Marketing Report for ASOS: Branding, Positioning, and Marketing Mix Strategies

This report analyzes the branding and positioning strategies of ASOS, an online fashion and beauty store, and examines its marketing mix. It provides recommendations for improving the marketing strategy through the use of technology and new marketing strategies. The report includes a discussion of the purpose, consistency, emotion, flexibility, employee involvement, loyalty, and competitive awareness of ASOS's branding strategy. It also covers the company's product mix, price mix, place mix, and promotion mix strategies. Course code and college/university are not mentioned.

Marketing report

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Branding strategy and positioning strategy for marketing of the organization...........................3
Marketing mix of ASOS organization.........................................................................................7
Recommendation of improving marketing strategy through the use of technology and new
marketing strategies.....................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is mainly defined as the process of Selling various products and services by
adopting various strategies as to attract large number of customers as to purchase products which
increases sales and result in increased revenues. Marketing plays important roles for growing
business as by promoting brands as by focusing on the engaging the content which ever-
increases sales with growing the brand awareness. ASOS, is recognized as the online fashion and
beauty store. It is mainly retailing the product and services including wide rage of products
portfolio as women clothings, men wear, accessories, footwear, jewellery and cosmetics
products. Marketing of ASOS, mainly describing about its 4 p' s including the products, price ,
place and promotion of the products. The retailer company is mainly established for Selling its
products with using online platform. ASOS is Selling more than 850 brands in the range of
clothing and accessories with targetting with youth and adults age group. This report provide
details about analysing the branding strategy with positioning the company in the dynamic
market place. Further, examining the current marketing mix used by the company and analysing
its 4 p's. Lastly specifying recommendations for improving the marketing strategy used by the
ASOS. Further, using the technology as a tool for improving and creating new marketing
strategy.
MAIN BODY
Branding strategy and positioning strategy for marketing of the organization
Branding is the part of business in which the business plans on outlining the ways in
which the company is able to build the rapport and favorability within the market. The main goal
of brand for an organization is to make the products of the organization eye catching towards the
consumers. ASOS which is retailer brand is considered to be very effective in the quality of the
products that it is able to provide its customers. In this organization Branding is very important
as it is the key factor that is responsible for the ways in which the customers see this
organization. The development of the Brand strategy will include this company to have to follow
the following elements effectively,

Source : Brand Strategy 101: 7 Important Elements of a Company Branding Plan,2021
Purpose :
For the preparation of the brand strategy it is very important for the organization to be
able to understand what the business is promising to the consumers for defining the brand
positioning. Hence, purpose of branding for ASOS is related to the ways in which it can provide
the company with all the different types of products that are essential for the elements of growth
and understanding. The main purpose of the branding strategy is going to be able to provide the
best quality of product that it promises to its customers.
Consistency :
In order to enhance the brand it is very important for the organization to be able to
enhance the product of the organization. Being able to have the consistency in the products
quality and supply is said to be very essential for the organization to be able to generate the
growth that is required. With Development of the quality in the organization is considered to be
the factor that is essential for the business to be able generate the quality (Ho, Liu and
Chen,2022).
Emotion :
For the brands it is very important to be able to understand the rationality of the
customers. This is due to the emotional voice of the customers which have the factor of
influencing the decision-making of the company. For the company development of relationship

with the customers is very essential for the management of the emotional voice of the
organization. Hence, for the organization it is very important to understand the areas that are
essential to be taken in consideration for the planning of the branding strategy.
Flexibility :
As an organization which is operating in one of the most competitive market of the UK
retail as a brand it is essential for this organization to be very flexible in nature. It can be
considered to be the key towards the ways in which it can bring effectiveness (Solomon and
Mrad, 2022). This is also said to be the flexible for being able to gain the effectiveness in the
strategies that can be said to be very effective in the ways it is able to generate the growth which
is essential.
Employee Involvement :
Employees of the organization can be the key towards the development of its brand value
and strategy. Hence, it can be said that the growth of the organization depends on the ways in
which it is able to generate the organizational effectiveness (Begam, 2020). The ways in which
the employees treat the customers is said to be the factor that helps in the management of the
operations which help the organization in management of the study.
Loyalty :
As company needs to maintain a level of loyalty towards its customers and also toward
its other stakeholders. This is because the loyalty of an organization is the factor that determines
the ways in which it is able to generate the organizational effectiveness. Further more, Image of
the organization is also said to be the key factor that is essential for influencing the ways in
which the business is operated. Hence, for an organization acting with loyalty is also a major
piece of concern that influences the growth of brand image in the market.
Competitive Awareness :
Branding of a company is very likely to be dependent on the ways in which it is affected
by the actions that are taken by the competitors of this organization. Hence, it can be said that the
focus of this organization needs to be on the development of the representation (Kim and Lee,
2019). This is also the study that is essential for the ways in which the brand acts in order to be
able to make the competitive advantages.
For the positioning of the ASOS branding strategy the STP analysis can be conducted
that will help in recognizing the following,

