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INTRODUCTION
.The idea behind this webpage was to have a closer look at the United colours of Benetton's mission statement and to see what they want to achieve and how they try to do this. With help of the company’s historical background, their campaigns throughout the years and the Benetton scandal, the company’s message can be measured. The main question therefore is: What is Benetton’s mission statement and to what extent does the company itself live up to their message?
In order to get to know the mission statement, you have to look at the company from different perspectives. Therefore this website does not only focus on the controversial campaigns, however also on the actions that contradicted their standards.
Because Benetton did not always have the same marketing strategy, it seemed better to discuss all campaigns throughout their whole existence.
By making a selection of campaigns the idea of Benetton’s mission statement could be interpreted more precise. For every advertisement there is a small article answering our sub-questions. Why did Benetton chose this topic? What do we see in the campaign? What is the message of the campaign?
There are three written task which cover approximately ten years each. In these written tasks we dealt with the main topics in that particular period. In order to make our paper more understandable, and gave it more structure, the paper is provided with a timetable. In this timetable you have a clear overview about the topics which you come across during the years.
To make it a whole, there is a general conclusion that suits all campaigns. In this way you are provided with a summarized overview of the advertisements of United colours of Benetton. This ensures that the reader creates a clear understanding of the purpose of the advertisements of Benetton.
There has been done a lot of research on Benetton. Many articles about the clothing brand can be found on the Internet. However, none of them questions whether Benetton truly keeps the promise of their mission statement. This paper does not only focus on the mission statement, but also on their achievements.
To conclude, the goal of this website was to determine the mission statement of United colours of Benetton. With help of their campaigns over the past few years, their mistakes, a clear timetable and an organised structure this webpage is complete.