A Case Study Of Benetton Marketing Essay

A Case Study Of Benetton trade EssayPromotion techniques learn actual greatly all over the age, yet nothing has had a greater impact on the tools, methods or shipway of developing the forwarding strategies than the influence of the novel technologies and of new colloquy tools. We exit in an age of speed communication has compose rapid and faster especially using Internet tools alike email, online sociable networks, weather vane banners, web page publicize and so onIn the digital age, the musical arrange custodyts should take receipts more and more of the power and the edge adviseed by the information technology, in order to inform the present or potential clients or consumers in a better and faster way. Marketers hurt been using electronic tools for many an new(prenominal)(prenominal) stratums, but the Internet and other(a) new technologies created a flood of interest and ripe ways to provide customer value. This new way of arrive at the costumers has captur ed the imagination of selling scholars and practiti irs (Fuciu and Gorski, 2009).In this duration and age, companies must proceed with cover in choosing the most appropriate methods of reaching their clients or consumers from a monetary or ethical perspective. But that does not mean that they can not shock the clients / consumers or use tools and ways of communications that mostly anomalous and different from the greenness methods of promoting products or go. One of these unusual promotion / denote techniques is the concept of illegitimate announce. In our paper we present the concept of this tool, a brief history as well as some(prenominal) heavy advantages and disadvantages, and a case study of social marketing advertising campaigns that were developed by the Benetton group which atomic number 18 meant to shock.2. THE CONCEPT OF UNCONVENTIONAL ADVERTISINGThe report of advertizing is along as the history of mankind. Archeological finds have date the too soon types of advertizing, like inscription tablets, discovered in the basin of the Mediterranean Sea. There is evidence that the Romans would paint the announcements of gladiator combats on walls or stones at the crossroads (Kotler and Armstrong, 2008, p. 635)Before we can start to discuss the concept of wrongful ad we must underline the concept of classical advertizing. e rattlingwhere the years this concept has greatly developed and evolved due to the usage and evolution of promotion techniques. One of the most definitive interpretations for the classical advertising is disco biscuited by the American trade Association (AMA, 2012) which states that advertising is the placement of announcements and persuasive sums in time or space purchased in any of the mass media by line of merchandise firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience intimately their products, services, organ izations, or ideas.According to Philip Kotler (Kotler and Armstrong, 2008, p.1014), advertising is any type of paid presentation and non personalised promotion of trustworthy ideas, goods or services by an identified sponsor. The advertising is considered to be any activity developed by an organization that has the saturnineice staff of preparing the general public to respond in an positive way to the organizations offer (Petrescu, 2008, p. 113). A group of authors (Balaure, 2002, p. 487) mentions that advertising is means by which the organization intents to offer the a large array of information to the public with regard to its activity, products, services brand or company by any identifiable ace (identified buyer).Advertising (Zyman and Brott, 2008, pp. 11-12).is more than the TV mercenarys, it includes brand positioning, the package, choosing a certain glory as a product get wind, donations, customer relationship management, the way the organization treats its employees or make up the way a secretary answers the telephoneAs we can see from the above mentioned definitions, it is possible to underline several common aspects of these authors like (1) the placement of information in a persuasive behavior (2) the need to inform the clients / consumers or the general public (3) there is constantly an object (product, service, event etc.) of the communication between the organizations and the market (4) advertising is constantly paid by a certain individual or organization.Over the years the forms of advertising have evolved greatly. Probably the first recognized advertising forms that we can relate to were those of the 19th Century when in 1936 a cut newspaper La Presse was the first daily paper that allowed to print privileged its pages a paid advertising (Eskilson, 2007, p.58). Due to the development of new communication techniques since the beginning of the 20th Century like (1) radio, in the early 20s (2) commercial television advertising in th e middle of the last century (3) wrinkle TV advertising in the 1960s (4) Internet advertising since the early 90. All these forms of advertising have had a large number of variations over the years. Among these variations one is considered a bit different than the other ones the concept of bohemian advertising.In the past years, more and more companies have allocated a large part of their marketing budgets for the unorthodox strategies. There atomic number 18 several factors that have contributed to the growth of the importance of the unconventional advertising (1) the lack of credibility and the inefficiency of tralatitious advertising (2) customers reluctance to the advertising message (3) the need to reduce the be of promotion (4) the need for differentiation of the products and brands (5) consumers better understanding of marketing and merchandising techniques which makes them immune to commercial messages (6) the need for a better targeting of the audience which has beco me more and more fragmented (Jurca, 2010, pp. 323 333).The new and innovative manners of the advertising companies and marketing specialists of gaining the attention of the clients has developed and evolved greatly in the last decades. In order to reach the clients differently then their competitors, companies have created new, inventive and unconventional tactics, strategies used for the promotion activities of products, services or events.The concept of unconventional advertising is not very different from the definition that was offered by the American market Association but it is difficult to pin down because it is strictly link to the perception of the people and the frequency of use. The unconventional advertising is permanently changing that is why is virtually impossible to give a comprehensive definition of it. Nevertheless, it can be stated that unconventional advertising comprises all those unusual, non- conventional, innovative and inventive means, methods and strate gies of promoting a product, service or brand (Jurca, 2010, pp. 323 333)Several important types of unconventional advertising have developed and it is important to underline certain aspects (1) Viral marketing refer to marketing techniques that use pre-existing social networks to produce increases in brand aw arness or to achieve other marketing objectives ( much(prenominal) as product sales) through self-replicating viral movees, analogous to the mete out of pathological and computer viruses. Viral marketing is spreading as a popular, efficient marketing tool, as consumers increasingly pick and choose what ads they look into and when. Viral is todays electronic equivalent of old-fashioned word of mouth. Its a marketing strategy that involves creating an online message thats novel or entertaining enough to revolutionize consumers to pass it on to others spreading the message across the Web like a virus at no cost to the advertiser (Howard, 2005) (2) Marketing in video games corporate marketers have for decades vied to embed their respective brands in movies and television shows, some are beginning to focus on subtler efforts by embedding brands and logos in electronic games. The advergaming industry allows corporate sponsors to connect with youthful consumers lifestyles (Kaikati and Kaikati, 2004, pp. 6-22). (3) Bait-and-Tease Marketing to the situation where a celebrity uses or talks closely a product or a brand without it appearing discernible (Kaikati and Kaikati, 2004, pp. 6-22) (4) Bait-and-tease marketing is the strategy of getting people interested in something that subsequently is revealed to be something quite different (Huba, 2005, in Jurca, 2010, pp. 323 333) (5) Ambient advertising is one of the most important forms of unconventional advertising. It is an outdoor(a) form of promotion that uses election and unconventional media, called ambient media (Pavel and Ctoiu, 2009) in order to transmit the message (6) Elevator advertising i s another form of unconventional advertising that has been oft used in the past years. The walls and even the floors of the elevator units can be used to promote products, services and brands either by placing stickers, posters or even products inside the units or by running commercial movies and ads if the elevators are fit out with screen displays (Pavel, Ctoiu, 2009) (7) Aerial advertising is a form of outdoor advertising, but it is not included in the above-the-line social class and in this category includes airplanes pulled banners, skywriting, and blimps (Jurca, 2010, pp. 323 333) etc.As we can see there are several important and interesting methods of developing unconventional advertising, however there are several other elements that can be mentioned and are worth examine in a future paper like body advertising graffiti advertising transit advertising affiliate marketing keister advertising etc.3. FIGURES AND TABLESAs an introduction to this case study it is needed to explain, in a few words, what represents the Benetton Group to all of us.Benetton Group was launch for the first time in a small Italian town in 1955 by the Benetton family. During the years, Luciano Benetton (one of the three brothers an a sister of the family) developed the company, salty it in the manufacturing and distribution of garment, shoes, cosmetics and accessories. The groups principal brands include United Colors of Benetton, Sisley, PlayLife, Nordica, Prince, Rollerblade and grampus Loop.In the advertising field, the genius whos name stand for himself in the weapon system is Oliviero Toscani, Benetton Art Director and Photographer hired by Luciano Benetton in 1982. He is the man who developed the idea that the products must be separate from advertisement. He is well-know around the world for his unusual advertising techniques and themes.Using these images in this unconventional way is an effort by Benetton to break through the complacency that exists in our soci ety (). By removing these images from their familiar contexts and putting them in a new context they are more likely to be noticed and wedded the attention they deserve as the viewer becomes involved in the process of answering the questions What does this image mean? Why does this image appear with a Benetton logo? How do I feel about the subject of the image? What can I do? Luciano BenettonBefore the Toscani Age, the Benetton Group used a traditional way of advertising, focused on its products and logo the Benetton word