A PROJECT REPORT ON TO STUDY THE EFFECTIVENESS OF ADVERTISING AND PROMOTIONAL ACTIVITIES FOR UNITED COLORS OF BENETTON PVT. LTD.

SUBMITTED BY NARENDRA.V.SHARMA TYBBA SUBMITED TO INDIRA COLLEGE OF COMMERCE AND SCIENCE

AFFILATED TO UNIVERSITY OF PUNE IN PARTIAL FULFILMENT FOR THE DEGREE OF BACHELORS IN BUSINESS ADMINISTRATION 2008 2011

Acknowledgement

I will like to thanks PROF .PRASHANT KALSHETTI and my project guide Prof ABHIJEET CHAVHAN for having given me an opportunity to undertake this project. The successful completion of this project would not have been possible without their generous cooperation. I am greatly indebted to ICCS, Pune for providing me the stepping stone to my Professional career and that too in an esteemed company.

I would also like to thank the Department and people in the organization for sparing their valuable time and providing useful insights that have made my learning experience very fruitful.

TABLE OF CONTENTS Sr. No. Particulars Page No.

Executive Summary

Introduction

Industry profile

Company profile

12

Product profile

16

Research objectives

23

Research methodology

24

9 10

Data Analysis and interpretation Findings & observation

30 42

11

Conclusion

43

12

Recommendations

44

13

Bibliography

45

14

Appendix

46

Sr. No. 1

Graph Index Particulars

Graph showing export of cloth by clothing industries.

Page No. 10

2
3

Pie chart showing no of people seen the adv of UCB

33
34

Stacked column showing percent of people have seen advertisement.

Pie chart showing percent of people Who have liked the advertisement of UCB.

35

Pie chart showing percent of people who are satisfied with the purchase of UCB products.

36

Pie chart showing awareness about the latest promotional activity among people.

37

Stacked cone showing awareness about which promotional activity.

38

Stacked cylinder showing the source of advertisement of promotional offer.

39

Pie chart showing percent of people who have used promotional offers.

40

10

Exploded doughnut showing the ratings of the advertisement of UCB.

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EXECUTIVE SUMMARY

The company that I have chosen to examine is Benetton. Benetton is not only a family started company, but also a unique global group. They combine both know-how in textile-clothing and a strong identity and image of some of the worlds leading brands (Playlife, Nordica, Prince, Rollerblade, and killer Loop). Benetton manufactures clothing, sports equipment, footwear, bags, and accessories. They offer clothing for men, women and children. Their clothing line is manufactured and distributed out of Treviso, Italy and include both casual and sportswear. They produce over 100 million garments annually at one of the most technically advanced industrial complexes in the world (Castrette). Their overall turnover before retailing reaches roughly 187.2 million a year in retail sales. Due to the companys success, profits per share have risen over the past five years, and this has enabled them to implement a clear-cut policy of distributing dividends to shareholders. Benetton is present in over 120 countries, and they have around 7,000 retail outlets. The United Color of Benetton advertising campaigns began in 1984. Benettons advertising has not only been a means for communication but also an expression of our time, characterizing universal themes. They have created universal impacting ads that have succeeded in attracting the attention of the public and in standing out amid the current clutter of images. Some of the topics they have dealt with include AIDS, racism, child labor, war, and the environment. While Benettons campaigns have gained awards and acclaim in all the countries in which the Group is present, they have also aroused strong reactions. The reactions range from the ferocious to curiosity. Benettons ads have generated their own media frenzy in both America and Europe. Through television

networks and thousands of articles in newspapers and magazines they have always been the focal point of discussion and of confrontational ideas.

INTRODUCTION
Benetton is a unique global group present in 120 countries around the world. It operates in the clothing sector with the well established United Colors of Benetton and Sisley brands, and in the sportswear and equipment sector through the leading brands, Playlife, Nordica, Prince, Rollerblade and Killer Loop. The Group's commercial network of 7,000 retail outlets around the world is increasingly focused on large floor-space mega stores offering high quality customer services and now generates an annual turnover of more than $187.2 million, net of retail sales. Through their universal impact, Benetton ads have succeeded in attracting the attention of the public and in standing out amid the current clutter of images. Benetton campaigns have gathered awards and acclaim in all the countries in which the Group is present; by the same token, they have aroused strong reactions - at times ferocious, at times simply curious because of the controversy involved in some of its latest ads. Benetton new campaign is about the death penalty, it features people sentenced to death. The campaign appeared on billboards and on the pages of the major news publications in Europe, America and Asia in January 2000. As the topic of the campaign was very controversial, people didnt really like the campaign and especially the Americans: the State of Missouri sued Benetton for one count of fraudulent misrepresentation, one count of trespass by deceit and one count of trespass by exceeding the scope of consent, Sears (the only Benetton retailer in the US) ended their contract with Benetton in February which represents a loss of 100 million dollars.

