Principles and Practices of Marketing- ASOS Fashion Retailer

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,