The Company ' United Colors Of Benetton

The Benetton Group is one of the biggest clothing retailer/apparel manufacturer in Italy, present in 120 countries through a network of over 6,000 stores that generated a turnover of €1.6 billion in 2013 and employs around 6,500 employees. The Italian group’s characteristics, style and design expertise are clearly transmitted through their brands which combined, produce more than 110 million garments per year.

A product is anything that can be offered to the market to satisfy a customer needs and desires. Product include physical goods, services experiences, events, person, place and etc. It is

In my opinion, the first P i.e. ‘Product’ is the most important component of the marketing mix. It is an instrument using which value is delivered to the customer. It is a ‘bundle of benefits’ that can be offered to and appreciated by a particular set of consumers. Products or services lie at the heart of a marketing strategy; they serve as means of differentiation for the company or a brand representative of a firm. If a customer purchases a product and it does not meet her expectations, then she

Michael Kors Holdings is an American company that deals with clothing and fashion accessories, including watches and bags. It has many branches around the world. The fashion industry is a very competitive industry especially because fashion products are subject to changes more than any other consumer goods. People always want to stay ahead of the fashion and these industries therefore have to make more efforts in order to be able to win over customers. Fashion products have a very short shelf-life as compared to other products and sometimes it becomes hard for firms to be able to forecast the demand of these products (Christopher et al., 2004). Michael Kors Holdings being an international company with its branches spread in different parts of the world, means that it has a huge global market to serve. Going international has many advantages but at the same it also has its disadvantages. In the global market, the changes happening in the market and the competition are on a very high level. Competition is very high especially when it comes to those fast moving products or services whereby the products or services are of a short cycle and consumer demand change each day. The fashion industry is such in case whereby the products are of a short life. The industry is also characterized by

Product- A product is anything that can be offered to a market to satisfy a want or need, products include physical goods, services, experience, events, persons, places, properties organisations, information and ideas. It is therefore the combination of goods

The company, founded by Ottavio and Rosita Missoni in 1953, has been a family-owned and run operation for more than 50 years (Black, 2006; p.176). Since the establishment, Missoni has established itself among the world of fashion and textile design, encompassing the notion of ‘made in Italy’ to its maximum (Designboom, 2015). It has symbolized the value of this expression by demonstrating a high quality of excellence through the materials, colors and shapes delivered through its garments (Designboom, 2015). Moreover, Missoni has a signature style, which led to extreme exclusivity. Its idiosyncratic stripes and instantly recognizable zigzag patterns transcend age and gender, adorning collections of menswear and womenswear, plus children’s clothes, household furnishings (Independent,

LEMOINE, J., & BADOT, O. (2008). GESTION TRIBALE DE LA MARQUE ET DISTRIBUTION SPÉCIALISÉE : le cas Abercrombie & Fitch. (French). Decisions Marketing

Chloe is a maison (subsidiary) of Richemont SA. Apart from Chloe, there are other world’s leading luxury goods companies managed by Richemont like Cartier, Lancel, Alfred Dunhill, Montblanc to name a few. Perhaps, that could be one of the most valuable resources Chloe enjoyed over competitors. According to Geoffroy de La Bourdonnaye, the Chief Executive and creative director, the company generates a return on investment by focusing on a core line of business and competencies. Chloe engaged in a wide variety of product categories and continue to epitomize the free spirit and values of femininity, modernity, effortlessness and grace. Due to the labor intensity in the fashion industry, Chloe has made human its most important resources, i.e. the skills and capabilities of the design and production teams, the logistic team, marketing team, store personnel and other experts. Being part of Richemont’s Maison, added value to Chloe brand. Andrew & Frédéric (2015) report shows that Chloe capabilities gave it the privilege to establish strategic alliances with other maisons which resulted in being able to produce successful, creative fashion collections. Justifying that, the analysis of the driver of the performance postulates that fashion collection made by a group affiliated brands with foreign experience will be three times more creative than the collection made by the

There are various ‘products’ some name it components or levels that constitute a product offered by a company. These can be described as core product, actual product, augmented product and potential product.

18. Marketing Mix: Product Keegan and Schlegelmilch define a product as a collection of physical, psychological and symbolic attributes that collectively yield

Burberry is uniquely positioned as a classic British apparel brand with high global brand awareness to capture the globalization of consumer demand. Its distinctive luxury brand with international recognition and broad appeal. The company’s outlook for the accessible luxury goods industry remains positive from both a geographic and product point of view. Burberry had become positively hip and popular among a younger demographic. It has a unique history and positioning as the authentic British lifestyle brand and highly successful merchandising and marketing strategy across both appeal and accessories. In 2000 Burberry’s total sales were 225.7 million and by 2003 sales had went up to 593.6 million.

Benetton’s ‘universal communication has accompanied the Group’s global expansion. In comparison to Benettons competitors who’s marketing strategies generally advocate adapting their advertising to suit different areas when exporting; , Benetton, on the contrary adopts a single, universal message that can be understood by all consumers in the face of the numerous differences and diversities that exist in consumers across the globe

The acquisition of shares in Autogrill, world leader in catering services for travelers, and GS Gruppo, leader in the Italian food distribution sector, left the Benetton family with 700 supermarkets, 21 hypermarkets and over 650 restaurants, producing a combined turnover of more than 13,000 billion Lira (more than three times the turnover of the actual Benetton group)[8]. Reasons for this diversification into areas remote from their core business might be found in the wish to take advantage of the privatization of national industries presently in progress in Italy and to profit from the

For him, a product is more than physical. A product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want. Therefore, a product can be a physical good, a service, a retail store, a person, an organisation, a place or even an idea. Products are the means to an end wherein the end is the satisfaction of customer needs or wants.

➢ Year 2000 registered highest profit largely due to the extraordinary income derived from the sale of the formula one team.