We surveyed 20 Americans and 20 Europeans, asking them questions about Benetton and the campaign, and the Americans didnt like the campaign at all while the Europeans are more moderate. One of the factors that influenced their opinion is that all the Europeans knew about Benetton before the survey whereas only 40 percent of the Americans had heard about it before. As those people suggested, we think Benetton should build brand awareness in the US by promoting their products and their brand, prior to do that kind of controversial advertising and they should base their advertising on the anti-racism theme, which is a less controversial topic.

Industry profile
The clothing industry is often referred to as the fashion industry. It is an industry dependent on and nourished by changes in colour, design, and fabric. Overall the apparel industry ranks in shipment value as 16th among the 22 manufacturing major groups. Apparel production has always been highly labour-intensive and despite a drop remains the 11th largest employer among all manufacturing groups. This is a drop from 10th position last year due to the good performance of Machinery Industries . The clothing industries had a very good year in 1995, with the third consecutive annual increase of 5.7% in shipment value reaching $6.5 billion. Major Group 24- Clothing Industries includes a variety of separate industries. The major subgroups are: Womens Clothing which experienced a 7.7% shipments increase; Mens Clothing, a 5.0% increase; Childrens Clothing, a 1.0% increase and Other Clothing, a 5.2% increase. The best results were in the Foundation Garment (SIC 2496) Industry with an increase of 14.4% in shipments value. This increase was followed by large increases in the Mens and Boys Coat Industry (SIC 2431), with 13.7%; the Occupational Clothing Industry (SIC 2492), with 13%; the Womens Sportswear Industry (SIC 2442), with 12.5%; and the Sweater Industry (SIC 2491), with 10.6%. The industry that fared the worst was the Glove Industry with a 14.7% decrease in shipments. Expressed in constant dollars1, the value of shipments for the Clothing Industries increased by 3.6% in 1995, the third increase since 1989 (using the industrial product price index). Industries in this major group contributed $3.3 billion in value added to the Canadian economy. Gross Domestic Product (at 1986 prices) for the clothing industries remained at the same level as 1994 at $2.2 billion. Although the value of shipments increased by 5.7% in 1995, the Clothing Industry Major Group has not kept up with the manufacturing sector. Shipments were almost at their 1989 peak of $6.9 billion while the manufacturing sector as a whole has been recovering since the last recession. The Clothing Major Group with shipments valued at $6.5 billion in 1995, accounts for 1.6% of all Canadian manufacturing activity. The overall apparel industry ranks in shipments value as 16th among the 22 manufacturing major groups. The increase in clothing shipments remains below the 12.4% increase of overall manufacturing industries. The Monthly Survey of Manufacturers (MSM) indicates a 2.7% drop in shipments values for the apparel group in 1996, while in 1997 to date it reports a 4.8% rise. EXPORTS AND IMPORTS

The shipments increase can be attributed to a growth in exports due to NAFTA (North American Free Trade Agreement) and favourable exchange rates. This growth compensated for the reduced demand by Canadian consumers. Exports reached $1.3 billion in 1995, the highest level in fifteen years. Since 1992, exports have climbed steadily, rising from $0.6 billion to more than $1.3 billion in 1995. Representing over 20% of overall production, exports contributed to the increase in shipments. Both in 1995 and 1996, the largest volumes of exports were in the Mens Suits and Womens Sportswear Industries (see Chart 2). The mens sub-group leads the way with exports of $ 497.7 billion. An example of success of Canadian companies is the rise in exports from the Mens and Boys Suit Industry in the US market.

For the first time since 1991, clothing imports decreased in 1996 by 6% after reaching a fifteen year peak of $3.6 billion in 1995. Canada continued to register a deficit in its international trade balance, with imports of $3.6 billion representing almost three times the value of exports. Clothing has been affected by trade liberalisation; it used to be one of the most trade-protected industries. Imports from low-cost countries benefited from the 1995 Multi-Fibre Arrangement, which began a 10 year phase-out of quotas. The advent of NAFTA and other trade agreements promoted greater trade world-wide. As imports increased, they captured a growing share of the Canadian market, rising from 24% in 1985 to 41% in 1995. Despite an increase in shipments, employment is decreasing; the total number of employees fell from over 100,000 in 1990 to less than 80,000 in 1995. The introduction of new technology, imports and contracting out are reducing the number of employees in the clothing industry. Between 1982 and 1989, the employment 10

level remained relatively stable. Since 1989 the number of employees has gradually fallen. Employment results from the Survey of Employment, Payroll and Hours (SEPH), and the Labour Force Survey (LFS) reveal a similar trend. The similarity is stronger with SEPH because it also surveys the employers.

