PO analysis of UCB by MBA students of Chitkara Business School

PROMOTIONS OPPORTUNITY ANALYSIS UCB

HAPPY NESTMembers:Neha DahiyaSandeep SinghRahul Gupta

United Colors of Benetton

• Core business is fashion apparel: a group with a strong Italian character whose style, quality and passion are clearly seen in its brands.

• 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.

COMPETITORS of UCB

• Industria de Diseno Textil (Inditex)

• GAP

• Hennes and Mauritz (H&M)

BRAND PORTFOLIO

• One of the most well known brand in the world

• Collection for women, men and children ware.

• Extension of Benetton brand.

• Featuring Innerwears, beachware and sleepware collection.

• Accessories for women, men, children.

• It presents elegant and seductive collection.

• Special attention given to choice of fabric, design and new shapes.

Benetton leisurewear brand that redefines a style.

Playlife blends an exclusive exploration of styles and allusions and a strong sense of individuality

SALES

SALE BY REGION SALE BY BRAND

BENETTON GROUP STRATEGY

1. To accelerate expansion in key emerging countries by focusing on high potential market

2. To keep growing in consolidated market.

3. To develop new commercial initiatives.

4. To evolve the culture of the organization.

BENETTON GROUP IN 120 COUNTRIES AROUND THE WORLD

PRODUCT LINE OF UCB

• Benetton adult:

Women ware

Men ware

• Benetton kids:

New born (0-1yr)

Toddler (1-5yr)

Kids & young (6-12yr)

• Benetton accessories

• Perfumes

• Eye wares

• Travel bags

• Home collections.

OPPORUNITIES

• Development of new men’s collection.

• Accessories

• Development of innerwear collection

• Development of children collection.

• Development of license and further brand extension.

• Expansion into emerging market.

MARKETTING

• Sports sponsorship.

• Color magazine.

• Advertisement campaign.

COMMUNICATION OBJECTIVE

• Creating added value for the brand.

• Creating more demand for the brand.

• Repeat purchase.

• Attracting customers through new schemes .

• To stand apart from the competitors.

BRANDING STRATEGY

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.

Meaning Of United Colors Of Benetton Logo

Stylized knot of yarn with word Benetton printed under it, contained within a dark green rectangle Shows that brand deals in Apparels and has a Style statement which differentiates its Brand from Another Brands. It emphasises its principal and most important characteristic: uniqueness.

TARGETTED CUSTOMERS OF UCB

• 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

PRODUCT POSITIONING

• Benetton change their images to more fashion and adjust their price cheaper.

• The customer that haven't brand addict, looking for lifestyle product, will be appropriated with them such as pricing, shape, and colors.

• Benetton remain to sell the communication style that is their identity

CONSUMER SEGMENTATION

• GENERATIONS BENETTON PRODUCTS• Generation y (18-24yr) clothes, accessories, foot wares, fragenence.

• Generation x (25-34yr) clothes, fragnances, foot wares.

• Young boomers (35-44yr) clothes, fragnances, home furnishing, footware

• Old boomer (45-54 yr) clothes, frangances.

• Empty nesters (55-64yr) clothes.