This report discusses the effective communication strategy for Franco Leone Limited to enter UK market. It covers business overview, situation and competitive activity, methods and means of communication, consumer insights, key message, expected consumer response, tone of voice, brand personality and more.
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Table of Contents INTRODUCTION..........................................................................................................................3 MAIN BODY...................................................................................................................................3 TASK..............................................................................................................................................3 Business overview, situation and competitive activity...............................................................3 Methods and means of communication.......................................................................................4 Consumer insight:.......................................................................................................................6 Key message:..............................................................................................................................7 Expected consumer response:.....................................................................................................8 Tone of voice:.............................................................................................................................8 Brand personality and brand character........................................................................................9 Mandatory...................................................................................................................................9 What is required to prepare:.......................................................................................................9 CONCLUSION...............................................................................................................................9 REFERNCES:................................................................................................................................10 Books and Journals:..................................................................................................................10 Appendices....................................................................................................................................11
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INTRODUCTION The report aims to showcase the brand potential and activities in order to achieve internationalbusinesscommunication.Communicationand marketingplay crucialrole in working across borders. It provides advantages to get connect with new customers and secure brand image in the large market(Shevtsov and Obolenska, 2020). Therefore, this report will be based on FRANCO LEONE LIMITED; the company is growing rapidly in the shoe market. The company is known for providing classic and unique designs of formal footwear collection for men in Indian market. It was first established in 1989. The report will identify effective communication strategy in order to enter in UK market. MAIN BODY TASK Business overview, situation and perceptual map Since the establishment, the Franco Leone limited has secured the stable position in the Indian market. The company is doing well in most regions of India, especially in the Delhi, Gurgaon, Haryana, himachal and many more. They have their main office in the New Delhi. The company has approx 1000-1200 employees. Their shoes are highly demanded in market as it dealsinmen'sformalfootwear.Thebusinessownersbroughtinnovativetechniquelike flexibility, shock absorption, fir and sole wear to design and make shoes with high quality materials at reasonable price range. The company would like to deal in all kinds of men footwear in London, UK through both online and offline platforms. The company maintain its competitive activities through promotions, discounted offers and use effective strategies to ascertain large customer engagement through after sale services, customer care services. Mission:To sell affordable and yet trendy footwear into market which give true comfort and experience to flexibility.The company wants to change consumer attitude and behaviour while choosing high priced goods when they could get in low price range. The company wants to eliminate the difference between high and low income groups. People spend money in expensive brands for the matter of show off and also concern towards quality (FRANCO LEONE LIMITED, 2021). Franco Leone limited will change the customer perception and attract them towards high quality shoes for all kind of purpose.
Vision:The Company look for creating an equal behaviour among all people through providing valuable lifestyle and standards of living. This will bring unity and a fair culture into economy. The company aims to communicate with people and unite them towards sustainable activities to save resources and planet. Need for change:The best elements company could use are advertising, personal selling, direct marketing, sales and promotion and public relations(Pan, Torres and Zúñiga, 2019). These element are helpful to connect with large people and promote brand message to bring change in their attitude and behaviour. Methods and means of communication The message needs to be deliver among all the audience whether all the age group, low, middle or high class income groups, also men and women bothto create much awareness in the country. The change will be reflective when majority of individuals will be working on the same beliefs. It is necessary to use effective means of communication which will be beneficial to easily communicate with people and deliver message. These ways are interactivity, eye contact, voice and gestures (Chevik, 2020). These methods of communication are highly necessary for the Franco Leone limited needs to use all these methods while interacting and delivering messages to customer. Through interactivity, the managers of company would gain audience attention to make a two way communication through taking response, asking questions. Making eye contact is also necessary to look confident and thoughtful while speaking or delivering message. Gestures play vital role in attracting audience towards organisation message. It shows how versatile an organisation shows their response towards audience which will gain their interest. It could be better understood through applying various communication tool for Franco Leone limited which are described below: Advertising:it is the most important element of communication mix which helps in delivering messages and awareness amongst customer. It is a way to inform audience about new products, brand knowledge, offers and exciting discounts. The Franco Leone limited could use this marketing tool through which they could enter into UK market easily. People will tend to know about the company products and take advantage of high quality goods at low prices. Public relations:it is also a great way of communication method through the public. Any information, product or service about the company will be scattered among the public through newspaper, articles and social media. it will creates a buzz and people often discuss
