ALR310 - Marketing Communication Plan for Edmond Bruno Footwear - 2018

This report provides a comprehensive marketing communication plan for Edmond Bruno, an Australian footwear manufacturer specializing in premium leather lace-up shoes. The report begins with an executive summary outlining the promotional plan's objectives, followed by a detailed breakdown of the promotional budget, allocating funds across various media channels such as digital, online, and traditional marketing. The report then defines the communication strategy, including key messages tailored to the target audience of professionals aged 20-30, and identifies the sources influencing the brand's positioning. It analyzes the rationale behind the messages, addresses the competitive challenges, and describes the target audience and product characteristics. Furthermore, the report outlines the major selling idea focusing on style and social value, supported by sustainable sourcing information, and discusses advertisement appeals and execution. The conclusion summarizes the key findings and recommendations for effective marketing communication, emphasizing a customer-oriented approach to understand target market trends and maintain a competitive edge in the premium footwear market.

Running head: MARKETING COMMUNICATION
Marketing communication
Name of the student
Name of the university
Author note

1MARKETING COMMUNICATION
Executive summary
The aim of this report is to discuss about the proposed promotional plan for Edmond Bruno in
marketing their footwear in the premium and higher end market. This report discussed about the
pattern and format of the proposed and the approach of the advertisement to be followed. In
doing so, different elements are being discussed, which will help to have the most effective form
of marketing for Edmond Bruno. This report concluded that they should initiate customer
oriented approach to have better understanding of the target market trends.

2MARKETING COMMUNICATION
Table of Contents
Introduction......................................................................................................................................3
Promotional budget..........................................................................................................................3
Determination of the communication strategy................................................................................5
Identification of the key message for target audience.................................................................5
Identification of sources..............................................................................................................5
Rationale for messages................................................................................................................6
Identification of the problem statement...........................................................................................6
Identification of the target audience................................................................................................7
Product description..........................................................................................................................7
Identification of the major selling idea............................................................................................8
Identification of supporting information.........................................................................................9
Advertisement appeals and selling style..........................................................................................9
Advertisement execution...............................................................................................................10
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................12

3MARKETING COMMUNICATION
Introduction
The competitive scenario in the current business situations is causing the contemporary
business organizations to have an effective promotional and communication approach. This is
due to the reason that effective promotional approaches will help the business in staying ahead in
the competition. However, to have the effective promotional strategy, it is important to consider
a few factors such as proper allocation of funds, content and communication channels1. In the
previous assignment, it was identified that competition for Edmond Bruno is increasing with the
business situations are getting more competitive. Thus, it is important for them to have a holistic
promotional campaign.
This report will discuss about the allocation of the fund for promotional activities with
the help of a budget. In addition, the recommended communication strategy including the
message for the target audiences will also be provided and rationale behind it. This report will
also discuss about the problem statement and the design of the advertisements.
Promotional budget
Promotion Tools Amount
(in €)
Digital Media Marketing Tools
Facebook €4,000
Twitter €5,000
Youtube €7,500
Total Social Media Marketing expenses €16,500
1 Chen, S., Thomas, S. and Kohli, C., 2016. What Really Makes a Promotional Campaign Succeed on a
Crowdfunding Platform?: Guilt, Utilitarian Products, Emotional Messaging, And Fewer But Meaningful Rewards
Drive Donations. Journal of Advertising Research, 56(1), pp.81-94.

4MARKETING COMMUNICATION
Other Online Marketing Media
E-mail Marketing €25,000
Online Display advertisements €10,000
Other Online promotional Campaigns €29,000
Total Budget for Online Media €64,000
Traditional Marketing Media
Newspapers €10,000
Magazines €30,000
Total Print Media €40,000
TV Channels €75,000
Billboards €30,000
Total €105,000
Total Required Budget for Promotion €225,500
From the above budget, it is evident that major funds are allocated to the traditional
channels including the television, newspaper and magazines. This is due to the reason that
regardless of the domination of the online media channels in the recent time; traditional channels
are having greater effectiveness. Thus, the major funds are being allocated to this section. It
should be noted that higher end professionals are the target segment for Edmond Bruno and they
can be targeted through the news channels and magazines2. Furthermore, the second highest
allocation is being done for the online media, which is one of most emerging trends in the current
2 Koch, O.F. and Benlian, A., 2015. Promotional tactics for online viral marketing campaigns: how scarcity and
personalization affect seed stage referrals. Journal of Interactive Marketing, 32, pp.37-52.

