Principles and Practices of Marketing- ASOS Fashion Retailer

The article discusses the principles and practices of marketing with a focus on the online fashion retailer ASOS. Task 1 covers the background of ASOS and their marketing strategies, including their promotional mix. Task 2 explores the AIDA model for marketing and the push and pull strategies used by ASOS, along with an evaluation of their effectiveness.

Principles and Practices of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
Background and organisations marketing...............................................................................................3
Promotional Mix of ASOS........................................................................................................................4
TASK 2..........................................................................................................................................................8
AIDA Model for Marketing......................................................................................................................8
Assessment of effectiveness....................................................................................................................9
Pull and Push Strategies in ASOS.............................................................................................................9
Evaluation of Effectiveness....................................................................................................................10
CONCLUSION.............................................................................................................................................10
REFERENCES..............................................................................................................................................11

INTRODUCTION
Marketing refers to activities which are undertaken by firm for promoting buying as well as selling
of services and products. This involves selling, advertisements and delivery of products to customers or
other firms (Avornyo and et., al., 2020). This is carried out for effectively expanding and exploring
business processes. For this, distinct tools are utilized for creating awareness related with new products to
their customers. It involves principles like promotion, place, product and price. To understand the concept
of principles and practices of marketing, ASOS is taken into consideration which is a British online
cosmetic as well as fashion retail firm which was founded on 2000. They are headquartered in London,
UK. The products furnished by them include accessories, clothes and shoes. This report comprises of
marketing mix along with models which are utilized by organization for expanding their business in an
effective manner.
TASK 1
Background and organisations marketing
ASOS is one of the best online fashion destinations for people who are 20 years old that renders
them with wide range of clothes. This platform is chosen for delivering their customers with impelling
fashion items as well as distinct kind of brands to large number of individuals (Bowie, 2020).
Furthermore, this brand is liable for selling near about 850 ranges of cloth lines and they are also shipped
to 190 countries for fulfillment of requirements and needs of United States as well as United Kingdom.
Head office of firm is present within Camden along with this; they have additional offices in New York
and Paris. There are around 3500 employees within the organization who are working in a continuous
manner for attainment of desired objectives and aims in well defined way.
Within early years, firm emphasized on giving advertisement on television as this is considered as
popular mode for carrying out interaction with their probable customers. But with passing time
organization have to alter ways in which promotions are being carried out by them. Through the usage of
social media larger audiences can be targeted within fewer time frames (Chen, 2020). In recent years
ASOS has made revelation that ratio of Twitter followers to Facebook followers is 1:8. This implies that
people are more open to Facebook and thus by making use of this platform they will be able to captivate
enhanced number of individuals to their services. This will enable them to have increased sales through
which high profitability can be acquired by firm which will aid them to amplify business in an efficacious
way. In 2005, firm started to sell kidswear by making use of their website that leads to enhancement
within sales. Firm has managed within subsequently suffering market with their diversified range of

