Conceptualization of Media Planning based on Objectives of Media Mix ,Development of Media Mix & Budgeting (Brand & In-store

Communication)

National Institute of Fashion Technology,Kolkata Department:FMS 2011-2013

Submitted to: Submitted By: Ms Bharti Moitra Mahua Mathur(06) Writuparna Ghosh(08) Lalfakzuali Hauhnar(30) Mithinga Boro(31)

About UCB: Today, the Benetton Group is present in 120 countries around the world. Its core business is fashion apparel: a group with a strong Italian character whose style, quality and passion are clearly seen in its brands, the casual United Colors of Benetton, the glamour oriented Sisley, the leisurewear brand Playlife . The Group produces over 150 million garments every year. Its network of around 6,000 contemporary stores around the world offers high quality customer services and generates a total turnover of over 2 billion euro. A global brand, and one of the most well known in the world, United Colors of Benetton has an international style that combines color, quality and fashion. Each season the Women's wear, menswear, childrens wear and underwear collections offer a total look for everyday, for work and for leisure, in the city and outdoors. The Benetton Baby label is a new product line dedicated to the prenatal and the under-fives world. United Colors of Benetton Target Market o Males & Females ages 25-34 o Income Range - High o College + o Trendy o Culturally Aware Marketing Objective o To make the United Colors of Benetton a household synonym for quality, trendy, and globally conscious. Competitors o Hennes & Mauritz Sweden o Zara Italy Insight o No one wants to be overlooked. With Benettons bright clothing and modern style, every customer will be in the spotlight. Positioning o United Colors will be positioned as a company that is aware of their surroundings in regards to fashion and global controversies.

Benettons Advertisement Strategy: Benetton has come under particular scrutiny for the use of shock advertisements in its campaigns, leading to public outrage and consumer complaints. However, several of Benettons advertisements have also been the subject of much praise for heightening awareness of significant social issues and for taking a stand against infringements on human rights, civil liberties, and environmental rights.Benettons advertisements have featured images of portions of mens and womens bodies with tattoos that say HIV Positive, a Black woman breastfeeding a White infant (which could be celebrated as a championing image of racial diversity or raising awareness of racial issues yet was also denounced for its historical connotations when Black women, during slavery, were often required to become caretakers for White children), a priest and a nun leaning to kiss each other, as well as a group of real death row inmates (alluding to issues concerning capital punishment). Other shocking advertisements released by Benetton include an image of a duck covered in oil (addressing issues of oil spillage and the cleanliness of oceans), a man dying of AIDS, a soldier holding a human bone, as well as a newborn infant still attached to its umbilical cord, which "was intended as an anthem to life, but was one of the most censured visuals in the history of Benetton ads." Oliviero Toscani, a photographer for Benetton who contributed to many of its shocking advertisements, said, regarding the advertisement he created of a man dying from AIDS, that he wanted "to use the forum of poster advertising to make people aware of this [AIDS] tragedy at a time when no-one dared to show AIDS patients." Benetton Group's advertising campaigns are not only a means of communication but an expression of our time. Through their universal impact, they have succeeded in attracting the attention of the public and in standing out amid the current clutter of images. The campaigns have gathered awards and acclaim worldwide; by the same token, they have aroused strong reactions - at times ferocious, at times simply curious, confirming once again that they are always a focal point of discussion and of confrontation of ideas. Several of the communication projects created by Fabrica, Benettons research center have also been developed in cooperation with prestigious associations (including FAO, UNV, WFP) obtaining important acknowledgements at an international level. The brand is present in many other sectors, from the elegant accessories to the eyewear lines and perfumes, from the home collection to baby products. The above products are available in selected specialized shops worldwide.

Objective of Benetton Ad Campaigns: Toscani believed that the industry as a whole had to change the way advertisements were used as consumer-spending patterns had changed over the years. He emphasized the need for creativity: To capture their (consumers) attention, advertising must become an artistic product in itself, like a play or a film. That has never happened because the only things that condition the industry are money and marketing managers, who are idiots. All they know how to do is repeat whats already been done.

At the first, Benetton begans with advertising strategy was based on picture of young people that showing a difference skin with color, wearing with colorful outfits. The main aim of this campaign was to build up personel together from all over the world, that no difference between skin colors. Benetton emphasize to value about fellowship and cultural tolerance. The ads were focusing on "difference things" such as black and white, Jewish and Christian,under slogan "United Colors of Benetton", that wanted to have identity of colors. However, in next time, Benetton changed their advertising. They present itself in showing the real world that the topic are winder; war, Aids, pollution and other social, the advertisements very shocking. They are trying to make exciting emotions to the public through several subjects related to the real world such as violence, death, sex and racism.

