ASOS MARKETING STRATEGY
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ASOS - DISCOVER FASHION ONLINE
ABOUT ASOSEstablished in June 2000. ASOS is the UK's largest independent online
fashion and beauty retailer, offering over 40,000 branded and own label product lines.
1.3 active online customers.1000 new products to its range every week.Target audience is 16-34 year olds – but
20% of current customers are aged over 35.
SWOT Strengths:-Reasonable prices and wide range of choice
available.The concept of worn by celebrities model dresses.Weaknesses:-Lack of physical feel of the product.Doesn’t guarantee the availability of other brands.Opportunities:-Increasing number of online shoppers.Ever changing fashion trends.Threats :-Emerging competitors.Established brands opening their own online stores.
PRODUCT LIFE CYCLE• Different stages of Product Life Cycle.
•All products pass through this cycle although they behave independently of the other.
•The life cycle of fashion items are relatively shorter than other products due to various factors influencing it such as new trends, changing fashion, seasonality.
PURPOSE OF PLC for ASOSCan plan the introduction and withdrawal of
productsBe able to predict when revenue will flow in
and calculate the profitability of product lines.plan the appropriate type and level of
promotion for different productscan support products through the entire life
cycleThey can plan pricing strategies to extract as
much revenue as possible at every stageExample : TIGERWOODS ENDORSED NIKE T-SHIRTS. Introduction: premium, high priced. Growth: Promotions and discounts Maturity: heavy discount Decline : product replaced.
APPLICATION OF BOSTON MATRIX
STARSNew launched products like New Mosto Jacket, etc
QUESTION MARKFeatured items e.g. Converse shoes All Stars product red hi top trainer, etc
DOGSSale/clearance items e.g. TFNC Dress With Pleat Sleeve, etc
Low HighMarket Share
Low
Hig
h
Mar
ket
Gro
wth
CASH COWMature products that always sells like T-shirt and own-branded shirt
•Build•Hold•Harvest•divest
HOW ASOS CAN USE BCG MATRIX
convert the Question Marks and Stars into Cash Cows of the future.
extending promotions.manage the Dogs either by removing the
item and cutting costs or reducing the price to sell quickly or re-using the materials
The profits earned from Cash Cows can be used to develop and promote Stars.
PROMOTION STRATEGIESCelebrity Endorsement – Jessica chastain.Fashion Trends - Look alike products of
latest trendsASOS Membership Card. NUS card’s
discount.Imaging of items , catwalk’s.Linking the clothes range to accessories.Wide range of discounts.Asos magazine.Social networking.
EXTENSION STRATEGIES EXISTING STRATEGIES:International market. Other products such Accessories, beauty and jewellery.Market place.
OTHER STRATEGIES WHICH CAN BE USED ARE :Constant qualitative and quantitative research.Expand the number of brand users.Product modifications.Using the marketing mix more effectively.
ACTION POINTSMonitoring and ensuring the product life cycle
(product portfolio) continue to meet the needs of its customer.
Increasing ASOS brand awareness as a “Must have’ fashion item.
Increase customer relationship management.Improve the spending power of existing customers.Reduce the usage of the social networking websites.Updated software which can do suggestive, switch
and swop selling automatically.
LEARN’T OBJECTIVESAs a manager it is important to understand the
product life cycle. It will help in promoting and extension strategies.
Innovation through Boston matrix.Different techniques which can be used in the
analysis of a company.Role of marketing in the planning and success of the
company.
THANK YOU