ACKNOWLEDEMENT

The project to do the perception analysis of Benetton vis-a-vis competitors in

consumers' mind was a highly challenging one. And I extend my deepest
gratitude to Mr. undeep Malhotra !"y. #. M. M$tg. - "BI%& for having given me
the opportunity to conduct this research under his a'le guidance. (ithout his
help it would have 'een difficult for me to ma$e this study successful ) fruitful.
I would also li$e to than$ the entire Benetton family !staff& for the co-operation
'estowed upon me* and all those who directly and indirectly were of help to me
during the study.
INTRODUCTION
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BRAND POSITIONING
In today's highly competitive environment* a distinctive image is most important.
In today's scenario Brand -ositioning ) Mar$et egmentation have 'ecome the
hallmar$s of mar$et research. The core thought 'ehind Brand -ositioning is 5the
idea that each 'rand occupies a particular point or space in the individual
consumer's mind* a point which is determined 'y the consumers perception of
the 'rand in 6uestion and in its relation to other 'rands.5
In mar$eting terms* there is no such thing as a product or service that exists 'y
itself in space* independent of the consumer. The product must find a place in the
individual consumer's perception of the world around him. This preceived image
of the 'rand 'elongs not to the product 'ut rather is the property of the
consumers' mental perceptions. o creating the desired perception and
occupying a particular point or space in the target consumers' mind is the
essence of -ositioning or +epositioning strategies.
This perception is 'ased on the 'rand's functional attri'utes of 'enefits as well as
on the non functional or emotional associations. It is coloured 'y target
consumer's own attitudes* 'eliefs and experiences* thus leading to the fact that
different segments may perceive the same 'rand in different ways.
The four 'asic components of positioning concepts are 7-
8. -roduct class or the structure of mar$et in which one's 'rand competes.
9. 1onsumer segmentation.
:. 1onsumer perception of one's 'rand in relation to competitors.
;. The 'enefits offered 'y the 'rand.
These four components must 'e ta$en together while considering the positioning
of a 'rand.
OBJECTIVES OF THE RESEARCH
8. Brand -erception Analysis of Benetton in Indian Mar$et ) chec$ the store
image of Benetton.
2is - A - 2is compettiors in the same product category.
9. To $now the perception of Benetton discount sales.
:. To chec$ the effectiveness of Benetton Advertisements.
At the end of the study* one should 'e a'le to recommend the similarity and
dissimilarity 'etween the various 'rands* and create clusters for the same.
It is expected that the data o'tained as a result of the research will ena'le one to
create a Multidimentional -erception Map.
SCOPE OF THE RESEARCH
"ue to various constraints* the Mar$et +esearch was restricted within the city of
"elhi. 3owever* the research is designed in such a manner that it could 'e
utili<ed across the country with or without any modification.
The research methodology may 'e used further without any consent from the
researcher.
The study would 'e of great help to the user in designing positioning strategies
for the 'rand.
INDUSTRY PROFILE
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-roduct 2olume 2alue
4ormals 8? :@?A
1asual hirts ; 8AAA
4ormal ) 1asual Trousers ? 8@?A
/eans 8; ??AA
T - hirts BA @9AA
.ther Cnit .uter (ear 99 D?AA
Total of all categories 89A 9E@AA
2olume - Million >nits  2alue - +s. Million
F +s. BAAA - 8AAAA crore readymade garments mar$et.
F +s. ;AAA crore plus !??A million pieces& readymade men's wear mar$et.
F Branded shirt mar$et accounts for over :AG* valued at +s. 8:AA crore !E?
million pieces&.
F +s. ;AA crore 'randed casual -wear mar$et* now growing at 9?G
approximately.
F 1asual shirts cloc$ in a 9?G growth per annum !in volumes&* faster than
the 8?G per annum witnessed 'y the ready to wear industry.
F The jeans industry is growing at 9A - 9?G per annum.
F Cnit wear is growing 'etween 8? - 9AG per annum.
F 4ormal shirts segment is growing at 8?G per annum followed 'y trousers
at 8AG.
+atings of companies in the readymade garments industry as a whole 7
1ompany +ating
Arvind Mills @.8D
%evi's B.@D
1oats 2iyella B.?@
Allen olly B.::
"1M Benetton B.AE
-antaloon B.A?
CASUAL WEAR COMPANY
OSH KOSH B GOSH
The company entered the mar$et through a licensing agreement with Authentic
#ears %td. The target was to open 8AA stores in the first ? years of operation.
The company expected a turnover of +s.8: crores in the first year of operations*
'ut the company hardly made it to the halfway mar$.
The infant to 89 year old 'rand has 'een priced 'etween +s.:AA to +s.8*AAA and
has few ta$ers since the consumers are not ready to pay su'stantially more for
'etter 6uality and design. The company now plans to launch a range of $ids
apparel priced 8? - 9AG lower than the existing one* to tap the middle and upper
middle class.
In the cities with population less than 8.? la$hs .sh Cosh plans to $eep the cost
low 'y 7
F 3aving smaller showrooms !around :AA 6. 4eet&.
F (ill sport a different decor. +ange will 'e within the .sh Cosh loo$* 'ut
entirely different from the prevailing rangeH apparel range will 'e limited to
B - @ 'asic styles* and a T - shirt could 'e tagged at +s. 9DD.
F 1ompany also plans to introduce a denim driven range with a totally
different price structure.
FORMAL WEAR COMPANIES
ALLEN SOLLY
F -roduced 'y Madura #arments.
F 1aters to the 99 to 9E age group segment and the typical 9B - :? year old
casual wear consumer i.e. fresh entrants into the corporate world* drawing
a high level salary and num'er of dependentsH and a middle manager
under constant pressure to $eep up with his junior colleagues in terms of
attire.
F Ta$es the high margin - low volume premium category route.
F 3as recently introduced Cha$is* its new line of Iflat frontJ trousers.
F Cha$is are aimed at Indian executive who see$ the style of formal wear
with the comfort of jeans.
F Availa'le in cotton and cotton rich fa'rics.
F "istinguishing feature is its Iflat frontJ* or a'sence of pleats* plus two 'ac$
poc$ets.
F Targeted at the 6uality conscious 9? - :A year old executive.
F -ar$ed in the premium segment !stoc$s shirts ranging from +s. ?D? - +s.
ED?&.
F "istri'ution networ$ constitutes of 9; exclusive Allen olly stores and ;A
shop in shops.
F Allen olly accounts for ;A - ?AG of turnover accruing from 2an 3eusen*
%ouis -hilippe and Allen olly* the three premium 'rands mar$eted 'y
Madura #arments.
VAN HEUSEN
F Mar$eted 'y Madura #arments.
F Availa'le 'oth in exclusive shops and general multi'rand outlets.
F As a mar$eting stategy* 2an 3eusen offered +s. 9AA off on its trousers to
customers who 'ring in their old pairs. The clothes so collected were given
to various charita'le organisations.