Clothing industries in 1995 were operating at 77% of capacity; in recent years they have been operating below the level of Manufacturing Industries as a whole. While 1995 can be considered as a good year; results for 1996 and 1997 show difficult times for the apparel industry. Financial woes of major retailers could result in cancelled contracts with clothing manufacturers. The effect would be reduced shipments value.

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Company profile
In 1965, Luciano Benetton, the eldest of four children, was a 30-year-old salesman in Treviso. He saw a market for colourful clothes, and sold a younger brother's bicycle in order to buy his first second-hand knitting machine. His initial small collection of sweaters received a positive response in local stores in the Veneto region, and soon after he asked his sister and two younger brothers, Gilberto and Carlo, to join him. In 1965, the entity known as the "Benetton Group" is formed.

In 1966, the Benettons opened their first store in Belluno and three years after in Paris, with Luciano as chairman, his brother Gilberto in charge of administration, their younger brother Carlo running production, and Giuliana as a chief designer. The company is known for sponsorship of a number of sports, and for the provocative and original "United Colors" publicity campaign. The latter originated when photographer Oliviero Toscani was given carte blanche by the Benetton management. Under Toscani's direction, ads were created that contained striking images unrelated to any actual products being sold by the company. These graphic, billboard-sized ads included depictions of a variety of shocking subjects, one of which featured a deathbed scene of a man (AIDS activist David Kirby) dying from AIDS.[4] Others included a bloodied, unwashed newborn baby with umbilical cord still attached, which was highly controversial. This 1991 advert prompted more than 800 complaints to the British Advertising Standards Authoirty during 1991 and was featured in the reference book Guinness World Records 2000 as 'Most Controversial Campaign'. Others included two horses mating, close-up pictures of tattoos reading "HIV Positive" on the bodies of men and women, a cemetery of many cross-like tombstones, a collage consisting of genitals of persons of various races, a priest and nun about to engage in a romantic kiss, pictures of inmates on death row, an electric chair, an advert showing a boy with hair shaped into the devil's horns, three different hearts with 'black', 'white' and 'yellow' written onto them (from March 1996), and a picture of a bloodied t-shirt and pants ridden with bullet holes from a soldier killed in the Bosnian War (this one appeared in February 1994).[5] The company's logo served as the only text accompanying the images in most of these advertisements. Most of the advertisements, although not all, saw a plain white background behind the image. 12

History 1960s The idea of color. 1965 The Benetton Group is established. 1970s A business model making the difference: unique, flexible and innovative. 1980s Benetton communication campaigns: known all over the world. 1990s A global company present in 120 countries. 2000s Benetton grows with the market: over 150 million garments produced every year and distributed in around 6,000 contemporary stores. The chart below shows the Organizational Structure of the Benetton Group bodies and committees. COMPANY FINANCES Excluding figures for Benetton Sportsystem, which was folded into the company during the year, 1997 revenues were __BODY__.75 billion, up 7 percent from 1996. Net income was $185 million, as compared to 1996's $139 million. Operating income for 1997 was $300 million, for an increase of 32 percent over 1996. For the second half of 1997, Benetton Sportsystem's revenues were $312 million. The Asian economic crisis accounts for much of the shortfall between that division's expectations and its results. In early 1998 Benetton Group split its stock 10-for-1 to raise liquidity and trading volume. That same year the company erased all of its debt for the first time. At the 1998 annual meeting, the dividend was approved to increase five percent to __BODY__.297. GLOBAL PRESENCE Benetton operates all over the world, distributing clothing in 120 countries. The company's largest "megastore" is in London. In 1995 Benetton opened a factory in Egypt and a store in Sarajevo. In 1997 it added a store in the Romanian capital of Bucharest; at the opening, Luciano Benetton pledged to "maintain acceptable costs across Europe." STRATEGY A key element in Benetton's operation is its method of filling orders from its stores, since it does not stockpile items in its warehouse. The state-of-the-art, 190,000-square-meter plant in Castrette di Vellorba, Italy, quickly and efficiently produces 100 million garments per year. The facility consists of dual factoriesone that makes cotton garments and shirts, and one that makes tailored clothes, skirts, and denim jeans. The automatic distribution system handles more than 30,000 packages each day and is able to function on a skeleton crew of 19, rather than the 400 that a less-advanced setup would require. Order information is received from a central fiberoptic network that manages the company's global needs.