product. Thus, managers of firm have to develop sustainable business model that will lead them to have
high profitability for longer time duration.
Within recent years, top level management is determined to start their operations at international
levels for bringing in exposure to the market (Chowdhuri and Roy, 2020). So firm has commenced
three online shops in France, US and Germany. In addition to this, they have recently started there
operations within market of Spain and Australia.
Firm has opted to make utilize impelling marketing strategies in which emphasis will be laid on
improvising experience of customers that will directly lead to development of pull method for the
organization. Furthermore, this will lead to create healthy as well as loyal customer bond. The firm aims
at providing their customers with value for money services that are underpinned via integrity and Fashion.
Several celebrities are hired by firm for enhancing their brand image within customers mind. In addition
to this, they have recruited Lorri Penn who is a fashion expert for furnishing them with adequate
assistance for attaining their aims as well as objectives in an effectual manner. They have provided
organization with an advice that they must emphasize on fashion as it will enable them to have high rate
of return.
Promotional Mix of ASOS
It is a critical element within marketing mix strategies as this provides assistance within enhancing
product values by selling as well as promoting services and products for their relevant customers.
Promotional mix refers to aggregation of distinct types of advertisement techniques and tools by which
company can formulate market along with loyal buyers for longer period of time (de la Hoz Hernandez
and et., al., 2020). Furthermore, firm continuously triggers distinct types of buyers who are eager for
purchasing their products. In addition to this, it aids within enhancement of brand awareness in the market
place. Through, the assistance of wide range of media such as billboards, television, etc. ASOS can
formulate effectual strategies by which firm can inflate their market as well as capture huge market shares
within short interval of time.
In case, if appropriate strategies are not well formulated then firm may lose right audiences thus,
marketing department within ASOS have to carry out relevant research by altering trends as well as
improvise plan for attainment of desired objectives along with aims in an efficacious way. There has to
be a suitable blueprint for carrying out promotional methods as this will minimize kind of risks along with
uncertainties present within the market. It is a peculiar mix that comprises of personal selling, direct
marketing, advertising, sales promotion, public relations, corporate image, product placement,

sponsorship and various others (Jacobson, Gruzd and Hernández-García, 2020). These kinds of
methods will facilitate organization to achieve desired objectives and goals within well defined way. With
reference to ASOS, they are one of the largest organizations who sell online clothing products to their
customers. As firm have became online fashion editor that focus on diversification of brand that have
expanded from celebrity style that cater all kind of fashion.
Through the assistance of this tool, organization will manage to render their customers according to
demands and needs for sustaining within market for longer time frame. But there is active competition
which prevails within fashion industry and ASOS has discontinued for pull off growth as well as
following their marketing strategies. Some promotional marketing strategies that will enable business to
expand in an effectual way, they are illustrated below:
Advertising: It is considered as paid or non-personal presentation that is being utilized for
promotion of services and goods by distinct sponsors by paying certain fees. This enables firms
within development of effectual strategies like pulling individuals to prompt as well as they the
products delivered by them at least for once (Kociatkiewicz and Kostera, 2020). Within
advertisement, firms render entire details and amplified graphics associated with products that
are being shown to their probable customers through which they can grab market, attention and
creates a relevant impact on decisions made by firm with respect to purchases made.
Furthermore, it also furnish significant information associated with services and products to their
customers in a well defined manner. This involves audio visuals and graphics that may lay a
relevant impact on decision made by customers in context of purchase they have to make.
For firm like ASOS marketing department is liable for promoting their services and
products by making use of distinct advertisement campaigns along with events that comprises of
accessible channels and media like print media, television and various other online promotional
platforms. Firm is delivering their services in niche market as they possess monopoly within
clothing by rendering high quality products (Kotabe, 2020). At present scenario, firm has opted
for promotions by magazines as there exist near about 486000 readers as well as 820000 online
subscribers approximately who look for them regularly to have details about shopping and
clothing on regular basis. For this, firm has released print version along with online magazines
for attracting huge number of audiences towards their services.

