Business Case Studies, Competitive Strategies Case Study, Benetton’s,Toscani

print page
Tell A Friend

Case Categories

Share |

Competitive Strategies Case Study

Case Title:

Benetton’s Advertising: Looking Beyond Toscani

Publication Year : 2006

Authors: Jyotsna Jha, Mridu Verma

Industry: Advertising


Case Code: COM0165P

Teaching Note: Available

Structured Assignment: Not Available

Buy This Case Study

The Italy based, €1.765 billion-Benetton group S.p.A.(Benetton) is a garment and apparel manufacturing company with a presence in 120 countries around the world. Benetton is known for its politically and culturally contentious advertising campaigns. The company is witnessing a decline in sales since the late 1990s, despite formulating a change in its erstwhile radically different approach to advertising. Its new advertising strategy, which is more product-led, non-controversial, and without politically or socially charged issues, has failed to arrest the decline in its sales. Benetton’s net profit for the fiscal year ending in March 31, 2005, has fallen by16.9 %, from € 28 million, ($35 million) to € 23 million, ($30.1 million), and revenue has dipped 0.8%, from € 381 million, ($476.6 million) to € 378 million, ($495.2 million). Analysts wonder whether Benetton's new advertising strategy, with a far more conventional edge, will help it find its niche within the retail market, or will it lead to a complete loss of identity for the famed Benetton brand? Should Benetton stick to its new advertising strategy or revert to the old one?

Pedagogical Objectives:

  • To discuss the advertising strategy of Benetton
  • To identify the reason behind the declining sales of Benetton
  • To evaluate the new advertising strategy adopted by the company
  • To evaluate and compare the old and new advertising strategies of Benetton

Keywords : Contrarian advertising; Sisley; Playlife; Competitive Strategies Case Study; Nordica; Rollerblade; Oliviero Toscani; James Mollison; Zara; fcuk; Gap

Contents : 
A Tumultuous Advertising History
Looking Ahead
BENETTON’S Financial Highlights
Benetton group’s consolidated income statement
Balance sheet and financial position highlights
Consolidated cash flow statement

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Jeffrey M CohnJeffrey M Cohn

    Director of Research at Chief Executive Leadership Institute (now at Yale); and a Director at the Law & Economics Consulting Group.
    Speaks on Talent Management
  • Prof. Reuben AbhrahamProf. Reuben Abhraham

    Professor & Director of EMSI, Indian School of Business
    Speaks on Bottom of the Pyramid
  • Dr. Allan R CohenDr. Allan R Cohen

    Edward A Madden Distinguished Professor of Global Leadership at Babson College
    Speaks on Staying on Top, Always
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA,, Fax: 08147-236653,E-mail:

©2003-2010 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap