Benetton
Marketing Strategies
Product Development and Promotion
Benetton had a unique product basket with brighter, fashionable yet casual clothes. The market was clustered on the basis age and products were retailed under different labels and product names. The company's product list consisted of more than 2000 different item-label combinations. The major product lines of Benetton were 012 Benetton, Jeans West, My Market, Sisley, Tomato and Mercerie
For each trade name, appropriate style of furniture and equipment, color of lighting, type of music, and appropriate sex, age and dress style for salespeople was carefully chosen. The outlets were equipped with open shelves to draw attention to the bright colors. Benetton relied on location and bright, inviting store appearance for its promotional effort.
The company's television spots emphasized the sport and youth image of the Benetton name. Magazine advertising was used for institutional campaigns. More than 2/3 rd of the total......
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Approximate Word Count: 1428
Approximate Pages: 6 (250 words per double-spaced page)
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