Comprehensive Marketing Plan and Analysis for ASOS Presentation

This presentation offers a comprehensive analysis of ASOS's marketing strategies, addressing the company's challenges and proposing effective solutions. The presentation begins with an introduction to ASOS, highlighting its rapid growth and target demographic. It identifies ineffective marketing as a key problem impacting sales revenue and brand image, proposing solutions centered around marketing research, branding, planning, and advertising. The marketing mix, encompassing product, price, place, and promotion, is thoroughly examined, with specific recommendations for each element. The presentation also details various marketing tactics, including digital advertising, search engine marketing, and social media promotions, along with a breakdown of the marketing budget. The conclusion emphasizes the importance of a well-executed marketing plan, utilizing the four Ps and various promotional activities to enhance brand visibility and drive sales. The presentation underscores the significance of market research, customized products, and a strategic approach to pricing and distribution to achieve marketing objectives.

Slide-1
Introduction
ASOS is the American online brand which is the fast growing high fashion brand in the United
Kingdom. The company has attracted more than 13.6 Million visitors since 2000. The company
is currently available in six countries, namely, the UK, USA, Germany, France, Australia, and
Italy.
ASOS.COM provides the exclusive and unique experience of shopping to the males and females
which lie under the age group of 16-34 years. The brand satisfies the needs of consumers by
fulfilling their demands. The company provides mass products which provide the competitive
advantage because no one provides the huge amount of products under one brand. It also
provides the world’s most fashion forward individuals.
Slide-2
Marketing Problem & Implications
The problem faced by the company is ineffective marketing which directly impacts on the sales
revenue of the company. Furthermore, it impacts on the goodwill of the company. The revenue
of the company is influenced by the competitors who are providing the similar products in the
same industry.
Slide-3
Proposed solution & objective

The proposed solution is to adopt various marketing techniques such as online marketing,
advertisement on national and international television which helps to promote the brand in the
eyes of the consumers. Following are the three areas which help to boost the sales through
effective marketing plan:
1. Marketing research and branding
The market research is the most important tool which helps to make the customized strategy
to attract a large number of consumers through analyzing the consumer demands, taste, and
preference.
2. Planning
The marketing strategy planning is defined as the process which helps to develop and
implement the effective marketing strategy of the company. It comprises of identifying the
opportunities for promotions and evaluation of marketing opportunities, identifying the
target consumers, create a strategic position and the implementation of the strategy which
helps to promote the brand through marketing efforts of the company.
3. Advertisement
It is the tool of the company which disseminates information regarding the brand to a large
number of consumers through buying the space in different mediums. It helps to recognize
the brand logo and name by the consumers who provide a competitive advantage to the
brand, and it directly impacts on the sales volume of the company.
Slide-4
Marketing strategy

The marketing mix strategy is used for doing the effective branding which helps to promote the
brand in the eyes of the consumers through creating awareness and building brand image. It is
used to produce the desired results from the target audience. The strategy comprises of product,
price place promotion.
1. Product
It includes the position of a product through using of attractive packaging, labeling, quantity
and quality which helps to distinct the product among the competitors.
2. Price
It is the most crucial element because it influences the buying behavior of individuals. There
are various pricing strategies such as skimming, penetration, cost plus, psychological and
others.
3. Place
It includes the channel adopted by the company for distributing its products such as retail,
online, wholesale and others.
4. Promotion
It includes the selection of promotional activities to promote the brand such as an
advertisement, online marketing.
Slide-5
The marketing mix comprises of four P’s, namely, product, price, place and promotion. The four
P’s are explained below:
1. Product Mix

The product is categorized into three categories, namely, core, actual and augmented. The
company must use production and consumer life cycle which helps to deliver the product
according to the needs and demands of the consumers. The target consumers are from the
age group of 16-34 years which includes both men’s and women’s. The right product can
be produced through analyzing the consumer needs and demands, taste and preference, and
others which result in the production of customized product.
2. Price Mix
The company must increase the profit revenue through reducing the cost of manufacturing
which helps to increase the perceived value to the user or consumers. There are three major
price strategies, namely, market penetration, market skimming, and neutral pricing. The
company must use market penetration pricing which helps to attract a large number of
consumers by competes for the competitors in the same industry.
3. Place Mix
It includes the channel, intermediary, and distribution of the company which must be
reachable to the potential consumers. There are various distribution strategies such as
intensive, exclusive, selective and franchising. The company is available through only one
medium so to increase its sales the company must be available in the offline mode also
which helps to attract the buyers who are not willing to purchase from online brands. The
company must adopt franchising which helps to increase its presence widely that directly
impacts on the sales volume of the company in a particular year.
4. Promotion Mix
The various promotional tools act as a communicator to the consumer. It includes various
elements such as online communication, advertisement, sales promotion, and personal

