Comprehensive Marketing Report: ASOS PLC and Marketing Strategies

This report provides a comprehensive analysis of ASOS PLC's marketing strategies. It begins with an introduction to marketing and its importance in an organization, followed by an examination of the key roles and responsibilities of the marketing function, including market research, product development, customer-centric approaches, and advertising. The report then analyzes these roles within the context of the marketing environment and the organization, including interrelationships with other departments like finance, sales, and production. The report also discusses the significance of these interrelationships in enhancing organizational efficiency. A key section focuses on the marketing mix of ASOS PLC compared with Zara, analyzing product, price, place, and promotion strategies. Finally, the report develops a marketing plan for ASOS PLC, providing actionable recommendations for future growth and expansion. The report utilizes academic sources to support its findings and conclusions.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1 ...........................................................................................................................................4
P1 : Key roles and responsibilities of marketing function..........................................................4
M1 : Analysis of roles and responsibilities of marketing in context of marketing environment6
P2 : Roles and responsibilities of marketing in context of the organisation ..............................6
M2 : Significance of interrelationships between marketing and other functional units ............7
D1 : Critical analysis of elements of marketing function and interrelation with other function.7
TASK 2............................................................................................................................................7
P3 : Marketing Mix for the organisation that help in marketing planning .................................7
M3 : Evaluate the different tactics that are applied by an organisation:...................................10
TASK 3 .........................................................................................................................................10
P4,M4 and D2 : Marketing plan for the organisation...............................................................10
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1
.........................................................................................................................................................1

INTRODUCTION
Marketing is a activity which is undertaken by the companies to make the people aware
about the goods and services offered by their organisation. To satisfy the customer marketing
plays a crucial role as marketing department identifies the need of the customer on the basis of
which they formulate their marketing plan which can be done by taking the feedbacks from the
employees. While formulating marketing plan organisation need to identify various marketing
mix which help them to determine the influences of various factors. For this report the
organisation that is taken into consideration is ASOS PLC, which is a online fashion and
cosmetic retailers. To facilitate the detailed marketing analysis of the company the roles and
responsibilities of marketing department, key elements of marketing function, their interrelation
with other functions of the organisation are considered. Also a marketing plan is developed for
the organisation which will help them to achieve their goal of expansion.
TASK 1
P1 : Key roles and responsibilities of marketing function
The Marketing Function helps an organisation to identify the needs of the customers
and delivering the value to the customers by establishing a channel of communication which
create awareness about their offerings. This function is followed in almost every organisation
irrespective of the size of the company (Cant and Wiid, 2016). For detailed analysis of the
marketing, various concepts are to be considered which are followed by the organisation.
 Production concept : The focus of this concept was on mass production with a believe
that the consumer will consume those goods which are easily available and of
comparatively lower prices. The prices can will be reduced as the cost of production for
the manufacturer due to increased production.
 Product concept : In this concept the focus was shifted towards the features of the
products which they offers. They started considering the quality, quantity, innovation in
the products so that they can increase the values and benefits of the customers.
 Selling concept : In this concept the marketing department focuses on the advertising and
promotion of the goods and services in order to make the customer aware about their
products. This will help them to increase the customer base.

 Marketing concept : This is the concept where their efforts increased because the focus
is shifted towards the taste, preference, needs and wants of the target market. It is a
broader concept which covers various aspects of the businesses such as brand value,
customer satisfaction, planning for the new challenges etc.
 Societal concept : In this concept, the focus is over the needs and wants of the customer.
Also the impact of their operations on the society that has to be reduced. The emphasis of
this concept is the welfare of the customers and the society (Chan and Lu 2015).
The role and responsibilities of marketing function : The marketing department of ASOS
plays a crucial role in achieving the organisational objectives as they helps to identify the target
market and to plan various strategies . The various role and responsibilities of marketing
department are given below :
 Market Research : The marketing department conduct the research on the basis of
feedbacks collected by the sales team. They also collect the data from surveys which
helps them to determine the needs and wants of the customers on the basis of which
decide the demand and supply. This will help ASOS to be focused towards a specific
towards one aspect.
 Product development : On the basis of identification of needs, wants and trends the
marketing department suggest the feature which are required in the products which helps
the production department to plan out the production and to decide the requirements of
raw materials. ASOS can easily develop their process and products as per the changes
taking place (Chegwe and Anaehobi, 2015).
 Applying Customer centric approach : The marketing department maintains the
relationship with the customers which helps them to meet up the demands of the
customer and gain the competitive advantage. ASOS can update their online portals to
make it more convenient to their customers.
 Advertising and promotional campaign : The marketing department on the basis of
changes and trends that are prevailing in the market plan for the advertising and
promotion campaign which will helps ASOS to create awareness among the customers
about their products.
 Managing Budgets : Marketing department manages the budgets for various activities
such as advertising, conducting research, introducing innovation in the process of