with a represent knot of yarn above, contained within a dark green rectangle. Then, Luciano and Toscani realize that they have to stand apart from the rest of the competition and the standard practices of the advertising industry. So, they decided to use the idea of life style accessory and not a clothing brand according to Benetton.Disturbing, revolting, stunning, horrifying, shockingly graphic those are the words that define the Benetton Group advertising ca mpaign.Its gritty, to real and so well-worn everything fashion is not. And yet its an advertisement for a high end clothing company.All this started with the first theme of Toscani teenagers and kids from culturally diverse nations who, dressed very colorfull in Benetton attire, were engaged in a variety of playful acts. These is the portrayal that created the pathway of the Benetton advertising campaign racial harmony and world peace.https//encrypted-tbn0.gstatic.com/images?q=tbnANd9GcSsC4360tpwa46frL2-MMHG-vcZA1Ni7-q1QU2sFYye8UUeYQSXJQhttps//encrypted-tbn2.gstatic.com/images?q=tbnANd9GcSyQbygZHTYc4a7jUxQV1Il73zbaek3Kaoq-77_OQYUn0ejR38YXQFig. 1 Benetton All the colors of the World campaign 1982 1984In a year in witch Ronald Reagan is in the White House and Michael Jackson and Lionel Richie are writing We Are The World, The Benetton Group launch United Colors of Benetton a phrase thrown into pop culture not only referencing the companys colorful clothing but also the idea th at cultural diversity is good.https//encrypted-tbn0.gstatic.com/images?q=tbnANd9GcSlpvCgu6ewKjLgYARfXfgChEk0P5wLxkNh2s-LtgkSiWgtjWveZAFig. 2 All colors are equal, just as all men are equal Benetton 1985Then, in 1988, the company started to mix the people, ideas, legends and culture. So was innate(p) the new advertisements featured Joan of Arc and Marilyn Monroe, Leonardo da Vinci and Julius Caesar or exaltation and Eve.https//encrypted-tbn2.gstatic.com/images?q=tbnANd9GcRmcH6UtYDV0v2wu_APlI9Yz2kr8E0cUPPUhIpp-GL4tperPNYsoA https//encrypted-tbn3.gstatic.com/images?q=tbnANd9GcQBEmCoY5XczTw1HfNEKFy-JOoXZDQuwI-dHGaieR05F8PTAKCOhgFig. 3 Mixing ideas Benetton 1985Those mixed ideas and, most of all, the presence of black and exsanguine people in the same photo received severe unfavorable judgment because many thought that was reminding the time when, bought in UK and USA, the black women breast-fed gaberdine babies in the times of slavery. Despite all the negative points of view, Be netton maintained that such photos were only symbols of brotherhood and not exploitation of the particular race.The next stept for Luciano Benetton and Oliviero Toscani was discussing other issues social problems, war deaths, AIDS crisis, environmental disaster, political violence, war exile, etc.Unlike traditional adverts, our images usually have no copy and no product, only our logo. They do not show you a fictitious candor in which you will be irresistible if you make use of our products. They do not tell anyone to buy our clothes, they do not even need it. All they attempt to do is promote a discussion about issues which people would normally glide over if they approached them from other channels, issues we feel should be more widely discussed. Luciano BenettonSo, by switching the focus of the viewer to relevant issues of the time which they call up need attention, Benetton support a cause. Their posters and all advertising ads show aspects of life, perfect and uncensored. That shouldnt impact people negatively unless those people emergency to close themselves off from the world. And, the most important aspect of all, when people have a reaction, whether positive or negative, to an advertisement, that advertisement stays in their minds for longer.https//encrypted-tbn3.gstatic.com/images?q=tbnANd9GcQxufkmLOi3qRB9yD4YndGUlkoss5gOjjxqTBy2ob5ME5gFUq_Ahttps//encrypted-tbn0.gstatic.com/images?q=tbnANd9GcSCMrMFaGcKTLCdaxbe6tkIhrXqQ1TiUJG0kGKhEsqfh7t-zJ7xhttps//encrypted-tbn3.gstatic.com/images?q=tbnANd9GcR4zZ-vZbqg8WY3FOUYbm0LexU2FMyekrwjYqfIljegrEdX10L7 https//encrypted-tbn2.gstatic.com/images?q=tbnANd9GcTge6woiEToiStvqlyMeaXUILtAoTCQNXzyc-cb0uhCr3xbueB2https//encrypted-tbn3.gstatic.com/images?q=tbnANd9GcRdDjTxxo2PwL33syPaSFmvDLRrG87Np9VhFhKLH1X6LKcTzvZ9cgFig. 4 Mixing ideas Benetton 1992 and soThese advertising offendedNearly every advertisement today is in some way promoting a certain lifestyle, or seems to include the message that without the product in question, happiness is unattainable. By choosing the skinniest and prettiest models to eroding the clothes that they produce, many companies lead the viewer to believe that, by wearing those clothes, they can look just like the models. But when this doesnt happen, especially the unsalted women are affected by depress because, despite the effort and currency that they pay to buy the clothes advertised, the look will never be the same.So, by switching the focus of the viewer to relevant issues of the time which they believe need attention, Benetton support a cause. Their posters and all advertising ads show aspects of life, unadulterated and uncensored. That shouldnt impact people negatively unless those people want to close themselves off from the world.Benettons policy of social responsibility5. CONCLUSIONSBy submitting your paper, you agree and accept the trueness that at least one of the co-authors will present the paper in person at the 2012 International Scientific Confe rence of the Romanian-German University of Sibiu conference.Accepted and presented paper will be published in the CD Conference proceedings with ISBN, as well as in written format edited in partnership with Lambert Academic Publishing from Germany.