Importance of Marketing Strategies in Attracting Customers: ASOS Brand

This project delves into the significance of marketing strategies in attracting new and potential customers to a brand, using ASOS, an online fashion retailer, as a case study. The project begins with a background on marketing strategies and the ASOS brand, highlighting ASOS's target audience and its ...Read More

Proposal and Ethics
Form

Table of Contents
Background to Research Topic...................................................................................................3
Background to Research Organisation........................................................................................3
Research Rationale......................................................................................................................4
Research Question.......................................................................................................................4
Research Aims and Objectives....................................................................................................4
Research Methodology................................................................................................................4
Timescale....................................................................................................................................7
Resources....................................................................................................................................8
REFERENCES................................................................................................................................9

TITLE: Importance of marketing strategies that used by company to attracts new and
potential customers towards its brand.
Background to Research Topic
Marketing strategy is related to the overall game plan of business for achieving the
prospective customers and also turning them into the customers of services or goods company
offers. The effective marketing strategy is helpful in analyse the strategic situation of company
prior to formulation, examination and chosen market oriented competitive position. It contributes
to aims and objectives of company (Al-Surmi, Cao and Duan, 2020). It is effective in attracting
the large number of consumers towards specific brand for enhancing the sales and profitability. It
is necessary for the company to develop effective marketing strategies which helps in attracting
the large number of customers. The better marketing strategies are helpful in provide the all
details to consumers regarding the specific product and also target them to buy the products. This
helps in develop the positive impact on mindset of customers. Other than this, marketing
strategies are helpful in meet with the potential consumers in channels they used frequently. In
this present time, many of the organisations use digital media to target the customers and also
attracting them toward the specific brand in an effective and efficient manner.
Background to Research Organisation
ASOS is cosmetic and he online fashion retailer. This firm was founded in year 2000 in
the London. Its aim is at the young adults. The website of this company sells more than 850
brand and won range of the accessories and clothings. ASOS placing its emphasis on the
corporate responsibility and also letting customers know which are helping. This company
develops brand with positive reputation. This mainly provides codes and links requires to buy
services and products. The target audience of ASOS are the fashion conscious people aging from
the 16 to 34 years old. Its customers keep with latest fashion and also offers the platform that
mainly provide them to the access to those goods and they mainly expect goods to be up to date.
The company ficus on providing the high quality of products and services to customers at the
reasonable cost (Appiah-Adu and Amoako, 2016). As the customers are more focused towards
the high quality of goods and at the reasonable cost. For the promotion, ASOS company use the
social media as the digital marketing strategy. In this present time, large number of customers are
connected on the social media. There are many different social media tools such as Facebook,
Instagram, Twitter and Google+. Through using these all the tools, company and customers can

be interact with the each other. Company can provide all the information about the product or
services to customers in a detailed manner. It is beneficial for the performance, sales and
profitability of business.
Research Rationale
The main rationale behind conducting the investigation is that researcher can find out the
effective marketing strategies which helps company to target more consumers. Through this, the
benefits and issues can be examined while developing and implementing the marketing strategies
at workplace (Canavari and Coderoni, 2019). The other reason behind conducting this
investigation is that it enhance the skills and knowledge of an investigator for conduct similar
investigation in the future. Other than this, the understanding about the particular concept to
investigator will be enhanced. This will be beneficial for the future.
Research Question
 What is the importance of the marketing strategies?
 What are the different marketing strategies ASOS can be adopted to attract customers?
 What are the various ways to attracting the new and potential consumers towards ASOS
brand?
Research Aims and Objectives
Aim
The aim of this investigation is “To examine the importance of marketing strategies that
used by company to attracts new and potential customers towards its brand.” A study on ASOS
Plc.
Objectives
 To analyse importance of the marketing strategies.
 To determine the different marketing strategies ASOS can be adopted to attract
customers.
 To examine the ways to attracting the new and potential consumers towards ASOS brand.
Research Methodology
This is one of the specific procedure that mainly used to determine, choose and examine
various information regarding topic. It is one of the better way to examine overall reliability and
validity of an investigation. This mainly comprises theoretical analysis of methods related with