creating awareness etc. ASOS can make aggressive marketing plan using various
strategies which will help them to achieve their goals and objectives (McDonald and
Wilson, 2016).
M1 : Analysis of roles and responsibilities of marketing in context of marketing environment
Marketing functions helps in determining the target market and the changes that are
taking place in that target market on the basis of which the organisational products and processes
need to be updated to achieve the organisational objective. But they have some responsibilities
towards environment also in which they operate. Marketing department need to identify he
impact on society of the products and the operations as it is their responsibility to provide such a
product which brings equality, uplift the standard of the people etc. Towards customers their
responsibilities is to provide better quality of the product along with that it should be affordable
to all as per their use.
P2 : Roles and responsibilities of marketing in context of the organisation
Marketing function has various roles and responsibilities in the organisation. They
performs their activities with support of other department of the organisation which integrates
the entire organisation towards the common goal (Christopher, 2016). The interrelation of
marketing department with other departments are :
 Interrelationship between marketing and finance department : Finance department
identifies the sources of funds and then procure funds as per the needs and demands
generated by marketing departments. Such requirements is based upon various
researches undertaken by the marketing departments. It also provides the guidance to
marketing departments to manage the funds and the budgets. Whereas marketing
department determines the demands on the basis of data collected by them, this helps
the finance department to prepare plans and develop financial reports in which they
have to reflect the growth prospects.
 Interrelationship between marketing and sales department : Sales department closes
the transaction by making the sale to the end user or their customers. They also take
their feedbacks and conducts surveys for the marketing department on the basis of
which they make marketing plan. Whereas marketing department advertises the product
by way of various promotional campaigns which helps the sales team to convince the
customers by converting the prospects into customers (Dangelico and Vocalelli, 2017).

 Interrelationship between marketing and production department : Production
department manufactures goods for the marketing department so that they can make
sales. They ensure availability of products on time as per the requirements of the
marketing department. Whereas marketing department helps the production department
in planning the quantity to be produced also it the production department in product
development by suggesting various features as per the changes in the taste and
preferences etc.
M2 : Significance of interrelationships between marketing and other functional units
Interrelationship between departments helps the organisation to align and integrates the
efforts of all the functions of the organisation which brings efficiency in different functions of
the organisation. It saves the efforts and resources of the organisation as redundancy of the work
is reduced. For e.g., determination of the requirements of the funds by the finance department for
advertising and marketing department individually will increase the cost for the organisation. But
due to interrelation the wastage of resources, efforts can be saved (Pooler, 2018). This also make
all the department work towards a single objective which motivates them to work together.
D1 : Critical analysis of elements of marketing function and interrelation with other function
Marketing function of the organisation plays a crucial role in achieving the objectives of
the organisation. The various elements of marketing functions such as research, strategy,
planning, tactics etc. this helps them to execute their roles effectively. But while conducting
research it takes a lot of time and for this they require funds which increases the cost of the
organisation but offers them a competitive advantage as they are satisfying their customer which
makes their customer loyal.
TASK 2
P3 : Marketing Mix for the organisation that help in marketing planning
Marketing mix refers to a set of actions which are used by the companies to promote its brand
or products in the target market. It is a combination of factors that can be under the control of
business for influencing their customers towards buying its products. This is essential for the
every organizations for performing the market activities in an appropriate manner(Kerin and
Hartley,2015). In this report marketing mix of ASOS PLC compared with Zara that can be
described under:

