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The University of Findlay

College of Business



Marketing Management
MBA 630

Fall Session 2006

ASSIGNMENT: Project
United Colors of Benetton

PROFESSOR
Dr. DENNIS MATHERN

SUBMITTED BY
Vandita Rana
Student Id # 296267/295440





UNITED COLORS OF BENETTON


Introduction

A Company or Organization Description:

Benetton is Europe’s largest clothing manufacturer and world’s largest consumer of wool in the garment sector. It represents an Italian success store which begins with a teenage Luciano Benetton delivering his sister Giuliana’s hand knit sweaters on his bicycle.. Soon he quit his job in a fabric store to start a business with her. They were later joined by their two younger brothers Gilberto and Carlo. In 1969 the Benettons opened their first store in Belluno and the year after in Paris. Today Luciano is the chairman and creative mind of the Benetton Group, Giuliana has total control of the design staff and the twice yearly collections, Gilberto is in charge of the company accounts and Carlo of production.
At the start, the Benetton business was confined to sweaters in classic colors. But Luciano decided to change things: he attracted the attention of the younger generation creating sweaters in bright, fun colors. His slogan became United Colors of Benetton. He also treated the wool to make it softer. And by making the garments and then dying them in bright colors according to demand and thereby providing faster delivery of desired product, Benetton took long strides ahead of the competition. So if the demand is blue, Benetton dyes the majority of its colorless garments in that color to satisfy the desires of the public at a very short notice. Luciano Benetton’s ability to identify such a market and fill it led to the...