Marketing esssay- asos assignment

This has the advantage as it is usually quick and cheap but the data can be too old and not specific enough. Both of the methods of carrying out research can be quantitive and qualitive. The difference between quantitive and qualtive is uantitive deals with numbers and data that can be measured and qualitive deals with descriptions and observes data. One primary research that Asos could carry out is giving their customers surveys to complete about things such as how much they are likely to spend.

Secondary research that Asos could carry out is what past fashions that magazines have published that could be bought from asos. Asos market research is all about engaging with its customers to find out their wants and needs. Asos has a database of 1. 9 million customers. In this database it holds info on purchasing behaviour, the ustomers favourite brands, spend patterns, payment method so well as basic info and lifestyle data. This allows Asos to create a trend list bad email customers of specific deals and new items that are in to fit their needs and taste.

Asos life cycle is at its growth Stage due to it still expanding and progressing every day. (See appendix 8. 1 ) Asos is located mainly in the UK with its Head office in London Camden. Their customer care unit is situated in Hempstead. Its 1. 1 million square foot global distribution centre is based in Barnsley and its technology Hub is based in Birmingham. However Asos does have other offices across the world such as in Sydney, New York and Munich. Within its distribution Asos offers free next day delivery to UK and also free global delivery depending of package size. See appendix 8. 2) 5. 3 Price Asos sets prices artificially higher than its other competitors due to their specific consumer percerptionsAsos carries a large number of brands this makes asos put the rrp of their that bit higher than other competitors such as h. Asos uses tactics pricing which is used to draw a customer into promotions an mark downs. To engage with its market segments it offers student discount and offers a percentage mores at promotions to engage its Customers to buy. rices compared to its competitors such as Topshop is a range if t-shirts from asos ranges from E7. 0-E65 whereas Topshop is dearer without the variety at E8-E75. 5. 4 Promotional Mix Asos has many promotional mixes. Asos engages with loyal customers by offering them to enter into competitions in order to win prices such as E250 worth of goods. They also have sales with marked down prices up to 70%. With the use of student discount and also discount codes they may offer to make the customer buy more as they believe they are saving money. Asos also use promotions every week such as savvy Sundays which offers iscounts every week.

Asos uses direct selling by emailing customers of specifically of their likes and tastes. (See appendix 8. 3) 5. 5 Additional gp’s The additional 3 P’s for marketing mix includes people, process and physical evidence. People includes management, employees, culture and customer. Asos provides excellent service by using all social media and customer care services to constantly engage with their feedback from customers in order to boost their customer’s perception of the company. When Asos is looking for a new member of staff it ensures that the member of staff has the essential ualifications and experienced for the job.