Basis Meaning ASOS PLC Zara
Product It is considered as a
tangible and intangible
goods or services that
can be produced to
satisfy the customers
needs and wants.
The company sells branded
products for men and
women which includes
footwear, coats, shirts and
many more. Now, the
company decided to launch
organic cosmetics products
with some unique and
innovative features.
It is the leading luxury
fashion labels in the world
and offers products for
men, women and children.
Product strategy of Zara
includes the several
accessories that are jeans,
tops, trousers, skirts, shoes,
bags, knitwear etc.
Price Price is defined as a
consideration amount
which is to be payable
by the consumers
against purchase the
rights of products.
ASOS have good and
reasonable pricing strategy
but some of their products
are expensive because of
similar to what celebrities
have worn.
Zara's products are low in
prices and it provides latest
fashion at low prices in all
international stores as
compared to their
competing global brands.
Place This refers to a point of
sale where a company
distribute own products
to their audience and
targeted customers.
They are only an online
business and distribute their
products all over the UK.
They have no physical
location where people can
go and buy products.
The company has reach
with stores in 88 countries
as well as 6500 outlets.
Also, sells its products
through online store
(Rowley, 2016).
Promotion It defines all activities
which are undertaken by
the marketers to make
their goods and services
visible in-front of their
users and encourage
them to purchase it.
ASOS promotes their
business by sending emails
to the customers regularly
which contains latest
informations about their
products and services. There
are fashion blogs that are
It relies on word of mouth
and social media
promotional strategy
instead of expensive
marketing tools and
methods. It is interesting
that Zara does not put its

being sold on the website. logo on their products.
Process This is considered as a
methods or systems
which are used in
operating the activities
that takes place when
consumers are interested
in products and services.
Shopping process is
different as compared to
high street stores because
they thinks customers are
not satisfied from face to
face service, they are only
able to view the images that
have been placed on the
website.
This company makes many
processes within the
company which includes
manufacturing, purchasing
as well as delivering
procedure. There are many
ways to access the
company through internet,
social media, bricks and
mortars as well as apps.
People Employees and human
resource is a essential to
represent the business
and ensure that they
helps in providing
customers services in an
effective way.
The company more focused
on people because they need
persons to design and
develop website for the
order confirmation and
deliver customers orders. As
well as employees have
unique and different skills
which are required to deal
with the customers problem.
Zara focuses on its own
people with corporate
initiatives on respect,
diversity, work life
balance, professional
development as well as
equal opportunities to all.
It fosters highly engaged
workforce that helps in
highly engaged interaction
with customers.
Physical
evidence
This is concern with
those activities which
are helpful in business
corresponding like its
facilities or services.
As a physical evidence
ASOS have receipts that
they receive with those
products that customers
ordered. The main concern
on the website appearance
they will want to ensure that
it is easy and convenient to
Marketing strategy is
considered as a physical
evidence of Zara which can
helps to see or experience
services by their
customers. Users will
makes judgements on Zara
and company creating

use and updated regularly
(Macarthy, 2018).
correct ambience that
matches its clothing and
contribute to the customer's
experience.
M3 : Evaluate the different tactics that are applied by an organisation:
Management aims to lead the business organizations towards formulating and achieving
the desired goals and objectives. The company use innovative tactics to become the market
leader and ultimate choice of customers. ASOS PLC used two tactics such as benchmarking and
market analysis. Benchmarking is considered as a research tactics which helps in evaluating the
existing or current capabilities with respect to their competitors and find out the new
opportunities of market for the improvement in business position. It is a standard measurement
and requires relevant data and information about its rivals and compare results of both. Along
with this a company use market analysis tactic for the continuous improvement and sustainable
improvements. Market conditions and trends are rapidly on changing basis so company needs to
evaluate the market factors on a regular time period. This will helps in knowing about the
customers expectations as well as positions of the market like inflation and deflation. So, tactics
are necessary to used in every organization for increasing productivity as well as profitability of
business as well as accomplish organizational objectives in an effective and efficient manner.
TASK 3
P4,M4 and D2 : Marketing plan for the organisation
Marketing plan : Marketing plan is a report that has all the strategies for a specific period
of time or for a particular objective. It includes various elements such as overview of the
company and the case for which plan is formulated, various tactics and strategies which will be
followed by the organisation, estimated costs, goals, action plans etc. It is prepared as it provides
the direction to the organisation towards the objective that they have to achieve.
Company Overview : ASOS is a British retailer who sell the products through online
medium. They offers clothes and cosmetics for both men and women . ASOS has their
operations globally by delivering their products. The products so offered by them are under

