a serene area to reinvigorate

EFMM6006 Strategic Implementation and Career Planning

A SERENE AREA TO REINVIGORATE

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CONTENTS PAGETitle Page - Pg 1 Executive Summary - Pg 4Introduction - Pg 5

1.0 Market Intelligence - Pg 61.1 Market Overview - Pg 71.2 Factors affecting the Market - Pg 9 - 10

2.0 Trends In The Market - Pg 122.1 Lifestyles/Cultural Trends - Pg 132.2 Market/Retailing Trends - Pg 15

3.0 Target Consumer - Pg 163.1 Demographic and Ethnographic Changes - Pg 173.2 Spending Power and Priorities - Pg 20 - 213.3 Consumer Tribes and Profiles - Pg 22 - 29

4.0 Quantitative and Qualitative Research - Pg 304.0 Quantitative and Qualitative Research - Pg 31 - 35

6.0 The Proposal - Pg 366.1 Gap In The Market - Pg 376.2 The Company - Pg 38 - 406.3 Ansoff Matrix - Pg 41

Pg. 3

7.0 The Marketing Mix7.1 Product Service - Pg 427.1.1 Products/Service Overview - Pg 437.1.2 Key Features of Product/Service - Pg 44 - 517.1.3 USP - Pg 52 - 537.2 Price - Pg 547.2.1 Pricing Policy - Pg 55 - 577.3 Promotion and Persuasion - Pg 587.3.1 Brand Story Message - Pg 50 - 617.3.2 Branding - Pg 62 - 657.3.3 Integrated Marketing Strategy - Pg 66 - 677.5 People 7.5.1 Employees - Pg 697.5.2 Management - Pg 707.5.3 Culture/Customer Service - Pg 71

8.0 Business Planning - Pg 728.1 Business Model Canvas - Pg 73 - 748.2 Revenue, Cost and Investments - Pg 75

CONTENTS PAGE

9.0 SWOT - Pg 769.0 SWOT - Pg 77

10.0 Conclusions - Pg 7810.0 Final Thoughts - Pg 79

BibliographyIllustrations

Pg. 4

This report was composed to discuss the gap in the market for young people (Gen Z) and offer them with an experiential offline experience aided by the collaboration with ASOS. Working with the founders of ASOS and CEO of YoungMinds (charity) this report has been specifically constructed to analyse key data on how there can be a major difference within the market. The offline features work closely with the charity whilst working to decrease mental health by offering key aspects. This report will discuss the solution for the issue of too many young people being invested online and getting the engagement

drive throughout the Gen Z market.

Executive Summary

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This market report has been composed to give an overview of my proposed business idea in collaboration with ASOS. This includes up-to-date primary and secondary findings

which have helped identify the gap in the market and introduced ASOS Space.

The proposed collaborative business will narrate throughout this report. Information throughout this report has come from primary research from online surveys, face-to-face surveys from business owners and social media polls. Secondary research has also been conducted through a line of credited sources like, WGSN, HighSnobiety, L; SN alongside

competing brands filling the gap in the market.

Limitations of this research includes competitors not offering exact service as this proposed business plan includes something that is already of a gap in the market. Competitors do

not include information such as prices in order to be able to differentiate.

Introduction

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MARKET1.0 Market Intelligence

1.1 Market Overview 1.2 Factors Affecting the Market (Macro/Micro drivers and restraints)

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1.1 Market Overview

Global Market Value

$89Billion (Statista, 2020)

UK Market Value

£193.6Million

UK Market Growth

0.8%In 2020

(Statista, 2020)

(Reuters, 2020)

46% of Generation Z rate new experiences as one of the three most important things in their lives

“ ”

Pg. 8

Wellness Trends, WGSN (2018)

”

1.2 Factors affecting the Market (Macro/Micro drivers and restraints)

MA

CR

O T

RE

ND

S

Pg. 9

GenZ: Emerging Wellness TribesAnti-Axieties:

We will see a growing number of anti-socials, who are conscious about their digital health and searching for new ways to use time in more valuable ways instead of mindlessly scrolling on social media.


GenZ: Mental WellnessSocial Media:

Young people between the ages of 14-23 engaged with various social media apps. The study uncovered a link between social media usage and higher levels of anxiety.


GenZ: Greta ThunbergSpokesperson:

Greta Thunberg speaks for Generation Z and has a strong opinion on her road to making a change in the climate. She’s is a great influencer in mental health.

Greta Thunberg, Natalie Gontcharova, REFINERY29 (2019)

1.2 Factors affecting the Market (Macro/Micro drivers and restraints)

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MIC

RO

TR

EN

DS

Modern Therapy: UK, one in three young people have mental health troubles such as depression, negative feelings or inability

in focus.

