...Benetton Group: Evolution of Communication Strategy Introduction Benetton, the Italian retailer was engaged in the manufacturing and distribution of clothing, undergarments, shoes, cosmetics and accessories. Benetton also licensed its brand name to various manufacturers of sunglasses, stationery, cosmetics, linens, watches, toys, steering wheels, golf equipment, designer condoms and luggage. The group’s important brands included United Colors of Benetton (UCB), Sisley, PlayLife and Killer Loop. During fiscal 2002, Benetton reported revenues of €1.99 billion and net income of €128 million. Benetton spent €102 million on advertising and promotion during the year (see Exhibit I for revenue split-up and Exhibit II for financial highlights). In addition to retail outlets around the world, Benetton also operated megastores (3000 square foot stores) in such cities as Paris, Rome, Kobe, Osaka, New York, London, Moscow and Lisbon. As of 2002, the company operated in about 120 countries through its 5000 retail stores and employed about 7250 people. Benetton was well known for its colorful and provocative advertisements (Benetton termed its advertising and marketing activities as Communication Strategy). The company employed unusual, controversial advertising techniques and themes that used “shock value” and the power of photography to grab viewers’ attention. Unlike most advertisements which centered around a company’s product or image, Benetton’s advertising campaigns focused on social...
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...GLOBAL CEO n November 2002 Case Study n Benetton group: Unconventional advertising Senthil Ganesan* The purpose of advertising is not to sell more. It’s to do with institutional publicity, whose aim is to communicate the company’s values (...) We need to convey a single strong image, which can be shared anywhere in the world. – Luciano Benetton, Founder Chairman I am not here to sell pullovers, but to promote an image... Benetton’s advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids... – Oliviero Toscani, Benetton Art Director and Photographer Benetton Group: Unconventional Advertising The group’s principal brands included United Colors of Benetton (UCB), Sisley, PlayLife, Nordica, Prince, Rollerblade, and Killer Loop. The Benetton family (comprised of three brothers and a sister) established the Benetton chain in a small Italian town in 1955. To support his family, Luciano Benetton (born 1935), dropped out of school to sell apparel. His sister Guiliana (born 1937) worked as a knitter in a local factory. Recognizing the potential for a new business, Luciano and Guiliana decided to start their own apparel company. They started off small by selling sweaters and as the business grew, the remaining two brothers joined in the activities of the company. Each of the four siblings took responsibility for one aspect of the business—Luciano concentrated on marketing; Guiliana directed the design department;...
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...5.1 BENETTON’S HYSTORY The firm Benetton was founded in 1965 in Ponzano Veneto, a small town near Treviso, by four brothers’ initiative. In the beginning, Benetton was only a small company that was producing sweaters for local independent retailers. The keys to the success consisted in some innovations related to the product and its distribution and to an efficient production organization based on the work of a large network of small local subcontractors specialized in knitting, cutting and sewing garments. In the 1970s it expanded in the Italian market of sweaters and soon of casual apparel in general. In fact, shortly after the production of knitwear, followed the production of shirts and jeans. In the beginning Benetton sold them under different brands (Tomato, Jeans West, etc.) because the quality of these new products was not yet comparable to the one obtained for the sweaters and there was a fear that it might damage the reputation that the firm had achieved as a knitwear producer. The first Benetton’s shop opened in Belluno in 1966 and in just few years Benetton’s stores covered all Italian’s provinces. In the beginning of the 70s, there were about 500 stores under different Benetton’s brands (as well as Benetton, also Tomato, My Market and Merceria). It is estimated that in the second part of the seventies around 60-70% of the overall Benetton production was made by a hundred of subcontractors located mainly in Treviso and in the surrounding provinces...
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...Success Strategy of Benetton. Julia Belenkova Group 111. Type | Public (BIT: BEN) | Industry | Fashion | Founded | 1965 | Headquarters | Ponzano Veneto, Italy | Key people | Alessandro Benetton, Chairman Carlo Benetton, Deputy Chairman Luciano Benetton, Founder and non-executive Director Franco Furnò and Biagio Chiarolanza, delegating operative management of the company Giuliana Benetton, Director Gilberto Benetton, Director | Products | Clothing, Accessories and Footwear | Revenue | 2,032 million euro (2011) | Employees | 9,557 (2011) | Benetton Group S.p.A. is a global fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan. Benetton has a network of over 6,500 stores in 120 countries. The stores are managed by independent partners and generate a total turnover of over 2 billion euros. The Strategy of the company is very multi-faceted and is seen in every of the following activities: The Start The Benettons produced ordinary woolen sweaters of traditional somber colors and scratchy wool as many others in the industry until one day Giuliana Benetton developed more colorful and fashionable designs. So the Benetton’s first success was a bright violet pullover made of a soft blend of wool. Thus their first key to success was that in contrast to their competitors they developed a radical change not only in clothes but also in attitude to life – pleasant soft materials...
