Asos Case Study

Product: when ASOS build, started selling branded clothing as seen in films and on television, this enable company the opportunity to create a market and benefited from celebrity endorsement, the company is belong to product-orientated. ASOS offers a much wider product range than its high street competitors, in order to constantly update product ranges ASOS has established an “in-house” design team, and apply the ASOS presentation techniques to enhance the image of the brands and product. ASOS proposition with tens of thousands of branded and own-label products available with hundreds introduced each week.

Price: It is competition-based pricing. ASOS is price competitive with its Price Promise (a price match offer), it can make the price is not higher than competitors’.

Place: ASOS is mainly selling their product online, ASOS.com launched its marketplace platform, and it can trade from their own virtual market stalls to customers across the world. After customers confirm to buy products, they will deliver products to customers.

Promotion:

• ASOS have used the SmartFocus CRM system to define eight different customer types based on purchasing habits including frequent shoppers and those who bought specific brands.
• Through data mining, ASOS will know customer’s demand.
• Direct marketing: E-mails were sent twice a week
• Public relations: sending viral campaigns, two weekly e-newsletters
• If all fail, they will try a discount to entice customer back

Process: 95 per cent of all orders placed before 2.30 pm, this has had the effect of moving the standard delivery terms from 3-4 days to 1-2 days. Invest in a customer contact management system will respond to customer care e-mails quicker and more efficiently. They also extended the customer care working hours to reduce the average response time from 60 minutes to 30 minutes.