UNITED COLORS OF BENETTON COMPANY PROFILE

The Benetton Group was found in 1965 by Luciano, Giuliana, Gilberto and Carlo, all members of the Italian family Benetton The first store opened in 196! in Belluno, Italy, nowadays the company has 55"" stores spread o#er 1$" countries The Benetton Group wor%s in the business of fashion with fi#e different brands& 'nited Colors of Benetton ('CB), 'ndercolors of Benetton, *isley, +iller Loop and ,laylife

'nited Colors of Benetton is the bi--est brand, wor%in- not only in te.tile industry but also with all %inds of merchandise, from accessories, lu--a-e and perfumes to home products 'CB is also the brand with more sales in to the company 'nited Colors of Benetton offer clothes for adults and children, as well as pre/natal 'nder Colors of Benetton is an e.tension of 'CB and pro#ides underwear, beachwear and sleepwear0 it has nearly 5"" stores worldwide, but is also sold in some 'CB stores In 1ay $""5 'CB si-ned a contract with *electi#e Beauty to ensure the distribution of a new product, 'nited Colors of Benetton perfumes on perfumeries and leadin- department stores 2e.t step for 'CB is another e.tension of the brand on a line of cosmetics and body care to be distributed worldwide in 'CB stores The name of the brand& *%inColors of Benetton

'p to now, Benetton3s distincti#e positionin- was essentially based on ads featurindisturbin- ima-es Benetton3s ad#ertisin- used to con#ey the idea that buyin- one of its -arments would contribute to racial understandin- and the welfare of humanity Its o#erall ad#ertisin- strate-y was composed of two types of campai-ns& product/specific and 1

corporate ,roduct/specific campai-ns hi-hli-hted Benetton3s collections and were hence seasonal Corporate campai-ns were underta%en once in 1$/1! months and showcased lar-er issues affectin- the world

RESEARCH METHODOLOGY
Analytical researc !esi"n will be adopted in this study The purpose of choosin- analytical desi-n is to analy4e the beha#iour on the basis of primary data SUR#EY& It is a systematic collection of data from respondents SUR#EY TECHNI$UE& This research is conducted by -ettin- a 5uestionnaire filled by the tar-et -roup or population chosen 6or this research study, the primary data is collected throu-h 5uestionnaire The primary data is collected by -ettin- the 5uestionnaire filled by that part of the population which ha#e shopped or are li%ely to shop from the brand The research uses structured 7 undis-uised 5uestionnaire This 5uestionnaire is framed with a set of both open end as well as close/ended 5uestions, and also has used se#eral ratin- scales to elicit responses with re-ard to the ob8ecti#e of the study SAMPLE FOR RESEARCH& 1ale and 6emale members of the population SAMPLE SI%E& 5" SAMPLE DESIGN& Con#enience samplinCon#enience samplin- is a non/ probability samplin- techni5ue that attempts to obtain a sample of con#enient elements The selection of samplin- units is left primarily to the inter#iewer 9ften, respondents are selected because they happen to be in the ri-ht place at the ri-ht time

SAMPLE $UESTIONNAIRE
;s a part of my pro8ect, I need to -ather information from you The information pro#ided by you will be %ept confidential and will be used for academic purpose only 1 ;-e a) Below 16 c) $6/:5 $ Gender a) 1ale : <ow often do you purchase=shop for clothes> a) twice a month b) once a month c) once in $ months d) once in : months ? <ow much appro.imately do you spend on one purchase trip> a) Less than @s 15"" b) @s 15""/ @s :""" c) @s :"""/ @s ?5"" d) 1ore than @s ?5"" 5 Ao you %now about 'nited Colors of Benetton> a) 6 Bes b) 2o b) 6emale b) d) 16/$5 abo#e :5

<ow do you %now about 'nited Colors of Benetton> a) b) Internet Cord of mouth (relati#es, friends)

c)

9thers (specify) DDDDDDDDDDDDDDDDDDDDDDDDDDDD

<a#e you #isited a 'nited Colors of Benetton store to shop> a) Bes b) 2o

Chat do you prefer buyin- from 'nited Colors of Benetton> a) Casual Cear b) 6ormal Cear c) 9ccasion Cear

<ow do you percei#e 'nited Colors of Benetton as a brand> a) Fuality clothinb) Galue for money c) <i/fashion clothind) ,ractical clothin-

1" Chich of the followin- brands do you consider the closest competitor to 'nited Colors of Benetton> a) Hsprit b) 1an-o c) 1ar%s and *pencer d) Tommy <ilfi-er e) Le#is 11 Ao you compare the prices of 'nited Colors of Benetton with its competitors before buyin-> a) Bes b) 2o