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...as follows: Luciano Benetton, Gilberto Benetton, Carlo Benetton and Giuliana Benetton are brothers and sister; Alessandro Benetton is the son of Luciano Benetton. Directors’ fees due to members of the Board of Benetton Group S.p.A. totaled 4,927 thousand euro in 2004. Principal organizational and corporate changes. The branches of Bencom S.r.l. in Spain, France and Great Britain became operational in January 2004. Through these branches, Bencom S.r.l. directly manages a certain number of Benetton stores in the above-mentioned countries, previously controlled by Benetton Retail Spain S.L., Benetton Retail France S.A.S. and Benetton Retail [1988] Ltd., respectively. During June, a branch was set up in Belgium, operational from August 1, to purchase and manage, also by rental to third parties, businesses operating Benetton stores. On February 17, 2004 Benfin S.p.A. bought from third parties, for 15 million euro, 15% of the Olimpias S.p.A. share capital, of which it previously held 85%. This company produces, mainly for Group companies, textile products and, in particular, fabrics, knitted fabrics, yarns, woven and printed fabrics, as well as acting as a dye house and laundry. With effect from December 1, 2004, Olimpias S.p.A. was merged by incorporation into the parent company Benfin S.p.A., which changed its name at the same time to Olimpias S.p.A. The operation is part of and is based on the same rationale as a more general reorganization of the Group, largely completed during...
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...Benetton’s General History: Benetton is a global clothing brand, a family company formed by Luciano, Giuliana, Gilberto and Carlo Benetton. Luciano was born in 1935, is a chairman of the Benetton Group, he also on the board of director of Edizione Holding, the family owned financial holding company. Giuliana Benetton was born in 1937, is currently o the board of director of both, Benetton Group and Edizione Holding. Gilberto Benetton was born in 1941, is a chairman of Edizione Holding, chairman of Autogrill, an Italian multinational catering and retail company. Carlo Benetton was born in 1943, actually he is a deputy chairman of both companies, Benetton Group and Edizione Holding. They came from a poor family; their father owned a Car and bicycle rental, but pass away when they were children. Giuliana developed a skill that years later made the family rich, when she was five, she fell in love with knitting, in her early teens, she started working in a small knitting business in which they were doing colored sweaters during the day and at night she borrowed one of those machines to started making her own designs. Her brother Luciano, in which at that time at the age of 20, was working as a salesmen in a clothing store, realized his 17 year old sister talent. In 1955 both brothers began looking for money to buy their first knitting machine. The two brothers sold their bicycle accordion and scraped sufficient cash their first second hand knitting machine, they sold the first...
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...DATABASE ASSIGNEMENT ONLINE STORE DATABSE TABLE NAME * STUDENT/CUSTOMER * ENROLLMENT * COURSES * CATEGORY * ORDERS * ORDER DETAILS * PAYMENT * PRODUCT * SHIPPERS * SUPPLIER/COMPANY TABLES ATTRIBUTES STUDENT/CUSTOMER STUDENT table contain attribute such as: * STUDENT ID-PRIMARY KEY * FIRST NAME * LAST NAME * ADDRESS * POSTAL CODE * CITY * STATE * COUNTRY * PHONE * EMAIL * PASSWORD * CREDIT CARD * CREDIT CARD TYPE ID * BILLING ADDRESS * SHIP ADDRESS * DATE ENTERED ENROLLMENT ENROLLMENT table contain attribute such as: * STU ID-PRIMARY KEY * COURSE ID-PRIMARY KEY * SEMESTER-PRIMARY KEY * INTAKE COURSES COURSE table contain attribute such as: * COURSE ID-PRIMARY KEY * COURSE NAME * FACULTY CATEGORY CATEGORY table contain attribute such as: * CATEGORY ID-PRIMARY KEY * CATEGORY NAME * DESCRIPTION * PICTURE * ACTIVE ORDERS ORDERS table contain attribute such as: * ORDER ID * STUDENT ID * PAYMENT ID * SHIPPER ID * ORDER NUMBER * ORDER DATE * SHIPDATE * REQUIRED DATE * SALE TAX * TIME STAMP * TRANSACTION STATUS * FULFILED * DELETED * PAID * PAYMENT DATE ORDER DETAILS ORDERDATAILS table contain attribute such as: * ORDER IDs-PRIMARY KEY * PRODUCT IDs * ORDER NUMBER * PRICE * QUANTITY * DISCOUNT * TOTAL * IDSKU *...
