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ASOS Assia Mandri---Aman Bansal---Soumia El Ouadnassi---Kamal Berrada---Yichun Chen--- Xiaoyao Zhang
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Page 1: Asos final

ASOS

Assia Mandri---Aman Bansal---Soumia El Ouadnassi---Kamal Berrada---Yichun Chen---Xiaoyao Zhang

Page 2: Asos final

HISTORY OF ASOS

2000 ASOS

launched in the UK

2001 ASOS IPO

on the London stock

exchange2004 ASOS

Business model

2007ASOS

Magazine

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2008 ASOS owns label which

only for women

then extended to men 2010

ASOS sites in USA ,German and

France and other countries

2011 ASOS

Maketplace2012

ASOS offices openned the first

international office in Sydney

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DISTRIBUTION OF ASOS Online shopping(internet and mobile site) –convient and official way to promote

the fashion

and allow people to go shopping

on the internet

APP of ASOS :App of iTunes and Android

Promotion of ASOS : Facebook, Twitter,Youtube , Google and Instagram

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MARKETS

ASOS aims to become the leader in the online fashion world ASAP.

ASOS (which stands for "as seen on screen") caters to Web-savvy, fashionable 16- to 34-year-old men and women  ASOS offers 850 brands of T-shirts, denim, dresses, footwear, lingerie, swimwear, beauty products, accessories, and jewelry through its website, and its own brand merchandise.

 It has local-language sites in France, Germany, and the US and is adding more.

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SHOWING THEIR SOCIAL AND ONLINE EDITS DIRECTLY WHICH RELATED TO ITS IDENTITY

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COMPARISON: INFLUENCE IN DIFFERENT MEDIUMS

Facebooklikes

Google+

Twitterfocus

YouTubeSubscriber/watch

Instagram posts/followers/following

Pinterest Pins/followers/following

ASOS 3,080,662

150,829 23,084 17,969 /13,496,714

/

2,289/63,042/174

TOPSHOP

3,677,395

2,080,799

297,546 38,328/ 8,376,156

2,022/1,853,833/269

6,183/65,635/91

NEXT 1,334,854

178,385 94,889 1,039/1,043,194

1,009/9,821/54

8,962/9,166/65

PRIMARK

2,422,840

278 29,798 1,620/ 309,973

435/110,876/70

662/4,601/45

Competitors :

1.TOPSHOP2. New Look Retail 3. Primark4. NEXT5. Arcadia…

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KEY POINTS COMPARE TO OTHERS 1. ASOS only has online 2. ASOS has their own brand and also other brands insides, while TOPSHOP only has

his own brand but has runway in fashion week. 3. From the customers comments and searching process, ASOS has almost the same

status with TOPSHOP. Competitiveness : The largest European pure-player on online clothing retailors . International business Free shipping to 190 countries

No foreign warehouse

Top 5 most visited online fashion stores

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ASOSFacebook Page analysis

Broad analysis :

Was launched in 2010.

Facebook page : below par.

There are no apps or online campaign running at this time.

They still have an event from last year visible.

Content is based around promoting products more than the brand and its story itself.

Photos are below standard for a brand like ASOS.

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DISTRIBUTION OF FANS

• Has fans from World over.•Maximum number of fans from the UK and then one third of that from the US, and then Australia and Germany.•France is at number five

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GROWTH IN LAST 6 MONTHS•ASOS grew significantly at the time of new years last year, signifying possible ad campaign launches or social buzz from a campaign, offline or online.•Most popular age group is 18 -14. Most popular city is Paris.•Growth has been pretty stagnant in the last two months.

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Charts3%

50%

25%

0%

22%

Brand's Posts

Branding

Communication (Product)Communication (promotion)Customer care

Infotainment

4%

1%

7%

68%

0%

15%

5%

User's PostsFanship

Conversation

Gratitude

Claim/complaint

ReactionInfotainmentInformationrequestcorn/offense

15%

28%

3%

34%

5%

10%

5%

User's Comments

Fanship

Conversation

Gratitude

Claim/complaint

ReactionInfotainmentInformationrequestcorn/offense

1% 2%

95%

2% Brand's Comments

Branding

Communication (Product)

Communication(promotion)Customer care

Infotainment

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51%49%

Index of Active Conversation

Brand's postsUser's posts Brand's posts

Com. Like Share8,47 158,5 1,88

User's averageCom. Like Share1,68 1,25 0

Average Engagement

Charts

95%

Brand's posts

90%

Users posts

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17%

24%

3%

34%

6%

10%

5%

Response nature to brand's posts

Fanship

Conversation

Gratitude

Claim/complaint

Reaction Info-tainment

Information request

corn/offense

80%

20%

Customer Care Index

Customer CareNo answer

CHARTS

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ANALYSIS OF THE DATA

The facebook page is mainly intended for product communication rather than other categories. (50% of the posts concern product communication)

The users don’t really matter about the brand post content, most of them are using it to claim. In fact, only few users respond to the core content of the post.

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Deaf speech: Customer care sometimes appear as an automatic answer used for any category of request from the user.

Community managers are always responding to users comments with the same message, even though the name of the community manager changes.

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The Facebook page of Asos is the most liked page as a cloth retailer (important visibility) but is full of claims ( 68% for Fan post, and 34% for the comment of users to brand post) which reflect a very negative image of the brand.

Only 7% of gratitude comments and post, altough there is 3 million likes. => That shows that satisfied won’t necessarly express their gratitude by posting it on the page.

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CONCLUSIONS : THE FINDINGS

Asos has an average of 35k PTA throughout. It has ads running for the Facebook on a

standard budget. It has low content engagement with their

audience. They often respond and react to the

consumer complaints and reaction on their page.

They do not run contests or campaigns on their page often.

Most of the content is product centric and 95% of it is photos.

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SUGGESTIONS: • Produce better photography• Add more enthusiasm to the content. • Make the content around the Brand rather the product. • Use the Facebook tabs and apps for offers, product launches and brand promotion• Keep the page buzzing with some kind of happiness around an publicity campaign or contests

China is the 6th largest consumer base for ASOS. Since China don’t have Facebook, find other means to cater to them. WeChat, RenRen and Weibo.

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Thank you for listening.