1$ *ince 'nited Colors of Benetton does not ad#ertise itself, do you thin% it needs to start ad#ertisin-> a) Bes, it needs to ad#ertise to maintain its mar%et share b) 1aybe, since competition is -rowinc) 2o, it can maintain its mar%et share without it 1: ,lease rate your satisfactory le#el with 'nited Colors of Benetton based on the followinfeatures (<i-hly satisfied/5, *atisfied/ ?, 2ormal/:,,oor/ $,Gery poor/ 1) a) ,rice b) Fuality c) ;#ailability of si4es and colors d) *tyle e) Comfort

Than% you for your co/operation

ANALYSIS
1 ;-e
88%

below 16 16-25 26-35

4% 0% 8%

above 35

Gender

42%

male
58%

female

<ow often do you purchase=shop for clothes>

16%

14%

Twice a month Once a month

20% 50%

Once in 2 months Once in 3 months

<ow much appro.imately do you spend on one purchase trip>

10% 26%

18%

Less than Rs.1500 Rs.1500-Rs.3000 Rs.3000-Rs.4500 o!e than Rs.4500

46%

Ao you %now about 'nited Colors of Benetton>

0%

"es #o 100%

<ow do you %now about 'nited Colors of Benetton>

16%

2%

$nte!net %o!& of mo'th (!elatives) f!ien&s* Othe!s

82%

<a#e you #isited a 'nited Colors of Benetton store to shop>

0%

"es #o 100%

Chat do you prefer buyin- from 'nited Colors of Benetton>

20% 8% ,as'al %ea! -o!mal %ea! Occasion %ea! +2%

<ow do you percei#e 'nited Colors of Benetton as a brand>

4% 42% .'alit/ clothin0 1al'e fo! mone/ 46% 8% 2i-fashion clothin0 3!actical clothin0

1"

Chich of the followin- brands do you consider the closest competitor to 'nited Colors of Benetton>

20% 48%

4s5!it an0o a!6s an& 75ence! Tomm/ 2ilfi0e!

26% 4%
11

Levis 2%

Ao you compare the prices of 'nited Colors of Benetton with its competitors before buyin->

46% "es 54% #o

1$

*ince 'nited Colors of Benetton does not ad#ertise itself, do you thin% it needs to start ad#ertisin->

52% 28% "es a/be #o 20%

1"

1:

,lease rate your satisfactory le#el with 'nited Colors of Benetton based on the followinfeatures (<i-hly satisfied/5, *atisfied/ ?, 2ormal/:,,oor/ $,Gery poor/ 1) ,@ICH
+% 33%
1

13%

2 3 4

20% 2+%

F';LITB
18% 0% 4% 20%
1 2 3 4 5

58%

;G;IL;BILITB 96 C9L9@* ;2A *IIH*

0% 4% 32%

18%

1 2

3 4
4 5
46%

11

*TBLH

0% 0% 8%

52%

40%

1 2 3 4 5

C9169@T

2% 2% 13% 38% 1 2 3 4 5 1$ 45%

CONCLUSION OF THE ANALYSIS

The research has clearly shown that the brand J'nited Colors of BenettonK is a #ery well %nown brand ;ll the respondents are aware of it and ha#e #isited the stores of the brand It can also be concluded that the brand is mostly %nown to the respondents throu-h word of mouth, i e , throu-h relati#es and friends, blo-s This is appropriate because 'CB does not ad#ertise itself in ma-a4ines or throu-h electronic media ;lmost three/fourth (E$L) of the sample shops from 'CB for casual wear and ?6L of the sample percei#es it as a hi/fashion brand while ?$L percei#es it as a brand pro#idin- 5uality clothin- This helps to deri#e that 'CB as a brand is percei#ed by the consumers as a casual wear apparel brand that is up/to date with fashion as well as pro#ides a -ood le#el of 5uality The main competitors to the brand are percei#ed to be Hsprit and Tommy <ilfi-er 9ne of the reasons of the competition may be the comparati#e pricin- amon- the brands ;lmost 5"L of the sample says that they do compare the prices amon- the brand3s competition before purchasin- anythin- from it 9n the other side, 5!L of the sample also says that they do not compare the prices 1ore than half (5$L) of the sample says that may be 'CB needs to start ad#ertisin- to -ain new mar%et share and maintain the e.istin- one ::L of the sample is hi-hly satisfied with the brand3s pricin- which means it does pro#ide #alue for money ;lso 'CB is considered a hi-hly stylish brand which pro#ides #ariety in terms of si4es and colors as well as comfort

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BIBLIOGRAPHY
1 http&==www docshare com=home $ http&==www benetton-roup com=en=home htm : http&==www benetton-roup com= ? http&==www -oo-le co in=im-hp>hlMenNtabMwi

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