The Mind Map helps Gen Z find mental health support, LS;N GLOBAL (2017)

Financial Wellness:There are now more talks focused around being able to save money. This is effective in increasing financial

stability and mental awareness.


Perception of wealth differ between generations:Despite having lower levels of personal wealth than older generations, 11% of UK consumers aged 18-34 see

them selves as wealthy.

Co-mmunity Spaces, Co-mmunity Spaces , LS;N GLOBAL (2017)

Pg. 11

“ ”

Amid all of the chaos in the world right now, it’s so important that everyone actively works to preserve their mental health so that we’re able to heal and create change...I feel like now is the time to stand tall and feel 100% comfortable in my skin even though I’m occupying

a space that I know historically wasn’t built for me.

Amanda Stenberg, WGSN (2018)

Pg. 12

TRENDS IN2.0 Trends In The Market

2.1 Lifestyle/Cultural Trends2.2 Marketing/Retail Trends

Pg. 13

2.1 Lifestyle/Cultural Trends

Augmented Reality:

Augmented reality (AR) incorporates the physical version of VR which takes a step into the real world. AR is now slowly growing into the technological economy. Those who are experimenting with AR and VR haven’t yet been disappointed as these two are fully developing into making it into the billion’s markets. The next step for this is to explore the right level of engagement amongst

consumers and how this can create a more immersible shopping experience.

Meditation/Detox:

Meditation, detox and yoga retreats in the UK and abroad are very popular and are becoming widely important to create wellness. This can include sound bath healing workshops to meditate, yin yoga which is for the peacefulness of the mind. This is a way for participants to move forward and emerge new intentions, a functionally friendly attitude to improve their

emotional current states.

The Mind Map helps Gen Z find mental health support, LS;GLOBAL (2018)


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I finally found a way (to) open the door to a universe that I understood, that was good for me and made me happy, because I felt capable, whereas before I felt

worthless.

“ ”Jennifer Lawrence, Mental Awareness Quote

GOOGLE (2016)

Pg. 15

2.2 Marketing/Retail Trends

”

Social media:

Everyone needs to have a personalised solution, especially when it is related to the wellness community. There are generic solutions all over the internet, however, sometimes it is all about getting away from the online community to create more self-care. This includes marketing trends to send across personalised workouts, yoga routines, nutritional suggestions or even a one to one personal consultation/therapy session. The focus is largely shifted to the preventative health and self-care. This all ties in to the current lifestyle which is increased

stress, anxiety and feeling uneasy.


Experiential retailing:

Hosting a hyperlocal event is a great way that will effectively increase foot traffic for ASOS X SPACE. This is to drive attention in areas where a lot of the consumer drive is and engaging them to feel like you are only around the corner from them. Its important that the consumer knows that you are only around the corner from them. Hyperlocal events are also a fun way to get people involved, even if this means it is only for a moment. ASOS X SPACE can create this drive amongst them as it encourages experiential retailing and therefore, this is a great lifestyle

trend in the market.

Experiential Marketing, EMCOUTDOOR/BLOG (2020)

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TARGET3.0 Target Consumer

3.1 Demographic and Ethnographic changes 3.2 Spending Power/Priorities 3.3 Consumer Tribes/Profiles

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3.1 Demographic and Ethnographic changes

Generation Z have come across of the age, they are setting apart from their millennial’s predecessors. This group is set to overtake Millennials as they are the most populous generation in 2019, brands are interested in starting to realise that they now need to shift their focus to younger shoppers. Generation Z are not only defying expectations with their behaviour and beliefs, but also their power to

interact and continue to do things for themselves.

Generation Z are set to now overtake Millennials as the most engaging consumer. Retailers need to start prioritising their behaviour and beliefs when it comes to brick and mortar strategies. Research is now indicating most Generation Z consumers preferring to get a in store experience as this has more of a focus on their mental health and well-being. This particular consumer group who see shopping and socialising as an exercise, are now changing the mindset and path for these retailers. They hold them in a higher profile as regards of providing them

with their necessary needs.

Generation Z will surpass Millennials. 32% of the global population 7.7 billion.

Offline Retail In 2020 New Generation, Bloomberg (2017)

Generation Z contribute about 634 billion to retail stores.

