The Marketing mix of Asus analyses the 4Ps of Asus’s marketing strategy, which includes the Product, Price, Place, and Promotion of Asus. Founded in 1989, Asus is a public company based in Taiwan and is a multinational computer hardware and electronics manufacturer, having its headquarters in Beitou district, Taipei. The current Chairman is Mr. Jonney Shih. It is the 4th largest PC vendor in the world by unit sales. It is a listed company on the Taiwan Stock Exchange. Asus operates in around 32 countries with about 50 service centers across them, and for the convenience of customers, it has about 400 service partners worldwide.
In all its business segments, Asus faces good competition in the laptop and desktop business; HP, Apple, Acer, and Toshiba are its main competitors, whereas in mobile phones, tablet accessory smartphone business, Micromax, Samsung, Motorola, etc.
About Asus
- Type: Multinational computer manufacturer
- Industry: Consumer electronics, information technology
- Founded: April 2, 1989
- Founder: T.H. Tung, Ted Hsu, Wayne Hsieh and M.T. Liao
- Headquarters: Beitou District, Taipei, Taiwan
- Area served: Worldwide
- Key people: S.Y. Goh (Chairman) and Jerry Shen (CEO)
- Number of employees: 12,500+
Table of Contents
Asus Product Strategy
Asus has a wide range of products, which can be categorized as follows:
- Desktops: ideal for home use and workplace stations. All-in-one PCs also serve multipurpose requirements with excellent power and portable features.
- Laptops: for everyday use, there is a Zen book series and gaming series for those gamers with high-performance requirements
- Mobile Phones
- Monitors and Projectors
- Mother Boards and Graphic cards
- Tablet PCs and workstations
They launched smartphones under the brand Zenfone, which works on Android OS; earlier, Windows-operated phones were also made.
ASUS offers a diverse range of products. The new Product Mix of Asus in 2023 is as follows (Source)
- Laptops and Notebooks: ASUS provides many laptops catering to different needs. This includes the ZenBook series for premium ultraportable laptops, the VivoBook series for mainstream users, the ROG (Republic of Gamers) series for gaming laptops, and the TUF Gaming series for affordable gaming options.
- Desktops and All-in-Ones: They offer a variety of desktop computers, including gaming desktops under the ROG and TUF series and all-in-one PCs for home and office use.
- Motherboards and Computer Components: ASUS is renowned for its high-quality motherboards, catering to general users and gamers. They also manufacture other computer components like graphics cards, networking equipment, etc.
- Smartphones: The ASUS ZenFone series includes a range of smartphones, often noted for their camera capabilities and user-friendly interface.
- Networking Equipment: This includes routers, mesh Wi-Fi systems, range extenders, and other networking devices.
- Peripherals and Accessories: Computer mice, keyboards, audio equipment, and bags.
- Monitors: ASUS offers monitors for various purposes, including gaming, professional, and general use.
- Wearable Devices: This includes smartwatches and fitness trackers.
- Servers and Workstations: They provide high-performance servers and workstations for businesses and professional use.
Asus Place Strategy
Asus’s products move across various countries through its chain of stores and dealers in those places. From the electronic stores to the shopping malls, the mix of Asus’ stores, E-commerce websites to physical retail outlets, Asus’s products can be found everywhere, and this easily influences the purchase decision to a great extent.
The touch and feel of such innovative products can still please a particular segment of customers who prefer buying them in a store after operating them independently. Asus is present in more than 40 countries worldwide and has 16000 Employees. It has a strong network of Dealers and distributors. Reddington is its distribution and marketing partner in several countries.
Here’s the Place Strategy of Asus:
- Global Distribution Network: ASUS has established a widespread distribution network that spans multiple continents, ensuring its products are accessible in numerous markets worldwide. This includes both developed and emerging economies.
- Online and Offline Retail Presence: They utilize online and offline retail strategies. ASUS products are available on their website, on e-commerce platforms like Amazon and Newegg, and in physical retail stores, enhancing accessibility for different consumer preferences.