about it which creates public relation. The Franco Leone limited will established its public relation so that, large number of audience will be engage with the company to help them in securing success. Sales promotion:this is also great way of communication. It makes two way efforts to increase sales as well as make audience aware about company in more detailed manner. Therefore, sales promotion must be much often to enhance profitability (Cao, 2021). The Franco Leone limited needs to create effective sales strategy such as free products, discounted offers and good marketing skills to effectively grow in new market. The sales promotion tactics needs to use appropriately by the company as it is entering to UK market which may create risk in the competitive customer demands. Direct marketing:Marketing is the heart of organisation. Direct marketing impact on the organisation growth and profitability. In this, the managers of The Franco Leone limited will use direct tools of communicant to interact with the audience. They will use Emails, mobiles, texts and messages to deliver information about the products rate, offers, seasonal discounts and other details to seek customer attention. It is a great way of communication which eliminate any mediator between company and customers. Emails are are most used form of direct marketing which is cost effective and reach to customers. The company Franco Leone Limited needs to mainly look for advertising. It is one of the good option among them which will maintain active image of the company into market. Advertising is easy to done through both online and offline platforms. Other methods like public relation and direct marketing would not be effective for company as they are entering in new market which may cause negative impact on customer. People will only attract when they see companies functions across the market. Who is the audience for communication: An organisation look for attending large audience to wide their sales and growth in the overall market. The more people will get engage with the company, the more company will be success in delivering their potential message and accomplish its mission and vision. The main target audience for The Franco Leone limited will be analysed through STP analysis: STP analysis: this analysis will helps the company to identify, select and divide large audience into three main categorises which are shown below:
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SegmentationTargetingPositioning Asperthismethod,the companysegregatestheir crucialaudienceintermsof different categories. The main purpose is to divide customer as per their critical factors. The FrancoLeonelimitedwill target the customer as per their demographicalsegmentation suchastheymainlytarget abovetheagegroupof18 (Liang, and Wang, 2021). Thisfactorsinsistthe organisation to target potential customer from the segmented list.Thiswillascertainthe customer as per theirincome, demandsandstandardsof living.TheFrancoLeone limited will target both middle and high class income group in order to create a fair delivery into the market. All the people could take advantage of good quality products and eliminate theindividualsdifferenceof poorandrichersectionsof society. this factor focus on keeping a valuablebrandnameinto market.Positioningshows howcustomerlookforthe organisationproductand services.Thecompanywill establishedabrandposition into wholly new market which wouldbequiteriskyand require effective strategies to keepcustomerhappy. Therefore,theyneedto positionthemarketthrough delivering crucial message and follow ethical standards which makesthecompanyunique fromothers.TheUnique selling point for Franco Leone limitedisthattheywill provideshoesforemployees andprofessionalswho demandsforclass,standards and comfort. Consumer insight: It is the interpretation and analysation of customer data. It includes all the detailed information about the consumer trends, behaviours and queries (Brunzel, and von der Oelsnitz, 2021). These insights are necessary to analyse the needs of customers and know about their behaviour across the competitive market. In order to get success in the mission ofThe Franco
Leone limited, it is required to acknowledge customer beliefs, their motivators, attitude towards purchases and behaviour to serve the products effectively. The people believe in high quality footwear in reasonable range. Their way of thinking describes a particular behaviour towards purchase. As the customers often look for the varieties and compare it with other brands through social media (Quaye, 2021). It gives insight about the competition and effectiveness of the product. The Franco Leone limited must come up with high quality range of footwear with vast varieties and options to fit with UK customer demand. It will be done through collecting customer data, focus on the groups of each segments, map out customer journey to better keep an eye on their actions and responses towards the brand. Marketing tool Broadcast:as per this medium, it will be use through radio, television to broadcast the message to the large audience. In the modern market, organisation broadcasts through social media though launching campaigns as well. The Franco Leone limited could use this medium on website which would be a great start of business in UK. Print:through this way, the Franco Leone limited could print the banners, pamphlets to regulate in the market (Alam, Aliyu, and Shahriar, 2019). It is not much effective way as people would not likely to read the paper headings and also, it will not a sustainable way to promote message. Digital:digital platforms are the great way for marketing and promotion activities. The use of social media like Instagram, Facebook are rapidly rising that would keep the customer connected with the company. Entry characteristics and modes The market in which Franco Leone limited wants to enter into is UK market. This market is well known for shoes retail business as the country give rise to new trend and business which contribute into country’s GDP. The retail business in Shoe, clothing etc are contributing 6% in the GDP and maintain money flow as well as supply and demand into economy. Therefore, this market is most developed in technology and digitalisation which bring many opportunities for job, innovation and market development. UK give rise to new market player in terms of sustainability and unique solutions to satisfy customer demands in an innovative way.
