Marketing Essentials Report: A.S 98, Nike Marketing Mix Comparison

This report provides an in-depth analysis of the marketing essentials of A.S 98, a footwear company established in 1972. It explores the roles and responsibilities of the marketing function, including defining the brand, conducting market research, setting pricing strategies, and implementing promotional activities. The report examines the interrelation between the marketing department and other functional units within A.S 98, such as production, finance, IT, and human resources. Furthermore, it compares the marketing mix of A.S 98 with that of its competitor, Nike, highlighting differences in pricing, place, promotion, and product strategies. The report also outlines a basic marketing plan for a new product launch by A.S 98. The report provides a comprehensive overview of marketing strategies and their application in the footwear industry.

Marketing essentials

Table of Contents
Introduction......................................................................................................................................3
Roles and responsibilities of marketing function.........................................................................3
Interrelation between marketing and other functional unit of A.S 98..........................................5
Marketing mix of A.S 98 and Nike..............................................................................................7
Marketing plan for A.s 98..........................................................................................................10
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Introduction
Marketing essential plays a great role in the promotion and advertisement of the product. With
the help of marketing is essential company can provide detailed information about the product
and services to its customers and make the product successful in the market. This report is based
on a company called A.S 98 (Paurva, S., 2019). This company has started in 1972 whose aim is
to combine the tradition and inn ovation. This company deals in footwear and also it produces
footwear for men and women. This report state about the roles and responsibilities of marketing
of A.S 98. Apart from this interrelation of marketing and other department of A.S 98 is
mentioned in this report. Difference between the marketing mix of A.S 98 and its competitor is
defined in this report apart from this basic marketing plan for the new product of A.S 98 is
discussed in this report.
Roles and responsibilities of marketing function
Marketing place a vital and promotional role in the business and helps the business to attain its
mission and vision. Marketing is known to be the face of the company which describes the
elements of the product to the target customer. It is the marketing department to present a strong
image of the product in front of the customer (Perreault, W.D., 2018). As A.S 98is one of the
strong brand in the market and dealing in various countries and it becomes possible only because
of marketing. The major role and responsibilities played by marketing department -
Defining the brand
With the help of marketing any business can define their brand to the customer and also it
describes the product in front of the customer. It has become possible only because of marketing
department as marketing is the one who defines the company what are the objectives of the
company by they are dealing in the business what extra they are giving to the customers with the
competitors are not providing.
As A.S 98 follows customer centric approach which becomes only possible by marketing with
the help of marketing company can know the needs and desires of the customers as per that needs
they are continuously bringing innovative and new products in the market (Lam and et.al 2019).
When the company fulfils the needs of the customer it can easily win the hearts of the customer

and it sends a strong brand image in their mind which helps the company to attain its
predetermined goals.
Market research
This is the another responsibility which is being played by Marketing department of A.S 98. The
main role of marketing department is to research in the market and to keep an eye on the market
trends and perspectives of customers (Lancaster and et.al 2017). As customers don’t want to use
same product for life long they want different types and innovation in the product which A.S 98
understands very well. Therefore this company is continuously producing new products in the
market so that its loyal customers do not switch to other companies and their products.
Marketing department of A.S 98 also search about the demographics so that they can
introduce their products in the new market as well and tap to untouched customers. With the help
of market research A.S 98 comes to know that whom they want to target like they have different
products for different age group people for men they have different type of shoes for youngster
that also having different kind of foot wares so as per the market research they find out their
target customers and as per the needs of the customers A.S 98provides them products.
Pricing
This is the another responsibility which is played by the marketing department of A.S 98 as it is
the responsibility of marketing department to make proper pricing strategies so that company do
not have to face any kind of loss and also it is the responsibility of marketing department to make
sure that A.S 98 do not charge high price from its customers (Laurie and et.al 2019).
If the company will charge high prices from the customers then it will definitely going to lose
their loyal customers. So this is one of the major aspects which marketing department has to take
care about and they have to take affordable prices from the customers then only they can survive
in the market and increase their market share.
Promotion
As marketing department plays different role in the company but promotion is one of the
important aspect for the company as well. As A.S 98 doesn’t want to compromise with the
promotional activities therefore they spent huge amount on the promotion of their products.
Marketing department of A.S 98 is doing traditional promotion activities along with this they are
active on various social media platform so that they can provide the details of the product to
more and more customers. But promotion can only be beneficial when the company target right