- Strategic Partnerships with Retailers and Distributors: ASUS has partnered with key retailers and distributors in various countries. These partnerships ensure efficient distribution and availability of their products in local markets.
- Localized Marketing and After-Sales Services: In different regions, ASUS adapts its marketing strategies to suit local preferences and provides after-sales services, ensuring customer satisfaction and support in their respective markets.
- Focus on Key Markets: While ASUS has a global reach, they focus on key markets with strong brand recognition and demand, such as in parts of Asia, Europe, and North America, to maximize their market impact.
Asus Price Strategy
An electronic product’s price difference isn’t a very significant or primary factor in influencing buying decisions compared to the product’s brand image and style. Asus mainly uses Penetration pricing as technology is a price-sensitive game, and being a manufacturer, it has the cost advantage. Asus entered a bit late in the smartphones and tablets segment but is quickly covering the market, and it has to use Penetration and pricing strategies to survive in the market.
Asus mid-range Android phones like Zenfone C are available for around Rs 7000, and some high-end phones are worth Rs 15000, like Zenfone 2 & 6. The other brands have similar prices for equivalent models with a maximum 5% variation as Asus products.
In the laptops segment, the range starts at a lower price, from Rs 17500 for basic features and economical range ones, and premium laptops with excellent storage and processors go above Rs 1 lac.
ASUS employs a multifaceted pricing and marketing strategy that reflects its diverse product range and the varied needs of its customer base. Here’s a breakdown of their approach:
- Value-Based Pricing for Premium Products: ASUS adopts a value-based pricing model for high-end products like the ASUS ROG gaming series and ZenBook laptops. These products are priced at a premium, reflecting their advanced features, superior performance, and innovative technologies. This strategy aligns with these products’ perceived value to tech enthusiasts and professional users.
- Competitive Pricing for Mainstream Market: ASUS employs competitive pricing in the highly competitive mainstream market, particularly with VivoBook laptops and standard desktops. They strategically price these products to be on par with or slightly below their competitors, making them an attractive choice for budget-conscious consumers seeking quality and reliability.
- Skimming Strategy for New Innovations: ASUS often uses a price skimming strategy when introducing cutting-edge technology or first-of-its-kind products. They initially set higher prices to target early adopters willing to pay a premium for the latest technology. Over time, as the product becomes more established in the market, they may lower the price to appeal to a broader audience.
- Dynamic Pricing in Response to Market Trends: ASUS is adept at adjusting its pricing in response to market trends, competitor actions, and changes in consumer demand. This dynamic approach ensures they remain competitive and relevant in the fast-paced tech industry.
- Promotional Pricing and Discounts: ASUS occasionally employs promotional pricing strategies to boost sales and clear inventory, especially for older or less popular models. This includes seasonal discounts, bundling offers, and special sales events, which increase sales and enhance customer engagement with the brand.
Asus Promotion Strategy
Asus is a company still trying to establish a foothold Asus devices, in the mobile phone segment. To win hearts, the company has rolled in Bollywood actress Sonakshi Sinha as the brand ambassador, which explains their marketing strategy to be the most loved brand.
In specific surveys for promotion and knowing customer feedback, Asus’s laptops and desktops were voted as more reliable than Apple and HP. The marketing campaigns supporting the products of Asus are driven Asus marketing strategy with a mindset of the target age group. The laptops are marketed for the student group, the working professionals, and the home users.
For brands like Asus, going with the flow of customers’ purchasing behavior is imperative. Therefore, digital marketing campaigns focusing on proper visibility on e-commerce websites and offering discounts to help customers gain market share are essential to boosting sales. Quality isn’t to be compromised at any cost, as lousy word-of-mouth is a nightmare for a company in the electronics business.
Some Recent Video ads and Print ads of Asus are:
ASUS Zenfone 10 Product Video | 2023 – YouTube
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