MUMBAI, MARCH 20: The seasons change, the strategy doesn't. Following a practice that was kicked off last summer, United Colours of Benetton has unveiled its new Spring-Summer 2000 Collection in new designs and colours around specific themes for every month. Says Benetton's general manager, marketing, Sundeep Malhotra: ``The objective is to keep the interest of the customer alive every month so that he has something to look forward to each time he comes to the store.''Some of the themes that have been introduced for this year include Street 2000, Workers and Essentials for men; Pastels, Black and White and Street 2000 for ladies; and Teen Chic, Peaches & Cream, College and Blues in the Benetton 012 range. ``The focus is shifting from selling a product to selling a new look. We are making a fashion statement,'' says Malhotra. To promote the new collection, the company plans to release an outdoors and television campaign by the end of this month. A print campaign has already been released recently. Visual merchandising will form a part of the communication process, says Malhotra. The creatives are being done by Delhi-based Equus Advertising.
It is to be noted that DCM Benetton India operates on the same marketing strategy as Benetton subsidiaries worldwide. About 200-300 styles are selected every season from over 2000 international styles in Italy, to specially cater to the Indian market, taste and climate. Franchisees are then invited to place orders to various styles.
Selling on the Net
DCM Benetton India is considering Internet selling within the next six months. Even as details are not divulged at this point of time, the Net will be looked at as a complimentary medium of selling, says Benetton's general manager-marketing Sundeep Malhotra. As of now, Benetton is present in 35 cities with 70 The company is concentrating on expanding its distribution network at the moment. Looks like the retail market also jumping into the Net bandwagon.While Shoppers' Stop is planning for B2C application in the next two months or so, Pantaloon is already doing it.
Mumbai-based Charagh Din has gone a step further. Not only has it begun e-commerce on its Website but also has chalked out a media plan and budget which is to be implemented in the next one year for popularising the site.
About six popular sites have been selected which will place the Chairagh Din ad banner on their respective sites. The company will also be coming out with ad banners for specific occasions like which will again be placed in various popular sites.
Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.