Introduction ASOS, a popular name for the online shopping for men and women in the Great Britain

is one of leaders in fashion and beauty. It specializes on sale of available versions clothes worn by celebrities. ASOS was started in June, 2000 of Nick Robertson, has been recognized as the best Trendsetter in Sunday Times in December, 2010. Besides it also has won set of awards, including Cosmopolitan Retailer of the Year 2008, In Style Best Online Shop 2008 and Retail Week Online Retailer of the Year 2007& 2008. Asos.com has more than 9000 products available and 500 new products are added every week. It is included with a female fashion wears, menswear, accessories, jewelry and cosmetics. Task I Marketing is activity, various set of institutions and processes for creation, dialogue, carrying out and an exchange of offers which matter for customers, clients, partners and a society in large. Good relations with clients often lead to an exchange that is good or service exchanges on money. The potential for an exchange exists, when there are at least two sides and everyone has something potential value for others. When two sides can communicate and deliver the necessary goods or services, the exchange can take place. Marketing Concept for New Fashion Product The concept of marketing for effective achievement of the objectives, firms have accepted today marketing concept which requires (1) consumer orientations, (2) target orientation, and (3) systems orientation. Product Development strategy Considering fast variations in technology of consumer tastes and changing trends, array companies in a competition should develop a stable stream of new products and services firm can receive new products in two ways. One of them is by purchase, to purchase company patent or the license for manufacture of other product with others. As by means of new progress of

products by companys own department of researches and development on new production, we mean an original product of products of modification of improvements of a product and new brands, that the firm develops due to own efforts of researches and development.( Abratt, 1993) When the organization represents a product on the market they should set to it some questions. 1. Who a product aimed on? 2. What benefits they will expect? 3. How they plan positions of a product in the market? 4. What differential advantage will be a product offer more their competitors? New products still not in disturbing speed One of sources considers, that more than 90 percent of all new products within 2 years have shown failure, that from stunning 25000 new fashion, consumers, drinks, beauty and medical preparations will appear in the market every year, only 40 percent will make about 5 years later except for that refusals for new products of a fashion can reach 30 percent. (Englewood Cliffs, 2011) Why so many new products suffer failure? There are some reasons, though idea maybe good the size of the market, probably, has been overestimated, perhaps, a product have not been developed, as well as it should have been. It was wrong the price too high is positioned in the market or be advertised badly at high level. Executive can put pressure upon the liked idea, despite of bad results of marketing researches, sometimes expenses on development of a product above, than it was expected, and sometimes and rebuff is more difficult than competitors, than it was expected. However the reasons for failures of some new products, it seems apparently enough to be analyzed. (Christensen, 2005) Product strategy: When the organization represents a product on the market, they should ask themselves some questions. Who is a product aimed on? What advantage they will expect?

How they plan to position a product in the market? What differential advantage will be the offer above their competitors? We should remember, that marketing is essentially about maintenance of proper stratification of benefit for the end user, consequently, marketing, speaking: " there is no about granting products or services, which it in essence about granting advantages of variation for changing demands and requirements of clients.

Task II

a) Choose two companies within retailing, but with different markets.

Competitive positioning

The basic competitors of ASOS are M&S, Top shop, NEXT and JP Boden. Positioning of a brand and uniqueness of the offer, structure of target clients, powers a segment of the market, price strategy, marketing activity, level of service and bench marketing against their basic competitors is concept ASOS " for competitive advantage. ASOS should struggle hard for introducing a new brand as the main competitors M&S and Topshop already have established brands in the market.

b) Segmentation: Targeting and Positioning Techniques

The Concept of Market Segmentation Segmentation of the market is division of the market into various groups of buyers with similar demands distinctly and a product / service to requirements. Or, speaking in other words,

