Emma Bunce BUN08243738
FdA Fashion Marketing and Promotion (online) Unit: Work Experience
ASOS Emma Bunce
Emma Bunce BUN08243738
Table of Contents
FdA Fashion Marketing and Promotion (online).................................................................1 Unit: Work Experience .....................................................................................................1 ASOS...................................................................................................................................1 Table of Contents ................................................................................................................2 Introduction & Context........................................................................................................3 The Marketing Theory.........................................................................................................3 Price: ...........................................................................................................................3 Product: .......................................................................................................................3 Place: ...........................................................................................................................3 Promotion: ...................................................................................................................4 Analysis of Tasks Undertaken ............................................................................................7 SWOT Analysis of Personal Skills......................................................................................9 Appendix I: Bibliography & References...........................................................................10 Bibliography..................................................................................................................10 References......................................................................................................................10 Appendix II – Survey Results............................................................................................11
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Introduction & Context ASOS.com has become the number one online fashion in the UK. Established in June 2000, the website has over 35,000 brands and own label products to offer online. The target market for the online store is male and females between the ages of 16-34 years who have a keen interest in fashion. This report looks into the marketing strategy used by ASOS and my findings throughout the task given.
The Marketing Theory ASOS appear to have a good understanding of their target market, covering all areas of the 4 P’s, giving the brand competitive advantage in the on-line fashion market. Price: •
ASOS has different price bands in line with its broad target market and various brands that it markets, from cheaper basic t-shirts to higher priced designer bags. Product:
•
ASOS sells many different brands, covering a broad target market; from those on a budget to those with a high disposable income. Place:
•
ASOS is an online retailer.
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Promotion: •
Promotion has been crucial to building brand awareness. Online promotion through the use of the blog and social networking sites with SEO/sponsored links help to raise brand profile ASOS relies on key techniques of search engine optimisation (SEO) through positive PR and online editorial. Traditionally known as “Word of Mouth� marketing, the use of new media communities through blogging and social networking captures a large area of its target market. Their constant use of social networking has created vast amounts of positive PR for the company. This form of marketing has worked due to the website having a dedicated team working in its social media marketing department, giving its customers confidence in the brand. The social media guide Mashable (2010) recently reported of a study carried out by Chadwick Martin Bailey and iModerate Research Technologies. They found that: Consumers that follow a particular brand via social networking site Twitter are 67% more likely to purchase from the store, and those following brands on Facebook are 51% more likely. (Mashable.com)
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Source: Mashable.com With ASOS having strong links in the social network communities they are increasing their competitive advantage over those that are not actively marketing their brand this way - especially those brands that have a young target market as the graph above shows. ASOS.com’s Facebook fanpage has approximately 220,000 fans, giving the brand great exposure to its core target market. Regular posts from the team, such as ‘Style Expert’ update (a great way to give consumers inspiration when putting together outfits), links to competitions and special offers keep the ‘fans’ updated on the website and gives customers easy links to the items that they may be interested in. Direct links to the website from the brands ‘tweets’ on Twitter is another effective method of updating its followers (approximately 31,000). More recently ASOS have launched a fashion aggregator for the Twitter community called ASOS.com Follows Fashion. This combines messages from people and brands inside the fashion industry giving further enhancement to their reputation and broadening its market to a more ‘fashionista’ position.
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The marketing department encourage ‘fans’ and ‘followers’ to converse with the teams through commenting on its updates and links, giving them greater knowledge of what the customer wants from the brand. This form of ‘word of mouth’ marketing is not only effective but it is instant; allowing the team to react more rapidly, raising levels of trust in the brand through its transparency. This method may present ASOS in a positive light; however, it could be to its detriment if it should receive negative feedback and not turn this around. More traditional forms of word of mouth marketing, such as posting testimonials after receiving emails and letters from customers is not only slower but the company may only pick those that they believe give a positive view of the company. Advertising banners are a large part of ASOS.com’s marketing, through the use of other, relevant websites such as online magazines and search engines. The use of filtering and relevancy gives consumers an easy entry point to the site. However, after researching this effective method I have found that many people believe this method somewhat intrusive. When searching through the ASOS site myself I looked at several different garments through the recommendations given. This I found helpful, especially when looking for some inspiration. Later, when looking through my personal email, I noticed a banner on the right hand side, advertising those items I had already looked at previously. In my decision not to purchase earlier I felt compelled to go back to the website via the links; a fantastic way of encouraging me to buy.