the knowledge branch. It also offers theoretical perspective to understanding which set of the
method can be applied to research related questions (De Pelsmacker, Van Tilburg and Holthof,
2018). The research methodology is contextual framework of an investigation that is based on
the beliefs. The research should use the better methodology that helps in conducting an
investigation in significant manner. The research methodology is helpful in provide the answers
to all the research question in a detailed manner. It will helpful in getting the positive outcomes
significantly. In this, research onion has been used that was developed through the Saunders et.
al., (2007). The different layers includes in the research onion are mention below:
Research philosophy- It is set of the beliefs concerned to nature of the reality that is
being investigated. This can carefully selection of philosophy stance that would impact
collection of data and analysis that going forward. Interpretivism and positivism are two different
types of research philosophies.
There will be the positivism research philosophy chosen as this based on idea that the
scientific knowledge is acceptable of world and also characterised through testing hypothesis.
Research approach- It is second layer in the research approach. In this, an investigator
could be resort to when conducting an investigation effectively. The inductive and deductive are
two different research approaches (Ducange, Pecori and Mezzina, 2018).
Deductive research approach will be used in this investigation as this is related to
quantitative research method. It tends to be flow from the general to particular. An investigator
using this approach to move on to the research questions.
Research choice- It is related with the qualitative and quantitative methodology. It is
necessary for an investigator to make decision as whether select former or latter or both.
In conducting the present investigation, there can be the quantitative research method
used as it provides the detailed information and also facts and figures about the particular
subject area. This research choice is helpful in providing authentic information that helps in
provide the positive research outcomes effectively (Hecht and et. al., 2020).
Research strategy- It is one of the most important layer in an investigation as it is related
with how to gather the data. There will be the survey as research strategy chosen because it is
more effective in gathering the information. This strategy often the result from deductive
approach and capable to gathering more data that apt for the statistical analysis. The main benefit
of selecting this strategy is that it is time saving as well as cost saving.

Data collection- It is way to collect the data from using primary and secondary method.
The primary method provides the new and fresh information. On the other hand, in secondary
method information is already available. There will be primary and secondary both methods
used. The primary method consists questionnaire. The questionnaire will be used because it is
more beneficial in the time saving as well as cost saving (Mirchevska and et. al., 2017). It
consists the different questions regarding importance of marketing strategies that used by
company to attracts new and potential customers towards its brand. It provides the opinions and
viewpoints of the different authors in an effective manner. Secondary sources has been used in
achieving the research objectives in literature review part. The main benefit of using secondary
method is that it is time saving and the data is available in an easy manner.
Sampling- It is set of the population that chosen for collection of information effectively.
It is explained as collection of samples for gathering the information. There are probabilistic and
non- probabilistic two sampling methods. There will be 50 respondents chosen by using random
sampling method. The reason to chose this method is that it provides the equal chance to chosen
respondents (Olimovich, Kudratovna and Sayfitdinovich, 2020).
Data analysis techniques- In this, the data collect from using the primary method will be
analysed effectively. There will be thematic analysis technique used as it is more effective in
analysis the collected information. In this technique, graphs will be developed by using the MS-
Excel and make interpretation (Oparah and et. al., 2018).
Timescale

Resources
There will be primary and secondary both sources used for conducting the investigation.
In the primary method, questionnaire will be used. On the other hand, in secondary method
books, scholars, articles and journals will be used. These both are helpful in providing the
authentic and reliable information.

REFERENCES
Books & Journals
Al-Surmi, A., Cao, G. and Duan, Y., 2020. The impact of aligning business, IT, and marketing
strategies on firm performance. Industrial Marketing Management. 84. pp.39-49.
Appiah-Adu, K. and Amoako, G.K., 2016. The execution of marketing strategies in a developing
economy. African Journal of Economic and Management Studies.
Canavari, M. and Coderoni, S., 2019. Green marketing strategies in the dairy sector: Consumer‐
stated preferences for carbon footprint labels. Strategic Change. 28(4). pp.233-240.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
Ducange, P., Pecori, R. and Mezzina, P., 2018. A glimpse on big data analytics in the framework
of marketing strategies. Soft Computing. 22(1). pp.325-342.
Hecht, A.A. And et. al., 2020. Influence of food and beverage companies on retailer marketing
strategies and consumer behavior. International Journal of Environmental Research and
Public Health. 17(20). p.7381.
Mirchevska, T.P. And et. al., 2017. THE IMPORTANCE OF MARKETING RESEARCH FOR
THE COMPETITIVENESS OF SMALL ENTERPRISESS IN REPUBLIC OF
MACEDONIA. Economic Development/Ekonomiski Razvoj. 19(3).
Olimovich, D.I., Kudratovna, F.S. and Sayfitdinovich, I.B., 2020. The importance of marketing
analysis for predicting the prospects of restaurants in Bukhara hotels. Economics, (1
(44)).
Oparah, P.C., Aghara, G.C., Ndubuisi, V.N.O.A. and Chidozie, E., 2018. The importance of
marketing in entrepreneurial development and poverty alleviation in
Nigeria. International Journal of Academic Research in Business and Social
Sciences. 8(10). pp.524-538.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.