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Benetton Group:
Evolution of Communication Strategy


























This case was written by Senthil Ganesan with the help of Vamsi Krihna Thota, ICRAI Knowledge Center. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.

The case was compiled from published sources.

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© 2003, ICFAI Knowledge Center, Hyderabad, India

The purpose of advertising is not to sell more. It’s to do with institutional publicity, whose aim is to communicate the company's values (...) We need to convey a single strong image, which can be shared anywhere in the world.
- Luciano Benetton, Founder and Chairman1

When Life magazine makes a cover about war, it makes the cover to inform, but also to sell the magazine and to sell the advertising pages inside the magazine -- Chivas......

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Approximate Word Count: 5435
Approximate Pages: 22 (250 words per double-spaced page)

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