UCB Billboard Advert Proposal

BRAND DEVELOPMENT AND COMMUNICATION
STRATEGIES
Unit Code: FFM610
Assessment Type: Report
Assessment Title: Fashion Brand advert proposal
Assessment Number: AE1
Unite Leader: Tamsin Mclaren
Student Name: Viktorija Kolosova
Student Number: Q09854215
Level: 6
Word Count: 4092
United Colors of Benetton Advert Proposal

2
The Title
United Colors of Benetton is a well known Italian brand which targets the mass
middle market, with mildly fashion-influenced ranges aimed at younger adults in
the age range of 25-40.
United Colors of Benetton has become more recognisable for its profound and
creative approach to advertising than for its clothing. The brand has concentrated
on issues such as the death penalty, AIDS, race relations, world hunger and child
labour. Many past billboards’ posters arguably have caused problems worldwide for
the brand as people’s interpretations and understandings were different from the
original intensions to.
This report addresses this problem by investigating opportunities within the United
Kingdom market of creating a new distinctive company image. It will present a
solution by means of a new advertising scenario; specifically via a billboard design.

3
Contents page
Introduction ....................................................................................4
Executive summary............................................................................5
History and Heritage of United Colors of benetton.......................................6
Core values of United Colors of Benetton..................................................7
Situation analysis ..............................................................................9
Competitors of United Colors of Benetton ............................................... 18
Consumer overview.......................................................................... 25
Benetton long and short term goals....................................................... 26
Brand positioning ............................................................................ 28
United Colors of Benetton guidelines..................................................... 29
Billboard Current trends .................................................................... 34
Billboard advertisement key facts ........................................................ 36
Business metrics ............................................................................. 37
Conclusion .................................................................................... 40
References.................................................................................... 41
Appendices.................................................................................... 49

4
Introduction
United Colors of Benetton is a well-known Italian fashion brand being present in
120 countries worldwide with over 6,500 stores. The company was founded by
Benetton family in 1965 in Treviso, Italy. Benetton clothing has a strong Italian
character in various styles and designs. The company produces over 110 million
garments every year, 90% of which is manufactured in Europe. The total turnover
is over 2 billion euro each year.
Benetton is famous for its shocking advertising where it is uses provocative images
as technique to raise public awareness of social issues such as peace, racial
integration and AIDS. These advertisements brought much criticism and caused
damage to the brand image, however, it developed a distinctive identity. This
report will analyse and investigate whether there is an opportunity within the
United Kingdom market to build a new distinctive company image. It will present a
solution via a billboard design which is very different from previous
advertisements.

5
Executive summary
This report intends to professionally analyse and evaluate the United Colors of
Benetton brand current reality, management activities, marketing strategies and
competition.
Within this report there will be data, communication strategies and facts regarding
the Benetton brand and what is their current brand identity. The aim of the report
is to investigate if there are any opportunities within the UK for the brand to
develop a new unique brand image by creating a billboard, for the purpose of
increasing brand awareness from the different perspective, hence boosting sales
margins.
Finally, the context of this report will also assess the market research, by means of
examining the brand’s current situation within the UK market; consider their main
competitors and comparing their communication techniques implemented to
Benetton methods used to deliver message to the customers.

6
History and Heritage of United Colors of benetton
United Colors of Benetton is an Italian clothing brand based in Triviso, which was
founded in 1965 by Luciano Benetton. The name of the company comes from the
Benetton family. The company has integrated distinctiveness including colours,
genuine fashion, quality at reasonable prices and passion for its work. (Benetton
2013) To attract a fast growing youth market, the company decided to make the
sweaters in bold, bright and enjoyable colours. To cooperate with this new image,
the company had changed the name from ‘Benetton’ to ‘United Colors of
Benetton’. (Iml 2013) It moves at the world’s speed, overcoming geographical,
political and ideological limitations. Nowadays Benetton is one of the most famous
fashion companies in the world. (Benetton 2013)
In 1978 Benetton was reorganised as a limited liability company and in 1986 they
took on the name Benetton Group. Before June 1986, the company was entirely
owned by the Benetton’s family. (Slideshare 2013)
The Benetton Group head office is
located in Villa Minelli, Ponzano, which is
30 kilometres from Venice. Villa Minelli is
a complex of 16th
century buildings of
great historical and cultural interest.
They have purchased this complex in
1969 and renovated it; the renovation
process took over fifteen years to finish.
From the mid 1980’s, Villa Minelli has
been the Group’s base and the spirit
centre of its business activities. (Benetton
2013)
Benetton’s apparel business includes 5 brands:
1. UCB- flagship brand
2. Sisley- the trendiest brand
3. The Hip Site- the newest group brand
4. Killer Loop- sportswear
5. Playlife- sportswear
At the moment they have over 6,500 stores in 120 different countries. Benetton is
Europe’s largest clothing manufacturer and the world’s largest buyer of wool in the
garment sector and they have 9 factories in different parts of the world and an-
annual revenue of 2.0 billion Euros in retail sales. (Tv1408 2012) Alessandro
Benetton has been Chairman of the Benetton Group since April 2012 and is now
guiding the company into their next stage of development.
(Rames Gaiba 2012)

7
Core values of United Colors of Benetton
Benetton’s core values are being a globally responsible and a concerned company
in social, environmental and economic terms. (For ‘Onion Model’ see section 9)
They are committed for present and future generations, growing together with
society in which the company operates, in Italy and all other markets. Benetton is
friendly to human dignity and to the change of society. All this creates their
company’s values and aims to grow by making a contribution into a progress of a
developing market. (Tv1408 2012)
How it has started
In the beginning, the company started with
the advertising strategy which was based on
picture of young people who is are of
different skin types, colour, and race
wearing colourful clothing. They tried to
convey that there is no difference between
skin colours; everyone is equal. Benetton’s
aim was to show their tolerance to cultural
diversities. (Burpee 2011)
The denotative sign of this image is eight people wearing colourful clothing who
belong to different races. The connotative here is ‘diversity’, ‘multiculturalism’,
‘equality’, ‘political’ and ‘social’ change.
Nevertheless, later, Benetton changed
their advertising strategy. They started to
design advertisements showing the world’s
biggest issues; war, Aids and other social
problems. These advertisements were
shocking and controversial which was a
source of negativity coming from the
public’s side. Benetton tried to make
exciting emotions but developed (raised)
the opposite feeling in people. (BBC 2011)
In the picture is the pope kissing Imam Ahmed el Tayyeb, from Benetton’s ‘Unhate’
campaign. There are two main signifiers who are the heads of two religions. They
were connoted with the idea of power, representation of their country or religion
and that they signify ‘opposition’. Benetton putting them on the same image
related to inducing the concept of cultural, political or national barriers. The aim
of this ad was to show the equity and totally reverse the message by uniting the

8
opposite leaders into a kiss what means ‘sign of love’, ‘intimacy’, ‘trust’ and in
this context ‘peace’.
It was the most controversial and inappropriate of advertisements, compared
previous campaigns. This campaign caused a lot of disapproval and enmity. The
Vatican protested and next day it was removed; they found it unacceptable and
disrespectful.
Besides of all the negativity, Benetton’s aim to attract attention was attained.
People talked about it and discussed the advert for a long time. However, now,
Benetton in people’s minds is a brand with shocking advertisements and forgotten
its reputation for its colourful, high quality clothing.
United Colors of Benetton Brand Identity
Externalisation identifies what Benetton
is to the outside world it interacts with:
Physique: colours, individuality, shocking
ads, controversies
Relationship: unity, equality, friendship
Reflection: multicultural, exciting,
unconventional, modern, independent
minded
Internalisation identifies Benetton image
internally:
Personality: innovative, rebellious,
daring, provoking, full of energy
Culture: Italian, quality, tolerance,
brotherhood, awareness
Self image: feel good, extrovert,
comfortable, vibrant
Figure 2.1 Kapferer’s Brand Identity Prism
(Brahimi 2010)

