United Colors of Benetton Marketing Mix

United Colors of Benetton Marketing Mix: Benetton Group is a global fashion brand based in the Italian city of Ponzano Veneto. The name comes directly from the Benetton family, who founded the company in 1965. Luciano Benetton, the oldest child of four siblings, noticed a demand for bright clothes in 1963 when the salesperson worked in Treviso. Benetton Group was formed in 1965. The first store opened at the end of 1966 in Belluno.

Three years later, the first store opened in Paris. Today, the company operates an extensive network of around five thousand stores in the international market and a workforce of around 7700 employees. Benetton has three brands: Playlife, Sisley, and the United Colors of Benetton. With more than 88% of its revenue being derived from UCB, It isn’t right to conclude  Benetton Group is UCB.

Marketing Mix Of United Colors of Benetton

Marketing Mix Of United Colors of Benetton is brand-based. In Marketing Mix Of United Colors of Benetton, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing United Colors of Benetton Marketing Mix. Below is the detailed Marketing Mix Of United Colors of Benetton.

Let’s talk about United Colors of Benetton Marketing Mix.

United Colors of Benetton Main Competitors

  • Uniqlo
  • Inditex SA (MCE: ITX)
  • Zara
  • Gap
  • Hennes & Mauritz-b- (H &M B)

United Colors of Benetton official website: www.benetton.com

Product in the United Colors of Benetton Marketing Mix:

United Colors of Benetton Marketing Mix

The company began as a fashion-oriented clothing business and is still its main business line. It is primarily a clothing retailer but also offers other accessories and products that can enhance a person’s style concept. Here are the most popular products UCB sells.

  • Bags
  • Clothing
  • Shoes
  • Accessories

Price in the Marketing Mix Of United Colors of Benetton:

The company sells a wide range of accessories and goods under its brands, resulting in various pricing strategies being utilized. The most crucial strategy is to use acceptable prices for the products. Certain companies that are targeted towards young people are usually affordable; however, some products have been known to be sold at a premium price. Discounts are common, which means they attract many more buyers.

Place in the United Colors of Benetton Marketing Mix:

United Colors of Benetton Marketing Mix

The company’s headquarters are in Treviso in, Italy. This is only the beginning of the company’s fashion clothing. It has extended its reach to more than 120 countries across all continents. It has over 6,000 stores that offer its three brands, namely those of the United Colors of Benetton, Playlife, and Sisley. Benetton’s international expansion strategy started in 1979, and we see the company expanding worldwide.

Promotions in the United Colors of Benetton Marketing Mix:

UCB is known for promoting a range of sporting events and the provocative of its initial “United Colors” campaign for publicity. This “United Colors” publicity campaign was created when photographer Oliviero Toscani was granted the “carte blanche” of Benetton management. Toscani was the director of ads characterized by striking photographs unrelated to the products sold in the Benetton brand. These billboard-sized advertisements featured images of various horrifying subjects, like the scene from death that depicted one AIDS man. Although some of the ads were controversial, the association of Benetton and Toscani is credited with the growth in the brand’s image.

A fall 2011 campaign of communication by Benetton to encourage people and world leaders to confront hatred and the “Culture of hatred” led to the formation of the UNHATE foundation. This is and remains an approach to social responsibility that has Benetton always trying to establish the UNHATE culture within humanity.

Benetton is involved with a number of sponsorships for sports. For example, UCB entered Formula One in 1993 as the Tyrrell sponsor. In 194, the company sponsored Alfa Romeo, whereas, in 1985, it sponsored the teams of Toleman in addition to Alfa. It also launched Benetton Formula LTD towards the year’s end, and the team saw huge successes between 1990 and 1997. Benetton is also known for sponsoring the local team of rugby called A.S. Rugby Treviso. The team eventually became the Benetton Rugby team, an impressive player in Italian rugby, with 11 league titles to its name.

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