benetton

Question 1

Their global marketing

Answer 1

Didn’t adapt ads, one single universal message

Question 2

What is theme of ads: what did it lead to

Answer 2

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

Question 3

Do core brand values have to remain consistent over time?

Answer 3

Yes

Question 4

International marketing strategy

Answer 4

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

Question 5

Brand decisions

Answer 5

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)

Question 6

Marketing mix adaptation

Answer 6

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

Question 7

GAP analysis

Answer 7

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