Sales promotion: It implies method by which organization can have short term incentives
that are being given to their customers for having high sales for a given span of time. Basically,
sales promotional schemes have been floated within market at the time of end seasons or some
festivals (Mkhize and Ellis, 2020). With reference to ASOS the marketing department is liable
for providing coupons, freebies, discounts, payback offers and various other benefits. They are
few schemes which are being utilized by firm for promoting their products. By opting for theses
kind of methodologies, enterprise such as ASOS focus on enhanced short term profit via
captivating both existent as well as new customers in a definite way. This is considered as one of
the non-media promotional technique that is being utilized for pre determination of time as well
as orders for improvising demands from buyers and overall quality of products is also enhanced
up to some extent.
Such kind of tools are crucial methods for promoting online firms as this aids within
enhancement of sales along with market shares of organization. In addition to this, ASOS have
rendered loyalty card to their customers who have purchased product on regular basis from
different sources (Noel, Sammartino and Rosenthal, 2020). This is considered as one of the most
powerful method and tool by which better image can be developed as well as customers can be
retained for long time frame. Furthermore, firm will bring in continuous sales according to
season so that they can attract large individuals. For this, organization is not looking for generic
market campaign rather than this they can formulate an authenticated way through which
effective interaction can take place with their customers. ASOS is aware of the fact it is ideal to
communicate their message for developing insider community as it will lead them to attain their
objectives and goals in an efficacious way. Apart from sales promotion, firm also emphasize on
maintaining personalized selling for creating a better impression on mindset of individuals for
longer duration of time.
Public relations: It implies processes in which firm tends to formulate favorable image
within business world by guidance of developing public relations for general public. Here, the
firm is liable for carrying out different activities with a rationale to acquire support from their
loyal customer base (Pattnaik and Shukla, 2020). This kind of support involves shareholders,
suppliers and employees of their firm. In context of ASOS, administration possesses
responsibilities for development of healthy relationship with crucial assets of the organization.

Publicity is considered as major form for developing public relations which are being
utilized by firm with intent for brining in newsworthy details to individuals. Thus, firm have to
emphasize on creation of such models in which they can easily understand requirements as well
as needs of their probable customers. For developing enhanced relations, it is important for
customers to create online platform in which individuals can ask questions related with services
as well as products from organization for creating amplified bonding with their customers and
employees (Tempels, Blok and Verweij, 2020). Apart from this, ASOS can have feedback from
their customers so that changes can be made for attainment of enhancement within shopping and
personal experience of their probable consumers.
Personal selling: It is considered as traditional form within promotional techniques and
tools where salesman can communicate with distinct consumers who tends to direct them by
visiting them. Apart from this, it is considered as face to face communication with their
customers in which details related with commodities and goods is furnished to customers. This
implies that, this method is liable for creating an impact on buyers for purchasing all services and
products in an efficacious manner (Avornyo and et., al., 2020). Within organization such as
ASOS, the sales person tends to highlight distinct features related with clothing when customer
gets into the shop. They are convinced by sales person for purchasing services and products in an
effective manner. The reason behind this is that selling comprises of personal touch and person
involved within carrying out sales also knows ways through which they can pitch services
offered by them to their probable customers.
Direct marketing: Technology has evolved in recent years and it is continuously
evolving that implies that ways through which operations are being carried out by enterprises
will also vary. This enables ASOS to reach their customers in direct way without any kind of
paid mediums or intermediaries. The text messages, fax and emails are few tools which are
responsible for carrying out direct marketing (Bowie, 2020). The firm sends messages to their
customer to furnish them with personalized experience. This acts as an effectual tool that enables
firm to have enhanced their market shares within the market place in effective way.

TASK 2
AIDA Model for Marketing
This model is being utilized by distinct firms for describing steps through which customers
goes through while carrying out process associated with buying of commodities and goods. It is
important for ASOS to manage understanding related with buying pattern of customers as this
assists within fulfillment of wants and needs of customers in an effectual way. AIDA model is
being utilized from late centuries that have been reviewed as well as altered various times in past
for enhancing public relations along with marketing (Chen, 2020). Thus, this model is utilized
for describing stages which have aroused by the time when customers got aware about various
perspectives. Distinct customers possess their own mind set that makes it critical for their
consumers to manage as well as handle each and every aspect associated with individuals. In this
context, some steps which can be utilized by ASOS are illustrated below:
Attention: It is liable for furnishing awareness related with clothing’s that are rendered
by firm to their end users. Generally, it implies that advertisements must be considered as an
effectual method for attracting higher customers. Organization makes use of disruption for
gathering large number of audiences and it is considered as best approach by which more
number of people can be grabbed for expanding their business in an efficacious way (Chowdhuri
and Roy, 2020). For fashion giants such as ASOS, marketing department comes up with new
methods as well as ways for capturing large market shares in an efficacious manner. Though,
organization can also opt for opening their shop at prime location, this is referred to as guerrilla
marketing. Apart from this, company can target their probable customers individually as this aids
firm within bringing out more awareness in marketplace.
Interest: When firm is able to acquire attention within market then next step that is
involved in this is to develop interest among their customer for purchasing clothes. The best
benefits that can be attained by advertisement is to deliver precise and accurate information
related with services and products for attainment of desired outcome for organization (de la Hoz
Hernandez and et., al., 2020). ASOS have to generate interest by acknowledging taste and
preferences of customers so that right offers can be attained. This technique is useful for sales
person to sell their services within shorter time frame.