F Till "ec. 8DD?* they had 8; exclusive shops.
LOUIS PHILIPPE
F Mar$eted 'y Madura #arments.
F .ffered a 'umper pri<e of a 8A day all exepenses paid holiday for two* in
Africa* as a mar$eting strategy.
F Availa'le 'oth in exclusive shops and general multi'rand outlets.
ARROW
F Brought to the Indian mar$et 'y Arvind Mills.
F "istri'uted 'y ;A exclusive Arrow shirts showrooms in the country* with
hopper's top 'eing the only exception.
F The 'rand extension of Arrow in the casual wear segment - Arrow -astime
and After 3ours - are a serious effort at relaxing. -rimarily targeted at the
Arrow consumer see$ing a more casual attire.
F 1ater mainly to the :? plus age group which is at a senior managerial
level and has an inclination as well as the propensity to spend a
su'stantial amount on Kleisure wearL.
F Ta$es the high margin - low volume* premium category route.
PARK AVENUE
F 3igh mar$et share at :?G.
F "istri'uted through 9AA exclusive +aymond's stores and 8AA multi'rand
outlets.
F +ange starts with K1otton 3arvestL at +s. ;AA plus to KAll sil$L at +s. 88AA.
F %aunched Koft comfortsL with initial 6ualiy interlinings.
F Also launched K4inesseL* shirts with a perfect finish.
F Brand has grown over 8AAG over the past ; years.
F 1urrently has a turnover of +s. 8AA crore.
DENIM INDUSTRY
WRANGLER
F Mar$eted 'y "upont portswear limited.
F 3olds a'out 8AG of the entire jeans mar$et.
F A'out @AG of its volumes are from the regular fit for men.
F Is positioned in the premium mar$et sgement.
F Target mar$et for the company is the upmar$et 'uyer and college going
youngsters.
F "istri'uted through multi'rand outlets.
F old in metros and ;? other towns through 8; distri'utors and BAA outlets.
F pent +s. 8.9 crores on advertisements in 8DDB.
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(rangler "upont portswear 8?AAA
-epe -epe 1lothing India 8?AAA
/ordache Trade (ing Apparel DAAA
%ee Arvind 4ashions 9?AAA
%evi trauss %evi trauss* India @AAA
Total DBAAA
COMPANY PROFILE
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THE BENETTON GROUP
The Benetton #roup* esta'lished in 8DB? in -on<ano 2eneto near Treviso* is
today a world-wide concern which exports not only its own products* ranging
from $nitwear to clothing and accessories* 'ut also production technology and
$now - how* which it adapts to each individual environment. Its main 'rand
names* >nited 1olors of Benetton* isley* A89 and Merotondo are internationally
renowned. The production and sales networ$* which has its main operational
centers in Italy* 4rance and pain* covers 89A countries* with @*AAA sales outlets.
The expansion is 'ased on a program of growth with plans for a strong #roup
presence outside 0urope. 4or more than a decade* the Benetton #roup has
exported B? per cent of its production* and currently has a turnover of
approximately :*AAA 'illion lire. The company is today a world leader in the
production and distri'ution of clothing apparel.
TECHNOLOGICAL INNOVATION
The organi<ation of the industrial system is 'ased on constant attention to
innovation and flexi'ility in manufacturing processes* the result of a program
which has allocated a glo'al investment of 9AA 'illion lire during the last three
year. The industrial complex at 1astrette !Treviso& among the most advanced in
the world manages a total 6uality control on a production flow of almost EA
million garments yearly* as a result of the integration of the
production - warehouse - distri'ution cycle. It includes twin units !one produces
cotton garments and shirts* the other pruduces tailored garments* s$irts and
jeans&H an automated distri'ution center and a unit dedicated to the production of
woollen garments.
INTEGRATED LOGISTICS
The constant innovation of the Benetton logistics system means that continual
attention is paid to environmental* social and transport - safety issues.
RESEARCH
1olors* design and the 6uality of raw materials* which are chosen and tested with
meticulous care and attention* form the 'asis for the development of the #roup's
collections. In order to respond to the constant and profound shifts in the glo'al
clothing mar$et* the #roup's research department* which employs 9AA people*
continuously up-dates and complements the product range. A greater range of
merchandise is 'eing offered* using technologically advanced materials* such as
the 9AB fa'ric* creating even more comforta'le and practical garments for every-
day use. The close attention to trends in customs and tastes ena'les the #roup
to anticipate glo'al mar$et re6uirements and offer* with foresight and flexi'ility*
collections which are excellent value-for-money and encompass 'oth an
international fashion element and the distinctive Benetton style.
THE COMMERCIAL NETWORK
The Benetton sales networ$ consists of approximately EA agencies !each
responsi'le for a specific geographical area& with a staff of over EAA who
constitute the #roup's interface with the plethora of independent stores selling
Benetton goods. A real-time computer networ$ lin$s the #roup's central system in
-on<ano to production plants* and transmits orders from all parts of the world.
The rise in the volume of products sold in 8DDB !N;G* principally in the 0uropean
>nion* in 0astern 0urope and in some parts of the Middle 0ast&* achieved
despite a stagnant consumer mar$et* was due in the main part to the increase in
si<e of retail outlets* the num'er of stores remained almost unchanged.
INDUSTRIAL COMPLEX AT CASTRETTE
The industrial complex at 1astrette di 2illor'a* near Treviso Italy* which now
spans a total covered area of 8DA*AAA s6uare meters is currently one of the most
modern and advanced in the world.
1astrette is a true Itechnological villageJ* an integrated and flexi'le system lin$ed
via computer with a mainframe in -on<ano and with the worldwide sales networ$.
The facility is a'le to manage total 6uality control on a production flow of almost
EA million garments yearly than$s to the just-in-time system which operates the
production-warehousing-distri'ution cycle. Moreover* a fi're-optics ca'le networ$
allows for simultaneous transmission of data* images* voice and video* providing
a flexi'le and rapid response to all of the complex's future communications
needs.
FABRICA
Benetton conceived 4a'rica as a research center* a research center for
communications* a place for sensing and re-assessing the future* whose
perspective and scope are completely international. There is a need for new art
forms* for a new artistic languageH a language which informs* criticises and
provo$es. 4or its radical difference and authenticity* its passion and sincerity* this
language must stand out from* and challenge the conventional directives and
rhetoric of mass media.
4a'rica's emphasis is not didactic* 'ut follows the concept of learning 'y doing*
of journeying into experience.
SPORTS EQUIPMENT - BENETTON SPORTSYSTEMS
Benetton portsystem is an international group* active in over 8AA countries. It
includes prestigious companies and 'rands in the sports e6uipment and apparel
sector* such as ,ordica !$i 'oots&* -rince !Tennis* s6uash and 'adminton
rac$ets&* +oller'lade !in-line s$ates&* Castle !$is and 'icycles&* 0$telon
!+ac6uet'all rac$ets&* ,ature -roject !%eisure wear&* Ciller %oop !Apparel*
now'oards and 'indings& and Asolo !Mountain Boots&. It has glo'al sales of
approximately 8*;AA 'illion lire* ?;per cent of which is generated in America* :A
percent in 0urope and 8B per cent in Asia.
