By: Sudip Dutta PGDM Marketing 2010 - 2012 Globsyn Business School, Calcutta

1. By: -
Sudip Dutta
PGDM Marketing
2010 – 2012
Globsyn Business School
Calcutta

2. Founder‟s 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...

3. ADVERTISING PHILOSOPHY
“Communication should not be
commissioned from outside the
company, but conceived from within
its heart.” - Luciano Benetton

4. Meaning Of United Colors Of Benetton Logo
Stylized knot of yarn with word Benetton printed
under it, contained within a dark green rectangle
shows that brand deals in apparels and has a
style statement which differentiates it from other
brands. It emphasizes its principal and most
important characteristic - uniqueness.

5. The Benetton Group
 Present in 120 countries around the world.
 More than 6000 retail stores worldwide.
 Produces around 130 million garments every
year.
 Offers high quality customer services and
generates a total turnover of over 2 billion Euro.
 Core business is clothing with a strong Italian
character whose style, quality and passion are
clearly seen in its brands.
 The casual United Colors of Benetton
 The fashionable Sisley
 Playlife leisurewear
 Killer Loop street-wear
 Undercolors of Benetton undergarments

7. India Overview
 Benetton is in India since
1992, through a licensee, but
since Dec 2004, they have
become a 100% subsidiary of
Italy.
 Avg. growth rate in India
since 2004, year on year is
56%.
 Expansion through multi
format strategy.
 UCB has the largest network
for a fashion retail brand in
the country across 52 cities.
 Launched Sisley in Oct 2006
in India.
 Launched UnderColors in Oct
2007.
 Launched Playlife in March
2008.

8. India Overview Contd…
 Retail Area – Over 250000 sq. ft.
 Average Store Size – 1500 sq. ft.
 No. of Stores with 20 million Plus
turnover – 24%.
 130 plus Exclusive Stores.
 Selling more than 2.5 million garments a
year.

9. Mumbai UCB
Megastore
 11,000 sq. feet
 2 Floors
 Menswear
 Womenswear
 Childrenswear
 Undercolors

10. Delhi UCB
Megastore
 7000 sq. feet
 3 Floors
 Menswear
 Womenswear
 Childrenswear

11. Bengaluru UCB
Megastore
 10000 sq. feet
 3 Floors
 Menswear
 Womenswear
 Childrenswear

12. Chandigarh UCB
Megastore
 10000 sq. feet
 4 Floors
 Menswear
 Womenswear
 Childrenswear

13. Stellar Performance in Indian Market
NORTH INDIA
• UCB South Extension is the highest revenue grosser among single
brand retail stores.
• At Rs. 134/sq. ft. UCB Khan market is the highest. It is closely
followed by UCB Defence Colony @ Rs. 116/sq. ft.
WEST INDIA
• UCB Megastore at Linking Road, Mumbai is credited for developing
the high street and the highest turnover.
• UCB Inorbit Malad at Rs. 135 / sq. ft. is amongst the highest sales
per sq. ft. in the fashion apparel category.
SOUTH INDIA
• UCB Forum Bangalore does highest turnover for a single brand in
the mall.
EAST INDIA
• Shillong is the biggest Single brand store in the North East region.
• South City Kolkata does the highest turnover for a single brand.

14. Entering Core India
Benetton is not just a brand for the metros; they are also
present in Tier II & Tier III Cities.

15. Lucknow
UCB
Megastore
Recently
launched its 3rd
store in
Lucknow
- area of 3200
sq. ft., with
exciting visual
merchandising
& a wide range
of merchandise
for adults &
kids.

16. Other Fashion Cities
Mega stores in Tier-2 towns with carpet area in excess of
4000 sq.ft. e.g. Dehradun, Amritsar, Jaipur positioned as
“THE FASHION DESTINATION” in that city.
Mall Road, Amritsar Tonk Road, Jaipur Rajpura Road, Dehradun
These stores have shown results 30% above expectation -
shows the customer‟s trust and acceptance of Benetton.

17. Fashion @ Small Towns
Even towns like
Nasik, Kolhapur, Aurangabad, Mysore, Mangalore
have shown very impressive performances.

18. Visual Merchandising –treat for the eyes!
• One of the only brands to represent
“merchandise thematically”.
• International standards and look
guides are followed with respect to: -
– Folding
– Tabletops
– Browsers
– In-store displays
• Coordinated merchandize display
– Consistency across stores

19. Visual Merchandising- Window Designs
Innovative window display
• In the fashion capitals of the world, the Windows of fashion
brands are kept lit at night, attracting passers by and
reinforcing both visibility and brand recall.
• UCB are also trying to make that happen in India, and the
windows change constantly, with the seasons, with new
merchandise and on special occasions.

20. Visual Merchandising- In-Store Visuals
• Larger than life.
• Theme specific.
• Endorsement of ordinary people, no
celebrity involved.
• United: above racial origin of model.

21. UCB sells Fashion, not garments!
• Plays a very important role because UCB don‟t believe in
selling „one‟ piece but a complete ensemble.
• In other words, UCB don‟t see themselves as sellers of
clothes but as fashion leaders who strives to uplift the young
and the restless.

22. Competitors
International National
Victoria‟s secret Jockey, Hanes
Gap Numero Uno
Tommy Hilfiger Tommy Hilfiger
Wrangler Wrangler

23. 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.

24. Building Value For The Brand
The process of building value for 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.

25. The Cycle Of Difference
 In this cycle, the word “different” became a
close controversy.
 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.

26. 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.

27. The Cycle of Free Speech and Right
to Express it
Through its alliance with non-profit associations,
institutions, and large international organizations,
Benetton proved that a “different” use of advertising was
indeed possible and seen as the creation of value and 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 this image
that has become a symbol of the fight against AIDS.

28. Advertising Campaigns
2001, 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.

29. 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.

30. Media Selection
 Magazines
 Internet
 Newspaper
 Television

31. Different Appeals Portrayed
Emotions
Fear
Fun

32. Promotional Tools

33. RECOMMENDATIONS
 Instead of shock advertising, it should go
for more consumer friendly advertising.
 More TV Advertisement.
 Self cannibalization.
 Crowd sourcing.

34. THANK YOU