segmentation of the market is division in which mass market is identified in separate groups or segments, each of which have general characteristics and demands and the screen, the similar answer to marketing actions. Segmentation of the market for the first time has been certain as a condition when growth core markets have already been developed on the basis of generalized to a point where additional advertising expenses bring decreasing fertility of ground .There is now a wide agreement, that they form a firm basis of successful marketing strategy and actions. The objective of segmentation of the market consists in attraction of the limited resources, in other words, to provide, that elements of a complex marketing, the price, distribution, products and promotion, are intended for satisfaction of specific demands of various groups of clients. As the companies have the limited resources it is not obviously possible to make all possible products for all people, all time. The best, that is maybe directed on this granting separate offers on separate groups of people, the most part of time. This process allows the organization to concentrate attention to demands of specific clients, in the most effective and effective way. As the Company with the limited resources, it is necessary to choose only the best possibilities for realization. (Englewood Cliffs, 2011) The concept of segmentation of the market it is connected with differentiation of a product. If aimed at various segments of the market, various versions can be adapted to offer for satisfaction of these segments, and is equal, if to adapt various versions of offer, it can address to various segments of the market. As there is less than competition, the approach has fewer chances to be copied and so either of these approaches will do. (Kotler, 1984) For example, in the field of a fashion of retail commerce maybe if to adapt the

assortment of clothes that your skirts is more colorful, to use easy fabrics, and very short hem, for example, this style, most likely, is more appealing to young women. If alternatives, you solve target elderly women, you, probably, require to change style of your skirt to satisfy them, using dark, heavy fabrics, about more hemline. This is required by Asos to adopt to attract younger

women buyers to their internet chop and compete with M&S and Topshop for capturing market share. If to begin a product by adaptation of new versions, take an approach to differentiations of production. In order to begin with demands of the client, take an approach to segmentations of the market. Relational prospects of marketing mix will replace marketing-4Ps - with 7Ps or from discussion of indispensability for design, development and deliveries. The concept of segmentation of the market for the first time has been offered as an alternative method of progress of the market in conditions of an imperfect competition of the markets that is, in the markets where there is a little concerning competitors to sale an identical product. Where there are many competitors of sale of the identical goods, segmentation of the market and differentiation of a product to similar results as competitors to imitate your strategic approach is more quickly and approaches of differentiation of production of satisfaction of demands of a segment of the market more attentively. C) Compare and contrast different techniques to be used and support your decisions Advertising activity helps business to provide to potential clients the information on production with objective of increase of sales. ASOS.com is marketing focused company. ASOS relationship management with clients helps it to understand the clients and their models of purchase. It means, as various age groups and, the most important how various attitudes influence that calls to clients and influences as they will spend the money. The information on the user allows ASOS.com to target advertising activity. ASOS.com Gathers information about the clients and what fashions they, as from its registration on a site. For example, two women of the same age can have absolutely different purchasing habit and a fashion styles. This information helps ASOS.com to solve, where and as it will advance production.

ASOS.com public relations department direct on advertising on a wide range of publications at the same time, such as Harper S Bazarre, Vogue, Elle, GQ and newspapers Times. Within the limits of online-registration, clients provide e-mail addresses. ASOS.com sends electronic bulletins with about new products and offers two times to a week more than 2,7 million clients. On the basis of the analysis of a database that its clients usually buy and as often they buy, ASOS.com attains a condition target actions directly on the certain segments of consumers.

d) Marketing concepts behind your choice of techniques for each company

Some of advertising strategy who is already accepted asos.com is: Supplement, e newsletter, magazines to look show, etc. Some of other ways in whom it could assist clothes range: the Software which will allow the customer to see their images to carry clothes which they wish to buy, before to buy it. It will appear a strong competition for actual shops and will involve clients, which wish to try clothes before to buy them. Asos.com can have also special offers, such as the client can receive the discount for the certain range clothes on the birthday. With clothes as they look differently on different types of figures, it could select models of the various sizes and not only the size 0 to carry clothes for clients to receive better understanding of clothes. If clothes a range for students, not maybe special discounts to students. (Englewood

Cliffs, 2011)

Task III

a) Describe how products are developed to sustain competitive advantage

Strategy of products grocery ruler ASOS is defined to get competitive advantage. The company precisely knows that they want up to in the web-site. As the former name of the company assumes, grocery ruler ASOS will consist of clothes of articles, as well as other fashions of adjacent questions which have been noticed on a celebrity of an icon of a fashion or a fashion.

