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UNITED COLORS OF BENETTON

Case Study Presentation in Consumer Buying Behavior

COMPANY OVERVIEW

Headquarters

Venice Area, Italy

Industry Type Status Company Size Founded Website

Apparel & Fashion Public Company Operating 10,000 + employees 1965 http://www.benetton.

com

If everyone likes a campaign, no one will talk about it.

Luciano Benetton

ADVERTISING CAMPAIGNS BY BENETTON PROs

INNOVATION
BRAND RECOGNITION SOCIALLY RESPONSIBLE BUSINESS NO PROVOCATIONJUST AWARENESS GLOBAL PORTRAYALS

ADVERTISING CAMPAIGNS BY BENETTON CONs

AFFECTING RELIGIOUS FEELINGS EXPLOITATION OF NEGATIVE SOCIAL ISSUES CENSORSHIP NEGATIVITY LEGAL ACTIONS

DEATH ROW CAMPAIGN


Negative points
No clear impression of Benetton's view on the subject
Positive points
Actual controversial issue

Widespread protest from customers as well as government bodies


Strong objections from the families of the victims and prisoners Downfall on sales Black identity could be connected with criminality and death Trivialisation of death penalty

Arouse people awareness

Do you think Benettons advertising strategy was aimed only at scandals and controversies ?
Benettons Advertising included campaigns which had themes such as Teenagers, Handcuffs, Black Nanny, Adam & Eve, Newborn baby, Priest/Nun Kiss, Condoms, Cemetery, Test tubes, Child labour, Death Row etc It has positioned itself as a political or government company It aimed Benetton to be on top of the mind of the consumers, rather than aiming to create Benetton- A Clothing Brand at the top of the mind. It adopted this advertising strategy to gain publicity and remain fresh in the minds of the consumers

Can this Strategy be Justified by the fact that it resulted in free publicity for the company?

Benetton always chose controversial issues for its advertising campaigns People protested to these campaigns, it helped the company to gain publicity Publicity is one of the effective ways to remain in the minds of the consumers. It always strived to remain in the top of the mind of the consumers