people for the right product then on the promotional activities will work in the favour of the
company.
Service and product management
A.S 98 believes in providing best products and services to its customers and company always
wanted to remain on the top of customers review and feedbacks therefore with the help of
marketing company is collecting feedback from the customers whether on their website or on
their social media.
With the help of feedback A.S 98 can get to know whether they are lagging behind and what
efforts they have to put more so that they can satisfy their customers (Blythe and et.al 2019). A.S
98 can only know the point of view of its customers with the help of marketing as the main
objective of marketing department is to analyse the thoughts and suggestions of the customers
and bring this suggestions to the company. So marketing department of A.S 98 bridges the gap
between the customer and the company so that by analysing the needs of the customer A.S 98
can satisfy them and bring them new and innovative products.
Interrelation between marketing and other functional unit of A.S 98
Marketing is the core function of A.S 98 so other departments also have to connect with
marketing department to get the latest and updated information about the market trend so that the
king produce the product as per the demand. So Marketing department is the backbone of other
departments of A.S 98 .
On the flip side marketing department also needs support from other departments then only
A.S 98 can attend its objectives and goals. The main objective of marketing department is to
make Strategies and policies for the company but without any help of Human Resource
Department, Finance Department, operation department and production department, Marketing
department can’t prepare strategies for the company.
Main objective of marketing department is to increase the sale of A.S 98 but this can only
possible when the entire department supports marketing department and helps the marketing
department to achieve the goal on given time duration by the company.
Marketing and production department
The work of marketing and production department is totally opposite in nature but their objective
is same. Marketing department needs support and help from Production department then only its
policies and strategies can become successful. For example Marketing department has decided to

provide discount on those customers who buy the products of A.S 98 in bulk but this policy can
only work when Production department produces the products in large quantity then only
marketing department can provide such discount to its customers. So all the departments of A.S
98 have their own and separate entity but in reality they all are linked together.
Marketing and Finance Department
All the departments of A.S 98are interlinked and connected to each other so as Finance
Department is known to be the blood of any company (Laczniak and et.al 2019). So finance
Department of A.S 98 is liable for making plans and budgets for the revenue and expenditure.
The main motive of finance Department is to save the revenue of the company but on the flip
side marketing department needs a lot of money for the promotional and selling activity of the
company. But Marketing department can perform their work effectively if the Finance
Department don’t provide them accurate budget so here both the departments have to work
together so that they can accomplish the goal of company and provide best products to its
customers.
Marketing and information technology department
As IT department of A.S 98 has to implement latest and advanced technology to update their
website and also collect and gather the information and data of their customers. It is the
responsibility of IT department to maintain the valuable data of customers in the safe and secure
software so that it cannot get threat from cybercrime and hacking. But for the promotion
marketing department needs such data so that they can update their customers whenever A.S 98
launches a new product line or provide any kind of discount this can only become possible when
IT department provides the data to Marketing department and help them apply their marketing
policies. Apart from this it is the responsibility of IT department to update all the latest
information which is being handed over by marketing department.
Marketing and Human Resource Department
Major role of Human Resource Department in A.S 98 is to attract the highly skilled and qualified
candidates and make them aware about the expectations of the company and also their role and
what extra they have to give to the company is also being explained by the HR but this can only
possible when HR department knows the target aim and strategies of the company (Gesualdi,
2019). So these plans, structure and strategies is being shared by the marketing department to
HR department then HR of A.S 98 communicate all the plans to the employees so that they can

