The Company ' United Colors Of Benetton

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The Company ‘United Colors of Benetton,’ is an Italian based firm that focuses on clothing and contentious advertising. It has spread almost everywhere globally, and offers the old and young, stylish fashion and combined colors (Dubini, 1997, p. 15). Benetton spends huge sums of money in by the operation and promotion, advertising, and purchasing the most recent styles. The Benetton group exists in one hundred and twenty countries worldwide. Its core business is fashion, dedicated to quality and style. There exist about 6,000 stores all over the globe, which provides the high quality products and customer service (Maguire, 2003, p. 28).
In 1965 Benetton commenced as a petite knitwear factory in Ponzano, by Luciano Benetton and his
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Benetton’s major competitors include: Inditex, H&M and GAP (Maguire, 2003, p. 16). The three firms’ are Benetton’s competitors because they target similar consumer segment in the marketing environment. Evidently, its competitors in the market do not exist exactly in the same industry since Inditex and Benetton produce fabrics, clothing, retail fashion goods, and design, while H&M designs and retails its own goods and GAP just retails.
There exists a highly competitive marketing environment; however, Benetton strategically shapes the entire marketing mix, to remain on top of their game, in relation to the business and marketing environment. By definition, the marketing mix is a commercial tool applied in marketing. It is crucial when shaping a brand 's offer or product, and often linked with product, price, place and promotion (Bowman & Gatignon, 2010). The firm’s core business is clothing line, with a robust brand name such as: ‘Sisley’, ‘United Colours of Benetton,’ ‘Undercolours of Benetton,’ and also ‘Play life’. Their products entail menswear, women’s wear, underwear and children’s wear.
A product is one of the elements of the marketing mix; a product in business terms is anything offered in a market to meet a need or want (Bowman &Gatignon, 2010). According to the concept of total product, there exist three stages of a good or product. The main product appears in the centre of the whole product. It is seen as a basis group
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