Analyzing Benetton's Controversial Communication Strategy

This case study examines the evolution of Benetton's communication strategy, focusing on its controversial advertising techniques and their impact on the brand and society. The analysis explores how Benetton utilized shock value to address social issues, aiming to connect with customers on an emotional level and create a strong brand image. The study discusses the pros and cons of this approach, including the initial popularity and subsequent controversies. The assignment highlights the company's shift towards incorporating societal issues, such as community betterment and human well-being, into its communication objectives. The case study also analyzes Benetton's use of its 'Color' magazine and self-involvement campaigns, emphasizing how these strategies aimed to engage customers and reflect real-world scenarios. The analysis also includes the company's CSR activities and their impact on the company's strategic direction. The assignment concludes with a critical evaluation of Benetton's communication strategy, its effectiveness, and its ability to empower people while avoiding the roughness of society.

Running head: MANAGEMENT
MANAGEMENT
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Author note

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The central theme of this article has been developed by focusing on the advertising controversies
that has brought impact on the community. In this article, Benetton has adopted the controversial
communication technique for dragging the attention of the customers. In the initial stage, the
advertising gained high popularity in the market, which has indirectly influenced the brand
image of the company1. However, controversial advertising has started annoying the government
bodies, retailers, customers and others stakeholders due to its crude reality. The advertising
strategy has highlighted the political battle and explaining the blending on nature and culture the
brand tried to give a strong message to the society. Describing the society stereotypes through
the advertising campaigns, Benetton tries to satisfy the emotional needs of the customers. In
order to celebrate the motherhood, Benetton has introduced the image of new life and the
universal idea of love2. Rather than making the imaginary world, Benetton tried to reach to the
customers by highlighting the drastic reality of the world, which has created various
controversies. Through the self-involvement campaign for the better quality of life the company
has brought the revolution in the advertising sector. The color magazine is the central attraction
of the changed communication strategy of Benetton. Toshani avoided to introduce the marketing
campaign in less traditional way. In the changed communication strategy, the objective of
Benetton was to contribute in the betterment of humanity for conveying the politically current
message regarding the empowerment, rather than highlighting the societal issue. In this case,
avoiding the roughness, the company tried to contribute in bringing the societal changes.
1 Khattab, Umi, Stine Bergseth Fonn, and Saira Ali. "Strategic Communication Management of Corporate Crises:
Case Analysis." e-Journal of Social & Behavioural Research in Business 8.1 (2017): 15.
2 Ganesan, Senthil, and Vamsi Krihna Thota. "Benetton Group: Evolution of Communication Strategy." Hyderabad:
ICFAI Knowledge Center (2003).

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Critically analyzing the article, it has been identified that in the initial stage, Benetton tried to
bring the societal issues by highlighting the customer related societal challenges. Rather than
focusing on developing the communication strategy based product selling process, Benetton tried
to reflect the real world scenario. The main theme of the communication strategy is based on
worldwide old and young people. In order to get the customers’ engaged the company tried to
reflect the real world rather than making any imaginary influenced. Through the death raw
campaign Toscani tried to bring the positive impact on US customers’ mind. Although the shock
advertising strategy has brought the positive review for the brand but I believe, some of the
customers have criticized the promotion. I also believe, the shock communication strategy has
generated strong popularity in the market. In is true that in the initial communication process, it
was more like a news campaign rather than a product selling strategy. It is true that the
community wellbeing is an important part of Benetton’s strategic direction but it is also true that
while following the CSR the leaders have got distracted from the actual motto of the company3.
The new communication strategy of Benetton is quite effective as it ensures the human wellbeing
by ensuring the engagement of people. In this case, it has brought the revolutionary impact on
the communication process.
Question 1
Pros cons when the company gained high popularity in the market.
The cons come when the shock advertisement got sudden fall and brought the loss of hundred
billion dollar.
3 Incze, Cynthia Bianka, et al. "Marketing communication analysis of benetton PR campaigns." Proceedings of the
International Conference on Business Excellence. Vol. 12. No. 1. Sciendo, 2018.

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Question 2:
The new communication strategy of Benetton is quite effective as it ensures the human wellbeing
by ensuring the engagement of people. I think this is new communication strategy has brought a
new window of communication that cannot only reach the social issues but also without hurting
the sentiments of the customers it brings the empowerment.
Question 3:
Objective 1: To create sense of power through community betterment
Explanation: Understanding the objectives of Benetton, it can be said that avoiding the toughness
of society. The company aims to ensure the betterment of humanity through the creation of sense
of power.
Objective 2: To aware people regarding the social issues
Explanation: Benetton has used the shock value for informing the people regarding social causes.

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Reference and bibliography
Ganesan, Senthil, and Vamsi Krihna Thota. "Benetton Group: Evolution of Communication
Strategy." Hyderabad: ICFAI Knowledge Center (2003).
Incze, Cynthia Bianka, et al. "Marketing communication analysis of benetton PR
campaigns." Proceedings of the International Conference on Business Excellence. Vol. 12. No.
1. Sciendo, 2018.
Khattab, Umi, Stine Bergseth Fonn, and Saira Ali. "Strategic Communication Management of
Corporate Crises: Case Analysis." e-Journal of Social & Behavioural Research in Business 8.1
(2017): 15.
Sádaba, Teresa, Patricia SanMiguel, and Paula Gargoles. "Communication Crisis in Fashion:
From the Rana Plaza Tragedy to the Bravo Tekstil Factory Crisis." International Conference on
Fashion communication: between tradition and future digital developments. Springer, Cham,
2019.