The goal of this advertising is to increase the readers and the audiences to react in their ads. Nevertheless, everything in the world must be two sides, positive[Pros] and negative[Cons]. Pros of the Benetton ads: The company can push the readers and the audience to act, it can guaranty by the power of the message, it can increase the memoty rate. Moreover, they have a good to create a long relationship with the customers. This is a difference way from competitors.

Cons of the Benetton ads: Any customers feel poignant with provocative subjects, it makes the rate of sales due to controversial ads become lower. Some people confused and dislike in some or all of the campaigns, it can destroyed the brand value.

Media Planning for UCB: United Colors of Benetton calls for higher tolerance between races United Colors of Benetton supports a cause United Colors of Benetton stands for one clothing for all races

The best means of delivering advertisements to prospective purchases of a UCB: Print Ads: Lifestyle magazine likes Femina, Vogue in India would be best means of delivering advertisements to prospective purchases of UCB product & Newspaper advertisements during end of season sales. Their own Magazine Colors could be used as advertisement platform. Internet Ads: Advertisements through website will enhance online shopping. Internet ads are more effective through social networking, blogs etc. UCB has strong online shopping portal worldwide which is not much effective in India as Indians are not much accustomed through online shopping. Hoardings: Hoardings of UCB in Tier I cities which mentions store locations for UCB stores. Hoardings should be outside the Malls which has UCB store. This will help in knowing the store location of store. SMS & EMAIL: SMS & Email notifications regarding new season collections, end of season sales and happy hours. "Communication should never be commissioned from outside the company, but conceived from within its heart".

Benetton Group use the value to creating from capitalize on an image, the Benetton group's advertising campaigns are not only a means of communication but a feeling of us. They use the mediums through their universal impact; they have succeeded in attracting the public to attend to their brand and especially, in standing out among the current clutter of images. Colors Magazine is one of magazine about the rest of the world. It's on sale in40 countries, published in 4 languages. Colors Magazine let talk to young people in around the world. All the colors of the world" this is the first slogans to appear in Benetton ads, and thence later has modified to "United Colors of Benetton." this concept communicated on a strong of colors Benetton's website is one of easy way to invite, the user can see the new collection and the new campaigns. It's a way to up to date for customers all the time. Fabrica Fabrica is Benetton's communication research centre, they made it with the aim of combining culture with industry and volunteering young people from around the world to creative and interchange their experience. Fabrica give an opportunity to young artists/designers for training and studying, and develop into the experts. The promotion strategy of Benetton is mainly the advertising strategy and it Is one of Benettons main assets. At first, from 1984 to 1990 Benettons advertising strategy was based on picture of young people, each of them representing a different skin color, wearing really colorful outfits. The main point of this advertising strategy was to set up individuals together from all over the world, no distinction between skin colors. The brands value was about brotherhood and cultural tolerance. The ads were focusing on cultural tolerance such as Black and White, Russian and American, Jewish and Palestinian. Benettons slogan is the well-known: United Color of Benetton. The brand wanted to have the identity of colors. This is also a sign of allegiance, an outward sign of an ideology and a set of values and brand culture (social issues). This strategy was an innovative advertising strategy, because the company uses social issues. In the same way, it created a long term relationships with customers with strong brand recognition. Nevertheless, in 1991, Benetton changed its advertising strategy. The company repositioned itself in showing the real world and its issue. The advertisements are more and more shocking, the topics are wider such as Aids, war, pollution, and other social issues

Benetton Ads & Advertising Budgets for Various Campaigns: From the early 1980s, Benetton believed in pursuing an unconventional communication strategy. As one company document put it: Benetton believes that it is important for companies to take a stance in the real world instead of using their advertising budget to perpetuate the myth that they can make consumers happy through the mere purchase of their product. The company has opted for a communication strategy in which issues and not clothes, play the lead part. The company has decided to devote some of its advertising budget to communicate on themes relevant to young and old people worldwide. Until the 1980s, Benetton advertisements had largely focused on its products and logo (stylized knot of yarn with word Benetton printed under it, contained within a dark green rectangle). In 1982, Luciano hired Oliviero Toscani, a prominent fashion and advertisements photographer to head Benettons advertising department. Toscanis initial advertisements were conventional. They showed groups of young people wearing Benetton clothing. But Luciano and Toscani soon realized that Benetton advertisements had to stand apart from the rest of the competition. They decided to promote Benetton as a life style brand. Toscanis first theme featured teenagers and kids from culturally diverse nations. Colorfully dressed in Benetton attire, the kids engaged in a variety of playful acts . By linking the varying colors in the Benetton collection to the diverse colors of its world customers, Toscani portrayed a picture of racial harmony and world peace. It was from these advertisements that the trademark United Colors of Benetton emerged.

