Principles and Practices of Marketing

This study material provides an in-depth understanding of the principles and practices of marketing, with a focus on ASOS. It covers topics such as the promotional mix, AIDA model of marketing, and evaluation of effectiveness. Gain expert insights and analysis to enhance your knowledge.

Principles and
Practices of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Background and company marketing..........................................................................................1
Promotional Mix of ASOS .........................................................................................................2
TASK 2............................................................................................................................................5
AIDA Model of Marketing.........................................................................................................5
Evaluation of effectiveness.........................................................................................................6
Pull and Push Strategies in ASOS...............................................................................................6
Evaluation of Effectiveness.........................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing define as the method of promoting as well as organising the products as well
as service to expand and explore the business effectively. For this company use different method
as tool to create awareness about the new product to the customer (Avornyo and et., al., 2020).
The prime objective of the marketing is to promote and to develop loyal customer for the longer
time period. It consist of four basic principles such as product, price, place and promotion. The
present report is based upon the ASOS which is and British online fashion and cosmetic retail
company. Firm was founded in year 2000 and its present headquartered is in UK. The company
deals in clothes, shoes and accessories. Further the report is carried forward on the basis of
marketing mix and the models which are used by the firm to expand the business effectively.
TASK 1
Background and company marketing
ASOS is the online fashion destination for the 20 years old people which provide wide
variety of clothing and range for the people. It is the platform which is chosen for the best
fashion items and different kind of brands to a larger number of audience. Apart from this brand
sell around 850 range of clothings lines and it also ship to all 190 countries for the fulfil the need
and requirements of UK and US. The company head office is located in Camden and the
additional office in Paris and New york. There are around 3500 workers present in the company
who are constantly working to achieve desire aims and objectives in the well define manner.
In yearly days the company was focusing on the television advertisement as its was
consider the most popular mode of communication platform. But with the passage of time the
firm have to changed there promotional method by the aid of social media as this provide larger
audience who can be easily targeted in the lesser time period. In the recent years ASOS claimed
a ratio of one Twitter follower to eight Facebook follower. Hence this increase the sales and
profitability of the company as it help to expand there to business effectively. In year 2005
company started to sell the kid swear on their website which lead to increase the sales and
however firm manage to market the subsequently suffered market by diversifying there product
range. Hence the organisation manager to develop sustainable business model which lead to earn
higher profit for the longer time period.

In recent years company top level management have decided to open there market to
international level as to bring out the exposure and tapped the market. So company have
launched three online shopping shops in Germany, France and US. Along with this they have
recently opened there shop Australia and Spain.
As the company use attractive marketing strategies where the management constantly
focus on improving the customer experience which directly lead to develop pull method for the
company. Apart from this, it also aid to create healthy and loyal customer as well as bond among
company and customers. The firm tend to offer value for the money service and underpinned by
the Fashion and integrity. As the combined power in the purpose of the product, proposition
and people which tend to fuel the ongoing success of the firm. Furthermore company have hired
the several celebrity which are linked to create brand image in the minds of customers. They
have also hired Lorri Penn who fashion expert to provide proper guidance to achieve desire aims
and objectives effectively. However she advised that the enterprise must focus on fashion
because it would create highest rate of return and also achieve desirable services.
Promotional Mix of ASOS
This is one of the most essential element of marketing mix strategies which aid in
increasing the product value by selling and promoting the product and the services to the
respective customers (Bowie, 2020). Promotional mix can be describe as the combination of
different kind of advertisement tool as techniques through which firm usually create the market
and loyal buyers for the longer time period. Moreover the organisation is regularly trigger the
different kind of buyers who are willing to purchase the product. Apart from this it help in
increasing the brand awareness. With the assistance of various media like television, billboards
ASOS can develop effective strategies through which company can expand the market and can
capture large business share in the shorter time span.
If the marketing strategies is not well planned the firm can loose the right audience so the
marketing department of the ASOS must conduct proper research of the changing trend and
improvise the plan to achieve desire aims and objectives effectively. There must be proper
blueprint of the promotional method as it will reduce and kind of risk and uncertainty present in
the market . This particular mix is consist of advertising, personal selling, public relations, direct
marketing, sales promotion, corporate image, sponsorship, product placement, digital marketing
and many more. Such kind of method facilitate firm to accomplish desire goals and objectives in