Segmentation :
The segmentation of the ASOS market is going to be related to the ways in which
company is able to differentiate between the customers segments. For this organization the
geographical segmentation works in the way that it is able generate growth in the operational
activities. Psychologically the customer segment of the organization are related to the customers
which are more interested in the products of Fashion and beauty which is able to gain the
competitive advantage over its competitors in the market (Soni and et.al., 2021). It can be said
that the company is able to generate the operational effectiveness that is able to gain the
competitive advantages through the influence of the marketing practices that are considered to be
the key toward the way sin which the business is able target the segment which would provide it
the most effectiveness.
Targeting :
The target of ASOS and is considered to be the ones that are looking for the different
ways in which they can purchase the goods of the organization. For this organization
understanding the effectiveness of the segment which is going to provide the company with the
most benefits are said to be the key factor that helps business to be able to reach the customer
that its market has been able to attract. Young adults are going to be the ones that are able to gain
the competitive advantages that are required for the management of the organization. Target of
the market is also considered to be the related to new generation of the operations that are related
to the operations. It has been found that the growth of ASOS has been found in targeting the
customers that are more likely to be available on the online platforms (Yani and Rani, 2022). As
this organization includes the operations to be involved with the creation of operational
advantages which helps the business to gain the strategical advantages.
Positioning :
The positioning of this organization has been said to be related to the ways in which it is
able to inspire the power and fashion discovery. It has been said to be the key for developing the
strategy in a way that is able to inspire the power from the fashion and discover the key
advantages that are essential for the generation of the operational management. This company is
going to position its product in a manner that it is going to be able to inspire the company in a
way that it is able to generate the growth that is essential for the effectiveness of the discovery
for the organization. This company is going to base of its operations in the form of online retailer

through which it is going to be able to generate the business that is required for the organization
to be able gain the growth that is required. Positioning of the company is dependent on the ways
in which the business is able to gain effectiveness of the studies.
Marketing mix of ASOS organization
Marketing mix is mainly defined as the tool which is used by the business as for focusing
on large areas by using strategies for attracting consumers as for purchasing products of the
company. ASOS, is mainly recognized as the online fashion retailer company. ASOS is mainly
retailing its products and services to are number of customers with using online networking sites
and using mobile apps. ASOS is offering wide range of products portfolio including the men
fashion, apparels, women apparels, jewellery and the beauty products (Altay, Okumuş and
Adıgüzel Mercangöz, 2022). The company is retailing as an e-commerce retailer with leading as
the fashion clothing brands, as by attracting large consumers. The marketing mix is used by the
company as for promoting and attracting consumers for purchasing products in wide dynamic
market by addressing and fulfilling the needs. The company is using marketing mix tool by
investing into current market for building better consumer experiences and gaining the brand
awareness. ASOS is mainly Selling wide range of products as it is focusing on the products
ranges, further explaining 4p's for the products portfolio.
Product mix
product mix strategy is used by the businesses as by defining the range of products
offered to the ultimate consumer in the market. This strategy used by the ASOS as for Selling
wide range products as by diversifying its products portfolio. This helps in fulfilling the needs
and want of consumers. ASOS is selling clothing, footwear jewellers (Baidya and Maity, 2022).
The company is Selling wide range label range including the top brands. Further more in the
products' strategy the company has started the new brand as the lit-tile for diversifying its
clothing range into the children and kids zone. Asos is Selling the big and premium brands
products in the online stores including the Nike, Adidas, Calvin lien and various new beauty
ranges. Through Selling the vast products ranges in its online retailing, the company is trying and
positioning itself for achieving the best UK clothing destinations with attracting large number of
consumers for purchasing the products with offering wide range as by satisfying the needs (Dewi
and Sulivyo, 2022). Further more the company is collaborating wit various brands as for offering
wide range of men and women clothing range.