work accordingly and Company reach to all level of success. With the support of marketing
department HR of the company can generate various policies for its employees so that they do
not think to leave the department and as per the marketing department at can provide different
kind of incentives and perks to their employees so that they get motivation and perform their
work effectively.
Marketing mix of A.S 98 and Nike
Basis A.S 98 Nike
Price As A.S 98 focuses on the
quality of its products.
Therefore A.S 98 provides
high-quality products whether
it is handmade shoes o hand
bags etc. But A.S 98has
different kind of footwear and
the prices also depends on the
various segments of
customers. As handmade
leather shoes is one of the
premium product of A.S 98
and also the price of this
product is affordable. There
for it is liked by people of all
income groups. Thus A.S 98
has introduced a wide range
of foot wear as per the
customers need and the prices
also depend on the segment
of customer.
Price of Nike’s product
depends on the demand of its
products. Apart from this
Nike focuses on the quality of
product as per the quality
they charge high prices.
Like shoes is one of the
demanded product of Nike
and also this company
provides high quality and
such quality product has not
been provided by its
competitors (Blut, 2018)
Place A.S 98 has secured a strong
place in many countries.
Their products are being sold
As Nike id one of the
luxurious brand and deals in
many countries so it has

by a small retailer to big
malls and also their products
are available on E-Commerce
websites. Now the company
wants to target small towns
and developing countries
because A.S 98 is not able to
sell its products in small
towns and developing
countries but with the help
of its online website, anyone
can buy shoes and other
accessories (Thabit and et.al
2018).
many places where it stores
the product Ne and with the
help of distribution channel
and network it provides its
product to the retailers and
shopkeepers whether they
want to purchase the product
in bulk or small quantity with
the help of proper distribution
network. Apart from this
Nike sales its product through
its website.
Promotion A.S 98 focuses a lot on the
promotional activities as that
no with the help of proper
promotion they can increase
their sales and revenue. As
this company is present in
most of the countries so as
per their culture and
demographic they do
promotional activities so that
customer can relate
themselves to the company
and its products. Now people
using the products of A.S 98
to their loved ones as it is
being liked by everyone this
This company also focuses on
promotional activities. Nike
put more focus on social
media marketing as many
youngsters are the active user
of social media which the
company targets the most.
Apart from this, Nike uses e-
mail marketing as many
professional people checks
their e- mails on daily basis
so they can easily get to know
about the latest trend and
offers of Nike.

is one of the biggest
advantage of the company
from its promotional
activities. Apart from
footwear accessories has a
strong brand positioning
among youngsters.
Product A.S 98 has a wide range of
product. Currently the
company is dealing in so
many products specially in
female it has backpacks, belt,
belt bags, bracelets, clutch
bags, handbags, key chains,
purse & wallets and
weekenders Apart from this
it provides wide range of
products in men as well. In
men it has shoes, bags and
accessories and gift vouchers.
Nike deals in all kind of
shoes and in different
categories of foot wears such
as custom shoes, Jordan
shoes, Running shoes ,
football shoes , gym &
training shoes etc. So these
are the major products of
Nike (Pomering, 2017).
Physical evidence A.s 98 has its own store in
different countries even the
products of A.s 98 is being
sold by the retailers and
shopkeepers these are the
physical evidence of the
product apart from this A.s 98
provides additional pamphlets
with the product of A.s 98 in
most of the countries so these
are the symbols of Physical
Physical evidence of Nike is
their retail shopkeepers and
wholesalers who purchase the
products of Nike in bulk apart
from this Nike provides its
product on various e-
commerce platform switches
Amazon and Wal-Mart so
these are the major physical
appearance of Nike’s product.

