UNITED COLORS

OF BENETTON.

"Communication should never be commissioned from outside the company, but conceived
from within its heart".

Luciano Benetton

Assignment - Media Planning & Scheduling

Submitted to: Submitted by:
Mr. Rajesh Nambiar Shabri Wable (M/FMS/08/29)

Fashion Advertising & Sales Promotion

National Institute of Fashion Technology – Mumbai
About Media Planning & Scheduling:
Media Planning - A series of decisions involving the delivery of messages to audiences

What are the best means of delivering advertisements to prospective purchases of a

particular brand or service? The choice of media, depends upon many variables, such as
who are the perspective buyer, where they are located, which markets they are talking
about, what communication strategy of competiting brand is, which media the potential
buyer access, what the existing pattern of various products purchased by media user is,
and which media would be suitable in terms of reach, accessibility, and credibility.
Media Objectives - Goals to be attained by the media strategy and program
Media Strategy - Decisions on how the media objectives can be attained

About UCB:

Today, the Benetton Group is present in 120 countries around the world. Its core business is
fashion apparel: a group with a strong Italian character whose style, quality and passion are
clearly seen in its brands, the casual United Colors of Benetton, the glamour oriented Sisley, the
leisurewear brand Playlife. The Group produces over 150 million garments every year. Its
network of around 6,000 contemporary stores around the world offers high quality customer
services and generates a total turnover of over 2 billion euro.
A global brand, and one of the most well known in the world, United Colors of Benetton has an
international style that combines color, quality and fashion. Each season the Women's wear,
menswear, children’s wear and underwear collections offer a total look for everyday, for work
and for leisure, in the city and outdoors. The Benetton Baby label is a new product line dedicated
to the prenatal and the under-fives world.

Benetton Advertisement Strategy:

Benetton Group's advertising campaigns are not only a means of communication but an
expression of our time. Through their universal impact, they have succeeded in attracting the
attention of the public and in standing out amid the current clutter of images.

The campaigns have gathered awards and acclaim worldwide; by the same token, they have
aroused strong reactions - at times ferocious, at times simply curious, confirming once again that
they are always a focal point of discussion and of confrontation of ideas.

Several of the communication projects created by Fabrica, Benetton’s research center have also
been developed in cooperation with prestigious associations (including FAO, UNV, WFP)
obtaining important acknowledgements at an international level.
The brand is present in many other sectors, from the elegant accessories to the eyewear lines and
perfumes, from the home collection to baby products. The above products are available in
selected specialized shops worldwide.
Media Planning for UCB:

United Colors of Benetton calls for higher tolerance between races

United Colors of Benetton supports a cause

United Colors of Benetton stands for one clothing for all races

What are the best means of delivering advertisements to prospective purchases of a UCB?
Print Ads:
Lifestyle magazine likes Femina, Vogue in India would be best means of delivering
advertisements to prospective purchases of UCB product & Newspaper advertisements during
end of season sales. Their own Magazine Colors could be used as advertisement platform.

Internet Ads:
Advertisements through website will enhance online shopping. Internet ads are more effective
through social networking, blogs etc. UCB has strong online shopping portal worldwide which is
not much effective in India as Indians are not much accustomed through online shopping.

Hoardings:
Hoardings of UCB in Tier I cities which mentions store locations for UCB stores. Hoardings
should be outside the Malls which has UCB store. This will help in knowing the store location of
store.

SMS & EMAIL:

SMS & Email notifications regarding new season collections, end of season sales and happy
hours.

Who are perspective buyers? Where they are located? Which market?
The perspective buyer consists of middle class – (seekers and strivers) as shown in McKinsey
India Middle Class report.
The median age of the population of India is 25 years which would be 28 years in the coming
few years and hence India is termed as young country in the world. This can be seen in “The
retail opportunity in India – 2009 report” by “UK trade and investment”
Thus the perspective buyer for UCB consists of majorly of Strivers and global class and age
group of 15 to 45 years residing in metros and tier I cities that are fanatic and trusting foreign
brands over Indian brands.
Mc Kinsey – India Middle class report

“The retail opportunity in India – 2009 report” by “UK trade and investment”
The McKinsey Quarterly – How the half world shops? - 2007

What is strategy of the UCB’s Competitors’ Brand?

The competitor’s of UCB in India are USI, Lee, Levi’s & Pepe Jeans. Out of which USI is
Indian and others are International brands. The strategy of all the brands is different regarding
advertisements. Only Levi’s does advertisements aggressively through hoarding, TV
commercials, film stars endorsements & print advertisement etc.
Most of the brands promotes themselves through visual merchandising like Lee, Pepe, USI
majorly but the market share in India is less.

Why advertisement for UCB?

 Brand building exercise – Brand Image, Brand differentiation, brand loyalty

 Increase customer base
 Retention of existing customer
 Introducing new format like Playlife and Sisley
 Educate the customers what UCB is all about, beyond clothing – social causes etc.

What is the existing pattern of UCB products purchased by media user?

In India, UCB products are available only at exclusive brand outlet and multi brand outlet like
Shopper’s Stop, Central etc. Online shopping is at nascent stage.
Which media would be suitable in terms of reach, accessibility, and credibility?
Print Ads:
Lifestyle magazine likes Femina, Vogue in India would be best means of delivering
advertisements to prospective purchases of UCB product & Newspaper advertisements during
end of season sales. Their own Magazine Colors could be used as advertisement platform.

Internet Ads:
Advertisements through website will enhance online shopping. Internet ads are more effective
through social networking, blogs etc. UCB has strong online shopping portal worldwide which is
not much effective in India as Indians are not much accustomed through online shopping.

Hoardings:
Hoardings of UCB in Tier I cities which mentions store locations for UCB stores. Hoardings
should be outside the Malls which has UCB store. This will help in knowing the store location of
store.
Retail Media – Tying up future group in store media, shopper stop in store media etc.

Innovative Media: Colors Magazine

A magazine about the rest of the world.
On sale in 40 countries, 3 editions, published in 4 languages, an Internet site that has won a
record number of hits and critical acclaim: COLORS is a quarterly magazine that talks to young
people all around the world. Established in 1991, under the editorship of Tibor Kalman, with the
premise that diversity is positive but that all cultures have equal value.

Pictures are, above all else, COLORS' expressive medium: a method that is universal and
reaches the greatest number of people with a strong, immediate impact.

Over the years COLORS has become a unique point of reference in the global publishing world.
It has stirred public attention to topics and themes originating in areas of the world that other
publications seldom write about with depth and freshness.
Reach: Magazine (From India Media Report – April 2009 by GroupM) – Share of Media
Refrence:

 Advertisement Management – Jaishri Jethwaney, Shruti Jain – 2006

 Mc Kinsey – India Middle class report - 2006
 “The retail opportunity in India – 2009 report” by “UK trade and investment”
 The McKinsey Quarterly – How the half world shops? – 2007
 India Media Report – April 2009 by GroupM