Price mix
The price mix strategy used as of setting the prices of products by offering the particular
range to large number of consumers. The ASOS is using the affordable and competitive pricing
strategy for Selling large number of products among the consumers. With offering wide range of
products portfolio for attracting consumers the company is covering various price rages with
Selling at good quality at cheaper rates. As by establishing the discount strategy mainly helps in
attracting large price sensitive consumers. Further more, the company is offering the in house
delivery and returning range to the consumer at the worldwide level. In the mid season and in the
end season the company is Selling the products ate the large discounted prices by not charging
with the delivery. The company is Selling regularly products with offering wide section at the
ASOS websites (ASOS Marketing Mix, 2022). With using the unique pricing strategy helps the
company as for maintaining the loyal costumers, as it is establishing the prices promise policy.
The company is offering products at same prices the similar products which are branded and
unbranded. Thus, the company is establishing and improving its pricing at with using new
technology as to attract large number of consumers for targeting the need consumers segmenting.
Place mix
The place strategy used by the company is by establishing the online presence for Selling
wide ranges of products by attracting consumers. It is mainly operating online by not
establishing the physical presence as stores in the country. With operating by using the websites
and using mobile phones for ordering via apps. Asos is established and offering wide payment
range to attract costumers for shopping from their online platforms (El-Sayed and El-Fanagely,
2022). The company is originally base on Selling and retailing via online networks. The products
ordered by the consumer mainly registered with the addresses for delivering by different
warhorses. With the placing strategy the company is offering express delivery options for
optimising fast devilry to better engage and attract consumers to order more.
Promotion mix
Promotion mix strategy is used by the business as for attracting the consumer for
purchasing products via online platforms with using the mobile apps and the websites. With
using this strategy in the ASOS helps in targetting the consumers and promoting into the
demographics for purchasing wide range of products. The promotion mix of the company as of
using the online website and establishing the online mobile apps as for attracting consumers with

sending personalize mails and updating for every new stock updated in the online websites and
apps. Also offering various leaflets and using the booklets after sending the delivery of various
products to large number of consumers. With using various innovation tools for marketing and
promoting the products this helps in improving consumers experiences with providing quality of
products by offering huge product portfolio of fashion products.
ASOS is using various marketing and distribution channel as for growing and marketing
products in the local market as by mainly setting the advertising campaigns. Further more using
the online social media platforms for marketing and promoting the products by attracting large
consumers with using the Facebook, twitter, and hiring various influencers for participating into
the marketing campaigns of the company (Li, Larimo and Leonidou, 2021). Further more the
company formed various communities as for updating about the products to consumers as for
updating with the latest information and prices with discounting products. Introducing various
campaigns for promoting products of the company including the top shop and topman range, it is
the awareness campaign of ASOS. Also the products launch campaigns by the company helps in
attracting while promoting the new product to large number of consumer in the dynamic market.
Further using technology mainly helps company as for better campaign this aids in sporting by
targeting the consumers with creating better interface.
Recommendation of improving marketing strategy through the use of technology and new
marketing strategies
The marketing strategy of this organization is dependent on the ways in which it is able to
use its technology for the purpose of the new marketing strategies. The marketing of the
organization is also dependent on the ways in which the business is going to generate the growth
of the organization. Following are the marketing strategies that can be used by ASOS for the
purpose of increasing its operational activities,
 For ASOS the use of social media marketing strategy is also considered to be the key
towards the ways in which it is able to gain the competitive advantages that is essential
for the growth of the operations. The focus of the company is said to be the ways in
which it is able to use the market effectively. Social media is one of the most used
platforms by the users, specially for the users that are the target segment for this
company. It is said to be the factor that is essential for the organization to be able to gain
the growth which is essential and also effective for the ways in which they are able to