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Analysis of Tasks Undertaken The brief chosen for this assignment was for a ‘Male customer strategy for the UK, (acquire new male customers)’. I started researching the website, looking at the ASOS Life community and how the website interacts with its customers. I was surprised by how busy the community was, with its dedicated team interacting with bloggers and customers on forums throughout the day. Having conversations with customers rather than simply communicating with then not only keeps them loyal to the brand but they also have a feeling of being part of the brand. I wasn’t, however, surprised to see that the vast majority of customer post were females. I created an online survey directed at men asking various question about their online behaviour. With 13 responses, I was able to analyse my findings and use this information to put together a nine page PowerPoint presentation for the ASOS marketing team, however, I may have overestimated my methods as getting the information from my participants was a struggle at the beginning. I used the method of social networking – in the spirit of ASOS – to send out my survey. Having male contacts on both Facebook and Twitter, I believed this method to be rather effective, but I have since learnt that maybe asking for people’s participation before sending out the questionnaire may have been more effective and perhaps may have given me a higher response rate. At the beginning of this assignment I struggled with the concept of the selfdirected work; especially after having great supervision throughout other assignments. However, keeping in contact with my colleagues throughout the 4 weeks; brainstorming ideas and giving general support to one another, improved my levels of motivation and gave me greater confidence to present my findings to
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ASOS. I am aware that I work more effectively when part of a team and I believe I worked with my colleagues to an advantage. When collating my results of the primary research I noticed that 12 out of the 13 participants (93.7%) were part of a social networking site; 75% used Facebook and 18.8% used Twitter. I myself use both Facebook and Twitter on a personal level and have found it an impressive method of marketing – especially if the product or brand is successful. Throughout the topic I used both social networking sites to brainstorm with my fellow colleagues, again finding this a very effect tool within my work. I have subsequently looked into the use of social networking as a means of Social Media Marketing for possible future employment. Analysing the results of my primary research and applying them to my presentation was a little difficult at first due to ASOS.com’s very effective marketing methods already used. However, with the majority of the brands updates being aimed at females I was able to look at external websites that those who fall into the brands customer base visit; gathering information that the ASOS marketing team may be able to employ for future brand communications. A full breakdown of my primary research results can be found in Appendix II. My IT skills have greatly improved throughout this term; starting with the use of an online survey website that allowed me to create a questionnaire for my primary research, through to my secondary research and the use of PowerPoint to present my findings. I believe that these skills are giving me greater confidence in my ability to promote myself within my future employment, whether I am applying for a new job or looking for a promotion. This has been supported by the constructive and somewhat positive feedback received for my CV and cover letter.
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I believe my research methods have been very effective in gathering information for this task and feel confident that I could apply these methods in my working life in the future.
SWOT Analysis of Personal Skills On completion of this assignment I am able to evaluate my learning through a SWOT analysis: Strengths I am not afraid to ask questions that others may be afraid to ask. I have great ability to work with a team; whether we are brainstorming ideas within our own work or working together on an assignment. Weaknesses I often doubt my ability to present a report effectively at the start of a given task. It can take time for my confidence to build in my work. Opportunities I am able to apply what I have learnt about the industry and my ability when looking in to a career in the future Threats My confidence levels may have an affect on my competence levels when applying for a job. Other applicants may appear more able because of their self belief.
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Appendix I: Bibliography & References Bibliography De Chernatony, L & McDonald, M (2003) Creating Powerful Brands ButterworthHeinemann Jefkins, F (2000) Advertising, 4th ed, Harlow, Financial Times Prentice Hall. Jobber, D (2007) Principles and Practice of Marketing, 5th ed. Berkshire, McGraw-Hill Education Pickton, D., Broderick, A. (2004) Integrated Marketing Communications, 2nd ed. Harlow, FT Prentice Hall.
References ASOS, 2010 http://www.asos.com/ Accessed 7th February – 18th March 2010
ASOS Follows Fashion, 2010 http://www.asosfollowsfashion.com/ Accessed 8th March 2010
Mashable, 2010 http://mashable.com/2010/03/16/facebook-twitter-purchasedecisions/ Accessed 16th March 2010
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Appendix II – Survey Results Results for: Men's online behaviour - ASOS brand awareness 1) In which age category do you belong? Percentage Responses 13-18
0.0
0
19-24
15.4
2
25-30
76.9
10
31-36
7.7
1
37 +
0.0
0
Total responses:
13
Do you use the internet regularly? 2) Percentage Responses Yes
100.0
13
No
0.0
0
Total responses:
3)
13
If you have answered 'yes' to question 2 please state at which time(s) you surf the net. (Please select ALL that apply) Percentage Responses
Weekday morning
16.0
8
Weekday afternoon
16.0
8
Weekday evening
22.0
11
Weekend morning
16.0
8
Weekend afternoon
16.0
8
Weekend evening
14.0
7
4)
What websites do you visit regularly? (Clean websites please!)
(The last five responses are given)
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- facebook, skysports, the sun - Reem Facebook Amazon Play Republic M and M direct BBC SPORT HMV DEFECTED HTFR CHEMICAL RECORDS DJ MAG - bbc google pricerunner facebook hotmail - bbc hotmail uncrate topman asos yahoo fantasy football empireonline metacritic facebook amazon - bbc hsbc ebay facebook hotmail skysports
5)
Are you a part of any social networking site(s)? (Please choose ALL that apply) Percent age
Respon ses
Facebo ok
75.0
12
18.8
3
Myspac e
0.0
0
Bebo
0.0
0
I do not use any social networ king sites
6.3
1
Other
0.0
0
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6)
Are you a subscriber or regular visitor to any online communities, forums or blogs? Percent age
Respon ses
Ye s
26.7
4
No
73.3
11
7)
If you answered 'yes' to the above question please state which online communities and/or blog(s) you visit regularly
(The last five responses are given) - twitter - www.progressivepropertyforum.co.uk - www.progressivepropertyforum.co.uk - the assistant manager - fantasy football blog. hotukdeals
8)
Do you use the internet to shop for clothing? Percenta Respons ge es
Ye s
69.2
9
No
30.8
4
Total responses:
9)
13
If you answered 'no' to question 8 please state your reasons why
(The last five responses are given) - I like to try on before I buy, not confident that what I would buy on line would match what I already have. - Not possible to try before buying online - Because I like to try stuff on before purchase. Also it may look different to the pic.
10) Are you aware of the ASOS brand
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Percenta Respons ge es Ye s
69.2
9
No
30.8
4
Total responses:
13
11) If you answered 'yes' to question 10, do you or have you purchased item(s) from ASOS before?
Percentage Responses Yes
50.0
5
No
50.0
5
Total responses:
10
12) What incentives would encourage you to purchase from the ASOS website? Percentage Responses Free postage & packaging
41.4
12
Refer a friend discount
20.7
6
Student discount
3.4
1
First time purchase discount
13.8
4
Style advice with purchase
20.7
6
None
0.0
0
Other
0.0
0
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