Benetton Group S.p.A. is a global fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan (BIT: BEN). Benetton has a network of around 6,000 stores in 120 countries. The stores are managed by independent partners and generate a total turnover of over 2 billion euro.[1]

In 1965, Luciano Benetton, the eldest of four children, was a 30-year-old salesman in Treviso. He saw a market for colourful clothes, and sold a younger brother's bicycle in order to buy his first second-hand knitting machine. His initial small collection of sweaters received a positive response in local stores in the Veneto region, and soon after he asked his sister and two younger brothers, Gilberto and Carlo, to join him. In 1965, the entity known as the "Benetton Group" is formed.[2]

In 1966, the Benettons opened their first store in Belluno and three years after in Paris, with Luciano as chairman, his brother Gilberto in charge of administration, their younger brother Carlo running production, and Giuliana as a chief designer.



The direct competition of this retailer is other brands that also caters
the same kind of goods that it also sell in the market . This type of
competition is seen through other famous clothing line that also
operates internationally . Moreover , the amount of competition becomes
more stiff because of these companies also target international
consumers , which is why it also used the marketing strategy of Benetton
in making their products appear universal in its usage .
Indirect competition also exists and this is seen in people or groups
that does not agree with the marketing strategy of Benetton . While other
people praise the marketing strategy of this retailer , there are also
those who does not approved it . Some members of the civil society and
even its competitors in this business often criticize the way Benetton
used sensitive social issues in its marketing . They say that Benetton
mocks these kinds of important issues because they employ it for their
profit-oriented gains to make people materialistic and consumerist .
Being the case , these people often gives pressure to this retailer in
terms of asking the public to boycott the brand as well as the bad
publicity that it has to deal with .
The above discussion show that the marketing strategy of a particular
retailer is essential in the promotion and over-all perspective of the
public in the product or service that it is trying to sell .

Different kinds of businesses are widely observable in the market
nowadays . These business ventures caters to the various needs of its
consumers may it be in terms of products or services . In doing so , there
have been companies that are more patronized as compared with its
competitors , which has a lot to do with the strategies that they used .
An observable proof of an exceptional marketing strategy is practiced by
a famous brand name , the United Colors of Benetton .
United Colors of Benetton is under the Benetton Group that engaged in
the manufacturing and distribution of various products like clothes ,
undergarments , shoes , cosmetics as well as accessories . This famous
brand name are also provide goods like sunglasses , stationery , linens ,
watches , luggage , and many others in the market (Ganesan , 2002 .
United Colors of Benetton is often considered as a forerunner in the
multinational marketing industry because of the exceptional marketing
strategy that it has . This retailer continues to face and address the
challenge of effectively marketing their products across the borders of
the world . In relation to this , United Colors of Benetton is widely
recognized in using social concerns to promote its brand . This is seen
with its advertising that tackles like racial inequality , religious and
cultural differences , etc . which often stirs debate among the public .
The main idea of this brand is to symbolize the universality of its
products that makes useful to all people regardless of their backgrounds (Maguire , 2003 .
The direct competition of this retailer is other brands that also caters
the same kind of goods that it also sell in the market . This type of
competition is seen through other famous clothing line that also
operates internationally . Moreover , the amount of competition becomes
more stiff because of these companies also target international
consumers , which is why it also used the marketing strategy of Benetton
in making their products appear universal in its usage .
Indirect competition also exists and this is seen in people or groups
that does not agree with the marketing strategy of Benetton . While other
people praise the marketing strategy of this retailer , there are also
those who does not approved it . Some members of the civil society and
even its competitors in this business often criticize the way Benetton
used sensitive social issues in its marketing . They say that Benetton
mocks these kinds of important issues because they employ it for their
profit-oriented gains to make people materialistic and consumerist .
Being the case , these people often gives pressure to this retailer in
terms of asking the public to boycott the brand as well as the bad
publicity that it has to deal with .


The above discussion show that the marketing strategy of a particular
retailer is essential in the promotion and over-all perspective of the
public in the product or service that it is trying to sell .
 
