United colors of benetton

1. THE EVOLUTION OF COMMUNICATION STRATEGY
- Utkarsh Saxena

2. Introduction
•Benetton the Italian apparel company was founded
by Luciano Benetton in 1965.
•Revenue over 1.6 billion Euros.
•Worldwide business(presence over 120 countries)
•Group produces over 130 million garments every
year.
•Company is listed in Borsa Italian, the Frankfurt
stock exchange and the Ney York stock exchange.

3. • Company works on Exclusive Marketing strategy.
• In 1984 company Hired Photographer Oliviero Toscani
as their Creative director.
• Benetton Group was mainly in the news for its
Advertising campaigns.
• United Colors of Benetton was the first slogan in the
history Which Became Trademark of the company.

4. Founders Thought
Luciano Benetton : "The purpose of advertising is not to sell
more. It's to do with institutional publicity, whose aim is to
communicate the company's values .We need to convey a
single strong image, which can be shared anywhere in the
world.“
Oliviero Toscani pursues this : "I am not here to sell pullovers,
but to promote an image"... Benetton's advertising draws
public attention to universal themes like racial integration, the
protection of the environment, Aids...

5. ADVERTISING PHILOSOPHY
“communication should not be commissioned
from outside the company, but conceived
from within its heart.”
-Luciano Benetton’s

6. • Advertising campaign
• The company adopted the slogan as its actual
logo

7. Brands

8. Positioning
UCB captures desired image and positioning
•Product (colorful character)
•User consideration (diversity of people who wear it)
•Leisure brand

9. Competitors

10. Advertising Idea
• United color of Benetton
carries “A Big Idea” as a
concept.
– Grab attention by shocking
images
– A distinct image
– Draw people attention
towards issues like racial abuse
– Position the company as
a social conscious marketer

11. Building Value For The Brand
The process of building Value for the brand
(UNITED COLORS OF BENETTON) follows three
phases.
• The cycle of difference
• The cycle of reality
• The cycle of free speech and the right to
express it

12. The Cycle Of Difference
• In this cycle, the word “different” became a close
cousin of “controversial.”
• Benetton learned that attempt to bring different
individuals together can lead to conflict instead of
happiness and euphoria.
By acknowledging these differences and prohibitions,
the brand appeared more involved.

13. The Cycle Of reality
• After equality and the exaltation of differences,
Benetton turned to the reality of what is common to
all and shared by humankind.
In 1991, during the Gulf War, this
image was created, a photo of a
war cemetery.
Benetton answered with a birth, the famous image
of a newborn baby still attached to the umbilical
cord.
Photos of real, high-drama
situations: a man dying of
AIDS, a car on fire

14. The Cycle of Free speech and Right to
Express it
• Through its alliance with non-profit associations, institutions,
and large international organizations, Benetton proved that a
“different” use of advertising was indeed possible and seen
as the Creation of value and was soon came in fashion
catalogues.
For the sixth World AIDS Day, on December 1st
1993, an enormous pink condom, 22 meters high
and 3.5 meters wide, was placed on the obelisk in
the Place de la Concorde in Paris.
All the daily and magazine press featured the image that has become a
symbol of the fight against AIDS.

15. The controversy • Introduced controversial death
row campaign
• Resulted in protests from various
social groups
• Lead to the resignation of the
creative head Oliviero Tasconi
• Sued in the court and finally have
to settle down the matters by
paying $50,000 to the victims
family

16. Advertising Campaigns
2001, Volunteers in Colors:
Benetton communication campaign, a special
issue of COLORS and a concert, in
collaboration with UN Volunteers to celebrate
the International Year of Voluntary Work.
2003, Food For Life:
The campaign highlighted the problem of hunger, which
is still the greatest humanitarian emergency around the
world.
2004, James & Other Apes:
Through this initiative, Benetton continued its
exploration of diversity ,extending it from the variety
of human races to embrace the living beings that are
our closest cousins.

17. Media Selection
• Magazines
• Internet
• Newspaper
• Television

18. Appeals
• Emotions
•Fear
•FUN

19. Promotional tools
Sponsorships
Public relation
Social Network

20. PROBLEMS
• Controversial methods of advertising some
times leading to protests
• Difficulty in correlating the themes with their
products
• The effect of these advertisements on the
buying behaviour of customers are difficult to
be quantified
• Mostly restricted to print ads

21. RECOMMENDATIONS
• Even though the shock advertising has worked for
them it can be done in more customer friendly
advertising
• More TV Advertisement
• The collection of ideas for the campaign can be done
more carefully not to hurt any one feelings

22. THANK YOU!