Entry modes The mode of market entry is divided into three categories. As per the export entry mode, the company could involve direct exporting and indirect exporting. Indirect exporting means that the company require wholesaler contracts who will regulate company's product into overall market. Where direct exporting is is the company is selling products through their own stores and websites. The Other mode of entry is contractual mode which includes franchising and licensing option. Both of these options are similar but has little differentiation. Franchising is all about giving all the rights to carry out the business with their existing business name. Give rights to franchisor to earn profit in the national GDP. Licensing is also a good way in which the business gives all the agreements to establish form in another City or location. The Other mode is investment entry mode in which the company require huge finances and resources to grow in international market. Also, they need to wear many fees and charges for being involved in new agreements. Key message: Our key statement:The Franco Leone limited needs to change the lookout of fast fashion and involve more of sustainability growth into market. This could be possible by joining hands together and make a contribution in small business growth. The company expects to contribute in purchase of high quality goods and reasonable price rather than spending huge amount in luxurious products. Promises:The Franco Leone limited promises to deliver effective products which are highly made with quality materials and give a comfortable experience. The company promises to give quality life and trendy designs to start the day with utmost confidence and standard. Why is the message true? The company promises to serve high quality goods which will add worth to customers purchase. The message for increasing sustainability and avoid show off by giving try to other brands products is effective and valid into market. As the growing fast fashion creates much difference among the poor and rich (Yang,2018). Half of the society believes in luxurious clothing which impact on others living standards as well as economic growth. This impact on the profitability of new and small business as people try to cut down their sales through spending in the luxurious brands. Therefore, the main message of the Franco Leone limited is about to rise the use of local market products which gives money worth satisfaction.
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Expected consumer response: There are different customer in the market who has different opinion, values and perception which impact on the organisation success. Therefore, the expected response of the customer upon the message of The Franco Leone limited would be positive. As almost every individual reach in favour with the sustainable standards of the company through which resources will not harm, poverty declines and equality rises. These benefits will lead to seek customer attention towards the business growth in the market. Also, there are half percent of population who believes in savings and getting quality products. Tone of voice: The tone of voice of the message will be professional and in decent manner. There will be no extra ordinary advertisements and banners will be provided to keep the promotion cost effective and use much investment in improvise quality of products. The style and aura of message will be represent through logo and tag lines (van Tulder, Verbeke, and Piscitello, eds., 2018). These messages will be deliver through various types of medium in The Franco Leone limited which are listed below: Brand personality and brand character TheFranco Leone limited is being the most reputed brand in the style of men footwear. Their trendy designs, durability and sustainability standards are the best feature which contribute as positive business concept in the society. Mandatory The company’s message needs to include some mandatory information for the relevance of customers (Monegro, 2021). These includes companies name, logo, address, contact number, postcard number social media handling. What is required to prepare: The initial material which are required to prepare for delivering effective communication are advertisement banners, landing material, digital tools etc. Limitations or challenges There are many challenges and limitation arrives in every business to enter into every market. Franco Leone Limited could face challenge for market trends in the UK (Top challenges of doing business in the UK, 202). The country has a lot of technology and innovative aspects
which could bother the financial stability of company. Therefore, a lot of challenges may occur while working in UK which is discussed below: The Franco Leone Limited might face challenges of legal structures as they meant to be but plan about setting limited liability organisation coma franchise or licensing distributor or agent or any third party business which will act as basic communication way for the government to interact with the business. The company could face cultural barriers in the UK. The person belongs to British culture which may influence in language, beliefs and their values. The Franco Leone Limited will face challenges of Brexit which may impact on trade in exportandimportinEU.Thiscreatesbarriersingrowthandlargecustomer engagements. CONCLUSION The report has concluded that international business requires various strategies and ways to deliver effective messages. Every organisation works for its specific purpose, visions and aim to brings some change in the customer behaviour and society perception. Therefore, the report has analysed the role of communication mix strategies in order to connect and interact with large audience to secure potential aims and objectives of business.