In 1984, Benetton launched a similar campaign titled All the colors in the World, showing groups of teenagers and kids from different countries and ethnic groups dressed in Benetton clothing, with the company logo in the corner. While the company received several letters of praise for companys message on racial integration, it evoked negative sentiments especially in South Africa, England and the US. In 1985, Benettons advertisements included two black boys kissing each other , with little US and USSR flags in their hair and painted on their cheeks with the tagline United Colors of Benetton. In 1986, the two little black boys appeared again, united by a globe and a chain with the peace symbol. The globe became a symbol of unification, and appeared on all the posters that year. Themed advertisements were launched for countries engaged in political battles with each other: England and Argentina, Israel and Germany, Iran and Iraq, Israelis and Arabs, etc. The message read: All colors are equal, just as all men are equal.

In 1988, Benetton started blending culture and legends. New advertisements featured Adam and Eve, Joan of Arc and Marilyn Monroe, Leonardo de Vinci and Julius Caesar, all captioned with the slogan: United Superstars of Benetton.

Similar campaigns featured animals- a wolf and a lamb with the tagline: United Friends of Benetton.

In 1989, Benetton decided to cancel its agreement with outside advertising agencies and develop campaigns in house. Toscanis photos were discussed by the advertising team and then shown to Luciano for final approval. With less than ten people managing the entire process, Benetton could produce advertisements, at about one-third the cost of its competitors. Since Benettons clothing was sold in various markets with different style preferences, Toscani turned his focus to photos that stimulated thinking. His new advertisements neither showed the products nor the logo. The knot logo was replaced with a small green rectangle with the tagline United Colors of Benetton. Luciano explained this decision: Using these images in this unconventional way is an effort by Benetton to break through the complacency that exists in our society due to the constant flow of even the most horrendous realities communicated through conventional media such as the evening news or the morning paper. By removing these images from their familiar contexts and putting them in a new context they are more likely to be noticed and given the attention they deserve as the viewer becomes involved

in the process of answering the questions: What does this image mean? Why does this image appear with a Benetton logo? How do I feel about the subject of the image? What can I do? Famous advertisements during the late 1980s included a black hand and a white hand linked by a handcuff and a black woman breast-feeding a white baby. The black woman- white baby advertisement was severely criticized by many who thought that Benetton was reminding blacks of the days of slavery when black women breast-fed white babies. However, Benetton maintained that such photos symbolized universal brotherhood. Other advertisements with a similar message included a white wolf and a black sheep nose to nose, a black child sleeping among a pile of white teddy-bears, a little black hand on a big white hand, a piano duo showing little white hands being helped by big black hands, two children (one black, the other white) facing each other sitting on their potties , tubes of personality tests, miners and bakers united by the black of the soot or coal and the white of the flour.

In 1991, Toscani introduced a number of advertisements that attempted to draw public attention to important social problems. The advertisements included a cemetery (signifying war deaths), many different brightly colored condoms and a baby with an umbilical cord . One advertisement featuring a priest and nun kissing offended the religious sentiments of many, including the Pope. The image of the baby with the umbilical cord evoked mixed responses. In the companys view, the advertisement simply conveyed the beauty of new life and the universal idea of love. The photo triggered off a huge controversy throughout Europe. Many wanted it to be banned. But some liked it. For example, the image was exhibited in a Flemish museum as part of a show celebrating the images of motherhood.

In 1992, Toscani introduced political themes in Benettons advertisements. He selected various photojournalistic images related to the AIDS crisis, environmental disaster, political violence, war, exile, etc. These appeared in various journals and magazines as well as on billboards without written text except for the conspicuous insertion of the green and white Benetton logo. Toscani explained the companys strategy:

