Communication Strategy of the Benetton Group. Theoretical and practical analysis explaining what communication is presenting it with Benetton's advertising campaigns

      Аннотация: This thesis explains what communication is and present its tools and strategies, which is necessary to illustrate the communication strategy of the Benetton Group, how it was in the past and how it is now. The thesis has a theoretical part on communication tools like advertising, public relations (PR), sales promotion, direct marketing and personal selling, described in detail as well as strategies, including the push and pull strategy. The practical part involves the Benetton Group where the following subjects are described: the group's background, history, communication strategy, sales channels, financial highlights, logistics, sales (sales by region, sales by brands), and Benetton's usage of communication, described with the help of a Swedish case. The end of the thesis presents several campaigns to see how Benetton's campaigns change over the years especially during Toscani's time by Benetton and after he quitted, where the Group started to change its communication strategy.

Ключевые слова: Public Relations, Personal Selling, Advertising, Sales Promotion, Communication Tools, communication strategies, Push/Pull Strategy, SWOT analysis, Marketing, Marketing