provide a case study analysis regarding the topic above and answer the questions given in the questions box.
The case study for this chapter examines a retail example 2012 - began to consollate online expansion, opening of strategy development. interaational oftece in Sydincy and New York - 2015 - partnered with PayPal to connect directly wish student Digital Marketing hundreds introduced each week. On pricing ASOS is price logietics cyntem called Boomerang, which provides quick tarnaround competitive with its Price Promlse (a price match offer): if you see a on inventory when products are recumbed. A primary strategle branded (non-MSOS) product cheaper on another website, the objective is to continually lanovate to "add convenlence and cholee company will match that price. ASOS describes ite website as for Asos shoppers". cvolving constantly as we find better waye of presenting our products". The essence of the brand communicated in its annaal Figure 4.21 ASOS brand wheel report is reetleas innovation for our customers?. The main elementa that ASOS aspires to aret Znsplre and power your fachion discovery', Ooher elements of the "beand wheel' (ece tifyire 4.2i) area - External. The world's beet fashlon, the beat fashion experience, the service 1 want, inspire and engage mie. - Internal Pasionate about people, continuous improvement. fashion with integrity. In 2010 as0s.com tanched its marketplace platorm, enabling boutiques, vintage collectors, individuals and deaigners - entablished or unlinown - to trade from thelr owe virtual market atalls to customers across the world It differs from other online marketplaces like eBay and Amasoa in that each vendor can castomise their ahop froat and, for 550 each month, will have access to an accoent manager at ASOS and some premium promotional spots on Marketplace. ASOS service For ASOS, npeed and accuracy of deliveries to cuntomers is a critical success factor. By offering ameday dellveries the company bas iacreased sales by 23 per cent in the UX and cven more in the EU. Underpinning these improvemeata in sales is an Innovative ethos that is evident across the company. Asos invested in a customet contact management syotem that enables staff to reepond to customer care emaild more quickly and efiliciently. Working with clipper Logladics, they bave latroduced an Innovative reverat Back to pege 462 604 Oigital Marketing | young adults in the UK, India and parts of Africa. Projects involve promotion events integrated across the social networks but focuses fiading ways to develop curtainable improvements in these areas: a on stories and lts Instagram otratesy links directly to its influencers social enterprise in Keaya that worlis from an cco-factocy producing and in doing so widens the reach of the brand. African-insplred fablion deatign; education in artisan oliills in remote parts of Afries, and working with the Prince's Trust in the Basket analysis UX to help young people develop the sidils they need to get jobs. Banket analyais approaches were described in an intervicw with Search marketing marketing and operations director Hahh Ladhat The range of term ASOS targets for seareh are evident from the Our of the mont interntide thing we found was thet men tond to bry for and description tage oa the home page, which are also used eheir perture as weil as ehemedies. We previoualy thoucht this might to communicate ley brand mesesges: worl the ether way eroud. Uning thir deta, email combent wat gmerated by the compery't in-howe editerial teen. Generit content includad a roundep of earrent fachion trende and Beit hyy recoummidations. The peronalised content tool iate account fovourite brands ard bulgrt, recommending itrea bolow a certain price limit. Enstils wore sent twice a week Orher atratggins, nuch at encouraging cuatowers to mf frr a frimd to the conpary, end seading viral canpanges, whe ahe und at this time. over hat eutoners vilit the aite over dey shevping halits de negy but emait gime them a dirnet linh otraight to the aite and trope it fresh in custentres mingh. The growth of the company in recent yeare has largely been driven ASOS alpo wanted to lure lapeed cuntomera back to its webaite. It by social media. ASOS has contributed a great deal to the digltal targeted these individuals with tailored coateat that aimed to high street. Apart from ohowing that it is poasible to setl fashion remind them why they had previouely ahopped online for deaigner online profitably, the company has alse plonered sodit alopping, and hleh-treet dothing. where customers use online social network eltes to thare product Ideas before they buy. ASOs has nuceenfully used sochal medle to Ulimately, Asos has developed a large target audience for Its producta through the une of digital media and it is able to build a community of fachlonlstas who are prepared to ohare their views and opinions en Facebook, Twitter and Coogle Plus and to commankate new product ldeas very effectlvely to keep customers Intereated. A Sos'e Innovative use of sochal media has enabled it to share ldeas of what to wear, gliling its youns shoppere fakbion Inspiration. With approaching 12 million followers on soclal medla Inflaence the way young aboppers interact with online fasbion sites, the company has made a algnificant cammitiment to retallers. Moreover, thil is Milely to be a massive srowth area and communlry on les own site through the ASOS blogs at social ahopplas in IIzely to continge to reahape the way we ahop for the foreseeable future. Aways keca to be aheed of the competition, sites where it has over 1.3 million Ukes ea Facebook It runs regular eack to pege 402 e0e 099 14 pages teft in this chapter the main thing for the ASOS team is being where their customers are and being able to engage in the dialogue. Sources: ASOS (2011, 2013); BBC (2013); Kollewe, (2014); Wood, (2017); Armstrong, (2016); Logistics Manager (2018); Kakar (2018). Questions 1. Apply the SOSTAC model to ASOS and highlight why it has become such a successful online fashion brand. 2. Describe how ASOS uses elements of the marketing mix as part of its digital strategy. 3. Discuss how ASOS has used digital to develop its differentiated market position