Piper Jaffray,CBInsight (2017)

Offline Retail In 2020 New Generation, Bloomberg (2017)

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Generation Z enjoy visiting malls, seeing people, socialising and being with their friends

Robert Conrad, Professor, LIM College

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It’s time to change with the times and generations because Generation Z’s voice and power are undeniable

Rob Smith, founder, The Phluid Project

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3.2 Spending Power/Priorities

Generation Z have a approach to brands which sets them apart from other consumer groups. When deciding where to shop, their primary motivation is the price, according to a Business Insider survey of more than 1,800 Gen Zers. Nevertheless, as a lot of the GenZ community document their lives on social media this leads them to always having to keep their wardrobes updated. Therefore, a trait here is

balancing that and saving money.

‘ Older generations grew up without this technology and being able to shop online. I

literally order something online everyday. ’

60%

18%

9%

7%

6%

How Gen Z picks which brands they buy from

Price

Shared Values

Social Media Presence

Friend’s Influence

Other

Gen Z is leading an evolution New Generation, Business Insider, (2019)

New Generation, Business Insider, (2019)

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3.2 Spending Power/Priorities

Retails and brands are still trying to figure out the best ap-proach to take on how to appeal to the Gen Z market, the generation that spans from the ages of 7 – 22 and currently has a spending power of $143 billion. The Business Insider industry expert spoke about how different brands can col-lect the generation; whose spending habits vary on what

they see.

‘ 1. 47% of U.S. Gen Z consumers research items on mobile devices while shopping at brick-and-mortar locations. ’

Gen Z use their technological devices like smartphones as a research tool before they actually set foot in a brick-and-mortar store. This makes it more efficient for when they actually enter the store. 53% like to check online for items which they may not be able to find in-store. 52% like to compare the prices with potential competitors and 51% search the web to find discounts and coupons. Gen Z are a target group which are naturally digital natives, but still open to trying something different. They are dependent on the internet as there is not a world that does not re-volve around that for them. This is something that market-ers need to consider, as many millennials did not have this

whilst growing up.

My consumer spending is quite different to what most ar-ticles have put online. I want to divert the community into stepping away from the internet. This is not for the mass audience of Gen Z but targets more of the niche market as it a focus on mental health. The spending habit here looks more at how the consumer would want to spend for those who are in need. This relates to wanted to do more for the

community than what is being asked for.

Gen Z: The Next Generation of Donors, Classy (2018)

3.3 Consumer Tribes/Profiles

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FLOWMELO

SOROM


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The following are three of my selected Gen Z consumers. The primary research conducted indicates that they’ve all either want to use

activities to step away from their mental health or then they want to share their talents

to help those going through any kind of mental health. The key consumers picked express their likes and hobbies and what

helps them get through tough times.


Pg. 24

Age:

Hobby:

Occupation:

Flow19

Composing Music

Self-made

“ My music is my form of relaxing it helps me take my mind off things that I deal with, I want to use my relent to help others feel better about themselves.”

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Pg. 27

Age:

Hobby:

Occupation:

Sorom18

Basketball

Student

“ The internet has become over crowded with things that not all of us have an interest in, I want to escape from social media and experience more. ”


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Age:

Hobby:

Occupation:

Melo20

Film Making

Student

“ I work so often on the internet that I need time for internet detox. I engage in on-line yoga but want to receive more of a face-to-face experience. ”

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QUANTITATIVE 4.0 Quantitative and Qualitative Research

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4.0 Quantitative And Qualitative Research

After conducting a survey to get reliable feedback on my target consumers and what they would really like from a business to tackle mental health. Receiving a total of 970 responses. Throughout this part of the report you will see the key response received from the target audience in relation to the business proposal. This was a key factor as it allowed to work on elements like activities that Gen Z are interested in to incorporate within

daily plans.

These results also highlight that Gen Z are looking to gain a more interactive and engaging experience. Although some are still unsure as to whether or not they want to experience things which takes them away from technology, which is clear from how the market is now shifting in

relation to consumer interests.

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How many hours a day do you spend on your technological devices?

What activities would you be interested in participating in to help improve mental health?

0 - 4 Hours

5%

5 - 8 Hours

9 - 12 Hours

13+ Hours

5%

70%

20%

Talks

Arts

Sports

Yoga

ASOS X SPACE, SurveyMonkey (2020)


Pg. 33


Would you be interested in attending a mental awareness collaboration with ASOS specifically designed for Gen Z?

Yes

No

May

be

60% 15% 25%


Pg. 34

4.0 Quantitative And Qualitative ResearchASOS Employee Feedback

‘ We work closely with all age groups but the idea of focusing on a specific cause and then giving back to the community who support us is a great way for ASOS to increase their consumer engagement.’

- Jackie (Customer Advisor)

‘ The market is over saturated withBrands and stores doing the same things. We were once known for our sense of being able to provide things

that are different and we have lost that touch. ASOS X SPACE is a great way to rebirth this.’

