Benetton Communication Strategy

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The Benetton campaigns since 1984 have always been futuristic, provocative and high controversial. By shocking people, it grabed media and consumers attention and awake their curiosity. Indeed, Benetton won numerious awards but also knew difficulties to make their campaigns profitable on the different markets in the world. Thus I’m going to show you the different reaction of the controversial advertisments of Benetton, their benefic effects on the brand recognition and sales, but also the negatives one.

If we consider the positive effects, we should begin to say that through its innovative advertisements, Benetton succeeded to create a cultural embrace. Its advertising campaigns subtly launch hard political and social messages which gave the brand a status and power its clothing ranges alone could not provide. Also by showing standpoints on thorny global issues, the company won the interest of the journalists and has benefited from influential free press. This enabled the company to cut their cost in the communication budget, which is really low compared the one of their competitors. Moreover considering the repartition of the sales of Benetton amongst the different region, Benetton can rejoice in the success of sales in Asia (+6%) and South America. Indeed espacially in Japan and India, Benetton knew a good feedback in TV commercials from retailers and consumers. The advertising was limited to the period of sales (end of the season) but Benetton benefited from the really good image of Italian fashion in asia espacially.

The advertising strategy was a sucess for the brand recognition in Europe but we must consider also the effect of the schoking ads in the sales and on the American Market. As we saw it on the previous table, the american market has clearly not been conquered, it still represents 4% of the global sales while american buying capacity is huge. This number can be explained by the schock that Benetton images aroused in United States. One...
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