Assignment 4: Benetton

The brand Benetton is known throughout the world for their clothes and for their colorful and original ads.
One of their latest ads concerns a new fragrance that was developed by the brand under the name "essence of Benetton".
The ad can be analyzed using four consumer characteristics:


1. Behaviographics: which means targeting an audience with regard to their behavior and their past purchase behavior. To do so, the brand has probably made research about the online search activity of the targeted audience using audience management systems.


2. Psychographics on the other hand tries to capture the psychological makeup and the lifestyle of the targeted audience by focusing on the values, attitudes and motivations of the consumers. Here, the audience is supposedly a young and emancipated audience that values freedom in all aspects of their lives.

3. Demographics focuses on measurable population characteristics such as age, income or ethnicity. The Benetton ad is targeting a young population from 18 to 30 with no regard to gender. Moreover, Benetton is known for its promotion of parity and for its non-discriminative messages. Hence, the ad is targeting young people regardless of their ethnicity or of their social class.


4. Geodemographics is the last characteristic to be used for the consumer analysis and consists of targeting people that live in the same geographic clusters, assuming that they share common characteristics. In the case of the Benetton ad, the targeted audience is wide since it is addressed to a young population regardless of gender or ethnicity. However, the audience will probably be a western one (European and North American) since the ad conveys a message of a liberal society that lives in harmony with its sexuality.