Rationale

Why this brand ?

Nowadays, whether Thai brands or global brands are encountering with hopeless conditions. People lack of the mind for consuming goods. There are some brands that win from all by "United Colors of Benetton" concept, Benetton is the leader of bright colorful and luxurious.
Benetton, I habituate to hear this business before, I know by my friends discussion. I can summrize that Benetton is colorful and modern style, it makes me interested and I want to see lot of the appearance of this business. As soon as I see, this business is high fashion, quality and passion that I see in its brand. There are most of dark skin people enjoy with Benetton because Benetton makes the images that dark skin can wear colorful apparel like white races. Especially, this brand is my inspiration to opening a clothes shop in the future.

Company Background

Founders
Luciano, Giuliana, Gilberto and Carlo Benetton, launched the activities of the Benetton Group in 1965.
Benetton begins with the idea of color in around 1960. The company can provides in the design, munufacture and fashion clothes in cotton, wool and fabrics for all buyer; men women and children in worldwide. In addition, Benetton also produces and sells raw meterials, such as yarns, fabrics and labels, include commercial services.
In the concepts of Luciano Benetton the founder of United Colors of Benetton brand that "we need to convey a single strong image, which can be shared anywhere in the world" so, every advertising of Benetton was born since 1960 to be full of controversial concept or criticizing and creating social all along. The company was established in 1965 and headquaters is in Ponzano Veneto, Italy. Nowadays, Benetton is a global company that cover in 120 countries around the world.

Product Strategy

Benetton is a global brand that has an international style combining color, energy, and practicality, the United Colors of Benetton sells in addition to a range of male and female clothing for several occassions, a magazine, aperfume line, and accessories. The core product of Benetton is the clothing line that has a strong Italian character in design and style.

There are the recent development of product that telling to whose lifestyle;

UCB men's collections

United Colors of Benetton has consolidated the product range and expanded the assortment in its men's collections, a segment that now accounts around 20% of UCB sales.
Sisley Limited Edition

A new premium collection for men and women – under the new Sisley Limited Edition.

Sisley Young

It's product of young collection for 8-12 years old.

Product lines

United Colors of Benett
The brand is present in 5 sections, from the elegant accessories to eyewear lines and perfumes, from the home collection to baby products. All of products are available in selected at the shop worldwide.

=> Benetton Adult

* womenswear

* menswear

=> Benetton Kid the United Colors of Benetton collections for children are reminiscent of a multicolored flower.

* new born(0-1 year)

*toddler(1-5 years)

*kid&young(6-12 years)

=> Undercolors ,undercolors and underwear in its many forms.

*underwear

*basic

=> Benetton Accessories, Benetton’s Accessories collection for bags, small leather items, belts, footwear and anything else you can imagine. => Benetton Lifestyle, lifestyle is a collection of surprises created by Benetton to satisfy everyone's tastes and needs.

*perfumes
*eyewear

*travel bags
*home collection

*stationery

Target group

Benetton can provide for the whose lifestyle persons as the target group. The company Focus on the new born to adult, in addition, Benetton customers are from all religions, races and nationalities.

Branding

Significant branding

A significant branding strategy of Benetton is an exceedingly high price, the images will be powerful thinking. The core of the Benetton brand identity is value.

The Benetton brand can successfully for making a strong statement about the world, Benetton brand is talking to customer about current events, it can makes the customers feel sensitive and appeciative, Benetton can makes a way of giving the brand that sense of being current, it's important to fashion brands, especially, Benetton brand can succeed to build up the branding to brand awareness.

USP/Positioning

In the currently, all of the company around the world were beseted with poor economy, most of global brands are cooperated to reducing their product price, likes Benetton Group.

USP of Benetton is high class images, premium product but the present, Benetton change their images to more fashion and adjust their price cheaper.

The customer that haven't brand addict, they will look for lifestyle product, that be appropriate with them such as pricing, shape, and colors. It's because the trend of market become to high fashion but low price, ZARA, H&M, and other global brand must reconsider about pricing issue.

However, Benetton is one of company that harriedly to change the price such as the Benetton Shirt 3,200 Baht reduce to 2,450 Baht. Moreover, there are adjusting style to be Asia fit for Asian people. Benetton also advanced towards the luggage business after finding that lifestyle of people admire to travel, their plan is opening 3-5 shops in department store.

Nevertheless, Benetton remain to sell the communication style that is their identity, under the concepts "we need to convey a single strong image, which can be shared anywhere in the world." of Luciano Benetton.

The branches of Benetton in Thailand
-- Stand alone shop 3 places
-- Counter 15 places

Key successful factors

* 40 years for their success above all to the ideas, creativity and commitment of the founders, and the innovation that guided the founders and has let the Benetton Group express in vision of the world. Benetton has the readiness in its activities: design and production to distribution, sales and organization struture, Benetton is originally of a clothing company, that has several in cosmatics, glasses, luggage, shoes, and watches.

Key successful factors of Benetton is the innovation, it makes Benetton is unnaturally in growth.

Firstly, there was innovation in design. This is a strong point that is over the competitors. Benetton is one of the first company that introduce the chothing with colorful.

Secondly, Benetton can express the innovation in production, Benetton use old knitting machines in production at the beginning. Benetton also introduce a system of post-manufacture dyeing, so the colors will be chosen after the clothes made, the colors change seasonally in clothing.

Thirdly, the innovation in the technology of production,Benetton has innovative in organization of production, they have twelve factories, there are a lot of employ for production.

Lastly, the innovation of distribution system, at the centre of distribution operations are the Benetton shops in around the world. Benetton developed a preference for customers with larger stores and offering a wide range of Benetton goods.

All these factors in combination the key to success of Benetton. It enables the company to cover the world market, gain the highest benefits of thier growth.

Sales Channels

Benetton Group is based on a flexible business approch, which detroys different matket development strategies according to the needs.

The commercial department is designed in two main sales channels:
* Wholesale
* Retail Distribution

=> Wholesale

The headquarters will distribute to the independent sale agents and the area managers, after that , they will bring to wholesale. The wholesaler direct sale to the stores in 120 countries, that has 78% of sales.*[December 31st, 2008]

=> Retail Distribution

The headquarters will distribute to the area managers, they will bring to the retail, and the retailer will deliver to the stores. It's around 22% of sales.*[December 31st, 2008]

Promotion Strategy

An expression of our time
"Communication should never be commissioned from outside the company, but conceived from within its heart". [ Luciano Benetton ]

* What are key promotion strategies of the brand?
- what make the brand successful in terms of promotion strategy?

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 suceeded in attracting the public to attent to their brand and especially, in standing out among the current clutter of images.

"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.

Examples of advertisement media.

* Magazine

Colors Magazine is one of magazine about the rest of the world. It's on sale in 40 countries, published in 4 languages. Colors Magazine let talk to young people in around the world.

*Internet

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.

An aim of advertising campaigns.

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.

Reflections

This project is very big for me, the main objective of this project is learning in my product, that is Benetton. I studied this product all the time, I intend that I will do the best [before this brand, I jumble about selecting the brand that I do, I have many choice in my head but it's not me]

I got the knowledge from working this product, both Science and Arts. I have divided into 3 sections;

"Firstly, the knowledge of Benetton product. I have less information about this product in my wisdom. So, I begins with seeking them for my success in the course. Now, I got the all that I would know. Benetton is one of leader in fashion apparel of the world, and today Benetton can be present in 120 countries around the world and they can produces over 150 million clothes every year, we regard as Benetton got high success more than any brand in global.

"Secondly, the knowledge of marketing strategies. I found the information of Benetton and I analyze about their marketing process. I learn about marketing strategies and I apply this knowledge to my product, it can help me understood more than silently. I can develop my product information analysis with this knowledge.

"Lastly, the knowledge of making blog. I never know about the blog, it's difficult for me but challenging. I learned the way to create, I develop my blog from basically to moderately, and I improve my experience both right and wrong until I got the perfect blog. This is the new knowledge for me, I can apply to my working and my job in the future.

This is my reflections of my working this project, I got many knowledge and some experience from my brand and my blog. I like the way that I do and I will do it better for the good job.

Thankful