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 Victoria s secret Gap Tommy Hilfiger Wrangler

National Jockey, Hanes Numero Uno Tommy Hilfiger Wrangler

Advertising Philosophy

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...

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 poster Olivero Toscani won the Lion d Or at the Cannes Festival for the campaign

February 1990- Dualism between black and white Concept- 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

Capital Punishment

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

2003- Food for Life

Food for Life

Food for Peace

Food to go Home

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 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.

Mapuche Land (Argentina) is not for Sale!!!

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 campaign http://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

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: Facebook Twitter Digg Flickr YouTube Vimeo Delicious

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.

Mumbai

Delhi

Bengaluru

Chandigarh

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/ 9.47pm www.fabrica.it www.magindia.com www.advertlog.com 26th Sep 2011/ 7.35pm http://www.ericjlyman.com/adageglobal.html 28th Sep 2011 1.46am http://casting.benetton.com/ 28th Sep 2011/ 4.25am http://press.benettongroup.com/ben_en/releases/2007-09-18/ 28th Sep 2011/ 2.19 am http://blog.benetton.com/ 26th Sep 2011 / 8.14pm http://www.benetton.com/ 26th Sep 2011/ 6.30pm http://investors.benettongroup.com/phoenix.zhtml?c=114079&p=i rol-reportsHighlights 29th SEP 2011/ 5.16 AM

A Token of Love from: Sudip Dutta PGDM 2010 -2012 Globsyn Business School, Kolkata