The decisions of the company still expand the grocery line of cosmetics can to be considered within the limits of initial intention of the company. It concerns cosmetics now, in opinion of many as the fashion should. Good skin is necessary to make the certain work to look for. As production of the company is focused on products, which should be attractive to eyes of clients to be bought, visual merchandising of the aesthetics products offer plays a major part in transfer. Clients should see, that subject matters of clothes which are offered on a web-site, really, apparently on the screen. As usual shops of clothes, ASOSs window has pages of the site to serve. On website windows clients can see production. b) How channels of distribution are arranged with a view of increasing customer loyalty Distribution channel: there are no intermediate channels and the products allocated from the manufacturer directly go to consumers. ASOS uses disintermediation because they deliver the goods from the warehouse directly to clients. ASOS is online business, it means that business works only from a network and there are no shops for clients to visit. ASOS have a huge warehouse which 32500 square meters, has the same sizes, as 5 football fields. It also can mean lower prices because the quantity of processes and operations which take place in a circuit of distribution decreases, and the sum of money which should be provided is reduced. Also it can help to create the best reputation as they will have a possibility to develop good relations with the clients and satisfaction to receive and loyalty of clients. c) Indicate how promotional and pricing objectives for a company might influence Market conditions. In the market the mixture of 7Ps that business uses to attain the marketing objectives which allow to present business with goods or services in the market. 1. ASOS product: ASOSs footwear, accessories, jewels and cosmetics provides with high clothes for women, men and children, as well as. It is directed first of all on these target audiences 16-34 years. However, as the company continues to grow and diversify into the set of products and increase of awareness, it addresses to much wider market online-fashion.

2. The price has key role in creation of the general the image for a product also. Price is the sum of money which the client should pay to business for services and products which they have received. One cannot do business on the Internet without competitive prices; the majority of the Internet-business-strategy is the price below service to receive a fraction in the market. (Kotler, 1984) Also ASOS has made operational profit on 13,6 million pounds after payment of taxes, and it is very good profit because of present economy. ASOS have good strategy of pricing as ASOS, the majority of products which are similar to that celebrities worn, but on sale are on lower priced. 3. Place ASOS: ASOS should think of place that they could distribute a product across all Great Britain, as well as deliver the goods quickly as well, it is very difficult for ASOS to think of place, as they only conduct online-business, but it applies on many of them as they do not have shops where people can go and buy a product. If any clients want to visit there office, they cant as they have no shop which people can physically visit or see that they wanted. 4. ASOS promotion: ASOS advance their business, having sent clients of e-mail on a regular basis with the information on new products and sales. The basic method of promotion of the site includes the information and photos of production. There is a fashion blog which include the information on last fashion trends and news about celebrities, and a cat walk video of models of products which are on sale on a site. 5. ASOS people: ASOS make it that is why they have necessary people who design a web-site. They have necessary employees for confirming orders, as well as the personnel for rendering to them orders. Also ASOS employees will have various skills, and they should deal with any problems, which clients. ASOS employees owe skills of the reference with the client because if the client has any problems it is necessary to deal with the client via phone or e-mail. ASOS possesses team of

employees who have a good web-development and marketing skills which they will bear the responsibility for monitoring and the control a web-site. 6. ASOS process differs in comparison with purchases in shop to high street because clients cannot feel or try on a product; they can only by viewing images which have been placed on a web-site. Clients will not receive face to face servicing and if they require the help they can leave a response or look in section FAQ on a site, therefore it is other process to that will pass in shops. 7. ASOS Physical is that proof, that clients will have reception which they receive with products which they have ordered is. In ASOS there will be a main task occurrence of a site, they wish to make sure, that it easily and conveniently in use and is on a regular basis updated. Conclusion ASOS Internet-marketing helps business uses marketing researches to help to define demands and desires of clients and to find new concepts of marketing and new products, and for example, are groups in various web-sites like face book as they assists the some people in their products, and people can speak about products, for example, that they love about it, and that they do not do also it can help to change it variations of products or even to create new to satisfaction of demands of clients. Also ASOS has the separate section, devoted there is a site entitled "life" and that here there are people, which go there to tell about it also guarantees, that service or a product under condition of a suit the market. (Englewood Cliffs, 2011) From this work conclusion can be drawn that the internet-market also will allow also business to see, how much demand is for a product which they sell and look at this factor to define any time. Maybe it is easy to measure the Internet-marketing. Business is able to define, how much demand is for a product in the market. It is maybe made by monitoring of business, how many people visit a site. In ASOS they can measure productivity of business by monitoring quantity of visiting and sales it is necessary

on a web-site. The Internet-marketing can reach more people, it means, that business can keep the existing clients, as well as new attraction.

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