BENETTON ADVERTISING
A STORY OF PRIZES AND CONTROVERSY
The Brainchild of .liviero Toscani - The >nited 1olors of Benetton advertising
has evolved over the years* tac$ling timely issues* provo$ing and prodding*
creating controversy and garnering recognition and award along the way.
1haracterised 'y universal themes the campaigns stand out amid the current
clutter images.
In a mixed world of so many ethnic communities* such a difference of races and
a num'er of nations and states and yet Benetton has since 8DED tried to cross
these 'orders.
Benetton's advertising campaigns generate a strong pu'lic reaction* a mixture of
applause and rejection* acclaim and criticism. imply put - 5(hen there is
some'ody* who really li$es something* there is always some'ody who hates the
same thing5. Anything that is really interesting produces controversy.
5Advertising is the richest and most powerful form of communication in the world.
(e need to have images that will ma$e people thin$ and discuss. Ad agencies
are o'solete* they are out of touch with the times H they are far too comforta'le.
They create a false reality and want people to 'elieve in it. (e show reality and
we are criticised for it.5
It has never 'een Benetton's intention to 'e perceived as a champion of no'le
causes. +ather* its intention is to stimulate a critical discussion which traditional
advertising eliminates 'y glorifying reality and eliminating its inherent conflicts.
5top spending money on ads that tell people a'out products and spend it on ads
that tell people a'out the world.5 - .liviero Toscani.
International* homogeneous* and characteri<ed 'y universal themes* Benetton
#roup's advertising campaigns have 'een* since 8DE;* not only a means of
communication 'ut an expression of our time. Benetton's new communication
strategy 'egan in the spring of 8DE;* with the campaign entitled 5All the 1olors of
the (orld.5 The ads spotlight groups of young people of different races and
colors as they play and laugh together.
In 8DEB* the glo'e 'ecame the advertising sym'ol. Models with pronounced
ethnic characteristics wore Benetton clothing reminiscent of their national
costumes in one of these photos* a young /ew em'raced a young Ara' H 'oth
their hands held up a glo'e. "espite a series of protests relating to cultural
stereotypes in 4rance* the picutre 'ecame a pri<e-winner in 3olland.
Also in 8DEE* the childrens' campaign* 5>nited 4riends of Benetton5* won a pri<e
for 'est print campaign in Italy* in a competition organi<ed 'y 1onfindustria* the
Italian Association of Industrialists.
CONTRASTS IN BLACK AND WHITE
The controversy continued the following year with the campaign for e6uality
'etween 'lac$ and white. .ne ad showed a 'lac$ woman 'reastfeeding a white
'a'y* and one featuring two male hands* one 'lac$* one white* handcuffed
together. The true spirit of the photo - that e6uality goes 'eyond $nee-jer$
reactions and conventional perceptions - was understood internationally.
THE SHOCK OF REALITY
The advertising campaign of spring 8DD9 mar$ed a new step in Benetton's
communications7 the seven images presented* were* in fact* real pictures ta$en
'y photo reporters* already pu'lished in newspapers and maga<ines. The
su'jects* in accordance with the corporate philosophy of information and
concern* confronted themes of a social nature H an o'scure and insidious illness*
violence and intimidation* forced emigration* natural catastrophes.
In outh Africa* 'ig posters featuring condoms were displayed in front of five
hospitals in 1apetown* "ur'an and -retoria* in cooperation with the Medical
+esearch 1ouncil.
"uring (orld AI" "ay on "ecem'er Ist. 8DD:* a huge pin$ condom !99 m high
and :.? m wide& was placed over the o'elis$ on the -lace de la 1oncorde in
-aris. A sym'olic monument to prevention from 3I2 infection* it appeared on the
cover of newspapers woldwide.
In India* where AI" has 'ecome an increasingly serious pro'lem* Benetton
India launched a campaign of information a'out the disease. As well as placing
outdoor images of the colourful condoms in Bom'ay* 1alcutta and ,ew "elhi*
Benetton designed and produced a leaflet on AI"-prevention to 'e distri'uted in
schools and through the media. The campaign received the congratulations of
the Ministry of 3ealth of the #overnment of Maharashtra who re6uested the
material for their own use.
IMAGINATION IN POWER
In the spring of 8DDB* 'ill'oards all over the world were invaded 'y an image of
three hearts overprinted with the words 5(hite* Blac$* =ellow5 - the new antiracist
message launched 'y >nited 1olors of Benetton in conjunction with .
+acisme. To mar$ the (orld "ay Against +acism* on 98 March* >nited 1olors of
Benetton organised the first international conference of . +acisme at
4a'rica's 3ead6uarters.
In some respects* the autumn of 8DDB* advertising campaign mar$ed a return to
'asic H a clear image* against a white 'ac$ground* of two horses* one 'lac$ one
white* performing the 5,atural5 act par excellence. According to Toscani H
5Benetton's two horses* 'lac$ and white spea$ to us of the spontaneity of nature*
which is 'ecoming more and more difficult to grasp in our artificial world* where
nothing is what it appears to 'e. And they o'lige us to reflect on a principle we
often forget H that which is natural is never vulgar5
pring 8DD@ 7 A Blac$ hand with a few grains of white rice. (hy is it 'lac$. Is it a
hand that offers or as$s. Is it an act of respect or moc$ery. Is it an invitation to
focus on the essential or to give alms. "oes it suggest thrift or waste. Is it a
lesson in taste. A desire for simplicity. .r the fear of losing our accumulated
possession. >nited 1olors of Benetton continues its research into ways of
communication* which are different from fashion's current aesthetic vein. .liviero
Toscani insists on a fundamental theme* that of the contrast 'etween the colors
'lac$ and white* using it in a different way* yet again.
BENETTON IN INDIA (DBIL)
The "1M #roup formed a joint venture with Benetton #roup pA of Italy in
eptem'er 8DD9* which resulted in the incorporation of "1M Benetton India %td.
The 1ompany 'egan operation in .cto'er 8DD9 with the launch of the A89 range
of Autumn - (inter collection for the first time in India. It was only in 8DD: that
"1M Benetton presented the entrie Benetton range.
At present there are approximately @A stores in 8E cities with three additional
stores at Cathmandu* 1olom'o and Male. The company envisages an expansion
of its retail networ$ to 8AA stores 'y the end of 8DDE* not only in the metro cities
'ut also in smaller towns li$e #angto$ ) /ammu. Benetton has opened E new
stores in the past 8A months and further plans to open Mega stores with a much
wider range which would include all the product lines.