manage the operations. Further, with The focus of this organization is said to be the
social media platforms such as the Instagram, Snap-chat and other platforms which can
be used for the medium of operational effectiveness. ASOS can use social media very
effectively for being able to generate the growth which is essential and also very effective
for the ways in which it is analysed as the key determinant for the growth of the industry
(Hermawati and et.al., 2019). Social media can be used by this organization in different
ways such as the B2C platforms which are considered to be the conservative methods of
the organization for the management of the operations.
 Email marketing is also an option for the marketing strategy of this organization as it is
going to help the company to direct connect with the customers. Hence, it can be said to
be the key strategy that is essential for the ways in which the business is able to influence
the customers to gain the competitive advantages. For this organization it is very
important for this organization to be able to gain the growth that is required. Further, For
this organization it is essential to be able to understand the key importance of the factor
which helps ASOS to be able to gain the competitive advantages.
 This company for the new and latest marketing practices can also used affiliate marketing
for it market influence and is going to allow the company to be able to increase the
influence of the company on the business through the introduction of the new products
and services to the customers (Thompson, 2022). This is type of marketing that helps the
company to automatically reach the customer segment that is the key towards the way sin
which the products and services of the organization is selected for the people that sell
products for the organization.
 The internet ads are also one of the ways in which the fashion products of this company
can be promoted very effectively. Hence, it can be said that the utilization of such a
strategy is going to be the key for the ASOS in order to be able generate effectiveness.
The ads can be posted on the different websites that offer the organization the high target
audiences that are able to receive the metrics that helps the organization to perform the
strategy that is considered to be the key towards the organizational operations. As by the
Focus of this organization has been always in the ways in which it can gain the
competitive advantages. It is essential for the ways in which it can address the growth in
the organization.

 The product placement is also a strategy in which the company can use the help of media
for strategically placing the organization with the help of operational effectiveness.
Hence, it can be said that the different modern organization like ASOS find this
marketing strategy as one of the effective for being used in the social media. It is also the
factor which is able to yield the greatest results and also be the factor that reports the
ways in which the organization can generate the personal form of results that is required.
 The ASOS must use the AI technology as for promoting and marketing its products
range. With using the AI it helps in automating various processes which helps in
improving productivity. By using this technique it helps in delivering personalize
messages with targetting the loyal consumers. With AI, it helps in marketing and
improving the consumer experiences by developing more features in the websites and the
apps for Selling wide range of products to the consumers. As by introducing the chatbots,
targeting with using best content. further more , This helps in improving the consumer
experiences by delivering products to targetted consumers. Thus, ASOS must use the AI
technology as it results in automation, minimizes errors, saves costs, helps in ever-
increasing the personalisation. Further this technology helps in forecasting the sales by
campaigning with making smarter decisions.
 Further with adopting the affiliating marketing strategy as for marketing and promoting
the products by hiring markets as for referring the products to the large number of
individual with blogging and positioning on the social media platforms. This marketing
help in boosting the company sales and increases its revenues by relating the business on
online platforms of the ASOS. Thus, by hiring various marketers outside the business and
not working in the company , these markers mainly aids in charging commission for
marketing and operation the company products via online and offline platforms.
 The ASOS fashion retailer, must use content marketing strategy with using technology,
this helps in attracting consumers by directing and attracting with more engaging content
posted on the websites. Also styling the feeds for attracting the consumers for purchasing
products via online platforms. With using this strategy helps in attracting the consumers
as by attracting to purchase products, further adding go live streaming with the apps and
using the websites helps in attracting and promoting products by engaging directly with