5MARKETING COMMUNICATION
time. Thus, it can be concluded that allocation of funds for both the traditional and online media
will help Edmond Bruno in having the maximum reach in the market.
Determination of the communication strategy
Identification of the key message for target audience
For the male customers between the age group of 20 and 30 years, the message will be to
aware them about a new lifestyle brand in the footwear market with having more style and social
value. This message will be communicated across all the targeted age groups. This is due to the
reason that brand positioning of Edmond Bruno will be same across all the target segments3.
Moreover, innovation will be given the major focus in the communication process in order to
create the distinctive image in the market and among the higher end footwear brand.
“Introducing the most innovative and coming of age lifestyle leather brand for the most exclusive
users”. This message will help in creating the premium image among the customers and they will
be attracted due to the social value.
Identification of sources
One of the major sources is the competitors. This is due to the reason that Edmond Bruno
is operating in the niche customer segments and in this case, the positioning of the competitors
determine the positioning of Edmond Bruno. Majority of the players in this segment are
positioned their products on the basis of price and quality. This led to positioning on the basis of
innovation by Edmond Bruno4. However, on the other hand, the preference pattern of the
3 Ziliani, C. and Ieva, M., 2015. Retail shopper marketing: the future of promotional flyers. International Journal of
Retail & Distribution Management, 43(6), pp.488-502.
4 Danaher, P.J. and Dagger, T.S., 2013. Comparing the relative effectiveness of advertising channels: A case study
of a multimedia blitz campaign. Journal of Marketing Research, 50(4), pp.517-534.

6MARKETING COMMUNICATION
customers is also a determining factor for designing the communication message for Edmond
Bruno. This is due to the reason that communication approach should be made in accordance to
the taste and preference of the customers. Currently, the customers are expecting new designs
and innovations in the premium footwear market and thus Edmond Bruno created the message
accordingly. However, if the trend of the customers gets changed, then the message should also
be changed5.
Rationale for messages
Innovation is the key behind the achievement of success in the current business scenario
and it is not exception for the premium footwear industry also. Thus, innovation is being given
the major concentration over other factors. Moreover, it should also be noted that without
innovation, business will not be viable enough in higher end or mass market. This is due to the
reason that customers are willing to have newer products frequently6. On the other hand, the
addition of lifestyle element in the communication message will also be effective due to the
reason that higher end brands cannot only survive based on quality but also social value and style
quotient. Thus, with the addition of the lifestyle element, Edmond Bruno will be to communicate
the social value and status to be gained from the brand.
Identification of the problem statement
According to the previous assignment, the major problem being faced by Edmond Bruno
in their business is the increased competition from the side of the major competitors such as
Hugo Boss and Aquila. Both these brands are being positioned as premium and quality product
5 Zhurkina, L.S., Ukhanova, J.A. and Nikishin, A.F., 2015. Promotional activities in trade and different ways to
improve them. Austrian Journal of Humanities and Social Sciences, (5-6), pp.157-158.
6 Thorpe, A. and Bowman, H., 2013. Promoting discovery: Creating an in-depth library marketing
campaign. Journal of Library Administration, 53(2-3), pp.100-121.