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14

Board of Directors

Luciano Benetton

1978

Chairman

Alessandro Benetton 1998 Deputy Chairman Carlo Benetton 1978 Deputy Chairman Gilberto Benetton Giuliana Benetton Gianni Mion Franco Furn Alfredo Malguzzi Stefano Orlando 1978 1978 1990 Director Director Director

2010 Chief Executive Officer 2007 Independent Director 2010 Independent Director

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Product profile
UNITED COLOR OF BENETTON Jeans

Starting price is Rs 1499/- approx

UNITED COLOR OF BENETTON shirts and t-shirts

Price Ranges from Rs 1400 onward Skirts

Benetton Navy bermuda shorts 16

Price ranges from Rs 764 Shoes

Available for both men and women.

Womens Collection SPARKLING DENIM - The theme centres around denim, the quintessential casual fabric. Presented in different versions and teamed with other materials, its versatility is shown to best effect. Denim and faux leather for a bold, edgy woman. Denim and jumbo sequins for tongue-in-cheek fun. Denim and wool cloth to reject the carved-in-stone rules in the books. The palette displays a range of dark shades, starting with black and going through the various stages of blue to finish with flashes of white. The fit is decidedly slim, top and bottom, and puts the accent on leg length.

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Picture of denim WOOD WOOL - Natures patterns suggest new stories to tell in fabric weaves or jerseycotton prints. Layers of jersey, strata of woven cloth, interweaving yarns and georgette draping create volumes reminiscent of the movement of wood, indentations in the rocks, the frothy scrolls of sea waves. An overall look that could not be softer or more romantic. The colours echo the same atmosphere and borrow the shades of tree bark, of light leaf veins, the clearness of mountain streams.

PRIMITIVE - Inspired by white, fluffy wool and everything that evokes warmth and softness, this theme is mainly about outerwear and knits. In fact cloaks with a belt fastening and chunky-stitch sweaters can be considered the key items of this capsule collection. The look is completed with mottled wool jersey articles. Colours range from 18

natural whites to shades of beige to reflect the purity of Mother Earth. The fit, of course, is softly clingy all the way down the silhouette.

IN THE MOOD - The palette has schemes of strong, bold colours borrowed from the cartoon world. Tweety yellow for cloth coats, Little Mermaid turquoise for chunky wool sweaters, a Teletubbies rainbow for padded jackets and dresses. These bright shades are teamed with the mottled grey of sweatshirts and harem pants. Generally speaking, this look is a mixture of shapes and volumes that can be adjusted according to mood.

Mens Collection BACK FORWARD - A step back into the 30s to borrow its atmospheres and reproduce them with a modern twist. Outerwear fabrics have volume and are full-bodied as only wool can be. The jacket is still the main player, be it plain-coloured or with classic motifs. 19

LEATHER JACKETS Keep company in harmonious matches. Trousers follow the same path as jackets. Knitwear and jersey articles in this theme round off a formal yet creative look. A small range of well-defined colours: grey, brown, periwinkle, dark blue and black.

NO RULES - The mix n match adventure seems eternal. It allows us to try unconventional schemes without feeling the consequential awkwardness. Corduroy and distressed gabardine, wool tartan and ultra-worn jeans are emblems of authentic casual wear. If we want to go a bit further, we could try a knitted wool cardigan over cotton fleece trousers, or a cotton three-button vest top under a padded, woven-cloth jacket and knitted wool trousers.

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FOOL COLOURS - . Strong colours belong to winter, too, especially when choosing a padded jacket, sweater or sports trousers. Consequently, materials follow the same theme: nylon padded with genuine goose down, wool yarn worked in jacquard patterns, heavy jersey trousers with a waist drawcord. Contrast is a distinguishing trait of this theme: colour contrast, of course; weights; right/reverse. There is no particular fit in this case, just a state of extreme relaxation.

DENIMOTION - In this case denim, now acknowledged as a fabric for many occasions, plays its original role. Garments made of Genoa cloth, especially blue jeans, are worn for leisure time. Washed-out, crumpled, dark, fitted, dirty: these are a few of its looks, which are teamed with check flannel shirts and modern waterproof cotton trench coats. Jersey cardigans with a warm handle are worn over T-shirts decorated with graphic motifs.

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Accessories Collection The world of accessories for the winter season opens with a range of trapezium-shaped bags, basically maxi shoppers. The chosen materials are faux fur, jacquard wool and faux leather. This last has reached such a sophisticated level of softness as to be used even for the boldest effects such as draping, pleats and gathering. Its drummed look, a kind of surface hammering, enhances the Wood Wool articles, which also have the added touch of stud details. Those with an eternally lively spirit can opt for faux leather shoulder bags with an interior wool band that can be turned to the outside; or plump for colourful knitted bags with chunky cables, perfect to match with berets and scarves knitted from the same yarn. Genuine leather coloured suede or with a vintage effect enhances particularly richly detailed articles. Shapes are generally comfortable, medium-sized. Small leather goods and accessories follow the trends of the season. Men, too, have the opportunity of using accessories geared to their needs, such as drummed faux leather courier bags decorated with tiny studs, or coated wax cotton sacks. The tie is no longer an exclusively executive symbol and will be an object of desire of younger men, too

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Research Objective
Objective To determine the awareness of the advertisement among the users. To know effectiveness of the advertising & various promotional offers. To determine the satisfaction level of the customer using this products. To determine the successful medium of communicating products & promotional offers.

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Research methodology
Research methodology is considered as the nerve of the project. Without a proper wellorganized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other method. Research design Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance.

Data collection methods After the research problem, we have to identify and select which type of data is to research. At this stage; we have to organize a field survey to collect the data. One of the important tools for conducting market research is the availability of necessary and useful data. Primary data: For primary data collection, we have to plan the following four important aspects. Primary data Questionnaire

Questionnaire Definition & Meaning of 'Questionnaire' A questionnaire is a research instrument consisting of a series of question s and other prompts for the purpose of gathering information ... 24

 a form containing a set of questions; submitted to people to gain statistical information A list of questions, usu. printed, submitted for replies that can be analyzed for usable information.

Types of Questionnaire :1) Structured non disguised questionnaire 2) Structured disguised questionnaire 3) Non structured non disguised questionnaire 4) Non structured disguised questionnaire 1) Structured non disguised questionnaire Questions are listed in a pre-arranged order Respondents are told about the purpose of collecting information 2) Structured- disguised questionnaire Questions are listed in a pre-arranged order Respondents are not told about the purpose of conducting survey 3) Non structured non disguised questionnaire Questions are not structured. Researcher is free to ask questions in any sequence he/she wants. Respondents are told about the purpose of collecting information 4) Non structured disguised questionnaire Questions are not structured Researcher is free to ask questions in any sequence he/she wants. Respondents are not told about the purpose of conducting survey.

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Type of questionnaire used in the research:Structured disguised questionnaire

Types of Questions

1) Closed ended questions: In the closed ended type of questions, the respondent is asked to select from a fixed list of replies. Respondent has to choose any one of the options given or multiple options This facilitates coding and helps in quantifying the answer to the questions. Respondents dont have to think much and answer within the options given. 2.) Open ended questions: Respondents are free to answer the questions in their own words. It does not restrict them to choose from the given alternatives as in closed-ended questions. The respondent expresses his/her thoughts in a freewheeling manner.

Importance of Questionnaires:-

Questionnaires are very cost effective when compared to face-to-face interviews. This is especially true for studies involving large sample sizes and large geographic areas. Written questionnaires become even more cost effective as the number of research questions increases. Questionnaires are easy to analyze. Data entry and tabulation for nearly all surveys can be easily done with many computer software packages. Questionnaires are familiar to most people. Nearly everyone has had some experience completing questionnaires and they generally do not make people apprehensive. Questionnaires reduce bias. There is uniform question presentation and no middle-man bias. The researcher's own opinions will not influence the respondent to answer questions in a certain manner. There are no verbal or visual clues to influence the respondent. 26

Questionnaires are less intrusive than telephone or face-to-face surveys. When a respondent receives a questionnaire in the mail, he is free to complete the questionnaire on his own time-table. Unlike other research methods, the respondent is not interrupted by the research instrument.

Types of Questions used in questionnaire: Closed ended question

Reason of using closed ended question:

Closed-ended questions are more easily analyzed. Every answer can be given a number or value so that a statistical interpretation can be assessed. Closed-ended questions are also better suited for computer analysis. If open-ended questions are analyzed quantitatively, the qualitative information is reduced to coding and answers tend to lose some of their initial meaning. Because of the simplicity of closed-ended questions, this kind of loss is not a problem. Closed-ended questions can be more specific, thus more likely to communicate similar meanings. Because open-ended questions allow respondents to use their own words, it is difficult to compare the meanings of the responses. In large-scale surveys, closed-ended questions take less time from the interviewer, the participant and the researcher, and so is a less expensive survey method. The response rate is higher with surveys that use closed-ended question than with those that use open-ended questions.