the consumers. Thus, this helps in attracting and promoting the company products and
retain loyal consumers market for purchasing online.
 Further the company must use the Augmented reality technology as for marketing the
product , this supports the company as for promoting the products by allowing the unique
experiences to the users by attaining into the devices use for creating and fulfilling their
needs. With using AR technology helps the company as for better marketing. As it
provide the ability to the company as to visualise the products to the consumers with
using various images and the graphics. This helps in promoting the company products by
attracting consumers with providing the option and feature it virtually try on the clothes.
With using this strategy helps in creating better brand image and attracts large number of
consumers for purchasing products via online platforms.
 Thus, using wide range of technology helps in better attracting and specifying the new
products ranges to the consumers with producing wide range of products collecting via
online platforms.
CONCLUSION
From the above report it can be concluded that marketing tool in business play vital role
for achieving success, as it mainly helps in positioning and marketing with using wide range of
promotional strategies for the businesses. ASOS retaining its products with using online
platforms and using marketing strategies as for promoting and attracting large number of
consumers. This report has also specified about the product's strategy used by the company, as it
is mainly focusing and producing wide range of products Selling directly to the consumers with
using online networks. The products strategy is established as for catering wide range of
consumer and their needs. With the price mix the company is Selling its products at cheaper and
affordable prices. Further, using the place strategy as by retailing with using online platform ,
ASOS is using smart phone apps and establishing websites for purchasing products. Recently
opening rage warehouses and for Selling products. In the promotional strategy ASOS is
constantly updating consumers by sending personal mails and main sources of promoting
products online by using websites and the mobile apps. Further more, it also provide details as
technology helps in better creating new marketing strategy for the business. Further more, with
justifying various recommendations helps in forming and using various technologies as for
designing the new promotional and marketing strategy for the company. It mainly supports the

business by researching and using the best promotional strategy for marketing products among
the consumers for providing the best user experiences. Thus , technical tools supports in making
campaigns for promoting the online fashion retailer company.

REFERENCES
Books and Journals
Alsolami, F.J., Saleem, F. and Abdullah, A.L., 2020. Predicting the Accuracy for Telemarketing
Process in Banks Using Data Mining. Comp. It. Sci. 9. pp.69-83.
Altay, B.C., Okumuş, A. and Adıgüzel Mercangöz, B., 2022. An intelligent approach for
analyzing the impacts of the COVID-19 pandemic on marketing mix elements (7Ps) of
the on-demand grocery delivery service. Complex & Intelligent Systems. 8(1). pp.129-
140.
Baidya, M. K. and Maity, B., 2022. Managing marketing mix competition
dynamics. International Journal of Business Forecasting and Marketing
Intelligence. 7(3). pp.277-294.
Begam, S., 2020. Impact Of Telemarketing On Retail Enterprises; A Csae Of Madurai City In
Tamil Nadu. International Journal of Multidisciplinary Researches. 6(4). pp.28-33.
Dewi, F. M. and Sulivyo, L., 2022. Influence of Consumer Behavior and Marketing Mix on
Product Purchasing Decisions. APTISI Transactions on Management (ATM). 6(2).
pp.151-157.
El-Sayed, A. and El-Fanagely, B. R., 2022. The importance of digital lightening fashion
technique in creating innovative fashion marketing. International Design Journal. 12(1).
pp.119-136.
Hermawati, A., and et.al., 2019. Concept of telemarketing study and its type and importance.
Journal of Critical Reviews. 6(5). pp.138-142.
Ho, C. I., Liu, Y. and Chen, M. C., 2022. Factors Influencing Watching and Purchase Intentions
on Live Streaming Platforms: From a 7Ps Marketing Mix
Perspective. Information. 13(5). p.239.
Kim, H.S. and Lee, S., 2019. Multi-purpose hybrid recommendation system on artificial
intelligence to improve telemarketing performance. Asia Pacific Journal of Information
Systems. 29(4). pp.752-770.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Solomon, M. R. and Mrad, M., 2022. Fashion & Luxury Marketing. SAGE.
Soni, S., and et.al., 2021. Virtual Reality in Socia l Media Marketing: The New Age
Potential. Multimedia Computing Systems and Virtual Reality. p.79.
Thompson, H. A., 2022. Holistically embracing mindfulness: Enriching slow fashion for
enhanced well-being. International Journal of Sustainable Fashion & Textiles. 1(1).
pp.81-106.
Yani, A. S. and Rani, R., 2022. Effect of Marketing Mix and E-Wom on Consumer Purchase
Decisions by Moderating Buying Interest during the Covid'19 Pandemic. Budapest
International Research and Critics Institute (BIRCI-Journal): Humanities and Social
Sciences. 5(2). pp.13428-13436.
Online

Brand Strategy 101: 7 Important Elements of a Company Branding Plan, 2021[Online].
Available through: <https://blog.hubspot.com/blog/tabid/6307/bid/31739/7-components-
that-comprise-a-comprehensive-brand-strategy.aspx>
ASOS Marketing Mix.2022.[Online]. Available through:<https://notesmatic.com/asos-marketing-
mix-seven-ps/>