the well define manner. In the context of ASOS this is one of the largest firm which sell online
clothing products to the consumer. As firm have become online fashion editor which emphasis
on diversifying the brand which expand from the celebrity style and also cater all forms of
fashion. With the help of such tool firm can manage to serve there customer's as per there needs
and demands and they also sustain for the longer time duration. However, there is active rivalry
in the online fashion industry and ASOS has discontinued to pull off growth and the following
forms part of their marketing strategies. Here are some of the promotional marketing strategies
which able to help and expand the business effectively and in detail manner:
Advertising: This is consider as the paid or the non personal presentation or the
promotion of the goods and services by the different sponsors in the exchange of fees. Through
this, organisation can develop effective strategies such as pulling customer's to instigate and try
the product at least once(Mkhize and Ellis 2020). In the advertisement the organisation provide
complete information along with the attractive graphics of the product or the service which can
be shown to the customer which can grab the market and the attention and influence the
purchase the decision of the company. Apart from this it provide the relevant along with the
proper information about the related product and service to user in the detail manner. It consist of
graphics, audio visual sound for purpose of affecting customer's purchase decision.
For the organisation like company ASOS the marketing department promote there
product and service through different advertisement campaigns and the event which include all
the accessible media and channel such as the television, print media, online and other
promotional tools. Enterprise is conducting niche market as where they have monopoly in
clothing by providing high quality product and service. In recent days company have moved to
magazines promotion as there around 486000 readers and around 820000 online subscriber who
check it out regularly to read about the clothing and shopping on the daily basis. Company have
release the online and print version of magazine as to attract larger number of audience.
Sales promotion: These are the method through which the firm take the short term
incentives which is given to the customer to have an increased sale for the given period.
Generally the sales promotion scheme are floated in the terms of market at the time of festivals
or the end of the season. In the context of ASOS the department of marketing provide
Discounts, Coupons, Payback offers, Freebies, etc. are some of the sales promotion schemes.
With the such kind of method, enterprise like ASOS can emphasis on increased short term profit

by attracting both the existing and the new customer in the well define manner. It is consider as
the non media promotional tool which is used to pre determine time and order to increase the
buyer demand and improve the product and services to some extent.
Such tool are the essential method for promotion for the online firm as it aid in
increasing the sales as well as the market share of the firm. However ASOS have provide loyalty
card to those customer who purchase the product regularly from the shop. As this is consider the
most powerful tool and method through which help in developing better image and retain the
customer for the longer time period. Apart from this firm bring out the constant sales as per the
season to attract large audience. Enterprise did not want to start the generic market campaign,
instead they wanted to develop an authentic way to communicate with their customer.
They knew that influencer as to communicate their ideal message as to develop the
insider community to achieve desire aims and objectives effectively. Beside the sales promotion
campaign company also focus to maintain the personalise selling as this create the better
impression on the minds of customer's for the longer time period.
Public relations: This refers to process where the company tend to develop the
favourable image in the business world with the assistance of creating public relation for the
general public. Here the firm carry out the different public relation activities with the aim to have
all the support from the loyal customer (Kotabe, 2020). Such kind of support are comprises of
employees, suppliers and shareholders of the company. In the regards of ASOS the
administration have the responsibility to develop healthy relation with all the vital assets of the
company.
The publicity is consider as the form of the public relations that the company may use
with the intention to bring newsworthy to the information to the public. So the organisation have
to focus on creating such model where they can easily get to know there customer's needs and
requirements. As to increase the better relation for the customer firm have create online platform
where the individual can ask and question about the product and service through this firm can
easily create better boding among the employees as well as customer. Beside this firm can also
bring out feedback from the consumer and make changes to achieve to improve the personal and
shopping experience of the customer.
Personal selling: This is consider as the traditional forms of the promotional tool and
techniques in which the salesman can interact with the different customer which tend to direct by

the visiting them. Beside this it is consider as the face to face interaction with the customer
where the detail information regarding the goods and commodity is given to the customer. Hence
this selling method influence the buyer to purchase all the product and services effectively
(Pattnaik and Shukla 2020). For the organisation like ASOS the sales person tries to highlights
the various features of clothing when the customer enter in the shop and they convince them to
purchase the product and service effectively. This is because selling involves personal touch, a
salesperson knows better how to pitch a product to the potential customer.
Direct marketing: There have been rise in technology in the recent years which have
change the way of doing business effectively. So the ASOS have reach customers directly
without any intermediaries or any paid medium. The emails, text messages, Fax, are some of the
tools of direct marketing. The organisation is sending the message to the customer as to
personalise there experience. This have become the effective tool where the firm increase there
market share effectively.
TASK 2
AIDA Model of Marketing
This is the model which is used by the different company as to describe the steps a
customer's goes through the process of purchasing the goods and commodity. It is vital for
ASOS to manage understand the buying patter of the customer as this help in fulfilling the need
and wants of the customer effectively (Chowdhuri and Roy 2020). The AIDA model is used
since late century which have both reviewed and modified the multiple time over the past year
in both marketing and public relation. Hence this model is used to describe stage that arise by the
time when the customer are aware about the different perception. As different customer have
there own mind set which make difficult for the customer to manage and handle each and every
aspect of the person. Here are some steps which is used by the company in the detail manner.
Attention: As the name suggest it provide awareness regarding the clothings which
company sell to final user. This simply means that the advertisement must been seen as effective
method to attract high customer. As to gather large number of audience firm can use disruption
which is consider as the best approach to grab the people as to expand the business effectively.
For the fashion giant like ASOS the marketing department have to come up with new ways and
methods to capture the large market share effectively. However the firm can open the shop at the

