do you consider the closest competitor to United Colors of
Benetton?
11. Do you compare the prices of United Colors of Benetton with its competitors
before buying?
12. Since United Colors of Benetton does not advertise itself, do you think it needs to start
advertising?
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7%13%
20%
27%
33%
1
2
3
4
5
0% 4%20%
58%
18%1
2
3
4
5
13. Please rate your satisfactory level with United Colors of Benetton based on the following
features. (Highly satisfied-5, Satisfied- 4, Normal-3,Poor- 2,Very poor- 1)
PRICE
QUALITY
AVAILABILITY OF COLORS AND SIZES
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3
0%0% 8%
40%52%
1
2
3
4
5
0%
STYLE
COMFORT
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CONCLUSION OF THE ANALYSIS
The research has clearly shown that the brand “United Colors of Benetton” is a very well
known brand. All the respondents are aware of it and have visited the stores of the brand.
It can also be concluded that the brand is mostly known to the respondents through word of
mouth, i.e., through relatives and friends, blogs. This is appropriate because UCB does not
advertise itself in magazines or through electronic media. Almost three-fourth (72%) of the
sample shops from UCB for casual wear and 46% of the sample perceives it as a hi-fashion
brand while 42% perceives it as a brand providing quality clothing. This helps to derive that
UCB as a brand is perceived by the consumers as a casual wear apparel brand that is up-to
date with fashion as well as provides a good level of quality.
The main competitors to the brand are perceived to be Esprit and Tommy Hilfiger. One of
the reasons of the competition may be the comparative pricing among the brands. Almost
50% of the sample says that they do compare the prices among the brand’s competition
before purchasing anything from it. On the other side, 58% of the sample also says that they
do not compare the prices.
More than half (52%) of the sample says that may be UCB needs to start advertising to gain
new market share and maintain the existing one.
33% of the sample is highly satisfied with the brand’s pricing which means it does provide
value for money. Also UCB is considered a highly stylish brand which provides variety in
terms of sizes and colors as well as comfort.
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BIBLIOGRAPHY
1. http://www.docshare.com/home
2. http://www.benettongroup.com/en/home.htm
3. http://www.benettongroup.com/
4. http://www.google.co.in/imghp?hl=en&tab=wi
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