E-Marketing Plan for ASOS

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
E-Marketing Plan – ASOS ..............................................................................................................1
Introduction ................................................................................................................................1
Situation Analysis......................................................................................................................3
e-Marketing Schedule ................................................................................................................7
e-Marketing Strategies and Action Plan ....................................................................................7
Costing and Budget ....................................................................................................................8
Technical issues .........................................................................................................................9
Monitoring Strategy and e-Marketing Evaluation methods .....................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
E- Marketing is the action or process of a business which uses internet for creating,
communicating, delivering , exchanging and promoting a product or service in order to obtain
profit maximisation with an optimum utilisation of resources in an effective and efficient
manner. The foremost aim of marketing is to satisfy the need or demand of customer which lead
an organisation to acquire sustainable profitability within competitive marketplace in an
innovative style. Emarketing not only involves marketing over internet but it also includes the
marketing which take place through email and wireless media (Ali and et. al., 2014). However,
this innovative trend enable current marketing process of establishments to reach large number
of population in an amended way that lead them to enlarge its market share or size. For this
report, ASOS company has been considered which is branded and reputed British Online fashion
and cosmetic retailer and it is founded in the year of 2000. It is headquartered at UK and offer
varies segments of products i.e. clothes, shoes, accessories, beauty across the globe. In this study,
it involves implication of SWOT and PESTLE analysis to examine business environment, e-
marketing schedule, application of e-Marketing strategies, evaluating costing and budgeting,
identifying technical issues. Finally, determining e-Marketing evaluation methods and
monitoring strategy to accomplish company's objective in an effective manner.
MAIN BODY
E-Marketing Plan – ASOS
Introduction
E-Marketing plan is considered as the process or procedure of marketing a brand with the
usage of internet or technology. It involves both direct and indirect response marketing element
as well as utilises a range of technologies which help ASOS to connect its business to their
customers in a innovative manner. In case of ASOS which is one of the branded online retailer
who operates its service in various segments like beauty, accessories, clothing, shoes. In order to
expand its exiting market, the company has decided to launch their new grocery outlet where
they will try to render their customers with the basic essential (Ali and et.al., 2015).
Vision: The vision of ASOS is to become the world's largest online retailer and become
the best choice for customers for placing the brand in an impressive position.
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Mission: ASOS primal mission is to deliver the best and fashionable products or services
in order to acquire the best position among the mindset of customer within prescribed time
period.
Objective: In border to gain competitive advantage over the rivals the business has set an
smart objective so that the launch of new outlet can be done in a appropriate manner.
Specific: The company has takes an initiative to introduce its new grocery outlet so that
expansion of business can be done in a better manner.
Measurable: The business has to cover the market share by 90% by the launch of its new
grocery outlets.
Attainable: In order to attain best position within market, the company will focus on
different promotional activity i.e. advertising so that ASOS can acquire the position of growth
within a tenure of 3 months (Bačík, Štefko and Gburová, 2014).
Relevant: The company needs to attain increased productivity ratio within competing
market in comparison to its rival i.e. All Saints, Alibaba, Amazon and etc.
Timely: The ASOS will be able to place it's brand at higher position within a time period
of 3 months.
Return on Investment: It is a ratio between net profit and cost of investment which
enable an organisation to ascertain its investment efficiency for obtaining profit maximisation
with an optimum utilisation of available resources (Income statement in GBP, 2019). In relation
to ASOS, it impose moderate pricing strategies which lead them to acquire impressive growth
rate as well as to enhance its sales performance.
Ansoff Matrix
It is a marketing planning model which help an establishment to examine its product and market
growth strategy. It comprises of four components which is mentioned below:
Market penetration: This component signifies that business mainly focus on selling
existing products in current marketplace by adopting competitive pricing strategies,
advertisement (Baker and Magnini, 2016).
Product development: Under this, company aims to expand its market share by
introducing new products into current market by utilising innovative or advanced technologies.
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