prime location as this also called guerrilla marketing. Beside this firm can target the customer
individually as this help organisation bring out more awareness in the market.
Interest: One the company get the attention the next step is to trigger the person needs
which keen to develop the interest for the consumer to purchase clothes. The best advertisement
benefits to deliver the right product and service as to achieve desire result for the company.
ASOS can create interest by understanding the customer taste and preferences and then they
offer the right offering. Such kind of techniques are very helpful for the salesperson as to sell the
clothes in very lesser time period.
Desire: If the interest is aroused in the customer's minds then ASOS can easily sell there
product. This is the prime responsibility of the marketing team to create the desire of purchase
the clothes while triggering the individual desire. For example, if the company wants to sell the
clothes or accessories to user than they have to be clear about the products benefits and the
advantage in the daily life. For the online shopping company have provide such detail below the
clothing as this tend to generate desire for the customer to purchase the product effectively.
Take action: After firm create desire for the product which tend to increase the sales the
management have to transfer into action as to purchase the product. In the case of ASOS the firm
can offer the shopping cart process through individual can lead to conversation regarding the
product and its service. Furthermore the user began to encouraged to buy the product effectively.
Apart from this company have to focus on achieving the customer's satisfaction which is very
crucial to overcome the rivals present in the market.
Evaluation of effectiveness
This model is essential for the company like ASOS as this help in achieving desire aims
and objectives in the well define manner. In the present world there are different organisation
present in the fashion industry which makes difficult for the company to survive for the longer
time duration. Hence the marketings team have responsibility to figure out the changing trend in
the market and try to offer services accordingly. Apart from this, management must be flexible
as this help in to adopt the changing environment as to reduce the risk and uncertainty present in
the market.
Pull and Push Strategies in ASOS
Pull strategies: This is consider as the form of general advertisement where the
customer's are attracted to company. It can be only possible if the company provide high quality

of product and service to users. Common sales tactics used for pull marketing include mass
media promotions, word-of-mouth referrals and advertised sales promotions. For the
organisation like ASOS marketing teams have to develop method like exchange policies and
after sale service through which customer are attracted towards the company.
Push marketings: Push marketing is a promotional plan of action where businesses
attempt to take their good to the customers. In this case ASOS company do not focus on the
quantity rather than they only focus on the sales (de la Hoz Hernandez and et., al., 2020). The
common tactics in which firm try to sell the merchandise directly to the customer through online
or store. In this method often the salesperson get the incentives or extra money there is high
sales.
Evaluation of Effectiveness
From the above strategies this has been analysed that company KPI is depend upon the
sales strategies. From the pull and push strategy firm must use pull strategies as this is more
feasible for the organisation to survive for the longer time period. As this method help to develop
the sustainable business model for the longer time period. In order to achieve such model firm
have to focus on quality and improvise there planning strategies which directly attracts the
customers effectively. As company can improve there websites and search engine which leads to
improve the shopping experience of customer.
CONCLUSION
From the above stated report this has been analysed that marketing plays an vital role for
the company to expand there business at a big scale. There are different kind of marketings
principles and tools through which firm can grab the attention of the customer's effectively.
There are numerous promotional techniques that are carried out by company with purpose of
presenting and promoting regarding products features, price, benefits for the people. At last the
organisation must use pull strategy by availing better quality product and service to the consumer
which leads to increase higher level of profitability.

REFERENCES
Books and Journals
Avornyo and et., al., 2020. Social Media Technologies and Export Marketing. In Digital
Transformation in Business and Society(pp. 83-102). Palgrave Macmillan, Cham.
Bowie, D., 2020. Book Review Hospitality Marketing: Principles and Practice. Malaysian
Management Journal, 15, pp.77-79.
Chen, L.N., Marketing hospitality: An analysis of English names of Taipei hotels. English
Today, pp.1-7.
Chowdhuri, S. and Roy, S., 2020. An Insight Into Societal Marketing: The Future Of
Unconventional Business Practices. Our Heritage, 68(8), pp.368-392.
de la Hoz Hernandez and et., al., 2020. Good Practices in Logistics for SMEs: A Strategy for the
Global Marketplace. In Marketing and Smart Technologies (pp. 435-443). Springer,
Singapore.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services, 53.
Kociatkiewicz, J. and Kostera, M., 2020. ‘Our marketing is our goodness’: earnest marketing in
dissenting organizations. Journal of Business Ethics, pp.1-14.
Kotabe, M.M., 2020. Global marketing management. John Wiley & Sons.
Mkhize, S. and Ellis, D., 2020. Creativity in marketing communication to overcome barriers to
organic produce purchases: The case of a developing nation. Journal of Cleaner
Production, 242, p.118415.\
Noel, J.K., Sammartino, C.J. and Rosenthal, S.R., 2020. Exposure to digital alcohol marketing
and alcohol use: A systematic review. Journal of Studies on Alcohol and Drugs,
Supplement, (s19), pp.57-67.
Pattnaik, P.N. and Shukla, M.K., 2020. Understanding Indian Political Parties Through the Lens
of Marketing Management: Towards a Conceptual Political Marketing Model.
In Political Propaganda, Advertising, and Public Relations: Emerging Research and
Opportunities (pp. 170-190). IGI Global.
Tempels, T., Blok, V. and Verweij, M., 2020. Food Vendor Beware! On Ordinary Morality and
Unhealthy Marketing Running Head: Food Vendor Beware!. Food Ethics, 5(1-2), p.3.