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

Benetton - Case Study ExampleAs Ganesan and Krishna (2003) comments, Benetton calls its advertising and marketing activities as its dialogue strategy. Problems Benettons 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(prenominal) of the times, Benettons shock value advertisements produced negative impacts on the public Customers did not get the opportunity to evaluate Benettons products since the play along had not adequately publicise its products. Most of the times, companys advertisements hurt the ghostly, 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 to prac tice shock value advertisements as its effectiveness depends on the mental perceptions of the viewers. An ultimate customer would always wish to see the companys product collections. Therefore, the company must give great emphasis on displaying its new clothing collections.