Sample Size 50 Secondary Data Internet Statistical Technique Random Sampling Target group Customers / users 27

Analysis & Interpretation Through Charts

Types of research methodology Type of research methodology used is Descriptive. i) Descriptive vs. Analytical: Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. In social science and business research we quite often use the term Ex post facto research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. Most ex post facto research projects are used for descriptive studies in which the researcher seeks to measure such items as, for example, frequency of shopping, preferences of people, or similar data. Ex post facto studies also include attempts by researchers to discover causes even when they cannot control the variables. The methods of research utilized in descriptive research are survey methods of all kinds, including comparative and correlational methods. In analytical research, on the other hand, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material. Some Other Types of Research: All other types of research are variations of one or more of the above stated approaches, based on either the purpose of research, or the time required to accomplish research, on the environment in which research is done, or on the basis of some other similar factor. Form the point of view of time, we can think of research either as one-time research or longitudinal research. In the former case the research is confined to a single time-period, whereas in the latter case the research is carried on over several time-periods. Research can be field-setting research or laboratory research or simulation research, depending upon the environment in which it is to be carried out. Research can as well be understood as clinical or diagnostic research. Such research follow case-study methods or indepth approaches to reach the basic causal relations. Such studies usually go deep into the causes of things or events that interest us, using very small samples and very deep probing data gathering devices. The research may be exploratory or it may be formalized. The objective of exploratory research is the development of hypotheses rather than their testing, whereas formalized research studies are those with substantial structure and with specific hypotheses to be tested. Historical research is that which utilizes historical sources like documents, remains, etc. to study events or ideas of the past, including the philosophy of persons and groups at any remote point of time. Research can also be classified as conclusion-oriented and decision oriented. While doing conclusion oriented research, a researcher is free to pick up a problem, redesign the enquiry as he proceeds and is prepared to conceptualize as he wishes. Decision-oriented research is always for the need of a decision maker and the researcher in this case is not free to embark upon research according to his own inclination. Operations research is an example of decision oriented research since it is a 28

scientific method of providing executive departments with a quantitative basis for decisions regarding operations under their control.

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Data Analysis & Interpretation S.W.A.T Analysis:Strengths: Benetton Group is a world leader in the design, manufacture and marketing of distinctive casual apparel for men, women, and children. Benetton is well known around the world; it has a good image and a good reputation through the 120 countries they are selling in. The Group's commercial network of 7,000 retail outlets around the world is increasingly focused on large floor-space mega stores offering high quality customer services. Benetton is traditionally known for knitwear and casual clothing in a wide array of colors, featuring fashionable Italian design and projecting a youthful image. Benetton clothes are high quality products usually made of wool. Benetton is active in the sportswear and sports equipment sector with brands such as Prince, Rollerblade, Nordica, Kstle, Killer Loop and Ektelon. Benetton licenses its trademarks for products manufactured and sold by others, including fragrances and cosmetics, watches, sunglasses and other fashion accessories, which complement its product lines. After competing for more than 10 years in the Formula One championship, Benetton decided to pull out in March of a sport now dominated by the large car manufacturers. Benetton had entered the costly Formula One sport to promote its clothes in the world market. But it felt the costs of competing in Formula One were no longer justified in terms of the marketing value for the group. Benetton

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made a net gain of $82.4 million that represents a 147 percent rise in first-half net profits. Benetton has its own communication research and development center: Fabrica. It has a pluralistic view on things that is guaranteed by the mix of young people from countries with different languages, cultures, and attitudes. They work on Projects that include fashion, interiors, industrial design, and cinema. Colors is a bimonthly magazine that talks to young people all around the world, and is in 50 countries. They have seven editions published in eight languages, and a Internet site that has won a record number of hits and critical acclaim.

Weaknesses: Because of its controversial way to advertise, Benetton retailers may terminate their contract anytime because they dont want to lose customers. In the United States, Benetton is only retailed by Sears who is not very well know for the quality of its products, so people associate Benetton with low quality products. In Europe, Benetton products are expensive which gives opportunities to many competitors who provide lower prices for the same quality. Benetton, as its spread all over the world, doesnt have a new geographical market to get in, except the United States.

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Opportunities: Benetton does not have a lot of market shares in the India , so it can improve its position in that market. As Benetton is diversifying, it allows the company to compete on several markets and it makes Benetton less sensitive in regards of the fluctuating economy.

Threats: The clothing market is getting saturated and the competition is getting tougher and tougher (GAP, Old Navy, Ralph Lauren, Tommy Hillfiger, Calvin Klein, Nautica, Abercrombie).

Benetton with that campaign claims to fight the death penalty using its reputation to make people think about that issue. Theyre not promoting any product, they just want people to talk about the death penalty but they also want people to think that Benetton is a brand that speaks its mind (as they put the United Colors of Benetton logo on the ads) instead of focusing on selling there product. They are actually focusing on one of their strength: In the world market they are world-known and people know about Benettons social involvement.

