Marketing Campaign of Benetton Assignment Example | Topics and Well Written Essays - 3000 words

Marketing Campaign of Benetton - Assignment Example Most of the companies use all forms of advertising media. The mass media is often used for advertising, such as radio, Magazine and TV; those medias are important aspect, it transfers the message that companies want their customers to know, and directly supports the selling efforts for the sales team; normally they support the advertising, so we may focus on some particular media, the reason is that the customer would like to know which brand is the most popular, so they may consider to purchasing their products. This report will consider the current and future market in Taiwan and provide an appropriate budget for Benetton; it can help Benetton to rebuild their brand image to target customers, even to purchase the products of Benetton. It would be popular to carry out the ideal of member card in Taiwan. Whenever customer purchases the products from Benetton, they can receive the voucher every time, the customers can collect it and exchange to a member card, it will give a discount whenever customers purchase the products from Benetton. 11 Benetton is a world famous clothing producer which launched in 1984 by Luciano Benetton. The family has an annual turnover of 2.0 billion euros. Benetton presents their products in 120 countries in the world. Except for "United Colors of Benetton", they developed other brands, such as Sisley, Playlife and Killer Loop. Almost 90% of the products are manufactured in Europe. Its distribution network is around 5,000 stores around the world, and there is an increasing trend on large floor-space point of sale offering high quality customer services and new generates. (www.benetton.com) The company has great negotiating power over its subcontractors, about 80 per cent of the manufacturing is done by 600 subcontractors in Italy. Benetton just focus on it's design and dyeing. Most of garments are produced in white and dyed by Benetton's fashion experts who decide the colors of the season, the company produces over 100 million garments every year, so there are keen competition between the suppliers. They both wants to be Benetton's suppliers. (www.benetton.com) Benetton's Campaign Objectives and Initiatives Objectives This report aims to look at the current and future market of Benetton Group, and evaluate the marketing communications strategy in Taiwan; it will identify the problems or positive issues and provide a recommendation of the communication mix. Furthermore, it will build a communication strategy and set up milestones for the plan which includes appropriate media and provide a budget for the company. Initiatives To achieve the aims, research objectives should be set up, and then it can be plan for it. There are several initiatives: To identify the message they wish to convey and associate with the brand To discover more customers in