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.... Introduction top next gema actions are enough for everyday usage but occasionally you may need more power to define a complex transformation. You might, also, want to use the superior matching capabilities of gema to drive your program. GeL is a Lua 5 library that: allows the execution of Lua function (and hence of a C function) in a gema action provides the powerful text matching mechanisms offered by gema as a set of Lua functions it has been tested with Lua 5.0.2. Refer to the detailed documentation to build gel togheter with gema, . 1.1 Status GeL is not as mature as gema or Lua, please report any bugs you may find using SourceForge bug tracking subsystem (you don't need to log in as a SourceForge user) or sending an e-mail to Remo Dentato. 1.2 Licence GeL is released under the same licence of Gema. No specific reference needs to be made to GeL as long as the due reference to Gema and Lua have been made. 2. Usage prev top next 2.1 Gema like Gel may be used exactly as if it was gema, any valid gema script should work when executed by gel: gel [gemaopts] [-f rules.gema] [-l script.lua] [infile [outfile]] . The only differences are: The @lua{} function is available to execute lua scripts in actions Text enclosed between "![" and "!]" is considered lua code and is immediately executed Rules specfied with '-f' are loaded, the lua script specified with '-l' is executed (possibily defining lua function...
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...experience. My seminar topic was about examining the imagery that appeared in the play Hamlet. A skill I developed was using technological equipment to present a presentation.Each group had to pick a topic that was in their interest to research online for information. The requirements started with presenting the information in front of the class informing the audience what imagery means and discuss using concrete examples from the play. This presentation gave me the opportunity to work with PowerPoint and Excel and then to present my information. I believe that in order to communicate effectively with the audience you have to have a well prepared presentation that will capture their attention so that you can present your ideas clearly. A skill that I had trouble was to be able to work as a team. The imagery seminar was a great opportunity for me to develop my team work skills because we were put in to pairs to complete the seminar. Each member in the group had specific responsibilities to the team in order for the seminar to be successful. Being in the group to work on the seminar was a great experience for me because I was able to see where my strong and weak points are in group work. I found that it was easier for me to communicate my ideas with Rachna than to the whole class. A big part of group work is good communication between Rachna and I. Communication is also a big part of my learning experience because I will need to be able to get my ideas out by communicating well...
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...Inequalities Thomas Cunningham MAT221: Introduction to Algebra (GSO13360) Instructor: Justin Hazel Inequalities In this assignment I will be showing you how you can find out how to use Inequalities to find out how much you may or may not be overweight. You can use my equations and the examples of my work to find out exactly what category you might fall in. In this equation we are asked to use our own height to find out exactly if I might have a longer life span than the usual person. Before we start remember that W=my weight, and then H=my height. W=178.2 and then H=67 In this first compound inequality, I had to take the equivalent inequality and replace it with the BMI formula. My height and weight has been added in to replace the current H^. The next steps for this compound inequality I had to multiply all the terms by the denominator. There was some cancellation done towards the first phase of the problem. I then all three terms where divided by 703 to isolate W. People’s height of 67 might be different life span of those whom might weigh between 108lbs and 128lbs. 17<BMI<=22 17<703W/67^<22 17<703W/4489<22 17(4489) <703W<22(4489) 76313<703W<8978 76313/703<8978/703 108<W<128 In order to solve this second inequality, what I need to do is solve for W and place the values of W. The very first thing that happens is I multiply all the terms by H^ in order to take out...
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...to be successful in terms of assistance in these particular areas. Matrix organizations are kinds of structures that a categorized flexible and responsive and are characterized by employees having more than one supervisor and in order for them to perform at their highest level of productivity, they must have some area of expertise that is disciplined. The project team happens to become a creation of several highly imaginatively intelligent groups of people that are formed to collaborate with each other and strive at creating more diverse ideas, or putting a different take on some of the many already formed ideas and the opinions of those more diverse ideas. The collegial model works flawlessly when each member is able to be independent, but equally share management responsibilities or work out a specific rotation that meets each individuals peer or colleagues needs. The need or want for freedom or independence in the aforementioned paragraph has little merit when they must come together to satisfy matters that affect the entire group....
