Amazon plays a key role in an integrated marketing communications plan for the French fashion retailer Fruitrouge. The plan aims to drive traffic to Fruitrouge's new store on Amazon, convert visitors to customers, and strengthen the brand. Key elements include pay-per-click ads on Amazon, guest bloggers, exclusive offers for Amazon shoppers, social media advocacy, and competitions to build the online consumer community. The 6-month multi-channel plan leverages Amazon's brand and marketplace to increase Fruitrouge's visibility, sales, and customer loyalty.

1. Integrated Communications
LS-DMB-JUNE14-38436346
May30, 2014
1
Identifythe value of Amazon inthe context ofthe changing role of media
Amazonhelpsretailorsreachalarger,internationalaudience.Organisations are able to create and
manage theirowne-commerce portals throughanalreadyestablished andreputablebrand. The
diversificationof the Amazonbrandhasmade the website aninternationalone-stopshop.
Amazonallowsretailertosimplyandcost-effectivelyreach tensof millionsof potentialnew
consumersandalso takescare of customerservicesinlocal languages.Amazon’se-commerce
expertise,productsearchandpaymenttechnology are key elementsforretailersandtheir
customers.
In 2006 remote computingservicescalledAmazonWebServices(AWS) waslaunched online.AWS
allowsbrandstobuildunique websitesusingtriedandtrustedAmazontechnology. Withthe
changingrole of mediashiftingfrom traditional advertisingtodigital marketing Amazonoffers
brandsthe choice andfreedomtocreate theirveryownspecialisede-worldsinwhichtowoo and
wowpotential consumerswithinasafe andreliableinfrastructure.
The value of Amazon in the changinglandscape of mediaandthe evolutionof the digitaleraincludes
the following:
 Amazonhas a massive digital footprintandequallyimpressivefollowing
 Productsare easiertofindandpurchase online throughthe visibility andnotorietyof the
Amazonbrand
 Retailershave the possibilityof sellingtheirproductsonall five AmazonMarketplaces
 There are noproduct listingfees
 Amazonalsooffersretailersthe optionof pay-per-clickproductads to furtherboostsales.
 Amazonboastsa formidable securityandfraudprotectionsystem
Evaluate Amazon as a communicationsmediumand its linkswith other media
Amazonisperceivedas a highly credible communicationsmediumthere consumers considerthe
products/services offered asbothreliable anddesirable. Amazonalsooffersconsumersthe space in
whichto voice theiropinions,rate andshare theirpurchasesonline aswell ason theirsocial media
pagesdisplayingtransparency andcollaboration withinagreaterdigital mediacommunity
Amazonallowsretailerstomerchandise relatedproductsandbetterintegrate the overall brand
experience. Furthermorethroughselected SponsoredProducts Amazonhelpsbrands promotetheir
productsonline andclearlycommunicate promotional offers,new products,bestsellers,etc.
In comparisonwithconventional communicationmediumslike televisionsandradio Amazonis
extremelylowcost.Andunlike otheronlinemarketplace websitessuchasEbay,Groupon and
Priceminister,Amazonis more accessibleforconsumersandoverall more costefficientforbrands
withinbothsmallerandlargerorganisations.
Furthermore,withProductAds there are nomonthlyfeesor minimumexpenditure;thissmartpay-
per-clickadvertisingprogramme takes intoaccountthe pricesandcategories of the advertised

2. Integrated Communications
LS-DMB-JUNE14-38436346
May30, 2014
2
products.Retailersimplementtheiroverallaswell asdailybudgetsfromthe outsetandare
therefore incontrol of all the costs.
Amazonalsosendsmarketingemailsandnewslettersthattargetsspecificcustomersbasedontheir
shopping/browsingbehaviourpatterns.The Amazonsmartphone applicationisaquickand easy way
to shopand receive alertsonspecial promotions,sponsoredproducts andpreviouslyvieweditems
as well asallowingmobile anddigital consumerstoshare recentpurchasesandcompile shopping
wishlistsforfriendsandlovedonesbothonline andonothersocial mediaoutlets.
Assessthe role of branding communicationsand brand developmentwithine-commerce
platforms such as Amazon
Brandingcommunications andbranddevelopmentare ongoingprocesses.Theyare essentiallythe
art of ‘selling’ ideasordreamstoa selectedtargetaudience.
Consumers are notseducedbya brand’sname,logo, website, productorservice,butbythe imagery
and emotional experiencesthatthe brandevokes usingall of the above. Inbranding
communications perceptionisking. However,inbranddevelopmentperceptionis fuelledbythe
realisationof apromise.
Consumers’ experiencesare basedlessontheirsensesandmore ontheirbeliefs.The role of
brandingistherefore toconnecta brand’sstorywitha specificaudience inordertoenchant,inspire
and involve theminthe visionandvalue of the organisation. Itistherefore importanttoknow a
brand’s targetaudience before effectivecommunicationscanensue.
E-commerce platformssuchasAmazonplaya keyrole in enablingorganisationstoclearlyidentify
and targettheiraudiencesbyusingSearchEngine Optimisationsfedbyconsumerbehaviour
analysis.Notonlydoorganisationssuchas Amazonfunctionas marketplacesforretailersto
showcase and‘sell’theirbrands butprogrammessuchasAmazonWeb Servicesalsoact as a
powerful podiumonwhichcompaniescanstandontheirowntwo feetand artistically narrate their
brands’unique stories.
Multi-brandorganisations likeEbayandAmazon alsocater to the consumersdesire to communicate
and share theirownpersonal stories throughtheirhabitsandpurchases. Byallowingconsumersto
engage indialogues andshare theirindividual experiencese-commerce platformsenable retailersto
betterestablishand developtheirbrand inthe marketplace.
The ultimate role of brandcommunicationsandbranddevelopment withinalargeronline
marketplace settingistodecipherthe commontopicsandthe contextual landscape thatbestand
mostaccuratelyrepresentsanorganisationandits targetconsumers.Indoingso,companies
demonstrate theircredibilityandlong-termcommitmentandinvite consumers toemotionally
engage andinvestinthe brands’core beliefsystems.

