Ucb ppt rb_ group- 5

Presented By:Group- 5

Anandita Jindal(12RM956)Arpit Rastogi(12RM909)

Ritu Garg(12RM9)Shah MD. Faisal(12RM9)

Shivangini Bhati(12RM945)

UNITED COLORS OF BENETTON

Europe’s largest clothing manufacturer that combines color, quality and fashion.

UNITED COLORS OF BENETTON

PARTICULARS DESCRIPTION

Established 1965

Founder Luciano Benetton

Core Product Apparels

First Store Italy

Came to India 1991

Presence :

• World wide 120 countries

• In India 45 Cities

Total Revenue 2.032 Billion Euros

OVERVIEW

• PRODUCT- clothing, accessories, footwear, fragrance

• PLACE- The brand is present in high street mega stores as well as outlets in malls across the country.

• PROMOTION- print ads, internet, signage• PRICE- Rs. 500- Rs. 10,000

4P’s OF THE BRAND

BRAND PRISM

SENDER COLORFUL FUN STYLISH FASHION VIBRANT CREATIVE

RELIABLE SOCIAL TRENDY CONFIRMITY INNOVATION

YOUNG EXTROVERT TRENDY YOUTHFUL RECIPIENT MOODY

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• PHYSIQUE: UCB has a combination of independent

characteristics which are colorful, stylish, vibrant.

• PERSONALITY: UCB has a personality. We identify the brand

as Fun loving, Fashionable and creative.• CULTURE: The brand has its own culture. It is a trendy

brand. Brand’s energy is Innovation.

• RELATIONSHIP: UCB has good relationship. It is a social and

reliable. Confirmity also exists in the brand• REFLECTION: Brand reflects a customer’s image. The brand

reflects that the customer is young and wear’s trendy clothes.

• SELF-IMAGE: Brand tells that it is youth oriented. The brand is quite Extrovert.

Positioning of Benetton

Positioning Philosophy at Benetton….

“Communication should not be commissioned from outside the company, but conceived from within its heart.” Luciano Benetton

The Benetton logo…

• Stylized knot of yarn with word Benetton printed under it in the dark green rectangle signifies that the brand deals in Apparel.

• A style statement that differentiates it from the other brands.

• Emphasises its principles and most important characteristic uniqueness.

Visual Merchandising…

• Larger than life image.

• Theme specific.

• Endorsement of ordinary people, no celebrity involved.

• United: Models involved are chosen above there racial origin.

Advertising

• Known for sponsorship of a number of sports.

• Provocative and original "United Colors" publicity campaign.

• Ads were created that contained striking images unrelated to any actual products being sold by the company.

Campaign against racial discrimination

Efficient use of micro-credit.

Food for life campaign.

All these positioned the company as a social conscious marketer….

BRAND ARCHITECTURE AND BRAND PORTFOLIO

BRAND ARCHITECTURE

BRAND PORTFOLIO

PRODUCT DEFINING ROLES

PORTFOLIO STRUCTURE

PORTFOLIO GRAPHICS

PORTFOLIO ROLES

United Colours Of Benetton

Sisley Playlife 012 Undercolours

Clothing

accessories

footwear

Fashionable clothing

Leisure Wear Kids

WearUndergarments

BENETTON

• Portfolio roles: UCB is a Strategic Brand. Dominant Brand in its category with good

sales and profit.• Product defining roles: Benetton is an umbrella brand with 5 Sub

brands. Providing products for Men, Women and kids section.

• Brand Structure: Brand Grouping: Segment ( men, women and kids.) Product ( clothing, footwear and accessories.) Quality ( premium) Design ( Modern and Stylish.)

PORTFOLIO GRAPHICS

Stylized knot of yarn with word Benetton printed under it contained within a dark green rectangle shows that the brand deals in apparels and has a style statement which differentiates its brand from another brands. It emphasizes its principal and most important characteristic: UNIQUENESS.

• The Benetton Group followed the Product Brand Strategy in case of Sisley and Playlife.

• Brands like Sisley and Playlife have their own unique identity and have their unique positioning in the market.

• Where as for United Colors of Benetton and Undercolors of Benetton it has used the umbrella branding strategy.

BRANDING STRATEGY

• Tagline: Benetton can have a tagline for its brand so it can

make a better positioning in the mind of customer.• Advertisement: They should work on media ads because

customers can understand better about the offerings.

• Brand Endorsement: Specially in India, UCB should prefer a celebrity

endorsement.

RECOMMENDATIONS

• Logo: Benetton should upgrade their logo. They can

change the theme (i.e. green) to colourful. This will give a freshness to the brand.

• Assortment: Increase the depth of the accessories in their

merchandise. • Promotion: They should promote their sub- brands

( Playlife) in a better way.