Desire: When interest among users have risen then it becomes easy for firms like ASOS
to sell their services easily. It is prime liability of marketing team to generate desire among
customers so that they can buy clothes while triggering desires of individuals. For an instance, in
case organization has to sell their accessories to their users then they must have precise benefits
as well as advantages about products with respect to daily life (Jacobson, Gruzd and Hernández-
García, 2020). For this, ASOS provides online shopping which furnishes details to end users
below the product so that desire can be generated in them for making purchase in an efficacious
way.
Take action: When desire for product has been created then there is a possibility that
sales will be increased. Management need to take appropriate action through which products can
be purchased. With respect to ASOS, company provides shopping cart process in which
individuals can have a interaction with respect to services and their products. Apart from this,
user has been inspired to buy the product efficiently (Kociatkiewicz and Kostera, 2020). In
addition to this, firm have to emphasize on attaining satisfaction of their customers as this is
important to deal with their competitors present in market.
Assessment of effectiveness
This model is crucial for organization like ASOS as this aid within attainment of desired
aims as well as objectives as per required standards in a well defined way. Within the present
world, there are various firms that make it critical for firms to sustain for longer duration of time.
Thus, marketing teams have liabilities and authority to figure out evolving trends within market
and accordingly render services to their customers. In addition to this, management have to be
flexible enough as this will assist within opting for altering business environment for minimizing
risks as well as uncertainties which exist within the market.
Pull and Push Strategies in ASOS
Pull Strategies: It is considered as form of general advertisement in which probable
customers are fascinated by services rendered by firm. This is only possible in case organization
renders high quality services and products to their users (Kotabe, 2020). Common sales tactics
have been utilized within pull marketing strategies that involves word of mouth, mass media
promotions along with advertised sales promotions. For ASOS, marketing teams will be

developed who will be liable for formulating exchange policies as well as analyze after sales
experience whether customers have been fascinated by services offered by organization.
Push Marketing’s: It is a promotional plan of action in which firms make an attempt to
provide their commodities to consumers. With reference ASOS, emphasis is not laid on quantity
but it is made on sales only (Mkhize and Ellis, 2020). The common tactics which are used by
organization is that they try to sell merchandise directly to their customers via online medium or
stores. Through this method, salesperson are given extra money or incentives when sales
occurred are high.
Evaluation of Effectiveness
The strategies have been illustrated above and it has been identified that key performance
indicators of firm are dependent on sales strategies formulated by them. From pull and push
strategies, organization can opt for pull strategies as it provides feasible way to organization for
sustaining within the market for longer time frame. For attaining this, firm cn aopt for this model
as in this focus is made on quality along with enhancement within planning strategy which will
directly fascinate potential customers in an effectual way (Noel, Sammartino and Rosenthal,
2020). As this will enable ASOS to enhance their search engine as well as website which will
lead customers to have improvised shopping experience.
CONCLUSION
From above it can be concluded that, marketing plays critical role while firm is looking
forwards to expand their business at large scale. There exist distinct kind of marketing tools as
well as principles by which firm can captivate attention of their customers in an effectual
manner. There exist various promotional techniques which are being conducted by firm with
rationale to present as well as promote business with respect to their benefits, prices and features
for individuals. Firm must opt for pull strategies by which they can avail quality services and
products to their customers that will lead to enhancement within levels of profitability.

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