9
Situation analysis
Benetton is an incorporated Italian manufacturer, distributor and retailer of
clothing and textiles. It merchandises through a mostly franchised store network
operating in Europe, Asia and the United States of America. (Mintel 2011)
Primary Research:
The questionnaire was conducted to complete online through Surveymonkey. There
were 52 respondents altogether.
 For the full questionnaire data see appendix 1.
Key Findings:
Brand familiarity: 96% of respondents are
familiar with the brand
Brand association:
 Advertising 74% of respondents
 Colours 48% of respondents
 Clothing 39% of respondents
Shop at Benetton:
 56% do not shop at Benetton
 44% do shop at Benetton
44% of respondents usually shop for:
 34% -outerwear
 22%- knitwear and denim
 12%- accessories
55% of respondents on why they do not shop
at Benetton:
 Not enough marketing on clothes
 No stores nearby
 Prefer other retailers
Position of Benetton:
 57%- Mid- market
 39%- Upper-middle market
 4%- Lower-middle market
Suggestions to Benetton how they
could improve their brand image:
 More emphasis on product than
controversial ad campaigns
 Change advertising strategies
 Follow the latest trends

10
Customers recognise Benetton as a global, colourful clothing retailer for everyone
who offers high quality clothing at affordable prices. It is trustworthy, different,
and reliable with a wide variety of clothing in offer which provides a good value
for money. Its clothing is full-of-energy, comfortable, cheerful and satisfies needs
of a customer. The brand builds loyal and engaging relationships with its customers
and stays friendly.
Conclusion:
According to the primary research, United Colors of Benetton need to work in the
advertisement segment and the way they want to communicate with the potential
customers. This would help it to bring in new customers. It needs to increase its
brand awareness by advertising clothing rather than the world’s social problems.
The people who know about the brand and are using it are very loyal to it. They
have trust in the quality of the product and they want to be associated with it.
However, Benetton should focus more on creating awareness and try to bring in
new potential consumers who could then become a loyal.
Figure 3.1 Keller's Brand Equity Model Benetton Brand Equity
Salience: Colourful clothing
Performance: Affordable, quality,
reliable
Imagery: For everyone, worldwide
Judgments: Trustworthy, variety,
value for money, different
Feelings: Full of energy, comfort,
fun, satisfaction
Resonance: Loyalty, engagement
and attachment.(Mindtools 2013)

11
Secondary Research:
Figure 3.2 Top 10 ‘Clothing retailers’ shares of consumer spending on clothing
and footwear 2011-2012
(Mintel 2013)
Where United Colors of Benetton is now?
According to Mintel’s report (Mintel 2013) on ‘Clothing retailers’ shares of
consumer spending on clothing and footwear 2011 and 2012 it is seen that M&S
holds the biggest market share in this sector.
M&S has over 700 stores across the United Kingdom and Republic of Ireland
(Marksandspencer 2013) with 7.6% of market share in 2012. It is seen that M&S
market share decreased in 2012 comparing to the previous year. Next has
taken the second biggest market share of 7.2%. Based on this information
Benetton has less than 1% of this market share as they are included in ‘All
others’ category with 57.4% in total.

12
(Mintel 2011)
Figure3.3 Benetton Sales as share of clothing specialists’ sales in Europe 2006-10
According to Mintel’s report on ‘Benetton Sales as share of clothing
specialists’ it is clear that Benetton struggles with finding its position
within the fast paced fashion environment. It has resulted in a poor
market share performance over the past five years; over the period it
decreased by 0.5%. (Mintel 2011) Benetton market share within the UK is
only 0.7%. The first goal should be to return to the European division, in
this case England, and salvage sales growth by what can be achieved by
making improvements in consumer reaction, for instance, changing the
direction of advertising.

13
(Mintel 2013)
 Trends in the Age structure of the UK male population, 2007-2017 see
appendix 2.
Conclusion:
Benetton with good marketing communication methods and by remaining a
colourful and qualitative fashion brand at reasonable prices can attract attention
and strengthen awareness of all positive aspects of casual clothing retailing. Also
they are likely to increase the number of consumers who are willing to buy their
clothing range, if they will improve their e-commerce channels. It will bring to
Benetton a great chance to engage with existing and potential customers as today
a large number of customers shop via online.
Figure 3.4 Trends in the Age structure of the UK female population, 2007-2017
Benetton is aimed at adults aged 25-40. According to the figure shown
above, there are a growing number of 25-34 year old women who are
shopping more often. This age group are the most ready to pay more
for a brand they like. (Mintel 2013) It will provide new opportunities
for Benetton to catch the attention hence increase sales margins. This
can be done by implementing different marketing approaches, for
instance, social media. Social media is an important part of everyday
life and can assist with communication and spreading news around the
world. As women love colours and stories behind clothing, Benetton has
an opportunity to communicate in a positive and creative way.

14
Benetton Marketing Mix
Table 3.1 Benetton Marketing Mix
Product
 Rich choice of colour
 Clothing for women, men and
children
 Accessories
 Footwear
 Various sizing
 Swing tags
 Product guide
 Product care instructions
 Quality
Benetton clothing is made for women, men
and children from different fabrics such as
alpaca, angora, cashmere, cotton, organic
cotton, viscose and wool. All clothing is of a
high quality and very colourful which is
available in various sizes. (Benetton 2013)
Nowadays, it is important to make clothing
available in variable sizes for all types of
customer.
Price Architecture of Benetton (average)
(Posner 2011)
Benetton price range for quality clothing is
reasonable as they focus on the mid-market
customers. Their dresses can be bought for £20
which is the cheapest price point; coats and jackets
are available for a higher price, the most expensive
garments, where the cheapest price point is £65.
(Benetton 2013) Benetton’s benefit is that it has a
great variety of clothing and footwear at different
prices which potentially can attract a new customer
target market.
Place
 In-store distribution
 Franchises
 Online distribution
Benetton sells their clothing in-store
worldwide and also through the online
channel, on their official website
www.benetton.com. They are distributing
through many franchises who sell their
clothing in the stores. (Benetton 2013)
There are opportunities to increase sales by
implementing different marketing tools, for
instance, an advertising campaign which is
not related to any global issues but focuses
the attention on clothing itself.
Promotion
 Facebook
 Twitter
 Pinterest
 Youtube
 Foursquare
 Benetton’s website
 Advertising campaigns
 ‘Colors’ magazine
 ‘Fabrica’ communication research centre of
Benetton
Benetton promotes its products through the social
media such as Facebook, Twitter, Pinterest, its
website, Youtube and Foursquare where they show
the latest collections and special deals. In 2012
Benetton organised a competition called “The
Unemployee of the Year” for young unemployed
people age 18-30. This competition was designed to
motivate the unemployed youth to take back their
dignity and show the world they have practical skills
to offer. (Thomas 2012) In the writer’s opinion, it
was a great idea to attract positive attention from

15
the younger generation; it built the brand
awareness and made people to look at it from a
different perspective.
Benetton is selling online and if a customer decided
to buy online there is many available options on how
to pay for the order. They accept visa, master card,
American express and even PayPal. They also offer
exchanges and returns but they do not cover
shipping expenses which might change a customer’s
desire to buy.
(Businesstudies 2013)
(Mintel 2012)
Figure 3.5 The size in which UK women buy their clothing 2011-2012, aged
16+
The report shows that in 2012 size 12 was the most frequently bought size
among UK women. Results also show that 17% of UK women wear size 18
or over which reflects health statistics data; it put the rate of obesity
among women at around one in five. (Mintel 2012)
Benetton should consider producing clothing in bigger sizes if they want to
increase their sales and strengthen brand image within UK market. At the
moment, specifically, knitwear, dresses and shirts are available in the
biggest size of 12.

