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we support diversity traditional ASOS is a unique, starting from our mission multi-platform “to become the world’s experience that truly number-one destination resonates with the for fashion-loving people who use it, 20-somethings”, the tradi- because it’s built by tional clothes category is them. It’s a place to our tool to make sure that develop your own asos is the home for all style and be poeple with all beleifs and inspired… and, of all cultures. course, to shop.

post-pandamic normality cohorts of consumers Empty storefronts, but online stores are Affordability first booming Health first “Consumer behavior is moving to accept planet first online shopping at an increasing pace,” said society first Rajiv Lal, the Stanley Roth Sr. Professor of Retailing at Harvard Business School. “I think expereience first online retailers are doing a lot of things that will overcome consumer inhibitions.” The EY Future Con Mall-based retailers and retails’ customers shopped online during the lockdowns, and at least many of them changes their opion- ions about online shooping. unaddressed customer demand traditional During the pandemic the majority of people fonnd online stores is a good place to buy clothes. That was the result of the huge efforts done by these stores through their marketing mix strate- gies to catch the opportunity and convince people who did not preferred to shop online. However, the minority groups who have some specific clothing codes to wear at home and during their own religious or social events have been missed by these strategies due to the lack of resources and information about these products. Introduc- ing and expanding some already existing prorduc- tion lines is our opportiunity to target new customers segments and assure our values in making Asos the home for all people.

35 MACRO INVORNMENT 30 plotically and legally, VAT increase, scraping 25 students maintenace loan,Consumer Rights Act 20 2015, destance selling regulations. new immigration 15 systems (point-based skilled worker, After graduata- 10 tion 2 years visa) will lead to more diver market. Economically, minimum wage probable increase, 5 target market budget (students, first entry jobs), 0 the highly likely recession. socially, the increasing number of old age people’s nsumer Index online shooping sould be targeted, the public awareness of ethical side of the company (treatment of employers, envorinment). techologically, smoother online shopping or more of an experience for the user, varitey in payments methods. environmentally, greener packaging, less carbon foot print ( click and collect points), greener New Entry Supplier Competitive Rivalry MiCRO *Fairly diffcult *More suppliers, INVORNMENT economies of scale less buyers, weak *very few large in Porter’s Five Forces Analysis control over prices. size competitors,no *strong product *standrized produts differentation *do not contend unoticed *high capital with other products movements. requirements growing industry, *tough legal within this less competitive requirments industry actions. Buyer Substitution however, they have *high product *very few substitu- large market differentation, less tion availablewithin share, compitive actions will be suppliers the industry also always noticed to *the integrated produced by low take the market focused strategy of asos make both profit earning leadrshipe. both low income- industries *high barriers and quality seeker buyers weak. *high quality exist. ,expensive.

S.T.P Analysis Asos traditional will compete in an existing B2C market leaded by small business retails, and foreign websites to deliver traditional clothes to ethnic and religious minorities in the UK specially in London. Advantaging from its reputation as the leader of online fashion stores, and its differentated servives. Maret segmentation high price high qulaity the fashion market will be segmentat- traditional ed demographically, targeting ethnic and religious minorities groups living low price in the uk such as arab and asian (indains, pakstanis, bangladesgis, muslims ...etc). however, while asos age segment is 20-something , asostradtional will target all ages . positioning asos traditional provides the best customer experenice, comunicates with their customers in their own languages, and deliver the most fashioable and afford- able products in the fastest delivery and most seure payment mothds.The position- ing strategy will be basd on Service differentiation and channel differentiation .

coustomer porsona -Fatima -28 years old -single -Has a profile in Face -lives in london book, Instagram, and -lives with parents Twiter. -works as a nurse - a coustomer of asos, - salary 25000 Tessco, and Deliveroo -loves selfies, fashion, social events Behaviors Works 8 hours, 5 days a week follows fashion bloggers online Shares photos on Instagram and FB frequrntly does online shopping at least once a week Use apple products Participates in traditional and religious events Needs and goals Be able to come up with fashionable wear be able to find good deals online be able to express herself in creative way needs creative designs of colorful outfits typical customers behavior our customers are consumer buyers looking to find a high reputation online store represnted in good services, fashionable and affordable products. to buy their own trditional wears.they make their buying desicion based on brand reputation, personal recommendations, and their emotional response to the products. the social-cul- tural is the main factor in their purchasing decisions .

