United Colors of Benetton
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Transcript of United Colors of Benetton
Founders
Carlo, Gilberto, Giuliana and Luciano Benetton
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.
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
Competitors
International National
Victoria’s secret Jockey, Hanes
Gap Numero Uno
Tommy Hilfiger Tommy Hilfiger
Wrangler Wrangler
Luciano Benetton : “Communication should not be commissioned from outside the
company, but conceived from within its heart.” "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
The Brand…
• The cycle of difference • Reality • Difference• Free speech and the right to express it • Different Appeals • Visual Shock and Effective Persuasion
• Visual Merchandising
Before 1985
New Era of Advertisement Begins…
1989- “Contrasts in Black & White”
16th Grand Prix for best posterOlivero Toscani won the Lion d’Or at the Cannes Festival for the campaign
February 1990- Dualism between black and whiteConcept- unity and diversity
Images won awards in Austria, France, Great Britain, Holland and United States
September 1991- Break the barrier of indifference (Angel and Demon)
September 1991- Priests and Nuns
1991- War Cemetery during the Gulf War
Published in just one newspaper in Italy, Il Sole 24 Ore, because all the others refused to print it
Another Truth of life – Birth of a Baby (still attached to the Umbilical Cord)
February 1992- The terrifying sight of David Kirby’s body devastated by HIV virus and surrounded by his family members during his last breath
• Photo taken by Therese Frare, a graduation student from journalism • Won the “European Art Director Club” award for the best campaign and the
“Houston International Center of Photography’s Infinity Award”• Print was exhibited in American, French, Italian, Swiss and German museums• 2003- The photo was included in the Life magazine collection ‘100 Photos that
changed the world’
September 1993- AIDS Campaign
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.
SEP 1994 - 1000 YOUNG ALL OVER THE WORLD in AIDS Campaign
1994- War, Peace and Suffering“The language in the ad belong to the dictionary western world does not want to open”
• Real image of uniform of Marinko Gagro, a soldier who died in the war of Bosnia• Amnesty International (an NGO in Britain, which fights for Human Rights), applauded
the ad for drawing people’s attention towards the war• A daily newspaper of Sarajevo, (Capital of Bosnia) asked Benetton for posters of the
ad to plaster across the city
21st March, 1996- White, Yellow and Black hearts To commemorate “World’s Anti-Racism Day”
October 1996 in collaboration with FAO- WOODEN SPOON
• Wooden spoon on a white background, symbolizes mankind’s relationship with food, or with hunger at World Food Summit held in Rome from 13 to 17 November 1996
• United Colors of Benetton planned an international campaign for Rome, Paris, Brussels, London, Amsterdam and Madrid
March 1998- Human Rights
“Everyone has the right to leave any country, including his own, and to return to his own country” “All human beings are born free and equal in dignity and rights”
• Beautiful faces of children from all round the world, made an ideal frame for the principles of the Universal Declaration of Human Rights
• Aim- To remind world and generate public opinion of people’s fundamental rights, as individuals and as members of social groups
Some More Controversial and Popular advertisements:
WHAT IS NATURAL IS NEVER VULGAR
Drama
Fear
Emotion
2000- We are on a Death Row
Capital Punishment as the worst thing to Human Civilization
• 26 US Prisoners who were sentenced to death were shown in the series called “We are on a Death Row”
• Showed Death Penalty as the worst thing for human civilization• The cry against the campaign was so strong that at last Olivero resigned
Capital Punishment
2003- Food for Life
• Co-developed by United Colors of Benetton and the World Food Program • Hunger as the world’s most fundamental problem, since it is largely overlooked by
both media and public opinion• Real images were taken in Afghanistan, Cambodia, Guinea and Sierra Leone, to show
poverty and crisis• Shows how food becomes a catalyst for reconciliation and development, a tool capable
of revolutionizing the lives of hungry individuals
Food for Life Food for Peace Food to go Home
Food for Protection Food for Stability Food for Education
2004-
March 2007- Domestic Violence
2008-MICROCREDIT 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.
• Benetton Group – Largest land owner in Argentina with 900,000 hectares • With 9% of the region’s most cultivate land, their holdings are 40 times the size of the
capital city, Buenos Aires, the second largest city in Latin America• The campaign against Benetton Group is rising and the following link is one of their
media towards that campaignhttp://www.mapuche-nation.org/english/main/benetton/main/publicity.htm• The Benetton Group has answered this in the following link: http://press.benettongroup.com/ben_en/about/facts/fact2
Mapuche Land (Argentina) is not for Sale!!!
2010-
A Object or More ???
Only A Disease !!!
2011- Lana Sutra
Nov 2011- UNHATE
AN AMERICAN BOY KISSING A RUSSIAN BOY
THE PALESTINIAN AND THE ISRAELI
POLITICAL AND RELIGIOUS CONFLICT
Promotional tools
Social Network: FacebookTwitterDiggFlickrYouTubeVimeoDelicious
In INDIA…
• Benetton is in India since 1992, through a licensee, but since Dec 2004 it has become a 100% subsidiary of Italy.
• Avg. growth rate in India since 2004, year on year is 56%.• 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.• 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.
Chandigarh Bengaluru
DelhiMumbai
Visual Merchandising
In INDIA with WHO
Hard Working Ants
• Advertising Agency: Ogilvy & Mather, New Delhi, India
• Published in March 2007• Encourages ‘Indians to work hard as
ants to take their country from developing to the developed country
Bangles
• Advertising Agency: Ogilvy & Mather, New Delhi, India.• Emphasizes on the problems of women in India• Broken bangles signify the problems that are faced by her at personal, social
and professional fronts• Tries to empower women in Indian Society to fight against all odds and make
the world know their importance
Mr. Noel Tata and Mr. Alessandro Benetton, press release by Benetton Group 18thSep 2007
• Benetton Group and Trent Ltd., a Tata Group Company, have joined forces in a strategic partnership for the Sisley brand’s commercial expansion in India
• Under this agreement, Trent will open and manage a number of Sisley stores in India’s major cities
Webliography:
www.benettongroup.com 27th Sep 2011/ 9.47pmwww.fabrica.itwww.magindia.comwww.advertlog.com 26th Sep 2011/ 7.35pmhttp://www.ericjlyman.com/adageglobal.html 28th Sep 2011 1.46amhttp://casting.benetton.com/ 28th Sep 2011/ 4.25amhttp://press.benettongroup.com/ben_en/releases/2007-09-18/ 28th Sep 2011/ 2.19 am http://blog.benetton.com/ 26th Sep 2011 / 8.14pmhttp://www.benetton.com/ 26th Sep 2011/ 6.30pmhttp://investors.benettongroup.com/phoenix.zhtml?c=114079&p=irol-reportsHighlights 29th SEP 2011/ 5.16 AM
A Token of Love from: -
Sudip DuttaPGDM 2010 -2012Globsyn Business School, Kolkata
THANK YOU…