16
PESTLE ANALYSIS
(Brassington and Pettit 2006, p.46)
 For the full PESTLE Analysis see appendix 3.
Table 3.2 PESTLE Analysis for United Colors of Benetton
Political
 Tax Policy
 Employability
regulations
 Wage regulations
 Tuition Fee rise
 Trading laws
 EU safety standards
Consumer protection is very
important nowadays, if
Benetton fairly treats its
customers then they do not
have to change their business
practices to follow agreements
with the regulations. (Gov
2013)
Economic
 Recession
 Unemployment
 Growing inflation
 Interest rates increase
 Exchange rates
With the growth of interest
rates, for example, on
mortgages, as a result
customers’ expenditure
increase, this can harmfully
affect Benetton as customers
have less left to spend on
clothing. (BBC 2013)
Socio-cultural
 Demographics
 Socio-cultural
influences
 Lifestyle
 Consumer
buying patterns
If Benetton will create
the styles that suit
people’s lifestyles of a
certain area then they
will attract more
customers to buy their
products. (Suttle 2012)
Technological
 Availability of resources
 Marketing tools
 Production
For Benetton it is important to
raise their appeal and succeed
through marketing tools. Social
media is one of the most
important tools of
communication with existing
and potential customers,
especially Facebook and
Twitter. (Belam 2012)
Legal/regulatory
 Health and Safety
regulations
 Copyrights
 Consumer protection
 Trade regulations
Trade regulations have to be
met by Benetton as they sell
products internationally; they
have to make sure that all
procedures meet International
laws. (Gov 2013)
Environmental
 Sustainability
 Recyclable
 Personal ethics
Benetton has to follow
recycling regulations
otherwise it could harm
the environment. (Defra
2012) Benetton is
creating a picture of a
company who is caring
about the environment;
this shows how much
they are concerned
about the planet which
will attract more
customers.

17
SWOT ANALYSIS
Table 3.3 SWOT ANALYSIS of BENETTON
(Brassington and Pettit 2006, p.1007)
According to table 3.3 Benetton strengths and opportunities dominate over the
weaknesses and threats. Nevertheless, Benetton wants to avoid any possible
threats and weaknesses with building the outstanding brand which is recognisable
worldwide. To achieve this, Benetton will design a completely new advertising
campaign while continuing to produce colourful clothing. This new campaign will
be presented to reach new customer base and strengthen relationships with
existing customers.
Moreover, if Benetton will start using celebrity endorsements it can make people
being more aware of the brand and its values. Therefore, Benetton can achieve a
higher percentage of sales figures in the future.
Strengths
 Brand equity
 High quality materials
 Range of sizes, shapes and
colours
 Multiple distribution channels
 Global assortment
Weaknesses
 Competitors
 Age limit
 Recession
Opportunities
 Producing bigger sizes
 Implementing a new theme for
advertisement
 Celebrity endorsements
 Raise of minimum wage
Threats
 Retailers with the similar
products’ range
 Increased taxation rates
 Unemployment
 Copyright

18
Competitors of United Colors of Benetton
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.
(Andreiadis 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)
According to Porter’s 5 Forces, it is important to be aware of competitors and their
products as it helps to analyse whether new products have the potential to be
profitable and what can be undertaken to compete effectively. At the moment,
United Colors of Benetton is currently in 120 countries while brands like Zara and
H&M are not in more than in 30 countries. (See Table 4.1) It is clear, that
Benetton has dominance and great potential over its competitors to be globally
recognisable. However, to stay competitive in the market Benetton it has to
implement different marketing strategies to increase awareness of the brand.
Figure 4.1 Porter’s 5 Forces
(Geekyfry 2012)

19
Table 4.1 Global Brands’ Presence
Brand Global presence (countries)
Benetton
Inditex Zara
Gap
H&M
Mango
Esprit
120
77
90
53
107
>40
United Colors of Benetton has five competitors but the writer chose to analyse the
two main competitors which are Zara and Esprit.
Zara was chosen due to its fast response, in terms of a new style and modification
whether Esprit due to its customer profile. Both competitors are evaluated below:
ZARA:
The fashion brand Zara has a unique marketing strategy. Zara’s expenditure on
promotion is about 0.3% of their revenue. Based on this information, this could be
the reason that Zara does not appear on television or poster advertisements. (Chan
2011)
Zara’s the main centres of attention in terms of promotion are:
 Product- Zara never places their brand or logo on the products, very
rarely promotes store sales.
 Place- Zara’s stores are always located in the epicentre of retail.
 Price- Zara’s innovative products at affordable pricing is the key that
keeps customers returning to their store. (Chan 2011)
Product and Price:
For the people who are fashion aware Zara lights up hopes and dreams as they are
making lines inspired by the latest catwalk shows. Zara are designing clothing
ranges keeping up with the latest trends which are sold at reasonable prices.
Moreover, their new stocks get delivered to stores in less than 15 days. (Belle
Kwan 2011)

20
Louis Vuitton Fall ’13
Catwalk show. Zara’s Fall
‘13 lingerie style dress.
Zara amazingly redesigns
the most luxurious garments
presented in the catwalk
shows.
This style of dress
represents sexuality,
attractiveness and lack of
restrictions.
Place:
Zara’s store locations and window layouts are their biggest form of advertising.
They also spend a lot of time designing window layouts in an artistic and attention
catching manner. (Chan 2011) From personal observations made displays will never
be seen for more than two weeks in the same windows.
In the picture is shown Zara’s
window display on Bond Street,
London 2013. (Retaildesignblog
2013) This window display denotes
the clothing range and connotative
meaning is stylish, trendy and
mysterious.
Echevarria says: “I think this is the
best form of advertising, because
the customer walks past a
shopfront, becomes interested in
our display and can immediately come inside to start shopping. It is an instant
process.” (123Helpme 2013)
On the right picture is shown Zara’s Flagship
store in Rome. (Designboom 2013)
The store is very spacious, has lots of light,
and is sparkly and modern. Everything looks
very classic and glamorous. Zara always gets
it right in terms of store design and display;
a customer will definitely want to

21
experience the shopping spree at Zara.
Conclusion:
Zara’s product life cycles is the main marketing tool to communicate with their
customers, for example, all their stores are located in the heart of retail for
making marketing visible. Today, customers know that every visit will be different
and with new stock to choose from. Their products seemingly advertise themselves
as they represent the latest catwalk show’s styles. Benetton would benefit if they
would locate their stores on the busiest High Streets across the country. As
Benetton’s potential customers are students and they will raise brand awareness,
hence popularity by presence in the cities with universities. Zara’s strategy is
designing clothing which is copied from the catwalk shows making them a
successful brand. If Benetton will try to follow the latest fashion trends and show
them in their range, they could gain recognition from potential customers and
return the loyalty of past customers.