7MARKETING COMMUNICATION
in the market. Thus, it is important for Edmond Bruno to have a distinctive promotional strategy
in staying ahead of the competition. Moreover, it is also should be noted that promotional
strategy of Edmond Bruno should be distinctive enough to create unique awareness and identity
in the market. Another major problem for Edmond Bruno is the lower brand identity for Edmond
Bruno as compared to their competitors7. This is due to the fact that Edmond Bruno has entered
in the market late compared to their competitors. In view to this situation, the promotional
strategy of Edmond Bruno will be discussed in the next sections.
Identification of the target audience
The target audience for Edmond Bruno will be professionals from the age groups
between 20 and 30. They are having preferences for fashionable products and intend to have
latest with them. Thus, the advertisement will also be designed on the basis of this target
audience and will feature young characters only. Moreover, the goal of the advertisement will be
to aware the customers about the benefits to be fulfilled by Edmond Bruno products.
Product description
The advertisement will be less informative and more aesthetic due to the reason that
Edmond Bruno will be positioned among the premium footwear segment and footwear is not an
unusual product. Thus, there is no need for providing much information regarding the generic
products. In addition, advertisement for the premium and niche products should be done on the
basis of aesthetic and social value and status and not on the basis of utilities8. Thus, the
advertisement will not have many explanations; rather the feel good and lifestyle factors will be
7 Ginevičius, R., Podvezko, V. and Ginevičius, A., 2013. Quantitative evaluation of enterprise marketing
activities. Journal of Business Economics and Management, 14(1), pp.200-212.
8 Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the transformation of
marketing. Journal of Business Research, 69(2), pp.897-904.

8MARKETING COMMUNICATION
given most concentration. The advertisement will be designed in such as a way that it will aware
the customers regarding the social values to be gained. Thus, the styles, colors and aesthetic
value of the advertisements will be more focused over other elements.
Identification of the major selling idea
It is to be noted that in the premium fashion segment, customers prefer the style and
social value more over utilities and it is evident in the marketing activities of different luxury
fashion brands. However, the promotional strategy of Edmond Bruno will have two ways
approach focusing on both utilities and social statement of the products. Initial focus point for the
advertisement will to create the lifestyle and premium statement9. This is due to the reason that
customers will initially get attracted towards the promotion only if they are feeling positive about
it. In the next stage, the utilities of the product will be communicated, which will further create
the points of difference between the products of Edmond Bruno and their competitors. The major
selling idea for Edmond Bruno will be the style. Promotional strategy of Edmond Bruno will
promote fast fashion concept, which will help to convey the message that latest styles will be
offered in every time. This will also be a major point of difference with the competitors because
Edmond Bruno will be the first in introducing new designs and styles in the market. Another
major point of difference with the competitors will be the approach of the advertisements. This is
due to the fact that majority of the competitors are giving royal treatment to their advertisements
in depicting their premium image10. On the other hand, Edmond Bruno will design their
advertisement in more causal and formal way. This will help in conveying the fact that footwear
9 Mintz, O. and Currim, I.S., 2013. What drives managerial use of marketing and financial metrics and does metric
use affect performance of marketing-mix activities?. Journal of Marketing, 77(2), pp.17-40.
10 Huang, Y.T. and Rundle-Thiele, S., 2015. A holistic management tool for measuring internal marketing
activities. Journal of Services Marketing, 29(6/7), pp.571-584.

9MARKETING COMMUNICATION
of Edmond Bruno can be usable for daily purposes along with maintaining the social value.
Thus, the differences in the approaches of the advertisements will be beneficial in creating
another point of differences between the Edmond Bruno and their competitors.
Identification of supporting information
One of the mandatory aspects that should be included in the advertisement is the
sustainable sourcing of the materials. This is due to the reason that communication of the
sustainable sourcing of the materials will create positive awareness among the target customers
and the social value will further get amplified. On the other hand, even though this is not
mandatory to show in the advertisements but it will act as the point of differences with that of the
competitors11. Furthermore, customer protection act will also be followed in order to have the
assurance that no misleading information will be communicated to the customers. Thus, the
customer assurance will be more and this can also act as a competitive factor for Edmond Bruno.
Advertisement appeals and selling style
Common characters will be used in supporting the selling idea rather than the celebrities.
This is due to the reason that daily purposes element cannot be communicated through the
advertisements with celebrities. Thus, the appeal will be maintained as causal as possible.
Moreover, characters to be used will be from the younger generation due to the reason that it will
help to target the concerned target segments effectively12. On the other hand, in terms of the
selling style, soft tell approach will be initiated due to the fact that it will help in having better
11 Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business
Horizons, 57(6), pp.703-708.
12 Rothschild, A.R. and Slomkowski, R.S.M., 2013. System and method for adding an advertisement to a personal
communication. U.S. Patent 8,527,345.

10MARKETING COMMUNICATION
retention ratio of the customers. Moreover, soft tell approach will be effective in creating the
better feel good factor for the targeted customers.
Advertisement execution
It is recommended that Omni Channel approach will be followed in executing the
proposed advertisements. This will involve both the online and offline mediums, which is further
help in having holistic implementation process. However, it should also be noted that customer
oriented approach will also be followed due to the reason that it will help in assigning the
advertisements according to the market trends13. This is important in the current time due to the
reason that trend in the market is getting changed in more frequent manner than ever and
initiation of the customer oriented approach will ensure that advertisement of Edmond Bruno
will be in line to this trend. Implementation of the online mediums will open up new
opportunities due to the reason that more avenues such as social media can be utilized by
Edmond Bruno in promoting their advertisements.
Conclusion
This report concludes that the current competitive scenario of Edmond Bruno is leading
to the importance of an effective promotional strategy. There are number of elements being
discussed in this report including the communication strategy, target audience and problem
statement. It is identified that the proposed promotional strategy for Edmond Bruno will be
beneficial in creating point of differences with that of their major competitors. In addition, the
design of the proposed advertisement is being discussed along with their appeal and approach.
This report recommended that customer oriented approach should be followed in having better
13 Wang, J.S., Cheng, Y.F. and Chu, Y.L., 2013. Effect of celebrity endorsements on consumer purchase intentions:
advertising effect and advertising appeal as mediators. Human Factors and Ergonomics in Manufacturing & Service
Industries, 23(5), pp.357-367.

11MARKETING COMMUNICATION
alignment of their advertisements with that of the market trends and preference pattern. It is
expected that effective implementation of the proposed advertisement in this report will help
Edmond Bruno in having maximum reach in the market and among the targeted customer
segments.

12MARKETING COMMUNICATION
Reference
Chen, S., Thomas, S. and Kohli, C., 2016. What Really Makes a Promotional Campaign Succeed
on a Crowdfunding Platform?: Guilt, Utilitarian Products, Emotional Messaging, And Fewer But
Meaningful Rewards Drive Donations. Journal of Advertising Research, 56(1), pp.81-94.
Danaher, P.J. and Dagger, T.S., 2013. Comparing the relative effectiveness of advertising
channels: A case study of a multimedia blitz campaign. Journal of Marketing Research, 50(4),
pp.517-534.
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), pp.897-904.
Ginevičius, R., Podvezko, V. and Ginevičius, A., 2013. Quantitative evaluation of enterprise
marketing activities. Journal of Business Economics and Management, 14(1), pp.200-212.
Huang, Y.T. and Rundle-Thiele, S., 2015. A holistic management tool for measuring internal
marketing activities. Journal of Services Marketing, 29(6/7), pp.571-584.
Koch, O.F. and Benlian, A., 2015. Promotional tactics for online viral marketing campaigns:
how scarcity and personalization affect seed stage referrals. Journal of Interactive Marketing, 32,
pp.37-52.
Mintz, O. and Currim, I.S., 2013. What drives managerial use of marketing and financial metrics
and does metric use affect performance of marketing-mix activities?. Journal of
Marketing, 77(2), pp.17-40.
Rothschild, A.R. and Slomkowski, R.S.M., 2013. System and method for adding an
advertisement to a personal communication. U.S. Patent 8,527,345.

13MARKETING COMMUNICATION
Thorpe, A. and Bowman, H., 2013. Promoting discovery: Creating an in-depth library marketing
campaign. Journal of Library Administration, 53(2-3), pp.100-121.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Wang, J.S., Cheng, Y.F. and Chu, Y.L., 2013. Effect of celebrity endorsements on consumer
purchase intentions: advertising effect and advertising appeal as mediators. Human Factors and
Ergonomics in Manufacturing & Service Industries, 23(5), pp.357-367.
Zhurkina, L.S., Ukhanova, J.A. and Nikishin, A.F., 2015. Promotional activities in trade and
different ways to improve them. Austrian Journal of Humanities and Social Sciences, (5-6),
pp.157-158.
Ziliani, C. and Ieva, M., 2015. Retail shopper marketing: the future of promotional
flyers. International Journal of Retail & Distribution Management, 43(6), pp.488-502.