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...the initial stage of a team. In this part a team gets formed and the members of the team get through the icebreaking process. Forming is a stage in which group members try to assess ground rules applying to a task and to group interaction (Bartol et al., 2005, p.476). In the first tutorial of organisation and management, all the team members were unfamiliar and unknown to each other. There was diversity because students of many nations and cultures came together. Everyone was confused about what to do. There was no one who wanted to be the first spokesperson. In this situation team members were all divided into some little groups to complete the first tutorial task. As every team member were unknown to each other, one of the team members spoke out and discussed the tutorial task. After that everyone started to contribute and gave ideas, with that the group was working very effectively. Members completed the task and then submitted it to their tutor. In the first tutorial the team members were totally unclear about the team goals. Individuals did not know what their role in the team is. Some students were really nervous as they were not able to cope up with the other team members. It was a negative site of the team, as the team was not able to work effectively. After selecting the team leader the team was divided into sub-groups like- Marketing, Public Relation, Finance and IT. All the students...
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...Lab 5.1 The Condition | True or False | attAverage >= verizonAverage | True | tmobileAverage == 868 | True | verizonAverage < sprintAverage | False | sprintAverage != attAverage | True | Lab 5.2 The Condition | Expected Output | If tmobileAverage > 800 AND verizonAverage> 800 ThenDisplay “Both have average downloadrates over 800”ElseDisplay “One or both of the averagesare less”End If | Both average download Rates over 800 | If sprintAverage == 800 ThenDisplay “Sprints download rate is 800”End If | No display | If attAverage >= 1300 OR tmobileAverage>=900Display “Select either carrier”End If | Select either carrier | Lab 5.3 Main Module() //Declare variables on the next 3 lines Declare Integer testScore = 0 Declare String category = “ “ Declare String interview = “ “ //Make Module calls and pass necessary variables on the next 4 lines Call getScore(testScore) Call employCat(testScore, category) Call interviewPoss(testScore, interview) Call displayInfo(testScore, category, interview) End Main Module getScore(Integer Ref testScore) //Ask user to test score Display “Please enter test score” Input testScore End Module Module employCat(Integer testScore, String ref category) //Determine what employment category they are in based on their test score //Similar to if the score is less than 60, then category is “No” //Otherwise, if score is less than 70, then category is “Maybe” //…and so on if testScore => 85 then Set...
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...PDC Dull Grading System Inner 1 Outer 2 Dull Char 3 Location 4 Bearing Seals 5 Gauge 6 Other Dull Char 7 Reason Pulled 8 1: Inner Cutting Structure 2: Outer Cutting Structure 3: Primary Dull Characteristic 4: Location of Primary Characteristic 5: Bearing Seals (XXX for PDC. Only used for roller cone) 6: Amount Under Gauge 7: Other / Secondary Dull Characteristic 8: Reason Bit Was Pulled Inner & Outer Cutting Structure • • Rating for both inner and outer cutting structure is given in a scale of 1 to 8. A rating of 1 states that 1/8 of the cutter’s diamond table has been worn. A rating of 8 would mean that there is no effective diamond table left. An average rating for both the inner and outer cutting structure is entered for the first 2 positions of the dull grading code. • Inner & Outer Cutting Structure Outer Inner The inner cutting structure consists of the inner 2/3 of the bit diameter whereas the outer consists of the final 1/3. A general rule of thumb is the inner number represents the cutters inside the nose and the outer represents those outside. Inner & Outer Cutting Structure Rating: Wear 8 7 6 5 4 3 2 1 When dull grading pure wear, the 1 through 8 rating system can be followed exactly. However, in many cases, a wear flat less than 1/8 of the diamond table can be called a 1. Inner & Outer Cutting Structure Chipping Spalling Delam 2 3 8 When dull grading cutters with characteristics other than pure wear, take into...
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...1. Introduction - What are the major issues and problems facing Chabot? Background – current situation – future plan - challenges confronted – problems need to be solved Chabot is facing a lot of issues and problems in the wallpaper industry. As the number of wallpaper manufacturers is highly decreasing over last years the competition among remaining companies becomes fiercer. Some manufacturers face difficulties supplying large and powerful retailers. So does Chabot as a privately owned, small company selling products with short life cycles and highly valued at a reasonable price. Due to fashion orientated product industry and broad range of product preferences other types of wall covering are favored by consumers as well. To keep up with competitors Chabot is providing new items every 4 month but speeds up obsolete wallpapers as well. When wallpaper pattern and designs become obsolete, markdowns are necessary to help get rid of old inventory. Problems with inventory turnover lead to mark downs which decrease profits. Caused by inaccurate demand forecasting Chabot has to deal with a high amount of obsolete inventory and a resulting low turnover rate. Since customers base their decisions on style and appeal of the design as well as on in stock availability retailer want low inventory and expect quick order fulfillment. But Chabot cannot keep up with demand and causing a low level of customer service due to long production runs and lack of flexibility in manufacturing process...
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