Marketing Mix Product Asos is a leading e-commence retail in fashion based out of uk. However, the new asos tradition- al products catogery will provide people from ethnic minorities groups a wide range collection of their traditional clothes. asos traditional is classified as tangible shopping products. features and benefits BEST OFFER Afforable fashionable High Quality multiple Price competitive media display payment methods quality Fast tracked multi-language full Delivery orders customer support refund Green Packaging Eco-friendly recyclable reusable

lifecycle expectations Introduction Growth Maturity saturation rapid penetration. the new category customers product reduced should be should not be modification. prices to clear disappointed dileverd to its adquate stocks is customers stocks target market required for this should be stage.shifting with clear reminded message and marketing messages from online through adquate product aware- informatio which ness to product trend featuresin encouragee the preference the application declines potential costumers and website, new products and to buy. weekly more stocks designs should be newsleterand should be dricet linke to the introduced category from ordered to app and website the category is ensure supplying the not expected to saturate or market decline, yet the first pages. products and 2 to 4 months 6 months constant designs Naming & Branding Asos traditional will start as a new clothes category in both in the application and website. However if the category could success, asos traditional will be a new brand similar to little asos which was recently introduced. linkages to existing products Asos already offer some Indian and Hejabi products , these products will be under the new category

Customer value -limited choices pains proposition -long time delivery CUSTOMER PROFILE -scummers -low income - low quality gains - affordable prices -Attending social -fashionable look events -being fashionable -fast and cheap among relatives delivery -show respect to their society -secure payments -being loyal to their -ability to change background mind costumer jobs Pain relievers Products and services VALUE PROPOSITION -large product mix - next day delivery -fast delivery -pay in the way you -multiple payments like methods -outstanding designs -prices for all incomes -prices for all incomes -fashionable design -competitive quality -24/7customer support Gain creators -safe payments -tracked and fast ordres -try and return -full refund

Marketing Mix price Asos traditional will approach pentation pricing strategy to attract a wide number of customers, and bulid public awareness of the new category. Aminig to capture a market share and highly likely market leadership, asos traditional will offer low prices during its introduction dressed as a sales promotion . prices can be rosen during the maturity stage. the risk of losing the new customers, as mentioned in the positioning statement, can be avoid based on the service and channel differetations. Once asos traditional captured a significant market share, introducing new production lines will allow asos to have a widen mix products. Thus, Product Mix (Line) Pricing based on the quality will make prices are affordable for every income group. paying options Customers Expectations our customers will expect the new clothes category to have the most affordable prices in themarket.Asos traditional can offer these prices as a resulate of it manufrcturing locations, and its distributions centers.

Marketing Mix promotinal mix place Asos is an e-tailer so has no brick-and-mortar s the main asos values. As a result of asos manuf nia which are known to have cheaper workers prices. In addition to the official global fulfillm two distribution centers one is in Berlin, Germa asos traditional will exclusively be available th A producer to consumer distribution strategy, w

10 stores. Tracked and cheap shipments is one of facturing locations like China, india and roma- wages , it can afford to offer products at low ment center in South Yorkshire, asos also have any and the other is in Ohio, USA . hrough asoa website and mobile application . with an ownership channel.

lunch stage plan and advertising campaign Asos tradition promotional mix during the introduction stage will be based on four elements 3 of them are from Marcom mix ( advertis- ing, promotional sales, direct marketing), and the last element is digital marketing. Starting from offline advertising a 30% of the introduction promo- tional budget will be allocated to . Tv Ads a traditiona way one advertising, yet still helps the new category to reach 40 plus people which they still interested in watching Tv, Bus advertising and bill board can help the marketer to promote their massage directly to their target market based on a geographical segmentation, for example in the North west or wembely where the ethic minority groups usually live . The celebri- ties of these groups should be hosted and sponsored through the lunch campaign. Our message will is clear “we support diversity “ starting from this point the new category will attended famous fashion show like Milan fashion week, this will attract publications to write about the new category . Another 30% will be devoted to sales promotion 20 off everything and additional 10 off for students promo codes . 10% of the introduction’s budget will be allocated to direct market- ing, there is some customers who previously bought similar product , and gave us the permission to send them promotional email . So, offering them 5% discount will serve the campaign goals of encour- aging people to trail. Finally, the remaining 30% is the budget for online communications , ASOS already have FB and Instagram pages with millions of followers, yet the campaign will use the paid Ads services provided by these platforms. However, during this stage affiliate marketing and search engines optimization will be used to make sure we reach to wide number of people. A main point in the promotional mix is that we will used the unpaid social media like Facebook, Instagram and specially TikTok to lunch the Hashtag #Asostraditional. Encourag- ing people to post their photos with asos traditions purchases, we will give post with a high number of interactions gift cards.