Marketing Plan ~ Asos fashion boutique - PowerPoint Presentation

Slide1

Marketing Plan~Asos fashion boutique~

Audra Galliano

Crystal Converse

Megan

WeisserSlide2

Evaluating A strategic international marketing plan for trade in paris, franceSlide3

asos company profileAn online only

woman’s clothing line whose

current distribution

is in the U.K.

The Target

M

arket:

Fashion

forward woman

who shop at urban retailers for current trends in fashion

Styles appeal to woman between

ages of 16 –

35

Potential customers are high into style, but buy clothing priced lower than from the

top clothing

designers.

This marketing

plan will export

Asos’

urban

trends

and increase the international trade

with

Paris,

FranceSlide4

Asos Marketing mix

The marketing activities

will center

on the

their

efforts to satisfy its customer wants and needs with products and services that offer competitive value

.

Product

- An already successful woman’s clothing line, otherwise sold online, but only available at this

boutique

.

Price

- A competitive value to its customers. Generally less expensive than the top designers clothing lines, but

also offer a limited about of high end

garments

.

Place

- Where women want to shop for

clothes:

Paris

,

France,

“The Fashion

Capital

of the World”

Promotion

- Current trends for fashion forward woman between ages of 16-35; Provide a

value based boutique for current fashion trendsSlide5

Executive Summary IMajor Problems:

Store could be used as a ‘Show Room’

Competition

with the

boutique’s prices

Lower online prices

do not reflect the overhead costs of a retail space.

Ex

Rent, Labor, Shrinkages and Loss, etc.

Competition from other local boutique’s

Limited transfer of knowledgeable labor or managers from U.K. to

France

Hiring

and training staff from scratch. Slide6

Executive summary IIMajor Opportunities:

Fashion Week in Paris-

Launch the Asos Fashion boutique

Create great exposer as an emerging fashion destination

Higher

volume of sales than online-

People

will purchase more garments when they see them in a trendy boutique and they can try them on.

Buyers enjoy instant gratification from purchases.

No

shipping problems or waiting

.

Can browse online, and then come try on what’s appealing Slide7

Relative advantage

By offering

the very first boutique for

Asos in Paris, it

is highly advantageous to its prospective customers and the fashion

industry compared to the existing competing brands because the trends are now:

Accessible

Innovative

Affordable

Short

term sales and Asos’ rate of adoption will be

elevated.

Perception of fashion trends are based on

what is new in the market.Slide8

Compatibility

The street scene fashion from Asos’ clothing line is compatible with the target

market’s:

S

tyle needs

P

ersonal

values

for

strong customer

service

Beliefs

in

quality in

relation to price and product

value

Enjoyable

past shopping

experiences

The

rate of the perceived level of

compatibility

is so high, that the products rate of adoption will

be:

F

ast

in market

entry

S

trong

in

retentionSlide9

complexity

The perceived level of complexity or difficulty to understand or wear Asos Fashion line is

LOW

.

The

function and use of the product is valued

for:

Everyday

wardrobe

enjoyment

Provided

at

an

affordable

price rangeSlide10

trialability

The extent to which clothing from Asos can be used on a limited basis is

SUBJECTIVE

to the buyer.

Some

of the target market will purchase new clothing and accessories for every occasion and

season

While

others limit their

purchasesSlide11

observability

Retail and clothing

in Paris has a

HIGH

degree of

Observability

:

Paris

is

known as the:

'Fashion

Capital of the World

'

The

presence of dedicated couturier houses, fashion shows and dedicated media dominate the fashion

industry.

Personal

ownership of fashion products and in clothing trends make a statement that can be seen on runways and on the

city streets.Slide12

Geographical Region

Located: Paris, France

Hotels

4 seasons

3

rd

largest income from tourism

85% urbanizationSlide13

Champs-Élysées

Located off of Avenue Montaigne.

Parking Garage

Exclusive shopping experience with many of the big fashion labels.

