BMM3103 Project: Social Media Marketing and Promotion Analysis

This project delves into the use of social media for promotion, focusing on the online retailer ASOS. It outlines the aim and objectives, including understanding social media impact, analyzing marketing strategies, and explaining its importance in business promotion. The project details how these objectives are achieved through market research, resource collection, and expert opinions. It includes a time scale for various tasks, a brief background of the topic, and a detailed background search on social media's role in engaging consumers and building brand awareness. Marketing strategies, such as competitive advantage and market segmentation using STP analysis, are discussed. The project also analyzes the impact of social media promotion on business, highlighting both advantages and drawbacks, and concludes with a summary of findings and recommendations.

BMM3103 Project

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
4.Aim...........................................................................................................................................4
5. Objectives................................................................................................................................4
6. How objectives will be achieved.............................................................................................4
7. Time scale................................................................................................................................5
8. Brief background of topic ......................................................................................................5
9. Background searching in detail................................................................................................5
10. Marketing Strategy or market entry strategy.........................................................................7
11. Impact analysis of social media in promotion.......................................................................8
12. Constraints...........................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Social media is mainly used as a tool for promoting the business which helps in attracting
large number of consumers for purchasing the products and services. ASOS is mainly recognized
as the online retailing company which is Selling wide range of fashion products including the
footwear, accessories and beauty products. It is mainly Selling wide range of branded products as
for attracting the wide consumers for purchasing the products while operating in the dynamic
market. Using social media for marketing the business mainly helps in attaining objectives as by
using various apps which helps in building brand image which results in ever-increasing the sales
of the products being manufactured by the company. The main importance of using social media
as it helps in building relations by increasing the business visibility with connecting wide number
of audiences with using this tool in marketing the business. This project mainly provide details
about the topic the use of social media in promotion. With making the aim, objectives, defining
the achievements of objectives, making time scale. Also, briefly defining the topic. Further,
using the marketing strategies for marketing the company. Analysing the impact of the
environment. Lastly defining the constraints of the project.
MAIN BODY
4.Aim
Aim: The aim of this report is to develop deep understanding about the use of social media in
promoting company.
5. Objectives
Objectives:
 To provide deep understanding about the impact of using social media.
 To analyse the concept of social media.
 To analyse the marketing strategies used for promoting the company.
 To explain the importance of social media in promoting business.
6. How objectives will be achieved.
The above objectives would be attained through conducting the detailed analysis and
identifying impact of social media through best market research. Furthermore, it would be
attained through collecting the required resources from various sources that will help in
attainment do various objectives in well define manner (Alfawaire and Atan, 2021). Moreover, it
would also be done through collecting the collective opinions for other people in from of

surveys so that the right marketing strategies might be used to promote the business online in
appropriate manner. Furthermore, the expert opinions would also be taken in certain times to
ensure that everything is moving in right direction and maximum efficiencies derived in end.
Also, the experts would help in promoting the business online in the best ways as they are better
known to various markets and are more aware of the changing business situation than the firm.
7. Time scale
Description of Work Start and End Dates
Phase One
Task 1 Setting of aim and objectives 1 July to 15 July
Task 2 Market research 16 July to 30 July
Phase Two
Task 1 Report and findings 1 august to 10 august
Task 2 Summary of findings and
feedback
10 august to 11 august
8. Brief background of topic
The use of social media in promotion is mainly defined as using wide rage of platforms
for attracting and targeting the audiences with marketing about the products and services
produced by the company. Examples: as using Instagram by the ASOS for marketing the
products with using the hashtags and engaging consumers with using user generates content.
This helps in encouraging consumers to buy and shop on online platform (Exclusive Marketing
Strategy of ASOS – A Case Study, 2022).
Another example, Tesco is using social media marketing for promoting the business as by using
its own websites and using Facebook platform for marketing with offering various offers and
promotions to the users as by interacting the consumer on Facebook as for answering all their
services enquiries (Zarei, Farjoo and Bagheri Garabollagh, 2022). Thus, this helps in marketing
and attracting wide range of consumers with satisfying their needs and wants.

9. Background searching in detail
Social media is mainly defined as the communicating platform which is mainly used by
the business as for promoting its products and services with sharing the information and builds
effective relations with consumers with ever-increasing the business presence. ASOS, the online
British retailers is mainly using wide range of social Media strategies as for promoting the
products and services which helps in attracting large number of consumers for purchasing the
products by using online platform from using th websites. The company is mainly Selling its
products on the online basis as for increasing its sales by Selling wide range of branded products.
As per the Li, Larimo,and Leonidou, (2021) using social media in the business mainly
helps in engaging wide range of consumers with promoting the products by posting images,
marketing with user generated contents and advertising the products helps in attracting the
consumers. This further increases the sales by attracting the consumers and helps in taking
effective feedback for the company products being manufactures and soled in the wide dynamic
market. With using this marketing methods for promoting the business allows in utilizing and
connecting to engage the consumers which helps in increasing revenues of the company by
building effective networks for advertising as for increasing the traffic on the websites for ever-
increasing online sales of the products and services. Whereas as per the Mason, Narcum and
Mason, (2021) the importance of social media marketing helps the business in building brand
awareness as by engaging consumers. This helps in boosting the brand awareness which results
in improving the brand loyalty by building presences using websites helps in improving
consumer satisfaction, also increases the traffic and enhances the SEO ratings of the company
which secures the creditability with building healthy social media presence.
Further more, using social media in the ASOS, according to the ElAydi, (2018) the
company is mainly using various apps as for promoting the products. Using twitter marketing
with tweeting on regular basis helps the company in effectively promoting the company as by
suggesting the outfits, posting images and providing inks to the exclusive rage of clothing for
linking the websites. Also in addition providing all the information about the discounts and
offers available to the particular products. But as per the Agarwal, (2020) using social media
helps in promoting the products and results in building brand awareness. Also, it helps in
regularly adapting the needs and the latest needs of consumers and introducing the product as for
satisfying and retaining the loyal target consumers.

Moreover, using social media in the bossiness also assist and helps in generating leads by
improving the consumer's engagement as by posting videos, images and live streaming the store
products for engaging consumers which results in increasing sales (ABOUT ASOS, 2022).
However, the views of Zahay, (2021) using the social media helps in better consumer's
satisfaction by hearing the voice of the employees. As by using the Instagram, twitter, Facebook
apps results in posting the comments. Also, according to the views of Li, Larimo and Leonidou,
(2021) it results in providing personalizing experience with responses instantly to all the
comments, further with using this tool it helps in acknowledging and satisfying all the need of
consumers by hearing an adopting the latest trends and posting as for attracting consumers for
providing products on using social media for ASOS.
Thus, social media effectively used as for promoting the business and helps in ever-
increasing the brand image by prioritising with satisfying the needs and wants of consumer for
retain the loyal target market.
10. Marketing Strategy or market entry strategy.
It is very important that if social media platforms are used in right manner so that
maximum efficiencies and outcomes are derived in the end. Furthermore, for this it is required
that certain factors are taken into the consideration in right manner so that there is no negative
outcome in the future. These are been described as follows:
Competitive advantage: In tough competition times when there are existence of large number
of competitors in the market it is very essential that right strategy is adopted so that market is
expanded in the best way (Fang and et.al., 2020). Furthermore, this could be done through
identifying all relevant sources that might be used to update the current social media platforms
ASOS is been using to create more brand awareness among the large number of population.
Also, competitive advantage could also be gained through analysing other competitors in the
market so based on that required corrective actions could be taken on time
Market segmentation: To conquer the consumers on the all the social media channels it is very
much required that market is segmented properly so that there is no unnecessary wastage of cost
and time of the firm (The segmentation, targeting, positioning (STP) marketing model , 2022).
Also, this could be done through suing the STP analysis that consist of following element as
follows:

Segmentation: It would cover all the consumers that are geographically located in
various regions around the world. Furthermore, all those people that are internet savvy will be
able to acquire information about the company products and other related information.
Moreover, this segmentation would help in defining the market clearly sop that best promotion
techniques than might be used for the online masses.
Targeting: The majority of the people that are aged between 15-35 and use social media
like Facebook and Instagram on internet on daily basis would be targeted for promoting various
ASOS goods in various regions. Also, both male and female working and non-working
professionals would be covered under this.
Positioning : Using the best online marketing campaigns and introducing various and
schemes timely so that more people are attracted towards the business.
Market existence: Positioning the goods through online channels is not very difficult but to
maintain the market position it is very essential that new schemes are introduced in timely
manner and also timely feedback is collected from customers so that promotion could be made
according to their preferences and choices that would ensure existence in market for longer time
11. Impact analysis of social media in promotion
The use of social media in promotion used to play a great role in order to have the target
audience by having different demographics, behaviours and interest. By having promotion on the
social media helps the company to have the better promotion of the products in the competitive
market. These platforms help the users to have the better sharing of the information in the
market. By having the advantages it has some drawback as well (Stellefson and et.al., 2020). As
there are some people in the market who are not active on the social media which used to have
negative impact on the company by having promotion through social media apps.
Impact of use of social media in promotion on business: The social networking is
basically used by 76% of people in the world. There are more than half of the business used to
depend on having the promotion by using the social media apps. This makes the business to do
better working in the market and helps them to grow better. ASOS is the fashion retailer that
used to sell their products online so the social networking sites will help them to have better
promotion in the tough market. This will have the positive impact on the working of the
company by having the use of social media sites in order to promote the products.

