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

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