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In the case, Benetton is using a great offbeat and customer-centric promoting perspective in a highly saturated industry. With regards to retail apparel, there are excessive barriers through this market in terms of getting a marketing message around to the overwhelmed consumer. Therefore , what Benetton is trying to do, as shown in the case, exists itself because an outsider within this condensed market, to be able to both charm to the customer straight, and to deal with them with issues of personal strength.
This is certainly related to the chapter’s reference to “Customer Empowerment, Customization: each time a company generates individually differentiated products, solutions, prices, and delivery channels in accordance to the consumer wants/needs (Chapter 12). The truth also requires issues mentioned such as improved competition (retail fashion as being a very competitive industry), industry convergence, and disintermediation, or removing the middleman and going right to the consumers in terms of receiving across a brand new and non-traditional marketing message.
Success in back of strategy The success lurking behind Benetton’s online strategy is the capacity of the provider’s marketers to place the company within an outsider role, and also a function of post-modern commentary upon culutre. Essentially, this says to the customer that by identifying with the exclusive or diverse postmodern promoting of Benetton, and its messages of politics and sociable concern utilized in advertising, they are really identifying using a lifestyle, not just a brand.
It was one of the early on strategies that was then simply taken to these kinds of extremes simply by other 1980s competitors of Benetton just like Swatch as well as Nike: by simply positioning the mainstream retail fashion business in a counter-cultural socio-political position through advertising and marketing, the individuation of the consumer is confident, as they associate their own identity or big difference with the uniqueness of the advertising. This led to a lot of success for Benetton’s promoting.
In short, the success behind Benettons marketing strategy is the company’s ability to place its unique and controversial advertising brand as a lifestyle as well as a fashion choice. Applying Benetton’s strategy to one more retailer Depending on the fashion dealer and the company awareness of the population, a similar marketing communication strategy to that of Benetton could be either a good move or a awful move.
For any company that already has some degree of guerilla, socio-political or perhaps counter-cultural advertising in effect, such as a youth-brand firm like Ecko or even a monolith with a lot of cash to spend in assimilating children culture, like Nike, it may be possible to help make the marketing communications of Benetton a hit. On the other hand, in the event the brand is something like Abercrombie london, J. Crew, or Tommy Hilfinger, this is a company that relates it is brand not to socio-political hardship and controversy, but to conservatism and the idea of unchanging vintage ideals of style.
Therefore , just for this type of selling fashion brand with a wide range of conservatism in its image, it will be more difficult to successfully integrate a marketing communications strategy just like that of Benetton. The consumer may not be able to make a logical interconnection between a brandname like Abercrombie, and an image of high surprise value controversy, which could relate with cognitive dissonance on the part of the consumer, which is anything marketers are likely to avoid. GUIDE Benetton”case study. Chapters 12-14