- Duchamp (Buyer)

‘ The way we market has become more basic and doesn’t always match what we are selling to the consumer. In order to remain on trend we have to keep up with times and expect to give back what we are selling to the

consumer.’

- Ornella (Marketing Manager)

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4.0 Quantitative And Qualitative ResearchASOS Retail Feedback

78% 80% 63%ASOS believe that targeting the

Gen Z community in collaboration with their own business will

help create more awareness and understanding within mental

health.

Taking marketing away from technology represents ASOS in a different light and carries the message of stepping away from

technology in perfect light.

The idea of a collaboration with a charitable organisation boost more

awareness and creates a great image for ASOS.

ASOS X SPACE, Employee Feedback (2020)

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THE6.0 The Proposal

6.1 Gap in the market6.2 The Company6.3 Ansoff Matrix

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6.1 Gap in the market

The growing pace of Gen Z consumer brings across the question, ‘is the Gen Z market ready to step away from technology.’ Teen mental health organisation state that 1 in 5 young people suffer from mental illness, that’s 20% of the UK population but only 4% of the total health care budget is spent on mental health.

So why not use a well-known brand and create an exclusive space for Gen Z.

This is where the gap in the market was conducted amongst Gen Z and existing brands that only focus on technology. Further primary and secondary research also helped differentiate core aspects that highlight mental health and brand value and culture. It has become evident that markets running through the Gen Z community have been able to enforce their like and dislikes, this includes ASOS collaborating with several brands and considering each and everyone’s likes and

dislikes which makes them such a diverse brand.

YoungMinds, Resources PDF (2018)

Pg. 38

6.2 ASOS Company

ASOS began their business with a strong start to the year commencing 2020, making progress and delivering first half performance. Along with other major companies that have been significantly impacted by COVID-19. ASOS priority has been to quickly put in place necessary measures that will ensure the health and well-being of their consumers. ASOS has been focused on keeping their business delivering by implementing a series of actions to mitigate their

sales. Alongside, working to strengthen their financial position, which is included in reaching an agreement of the businesses short-term financial flexibility. Furthermore, the ASOS business model has provided the business with significant resilience that has allowed them to be seen across all markets while there is a continuous lock-down. ASOS continue to be an important part of their consumers lives. The business has a global platform with the capacity along with the capability to be able to drive future growth as demand returns and the business is now looking to raise incremental equity capital in order to prepare for

what the future may hold for them.

The Value We Create

Living our purposeGiving the people the confidence to be who they want to be through everything we say and do - including selling standards

for inclusivity, diversity and ethical and sustainable fashion.

Our Unique - PRODUCTCreating and curating the mosts relevant fashion, face and

body products for every fashion loving individual.

Our Best-in-Class PROPOSITION delivering compelling, friction-free digital experiences that

inspire and delight our customers.

Power of our PEOPLESupporting our customers, our partners and our amazing

ASOS team to realise their potential

Our ASOS BehaviourLead to create leaders

Learn by doing Know my best self

Have funTurn left when others turn right

FASHION WITH INTEGRITY Investing our time, resources and influence to manage the

impacts of fashion on people and the planet.ASOS PLC, (2018)

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6.2 ASOS Company

We create and curate products and

experiences that inspire fashion loving

20-something

CHOOSINGBeing offered the right products

and services whilst buying.

WEARINGThrough quick and easy

delivery and returns.

INSPIRINGWith inclusive inspiration

through our apps. ASOS.comand social media.

SHARINGWith the online community

globally.

EXPLORE & INSPIREIdentifying key trends and

finding which is differentiated across the world.

DESIGN & CURATEDesigning our in-house range

for consumers by following our current trends.

SOURCE RESPONSIBLY

Source making, buying and recycling in ways that are kind

to people and the planet.

SHARE & ENGAGEInspiring and selling through compelling content on social media and our app globally.

DELIVERUsing smarter, better, faster

lower impact infrastructure and technology.

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6.1 Competitors

The ground floor in TopShop has pop-up stores which encourages more consumer engagement. Key drivers for the Gen Z market as it gives them the experiential

memory

Pg. 41

6.1 Competitors

Low cost studio programmes for artists. Conditions offers a programme of talks, teaching and workshops

Pg. 42

6.2 ASOS Company

“ ”

ASOS had a strong start to the year, making significant progress against the priorities we set out and delivering a better than anticipated first-half performance, driven by the operational improvements we

are making to the business.