REFERNCES: Books and Journals: Shevtsov, Y. and Obolenska, T., 2020. Management of global marketing communications in the context of international business.Economics & Education,5(2), pp.90-95. Chevik, K., 2020.Marketing communications system in international business(Master's thesis, Caucasus International University). Pan, Y., Torres, I. M. and Zúñiga, M. A., 2019. Social media communications and marketing strategy:Ataxonomicalreviewofpotentialexplanatoryapproaches.Journalof InternetCommerce,18(1), pp.73-90. Chevik, K., 2020.Marketing communications system in international business(Master's thesis, Caucasus International University). Cao, X., 2021, December. Analyzing the Popularity of Zoom Video Communications Using MarketingMixTheory.In20213rdInternationalConferenceonEconomic Management and Cultural Industry (ICEMCI 2021)(pp. 301-305). Atlantis Press. Coudounaris,D.N.,2018.InauguralNordicInternationalBusiness&ExportMarketing Conference 2018 and Doctoral Colloquium: Annual Conference Proceedings–Book of Abstracts. Liang, B. and Wang, Y., 2021. Using integrated marketing communications to promote country personality via government websites.Place Branding and Public Diplomacy, pp.1-14. Brunzel, J. and von der Oelsnitz, D., 2021. “I have a dream” the vividness effect in international business communication.Corporate Communications: An International Journal. Quaye,E.S.,2021.CulturalValuesandMarketingCommunicationsinEmerging Markets.Marketing Communications in Emerging Economies, Volume I, pp.31-73. Yang, M., 2018. International entrepreneurial marketing strategies of MNCs: Bricolage as practiced by marketing managers.International Business Review,27(5), pp.1045-1056. vanTulder,R.,Verbeke,A.andPiscitello,L.eds.,2018.Internationalbusinessinthe information and digital age. Emerald Group Publishing. Alam, M.M., Aliyu, A. and Shahriar, S.M., 2019. Presenting women as sexual objects in marketing communications: perspective of morality, ethics and religion.Journal of Islamic Marketing.
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Monegro, M., 2021. Integrated marketing communications in tennis.ITF Coaching & Sport Science Review,29(83), pp.7-9. online FRANCOLEONELIMITED,2021.[online]Availablethrough <https://www.zaubacorp.com/company/FRANCO-LEONE-LIMITED/U74899DL1995 PLC074764> Top challenges of doing business in the UK, 2021[online] Available through < https://www.tmf- group.com/en/news-insights/articles/top-challenges/doing-business-in-uk/ >
CLIENT:BRAND:PROJECTNO: 1. Where are we now? [The company has both online and offline source of distribution. It sells their products explicitly through Amazon in India. Also, the products move to wholesalers, retailer and then to final customer. The company earns 10 million turnovers in an annual year. It aims to take the products into international markets. Especially Europe to gain large customer attention and international positioning (Chevik, 2020) ] 2. What do we want to achieve? [The Franco Leone limited needs to focus on bringing change into market. Current trendsin footwear marketare that, people want stylish wears like chains, beige colours, comfortable souls and classy and matte finish looks.] 3. How do we want to do/change it? [The company wants to change the purchasing behaviors of customer through effective communication techniques. Using communication tools and marketing communication mix elements. It will helps in achieving organizational vision and mission.] 4. Who is the audience for our communication? [The company deals in men footwear which targets the adult audience as these younger generation will contribute in their reasonable price products.] 5. Consumer Insight: [The UK audience is most attracted towards the fast fashion, trendy designs and durability in retail sector. They expect unique products which are new in designs and look that provides a classy look on the dress. In men footwear market, people look for the comfort, style and durability of shoes mainly for formal and sports purpose.] 6. What is the key message? [The main message of the Franco Leone limited is about to rise the use of local market products which gives money worth satisfaction.] 7. Why is this message true? [The organisation is using emotional communication mix strategy to attach and retain customer in the UK market. Through using emotional marketing mix concept, the organisation will be able to attract most of customers who are facing high pricing problems, inflation crises.] 8. Expected consumer response: [The customer will feel excited to see messages of the company as it will make them curious to experience such kind of products which will easily fit in their pockets.] 9. Tone of Voice: [climate, tone of the message): [Effective graphical presentation and inspirational quotes will be the best part of the messages to attract customers.] 10. What is the brand personality and brand character? [The brand is highly look for saving planet an resources through indulging ion cost effective ways for sourcing raw materials which gives pure quality of
shoes) 11. Mandatories: [what must be included in the message - e.g. page address, Infoline phone number, social media etc.] 12. What is there to prepare: [what specific elements of the projects we need to have e.g. film storyboard, sketch of the advertisement, prototype of the landing page, etc.] WHEN? DataoftheAgencybriefing: Presentationofideasforthe Client: