ASOS Marketing Strategy

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(5) MARKETING STRATEGIES

Brand Positioning:
In 2011 when ASOS entered China, Nick Roberson, the CEO of ASOS decided to consider China as the fifth largest strategic market. In spite of how serious the company took it, it is undeniable that ASOS made mistake on business strategy as well as the reality of embarrassing market position. When ASOS first entered China, they can not understand Chinese market and not be able to see the difference compare to European, American and Australian markets. They should be aware that they were not only opened a huge potential market, but also facing a fierce competition from fast fashion giants like ZARA and H&M which have been running successfully in China for a long time, and at the same time other e-commerce …show more content…

(Lovelock, 2016) Digital marketing strategy has played an essential role in promoting ASOS’s brand name and price range through different digital platforms like twitter, Facebook and Google +, etc. (Link Humans, 2016)
ASOS China also knew that marketing need to be fresh and suitable to reach Chinese customer. ASOS UK additionally run a separate customer care page @ASOS_HeretoHelp on Twitter to keep correspondence with unhappy customers isolated. (Twitter.com, 2016) ASOS China could also run a separate Weibo page to deal with unsatisfied clients instead of messing all suggestions together and posting publicly about the disappointment of the product or service of customers, as it is important for the company to maintain a positive brand image.
For the digital media platform ASOS are using world widely are banned in China, a series of strategic marketing mistake led to the failure include the immature of WeChat due to the initial establishment and lack of marketing on Weibo. Even though they did investigation, the wrong market positioning, short of localization and insignificance of brand marketing eventually caused the depressed

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