Nick Beighton,CEO of ASOS

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6.3 Ansoff Matrix

”Ansoff Matrix uses an important tool in order to be able to come up with future strategies in their case solutions. The way that ASOS X SPACE can incorporate this is through the idea of penetrating into ASOS existing markets which is also known as market penetration. The proposal doesn’t originally have any products however, this is still a great way in which the business is able to incorporate

ASOS consumers as a driving force to get more consumer attention.

The business idea of continuing to keep offline can become quite difficult to maintain as Gen Z are only developing with the online community. The use of ASOS is a great force in enabling to create awareness for such events that consider the niche Gen Z market to be able to step away from the online

community which includes the day-to-day comparisons.

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THE 7.0 The Marketing Mix

7.1 Product/Service7.1.1 Product or Service Overview

7.1.2 Key Features of Product or Service7.1.3 USP/Point of Difference

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7.1 Product/Service7.1.1 Product/Service Overview

ASOS is known for their various projects that they put together in collaboration with other brands or smaller companies giving them more brand awareness. Therefore, these projects are usually used for marketing campaigns which then allows them to turn into a part of the business infrastructure. For example, ASOS collaboration with the brand MADE IN KENYA where they step into the world of embracing cultural trends has now become a massive part of ASOS where they use the brand as a way of giving back to the community

and offering various jobs in order for people to be able to provide for their families.

In keeping with this, ASOS X SPACE will approach the proposal of stepping away from technology in order to tackle mental health. This is still engaging their consumers with an immersive experience as it is out of the ordinary and will help them target the niche market to giving back to the community alongside targeting the most competitive target group. Launching and taking all aspects of this proposal away from technology helps set back the consumer group into connecting with their inner self and having more time to only spend on themselves. The reassurance that the brand ASOS is already well developed and have worked amongst

many other major projects allows the consumer to great a bond with the business proposal.

Pg. 46

7.1 Product/Service7.1.2 Key Features of Product/Service

Mock-up

ASOS X SPACE will primarily be through an offline platform however, as an extension of ASOS my proposal does not want to take away from the compnay and how they funtion through the internet. These mock-ups showcase how the proposal

will look on the app where people can keep up-to-date with the activities that are held at our events.

Pg. 47


Event Timeline

Pictures of the event will be published on the app through the sector dedicated to ASOS X

SPACE.

There will be a updated weekly schedule of what is to offer to the Gen Z

target consumer.

Donation boxes will be availabe at all events

where people can give as much as they like to

YoungMinds.

Pg. 48


Timetable Mock-up

MON

SUNSATFRI

THURSWEDTUESWelcome

ASOS X SPACELive Drawing Meditation Pottery

Yoga Live Talks Karaoke

Pg. 49


YoungMinds Donation Box

YoungMinds provides fundraising resources like donation boxes which is great for the events that I will be organising. There are other several resources which are availabe to the business in order

to obtain the fundraing from the people. This donation box is handed over by YoungMinds however, as ASOS is the partnered brand this therefore means that the business will now be included in design strategies that ASOS will

also keep in place.

Pg. 50

7.1 Product/Service7.1.2 Key Features Product/Service

Event Pack Mock-Up

TAKE A LOOK

Pg. 51


Event Pack Mock-up

This pack showcases all features that will be availabe on the day of the event. The flyers will be added to ever order made with ASOS trying to get the message across of the proposal.

I have also designed lanyards which will be worn by the attendees upon arrival of the morning of the event that will be held. There will also be complimentary shirts which will be availabe to take at the end of the event which again plays a role in ensuring that the individual has gained

a memorable experience.

Pg. 52


Service Overview

‘My advice to other young people is to believe in yourself, and know that you can never

dream too high.’

‘I joined the Youth Panel because the wellbeing and mental health of young people is very important. I would like to contribute to young people’s wellbeing, especially in schools. My advice to other young people is to always remember that you are not

alone.’

‘I joined the youth panel because I am very passionate about young people’s mental health. My advice to other young people would be speak out if something is wrong, nothing good can come from bottling up your emotions and

thoughts. You aren’t alone.’

YoungMinds, Volunteer Feedback

Pg. 53


Service Overview

‘I joined the Youth Panel to work with a charity on a national level rather than just on a local level. I also want to make a difference in mental health. My advice to other young people would be to always speak out if you are suffering; you deserve help!’

‘If you’re suffering from mental health issues, please please know you’re not alone. As someone that has been in a very dark place in the past, I felt so alone, I but I promise if you hang in there, the dark

will pass.’

