Asos case slides

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ASOS MARKETING STRATEGY Group: Davidson peetala : L0215kmkm0611 Nguyen Tan Phat : L0173cpcp0611 Aizhan Koshenova : L0150roai1010 Radhziv Satylganov : L0167rtrt0211 Emmanuel Mba : L0173fkfk0211 Dagem hailu Segni : L0193fsfs0611 Denis paulo Shenyagwa : L0223aaaa0611

Transcript of Asos case slides

Page 1: Asos case slides

ASOS MARKETING STRATEGY

Group:Davidson peetala : L0215kmkm0611

Nguyen Tan Phat : L0173cpcp0611Aizhan Koshenova : L0150roai1010

Radhziv Satylganov : L0167rtrt0211Emmanuel Mba : L0173fkfk0211

Dagem hailu Segni : L0193fsfs0611Denis paulo Shenyagwa : L0223aaaa0611

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ASOS - DISCOVER FASHION ONLINE

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ABOUT ASOSEstablished in June 2000. ASOS is the UK's largest independent online

fashion and beauty retailer, offering over 40,000 branded and own label product lines.

1.3 active online customers.1000 new products to its range every week.Target audience is 16-34 year olds – but

20% of current customers are aged over 35.

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SWOT Strengths:-Reasonable prices and wide range of choice

available.The concept of worn by celebrities model dresses.Weaknesses:-Lack of physical feel of the product.Doesn’t guarantee the availability of other brands.Opportunities:-Increasing number of online shoppers.Ever changing fashion trends.Threats :-Emerging competitors.Established brands opening their own online stores.

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PRODUCT LIFE CYCLE• Different stages of Product Life Cycle.

•All products pass through this cycle although they behave independently of the other.

•The life cycle of fashion items are relatively shorter than other products due to various factors influencing it such as new trends, changing fashion, seasonality.

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PURPOSE OF PLC for ASOSCan plan the introduction and withdrawal of

productsBe able to predict when revenue will flow in

and calculate the profitability of product lines.plan the appropriate type and level of

promotion for different productscan support products through the entire life

cycleThey can plan pricing strategies to extract as

much revenue as possible at every stageExample : TIGERWOODS ENDORSED NIKE T-SHIRTS. Introduction: premium, high priced. Growth: Promotions and discounts Maturity: heavy discount Decline : product replaced.

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APPLICATION OF BOSTON MATRIX

STARSNew launched products like New Mosto Jacket, etc

QUESTION MARKFeatured items e.g. Converse shoes All Stars product red hi top trainer, etc

DOGSSale/clearance items e.g. TFNC Dress With Pleat Sleeve, etc

Low HighMarket Share

Low

Hig

h

Mar

ket

Gro

wth

CASH COWMature products that always sells like T-shirt and own-branded shirt

•Build•Hold•Harvest•divest

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HOW ASOS CAN USE BCG MATRIX

convert the Question Marks and Stars into Cash Cows of the future.

extending promotions.manage the Dogs either by removing the

item and cutting costs or reducing the price to sell quickly or re-using the materials

The profits earned from Cash Cows can be used to develop and promote Stars.

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PROMOTION STRATEGIESCelebrity Endorsement – Jessica chastain.Fashion Trends - Look alike products of

latest trendsASOS Membership Card. NUS card’s

discount.Imaging of items , catwalk’s.Linking the clothes range to accessories.Wide range of discounts.Asos magazine.Social networking.

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EXTENSION STRATEGIES EXISTING STRATEGIES:International market. Other products such Accessories, beauty and jewellery.Market place.

OTHER STRATEGIES WHICH CAN BE USED ARE :Constant qualitative and quantitative research.Expand the number of brand users.Product modifications.Using the marketing mix more effectively.

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ACTION POINTSMonitoring and ensuring the product life cycle

(product portfolio) continue to meet the needs of its customer.

Increasing ASOS brand awareness as a “Must have’ fashion item.

Increase customer relationship management.Improve the spending power of existing customers.Reduce the usage of the social networking websites.Updated software which can do suggestive, switch

and swop selling automatically.

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LEARN’T OBJECTIVESAs a manager it is important to understand the

product life cycle. It will help in promoting and extension strategies.

Innovation through Boston matrix.Different techniques which can be used in the

analysis of a company.Role of marketing in the planning and success of the

company.

THANK YOU