Unlike traditional adverts, our images usually have no copy and no product, only our logo. They do not show you a fictitious reality in which you will be irresistible if you make use of our products. They do not tell anyone to buy our clothes, they do not even imply it. All they attempt to do is promote a discussion about issues which people would normally glide over if they approached them from other channels, issues we feel should be more widely discussed. In spite of the controversy his advertisements had generated, Toscani went one step further by embracing reality advertising. Advertisements included: a dying AIDS victim with his family at his bedside, an African guerrilla holding a Kalashnikov and a human leg bone , a boat overcrowded with Albanians, a group of African refugees, a car in flames after a Mafia bombing, a family weeping before the bloodied corpse of a Mafioso and two Indians caught in a flood in Calcutta. In January 2000, Benetton launched a year- long $15 million global advertising campaign called We, on Death Row. This campaign, which featured 26 US prisoners who had been sentenced to death appeared on billboards and in major publications in Europe, America and Asia and on its website. Toscani developed the campaign after spending more than two years visiting death row prisoners in several American prisons. The advertisements featured full color faces of death-row inmates, printing their names and dates of execution. A special booklet and video was also released that projected the reality and futility of capital punishment. The booklet included photos of the inmates and interviews about their life and the punishment. The booklet also contained carefully selected quotes from the Dalai Lama and the Pope, challenging the right of the state to execute its citizens. Benetton believed that if the public saw these inmates as people, then they would be less inclined to see them executed.

The campaign resulted in widespread protests from individuals and governments. The families of the victims and prisoners objected strongly to the campaign and accused Benetton of glamorizing murderers while ignoring the crimes they had committed. Many resented that the campaigns did not mention how the prisoners felt about the serious crimes they had committed. One website called Pro-death penalty.com wrote:

While Benetton tries to improve their market share in the US, they are causing unnecessary pain and distress to the families of the innocent people killed by the men the campaign intends to humanize. Responding to such allegations, Mark Major, Director of Communications for Benetton US in New York defended the campaign: We dont develop contrived marketing campaigns that are merely designed to sell products. When we talk about death row or AIDS or war or peace, its not a contrived topic. Its definitely something that people at Benetton feel very strongly about. We dont apologize for the fact that dual purposes can be achieved. We can raise brand awareness that we are a company that cares about capital punishment and we can get people engaged in the topic. The state of Missouri (US) where the inmates in question were imprisoned filed a suit against Benetton, arguing that it had been misled regarding the use of the photos. This lawsuit was settled in June 2001 when Benetton agreed to write letters of apology to the four Missouri families whose relatives were murdered by the inmates featured in the ads and to donate $50,000 to the Missouri Crime Victims Compensation Fund. In the US, retailer Sears canceled an exclusive $100 million contract to sell a line of Benetton clothes, calling the death row images terribly insensitive. Sears ended its contract even after Benetton agreed to allow the retailer to preview future ads. Toscani had hoped that this campaign would

have a positive impact in the US where about 98 inmates had been executed in 1999. Toscani believed that the sharp criticism in the US was not justified as Europe had more or less banned the death penalty. But, due to the increasing furor, Toscani resigned in May 2000. In September 2001, Benetton launched a campaign called International Year of Volunteers (see figure: (x)), in collaboration with the United Nations (UN). Volunteers was Benettons first campaign after Toscanis exit and was developed by new Creative Director James Mollison. The campaign emphasized that devoting ones time and energy to others led the way to self-improvement and a better quality of life. A special issue of Colors Magazine was published for the campaign, devoted entirely to voluntary effort. Collaboration with the UN was an ongoing effort for Benetton. The company and the UN first worked together in 1996 for the World Food Summit organized by the FAO (Food and Agriculture Organization of the UN) to discuss the problem of hunger in developing countries. The following year Benetton and the UN came together again for a worldwide campaign celebrating the 50th anniversary of the Declaration of Human Rights. In 1999, Benetton organized a fund raising campaign for Kosovo with the collaboration of UNHCR (United Nations High Commission for Refugees). Such campaigns were shown throughout the world in newspapers, weekly magazines, womens and lifestyle magazines and also on billboards located in major cities. Other campaigns following Toscanis exit suggested that Benetton was changing its communication strategy. The company started showcasing advertisements featuring exuberant models frolicking in colorful knitwear against a white background . The models used in the campaign were not professionals. One model was a poet who performed at local coffee houses. Others were discovered on the street in bars or riding the subway. Developed with a budget of $10 million dollars, this campaign was available in print, catalog and TV media. An important aspect of Benettons communication strategy was its Colors magazine. Launched in 1991, Colors targeted young people across the world. The magazine was launched in four bilingual languages: English-Italian, EnglishGerman, English-Spanish and English-French, in an attempt to break the barriers of language and culture throughout the world. By 2002, the magazine was sold in eighty countries. Each edition of the magazine took an issue- war, religion, race, birth, immigration, ecology, travel, slavery, etc. The Race Issue, which featured a computer-generated picture of the Queen, changing her race to Indian, created a huge furor in the English press, but brought Benetton massive publicity. Over the years, the magazine had featured more than 5000 models, including Wodaabe warriors in Nigeria, Colombian soldiers, boy scouts in Oman, etc. In May 2003, Benetton launched the 56th volume of Colors, which featured Violence as the central issue.

