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Internationalization Process of Benetton: Presented By: Shashank Sharan 710291

Benetton is an Italian clothing company established in 1965 that has expanded globally. It has a presence in over 120 countries through over 5,000 stores. Europe remains its largest market at 85% of global sales. Benetton manufactures casual knitwear and sportswear for men, women, and children under brands like United Colors of Benetton and Sisley. It entered the Indian market in 1991 through a joint venture, becoming a wholly owned subsidiary in 2004. Benetton India now operates over 106 stores across 45 cities, with a manufacturing plant in Gurgaon.

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117 views10 pages

Internationalization Process of Benetton: Presented By: Shashank Sharan 710291

Benetton is an Italian clothing company established in 1965 that has expanded globally. It has a presence in over 120 countries through over 5,000 stores. Europe remains its largest market at 85% of global sales. Benetton manufactures casual knitwear and sportswear for men, women, and children under brands like United Colors of Benetton and Sisley. It entered the Indian market in 1991 through a joint venture, becoming a wholly owned subsidiary in 2004. Benetton India now operates over 106 stores across 45 cities, with a manufacturing plant in Gurgaon.

Uploaded by

Shashank
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Internationalization Process of

Benetton

Presented by:

Shashank Sharan
710291
Global overview of Benetton

• Established in 1965 by the Benetton family


in Ponzano Veneto, in north-east Italy

• Benetton, one of the largest clothing


manufacturers in Italy, has a global
presence across 120 countries and more
than 5,000 stores.

• Europe continues to be the largest market


and constitutes nearly 85 per cent of
global sales.
Global overview of Benetton

• The Asian and Australian markets come


next, with a contribution of roughly 10 per
cent to sales, followed by the Americas at
4.2 per cent, with the rest of the world
having the remaining share.

• Benetton's clothing, primarily casual


knitwear and sportswear for men, women,
and children, are retailed through franchised
stores, department stores and mega stores.
Other products include sunglasses, watches
and shoes.
Brands

• United Colors of Benetton (UCB) for casual


wear and Sisley for fashion wear.

• Two other brands, Playlife and Killer Loop, are


positioned as leisure wear and street wear
brands respectively.

• UCB is the largest contributor to Benetton's


sales, having a share of roughly 74 per cent of
total sales, followed by Sisley at 19 per cent.
Playlife and Killer Loop are comparatively low
in terms of contribution
Benetton in India

• Benetton entered the Indian market in 1991-


92, as a 50:50 joint venture with the DCM
Group in Delhi, and launched its flagship
label UCB.

• Effective 22nd December 2004, Benetton


became a wholly owned subsidiary of the
Benetton Group, Italy.

• UCB is today a leading brand in India with


more than 106 stores across 45 cities in
India.
Network in India

• The retail network is a mix of owned and


franchised stores.

• Many of these are mega stores, with size


more than 4,500 square feet and an
increased focus on apparel for men,
women and kids.
Production in India

• manufacturing unit in Gurgaon (Haryana)


where almost 50 per cent of the garments
required for Indian stores are
manufactured.

• The remaining sourcing for the Indian


market happens through contract
manufacturing from Ludhiana (Punjab),
Delhi, Bangalore (Karnataka), Chennai
(Tamil Nadu), Nepal and Benetton
International.
Key success factors in India

• Continued importance given by the parent


company

• Flexible and adaptable merchandising


strategy

• Strong contribution of franchisee partners


Benetton India at a Glance

• Entered India in 1991-92 as a joint venture with


DCM Group, now a 100 per cent subsidiary

• Brand United Colors of Benetton present across


106 stores in 45 cities

• Brand Sisley also launched in India in 2006

• Manufacturing unit in Gurgaon, sourcing also done


through contract manufacturing to vendors

• India used as a manufacturing hub for sourcing


apparel for other countries
Thank You

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