Marketing Report: ASOS Promotional Mix, AIDA Model, and Strategies

This report provides a detailed analysis of ASOS's marketing strategies, focusing on its promotional mix, AIDA model, and the effectiveness of its approaches. The report begins with an introduction to marketing principles and then delves into ASOS's background and marketing strategies, examining its promotional mix which includes advertising, sales promotion, public relations, personal selling, and direct marketing. The report then explores the AIDA model and its application within ASOS. It also assesses the pull and push strategies used by the company, evaluating their effectiveness in attracting and retaining customers. The report also includes an evaluation of the effectiveness of these marketing techniques, providing insights into how ASOS builds its brand image and drives sales. The report references various marketing concepts and academic sources to support its claims.

Principles
and
Practices
of
Marketing

Table of Contents
Introduction: ....................................................................................................................................3
TASK 1 : .........................................................................................................................................3
Background and marketing strategies: .......................................................................................3
Promotional mix of ASOS: .......................................................................................................4
TASK 2: .........................................................................................................................................4
AIDA model of marketing: ........................................................................................................4
Evaluation of effectiveness:........................................................................................................4
Pull and push strategies in ASOS: .............................................................................................4
Evaluation of Effectiveness: ......................................................................................................5
Conclusion: ....................................................................................................................................5
References:.......................................................................................................................................5

Introduction:
Marketing includes various type of promotion and methods to organising the product and
services in such a way to expand the business in the most impressive ways. The organisation
tries to use different methods to make its customer aware about their goods and services. The
main aim of the marketing is to promote the companies product and make customer loyal to the
organisation for the longer period of time. The marketing mix involved basic 4 things such as
place, promotion, product and price to have effective marketing strategies in any organisation.
Under this report, the ASOS company is chosen who is British online fashion company provide
various type of product and services like as clothes, shoes and different variety of accessories.
This company was founded in the 2000 and having the headquarter in the UK market. This
report will cover the marketing mix and various model which helps the company to expand at
international levels.(Kumar, Agarwal and Singh, 2017)
TASK 1 :
Background and marketing strategies:
ASOS is one of best company who provide various type of clothes for different range of
customer in the target market place. It the platform which provide various range of branded
clothes to satisfied its target audience from time to time. The company sale around 900 range of
clothes and also ship to 200 countries to fulfil the needs and requirement of the UK market
and US segments also. The company had its head office in the camden and another offices in the
Paris and New York. The company have employees around 5000 present in the company who
are working for the achieving the goals and objectives in the long run and build the strong image
in the market place.(Ahmad 2018)
In the annual period of time , the company focus was on television advertisement which
was most popular mode of advertisement to promote its product and services in the target
markets. With the change in the work environment the company tries to use different
promotional schemes to create the market for its goods and services in the right kind of market.
The ASOS has claimed that there is one twitter follower to the eight Facebook follower, which
increase the profits of the company by expanding the business at different location in the

international levels. The company also sell the kids swear on the online website which will lead
to increase in the profits in coming years as it reaches to the larger audience.
In the recent period, the company focus on increasing the the business at the
international levels by providing the product on website in the various country such as Germany
and France ,also opens stores in the Australia. (Alford and Page,2015)
The company also uses marketing strategies to attach the more customer by improving
their experience which will lead to the pull methods. The organisation also focus on creating the
healthy and loyal customer by satisfying the their needs and wants in market. The company
also advertised its product by the popular celebrity to create the brand image of goods in the
target segment which will lead to increase the sells for the company. The ASOS hired the Lorri
Penn to give expert advice what the fashion so that goals and objective.
Promotional mix of ASOS: (Lee and Kotler, 2015)
It is considers as the important part of the organisation as it helps in promoting the
product and services. The promotional mix includes different type of advertisement tool which
helps in making its audience aware about the good and services and creating the loyal customer
for the company. The organisation make sure the manager of the marketing uses techniques to
promote their good in the market so that they can take completive advantages in the marketplace
by building the brand image. The company develops the effective marketing strategies to
explore different section of the market and expand its business to next levels .(Andreea-Daniela
and Mihaela, 2016)
The manager of the ASOS, conduct the research in the different segments to know about
the taste and preferences of the customer and produce the goods according to its customer and
gain the larger number of market share in the shortest period of time. The manager make
proper blueprint which needs to be followed by the organisation to achieve the goals and
objectives within the set time period. This promotion mix is consist of various type of
advertisement, having good public relations and personal selling in the marketplace. It also
include strategies such as building corporate image in the market, sponsorship and digital
marketing and various another things. (Baker and Saren, M. 2016)
Advertising: under this situation, the organisation tries to promote its product and services by
paying the price to the different agencies and sponsors. The organisation uses pull strategies
which let customer to try the product at lets once and if they are satisfied then customer will use