Mixture of big brands and high qualitySlide14

Transportation

3 Airports

Tram lines

Transilien

RER

Metro

Taxi

Bike

Walk

EurotunnelSlide15

CommunicationTelephoneCell phone

Land Line

Internet

Radio France

Internationle

Commercial FM stationsSlide16

Consumer Buying HabitsRetail Store HoursMonday - Saturday

PaymentSlide17

Distribution of the productHeadquarters

London, UK

Warehouse

Not a retail shop

Channel

Manufacturer



Retailer



Customers

European Union

No limits or barriers to trade

Eurotunnel

FreightSlide18

AdvertisingFlyers/BrochuresCelebrities

Billboards

Magazines

online magazine

Social Media

TV CommercialsSlide19

PromotionE-MailsDiscounts

Student Discounts

BOGO

Sales

Contests

ASOSSlide20

Pricing StrategyRange

Price Tags Include Tax

Discounts AvailableSlide21

CompetitorsAdidas, Benetton, Disney Store, Nike, Zara, Cartier, Bel

Air Fashion, Toyota, Gap,

Sephora

, Virgin Megastore, Dior, Chanel, Valentino, Ralph Lauren,

Bulgari

…etc.Slide22

Ralph Lauren comparisonBrand Name

Rich

Expensive

Quality

Preppy

Classy

Business attire

Features

Archetype Figure

Playing Polo

Package

Navy Blue with white letteringSlide23

Price ComparisonRalph Lauren

Least expensive

Most expensive

ASOS

Least Expensive

Most ExpensiveSlide24

R.L. PromotionRalph LaurenProud Outfitter of the 2012 Olympic Games

E-mails

Free Shipping of orders over $195

Ralph Lauren center for cancer care and prevention

Pink Pony Campaign

American

Heros

Fund

Habitat for Humanity

Polo Fashion SchoolSlide25

ASOS PromotionFree ShippingCarbon Neutral Company

ASOS Foundation

Priorities

Young adults in difficult circumstances in the UK.

Women and children in India (where we source many of our garments)

Poverty and climate change in the developing world

The Prince’s Trust,

Udayan

Care, Oxfam,

retailtrust

, Geared for GivingSlide26

ASOS

Website for the U.S. for ASOSSlide27

ASOS

Website for the FrenchSlide28

Ralph LaurenSlide29

Competitor’s DistributionRalph Lauren and ASOS central location is both in London, therefore they have similar distribution channels.Slide30

Market SizeEstimated Industry SalesRose .09% in March

Said to Decline Due to

Unemployement

Estimated Sales for ASOS

2010 -

£512 million

2013 -

£685 million Slide31

Sources of information

http://sites.google.com/site/starategicmarketing/chapter3/factors-affecting-market-complexity

http://www.businessdictionary.com/

http://www.b2bmarketingplan.com/index.php?view=article&id=25&format=pdf&option=com_myblog&Itemid=20

http://www.b2bmarketingplan.com/index.php?option=com_myblog&show=Whos-Your-Market-.

html&Itemid=20

http://

www.buzzle.com/articles/facts-about-the-french-culture.html

http://

www.harpersbazaar.com/fashion/fashion-articles/paris-fashion-week-street-style-spring-2012#slide-6

http://

about-france.com/shopping-in-france.htm

http://www.nytimes.com/2009/02/19/arts/design/19abroad.html?_

r=2&pagewanted=allSlide32

Sources of informationhttp://www.ibtimes.co.uk/articles/332971/20120425/asos-plc-uk-retailers-consumers-british-shoppers.htm

http://www.foxbusiness.com/news/2012/05/04/germany-france-buoy-euro-zone-retail-sales

/

http://www.eurotunnel.com/uk/inspiration/ideas/Shopping-in-Paris/

http://mehwishworld.typepad.com/blog/2010/05/analyse-the-opportunities-offered-to-businesses-using-internet-marketing-in-relation-the-marketing-m.htmlSlide33