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1. Have you seen the advertisement of UCB? Response No of people Yes 34 No 16

yes 68% no 32%

_ 68% of the people have seen the advertisement. 32% of the people have not seen the advertisement.

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2. Where you have seen the advertisement? Source T.V News Paper Radio Internet Mobile Magazines No of people 3 23 2 15 1 20

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% % of people who have not seen the adv % of people who have seen the adv

6%of the people have seen advertisement of UCB on T.V 46%of the people have seen advertisement of UCB in News paper. 4%of the people have heard the advertisement of UCB on Radio. 30%of the people have seen advertisement of UCB in Internet. 2%of the people have seen advertisement of UCB on mobile. 40%of the people have seen advertisement of UCB in magazines.

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3. Have you liked the advertisement? Response Yes No No of people 32 4

yes no

2% of the people have not liked the advertisement. 99% of the people have liked the advertisement.

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4.Have you got the desired satisfaction level after what you have seen in advertisement and what you have got after purchase? Response Yes No of people 50 people

No

0 people

yes no

_ 100%of the people are satisfied.

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5.Are you aware of the latest promotion activity going on? No of people 34 people

Response Yes

No.

16 people

yes no

_ 68% of the people are aware f the latest promotion activity 32% of the people are not aware.

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6. Which promotional activity are you aware of? Activities No of people Gift voucher Mobile offers Sale offers 4 people 16 people 9 people

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% GIFT VOUCHER MOBILE OFFER SALE OFFER Series 2 Series 1

8% of the people are aware of gift voucher 32% of the people are aware of Mobile offers 18% of the people are aware of sale offers

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7. Where you have heard about the promotional offer?

Source T.V News paper Radio Internet On mobile advertising Magazines From friends Outlet 1 6 2 8 2 6 9 7

No of choice

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Series 2 Series 1

2 % of the people have heard about the promotional offer on T.V. 12% of the people have heard about the promotional offer on news paper. 4% of the people have heard about the promotional offer on Radio. 16% of the people have heard about the promotional offer on Internet. 4% of the people have heard about the promotional offer on mobile adv. 12% of the people have heard about the promotional offer on Magazines. 18% of the people have heard about the promotional offer from friends. 14% of the people have heard about the promotional offer in outlet.

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8. Have you used the promotional offer? Response Yes No No of people 14 36

yes no

28 % of the people have used the promotional offer 72% of the people have not used the promotional offer.

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9. Ratings of the promotional offers? Ratings 1 (very good ) 2 (good ) 3 (average) 4 (below average) 5 (worst) No of people. 6 9 18 14 3

1 ( v.good) 2 ( good ) 3 ( average ) 4 ( below average ) 5 ( worst )

12% of people have rated v.good. 18% of the people have rated good. 36% of the people have rated average. 28% of the people have rated below average. 6 % of the people have rated worst.

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Findings and observation

Most of the customers/users of UCB have seen the advertisement and very few have not seen yet. Most successful medium of advertisement are news papers , internet and magazines and rest source of advertisement have not been so effective.

Most of all the people/users have liked the advertisement of UCB. UCB have succeeded in satisfying customers by their products.

Advertisement of latest promotional activity is not so satisfactory because average no of people are aware about the promotional offers. It is found that promotional offers of UCB is unattractive and users havent found profitable.

It is observed that users of UCB products have rated average in advertising its products.

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Conclusion
Average no. of the customers have seen the advertisement of U.C.B. and that is an average performance of U.C.B in terms of advertisement and promotions. Advertising & various promotional offers havent made a huge impact on the people. Most of all the customers are satisfied by the products of UCB.

Most successful medium of communicating to the customers are Internet, and magazines . The satisfaction level of the customers of the UCB are high which mean that UCB have an high standard in the quality which match the need of the customers of them. There is not much Awareness about the promotional activities amongst the customers. Most of the customers/people are informed about the promotional offers through their friends of from outlet itself.

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Recommendations
They need to focus of traditional advertising medium in order to capture attention of large number of people. By focusing on advertising mediums like T.V and News papers etc. Promotional offers must be much more attractive and must promote more. Since the promotional offers promoted by U.C.B are not good enough to attract / make people to buy the promotional offers, they must try to shift their gear to promote the offer and try to place the profitable looking offers like discount on movie tickets if you shop above 1000 rupees. Benetton should start by choosing television commercials and magazine print ads to get their name not only recognized, but also an understanding of what products and services they offer as a company. They should target the 16-35 age group for starters. They can do this by advertising during shows like Friends, Roomies , and on stations like MTV and NBC. Their message should be product focused. They should stress Italian quality and Show the kind of clothes or product they want consumers to buy. This will allow their brand to be recognized and for people to associate clothing and accessories with Benetton rather than just simply wondering what is it they are trying to sell. For example instead of showing different wears in advertisement they must focus on the quality of product they sell. If Benetton would like to make a social impact or fight what they view as they should donate to nonprofit organizations or find a more acceptable and/or creative way of supporting their beliefs. They would not be risking consumers for political views UCB can promote their brands with reveling some facts such as Benetton uses over 100 million kilometers of thread each year, which is 2,800 times around the world at the equator? the quantity of fabric used each year by Benetton would cover an area twice the size of Belgium? the brand names Sisley, 012, United Colors of Benetton, and Zerotondo are all owned by the Benetton Group? Benetton sells more than 80 million garments every year in over 120 countries worldwide?

