An effective ‘Marketing Mix’ including all 7 is a way of identifying a business’s achievements of marketing objectives, meeting customer needs, is balanced and consistent, creates a competitive advantage and matches corporate resources. Product ASOS promotes their products very effectively as they use clever visual tools such as 360 degree view of their product, video and picture to enhance the quality of the product itself. They also provide a range of products and service including clothes, accessories, shoes/sandals etc and its provided for men and women.
They include their own brand and designer wear which shows that they have high quality in their product. ASOS have mentioned in their annual report that their 20 biggest brands are now represented by a ‘shop in shop’ providing a rich brand experience for their customers and a unique distribution platform for ASOS brand partners. ASOS also sells a range of products matching famous celebrity’s outfits that customers would want to buy. ASOS, online or in their magazine provides customers the latest fashion info and what not to wear giving them an advantage to promote their products.
Their business attract over 5. 2 million visitors per month Price The price has a lot of impact on the service buyer’s satisfaction level. Often, paying a higher price makes a customer more satisfied. Price is often considered a proxy for quality and vice-versa. What is important to note that services being all the more intangible, the price becomes an important factor for the actual service consumption to happen, after service awareness and service acknowledgement. Thier price for the products vary depending on the product – quality, brand etc.
For the designer items it can be expensive, although ASOS may provide same looking product without the brand name making it affordable. With the price they offer ASOS is making a Profit over ? 10,009,000 figure taken from ASOS annual report as they have increased number of active shoppers over 1. 2 million Promotion The promtion plays a role in the perception the possible target audience may have about your service. There has to be a fit between the promotion and the positioning. Promotion leads to service (brand) recognition and further establishes a proxy to evaluate quality of services based by potential ustomers. ASOS uses their business is purely based upon the internet everything is promoted through the World Wide Web on the website and off. They have promotion on other websites and also ASOS has developed an application to allow customers to track particular products on its sites through their web browser, whatever websites they are looking at. The online retailer has used functionality within the latest version of Microsoft’s Internet Explorer 8 web brower, which Microsoft released on March 19. Place
Place represents the location where a product can be purchased. It is often known as the distribution channel. The place can be situated as a physical store or as virtuals stores on the internet. ASOS. com is rapidly becoming the market leader in the UK online fashion world. All the products are sold ONLINE and not located anywhere else where people can purchase ASOS items. ASOS does have a warehouse where all stocks are kept and together has a office located in hardfordshire. Processes processes are important to deliver a quality service.
Services being intangible, processes become all the more crucial to ensure standards are met with. Process mapping ensures that your service is perceived as being dependable by your target segment. This is the procedures of activities which lead to an exchange of value. The process should include how customers are handled from first and last point of contact. ASOS is determined to be number one in the online market. They have thought through their process and kept it clear and have made it customer satisfactory. ASOS’s strategy consists of aims that has a well-defined process.
ASOS have control of their website, their information/images etc are presented without any doubt intelligibly promotional. Payments are all done through their website online as they are only an online business. Also they have a step-by-step information on how to use and buy off their website, they also have page on delivery information. Here they can track down on where shopping is, know how much is cost to deliver, know when to expect the delievery etc. People People is crucial in service delivery. The best food may not seem equally palatable if the waitress is in a sour mood.
A smile always helps. Intensive training for your human resources on how to handle customers and how to deal with contingencies, is crucial for your success. People Are their employees, customers – their family and friends, and any other people associated with ASOS. com. Employees are important to this strategy of marketing mix as in can be those who deliever the products to customers. So they have to polite, helpful and have the knowledge of the business for them to answer any questions provided by the customer.
It can also be the employees that answer the phone when any customer calls for any quiries. ASOS. com also have employees updating their website and replying to emails and online comments on their feedback page. ASOS employees has the knowledge, training and other aspect helping the business with marketing for their business. ASOS customers are also people that help in the marketing of services as they spread the business information. Physical evidence Pyhsical evidence affects the customer’s satisfaction.
Often, services being intangible, customers depend on other cues to judge the offering. This is where physical evidence plays a part. Would you like eating at a joint where the table is greasy or the waitresses and cooks look untidy and wear a stained apron? Surely you would evaluate the quality of your experience through proxies such as these. As ASOS. com is an online company their customer has difficulty not knowing how for example a dress will feel, look on them. ASOS therefore provides annual reports, articles, etc showing them that ASOS products are worth the value.
ASOS helps customers with their products by giving them full information about the product. They have recieved awards that convince customers to buy online. First award was given to them in 2008 from Company High Street Awards for ‘Best Place To Spend’ and the second was given in 2009 from Drapers Etail Awards for ‘Best Customer Experience Cosmopolitan Online Fashion Awards – Best for Bargains’. ASOS allows to give unwanted products back and their staff are always helpful and polite towards their customer as its one of their business objectives.
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