Please re-write. I gave three files. One file shouldre-write. another file is to do list feedback.Lastfile isbenettoncase study.

Please attached charts.

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. ______________________________________________________________________________ 2003, ICFAI Knowledge Center, Hyderabad, India For the Benetton case study - to do lists 1) Problem definition - I can not be any more clear on this. You must clearly state the problem that needs to be addressed in this case. What are you trying to solve? A big hint is that the key problem(s) is usually stated toward the end of the case. Part of your assessment on the analysis is for you to identify and "answer" the problem(s). 2) The page limit is very clear here. It should be up to 5 pages of text (give or take). You should include as many images/charts beyond the limit. (Important) In fact, I highly recommend you use visuals as effectively as possible. If you can not say everything you need to say within 5 pages then you are probably too verbose and not focused enough. Am I a stickler if the text goes up to page 6? Not really, but a 10 page submission (of text) is not reasonable. 3) That said, how much writing are you doing that simply regurgitates facts from the case? Do you really need to explain the company background and history if it does not directly relate to the argument you are trying to make? As I state in my previous announcement, you do not have to recap the case. We ALL read the case. Instead, only use parts that are relevant for you to support or discount an argument. 4) Please note the time frame of the case. Do not use information from today as you can not see into the future. I do realize that one of the questions ask you to think about how the marketing has evolved until now but when answering the problem you need to focus on the time period in the case. For instance, if you state that the customer TM in the late 90's is the 25 to 35 y/o range then you can not possibly be referring to Millennials as at that time they were too young. Running head: BENETTON GROUP 1 Benetton Group Case Study Fashion Promotion - FASH - 763 - OL 16 July, 2016 Situation Analysis Benetton group is a retail and manufacturing company that caters to a diverse group of consumers, in terms of cultural and racial diversity, as portrayed by its 5000 retail outlets in BENETTON GROUP 2 around 120 countries. It targets both men and women who are in their 20s. In terms of market selection, the brand is specifically aimed at upper middle class individuals who are both fashion forward and independent. The organization is unique in certain aspects: It is conscious of its environmental surroundings as a brand It makes use of unconventional advertising campaigns Carrying out a SWOT analysis of the organization, certain aspects need be noted: Strengths High quality clothing Variety of different styles Globally recognized and global Weakness Age limits Lack of growth (based on flat revenues) presence Opportunities Other methods of advertising (i.e. social media) Use of endorsements from more famous figures Provision of bigger sizes Threats Taxation rates increase Unemployment Competition from other retailers and manufactures in a highly competitive industry Its traditional methods of advertising using models and its emphasis on social awareness can be copied Financial success dependent on global economic strength Problem statement Its campaigning approach is aimed at being creative and being different fin order to target its consumers and create awareness of issues faced in the current century. Toscani employed an BENETTON GROUP 3 advertising philosophy that viewed advertising with an artistic lens. The company campaigned by showing visuals of AIDS, racial discriminations, hunger, child labor and the death penalty. These aspects of the brand played as both a strength and weakness. With the exit of Toscani however, more conventional advertising modes were used like the image of the clothing line through models against a white backdrop. Use of controversial campaigns arguably led consumers to negatively view and have misinterpretations about the company. While this method of advertising did shock many consumers into buying the company's products and Toscani claimed to have improved the company's financials, many people were offended. Advertisements were blocked in several countries, the company was sued, and many consumers may have forgotten the company was a retail and manufacturing clothing company. At the same time, traditional methods of simply using models and demonstrating the product were seen as not getting the job done. Alternatives identification It is with the improvement of the company image in mind that certain alternatives need to be assessed. Certain modes can be used in improving the position of Benetton's position especially to the lower middle market: Use of new advertising strategies suitable to their consumers (i.e. use of social media, celebrities, and taking on other social initiatives like saving the environment) Being up to date with the line trends Use of conventional campaigns to emphasize on their products and demonstrate its clothing Changing its advertising methodologies can: Improve its communication with its consumers BENETTON GROUP 4 Help bring in new customers Increase brand awareness and improve the brand's image However these changes also come with cons: By using advertising methods more in line with those of more traditional companies, the company may lose some of the appeal that it had gained through the \"shock\" factor The company could be seen as just another retail and manufacturing clothing company versus one that is really concerned about social issues Criteria and analysis of alternatives Main criteria include the potential to bring in new customers, ability to retail customers, and the ability to improve its image through smarter marketing while not spending too much on it. Each carried about a third of the weight in choosing the best alternatives. Use of new marketing approaches would in the long run increase sales margins, for instance the use of social media for the purpose of communication with its consumers would be more so advantageous for the brand due to it being seen as the face of colors and stories. Maintaining a quality and reasonably priced brand can ensure that it is portrayed positively in retailing and that it increases the clothing range market share. Better e-commerce channels can also offer an opportunity for the organization to similarly engage with their loyal customers while acquiring new ones that can then be made into loyal customers. Finally, by being smarter about the sensitive subjects that it wants to discuss and impact, the company can increase its BENETTON GROUP 5 image as a company with a cause. For example, instead of employing racy and offensive pictures, the company could with its more traditional advertising methods indicate that a portion of the revenue will be dedicated to a certain cause. Finally, while the company may lose some of its shock factor, the overall image will improve while the company can improve its relatively stagnant net income and revenues. Recommendations An analysis of Benetton's marketing mix needs to be done. Apart from the use of traditional methods of advertisements, the company can also make use of various social media platforms like Pinterest, Twitter, its website, YouTube and other modes for the purpose of promoting its brand. The brand should also offer various products suitable to the different consumers' needs whether in terms of size, color, gender or personality aspect. The products price ranges should also be made favorable for the different consumers thus targeting consumers across the scale. When it comes to where the consumer can purchase the products, various platforms need be offered whether online or physically. The aim of the organization should specifically be the maximization of sales volume without increasing costs significantly. Thus focus should be maintained on ensuring a competitive campaign and a distinctive brand identity, one that can be reinforced through marketing efforts that do not employ racy images but instead reinforce the idea that the company can care for causes without being offensive. BENETTON GROUP 6 Additional references \"Benetton Press Note\". Benettongroup.com. Retrieved 2012-06-28. \"At a glance". Benetton Group 2010. Retrieved May 5, 2010