22
Esprit:
Esprit uses various advertising tools to communicate their brand message.
The advertising campaigns they use:
 Billboards and bus shelters. Every Esprit Campaign is implemented with
extra carefulness. The campaign is always supported by powerful images
and a comprehensive communication strategy. The pictures below shown
are an example of how they present their outdoor advertising; they are very
eye-catching. (Esprit 2012) The left side advert denotes a woman where
connotative meaning is mystery, intrigue and innocence. The right side
poster’s connotative meaning is self-confidence and charisma.
 Print campaigns- another tool of communication which are presented in
magazines such as Elle, Glamour, InStyle, Grazia and Cosmopolitan. (Esprit
2012) Esprit through these campaigns is trying to focus on the key products
and interpret them in a very creative way; it catches attention, therefore
attracts existing and potential customers to buy products.
Esprit Womenswear Summer
2013 Print campaign for
Glamour magazine. (Glamour
2013)
An ocean on the background
shows independence and
freedom and it is demonstrated
in the model’s look-in the way
she is posing for the camera.
Also the model is wearing pastel colour clothing that represents calm mood and
readiness for the time to relax.

23
 The most recent Esprit campaign was ‘Skye Photography and Installation’ by
Astrid Munoz who is a model and photographer. It was a special event which
took place September 27, 2013 in Paris. Esprit together with Astrid Munoz
invited guests to get on an exceptional journey to the Esprit Fall/Winter
2013 campaign place, the Scottish Isle of Skye. This campaign was presented
through photography, multimedia installation, video projections, and sound
effects of various picturesque Scottish places. (Esprit 2013)
This is one of the campaign’s
photographs. Esprit is a fashion
brand and if this picture would be
interpreted as a woman and her
personality then the writer would
say that the green and dark colours,
small water waves with a small
amount of lightning give the feeling
of a woman who is self- confident,
talented, adoring and naturally elegant. The Scottish landscape photo leaves an
impression of mystery and creativity; a great and surprising choice to engage
customers.
 Esprit also uses top models for their campaigns, for instance top models Erin
Wasson, Coco, Missy, Du, Anne V, Gisele Bundchen and Cathrine McNeil. Erin
Wasson gives a feeling of a lady temptation whether Cathrine McNeil
represents deception and assurance.

24
Conclusion:
Esprit uses various marketing strategies to engage customers; from advertising on
bus shelters to the use of top models in their advertising campaigns. Benetton
could start using celebrities to advertise their clothing as it has a huge impact on
customers’ buying behaviour as it also attracts their attention. Esprit put all their
energy on advertising their clothing and design on very well presented billboards.
That is what Benetton should start doing; concentrating on clothing a range rather
than on social issues which will give the customer an opportunity to look at the
brand with a fresh view.

25
Consumer overview
Existing customers:
Existing consumers of United Colors
of Benetton are women and men
aged 25-40 belong to ABC1 social
group. They are educated and in
full-time employment, so they have
a sufficient amount of money to
spend every month on their desires.
Their belief is by being equal no
matter what race or colour the
person is will help make this world
much happier. A particular
favourite quote of consumers is expressed by Pablo Picasso: “Colours, like
features, follow the changes of the emotions.” (Brainquote 2013) Existing Benetton
customers perhaps have children, as Benetton offers a wide range of clothing for
children which is colourful and bright like the adults’ assortment. In their free
time of work they love spending time with children and doing different outdoor
activities so they give a preference to casualwear which is comfortable. Benetton
is the shop where they find clothing for all family and this clothing makes them
feel good and comfortable.
Potential customers:
Potential Benetton
customers are students in
full time education in their
early twenties. Some of
them are in part-time
employment to earn extra
money for their every day
needs. They love to express
themselves when around
their peers. Their belief is
by being honest and it will help make new friends and contacts which are
important going through different life cycles. Their favourite saying is: “Everyone
shall love their neighbours as themselves.” In spite of their young age they are self
motivated and enthusiastic. Their dearest wish is after graduation to become
professionally organised and successful people. In their free time they like
socialising and going out with like minded peers. They prefer listening to pop
culture music like Rihanna, Beyonce, Bruno Mars and Justin Timberlake. They are
wearing clothing rich in colours so Benetton is the place where they can enjoy the
paradise of colours.

26
Benetton long and short term goals
Long-term
Benetton wants to be a socially responsible international retailer known for its
fashionable, colourful and high quality clothing. The brand wishes to strengthen
brand image, specifically in the United Kingdom and this can be achieved by
implementing short-term goals.
Example:
In the picture is shown the Ralph
Lauren Polo Resort 2013 Campaign.
(Sageclothing 2013) The American
brand is famous for offering clothing in
colourful prints, bright and vibrant
colours; Ralph Lauren is also well-
known as a high quality fashion brand.
The brand is communicating its values
inside out without forgetting the
label’s signature traditional style.
Short-term
 They want to achieve an increase in sales, Benetton will implement a new
advertising campaign demonstrating the colourful and trendy clothing
which, therefore, will attract a new customer base and strengthen
relationships within the existing customer base. The goal is set to be
achieved by the 30th
of September 2014.
Example:
Ad Campaign of Etro:
Autumn/Winter 13/14 Collection.
Etro is well-known for its paisley
prints, and this campaign
represents it all. Models males

27
and females look very sophisticated; clothing is very rich in hues and ornate. The
place is perfectly chosen for this ad, a dark atmosphere with fresh flowers in the
background, giving a feeling of mystery whilst adding a modern twist to a heritage
setting.
 Benetton will start using celebrity endorsements as celebrity influence is
vast. Nowadays, celebrities have a huge impact on consumer buying
patterns therefore; it will be implemented for Autumn/Winter Collection
2014.
Example:
In the picture is shown the H&M
Summer Collection 2013 campaign
with Beyonce. H&M by featuring a
song from Beyonce’s own album and
linking the ad to her tour with the
same name, H&M has reached millions
of fans following her through social
media. (Peck 2013)
It was a great choice of celebrity
which succeeded in terms of building
brand awareness and attracting
customers’ attention, hence increasing
sales figures.
 The short term goal is to increase social media impact on consumers.
Benetton will get 2-3 posts on its Facebook page every day
communicating the fashion trends, new arrivals supported with a
hidden story and discuss their daily activities. It will give an
opportunity to engage customers and increase Facebook followers.
This goal will take place from the 1st
of January 2014 prior to the 31st
of December 2014; the success will then be measured by change in
amount of Facebook followers.
Example:Burberry builds broader customer
relations through social media channels. The
Chief Executive of Burberry Angela Ahrendts
said: “You have to be totally connected with
everyone who touches your brand.”
(Salesforce 2013) Now, the brand has more
than 10 million Facebook followers which make a stronger Burberry World where
visitors can engage, entertain and interact. It can also be where they can
experience outstanding luxury shopping.

