Market Portfolio of Ghd and United Colour of Benetton

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Contents:

1.0 Introduction………………………………………….3

1.1 Benetton

1.2 GHD

1.3 Company 1…………………………………………....4

1.4 Benetton Advert + Target Market

1.5 Company 2…………………………………………....5

1.6 GHD Advert + Target Market

1.7 Theories of Consumer Behaviour…………………..6-8

Benetton.....................................................................6

GHD..........................................................................7

1.9 Assessment & measurement of advertising impact...8-9

Benetton......................................................................8

GHD............................................................................9

2.0 Bibliography..........................................................10-11

Appendix.....................................................................12-16

1.0 Introduction:

This portfolio looks at the advertising approach of two contrasting companies. The companies that will be discussed are United Colours of Benetton and GHD. These are both popular global firms.

1.1 United Colours of Benetton:

Benetton is present in 120 countries around the world. Its core business is fashion apparel: a group with a strong Italian character whose style and passion are clearly seen in its brands, the casual United Colours of Benetton, the glamour oriented Sisley, the leisurewear brand Playlife. The Group produces over 150 million garments every year. Its network of around 6,000 contemporary stores around the world offers high quality customer services and generates a total turnover of over 2 billion euro.

The Benetton team create new lines for different targets from children, men and women to expectant mothers, offering them not only practical and modern styles but also maximum comfort. (Benetton, 2009)

1.2 GHD:

GHD is the brand behind the world’s favourite styling irons, the ‘can’t-live-without’ hair and beauty accessory. It is adored by celebrities and favoured by stylists. GHD was established in 2001 when a small business in West Yorkshire, discovered ceramic hair-styling technology. GHD irons were so effective that despite supply difficulties and with virtually no marketing, they became an immediate success. (SuperBrands, 2006)

1.3 Company 1:

1.4 Benetton Advert:

The advert being discussed here is one of Benetton’s TV adverts, (Appendix 1). The media used to publish this advert are television, magazines and billboards. You also view the same ad that was published in magazines around Europe, (Appendix 2).

Looking at this TV advert it is clear United Colours of Benetton offers casual wear in all kinds of loud colours (hot pink, neon green, bright yellow, etc). Their models are of different races (i.e. Africans, Americans, Asians, etc), depicted holding hands, laughing, and engaging in fun playful manner.

This reflects what Benetton stands for, a global brand with customers from all religions, races and nationalities. From the beginning Benetton has shown interesting ideas with a promotional concept that unites all people. (Benetton 2003)

The TV advert shown in the appendix, collaborates different images of young women of multicultural ethnicities wearing Benetton’s colourful clothing. The theme is promoted by incorporating uplifting music (Basement Jaxx, Do Your Thing) and images of girls of different ethnicity having a good time. This ad shows Benetton’s interest in fashion, clothes and cultures, by blending these together in the advert they are communicating the message that everyone can wear Benetton.

The advert targets young females aged 21-30 of all different ethnic backgrounds. The target audience is reflected in the ad itself, which features young females from culturally diverse nations colorfully dressed in Benetton attire. By linking the varying colours in the Benetton collection to the diverse “colours” of its world customers, the advert portrays a picture of racial harmony and world peace.

The purpose of advertising...
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