Marketing communications strategy

In the case, Benetton is using an offbeat and customer-centric merchandise perspective in a highly saturated intentness. In terms of retail c component parthing, in that location are high barriers in this market when it comes to getting a marketing message across to the inundated consumer. Therefore, what Benetton is trying to do, as sh birth in the case, is correspond itself as an outsider within this saturated market, in order to both appeal to the customer directly, and to confront them with issues of empowerment.This is related to the chapters mention of guest Empowerment Customization when a fraternity produces individually differentiated products, services, prices, and delivery take in accordance to the consumer wants/needs (Chapter 12). The case also involves issues discussed such as heightened competition (retail forge being a very competitive industry), industry convergence, and disintermediation, or removing the middleman and going straight to the consumers in ter ms of getting across a fresh and unconventional marketing message.Success behind outline The success behind Benettons marketing strategy is the ability of the fraternitys marketers to place the lodge in an outsider role, and also a role of post-modern commentary on culutre. Essentially, this says to the customer that by identifying with the unique or different postmodern advertising of Benetton, and its messages of political and social concern utilize in advertising, they are identifying with a lifestyle, not just a cross out.This was wiz of the early strategies that was then taken to such extremes by some other 80s competitors of Benetton the homogeneouss of Swatch and even Nike by positioning the mainstream retail fashion company in a counter-cultural socio-political position through advertising, the individuation of the consumer is assured, as they relate their own individuality or difference with the uniqueness of the advertising. This led to a lot of success for Benetto ns marketing.In short, the success behind Benettons marketing strategy is the companys ability to place its unique and controversial advertising brand as a lifestyle as well as a fashion choice. Applying Benettons strategy to another retailer Depending on the fashion retailer and the brand awareness of the public, a similar marketing parley strategy to that of Benetton could be either a good move or a bad move.For a company that already has some stop of guerilla, socio-political or counter-cultural marketing in effect, such as a youth-brand company like Ecko or even a monolith with a lot of notes to spend on assimilating youth culture, like Nike, it may be possible to break the marketing communications of Benetton a success. On the other hand, if the brand is something like Abercrombie & Fitch, J. Crew, or Tommy Hilfinger, this is a company that relates its brand not to socio-political turmoil and controversy, but to conservatism and the idea of unchanging classic ideals of fash ion.Therefore, for this font of retail fashion brand with a lot of conservatism in its image, it would be more difficult to successfully integrate a marketing communications strategy similar to that of Benetton. The consumer would not be able to make a logical connection between a brand like Abercrombie & Fitch, and an image of high shock value controversy, which could relate to cognitive discord on the part of the consumer, which is something marketers tend to avoid. REFERENCE Benettoncase study. Chapters 12-14