Benetton Group

Essay by fdjfhdsuaUniversity, Bachelor's September 2006

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Benetton Group is one of many companies that conduct both domestic and global marketing. The company was established in 1965 in Italy. Due to strong marketing campaigns, today the Benetton group products are present in 120 countries around the world. The company's main product is clothing, with four different brands available to customers around the world. With 5,000 stores around the world, Benetton offers high quality merchandise as well as customer services generating a turnover of 1.8 billion euro (Benetton Group, 2006). The merchandise is unique, flexible and innovative.

The first marketing campaign that promoted communication was introduced in the 1980s. "Benetton Group's advertising campaigns are not only a means of communication but an expression of our time" (Benetton Group, 2006). The company's marketing campaigns focus on communication and uniting diversity between people. Furthermore, Benetton includes in their ads environmental as well as ethical issues that people around the world can relate with.

Technology greatly impact the Benetton's marketing decisions. In 1990's company became a global company with over 115 million garments sold in 120 countries. Technology greatly helped Benetton to expand by integrating marketing campaigns as well as taking advantage of various resources. As the Internet became a main source for advertising Benetton was able to capture an audience by utilizing strategic marketing campaign.

Global and domestic environmental factors greatly impact Benetton's marketing decisions. Benetton genuinely cares for the environment and therefore the company's last campaign focused on apes. Jane Goodall, primatologist who worked closely with Benetton on this communication campaign stated, "If we don't do anything to save them, in 10 to 15 years the great apes could disappear from the majority of the areas where they now live"(Benetton Group, 2006). Benetton decided to include this issue in their marketing...