Marketing Strategy of ASOS analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on ASOS marketing mix, help the brand succeed in the market. Let us start the ASOS Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in ASOS marketing strategy can be explained as follows:
ASOS is a leading e-commerce retailer in fashion based out of UK. ASOS sells clothes, shoes, beauty accessories to the consumer directly. It can be purchased using internet or using an app. The products can be of made by ASOS or by many other brands with it has partnered for both men and women. They have started a new brand called Little ASOS for the kids. On their store they have several big brands like Nike, Adidas, Calvin Klein etc.
for the apparels and Bourjois for the beauty products. They have huge marketing mix product portfolio in their portal which shows that they can cater to different variety of people. Overall, the ecommerce portal has more than 800 brands to offer to its customers. Some of its subsidiaries include Topshop, Topman and Miss Selfridge, which have strengthened its position in the market.
ASOS Price/Pricing Strategy:
Below is the pricing strategy in ASOS marketing strategy:
ASOS have adopted the affordable & competitive pricing strategy. They have wide range of products covering the whole spectrum of prices.
The products which are sold are of good quality but at a cheaper rate. They have mid-season and end-season sales in which they sell product at a much-discounted rate. Most of the times ASOS do not charge the delivery charge but in some cases, they charge delivery charge. Annually, the company has a revenue of approximately $3 billion, making it one of the most prominent players in UK.
Following is the distribution strategy in the ASOS marketing mix:
ASOS was originally an internet-based platform for the shopping of apparels and footwear. Now they have also started smartphone-based app for both Android and iPhone for ASOS. The products will be sent to their registered addresses after they have paid for the product. They used to have warehouses where they would store the products. Now they have warehouses at different locations in UK from where they can easily send the product.
Being an ecommerce player, the brand has business operations which have spread 200 countries.
ASOS Promotion & Advertising Strategy:
The promotional and advertising strategy in the ASOS marketing strategy is as follows:
ASOS’ main source of promotion is their website and mobile app. It consistently mails and updates to the registered email ids. They also send leaflets and booklets via post and deliveries for their promotion. On social networking sites like Facebook and Twitter, they have created groups and communities to constantly update about their products and discounts. Being an online brand, ASOS engages with its customers via social media campaigns and video content, which helps connect with its target audience.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of ASOS.
As ASOS is a web-based company, it has much less employees as compared to a brick and mortar-based company of similar scale. Employees are hired for management, technical, customer support and warehousing purpose. Currently they have more than 250 employees compared to 47 when they have started the company.
The shopping process at ASOS is different than a physical store. As it is an online portal, consumers can only see the pictures of the product, but they cannot try the product. Once they select the product, they can add it to their cart and checkout by paying through credit/debit card or Cash on Delivery. Once payment is done, the product is shipped to their addresses
As ASOS is an internet-based company, people interact with this company at their own convenience. They receive the product physically with the receipt of the product. The ASOS website and mobile application is very simple to use and all the latest discount and offers are displayed to the consumers at first so they will get maximum benefit. Hence this completes the marketing mix of ASOS.
ASOS is an app and online based fashion retailer founded in 2000 in London by Nick Robertson and Quentin Griffiths. ASOS was an acronym for AsScreenOnScreen for the first couple of years. In 2003, it got registered in Alternative Investment Marketing of London Stock Exchange after which it got completely converted to ASOS PLC. ASOS believes in equal rights for all and has partnered with brands who support the same cause. It has also partnered with British Paralympics Association to provide them with formal outfits for promotion.
ASOS believes in great style without compromising on the impact on environment and animals. They have started ASOS Foundation who have partnered with many organizations to perform charity in India, UK and Kenya.
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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