Ucb ppt rb_ group- 5

Branding Of UCB

1. Presented By: Group- 5 Anandita Jindal (12RM956) Arpit Rastogi (12RM909) Ritu Garg (12RM9) Shah MD. Faisal(12RM9) Shivangini Bhati (12RM945) UNITED COLORS OF BENETTON

2. Europe’s largest clothing manufacturer that combines color, quality and fashion. UNITED COLORS OF BENETTON PARTICULARS DESCRIPTION Established 1965 Founder Luciano Benetton Core Product Apparels First Store Italy Came to India 1991 Presence : World wide 120 countries In India 45 Cities Total Revenue 2.032 Billion Euros OVERVIEW

3. PRODUCT- clothing, accessories, footwear, fragrance PLACE- The brand is present in high street mega stores as well as outlets in malls across the country. PROMOTION- print ads, internet, signage PRICE- Rs. 500- Rs. 10,000 4P’s OF THE BRAND

4. BRAND PRISM

5. SENDER COLORFUL FUN STYLISH FASHION VIBRANT CREATIVE RELIABLE SOCIAL TRENDY CONFIRMITY INNOVATION YOUNG EXTROVERT TRENDY YOUTHFUL RECIPIENT MOODY EXTERNALIZATION INTERNALIZATION

6. PHYSIQUE: UCB has a combination of independent characteristics which are colorful, stylish, vibrant. PERSONALITY: UCB has a personality. We identify the brand as Fun loving, Fashionable and creative. CULTURE: The brand has its own culture. It is a trendy brand. Brand’s energy is Innovation.

7. RELATIONSHIP: UCB has good relationship. It is a social and reliable. Confirmity also exists in the brand REFLECTION: Brand reflects a customer’s image. The brand reflects that the customer is young and wear’s trendy clothes. SELF-IMAGE: Brand tells that it is youth oriented. The brand is quite Extrovert.

8. Positioning of Benetton Positioning Philosophy at Benetton…. “Communication should not be commissioned from outside the company, but conceived from within its heart.” Luciano Benetton

9. The Benetton logo… Stylized knot of yarn with word Benetton printed under it in the dark green rectangle signifies that the brand deals in Apparel. A style statement that differentiates it from the other brands. Emphasises its principles and most important characteristic uniqueness.

10. Visual Merchandising… Larger than life image. Theme specific. Endorsement of ordinary people, no celebrity involved. United: Models involved are chosen above there racial origin.

11. Advertising Known for sponsorship of a number of sports. Provocative and original "United Colors" publicity campaign .   Ads were created that contained striking images unrelated to any actual products being sold by the company.

12. Campaign against racial discrimination Efficient use of micro-credit . Food for life campaign . All these positioned the company as a social conscious marketer….

13. BRAND ARCHITECTURE AND BRAND PORTFOLIO

14. BRAND ARCHITECTURE BRAND PORTFOLIO PRODUCT DEFINING ROLES PORTFOLIO STRUCTURE PORTFOLIO GRAPHICS PORTFOLIO ROLES

15. United Colours Of Benetton Sisley Playlife 012 Undercolours Clothing accessories footwear Fashionable clothing Leisure Wear Kids Wear Undergarments BENETTON

16. Portfolio roles: UCB is a Strategic Brand. Dominant Brand in its category with good sales and profit. Product defining roles: Benetton is an umbrella brand with 5 Sub brands. Providing products for Men, Women and kids section.

17. Brand Structure: Brand Grouping: Segment ( men, women and kids.) Product ( clothing, footwear and accessories.) Quality ( premium) Design ( Modern and Stylish.)

18. PORTFOLIO GRAPHICS Stylized knot of yarn with word Benetton printed under it contained within a dark green rectangle shows that the brand deals in apparels and has a style statement which differentiates its brand from another brands. It emphasizes its principal and most important characteristic: UNIQUENESS.

19. The Benetton Group followed the Product Brand Strategy in case of Sisley and Playlife . Brands like Sisley and Playlife have their own unique identity and have their unique positioning in the market . Where as for United Colors of Benetton and Undercolors of Benetton it has used the umbrella branding strategy .   BRANDING STRATEGY

20. Tagline: Benetton can have a tagline for its brand so it can make a better positioning in the mind of customer. Advertisement: They should work on media ads because customers can understand better about the offerings. Brand Endorsement: Specially in India, UCB should prefer a celebrity endorsement. RECOMMENDATIONS

21. Logo: Benetton should upgrade their logo. They can change the theme (i.e. green) to colourful. This will give a freshness to the brand. Assortment: Increase the depth of the accessories in their merchandise. Promotion: They should promote their sub- brands ( Playlife ) in a better way.