Published by MBA Skool Team, Last Updated: August 20, 2017
Marketing Strategy of Asus analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Asus marketing mix, help the brand succeed in the market.
Asus marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Asus Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Asus marketing strategy can be explained as follows:
Asus is one of the leading computer and consumer electronic companies in the world. Asus also have a very wide range of electronic products in its marketing mix like Mobile phones ZenFone series, Phone Accessories (Power Banks, Adapters, Cases, Covers & Sleeves, Screen Protectors, Headphones & Headsets, Flash, Battery Charger), Laptops (Zenbook Serie, Vivobook Series, F Series, FX / ZX Series), 2-in-1 PCs (Transformer Book series (Detachable), VivoBook Flip Series, ZenBook Flip Series), Laptops Accessory (Adapters, Docks), Tablets (ZenPad, Fonepad, Transformer Pad, Vivo Tab, Nexus, MeMO Pad), Tablet Accessory (Cases, Covers & Sleeves), Motherboards, graphic cards, Zenwatch, Desktop, Display (4K & WQHD, Professional, 3D & Gaming, Wide-Viewing, Portable, Eye Care), Wireless routers, headphones, video recorder. Asus also launches a gaming kit like ROG (Republic of gamers) which attracts the PC gamers and also make Asus stand out of the league. One of the good thing about products Asus produce is that along with the central or core line of products it also provides a supporting line of items. It is observed that if any core line product is successful and generating a good revenue then the supporting products itself sells out themselves. With this huge and diverse product line diminishes the danger of product failure for Asus and they are able to consistently launch new innovative products, hence maintaining the cash flow.
Image: company website
Asus Price/Pricing Strategy:
Below is the pricing strategy in Asus marketing strategy:
Asus focuses on aggressive pricing to compete with other competitor brands.
For the electronic products price differentiation is not a major factor as even after Asus keep a little low price than its competitors, average price is high so every user demands for a better quality products. Asus mainly uses a penetration estimation as during the launch of any new product it has an innovation and new features advantage through which it can control the pricing in its marketing mix strategy. Asus lately entered into the mobile phones market but has quickly made up its mark with the help pf penetration estimation and the need to continue with that in order to sustain in that market. Other than this Asus also offers a product blend pricing technique in which it offers its supporting line items at a cheaper price if one of the central product is bought along with it. For ex: if you buy a ZenFone mobile phone then accessories like headphones, power bank will be given at a low price. Asus also gives discount, promotional prices in order to attract new customers. These types of strategies also enhances the sales volume of the products.
Asus Place & Distribution Strategy:
Following is the distribution strategy in the Asus marketing mix:
Asus distribution channel works in 2 way. One of it is Asus sell its own products to users directly through Asus stores. This technique is useful as it increases the margin by cutting down the income of intermediaries but also restrict the no. of sales as Asus stores are not necessarily be at every location and also it is not necessary for every user to go to Asus store for purchasing anything. Secondly it functions as the third party purchases the items from Asus and then sell it to the consumers. In this channel no. of products increases as the end client sale does not depends on Asus but it also reduces the margin as the third party always purchase product on a low cost in order to get its own profit. Retailers generally purchase products from Asus where all the accessories i.e. supplement products are also available along with the core product. Asus products moves all over the country mainly through the retailers and merchants, from e-commerce sites to the distributor and then to the end consumer. One of the good thing about Asus is that it’s all items can be easily discovered in all locations which helps the consumer in buying any item.
With its strong chain of dealers and merchants like Redding ton it is available in more than 32 nations.
Asus Promotion & Advertising Strategy:
The promotional and advertising strategy in the Asus marketing strategy is as follows:
For promotion of its products Asus focuses on age segmentation like laptops users are mostly youngsters going out to college or schools, working population or is a home asset. So every advertisement is focused on this age segment only. Generally Asus doesn’t spend much on its product promotion it more relies on their quality for sales. In order to reach out to the shoppers with a mass communication Asus upload a video on social sites explaining all about its product and features whenever it launches a new product. This helps Asus to reach out more and more audience without even spending much. Along with this Asus also uses traditional methods like flyers and banner advertisement in their store rooms. Asus uses techniques like pitching their products on e-business sites and giving more discount in order to increase the visibility of their new products. Asus also organizes big national events for gaming that increases the visibility of its brand, products and also attracts new users towards their products. This concludes the marketing mix of Asus.
Asus is a multinational Taiwanese company which leads in the world of electronic gadgets like computers, laptops, mobiles etc. It is currently 4th largest PC seller in the world. For its performance Asus has also been recognized by Business week “InfoTech top 100” and it is also ranked as one of the top 10 IT companies in Asia. Asus is currently positioned in 32 nations with 400 service partners around the world.
In every different product profile Asus faces a huge competition like in laptop and PC it has HP, Dell, Apple’s Macbook, Acer as its rivals and in mobile phones it has Samsung, apple, Micromax, Motorola and many more. Asus has the policy to focus on innovation as the whole future lies with it.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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