Franco Leone Limited: Communication Strategy for UK Market Entry

This report details Franco Leone Limited's strategy for international business communication, focusing on entering the UK market. It provides a business overview, situation analysis, and competitive activity assessment. The report identifies methods and means of communication, including advertising, public relations, sales promotion, and direct marketing, emphasizing the importance of understanding consumer insights through STP analysis. It explores entry characteristics and modes, such as exporting, contractual agreements (franchising and licensing), and investment, to establish a presence in the UK market, aiming to deliver affordable, high-quality footwear while changing consumer perceptions and promoting sustainable practices. The document is available on Desklib, a platform offering study tools and resources for students.

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

INTRODUCTION
The report aims to showcase the brand potential and activities in order to achieve
international business communication. Communication and marketing play crucial role 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
deals in men's formal footwear. The business owners brought innovative technique like
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 both to 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:

Segmentation Targeting Positioning
As per this method, the
company segregates their
crucial audience in terms of
different categories. The main
purpose is to divide customer
as per their critical factors. The
Franco Leone limited will
target the customer as per their
demographical segmentation
such as they mainly target
above the age group of 18
(Liang, and Wang, 2021).
This factors insist the
organisation to target potential
customer from the segmented
list. This will ascertain the
customer as per their income,
demands and standards of
living. The Franco Leone
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
the individuals difference of
poor and richer sections of
society.
this factor focus on keeping a
valuable brand name into
market. Positioning shows
how customer look for the
organisation product and
services. The company will
established a brand position
into wholly new market which
would be quite risky and
require effective strategies to
keep customer happy.
Therefore, they need to
position the market through
delivering crucial message and
follow ethical standards which
makes the company unique
from others. The Unique
selling point for Franco Leone
limited is that they will
provide shoes for employees
and professionals who
demands for class, 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 of The 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.

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
The Franco 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
export and import in EU. This creates barriers in growth and large customer
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: A taxonomical review of potential explanatory approaches. Journal of
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
Marketing Mix Theory. In 2021 3rd International Conference on Economic
Management and Cultural Industry (ICEMCI 2021) (pp. 301-305). Atlantis Press.
Coudounaris, D.N., 2018. Inaugural Nordic International Business & Export Marketing
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. Cultural Values and Marketing Communications in Emerging
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.
van Tulder, R., Verbeke, A. and Piscitello, L. eds., 2018. International business in the
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.

Monegro, M., 2021. Integrated marketing communications in tennis. ITF Coaching & Sport
Science Review, 29(83), pp.7-9.
online
FRANCO LEONE LIMITED, 2021. [online] Available through
<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: PROJECT NO:
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 trends in footwear market are 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?
Data of the Agency briefing:
Presentation of ideas for the
Client: