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

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
Underg
arments
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.