their own label and they offers other brands also. The aim of the company is to expand their
market share which they are continuously doing but they are planning to introduce organic
cosmetic products under their own label (ASOS PLC , 2019. ).
SITUATION :
 SWOT Analysis : The SWOT analysis helps the organisation to determine the internal
factors of the organisation which has both positive and negative impact. It is a proven
framework which facilitates the business to establish benchmarks for the performance on
the basis of strengths and weaknesses of the organisation.
Strengths Weaknesses
 ASOS serve a large market at global
level with a wide range of clothing and
cosmetics, this will help them to easily
launch their new organic cosmetics .
 They operate through internet but uses
innovative ways to trade by displays
the goods to the customers, make
shopping an amazing experience.
 It is one of the largest independent
online retailing business of UK, due to
which they can easily target a large
number of people (Ryan,2016).
 They have been operating at global
level which is why free delivery
services which they offer to their
customers increases the cost of the
company. This may affect the launch of
new products.
 Another weakness is that the products
so purchased are returned by the
customer due to which their operations
gets affected.
Opportunities Threats
 The growing concerns related to health
the customer are preferring more of
organic products which offers the
opportunity that can be grabbed by
ASOS.
 Change in pattern of shopping i.e.,
increasing use of online platform of
shopping will help them to sell their
 Returning of goods put a threat before
ASOS in context of their new organic
cosmetic, as if customer did not like
them they may return it.
 The number of retailers are increasing
day by day which has online presence
which may attract their customers with
attractive offers.

new product as they are already selling
through online platform.
 The main aim of the organisation is to
expand their business which they can
easily do due to globalisation. This
enable them to launch their new
product at a large level.
 Due to consciousness of consumers
regarding their skin, they may not react
positively towards the organic
cosmetics that they want to launch.
OBJECTIVES : The objectives of the company is to fourfold the size of the company in
next five year s which can be achieved by increasing the sales. For which the company is
planning to launch a rage of organic cosmetic products. They have a significant market share in
UK as they are independent online retailer which is why the target market from the point of view
of increasing the sales is at global level.
STRATEGY : In order to launch new process of the manufacturing the business of ASOS
will focus on the market area by segmenting, targeting and positioning so that the decision
regarding the launch of new manufacturing process can be taken in a best suitable manner
(Siemieniako, and Gębarowski, 2016)..
 Segmentation: In this the business will try to segment the wide market into narrow
segment on the basis of demo graphic segmentation where the new products of organic
cosmetics will be launched on the basis different age group, gender, income, place etc.
 Targeting: In this stage after the segmentation of the market the marketer of the organic
cosmetic products will target the segment by analysing the needs and demands of the
organic cosmetics products . By identifying that who will be the target customers who
seeks to use of of natural product that the artificial one.
 Positioning : In this the marketers will focus on the positioning of the item in the mindset
of the customers by using different ways of promoting the products such as giving them
the live demonstration of the products so that mass of the customers get attracted and the
business enjoys increased profitability (Deepak and Jeyakumar, 2019) .
 ANSOFF Matrix : The business of ASOS will implement this matrix within their
association in order to identify the growth opportunity of the business in the near future.

It will render the business with 4 different strategies of the growth which are as
mentioned beneath :
Market penetration: This stage is that where the business tries to hike in the market
place by its existing products in the current market segments so that the market are of the
business can be increased.
Market development: This phase is the essential one where the business seeks to
achieve growth by targeting is exiting products to the newer segment in the market place.
Product development: Here the business always try to develop a new products within its
existing market segment so that large number of customers can be attracted by increasing
customer base.
Diversification: In this the business focuses on the diversification of the products and the
businesses for the newer market which can be done by moving into newer segments or similar
segments (Drucker, 2018).
Thus, in this the business of ASOS will focus on the product development where they
will launch their new product which is organic cosmetic in their existing market so that the
business can easily attain the higher position in the market by increasing its customer base. In
order to increase the sales and revenue of the firm the business like ASOS will focus on this
factor of product development.
ACTION PLAN :
To achieve the short term goals various tactics need to applied by the organisation which
can be analyse using marketing mix.
Product As they are already selling cosmetic products so the product that they are
planning to launch is organic cosmetics for women. They are becoming more
conscious of their skin which is why they now prefer organic products that put
an opportunity before ASOS.
Price The pricing strategy which company is presently following is economic pricing.
The same pricing strategy will be used by th3m for this new launch also as they
aim to market share. Later it can be change to premium as they offer something
unique then the competitors.
Place ASOS have online presence which is why they will sell their new organic