Benetton Group S.p.A. is a global fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan (BIT: BEN). Benetton has a network of around 6,000 stores in 120 countries. The stores are managed by independent partners and generate a total turnover of over 2 billion euro.[1]

In 1965, Luciano Benetton, the eldest of four children, was a 30-year-old salesman in Treviso. He saw a market for colourful clothes, and sold a younger brother's bicycle in order to buy his first second-hand knitting machine. His initial small collection of sweaters received a positive response in local stores in the Veneto region, and soon after he asked his sister and two younger brothers, Gilberto and Carlo, to join him. In 1965, the entity known as the "Benetton Group" is formed.[2]

In 1966, the Benettons opened their first store in Belluno and three years after in Paris, with Luciano as chairman, his brother Gilberto in charge of administration, their younger brother Carlo running production, and Giuliana as a chief designer.



The direct competition of this retailer is other brands that also caters
the same kind of goods that it also sell in the market . This type of
competition is seen through other famous clothing line that also
operates internationally . Moreover , the amount of competition becomes
more stiff because of these companies also target international
consumers , which is why it also used the marketing strategy of Benetton
in making their products appear universal in its usage .
Indirect competition also exists and this is seen in people or groups
that does not agree with the marketing strategy of Benetton . While other
people praise the marketing strategy of this retailer , there are also
those who does not approved it . Some members of the civil society and
even its competitors in this business often criticize the way Benetton
used sensitive social issues in its marketing . They say that Benetton
mocks these kinds of important issues because they employ it for their
profit-oriented gains to make people materialistic and consumerist .
Being the case , these people often gives pressure to this retailer in
terms of asking the public to boycott the brand as well as the bad
publicity that it has to deal with .
The above discussion show that the marketing strategy of a particular
retailer is essential in the promotion and over-all perspective of the
public in the product or service that it is trying to sell .

Different kinds of businesses are widely observable in the market
nowadays . These business ventures caters to the various needs of its
consumers may it be in terms of products or services . In doing so , there
have been companies that are more patronized as compared with its
competitors , which has a lot to do with the strategies that they used .
An observable proof of an exceptional marketing strategy is practiced by
a famous brand name , the United Colors of Benetton .
United Colors of Benetton is under the Benetton Group that engaged in
the manufacturing and distribution of various products like clothes ,
undergarments , shoes , cosmetics as well as accessories . This famous
brand name are also provide goods like sunglasses , stationery , linens ,
watches , luggage , and many others in the market (Ganesan , 2002 .
United Colors of Benetton is often considered as a forerunner in the
multinational marketing industry because of the exceptional marketing
strategy that it has . This retailer continues to face and address the
challenge of effectively marketing their products across the borders of
the world . In relation to this , United Colors of Benetton is widely
recognized in using social concerns to promote its brand . This is seen
with its advertising that tackles like racial inequality , religious and
cultural differences , etc . which often stirs debate among the public .
The main idea of this brand is to symbolize the universality of its
products that makes useful to all people regardless of their backgrounds (Maguire , 2003 .
The direct competition of this retailer is other brands that also caters
the same kind of goods that it also sell in the market . This type of
competition is seen through other famous clothing line that also
operates internationally . Moreover , the amount of competition becomes
more stiff because of these companies also target international
consumers , which is why it also used the marketing strategy of Benetton
in making their products appear universal in its usage .
Indirect competition also exists and this is seen in people or groups
that does not agree with the marketing strategy of Benetton . While other
people praise the marketing strategy of this retailer , there are also
those who does not approved it . Some members of the civil society and
even its competitors in this business often criticize the way Benetton
used sensitive social issues in its marketing . They say that Benetton
mocks these kinds of important issues because they employ it for their
profit-oriented gains to make people materialistic and consumerist .
Being the case , these people often gives pressure to this retailer in
terms of asking the public to boycott the brand as well as the bad
publicity that it has to deal with .


The above discussion show that the marketing strategy of a particular
retailer is essential in the promotion and over-all perspective of the
public in the product or service that it is trying to sell .

Hey anjali, thanks for your sharing and i am sure it would help many people. Well, I also want to share some information on Benetton Group so that more and more people can take benefit from your thread.
 

Attachments

  • Benetton Group.pdf
    26.8 KB · Views: 2
Top