28
Brand positioning
Vision and Values were written according to the primary and secondary research.
The primary information was gathered from the manager of the brand; the
manager was contacted directly. (See app. 4)
Personality and Positioning was created based on what the writer of this report has
devised.
(Cohesionbrandblog 2010)
 Vision- Benetton positions itself as a company which looks ahead with the
young eyes of the future. Its story is built on innovation and seeing what
others fail to see. Always distinctive in colours, with absolutely exceptional
production and business complex with a worldwide form of communication,
creating both a phenomenon and cultural debate – Benetton was global
before globalisation, but in its own way. (Benetton 2013)
 Values- United Colors of Benetton is devoted to being a globally responsible
company in social, environmental and economic terms. These commitments
are for present and future generations, to grow together with the
community in which the company operates such as Italy and all other
Figure 7.1 Benetton Brand Position

29
markets. Through marketing techniques they want to be associated with a
company who is trying to raise awareness of world issues. Moreover, the
name United Colors of Benetton indicates that people of different racial
backgrounds should come together and live in harmony and unison.
(Benetton 2013)
 Personality- Benetton is a fashion brand with a strong Italian character who
offers high-quality clothing in various colours. Nowadays, they are a well-
known company for their controversial advertising campaigns rather than for
its clothing. Back in the these days, consumers were positively reacting on
these adverts but after a series of billboard posters showing images of a nun
and a priest kissing, plus many more shocking posters. Benetton started to
lose loyal customers as complains were made. Now is the time to let people
know the other side of the brand- the colourful clothing range.
 Positioning- The main competitors are Mango, Zara, banana republic and
Esprit. All these fashion brands have similar style clothing at alike pricing.
However, Benetton seems to be richer at choice of colours and knitwear. Its
ways of advertising left different opinions in consumers’ minds- as shocking
and unacceptable, and as intriguing and extraordinary. There is no one who
would not have their own opinion about the brand communication methods
which makes it more distinguished over its competitors.

30
United colors of Benetton guidlines
Benetton Logo Adaptations:
Logos listed left to right. Top: 1969, 1972, 1977. Bottom: Toscani 1989, Vignelli
1996, Pentagram 2009.
The last logo ‘Pentagram’ is used since it was created. It represents in a perfect
way the union of a contemporary logo with a traditional one, making it timeless.
The logo United Colors of Benetton Is executed in such an accurate way that
including it in any place will never result in a problem. A green background gives
me a feeling of nature, self-respect and well being; a great choice of colour to
represent the brand.
Typography:
Typography Gill Sans
I am using Gill Sans typography which is very
beautiful and visually appealing. It has been chosen
due to its artistic and friendly character. I believe
that Gill Sans font attracts the customers’ attention
and gives them a clear understanding of the brand’s
message.

31
Imagery:
United Colors of Benetton imagery represents and symbolizes independence,
friendliness, attentiveness, simplicity, extravagance and elegance; the brand
which is for every personality and occasion. I chose this imagery to show the
customers’ characteristics who are wearing Benetton clothing; not in sense of
colour.
Colour Palette
United Colors of Benetton is all about colours;
it attributes a large amount of brightness and
bravery. The brand offers a broad variety of
effortless chic clothing to its customers’ which
could be found in their favourite hues. For
those who is not ‘colour wild’ Benetton
presents less rich tones.

32
The Tone of Voice
 For the Benetton Press Release see appendix 5.
Billboard Guidelines
Message: “We do not live a black and white life”. It is short and straight to the
point as people see billboard less than 4 seconds.
Font: Gill Sans thick which is easy readable and eye-catching
Product image:
 Park
 Different ethnic people
 Black and white
Press Release:
BENETTON COLOURFUL EMOTIONS. United Colors of Benetton is proud to
announce a launch of the ever fashionable Spring/Summer 2014 Collection
WHICH CANNOT BE MISSED. The collection concentrates on music to reveal how
the union of diversities lays the future.
FOR RELEASE January 28, 2014
It does not matter if you are into rock or pop, house or hip-hop, drum&bass or
classical, as we are all different in our preferences in music. Whatever
background, nationality and religion we are, what we all have in common is our
love and passion for fashion.
The New Benetton’s Collection calls attention for the ‘Full of Energy’ clothing
which is very original, provoking and loveable. Just like colour, music is a way
to express yourself, to communicate your personal feelings, and above all, it is
universal.
Benetton’s Group Chairman Alessandro Benetton says: “This collection unites
different cultures and experiences in a melting pot of musical genres.
Benetton would feel honoured to share with you this love for fashion.”

33
 Putting an accent on clothing by leaving it colourful therefore making them
stand out on a black and white background.
For example:
Park as a background
International Students who will appear on this background. Their clothing will be in
different colours.

34
Billboard Current trends
Jimmy Choo billboard for his Fall/Winter 2013
Collection. (Dailybillboardblog 2013)
One of the main trends in billboards remains
celebrity presence; on the billboard is seen the
glamorous and sophisticated Nicole Kidman. This
outdoor advertising is very simple and does not
involve bright colours; however, it looks eye-
catching and attractive due to its chic clothing
demonstration.
According to the AIDA Model, Jimmy Choo
created a billboard that raises attention and
interest in the brand which is leading to desire
to buy.
Figure 9.1 AIDA Brand Identity Model
(Localcenters 2010)

35
Tommy Hilfiger billboard (Jasonhollywood
2013) for its Spring 2013 Collection. This
billboard is very different to Jimmy
Choo’s advertisement. It consists of
various bright colours, representing
maritime mood and also as it is seen on
the billboard he used diverse age and
culture models which tell a story that
every person can find something for
themselves in the store. Referring to the
model, Tommy Hilfiger catches the
public’s attention by representing friendly
mood and bright colours.
Conclusion:
Billboards are one of the most common ways of outdoor advertising. Many fashion
brands prefer buy outdoor advertisements on a regular basis. The main advantage
of billboard advertising is long life. For companies billboards are a distinguished
advertising mechanism as the people see it every time they pass it by. Billboards
can be placed on trams, buses, houses and all kind of stations and parks. They
provide an efficient way to communicate a company’s location to travellers.
Therefore United Colors of Benetton chose outdoor advertising to communicate its
brand’s message to their audience.

36
Billboard advertisement key facts
Date and time of billboard:
The billboard will be created and posted for United Colors of Benetton
Spring/Summer 2014 Collection. It will be advertised on the 14th of February, just
before the collection will be available in stores. The time of this billboard will be 4
weeks. It was considered that if advertising it for fewer than 4 weeks there will
not be enough exposure. As a result the brand will be communicating their brand
message prior to the collection appearance in stores and after to raise the
company’s profile and drive sales. Moreover, the brand’s intention is attracting the
customers’ attention and informing them about the new clothing range available.
Frequency:
According to the above information, the first billboard will be displayed for 4
weeks. Further billboards will be created for the same time of 4 weeks with
different photographs.
Location:
Billboards will be posted in the metropolitan areas where the traffic of people is
extremely high. Populated cities have a greater potential to be exposed to the
message. United Colors of Benetton position themselves as a brand for everyone so
the most suitable places to advertise are train stations, buses and near shopping
malls. These locations are chosen in purpose of reaching their goal of attracting
new customers hence remain loyal to existing customers.
Communication vehicle:
The main advantage of billboard advertising is long life. Benetton gives a
preference to this advertising method as it guarantees that people will see it.
Moreover, public will notice the billboard whether they like it or not. For Benetton
is important to advertise in busy locations where people pass the same places
repeatedly, for example, people’s way to work each day. This means that they will
see it on a daily basis which makes it more likely to stay in their minds. Also the
billboard’s benefit is that a brand can use billboards to inform people who do not
have computers or access to the Internet.

