RETAIL MARKETING

PROJECT

SUBMITTED BY-
RATTAN
1720982034
UNITED COLORS OF BENETTON
 HISTORY
• Benetton Group S.r.l. is a global fashion brand based
in Ponzano Veneto, Italy. The name comes from the Benetton
family, who founded the company in 1965.
• In 1963, Luciano Benetton, the oldest of four children, was a
30-year-old salesman in Treviso. His initial small collection of
sweaters received a positive response in local stores in
the Veneto region, and soon after he asked his sister and two
younger brothers, Gilberto and Carlo, to join him. In 1965, the
entity known as the "Benetton Group" was formed.[3]
• In 1965, the Benetton's opened their first store in Belluno and
three years after in Paris, with Luciano as chairman, his
brother Gilberto in charge of administration, their younger
brother Carlo running production, and Giuliana as a chief
designer.
 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.
a) The casual United Colors of
b) The fashionable Sisley
c) Playlife leisurewear
d) Killer Loop street-wear
e) Undercolors of Benetton undergarments
 Vision & Mission
• As a globally responsible company in social,
environmental and economic terms, UCB
wants to be committed for present and future
generations.
• To contribute growth in the communities the
company operates in. Also balancing wealth
with greater social and environmental equity.
 Competitors
• The competitors of Benetton are brands with similar
targeted customer market and in the offered product
range . Benetton competitors are listed below:
• 1. Inditex Zara- a Spanish fashion brand with 6 fashion
chains and over 1,200 stores worldwide.
• 2. The Gap- an international American fashion brand
worth 11 billion dollars.
• 3. H&M- a Swedish fashion company whose sales are
about 6 billion dollars. (And reiadis 2012)
• 4. Mango- an international Spanish brand which
designs women's and men's clothing and accessories.
(Mango 2013)
• 5. Esprit- an international American fashion brand.
(Esprit 2013)
• At the moment, United Colors of Benetton is currently in 120
countries while brands like Zara and HEM are not in more than in
30 countries.

It is clear, that Benetton has dominance and great potential over its
competitors to be globally recognizable.

However, to stay competitive in the market Benetton it has to

implement different marketing strategies to increase awareness of
the brand.
 Swot analysis
Strengths
Weakness
• Stiff competition means market
• . They are a worldwide known brand. share growth is limited
• UCB have sponsored many well • Some controversial ad campaigns
know events like Formula 1 as well as caused problems
Volleyball events
• They are known for their good quality
fabric and designs
• They work in tangent with many other
brands with their company
• Their clothes have international style
that combines energy, colour and
practicality
• Branding and marketing campaigns
have always generated to a lot of
visibility
 Opportunities Threats
• Online Retail is gaining a
lot of importance • Consumer switching is on a
• Young designers and high
well developed • There are a huge amount of
collections high end fashion stores
• Explore the unexplored which are their competitors
markets • Price wars with other
brands in similar segments
MARKETING MIX OF
UCB
Product in the Marketing Mix of UCB

The company started as a fashion apparel company and that

remains its core business line. It mainly sales clothing but also
deals with other products and accessories that will improve
someone’s fashion definition. Below are the main products that
UCB deals in.
•Bags
•Clothing
•Shoes
•Accessories
 Price in the Marketing Mix of
UCB
•The company has an array of products and accessories
within its brands hence a wide range of pricing strategies
are employed.
•The most important strategy though is the use of
acceptable pricing on its products.
•Some of the brands that target the youth will ideally be
quite affordable whereas some products are known to
attract a premium pricing.
•Discounts are common hence attracting more
customers.
 Place in the Marketing Mix of UCB

•The company has its headquarters in Treviso Italy. This is just

the heart of the fashion apparel company.
• It has however been able to spread its presence to over 120
countries across all the continents.
•The company has got more than 6,000 stores that sell its three
brands namely the United Colors of Benetton, Playlife, and
Sisley.
•Benetton’s international expansion strategy mainly began in
1979 after which we find the company rapidly growing across
the world
 Promotions in the Marketing Mix of
UCB
• UCB is very fond of promoting a number of sporting events as well as for
the provocative of its original “United Colors” campaign for publicity.
• The “United Colors” publicity campaign was coined when photographer
Oliviero Toscani received the carte blanche from Benetton management.
Toscani directed the creation of advertisements that were characterized by
striking images that weren’t related to the products marketed by the
company.
• Such billboard-sized graphic advertisements included depictions of an array
of shocking subjects such as the deathbed scene of an AIDS man. Though
some of these adverts were controversial, association with Benetton with
Toscani has been credited for the increased promotion of the brand
awareness.
• An autumn 2011 communication campaign by Benetton to invite citizens
and world leaders to combat the “Culture of hatred” led to the creation of the
UNHATE foundation.
• This was and still is a social responsibility strategy with Benetton always
doing its best to try and create the UNHATE culture in humanity.
•Benetton has been involved in a series of sports
sponsorships.
• For instance, UCB entered the Formula One in 1993 as
a Tyrrell sponsor. In 1984, it sponsored Alfa Romeo
whereas, in 1985, the company sponsored
both Toleman and Alfa.
• The company also started the Benetton Formula LTD
towards the end of 1985 with the team seeing great
success between 1990 and 1997.
• Benetton is also credited for sponsoring a local rugby
team A.S. Rugby Treviso. This amateur rugby team later
became Benetton Rugby team, which is a formidable
force in Italian rugby with 11 league titles under its belt.
THANK YOU