The Benetton #roup has targetted Asia as the new high growth potential mar$et.
"evelopment of the Asian Mar$et included opening ?A stores in 1hina and
entering into a joint venture with the "1M #roup.
"uring 8DD:-D;* "1M Benetton achieved a turnover of +s.D.E crores* +s.8E
crores during 8DD;-D?* +s.98 crores in 8DD?-DB and the 8DDB-D@ turnover is
+s.9B crores.
Mar$eting at "1M Benetton India %td. is on the lines of Benetton's international
mar$eting model in every respect. Their communications and mar$eting
strategies are 'ased on those followed 'y Benetton internationally. The creative
material for advertising is reproduced from Benetton #roup pA* Italy.
PRODUCTION UNIT
"1M Benetton India %td. in its endeavor to give its Indian customers the famed
international Benetton 6uality and styles has invested +s.8A crores in a unit for
the production of $nit garments. The factory has 'een set up along the lines of
the Benetton manufacturing units all over the world. The factory is e6uipped with
a full fledged Ouality Assurance !OA& Ia'. The production unit therefore
standardises the product ensuring consistency and greater control in 6uality as
all processes are carried out in house except for the manufacture of fac'ric. The
Benetton production team is involved with each stage of manufacturing the
garment right from sourcing of the fa'ric right through the process of garment
manufacture.
The OA la' is well e6uipped with modern technology which chec$s the 6uality of
all inputs to the production process from yarn* em'roidery threads* prints*
'uttons* <ip* fa'ric etc. This unit handles all the aspects of garment manufacture
including printing and em'roidery.
>nited 1olors of Benetton plans to further invest in its production unit for the
'etterment of 6uality of its products. This involves investment in areas of
software for machines such as 1A"P1AM which will facilitate computerised
pattern ma$ing and garment cutting.
THE PRODUCT PROFILE
The central theme and uni6ue selling point of the Benetton collection is 1.%.+.
2ivid and vi'rant* the range includes menswear* womenswear* $idswear as well
as accessories styled according to the latest international trends. 1ontemporary
silhouettes in casualwear* sportswear and career clothing are produced under
the la'els 5>,IT0" 1.%.+ .4 B0,0TT.,5 for adults* 5A895 for children aged
9 years to 89 years and 5M0+.T.,".5 for infants aged 9 months to 8E months
and 5I%0=5.
"1M Benetton introduces two collections of international Benetton styles every
year 7 pring-ummer and Autumn-(inter. These styles are simultaneously
introduced the world over and 'ear the Benetton stamp of 6uality. 4lash
collections in response to mar$et trends are introduced through the season.
1ollections introduced in India are simultaneously introduced all over the world.
0nd of season sales welcome a new collection for the new season all over the
world.
The mar$eting team selects the styles from Italy for pring-ummer and the
Autumn-(inter collections. .f a total of around 9*AAA styles per season* India
selects around 9AA-:AA styles suited for the Indian mar$et. These styles include
men* women and children's wear alongwith the accessories. 0ach franchisee is
then invited to place orders for various styles* which is passed on to the
production division for execution.
An un'eata'le com'ination of excellent 6uality at highly competitive prices and a
versatile range of garments and accessories* in terms of color* design and fa'ric*
in tune with the latest glo'al trends has made Benetton a highly individualistic
'rand synonymous with total value for money internationally and a force to
rec$on with in every mar$et it enters.
PRODUCT RANGE INCLUDES
isley 1ollection Accessories Cnits
(ovens (oollens "enims
A89 Tops %adies Tops T-hirts
/ac$ets hirts "resses
Bottoms $irts
Benetton has a wide range of readymade garments for the $ids and adults.
Though the shops are mainly througed 'y yougsters these is no age limit for
wearing Benetton readymades. The focus is on the deep dar$ 'right colors
rather than on so'er ones.
SWIMWEAR
>nited 1olors of Benetton has for the first time introduced its swimwear
collection. The collection which has 'een manufactured and is imported from
Italy is 'eing sold in select 'enetton outlets in the cities of "elhi* Mum'ai*
Bangalore and #oa. The collection is a riot of a variety of colors and trendy styles
and is designed to ma$e women and men feel and loo$ good on the 'each and
in the pool.
PHOTOPRINTS OF TOSCANIS IMAGES
ON WHITE JERSEY T-SHIRTS
-eople can now wear the Benetton message* than$s to a new T-shirt line that is
part of the Benetton pring-ummer 8DD@ collection. The white 'ac$ground on
the new T-shirts features reproductions of six of .liviero ToscaniLs most well-
$nown advertising campaigns for Benetton. Availa'le in each of BenettonLs @A
outlets through the country* the T-shirts are priced at +s. :DD.
The pictures have 'een selected as a result of a poll conduced among potential
clients and Benetton customer's. The pictures use the innovative Benetton
means of expression. A language halfway 'etween ironic provocation and poetic
idealism* to emphasi<e the perfect e6uality among the worldLs people and races.
WOMENS COLLECTION
1omforta'le summer fashion in a variety of styles and fa'rics where lightness of
touch is the $eyword for shapes* fa'rics and the wide range of 'right natural
shades. In $eeping with the summer season the fa'rics used are mainly cotton*
linen and denim. The colors for the season range from watermelon pin$* apple
green* mango to white* grey* 'eige and 'lue.
0xtensive range of co-ordinates and separates. A large $nitwear section
consisting of a variety of trendy short fitted tops in plain ri'* pi6uet* jersey as well
as prints. A large section of cool white cottons and long flowing printed tops with
jeans in Ita ian stretch denim.
Benetton has also introduced the Tricot +ange which is currently in vogue
internationally and consist of classy and fashiona'le cool summer wear in $nitted
garments with a sil$en finish and pastel melange colors.
MENS COLLECTION
A wide range of shirts for every occasion. 4ormal 0xecutive shirts in plains*
pinstripes and 'road stripes in .xfords* fil-a-fil and linen.
1asual -lains in 0n<yme washed .xford a new fa'ric developed for Benetton in
'old colors li$e rust* classic 'lue* military green and 'eige. The -lains also
include cham'rays and textured fa'rics.
The casual range also includes 'old chec$ in 'right colors and indigo 'lues* in
classic and mandarin collars.
THE BENETTON STORE
.verseas the shops are designed 'y To'ia carpa who creates a sense of
freedom 'y eliminating the counter 'etween the customer and the clothes and
using light wood as a contrast for clothes.
The uni6ue am'ience created in the Benetton stores easily distinguishes the
company from its competition. -ure white woodwor$* walls and ceilings lit 'y a
'lend of yellow and white light are a perfect 'ac$drop as they enhance the
trademar$ vi'rant colors of the Benetton 'rand.
To give ample space for merchandising a 'road product range* stores vary in
si<e from EAA to 8@AAA s6. ft. +ecently Benetton has 'een renovating itLs old
stores !outh 0xtension* Madras&* which has 'rought in a tremendous increase
in sales !?AG&. The new interiors provide for wide open layouts which ena'les us
to present the collection in a visually appealing manner.
