ACKNOWLEDGEMENT

While submitting the project on ‘consumer buying behavior in retail marketing’. I avail this opportunity to
express our gratitude towards all those who guide and helped to finish this project successfully
I am grateful to Mr. Sourav Ghosh,project guide ,galaxy mall, Asansol for his inspiring guidance and
kind encouragement.
I express my deep sense and gratitude and heartful thanks to my executive Miss Poonam Dabaria those
valuable guidance and encouragement.
I am thankful to my teaching staff for their valuable guidance and encouragement in completion of this
project.
I am thankful to my parents and friends who helped me a lot in finalizing this project within a limited
time frame.
P.Rohit Kumar

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1. EXECUTIVE SUMMARY
• The project allotted me with the title “Consumer buying behavior in
retail marketing” .The objective behind this project was primary focus
on modus operandi of UCB brand for marketing of “Retail product” ,
such as clothes ,footwares and so on .
 INTRODUCTION
• Benetton Group is one of the best-known fashion
companies in the world, present in the most important
markets with a network of about 5,000 stores. A
responsible group that plans for the future and lives in the
present - with a watchful eye to the environment, to
human dignity, and to a society in transformation - the
Group has a consolidated identity comprised of colour,
authentic fashion, quality at democratic prices and passion
for its work. These values are reflected in the strong,
dynamic personalities of the United Colors of Benetton
and Sisley brands.
• The company is known for sponsorship of a number of sports, and for the provocative
and original "United Colors" publicity campaign. The latter originated
when photographer Oliviero Toscani was given carte blanche by the Benetton
management. Under Toscani's direction, ads were created that contained striking images
unrelated to any actual products being sold by the company.[citation needed]
• Up to 1982, Benetton marketing campaigns relied on traditional models wearing the
brand clothing. In 1982, the company decided to change its advertising campaigns by
focusing on world issues to raise awareness and create an added value for the brand. In
1984, Oliviero Toscani photographed the first multiracial ad for the brand.[4]
• These graphic, billboard-sized ads included depictions of a variety of shocking subjects,
one of which featured a deathbed scene of a man (AIDS activist David Kirby) dying from
AIDS.[7] Others included a bloodied, unwashed newborn baby with umbilical cord still
attached, which was highly controversial. This 1991 advert prompted more than 800
complaints to the British Advertising Standards Authority during 1991 and was featured
in the reference book Guinness World Records 2000 as 'Most Controversial Campaign'.
Others included a black stallion covering a white mare,[8] close-up pictures of tattoos
reading "HIV Positive" on the bodies of men and women, a cemetery of many cross-like
tombstones, a collage consisting of genitals of persons of various races, a priest and nun
about to engage in a romantic kiss, pictures of inmates on death row, an electric chair, an
advert showing a dark-skinned boy with hair shaped into the devil's horns, three
different hearts with "black", "white" and "yellow" written onto them (from March 1996),
and a picture of a bloodied T-shirt and pants riddled with bullet holes from a soldier
killed in the Bosnian War (appeared in February 1994).[9] Most of the advertisements,
although not all, had a plain white background, and in most the company's logo served as
the only text accompanying the image.
Type Società a responsabilità limitata
Industry Fashion
Founded 1965; 54 years ago in Ponzano Veneto, Italy
Founder Luciano Benetton
Carlo Benetton
Giuliana Benetton
Headquarters Ponzano Veneto
, Italy
Area served Worldwide
Key people •Luciano Benetton (Executive Chairman)
•Tommaso Brusò (Chief Operating Officer)
Products •Clothing
•Shoes
•Bags
•Accessories
Revenue €1.529 billion (2015)
Number of employees 7,714 (2015)
Website www.benettongrou
 ABOUT BRAND
• United Colors of Benetton the Best Brand in India
• In India, the leading newspaper "The Economic Times" released a special list
for judging and ranking the best international fashion brands in that country.
According to the list United Colors of Benetton "was the most aggressive
competitor in terms of growth, style and innovation"
• The list mentions that "the brand its over competitors such
as Levi's, Zara, Marks & Spencer and Tommy Hilfiger, and that is the reason
why it earned this distinction as the most popular international fashion
brand in India".
ENERGY & KNOWLEDGE OF BRAND
ESTEEM AND QUALITY OF BRAND
MEASURES & BRAND ASSOCIATION
Customer Reviews :
Analysis :
Frequently asked Questions :
THANK YOU