selling which helps to communicate the brand by building the image. The advertisement is
the most effective promotional tool which helps to promote the brand through radio
communication, television advertisement at national and international level. The public
relation is not the paid communication which includes a press release, exhibition,
sponsorship, events, seminars and others. Word of mouth is another type of product
promotion which talks about the benefits of the product to the consumers and it helps to
attract a large number of potential consumers. Other promotional activities include special
offers, advertisement, direct mailing, free gifts and others which help to promote the brand
in the eyes of the consumers.
Slide-6-7
Marketing Tactics
The marketing tactics help to implement the marketing plan, and they are mainly an action which
needs to be performed by the company to make the effective marketing plan. The seven
marketing tactics are explained below:
1. Digital advertising
The digital marketing is done through digital technologies which include content
marketing, campaign marketing, social media marketing and others which help to
promote the brand digitally.
2. Search engine marketing
It is defined as an online marketing which helps to promote the websites of the company
through increasing the visibility of brand in the result pages of search engines.
3. Magazine advertisement

The advertisement in magazines is purchased by the company which helps to promote the
brand publically at national and international level.
4. Co-created content
The content created by the celebrities or influential people helps to create awareness
among the consumers which acts as a promotional tool for doing effective marketing.
5. Community building
It is the practice which is directed towards the enhancement of the community. The
involvement of influential personalities in the community helps to promote the brand by
recognizing the famous personality.
6. Social promotions
The promotions through social networking help to promote the brand rapidly because the
target consumers which are under the age of 16-34 years are more activate on social
networks.
7. Event driven
The promotional events by the company with the famous personalities of influential
people help to promote the brand. The event driven activity is done by the majority of
companies because it impacts on the consumer perception towards the brand.
Slide-8
Marketing Budget
It is defined as the estimated cost of a marketing plan which is used in promoting the brand
through various marketing activities. It includes the various promotional costs such as
advertising, public relations, website development and others. The budget preparation is the most

crucial decision of the company which is taken by the top level management by deciding the
percentage of sales to be invested in the marketing activities of the company.
The marketing budget is taken ten percent of the annual revenue of the company in 2015 which
was £1.158 billion. The total marketing budget is £0.1158 billion which is ten percent of the total
revenue of the company. The budget is prepared for one year in which various marketing
activities are categorized under the headings, namely, Advertisement, sales promotion, G&A,
HR development, Salesforce and market research.
The various activities are categorized under advertisements such as print, radio, television, direct
mail, a point of purchase, and others. The total advertisement expense costs £0.0193 which is
16.67% of the total marketing budget of the company. The sales promotion includes various
activities such as trade shows, sales force promotion and others. The total sales promotion
expense costs £0.0193 which is 16.67% of the total marketing budget of the company. The G&A
includes clerical, managerial, telephone, travel, suppliers and others. The total G&A expense
costs £0.0193 which is 16.67% of the total marketing budget of the company. The HR
development includes videos, workshops, seminars and others. The total HR development
expense costs £0.01 which is 8.63% of the total marketing budget of the company. The sales
force includes motivational programs, recruiting, salaries and benefits, telephone, training and
others. The total sales force expense costs £0.0286 which is 24.69% of the total marketing
budget of the company.
Slide -9
• Profit
It is considered at the time of budget because profit distribution is necessary for the company.

• Sales revenue
The revenue generated in the particular year helps to analyze the growth of the company.
• Expenses
It is considered to know the cost of the company.
• Sales forecasting
If the forecasting is not showing the growth of revenue, then the company invest huge
amount on a marketing plan.
Slide-10
Conclusion
The main problem of the company is ineffective marketing which impacts on the sales and brand
image. The potential solution is work on three elements, namely, planning, advertisement, and
marketing research and branding. The marketing mix strategy is used for doing the effective
branding by working on the four Ps of marketing, namely, product, price, place and promotion.
The right product is produced through market research and analysis which helps to produce the
customized product. The market penetration strategy of pricing must be used which helps to
attract a large number of consumers. The company must start selling its product through offline
mode by opening the stores at various locations which help to attract the consumers who are not
willing to buy through online mode. The company must start providing franchise which helps to
widen its presence, and it will increase the revenue of the company. The main focus must be

given on promoting the brand through various promotional activities such as online marketing,
advertisement, events and others which help to promote the brand in the eyes of the consumers.
The seven marketing tactics are used to implement the marketing plan such as digital advertising,
social promotions, and others. The marketing budget is ten percent of the total revenue of the
company in an accounting year.