RESEARCH METHODOLOGY
I! OBJECTIVE OF THE RESEARCH
a& 3ow the consumers perceive the Brand Benetton vis-a-vis competitors.
'& "o the comparative analysis of Benetton with competitive 'rands on
certain attri'utes.
c& To $now the similarities and dissimilarities 'etween the various 'rands
under consideration.
d& To ma$e a multi-dimensional perceptual map for the 'rands under
consideration.
e& To gauge the store image of Benetton vis-a-vis competitors.
f& To $now the effectiveness of Benetton Advertising.
II! LITERATURE SURVEY
An extensive literature survey is done to gather.
a& Information related to the 'rand through Brochures* 2isiting the
Manufacturing unit at ,aurangpur.
'& Information on Brand position.
c& Information regarding various tools to 'e used to measure attitudes )
analyse the collected data.
d& Information a'out our competitors
RESEARCH DESIGN
"ue care is ta$en to ensure minimum 'ias ) maximum relia'ility.
III! SAMPLE DESIGN
Target -opulation 7 Males ) 4emales a'ove 8B yrs. of age in "elhi region during
the month of /une 8DD@.
a& ample i<e 7 @?
'& tratified random sampling is done to ensure relia'lity ) minimise 'ias.
The population is stratified w.r.t. income.
Income trata
F %ess than +s.8?AAA
F %ying 'etween +s.8?AAA to +s.9?AAA
F +s.9?AAA and a'ove.
IV! FORMULATING THE QUESTIONNAIRE
a& Ceeping in mind the o'jectives of the research various 6uestions have
'een formulated.
'& The 6uestionnaire framed has 'een divided into two parts $eeping into
consideration the lac$ of time availa'le with the respondents at the mar$et
places where the survey has 'een conducted* and the num'er of
attri'utes to 'e measured.
V! PILOT SURVEY
A -ilot survey was conducted to $now the faults in the 6uestionnaire* if any* and
rectify them.
VI! FULL SURVEY
VII! ANALYSIS OF THE COLLECTED DATA
1oding* 0diting* Ta'ulation.
VIII! PREPARATION OF THE REPORT
"ATA 1.%%01TI.,
!i& M0T3."
F Ouestionnaire Method
F -ersonal Interview
!ii& .>+10 .4 I,4.+MATI.,
F -rimary ources
- 1onsumer urvey
F econdary ources
- Business India
- Business Today
- Business (orld
- A ) M
- Brand 06uity
- 1apital India
- /ournals in the 1ompany
4I,"I,# )
A,A%=I .4
1.%%01T0" "ATA
4 TAB%0
4 13A+T
4 IMA#0 -+.4I%0 A,A%=I
4 M. ". -0+10-T>A% MA-
4 1%>T0+ A,A%=I
TAB%0 8 7 +0-.,"0,T -+.4I%0
I,1.M0 (I0 T+ATA
l. Income Brac$et +espondents
,o. !+s.Pmonth& !G&
8. Below - 8?*AAA ::.::
9. 8?*AAA - 9?*AAA ::.::
:. 9?*AAA ) a'ove ::.::
+0-.,"0,T' .11>-ATI.,
l. .ccupation +espondents
,o. !G&
8. (or$ing ::.:
9. tudent BB.@
TAB%0 9 7 +0-.,"0,T'
A(A+0,0 4.+ B0,0TT.,
l. Income #roup +espondents
,o. !+s.Pmonth& !G&
8. %ess than 8?*AAA BE
9. 8?*AAA - 9?*AAA DB
:. 9?*AAA ) a'ove @B
;. .ver all EA
Brand awareness is high as EAG of the respondents were aware of the 'rand
Benetton* the maximum 'eing DBG in the +s.8?*AAAP- to +s.9?*AAAP- income
group.
TAB%0 : 7 B+A," A.1IATI., (IT3 I,T0+,ATI.,A% B+A,"
l. Brand ,ame +espondents
,o. !G&
8. -epsi 9;.A
9. 1o$e 8;.@
:. %evi's B.@
;. Benetton ?.:
?. ,i$e ;.A
B. +ee'o$ ;.A
@. t. Michaels ;.A
E. ony 9.@
D. +evlon 9.@
8A. .thers :8.D
TAB%0 ; 7 B+A," A.1IATI., (IT3 I,T0+,ATI.,A% A--A+0%
Brand +espondents Brand +espondents
,ame !G& ,ame !G&
Benetton 98.:: %evi's 8E.B@
2an 3eusen A?.:: 2ersace A?.::
Allen olly A?.:: Arrow A?.::
1alvin Clein A;.AA %acoste A9.B@
%ouis -hilippe A9.B@ -ierre 1ardin A9.B@
,i$e A9.B@ 1hristian "ior A9.B@
Armani A9.B@ .thers 8E.BB
TAB%0 ? 7 B+A," A.1IATI., (IT3
T-3I+T
Brand +espondents Brand +espondents
,ame !G& ,ame !G&
Benetton :E.@A %acoste AE.AA
%evi's AE.AA ,i$e AB.@A
-olo AB.@A 1alvin Clein A?.:A
+ee'o$ A;.AA Tommy A9.BA
-roline A9.BA %ee A9.BA
Mexx A9.BB .thers 89.AA
TAB%0 B 7 B+A," A.1IATI., (IT3 4+.MA% (0A+
l. Brand ,ame +espondents
,o. !G&
8. Allen olly !A. .& 9A.A
9. Arrow 8@.:
:. 2an 3eusen !2. 3.& 8;.@
;. %ouis -hilippe !%. -.& 8A.@
?. +aymonds D.:
B. -antaloon !-.& ;.A
@. t. Michaels !t. M.& 9.@
E. .thers 9A.A
D. "on't Cnow !". C.& 8.:
TAB%0 @ 7 B+A," A.1IATI., (IT3 -.+T (0A+
l. Brand ,ame +espondents
,o. !G&
8. ,i$e ;D.::
9. +ee'o$ 99.@A
:. Adidas 8:.:A
;. %acoste A?.::
?. Benetton A8.::
B. .thers AE.AA
Q ,i$e is the most popular ports (ear Brand followed 'y +ee'o$ followed
'y Adidas.
TAB%0 E 7 B+A," A.1IATI., (IT3 "0,IM
l. Brand ,ame +espondents
,o. !G&
8. %evi's ;E.A
9. %ee 9A.A
:. -epe ;.A
;. (rangler ;.A
?. (e'ley 9.@
B. ,umero >,. 9.@
@. %ee 1ooper 9.@
E. .thers 8?.D
Q %evi's is the most popular "enims Brand followed 'y %ee followed 'y -epe
and (rangler.
TAB%0 D 7 B+A," A.1IATI., (IT3 13I%"+0, (0A+
l. Brand ,ame +espondents
,o. !G&
8. (ee$ender - Cids 99.@
9. Benetton E.A
:. nowhite E.A
;. .sh Cosh B' #osh ?.:
?. Mother 1are 9.@
B. (earhouse 9.@
@. .thers 8A.B
E. "on't Cnow ;A.A
Q (ee$ender !Cids& is the most popular 1hildren (ear Brand followed 'y
Benetton and nowhite.
TAB%0 8A 7 +0-.,"0,T' 1.+0
4.+ B+A," -+040+0,10
1A>A% (0A+ B+A,"
Brand ,ame cores +an$ing
%evi's 99@ 8
Benetton 8DB 9
%ee 8:B :
%ee 1ooper 89; ;
%acoste 898 ?
(rangler E; B
Mexx E8 @
(ee$ender @9 E
4lying Machine ?: D
nowhite 9A 8A
1olor -lus 88 88
Q .ut of the .ptions availa'le* the ? most preferred 1asual (ear Brands in
order of preference are %evi's* Benetton* %ee* %ee 1ooper and %acoste.
TAB%0 88 7 +0-.,"0,T' 1.+0
4.+ B+A," -+040+0,10
4.+MA% (0A+ B+A,"
Brand ,ame cores
2an 3eusen 9B;
%ouis -hilippe 9?A
Allen olly 9:8
Arrow 998
Benetton 89D
Q .ut of the .ptions availa'le* the ? most preferred 4ormal (ear Brands in
order of preference are 2an 3eusen* %ouis -hilippe* Allen olly* Arrow and
Benetton.
TAB%0 89 7 +0A., 4.+ (0A+I,# B0,0TT., #A+M0,T
Attri'ute !G& +espondents
1omforta'le :@.:
Bright 1olours 8?.@
#ood 6uality* #ood stuff 8D.B
1ool 8?.@
Trendy 8@.B
Brand ,ame D.E
2ariety ?.D
Q BEG of the respondents wear Benetton garments. Majority of them wear
Benetton T-hirts only.
Q ?E.8G of the respondents who wear Benetton are those* who change from
some other 'rand while ;8.DG have 'een wearing Benetton since long.
TAB%0 8: 7 +0A., 4.+ ,.T (0A+I,# B0,0TT., #A+M0,T
Attri'ute !G& +espondents
0xpensive :@.?
>naware of the product range 8B.@
"onLt li$e E.:
4ading of 1olour ;.9
%ess 2ariety ;.9
Bad 6uality ;.9
,o +easons 9;.D
Q +espondents wear Benetton garments 'ecause of 1omforta'ility* good
6uality and since they feel it cool and trendy.
Q +espondents don't wear Benetton garments 'ecause they find it
expensive or are unaware of the product range.
TAB%0 8; 7
A"20+TI0M0,T +01A%%
.ut of the @BG respondents who had seen ads.
Advertisement +ecall G +espond.
Blac$s ) whites B:.9
3orses Mating 8;.A
Teenagers in 1olorfull dresses E.E
1olored 1ondoms @.A
>nited 1olors of Benetton @.A
Blac$ woman 'reastfeeding a white child :.?
-riest $issing a ,un 8.E
3unger to 1ampaign 8.E
-olos ) Teeons 8.E
"onLt recall @.A
F B:.9G could recall only Blac$s ) (hites* 1oloured people* A (hite Man
$issing a Blac$ (omen.
F .nly 8;G could recall the ad that showed two horses mating.
F .nly @G could recall the ad that showed coloured condoms.
F .nly 8.EG could recall the ads I-riest $issing a ,unJ* I3unger Ad
1ampaignJ ) I-olos ) Tee .nsJ.
F .nly :.?G could recall the ad that showed 5A Blac$ (oman Breastfeeding
a (hite Ba'y5.
TAB%0 8? 7 TAB%0 4.+
%ICI,#PMI%ICI,# 4.+ B0,0TT., A"
Ad 1ontent %i$e "isli$e ,o 1omments
+espondent !G&
E9.?G @.AG 8A.?G
ItLs different :B.9
Anti aparthed :E.:
1olourful 98.9
>nnatural :.?
"onLt reveal range :.?
of products
F Majority of the respondents li$e Benetton Ads.
F @G of the respondents disli$e Benetton Ads.
F :E.:G of the respondents li$e that the ads unite people* com'ines
cultures* stri$es a 'alance 'etween Blac$s ) (hites and are anti-racism.
F :B.9G of the respondents find the ads different* attractive* catchy and
uni6ue.
F A small minority of the respondents feel that the ads are unnatural and
that the ads donLt reveal the range of products availa'le at the retail
outlets.
F 98.9G of the respondents find the ads colourful.
TAB%0 8B 7 .-I,I., .4 +0-.,"0,T
AB.>T B0,0TT., A"
.pinion cores
Are thought provo$ing 9.B
Are vulgar ) o'scone ;.A
Are pathetic ;.A
Against AI"PApartheld 9.9
Are Irritating ;.8
#enerate 1uriosity :.@
Ads are seen on T.2. 1hannels :.D
Inform a'out arrival of seasonal collection :.A
+ating 7
8Rtrongly Agree* 9RAgree* :R,eutral
;R"is-agree ) ?Rtrongly "is-agree
4rom the a'ove ta'le following can 'e concluded 7
.n an average respondents have a favoura'le attitude towards Benetton Ads.
F +espondents agree that Benetton Ads are dedicated towards a social
cause. !AI"PApartheid eradication&
F +espondents find Benetton Ads neither vulgar ) o'scene nor pathetic nor
irritating.
F +espondents disagree that Benetton Ads generate curiosity to have a loo$
at the new collection at its stores.
F The respondents are unsure whether Benetton Ads are thought providing
or not and are neutral towards the statement that the ads inform them a'out the
arrival of new collection at its stores.
TAB%0 8@ 7 -0+.,A%IT= T=-0
-ersonality !G& +espondent
+elaxedP0asy going ?@.:
Informal 8A.@
Informal ) +elaxedP0asy going 9E.A
,ature loving 8E.@
ocial 8@.:
1ool 89.A
ophisticate E.A
-assionate E.A
"emanding ) Aggressive E.A
F E?.:G of respondents feel that +elaxedP0asy #oing -eople wear
Benetton.
F :E.@G of respondents feel that Informal -eople wear Benetton.
F 8E.@G of respondents feel that -eople who wear Benetton are ,ature
%oving.
F 8@.:G of respondents feel that -eople who wear Benetton are social.
F Benetton can 'e -ersonified as +elaxedP0asy #oing.
.M0 M.+0 4I,"I,#
F ED.:G of respondnets rate Benetton as a 1asual (ear Brand.
F ?:.:G of respondents perceive Benetton as a 1ollege (ear Brand.
F ;?.:G of respondnets perceive Benetton as a Trendy (ear Brand.
