Presented By:Group- 5

Anandita Jindal(12RM956)Arpit Rastogi(12RM909)

Ritu Garg(12RM932)Shah MD. Faisal(12RM941)Shivangini Bhati(12RM945)

UNITED COLORS OF BENETTON

GLOBAL BUILDING

YEAR DESCRIPTION

1965 Creation of Benetton group

1968 Opened first store at Belluno

1969 Started capturing new markets (Paris)

1974 Sisley enters group brand portfolio

1978 Group exports 60% of production

1980 First store in New York in Madison Avenue

1982 First store in Tokyo, collaborated with Olivero Toscani

1983 Group enters F1 to sponsor Tyrrel team

1985 Won an advertisement award

1988 The group listed on Milan Stock Exchange

1989 Got listed in New York Stock Exchange

1991 Creation of Colors magazine

1994 Creation of Fabrica, its communication research centre

2003 Took a step back and gave more responsibilty to managers.

2005 Presence in 120 countries and 5000 stores.

• Measures of Brand Equity for UCB: Brand Asset Evaluator Power Grid Brand Equity Ten Interbrand’s

MEASURES OF BRAND EQUITY

• The method was developed by Young & Rubicam.

• It measures a brand on five fundamental measures of equity value.– Differentiation– Energy– Relevance– Esteem– Knowledge

BRAND ASSET EVALUATOR

- The degree to which the brand is seen as different from others.- Benetton is famous for its unique concepts. - The meaning of the logo is Uniqueness.- The style, color scheme and merchandise is very different from other brands.- It has unique in house manufacturing process.- The brand has always been famous for unique advertising content. E.g. racism, unhate campaign are few advertisements.

DIFFERENTIATION

- It measures the brand’s ability to meet future consumer’s needs and also to attract new customers. - Benetton is among top apparel brands worldwide. - Although it has lost some of its shine in past decade to competitors like Zara.- Still because of its strong brand name and style statement, Benetton is strong enough to attract customers towards their offerings.

ENERGY

- It measures the overall size of the brand’s franchise (not necessarily profitability).- Benetton has a worldwide presence in 120 countries with 6500 stores.- The brand is doing well in most of the countries especially European countries.

RELEVANCE

- It measures how well the brand is regarded and respected.- Benetton has huge fan following with over 5.5 million likes on its facebook page. - It is considered as a premium brand and is liked by teens, youth and even by people in corporate world.

ESTEEM

- It measures how familiar the consumers are with the brand.- Benetton is a global brand and is there in the market since 1960s.- They are low on promotions and have different strategy from competitors.- Because of its strong brand name and merchandise, they are able to communicate well with the customers.

KNOWLEDGE

UNITED COLOR OF BENETTON

Brand Strength(Differentiation &

Relevance)

Brand Stature(Knowledge & Esteem)

Low

Low

High

High

POWER GRID

• UCB emerged out as the most loyal brand. Price attacks and non-availability did not deter the respondents from buying UCB.

LOYALTY MEASURE

• Majority of people (50%) perceive United Colours of Benetton as an expensive but affordable brand, only 8 % of the respondents though that UCB is an inexpensive brand, 20 % thinks that it is unaffordable and for 22 % people UCB is a value for money brand.

• This shows that UCB is considered to be

an expensive brand but this high price is justified by the quality, the designs they offer and the variety they offer.

• Thus we can conclude that UCB is the

brands which is considered expensive by majority (50% ) of respondents and are considered inexpensive by least (8% ) number of people.

• The extent to which a brand is considered to provide good quality products is known as Perceived Quality.

• Perceived quality is high when the quality offered by the product/brand is a reason to buy it.

PERCEIVED QUALITY

• This graph shows that UCB & Levis scored the highest in terms of Perceived Quality (Score –99). This was followed by Reebok with a score of 93 and then Pepe Jeans and Spykar with scores of 89 and 78 respectively.

• The respondents were asked to rate the brands on a four point scale – Superior, Good, Acceptable and Poor. These four criteria were given the weight age of 4, 3, 2 &1respectively. Thus, a total quality score was arrived at.

• 30% of the respondents are highly satisfied with their experience with UCB. Also, 30% of the respondents are satisfied, 10% of the respondents are delighted with the UCB experience.

• On the other hand, 20% of the respondents are dissatisfied and 10% are highly dissatisfied with the experience. Reasons for satisfaction were good quality, good in – store experience, variety, good quality, good in exclusive designs.

• Thus, we can conclude that 70% of the respondents are satisfied with their UCB experience whereas 30% of the respondents are dissatisfied.

• When asked about how United colors of Benetton is different from other brands, 30% of the respondents said that it is the variety which differentiates UCB from other brands.

• Another important point of differentiation is Design. 25% of the respondents think that UCB is different from its competitors because of designs it offers.

• 20% and 15% think that price and quality differentiates UCB from its competitors.

• Only 10% of the respondents think that UCB is not at all different from its competitors.

• From the above chart we can conclude that UCB enjoys substantial amount of rentietion in minds of its customer in the sense that 90% of the brand differentiation in minds of its customer in the sense that 90% of the respondents think that UCB is different from other brands in some or the other way.

DIFFERENTIATION MEASURES

• UCB did not fare well and it stood fourth. This shows that visibility is less and it is not properly communicated to the consumers

AWARENESS MEASURES

• To know the brand awareness the respondents were asked to indentify logo/picture of the brands.

• The awareness was the highest in case of Pepe jeans(87%).Levi and Reebook stood a close second. The awareness of UCB is bit less(almost 67%) as compared to other brands because of visibility factor

• To know the Brand Association the respondents’ were asked that which brand would they prefer to associated with.

BRAND ASSOCIATION

• Interbrand is a UK based valuation firm• As per them, brand valuation included

o Business prospects of the brando Its market environmento Customer perception.

• The evaluation was done on the basis of 7 criteria Leadership Stability Market International Trend Support Protection

INTERBRAND’S BRAND VALUATION METHODOLOGY

LEADERSHIP:• UCB is leader in comparison to Levis, Reebok,

etc. in terms of variety.

STABILITY:• UCB founded in 1965 and is having sales

growth till date.

INTERBRAND’S

Market:

INTERNATIONAL:• UCB has a network of over 6,500 stores in 120

countries.

TREND:• They follow the trend of variety in terms of

colours and design.

SUPPORT:• Total investment increase from 113 million

Euros to 122 million Euros.

PROTECTION:• They have proper legal right for their

trademarks .

• UCB does not lie in the top 100 brands of “INTERBRANDS”. So they should focus more improving the seven parameters so that they can lie in the interbrands list.

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