From 2001, Benettons advertisements started featuring conventional imagesteenagers in colorful Benetton clothing. Benetton, however, maintained that the company would still continue with its socially responsible status by focusing on non-controversial themes like racial discrimination, poverty, child labor, AIDS awareness, etc. To that effect, in early 2003, Benetton in association with UNs World Food Programme, launched a year- long $16 million communication campaign, called Food for Life. This campaign covered around 30 countries and the stories and photos taken from these countries were used in Colors, under the title Hunger. The images in this campaign showed crisis and poverty. When questioned about Benettons new strategy of using models and products to advertise, Toscani just commented: Its a waste of money. However, he was supportive of the companys decision not to move away from highlighting social causes. As 2003 got underway, Benetton management, advertising gurus and customers alike wondered the impact the new philosophy of product- based advertisements would have on Benettons brand building efforts and sales.

Integrated Marketing Communications Plan :

Budget Justification and Ideas The 2011 season will open with a fashion collection premier and a fundraising event. Where the majority of your budget will go = United States

o The United States is an untapped market for you. Europe already knows who United Colors is and what they stand for; the Americas have yet to learn. Name of advertising campaign = Commit to Knit o Knit clothing is a growing trend in the states. From hats to boots, companies are making their products out of yarn based materials. Your company already has a head start in the knit market with its scarves and sweaters. By continuing to stay ahead of this trend you could increase both your brand awareness and share of voice. Targets = Trendy young adults o By focusing on young adults who are fashion pioneers and have the money to do so, you can immensely increase your sales. Partnership = Lisa Anne Auerbach o Ogilvy recently had the privilege to display Lisa Anne Auerbachs work at our art show right here at the agency. Lisa specializes in knitting political phrases on sweaters, skirts, and hats. Through Ogilvy you have the opportunity to partner with this great artist and create a revolution. How it will work Events 25% o The entire Commit to Knit campaign will begin with an event that is sponsored by United Colors with Lisa Auerbach as a partner. Lisa and other knitters from around the world will come to create one-of-a-kind scarves, hats, sweaters, blankets, and other Benetton pieces. Benetton will donate all the yarn and Lisa will donate her time; both will be done in exchange for publicity. This event will be held in New York where most fashion pioneers reside, and will be broadcast around the world via news stories and the internet. The money earned from selling the exclusive pieces will be used to pay for clothing for children in poverty stricken countries via an organization called Knit for Kids.

Advertising 35% o In order to create and continue hype for this event 25% of your budget will be used for advertising. By getting your name out to the public before the Commit to Knit event, consumers will remember and retain your company name. In order to keep your name fresh in peoples minds the other portion of the advertising budget will go toward ad space containing pictures of the clothing from the event as well as pictures featuring children who received clothing from Commit to Knit. This exposure will remind consumers of what you did and what you will continue to do. Sales Promotion 15% o The majority of the sales promotion budget will go toward coupons that will be inserted in your direct mail pieces or sent via e-mail. We want to be sure the people who attended or saw the event continue to have United Colors on their mind. Public Relations 5% o United Colors should be able to receive extensive publicity from this event. This portion of the budget will go toward staff hours to write your press releases. This money will also go toward making sure the correct connections are made and maintained between the people and countries involved. We want to ensure the event runs smoothly. Hopefully this affair will bring in volunteers and lower our cost for this vehicle. Trade/Runway Shows 10% o This portion of the budget will go toward United Colors 2011 season fashion premier runway show and other select runway shows throughout the year. The premier show will reveal all of your new styles and products. Knit items will be very apparent in this show to prepare for the upcoming Commit to Knit event. Interactive 10% o Interactive will play a large part in our 2011 Commit to Knit campaign. The allocated 10% will go toward creating and maintaining a Commit to Knit phone application. Any person with this free app will have the ability to alter a picture taken from their phone. This app will transform the picture into an image that appears as though it was knit. After taking the picture, users will be able to easily upload it to their Facebook, LinkedIn, or Twitter accounts. Friends can then like or comment on the picture, hopefully creating a buzz for the Commit to Knit campaign. Every time an app user uploads their knitted picture to the United Colors website Benetton will donate one dollar to the Knit for Kids organization. Direct Mail 10% o Direct mail will be used to target those who attended or viewed the Commit to Knit event. The direct mail piece will offer instructions on how to donate clothes or money to those less fortunate and the consumers who decide to participate will be given a coupon in return. This coupon can be redeemed either online or in the store. The direct mail pieces will show the targeted audience that your company is willing to reward those who want to help others around the world.