recommendations would you make to management? Although Benetton was gaining tremendous success for its advertising campaign in parts of the world such as Europe, the company did not receive as much admiration in other countries such as the United States. Just when Benetton had finally reached an agreement with major US Retailer Company Sears as its distributor, Sears backed out form the arrangement after the state of Missouri filed a lawsuit against Benetton for its misinterpreted death row ad. Seeing the
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GLOBAL CEO n November 2002 Case Study n Benetton group: Unconventional advertising Senthil Ganesan* The purpose of advertising is not to sell more. It’s to do with institutional publicity, whose aim is to communicate the company’s values (...) We need to convey a single strong image, which can be shared anywhere in the world. – Luciano Benetton, Founder Chairman I am not here to sell pullovers, but to promote an image... Benetton’s advertising draws public attention to universal themes like
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Success Strategy of Benetton. Julia Belenkova Group 111. Type | Public (BIT: BEN) | Industry | Fashion | Founded | 1965 | Headquarters | Ponzano Veneto, Italy | Key people | Alessandro Benetton, Chairman Carlo Benetton, Deputy Chairman Luciano Benetton, Founder and non-executive Director Franco Furnò and Biagio Chiarolanza, delegating operative management of the company Giuliana Benetton, Director Gilberto Benetton, Director | Products | Clothing, Accessories and Footwear |
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5.1 BENETTON’S HYSTORY The firm Benetton was founded in 1965 in Ponzano Veneto, a small town near Treviso, by four brothers’ initiative. In the beginning, Benetton was only a small company that was producing sweaters for local independent retailers. The keys to the success consisted in some innovations related to the product and its distribution and to an efficient production organization based on the work of a large network of small local subcontractors specialized in knitting, cutting and
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Benetton Group: Evolution of Communication Strategy Introduction Benetton, the Italian retailer was engaged in the manufacturing and distribution of clothing, undergarments, shoes, cosmetics and accessories. Benetton also licensed its brand name to various manufacturers of sunglasses, stationery, cosmetics, linens, watches, toys, steering wheels, golf equipment, designer condoms and luggage. The group’s important brands included United Colors of Benetton (UCB), Sisley, PlayLife and Killer Loop
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Benetton Group: Evolution of Communication Strategy Introduction Benetton, the Italian retailer was engaged in the manufacturing and distribution of clothing, undergarments, shoes, cosmetics and accessories. Benetton also licensed its brand name to various manufacturers of sunglasses, stationery, cosmetics, linens, watches, toys, steering wheels, golf equipment, designer condoms and luggage. The group’s important brands included United Colors of Benetton (UCB), Sisley, PlayLife and Killer Loop
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Benetton’s General History: Benetton is a global clothing brand, a family company formed by Luciano, Giuliana, Gilberto and Carlo Benetton. Luciano was born in 1935, is a chairman of the Benetton Group, he also on the board of director of Edizione Holding, the family owned financial holding company. Giuliana Benetton was born in 1937, is currently o the board of director of both, Benetton Group and Edizione Holding. Gilberto Benetton was born in 1941, is a chairman of Edizione Holding, chairman
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Luciano Benetton, Gilberto Benetton, Carlo Benetton and Giuliana Benetton are brothers and sister; Alessandro Benetton is the son of Luciano Benetton. Directors’ fees due to members of the Board of Benetton Group S.p.A. totaled 4,927 thousand euro in 2004. Principal organizational and corporate changes. The branches of Bencom S.r.l. in Spain, France and Great Britain became operational in January 2004. Through these branches, Bencom S.r.l. directly manages a certain number of Benetton stores in
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financial cases that involve what can be best described as foreign or international elements. In such cases, court must decide whether it has the jurisdiction under the Family Law Act 1975 to make a decision on such cases. In the event that it is determined that the court is invested with the jurisdiction to determine the case, the court has to consider whether there is a system of law in foreign country that also has the jurisdiction to handle the case. As it was addressed in the case Attorney General
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Adapted from Bernhardt & Kinnear (1988). Cases in marketing management, pp. 6-16. Plano, TX: Business Publications, Inc. Pay careful attention to the following points. They are often used by instructors to evaluate either a written or oral analysis. 1. Be complete. Each area of the situation analysis must be discussed, problems and opportunities identified, alternative presented and evaluated using the situation analysis and relevant financial analysis, and a decision must be made. An analysis
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