F .nly 9AG feel Benetton is a ports (ear Brand.
F .nly 89G feel Benetton is a -arty (ear Brand.
TAB%0 8E 7 A#0 #+.>-
Age #roup +espondents !G&
Teenagers only :E.B
4amily wear ;8.;
1hildren only ;.A
Adults only ;.A
Till 9A E
Till ;A 8.:
Teenagers ) Adults 9.@
F Till 9A - 1hildren ) Teenagers
F Till ;A - 1hildren* Teenagers ) Adults.
F Benetton is perceived to 'e a 'rand mainly for Teenagers.
F ;8.;G of respondents rate Benetton as 4amily (ear Brand.
TAB%0 8D 7 -%A10 .4 >A#0
-lace +espondent !G&
1ollege ?@.A
0venings B8.:
.utings B9.8
3ome ?A.E
-arties 99.:
0xercising 99.;
F Most of the respondents wear Benetton at 1olleges* 0venings and
.utings.
F Approximate ?AG wear Benetton at home also.
TAB%0 9A 7 TAB%0 4.+ B0%I04 AB.>T "I1.>,T A%0 .4 B0,0TT.,
Belief +espondents !G&
Agree "isagree
0xcess toc$ B8.: 9?.;
"ispose off +ejects :A.@ ?B.A
(ait for "iscount ales :;.@ ?9.A
#ood 'argain to 'uy at sales ;A.A ;B.@
1are for customers 98.: B?.;
ales most days of the year 99.@ B;.A
,o response 8:.:
4rom the a'ove ta'le the following can 'e concluded 7
More than BAG of the respondents 'elieve that 7
F Benetton sales are announced to dispose off the excess stoc$ and its
certainly not for customer care that the discount sales are announced.
-eople don't find that Benetton stores remain on discount sales most days of the
year.
More than ?AG of the respondents donLt 'elieve that 7
F Benetton sales are meant to dispose off reject pieces and donLt wait for
discount sales to 'e announced to purchase at Benetton stores.
ome of the respondents 'elieve that its a good 'argain to 'uy at Benetton
during discount sales and some feel the other way round.
IMA#0 -+.4I%0
A,A%=I
%IMITATI.,
8. +espondents limited to the city of "elhi.
9. Time duration was short.
:. 1hances of some 'iasness can not 'e eliminated.
;. Too many competitors were to 'e analysed.
?. -arameters to 'e measured were large in num'er.
1.,1%>I.,
)
+01.MM0,"ATI.,
1.,1%>I.,
Q The Brand Awareness for the 'rand Benetton is high in all the three income
segments* the maximum 'eing !DBG& in the +s. 8?*AAA - +s. 9?*AAA income
'rac$et.
Q (ith a plethora of international 'rands thronging the Indian Mar$et -0-I
seems to 'e the most popular international 'rand with 9;G of respondents
associating it with the words International Brand. -epsi is closely followed 'y
1.C0 at 8;.@G followed 'y %eviLs ) Benetton. ,i$e* +ee'o$ and t. Michaels
also enjoy a good popularity. -epsi* 1o$e* %eviLs and Benetton have done
extremely well in renting a space for themselves in the already over crowded
consumersL limited mental space.
Q The most popular International Apparel Brand is Benetton at 98.::G
followed 'y %eviLs at 8E.B@G. In the +s. 8?AAA - +s. 9?AAA segment the
most popular 'rand is %eviLs.
Q Benetton* %acoste and %eviLs are most popular T-hirts Brands* with ,i$e
and -olo following suite. Benetton enjoys outright popularity in all the
three income segments.
Q Allen olly* Arrow* %ouis -hilippe* 2an 3eusen and +aymonds are 'rands
associated with 4ormal (ear.
Q %eviLs is the sure shot winner in the "enims mar$et with ;EG of the
respondents associating "enims with %eviLs. It is far ahead of the next
popular 'rand %ee at !9AG& followed 'y (rangler and -epe at ;G.
Q The 'rand most associated with the ports (ear is ,i$e in all the three
income segments with +ee'o$ ) Adidas following.
Q (ee$ender Cids !99G& is the most popular 'rand in 1hildrenLs (ear
followed 'y Benetton at EG. The awareness a'out the 1hildren (ear
'rands among the respondents surveyed was found to 'e low with ;AG of
them unaware of any of the 'rands.
Q The five most preferred 'rands in 1asual (ear segment in order of
preference are %eviLs Benetton* %ee* %ee 1ooper ) %acoste. Benetton is
the most preferred 'rand in the +s. 9?*AAA ) a'ove segment.
Q 2an 3eusen ) %ouis -hilippe are the most perferred 'rands in 4ormal
(ear out of the limited options availa'le with the respondents* followed 'y
Allen olly ) Arrow. Benetton seems to 'e the least perferred in the
4ormal (ear.
Q The most sold product at Benetton seems to 'e T-hirts. It can 'e said
that Benetton is associated as a T-hirts Brand.
Q -eople wear Benetton 'ecause they find it 1omforta'le* Ouality -roduct*
Trendy* 2i'rant in colours ) 1ool. -eople who donLt wear Benetton* donLt
wear it 'ecause they are either unaware of the product range availa'le or
find Benetton expensive.
Q +espondents in the %ess than +s. 8?*AAA segment wear Benetton
#arments and find it Ouality -roduct and 1omforta'le 'ut far too
expensive. +espondents in the +s. 8?AAA - +s. 9?AAA segment find it
cool* vi'rant ) trendy.
Q Benetton is perceived to 'e a 1asual (ear ) Trendy (ear Brand meant
to 'e worn at evenings* outings ) colleges. Benetton is perceived as a
'rand not for 0xecutive and 4ormal (ear. A very few of the respondents
feel it is also a ports (ear ) -arty (ear Brand.
Q Benetton is perceived to 'e meant for mainly Teenagers. App. ;AG
perceive it to 'e a 4amily (ear Brand. .nly ;G feel it as a 1hildren (ear
Brand.
Q It is perceived that people who wear Benetton are +elaxed* 0asy #oing
and Informal. ome also feel itLs meant for 1ool ) ,ature %oving -eople.
Q Benetton discount sales are perceived to 'e characterised 'y diposal of
excess stoc$. -eople donLt find that Benetton stores remain on sale most
days of the year. The possi'ility of rejects 'eing sold during discount sales
was ruled out. :9G of the respondents in the A'ove +s. 9?*AAA category
have not 'een to the Benetton discount sales.
Q A'out @?G of the respondents have seen Benetton Ads. This shows that
the reacha'ility of the Ads is high and enjoy a good recall rate in its target
segments.
Q -eople recall mostly the Blac$s ) (hites in the Ads. The Ad showing*
ITwo 3orses MatingJ was recalled only 'y 8;G of the respondents. The
recently launched I3unger Ad 1ampaignJ had a poor recall rate.