37
Business metrics
The cost to make and advertise a billboard:
Price per billboard
for 4 weeks: London
Local 48 Sheet (20ft
x 10ft) - £700
Benetton will place 85
billboards across London.
The total cost:
£59.500
Billboard poster
production: 1 x 48
Sheet Corex (Long
Life, Weather
durable sign) £400
Benetton will produce
100 billboards which will
be placed across London
and in the Underground.
The total price of
production:
£40.000
Price of 15 posters in
the London
Underground:
Platinum 2 weeks
price cost £57.960.
Benetton will advertise
for 4 weeks in the
London Underground.
The total cost:
£115.920
Total cost:
£40.000+£59.50
0+£115.92=
£215.420
Prices can be found on the link showed below:
http://www.cbsoutdoor.co.uk/Global/UK/documents/2011_Rate_Cards/London%2
0Underground%202011.pdf

38
The cost of studio, models, make-up artists and graphic designer:
Studio Hire Price
(8 hours)
£80
(all lighting is included as
part of the studio hire)
Professional Make-up
artist half day (4 hours)
£100
Professional
Photographer full day
(8 Hours)
£180
Professional Model
full day (8 hours)
£160
Graphic designer £200
Total Cost: £720
The prices can be found on the link showed below:
http://www.uniqstudios.co.uk/prices-rates/photographer-model-mua-hire-price-
list
Based on the above stated data, the total cost
(thousands) of the billboard:
£99615.92+ £720=£216,140

39
Benetton designed billboard to ‘go live’ February 2014 for four weeks advertised in
the London Underground and across London.
Key Facts:
 Almost 3.5 million commuters daily use the London Underground. (Tflgov
2013)
 London’s population is 8.3 million people. (Onsgov 2013)
 In London Benetton have twenty one stores. (Benetton 2013)
On the corner of the billboard will be Twitter, Facebook and Pinterest symbols
with words ‘Follow Us On’. According to this information, after the billboard’s
presence of four weeks, Benetton has set objectives on what it aims to achieve:
SMART Objectives:
 Facebook followers increase by 15% by the 31st
of March 2013.
 The store traffic increases by 20% by the 31st
of March 2013.
The success will be measured by:
 Conducting online surveys to track brand awareness.
 The response to advertising messages by calculating changes in website
visits.
 The change in store traffic.
Return on Investment:
 Increase in sales
Previously Benetton’s controversial advertisement campaigns did not accomplish
sales increases due to its shocking images, (Rangaswami 2011) however , the new
advertising campaign, launched for February 2014, that concentrates its attention
on clothing, Benetton believes it will boost sales hence increase brand awareness.
It will be seen from different perspectives and attract attention by its vibrant
colour clothing. As a result, it will give a completely different image of Benetton
as now the public have divisive opinions about it.

40
Conclusion
A brand manager working within the fashion industry will develop brand strategies
and work to the aim of maximising the sales volume and profitability of a brand’s
adjustment. This position involves working on campaigns, for the purpose to retain
drive and dealing with media agencies on a daily basis. To stay competitive in the
market, the brand manager has to analyse market conditions to ensure the
company can deliver tactical plans against the competitive marketplace. For
instance, during the busiest periods such as launching new collections the role will
be focused on maintaining a competitive and pioneering campaign each year. A
brand manager examines market trends, runs advertising and implements
marketing activities, by means to assure the right communication is delivered for
the brand’s product.
Besides a brand manager will ensure the delivery of exceptional customer service
and the accomplishment of the sales targets of the fashion brand. The role of the
brand manager involves recruitment, training and development of a highly
motivated, service focused sales team. It is important to provide great training as
a sales team represent the brand and they are direct communicators with
customers. Moreover, the brand manager will push, control and support all sales
and promotional activities by making concerned business decisions based on
relevant store and competitor action.
The distinctive brand identity is vital to a company as it is the way the consumer
perceives the company. The Benetton brand’s personality consists of a unique
intangible product attributes such as ‘friendliness’, ‘fun’, ‘care’, ‘equity’ and
‘lively’. However, this image was damaged by controversial advertising and now
the brand is associated with the world’s related problems rather than its clothing.
To conclude, there are found to be opportunities for Benetton within the United
Kingdom to attract customers and stay competitive within the market. The
suggested solution is to change the impression of the brand built by creating a new
distinctive company image, in this case, via billboard. This can be achieved by the
brand manager working together with marketers on designing a billboard, which
points out the character of Benetton colourful clothing. The new advertising will
change customers’ current perception of Benetton and increase brand awareness
that is expected to be positive. Benetton believes the new business’ concept will
be successful which will attract customers hence increase sales.

41
References
BOOKS:
BEASLEY, R., M. DANESI, 2002. Persuasive signs. 1st
ed. Berlin: Mouton de Gruyter
BRASSINGTON, F., S. PETTIT, 2006. Principles of marketing. 4th
ed. Harlow:
Pearson Education Limited
CHERNATONY, L., 2001. From Brand Vision to Brand Evaluation. Oxford: Elsevier
Ltd
DYER, G., 1996. Advertising as communication. 2nd
ed. London: Routledge
FLOCH, J., 2001. Semiotics, marketing and communication. 1st
ed. Basingstoke:
Palgrave
HAIG, M., 2011. Brand Success. 2nd
ed. London: Kogan Page Limited
HANKINSON, G., P. COWKING, 1993. Branding in action. Berkshire: McGraw-Hill
HINES, T., M.BRUCE, 2007. Fashion Marketing. 2nd
ed. Oxford: Elsevier Ltd
JACKSON, T., D. SHAW, 2009. Mastering fashion marketing. 1st
ed. Basingstoke:
Macmillan Publishers Limited
RANDALL, G., 2000. Branding. A practical guide to planning your strategy. 2nd
ed.
London: Kogan Page Limited
Magazine:
VOGUE, 2013. United Colors of Benetton. Vogue, 1 November, 152
Web pages:
ADSOGAY, 2011. Kiss and make up [online] [viewed 25 October 2013]. Available
from:
http://adsogay.blogspot.co.uk/2011/11/kiss-and-make-up.html
ANDREADIS, 2012. United Colors of Benetton [online] [viewed 25 October 2013].
Available from:
http://andreiadis.net/files/Marketing_UCB.pdf
AWAKESMILE, 2013. Ad campaign: ETRO F/W 2013 [online] [viewed 26 October
2013]. Available from:
http://awake-smile.blogspot.co.uk/2013/07/ad-campaign-etro-fw-1314-andres-
risso.html#.UnZws3B91y0

42
BBC, 2013. Bank of England has room to raise interest rates [online] [viewed 26
October 2013]. Available from:
http://www.bbc.co.uk/news/business-24601304
BBC, 2011. Benetton pulls pope-imam kiss ad after Vatican protests [online]
[viewed 28 October 2013]. Available from:
http://www.bbc.co.uk/news/world-europe-15764316
BBC, 2013. Economy tracker: Unemployment [online] [viewed 26 October 2013].
Available from:
http://www.bbc.co.uk/news/10604117
BBC, 2013. UK inflation rate unchanged at 2.7% in September [online] [viewed 26
http://www.bbc.co.uk/news/business-24532808
BENETTON, 2013. Woman and men collection [online] [viewed 1 November 2013].
Available from:
http://en.benetton.com/100x100-benetton/catalogue/woman-and-man-autumn-
winter-2013-collection/nggallery/image/aw13_woman_man_look_41/
BRAINQUOTE, 2013. Colors Quotes [online] [viewed 26 October 2013]. Available
from:
http://www.brainyquote.com/quotes/keywords/colors.html
BUSINESSCASESTUDIES, 2013. Marketing mix [viewed 26 October 2013]. Available
from:
http://businesscasestudies.co.uk/business-theory/marketing/marketing-mix-price-
place-promotion-product.html#axzz2QCCDWfqI
GOV, 2013. Introduction [online] [viewed 26 October 2013]. Available from:
https://www.gov.uk/product-safety-for-manufacturers
COLLINSON PATRICK, 2013. Budget 2013: Extra 400,000 people to be caught in 40%
higher tax band [online] [viewed 26 October 2013]. Available from:
http://www.guardian.co.uk/uk/2013/mar/20/budget-2013-40pc-higher-tax-
bracket