This helps them to attract the customers and get the easy feedback in order to build the
customer loyalty in the market. By this it will help the cited company to have increase in the
market reach and also have expansion in the international market. The use of social media in
order to promote the products supports the company to have the better market research and also
increases the revenue by having the positive network from the customer side (Althunayan,
Alsalhi and Elmoazen, 2018). The social media makes the marketers to have better connection
with the market and also have the potential customers to attract they by using different social
networking sites.
Impact on customers of use of promotion by social media: The social media is the best
sources to make the customers to know about the new and existing product in the market. This
makes the customers to reach to the company by having the promotion on the social media. By
this it attracts the customers to buy the products from the social media apps. ASOS is the fashion
retailing company used to have online selling of the products. This makes the customers to
attract and have positive impact on the promotion done by the company (Social Media Marketing
for Businesses, 2022). Promotion used to help the individuals to have the excitement as this
makes them to get the product that needed from the market. As the cited company used to sell its
products online, so they used to have promotion by using the social media. The customers are
getting affected by using the social media apps and used to do have more purchase of the product
even if not required by them. This will also make the customers to have the positive impact as
they did not want to go outside in order to purchase the products. They can have the online
delivery of the products at their door only by ordering the products online. This is all about the
use of social media apps in order to do promotion of the produced products by the company (Al-
Zyoud, 2018). As in the recent time it is seen that 76% of the companies is doing promotion by
using the social media apps that increases the attractiveness of the customers towards the
products. This will make the company to have newer contact and provide them better discounts.
Impact on environment of use of social media promotion: The social media is the wide
and useful tool that promotes the environment to have the better promotion of goods. This helps
the company to know about the perception of the different customers living in the market. By
taking feedback from the customers helps the to know about the trends in market. The
environment further affected by the use of social media as there are continuous changes in the
market. As it is seen that having the perception of the people makes the cited company to have

better existence in the market (Li, Larimo and Leonidou, 2021). The social media also attracts
the customers in order to buy more products from the company doing promoting through social
media. By this they have more goodwill in the market and have increase in the target customers.
12. Constraints
Arranging of finance: The major constraints is that there was limited availability of
funds to conduct the market research. Thus, due to this only the most relevant information was
gathered for this project. Furthermore, there were few of external sources that have helped in
collection of the amounts for this project and helped in acquiring all the relevant facts that are
necessary for continuing this project further. Moreover, the availability of finance is very much
required to assure that proper research had been undertaken from the verified sources.
Finding a location: Another major problem was that research was conducted in limited
area and hence it can be said that finding the right location out of lot of being available is very
challenging task as the place need to have proper availability of the resources and should expect
to earn the profits. Furthermore, choosing right location will help in generating maxim revenues
and drive more customer toward the business.
Government approval: Conducting the business by taking the government approval is
very essential as it would only create problems in conducting various business operations in the
future (Li, Larimo and Leonidou, 2021). Also, right government approval helps in assuring
greater organizational success. Moreover, there are certain laws that are set by the government
that needs to be followed in strict manner so that there are not many restrictions in daily business
operations. However, the non-compliance of such laws would only create problems in sales
activities of the business across various region of the country.
Resistance from local business: For any business to gain success in any particular
market it is very much required that all the existing competitors do no resist in conduct of
operations. Also, it is needed that new products are launched into the market that have different
attributes so that there is less resistance from the other business.
Resistance from local people: Sometimes local people in the target market have also the
major constraint of not accepting the goods from any other company if they are not according to
needs or choices (Agzamov, Rakhmatullaeva and Giyazova, 2021). Furthermore, this constraint
requires that proper analysis is done in form for survey or questionnaires so that based on that

local people are ready to purchase goods of the company that are reasonably priced and based on
the individual choices
CONCLUSION
From the above report it is concluded about the use of social media in order to have better
promotion in the market. The report has evaluated about the aim and objective of the used of
social media in promotion. As it is very important for the company to set the objective before
having promotion of the product on social media. Further it is described about the achievement
of the objective by the company by having promotion through social media apps. There is also
inclusion of time scale in which it is described about the two phases and its tasks as well. As
there are different phases in order to have promotion in the market by using social media
marketing. Further this report has evaluated about the background of the use of social media in
promotion by stating the examples as well.
Moreover the report has described about the importance of use of social media in order to
do promotion in the market. This is evaluated by using the Literature Review that helps to
compare the different information stated by different authors. The report has evaluated about the
marketing strategy or the market entry strategy that helps the company to have the competitive
advantage in the market. Further the report has also discussed the market segmentation and
market existence of ASOS. There is also inclusion of the impact analysis of use of social media
on business, employees, environment, etc. At last this report has indicated on the constraints that
include arranging of finance, location, approval of government, resistance from the business and
people.

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Online
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Exclusive Marketing Strategy of ASOS – A Case Study.2022.[Online]. Available
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Social Media Marketing for Businesses. 2022. [Online]. Available through
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The segmentation, targeting, positioning (STP) marketing model . 2022. [Online]. Available
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segmentation-targeting/segmentation-targeting-and-positioning/>