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Bibliography
Books referred Title Name of the Author Title Name of the Author Other sources:1) 2) 3) News Paper Magazines Internet websites : - Research Methodology : - C.R. Kothari (pg. no 2) : - Sales Promotion And Advertising Management : - M.N. Mishra

Webliography Referred : a) b) c) d) benettongroup.com beauty.bgfashion.net benetton.com/portal/web/guest/adult/accessories www.novelguide.com

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Appendix.

1. Name? __________________________________ 2. Age? ___________________________________ 3.email address? ________________________________________ 4.Have you seen the advertisement of UCB?( please encircle ) YES NO 5. If, yes where? ( please encircle ) TV NEWS PAPER RADIO INTERNET ON MOBILE ADVERTISING MAGAZINES Other______________ 6. Have you liked it? ( please encircle ) YES NO 7. How do you find the UCB product? ( please encircle ) GOOD QUALITY AFFORDABLE VARIETY EASILY AVAILLABLE OTHER _________________ 8. Have you got the desired satisfaction level after what you have seen in advertisement and what you got after purchase? ( please encircle ) YES NO 9. Are you aware of the latest promotion activity going on? ( please encircle) YES NO 10. If yes, which promotion activity you have seen? ( please encircle ) GIFT VOUCHER MOBILE OFFER SALE OFFERS OTHER __________

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11. Where you have heard about the promotional offer? ( please encircle ) TV NEWS PAPER RADIO INTERNET ON MOBILE ADVERTISING MAGAZINES FROM FRIENDS OTHER________________ 12. Have you used the promotional offers? ( please encircle ) Yes No 13. Rate the promotional activity of UCB on scale 1-5? 1 (very good) 2(good) 3(average) 4(below average) 5(worst)

14. Suggestions for advertising and promotional activity ? _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ Thank you for your support...

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s.r.no 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Name Anthony Nilesh nadhe Nikhil Sonu jhon Jayesh satale Jayraj more Kushal Mohit Anil Ajay Raj Karan Kumar Neeraj Pankaj Prakash

Contact no. / e-mail id 9028078782 9762219239 9762216239 9766510939 9028530096 9944498499 9321321151 9604436979 9552924763 9604866020 9595958157 9881254212 9932240040 9272142828

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15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Vishal jagtap Vinod Vikrant bayale Tausif Sunny khedekar Pravin Karan Vijay marathe Vinod kumar Vaishnavi dak Useyani mankar Anthony .p.manuel Sachin dhole Kalian boruah Pratik

9028701704 08796249840 9764468283 9096159753 9960231242 08983234167 9552924763 9595896073 02027410845 Vai0001oak@gmail.com k.uesyani@yahoo.com Anthony.manuel1284@gmail.com Sachind88@rocketmail.com kbboruah@gmail.com myprofits12@gmail.com

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30 31 32 33 34 35 36 37 38 39 40 41 42 43 44

Ramesh surware Sapna .j. nadhe Rajni Neeraj Prakash kadam Sandeep singh Rajesh kumar Sachita polekar Amruta annasaheb badare Jayesh.b Karan kumar Sachin dhole Vijay Sanjay Pratik harma

Ramesh2007@rediff.com nadhesapna@gmail.com Rajni.patel286@yahoo.com Neerajhavele10@gmail.com Prakash.kadam@yahoo.com Sandysingh006@gmail.com Rajeshrock2@gmail.com Sachita-polekar@rediff.com Amrutakanade1985@gmail.com Jsatale69@gmail.com Rajkaran119@gmail.com Sachind88@roketmail.com Vijaymarathe4@gmail.com Sanjay.10@hotmai.com Pratikv1@hotmail.com

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45 46 47 48 49 50

Ajay Pankaj patil Anil pal Mihir modi Binya pradhan Bagal mayoe govind

Jsharma399@yahoo.com Pakaj4441@yahoo.co.in Anilpl19@gmail.com Mihir_00200@hotmail.com binyapradhan@gmail.com Bagalmayue55@gmail.com

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