43
DEMOGRAPHICSONLINE, 2012. On packages go [online] [viewed 1 December 2012].
Available from:
http://www.demographicsonline.com/OnPackages_Go.srct
DUDOVSKIY JOHN, 2012. Gap Inc. [online] [viewed 25 October 2013]. Available
from:
http://research-methodology.net/gap-inc/
ESPRIT, 2013. Download file [online] [viewed 26 October 2013]. Available from:
http://www.esprit.com/404
ESPRIT, 2013. Press news [online] [viewed 25 October 2013]. Available from:
http://www.esprit.com/press/news/news_detail?identity=136
ESPRIT, 2013. Profile [online] [viewed 25 October 2013]. Available from:
http://www.esprit.com/index.php?command=Display&page_id=45
FASHIONTIPSFORYOU, 2011. Mango clothes [online] [viewed 26 October 2013].
Available from:
http://www.slideshare.net/fashiontipsforyou/mango-clothes-a-trendy-high-
fashion-brand-with-unique-business-principles
FRAMBOISEMOOD, 2013. Mode Gisele Bunchen engeri H&M [online] [viewed 26
http://framboisemood.com/2013/08/16/mode-gisele-bunchen-egerie-hm/
GAP, 2013. Press Release [online] [viewed 25 October 2013]. Available from:
http://www.gapinc.com/content/gapinc/html/media/pressrelease/2013/med_pr_
Gap_Debuts_Back_to_Blue_Videos.html
GAPINC, 2013. Gap Inc.’s Global Runway [online] [viewed 25 October 2013].
Available from:
http://www.gapinc.com/content/attachments/gapinc/GPS_Global_Runway_Backg
rounderQ3.pdf
GEEKYFRY, 2012. Porter’s 5 forces [online] [viewed 25 October 2013]. Available
from:
http://geekyfry.com/management/marketing/porters-five-forces-framework/
H&M, 2013. Responsible marketing [online] [viewed 26 October 2013]. Available
from:

44
http://about.hm.com/en/About/Sustainability/Commitments/Be-
Ethical/Responsible-Marketing.html
IML, 2013. United Colors of Benetton [online] [viewed 24 October 2013]. Available
from:
http://iml.jou.ufl.edu/projects/fall01/braun/frames.html
KEY NOTE, 2010. ABC1 Consumer market assessment 2010 [online] [viewed 1
December 2013]. Available from:
http://www.keynote.co.uk/market-intelligence/view/product/2407/abc1-
consumer?utm_source=kn.reports.browse
KWAN BELLE, 2011. Spanish domination- Zara brand profile [online] [viewed 25
http://www.marketingmag.com.au/blogs/spanish-domination-
6575/#.UmqqxnB4Jy0
LOCALCENTERS, 2010. AIDA Model [online] [viewed 16 November 2013]. Available
from:
http://localcenters.com/2011/01/the-new-aida-part-i-transformative-value/
MANGO, 2013. Mango [online] [viewed 25 October 2013]. Available from:
http://shop.mango.com/home.faces?state=she_006_IN
MINTEL, 2011. Clothing retailing – UK – October 2011 [online]. London: Mintel
[viewed 20 October 2013]. Available from: Mintel
MINTEL, 2013. Clothing retailing- UK- October 2013 [online]. London: Mintel
[viewed 1 November 2013]. Available from: Mintel
MINTEL, 2013. Womenswear-UK- April 2013 [online]. London: Mintel [viewed 1
November 2013]. Available from: Mintel
OFFICE FOR NATIONAL STATISTICS, 2013. London’s population was increasing the
fastest among the regions 2012 [online] [viewed 28 November 2013]. Available
from:
http://www.ons.gov.uk/ons/rel/regional-trends/region-and-country-
profiles/region-and-country-profiles---key-statistics-and-profiles--october-
2013/key-statistics-and-profiles---london--october-2013.html
MOULDS, J., 2013. UK economy should avoid triple-dip recession, OECD forecasts
[online] [viewed 26 October 2013]. Available from:

45
http://www.guardian.co.uk/business/2013/mar/28/uk-economy-avoid-triple-dip-
recession-oecd
PECK, M., 2013. Beyonce celebrity endorsement [online] [viewed 27 October
http://viraladnetwork.joinvan.com/blog/tag/beyonce-celebrity-endorsement/
RANGASWAMI, 2011. Benetton does it again: shocking their way to the bank
[online] [viewed 12 November 2013]. Available from:
http://www.firstpost.com/business/benetton-does-it-again-shocking-their-way-to-
the-bank-133452.html
SALESFORCE, 2013. Burberry [online] [viewed 15 November 2013]. Available from:
http://www.salesforce.com/uk/customers/stories/burberry.jsp
SLIDESHARES, 2013. United Colors of Benetton [online] [viewed 24 October 2013].
Available from:
http://www.slideshare.net/saksham_ganotra34/marketing-management-ucb
THOMAS, C., 2012. Benetton launches global competition for unemployed people
[online] [viewed 10 November 2013]. Available from:
http://www.huffingtonpost.co.uk/2012/09/18/benetton-launches-global-
competition-for-unemployed-young-people_n_1892486.html
TFL, 2013. Transport for London [online] [viewed 28 November 2013]. Available
from:
http://www.tfl.gov.uk/corporate/modesoftransport/londonunderground/1608.asp
x
TV1408, 2012. Brand Overview and Analysis - United Colors of Benetton [online]
http://www.studymode.com/essays/Brand-Overview-Analysis-United-
1079384.html
123HELPME, 2013. Zara’s Business Model, Information and Communication
Technologies, and Competitive Analysis [online] [viewed 25 October 2013].
Available from:
http://www.123helpme.com/view.asp?id=97642
Blog:

46
CHAN, C., 2011. Zara’s marketing strategy. In: Conrad Chan’s weblog [online]. 16
September 2011 [viewed 29 October 2013]. Available from:
http://blogs.ubc.ca/conradchan/2011/09/16/zaras-marketing-strategy/
Digital Images:
BEHANCE, 2013. Gill Sans poster [digital image] [viewed 15 November 2013].
Available from:
http://www.behance.net/gallery/Gill-Sans-Poster/5544142
BRAHIMI, F., 2010. Kapferer’s Model [digital image] [viewed 5 December 2013].
Available from:
http://www.blogpersonalbranding.com/2010/05/la-reputation-en-ligne-repose-
sur-lidentite-humaine-de-la-marque/
CLEARWATERHOUSE, 2013. Creating opportunities to enhance the lives of those
we serve [digital image] [viewed 26 October 2013]. Available from:
http://www.clearwaterhousingauth.org/
COHESIONBRAND, 2010. Brand Onion Diagram [digital image] [viewed 16 November
http://cohesionbrand.files.wordpress.com/2010/01/brandoniondiagram2.jpg
DAILYBILLBOARDBLOG, 2013. Nicole Kidman for Jimmy Choo Fall 2013 [digital
image] [viewed 28 November 2013]. Available from:
http://www.dailybillboardblog.com/2013/08/nicole-kidman-jimmy-choo-fall-
2013.html
DESIGNBOOM, 2010. Zara via del corso flagship store in rome [digital image]
http://www.designboom.com/architecture/zara-via-del-corso-flagship-store-in-
rome/
FASHIONADVERTISMENTS, 2013. Esprit lingerie Fall 2013 Cathrine McNeil [digital
image] [viewed 28 October 2013]. Available from:
http://fashionadvertisements.com/esprit-lingerie-fall-2013-catherine-mcneil/
FASHIONERA, 2011. 2011 Spring summer pantone colors [digital image] [viewed 27

