benetton Flashcards

1
Q

Their global marketing

A

Didn’t adapt ads, one single universal message

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2
Q

What is theme of ads: what did it lead to

A

Social issues - usually avoided by marketeers => gave meaning to brand

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3
Q

Do core brand values have to remain consistent over time?

A

Yes

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4
Q

International marketing strategy

A
  1. production
  2. sales
  3. customer
  4. strategic marketing
  5. social marketing
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5
Q

Brand decisions

A
  1. Language/phonetics
  2. local considerations
  3. brands resulting from M&A
  4. local perception of country of origin
  5. protected origin (e.g. Porto)
  6. generic name (e.g. Kleenex)
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6
Q

Marketing mix adaptation

A
  1. product adaptation
  2. pricing complexities
  3. promotional approach
  4. distribution practices
  5. advertising/communication
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7
Q

GAP analysis

A

show us why sales aren’t as high as they could be

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