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Benetton Marketing Mix


Submitted By gerardio
Words 1055
Pages 5
Compiled by: Gerard Perry
Topic: UCB Marketing Mix

United Colors of Benetton is a global brand, and one of the most well known in the world, with an international style that combines color, energy and practicality. The womenswear, menswear, childrenswear and underwear collections offer a total look for everyday, for work and for leisure, in the city and outdoors. The brand is broadening its horizons, expanding into new areas of merchandise from Home Collection to baby products, travel bags and new perfumes.
Considering the product range of UCB, the basic benefit from the core product would be body protection against external factors, whereas another benefit could be a desire to stands out and be admired. The core product is then turned into a tangible product by the use and development of such characteristics as branding, features, styling, packaging, and quality level. Under the global brand name UCB there is a mix of products. Each womenswear, menswear, childrenswear and underwear collections is accompanied by accessories and shoes collections to complete each look. In addition, the company publishes “Colors” magazine that echoes the entire UCB philosophy. The main product of UCB is the clothing line that has a strong Italian character in design and style, which combines bright and expressive colors and practicality. By buying Benetton brand customers can be seen as individuals with their own style as well as sensitive to social issues raised in Benetton’s campaigns. Consumers’ perception of quality of UCB products is high. Their products are derived from and characterized by raw materials like virgin wool, knitwear and pure cotton and UCB engages in a high quality of production process. Benetton’s shopping bags are made of eco-friendly white kraft paper, produced entirely with water-based inks. This is more compatible with environmentally responsible

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