47
http://www.fashion-era.com/trends_2011/2011-spring-summer-pantone-
colors.htm
FASHIONMAGAZINE, 2013. United Colors of Benetton Spring 2013 ad [digital image]
[viewed 16 November 2013]. Available from:
http://www.fashionmagazine.com/fashion/2013/01/24/united-colors-of-benetton-
spring-2013-ad-campaign/slide/united-colors-of-benetton-spring-2013-elettra-
wiedemann/
FUBIZ, 2013. Billboards [digital image] [viewed 28 October 2013]. Available from:
http://www.fubiz.net/galleries/set/billboards/photo/93297458/
GLAMOURBOYSINC, 2013. Archive [digital image] [viewed 28 October 2013].
Available from:
http://www.glamourboysinc.com/2013_04_01_archive.html
GOOGLE IMAGES, 2013. Being latino [digital image] [viewed 26 October 2013].
Available from:
http://beinglatino.files.wordpress.com/2011/07/diversestudents.jpg
JASONINHOLLYWOOD, 2013. Archive [digital image] [viewed 16 November 2013].
Available from:
http://jasoninhollywood.blogspot.co.uk/2013_03_01_archive.html
RAMESGAIBA, 2012. Villa Minelli - Ponzano Veneto [digital image] [viewed 25
http://trama-e-ordito.blogspot.co.uk/2012/07/villa-minelli-ponzano-veneto-
proprieta.html
SAGECLOTHING, 2013. Polo Ralph Lauren Resort 2013 ad campaign [digital image]
http://www.sageclothing.co.uk/blog/2013/04/polo-ralph-lauren-resort-2013-
campaign/
RETAILDESIGNBLOG, 2013. Zara windows at Bond Street 2013 London [digital
image] [viewed 30 October 2013]. Available from:
http://retaildesignblog.net/2013/03/21/zara-windows-at-bond-street-2013-
london/
THEBESTFASHIONBLOG, 2013. Erin Wasson [digital image] [viewed 1 November

48
http://thebestfashionblog.com/tag/erin-wasson
TOM, M., 2013. Leave it to Kate Moss to wear Fall ’13 [digital image] [viewed 30
http://www.fabsugar.com/Kate-Moss-Kerastase-Party-London-2013-28503190
UNDERCONIDERATION, 2010. United Colors. Now with more Benetton [digital
image] [viewed 16 November 2013]. Available from:
http://www.underconsideration.com/brandnew/archives/united_colors_now_with
_more_benetton.php#.Un-0zXB91y0
VISIONTODAY, 2012. Esprit exposes in Dutch bus shelters [digital image] [viewed
28 October 2013]. Available from:
http://www.vision-today.com/esprit-exposes-in-dutch-bus-shelters/?lang=en
VISUALIZE, 2013. Black and white of poets walk in New York [digital image]
[viewed 14 November 2013]. Available from:
http://vi.sualize.us/black_and_white_of_poets_walk_in_new_york_by_james_mah
er_night_light_central_park_photography_picture_g5Qy.html
WIKIFASHION, 2013. ETRO logo [digital image] [viewed 25 October 2013]. Available
from:
http://wikifashion.com/wiki/Etro
ZARA, 2013. Women Lace Dress [digital image] [viewed 10 November 2013].
Available from:
http://www.zara.com/uk/en/woman/lace-c507505.html

49
Appendices
App. 1
SurveyMonkey Questionnaire

57
App. 2
App. 2 Trends in the age structure of the UK male population, 2007-17
(Mintel 2013)
According to Mintel’s report, the growing group of men aged 25-34 is expected to
increase between 2012 and 2017. (Mintel 2013) It will create an opportunity for
the industry to improve sales and for Benetton’s future development amongst
these men who are shopping the most regularly. This age group are the biggest
online clothes shoppers and favour multichannel retailers. (Mintel 2013) It is a
challenge for Benetton to improve their e-commerce and attract male customers
to buy directly from the website. Research shows that they are still savvy shoppers
and are more likely to shop around.
Mintel: Menswear-UK-March 2013

58
App. 3
App. 3 PESTLE ANALYSIS
Political:
With increased tax rates Benetton and its customers will have to spend more
money which will negatively affect the company. (Collinson 2013)
There are existing laws on how the employees have to be treated. If Benetton does
not meet these regulations it will cause big problems and the company will lose its
prestige but if it follows all the set regulations then the company will have a good
continued reputation. (Brebners 2012)
Wage regulations can have a positive impact on Benetton as customers with higher
disposable income customers will come more often to the store or visit the website
to buy products. (Businessstudiesonline 2012)
Economic
Recession affects the company’s success. During recession time governments might
increase ‘value added tax’ which reduces the amount of disposable income and
Benetton profit margin might decrease significantly. (Moulds 2013)
Unemployment causes many problems for the business as unemployed people have
a minimal amount of money to spend on clothes as it is not their main priority.
Benetton could be negatively affected by this factor. (BBC 2013)
The growing inflation can affect Benetton as during inflation, prices rise on goods
and services. This means that costumers have not been able to buy as much with
the money that comes in. (BBC 2013)
Socio-cultural
A company can evaluate and research what demographic situation is in a certain
area and attract new potential target customers for the new range of clothing.
(Demographicsonline 2011)
Benetton can be negatively affected if they will not react on current economic
factors such as recession. When people want to spend less on clothing, it can be
beneficial if they could create a less expensive clothing line which could be
afforded by people with low disposable income. (Keynote 2010)

59
Technological
Benetton have 9 factories so they are not dependent from suppliers and
independent factories. It has a positive impact on the company such as fabric and
product delivery is less likely to be delayed. (Gov 2013)
Legal/regulatory
If Benetton does not meet the Health and Safety regulations, it will harm its
position within the market and possibly will have to pay fines. They should provide
their employees with all the required conditions for work. (Hse 2013)

60
App. 4
E-mail to Benetton manager:

61
Tessa’s Curtis Answers over the phone:
1. Questions- young adults. Unique brand. High Quality fashion brand. They
would position themselves- High Street retailer.
2. Competitors- Zara, Esprit and H&M
3. Potential customers: From children to all age adults. They are expanding
their market in Eastern Europe.
Esprit did not reply on the e-mail sent.

62
App. 5
The tone of voice:
PRESS RELEASE
United Colors of Benetton launches ‘UNEMPLOYEE OF THE YEAR’. A new global
communication campaign to support non-employed youth.
London, 18 September 2012. Today, United Colors of Benetton presents its
contribution to the youth non-employment issue, a crucial theme for the future of
our planet and to which the brand wants to draw the public’s attention.
United Colors of Benetton, through the UNHATE Foundation, launches an online
contest to sustain 100 projects, submitted and selected by young non-employed
people all over the globe.
The UNEMPLOYEE OF THE YEAR communication campaign, set up under the aegis
of the UNHATE Foundation, seeks to challenge clichés about youth non-
employment and asserts a belief in the creativity of the world’s youth. Through it,
the UNHATE Foundation, whose aim is to promote a culture of non-hate, will
support youth to become actors of change against indifference and stigma.
Young non-employed people, between the ages of 18 and 30, are invited to submit
outlines of projects to be supported: within the UNHATE Foundation mission, their
ideas must lead to concrete social impact in their community.
(Benetton 2012)
Available from:
http://www.benettongroup.com/archive/press-release/united-colors-benetton-
launches-unemployee-year-new-global-communication-campa

UCB Billboard Advert Proposal

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie UCB Billboard Advert Proposal

Ähnlich wie UCB Billboard Advert Proposal (20)

UCB Billboard Advert Proposal