Marketing is finding out the wants and needs of a customer and making profit in the business. The process of identifying and reaching specific segments of a population for the purposes of selling them a product or service.
1. Product- This is the most important thing in the mix, the physical product or the service that the entity is offering for sale to the public. You will need to market this to the customers by telling them the unique features and benefits the product has to offer.
ASOS Products- ASOS is not just an online shop for the latest high street look; it also sells designer brands such as Chloe, miss sixty, rock and republic, Fcuk, firetrap and many more. The products sold on ASOS are designed in the style of celebrity’s, therefore perfect for the up to date, fashion conscious being. ASOS is for everyone, female or male. Not only can you purchase the latest fashion trends, ASOS also have a monthly magazine, of a small cost, which talks about the latest trends, the do's and the don’ts of certain outfits, and is great for helping you keep on top of next season’s outfits.
Another challenge ASOS have to face for their products with their competitor. They have to put a price for the product which customer can afford and when they see the product they should feel like buying it. To make their customers buy the product ASOS have product view is details link: when the customer click that link they see the product details and; if ASOS have another colour option the customer and see that as well. This screen print shows all the details and information about ASOS product the one I clicked, by using this also make the customer see the product closely and it also feel live .The customer can’t touch the product and they can find out by click zoom in and out how does the product look from closer and far.
2- Price- This is the price or amount that the customer needs to giveaway in exchange of the product or service you are offering. Marketing strategy will need to ensure that people will get the perceived value as greater than the price they will need to giveaway.
ASOS Price- There price is affordable; because it's online the delivery charges will be applied. They also have brand thing which are expensive. These products are mainly for young people, who like been up to date in a fashion world.
3- Place- or distribution, you will need to spell out where the product or service is available. This may either be online or offline, you will need to inform the public where the products may be available.
ASOS Place-ASOS.com is the UK's largest independent online fashion and beauty retailer. If the customers want to visit there office they can it's in London, but they don't have a shop which people can physically visit or see the things they like.
London
ASOS.com
London Office
Greater London House, Hampstead Road London UKNW1 7FB
Fax+44(0)20 7756 1001
4. Promotion- You will need to promote the product or service whether online of offline. Online marketing makes it cheaper to conduct promotions and reach as many people as possible.
ASOS Promotion - helps ASOS.com inform potential customers about products with the aim of selling to them. ASOS.com is market-orientated. Its Customer Relationship Management system tracks customer details and helps it understand its customers' demographic buying patterns. By analysing what and when customers typically buy, it can target promotions at particular market segments. ASOS.com measures the effectiveness of promotion through Key Performance Indicators. ASOS also have social network for their customers such as face book, Bebo, Twitter. They also have a blog for their customers; where customers can add their comments and write their opinions about the products ASOS are sell and if they have any complain about something.
They are also other discussions about celebrities and the latest fashion trends. The business will also be able to take suggestions from customers about the new products that they should invest into. ASOS takes feedback from the customers about the service and product that they are providing and also can make it better how their customers want. This helps ASOS in promotion by knowing want their customers want from them.
5- People-In order for any marketing activity to be effective, to will need to train and motivate the people to do their job. The people that delivers the product or service and those that come in between the customer and the manufacturer needs to know their job for the strategy to work. People may also refer to the customers who will need to buy your products, they are very important to be considered in the development of your marketing strategy.
ASOS People- These are the people who work for ASOS and give their customers a good service on the phone, be friendly to them if they are ringing to ask for a help in something or if they can't order; confused about something, the ASOS employee can help them how to do that or can take the customer credit card details and order for them. If the employee is being nice to customer he or she will came back to them again and suggest friends and family about them.
6- Process- Customer satisfaction is one of the most important roles of marketing. If you can follow the process of delivering high quality service or products to the customers, your marketing efforts will never be wasted.
ASOS Process-because they have online shopping system and they don't have any shop so the customers can go to the shop and see the product and decide whether it's good or not. They have to do everything themselves no assistant to help. The customer can see and buy that online.
7- Physical Evidence- Online, it is difficult for the customer to know how the product is going to benefit them. Thus, you will need to create an element by which the customer will be able to feel, taste and smell the product or experience the service. You can do reports and articles that will excite the customers about the product and the service.
Unit 12 Investigating Internet Marketing-P1
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