Q Most of the respondents li$e the Ads and findl them Attractive* 1atchy*
>ni6ue* "ifferent ) 1olorful.
Q All those who donLt li$e the Ads feel that the Ads are >nnatural ) donLt
reveal the range of products availa'le at the Benetton retail outlets.
Q The message tried to 'e portrayed through the Ads has 'een well
received. App. ;AG of the respondents li$e that the Ads aim at >niting
-eople* at 1om'ining 1ultures and stri$e a 'alance 'etween Blac$s )
(hites.
Q .ver all the attitude towards Benetton Ads is favoura'le. But the
respondents disagree that the Ads #enerate the curiosity to have a loo$ at
the new collection at its retail outlets.
Q The response towards the statement that Benetton Ads are Thought
-rovo$ing ) inform a'out the arrival of new collection at its stores* was
neutral.
Q The respondents disagree that Benetton Ads are seen often on a T.2.
1hannels.
Q .n an average the 'rands donLt differ much on the attri'utes 2ariety and
Ouality.
Q Benetton has ac6uired a distinctive image that Benetton #arments have
2i'rant 1olors and a distinctive store image $eeping in with the trend of
Benetton stores world wide of 'eing associated with Attractive "ecor.
Benetton is associated with 2i'rant 1olours* its >ni6ue elling -roposition
!>-& 3igh Ouality.
Q %acoste is perceived to 'e associated with lucrative prices* trendy styles
'ut is perceived to have less vi'rant colors.
Q Allen olly is perceived to 'e very expensive and have less vi'rant colors
as compared to other 'rands.
Q Mexx ) %ee are clustered together on the attri'ute comforta'ility and are
perceived to 'e very comforta'le.
Q (ee$ender and Arrow are not associated strongly with any of the
attri'utes.
Q 4M ) %ee 1ooper are perceived to have less 2i'rant 1olors.
Q %ouis -hilippe perceived to 'e very 1omforta'le 'ut %ess Trendy.
Q %eviLs is perceived to 'e less 2i'rant 'ut a 3igh Ouality -roduct.
+01.MM0,"ATI.,
The findings show that the 'rand Benetton is 'eing associated with T-hirts and
as a 1asual (ear Brand. It is also 'eing associated to 'e worn 'y Teenagers
with some of the respondents perceiving it to 'e a 4amily (ear Brand. Most of
the respondnets wear Benetton invaria'ly at 0venings* .utings and 1olleges.
Benetton has a vast product line with a large product range. The product line
includes.
F 1asual (ear
F ports (ear
F 1hildren (ear
F 0xecutive hirts ) Trousers
F 1asual (ear hirts
F (omenLs (ear
This wide selection P variety shows that Benetton is a 'rand meant for 4amily
(ear and can 'e worn at almost any place.
In the near future Benetton also plans to introduce the Iisley 1ollectionJ !4ormal
(ear&. The company therefore needs to incorporate the image of an IAll -urpose
Any Time (ear BrandJ in the consumersL mind in order to taste success in the
wovens* sports wear* shirts* denims ) formal wear segments.
Q Benetton enjoys a high popularity and a high over all preference. The
company must cash in the Brand 2alue to its advantage to enhance the
image of its products other than Cnitwear. The company should ma$e
people aware of the wide selection availa'le at the Benetton stores.
Q Benetton "enims !/eans& are availa'le only in 1omfort 4it* in contrast to
the trend prevalent. Almost all the 'rands all coming up with Tight and
lim 4its. The 4it most preferred 'y younger generation is the Tight 4it*
traight %egs. The figures of (rangler ales show that majority of its sales
has come through its +egular 4it !which is a Tight 4it&. And now* it has
come up with lim 4it 'y the 'rand name CA,A. Benetton must
produce Tight 4it /eans along with 1omfort 4its* 1omfort 4it 'eing
preferred mostly 'y the older segments. Tight 4it must 'e introduced to
gain popularity in "enims among youth.
Q The 'rand would do good if it also provides a larger variety of the Blue
hades already availa'le.
Q The discount sales of Benetton are perceived to 'e characterised 'y
disposal of excess stoc$. Also lowering down the prices 'y @AG shows the
margin in the cloth. According to me* if Benetton stores give discounts !8A-
9AG& to its regular customers as a gift on their Birthdays ) Anniversaries*
the sales could 'e increased and at the same time the company would 'e
a'le to 'uild a long lasting relationship with its customers. The discount
coupons can 'e sent to the customersL residence 'y post and a deadline
'e given to avail that discount. This would reduce the excess stoc$ at the
end of the season.
Q The discount sales can 'e made more attractive 'y citing a purpose. The
eason 0nding "iscount ales in 4e'ruary can 'e spotlighted as
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Q Benetton has 'een advertising in -rint Media 'ut has ignored the
reacha'ility of 0lectronic Media and the influence it can have on the
consumersL purchase decision. 0lectronic Media must 'e explored to have
more customers throning Benetton stores.
Q Benetton Advertisements though enjoy an overall favoura'le response*
they fail to generate the curiosity among prospective customers to have a
loo$ at the collection availa'le in its stores. And 6uite a few !8PBth& of the
respondents didnLt wear Benetton 'ecause they were unaware of what is
availa'le at Benetton.
Q Along with its campaigns that inform and ma$e people discuss a'out
various social issues* the company must provided information a'out the
product range too.
Q 4urthur to ma$e the Indian customers feel more related with the 'rand* the
Advertisements should also focus some major Indian issues.
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A. In cele'ration of ?A years of Indian Independence when -a$istan is also
cele'rating its ?A years of Independence.
A 3indu ) A Muslim wearing Benetton Autumn-(inter collection with
hands clasped together could 'e shown.
-unchline 7
B. To show Benetton as a multipurpose 'rand.
.ne Man wearing S T-shirt N S hirt for Top and
S /ean N S Trouser for 'ottom fastened 'y a 'elt N
.ne (oman wearing long dress N
.ne 1hild wearing sports wear ) carrying a 'ag !wearing sun glasses
could also 'e shown&.
The Man* (oman and 1hild can 'e shown as Blac$s ) (hites together.
-unchline 7
And there'y invo$ing a thought process
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The male ) female models !Blac$s ) (hites& of differents age groups could 'e
shown wearing Benetton garments at .ffice* -arties* .utings* 1olleges* at
'eaches* jogging* at moments of cele'ration that is at different occasion and at
different places.
-unchline 7
This ad would project Benetton as an IAll Aurpose AnytimeJ wear Brand and
associate it with comforta'ility at the same time.
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8. Brand -erception Analysis of Benetton in Indian Mar$et ) chec$ the store
image of Benetton.
i& 2is - A - 2is compettiors in the same product category.
9. To $now the perception of Benetton discount sales.
:. To chec$ the effectiveness of Benetton Advertisements.
At the end of the study* one should 'e a'le to recommend the similarity and
dissimilarity 'etween the various 'rands* and create clusters for the same.