Benetton Case Study Example | Topics and Well Written Essays - 500 words

Benetton - Case Study Example As Ganesan and Krishna (2003) comments, Benetton calls its advertising and marketing activities as its communication strategy. Problems Benetton’s so called innovative communication strategy was not adequate to enhance its sales growth. Although, this advertising strategy had initially produced fruitful effects, it gradually caused dissatisfaction among customers, retailers, government bodies, and various international non-profit organizations. In most of the times, Benetton’s ‘shock value’ advertisements produced negative impacts on the public Customers did not get the opportunity to evaluate Benetton’s products since the company had not adequately advertised its products. Most of the times, company’s advertisements hurt the religious, racial, or political sentiments of different communities. Solution The company should not post advertisements that would hurt racial, political or religious sentiments. It is recommendable for the company not t o practice ‘shock value’ advertisements as its effectiveness depends on the mental perceptions of the viewers. An ultimate customer would always wish to see the company’s product collections. Therefore, the company must give great emphasis on displaying its new clothing collections.