evidence of A.s 98 . One of
the biggest example of
physical evidence of A.s 98 is
their online website, where
the company provides each
and every information of their
product.
People As A.s 98 is present in most
of the big and developed
countries so its distribution
Network and its employees
are the valuable asset of A.s
98 . This Company always
worked for the Welfare and
development of its employees
because company has a
strong belief that each and
every employee of A.s 98
has a capability to reach on
the high position therefore the
treat Their employees very
well and provide them
incentives and promotional
benefits so that employees do
not think to switch the
company.
People includes all the
employees staff workers and
distribution channel of Nike .
Without the help of people
Nike cant increase its product
and revenue therefore
employees and distribution
channel is one of the major
people of Nike.
Process A.s 98 follows a small
process of manufacturing the
products after this, its
distribution network provides
the products to the retailers
The process which is being
followed by the Nike is very
simple. firstly it
manufactures the product
and after that its distribution

and shopkeepers so that they
can for the sale the products
(Ndofirepi and et.al 2020)
.
network helps the company to
provide such products to the
retail shopkeepers and
wholesalers apart from this
the wholesalers distribute and
sell the product to the end
user and customer of Nike .
So this is the hierarchy and
the process which is being
followed by Nike .
Marketing plan for A.s 98
A.s 98 focuses on providing new innovative products to its customers. So now the company
wants to produce handmade leather jackets and coat for male and female. As this company deals
in foot wears and accessories, so this is the new product for the company and also for its
customers. Because they want innovation and new products, they can’t use the same product for
long. This new product will raise the market share of the company as well.
Market segmentation
Market segmentation is one of the important parts for the marketing strategies of A.s 98.
Segmentation means division of entire market into small parts which can be easily accessible and
actionable for A.s 98. By targeting such market A.s 98 can increase its revenue and sales for the
new product (Thomas ,2020).
Demographic segmentation
This is one of the straight way through which company can define who will be there customers
for the new product. What will be the age group, gender, what will be the income level of the
customer, what is their living of standard, what is their religion etc. is being defined in
demographic segmentation. The main motive of demographic segmentation is to decide the target
customer for the new product so that all the marketing strategies and promotional activities do
not get waste and A.s 98 can utilise this information to enhance their profitability for the new
product.
Geographic segmentation

This segmentation States about the physical location of the target customer of A.s 98. As A.s 98
is going to launch on international level and specially in developing countries such as India
where A.s 98 is not present (Othman and et.al 2019) . Apart from this A.s 98 will sale this new
product with the help of online platform such as Amazon Wal-Mart and other e-commerce
channels.
Targeting
For the sale of handmade leather jacket, A.s 98 has targeted people who fall under the age of 22
years to 50 years. Apart from this, company is targeting both male and female.
Positioning
For the positioning of new handmade leather jacket A.s 98 is indulge in marketing and sales
activities. For the promotion of new product, A.s 98 using advertisement on television and
newspaper and magazines. Apart from this A.s 98 as providing discount to the customers who
will purchase such product in bulk. Besides this A.s 98 is mentioned this product on its website
as well.
Pestle analysis
Political factors
As A.s 98 is going to launch its new product on international level so this product will be sale in
all over the globe (Azhar and et.al 2018) . But the increased tariff and various taxes has become a
hurdle for the company. Apart from this many countries such as China and India has made some
changes in their taxation policies which has become a restriction for A.s 98 to sell its new
handmade leather jacket and coat in such countries.
Economic factors
When the government make any changes in the tax or any political factors, it definitely going to
affect the economy of the country. Apart from this fluctuation in the value of currency of
different countries is also become a hurdle for A.s 98. In such cases A.s 98 can’t earn good profit
on its new product as it is going to launch in the globe so changes in cost of goods and raw
materials can also affect the profitability of the company.
Social factors
Due to the pending, people of the entire world become so conscious so it can become difficult for
the company to increase the ale for the new product in the new market. But to draw the attention
of customer, this company is providing various discounts. Apart from this, company deals in