3. Integrated Communications
LS-DMB-JUNE14-38436346
May30, 2014
3
Outline a co-ordinatedmarketing communicationsplan for a product/service that can be
developedwithAmazonplaying a lead role
CONTEXT ANALYSIS
[PLEASESEE ADDITIONALUPLOADEDDOCUMENTFORFURTHERBACKGROUNDON CHOSEN CASE
STUDY ORGANISATION]
 Strengths - By diversifyingpartneringwithotheronlineretailers aroundthe worldFruitrouge
reinforcesrevenue andearns amuch covetedinternationalstatus thatboostsmorale and
keepsthe organisationbuoyantastheynavigate uncharteredandoftenchoppy e-commerce
waters.
 Weaknesses –Venteprive, the leadinge-commerce company inFrance, dominatesthe
marketsector.The organisationhas considerable largerresources andistherefore nomatch
for the likesof Fruitrouge.
 Opportunities–Withover900,000 subscribers andaroundeighttotwenty exclusive ready-
to-wearsaleseveryweek Fruitrougeiswellpositionedtocapitaliseonsucha large following
withconsiderableconversionpotential.
 Challenges –Customerloyaltyisweak;currentlymarketresearchshows thatonaverage
Fruitrouge consumersonlypurchase 2.2timesperannum.Withthe growinge-commerce
boomthe company nowhas more formidable competitionthaneverbefore.
TARGET AUDIENCE
o Female,age 25 to 50 and residentinFrance
o Employedwithadisposal income
o Technologicallycompetent
o Activelypresentonsocial media websites
o Fashionaware andimage conscious
o Reward-driven,bargainhunters
OBJECTIVES
 To drive trafficto the new Fruitrouge e-shoponAmazonby40%
 To convert45% of these new visitorsto customers
 To strengthen brandimage, consumerbase and brandloyalty byrealisinga50%
increase in the currentcustomeraverage bi-annual purchase of 1.1%
 To build anauthentice-communitywhere the consumerfeelscherishedaswell as
empoweringthemwith useful educationaltools thatincrease online subscriptionsby
30%

4. Integrated Communications
LS-DMB-JUNE14-38436346
May30, 2014
4
COMMUNICATIONSSTRATEGY
The brand communications strategyis businesstoconsumer(B2C) aswell asbusinesstobusiness
(B2B) focused since Amazonwill be akeyplayerinexecution.
In orderto establishthe mosteffectivestrategyit’simperative toanswerthe followingquestions:
What are the common topicsthat Fruitrouge most effectivelyrepresents?
 Fruitrougeembodiesthespirit of fashion mavericks who celebrateand embraceeach new
dawn asthe perfectoccasion to showcasea brand new look and animatea fresh chapterin
their extraordinary lifestories.
What are the beliefsystemsthe organisationhas put into play to communicate this and
therefore engage itsconsumers?
 Kaleidoscopesof stylesdisplayed in an array of daily online privatesales and atcompetitive
prices to makeconsumersfeelrewarded, special,even lucky.
In the currentbrand saturatede-commerce marketplace positive consumerexperiencesand
emotional involvementare farandfewinbetween.More thanjustpurchasingitemsof garmentson
a website, attheircore, Fruitrouge consumersare investinginsomething biggerandthe company’s
abilitytoclearlydefineand identify the keyfactors iscritical tothe successof the communications
plan.
Amazon'sstoryof beingthe innovative leadersof e-commerce becomesasharedequityfor
Fruitrouge. Notonlywill the Fruitrouge now have more visibility asa resultof itsnew Amazone-
shopbut the Frenchcompany will alsobe able toleverage the Amazonbrandtodevelopandsell
theirownproducts.The interface fundamentallydeterminesthe behaviour.
In a nutshell the six-monthcommunicationsstrategy will feature the following essential steps:
o Empathise – Fruitrouge’sconsumers share apropensityto wanttofeel special andrewarded
on a dailybasis.Toemotional involve existingcustomersandentice new onesthe company
mustfirstput itself initsaudiences’shoes
o Advocate – Celebrate the consumerandtheirlifestyles throughsocial mediaandthe
company blogin orderto weave theirindividual,intricate storiesintothe fabricof the brand
o Invest– Engage the consumerina long-termcommittal relationship thatgoesbeyondthe
six-monthcommunicationsplan inanattemptto formbondsand forge lifelongbrandloyalty
o Curate – Customise eachof the brand’scommunicationsmediums tomore accurately cater
to itsdiverse customerbase
o Teach – informthe consumersothey don’tjust feel lucky/special and rewardedbutalso
empowered

5. Integrated Communications
LS-DMB-JUNE14-38436346
May30, 2014
5
EXECUTION
The marketingmodel A.I.D.A (attention,interest,desire andaction) canbe usedto effectively
execute the brandcommunicationsplan.
Attention
Curate and setup separate social mediapagesandblogssuchas Fruitrouge/Amazontocater
exclusively tothe brand’s Amazonvisitorsand Fruitrouge/Life orFruitrouge/Teach withthe aimto
celebrate, educate andempowerconsumers.
Feature educational style tips,cookingrecipes,travel guidesandinteriordesign segmentsto be
publishedinleadingnational weekly women’smagazinessuchasFemme Actuelle,Elle andStylistin
orderto raise brand awareness andalertnew audiencesof Fruitrouge’spresence onAmazon.
Publiclysupportcharitiesandnon-profitorganisationinFrance andaroundthe world. By spending
time,donatingresourcesandsharingexpertise the branddemonstratescare andcompassionthat
supersedesfinancialgain whichnotonlysetsastellarexampleforitsconsumersandother
businessesbutalsoincreasesthe brand’scredibility.
Interest
Use recurringandrelevanthashtagstokeepthe brand’scommontopics consistentlytrendingon
social mediaoutlets.
EnlistSearchEngine Optimisation,sponsoredproductsand pay-per-clickproductadsonAmazon.
Host influentialfashion trendsetters asguestbloggers/curators forthe brand’s respective blogsin
orderto remainrelevant, initiatedialogue andpush advocacy.Storytellingis amagical tool that can
be usedto dream up spellbindingexperiencesthatwill organicallycreate genuine consumer
affectionforthe brand.
Heraldeach brandnewday byposting funfacts aboutthe day inhistory,celebritybirthdays aswell
as announcingspecial sales onsocial mediasitessuchasFacebook,twitter,Instagram, google+and
pinterest.
Sende-cardsoncustomers’birthdaysandcommemorate membershipanniversariesandmilestones
to establishanauthenticemotional relationship.
Desire
Run promotions exclusive toAmazonshopperstoincrease traffictothe website andconvertvisitors
to consumers.
Employincentivessuchasfriendrecommendation rewardschemesto reacha wideraudience
throughWord of Mouth (WOM).

6. Integrated Communications
LS-DMB-JUNE14-38436346
May30, 2014
6
Action
Launch regional competitionstowinprofessional photosessions.Featuresubscription flashcodes in
weeklywoman’s magazinestoboostconsumerdatabase andraise brandawareness.Finally,postall
the winners’ picturesand storiesonthe brand’ssocial media sitesandblogstopromote advocacy
and buildonlineconsumercommunity.
Deployradioadvertisementsthatdrive new traffictothe Fruitrouge Amazone-shopsite aswell
alertingthe audience of the brand’sownwebsite andsocial mediapresence.
FRUITROUGE
COMMUNICATIONS
PLAN
SEPT OCT NOV DEC JAN FEB Total
%
Lifestyle press
educational segments
5% in
STYLIST
5% in FEMME
ACTUELLE
5% in
ELLE
5% in
STYLIST
20
Amazonpay-per-click
ads
5% 10% 5% 20
Guestbloggers 3% 4% 7
Amazonexclusive offers 5% 3% 8
Friendsrewardscheme 2% 3% 3% 8
Photocompetition flash
codes
7% in STYLIST 8% in FEMME
ACTUELLE
15
Radioadvertisements 5% 5% 10
Charitywork 2% 2% 3% 3% 2% 12