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Marketing in Brief: Benetton fragrances

This article was originally published in The Rose Sheet

Executive Summary

Benetton fragrances: Colors de Benetton, United Colors of Benetton and Tribu fragrances will be repositioned and distribution for the scents will expand to 5,000 prestige doors in 1996, according to French Fragrances, the new U.S. distributor for Benetton. Although the scents are "very well recognized," the brands have been "neglected in marketing support," French Fragrances said. This year, the firm is launching a new marketing program with "a lot of money being invested with retailers," to support co-op ads, discounts from retail, displays and salaries. French Fragrances plans to utilize "the strength" of Benetton accessories by incorporating them into g-w-ps. A national print ad campaign for the fragrances is also in the works. In all, the firm intends to spend 20% of projected 1996 net sales on advertising and promotions...
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