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Finalpresentation

  1. 1. By: Cindy Tseng
  2. 2. The business• Industry: Online fashion and beauty retail• Target Market: 16-34 Female (& Male)• Brands: Offers over 50,000 branded & own label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty• Websites: UK, USA, France, Germany, Spain, Italy and Australia (7 countries)• Distribution: ships from United Kingdom to over 190 other countries
  3. 3. The business (cont.)• Challenges: – Impact of rapid growth “The UK represents just 3% of all global internet traffic, which means that 97% of Asos’ potential growth lies outside its home market.” -Nick Robertson, the founder and chief executive of fashion retail website Asos• Goals: – Increase reach & profit
  4. 4. The idea• ASOS.com has got it all. The brand has invested heavily on creating a worldly shopping experience online that is unparalleled to the shopping experience their target consumers would gain in a store• To answer their challenges and goals, they need to make improvisations on their foundation- promotional strategies & social media
  5. 5. Key components• Social media: – Facebook page (more personal interaction) – Blog (links to be included in E-mails)• Online “Catwalk” videos: – missed out on accessories and shoes section (sales isn’t doing as well as the clothing section)
  6. 6. Key components (cont.)• Sponsoring abroad: – TV shows (America’s Next Top Model) – Charity causes• Promotional events: – Win trips to fashion shows (through their social media sites such as Facebook, Twitter, Blogs, website)
  7. 7. Key components (cont.)• The Global effect: – Arranging brand by countries – Since 97% of the profit is from abroad, ASOS.com should show extensive amount of creativity to attract Global attention.
  8. 8. Metrics of success• Subscribers or fans on social media sites: This helps to determine the increase or decrease in brand awareness• Clicks, Traffic: on all ASOS.com social channels• Products sales• Enquiries/ e-mails
  9. 9. Budget• Large marketing budget of 22.7 million US dollars (14.7 million pounds),• the ASOS.com brand has much room for improvements by using their budget more efficiently (on the key components listed)
  10. 10. Timeline• Seasonal vs Key components (for money allocations) – Seasonal: events such as Thanksgiving and Christmas charity donations ($5 million) – Awareness days such as breast cancer ($7 million) – Key components: promotional & sponsors ($10 million) – Rest of the money should be allocated to more website improvements

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