‘My advice to other young people who are struggling with their mental health would be, give yourself time and don’t put pressure on yourself if you’re struggling to express yourself through words. Talking can be really hard, but there are loads of things you can do to help express

yourself (I use dance!).’YoungMinds,

Volunteer Feedback

Pg. 54

7.1 Product/Service7.1.3 Unique Selling Point

UNIQUE The events will have a close focus on mental health as it is a necessary part to the proposal. The activities and money raissed will all be

going towards YoungMinds as a chance to give back to the community.

SELLING

A unique part to ASOS X SPACE is that it is available to only the Gen Z market. This means that all activities and all aspects will be fitted to suit their likes and dislikes. This is an effective way to ensure precise

features are taken through to present a memorable experience.

POINT

Pg. 55

7.1 Product/Service7.1.3 Unique Selling Point

“What mental health needs is more sunlight, more candor, and more unashamed conversation.”

Glenn Close, Google

Pg. 56

PRICING7.2 Pricing Strategy

7.2.1 Pricing Policy and Pricing Architecture

Pg. 57

7.2 Price7.2.1 Pricing Policy and Pricing Architecture

ASOS runs it’s business through resources which are available of from the internet. This is where they put out garments and accessories available to both genders. ASOS is a e-commerce business and rely on online sales across the globe in order to make a profit. ASOS is globally known for how well they are doing within the retailing market and therefore, stand at a great place when working amongst their consumer base. They are always aiming to work with smaller brands giving them recognition which works out perfect for them as a e-commerce

business.

ASOS X SPACE is a non profitable business which will run through the process of raising money at events for the GenZ market which will be given recognition through the support of

ASOS and then this will be put out through the support of the business proposal.

Pg. 58

“ ”

“#HelloYellow has had such apositive impact on my class! They are

openly talking about their feelingsand ways to overcome any barriers.”

- YoungMinds (#HelloYellow Campaign 2018/19)


£’000

Pg. 59


Our income in 2018-19

Projects and services (grant funding)

Donations

Total IncomeOther

Training and consultancy

1,053

£’000

3,313

5,03364

604

%

21

66

1001

12

How we spent the money 2018/19

Advocacy and awareness

Training and consultancy

Total Income

Parents’ Services

Youth engagement

995

£’000

944

786

829

%

23

22

100

18

19

Fundraising 18814

4,367

For every £1 YoungMinds spent on fundraising in 2018-19, they raised £5.37

Our reserves

Unrestricted reserves

Restricted reserves

Total Income

1,882

£’000

343

2,225

%

85

15

100

#HelloYellow have been able to successfully raise over £120,000 this year and shown thousands of young people that they are not alone with their

mental health.

On World Mental Health Day #HelloYellow lighten thousands off offices, classrooms and Twitter feeds

in support of mental health amongst Gen Z.

The charity has been doing very well for themselves while being able to support a lot of people suffering

from mental health.

#HelloYellow”- YoungMinds, Costs PDF

(2018/19)

Pg. 60

PROMOTION7.3 Promotion and Persuasion

7.3.1 Brand Story Message7.3.2 Branding -including brand DNA pyramid

7.3.3 Interegated Marketing

Pg. 61

7.3 Promotion and Persuasion7.3.1 Brand Story

ASOS do not only focus on their consumers, they believe that their whole business is built around them. ASOS currently have over 4,000 employees who are immersed in the creative worlds, live on adapting to current trends and are truly entrepreneurial. ASOS is at the heart of it’s people, where every single person has helped achieve the goals that they have set of becoming a leading fashion destination. A lot of people in the 2000’s believed that online fashion would never move forward. This is where ASOS proved them all wrong. Almost 20 years now and ASOS is only continuing to push forward for the fashion loving 20-somethings.

- ASOS PLC Employees (2018)

Pg. 62

2000Nick Robertson and

Quentin Griffits launched a range with only 30 products on

the site.

2001ASOS was admitted to AIM where they

reached the London Stock Exchange valuing at 12m.

2004ASOS introduced their

own womenswear label with sales of up to 71% which reached

£7m.

2006The ASOS magazine was launched after its 2.5% share price

dropped at the end of their previous year.

2007The etailers launched

an ethical capsule collection to concide

with their fairtrade fortnight.


ASOS Timeline (2017)

Pg. 63

2009Little ASOS and The Green Room were launched. offering childrens wear and

brands with an ethical background.

2010ASOS marketplace

was launched an online platform promoting small independent

retailers.

2011The company launched

their first app which was followed by an

800% increase on their mobile uses.

2012The etailers then

established to open their chinese and

russian sites within a year.

2015ASOS are continuing to partner witgh more projects only to make the company continue

to bring through diversity.


ASOS Timeline (2017)

Pg. 64

7.3 Promotion and Persuasion 7.3.2 Brand DNA

Emotional Benefit: The feeling of how the experience satisfies.

Consumer Benefit:Summarise the emotional

need state of the consumer.

Functional Benefit: Tangible experience - attributes of the

consumer.

Product Attributes:Tangible assets of the product/service.

Pg. 65

Emotional Benefit: ASOS X SPACE provides the consumers with an experiential experience while

atargeting their mental health. The satisfaction of the conusmer is given through the process of being able to give back and have the opportunity of

going through a memorable experience.

Consumer Benefit: As the consumer the work being doing from the proposal has been

put in place in order to effectively help the consumers who need any mental help. This is greatly important within the sector of the business as it is a true reflection of what ASOS X SPACE wants to

portray.

Functional Benefit: The attributes of the customers are for them to gain an experience which is taking a step away from the internet. This revolves around

the work of the aspects put in place by Young Minds. This is then an important part to consider within the business as it revolves around

mental health.

Product Attribute: The business proposal is related around a service and therefore, providing

the consumer with new activities on a daily. This is necessary to consider as this is a non-profitable and charity based so all resources are sent off to the

charity.

7.3 Promotion and Persuasion 7.3.2 Brand DNA

Pg. 66

7.3 Promotion and Persuasion 7.3.2 Interegated Marketing

Front of the Magazine

Back of the Magazine

The marketing strategy set in place for ASOS X SPACE will be taken away from the online strategy. Although Gen Z are

commonly on the internet. This marketing strategy will be taking a risk however, as a

company it is important to run the message across of only being offline with the focus

to help improve mental health.

AUGUST 2020

AUGUST 2020A SERENEAREA TO REINVIGORATE

2020

Pg. 67


ASOS Magazine CoverThe current ASOS magazine incorporated celebrities and their contribution towards the campaign. This process was popular

for the brand as a lot of consumers wanted to see progress of the compnay first

hand through the magazine. Through the proposal as a offline brand it is important to remind people of the message of only

being offline.

Pg. 68

Marketing Strategies will include stratgeies which will be offline. For example, billboards, flyers and magazines.

COMING SOON

Pg. 69


2020

Pg. 70

ASOS‘X’SPACE7.5 People

7.5.1 Employees7.5.2 Management

7.5.3 Culture & Customer Service

Pg. 71

7.5 People7.5.1 Employees

The employees of ASOS X SPACE are offered to work voluntarily. This is because the proposal is to create awareness for mental health, working closely with the YoungMinds charity it is important we can incorporate their

volunteers when organising the events.

Employees of ASOS X SPACE are a major factor to the business as it is necessary to incorporate those who are behind the scenes to be a great part to the overall outcome of the business. ASOS also keep their employees close to their business culture, with over 4,000+ employees since 2019 16% of the employees have donated a total of £129,796 from their salary to over 153

countries. Founder

Amrita WauraASOS PLC, (2019)

Pg. 72

7.5 People7.5.2 Management

The management of ASOS X SPACE is also an important factor as it works closely with organising the events, what goes into the preparation of the events. ASOS have already been successful in organising a lot of events are further collaborating with charities. Therefore, volunteers from ASOS will already have an upper hand in organising events

alongside, YoungMinds which is a charity.

Pg. 73

7.5 People7.5.3 Culture & Customer Service

Culture of the proposal is to ensure the message of mental health is consistent throughout the business. The focus is to continuously provide support to Gen Z who may not have it, or struggle to express it. The cultural background here is to create a free space to young people to unwind from the online platform, it is a form of detox but in a

more active approach.

ASOS X SPACE extends towards customer service, emphasisnt on respect, patience and creating a friendly environment. The business customer service will evolve around feeback from Gen Z, incorporating data received from primary research and secondary data analysis. The team will be ready to provide advice on a more forward

approach to responding to Gen Z needs.

“Retailers need to be confident that customer facing staff will have thebusiness’ and customers’ best interests at heart, and allow them to act

accordingly.”

Ng and Marian, 2017

Pg. 74

BUSINESS

8.0 Business Planning 8.1 Business Model Canvas

8.2 Revenue, Costs and investments

Pg. 75

8.0 Business Planning8.1 Business Model Canvas

Key Partners/Suppliers:

Collaboration with ASOS ASOS X SPACE the proposal is working closely with ASOS as a brand in relation to creating a company that

will inject its key features into our business proposal.

YoungMinds charity Alongside the charity the events that we will be holding will include brands that will then become a partner of our

proposal.

