Caselet Code : CLIM031
Publication date : 2005
Subject : International Marketing
Industry : Clothing and Accessories
Length :
 5 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

The advertising strategy followed by Benetton, a leading Italian clothing company, notorious for its controversial advertising campaigns, forms the focus of this caselet. The caselet examines the various communication strategies taken up by the company in the guise of social responsibility measures and attempts to analyze the unethical practices that Benetton followed in its promotional activities.

Issues:

» Controversial advertising campaigns and promotional campaigns
» Social responsibility - just another way to promote products
» Benetton and social responsibility
» Ethical issues related to Benetton promotional campaigns

Key words:

Benetton Group S.p.A (Benetton), clothing company, promotional campaigns, advertising, social responsibility, ad campaign, advertisements, social causes, controversial ad campaigns

Questions for Discussion:

1. Was Benetton right in depicting controversial ad campaigns for social causes? Justify your stand.

2. Benetton was active in taking up social responsibility. However, the company refused to adhere to requests made by PETA to boycott Australian wool. Comment on the company's ethical practices.