these goods and services again which lead to increase sale in the market place. The
advertisement helps the customers to know about the uses of the product and what are the
benefits of the such goods in comparison of another companies product so that organisation is
able to increase their sale in the market. In additional to this , the advertisement provide
completed information about the goods and services to the customer in the form of video,
graphics and audio which helps the audience to understand the goods in the better ways and
influence their purchasing decision in the target market. (Behal and Sareen, 2014)
The ASOS organisation uses various medium to promote the goods thought different
advertisement events and channels such as television, radio, twitter and face back. The company
is focus on creating the monopoly market by providing the unique and high quality kind of
product in the target marketplace. (Fodness, 2005)
Sales promotion: The sale promotion are schemes which are provided by the company to its
customer like giving the festival sale at discount rate or end of the season. With the references of
the ASOS company gives discount to its customers such as discount coupons and payback
offers on various good and services. The schemes helps in increasing the profits by attaching the
existing and new customer in the proper manner. It is used by the organisation to increase the
sales in the long run and improve the productivity of the company. The company also provide
loyalty card to its customer who buys product and services on regular bases. This methods helps
in creating the good brand image in the market which attach more customer for the company.
The company are able to retain the existing customer in the market and tries to expand its
business to next possible ways. (Boehm, Lane, Koolmanojwong and Turner,, 2014)
public relations: it is process where company tries to build the good relationship with the
audience so that companies can earned the more profits in the marketplace. The organisation
carry out the different public relation activities to increase the loyalty from the customer in the
long period of time. Their are different supportive of the company they can be employees,
shareholder of the company and suppliers. The publicity is also the form of having the public
relations with the customer by providing the important information about the product and
services in the market place. The company has comes up with the new ideas of going online
services where customer queries are answered in proper manner and in appropriates ways.
(Burns, Bush and Sinha,, 2014)

personal selling: under this situations, the company uses this methods to promote its product
and services by having interaction directly with the customer on the regular base. It is also
considered as the face to face interaction with the customer so that customer knows more about
the product and various schemes in the company and. It influence the purchasing power of the
customer in the market places. The sale person tries to highlights the features of the goods to the
customer so that customer can understand the product very well. (Levinson and Horowitz, 2016)
Direct marketing: with the advance technology in the market. The company are now trying to
reach the customer directly thought the emails, text msg and fax. The company is to sent the
message to the customer to enhance their experience in goods and services which are provided
by the organisation in the larger scale. (Challagalla, Murtha and Jaworski, 2014)
TASK 2:
AIDA model of marketing:
Under this model, the company uses it to describe the steps a customer takes while purchasing
the goods and services. The organisation comes to understand the process who customer
purchase the product in the market and how can they can increase their market share in the target
market place. This model was introduced in the last century and have modified multiple times
by the different manager and leader of the company. This also make customer aware about the
product and commodities given by the organisation in the market so that needs and wants of the
customer are satisfied in present as well as in coming years. Some of the methods company
used to promote its product are as follows: (Chichirez and Purcărea, 2018)
 Attention: here, the company gives information about the goods they sell in the market
such as different types of clothes to the target audience. In the simple words, it can be
stated that advertisement must to effective in its ways to attract more customer for the
company in present as well as in the coming years. The manager has to find out the
different ways to get the attention of the audience so that they can increase the number of
profits with the growing number of the customer in the market places.
 Interest: here, the manager has to collect the information about the interest of the
customer from time to time so that company are able to provide with the such demand in
time and in the effective ways. The manager of the ASOS, find out the taste and

preference of the its customer so that they can enhance their market share by satisfying
the needs of the customer. ( Chorafas, 2016)
 Desire: It is a responsibilities of the marketing department to generate the desire about
the companies product in the mind of the customer's. If organisation wants to have more
number of sales then manager has to develop the desire of such goods in the customer
favour so that sales can be increased in few years.
 Take action. It is last step after creating the product desire in the customer head, is to
take the action to product the goods to the target audience. The manager of the ASOS,
the company are able to generate the demand of its product and services in the market.
Evaluation of effectiveness:
Under this model, the organisation is able to achieve the desire outcome in the effective ways
by fulfilling the needs of the customer from time top time . In the complex environment, there
are many company which are providing similar product to the customer so it make difficult for th
ASOS to out stand in the such completing environment.
Pull and push strategies in ASOS: (Dahl, Gorn and Weinberg, 2018)
Pull strategies: it is consider as a effective schemes to attach the customer for the company by
providing the high quality of goods and services in the market place. It includes the mass
promotion thought the social media, work of mouth and various sales promotional activities.
Push marketing: here, the company tries to attempts the give their message in front of various
potential customer where the customer has no desire for the product and services to buy them in
the market. The company indirectly tries to create their image of their product and services in
the mind of the customer so sale their goods to the target audience.
Evaluation of Effectiveness:
As per the above the discussion, the company key performance indicator depends on the sale
and marketing strategies . The company uses pull strategies to sale its product as it is more
feasible for the organisation in the long run. (Everett, 2016)
Conclusion:
According to the above discussion, it can be stated that the marketing is essentials part of the
company which helps in expanding the business at the next levels. The organisation uses
different types tools and techniques to get the attention of the customer . The company uses

promotional techniques and marketing mix to provide the its goods and services to the target
audience which will helps in increasing the profits and retain its customer for longer period of
time.
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