Key Activities:Monthly update of magazine

Monthly one-week eventsProviding an extraordinary experience

Key Resources:Charity funds

Magazine publishing ASOS Platform

YoungMinds Platforms

Value Proposition:ASOS X SPACE is offering a space to gain an experience away from the online community, effectively engaging the young people struggling through mental health. Introducing workshops and activities every month giving enough

time to data analyse and create better events for new experiences. Proposing activities to offer an experiential experience

Available to Gen Z

Cost Structure:The costs will mainly consists organising the events, marketing strategies, promotional merchandising. The events held will consist of preparing a more diverse experience therefore, it is important that the right research has be

conducted to create a different experience every month. Marketing costs

Research and development

Pg. 76

8.0 Business Planning8.1 Business Model Canvas

Consumer relationships:

The businesses target consumer is forming a close community, especially face-to-face in order to raise awareness of mental health through the method of word-

of-mouth.

The first step to consumer drive will be posting billboards and sending through a flyer and magazine through every

ASOS purchase that has been made.

Cost Structure:

The revenue stream for ASOS X SPACE is receiving the money given by attendees which is then handed over to YoungMinds. As this is a charity funded business there is no source of revenue however, a way of ASOS being able

to give back to their community.Charity funding from attendees

Increasing funding

Consumer segments:

ASOS X SPACE target audience is niche and only consists pf the Gen Z consumer group, however what they have in common is their interest and therefore, it makes it easier to prepare events for a small group and

work closely with them.

Gen Z consumer only targeted.

Pg. 77

8.0 Business Planning8.2 Revenue, Costs and investments

Marketing Costs

Billboards/£600 - 2 Week Advertisement

Bus Stop/£270 - 2 Week Advertisement

Magazine Publishing/£10,000 - monthly publish

£600

£10,000

£270

Event Costs

Average costs of hiring/£630 per session

Average activity cost/£70 per session

£630

£70

= £10,870Start-up costs - Funding ASOS

Extra add-ons £10,000£7,000

Start-up costs - Funding ASOS

= £7,770

Pg. 78

SWOT9.0 SWOT

Pg. 79

9.0 SWOT

Corresponds with ASOS brands ethos alongside the companies marketing strategies which still ties in with their companies’ culture.

Primary and secondary research conducted gives a clear analysis of interest and key data performances. ASOS will be known as the first brand that will be offering their offline event experience after only operating on the online

sources.Will change the current retail strategies and introduce new offline methods for the niche Gen Z market.

Establish a better understanding of the offline market and what they have to offer within the experiential industry. Niche market will help understand consumers needs and interest better as a smaller group.

Gen Z consumers are mostly only over the online platform. Market awareness of the GenZ consumers needs and wants is relatively small when conducting offline resources.

Success of the brand will result on a strong marketing strategy, and consumer engagement.Might not appeal to ASOS’s vast consumer base.

Possible ways that can help expand the consumer recognition for the proposal gaining a larger consumer base. Expansions across other brands who want to join as an extension to gain more coverage.

Change the view of offline retailing.

Struggling to get more of the Gen Z market to understand the idea behind the proposal and drive the force away from online community.

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREAT

Pg. 80

FINAL

10.0 Conclusion

Pg. 81

10.0 Conclusion

This report has given a thorough analysis that there is a significant gap in the market proposing more offline activities and working alongside charities. Secondary research was

quite limited as a lot of resources were based around online strategies.

However, highlights of secondary research are the sudden increase of mental health and how this is affective more and more younger people. Primary research gave responses indicating that more young people need care away from technology and having to hide behind a screen. Focusing on of the world’s advanced brands and collaborating to give

back to the community retrieves a more innovative approach to the retailing market.

This proposal isn’t just an advantage in the market, however, works to get more companies to give back to the people who are supporting them. It allows people to get a break from the online community and give them a chance to detox at a price that they are ready to give

in return to changing someone life.

Founder, ASOS X SPACE

Pg. 82

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Pg. 88

Illustrations

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Pg. 89

Illustrations

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Page 26Sorom (@soromtbte) • Instagram photos and videos (no date). Available at: https://www.instagram.com/soromtbte/ (Accessed: 1 May 2020).

Pg. 90

Illustrations

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Illustrations

Page 52Our Youth Panel — YoungMinds (no date) YoungMinds. Available at: https://youngminds.org.uk/about-us/youngminds-people/our-youth-panel/ (Accessed: 27 April 2020).

Page 53Our Youth Panel — YoungMinds (no date) YoungMinds. Available at: https://youngminds.org.uk/about-us/youngminds-people/our-youth-panel/ (Accessed: 27 April 2020).

a serene area to reinvigorate

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